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Cohort analysis
A cohort analysis is a technique that implies dividing customers into groups (called cohorts) based on their behavior or actions they perform within a certain timeframe. It is aimed at obtaining insights into customer retention and churn.
In this article, we’ll review the importance and types of cohort analysis and make the difference between cohorts and segments clear. We’ll also uncover how to do cohort analysis and use it to increase customer retention.
Why is cohort analysis important?
Customer behavior and actions are the most valuable source of information when it comes to evaluating a company's product or overall experience interacting with a brand. By analyzing the behavior and actions of their users, business owners obtain valuable information and use it to identify the problems within the company, improve onboarding process and acquisition strategies, develop techniques to meet consumers’ needs, and come up with innovative ideas for product development.
After cohort analysis, marketers can increase a company's performance, analyze and improve user experience, test their hypothesis about the influence of a certain customer action on specific areas of a company, improve conversion funnel and customer retention. Results help understand several crucial points about a business. They allow companies to:
see customers’ actions and find out how their behavior influences product development and marketing strategies;
unveil customer churn and determine the causes of its increase;
estimate customer lifetime value to find out whether a certain customer is worth the company’s efforts and time;
improve customer engagement.
Now that you know why cohort analysis is important, it’s time to proceed to its types.
Types of Cohort Analysis
There are three main types of cohort analysis. They differ in the way cohorts are grouped. Let’s review all of them to see the difference.
Segment-based cohorts. The group involves consumers who bought a certain type of product or service in the past. With this type of cohort analysis, companies divide customers into segments based on the product or service they paid for. Clients can have different needs and brands should be aware of them. This information enables companies to develop services and products that satisfy the needs of certain audience segments.
Time-based cohorts. These are clients who started using a product or service during a specific time. This information allows businesses to trace customers’ behavior based on the time they used the product for the first time. Time-based cohorts help brands find out what they did right and wrong during product promotion. For example, 60% of people who signed up with a brand in September still stayed with a company in March while only 10% of those who signed up in December stayed with a brand until May. This result shows that the business wasn’t able to keep the promises given in promotional campaigns in December and meet the expectations of their clients. The company needs some changes in its advertising campaigns.
Size-based cohorts. This type is used for B2B. Startups, small firms, well-established companies, and huge enterprises, all can become clients. By grouping customers according to their size, companies can identify consumers who bring the biggest profit. The information about customers who bring the least income is equally important since it helps a business find out the problems with a product that might bother these clients. A brand can eliminate the possible issues and increase sales volume.
When you know the types, it’s crucial to figure out the main distinctive features of cohorts and segments.
Cohorts vs Segments
Although cohort and segment might define similar things, they are different and are used in different situations. Let’s discuss the meaning of each term in more detail.
A cohort is a group of clients a company chooses for analysis. To be more clear, it’s a group of customers who share common characteristics within a certain timeframe. In business, consumers are divided into cohorts based on the actions they perform at a specified time. For example, people who purchased a premium plan in January. These groupings are created to answer the main questions, identify the problems and eliminate them, and make some improvements that influence customer retention.
A segment is a group of customers who share common behavior, actions, interests, gender, locations, etc. When marketers divide the audience into segments, they don’t take into consideration a time parameter.
Simply put, when companies group users into cohorts they do it based on the timeframe and similar behavior while segmentation is about dividing customers into groups only based on common interests, behavior, gender, location, etc.
To better understand how the analysis works, let’s walk you through the main steps of this process.
How to do a cohort analysis?
The technique enables businesses to identify factors that influence customer actions. These factors include ad content, campaigns, channels, new product lines, sales, etc. So, if you are interested in improving your company, let’s start.
Write down the targeted questions. Since the main goal of the analysis is to obtain insights into your product, service, or user experience, you need to ask the right questions. If you strive to receive useful and accurate information after conducting the analysis, think over every question to the smallest detail. Collaborate with the experts that specialize in this field to create good clear questions for customers.
