Are sales calls a big part of your business? Do you need to have a conversation with somebody before they buy? If so, this Messenger Marketing funnel could be a game-changer for you. A couple years ago, my agency, Oliver Billson Marketing, developed something called The Phone Funnel Framework. It got a lot of attention thanks to the amazing results it was generating for all sorts of different companies, including…
- Brick & mortar businesses
- Service businesses
- Information marketers
- SaaS companies
- Coaches, consultants, authors, speakers
- And more
What is the Phone Funnel Framework?The Phone Funnel is a marketing funnel framework that I initially developed using a combination of Lead Ads and SMS (text) ads. The whole process worked something like this:
- Use Facebook Lead Ads to generate leads.
- Send them an SMS (text) message with a link to our Main Event Video (essentially sort of a video sales letter).
- At the end of the video, provide a call-to-action (CTA) to schedule a call.
Step 1: Facebook Messenger AdThe first step in the process is to get in front of the right audience, and what better way to do that than with Facebook ads? In most cases you’re going to want to use the JSON growth tool inside of ManyChat, and create an ad with a Messenger objective. Your goal here is to get people to engage with you on Messenger, subscribe to your ManyChat list, and watch a short video that you’ll deliver to them inside Messenger. Here’s an example of what one of these ads might look like: Now, what should you actually SAY in that ad? To get the best success with the Phone Funnel Framework, I recommend coming up with 5 different ad angles. Each ad angle could be a different benefit your avatar wants, or a problem they’re facing. And for each of those ad angles, you’ll want to test 4 different images. So that results in a total of 20 different ads, 5 angles with 4 images each. Make sense? And you’ll want to test all those ads on as many audiences as possible. Personally I think 30 is a good benchmark. If you can test all 20 ads on 30 different audiences, that will result in 600 separate ad+audience combinations. With that many ads running to that many different audiences, you’ll stand a very good chance of reaching your ideal avatar with the right messaging.
Step 2: Primer VideoAfter someone opts in to your ad, the first step of this process is what we call the Primer Video. The purpose of this video is to pre-frame people for the Main Event Video that they’re about to watch. We’re “priming the pump,” so to speak, and reselling them on the value of watching that video. If you can get people excited about the information they’re about to learn in the Main Event Video, that will really help to increase the engagement and consumption of your content. Video Location You should upload this video directly into ManyChat. This way you’ll keep people inside the Messenger environment and make it easy for them to watch the video without going anywhere. Here’s what it looks like when you do that: As far as what we actually say in the Primer Video, that’s pretty straightforward. Simply follow this 5-step framework, which is basically an expanded version of the tried-and-true “Star, Story, Solution” formula. 1. Reinforce the Prior Positive Action Start out by telling the person what a great decision they just made by requesting and watching this video. This will help build some goodwill, get them feeling good about themselves, and make them even more committed to finishing the rest of the video. Example: Hey, thanks so much for clicking through to watch this case study video. You’ve made a great decision and I know you’re going to get a ton of value from this video. 2. Star: Who You Are Briefly introduce yourself. Example: My name is Oli Billson, owner and founder of the Oliver Billson Group. 3. Story: Your Origin Now quickly explain why you’re qualified as an expert who can help them solve the problem they’re facing. Example: For the past 12 years I’ve been helping business owners just like you to grow their businesses using direct marketing. 4. Solution: Pre-Frame Next, tell the viewer what they’re going to discover in the Main Event Video. Keep it simple and be sure to include a big benefit that you know the viewer wants to achieve. Example: What you’re about to discover is how you can use the Phone Funnel Framework to predictably drive qualified leads into sales appointments. 5. Call-to-Action Now tell them what to do next! The CTA from your Primer Video is simply to click through to watch the Main Event Video. Example: Just click the link below to watch the free case study video now.
Step 3: Main Event VideoNow we’ve come to the Main Event Video, which is the piece of content in this funnel that does most of the heavy lifting. And throughout this section, it’s important to keep in mind that the purpose of this video is to get leads to qualify themselves to take the next step. Remember, you only want to talk to qualified leads here. This video is significantly longer than the Primer Video—it should be about 15-45 minutes long. The format can be whatever you want—a recorded Keynote presentation, a face-to-camera video, or a combination of both. Your call-to-action at the end of this video should be for the person to click through to schedule a call. (And if they don’t take that action, follow-up begins through Messenger.) Video Location Unlike the Primer Video, the Main Event Video won’t be uploaded directly into ManyChat. (For one thing, it will probably be over ManyChat’s 25 MB limit for uploads.) Instead we’re going to basically host this video with a dark post. See, we want to keep people inside the Facebook platform. This is useful for several reasons:
- It reduces friction by keeping people on Facebook.
- You can add copy and a call-to-action button.
- You can retarget people based on video engagement.
- It allows you to leverage social proof by building up likes, shares, and comments.
- Create a new Facebook Ads Campaign.
- Create an ad, and upload your Main Event Video.
- Use your ManyChat URL as the ad’s Destination URL.
- Publish your ad.
- Copy the URL of your Post ID.
- Unpublish your ad.
Step 4: Scheduled CallThe next step is simple. Your viewer has just clicked your CTA button to schedule a call—so give them a way to do just that! And for this part of the Phone Funnel Framework, we follow a two-step process: 1. Get the user to schedule a time & date for their call. First things first, we like to schedule the call ASAP. Get that commitment made. And for this, we use a tool called ScheduleOnce. The cool thing about ScheduleOnce is that we can connect it to ManyChat using Zapier. We use that integration to remove someone from our ManyChat follow-up sequence once they’ve scheduled their call (so they won’t continue to receive follow-up messages urging them to schedule). 2. Qualify the user. We do this immediately after the call is scheduled, on the very next thank-you page. Here we’ll ask for information like:
- Their current situation
- Their desired situation
- What’s stopping them
- What their investment level is
Step 5: Nurture Follow-UpAt this point, we’ve gone through the entirety of the Phone Funnel Framework. From beginning ad (step 1) to the final sales call with a qualified prospect (step 4). So what could be left for step 5? Well, even though steps 1-4 can take prospects all the way through this process from beginning to end, there are always going to be a lot of people who fall out of the funnel somewhere along the way. So step 5 in the Phone Funnel Framework is where we follow up with all those people who made it only part way through the process. And when we think about using nurture sequences for this framework, there are 2 main audiences we need to focus on: People Who Clicked on Your Ad, But Need to Watch the Main Event Video Remember, people cannot schedule their call until they watch your Main Event Video first. So for anyone who has entered your campaign but hasn’t yet watched that video, your goal needs to be getting them back to that video and watching it. What we do in this situation is create 3 content videos that all push people back to that Main Event Video. And you can deliver these videos right inside of ManyChat if you’re inside the 24-hour message window, just like you did for the Primer Video. If your message is outside the window, you can send an SMS or email follow-up to encourage people to come back into your ManyChat bot. For these 3 content videos, we use a simple framework:
- State a problem they’re facing.
- Provide the solution.
- Give them a call-to-action.
What Results Should You ExpectThere you have it, guys, the Phone Funnel Framework with a ManyChat twist. This is a marketing funnel that worked phenomenally well even BEFORE the advent of Messenger Marketing. A few quick examples:
- One business spent $102,099.76 on this and generated 4,282 appointments—for a cost per appointment of $23.84. They ended up generating $718,033.44 in revenue, which is an ROAS of 7.03.
- Another business spent $90,338.85 and got 12,495 leads for a cost per lead of $7.23. They generated a total of $863,260 in revenue, for a ROAS of 9.56.