How Whatsapp Automation Can Massively Increase Conversions - Rachel Cryan's Talk at Brighton SEO

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How WhatsApp automation can massively increase conversions Rachel Cryan Strategist at Anicca Digital www.linkedin.com/in/rachel-cryan/ https://speakerdeck.com/rachelcryan

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EMAILS ARE DEAD.

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The average open rate for an email is 34% https://mailchimp.com/resources/email-marketing-benchmarks/

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The average open rate for a WhatsApp message is 78% Based on our data

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Let me share our story…

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Anicca is a Digital Skills Bootcamp Provider

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We recruit our students through Meta Lead Generation Ads

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We get thousands of leads…

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There is a very long application form for the bootcamp

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And a very intensive application process… 1: Lead gen Form 2: Application Form 3: Eligibility Check 4: Diagnostic Test 5: Screening Interview 6: Sign Contract & Enroll

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Where are the applications? ☹ 🦆🐕🦺🌭🌭

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Things we did to try and improve conversions…

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Tested multiple Meta lead gen forms

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Spent more money on generating leads

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Manually chased leads via phone or email

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… we looked more into the customer journey.

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Our customer journey is automated through Zapier

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Application form was provided via email and on the last page of the lead gen form

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We decided to use WhatsApp to send the form to these leads too

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I bet you’re thinking ‘urgh that’s invasive’?

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But its not when you are expecting a message.

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4.5K messages sent

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Nearly all were delivered

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78% open rate

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9% responded

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Since implementing WhatsApp automation…

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20% of leads turn into applications

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10% of leads turn into students

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How do I do it?

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Introducing Wati.io

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Guided Set-up & learning resources

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Integrates into loads of platforms

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Very affordable

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Things to take into consideration before you launch WhatsApp for Business

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You need need a verified Meta Business Manager

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Don’t Spam

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Obtain consent beforehand

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Conversations need to be engaged with

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How does this fit in with the customer journey?

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WhatsApp automation is useful for so many businesses!

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• Ecommerce • Service based businesses • Fundraising / Charity • More

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Additional slides You are welcome!

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1. Use Zapier to create a contact in Wati

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2. Contact will be added into this section

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3. Create template message in Wati

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4. Below is where you can see all templates

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5. Use Zapier to set up the WhatsApp broadcast

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6. Use Wati to manage communication

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What else can we automate?

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We use our a Google Sheet in Drive to manage all our processes during screening & the course

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Some of the tasks we use Google sheets for include…

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• Storing Meta leads • Storing Application data from Google Form Sheet • Combine data and send email reminders to complete application form • Check applicant eligibility & request diagnostic test • Record test result, book screening & create contracts • Record result of screening & send reminders to sign contract • Create lesson plans/timesheets & career questionnaires • Track attendance, use for invoicing & uploading data to funding body

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How can we automate when we have so many constraints?

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• The Google application form is too complex to easily reproduce in a CRM system • The Tracking sheet is used by lots of users & updated daily • Having the data in a spreadsheet rather than a CRM database, allows us to easily see the status of individuals, the progress of recruitment and to allow upload to external systems in the required format • We need to send a lot of emails at different stages of recruitment • We need to convert spreadsheet data into documents using some form of mail merge

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Our solution was to use SheetGo Automation (Google Extension)

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SheetGo Google Extension

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What you can do with SheetGo Import data from other source e.g. import application data from Google Forms sheet Export data to other files, to create emails, or to produce new documents

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4-step process to export data 1: Source of data (Dynamic Fields) 2: Filter data (Trigger) 3: Destination of data (Output) 4: Run the automation We use a coloured field to trigger automation

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Example of creating an email

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Example of creating a contract from a template

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Creating a contract using the data in Sheets & a template in Docs Use a coloured field as a Trigger Template using field names from the sheet Contract created using data from the sheet

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Thank You linkedin.com/in/rachel-cryan/ speakerdeck.com/rachelcryan