Decide on the metrics that will help you obtain information. It’s advisable to find out the subscription start, cancel dates, and the value every client brings you each month. This way, you’ll be able to find out the drawbacks of specific campaigns or some problems with a certain version of your product and remove them.
Identify the relevant cohorts. Divide clients into cohorts based on the distinctive traits they share. Often, customers are divided into groups according to the date they started using the product or service for the first time. The selection process doesn’t end at the date. Later, customers who started using the product at the same time can be divided based on the subscription plan they use or some other characteristics.
Do the analysis. You can choose from different techniques and services to do cohort analysis for your company. Consider using Excel for this purpose. With its help, you can assess churn rate, monthly revenue, and customer lifetime value by visualizing data and applying pivot tables.
When you are aware of the necessary steps, it’s time to figure out how to use this knowledge to improve customer retention and reduce churn rate.
How to use a cohort analysis to increase retention and reduce churn?
Meet customer expectations
Revise your customer onboarding process
Improve your customer acquisition
There are many different scenarios in which you can use the results of cohort analysis. It’s necessary to review them to see how to use the technique.
Meet customer expectations
Sometimes, businesses can’t meet customers’ actual expectations. This causes frustration and confusion. The reasons might include targeting the wrong audience or exaggerating the benefits of a product during promotion. If customers sign up for a product or service and it doesn’t meet their needs, they are more likely to churn.
The best way to figure out whether your product makes customers happy is to do cohort analysis. First, you need to identify users who left. Secondly, find out the reasons. It will help you unveil the main problems with a product that bother users. Thirdly, create a cohort of people who decided to stop using the product because of their unmet expectations. You also need to see the date when they joined your company to identify what and when went wrong. Do your best to remove the problem and avoid additional churn.
Revise your customer onboarding process
People can give up on using a product or service because they don’t know how to make the most out of it. Since poor onboarding results in 23% churn, it’s essential to provide customers with a flawless experience.
To prevent users from leaving, you need to develop step-by-step guides and other informative educational content that will help them explore your product, provide best practices, design product tours, and send all the necessary materials. However, if you want to check whether you have some issues when you welcome customers onboard, you can perform the same sequence of actions as in the previous step.
You should look through the list of users who canceled the subscription. Ask them questions to figure out the actual reason for their cancellation. If the number of these people is big, you need to consider reviewing your customer onboarding.
Improve your customer acquisition
Today, companies can choose from a wide variety of channels and marketing techniques to acquire new customers. Sales, discounts, and special offers are old and proven ways of winning new customers. However, customers who come during sales can leave quickly. It can result in customer churn. That’s why before running any sale, make sure that it will bring benefits for your brand.
If you aren’t sure that your acquisition model fits your business, do an analysis. Change your model and compare the results of the first and second models. The experiment will help you find out the ways that bring more quality leads.
Simply put, cohort analysis is one of the effective ways to analyze different areas of your business, identify problems, and eliminate them. It helps improve retention and prevent further churn.
Closed-loop marketing
Closed-loop marketing is a strategy that implies gathering and analyzing information about customers and distributing it to sales and marketing teams. It’s used to create targeted content for different audience segments, develop quality marketing campaigns, and reach better ROI.
The development of online companies forces marketers to search for new methods and approaches to make these businesses thrive and prosper. The marketing strategy we are going to discuss is about making your company profit more. With a well-prepared plan, you can obtain quality leadsandincrease conversionrates and profit margins.
In the video below, you’ll get a clear explanation of this marketing strategy from Sprocket Talk.
In this article, we’ll discuss the perks of closed-loop marketing and review several steps to implement it.
Benefits of Closed-Loop Marketing
Nowadays, when consumers can choose among a vast number of companies with great offers, all businesses around the world prefer to leverage inbound marketing. The process involves sales and marketing teams working together to collect information about their leads. They establish the primary sources of their prospectsand channel all their efforts in the right direction to increase the number of customers.
