Why Chat Rules

Why Chat Rules

Why Chat Rules

Adam Latham
The Cowbell Agency

Why does chat rule? Well, the answer to that question is simple, and it is the same reason why no one over thirty is really considered “cool.”

Ever looked at how the next generation communicates? They’ve got their head in their phones constantly, and they’re chatting.

The generation just before them seemed to live in email. And the divide is getting greater as we become more chat-entrenched. As someone with teenage children or grandchildren if they are more likely to get a response by text than any other form of communication.

Major corporations realized this a long time ago, moving a lot of their customer interaction to chat. And here’s the surprising thing. An automated bot in chat isn’t nearly as annoying as an automated voice system. I don’t know why that is. It just is.

And now, there are finally a whole host of platforms out there that small to midsize companies can implement to both improve their customer relationships and lighten their workload. And the costs are typically less than an expensed lunch a month.

So the question isn’t really “should I be using chat?”, but rather, “what’s the best way to be using chat?”

At Cowbell we’ve looked at a number of easy-to-install plugins for most websites, and here’s what we’ve found.

There are two basic levels: 1) I just want to chat, or 2) I want to actually embrace chat and use it as a competitive advantage.

For those who want to “embrace chat” for all it can deliver, we’ve recently discovered a tool that actually replaces most of your lead nurturing and similar drip campaign platforms. It uses an “omni chat” feature that links your facebook messenger to your website chat. This not only means they can chat to you in an environment they’re familiar with, but they are instantly a lead in your CRM. 

You can also configure pre-programmed bots to help your customers quickly get to the information they need without someone on your team having to hold their hand.

Let me make sure we’re completely clear about this. I didn’t mention CRM to scare you away. I’m not talking about having to invest into a holistic software solution for customer relations and lead nurturing.  The chat tool itself IS its own CRM. 

In other words, once they begin a chat conversation with you, they are converted. They are a lead, and all of their contact information, like name, email address or phone number that they have on Facebook, is now attached to their record in your chat tool. 

In the backend, we can develop a whole series of drip campaigns that can run directly through the facebook messenger or through SMS text. In other words you are communicating with your customers in the space they actively communicate throughout their day.

If this sounds too good to be true, it gets even better. Imagine if you will, that you are running an online banner ad campaign and someone is on a mobile device. And, someone then clicks on that ad. What if, instead of going to a landing page, they were launched immediately into a chat session with someone on your team. And, you immediately had all of their contact information and were in your system as a lead. You didn’t have to worry about whether they would find your call-to-action on your landing page. There is no landing page! 

In fact, conversions through chat are now as much as 10X greater through landing page or email-based drip campaigns. Why? Because…and some marketing professionals may be afraid to admit this… we have moved past the email-to-landing page-to-contact list paradigm. We are now in the instant mobile chat phase, and those who recognize that first will reap the lion share of benefits.

If you want to learn more about how the different chat platforms work and which one is best for your business needs, contact us at Cowbell, or better yet…why not just chat.

 

This guy had me at slide…well, somewhere in the mid ’30s. But don’t worry, it goes quick

This guy had me at slide…well, somewhere in the mid ’30s. But don’t worry, it goes quick

This guy had me at slide…well, somewhere in the mid ’30s. But don’t worry, it goes quick

Adam Latham
The Cowbell Agency

The word “marketing” to some, leaves a bad taste in their mouth. On the honesty scale, our public perception is somewhere a little better than politicians and used car salesmen. 

I lived in both the B2B and B2C world. I came across this presentation and something spoke to me. 

If I’m going to be completely honest, I think I like the B2B world a tad better. Although all of marketing is about making an emotional connection with any customer, in the B2B world, those emotions are about ease of use, simple to use, or better functionality. It rarely diverts into that B2C weird world where wearing a certain type of underwear will of a sudden make you “cool.” 

Or about cringe-worthy moments where Kraft cheese uses a backdrop of Marvin Gaye’s “Let’s Get it On” with third or fourth graders in their cafeteria. Let’s face it, you have to sell your soul to the devil sometimes in B2C. And we do it, because it is the right thing for our clients.

Here’s what I know about the company’s I’ve had the pleasure of working for in the B2B world. Their products make my life better. Period. Whether making my. phone smaller, or the battery last longer, or getting more power out of a solar panel, or, making sure my brakes are working on my car. And the type of marketing I do is about trying to figure out the exact value proposition that truly differentiates that improvement to the customer…who is making cars, phones, computers, etc.

In short, there is a higher level of honesty because the person doing the buying isn’t going to be fooled. They aren’t pimply faced, self-conscious teen agers trying to fit it. They are competent, confident buyers who just want to know the product will make their product better.

That isn’t exactly a purpose in life, but when the satellite places itself safely in orbit, and I know some of the products I’ve marketed helped it get there, I feel good about that. Is that wrong?

Anyway, hope you enjoy this slide deck.

 

A cool content marketing overview to help you get things started

A cool content marketing overview to help you get things started

A cool content marketing overview to help you get things started

Adam Latham
The Cowbell Agency

Although it is a couple of years dated now, this presentation posted in 2016 is a good starting point for understanding the type of content that should be part of your content marketing program. 

https://www.slideshare.net/CMI/content-marketing-playbook-and-ideas

 

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