Today’s episode was recorded live from the 2018 Conversations Conference, hosted by ManyChat.

We’re talking with return guest, Oli Billson. Oli previously talked to us about his phone funnel framework several episodes ago. And in this episode, he explains his “FSMC formula” and gives us real campaign examples of how he uses this formula to generate conversions.

Learn how Oli uses Facebook Messenger to drive qualified leads into sales appointments, how to create milestones within your campaign, and when to use contingencies to increase the success of your ad.

In this episode you'll learn:
  • Oli’s 3 P’s that ensure your marketing is successful
  • The FSMC Formula Oli uses for each of his advertising campaigns that’s helped keep his customers on track
  • How to retarget consumers who didn’t follow through on campaign milestones
  • How to integrate FSMC into Facebook Messenger so you can streamline your conversions
Links and resources mentioned in this episode:

Episode 150: 3 Facebook Funnels to Drive More High-Ticket Leads
DigitalMarketer Lab Trial

Speaker 1: (00:01)
Hey guys, this is Darren here, the producer of perpetual traffic and before we start this week's episode, I just wanted to let you know that this week's show is brought to you as always by digital marketer lab. We are the number one platform for full stack marketers and we provide the three things you really need, training tools and relationships in lab. You'll get to attend webinars with industry experts. You'll actually get stuff done with our step by step guides and you'll be able to ask questions, network and exchange ideas with other marketers in our community, DM engage. If you're already a lab member and we'll see you there. If not, you can try it out absolutely free for 30 days by going to digital forward slash. Trial all right, back to you Ralph.

Speaker 1: (00:58)
You're listening to perpetual traffic. Hello and welcome to episode one 70 with the perpetual traffic podcast. This is Ralph Burns and I am coming to you, well not live, but we're all live together from Austin, Texas at the conversation's conference 2018 hosted by our great friends and many chats, which is obviously the chat bot that we use inside tier 11 as well as Molly and all her businesses and the one that we recommend here on perpetual traffic and today we are Molly, myself, and a guest. Ooh, yes. Very special gap. Making a second appearance. He was on episode one 50 mr Oli Billson. Yeah, guy. This Holly's, he spent a little feisty this week, so I know the content is going to be good, but forgive us for any aggression here. It's normally not our style, but yeah, Oli's fired up. He's fired up and he's ready to deliver the content for you guys this week. I'm a little bit intimidated by him though, because we've had sort of a messenger fight going on all week, which you know, we man hooked it out just you know, days ago. Oli just threatened to send the mic through Ralph's head. Yeah, I was getting kind of violent. You're just so much bigger than me though. [inaudible] we can work on that. We're going to work on your training in 2018 2019 but neither here nor there and nobody really wants to hear about our infighting here at professional traffic. All in good fun by the way, but all they actually just did a presentation which is a logical next step from the stuff that he talked about way back on episode one 50 which I would highly recommend you go back and take a listen to that one on his phone funnel formula.

Speaker 1: (02:42)
So in the last step is though mode that you had me on on perpetual traffic. We spoke about the phone funnel framework. Ralph gets things mixed up and he said it. That was the formula. It's actually the framework, but that's okay. I'll forgive you for that bro. That's good. That's why you're here to clarify. But what we spoke about was how you can use the phone funnel framework but within messenger and using messenger to create a predictable way of driving qualified leads into sales appointments. And really that's what we kind of talked about. But really all of it's predicated on some prior proper planning. The three P's of successful marketing, as I like to put it. I love it. So you're basically gonna teach us how to create an awesome strategy for acquiring leads. So I think the fact is is that when people come to like plan their next marketing campaign, before they start running traffic and spending any money on advertising, they need to figure out what's the objective, what are they trying to actually achieve and what outcomes are they looking for and how they're actually going to measure those things. And so we have an acronym for this, which grand said is probably one of the worst marketing acronyms that ever has been, but we call it the F S M C formula. [inaudible].

Speaker 3: (04:08)
What that stands for in that acronym is F stands for the finish point. So what do we mean by that? Well, that's really as Steven Covey would say, beginning with the end in mind, figuring out where do you actually want people to go? What do you want them to do? So for some people that have like an eCommerce business that's like an autonomous sale that you're actually trying to sell a product of some sort. Whereas the finish point in the campaign for somebody that is trying to drive leads into phone appointments or schedule calls or strategy sessions or whatever you call them, that's going to be that they actually shared your with you and they make an application to speak to you. So you want to get clear on that first before you start anything. And I think what's quite cool about what we're talking about here is this is like universally applicable for any type of marketing campaign.