Then, marketers use gathered data and insights to develop campaigns relevant to these users. Thus, companies can analyze customer behaviors and reach out to their target audiences. With this strategy, firms take into account consumer needs and preferences to improve customer experience.
The cooperation between marketing and sales teams allows brands to resonate with their customers’ wants and address them. As a result, a brand can easily close a deal. Companies that use this strategy witness a significant increase in conversion rates, profit margins, and qualified leads. Having all this information enables entrepreneurs to find the most effective platforms for communication with their potential clients.
The advantages are clear now, so let’s walk you through the key steps to implement this strategy.
4Closed-Loop MarketingSteps
Identify your site users
Explore your visitors’interests
Create your customer database
Manage relationships with your customers
The strategy can be boiled down to four steps. Now it’s time to review each step in detail.
Identify your site users. Today, it’s difficult to imagine a company without a website. It’s necessary to convey an important message and bring value there. The purpose of any good site’s content is not only to sell but also to provide helpful information. If you don’t have a website yet, you can create one with LIKE.TG. Moreover, you can create a professionallanding pageor an online store in just 15 minutes. Remember that high-quality sites with blog posts, articles, and educational videos drive more traffic. To understand leads that come from different sources, companies often apply tools like Google Analytics, Moz Keyword Explorer, Bitly, and more. They provide website owners with various insights about their visitors’ location, sources, visited pages, time spent on each page, etc. As a result, you’ll know yourkey sources of traffic, the most visited pages, and content visitors don’t need.
Explore your visitors’interests. Once you create a list of visitors, divide them into groups based on their interests. Some of them will remain just visitors, and others can become your potential clients. Most of the time, they get to know about your business from blogs, pre-roll ads, social media channels, pay-per-clickads, and other marketing tools. If there are people interested in your company, they will let you know. People who want to continue exploring your business will subscribe to youremail newsletter.
Create your customer database. Now when you have a list of potential clients, it’s worth mentioning that you need a database. The best option is to use a CRMsystem. It will help you collect all the necessary information about your customers. As a result, you’ll be able to make quality marketing campaigns, build trust and brand loyalty, and ultimately generate more sales. Consider using LIKE.TG to create a professional CRM database. Our service is ready to help you store the information about your customers and ensure effective communication with your clients.
Manage relationships with your customers. The final step is to build strong relationships with clients and ensure collaboration between the most critical teams: the marketing, sales, and customer support departments. There are plenty of marketing tools you can use to build good customer relationships, such as email newsletters, rewards for loyalty, posts on social media, giveaways, etc.
To leverage this strategy effectively, you need to provide smooth communication between your sales and marketing teams. Today, when you can encounter dozens of software solutions, connecting your team members is no problem. For your convenience, consider using CRM, email, social media, and other marketing channels. LIKE.TG offers you a great chance to ensure communication with your clients and automate sales processes with our built-in CRM.
CMS
Content Management System (CMS) is software that is used to add articles, photos, and videos to your website and manage this content.
Advantages of Using CMS for Site Management
Easy to use
User access levels
Easy and quick site maintenance
SEO
Customizable website design
Easy to use
You don't need to have advanced skills to add content with CMS. The interface is easy, and it doesn't take too much time on training.
Modern CMS makes website creation and management simple and straightforward to the point where anyone who wants to start a blogthat is great in terms of UX, design, and overall performance can do so in a matter of hours without having to dive deep into web programming and other related technical stuff.
User access levels
To prevent information leaks, you can limit access to different sections of the site when employees are managing the content. Some of them (sales managers) can have access only to add product pages. Others, such as marketers or copywriters, can have access to edit and produce blog posts.
Easy and quick site maintenance
If you need to make changes to any section of your site with CMS, it easily searches the particular page among hundreds of other pages. With CMS, you can make changes, update the CMS software, and add functionality without breaking the site.
A good CMS has the function to make your content grow invisibility in organic search engine results.
