- Content Marketing
- Facebook Marketing
- Digital Transformation
- Blog Writing
- Meta Descriptions
- AIDA Model
- Buyers Journey
- Social Media Marketing
- Brand Trolling
- App Marketing
- WhatsApp Marketing
- Youtube Marketing
- Online Marketing
- Hashtag Marketing
- User Experience
- User Interface
- Internet of Things (IOT)
First, understand that thanks to digital technology, it’s not easy to bump into your customers physically.
Second, because there’s no one to catch and bring them into your shop, you’ve got to reach them where they are.
Third, they’re on the social media or searching for some information online.
Fourth, how will you reach them if you don’t know who they are, what they like?
Persona building is important because you’ve got to make them come to you. Because there’s no way you can find them all.
And the way to reach them is through content. What are they liking on social media? What are they searching online?
Most CMOs don’t know what the buyers ask your sales team. Get your buyer persona right and you’ll be able to improve your customer support. You’ll begin to think differently about your product too!
Inbound marketing is the opposite of traditional marketing in which you went around selling stuff to people. In Inbound, you educate, inform and empower people to take well-informed decisions. You’re not selling them anything with old school in-your-face sales.
In Inbound, you do persona building so that you’re able to understand what makes your customers tick? What do they want? Where on the Internet do they spend their time?
Knowing them helps you understand how to reach them. Your inbound strategies will depend on how well you know your buyers. Without persona building, you’re just screaming on the Internet, instead of having a meaningful conversation with your buyers.
The beautiful thing about marketing the digital way is that you get concrete evidence. If you know your persona well, you’ll see measurable results:
- Your email click-through rate (CTR) can go up by 14%
- Your email conversion rate can shoot up by 10% 3.
- Your website traffic can increase by 210%
- Your website generated leads can increase by 97% 5.
- Your website generated sales can increase by 124%
- Your organic search traffic can go up by 55%
These are rough estimates but they’re believable because persona-building helps you personalize everything you do. And that’s because you’ve taken the pains to listen to your customers. That empathy fetches you numbers, ROI.
You can use your persona building to determine how you’ll speak to your buyers in many ways: Will you use blog/video/images? What do your buyers consume the most?
Which social media platform will you use?
What will be the tonality of your communication?
What type of content will you use?
Which calls to actions should you use?
Your persona building is your guide to each and every communication decision you’ll make.
Content refers to all the types of communication you use. It can be in the form of text-heavy material like:
- Content is audio-video material like:
- Content is also a mix of text and audio-video formats when used in:
- Social media posts
- Online advertising
The content type you use will be determined by the resources you have and the nature of your communication.
Persona building applies to all industries. If you use inbound method, you’ve got to do persona building.
The industries which have used persona building and benefited from it are:
- Business-to-business sales
- Business-to-consumer sales
- Service providing industry
- Consultancies of all kinds
- Online businesses
- Brick-and-mortar retail stores
No, they’re not. Buyers’ journey is a part of buyer personas. The persona building that you do will take care of uncovering many more details about your customers.
If you’re doing persona development right, you’re studying everything about your buyers. And not just how they come to buy your product or service.
Use your buyers’ persona to understand their behaviour, psyche, and motives behind buying or not buying something.
We’ve always done market research and consumer behaviour analysis. What’s the big deal about persona research?
Market research is old school. Persona research is for the contemporary business needs.
This is what market research would tell you about your buyers:
- Age 25–35
This is what persona research will tell you about your buyers. Look at the details about the person.
- She doesn’t own a car,
- She buys stuff online.
- She has disposable income but still likes getting a good deal.
- She uses her smartphone more than her laptop.
- She would rather interact by email than by phone.
- She uses social media to stay current on trends.
Wrong. Persona research is not about job titles or such overarching, convenient categories. Remember CEOs are people too. No two CEOs are alike.
If you’re selling software to companies, one persona you might come across and build would be:
- He likes spending time with family.
- He wants to write a book or become an author.
- He reads a lot but only physical books.
Another persona might look like this
- She’s studied engineering and then went on to do her MBA.
