Black Mountain Honey
DM opt-in automations, gathering unique customer data, revolutionise client’s conversion rate from social media, and enable niche segmentation for email sequences.
Increased reach and engagement from both FB and IG
More than 2,000 leads during the initial launch period
Unique user data captured for further segmentation
About the client
Black Mountain Honey, run by Laurence Edwards, is a family run, commercial bee farming business, producing artisan honey products across North Wales.
As well as providing calm, productive queens and starter colonies, Laurence also educates beekeepers, of all levels, through his free lead magnets, 14-Day BeeKeeper course and HiveQ membership.
The brand has a vast presence across social media with Facebook, Instagram and YouTube and content ranges from how-tos to seasonal tips – coupled up with plenty of practical tips and personality packed advice.
The brief
With a huge presence on social media, Black Mountain Honey was keen to adopt a different approach to maximising leads and sales from its engaged audience, as well as give new followers a simple way to access beekeeping tips and advice.
Laurence was not an existing Manychat customer but soon realised its potential for his business. As a founder with a growing business, he knew he needed a way to bring potential customers over from social media to his CRM, that didn’t rely on them clicking a link to a landing page. He also wanted to be able to gather unique customer data, such as location and experience level, so that he could then send more targeted and relevant emails to his list.
The strategy
Laurence identified 10 information-packed lead magnets that covered a mix of how-to content as well as seasonal tips and advice that he was keen to promote across Facebook and Instagram.
Each of these was then built out into a Manychat automation that gathered the user’s name and email within the DMs. This was stage one of the funnel. Each of the automations used abandonment sequences to increase conversion rates, and were written in the brand’s chatty but informative tone of voice. Once the user had completed this part of the flow, a Make automation bridged the information over from Manychat to Kit and the corresponding email, containing the lead magnet, was sent.
Meanwhile, back in the DMs, the user was then sent a further DM giving them the option to supply further unique data – location and experience – as well as give their phone number for potential future messages via WhatsApp. This was stage two of the funnel.
Once the flows went live their was an immediate uplift in leads, with the majority of users completing both stages of the funnel. As Laurence had such a prolific amount of data now coming through the DMs, we also chose to back-up all user information, via Make, into an Airtable database.
Thank you so much, it really does make a difference. It’s lovely working with someone who’s so competent and understands their field so well, that’s exactly what I need. I barely need to look at my DMs anymore!
The audience is so warm and the automations are doing very well! They look brilliant though, and I’m really, really happy with them.
It makes my life SO much easier just being able to create lead magnets on the fly!