Everywhere Marketers Are Raving About This Amazing New Digital Marketing “Must-Haves” – In this article, we will discuss something that local businesses are neglecting.
I’m not talking about their grandmother’s beef stew menu – what I’m talking about is these must-have tools like proximity beacons, chatbots, voice search etc. that they rarely use for their local marketing campaigns.
Soom of these tools require a technical know-how and some of them are just plain simple to implement.
So let’s dive in …
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It is all too easy to fall into the trap of the digital marketing comfort zone, but this can be a path into complacency, under-performance and ultimately decline.
When marketing campaigns consistently perform year after year and momentum is positive, you may be fooled into thinking that everything is working to near-peak levels with no need to stretch the boundaries or challenge this “everything is going great” sentiment.
If this sounds familiar it is likely (unless you are the only active player in your industry) that results will begin to stagnate and regress, and there is a need to consider a more robust digital strategy.
The solution is being actively aware of new and changing opportunities including technology, industry, audience and associated items, and taking action on them.
Action-taking is key as this fuels a culture of exploration, testing, and refinement required to be an industry leader and maintain closer to peak marketing performance for a longer duration.
In this post, I share five of the most useful marketing approaches to enrich your own strategic plans and increase your robustness to changing external competition.
The technology for proximity marketing is nothing new, in fact, it has been available since 2013.
What has changed though is the readiness of technology such as Google Beacons for effective marketing use and practical application within more common marketing approaches.
Beacons are a form of technology that can transmit signals over a certain (generally small) radius.
This means that devices such as mobile phones and GPS can receive marketing messages tied to their geo-location and be pinpoint targeted with relevant messaging.
Proximity marketing and Beacons specifically are being widely used for everything from table service within restaurants through to sending SMS messages with discounts to existing customers when they pass by a store.
Based on a recent article from a colleague of mine “Google Beacons: Is proximity marketing ready to take off in 2020?,” the main benefits for marketing include:
Conversational commerce is a bigger opportunity than simply chatbots alone.
However, for the purposes of this post, chatbots are the suggested technology-based action to explore for diversifying and strengthening your strategic plans for 2020.
When Facebook acquired WhatsApp back in 2014, no small part of the strategic thinking was based on the fact that people spend more time in messaging apps than they do on social media.
Chatbots can integrate your business within external platforms (such as Facebook) allowing you to reach your audience on the messaging apps they prefer.
As chatbot integration can include your website, social media channels, and external messaging apps you can fill the gaps within your business coverage and provide an ‘always available’ face to your organization.
When skewed towards conversational commerce you are able to provide controlled and consistent expertise, shorten the distance from awareness to purchase and facilitate offline access to information that users demand online and instantly.
The benefits will vary massively based on your objectives, application and successful implementation of them for marketing but commonly expected gains would include:
Improved Customer Services & Support
Helping existing and prospective customers understand the product/service which is best suited to their bespoke needs and budget.
The ability to quickly providing answers to questions and filtering more complicated inquiries for your Customer Service/Support Team.
Financial Savings Versus Traditional Staffing
Implementing a chatbot is considerably cheaper than hiring employees to perform tasks that can be automated and handled by a bot/computer.
This form of removing and reducing manual and repeated activity from companies can support increased efficiencies, time and cost savings for investment elsewhere. Chatbots can also work on smaller budgets.
Proactive Customer Engagement and Increased Nurturing Through the Buying and Servicing Funnels
The ability to initiate a conversation with your customers based on know behavior and activity triggers.
One practical example might be communication as part of any ordering and delivery process.
Generating Valuable Insights & Obtaining a More Thorough Understanding of Your Customers
Data is marketing fuel and a performance enhancer. By using the additional knowledge obtained from chatbot use, you can refine and maximize your marketing tactics.
As an example of this in action, the new forms of user engagement and data can be recombined with other existing data sources to:
24/7 Customer Support
As discussed earlier, chatbots are ‘always on’ and can handle concurrent user interactions at the same time.
This means that there is a reduced loss of potential business from people so there‘s no waiting in telephone queues for information, or dropping out of the purchase funnel before getting the brand effectively in front of them.
In this case organic inclusion of VSO as a core part of your non-paid digital marketing investment.
The statistical justification for voice search optimization is widespread:
Most companies are gathering more data than ever before and investing in added data expertise, wider data tracking, collection, plus related items.
The inconsistent use of data and ineffective processes in place for systematically generating value from data are part of this.
These are five of my current strategic “must-haves” which will help expand, diversify and strengthen many marketing approaches for 202 and beyond.
Learn something about these tools. It will be very beneficial for you and your business.
What I’m Up To This Week
After a stressful 4 days with the kids, It’s high time for me to do some office work. My daughter had a fever, so I spend most of my client time at the back office of our house.
So far, there has been some positive results with the campaign. For those who are interested on finding out what tools and resources we are using.
With all that being said, I say … see ya later alligator !!!