- She’s the only woman CEO the company has had in so many years.
- She likes to unwind with a cup of coffee.
These individuals deserve to be known as people. Not as job titles.
Ok! I want to know my customers. What should I do? What do I ask them? What details should I look for?
Start with the basics. Ask:
- Marital status
- Household income
- City where they live in
- Whether they own a house
- Number of children if any
- Job designation
- Working since when
- Educational background
- Daily schedule
- Working hours
- Hobbies, Passions
- Family members
- Vehicles owned, if any
- Sources of entertainment
Effectiveness of content always depends on the audience it is created for. There is no single way to crack it.
You can talk to your team regularly to find out if they follow these basics:
- Do they have a clear idea of your target audience?
- Do they structure the content in an educative and interactive manner?
- Do they educate and not push sales of your products or services?
Effective content must promote trust in your brand so that your audience thinks of you while deciding to buy something. They’ll not do that if you’re constantly selling stuff to them.
Focus on searcher intent. It is what the searcher wants to know by using some keywords on search engines.
Once you know the searcher’s need, share practical, genuine experience that the searcher can relate with.
Inspire searchers with high-quality, relevant and educative content to create a meaningful experience for them.
Build trust with the value your quality content gives to your searchers. And you’ll soon be found online.
Work on your buyer personas. Find out what they like and how they behave. Find topics that interest them.
Tell your team to write extensively on fewer topics. Create subtopics out of topic clusters for detailed insight about the main topic.
Over a period of time, your topic clusters will rank higher in SERPs because search engines will understand you have lots of content on a subject.
My buyer personas are diverse in all aspects. I don’t know who to target online and how! Please help.
You should start with the benefits of your products and then understand which part of the buyer’s community they help the most.
Millennials are the most active online and also shop the most online. Generation X uses social media mainly for entertainment. Then come the baby boomers.
Your promotional strategy should target different buyer personas differently. Set a different tone for each group and decide how frequently you’ll approach a persona. You’ll see better conversion.
Ensure they don’t start without a good topic. The topic should come out of the long-tail keywords that come out of your research on keywords from search engines. The title should properly capture the long-tail keyword well.
Then comes the technical part. Do they keep the URL short and optimize alt-text for search engines to identify your content topic easily?
Check if they write a compact meta description with keywords included in it. Also if they insert video, audio and text links. These break the monotony of the text.
First, know that your customers are looking for solutions on the internet. You can best attract them by writing about your industry.
Start with a general topic to help buyers relate with your content. Dive into the specifics once they have basic industry knowledge.
While expanding your topic, seek answers to these 3 points:
- What buyers search for
- What they want to know about
- What resonates with them
The reach of your content will depend on how many users are already interested in your brand and have accessed your website. A lot of this data comes from Microsoft’s search engine Bing.
The algorithm shows your content to people who share the interests that your content touches upon.
Your posts can go viral on LinkedIn not on the basis of shares but on the number of constructive comments/engagement you attract. So, post stuff that’s interesting and is specific to certain interests.
Follow 5 steps:
- Address the readers’ intent
- Imply the end-goal of your product/service
- Expand your content with sub-topics having relatable information
- Answer questions by read.
- Cite industry trends as examples supporting your content
Keep these 5 points as a checklist. Or you’d keep rambling and not make any sense to your prospects.
Good point. Customers don’t know you exist. It’s your job to make sure they first need what you have to offer.
So start talking to them when they’re thinking about stuff they do need! If you sell noodles, enter the online search space by talking about food in general. And how will you ensure you’re doing the right thing?
Writing about such interrelated topics? Use free SEO tools like Keywords Everywhere or Answer the Public. You’ll slowly become a part of what people want. If you win their trust.
- You need 10x content. It’s a concept by Rand Fishkin. 10x content, he says, is way better than “good, unique content”. It’s content that stands out.
- 10x content makes use of amazing UX/UI, of compelling style of content presentation, & of in-depth information & emotional connect.
- Think of the last time you searched for something online. And found something great. That’s 10x content. It’s most likely to have these features:
- Deep insight
- Persuasive tone
- Convincing use of statistics to support an argument
Data is the first thing you should bank on. Look at the keywords & long tail keywords your SEO has researched.
