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Actionable Marketing Podcast

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Now displaying: February, 2019
Feb 26, 2019

When someone says, “chatbot,” do shivers go down your spine? Or, does a big grin cover your face? If chatbots are annoying and an invasion of privacy, why are so many people engaging with this technology? More than 25% of the world’s population is using message apps, and 71% of people use messaging apps for customer assistance. People want their problems solved quickly via personal experience. Enter chatbots.

Exit traditional, one-way marketing, such as email, landing pages for Web forms, and blog posts. At least that’s what today’s guest believes. Larry Kim is the CEO of MobileMonkey, a messenger marketing platform. He describes chatbots, their benefits to marketers, and ways to utilize them. He shares how such technology will alter how we think about content creation, calls to action, and customer experiences.

Some of the highlights of the show include:

  • Chatbot Definition: Forget Siri or Alexa; think about chatbots as the top of the funnel, marketing, lead acquisition, nurturing, and conversion technology
  • Chat marketing lets you push notifications to collect emails addresses to send newsletters and other content; get people to subscribe to your channel
  • Messages vs. Emails: Differences include lack of response and interaction
  • Typical open rate for emails is 5-10%, so 90-95% of people aren’t engaging; open rates for chat marketing are 70-80%, and click rates are 10-20%
  • Use advertising to get people to click on an ad that takes them into a chat session, not to your Website
  • Marketers should change how they engage with customers; create personalized experiences where chatbots come in to help with back-and-forth interactions
  • Conventional marketing is based on assumptions made about the audience; chat removes assumptions by asking questions
  • Companies doing online advertising should use Click-to-Messenger Ads; customer clicks the button to subscribe to messaging with your company
  • Website chat where a box in the corner pops up to offer help is not new; most companies fail using it because it’s hard to have someone on-call to chat
  • Chatbots offer Tier 1 support to handle certain questions and respond with user-provided content; create chat content and assign keyword triggers
  • Reciprocal Concessions: If customer believes you’re being helpful to them, they’re more likely to buy from you
  • Identify information customers want; post stories or declarative content, then post a conversation starter to spark them to share their opinions and thoughts

Links:

 

Quotes by Larry Kim:

“I truly believe that messaging is the future. People already overwhelmingly prefer messaging for communication, but yet businesses haven’t figured this out.”

“What you should be thinking about when you think chatbots is it’s the top of the funnel, marketing, lead acquisition, nurturing, and conversion technology.”

“But the messages aren’t just emails. Emails are stupid. You can’t respond to them. They’re not very interactive.”

“Users are okay with and actually covet communications with the companies and brands that they care about through messaging.”

 

Feb 19, 2019

How do you create content? Plan for it? Identify what will resonate with your audience? Marketers need to think of themselves as content producers and publishers. They’re all trying to come up with a story that has an angle and narrative to provide insight or leadership.

Today, we’re talking to Clint Schaff, vice president of strategy and research at the Los Angeles Times. Clint is a dynamic marketer and journalist who offers his perspective on marketers as content creators and publishers, and journalists and media storytellers as marketers. He shares processes around content planning, creation, and promotion.

Some of the highlights of the show include:

  • Doing social good by transforming relationships between consumers and brands; content creation is meant to serve an advocacy for communications
  • Content to cover involves complicated collaboration, stories consistent with brand, and commercial viability
  • Feedback from influencers and data on your audience help determine content
  • Editorial calendar serves as a way to plan and manage content
  • Return on investment (ROI) and generating revenue from content
  • Create unique, exclusive content experiences through experimentation
  • Leverage different mediums and promote content through social media, paid advertising, and other ways to get more content and generate attention
  • Write weekly summary of what you did and what you’re going to do to make sure everyone on your team is moving in the same direction
  • Be a better marketer by making a list of the most surprising things you could do to move toward your objective

Links:

  • What topics and guests do you want on the Actionable Marketing Podcast? Send me your suggestions!

 

Quotes by Clint Schaff:

“It’s about content creation that’s meant to serve an advocacy for something. Advocacy for communications, whether that’d be for a brand or a cause or an idea or story.”

“If you create amazing, impeccable journalism, but no one reads it, and you haven’t figured out how to meet a need in the market, well, that’s not a very good business.”

“Our whole brand is based on credibility and trust.”

“We’re turning on the dials, trying every possible way to get eyeballs on our content that people need to see.”

 

Feb 12, 2019

Is the future of voice search happening as we speak? Are we really in the middle of a voice search revolution? Are you part of the 41% of adults or 55% of teenagers who use voice search daily? By 2020, at least 50% of all Internet searches will be through images or speech.

Today, we’re talking to Jeremiah Smith, founder and CEO of SimpleTiger. He breaks down how voice searches will impact SEO, algorithms, keywords, and research. Also, he shares how marketers can optimize their content in a voice search world.

Some of the highlights of the show include:

  • Pulse and perspective on current state of voice search
  • Search Categories: General and transactional
  • What’s the intent of voice search? Good answers, no advertising
  • Indirect Commercial Intent: Customers become comfortable with and trust voice devices enough to conduct commercial searches to buy something
  • Search engines using artificially intelligent rules and inputs to deduce output
  • User engagement metrics trumping every other ranking metric in Google
  • Google: Changing from a search engine to an answer engine?
  • Evolution of old vs. new types of search; people need to rethink how they search
  • Conversational marketing created to address surge of conversational searches
  • Optimize content for voice search by answering searcher’s intent for any keyword
  • Prepare for voice search by keeping things the same, read SEO documentation

Links:

 

Quotes by Jeremiah Smith:

“Market domination, in terms of voice search as an interface, belongs to Amazon.”

“I don’t think we need to be nervous and be scared because this artificially intelligent engine, at the end of the day, is doing something to produce a result for a company.”

“Your SEO schemes aren’t going to work any more. Your need to actually start pleasing your customers. It’s a much more blunt game that were playing now.”

“The way that we search for things also says a lot about the type of result that ought to occur.”

Feb 5, 2019

How often do you think about customer experience? Marketers put tons of time and energy into creating a brand to communicate a value proposition that makes people feel a certain way about their company. But good marketers know that it’s not about brand, but brand perception developed through conversations and interactions with customers.

Today, we’re talking to Chris Paul, head of customer experience at CoSchedule. He describes how different departments and employees at a company can work together to make sure they are on the same page when it comes to the company’s brand and adding value to customer experience.

Some of the highlights of the show include:

  • Learn about your brand from both customers and co-workers
  • All products, services, and solutions evolve over time; so do customers’ needs and demands
  • Consider product market fit and then pivot and make changes when necessary
  • Dawn of a new era where customers are not afraid to tell you what they think
  • Know customers’ experiences and expectations to create positive experience
  • Help customers grow and be successful by orchestrating value and addressing their pain points/problems
  • How to identify existing and future stakeholders
  • Offer customers on-demand support via various channels, including social media
  • Delegate and streamline support requests to effectively respond to customers
  • Improve customer experience by aligning and collaborating with departments and teams, don’t silo them

Links:

  • Write a review on iTunes and send a screenshot of it to receive a cool CoSchedule swag bag!

 

 

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