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Posted on August 13, 2018 by
The power of Facebook messenger bots in a brand’s marketing arsenal is valuable for connecting with customers and driving sales, but is often overlooked.
Think about this – you hop onto an unfamiliar brand Facebook page. You are seeking information about a product you may be interested in purchasing, but you just don’t see what you are looking for in front of your face. You are about to hop off the page and say forget it, when all of a sudden, a friendly chatbot pops up in the bottom right hand corner of your screen.
“Hi – Welcome to our community! If you need help or have any questions, reply to this message.” As if they read your mind. You stick around, message the bot, get the information you need and then you purchase the product after all.
Chatbots for business are beneficial and useful tools you should have in your Facebook marketing game plan. Facebook messenger bots offer the ability to automatically engage your customers on Facebook — answering any questions and clearing up any concerns — thus, increasing your sales by influencing potential customers to actually convert.
Automation is queen in business and chatbots for business eliminate the need for extra employees, and save lots of of time and funds. Plus, if bots help increase your sales then it’s a win-win situation.
Facebook released data about the effectiveness of businesses using chatbots in case you need further convincing. Fifty-three percent (53%) of people are more likely to shop with a business they can message directly. And 56% of people prefer messaging over calling customer service. We all know calling customer service and being put on hold forever is the worst. Simply messaging a bot and receiving an almost instant response reassures the customer you care about their satisfaction and you value their time and their business.
As with every type of marketing tactic, in order to see positive results, you need to go about using chatbots for business the proper way. Some brands have mastered the art of Facebook messenger bots. Here are some of the ways we recommend using a chatbot messenger to connect with your customers on Facebook.
Guide Your Consumer to Find the Answer
Whether consumers are searching for a specific product, inquiring about shipping to a location or some other issue, a chatbot’s job is to guide consumers to always find the answer. Think through any and all questions your consumers may ask and personalize the chatbot to ask and answer flawlessly.
Don’t be a Robot
Even though the chatbot is well…a bot, the tool shouldn’t act like one! You want your messenger bot to show personality — give the bot life! Customer service should be helpful, as well as friendly, fun and a positive experience. Match the bot’s tone to your brand’s voice attributes — truly crafting the voice and personality to perfection. Don’t be afraid to use emojis or gifs in your responses if appropriate.
Be Active After Business Hours
People shop at all hours of the day, therefore, your business should be able to respond at nearly all hours of the day. Facebook messenger bots should always be on and ready to answer any and all questions and concerns.
Evaluate and Adjust Accordingly
You may not get the chatbots tool right the first time…or even the second time for that matter. Your customers may ask questions you didn’t think of at first. Customers may still not convert for some reason. Your job is to evaluate their journey and experience with your Facebook messenger bots and your Facebook pages as a whole – then adjust accordingly. Constant improvement is key.
Is your business is thinking about using Facebook messenger bots to connect with customers? Comment below with some of your fears or concerns using chatbots for business.
Posted on July 20, 2018 by
The reality is that few businesses (or even individuals) understand the importance of giving proper credit for branded content. When running social media programs for your business, tagging brands in your posts isn’t just the polite (and right) thing to do—according to some social media platforms, giving proper credit is the rule.
Of course, you don’t need to worry about how to properly tag other brands if all of your content is original—but, let’s be honest, coming up with consistent original content for every social media profile isn’t always easy! That’s why many businesses—ours included—occasionally posts content that was first created and shared by someone else.
Whether you post a photo of a famous celebrity, share a meme or borrow content from your own team members, you need to know how to tag and properly attribute credit . . . or face some big-time social media consequences.
Earlier this year, Facebook updated their stance: Their branded content guidelines specifically state that brands may not “tag a Page, brand or business partner without their prior consent” or “accept anything of value to post content that you did not create or were not involved in the creation of, or that does not feature you.”