Scan your competitors’ content to understand their strategy.
Guide your team to write as per the tonality you have created for your brand. Give them a few angles to expand on.
Train the team with a content building exercise. It starts with knowing your audience and rethinking the ways your team has been approaching content for so long. Write down answers to your customers’ questions.
Now, research and collate supporting data. Rewrite the same piece of content over and over to improve it.
Have an editor suggest improvements on your draft & it’s time to publish!
My team has put a lot of effort into creating great content. Is measuring its performance overwhelming?
No, there are simple steps for you. Certain content marketing metrics such as Google Social help your content reach many more people than you’d reach organically.
Use Google Analytics to measure your progress around new shares & new traffic.
Then there are ways to understand the source of your traffic and the bounce rate. Sounds complicated. But you’ll get used to it gradually.
Connection with viewers and readers, perhaps. You’d need to be helpful and not churn out excuses to do hard sell. Nobody likes to be sold to. Give people value with the help of your content.
Be original in your content. Empathise with your buyers – understand their pain areas.
Reach out genuinely. People will content. Nobody goes viral by deciding to go viral.
Different mediums should be used to engage audiences from all directions to have a successful 360 degree content marketing. You broadly have blogs, white papers, videos, images and podcasts to promote your content. After creating content, promote it on all platforms steadily and maintain a consistent tonality across platforms.
I love video content marketing. Have there been any developments in video creation and promotion recently?
Many in 2019! You can live-record seminars in the form of QnA sessions or do knowledge sessions through Ask Me Anything (AMA) formats in which the audience poses queries to the host.
Videos are shot less on high-def cameras and more on smartphones. So mobile-first videos will increase with time. They also connect better with the audience.
Virtual reality has influenced the gaming industry. You can also leverage the brilliant experience with a 360 degree-video module and create an immersive video marketing schedule.
Yes. There’s video optimization. Your videos must adhere to the latest best practices on Facebook and YouTube at least. Short videos with good captions succeed in Facebook while YouTube enables you to retarget weeks after upload.
Write descriptions with the best keywords for SEO and use attractive thumbnails. Optimise videos to have a mobile-friendly, seamless viewing experience.
Keep your titles short, catchy and with keywords related to what the viewers are interested in for successful optimisation of the videos.
Alternate texts help Google identify the theme or content of any image. Alt text is an HTML attribute.
Since an alt text describes images, it should include relevant keywords to target audience. Stick to writing 125 characters.
You can use alt texts in Google, MS Word as well as PowerPoint documents by using text formatting. Include alt texts wherever needed you use images.
Start with researching relevant keywords for your content. Use these organically in texts, images etc to make your website be found.
Long and engaging content that gives value tends to score well. But keep it conversational. That will take care of on-page SEO.
Help your readers to extra information by giving them appropriate links on your website. The more time they spend on your website, the higher your chances to rank better on SERPs.
Having an editorial calendar will help. It starts with finalizing your pillar and cluster topics of content creation. Focus on one subject.
Next, spot the important days of content promotion across the year and set corresponding deadlines of content creation.
Then, create a blogging schedule wherein you fix time for even research, in order to meet every deadline.
Your headline performance doesn’t depend on the words you uniquely choose but on the entire gamut of queries in search engines. Use keywords that are frequently searched, so that people find your content while searching.
Uncommon words in headlines reduce click-through rates (CTR). For eg: words such as ‘cure’ and ‘magic’ drop CTR by 49% and 59%.
On the contrary, words such as ‘tips’, ‘techniques’, ‘now’, ‘amazing’ boost CTR. Use headline analysers such as Coschedule to have high scores in content titles.
The rule of thumb is concise, accurate content for all platforms. But the length of content differs depending on the platforms.
Here are character limits:
- Facebook – 60 characters
- Twitter – 240 characters
- YouTube – 5000 characters
- Instagram – 150 characters
- LinkedIn – 2000 characters for articles, 25 characters for updates
- Pinterest – 600 pixels for width, 200 characters for description
- Paid posts on each platform have a tighter character limit.
