From 0 to 194K Subscribers & 25K+ App Downloads (News & Media Publication Case Study)

Teens are now spending close to 9 hours a day connected socially online, 30% of all online traffic is now on social media – 60% is via a mobile device. 

The mobile/social combo is increasingly being used for not just keeping uptodate with friends and family but also world happenings and news and more so, on personalization and reading about topics of interest. 

The ubiquitous world of the internet is now instantly available at all times via a mobile device and the heaviest used apps are messenger apps.

What does this tectonic shift mean to the world of media and publishing? Can media companies adapt to changing user habits? Early adopters are increasing moving to bots to stay connected with their customers. The power of real-time push articles and snippets cannot be handled any better than via a bot.

It’s no secret that the news & media industry is a highly competitive space. With so many brands vying for the reader’s attention and dollars, your business simply must stand out to be successful. 

On top of that, clients in this space are savvy and demanding. They’ve come to expect a personalized, high-quality experience every time, so your brand has no room for error. 

What’s the one tool that will check all of these boxes and give your business that competitive edge it needs for success? 

The answer is Facebook Messenger Chatbot, Obviously

Hello,

Askmepixel Technologies the agency leading Messenger marketing at Delhi, India — the company behind 100+ startups  — provides a new way to help eCommerce, News, Home Services Companies, & Online Service Provider companies to launch product lines, generate leads, sell products and generate more reviews for businesses

194K  Subscribers, 25K+ App Downloads, 30% Boost on Engagement, 40% Boost on App Traffic and Hundreds of 5-Star Reviews within 30 days.

How Askmepixel used Chatfuel To setup a messenger bot for one of leading India’s News & Media company to get this done.

How it’s all started?

Earlier this year, we had a call from client ( acquired through linkedin profile funnel of our co-founder Swayam Dhawan )

They wanted to increase their mobile app installations.

They had tried so many ways via ads, and while the website was getting traffic from facebook but still, it was doing it at a loss.

Yes, for every $100 they put into ads, they were getting just 20-30 App Installs & a traffic which is not retargetable and to retarget they need to spend again.

They had tested and tried a LOT of things (Facebook video ads, dynamic ads, google ads, Instagram ads –but still no luck)

Yet for some reason, they couldn’t turn the corner on this one.

Conversions were good… Reader’s retention rate was bad.

“Depending on the traffic source, they were spending an average about $5 to acquire one app download.”

So, the key issues were

– To acquire new app downloads by Minimizing ad spend.

– To Minimize the re-targeting cost

– To increase the conversion rate

– To increase the user engagement

— To allow a user to apply for ads on their platform (website + Newspaper)

– Minimize the customer support representatives task.

After the 1 hour long conversation, 

“You made things complicated, let’s implement KISS,” we said…

So what was it?

“KISS” stands for Keep it Stupid Simple. Sometimes the task we want to perform in our businesses are super simple, but mind makes it complicated.

our client made the sales funnel but not properly, everything was their in funnel ads, landing pages, breaking news, sports news, app installation ads, retargeting everything.

But still was struggling to acquire the required results. 

I always said to my employees, Things are not complicated, Mind Makes.

So let me tell you the status before starting the project:-

Good News:-

– We already had a brand with some reader base.

– We had good social media followers on Facebook & Instagram.

– The website has very good UI/UX with super fast speed.

Bad News:-

– Ads Selection was not good

– Funnels were completely broken

– No direct contact with the readers

– Almost 2% engagement since facebook algorithm barely show businesses organic posts

We were ready to take this client to Implement the KISS and start the counter of Mobile App Installation. 

Tools we used

  • Chatfuel 
  • Custom PHP / JAVASCRIPT Code to launch an app
  • Facebook Ads Manager
  • Google Sheets

Are you ready to explore the strategy? Here we go…

Step 1:- Build RSS Feed Based News Publication Chatbot for Facebook Messenger

Instantly after starting working on this project, we stop each and every ads on each platform i.e. Facebook, Instagram, Google, etc.

and started working on developing a facebook messenger chatbot, Why?

Because the issue was if we run ads on Facebook without messenger marketing it might be possible to get some app install or acquire new readers but that’s not the way we were aiming for.

Getting app install was ok, but what about that traffic which we acquired and they didn’t install an app.

To retarget those visitors we need to run ads, again and again, that was the issue we need to fix.

and most importantly it’s not our company style to spend money again and again to target every time, it’s not the kind of marketing I must say in 2019.

Marketing is, you spend one time and almost 50% of your total revenue is coming without spending dollars on ads.

That’s how we work like

Here comes messenger marketing in the role, something like email marketing but 1000% better than that, if done right.

