NAME: Ep 380 Sales Daniel Pinne Using Messenger Chat To Increase Sales (The Right Way)_audio.mp3
DATE: 2023-04-21
DURATION: 2956
————————————————–

SUMMARY:
The conversation discussed the biggest issues people make when using chat, and how to start small and track data to make the most of it. Selena Knight then introduced her podcast and shared her experience of having back-to-back calls from 7am to 2pm and how she was struggling to remember what they had discussed. Finally, it was mentioned that the day started with a podcast with Michelle Sherrier. This conversation highlighted the importance of taking small steps, tracking data, and having conversations with successful people to help take control of any business, particularly retail or ecommerce.

The speaker was supposed to be taking part in a Five X strategy call at 9am, but was instead still having a conversation with the host of the Retail Hall podcast. The conversation had gone on for an hour and the speaker was in a rush to wrap it up in order to join the call. They tried to answer the questions quickly and typed into the Facebook group that they were running late and asked the manager, Jo Ed, to start the meeting in their absence. Unfortunately, the speaker’s typing skills weren’t great and the message came out garbled. Despite the confusion, the speaker was able to join the call and the conversation with the podcast host was eventually finished.

The speaker had to rush to a call and arrived ten minutes late, but it was a rewarding experience. One of the participants, Dion, was telling the speaker how she had purchased her Nine Ways to Move Stock masterclass and had achieved great results from it, including making $5,000 in one day. The speaker was excited to hear this success story and quizzed Dion on what she did and how she put the strategies into action. The speaker then encourages others to take action and witness the life-changing results it can bring. The speaker was then reminded that the call was being recorded and had to check that it was still recording.

Technology foiled an attempt by Joed and Dion to have a podcast conversation, so Dion instead interviewed Dan Pine about chat. Dan says that people are still using chat, like Facebook Messenger and website chat, and he shared some of the results he has seen. Dion was intrigued and wanted to know what the messenger chat landscape looked like, and if people weren’t using it, was it because it was no good? Dan discussed the value of chat and how it can be used to improve customer service and engagement, as well as increase sales. He also discussed the importance of having an effective strategy when it comes to using chat, such as personalizing messages and using automated responses.
————————————————–

TIMESTAMPS:

0:00:00 Conversation on Common Chat Mistakes and Welcome to the Bringing Business to Retail Podcast

0:02:50 “Retail Hall Podcast Host Interview with Five X Retailer”

0:04:16 Success Story: How Dion Used My Nine Ways to Move Stock Masterclass to Make $5,000 in One Day

0:07:25 Heading: Exploring the Messenger Chat Landscape with Dan Pine

0:09:18 Interview with Dan Pine: Leveraging Messenger Chat to Increase Sales Without Spamming Customers

0:11:25 Conversation with Dan Pine: Improving Customer Experience with Chat Options

0:13:31 “Exploring the Benefits of Chatbot Technology for Businesses”

0:18:08 “Improving the Customer Experience Through Automated Conversations”

0:20:27 “Using Chat Bots to Enhance the Customer Journey and Increase Engagement”

0:24:20 “Integrating Chat into the Customer Journey: An Example from an Ecommerce Client”

0:25:38 “Automating Conversations to Increase Engagement and Collect Customer Details”

0:27:57 Exploring the Benefits of Metasubscriber for Engaging Customers

0:29:42 Recap of Automated Customer Engagement Process

0:32:17 “Using Broadcast Messages to Increase ROI from Competitions”

0:34:11 Chat Marketing Strategies for Increasing ROI

0:35:38 “Exploring the Benefits of Chatbot Messaging for Ecommerce Campaigns”

0:40:07 “Exploring the Benefits of Messenger Marketing for Businesses”

0:41:24 “Exploring the Benefits of Utilizing Abandoned Cart Messages in Chat Marketing”

0:45:36 Conversation Recap: Chatbot Automation for Retail Businesses

0:47:20 Conversation with Dan from ChatResponse.com: Unlocking the Power of Chatbots for Retailers

————————————————–

NAME: Ep 380 Sales Daniel Pinne Using Messenger Chat To Increase Sales (The Right Way)_audio.mp3
DATE: 2023-04-21
DURATION: 2956
————————————————–

SUMMARY:
The conversation discussed the biggest issues people make when using chat, and how to start small and track data to make the most of it. Selena Knight then introduced her podcast and shared her experience of having back-to-back calls from 7am to 2pm and how she was struggling to remember what they had discussed. Finally, it was mentioned that the day started with a podcast with Michelle Sherrier. This conversation highlighted the importance of taking small steps, tracking data, and having conversations with successful people to help take control of any business, particularly retail or ecommerce.

The speaker was supposed to be taking part in a Five X strategy call at 9am, but was instead still having a conversation with the host of the Retail Hall podcast. The conversation had gone on for an hour and the speaker was in a rush to wrap it up in order to join the call. They tried to answer the questions quickly and typed into the Facebook group that they were running late and asked the manager, Jo Ed, to start the meeting in their absence. Unfortunately, the speaker’s typing skills weren’t great and the message came out garbled. Despite the confusion, the speaker was able to join the call and the conversation with the podcast host was eventually finished.

The speaker had to rush to a call and arrived ten minutes late, but it was a rewarding experience. One of the participants, Dion, was telling the speaker how she had purchased her Nine Ways to Move Stock masterclass and had achieved great results from it, including making $5,000 in one day. The speaker was excited to hear this success story and quizzed Dion on what she did and how she put the strategies into action. The speaker then encourages others to take action and witness the life-changing results it can bring. The speaker was then reminded that the call was being recorded and had to check that it was still recording.

