what is brand strategy

Long-term essentials: What is a brand strategy?

The term brand gets thrown around a lot these days. When people think about a brand, they often think about the name of the company and its logo. For example, Nike and its swoosh. However, these are just elements of their brand. Your brand encompasses much more than just your name and logo. Your brand is about your unique selling proposition, what your company stands for, how you engage with consumers, and more. As a result, you’re going to need to create a brand strategy. What is a brand strategy? A brand strategy involves building your brand identity and reputation as well as increasing brand awareness. A good brand strategy will consist of the following eight essentials:

1. Establish Your Brand Strategy Goals

Without goals, a strategy isn’t a strategy. How are you supposed to measure the performance of any of your branding efforts if you don’t have any goals to measure them against, after all? As such, you need to establish clearly defined goals at the outset. These need to be long-term goals. What are your main business goals? Do you want to reach a new audience? Do you want to be an industry leader? Your brand strategy will vary based on what your main goals are — and while every company’s goal is to “make money,” you need to get a little more specific than this.

2. Maintain Brand Consistency

In order to increase brand awareness, you need to strengthen your brand identity. One of the most important elements of a strong brand identity is consistency. All of your branding efforts need to be consistent across all platforms. If your tone is generally somber (for example, if your company provides funeral services or sells anxiety medication), then posting wacky memes or pictures of cats onto your Facebook page isn’t going to be consistent with your brand. Doing so will only confuse your audience, especially if they jump from one platform to another. For instance, if they’re on your Facebook page and they decide to visit your website and your branding isn’t consistent, they’ll be unsure as to whether they’re in the right place. A lack of consistency causes doubt into what your company is and does, which is not going to help you retain your audience or capture new leads.

The key to maintaining brand consistency is to maintain the same tone and to always keep your message in mind. All of your branding efforts should align with that message. Even the aesthetic of your brand needs to remain consistent. You can’t just have different logos or different color schemes for each platform you use. Consistency is important because it helps to contribute to brand recognition, which is vital when it comes to building customer loyalty.

Learn more about brand development: Why Brand Development Matters and How it Works

3. Avoid Short-Term Brand Building

While getting immediate results would be nice, you don’t want to sacrifice long-term brand building for short-term results. Successful brands take years to build and require continuous work and consistency. It can be easy to lose focus of your long-term goals when you see other companies implement branding tactics that appear to be successful. Just because it works for one company doesn’t mean it will work for you — especially if what they’re doing doesn’t align with your goals. For example, one brand might put out a video that goes viral. Creating a similar video does not guarantee similar results, especially if it’s not in line with your existing branding efforts. You should also be careful about following the latest trends within your industry. Many branding trends are often short-term tactics that may hurt your long-term strategy.

4. Create An Emotional Connection

Branding isn’t just about putting information about your company out into the world in the hopes that consumers remember why your product or service is the best one available. Consumers don’t always use rational thought to justify their purchases, after all. It’s why you need to engage consumers on an emotional level. Not only are they more likely to purchase products from a brand that they can relate to emotionally, but they are more likely to be loyal as a result. The reason behind this is simple: humans have an innate need to belong and to feel a connection.

When building your brand, you need to figure out how you can foster such an emotional connection. It’s why you need to make sure your branding efforts engage consumers on a personal level. Many businesses employ a more informal marketing strategy as a result as its easier to connect to. Developing a brand personality or even putting a face behind your brand makes it easier for audiences to connect to you as well. Take, for example, Apple’s commercials in which a young actor wearing casual clothes and speaking in a friendly, informal manner represented Apple, while an older actor dressed in a suit with a more formal demeanor represented Microsoft. Apple used these commercials to connect to their younger audience, essentially showing younger, hipper consumers that they were just like them.

5. Involve Your Employees

One of the most important ways to maintain brand consistency is by involving your employees. You’ll want to make sure that everyone is on the same page when it comes to the tone and message of your brand. For example, if you’re pushing a more informal and playful tone on your social media pages, then you’ll want your customer service reps to follow that tone. The last thing you want is for someone who follows your brand on social media to call your company only to speak with someone who is incredibly dry and informal. This lack of consistency may not fool consumers, but it will hurt your ability to build brand loyalty.