There is no short cut but you should be able to follow some basic practices. Start with what your target audience wants.
Create content around their needs. Keep your message clear. Your reader should be able to get all the information easily and should be able to trust you.
Include relevant call-to-actions with each piece of content. These need not be about buying from you. The call to actions could be about what they should read next. Or leave them with a question to think about.
Having an informal tone while conveying your brand message accurately is an art in itself. A good sense of humour is needed to show the confidence you have in yourself & your product.
Your content has got to be great and linked to what’s trending today so as to strike a connection with the audience instantly.
Build relationships on social media in two ways. There you go: simple conversational language, tapping into trending topics & engaging with any comments will help you spice up tonality as a whole.
Repurpose your existing content. Realize that your content has value far more than a single format.
Explore more media to reach audience with the same demand.
If you started with a blog, see if you can develop it into a video or podcast, or an infographic.
Like search engines ranking your sites, you can use Schema markup to find how your site is performing with respect to your target audience.
Select the parts of your content that you want to be analysed. Then copy paste your site URL on Google’s Structured Data Markup Helper to make an HTML link and add to your site again.
This will let you use markup testing tools to measure the performance of your content.
Sure. Advertising on FB has become more transparent. You’ll be able to see your competition’s work in ad library. Your ad will now be targeted better thanks to the new algorithm that will match your ad better to people’s interests. You’ll get better engagement.
Users will be able to clear, mute and modify notifications across categories. Calibra by Facebook will work like a digital wallet.
But brands related to housing, employment and credit cards won’t be able to target people on the basis of race, age or gender.
For users to take your videos seriously, it’s got to be 1-minute long videos. Most popular videos, on the other hand, are over 3 minutes long.
If you’re copying or repurposing videos from someone else’s content, you’ll get limited reach. Original content is always better.
You do have some customizing tools like automatic cropping or resizing for various aspect ratios to better target audience. But these tools come second. Focus on delivering value first. Don’t be stingy!
Make an attractive Business page. Be as concise, direct and thorough with your information in the ‘About’ section.
Decide how your audience should get in touch with you. Choose between various call-to-action buttons such ‘Call’, ‘Send Message’, ‘Book now’ on your profile.
Post content relevant to your audience and engage with them. Remember that their feedback matters to you. Improve content quality and use analytics to study page performance.
Videos rule Facebook currently. So quality content through Facebook videos will get the maximum reach out of any other content format.
Again, live videos have a higher engagement rate than uploaded videos because everyone on your friend list is instantly notified of your video. Have great promotional content on live videos to boost reach.
Working with influencers on Facebook is the greatest way to promote brands organically. Also localize your content marketing strategy to leave a better impact on the audience.
Yes, it’s tricky. Data suggest that men and women differ in their buying patterns across platforms
Facebook is good for pitching to men for services while Instagram is great for women. Twitter has better conversion rates for men while Pinterest shows more women buying.
This requires you to have a macro-study of each social media platform and the kind of products and services you offer to accurately target customers based on gender everywhere.
- Switch your profile to a business account
- Create a content calendar and post consistently
- Respond to your comments within one hour
- Narrow down the best hashtags and location tags for your industry
- Take advantage on Instagram’s newest feature
- Reset editing a post after it is published
- Focus on high quality content
Digital transformation has a very broad scope. Here are a few recommendations which have a high success rate:
- Optimise your Process for better Employee satisfaction
- Implement Digital Technologies across the value chain for increased Productivity and lowered Cost
- Build a multi-functional Digital Marketing team for boosting you brand & optimising your ROI
- Improve after-sale service for better customer engagement
They should be checking the search engines. And use many keyword research tools like Google AdWords: Keyword Planner, WordStream, Wordtracker, Ubersuggest, or Soovle.
Then they should find and list the most popular, trending keywords from those tools based on search volume and difficulty.
They should then write blogs based on those keywords. They should insert specific keywords without force feeding them in the blog. Search engines will spot your blog if it’s relevant to the keyword.