So we develop a complete facebook messenger chatbot on Chatfuel, which includes:-

  • Welcome Message 
  • Multiple News Categories 
  • Indian State Wise News Categories
  • Survey & Quiz Funnels for Engagement
  • Reader’s Details collection like Email, Phone, Designation to participate in survey & quiz
  • Funnels which includes:- Referral Funnel, Games Funnel, 
  • Broadcast according to user’s subscription ( Allow users to choose the 4 different time slots to get news updates )
  • Auto Trigger Retargeting Events to First Time Visitor to subscribe for news
  • Games Funnel Broadcast Twice in a week
  • Instant Import Latest Headlines via RSS Feeds
  • To read the full news user get redirects to that particular News which opens inside mobile app if installed or redirects to play store or app store to install app. 
  • Hindi & English Language
  • Live Cricket Scores inside messenger chatbot
  • Google Custom Search Engine Integration Which allows users to search news inside messenger chatbot. 
  • Default reply which allows users to search news for any topic

Step 2:- We needed more & more traffic on messenger

While implementing KISS strategy, it was important to drive huge traffic on messenger.

We used ref growth tool, since stories works great for traffic, we used Instagram & facebook  stories along with ref url, in which visitors just need to swipe up the stories and that’s it they become a subscriber.

However we spent only $100 on this task and acquired something around 150 subscribers for giveaway campaign

But it was not a game changer, we just did this to acquire some new hot leads for giveaway campaign.

Game Changes Here….

Using messenger marketing skills, we had developed refer & win giveaway funnel,and it appears in the picture just after the user gets the message that he/she is successfully entered to giveaway.

after that message, user gets another message which is actually a way of bribing them. To win their chances of giveaway they must share the giveaway card message with at least 3 of their friends.

But that’s just not the case minimum limit is 3 and they can share cards with more friends if they want to.

After 24 hours we had also sent them a message that they have shared with N number of friends and they must share with some more friends to win giveaway.

We implement the tracking system by using manychat messenger chatbot development tricks.

We did this activity for alternate days, day 2nd after entering the giveaway and day 4th just to remind them to share to win the giveaway, whose winner is going to be declared after 24 hours.

How it changed the game?

We had a total 850+ subscriber before running the giveaway funnel. After 24 hours, 634 people shown their interest on giveaway and joined.

Among that 634 people, 350+ people shared the card with their friends which helped us to acquire around 1500+ subscribers in just 24 hours without any ad spend.

So now we had around 2000+ subscribers, just double the number of customers which the client had acquired in 18 months.

and the good part was that we acquired their email id,  mobile number and facebook id. Which we may use for creating custom audience & lookalike audience on facebook ads.

also to target these 2000+ subscribers we just didn’t require any kind of ads in future. (until we are doing it right).

Issues we fixed so far:-

– Customer acquisition cost gone from $20 to $0

– We’ll not have to spend again on ads

– Retargeting cost gone null

let’s move to the next step..

After development of chatbot with these features, we decided to target different type of audience to convert them as messenger chatbot subscribers

  • Custom Audience of those who previously installed their app
  • Custom Audience of those who has interacted with their page & clicked to Send message button
  • Custom Audience of those who has liked or have done any activity on page previously

After making these custom audiences we made lookalike audience of 1%, 1-3%, 3-5% for split testing purpose

Later we setup a keyword trigger ads ( Comments to trigger ) on messenger mainly, it worked great for us. 

We decided to use keywords trigger because JSON ads crashes frequently sometimes, so that was not a good idea to work on. 

Ads Copy redirects to different funnels:-

— News Funnel 

— Quiz & Survey Funnel 

— Referral Funnel 

Once we got 1000 messenger subscribers, we stop all other ads and made the lookalike audience of those 1000 subscribers only. 

Why? Because we need to target only those people who are interested in news and are on messenger platform 

This way we got 194K subscribers by spending $1000 on ads. 

25,000+ app installs which was almost free if we talk about the engagement, survey results, leads we generated. 

Later according to the designation of users ( Acquired in Leads ) we ran Ads Offer Funnel Inside messenger and converted 1000+ advertisers for their different platforms. 

After all these tasks:-

  • Retargeting Costs to those messenger subscribers gone $0
  • We stop all ads and started running referral funnel and generated 30% of Subscribers for FREE
  • We ran referral funnel twice in a week
  • App Traffic & Installation Increased 
  • User engagement on facebook page increased organically 

So, next time you start to build a funnel (or you’re trying to fix a dead funnel) – remember these two metrics:

1st – Do not make it over complicated

2nd – Understand your target audience first, create a plan accordingly and use messenger chatbots to minimize ad cost

If you can get those 2 numbers right, everything else will take care of itself.

P.S. – We do not know for how much time this flow funnel is available for such a low cost. If you are watching this page, meaning offer is live now but soon it will disappear.

While we were writing, these were the latest app downloads:-

If you had any questions, you may connect with us at [email protected]

 

Cheers!

Keep Botting

 

Subscribe To Our Newsletter

Get updates and learn from the best

You may also like