It's finally here, you have found your first Chatbot customer!
You made your first call, learned about your business, and found out what works for them and what challenges they face.
You did a great job explaining the value of chatbots and why they should work with you to build one. And the customer was sold!
Floating with excitement on the ceiling, you bask in the glow of your accomplishment as the helium begins to emerge from the balloon.
And suddenly you realize: "Oh no … now I have to deliver."
Because if you want to keep it as a client or use it as a case study, you need to drive the results forward.
And that's scary. What if you start the campaign and totally bomb her?
So, you're staring at your computer, stuck at zero, and the joy of your new customer is dwindling.
You must know the following. You do not necessarily have to start from scratch.
In fact, you probably should not start from scratch, as you will probably recreate the wheel.
Nick Julia, one of our Bot Academy graduates who runs a successful Chatbot agency and guides our weekly training calls, recently visited Live on Facebook to explain what needs to be done instead.
He recommends the following.
First, look at what people are already doing, identify what works, and find ways to improve and personalize it for your customer.
In this article, we'll go through this process for a hypothetical customer to show you what it looks like.
Let's say your customer is a registered nutritionist and health trainer. Their clients are committed to a 6-month Individual Program in which they fundamentally revise their diet and lifestyle to meet their health challenges.
Wins new customers by booking 10-minute discovery calls to assess their health and explain the transformative benefits of their program.
Challenge : Too Many Unqualified Leads
She wastes a lot of time talking to people who have no major health problems (who are unwilling to get involved with the program) or who are unwilling to invest in their premium offerings.
Target : Prequalify Leads and Book Further Consultations
Let's see how you can apply the three-step research method to your business challenge.
Step 1: See what other people are doing
First, you want to see what's already out there, to get your creative juices flowing and to provide a potential backdrop for your own chatbot.
Remember, you may need to throw a fairly wide net.
On a large scale, chatbots are still relatively new and some industries have adopted them as a marketing channel faster than others.
There may not be many chatbots in the nutritionist / health coaching industry, but there are many bots designed to qualify leads and book appointments.
So, think about how certain functions and messages translate across industries.
Against this background, here are some strategies for finding relevant Chatbot examples.
Check Case Studies and Guides
Chatbot platforms, chatbot marketers, and people who teach chatbot building all want to brag about their customer successes and demonstrate their expertise. Use this to your advantage!
Look for "[industry] Chatbot Case Study" or "[goal] Chatbot Tutorials", and you'll probably find examples of chatbots in action.
You can even search the blogs on chatbot platforms like ManyChat and MobileMonkey, or chatbot resources like Bot Academy.
Case studies are great, because you know that the featured bot actually influences the results (or there would be no case study).
These articles often include helpful statistics, an overview of the campaign setup, and the name of the customer. You can use this to find your Facebook page and interact with the bot yourself.
Guides may not show you the results of a specific campaign, but they will show you the actual settings. That's great, because if you see a specific tactic you like, you can easily implement it.
For example, if you browse our blog, we'll see step-by-step instructions on how to qualify leads in autopilot with chatbots and how to book lead-gen dates with chatbots, both of which would be helpful in this scenario.
Search for templates
There are some companies that offer free chatbot templates that are tailored to specific industries or marketing goals. (MobileMonkey and Chatfuel both offer a choice and ManyChat allows you to create and share your own.)
Although these templates are not tailored to your customer's brand voice and are often fairly simple, they can be helpful as a starting point.
You can easily find them on Google by looking for "[goal] Chatbot Template" or "[industry] Chatbot Template".
Ask Your Communities
Are you a member of an online or personal tribe where you can interact with other Chatbot builders or digital marketers?
Note: If you have not already done so, make sure you're a member of the free Bot Academy Facebook group, which is only for Chatbot developers.
Ask these communities if anyone has seen chatbots in your client or bot industry designed to meet their specific goal. Not only ask for the great examples, bad examples can also be helpful as they help you figure out what you should NOT do!
If your customer is in an industry where messenger marketing was introduced early, competitors may have chatbots that you can review.
If you did not ask the customer on your first call, ask who the competitors are and visit their websites and Facebook pages to see if they have chatbots.
Another great option is to use Facebook's Audience Insights tool to determine which other Facebook pages might be relevant to your customer's followers (most of them are competitors).
This information is available at https://www.facebook.com/ads/audience-insights/. A pop-up window will appear immediately asking you to select your target audience. Select "People associated with your page".
You will then be redirected to the "Pages" section on the left, where you can enter your customer's Facebook page.
After entering the page name, select Page Likes from the top menu and scroll to the Page Likes section.
This will show you a list of pages that your audience is likely to follow.
Remember, chatbots are just another way to talk to customers. Something that works on another platform can also work in chat, with minor adjustments required.
For example, does your customer's competitor have a truly effective way to qualify leads that you can replicate in a messenger sequence?