Good observation. Generic keyword tools don’t help you target your prospective customers because every marketer uses the same resources.
Generic keywords don’t reflect the search intent of your customers. So search for keywords through product-specific keyword groups.
Another way of studying customers is by following third-party review sites. Customers’ comments will give you the exact keywords you should use to attract their attention.
Simple! Turn to services like Mention and Awario. These notify you about keyword mentions across forums, web, blogs and social media platforms.
Similarly, Brand24 scans all major social platforms for influencers. If you need deep data analysis, Brandwatch is the trusted authority.
If you’re on a budget, Talkwalker is an amazing free app that scans mentions in 22 languages and mails you lists of mentions corresponding to the keywords you choose!
Sure. Advertising on FB has become more transparent. You’ll be able to see your competition’s work in ad library.
Your ad will now be targeted better thanks to the new algorithm that will match your ad better to people’s interests. You’ll get better engagement.
Users will be able to clear, mute and modify notifications across categories. Calibra by Facebook will work like a digital wallet.
But brands related to housing, employment and credit cards won’t be able to target people on the basis of race, age or gender.
A strong holding image is an important way to begin a blog with because it gets the readers hooked. Images & videos break the monotony of a text-heavy page.
Back up your message with meaningful quotes and testimonials, converted into appropriate colourful images to retain the readers’ attention. The quotes also make the blog easy to scan.
Add videos throughout the blog. It could be your own video explaining the contents of your blog or appropriately sourced & credited clips from elsewhere.
A blog is a blog but it need not be something that readers dread or find boring. Advise your team against writing a 10-line paragraph. Start with short paragraphs of maximum of 3 lines.
White spacing helps a page breathe. Leave plenty of white space in your blog and support it with images.
Videos and GIFs can delight readers. Use diagrams to explain your point. That’s what your blog post should look like.
Notice that when a blog shows up on search engines, it has meta description right below its title. This meta description is meant to tell the readers what to expect if they click on the link.
Meta descriptions are very important HTML codes that entice readers to read an entire blog. The ideal character count of meta descriptions should be 160.
Ensure your team uses keywords, special characters and a call-to-actions in your meta description. Every page of your website should have one.
American businessman E. St. Elmo Lewis founded this concept in 1898 while optimizing sales calls to convey the uses of a product correctly to potential buyers.
Donning the hats of marketing heads for many brands, he perceived advertising as a way of training and educating potential buyers. Gradually, his scientific theory on advertising became popular.
His model is applicable even today and so is important for digital marketing.
- A: Start with an amazing product image to grab attention.
- I: Explain product features in an enchanting manner to stoke interest.
- D: Instil in your prospect a desire to own the product.
- A: Convert the prospects’ desire to buy into action by guiding them to your shopping cart online.
And if you go a step further, and assure your customers that they’ve taken the right decision by trusting you, you go to S. Satisfaction.
Once you do a thorough persona building, you’ll come to know what your buyers like and how they behave.
Typically, buyer’s journey involves 3 stages: Awareness, Consideration & Decision. That is, they come to know about you, they shortlist you if they want something you provide & then hopefully buy from you.
If you clear the 3 stages, you reach the 4th & the final ‘Delight’ stage in which a happy buyer recommends you to others.
The buyer’s journey passes through awareness, consideration and decision stage. Demands and knowledge vary across these stages, so start with informative e-books, blogs, videos on your industry.
In the consideration stage, you need product previews and demonstrations to show how your buyers’ decisions align with your product. Use informal case studies to prove the point.
In the decision and delight stage, use surveys of existing users and put in customer reviews to generate goodwill.
All brands are prone to such untoward situations. What separates a high performing one from a moderate one is the strategy (or the lack of it) to handle such a situation. So, plan yours.
Study the services you provide from a buyer’s perspective. Fix the situations in which your brand may falter. Know that late response ticks people off. Wrong information is disastrous too. So, train your staff to be prompt and accurate always.
Deploy a crisis management team with a concrete process to manage such situations. A foolproof customer policy saves you from danger. So don’t forget to mention your policy, terms and conditions clearly while selling.
