Chatbots With Michelle Barnum Smith
We hear from Michelle Barnum Smith, messenger chatbots expert, who is an industry-leading expert when it comes to messenger bots and the benefits of this function for your Private Label brand and business.
(04:50) – Why chatbots? And, why should sellers be paying attention?
(10:07) – Big brands, and the chatbot landscape…
(16:02) – Opportunities with chatbots for building your brand!
(20:56) – Outlining the many use cases for chatbots.
(38:47) – Integration of WhatsApp, Instagram, Facebook…and the “24-Hour +1 Rule”.
(45:32) – Integrating email and SMS with chatbots.
Liran: (51:47) – The Amazing Freedom Chatbot Webinar!
ManyChat Conference updates
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Welcome back to the Amazon Seller Podcast. My name is Nathan Slamans, joined today by Liran Hirschkorn and a special guest, Michelle Barnum Smith, who is an industry-leading expert when it comes to messenger bots, especially with Amazon and a number of other topics. And so we’re really going to be hitting all kinds of great stuff, but specifically focusing on messenger bots and the really awesome things that Amazon sellers can do, many of which I think most sellers just aren’t aware of. And I know there’s just tons of new features coming out when it comes to messenger bots. So we wanted to get this information to you and Liran you Michelle both speaking all over the world. I know you guys are both going to be speaking in Amsterdam soon and just all over the world, really all over the country. So let us know how you and Michelle first got connected and what we’re going to be talking about today.
Yeah. So I think we first met probably at least a couple of years ago actually introduced by good friend of mine. Kelly Anne Fedio and you know, kind of, I always like to network and meet people because you end up in situations like this, right where you, you develop good relationships with other people in the business. And so a couple of years ago, you know, when chatbots kind of started to get more popular and actually started to come out, I was introduced to Michelle and Michelle’s done some work for me with chatbots and then, yeah, seeing each other at events all over the world in China. In Las Vegas.
Yeah, we finally met, we finally met in Hong Kong last year. Finally it took going to Hong Kong to finally meet in person.
It took going to Hong Kong. So yeah, China, We’ll be in Amsterdam soon. We were in Las Vegas. We were just both at the ManyChat conversions conference in Austin. And Michelle is one of the leading experts when it comes to chatbots and specifically in use with eCommerce. And I guess more deeper focus on Amazon. So we, we were both just at the ManyChat conference. So I guess let’s kind of dive in dive into to that. What’s the let’s talk a little bit about the, what’s the current state of, of chatbots, what are some of the updates that are coming and what’s coming in the future, just in terms of Facebook in a year from now and maybe first before that we can step back a little bit. Tell us a little bit about why chatbots are so powerful and why, you know, there’s a lot of buzz and talk about marketers talking about chatbots because I think for a lot of people that are listening right now, you may, you, you’re probably hearing about chatbots, chatbots, chatbots, but let’s step back. Why chatbots and why is this an area that if you are not currently focused on, why should you be paying attention?
Yeah, absolutely. So thanks so much for having me on guys. I can’t believe it’s taken us two years to get on the podcast. I think it’s just an oversight where like.
We have a long waiting list.
There you go. There you obviously obviously so chatbots as they stand, I mean it’s is a buzz term, right? Everybody’s like, Oh, I need to get a chatbot. I need to be doing this. And really when it comes down to is a lot of marketing is like a one-to-many experience. You know, you send an email that email is about as interactive as a billboard, you know, on a freeway. And so what’s cool about chatbots is that it’s basically an automated one-on-one communication. And it’s not, it’s not just about marketing or messenger marketing. It’s about you know, chatbots originated started in the customer service space. You know, if you, I interacted with three chatbots this week in the customer service space. One was Delta I was working on, I got my TSA precheck number, so I don’t have to wait anymore, #TravelNewb but you know, I, I interacted with a bot there I was, I was dealing with Comcast issues this week. I interacted with the customer service bot there and then I can’t remember, there was another website that I was doing it and it started off with a bot, a bot response. And and, and so that’s where our customer service originated is, is, is basically saying, okay, we get, we have these frequently asked questions. People are always asking these kind of the same questions over and over again. How much can we automate it before we need to get an actual live person, you know, on the line essentially with, with somebody and basically bots started there and then have morphed into you other, other categories and other areas like bike marketing, you know, and sales and, and obviously the use cases are broad and deep at the conversations conference last week, was it last week? Two weeks ago?
I don’t remember where I was.
I don’t know where I was either. I was like…
Or what Timezone I’m currently in right now.
Exactly. yeah, you’re everywhere. But at this conference, basically the messenger, Facebook messenger Pete, product manager came and he said that the top three used cases for messenger bots and messenger marketing are two; customer service, first and foremost, a second lead generation. So you know, people who care about a lead generation type of activities. And then last is commerce and not in any ranking order, but just those are the three main use cases for messenger, messenger, specific marketing. So the cool thing about messenger is that it’s not a, you know, when it comes to marketing, there’s like new tactics and new tools that pop up constantly in some, sometimes people get into shiny object syndrome where it’s like, okay, today we’re focusing on funnels and next week we’re going to focus on, you know, chatbots and, and you know, sometimes it can feel like, like, is this just like some shiny object syndrome where I’m going to get like, I’m going to get distracted by it. You know, is this just a flash in the pan where like I’m going to invest all this time and effort and then it’s going to be irrelevant. You know, and really, you know, at this conference and as it relates to the future of messenger in general, is that the trend is going towards people wanting more of a one on one experience with brands that they want to have a relationship with brands and not just be, you know, blasted to over and over again. People are becoming numb. Right. And, and you think about the origination of messenger and any kind of chat market chat platforms, whether that’s messenger or Instagram, WeChat. Huh. What’s the, my brain just stopped. WhatsApp, you know, all of those is and, and SMS, you know, and, and, and just chat marketing or just chat communications in general as people seeking, you know text-based conversation experience. And so what I’m getting to is the fact that that, like the data that we saw at the conference is that more and more people are wanting more of this one-on-one, text-based communication i.e The future is chat. The future is, you know, this type of experience. And so the opportunity for brands and businesses to get there and be there and to, and to have well customer service as well as commerce experiences via chat is just, it’s just starting really, even though this, you know, even though we started, you know, manychat and messenger started, you know having these features available in about two years ago. It was September of 2000 and or 16 that messenger opened the APIs and then early 2017, that manychat rolled out messenger marketing functionality. So that’s, that’s really kind of like the landscape and why people should care along with just the engagement rates, the open rates, click-through rates, you know, that are just insanity.