Technology foiled an attempt by Joed and Dion to have a podcast conversation, so Dion instead interviewed Dan Pine about chat. Dan says that people are still using chat, like Facebook Messenger and website chat, and he shared some of the results he has seen. Dion was intrigued and wanted to know what the messenger chat landscape looked like, and if people weren’t using it, was it because it was no good? Dan discussed the value of chat and how it can be used to improve customer service and engagement, as well as increase sales. He also discussed the importance of having an effective strategy when it comes to using chat, such as personalizing messages and using automated responses.
————————————————–

TIMESTAMPS:

0:00:00 Conversation on Common Chat Mistakes and Welcome to the Bringing Business to Retail Podcast

0:02:50 “Retail Hall Podcast Host Interview with Five X Retailer”

0:04:16 Success Story: How Dion Used My Nine Ways to Move Stock Masterclass to Make $5,000 in One Day

0:07:25 Heading: Exploring the Messenger Chat Landscape with Dan Pine

0:09:18 Interview with Dan Pine: Leveraging Messenger Chat to Increase Sales Without Spamming Customers

0:11:25 Conversation with Dan Pine: Improving Customer Experience with Chat Options

0:13:31 “Exploring the Benefits of Chatbot Technology for Businesses”

0:18:08 “Improving the Customer Experience Through Automated Conversations”

0:20:27 “Using Chat Bots to Enhance the Customer Journey and Increase Engagement”

0:24:20 “Integrating Chat into the Customer Journey: An Example from an Ecommerce Client”

0:25:38 “Automating Conversations to Increase Engagement and Collect Customer Details”

0:27:57 Exploring the Benefits of Metasubscriber for Engaging Customers

0:29:42 Recap of Automated Customer Engagement Process

0:32:17 “Using Broadcast Messages to Increase ROI from Competitions”

0:34:11 Chat Marketing Strategies for Increasing ROI

0:35:38 “Exploring the Benefits of Chatbot Messaging for Ecommerce Campaigns”

0:40:07 “Exploring the Benefits of Messenger Marketing for Businesses”

0:41:24 “Exploring the Benefits of Utilizing Abandoned Cart Messages in Chat Marketing”

0:45:36 Conversation Recap: Chatbot Automation for Retail Businesses

0:47:20 Conversation with Dan from ChatResponse.com: Unlocking the Power of Chatbots for Retailers

————————————————–

LINKS:

Chat response: https://chatresponse.com.au/retail/

0:00:00 Salena Knight: Apart from spamming people, what are the biggest problems or issues that you see people making when they use chat?

0:00:08 Daniel Pinne: I think probably trying to do too much is one thing. You don’t need to go all in and start to build those systems that we’ve spoke about. The start around the send people around in circles, right? You can start to do a little bit at a time because people don’t know that that’s DM space is there. If you don’t tell them just by saying, well, the next campaign we do, we’ll still probably build the landing page, but let’s try the comment to message feature and see if that can get us some entries as well. The other is not collecting data and tracking that data in there as well. Like you can track whether people clicked on a link, what product they browsed. Recently they abandoned a cart, have they purchased a product, being able to track those different things to then when you are maybe getting to the point of sending a broadcast message, you can segment that a little bit better.

0:00:59 Salena Knight: Hey there and welcome to the Bringing Business to Retail podcast. If you’re looking to get more sales, more customers, master your marketing and ultimately take control of your retail or ecommerce business, then you’re in the right place. I’m Selena Knight, a retail growth strategist and multi award winning store owner whose superpower is uncovering exactly what your business requires to move to the next level.

0:01:30 Salena Knight: I’ll provide you with the strategies, the tools, and the insight you need to scale your store. All you need to do is take action. Ready to get started? Hey there and welcome to today’s episode of Bringing Business to Retail podcast. As I sit down and record this intro, I have had a it’s like 02:00 p.m. In the afternoon and I have had a back to back to back to back to back day of calls. Started at seven, went to 8910, 1112, one and now I have finally sat down and realized that I need to record the intros for the podcast I recorded because I’m already struggling to remember what we talked about after talking about so much in one day.

0:02:24 Salena Knight: Now, the day started off with a podcast with the amazing Michelle Sherrier and she has been on my show. I’m not sure if that episode has aired yet, but she is the host of the Retail Hall podcast. We have so much fun talking. When I sat down to talk to her for a pre qualifier, which is where we sit down and just kind of go over whether someone’s a good fit and if they are, what we’re going to talk about.

0:02:50 Salena Knight: Our 15 minutes call turned into about an hour and then on the podcast, I think I again had to wrap it up at about an hour and so I should have known better. But when I hopped onto her show today at an hour, I was supposed to be inside of our Five X call. So every multiple times a week, we have strategy calls where our Five X retailers, that’s the retail and ecommerce store owners inside of our Five X program, where they can meet with myself and my team and get help and advice to grow their businesses.

0:03:28 Salena Knight: Now, today was my turn to be on one of those calls. And as the clock ticked nine, I saw out of the corner of my eye that people were popping into the conversation, into the Zoom, and I wasn’t there. And the conversation that I was with the podcast, it was nowhere near being finished. It was not in a place where we could just wrap it up straight away. So I’m desperately trying to answer the questions not very well and type into the Facebook group that I was running late and could Jo Ed, our manager, jump in and at least start the conversation and let everybody know? Now, I think because my touch typing is not so great, it said something like, I’m recognizing late, Jo Ed, please start meeting.

0:04:16 Salena Knight: But I managed to wrap up that call in ten minutes, and I’m also then messaging the host on Zoom saying, I really have to wrap this up because I was supposed to be in a call five minutes ago. And so she’s trying to wrap up the conversation, but we weren’t really in a spot where you could just say, okay, thanks. So ten minutes late, I arrived into the Five X call, and you know what? It was a fabulous call. And thank you so much for being patient. If you are on that call because I know your time is valuable, but I have to say, it was such a rewarding call for me to be on, because inside of that call, one of our five exes, dion, was telling me how she actually came into the program after purchasing my nine ways to move stock masterclass. Now, in that masterclass goes for about 30 minutes or so, and I talk about why you have old stock in the first place.

