Here a bot, there a bot

Here a bot, there a bot

One of the newest tools to invade digital marketing is bots. The platform that is making the most use this new tool is Facebook with their Messenger mobile app.

Haven’t heard of bots? Bots are a type of algorithm that are powered by AI (artificial intelligence). Developers can create bots to perform any number of tasks – from quizzes to news feeds to placing orders and more. They can be used as assistants to send you the latest weather or remind you to take the trash out every week.

Screenshot_2016-07-01-21-15-33_1467432085381[1]Want to play around with some? Open your Facebook Messenger app and click in the Search bar. Under your most recent People contacts, you will see suggested bots (note, these are not ALL the bots – Facebook now has more than 11,000!).

Screenshot_2016-07-01-21-18-52_1467432242394[1]Check out the Emoji News app and get the last news presented with emojis.

Or play hangman against a bot with the Hangman bot.

Check out your favorite sports league with the NFL, NBA or MLB bots. You name it, there is probably a bot for it.

So what does this mean for you and your business? Does your research show that your customers are mobile-first? Do you normally perform routine tasks with those customers? Perhaps a bot could be a way for you to interact with them in a new way. You should examine if this new tool should be added to your digital marketing toolbox.

Find a complete list of bots over at Botlist.

Questions to ask your web design firm

Questions to ask your web design firm

Web design process

Anybody these days can design a website using tools that are freely available. But do you really want your nephew David creating your website? The website for your business that you pour your heart and soul into? I think the answer is No. Before you decide on a web design firm here are some questions that you should ask during the interview process:

  1. What is your process that you use to develop a website?
  2. What platforms do you build websites on?
  3. What are your security protocols?
  4. What is the experience of the team that will working on my site?
  5. What is your pricing structure?

You should also ask for references and client names. Look up their work and see if they produce sites with variety; if they have done work for companies similar to yours and if they create dynamic sites. Don’t limit yourself to a design firm that can do a website for a low cost. The saying ‘you get what you pay for’ applies to building your website. Determine the value you will get versus what your budget will allow.

 

Has social media peaked?

Has social media peaked?

Social-Media-GraphicSocial media has been on an almost vertical trajectory for the past 5 years…booming faster than most people can keep up with it.  But many social media sites are experiencing slowing or flat user growth.  And companies can no longer rely on ‘organic’ social media engagement.  Paid posts are almost always required when attempting to reach customers via these channels.

Does that mean that you should not utilize social media as part of your marketing strategy?

Not necessarily.

For small businesses that have a very targeted customer base or have a retail location that they are looking to promote, social media is still a good option.  The caveat is that you need to be dedicated to keeping up with it.  If you have a strong, loyal following that is willing to help share your content, it is even better.  After all, it is social media!

However, social media should not be your only channel for communicating with your current and potential customers.  It should be part of an integrated marketing approach that fits your business’s needs.

And you also need to keep up with social media trends.  What are the latest features on Facebook Pages?  Is there a social media site that caters to your typical customer?  If you need help figuring it all out, contact me.

 

Pinterest is hot, but…

Pinterest is hot, but…

If you pay any attention to social media, you have heard of Pinterest.  It is the hottest new site for sharing with your friends.  The concept is fairly simple.  You can create ‘boards’ that are akin to physical bulletin boards.  On each board, you can post ‘pins’ which can consist of photos or links to websites.

pinterest-logo

Great!  But does your small business need to have a presence on this hot website?  That depends.  There are a number of reasons that you should consider this:

  • Your business relies heavily on ecommerce.  Research has shown that referrals from Pinterest lead to larger checkout orders than other social media sites.  If you are trying to drive people to your website to sell products, make sure that you have nice, clear photos for your pins.
  • Your business customers fit the Pinterest user profile.  67% of users are under the age of 40. 54% of women aged 34-55 are on Pinterest—35% of them have a household income over $100K. Male monthly users have grown 120% this year.
  • You want to know what your customers are looking for.  Pinterest can help inform you of emerging trends as users tend to pin items that they are thinking about purchasing.

There are a lot of benefits to marketing on Pinterest, but only if it is a fit for your business.

What did 2015 teach us?

What did 2015 teach us?

canstock26475280As 2015 comes to a close, there are several lessons that can be learned from large companies who stumbled in their marketing.

  1. Don’t market your restaurant as being healthy, then ignore food safety.  Chipotle learned this lesson the hard way.  After claiming early in the year that they were going ‘all natural’ and eliminating GMOs, they suffered from many outbreaks of E coli which sickened over 200 people.  Oh, and try not to make your main food items a whopping 1,000 calories.  Does not sound very healthy.
  2. Vet your social media campaign before execution. The internet has an uncanny ability to take any mundane attempt at promotion and turn it against a company.  There were many cases of this happening in 2015, including Bud Light’s ‘Up for Whatever’ and #AskSeaWorld.
  3. Don’t use war to glorify your widget. UnderArmour, in a case of what can only be explained as ‘our Marketing Director was on vacation’, used an icon image from World War II and inserted a basketball theme.  Just don’t.  Please.
  4. Manage your promotional links. This includes QR codes and short URLs.  When you are done with a campaign, you can’t let these lapse, as Heinz Ketchup learned when a QR code on one of their bottles directed users to a porn site.
  5. Don’t direct customers to commit a crime.  This should be self explanatory.  But apparently nobody told Bloomingdale’s. They created an ad that told people to spike their date’s drink when they were not looking.

When all else fails, hire an expert to help.  And have a successful 2016!