The Abigail Peugh Podcast: Episode 32 - Automate Your DMs & Your Digital Product Sales with Natasha Willis

Host: Abigail Peugh
Guest: Natasha Willis, Co-founder of School of Bots
Release Date: November 19, 2024

Introduction

In Episode 32 of The Abigail Peugh Podcast, host Abigail Peugh welcomes Natasha Willis, the co-founder of School of Bots, to discuss the intricacies of DM (Direct Message) automation and its impact on digital product sales. This episode delves deep into effective strategies for automating customer interactions on social media, optimizing sales funnels, and maximizing the potential of digital product launches.

Guest Background and Journey into DM Automation

Natasha shares her entrepreneurial journey:

"[02:29] B: Totally. So my journey has been really interesting... I've never met someone who has a brain like Natasha. Like, she's so analytical..."
— Abigail Peugh

Natasha recounts her transition from a naïve startup mindset inspired by The Four Hour Workweek to building a successful DM marketing funnel. Beginning with a rough marketing agency that generated over $100,000 in revenue across seven countries, Natasha and her partner honed their skills in digital marketing. Settling in San Diego, a hub for digital marketers, they refined their strategies by engaging with industry leaders and participating in high-level masterminds. Today, Natasha's team manages DM funnels for the top 1% of online brands, generating nearly $80 million in sales annually.

Understanding DM Automation

Abigail seeks a simple explanation:

"[07:24] A: I want to hear your elevator pitch. If someone was like, I literally have no idea what DM automation is, how would you kind of explain it to them?"
— Abigail Peugh

Natasha defines DM automation:

"[07:24] B: Yeah, these days are like one sentence answer for me is that it's an automated marketing funnel that generates leads and sales 24/7 from your Facebook and Instagram content..."
— Natasha Willis

DM automation involves creating automated conversations with potential customers on platforms like Instagram and Facebook. This system monetizes content by engaging users in personalized dialogues, leading them through the sales funnel seamlessly.

Setting Up Your First Automation

Natasha provides a step-by-step guide:

"[09:16] A: With ManyChat, is the company that she works alongside to do all of this, if you guys didn't know that. Manychat."
— Abigail Peugh

Starting with a simple automation, Natasha recommends offering a valuable freebie to attract leads. For example, instructing users to comment a specific keyword (e.g., "guide") on a post triggers an automated DM that delivers the free resource. This initial interaction can yield an 85% email capture rate, significantly higher than traditional landing pages.

Choosing the Right Keywords

Natasha emphasizes simplicity and relevance:

"[23:18] B: Yeah, absolutely. So I have a list of, like, the 30 most common ones that we use..."
— Natasha Willis

Effective keywords should be:

• Short: Ideally seven letters or fewer to prevent misspellings.
• Single Words: Avoid phrases to reduce complexity.
• Relevant: Directly related to your business or offer (e.g., "Bootcamp" for a digital product starter kit).
• Aspirational: Encourage positive engagement without making users feel uncomfortable or defensive.

Suggested Keywords:

• Freedom
• Genius
• Grateful
• Health
• Joy
• Learn
• Mentor
• Mastery
• Profit
• Quiz
• Scale
• Shift
• Secrets
• Wait List
• Strategy
• VIP
• Vision
• Win
• 5x (customizable number)

Content Strategies for Effective DM Automation

Natasha outlines a three-part content framework:

"[27:47] B: Yes, with the content. At the end of the day, what I will give you guys is a like three part framework..."
— Natasha Willis

1. Call to Action (CTA) Posts: Encourage users to comment the predefined keyword to access a freebie or more information.
2. Engagement Question Posts: Foster genuine discussions to boost profile engagement and visibility.
3. Emotion-Eliciting Posts: Share relatable or entertaining content without a direct CTA to maintain community health and shareability.

This consistent cadence ensures a balanced mix of promotional and engaging content, preventing audience fatigue while maximizing lead generation.

Advanced Automation Techniques

Exploring more sophisticated automations:

"[15:42] B: Cool. Okay, so in terms of a digital product kind of launch..."
— Natasha Willis

For advanced launches, Natasha describes a multi-step DM funnel tailored to different phases of the launch:

1. Initial Interest: User comments the keyword (e.g., "dp" for digital product), triggering an automated message reaffirming their interest.
2. Qualification: Engage with questions to ensure the product aligns with the user's needs.
3. Sales Pitch: Present detailed product information and direct them to the sales page.
4. Post-Purchase Follow-Up: Automated follow-ups for users who didn't convert initially, handling objections and encouraging purchases.

This method ensures prospects receive personalized attention, increasing the likelihood of conversions.

Best Practices and Common Mistakes to Avoid

Natasha advises on effective implementation:

"[44:12] B: I think the biggest thing is just making sure..."
— Natasha Willis

• Avoid Overloading CTAs: Adhere to the three-post cadence to prevent audience burnout.
• Start Simple: Begin with basic automations before exploring advanced features to prevent overwhelm.
• Maintain Content Variety: Ensure not every post contains a CTA to sustain engagement from non-purchasing followers.
• Leverage Multiple Triggers: Utilize various entry points like story replies, bio links, and live session comments to maximize reach.

Common Pitfalls:

• Over-Calling to Action: Flooding the audience with CTAs can reduce engagement and lead to follower fatigue.
• Neglecting Content Quality: High-quality, relatable content is essential to maintain community interest alongside automated sales efforts.
• Ignoring Analytics: Regularly analyze funnel performance to optimize strategies based on what works best.

Maximizing Potential Through Multi-Channel Engagement

Natasha highlights additional triggers:

"[37:16] A: That's so cool. I didn't know that second step."
— Abigail Peugh

Beyond post comments, Natasha discusses leveraging:

• Story Replies: Encourage users to reply to stories with specific keywords.
• Profile Bio: Embed CTAs in the bio to capture leads from profile visits.
• Live Sessions: Use pinned comments during live streams to trigger DM automations.
• Broadcast Channels: Engage users through periodic messages, especially during launches.

Inspirational Success Stories

Abigail shares notable outcomes:

"[43:33] B: Yeah, 160,000."
— Natasha Willis

One client, Erica Kohlberg, achieved a staggering 160,000 comments on an automation post, showcasing the immense potential of well-executed DM funnels.

Conclusion and Takeaways

Natasha Willis's expertise in DM automation offers valuable insights for entrepreneurs aiming to scale their online businesses through automated yet personalized customer interactions. By implementing strategic keyword triggers, maintaining a balanced content strategy, and avoiding common mistakes, businesses can significantly enhance their lead generation and sales processes.

Notable Quotes:

• Natasha on DM Automation:

  "[07:24] B: ...it's an automated marketing funnel that generates leads and sales 24/7 from your Facebook and Instagram content."

• Abigail on Early Entrepreneurial Challenges:

  "[06:06] A: That's insane. Like, I love that you said that those early years were like your bachelor's degree because I feel like a lot of people..."

• Natasha on Choosing Keywords:

  "[25:20] B: ...it's like, you want to choose aspirational word to, like, wealth, for example, or risk."

Listeners are encouraged to implement these strategies carefully, starting with simple automations and gradually incorporating more advanced techniques as they become comfortable with the platform.

For more insights and detailed strategies, follow Natasha Willis on Instagram @NatashaT.Willis and explore her work with School of Bots.

If you enjoyed this episode, share it on your Instagram stories and tag Abigail at @AbigailPugh to spread the knowledge!