And, you know, my opinion, what, what do you see from on the sort of landscape right now? I know that there are a lot of sellers in the, in the Amazon space, in the e-commerce that are you utilizing chatbots? Are the big brands, have the big brands started to sort of embrace it? What do you see as far as sort of the landscape as far as who in the eCommerce space lets say, or, or brands? Is it smaller brands? You know, like us, you know, sell people who sell, you know, anywhere from, you know, $500,000 a year to 10 million a year utilizing chatbots? Is it big brands? Is there, is there kind of a, an advantage to so sort of taking this on now as a smaller brand and maybe the big brands have not adopted this yet.
Yeah, absolutely. So the bigger brands had been slow to adopt, which is, which is kind of crazy to me. I think that they opt of it from a customer service standpoint, but from a marketing standpoint, I think that they’re a little, they’re a little bit more cautious, they’re a little bit more Hmm. Not agile, I think. And what’s cool about Amazon, I’m an Amazon seller is, you know, and that’s the space that I predominantly work in. I don’t do a ton of E, you know, just general e-com. But what I see in the Amazon seller space is that you guys see something and you pounce it primarily because you have to, you know, with the Amazon platform changing pretty much constantly and you, you, you’re constantly and kind of like a duck and weave mode in the boxing match of winning on Amazon, whether that’s fighting with the platform directly or with competitors or hackers or whatever it is. And so I think that makes you more open to external, you know, like, like building your brand externally as well and investing in in channels to help you do that so that you can diversify traffic and, and be able to, you know, do what needs to be done. Whether that’s a ranking campaign. If you’re slipping in a keyword, if you have a, a new product launch where you need the ranking and reviews or vicious reviews in general, that you want to be able to you know, harvest your Amazon buyers and bring them in as a subscriber to your brand. And, you know, obviously following up for reviews, but then, of course, you know, being able to upsell, cross-sell or, or run rebuy campaigns if you’re selling a consumable. So I, I really respect the Amazon sellers because you guys are so much faster to adapt to trends because you have to, you have to be on top of things.
And you know, I do think it’s a, that is one of the advantages that that smaller sellers like us in the, in the grand scheme of things have over the big brands. I’ve worked with some and spoken to some big brands, brands that, you know, are over a hundred million dollars a year on Amazon and when they, you know, need to make changes, it’s not that simple. For example, I spoke to a big brand and they, they can’t do rebates for example. It’s just not something that they can do. They’re not set up for it. There are legal issues, whatever, they can’t do rebates. When they need to make changes to their listing, that needs to go through their legal department to make sure they’re not saying anything that is, you know, that could be a problem. For us as small sellers, we can make those changes quickly. And so the opportunity yes, without, you know, without having to consult anybody, right? You’re, you’re the brand owner. You want to do rebates, you could do rebates, you want to change the title, you change a title, you want to re-test different images, re-test different images. You want to implement chatbots, you could just go and do it. And so if you’re not doing it, then you, you know, you’re losing an opportunity, sort of taking advantage of this small mover, you know advantage. I always kind of see the small seller and the big seller is like two ships, you know, one is a small ship that can quickly turn around and one is a huge cruise liner, a yacht cruise liner that, you know, in order to turn it around. That takes a lot more effort and, and energy and time to turn that giant boat around because of just the massive scale and size of it versus a small ship. And so the opportunity is to go and utilize chatbots. There was a talk at this at the event with a, with Ezra Firestone. I’ve heard him kind of talk about this more and more of late. And he was kinda specifically talking to Amazon sellers and, and saying, you know, the only place where faceless brands one, and he was saying the era of the faceless brand is kinda over. That’s a lot in line to me also with the guy like who Scott Galloway who also talks about the era, the big brands and ah, faceless brands. Yeah. And they are the faceless brand, I think. Yeah, I kind of agree with that. And on Amazon, you can still be a faceless brand just because of the marketing power on Amazon. But if you, if you want to establish brand outside of Amazon and have some cache to your brand name where there’s loyalty you know, I got the new iPhone last week and the only case that I asked for at the Apple store was OtterBox, right? I’m tied into out-of-the-box because in my mind, OtterBox is stronger, better case. They’ve, they’ve, they’ve somehow established that in my mind that I trust OtterBox more than other cases. And that is brand loyalty. I don’t care if the case is 50 and there is a competitor gaze at 30. Right? That may be as the exact same thing I’m just tied into OtterBox. And if she, you sort of want to build that brand where people come to you and buy your product instead of somebody else just because of your brand. And I think you do need to establish that one-on-one customer communication and just overall branding. And one of the great ways to do that is utilizing chatbots and having these more sort of customized conversations with your, with your audience. So let’s kind of talk about what are some things you can, you can do what chatbots, you have, do you have a pre-purchase opportunity to sort of drive traffic from Facebook, build an audience, and send people to you know, your listings on, on Amazon. You could do it both to rank products and you could do it in still a profitable way, right? Where you have a lightning deal flash sale. You can sort of send that out to your Manny Chet audience that you’ve built up. You have, there are some post-purchase opportunities right where you get people off an insert. And so let’s talk about it a little bit of the opportunities and maybe also we’ll touch on some of the things that are coming next year. in 2020 with chatbots, because there’s a lot of integration that’s gonna happen outside of Facebook, Instagram, WhatsApp, a lot of really exciting things coming. So let’s kind of dive into, you know, how, what am I actually doing with these, with these you know, chatbots, like specifically?
Yeah, absolutely. So, I mean, when speaking to the Amazon seller market or the smaller market, smaller seller market you know, really it comes down to three, three core things that people care about. And that is, you know, ranking on Amazon, you know, increasing reviews, harvesting reviews, and then either product launch, you know, product launches, kind of a encapsulates, both of those. And so like, the final one is revenue and driving revenue. And really when it comes to creating a channel and creating an audience, there’s, there’s, I have never seen like a tool that allows you to build an audience so quickly, so frictionlessly that is like, my word is, it’s like I hate friction as a marketing professional. I hate, I hate anything that slows down the sales process. And so, you know, the previous process of, of building out like a massive marketing funnel where you’re saying people to landing pages and asking for their email, their name, their email, their mother’s maiden name, their social strain, you know, having people jumped through all these hoops, crazy layers of friction. And so it’s so cool about messenger. Well and, and I use many chat, It is my platform of choice. It’s, it’s like you know, a marketing platform that sits on top of Facebook messenger. And we’ll be talking in just a minute about like the new features coming out in many chat. But basically, you know, being able to run a messenger ad on Facebook, whether that’s for a coupon offer or a giveaway contest or something like that, you can, you can quickly you know, deliver an experience where people click on the ad and boom, they, they do like one opt in step, like click a button and they’re subscribed. I’ve never in the history of ever has it been so seamless and frictionless to build a list and to do so quickly and inexpensively. Really most of the, most of the campaigns that I teach people how to do, we’ll get you a subscriber less than a dollar per subscriber. And, and if you’re running like a coupon offer, you know, you’ll get into that maybe the dollar to $2 range, but, but you’re going to see conversion on those offers. And especially if you’re running a velocity campaign or a ranking campaign, you know, that’s really important to, to have that sales velocity on your side. So those are kind of like the main things that I teach people how to do with, with many chat and, and you know, it’s so funny cause I’ll get on the phone with like an Amazon seller and they’re like, Oh, we’re really different. These are the main things that we care about. We want to rank our products. And I’m like, yeah, you’re really different.
Yeah, nobody else wants to do that.
Right? I’ll, I have a custom solution just for you. Right? but it’s cool, but it’s, you know, it’s so cool. And obviously, from there, there are lots of different you know, variations that you can, you can, you know, run weather…
And the nice thing is that you can also tag customers, right? So if you’re running an ad and you know, it’s a specific, you know, ad towards a product that’s targeted towards women or towards kids or et cetera, right? You can target people that, okay, this person interacted with this ad and showed interest and we’re going to tag them in this specific a case. And then you have you know, kind of like different tags, which would kind of be similar to like different interests lists you might have within your email, email marketing.
And that’s also really important if you sell in multiple markets. You know, like I have lots of sellers who sell in like all the English speaking markets, like the US the UK, Canada, Australia, you know, that kind of a thing. And so as you’re, you’re running, you can, you can, you know, attract all, all of your different audiences through ’em, you know, into many cha and then just tag them as they come in. So you know who your subscribers in the UK are, Canada, US, you know, et cetera. And, and so when you’re running, you know, a campaign that’s specific to that, that area, then you, you’re able to use your targeting, you know, information and that, that segmented data so that you can, you know, direct your campaign just to them.
So as far as like use cases there so obviously sellers are using this to drive, let’s say, you know, search, find, buy behavior or coupon discount. You two-step URLs rebates to, to rank their products. The sellers are utilizing Manny Chat by sending by using a QR code or a link on an insert card that drives a person post-purchase to do a follow-up and ask for a review and use, use that strategy. What are some other use cases where outside of these two things, these are the probably two, most
Those are big, those are the most popular things.
Yeah, the two most popular things. I mean, are there other use cases where I don’t know, maybe you want to maybe want to survey your audience before you launch a product. You’re gonna launch something in three different colors and you want to kind of survey like, Hey, we’re gonna maybe with your sort of existing Many Chat audience, like which one do you like? And then kind of build up a little bit of an audience before you even bring a product in. Like what, what are some other use cases for utilizing chatbots just in your overall marketing? Like let’s say, let’s say my ranking was in the number one position for my product on Amazon and I was getting great reviews. How else, you know, or what other use cases do you think there are utilizing chatbots?
Well, if you’re number one for your keyword, I mean guarantee there’s probably other keywords that you could rank for or maybe if you’re like another, another use case. One of my favorite stories was we had a seller that she was in the UK and she was launching and she was launching a product both in the UK and in the US and it was a like a stuffed animal. And, and you know, obviously, there’s, there are even English speaking countries we have like our language differences. We have our terminology differences.