Consumers are expecting a certain kind of experience and engagement as a result of your branding and if they don’t get something similar when actually interacting with your employees, they will likely be let down. It’s why you should make sure that your employees understand your message, goals, and tone so that they can accurately represent your brand when speaking or engaging with consumers, whether it’s over the phone, via email or online chat, or even in your physical location.

6. Reward Loyalty

Customers who have already showcased loyalty to your brand can help strengthen your brand. Such customers will often go out of their way to recommend your brand to others, whether it’s by writing reviews, providing testimonials, or simply recommending products and services to friends and colleagues over social media. There is nobody consumers trust more than another consumer. That is why you should turn to these types of customers to act as brand ambassadors on your behalf.

Reach out to customers who have made multiple purchases with a personal thank you note. Ask them to write a review for you. Thank them for any reviews that they have written. Engage them on social media. You can even reward their loyalty with something like a discount or a special offer. These kinds of efforts don’t go unnoticed and will help to further encourage their loyalty. Making such efforts in public (such as on social media) can help highlight your relationship with your best customers, which will strengthen your brand’s reputation and entice other consumers.

7. Track Your Competitors

Your competition is likely targeting the same audience you are. It’s why it’s worth your effort to keep an eye on what they’re doing to build their brand. While you don’t necessarily want to copy their ideas and tactics (remember, short-term tactics may not benefit you in the long run if they don’t align with your goals), you do want to track what their strategy is and whether or not their tactics prove to be effective. This can help you identify tactics that work and to figure out why they worked or didn’t work. This information can be incredibly beneficial for your own branding strategy since it can allow you to avoid certain pitfalls.

You can also track your competition by following what consumers are saying about them. You can see what positive things people are saying about your competition and use that information to your advantage. Negative comments can also be helpful as they can allow you to address a need your competition isn’t addressing. For instance, if you notice that consumers are complaining because a competitor is difficult to get a hold of, you can make sure that this won’t be the case for you by offering various channels of communication to your audience.

8. Be Flexible

While you don’t want to jump on the latest branding tactics just because they’re trending, you do want to remain flexible. For example, your branding goals may end up changing over time, so you’ll want to adjust your branding strategy accordingly. Additionally, some short-term branding tactics may actually align with your goals and could benefit your long-term strategy. You shouldn’t be afraid to deviate from your existing strategy in order to adopt such tactics. Flexibility is important to your brand’s continuous success.

 

No brand strategy is the same, nor should it be. Your brand strategy should align with what your goals are. However, these are eight essential tips to keep in mind when creating your brand strategy. Just remember, don’t expect overnight results. Building your brand is a long-term strategy that never ends — you should continue to build your brand even as you gain success. While consistency is important, change is inevitable, whether it’s your products and services that change, your customers that change, or your market that changes.

Using Organic Marketing To Reach Your Audience

There are many ways to go about marketing your business. Paid marketing (such as through the use of Google AdWords or Facebook Ads) can be effective, but there’s only so much you can do with it, as it’s more short-term oriented. You’ll want to implement more organic marketing strategies. Organic marketing is a way to generate more traffic to your website in a more natural, unforced manner. Additionally, anything that you don’t directly spend money on can be considered organic. Of course, it’s worth noting that all marketing costs money in one way or another. However, there are a lot of benefits to using organic marketing that go beyond the cost.

Reasons to Implement Organic Marketing

There are two major reasons why you should implement organic marketing into your marketing strategy. First of all, it’s a more long-term strategy than any paid marketing strategy is. The efforts you make executing your organic marketing strategy can help drive traffic to your website for a long time to come. They can also go a long way in helping to strengthen your brand identity and build up your brand reputation, both of which will have positive long-term effects as well. Finally, organic marketing gives you the opportunity to learn more about your customers and to better understand what their needs are. This is something that cannot be discovered via paid marketing, which is completely one-sided.

Learn about another type of marketing: Why Inbound Marketing Solutions Are Integral To Your Success

How You Can Make it Work

The following are a number of different tips on how to implement organic marketing successfully.