You can, but first understand the market. The failures in platform-based services are exponentially high as compared to successes. Adapting to the market is the key.
For instance, Sidecar couldn’t enter the market as early as Ola and Uber did. So it failed while the other two have survived in spite of struggling.
Learning from the faults of competitors will strengthen your strategy. Underestimating their abilities will lead to failure as it happened with Microsoft’s Internet Explorer or eBay.
Yes and No. Depends on the content you want to share. First select the right platform as per your target audience and content type. Instagram is heavy on images while Facebook is currently bullish on videos. Medium is text-heavy and ideal for readers.
Interact with followers regularly. Your value addition will show how much you care for your audience. Seek permission before adding people to such groups.
It’s a vast community out there and chances are high that your group members are strangers to each other and don’t like to be addressed equally. Keep your communications simple and interesting.
Your only solution is your base of existing clients who can vouch for you. This is how we use social proof to spread trust and convert.
Provide proof to your prospects. Rank your clients based on the frequency of purchase & positive feedback. Request the customers whose loyalty you’ve won to post product reviews.
These recommendations from your existing clientele will create some goodwill and inform non-buyers.
The social media share of voice (SOV) will tell you what portion of your sector’s cumulative advertisement belongs to your brand.
Divide the total social media mentions of your sector by 100 to get 1% of social media mentions.
Use this figure to divide the total of your brand mentions and get your social media SOV.
It’s great! If you have a strong design team, Instagram is THE platform for you. Promote the fastest with Instagram Stories that reach all your followers instantly.
Most of smartphone users use their devices in portrait mode, thus making it mandatory for you to keep posts immersive enough to scroll down.
Split your images into multiple smaller ones to excite viewers. Experiment with formats and A/B test with positions of call-to-action buttons for conversion.
If you’re confident about your product/service, you should promote your brand strongly online. Buyers look for uniqueness in a brand and if you speak genuinely about the promise your brand has, you’ll gain traction.
A website with on-point brand information and an impressive body of work on your LinkedIn profile are sure to win prospective clients. Choose which social media platforms work for you and persistently promote on them only.
You are building a brand image: let your content reflect that. Invest in a capable content team that promotes your message uniformly through multiple media.
It’s tough to build a brand without inspiration. I can’t even get the website done right. Please help.
Well, there are a few websites and their creators are from all walks of life. But all they have in common is an unimaginably brilliant homepage experience to start with. Click on Raf Derolez’s page and you’ll find superb animation.
If you need to know how a landing page can start an unavoidably great conversation, look up “fifty coffees” & you’ll be impressed.
I’ve found Pascal van Gemert’s site on resume-building highly addictive. You should also look for sites by Daniel Grindrod, Side Hustle Nation, Albino Tonnina and Quinton Harris for inspiration.
Start with the basics. Be clear about what you want your brand to stand for. All your content should reflect the image & the message you have in your head.
Next, learn the processes of every popular social media platform and tailor your content to each. Use one username for each platform.
If you have a well-planned content strategy, it will reflect in what you post. Trial and error will shape your content, your time to post, & your way of engaging with your followers.
Your logo will depend on the name you’ve chosen.
If you’ve decided one, look at these broad types & examples:
- Monograms: HBO
- Wordmark: Google
- Symbols: Apple
- Abstract: Adidas
- Mascot: thedigitalfellow.com
- Combination: Burger King
- Emblem: Warner Brothers
Yes it is and it’s second only to Facebook. Apart from taking care of relevant & interesting content, have the right video description, metadata & tags.
Your videos should be short. Or people won’t watch till the end.
Keep a track of the comments people leave for you. Engage with your audience all the time.
Not if you have a smartphone with a high-resolution camera. Influencers use smartphones to post high-def content regularly and you can collaborate with them too. You can engage audience instantly with live streaming and repeatedly by posting the same content as video on demand. You can also create great visuals with free, freemium and premium editing apps. Choose what fits into your budget.
Glad you asked. The most basic way of measuring reach of a video on social media is its number of views, likes and comments. If positive comments cross the number of negative ones, you fare well.