Customizable website design
CMS makes it easy to change the design because content and design are in separate sections. A leading marketplace for creating assets Envato has recently launched a collection of themes for the HubSpot CMS Hub to help you build a data-driven digital experience that your customers will love.
Cloud marketing
Cloud marketing isthe process ofusing digital platforms to provide customers with personalized experiences. The approach involves reaching customers online through social media, email campaigns, and websites andpromotingcertain products or services. Brands can improve buyer experience, increase visibility, and drive sales bytailoring their content to each customer'sneeds.
In this article, we'll unveil the advantages of cloud marketing and review the best cloud marketing platforms.
Advantages of Cloud Marketing
Cloud marketing is the number one way to effectively approach customers and make them engage. Customized content is customer-oriented, which means that targeted ads, personalized emails, and relevant campaigns are more likely to hookyour audience and win its attention. These marketing tools help customers find solutions to their problems. Moreover, cloud marketing is beneficial for companies, as business owners can:
instantly connect with theirtarget audience;
establish strong relationships with customers;
get to know their consumers;
personalizetheiremails, ads, and campaigns;
send only relevant content;
win customers' attention;
save costs on implementing traditional advertising methods;
quickly updatetheirclients on upcoming releases, campaigns, and promotions.
Now that we have reviewed all the key cloud marketingbenefits,we also need to talk about how to find atool that fits your primary purpose. Let's review a few cloud marketing platformsso that you can choose the bestone for your business.
Top 5 Cloud Marketing Platforms
In this section, we've gathered the most powerful services that can help your business sell online effectively. Let's begin with LIKE.TG, a multifunctional platform.
LIKE.TG
LIKE.TG is an all-in-one marketing automation solutionthat will come in handy for big and small businesses. Its well-developed products like bulk email service, chatbot builder, CRM, landing page builder, and web push service will help reach your customers in no time and promote your product.
LIKE.TG's chatbot builderis a perfect choice if you need to provide yourclients with excellent customer support, onboard them quickly, and accept payments. Our service empowers you to set up Facebook Messenger, WhatsApp, Instagram, and Telegram chatbots. The most outstanding chatbot feature you can deploy is its ability to receive payments. This means that you can accept payments from customers via your bot. You'll only need a couple of minutes tocreate your own chatbot, add a paymentbutton, and integrate the necessary payment system.
LIKE.TG's email service will empower you to tailor email templates to your liking with its drag-and-drop editor, customize your emails based on subscribers' preferences, and send campaigns at the right time. You can also make use of the most crucial platform features: personalization, segmentation, A/B testing, Automation 360, and email scheduling.
Below you can see one of the featured templates you can use to design your email campaign and customize it for your subscribers.
Free plan: Available forever.Paid plan:Startingfrom $8 per month.
Cision
Cision is a cloud-basedpublic relationsservice provider thathelps businesses establish a positive image in the market and among consumers. The platform keeps you updated on your mentions, news, products, and competitors. With Cision, you can identifyopinion leadersin your niche. You can pick the most suitable digital media platforms toshare your content, win your target audience's attention, and create and send personalized pitches and campaigns. Monitor your performance statistics and make changesto your campaigns to establish strong relationships with customers.
Below you can seea dashboard where you can monitor your mentions, customer sentiment, and top publishers.
Free plan: —Paid plan:Starting from $600 per month.
Salesforce
Salesforce provides you with all the necessary marketing tools for sales and relationship management. Startupsand large enterprises can benefit from the service'scustomizableCRMsystemwith built-in AI. The platform's Customer 360 feature captures data from all available sources that include emails, support channels, and calendars. You can always have access to your list of leadsand their data. Salesforce is flexible, meaning that you can run your campaigns on multiple channels towin your customers' attention. Moreover, you'll be able to keep an eye on your sales funnelusing the sales forecasting feature.
With Salesforce, you can create a personalizedcustomer journey and ensure a seamless buyer experience. Salesforce helps manage campaigns successfully and improve their performance, send relevant newslettersto subscribers, generate leads and qualify them, assess mobile messaging, and analyze the results.