  • Make sure your website is engaging

    Your website is usually what will convince potential leads to further engage with your brand. Make sure it’s user-friendly, meaning that it’s easy to read, easy to scan, and easy to navigate. In addition to your homepage, consider creating an about page, a testimonial page, a contact page, a blog page, and an FAQ page. You may want to implement a chat feature as well so that visitors can interact with you whenever they want to.

  • Create evergreen content

    Evergreen content is content that will never grow out of date. For example, an article about how to save money will always remain relevant for a financial advisor’s website. Evergreen content will continue to be of use to visitors, which means it will organically attract new leads over time.

  • Use hashtags

    Hashtags make it easier for people to find your content on social media and also shows consumers that you’re up to date on trends and current events.

  • Build relationships with social media influencers

    Social media influencers can unlock the doors to large audiences that you haven’t reached yet. Find the influencers in your industry and engage with them on social media.

  • Engage with followers on social media regularly

    Always respond to commends or feedback that people leave on your social pages, even if they are negative. This will greatly help your reputation and shows people that you care and that your social media presence isn’t just for show. Keep in mind that engagement isn’t just about posting content — it’s about listening to what your customers have to say. Ask questions and respond to concerns in a timely manner.

  • Contribute to social media discussions

    Look for groups, communities, and conversations occurring across social media concerning not just your brand, but your industry as a whole. Engage with these conversations. Doing so will naturally get your name out there and will generate interest in your brand (as long as you have worthwhile things to say, of course).

  • Use local SEO

    One of the best ways to naturally attract local customers is by implementing a local SEO strategy. Use local keywords (meaning, geo-centered keywords) and generate content that’s relevant to your area. Submit your NAP (name, address, and phone number) to local directories as well. This will make it much easier for local customers to find you organically.

  • Find ways for customers to participate

    By finding ways for customers to participate, you create a more engaging experience for them. This can help build brand loyalty as well as generate more interest from new leads. For example, set up contests on social media. Something as simple as sweepstakes can be quite effective. For something a bit more engaging, consider photo contests on platforms like Instagram.

  • Request customer feedback

    Routinely ask customers for their opinions about your products, services, and brand. You can do this by asking visitors to fill out surveys on your site, sending out net promoter scores through email, or asking followers directly on social media.

Organic marketing does take some effort, but it’s less expensive than paid marketing tactics and will have a much bigger impact over the long term. These organic marketing tips should help you to drive more traffic and, eventually, generate more sales as a direct result.

5 Noteworthy User Generated Content Examples & Benefits

Content marketing is an essential component of any successful online marketing strategy. The success of your content marketing depends on a variety of factors. Your content has to be relevant, informative, and of high quality. However, it also has to be varied. Creating content takes a lot of effort and it can sometimes be a challenge to create content that’s both new and exciting. One type of content that you should focus on is user generated content. User generated content adds to your content’s variety and provides benefits. Before going into some user generated content examples, it’s important that you understand what those benefits are.

The Benefits of User Generated Content

The following are a few ways in which user generated content can benefit your marketing strategy:

  • Free content – Constantly creating new content is a challenge for any business. However, user generated content does it for you for free. For example, asking your audience to submit creative content such as artwork or stories relevant to your brand creates a positive experience for both parties. Also, free content can boost your SEO and your social media reach.
  • Build brand trust – Consumers are naturally skeptical about anything that businesses have to say to them. It’s why they tend to trust the word of other consumers more. User-generated content, such as brand hashtags, gives users the opportunity to share their positive feedback about your company in a more authentic form. The content comes from the consumer’s point of view, which means that they’ll be more likely to trust it.
  • Engage customers – Allowing your customers to create content for your brand is a great way to get them involved. Brand engagement lets customers participate directly in your marketing efforts, which also boosts brand loyalty. Engagement helps customers feel like they’re communicating with real people, rather than just a business.