Their updated rules were specifically meant to combat paid partnerships between publishers/creators and marketers, where publishers—often influencers and less-well-known celebrities—were paid to distribute content that didn’t belong to them (and wasn’t advertised as such).
“But wait! We’re not exchanging money for content!” you might protest. First of all, good! But if you gain a fan and then a customer through your Facebook page, who’s to say another brand’s content didn’t help? Better to be safe than sorry, right?
Facebook’s effort is an understandable one—they want to improve the user experience by making the quality of content on everyone’s feeds just a little bit better. Individuals Instagram users may still be able to get away without knowing how to tag properly, but the same is no longer true for businesses large and small. And while Facebook’s rules may not be standard (yet) on every other social media platform, they’re still worth following across the board.
So what does all this mean for your business page? Well, you can continue to share valuable content from other brands with your followers. You just need to be a little more careful about ensuring you’re following the “rules”.
Here’s how to do just that on Facebook—and anywhere else:
1. Don’t Mix Payment in With Publishing
This first rule is the basic premise of Facebook’s latest guidelines: They’re explicitly saying that you cannot publish content that you didn’t create in exchange for a paycheck. To be honest, we’d have advised you the same, regardless of Facebook’s stance.
Work to create content that is unique to your business and to your brand. Of course, occasionally sharing another brand’s content can be helpful and even relevant—but when you need to do so, follow the other rules outlined here and remember that compensation is out of the question.
2. Ask for Permission Before Posting
Asking for permission is always good practice. Don’t just give credit to the original poster—though that’s important, too! As a business, you should confirm that you have permission to share someone else’s creation before you post anything.
As you probably already know, a lot of time and energy goes into creating a single piece of content for Facebook or Instagram or your blog. When you utilize another brand’s investment for your own gain—there can be major social media (or even legal) repercussions.
Asking for permission to use images or video that have been created by someone else is a surefire way to keep yourself out of a mess.
3. Give (Proper) Credit Where Credit is Due
Imagine how you’d feel if you created something, only to have your content shared (and Liked and Followed) elsewhere—with no attribution to you or your hard work. Probably awful and infuriated, right? You don’t want to be the cause of that scenario for someone else—or worse, become the target of a lawsuit for copyright infringement!
Give credit to the original creator of any piece of content. If you didn’t take the photo or create the meme or design the graphic, lead your audience back to those who did.
This step is pretty easy once you’ve gained someone’s permission. They’ve already said “Yes”—now be cognizant of properly crediting them for their work. We’ve discussed how to tag content by adding a photo credit before: Be crystal clear about the source of your content. Whether on your blog, on Facebook, on Instagram or anywhere else, that means not just naming the source, but linking back to them where possible, too.
Always give credit where credit is due.
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Sure, having to ask for permission and provide credit for every shared piece of content can be time-consuming (and perhaps even a little inconvenient), but doing so is not just good social media karma—it’s following the rules.
Worry not: If you follow our tips above, you’ll never wonder how (or when) to tag and share branded content ever again!
Do you share content from other brands on social media? Let us know your thoughts on the “rules” in the comments below!
Posted on July 1, 2018 by
If you have a blog for your business—and you should be blogging—then you’ve likely wondered how to manage all of the deadlines and details that make your content successful. That’s where a blog content strategy comes in.
By having a plan that outlines your audience, your topics, your deadlines and more, you will consistently post valuable content that your audience can’t wait to read. And that’s the goal for your business blog, right?
Follow these five steps to craft a solid blog content strategy:
Know Your Audience
Before you start creating your content, figure out who will read what you have to share. As a business owner, you may have already done this exercise—by researching and developing personas of your ideal customers, you have done the work to identify your ideal readers, too. That’s the point of your content after all—to offer enough free value to your readers that they eventually become paying customers and advocates of your brand.
If you haven’t yet identified your ideal customer and readers, now is a great time to start. Do some research and develop a persona (either made up or based on a real customer) that represents each ideal customer for your business. Find out the questions they’re asking, the content they’re consuming, the terms they search in Google; consider their pain points, their desires and what they would find most valuable in your product or service.