0:05:11 Salena Knight: The formula that I suggest that you use to work out how to get rid of it, when to get rid of it, and then we go through a whole bunch of strategies on how to move that stock. Spoiler alert if you’re listening, I have just recorded some bonus content for that program that will be going live very, very soon. So keep an eye on your inbox because I’ve added strategies number ten and eleven and also some bonus content, so that’s just a sidebar.

0:05:40 Salena Knight: Anyway, back to Dion. She was telling me how she came into the Five X program after purchasing The Nine Ways to Move Stock, and how she had had so much success with it that she just wanted more. And she’s like, I want to be the person on the testimonial page. And I said to her, So which of the strategies did you use? And she was talking through how she used one strategy, and it worked ridiculously well.

0:06:10 Salena Knight: And I said to her, how well did it work? And she said, oh, we made $5,000 that day. Oh, my gosh. Do you not just want to be that person? I always love to hear this stuff, and you cannot understand how much joy this brings to hear somebody say that they took action. And that’s the kind of life changing result that she got for just a few hours of her time to watch the master class, to put it into action. I mean, these things aren’t rocket science, guys, but if you do them, they can work.

0:06:48 Salena Knight: So I was so excited to hear about that. I was quizzing her on what she did and what she tried and how she decided to use that strategy. And all the time I was saying to her, you’re going to be on the testimonial page. Like, this is the perfect you’re going to be one of those people on the page. Okay, let’s just pull up here, because this is the kind of day that I’ve had. I look up into the recording as we’re doing this, the little zoom thing that says, this is recording, and it says, Recording paused. I’m like, well, hold on, hold up, hold up. I got to make sure this is pressing. This is recording.

0:07:25 Salena Knight: So I click the record button and a message pops up that says, meeting is already being recorded. Now, what happened was, because Joed had opened up the meeting for me, she had transferred the co host status to myself, and then she’d left the conversation. I’ve just heard back from her to say, did I press the record button? Because the recording stopped at ten minutes when I came in and she left. OMFG.

0:08:01 Salena Knight: Dion, if you’re listening, you’re probably asleep right now. We’ll be reaching out. You and I are going to have to have a podcast because you will be on that testimonial page, I promise. And we will talk all about what you did, why it worked, and some of the things that you tried that didn’t work, because that was what I was most fascinated about. So today I was hoping to bring you that podcast, or at least a big chunk of the conversation that we could repurpose into a podcast, but technology says otherwise, so I have a just as just as great episode with the amazing Dan Pine. Now, Dan actually reached out to me to talk about chat, and I thought he was talking about Chat GPT, and I was super excited. I was like, oh, yeah, you should see what I’m doing with chat GPT. I want to see what you’re doing with chat GPT.

0:08:50 Salena Knight: He’s like, no, chat like Facebook Messenger chat or chat on your website. I was like, oh, anyone still using that? And he said to me, of course they’re still using it. Like, here are some of the results that we’ve seen and I was intrigued because no one is talking about messenger chat. What does the messenger chat landscape look like right now? And of course, if people aren’t really using it, then is that because it’s no good?

0:09:18 Salena Knight: Or is it because it is a very underutilized sales mechanism? That it had the rise, it had the fall and now it’s kind of rising back up again? And if your competitors aren’t using this, is this something that you could use to get the edge on them? I’m guessing you kind of know the answer here, right? Otherwise Dan wouldn’t be on the podcast. But let’s jump in to today’s episode before we do. Just a reminder if you want to get the business changing nine ways to move old stock. Well, actually more than nine ways now, Masterclass. You can do so over@selenaknight.com

0:10:00 Salena Knight: stock, or if you’re on Instagram, you can click the link in my Bio, you can go through the training and hopefully you can implement it just like Theon did. And you can be on the testimonial page as well. Make sure to reach out and tell me. All right, let’s see how you can use messenger chat in your business to increase your sales and not spam the bejesus out of your customers. All righty, let’s get into today’s episode with Dan Pine.

0:10:25 Salena Knight: Hey there and welcome to today’s episode of the Bringing Business to Retail podcast. Now, if you’re anything like me, you go back just pre COVID and you would be laying in bed and all of a sudden your phone would go because your phone’s on silent. And you’re just like, oh, my gosh, what’s happening? And then you pick it up and you realize some bastard is sending you a freaking messenger chat in the middle of the night because they have no idea what time zone you’re on. And let’s be honest, that’s really crappy marketing and all it does is turn you off as a customer.

0:11:01 Salena Knight: So I have to admit, I thought the whole using messaging chat had kind of died in the ass. Until Dan Pine reached out to me and we started talking a really great conversation about how to use the chat options that are out there in a way that not only increases your sales, but doesn’t piss your customers off. So welcome to the show, Dan Pine.

0:11:25 Daniel Pinne: Excellent. That’s a great summary. Doesn’t piss people off, that’s definition of exactly what I do.

0:11:37 Salena Knight: So, before we even get started into the chat stuff, I have to ask you, how many times were you woken up in the middle of the night by the messenger thing buzzing because your phone is on silent?

0:11:46 Daniel Pinne: Yeah, you’d be surprised. Yeah, it’s infuriating and fascinating how many bad chat experiences are out there and we’ve all been burned by them, right? Like, whether it’s on a live chat or on messenger or Instagram or whatever, it’s just that you get into that going around in circles type thing, and it’s like it almost reminds you of the I still have some of those phone conversations now where it’s like you have to say what you want to be like. What would you like to talk about? And you’re like and then it’s like, can you say that again?

0:12:22 Daniel Pinne: Can you say that again?

0:12:24 Salena Knight: I have a fun story there. So we have an American bank account and they’ve shipped out my new card, but they can’t deal with the fact that I’m in Australia. So where they’ve shipped the card out, they haven’t written the country on it, so suddenly it hasn’t arrived. So, yeah, just like literally four days in a row of please say what you’re trying to talk about. And unfortunately, it didn’t recognize you didn’t send my card to the right country.

