If you want to acquire new customers using Facebook and then move the conversation to WhatsApp, you are in the right place.
In this article I will show you how we connected WhatsApp to Facebook forms, using Active Campaign automations.
The strategy we will see involves:
- Intercept potential customers on Facebook via contact form
- manage the lead on Active Campaign through automations
- Send one or more messages, automatically, to the customer's WhatsApp number.
The goal is to move the user from Facebook to WhatsApp, a more intimate and direct channel, and leverage the attention of the moment to entice the user to take an action toward the company.
An analysis of data collected during the testing phase showed that shifting the focus to the WhatsApp channel produces an increase in the number of chat interactions and a 37 percent increase in conversions compared to email.
Tools used:
Facebook ADS: contact acquisition campaigns - form
Zapier
Active Campaign
Spoki
Step 1: Create Facebook Form + Lead Generation Campaign.
Goal: To intercept a target audience of marketing professionals and acquire their contacts.
We created the "contacts" target campaign with 3 different creatives, all three ads highlight three advantages/benefits of using the software for the target audience.
A form was created with 5 closed-ended questions. These questions are intended to profile the contact. The final screen of the form leads back to the ability to "skip the line" by booking a call with the account manager.
Step 2: Create the zap on Zapier
After setting up the campaign for contact acquisition, you need to use Zapier to pass the acquired contacts from the Facebook form to Active Campaign, an automation marketing tool.
We then create a Zap using the campaign's Facebook ADS form as the Trigger and add the second tool, which in this case will be Active Campaign. We need to set the zap by matching the fields used in the form in order to populate the contact fields on AC.
Step 3: Create automation on Active Campaign.
Objective: to engage the user who has just filled out the form by sending a welcome message on WhatsApp.
The automation created on Active Campaign includes:
- The inclusion of the contact in a list
- The creation of an offer
- Contact displacement within a phase.
- Sending a WhatsApp message
- Sending an email
Within the Active Campaign automation, we insert a "Webhook" step and enter within the step the URL of the automation that directly delivers Spoki to us; in this way, the contact that is within the automation, in that exact step, will automatically receive a WhatsApp message.
Step 4: Creating Automation on Spoki
Goal: Invite the user to book a call with the account manager.
The template message created on Spoki consists of a text part, a short video, and a chat button that entices the user to book a call with the account manager.
Let's create the automation and enter Integration - Active Campaign as the startup step: Spoki will generate a URL, the same one we are going to enter in the Webhook on Active Campaign.
Once the start trigger is entered, we enter the template message created and add a tag.
We can also decide to associate contacts with an operator, so users interacting with WhatsApp messages will be assigned to a single operator who will follow up and manage chat activities.
Once the automation is set up, it needs to be started.
Step 5: Enter a control on Active Campaign
Within the first automation we can add a "Wait" and set logical operators to see if the contact has booked a call.
In this case the control will be done on the tag or booking call event (we can use more than one option, in our case we will take as variable the event name "Spoki - introductory call").
We enter a check after 3 days, if the contact does not have the call event, we will send a second WhatsApp message with Spoki again via App CX to remind the user to book a call with the operator.
After setting up all the steps, I recommend that you test the whole process starting with the Facebook form, click here to access the test section.
If you need more technical details to set up each step, you can click here.
What about you, do you already use WhatsApp in communication with your customers?
What results have you achieved? Write it down if you like in the comments!
Do you want to integrate WhatsApp Marketing into your business?
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