Remember to check sites, social media platforms and emails for inspiration and ideas!
Step 2: Identifying how it works
Now that you've gathered examples from your client's industry or their use cases, it's time to find out what works (what you might want to implement) and what does not (what you want to avoid). ,
If you interact with the Chatbot samples you found, ask yourself these questions.
Is messaging compelling enough to keep you in touch with the bot? What makes it so convincing?
Is it easy to find the information you are looking for or take the next step? How is the sequence or menu structured to make navigation easier?
How does the chatbot move you through the funnel? Is it easy to learn more or take action? Will you get out someday?
What kind of questions does the chatbot ask? What is she doing? Are there any obstacles to answering?
Which other tools or software are used? Are they seamlessly integrated or do they jump between platforms?
Here are some examples from our hypothetical scenario.
Questions to Qualify Leads with One Touch
One of the examples we found was Antonio Thompson, a graduate of the Bot Academy, offering Chatbot and Facebook advertising services.
Although he operates in a completely different industry than our hypothetical client, his services are offered at a high price. He needs to qualify and segment leads based on their challenges and investment ability.
His bot does this very quickly and with minimal user work, thanks to simple questions where the user simply clicks a button to answer the question.
Do you fit with the customer avatar?
Which service are you interested in?
Within a few seconds, his chatbot confirmed whether the user matched his customer avatar, learned what service he was interested in, and qualified them based on revenue and ad spend.
Clear questions about lead quality
When we looked at the competition, we found another health coaching company that also offers free consultations with potential customers. You do not have a chatbot to book these calls, but there is a form on their site where users can set an appointment.
And one of the questions they ask is:
This makes it very clear to the potential customer what is needed in this program and also reminds him why the investment is worthwhile.
Automated Booking for Optimized Conversions
We also looked at a tutorial from a graduate of the Bot Academy, Vincent Tandiono. He shared a tutorial with the Bot Academy community, showing how ManyChat and ScheduleOnce can be integrated for automatic appointment booking.
We loved it because it takes as few steps as possible for a potential customer to book a discovery call, resulting in higher conversion rates and an optimized user experience.
And since he has shared his detailed setup process with you, you can easily review the experience in your own campaign.
What is not working?
Manual Range instead of Automatic Booking
While searching for free Chatbot templates, we found one that helps personal trainers book free consultations. Neighboring industry and the same application as our customer, score!
There is an opening message that reinforces the transformation sold by the coach with a fun GIF. So far so good.
Next, a series of short message questions are posted to learn more about the user's health and fitness.
After you have answered the questions, you must wait until the trainer has booked your consultation instead of being able to book it yourself.
This is a distinct drawback, as the user may lose interest or book with another person if too much time passes before someone makes contact.
Too many qualifying questions
Earlier, on the website of a competitor, we mentioned the question of the qualified investment. Although this part landed in the "what's working" section, the appointment booking form did not arrive.
Do you want to know why? It has a whopping 17 questions without contact data!
This is a pretty big conversion hurdle, and many questions ask for similar information that users may find disturbing.
Step 3: Implement and Customize
Now that you've created a list of features and strategies to help you achieve your customer's goal, and a list of mitigating actions, it's time to shape your campaign.
Remember the endgame here – to achieve the goal set by your client (and, in return, achieve your own goals: revenue from loyalty, case studies, etc.)
For our scenario, we would like to book more discovery calls with pre-qualified leads for our client's health coaching program.
Therefore, we implement the functions from our examples that best accomplish this:
Qualifying questions with a tap to segment users based on health challenges and willingness to invest
Automatic booking of discovery calls with integrated technology
But how can we make sure that users are prepared and excited to book discovery calls?
The Bot Academy class will show you how to implement the "Teach, Build, and Convert" approach in your Chatbot campaigns.
You can see exactly why and how this formula sets you up for success in the program. Here's an overview of why each step is important.
Teach to create value and build credibility.
Build relationships to build trust and personal connection.
Convert so you and your customer can make money.
So you can use this approach here to complete the assignment of your first campaign.
Does the customer have a free health guide or other magnet that you can offer?
What about a quiz you can use in the front-end to subscribe users to your main sequence?
Where can you use photos to create a better connection to the audience?
Are there personal stories and anecdotes that you can include in the news?
What about qualified people who do not convert? How can you continue with them?
What happens when someone converts? Is there a secondary goal?
Use the answers to these questions to complete the planning of your campaign.
This is a great place to include the customer as well. Remember that she knows her customers and her brand best. Use your expertise.
And you do not have to install everything right away! Start with the key features that best match the final goal – questions before qualifying and automated booking.
On this solid foundation, you'll have many more months to update and upgrade your bot for your new Retainer customer.
Want to learn more about the power of chatbots and how to build your own business? Join our free webinar to learn exactly how to build your first bot and land clients.