Speaker 3: (05:01)
It could be to do with messenger marketing. It could be to do with you know, setting up your next marketing automation funnel that you've got going on. Whether it's a webinar, whether it's a video series or you know, mini class, direct mail campaign, direct mail campaign. And totally in fact we use this for everything we do, whether it's offline to online, whether it's our OTO OTO, which is like online to offline, back, offline. Again, really anything. So we start with the end in mind with the finish point them, we think about the ass in the FSMC is well how do we actually get the party started? How do we get people in that? And that comes down to advertising objective. We've got to give that some careful consideration because African that happens afterwards. It's kind of predicated on how they initially come in and so we need to think about that.

Speaker 3: (05:56)
So where do they, where do we actually get them into the marketing funnel? And then theM is the milestones that we take them through. Now this is where the planning really starts to happen because you want to start to consider what's the journey that you want people to go through? What are the goals that you want them to achieve? And in some cases they have to achieve maybe in a linear fashion before they get to a point of taking the step that you want them to take. Some of that is also to do with qualification and certainly with the phone funnel is because you want to deal with the most qualified people. So you want them to engage and consume and know that it's right for them. So they have to go through these milestones in order to achieve that. And then see in the FSMC formula is the contingencies.

Speaker 3: (06:50)
So these are the things that live between the milestones to get people back on track to make sure that we're communicating with people in the right way depending upon where they are in the marketing funnel and making sure that people don't get left behind in the funnel or the journey, whatever you want to call it. Yeah. And the thing is with this, and it may well be the worst marketing acronym in the world, however it absolutely positively works and is applicable to everybody because what I see happen a lot unfortunately from looking from the outside in on a lot of other people's marketing is they have this kind of one size fits all message. And we all know that when it comes down to getting really good conversions, it's message to market match. And it's actually a Lyman of the message within side of the journey for us to create this dynamic lead to customer experience. And not have the same message to everybody, so to take account of where people got to, where people fell off, how to get people back to where they were so that we can have more of a humanized followup and not just be sending the same messages to everybody. We can do it based upon their milestones. It's like giving people directions based off of where they are, right? If you want to get to that restaurant and take a right, it's going to be different depending on [inaudible] where you're located and also mimicking real life in the online world in a lot of ways, which I think a lot of people do think that there's one cookie cutter formula for every customer, every Woodby customer that comes in through a cold traffic source.

Speaker 3: (08:33)
Absolutely, and the thing is when we talk about prior proper planning, when it comes to marketing campaigns, there's actually a lot more to do than we May 1st think about and we can think about now. We've kind of given you this framework of the FSMC formula. You can now start planning your campaigns around an actual framework that forces you to consider all of these different parts. So let's take an example I'd been talking about while we've been here, which is using the phone funnel framework within messenger. Let's break down what that looks like using the FSMC formula. We've got to figure out what the end is. First of the AF, in this case it's that we want them to go and share the call with our sales team. Whatever tool you use, shed your once acuity or anything like that. As a scheduler, that's what we want to get people to.

Speaker 3: (09:31)
Now the start point then is a messenger app and a click to messenger ad and we use a growth tool within Manny chat called Jason that allows us to get people in, get people subscribed through messenger. Now let's talk about the milestones. Now there's some very prescriptive words that I say here that make it easy for us before we start writing anything. And before we start designing anything, this is what we need to think about. So the first milestone is that they requested the video. And you know, we like to use a case study video that we're advertising on Facebook. And the first thing that we need them to do is actually click to go and watch what we call the primer video. And so that's the first milestone that we're trying to get them to go and watch the video. Then once they've watched the video, we need them for them to go and click to the main event video.

Speaker 3: (10:29)
And then once they've seen the main event video, we need to get them to then go and share jewel. And then once we've got to that point, we need them to request the shadier and then we need to get them to [inaudible]. And so that's the most critical path that somebody can go down. And for anybody kind of defining a marketing funnel, the first thing you want to do is do your finish point, your start point, and your milestones. Because it just forces you to think high level, 30,000 foot of what's the lead to customer journey that we're trying to try to achieve here. And when I talk about the wording in this, we say things like they saw the main event video and they need to click to share jewel. They requested to share jewel and they need to schedule. And by the way guys, if you want to see a visual of this, head over to digital forward slash podcast Oli has a nice little chart here so that you can see this visually.