0:12:51 Salena Knight: And then they go, debit card right. To hear your transaction balance.

0:12:56 Daniel Pinne: No, infuriating like, I love how businesses and companies are trying to adapt that AI into that AI space. And obviously it’s very hot topic at the moment, but when you sort of open up that can of worms to get into it, you need to do it well, because as soon as you open up that can of worms, it can go bad really quickly. But it’s quite technical to get into that space. And I know companies just want to dive there because they want to be cutting edge, but it almost is detriment to their business if they don’t do it properly.

0:13:31 Salena Knight: And even worse, the American ones can’t understand an Australian accent. So it’s like, can you just give me a button? Help.

0:13:43 Daniel Pinne: Yeah.

0:13:46 Salena Knight: All right. How did you even get into this space? Because like I said in the beginning, I kind of thought that this space had really just like, it had the big rise. Everyone was using ManyChat, and I honestly thought it had just disappeared.

0:14:01 Daniel Pinne: Yeah, I mean, it certainly came on and everyone was utilizing it. But as we tend to do as marketers, we often tend to ruin new tactics and things and tools that people are using. So it came in a rush and then things sort of started to move, particularly from Meta and Facebook’s perspective, around policy changes, which I get why they did it. They didn’t want it to turn into an email inbox. They didn’t want to have people delivering messages at all hours of the evening.

0:14:36 Daniel Pinne: And they wanted to make sure that that private space that people were utilizing more as much as they were on the newsfeed remained a private space because those conversations with businesses are amongst conversations with friends, families and everyone. Right? So they needed to respect that. So they kind of shut down the ability to continuously message people outside of a particular window, which was 24 hours at the time.

0:15:06 Daniel Pinne: And unless you had another reason, or you could always use other channels to be able to communicate with them, email, SMS, number of different things. So I was certainly started to adopt it early on when everyone else was on that rise as well. And I was also actually integrating it with Facebook advertising at the time. That was my background. And started to build these chat bots. And using many chats sort of triggered something in me which I really found fascinating when I was going about building the chat bots and creating conversations with people and kind of building the messages that if they say this, they go there, and if they say that, they go there. And that kind of process I found not only really enjoyable, but then as the pandemic rolled around and I was spending a lot of time basically chatting with chatbots was the only people I was talking to.

0:16:03 Daniel Pinne: 2020 is a really interesting year for me. I actually got diagnosed at the time with that odd add, which sort of made a lot of sense over the years, but it also made a lot of sense as to why I like chat bots, because chat is that space where people want that immediate gratification, they want that message. Yeah, it’s always on and the chat bot is always trying to help. And when I’m building and I’m like, well, if they say this, they should go there, but what if they say that? Well, maybe we should have that option. So it matched a lot of almost my personality traits.

0:16:37 Daniel Pinne: And when I had that diagnosis and I started to realize that that’s when I was kind of like, all right, this is the space I’m going to play in. Because we were still getting results, even with the policy restrictions around there, because we were designing conversations in a way that were able to collect details to allow businesses to still follow up that conversation down the track as well. But then in the last 1218 months, it’s kind of been almost rolled back a little bit around the policy restrictions, and it opens up a whole huge raft of opportunities for businesses out there.

0:17:17 Salena Knight: Now, all right, I want to talk to you about it, because it’s kind of like the at everyone tag, which, you know yeah. Really hurting it is getting used, not getting used. When you have something really important, it’s just getting used like, hey, come and look at me again. I was just thinking, you were just talking then about using chat in Facebook ads and how you can build these conversations. And I used to have, when we had an agency, these absolutely fabulous clients as people, they’re the kind of people I would hang out with. We got along really well. We’d always have great conversations, but we were driving leads to them and they were in a bespoke area, so lots of things, tens of thousands of dollars quite often for the product.

0:18:08 Salena Knight: And we were driving inquiries to them at like $2 a lead, which is ridiculously cheap and someone would say, oh, hey, how much is that? And they would just write back and say, $12,000 every month. It would be like, guys, the whole point of this is to drive conversation. Don’t even tell them straight away. Like build the conversation and you can automate this process. Just get the first few bits. Just get the email address. Like, hey, we do this custom work. Would you like to know more about it yet? Let me send you a PDF or a video.

0:18:44 Daniel Pinne: Exactly.

0:18:45 Salena Knight: It’s not that hard. But as a customer, I’m just like, oh wow, this is personalized service. Because that’s what they do, right? Personalized custom products. Why would you not have a personalized experience? And it used to infuriate me. I mean, we used to laugh about it, but it used to infuriate me. It’s like, guys, it’s another month and you’re still just answering the question with the amount you need to get an email, you need to do something.

0:19:12 Salena Knight: And so can we just take, say that example and what would you have done for if you were that business? How would you have taken that process? Because this is what you’ve got experience in.

0:19:23 Daniel Pinne: Yeah, it’s interesting where people kind of think that chatty is going to get people from that awareness level straight through to the final conversion point immediately with one message on a $25,000 product. Yeah, exactly. But what we do is we often replicate what people are already doing either on their website or their sales page or with the leads, and we replicate something in a chat format. So if it is getting that download, rather than saying the Facebook ad would prompt people to say to download our XYZ PDF or to get a free diagnosis or a free analysis, complete our quiz and get your immediate results. Right. Quizzes are amazing in chat because it’s immediate and it’s such a natural behavior that people can tap answers and then they can get that diagnosis straight away.

0:20:27 Daniel Pinne: So it’s opening up that conversation in a way that is delivering value immediately and again. Because when you’re thinking about the customer journey well, actually, when you’re thinking about two different things thinking about the customer journey and the resources you’ve got to put into place when you’re doing a let’s say it’s a lead magnet. And there’s a sales page you’ve got to create. Obviously, the PDF still but you’ve got to write the sales page.