Like for example, in the US it’s a stuffed animal and in the UK it’s a really, maybe a physical stuffed animal
Taxidermy. Well. Well, in her, for her it was like for us we would call it like a stuffed unicorn. And in and in the UK, they call it a unicorn Teddy. And so she was gonna rank for unicorn Teddy in the United States. And I was like, no, no, that means something completely different in like a US keyword searched. Yeah.
Chatty might send you to the lingerie section.
Right. Yeah, right, exactly. You know, you don’t want to rank for that. So we did she had a really, she had a really responsive…
Totally different kind of surprise for your kids.
Yes. Yes. I am that surprising your search results. So, so we did we just asked her audience, we did like a user input field. We’re basically said, have a picture of the product. And we sent it out to both, to, we had a separate, yeah. We had to broadcast one to the UK audience one to the US audience and say, Hey, if you were to type into your Amazon search, as the search bar, what would you type in for this, for this item? You know, and it was crazy. In 15 minutes we had over 700 responses, you know, of people, you people’s responses for this. And it was crazy because you know, she was able to then plug that into her various, I think she, you know, she has jungle scout, she has helium 10, you know, she’s able to go and see, okay, are these valid keywords, you know, and, and what was cool about it as well is that it kind of acted as like a pre-launch, like preview of the product. People were just like, when can I get this? Oh, it’s so cute. You know, like all of those things. And so then as soon as the product was ready to launch, she didn’t even need to pay for college for traffic on Facebook directly. She had her many chat audience who was like rabid and ready to, you know, purchase the product. So she ranked like that for all of her keywords. And then she, you know, she actually sold out in like three weeks of the product. And had to get, had to get more in. But I mean, she had thousands and thousands of units. So it was a very, it was very profitable campaign just by doing that keyword research with her audience. There’s also some fun, some other fun things that you can do with your audience. You say you sell supplements and you have a variety of supplements. You know, obviously people on your list are at different, you know, they have different ailments, they have different things that they may need. And maybe you have run a bunch of different subscriber campaigns for a bunch of your different products and you want to run some cross seller, just some awareness campaigns in general to your list. You could do like, like a health and wellness quiz and saying, Hey, if you were to wave a magic wand, which, which of these, you know, would you want to get rid of, like, or improve like, you know, skin, hair and nails are, or like depression or sleep or bigger muscles, you know, or weight loss or that kinda thing. And, and you can take people down different funnels based on those ailments essentially.
Yes. So that’s kind of like you know, like a quiz funnel, right? Like so I know like the ask method kind of kind of a, Oh wait, yeah.. Ryan Levesque actually has partner, I got a chance to speak to him a little bit at the, at the conference who was how to manage our conference as well. And yeah, so quiz, quiz funnel like Ryan Ryan Levesque is kinda maybe at the forefront of that and he’s got a book called the ask method. Good. But one of the things he teaches is a way to engage people is by taking them through a quiz. And then and then from there, lots of things you could do, but obviously you could take people through a quiz and then based on the quiz results, going to recommend a specific product for that for them. And yeah. You know, that’s really what, that’s kind of the power of messenger marketing, right? This one-on-one individual conversation with a brand. But obviously you’ll never be able to do that at scale being, you know, a one-person or five-person or 10 people business to be able to have that one on one conversation with people at scale. So you could take people through a many chat sequence. It could be a fun kind of a thing where you know, what kind of skin type do you have and some of these questions and answers. And then at the end, based on their, based on their answers, they get a product recommendation, some kind of coupon codes.
I have an example of that I did with a seller early on when I first started building chatbots cause I came from, I actually used to build ask method funnels with click funnels and all of that. And was such a pain in the butt from a technology standpoint. Cause all of these hoops, right? All of these friction elements and from a technology standpoint, it’s really hard for people to set up, but in messenger and with many chat it’s so simple. So I mean beyond simple really. And so I was loving building kind of some quizzes and one of, one of my clients was a curl cream. So she was on shark tank and she had this curl cream that she pitched there and I have like straight hair. Liran, if you had hair, would it be straight or would it be curly?
No, you know when I was a little, I had like when I have a picture of me when I was like four or five and I’m like super curly hair.
Yeah. So just like Nate, maybe we can superimpose some curly hair on me for this thumbnail.
There you go, so unbeknownst to me, like I, I had no idea, but there’s like nine different curl types and so, and like I had no clue and yeah.
And if you know all nine, maybe have too much time on your hands. Right, exactly. Right.
Yeah, totally. So, so and, and the, the way you style your hair and the type of product that you use is going to vary based on your curl type. So we did this curl quiz and ran Facebook ads to it and basically asked people, you know, in the flow itself I asked different questions along the line of, you know, what’s your hair porosity, like how quick does your hair dry? You know, what’s, how tight is your hair curl? Is it course is it fine, you know, all of these kinds of questions. And at the end we had these nine results and based on their results, then we would have a specific video that we embedded into the messenger response, like kind of demonstrating how that person’s hair would be styled with the product and then had a specific offer. And then and then we would have a link to a landing page on their website with that specific hair type, the video, you know, so it was all kind of like this, you know, consistent, cohesive and their sales increased by 60%.