Speaker 3: (11:27)
This is episode one 70 so now we have the most critical path. You can then look at each milestone and consider with the contingencies. Now how do we get people back if they didn't do what we wanted them to do? And so the first contingency here is that they didn't click to go and watch our video. What are we going to do while the messaging, the followup is going to be different. And actually we're going to talk a little bit about the framework for thinking about delayed follow ups. So this can be more like a dynamic experience. And then the contingency for those people that saw the main event video but they didn't click would be that they clicked to the main event video. They didn't shed you. So this is where now we can start thinking about, okay good. So we know that they watched our content, great, but they didn't take the next step.

Speaker 3: (12:19)
So what is the best messages that we need to send at this point? Well that probably going to be objection handling type videos or content that's congruent with where they got to in the marketing funnel. And then further down they get to the point where we want them to be. We can alter and pivot the conversation that we're having with people based upon that action or inaction. And as we say, whoever the famous person wasn't said this, for every action or inaction, there is a reaction and there is nothing about a personified. And then with the FSMC formula.

Speaker 5: (12:56)
So to add on to what you talked about in episode one 50 in the phone funnel framework, this formula is obviously is something that not a lot of marketers are doing using just a basic funnel that they may or may not have. How do you integrate this? You obviously talked about how to do it with text message. You know, in the last episode we had John, how do you integrate this into messenger? Do they diverged or is it the same or how do you sort of formulate it for people? So we saw just really through the results, the engineering that we put into, the innovation that we put into the phone funnel framework was taking people down a path where they were getting the best results than they ever got from before, from anything that I've ever done. If they'd done webinars before, they didn't video sales lights before to try to drive qualified leads and to sales calls. And then we started to think to yourself, well, that worked really well with text messaging. And if you listen to the other episode, you'll hear how I break all of that down.

Speaker 3: (14:00)
So we then thought to yourself, well, hold on a second. One of the things that we really know works is to communicate in a way that's the easiest for anybody to communicate with you in. So we should open that up in our advertising that we're not just forcing people to go through a lead ad through text messaging. Why don't we open that out to Manny chat and into messenger marketing and to think that actually this actually might reduce our lead to buy time. Because one thing that we found with messenger funnels is that if you do it right where you actually follow up with people in the right way, then people are in momentum and there's no delay in this process. They're creating their own journey as they go through their own path. So we thought to myself, well, we've seen this work in a lot of other things we've tried with messenger.

Speaker 3: (14:49)
Why don't we do it with the phone funnel framework? And so what we started to think about was taking the elements of the phone funnel, things like the primer video where people see an ad on Facebook and when they click to request the video, we immediately send the prime video inside of messenger. So we actually upload it to it. There's a file limit, it's about 25 megabytes, so you have to keep it quite small. So that slows them down in the process just the same way as it does in the phone funnel. It, tease them up for what they're about to watch, what they're about to discover, reinforces that prior positive action that they've taken. And also gives the, inject some personality. Cause usually it's a face to camera video because we know the main event video is a little bit longer. So then we're like, okay, that's cool.

Speaker 3: (15:36)
We've got them in through messenger and they're seeing the primer video. Now where do we take people to watch the main event video, right? Because usually that's on a website that's actually on a webpage. And we figured out that like we could actually make it so we could create a Facebook ad, do a dark post, right? We could create a campaign to house the main event video on its own posts that wasn't visible somewhere out there watching on Facebook and because that already in the environment we learned from the Facebook that they engaged with the platform that they like to be on, which was their mobile phone and now we could do it inside of Facebook. So now we, how's the video on Facebook? They haven't got jump across any platforms, any devices, and so now you've got all the social proof, all the comments and everything else from watching that video. You can now retarget people based upon their engagement with that video inside of Facebook, which is like crazy powerful.