0:20:49 Daniel Pinne: Got to put a form on there. Then you’ve got to connect that to your email system. Then you’ve got to set up the automated email to deliver the PDF in there and then you’ve got to add them to the sequence from there. Well, with a chat bot, you can basically say, would you like to download this? Yes or no? Great. Can we have your email address? Amazing. Thanks so much. That goes over to your CRM. Here’s a PDF and within 30 seconds of them coming in and having that conversation. They’ve got the PDF in there, but then that opens up the window because the difference between in the chat space to websites is once they’ve left your website, you can’t really get them back to your website unless you send them an email.

0:21:26 Daniel Pinne: Right, whereas with and if you want to get more information from them and some more analysis from them, we’re in a chat space. As soon as you open up that conversation, then it opens up opportunities where you can go, what did you think of the PDF? Would you like to take our quiz or submit some more details so we can give you some more analysis or personalize your preferences and recommendations? Because we’re all about personalizing our service and so the more information you can give this, the more that we can tailor the information that we can send through to you as well.

0:21:58 Daniel Pinne: So starting that process by getting them into that conversation, collecting their details, you still collect email, still plays a role. Like these will never replace email, but people can easily submit their email in the chat conversation directly in Facebook and Instagram. And in Facebook it actually brings their email for you. Yeah. So you just tap it. You don’t need to type it out. Right.

0:22:22 Salena Knight: You know what I love about that? Just to interrupt you, Dan, what I like about that is the email that people buy with is not always the email that people sign up to Facebook with. So if you can get the actual email that they use to log into Facebook and Instagram, then guess what? Your targeting for further ads is going to be a lot more targeted. You’re going to hit the exact person, not potentially hit the person.

0:22:48 Daniel Pinne: Yeah. And then in the background, that email address goes over to your CRM and you still go through the exact same process as if someone would have entered their details on a form on a landing page. But now you’ve got the chance to be able to expedite that process. So the idea that we sort of try to build with clients is that by the time they get to your website and they land there, they’re a much more educated, trustworthy customer because they’ve probably already given you their details. So you’ve built a little bit of trust there and a little bit of affinity that way.

0:23:24 Daniel Pinne: But you can educate them in different ways by saying, here’s what we do and here’s how we can help, but also learning more about that person. So then when you direct them to the website, you can personalize exactly where you send them and what offer is the best offer for them, or what product is the best product for them. So they know that by the time they get there, they’re like, this is the right solution for me because I did that quiz back in the chat bot and it gave me that diagnosis and I don’t need to go back and ask questions. And it removed quite a few of the barriers. So it almost expedites that customer journey a fair bit. And that’s what I love about that conversation type behavior, is that it can shorten the length of time that it takes people to convert because the amount of times they might have to hit your website and your sales pages and your landing pages and stuff like that.

0:24:20 Daniel Pinne: You’re already giving that information in short, little tidbits over the course of one to two minutes in a space that is really quick, instant. And they trust because behind all those conversations that they’re having with your business is conversations with their friends and family. So it’s that kind of you’re getting past that email inbox, which is saturated with a bunch of other competitors in there, and you’re in a space that when they open up their Inbox and their DMs on messenger or Instagram, they’re not only answering messages from yourself, but they’re answering messages to the people that are closest to them as well.

0:24:57 Salena Knight: Love it. So can you give us a great example of one of your retail or ecommerce clients of what that journey looks like? And I guess what the results were when they integrated Chat into that sequence.

0:25:10 Daniel Pinne: One of the really simple ways for ecommerce and retail businesses is to offer something either of value, and sometimes that may be in the form of a discount. It could be a competition, a really aggressive type offer that is going to stand out potentially on the newsfeed. That offer is one thing, but how you get them into the chat space is another thing. And there are a lot of different ways you can actually automate that conversation.

0:25:38 Daniel Pinne: So a campaign that we recently ran for a wine company, which was a competition, but they were giving away a decent prize, there were some advertising. So the Facebook ads and the Instagram ads, when people clicked on them, instead of going over to the website, they would go directly to the DMs to start the conversation and it would be with the ability to capture their details. But also they could post organically across their Instagram news, feed their reels, they could do Instagram lives and on Facebook and stuff like that.

0:26:09 Daniel Pinne: And they could prompt people to leave comments on those posts, so they could tell them to say, comment wine, comment, whatever you would like on that post. And you think of those competitions we always see on Instagram when people are like, tag two friends in the comments and then follow us and follow that account, and a little bit of me dies every time that I see that they’re not getting any details from that.

0:26:37 Salena Knight: They just make it too hard. More than one step, people are going to be like, yeah, whatever. And are you really going to get the best use, best bang for your buck and even the best followers because all you’re going to get is the people like the diehard people who actually won’t pay for anything.

0:26:54 Daniel Pinne: Yeah, exactly. And if they’re not willing to give you more details other than tagging a couple of friends in the comments, are they the right customer for you? So in their post, they didn’t use exact language like that, but it was like you can comment to you can tag your friends in the comments, tell them it’s here. You can get bonus entries that way. And what that would do is that would trigger a DM that would be appear to go bang straight in their inbox and be, hey, thanks for your comment.

0:27:23 Daniel Pinne: Or if they click from the ad, thanks for your interest in entering the competition. We just need to collect some details now first of all we grab their email address and like we said before, that’s easily populated from Facebook and Instagram. And then we ask for one other thing which is being introduced in the last sort of twelve to 18 months cross messenger and it’s just rolling out on Instagram in beta access now where they can start to what we call a subscription list. Meta call it recurring notifications which isn’t as sexy. So we call it subscription list or DM list.

0:27:57 Daniel Pinne: And effectively what that is is people sign up to be able to be sent messages outside of that initial 24 hours window. Theoretically you could send people a message pretty much once a day every 24 hours. You could follow up with them. But we know that customers exactly, please don’t do that. But that is the feature that is now available. So they sign up once for that they click a button and that triggers something in Meta’s back end to say this person has agreed and has given permission to be able to sign up and receive those messages.