See the number of shares and engagements your video is getting via comments and reactions across platforms. The more your video is shared, the more popular it gets.
Finally, use analytics on different platforms to know for how long are people watching your video. If they leave after a few seconds, improve your content quality.
Hashtags are great ways to accurately target your audience based on the type of content you create. Spelling out the word/phrase without space after the ‘#’ sign sets a link to all related content.
Here’s a list of best hashtags used in digital marketing: #ContentMarketing, #onlinemarketing, #socialmediamarketing, #ecommerce and #iot to start with. Notice how broad each such hashtags are in terms of concept. Associating content with such diverse hashtags will increase chances of having your content discovered online.
Hashtags flag all its users on Instagram about your content association with the topic. This helps new audiences to reach you.
The more generic your hashtags are, the higher the number of people you will be able to reach.
But the comparatively specific hashtags bring smaller, chosen people with faster conversion rates. Needless to say, you’ll use relevant hashtags.
Chatbots eliminate routine, repetitive tasks. They are able to engage with far too many potential clients online than human staff can.
Chatbots avoid unnecessary digressions during a conversation online, while keeping it highly humanised. They’re programmed to reach call-to-actions, thus enabling conversions faster.
Almost every established ecommerce site across industries is equipped with chatbots that prompt a visitor with answers to most probable contextual queries. They save your team’s time so they can focus on intricate business strategies instead.
Chatbots are nothing but programs. Some of them use Natural Language Processing or NLP to understand users’ comments & questions on a website or an app.
Their NLP data & the data that specific businesses feed into them (like FAQs) help them respond to the users’ questions & comments.
So chatbots are put in place to do tasks that need not require human interference. Virtual assistants like Alexa & Siri are chatbots.
There are quite a few types:
- Scripted chatbots: These depend on a basic set of questions customers normally ask
- NLP chatbots: These process text or voice from the users to come up with solutions
- Service chatbots: These help customers do specific actions. Like withdrawing an amount from an ATM
- Messaging chatbots: You can text these chatbots as if they were just another human being in your messenger app.
- Context-based chatbots: Your Siri or Alexa. These are advanced conversational chatbots. They remember the person they’ve been talking to.
You’ve got to understand the function that you’re expecting your chatbot to take care of. Then you’ll know which one to pick.
What are chatbots used for? Mostly, chatbots are used in customer service to take care of angry customers!
Customer service is just one domain that has become very obvious. But here are more domains in which chatbots are used:
- Health: type in a query or your symptoms & the chatbot will tell you what you’re most likely suffering from
- Entertainment: There are chatbots you can play games with!
- Banking: The ATMs are chatbots of course – helping you withdraw, change PIN, deposit cash and so on.
- Real estate: There are chatbots helping people look for the right house or office after getting to know the specific details like budget, lifestyle, location preferences & so on.
User experience is the most important factor for success in digital marketing. Are you using enough white space to help viewers read text easily?
From your font to the look and feel, everything on your website must match trends or follow some logic.
Text nowadays follows the ‘Less is more’ concept. So use bullet points and replace textual description with images and diagrams.
That’s because simple is good and feasible! That’s what user experience or UX is all about.
A simple design keeps focus on your service and helps convey the brand message, which is the end goal. If you overdo design for the sake of it, you’ll confuse your users.
Again, don’t cram site space with excessive plugins. Guide viewers clearly & properly throughout the pages & the conversion funnel.
UI stands for User Interface. It refers to the process & practice of making content readable & usable.
Your content like your website has a good UI if it makes good use of several elements intelligently & simply:
- Background colour
- Visual hierarchy
- White space
You should not rush to super-decorate your content by using visuals when unnecessary or using all caps! You’ll need to talk to a UI expert in the long run.
IoT stands for Internet of Things. It’s the network of all smart devices: from smartphones to TVs, appliances & even vehicles.
IoT is M2M Communication. The devices can talk to each other while making use of sensors, gateways, cloud storage & big data.
If you’re in a business that requires gadgets to be in touch with each other for your own convenience or your customers’, you’ll need IoT.