Messenger Marketing is growing up fast.
It wasn’t that long ago that nobody had even heard of it. But today?
Today even small local companies are using it to attract interested leads and help turn them into new customers.
And in this post I’m going to share a complete walkthrough of a Facebook Messenger campaign that was, by any measure, a huge success. Just take a look at some of the statistics:
- 5% conversion rate
- 100% open rate
- 99% click through rate
Even more importantly, this campaign generated qualified leads for just 85¢ apiece!
And the best news is that this campaign isn’t complicated or difficult to set up. In fact, chances are good that you’ll be able to copy and tweak this campaign to fit your business needs in just an hour or two of work.
Campaign Goals & Background
A local Mexican restaurant called Fiesta Mexicana wanted to promote an offer. The winners would each receive a free meal for two, and everyone else got a coupon for a free appetizer just for entering.
Fiesta Mexicana’s goal was to promote this offer to as many people as possible, as cheaply as possible, and help bring more people into the restaurant.
I knew there was a lot of potential for using Messenger Marketing to promote an offer like this, so I decided to test it out.
The results, as you’ll see, were impressive.
Step 1: Facebook Ad
The first thing our leads saw was this Facebook ad telling them about the promotion:
It’s a simple image ad, but worked really well to spread the news of their promotion.
(If I were to do this campaign over again, I would definitely test a video ad. That way I would be able to retarget people who watched part of the video without converting.)
The ad targeting I used was also fairly straightforward. I tested a few different age groups, and simply targeted people who liked Mexican food—burritos, tacos, tequila, salsa, and so on—who lived within 10 miles of the restaurant itself.
Here you can see we spent a total of $146.12, reached over 9,000 people and generated 305 clicks (cost per click of 48¢).
Once a person clicked on the ad, they were taken to…
Step 2: Landing Page
I didn’t use the “Send Message” call-to-action for this campaign. Instead, I used one of ManyChat’s free growth tools to create a super-simple opt-in landing page. Here’s what the landing page looked like:
When you click the button, the page turns red and updates like so:
From here you just have to click “View it in Messenger” to open up the chatbot.
If I were to do this over again, I would probably use the “Facebook Ads JSON” growth tool, rather than the “Landing Page” tool, inside of ManyChat.
The Landing Page tool worked fine, but I don’t like the fact that it requires 2 clicks to reach the chatbot. The JSON growth tool would accomplish the same thing in fewer clicks and might have improved our landing page conversion rate.
Step 3: Chatbot Coupon Delivery
After you click through to reach the chatbot, the first message makes it super easy to enter the drawing—just click the button to enter:
I wanted to keep track of everyone who entered the contest, so I tagged anybody who clicked this button with the tag “Entered free meal contest” and subscribed them to our VIP Offers sequence.
So how well did this message work? Take a look for yourself.
It was delivered to 173 people. Everyone opened it, and nearly everyone—171 people, or 98.8%—clicked the button to enter the contest.
Once the visitor clicked that button, we sent them a few messages explaining how the contest worked:
Then we sent them a coupon for their free appetizer:
The point of the coupon, of course, was to help draw more people into the restaurant and turn them into long-term patrons.
So in order to achieve that goal, we needed to maximize the number of people who actually redeemed their coupon.
Step 4: Chatbot Coupon Redemption
It wasn’t enough to simply give people a coupon. We wanted people to actually USE the coupon—to come into the restaurant for a meal.
So I wanted to make it as easy as possible to redeem the coupon.
Giving people a printable coupon seemed like a bad idea. I didn’t think many people would go through the effort of actually printing out the coupon and bringing it with them to the restaurant.
So instead, I just told people to show this message on their phone to their server:
Their server would then click the “Appetizer Redeemed” button, redeeming the coupon.
Once that happened, I made sure to tag the user so that we would know who had actually come in to the restaurant to redeem their coupon:
The final message that users saw, after redeeming their coupon, was a simple thank-you:
If you take a look at the stats, you’ll see that this thank-you message was sent to 33 people. Which means that out of 171 people who entered the contest, 33 of them actually came into the restaurant to redeem the coupon.
That’s a 19% redemption rate—pretty impressive, considering those people had to actually visit the restaurant to redeem their coupon!
So you may be wondering:
How did you get such a high coupon redemption rate?
Well, the answer to that has to do with the final step in this campaign…
Step 5: Reminder
People are busy, and we know it’s easy to forget about something like a coupon for a free appetizer.
So I made sure to send people a reminder message several days after they entered the contest.
Once again, you can see that our open and clickthrough rates were very high. Here’s what the message looked like:
This is a pretty short & simple message, but it actually has some powerful psychology behind it.
First, notice that we reinforce the fact that the coupon will expire on August 31st. This creates a sense of urgency in the reader’s mind.
(After all, nobody wants to miss out on something that’s free!)
Second, I ask the reader to commit in advance to visiting the website. Out of 170 people who opened this message, about 30 of them clicked “Yes I will!” and another 30 clicked “Not this week.”
The goal behind those buttons was to get people to pre-commit to coming in for a meal.
My theory was that if people commit to visiting the restaurant, even if they’re just clicking a button in Messenger, it makes them more likely to actually follow through on that commitment.
And as I mentioned above, it worked really well!
Overall this reminder message was successful. It wasn’t perfect, of course. If I had the chance to run it over again, I would probably tweak this reminder message a little bit.
Instead of jumping right to the promotional message, I would probably start by asking a quick & easy question first—something like, “Do you still want that FREE appetizer you won? (Yes/No)”
It’s not a huge change, but starting the message this way would have probably improved the engagement rate of this reminder message and maybe got a few more people to come inside and redeem their coupon.
The Coolest Thing About This Campaign
When I ran this campaign for the client, I was thrilled at the results we were able to generate.
But even more impressive, I think, is the massive potential it shows for the future of Messenger marketing in general.
I mean think about it, guys. This campaign wasn’t run by some massive tech company with unlimited resources and a huge marketing department.
This was a standalone Mexican restaurant in Spokane, Washington.
If a small local business can use Messenger marketing with this much success in their very first try, just imagine what YOU can do—especially after you’ve had a few chances to refine and improve it to fit your business.
One Last Note: December 2017
I recently ran a campaign to people who came in on this particular Giveaway ad campaign selling a dozen tamales for $24 for the month of December.
I had four people place a tamales order just from the broadcast I sent out within a few hours to people who were already subscribed. Compare that to the ads I was also running that have brought in four other orders at about $20 a lead.
So the four orders from the broadcast technically has brought down the cost per lead from the original ad campaign down even further.
The power of subscribers!
I hope you found this helpful, and I’m looking forward to seeing some of the Messenger campaigns you’re able to build with this as a starting template![READ NEXT: The Ultimate Guide To Messenger Marketing and Facebook Chatbots]
Mackensie Liberman’s path to becoming a digital marketer has been far from typical. With her friendly nature, background in science and statistical analyst skills, combined with her love of computers and tech, her transition into the digital marketing field from Cytogenetics was a very easy one and has helped her to get great results in advertising for her clients. She has been involved with ecommerce marketing online since 2012, and after the success she experienced for herself, she dove into helping small businesses with their digital marketing needs in 2016, with her focus being mainly in Facebook, Messenger Bots, and YouTube combined with sales funnels to get outstanding results.