0:28:32 Daniel Pinne: And then once they’ve completed that process then we can either send them an offer then and there or we could get them to take some of the other offers that we have. We had like a personality type quiz, what your Wine says about you and some other fun things that we drove people through to because each of those different data points builds that data profile of that customer. So then once they had entered down the track and they may not have purchased then and there, but then comes a competition winner announcement and everyone that has signed up and subscribed to that subscriber list and entered that promo, we can send a broadcast message to them all. Broadcast Message there are some stipulations around. You need to have basically text and a quick button. So it’s kind of like the equivalent of an email subject line. It’s pretty much exactly the same thing. You need to basically say here’s a message, if you want to find more, tap the button below. Then you can send them links. Images, buttons, arrest. Right? But it’s pretty restricted, so you got to be pretty smart with that. So for the competition, naturally we go, we’ve just drawn the winner of our prize.

0:29:39 Daniel Pinne: Did you win? Click below to find out.

0:29:42 Salena Knight: We just stopped us here and let’s just do a quick recap of where we’re at. So person sees, customer sees person who doesn’t know you, sees ads. I click on the button to learn. We haven’t done the competition yet. We’ve just done an offer at this point.

0:29:57 Daniel Pinne: Yeah, an offer. Or we did a competition. But let’s say if it was an offer for, it could be discount code, for instance.

0:30:04 Salena Knight: So we’re going click, get a discount code, click here, opens up the chat. Chat is going to say, hey, person’s name because the chat bubble knows that. Hey, Sal, saw that you were looking for our discount code. Just got a question first. Can we grab your details first? So basically we want your email before you get it. Right?

0:30:31 Daniel Pinne: Exactly.

0:30:31 Salena Knight: Okay, so we’ve done that and all this is automated. Let’s just make this really clear. The person enters their email address and then we populate the discount code. Pull that from your CRM or your shopify or whatever. You’re going to populate that and you’re going to use a discount code that’s going to be able to track that this was from this offer. Let’s just put that in there as a sidebar.

0:30:54 Daniel Pinne: And in fact, you can for Shopify customers out there, you can actually draw a unique discount code directly from Shopify and you can track those purchases in there. So it actually allocates back to your chat bot and gives you a nice dollar value as to how much you’ve earned, which is always handy.

0:31:09 Salena Knight: Some ROI.

0:31:10 Daniel Pinne: Yes.

0:31:11 Salena Knight: And so then we’re going to try and engage them in some way, shape or form. Maybe that is like a product guide or like you said, a quiz. Just something for people to go, oh, I want to get to know this brand a little bit more. Do that engagement. Then in your case, you had a competition, so then they’re going to enter the competition. Few more interactions to try and boost the engagement in that competition.

0:31:35 Salena Knight: And now we’re at the point where we’ve sent this very short, brief broadcast, which is to get engagement because you’re like, we’ve announced the winner was it you. Click here. So we’re getting that interaction, which is what this whole purpose is about. They’re going to click the button. I’m assuming they’ll go off to your Facebook post or website or wherever to find out if it was them. Right. We all caught up.

0:31:58 Daniel Pinne: Yeah, we are. One thing within that data capture process in that conversation, whether it be early on or throughout that process of getting more details, getting that subscription list opt in, so you still need to get their permission to be able to do this. This isn’t like you start a conversation, you can automatically start spamming them. No, it’s very much a permission based.

0:32:17 Salena Knight: So putting that all the way back at the beginning when we ask for email and then we ask for the ability to contact them in the future on DMs.

0:32:26 Daniel Pinne: So then we send that broadcast. Yes. And they go, Did I win? Let’s find out. You can reply with a message to say, Click here to go and find out. Here’s our winners. But then you can also go, hey, sorry, you’re unlucky this time. But as a consolation prize, here’s another discount code that is just exclusively for you for entering the competition or for downloading that offer. And because you’re one of our exclusive subscribers, you’ve got 48 hours to be.

0:32:56 Salena Knight: Able to yeah, I was going to say I would put a time frame on this, like 24, 48 hours.

0:33:00 Daniel Pinne: Exactly.

0:33:00 Salena Knight: We are so marketing.

0:33:01 Daniel Pinne: So it’s a nice yeah, exactly. It’s a nice juicy offer that is going to get people over the line, the ROI from that competition all up from ads and cost of goods for the prizes and time and everything like that was about 3.4 based on the sales that they actually made. And the interesting part was that broadcast message that went out to all the lucky losers, the runners up, that was what made the majority of the sales.

0:33:30 Salena Knight: From there, because you haven’t actively sold in that lead up. What you’re saying is that by the time you’ve engaged somebody and then you put an offer in front, there is that kind of disappointment. Like, maybe I actually still want something from this company. I got a code, I’ll go and use it.

0:33:47 Daniel Pinne: Yeah, exactly.

0:33:49 Salena Knight: That’s great.

0:33:50 Daniel Pinne: They went that even further around. Like, send this offer to the people that in that quiz previously indicated that they’re a big fan of white wine. Send this offer to the people that are interested in red wine. You can segment that and personalize that even further to be making sure that you’re putting the right offers in front of people on a regular basis, which.

0:34:11 Salena Knight: Is going to increase your ROI. I’ll be honest, this sounds like a lot of work.

0:34:17 Daniel Pinne: Yeah. But when you’re actually thinking about if you were to do the same set up from whether it be a competition campaign basis, and often, like, when people are like, oh, we need to build out a land, we need to build this on the website and stuff. And I go, all right, well, you need a form on the website. You need to be able to deliver that code so they’re going to write the email that then delivers the code to people then and there.

0:34:43 Daniel Pinne: You’ve got to set up the landing page and the copy, et cetera, for that. You’ve got to make sure that the ad is clicking over there and that you’re tracking clicks from all of your advertising over there. And if you’re not using this option in your organic post. You’ve got to do that on Instagram. Go to the link in our Bio, which no one ever goes to your profile and clicks at. Commenting and engaging is still such a natural behavior for people out there.

