TUTORIAL: Setting up Drift Chat to Trigger Based on UTM Parameter

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Video Transcript: I'm excited to talk to you today about a Drift tutorial on how to set a targeted message, based on a utm parameter that you would use in Google Pay Per click, or even from a Hubspot tracking url.

So first step is you're going to want to build out your playbook in Drift. So what you're going to do is go into the playbook sections in Drift. Once you get to the playbook section of Drift, you're going to create the playbook called, "Drive traffic with a targeted message on your homepage".

When you click "create playbook", it'll take just a second to build out all of this awesomeness where you're going to have your message and the conditions for the chat. It will allow for you to show what the overall goal is and to adjust the targeting.

So when we get into the playbook, you'll see your announcement, the trigger and the follow-up message. You can have a lot of fun with this. You can use emojis, put in giphys and do a lot of things to engage the user that will encourage them to take the next step.

A lot of times, pop up messages get kind of get a bad rap. That's because someone puts out a blanket message to all people that are visiting the site. The whole point of this tutorial is to make your messages hyper-contextually-based around the individual utm parameters that you have set.

So what we're doing for this tutorial is setting parameters based off of a tracking url. We use HubSpot here at Impulse Creative. We'll pull this up and you'll see you can either create a new tracking url or use an existing one, if you know you're going to be doing certain campaigns. What I've done is copied the text from the full tracking url here and pulled it up in notepad. So, you'll notice that this is one of our blog posts about conversational marketing. You'll also see a utm parameter. You have the UTM source, you have the medium and you also have the term right. This particular item was for Mastering HubSpot Podcasts and conversational marketing. So what we want to do is hyper target a message to anyone that has the utm term, "Mastering HubSpot".

Of course, you can go a little bit more broad, even with UTM campaign and the source. It's really up to you. For the sake of this tutorial, we're going to go ahead and copy the utm term and head back over to Drift. Now, click on the display conditions. So right now, the display conditions for this term is that the URL path is the homepage. We want to erase that and add another condition. When you are in the condition options here, you'll notice that there are some different parameters. We want to select the one on the URL by going through and clicking the drop down. You'll see you have a variety of options. The options are broken down here and what we want to do is select the option based off of the URL query parameter. So if we go ahead and click that option, we can now set what this includes. This is where you would paste in the UTM parameter that we just brought in, make sure that it includes what the UTM term equals and is exactly what shows up in the URL.

So once you've got that in there, you can go ahead and press close. If you want to break down the conditions even deeper, you can, but for the sake of this tutorial, we're setting up a chat based just on the UTM parameter. Press close here. You'll see that it will confirm the UTM term, "Mastering Hubspot". Now you can go back to crafting your announcement.

You can edit your overall announcement here before you go ahead and click, "Enabled Playbook". This will make your message only show up for that particular ad. I'll show you an example what that looks like. For the sake of this demo, I'm going to go ahead and save changes. Then I'll show you how this works on the front end.

You'll see that going back to this URL takes us to our blog post and talks about conversational marketing. Once Drift loads, it's going to pop up and appear in the bottom right corner of the screen and you know what it's going to say.

This allows for you to kind of engage your audience without being too pushy. And of course, if you click into that, you'll see that we give George B. Thomas from the Mastering HubSpot podcast a nice shout out. So, if you have any other questions about this or you want any other tutorials on how to use Drift or increase your engagement with conversational marketing, give me a shout. You can hit me up on Twitter @remingtonbegg or you can jump on the website and shoot me a message directly. Thanks so much.

digital marketing

Topics: Tutorial, chatbot, Drift

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