The dashboard below demonstratesa lead card where you can qualify your prospect.
Free plan: 14-day trial.Paid plan:Startingfrom $25 per month for each user.
Marketo
Marketo is a perfect solution for B2Bsales. So, if you need to sell your product directly to customers, you should consider another platform. However, if you are interested in B2B sales, you can take advantage of Marketo's marketing automation, lead management, email marketing, and revenue attribution features. The platform allows its users to segment customers, personalize content, engage with audiences through different marketing channels, and nurture customers at every stage of their buyer journeys.
Below you can see Marketo's dashboard and list of customers sorted based on the profitability they bring.
Source: Adobe Experience League
Free plan: —Paid plan: Starting from $895 per month.
Oracle
Oracle is a multifunctional marketing solution that helps collect data on one platform, engage with customers, and communicate relevant messages to the right people. The service is a perfect fit for both B2B and B2C. This platform enables you to launch cross-channel marketing campaigns.
The platform covers email marketing, targeting, segmentation, A/B testing, and optimization. With its help, you can also launchweb push, email, SMS, and social mediacampaigns. It also helpsenhance your campaigns'performance and gain a high return on investment— Oracle's CRM is a leading product with ROI management tools. With its help, you can nurture leads and track your campaigns'performance.
Below you can seeOracle's homepage with pipeline analysis charts, appointments, contacts, opportunities, tasks, etc.
Free plan: 30-day free trial.Paid plan: Starting from $75 per month.
In a nutshell, cloud marketing is a must for every business that wants to effectively reach its customers. As more and more people go online and usedigitalplatforms, you should be ready to provide personalized emails and offers, targeted ads, and relevant campaigns.Cloud marketing platformscan help you improve the quality of your communication with customers.
Click map
A click map is a part of the statistics report that displays your email with the number of clicks on each link of the sent email.
You can get this report in LIKE.TG with just a few clicks. Follow the steps in the article "Statistics" to see the click map of every email campaign. These small green blocks show you the number of unique clicksin your email.
A click map is a powerful tool for analyzing the results of your email campaign. By knowing which your subscribers open links, you can create efficient and productive email campaigns.
With this feature, you will have the opportunity to create a series of emails. For example, if a subscriber read an email and clicked the link with a particularoffer, then you can send a follow-up email with another offer.
How does it work? Well, you send an email to your subscribers and then get the results on the click map. If the subscriber clicks on your offer, you can send them another offer. If the second email was clicked too, it means the subscriber showed significant interest, and you can make another offer. If the click map shows that subscribers don’t click the link at all, then you can add them to the list of the re-engagement email campaign. The example below shows how you can arrange a drip-email campaign based on the click map where you can see if the subscribers click on your offer.
ChatGPT
ChatGPT is a conversational AI platform that uses human language and technology to understand clients’ questions and respond accurately. It helps you provide instant, accurate, and human answers to customers’ questions, ensure product recommendations based on clients’ needs and update on relevant discounts and promotions.
In this video, you’ll learn how to use ChatGPT to profit your business. You’ll also uncover the advantages of ChatGPT, how to connect chatbots to this new technology, and AI models.
In this article, we’ll unveil the cost of chatGPT, how it works and where you can use it. We’ll also review the benefits, limitations, and use cases of chatGPT and walk you through four AI models. Finally, we’ll provide you with a step-by-step guide connecting GPT-3 to your LIKE.TG chatbot.
Is chatGPT free?
Since ChatGPT is in the ‘research preview’ stage, people can use it for free to see the positive impact on their businesses. Users can test the chatbot and share their experience with developers. Moreover, creators promote reporting issues through the user interface. The winner will receive a prize of $500 in ChatGPT credits.
Now that you know that ChatGPT is temporarily free, consider using it for your business. We’ll proceed to the next section to explore what chatGPT-3 is.