Just from that, that campaign. Yeah. And they were getting leads like 50 cent leads, you know, for a quiz. Whereas previously like running, running it to like a landing page, like that whole previous method, you’re gonna, you’re gonna pay like upwards of two to $5 per subscriber for something like that. So, but people were loving it. They were sharing it with their curly-haired friends and be like, Oh, take this quiz, find out what kind of hair, you know, you know, and some people were like, I hadn’t really…
Curly-haired Facebook groups all over the country,
All over the place. There are, there are tons of those for sure. Yeah. So I mean that’s just one example and that was like super fun,
That’s a great strategy if you, you know, if you, yeah, I mean if you’re in health and beauty, right, and you have, you have, you know, a skincare, skincare product line or yeah, like we have, we have people we manage their advertising for that are, that have all kinds of different hair products from curl, like curl cream exactly to ones for specifically for men, two specifically for the type of hair straight, curly, like all different kinds. We have customers that sell hair accessories and the hair accessories are also based on if you have short hair or if you have long hair, you’re gonna, you’re not gonna need some kind of hair tie if you have long hair if you have shorter hair or et cetera. So you can kind of take people through these specific questions and customize the response for them. And it can be kind of fun to find out, like, like curiosity is something that inspires people to both processes. Right? And so find out your hair type or find out, you know, blah, blah, blah. And then taking people through a process. There’s always that curiosity, which is why you see these like, you know, all these kinds of apps. What’s your spirit animal? Yeah. Like, what celebrity do you look like? Right? Or all these kinds of things that, that get massive reach on Facebook because people just have this curiosity to find out and then share what their type is.
And another example is you don’t have to just do this for like a Facebook ad campaign. I worked with a seller who had a massive supplement website and people would get their number one complaint was that the people would get lost on the website and they just weren’t sure like what to buy you know, cause they kind of like they were a wholesaler and a private labeler and so they were wanting to kind of have a guided sales experience. So on the website itself and many chat has like tools that you can put embed on your website too, you know, get people to opt-in or take an experience. So they had a pop up on certain landing pages where they are uncertain parts of their website where they knew people had kind of struggled with deciding what best purchase. And so we a, we built a bot that was basically like, Hey, get it, you know, not sure what supplements best for you. Take this you know, take this quiz and we’ll, we’ll walk you through it. It was quite, quite a beefy bot, but it really helped people. And data-wise, we were able to see really quickly the categories that people were most interested in. In fact, the seller, you know, in addition to the sales data you know, obviously have like the actual purchase rate, but also seeing, you know, like if you’re wholesaling or maybe you’re, you’re, you’re private labeling, it’s also kind of a question, what products are people actually interested in, you know, and what categories or products are people most interested in. And you know, we’re able to get a lot of demographic data as well as graphic data and in, in, you know, knowing, okay, it’s females at this age range who are most frequent in the site and they’re most interested in surprise, surprise, weight loss, you know, like but maybe some like things that we discovered along the way is that a lot of them are vegetarian and so they’re looking for, you know, vegetarian options or, you know, different things like that. So there’s just so much data that you can like harvest that customers will give you. You know, it’s not like you’re sneaking it behind the scenes and stealing it from them. They will give you that data. And then to be able to have that, that information to tag and segment and customize. And really this comes back to the original point that you know, what people want is accustom conversation. They want a customized shopping experience just for them. And that really is the future of, you know, of, of like brands selling to consumers is like, okay, well that’s nice that you, this is who you are, but this is who I am. So what do you recommend for me?
And I think for Amazon sellers who are listening to this, it’s even more critical for a number of reasons too, to do this. Number one, when you’re, when you’re selling, if you’re selling through your website, you have the persons emails you have, you have the person’s data, you can do email marketing to them, right? There’s a lot of ways you can interact with them when you’re selling an Amazon a, we’re not getting that data. And Amazon is, in fact, doing more things to take away that data from us were, yeah, now they’re not. I’m going to be sharing the customer’s name and address with us anymore through, you know, different CSV downloads where we can now retarget that, that audience of Amazon. So we’re really selling, but we’re not building an audience if you’re just selling on Amazon. And one of the risks of selling on Amazon is that if Amazon shuts you down or your listing gets taken down or a competitor attacks you, you know, you could be losing, losing sales during that period. And so if you, to me, it’s not so much about whether you’re selling on Amazon or off Amazon. If you control the audience, then you have the power. And if, if something were to, you know, if you’re, if you have a supplement and you have, you know, a bunch of people on subscribe and save and Amazon shuts you down, you just lost sales, right? A ton of sales. But if you have that audience, you could say, Hey, we’re having some issues right now on Amazon, but we want to make sure that you keep getting your supplement. You know, for the next 30 days we’re offering a special on our website at 25% off go buy here. You’re incentivized and you control that audience. It becomes even more important for you. And the other thing is that, you know, I think as Amazon sellers, you know, based in the US, Europe, you know, we’re also competing against the, you know, Chinese sellers that are on Amazon that make up maybe, you know, 40% of third party sales. And you know, I think the Chinese sellers have certain advantages and us sellers have certain advantages. The Chinese sellers, they can source products faster and easier. They can get samples faster and easier. They, they have a friend of a friend whose uncle has a factory, we can get you a better price. Then maybe what we can get, right? They’re going to, they’re going to have those kinds of situations. They’re using a lot of black hat tactics that that’s kind of the culture there versus you know, what we might be doing here. They have hundreds of accounts. They, they have easier access to open accounts with Chinese sellers and us sellers.
There are advantages, Liran.
Okay. They just have certain advantages in certain ways. But what we have is we have to understand the market and marketing, right? Go try to be a Chinese seller in China and not having perfect language skills, building out, you know, chatbots to understand and have those direct conversations with the customers. They’re gonna have a harder time doing that. And if we take advantage of all the marketing aspects that we have great video, great listing, great, you know, a plus content, building an audience, many chats, email list, all that stuff where we have the marketing advantage. And you’re utilizing that to your advantage is I think what we need to do, obviously differentiating products and you know, there are lots of things I think we need to do in order to be able to, to compete. But marketing and brand is one area where we have, because I’ve gone through, you know, I’ve been targeted with ads through a chatbot for, you know, getting products and being rebated and within, you know, 30 seconds of kind of reading some of the messages I can tell if it’s a Chinese seller or US-based seller. You know very, very quickly.