Learn more about content creation from Stevens & Tate: How To Create Content For Each Sale Funnel Stage

5 User Generated Content Examples

Now that you know the benefits of user generated content, take a look at some examples of brands putting it into action:

  1. T-Mobile

    T-Mobile attempted to steal customers away from its competitors by offering to pay for the early termination fees charged by carriers for any customers who switched over. In addition to being a stellar unique selling proposition, it was accompanied by an excellent marketing strategy that focused on user generated content. They invited customers of other carriers to submit break-up letters that highlighted why they were leaving their existing carriers for T-Mobile. Not only were many of these letters hilarious, they also highlighted the weaknesses of their competition. Over 113,000 letters were written, resulting in close to 70 million social impressions.

  2. Warby-Parker

    Roughly five years ago, Warby-Parker launched a campaign in which customers were allowed to request five pairs of glasses online to try on at home. This allowed them to try the glasses, pay for the pair they liked most and send the others back. It was an effective way to promote their online store. Additionally, they encouraged participants to post photographs on line of them trying on the glasses. Customers then gave and obtained feedback from each other, thereby driving engagement between customers and their brand.

  3. GoPro

    GoPro uniquely allows users to capture incredible footage using small cameras that can be strapped to their heads. To highlight the GoPro’s capabilities, GoPro used the footage that their customers filmed using their products as part of their marketing campaign. It was such a successful endeavor that you can now find over 40 million results for the word “GoPro” on YouTube, and GoPro itself has almost 8 million YouTube subscribers.

  4. Adobe

    This popular design software company ran a campaign not long ago called the Art Maker Series. During the campaign, they asked their users to share the work they did using Adobe products. Adobe used this content to promote their software. The campaign was incredibly effective as it allowed Adobe to show off their software capabilities while providing exposure to talented designers.

  5. Starbucks

    Starbucks ran a similar campaign to Adobe in terms of highlighting the creativity of their customers. They did this by running a Twitter contest called #WhiteCupContest. The contest encouraged participants to draw on their white coffee cups and submit them. Starbucks used the winning cup as a limited edition reusable cup design. They received over 4,000 submissions in just three weeks. It was so successful that Starbucks ran several similar contests after that.

User generated content is a great way to develop more content and help build your credibility with consumers. It also encourages consumers to participate, thereby building brand loyalty. Hopefully, these five user generated content examples inspired you to encourage your consumers to help create content for your brand.

A marketer's guide to advanced automation

A Marketer’s Guide to Advanced Automation

Using marketing automation solutions can greatly improve your marketing capabilities. Automation saves time on repetitive, mundane tasks, giving you more time to focus on more pressing matters. Additionally, automation helps improve the customer experience by making client data better organized and easier to access. However, using basic automation will no longer provide you with a huge advantage over your competition. Few companies exist that do not employ some kind of automation solution. If you want a real advantage, you need to begin using more advanced automation tools. The following are some of the advanced automation tactics that you should think about adopting:

1. Advanced Email Segmentation

Basic email segmentation, which involves sectioning your email list based on things like gender or information pertinent to your products and services, is quite common. However, the use of advanced email segmentation personalizes your marketing even more. Advanced email segmentation allows you to segment your email list even further based on things like content opened, location, engagement with your brand, the device used, their stage of the buyer’s journey, and more.

2. Date-Based Automation

advanced automation emailing

Many companies use action-based automation to deliver certain emails. For example, if a customer makes a purchase on your e-commerce page, you might automatically deliver a thank you email to their inbox. Many businesses use this basic form of action-based email automation. Another form of email automation worth using is date-based automation. Date-based automation tools allow you to automatically send off certain emails to certain recipients on specified dates. For example, if your opt-in form asks for a birthdate, use date-based automation to automatically send an email wishing a happy birthday to your leads and customers when their birthday comes around.

3. Lead Scoring

Lead scoring hasn’t quite caught on with the average marketer because it can take some time to set up. However, lead scoring helps make it easier to identify the quality of your leads. This, in turn, prevents your marketing and sales team from engaging with uninterested leads. It also helps prevent your marketing and sales teams from missing out on leads that were ready to convert. The way lead scoring works is simple. For every action a lead takes, or for every piece of information they provide, they are automatically assigned points. These actions or bits of information can be worth different values. For example, downloading an eBook might be worth more than liking a blog post on social media. Certain actions or information can be worth negative points as well.