ChatGPT-3
ChatGPT-3 is a machine-learning model designed to create various types of text. With the model, users can input a short text and get large volumes of machine-generated relevant text instead. ChatGPT-3 needs the internet to operate. It’s the fastest way to produce content without human help. With the model, you can receive answers to questions available on the internet, create long texts, solve language tasks, perform translation, write summaries, create poetry, and write code. The results of your work will look very similar to human language.
Later we’ll tell you how to leverage this model with LIKE.TG’s help, but we need to unveil how ChatGPT works first.
How does ChatGPT work?
ChatGPT is a perfect tool for taking care of conversational tasks. Unlike other services, this AI-powered chatbot doesn’t require human supervision. The platform figures out which answers to send without any need to teach it how and what to respond.
A multi-layer transformer network which is the base of ChatGPT, analyzes the input sentence and applies internal knowledge to provide relevant answers. Customers receive accurate responses and don’t need to communicate with customer support or the sales team for further details. The main advantage of ChatGPT over other chatbots is the ability to create contextual conversation. The flow looks natural and resonates with the sentences or phrases written or said before.
Now that you know how the model works, it’s time to find out where you can apply this technology.
Where can you use ChatGPT?
This multitasking tool can be used in different areas and for various tasks. With ChatGPT’s help, you can translate texts from multiple languages, summarize huge amounts of information, and perform sentiment analysis. ChatGPT writes code, short stories, and songs. You can use chatGPT to write emails, create business and blog ideas, develop blog post outlines, etc.
ChatGPT is an excellent solution for customer service and sales departments. The platform enables your business to provide customers and prospects with relevant answers without distracting team members from important matters. The language and messages look natural. ChatGPT provides answers based on messages’ history.
Your sales team benefits from the model. The conversational AI platform can inform clients about upcoming deals and discounts based on their shopping history. Messages are based on customers’ preferences therefore, they are personalized. ChatGPT empowers you to increase customer satisfaction since consumers get the products they wish to purchase.
Now that you know the areas of your business where you can successfully apply ChatGPT, let’s figure out the benefits companies can reap from this new type of chatbot.
How can online businesses benefit from chatGPT?
There are many areas in which ChatGPT can help brands. First, it’s a huge supporting system for your existing customer service chatbot. Its training database enables you to respond automatically, even to unpredictable consumers’ inquiries. At the same time, the answers are natural and human-like.
ChatGPT allows you to reply to FAQs and educate customers on how to use your product or service. You can connect your knowledge base or a website to make it a source of information for your chatbot. When clients ask questions from the knowledge base, they get accurate and relevant responses. This way, you can teach users how to make specific steps with your product and help solve problems. You can be sure that your consumers receive all company-specific information when needed.
ChatGPT can serve as a translator. Companies that sell their product in several countries can use the model to provide quality responses in multiple languages. It can also help with different tasks related to translation. ChatGPT specializes in text rewriting.
The technology provides personalized interactions. ChatGPT uses the previous history of communication with a specific customer to ensure accurate responses and relevant recommendations. It can send consumers personalized offers, promos, and discounts that might interest them. As a result, user experience with a brand improves.
With ChatGPT, prospects and customers get instant answers to their questions 24/7. Since clients don’t need to wait for customer support reps, they can quickly solve their problems and find solutions.
Now that you know the advantages, it’s time to discover the limitations. You need to know these points to meet your key business goals.
The Limitations of Chat-GPT
Although ChatGPT has many benefits, it also carries disadvantages for its users. In this section, we’ll uncover the limitations you can face when applying the model to your business.
Since ChatGPT is programmed to avoid harmful responses, it can’t answer such questions. If customers or prospects ask toxic questions, the system will avoid responding to them. Secondly, the quality and accuracy of questions influence the quality of answers. The model works better when it receives prompt direct questions or accurate directions.
Thirdly, Chat-GPT’s answers aren’t always correct. Many users have noticed that sometimes the model provides incorrect responses and have reported the issue to developers. The point is that the platform was programmed to give answers that humans consider as correct.
Now that you know the drawbacks, let’s proceed to four AI models.