0:35:09 Daniel Pinne: And when it comes to writing the copy and writing the bits and pieces around, can we get your email? Can you sign up to our list? The way I phrase copy, or the way I talk about how to write copy for chat marketing is imagine that you’re kind of sending text to your bestie, so rather than you wouldn’t send your BFF long, big formal chunks of text, right. It’s kind of short, sharp, users emojis. It’s fun.

0:35:38 Daniel Pinne: Obviously, it’s got to fit your brand, but that matches the behavior of that environment that you’re in, so you can have a bit of fun with it. You write that copy, remembering that once it’s done, it’s going to be there for you to be able to replicate and use whenever you would like, I think, the time and the ROI capability, because not only with that campaign, but with a lot of other ecommerce campaigns and we ran a competition.

0:36:07 Daniel Pinne: Sorry, a campaign before that was just a simple discount offer. We did the exact same offer, the exact same messaging. We did one across website, landing page, sign up form, et cetera. That formula. We did the exact same thing across, driving people to messenger and Instagram to claim the exact same code. The ad said the same thing. The creative was exactly the same. Now, there were more people that actually went through to the website and filled out that form so you get more volume.

0:36:36 Daniel Pinne: But what we found is that when we would follow up with those people and we would deliver those offers to people in the chat bot space, is that they were 66% more likely to actually convert. So again, they’re a more educated, trusted client by the time they get through to your website. And what was really interesting is that they actually had a higher value compared to the other people that filled out the form on there, which was gold. That was like a really unexpected benefit. Like they spent two to three times more because they kind of knew what they had to purchase by the time they get there, they got there.

0:37:17 Salena Knight: That’s why it’s so important to be tracking, because everybody focuses on cost per acquisition and I just want to get more people for less. But actually, no, you don’t. You want the best return on investment, and sometimes that means paying more to get better customers.

0:37:37 Daniel Pinne: Yeah, it was a real eye opener for us to be able to see the exact same offer, the exact same messaging, everything. When you look at the advertising campaign results and you’re looking at purely at the lead number there and comparing both of those, you’re going, well, the landing page performed better. But then when you actually go back and look at the results from both.

0:37:59 Salena Knight: Of them, you’re lucky.

0:38:00 Daniel Pinne: Yeah, actually and which one stuck around.

0:38:03 Salena Knight: The longest as well. That’s important.

0:38:06 Daniel Pinne: Yeah. Because now that you’ve got that subscription opt in as well, obviously you can deliver that immediate offer. But then, now that’s almost like a mini email list, right? That those messages that again, you need to be please don’t email, please don’t message people once a day, but use it sparingly when you’ve got something really important to say. But with those messages, they get opened about 85% to 95% of the time because between now and we hopped on, people ignore email inboxes, but if something pops up in their message inbox, they’re still reading those messages.

0:38:46 Daniel Pinne: And because the offers that we send people are personalized and customized, they often click through between 45 and 50% of the time as well. That’s the baseline that we’re seeing across all broadcast messages at the moment, because we know a fair bit about those customers to be able to not just blast an offer to everyone and spray and pray, but we know exactly what to send to someone at the right time.

0:39:14 Salena Knight: And it also means you can target those higher priced items if you know that they’re spending more money, then you target offers for those higher priced items because they’re more likely to spend the money. So it means that to me, it just seems obvious, it’s like segmenting your email list, the offer you send to the customer royalty who spend the most amount of money shouldn’t be about stuff that’s on sale. They’re not buying stuff that all you’re doing is clogging up their inbox.

0:39:39 Salena Knight: And even if you took this conversation and you reversed it and said, okay, the landing page got us more subscribers and they spent more, but we definitely still made money on the chat. But they liked sale products. You just change the offer and you’re like, okay, so the discounty type people came from messenger, so we’ll use that. Or the high value people came from messenger. So it’s just adjusting your offer to the channel, which is what you would do in any other platform.

0:40:07 Daniel Pinne: Yeah, exactly, it’s just a different way to do it. Again, I’m just basically replicating what people are already doing, but it’s just in a different system that we’re finding is performing a lot better than a lot of other channels out there. And I mean, I sort of fell into this space again, going back into the Facebook ad space because Facebook ads were struggling around, was going through that privacy period where there were a lot of restrictions on Facebook ads and performance was dropping. So that’s why I kind of was like, maybe I’ll try these chat bot things and I’ll see how they perform with Facebook ad campaigns and I’ll connect them in there and then it just sort of kept on going from there. So it’s just another platform that once you’ve got people signed up, particularly to that subscription list, that is now kind of the feather in the cap of meta’s messaging system to be like, you can get people to opt in, they’re still pretty protective over it.

0:41:01 Daniel Pinne: You can’t just go and import a subscription list and then start blasting them, right? They need to say, yes, you can actually message me. And that little permission is not a small thing for people to be like, yeah, you can message me every 24 hours. And if they’re given permission to do that, then it kind of indicates that they’re fairly interested in what you have to say in your business as well.

0:41:24 Salena Knight: So what are the biggest apart from spamming people, what are the biggest problems or issues that you see people making when they use chat?

0:41:34 Daniel Pinne: I think probably trying to do too much is one thing. Going back to your point around, it seems like a lot of work. You don’t need to go all in and start to build those systems that we’ve spoke about. The start around send people around in circles, right? You can start to do a little bit at a time, because people don’t know that that DM space is there if you don’t tell them just by saying, well, the next campaign we do, we’ll still probably build the landing page, but let’s try the Comment to message feature and see if that can get us some entries as well and can collect that. So just by starting with that. Low hanging fruit is probably one of the biggest things because they see the shiny lights and they go down a rabbit hole and they try to do so much.