You’ll have to decide at what point the total of their score determines that they are an MQL (marketing qualified lead) or a SQL (sales qualified lead). As you can imagine, having scores on all your leads can be incredibly helpful; however, your marketing and sales teams will have to work together to come up with a scoring system.

Learn more about how marketing automation can benefit you: How Marketing Automation Can Improve Your Lead Nurturing Process

4. Personalized Offers

Using an advanced automation eCommerce recommendation tool, you can automatically create dynamic emails that suggest relevant products to customers based on their past behavior. Some of these behaviors may include what they purchase, how much they spend, and how often they make purchases. The email is only generated after assessing the customer and it can go a long way towards increasing sales.

5. Chatbots

People often have basic questions when exploring a new website. A chat feature allows them to ask these questions without having to call or email you. Unfortunately, you may not have the resources to personally engage with visitors on your website 24/7 via the chat feature. That’s why you should consider implementing chatbots. Chatbots can be programmed to answer the most common questions automatically so that you don’t need a human to engage directly with every visitor. Even social channels such as Facebook are beginning to implement automated chat features.

Automation doesn’t just help make time-consuming tasks less time-consuming to do. It organizes valuable data, making it easier for you to improve your ability to engage with customers. Automation can even help improve the customer experience directly. Any business that’s looking to grow should go beyond the basics of automation and implement these advanced automation tactics into their marketing strategy.

types of digital marketing strategies

Types of Digital Marketing Strategies Your Business Should Use

If you have a website for your business, then there’s a good chance you’re familiar with SEO (search engine optimization). You know how the use of keywords can help increase your site’s exposure on search engines. However, when it comes to digital marketing, SEO is not the only valid strategy. In fact, there are many types of digital marketing tactics that you should consider employing in order to boost awareness of your brand and bring in more web traffic. The following are a few examples of different types of digital marketing to consider implementing into your marketing strategy:

Social Media Marketing

By creating a social media marketing strategy, you have the opportunity of reaching more people to expand your audience. Of course, you will need to do more than just set up some social media pages. First, you need to figure out where your target audience can be found. Different people use different social media channels, after all. For example, you’re probably not going to find an audience over the age of 60 on Snapchat. In addition to setting up a social page, you’ll need to post content, engage with relevant content posted by others, interact directly with users, and more. Social media is a great way to not only engage directly with your audience, but also to listen to what they have to say.

PPC Advertising

If you’re a smaller business owner with limited resources, the idea of PPC advertising may not appeal to you at first glance. After all, it stands for “pay per click.” While creating a website doesn’t cost much–and neither does running a social media page or posting content to a blog–eventually, you’re going to need to invest money into those strategies in order to expand your company’s reach. However, PPC advertising is something you have to put money into right away. Yet it’s something you should strongly consider doing because of how cost-effective PPC advertising is.

The way PPC ads work is you create an ad based around a keyword. You then bid on that keyword. Depending on your bid, your ad may show up on the results of someone who performed a search using your keyword. What makes these PPC ads so effective is that even though they show up and the user sees them, you don’t have to pay for them unless they click on the ad — and the amount you pay is the amount you bid. You’re basically only paying for results. You can run PPC ads on most search engines, although Google Adwords is the most popular. Social channels, such as Facebook, also offer PPC advertising.

Email Marketing

Email marketing is one of the oldest types of digital marketing. It’s still around because of how effective it is. It has also evolved significantly over the years. Email marketing is a great way to build relationships with your leads and nurture them through the sales funnel. The data you collect from your email marketing efforts can be incredibly insightful as well. For example, you can track email open rates, click-through-rates, and more to identify what kind of content your recipients care most about and what types of calls-to-action are working. Email marketing also helps you maintain the relationships you’ve built with existing customers, turning them into brand evangelists.

Content Marketing

Last, but not least, is content marketing. Without content, none of your other digital marketing strategies are even possible. Content is king, as they often say. You need to create content that is relevant to your audience and that is helpful — not overly promotional. Content helps inform your audience about their problems and needs as well as introduce them to potential solutions. Common types of content that can be posted on your blog, your website, your social pages, in your emails, and more, include articles, images, videos, infographics, eBooks, white papers, and much more.

These four strategies along with SEO make up the five main types of digital marketing strategies you can implement. However, these strategies are incredibly broad. Each strategy can include hundreds of different tactics, if not more. Not to mention that for each type of digital marketing strategy to be as effective as possible, they need to work together. For example, social media marketing depends heavily on content marketing, while content marketing depends heavily on SEO. If your current focus is on SEO, consider implementing these other types of digital marketing strategies as well.

Mobile Marketing Automation

The Benefits of Mobile Marketing Automation

According to the Pew Research Center, around 81 percent of adults in the U.S. have a smartphone. First off, if your online presence isn’t optimized for mobile use at this point, this is something you need to update immediately. Secondly, consumers who have smartphones are easier to reach because people tend to have their smartphones on them at all times. There are many ways you can reach them, including through text, the web, email, and in-app messaging. As a result, you need to implement a mobile marketing strategy. However, mobile marketing can take up a lot of resources, which is why you’ll want to consider mobile marketing automation. The following are six mobile marketing automation benefits you should know about:

1. Improve Accountability

Marketing automation allows you to see the overall effectiveness of your marketing and sales departments by providing birds-eye view reporting of your pipeline. This makes it easy to pinpoint issues, and to determine what is causing them. Not only does this mean that it’s easier to hold your marketing and sales personnel accountable, but it allows you to address bottlenecks in your pipeline.

2. Reduce Staffing Costs

You can automate many of your mobile marketing campaigns based on certain triggers, such as actions taken by your leads. One of the advantages of being able to do this (besides saving a significant amount of time) is that a single employee can handle tasks that would normally take dozens of employees to complete. Since you won’t have to hire more employees to handle time-consuming tasks, you’ll save a lot of money on staffing.

3. Increase Revenue

You can set up specific messaging based on actions that your leads or customers take. If a client purchases a specific software solution, you can use automation to automatically send recommendations for additional, services that are related to their purchase. This can help to increase up-sells and cross-sells. Not only can this increase short-term revenue, but effective follow-ups help increase the lifetime value of your B2B customers.

4. Improve Effectiveness

Mobile marketing automation will help improve the effectiveness of your mobile marketing efforts in numerous ways. It can help you reach leads at the right time, and help personalize interactions to improve your chances of converting.

5. Reduce Repetitiveness

Without automation, your staff would spend a lot of their time on mundane tasks. When tasks are mundane and repetitive, your staff will be more likely to make errors. Automation prevents these errors from occurring. Additionally, repetitive tasks can be incredibly boring and are not creatively fulfilling. Allowing your staff to focus their time on more important aspects of marketing will make them more productive. This is true especially when their tasks actually require them to take full use of their creative abilities.
These are five reasons you should consider implementing mobile marketing automation. Because of how prevalent mobile use is these days, mobile marketing is a must. The best way to engage with your audience effectively is through the use of mobile marketing automation.

 

earned media vs paid media

Understanding the Difference Between Earned Media vs. Paid Media And Embracing The PESO Model

When it comes to digital marketing, there are four main types of media. The first, owned media, is relatively obvious. Owned media refers to the media that you own, such as your website, your blog, or your social media pages. Then there’s paid media, which often comes to mind first. However, you could argue that earned media is just as important. The following is a breakdown of earned media vs paid media as well as the importance of following the PESO model, which implements all forms of media for a more balanced digital marketing strategy.

Earned Media vs Paid Media

Paid media consists of the marketing elements that you pay for. Traditionally, paid media consisted of things like TV commercials and magazine ads. However, these days, they also include PPC (per-per-click) ads, social media ads, and display ads. To get the most out of your paid media, you have to plan your marketing strategy carefully and make sure that you’re targeting the right audience. However, paid media can be quite effective at helping to increase brand exposure and web traffic. earned media vs paid media

Earned media is essentially a form of marketing that you do not pay for and do not own. Customers and brand advocates generate earned media. In a way, it’s like a digital form of “word-of-mouth.” Earned media can include having reviews written by customers as well as professional product review sites or having news stories published about your company. Any kind of publicity that you didn’t pay for is earned media. Earned media is an excellent way to increase brand recognition even though you don’t have direct control over it; however, earned media is also free.

