One of our awesome MemberVault users, Shweta Dawar generously shared how she ran an uber successful 5-day challenge and spilled the beans on the exact strategy that she used, inspired by MV – a method she called “The Challenge Pillars”. Read on to find out!
5-day challenge launches have recently become wildly popular. Even if you haven’t run a free 5-day challenge yet, you’ve probably been part of one.
The strategies I am going to be sharing in this post are unique to the framework I have developed over the last couple of years, having run over a dozen challenges, with a comparatively smaller audience.
I like to call the three most important aspects of this challenge method, “The Challenge Pillars”
Let’s go through each of these pillars:
Pillar 1: The Messenger Funnel
The foundation of this 5-day challenge is a messenger funnel. It is important to gain momentum and engagement from your audience for the 5 days of the challenge but it is very difficult to do so using emails.
Email open rates hover between 15%-35% whereas with messenger, we generally see open rates as high as 100%!
These numbers are open and click-through rates for some of my messenger bot messages.
Since we get our audience to register for the challenge through a messenger funnel using the landing page growth tool, we are priming them to receive reminders in their inbox right upfront.
The tool I use to build a messenger funnel is called Manychat.
The landing page option does not give a very pretty looking page, but it takes only 5 minutes to set up, and it takes only one click for someone to opt-in.
This landing page was created using the Manychat Landing Page Growth Tool.
Once they opt-in to messenger through this landing page, I generally ask them for their email address in exchange for an additional incentive.
I like to use the concept of permission-based marketing with messenger, so instead of asking for their email address right upfront, I ask them if they would be interested in receiving an additional incentive in exchange for their email address.
The additional incentive is generally a PDF or workbook that goes with the free 5-day challenge.
By using permission-based marketing, I drastically reduce the spammyness of my bot, and I am also able to convert over 95% of my messenger bot subscribers to email subscribers.
The one question I get asked often is “Are messenger bots considered spammy?”
And my response to that is, if not built correctly, they can be spammy.
Here are a few strategies I’ve used over the years to build non-spammy bots:
👉 Give your bot a personality, this makes sure your audience knows that they are not really talking to a person, but to a bot.
This is a welcome message for one of my messenger bot funnels.
👉 Always give them an option to unsubscribe.
It is really easy to unsubscribe from a messenger bot, but most people don’t know that.
Like in the image above, I always make sure I give my messenger bot subscribers an option to unsubscribe.
👉 Make sure you use your messenger funnel in accordance with the updated Facebook messenger guidelines.
The most impactful feature of building a messenger funnel is the opportunity for lead scoring.
Lead scoring in messenger is similar to the Membervault feature of identifying hot leads.
I got the lead scoring and gamification ideas for launches from me experiencing them inside of Membervault.
In Membervault, you can assign engagement scores for different actions taken inside the Membervault account.
For example, you could give your customer access to another product when they reach certain engagement points, using the Actions tab.
Membervault also lets you know if you have warm or hot leads based on the actions of your users.
For example, if a user has bought product A but not product B, but they have clicked on product B a couple of times, you’ll be able to see that under the “Hot leads” section in your dashboard.
I love this feature, because I know that if I reach out to them with a discount, they are much more likely to buy that product they have been eyeing!
For your launch, you can create a custom field in Manychat and increase the score every time a subscriber takes an action.
For example, if someone gives you their email address, you can increase the score by 2.
If someone clicks on a sales page link, you can increase the score by 5, and so on.
You can then send customized messages to those with the score over a certain number.
You can also give your audience a task to complete for each day of the challenge, and increase scores for those who complete those tasks.
Pillar 2: Gamification for engagement
If you use Membervault, you have already seen the power of gamification for engagement.
Gamification helps in the post purchase phase to increase course completion rates and membership retention.
But did you know you could also use gamification as part of your launch?
Gamification works amazingly well with a messenger funnel.
Here are a few ideas to try:
You can use the lead scoring numbers to create a leaderboard.
This leaderboard idea is very similar to the leaderboard you see inside of Membervault showing you the most engaged MV accounts in your dashboard.
✅ Mission Complete Badges
👉 Provide completion badges for each task completed
👉 Daily prizes for those who complete tasks
P.S. I love the new feature being added in Membervault where you will be able to add a little celebration whenever someone reaches X engagement points.
✅ A quiz at the end of each challenge day
This feature is also inspired by Membervault, where you can add quiz questions for each of your lessons.
If you know how to use messenger bots, building this framework only takes a couple of hours, and you can duplicate this funnel for every launch.
And if you are just starting out, or want to launch something fast, you can totally skip the email part and only use messenger.
Having said that, messenger, like other social media channels, is a platform that don’t “own”, so it’s best to ask for emails even if you don’t plan to use them right away.
Pillar 3: Facebook Group
A lot of people have a love and hate relationship with Facebook groups.
I totally get it, it is not easy to keep your Facebook group engaged, especially if it is still small.
But that’s exactly why running a 5-day challenge in a group works so well, it gives you the opportunity to engage your members.
You can use free 5-day challenges to grow your Facebook group even if you are not selling anything at the end of the challenge.
In fact, running free 5-day challenges using the messenger funnel as the foundation can not only help you increase your conversion rates, but it can also help you grow your Facebook group, your messenger list, and build your email list with a pre-qualified audience that is more likely to open your emails since they gave you their email after already being on your messenger list.
Shweta is a marketing expert. She helps solopreneurs and small businesses find and implement the right marketing tools for their business needs, so they can grow their business with automation and ease.
She is obsessed with systems, technology and automation, amd love to transform small business marketing effort through the use of right technology.
Take a peek at her MV site right this way: