How can you increase customer engagement through live chat on your website?
Creative Agency Secrets live chat icon
A question I received and I thought the answers given were intriguing. Because after the obvious answers, yes it should engage – because people talking to people, if done respectfully, should successfully answer questions and possibly transact sales. But the risk here is for marketers to try to create inappropriate outcome measures like ‘engagement’ from customer service activities.
More people on the site should chat with the live chat representatives. These are real people. Don’t even think of trying to use bots. It undermines your brand – unless that’s what your brand values are – robotic.
Use more than one chat option
I would also recommend adding Facebook Messenger as a second live chat option. So many people use it in their private lives, it can be used to build trust with your brand in a medium the customer is already familiar with.
We have a mantra to “Write once: Use Three Times”. And chat is a great source of content for marketing.
We recommend using the chat interactions as source material for your content marketing. Every question should become an FAQ answer. And a blog post. And part of your product descriptions, and and and.
Did you know that you can also build a mailing list using the Facebook pixel from your Messenger interactions?
Using this, you can do push messaging using FB straight into Messenger which is an awesome replacement for email marketing. Particularly as many lists are suffering high unsubscribe rates from customers with over-loaded inboxes.
Happy to discuss further if you need.
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http://creativeagencysecrets.com/wp-content/uploads/2017/05/WE-answer.png358674Rebecca Caroehttp://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2017-05-24 10:49:392017-05-17 15:02:56Increase customer engagement through live chat
Direct mail is a highly effective marketing technique that delivers sales revenue in a short time frame.
Some direct mail is poorly conceived and so does not achieve its potential.
[WARNING – this is not always true].
Printed direct mail promoting a printer
I received three mailers from a printing firm which serve as a great example of a campaign that could have been much more effective with some pre-planning working with an expert in direct mail campaign structure such as us.
Direct Mail campaign structure
Using a mailing list of marketing agencies, three print pieces of DM were posted out.
The copy promoted “digital by nature” and a new world of digital printing.
Each card had a number to show where it came in the sequence
Each one showed different paper colours front and back
Each card had the print specifications for the front and back detailed which was cute
All print was beautifully executed
The 3rd card showed how to set up artwork to work with digital White Toner
The 4th card showed how to set up artwork to work with digital Clear Toner
I did not receive the first card so the campaign opener was lost
My agency does not buy print or do graphic design, we are not a good prospect for this service
When I first visited there wasn’t a mention of the campaign on the homepage, there is now.
This goes to a landing page which has the wrong link in the contact us button.
Wrong link – testing would have showed this up
How I would have improved the campaign
Combined telephone canvassing with direct mail
Checked the database by phone first asking one question “Do you design for print?”
This would have reduced the downstream print and mailing costs, focused the campaign
Published a landing page URL on the collateral
Tested all the links so the contact us URL was correct (it currently references the same page it’s on)
Included a “behind the scenes” video to show the inside track of the skill Valley Print used to create the mailers and the challenges they faced e.g. printing white on black for the envelope
Used a courier delivery not NZ Post to improve delivery success
This is particularly important for a posted print direct mail series
Followed up by phone with
an invitation to watch the video
stay in touch
subscribe to news updates
further qualify for future work opportunities
This would have built a mailing list, fully up to date and ready for in-house new business sales team to continue to work in the coming months
Planned follow up campaigns including more of the excellent tutorials for designers
Ready to talk direct mail with us?
Give us your challenge and let the creative team loose!
http://creativeagencysecrets.com/wp-content/uploads/2017/02/IMG_6999.jpg20161512Rebecca Caroehttp://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2017-02-02 10:00:002017-02-03 09:42:43Preparatory work for direct mail lowers costs
New clients take a bit of work – you have to work hard to get to know them and they you.
Ghost Street logo
Having been part of the BizDojo community we were lucky to meet a host of great folks in the co-working space on K Road.
So it’s always a delight when we get to re-connect in the interests of client work.
Not only does it look good to be able to say “we know them already” but it builds trust with both parties and also some strong marketing too.
Nice work, Tim Dawson of Ghost Street and fun to be collaborating.
Networks of networks
Which makes me think about questions I have had this past fortnight about the networks which work for me and where and how I find them.
Challenging – because when I moved to Auckland I knew few people. So here are the ones which I find useful for meeting smart folks who think, challenge, may become clients and have good things which I’m interested in hearing others talk about….
I’d like to chat about marketing for my small web design business. I’ve got to this point without needing to do much marketing, however, to grow, I need to be doing something! What’s your advice?
Having looked at many, many web design agency websites, there is one clear point of difference which you have that others do not have. You BOTH do web design and you’re a Shopify expert.
But the website doesn’t separate the customer journey (pathway through the site) for these two groups. It’s important to shortcut the number of clicks a visitor makes on their discovery through your site.
Recommend: Separate links to detail pages for these two services
I asked you about the split in clients between web and Shopify – and you told me it was about 50:50. Then you told me some of your clients were first timers – getting a website or ecommerce store for the first time. This group needs to be treated differently from clients who know how to buy web services. This group can lose you money as they are inexperienced.
Recommend: Set up a page for FirstTimers to guide them through how to brief an agency.
You also told me that some of your work is advice, particularly for Shopify clients. You charge an hourly rate for this work. This is a good rate, but it’s non-repeating business.
Recommend: You offer two services for advice. One is straight advice; the other is training. Double your charges for training because you are teaching clients how to be self-sufficient and to run their own Shopify stores.
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If this advice is useful for your business, consider hiring us to help tutor you through effective business marketing. Can’t pay? Join our newsletter and you’ll get a free 8 article series of practical business marketing tips to implement yourself.
http://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpg00Rebecca Caroehttp://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2016-09-21 18:11:152016-09-21 18:11:15Marketing for a web design business
Google alerts are an extremely useful resource for promoting your business online. First of all, if you aren’t using Google Alerts to track your business, you’re missing a seriously useful hack. They are particularly handy for staying up to date with relevant and timely information regarding your business, so you can react immediately to any publicity or news as soon as it happens.
But that’s not all Google Alerts are good for…
Google Alerts can also be used via RSS as a news aggregator on your website or blog! This is particularly useful for showing your visitors you know what is happening around you as well as demonstrating a position of authority with regards to your particular topic. Displaying the latest, relevant news results provides a great reason for your fans to continue returning to your site. Tailored, niche content is much easier to digest when it is a subject aligned with your own browsing interests. It may even help increase the likelihood of your visitors purchasing from you!
The best part about this is it can be totally automated, so you don’t have to spend time curating material. But make sure you have tested and refined your alert keywords in order to get the best results. Or, be sure to check the results from time to time in order to filter out anything that doesn’t fit with your brand.
We will be putting together a guide explaining how to get Google Alerts displaying as an RSS feed on your website shortly…
The next application for Google Alerts is a little more intricate: With a bit of research and a thorough understanding of your target market, you can even use Google Alerts to find new business!
Example: How to use Google Alerts to Generate Leads
Our client provides storage equipment solutions to the global rowing community. Although they can retro-fit single pieces of equipment inside an existing boathouse, their biggest projects come from clubs and organisations who have or are building brand new facilities. These new facilities obviously require a complete fit out of storage equipment and therefore, are our client’s ideal market. So how do you know when a new facility is built and looking for storage equipment? Timing is everything – if you find them too late, they may have already sourced a supplier and you’ll have missed the boat. Google Alerts provides the answer!
By setting up alerts with keywords such as “new rowing boathouse”, “rowing building new boathouse” and “new rowing club” for example, you get a nice summary of boathouse developments happening around the world.
Of course you have to continue your research beyond the alert itself to determine the lead’s value. Sometimes, results are completely irrelevant, and sometimes they are duplicates of material you have already covered. However, on the whole, they are incredibly useful at identifying future projects, as they are often newsworthy topics in their local area.
The next step is to track all your leads in a spreadsheet. Information such as who to contact and where they are located is particularly important. Additional research on the lead’s website often provides the necessary information to point you in the right direction.
In our client’s case, we were interested in contacting the architects of the boathouse, so that we could get involved with the club and their design process, as early as possible.
We have experienced great success building up a database of quality leads for our client in recent months. It is then up to our client to continue the dialogue with the prospective club and come to an arrangement. We have had a great deal of success converting these previously unknown prospects into happy customers, and have done so without investing hugely in advertising, outbound mailing campaigns or other conventional outbound marketing activities!
We have been able to minimise the time taken to research new sources of business through alerts and have increased the prevalence of new business, while making it easy to filter out results of no value. And as it updates you each time a new boathouse is being developed, you don’t waste time searching for them manually. A weekly check of your alerts inbox provides you with enough
Regardless of your industry or business, there’s bound to be a positive application to use Google Alerts for. Whether it is direct lead generation, building a database of bloggers and journalists to share content between, or even researching a network of businesses whose interests align neatly with your own, the uses for it go on and on.
http://creativeagencysecrets.com/wp-content/uploads/2016/08/google-alerts.jpg341845Jeremy Peskeyhttp://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgJeremy Peskey2016-08-11 10:00:402016-08-11 18:32:34How to Use Google Alerts to Drive Business
http://creativeagencysecrets.com/wp-content/uploads/2016/07/identify-prospects.jpg341845Rebecca Caroehttp://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2016-07-28 16:55:132016-07-28 16:55:13How can I identify prospects for my business?
When a business is struggling to acquire new clients or increase profits, creativity and innovation are the best tools to create a new reality. More accurately, in Nintendo’s case, an augmented reality.
On July 6th, the videogame giant launched Pokémon GO and took the lead of the download rankings on both iPhone’s App Store and Google Play by storm. Just a few days after its initial release in the US they added UK, Australia and New Zealand. Thanks to this bold move, Nintendo’s shares rose 56% in a week, setting Nintendo’s market value at unbelievable 34 billion dollars. Nintendo is also generating direct revenue by in-game microtransactions and will include adverts shortly.
What is Pokémon GO?
If you don’t know what Pokémon GO is, let me explain it while you defrost from the cryogenics: it’s a free-to-play location-based mobile game where you can capture fantasy monsters and train them to challenge other players to a weirdly cute pit fight. Using augmented reality (mixing real-world and virtual elements) with the assistance of your smartphone’s GPS and camera, the player searches for creatures while actually walking around the local streets. He can then snatch it with a PokéBall, a special contraption built to hold these monsters.
Even though Nintendo is a “lovemark”, thanks to classic games like Super Mario Bros. and The Legend of Zelda, the console war wasn’t gentle on the business for the past years. With the Japanese company losing a huge market share to Sony Playstation and Microsoft Xbox, many predicted that Nintendo was in a descending curve.
Now it’s up to you. Is your business going to take advantage of this massive opportunity? And what can you do to transform your local business and be the next Pokémon GO?
http://creativeagencysecrets.com/wp-content/uploads/2016/07/pokemon-go-marketing-local-business.jpg341845Conrado Langerhttp://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgConrado Langer2016-07-15 17:12:572017-04-19 16:16:59How Pokémon GO is influencing marketing for local business
Every marketer dreams of being able to help their clients achieve an unassailable advantage over their competition. Kinda like Asterix and Obelix the ‘indomitable Gauls’ against the Roman Empire.
Indomitable Gauls make Romans wary
A Killer App for Professional Services Marketing
I dream of finding a marketing tool or service which will knock my opposition’s pitch out of the ballpark. Today I think I have seen one.
The commercially savvy partners at Simmonds Stewart IP lawyers have provided FREE a giant set of legal templates for download.
I’m very impressed with them giving away templated legal documentation as part of their brand building. They caveat appropriately about the use of these, but for startups, it certainly gives gigantic brand building opportunity and of course allows the prospective client to quickly bookmark their favourite lawyers’ website for future reference.
Is there an equivalent which could make your professional services business stand out in the same way? This could be a devastating marketing death-blow (Vulcan death grip?) for competitors.
Have a plan about how you are going to set up the business process to get new testimonials regularly from clients and customers.
Also ask for testimonials on your Google My Business page. Note, you have to have a gmail address in order to upload these so it can be a big ‘ask’ for some clients for whom that’d be a challenge to set up.
Now, where else can you get testimonials….. Linked In, Facebook, Neighbourly (NZ local media), Yelp, Finda….. over to you to share yours.
http://creativeagencysecrets.com/wp-content/uploads/2016/06/how-to-get-testimonials-for-your-business.jpg341845Rebecca Caroehttp://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2016-06-21 11:53:462016-06-17 11:57:22How to get testimonials for your business