AI Models
There are four main types of Al models. We’ll review each of them in detail so that you can choose the most appropriate one for your business.
Davinci. The model analyzes complex intent, cause-and-effect problems, summarization, explanation, and code generation. Davinci is a complicated and slow model that requires big expenses from its users. Since the model works with large amounts of data, it’s considered slow compared to the three other models. To work with the same tasks as Curie, Babbage, and Ada, this Al model needs fewer prompts. We recommend you use Davinci to deeply analyze the context and generate more complex text or code. With this ChatGPT model, you can solve logic problems.
Curie. The model is a perfect solution when you work with translation, complex classification, text sentiment analysis, and summarization tasks. It enables you to respond to direct input, analyze text, and provide key points. Consider using Curie for QA in your chatbots. The model allows you to insert questions and sources of information for a chatbot to find answers for consumers.
Babbage. It will help you with moderate and semantic search classification. Babbage identifies obvious text patterns and uses them to generate new text. The model understands text structures to create simple plots and titles.
Ada. This model specializes in parsing text, simple classification, address correction, and keywords. Ada is considered the fastest and cheapest model of all.
Now that you know the models, let’s jump into the integration of GPT-3 to your LIKE.TG chatbot.
How to Connect GPT-3 to Your LIKE.TG Chatbot?
In this section, we’ll show you how to connect GPT-3 to your LIKE.TG chatbot and provide more accurate and relevant responses. It will help your prospects and clients accomplish multiple tasks.
First, create an account with OpenAI. Click “Sign Up” to kickstart the registration process.
Once you finish registration, go to your account, click your avatar in the right-upper corner, and choose “Manage account.”
Afterward, proceed to “API Keys” and click “Create new secret Key.” Copy the key and save it on your device.
Log in to your LIKE.TG account to set up the integration. Select the bot you want to connect and proceed to “Bot settings” > “Integrations.” Click “Enable” near OpenAI (GPT-3).
Enter the key generated with OpenAI.
Select the most suitable AI model to provide bot replies based on the use case. Four models are available: Davinci, Curie, Babbage, and Ada.
Next, add a prompt to the bot. Provide your free-form prompts in the “Bot instructions” field.
Insert the number of tokens in the “Maximum number of tokens in response” field.
After clicking “Save,” test your chatbot. You can find a complete step-by-step guide on connecting GPT-3 to your LIKE.TG chatbot in our knowledge base.
Now that you know how to integrate the LIKE.TG chatbot with GPT-3, it’s time to discuss where you can apply these skills and knowledge.
ChatGPT Use Cases
We’ll review various scenarios where you can apply ChatGPT. Let’s see each of them individually to find out how to leverage various models for your business.
Text Optimization
ChatGPT serves as a text optimization tool. If you need to identify keywords, proofread your text, or optimize it to comply with SEO principles, consider using this model.
After you add prompts to the Ada model, the bot enables you to receive SEO-optimized texts and provides you with relevant keywords. So you can easily improve your content to meet SEO requirements.
Below you can see an example of the Ada model with 1024 tokens.
Business QA
Companies that need a FAQ database can use Chat GPT to create it. Business owners can teach the bot to respond to clients inquiries that arise when using the product or service.
You can connect the technology to the existing source of information, for example, your knowledge base. It will serve as a list of answers for ChatGPT. Once your bot receives users’ inputs, it searches the knowledge base and provides customers with fast and accurate responses.
Below you can see an example of the Davinci model. After you add the necessary information to the system, the bot establishes and develops a dialog with your customer or prospect based on the available information. The bot will find the answers about your company and product and ensure natural responses.
Code Decryption
If you have a programming academy, your students can use the bot to decrypt the necessary code. They can obtain answers to their questions about the code or generate it by using natural language. Consider using the Davinci model with 700 tokens to work with code decryption. This model can explain code and its parts. Besides, you can modify the bot's tone to receive answers in simple language.