0:42:17 Daniel Pinne: Just do a little chunk at a time and you will build a really amazing ecosystem, but don’t try to do too much. So that’s probably one thing. One of the main things, the other is not collecting data and tracking that data in there as well. Because when you build these systems, you can track everything. Like you can track whether people clicked on a link, what they answered to that question that you asked, what product they browsed recently, they abandoned a cart, have they purchased a product?

0:42:50 Daniel Pinne: Being able to track those different things to then when you are maybe getting to the point of sending a broadcast message, you can segment that a little bit better in there as well. And they’re very much focused on getting the messages in front of people. But if you don’t know how that’s performing, it’s hard to be able to then continue to do that down the track if you’re not sure if it’s actually working or not.

0:43:12 Salena Knight: You just mentioned abandoned cart and I think this is one of the underutilized areas in all areas of marketing, in retail and ecommerce. Do you find it an effective use of sending the message that you would do on SMS or email which was like, hey, saw that you were looking at this product, whatever your abandoned cart thing is, do you need some more help? Hey, did you forget? Do you find that that’s a really effective use?

0:43:39 Daniel Pinne: It’s an incredibly effective use because when we structure those messages, we structure them in a way that opens up that conversation again and sometimes it can just be can we help with anything to complete your purchase? And they may type back something and you don’t necessarily need to have any automation AI connected to that. But that’s a great opportunity for the business owner or the social media manager to jump in and manually potentially reply to those barriers.

0:44:08 Daniel Pinne: So just simply asking that question. And if you think about the environment in email and in SMS, it’s not natural for people to reply to those messages. Even if you do ask in there to be like, can we help with anything? And you’re like, yeah you could, but I’m probably not going to write an email back to you.

0:44:26 Salena Knight: Yeah, I’ll just go and buy the thing or I won’t.

0:44:29 Daniel Pinne: Whereas Facebook and Instagram, I may type something back quickly and say, yeah, I was checking up, you didn’t have the size. Or I was looking at that but I wasn’t sure if it was the right so and so for this and that doesn’t need to yeah, like I said, it doesn’t need to be connected to any automation. It can just by simply open up that conversation you’re giving the opportunity to remove those barriers to people.

0:44:53 Daniel Pinne: So the abandoned cart message works really well, but it actually works really well. Not always from a sales perspective. It actually works well to generate responses from people. And keep in mind that all of these messages that people are sending through to you are little pieces of anecdotal evidence that you can use in future marketing as well. If they’re asking questions about that and you’re noticing that there’s a lot of people asking questions about a certain feature of a product, well, that’s probably either a piece of content or something you can include in your FAQs on the product itself.

0:45:28 Daniel Pinne: So it’s feeding your overall knowledge of your business because you are getting direct feedback from customers in that as well.

0:45:36 Salena Knight: I love it. All right, feel like that is the perfect place to wrap this conversation up. Otherwise I’ll just go down another chat rabbit hole.

0:45:43 Daniel Pinne: There’s a lot of rabbit holes that we can go down and I just.

0:45:46 Salena Knight: Like but if you are watching the video, I just like to point out that clearly I got the memo because my shirt matches your backdrop.

0:45:53 Daniel Pinne: It does. Can’t scan your shirt. But if people do want to scan that, they can get you very far. All right.

0:46:02 Salena Knight: I think that this is the kind of thing that people might undertake themselves but maybe want to know a little bit because we can only cover so much on the podcast, they might want to know a little bit more information. I understand you have very graciously put together some info for our listeners. Can you tell us a bit more about that?

0:46:18 Daniel Pinne: Yeah, definitely. So to get started, there are a number of different ways that you can go down. I’ve set up a resources page@chatresponse.com, au Retail, and I’ll put on there a few different things, obviously a little bit of a recap, some information on where to get started. The system that we use is called ManyChat, so you need a third party system to be able to plug in to give you the features to be able to do that. I have no affiliation directly with ManyChat, but that system that we use and I’ve got an extended 30 day trial if you want to give this a bit of a whirl and you’ve got enough time to actually jump in there and see how it goes as well. So I’ll stick that code in there and then if you want to skip a few steps to sort of install and get started, we have a bunch of different templates that solve a number of different business things that you want to do to be able to install. And so you can actually install that directly to your ManyChat account, edit all the information and it kind of skips a few steps rather than starting from scratch. So it’s quite handy.

0:47:20 Salena Knight: Very generous. Thank you so much.

0:47:22 Daniel Pinne: Pleasure.

0:47:22 Salena Knight: We’re going to put that in the show notes, but if you’re listening and you’re not going to write that down, chatresponse.com au Retail thank you, Dan. Thank you for reinvigorating my intentions of looking into Chat because we, again, like everybody else, kind of stopped using it. But I can see now that we’ve had this conversation that it’s definitely an avenue that we should probably look at down the you got to have the time, right? Don’t just go, oh, I listen to a podcast and you got to put this into your marketing strategy, put the time aside, look at how it works. But Dan has quite generously offered some great cheat sheets shortcuts to get this up and running and test it out in your business. So. Thanks, Dan.

0:48:03 Daniel Pinne: Yeah, pleasure. Absolutely. Get out there and have some more conversations. Conversations help people convert. So jump in there and have more conversations with your customers. I think you’ll be incredibly surprised by the results.

0:48:14 Salena Knight: Thanks, Dan.

0:48:16 Daniel Pinne: Thanks, Lena.

0:48:18 Salena Knight: So that’s a wrap. I’d love to hear what insight you’ve gotten from this episode and how you’re going to put it into action. If you’re a social kind of person, follow me at the Selena Knight and make sure to leave a comment and let me know. And if this episode made you think a little bit differently or gave you some inspiration or perhaps gave you the kick that you needed to take action, then please take a couple of minutes to leave me a review.

0:48:47 Salena Knight: On your platform of choice. Because the more reviews the show gets, the more independent retail and ecommerce stores just like yours, that we can help to scale. And when that happens, it’s a win for you, a win for your community, and a win for your customers. I’ll see you on the next episode.