What Is The PESO Model?

Earned media and paid media are not the only types of media you should be concerned with. Owned media, which includes marketing elements that you have direct ownership and full control over (such as your website and your business blog) as well as shared media, which is the media you earn through social media engagement (shares, likes, and comments), both play an important part in helping to grow your brand. The mistake many businesses make is to focus more on one type of media than the other.

Similar Article: Using The Right Media Mix During Each Stage Of The Buyer’s Journeys

Gini Dietrich stressed the importance of integrating all four forms of media with her PESO (paid, earned, shared, owned) model. By implementing the PESO model, you integrate all four forms of media to strengthen your ability to attract leads and convert customers. For example, the use of paid media and shared media can help draw the attention of prospects. Earned media helps to establish the credibility of your brand so that those prospects trust you. Owned media, such as eBooks or whitepapers, help showcase the value of your brand.

While knowing the difference between earned media vs. paid media is important, it’s also important that you don’t value paid media over earned media or vice versa. They, along with shared media and owned media, play an important part in helping to grow your brand. Finding the right balance can take some time, but as long as you keep the PESO model in mind as you create your marketing strategy, you’ll end up having a more balanced and effective marketing campaign.

chatbot examples

Chatbot Examples: How Businesses are Successfully Using Chatbots

Businesses are constantly looking for ways to engage with their audience in any way they can. The more you engage with them, the more effectively you can nurture them. It’s one of the reasons why companies are beginning to implement chatbots more and more. Chatbots are a form of artificial intelligence (AI) that engage with website users via a messenger. Chatbots use data such as user information and behavior to personalize interactions. They are a great way to keep visitors engaged as they navigate your site by answering basic questions and providing assistance any hours of the day. Considering how popular online messengers are in general (Facebook Messenger alone has more than 1.2 billion monthly users), it should come as no surprise that chatbots are a form of customer service people appreciate. The following are some chatbot examples.

Types of Chatbots

When it comes to implementing a chatbot, it’s important to know that there two main types to choose from: a simple chatbot and a smart chatbot. The following is a brief rundown of their differences:

  • Simple Chatbots – Simple chatbots work by implementing a series of commands written by the developer based on pre-written keywords. Basically, the chatbot will only understand a user query if it contains one of these pre-written keywords. If a user engages with the chatbot but doesn’t use any of these keywords, it will automatically respond with something like “I do not understand.” It’s a very basic chatbot, but it can still be useful for answering simple questions.
  • Smart Chatbots – Smart chatbots use AI to communicate to users. Instead of replying to user queries and responses with pre-prepared answers, a smart chatbot will respond with appropriate suggestions on the topic. The words of the user will also be recorded for additional data.

How Major Brands Use Chatbots

Now that you have a better understanding of what chatbots are, the following are a few examples of how some of the more well-known companies have adapted chatbots and why they have been so effective for them:

  • Adobe – The Adobe chatbot helps users troubleshoot issues by responding to questions with links to pages that contain the solutions. It’s a no-frills chatbot, but it’s one that users can rely on when they have questions or issues.
  • Arsenal FC – The London based Arsenal soccer team has a chatbot that provides users with real-time updates about ongoing games. It is useful for anyone who can’t catch the game on TV. Their chatbot also provides information about upcoming games, team line-ups, and team-related news.
  • Universal Studios – The chatbot used by Universal Studios in hugely helpful in a number of ways. First, it can provide a significant amount of information while users are at one of their parks, such as where the nearest restroom is or what the wait times are for certain rides in real time. It also gives users the chance to speak with a human representative if the chatbot can’t provide the answer they’re looking for.
  • Dominos – Dominos lets its customers order food through its chatbot. It’s like someone is taking their order over text. The chatbot asks customers what they want and will follow up with specific questions about customization options. It’s particularly customer-friendly because customers don’t have to download or sign-up for anything. The chatbot can also save your preferences for future orders.

These few successful chatbot examples show just how helpful using chatbots can be, especially when it comes to improving your customer service.