Speaker 1: (16:37)
So when you tested this, obviously you tested it sending them to a URL. So just to back up. So they opt in, they get a primer video, which is in your case in your funnel is maybe a minute or two of you just saying, Hey, I'll introduce who you are really excited to show you this next step. Boom. That's kind of it. It's right there. It's consumed. The consumption on this obviously you can all measure through many chat, which is awesome, and then that click then sends them to either typically a URL, like I think about our funnel right now. I send them to a URL, but sending them to Facebook instead. What's the difference in consumption rates between sending them offsite versus Facebook? Obviously Facebook has lots of benefits, but what did you see when you, well, I think that people don't really want to move between different environments and the reason why the consumption of a main event video is a lot less when you try and bump them out of messenger to a URL is because that already playing in that sandbox are already playing in the Facebook environment. It's exactly the reason why the phone funnel work so well. When you're advertising to people on a mobile device and they get a text message cause there's a congruence between the response mechanism and the delivery mechanism. Well in this example, there's a congruence between the response mechanism and the delivery mechanism because it's within inside of the same platform. And so not only did we see more consumption because we have tested both. Not only do we see more engagement, meaning getting people to actually go to the video, but also actually watching the video because you know, watching a video in a browser these days when you've got to embed a video for Wistia or whatever, it doesn't play the sound automatically. You've got to click to play. It takes over your user experience. I'm trialing mover, you know what orientation am I doing? Yeah. Where is like inside of a Facebook post, right. And I can also add additional copy that highlights the salient points from the video.

Speaker 1: (18:48)
Oli, you're familiar with the product launch formula, right? Jeff Walker, what was interesting, this sort of reminds me, Brian Moran over at SamCart. He did a product launch formula style launch, but did it completely through messenger and he did the same thing where instead of sending people over to a page to watch the video is actually just another Facebook post and then what he was seeing was a ton of shares and engagement on that video. Well then he also used comment to message on those videos for people to comment and give some feedback in exchange for some PDF materials that he was showing. So then he's not only getting people through this launch and to consume these videos, he's also using the consumption videos as a way to acquire new people, you know, into the launch at the end of the ad copy. Even if it's video too, it's like, Hey, if you want to start from the beginning, go back to video one. Right. I love that. And keeping people in the Facebook ecosystem, right. Otherwise the videos are just hidden and it's like that's so unnecessary nowadays.

Speaker 3: (19:52)
Absolutely, and I think that there's a lot to be sad, especially when you're doing cold traffic. People want to see proof that other people are engaging with this content as well. Of course, and that's a lot more difficult to do when you're trying to send them to a website. Even if you've got Facebook comments beneath that website, the user experience just really doesn't allow for that visibility. There's just not trust there. No, I mentioned the fact that you can obviously measure the engagement of that video on Facebook. It's much easier to do that then on Wistia. So the real big idea here is taking that episode one 50 and definitely go back to digital forward slash podcast episode one 50 to go back through the phone funnel framework, which is totally badass. This is just sort of the next iteration, obviously using many chat to do it just a slightly different way in which to, and also to measure and use for retargeting. But I think that's really the big aha moment here with just the second iteration of this whole thing. So all they were, can they actually get more resources from you or you know, maybe even an image of this entire formula you presented this at the conference we're at here, so maybe they could even get your slides to the whole presentation.

Speaker 1: (21:08)
Yeah. Would you do that for our listeners? Oh, I would do that for you, Ralph and you, Molly. And for everybody that's listening of course in exchange for that, maybe we won't wait another 150 episodes to have you on again. Well, I guess we were only waiting like, you know, I've got a lot of love tissues. Yeah, yeah. You do. You do it. You're a smart guy. So, we like smart people in perpetual traffic. So this is awesome. Really and we can get into a lot more about what Oli does in future episodes. And I have a feeling Oli's going to be a regular guest here on, on P T tell him I'd like to do is kind of give you the blueprint and the breakdown, not just the slides, but maybe some of the bonus material as well that we can throw together. So really the best way of doing that is to get out your mobile phone. Maybe you're listening to this episode now and you might well find, but get out your mobile phone and text Manny to (858) 256-7768 so that texts many to (858) 256-7768 and we'll be able to deliver all the goodness to you. Thank you so much for coming on Oli, and it's been an absolute pleasure. Thank you. See you next time.

Speaker 1: (22:22)
So just as a reminder, all this information is going to be in a show notes at that's digital this has been episode one 71 and we'll see you the next one and see you next week. See ya, love you. You've been listening to perpetual traffic. For more information and to get the resources mentioned in this episode, visit forward slash podcast thank you for listening.

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