Knowing your audience well ensures that you write content they actually want to read—and will also help you determine when you should post and how often, how long your blog posts should be, what images you should include, how you should promote your posts and more.
Get really clear on who you want to serve with your content before you create anything.
Come Up With Ideas Using Keywords
Now that you’ve done your research, you have a pretty good idea of what your audience may want to read. But if you’re still wondering how to come up with content ideas, you can take that research a step further—keyword research is a valuable tool not just for optimizing your SEO, but also for writing about the exact topics your readers are searching.
Of course, keyword research and SEO can be complicated—that’s why our search engine optimization services are so popular! But a little keyword research goes a long way when it comes to uncovering the subjects your ideal customers most want to read.
Start by brainstorming a list of keywords you want to rank—these phrases are the foundation of your blog content strategy. You can also do additional research by:
Once you’ve curated a list of 15-20 (or more!) keywords, start to brainstorm specific topics based on those keywords. Write down anything that comes to mind—right now, no blog post topic is a bad one.
Then comb through your list of ideas and highlight your favorites. Now you’ve curated content topics that speak to exactly what your audience seeks.
Create a Comprehensive Calendar
You likely use calendars to keep track of important dates, milestones, meetings and reminders in your personal and professional life—that tracking is integral to content planning, too!
Your blog content calendar will map out your posts, giving you a macro view of what is scheduled to go live and when. You can also plan for the individual steps that need to be taken to create each piece of content and add in deadlines accordingly.
Calendars are a helpful way to keep yourself and your team on schedule, and to avoid the stress of figuring out what to post at the last-minute! Calendars are also helpful for coming up with blog post ideas—when you see that a specific holiday or company product launch is coming up, you can create content that incorporates those updates.
From a free Excel spreadsheet to a premium platform like CoSchedule, there are a lot of resources to help you create and maintain an effective content calendar. Figure out what works best for your business and your budget, then add your blog post topics and content deadlines—on a schedule that is realistic for you—to the calendar.
Check and update your blog content calendar regularly to keep your posts on schedule, consistent and up-to-date!
Find the Right Writers
The size of your blog content team depends on the size of your business. If you’re a party of one, then you may be in charge of writing every blog post. (And we’ve got writing tips, if you need them.) Or maybe not! Everyone from solopreneurs to Fortune 500 corporations have access to freelance or full-time writers who can support your blog content strategy.
Whether you’re doing all of the writing yourself or you’ve hired writers and formed a content team, make sure you find the right writers for your blog. The best writers for your blog posts could vary based on your content voice, your brand message, your budget and more—before you start hiring, you may want to get clear on those points.
Just keep in mind that you’re not blogging just to blog. You have a very specific audience in mind—with the very specific goal of converting them into paying customers. Be particular about your writers and your content, ensuring that you’re providing a high-quality experience for your readers at every turn.
Provide Value In Every Post
The purpose of blogging for your business is to provide value to your audience: consistent, free value that highlights your expertise, your brand personality and your consideration for your customers—in other words, for the people reading your posts!
We do that here at Roaring Pajamas, too: We recently posted about our favorite dads on the Internet for Father’s Day, but we didn’t want our post to be more fluffy holiday-themed content. We thought about how we could share some fun content, while simultaneously providing valuable online marketing tips to our audience.
Try to do the same with every piece of content you publish. Think back to when you first started doing your reader research—what are the questions your customers ask again and again? What problems do they have? Which solutions can you offer?
When you base every blog post on answering a question or solving a problem or filling a need, then you’ll be consistently providing value in your content. You’ll build awareness, you’ll build trust and you’ll likely convert a lot more readers into customers through your blog content.
Does your business have a blog? Share what you’ll add to your blog content strategy with us in the comments below!← Older posts