Brand Ambassador Programs

How Businesses Are Using Brand Ambassador Programs To Increase Brand Awareness And Trust

Generating brand awareness and building brand trust are two major marketing goals all businesses have. One of the most effective ways to achieve these goals is by encouraging loyal customers to increase brand awareness and trust on your behalf. This is because positive word-of-mouth can be incredibly powerful, and because consumers tend to trust one another when it comes to brand recommendations. As a result, many businesses have established brand ambassador programs in order to turn their loyal customers into official ambassadors.

What are Brand Ambassadors?

Brand ambassadors are consumers who work closely with you to advocate your brand. Companies generally choose loyal customers who already have a history recommending your brand, and also have some online influence. Someone with tens of thousands of followers on Instagram is going to be more effective as a brand ambassador than someone who only has LinkedIn and a handful of connections.

Having brand ambassadors can influence their followers by recommending your products or services, incite conversations about your brand, and create content on your behalf. For example, a brand ambassador on Instagram might post a picture wearing a jacket your company sells.

To take advantage of brand ambassadors, you’ll want to establish a brand ambassador program. You’ll need to do a lot of research to identify individuals who will make good brand ambassadors. Consider making the program membership exclusive. People are more likely to take their brand ambassadorship seriously if they know that not just anyone can be one of your brand ambassadors. Additionally, you’ll need to provide some sort of compensation, whether you actually pay them or you give them free products. Many companies will provide their brand ambassadors with new products before they’re even available to the masses.

Examples of Successful Brand Ambassador Programs

The following are some of the most successful brand ambassador programs launched by some of the biggest companies:

• Red Bull – Red Bull’s brand ambassador program is called the Wings Team. They focus on students who have an exciting lifestyle to turn their brand into a lifestyle brand. Because their ambassadors are students, they are able to reach a college audience much more effectively.
• Lululemon – Lululemon essentially uses its brand ambassador program to sponsor local athletes, yoga instructors, and influencers. They provide incentive by partnering with their ambassadors to support their local philanthropic projects and initiatives.
• American Express – American Express has a brand ambassador program filled with social media influencers. They target travel and lifestyle influencers in particular since they showcase a luxurious lifestyle — one that obviously benefits from the extensive use of a credit card. They not only showcase the use of their American Express credit cards, but the rewards that they can obtain from their regular use as well.

Even the biggest companies in the world recognize the value of a brand ambassador. If you have loyal customers, then you should encourage them to become brand ambassadors by implementing a brand ambassador program. Use these three examples as an inspiration to set up your own brand ambassador program today.

Customer Benefits

What Are the Real Customer Benefits of AI?

Artificial Intelligence (AI) is becoming more prevalent in the technology of today, from virtual assistants, such as Alexa and Siri, to Google’s self-driving cars. AI also sorts through massive amounts of data for businesses of all sizes. This technology can also eliminate repetitive tasks. Thought the benefits of using AI are apparent for business, it may not be as obvious as to how the customer benefits. The following are a few ways that the use of AI can help your customers:

Improve Customer Service

As much as you would like to have somebody waiting to speak with every person that comes to your website, that’s going to be impossible to do. A queue of users could build up waiting to speak with someone, which could harm their customer service experience. Not to mention that people will visit your site after business hours as well. Chatbots address the questions and concerns of your customers immediately. Chatbots can be programmed to answer basic questions, thereby preventing users from abandoning your site or waiting for a response.

Personalize Your Interactions

Not only can you segment your email list by the information that users have submitted to you, but you can further personalize emails through dynamic content, ensuring that the content users receive will be tailored to their specific needs and actions. You can even personalize interactions through your live chat or chatbots feature by tracking user behavior.

Help Customers Find What They Need

You can trigger certain product or service recommendations based on users’ purchase history or what they’re looking for. AI helps your customers discover relevant products or services they may not have known about.

Improve Customer Experience

There are AI tools that can not only collect user feedback so that you can identify ways in which you can improve their experience, but that can also track user behavior to identify problem areas on your site (for example, maybe a significant amount of people are abandoning their shopping cart without checking out). You can use this information to improve your customer experience.

The use of AI is growing in all facets of life. AI can be especially useful when it comes to providing customer benefits. These are just a few of the ways you can benefit your customers through the use of AI.