Yeah. And it’s funny and it’s funny what it does because I got, I bought a product, I bought some shampoo bars this week cause I’m going to be traveling so much and I don’t want to deal with like the liquid thing and their packaging was really nice. They had a nice product insert, but within the very first word was misspelled was obviously like the grammar was terrible and it was really interesting. The like I’m, I know what’s happening. I know the psychology of marketing, right. And the psychology of branding and, but it’s really interesting how it still affects me that like immediately they were dead to me. You know, like I don’t even know that I really want to use the product right. Like it was one of those experiences where I was just like, like, if you can’t do it right, like I don’t, yeah, it would be easy for them to get somebody who actually is a, not a natural language speaker and just do a grammar check, and edit, check, you know? Yeah.
It’s very easy, but at the same time, they’re not right. It’s probably easy. Or for them to hire somebody in China who says they know how to do it right, but maybe they’re, maybe they’re, they’re not doing it right. So that’s our advantage, our advantages now to build up that audience, have to have the power, utilize, utilize inserts, utilize your Amazon to build your own list so that you have more power in your business. So let’s end off on a, on a few things here. What are some things that are coming next year? There were some exciting announcements about this integration. I, and actually I want to ask you another question. But the integration of, you know, Instagram, WhatsApp, Facebook messenger, that’s coming. And then also let’s touch on this 24-hour rule that seems to be confusing for people with Manny chat. And then we’ll end off on talking how people can, I actually learned about how to start utilizing chatbots because we spoke about it, a lot of sort of concepts here, but it’s still sort of like, okay, where do I really start? So well we’ll finish off on giving you some access and how to, how to learn more. But let’s talk a little bit about integrations coming and the 24-hour rule.
Yeah. Okay. So a bunch of things were announced at a conversation’s conference as it relates to both things that are coming from messenger and things that are coming with Many chats, so many chat as a platform, like I said, sits on top of messenger and it’s marketing platform and they are they’re releasing a ton of, you know, some great updates like integrating with active campaign for anybody who uses active campaign. That’s a great, you know, native integration all posts, comments, growth tool. It’s a mouthful. But basically if you’ve ever had, you know, a call to action on a Facebook post saying, comment box, you know, comment like tell us your favorite color below and we’ll send you a coupon, you know, 50% off coupon. If you’ve ever run a PO like a campaign like that, you’re using what’s called the comments growth tool. And what’s cool about all posts, comments, growth tool is that you can set up new, that’s something new. And if it’s live now it’s live right now.
What does this allow you to do?
So this allows you to basically set up an autoresponse if anybody comments on any kind of posts with like, and, and use it as like certain keywords. So this is where kind of customer service comes in. Have you ever gone to like a Facebook page and somebody comments on a post and said, Oh, this product was crap. I haven’t gotten my order yet. Or you know, like an angry post basically. And it could be a post, you know, your original posts had nothing to do with that, but all of a sudden somebody hijacked your post and gone, gone negative customer service experience. So you could create a comment, growth tool that applies to any and all posts. And if they have the words like order orders, missing order…
And that’s any post on your Facebook page, whether you’re Facebook ad or anything like that?
Yeah, exactly. So it, so it’ll auto-respond with like, Hey, it sounds like you’re having an issue with your order. You know, Is that correct? And if somebody responds and says, any response to like, then you can trigger the bot and trigger like customer service. There are lots of different applications and opportunities, but for, for consumers, but for like e-commerce and Amazon I think, and it like using that for customer service and catching any and all negative posts and, and taking that offline.
So, yeah. And so does that, so does that mean, so is that auto-response as a comment who responds to them or is the auto-response just sending them a message? Right? Yeah.
It sends them a message right away. So if they’re commenting inside of, you know, on a post, then it will message them directly and say, Hey Michelle, it sounds like you’re having issues with your order or whatever it is you want to say, you know, and send them, send them to your customer service team because most customer service teams are not checking your Facebook post, you know, some poor marketer or somewhere or your VA that’s like, Hey, there’s somebody that’s angry over here. Can somebody like stop what you’re doing right now onto a whole new platform and go and, and assist them, you know, that kind of thing. So that’s, that’s really cool.
So you can set up like a keyword, like for the word order, like maybe somebody saying, Hey, how can I order this? Or something like that. And it sounds like you might be interested in ordering a, is that the case or something like that? So, okay. So you could do that. Yeah. And as far as this integration with, so what else is coming? So SMS?
Well, there’s like a bunch of stuff. They, they announced as I think like 21 new things, but the things that Amazon sellers should care the most about that are super exciting is easier sponsored messages setting up cause that is, that’s an update to the messenger platform. That goes with 24 plus one rule. We can talk about that in a second. So it’s easier to be able to send sponsored messages right now. It’s pain in the butt and you’re having to create custom audiences and Facebook when the new sponsored messages will roll out, you’ll be able to send it, set it up just like a broadcast where you can use your many chat tags, use those segmentations that you already have inside of many chat to create your audiences and who you’re sending this the sponsored message to the big announcements though of, of the day. And I was like, I’m not like a jump out of your seat. Hallelujah. You know, kind of person. But I was like, yes, this is awesome. And this goes to your point about like messenger, promising Instagram and WhatsApp integration. So, yeah, as we said, the Facebook product manager was there and you know, like he was asked directly when is Instagram integration coming, when is his WhatsApp integration coming? And messenger is basically going to be the backbone of communication for Facebook, Instagram, and WhatsApp. But they were like, they’ve been really quiet and not saying that like, this is our vision, but not saying like it will be available July of blah, blah, blah. You know, and I, they’re not being like direct. And so what’s cool about ManyChat chat is they’re like, okay messenger, you’re, you’ve been a really great friend. But you’re kind of a pain in the butt. So we’re going to go outside of messenger channels and Facebook channels and we’re now going to be an omnichannel platform and you’re going to be able to run marketing campaigns through mobile, SMS marketing, and email marketing. And what is so huge about this is, you know, yeah, you can run SMS campaigns and email campaigns like through MailChimp or through your SMS, you know, provider do shore, but you can’t integrate, you can’t make it kind of like this, this integrated experience. So the example that they shared and, and maybe we can share a link to this video, but basically you, like, let’s say that you send out a broadcast promoting the coupon offer and like saying, Hey, we have this deal going on. Get it now and 10% of your audience doesn’t respond well. You can, yeah. Like direct integration. You can follow with those people directly with like an email saying, Hey, like we saw that you didn’t respond. You know, like, we just want to make sure that you saw this and you know, here’s your opportunity. Let’s say that a certain percentage doesn’t respond to that email. Then you can follow up with an SMS only to those people and saying, Hey, by the way, this deal is expiring. Click here to get it now. And if at any time somebody clicks on that link, it’ll, it’ll dump them back into messenger, right where the campaign left off. And, and
So what is the, is the, is the kind of goal of integrating email and SMS is almost like a backup tool, but you keep sort of driving them back to messenger?
I mean you don’t have to, you really don’t have to, you know, earlier in August well no, earlier this month basically starting in January, Facebook is going to start, well, earlier in August, Facebook started enforcing basically like, Hey, if you’re sending promotional content, you either have to do it with people who, are inside of the 24 plus one r window or….
Meaning people who have interacted with your chatbot within a 24 hour period?
Yeah. Or a plus one, which is like any other one additional interaction. And, and then earlier this…
And what does that mean? One additional interaction?
So it could be, let’s say that I send you a like a coupon offer. You click on it, let’s say we’ll do a rebate. You do a rebate campaign and you buy the product and then three days later I want to be able to follow up with you and ask for a review. So that that three days later it’s outside of the 24-hour window. But that three, that three days account as a plus one. So I I can send that additional message.
You can send one more message?
Yeah, outside of any particular timeframe. It’s just like plus one more message essentially
Plus one more message. And that could be any, that could be a promotional message?
So okay. And so that means if somebody, if somebody interacted with the chatbot, let’s say three months ago, that means I can send them a promotional message?
If they, if it falls, if they are still in that engagement window. Yes. You can send that.
And what’s the, what’s the engagement Window?
It’s the 24 plus one. It’s either 24 hours or plus one additional interaction.
Right. But I’m trying to send to understand, so they interacted with you over 24 hours right on that three days. And I can still send them a message?
So that means if they interacted with me three months ago, I can still send them one promotional message?
Yes. If it, if it, and that is one that’s a one more integration or one more update that many cha is providing is an easy way to see who’s in the engagement window and who needs to be sent a sponsored message basically. So it’s gonna be a lot, lot easier and lot.
So if they’re, so if they haven’t interacted within that 24 hours plus one sort of engagement window in there, they’re going to, many chat software shows you who’s engaged, who’s in that window and who’s not. Yeah. You can still send them a message. Right. But it can’t be promotional. So what can that, you can send them what like content…
Oh yeah. I mean you can send as they have like a non-promotional broadcast that you can send and, and there are certain tags that you have to use. The reality is though, for most Amazon sellers if you’re wanting to send a broadcast to your audience, it’s usually because you’re wanting to rank a product or want to, you know, launch.
And so you’re going to do that as a sponsored message to the audience or you’re going to, you’re essentially gonna pay Facebook for that additional messaging. Yeah.
Right. And what’s cool, this is where the SMS and the email integration comes in to increase that engagement. Because, you know, obviously the cool thing about email is that you can make it pretty SMS, not so much. It’s not like a rich and long-form. SMS is pretty much like notification only. It’s like, you know like you’re not going to put it like a dancing GIF in maybe with the new iPhone you can, but like us mere mortals who, you know, have the new iPhone cannot get those or whatever. And, and so you want to get people back to messenger for that rich messaging experience, the ability to have all of these cool, you know, things like click reply buttons and, and having people do all sorts of things. And as this technology rolls out, like, gosh, the training that I’m going to have, you know, in place to kind of demonstrate this and be pretty robust, but, but basically the whole idea is to get, like, you can, of course, run a whole campaign via SMS or a whole campaign via email. But to be able to integrate it like cross-platform and to be able to reach people with a multi conversation experience like, and, and, and to not just have it be a blanket broadcast every single time and have it be like, we’re only gonna send an SMS to those people who did not, you know, react to the original message. Maybe they just don’t, maybe they have messenger notifications…
And you would have first needed to collect that information messenger. Obviously, like say, Hey, can we, you know, can we have your number?
The cool thing about it, like, like in all of my subscriber campaigns, like when I’m running a Facebook ad, as one of the first things I’m going to capture is somebody whose email address is part of that opts-in experience. And the cool thing about having somebody’s email address, having their phone number is that you own that customer data at that point. Whereas with you’re kind of renting your subscribers with email and messaging and SMS, you own your subscribers in that instance. And so well say for, you know, whatever reason you decide you don’t want to run messenger campaigns or maybe you’ve lost your messenger campaigns sendability like that kind of a thing. Like you’ve abused it, you still have your SMS and email subscribers that you can use inside them Many Chat platform to communicate with were kind of rabbit holing a little bit. But I mean, the opportunities are, are really massive and really, really exciting.
Yeah. So so I know we’ve covered a lot here. We are we’re kind of focused on trying to help sellers use specifically get ready for the fourth quarter. It’s actually a great time coming into, you know, October to think about, you know, how can I rank my products? And I think it’s a great time. October is a great time October and early November to rank your products because it’s harder to rank products in once black Friday starts because sales velocity for your competitors is going to be much higher, which means you’re going to need to give away more products at rebates or discounts or whatever to try to rank. And it’s a great time to sort of sneak up on your competition and maximize the benefit of ranking for Q4. And so we’re hosting a webinar together that Michelle is going to come on and kinda give us some strategies more in depth strategies for how to utilize chatbots to a, rank your products, get more reviews utilize, utilize them and insert cards pre-purchase and take advantage of the massive Q4 period. It’s a great time to I have also some flows and some things that I’m implementing and one of my goals was to get this in before Q4 because I want all those Q4 customers, whether it’s pre-purchase or post-purchase through inserts. I want them on my list because it’s a one, it’s a once in a year, once a year opportunity to drive a massive amount of a new people added into your list. Whether that’s your email list, your post-purchase VIP club, your audience that’s going to buy products for Q4. It’s once in a year opportunity to drive a massive amount of reviews based on those, a higher velocity Q4 sales. So we’re hosting a webinar. I believe it’s going to be on October 10th, on October 10th, so you can go to www.amazingfreedom.com/Q4. It’s going to be a completely free webinar. Michelle is going to give you a lot of good strategies that you can implement in your business. And yes, you’ll also find out how you can kind of go deeper with Michelle’s trainings on getting started with, with chatbots because obviously we’ve covered here sort of high-level strategy, but you want to kind of learn the step by step process of actually implementing this. I would say either you or somebody on your team that you going to sort of assign this sort of Manny Chat marketing side to either implement or you know, the alternative would be to hire somebody to build out chatbots for you. I know Michelle also has a lot of already custom pre-build kind of flows that she’ll be you know, sharing through her trainings that you can sort of just integrate copy into your, manage that account without, you know, needing to kind of recreate, recreate the wheels. So highly encourage you to go to www.amazingfreedom.com/Q4. We’ll have a registration for a webinar. You’ll be completely free where you can kind of take this knowledge a little bit deeper through a webinar. It’ll be recorded, you’ll have the replay. And so and it might be easier to sort of taking in all the, all the information around chatbots and also how you can go further with training to get a set up with chatbots. But the the point of this podcast was no matter if you’re going to get on that webinar or not is that it’s to implement Manny chat and chatbots into your, into your marketing sequence. Because again, I think as Amazon sellers, we we have the opportunity to get in front of a lot of a customers, but if you’re not taking advantage of that through again, inserts and driving people and building your list, you don’t have as much power with an audience as you as you should have.
So www.amazingfreedom.com/Q4 and join us for that webinar. You can register if you can make that data will be recorded. You’ll get the replay and Michelle will be training. Michelle will be teaching some specific Q4 related strategies on how to utilize Manny chat and chatbots to maximize your Q4, whether that’s ranking or getting reviews. Those are the top two things that every, every seller wants to do. And again, this is your advantage, I think, into getting maybe a head start into 20, 20. I’m not only ranking your products and just selling more in Q4 but also building that list off your Q4 audience I think is even more important so that you can now sort of drive your 2020 sales whether you have new product launches or whether you’re writing, you know, you could be running a lightning deal or seven day deal on Amazon and then you just run a sponsored message to that audience to say, Hey, we have this flash on Amazon and, and drive that external traffic, which you know, aside from anything else of having an audience, Amazon just likes that external traffic and helps you with ranking overall anyway. So lots of use use cases for many chats, but I know it can kind of seem intimidating for a lot of sellers, especially when you start seeing some of these flows and conditions and things like that. But the good thing is that there are a lot of sort o pre-build templates. I’m already there that you can access and just make some small customizations to your business.
And make it easy. And what’s cool about this training as well as.
Michelle makes it easy, Let’s trademark that.
I don’t know how I feel about it. We’re also gonna talk about like, I call it like the three P’s] of crushing it in Q four cause you got to prepare your listings, you’ve got to position your listings and you need to promote your listings and, and most sellers don’t do much in the promotions space. You do a lot to position but you don’t do a lot to promote. And especially when black Friday hits all the way to new years cause there’s a lot of sellers who are, who have new year’s products that are, that are applicable you know, running kind of standard e-commerce promotions. That’s like a whole new world for a lot of people. So I’m going to go into some trainings on that as well and have some, some fun examples to share.
Awesome. all right, well thank you very much for coming on the podcast. Michelle also has a, I think you have a Facebook group as well. Michelle.
Yup. Yup. I have a Facebook group. Just search for AMZ messenger chatbots and you’ll see like my page and my free members’ group. And or you can go to Amazon, you know, Amzmessengerbotclub.com and you’ll also you know, find me there too
And probably they could interact with your chatbot. Hopefully, you have a chatbot that they can interact with also in just kind of see what that’s like. And again, amazing freedom.com/Q4 for the webinar on preparing for Q4, utilizing chatbots. Thanks for coming on the podcast and we’ll see you back in October for that webinar.
Awesome. Thanks guys.