Encyclopedia QA
The bot can provide users with facts that can be found on the internet fast. So, you can create a bot that will serve people as an encyclopedia where they can input the desired sentence to find out about history, famous individuals, mathematical formulas, etc. The Davinci model will enable you to design encyclopedia QA for your users. Below you can see what such a bot looks like.
Congrats, now you know many facts about the newly developed technology. With LIKE.TG, you can reap various benefits GPT-3 can bring to your brand.
Chatbot builder
A chatbot builder is a tool for creating chatbots. Its main benefit is that it allows you to create chatbots without coding, thus makes it available to everyone. With a simple LIKE.TG chatbot builder, you can create chatbots for Facebook Messenger and Telegram.
In this video, Alex explains how to nurture leads, engage your audience and promote your products with chatbots.
A chatbot builder is a platform that helps businesses to automate communication processes according to pre-determined scenarios. It allows you to send news, updates, and reminders; processing orders; providing immediate customer support.
Why are chatbot builders important?
Ready-made solutions
Self-service chatbot builders
Chatbots from scratch
Let’s say you own a bakery, and you sell your products in socials. You notice that your customers frequently ask questions like “how to make an order?” “is there any vegan food to buy?”, etc. Well, why not create a chatbot to get that covered?
A chatbot automatically guides your audience towards a purchase, while the person responsible for customer support deals with more critical issues. Today, technologies give three ways to create a chatbot:
Ready-made solutions. These are pre-designed chatbots able to cope with specific business needs, like shop messages, dropshipping assistance, educational bot, etc. Botlist and Kik Bot are among ready-made solutions.
Self-service chatbot builders. These are chatbot building platformsthat allow you to develop a chatbot specifically for your business, with the help of an intuitive interface and instructions like in LIKE.TG.
Chatbots from scratch. In this case, you need to hire a team of professional developers who will bring your chatbot idea to live.
These three approaches have their pros and cons. However, chatbot builders are a balanced option since they allow having full control over the process. Chatbot builders fit any business from a small family company to a vast enterprise. They are also cheaper comparedto chatbots created by developers from scratch.
Chatbot Builder Cost
LIKE.TG
FlowXO
Botsify
Chatfuel
13chats
The cost depends on your goals and the complexity of your idea — the process you need to automate. Let’s do a little research and check some of the most popular chatbot builders comparing their pricing plans and functionality.
LIKE.TG. This multichannel marketing platform allows you to create a chatbot for Facebook Messenger and Telegram. Send up to 10,000 messages to unlimited subscribers for free.To remove the branding logo from all widgets and create more than three chatbots, you have to pay $9.85 per month.
FlowXO. It allows you to start for free but limits functionality. Upgrading to a standard plan costs $19 per month. A standard plan opens access to all features except the unlimited number of interactions and bots you can create. You can utilize add-ons to raise that number when 5,000 interactions and 15 bots are not enough.
Botsify. This chatbot builder provides with a free trial. You can upgrade your account to a self-service $50 monthly plan with 10,000 interactions or fully managed plan for $300 a month with unlimited communication. Both plans enable you to create up to 10 chatbots.
Chatfuel. You can use this chatbot builder for free with an up to 1000 subscribers limit and Chatfuel’s branding logo. The Pro plan costs $15 a month, while Premium costs $300 a month.
13chats is a convenient online service for marketers and support teams that allows you to increase sales with online chats, smart widgets, and chatbots. You can use a large free plan for 5 operators with full access to all of the service features. The standard plan for 13 operators costs $13/month, the Pro plan is $33/month, and the Premium plan is $93/month. Limits can be increased upon request.
How to Build a Chatbot
LIKE.TG allows you to create chatbots to support your audience ina pre-determined scenario. This chatbot builder can make use of different elements — message, flow, action, and pause — to customize and blend.
Follow this step-by-step guide to create a chatbot for Facebook Messenger and connect it to your page.
Create and connect a Telegram chatbot with these instructions.
Chatbot Building Best Practices
Use chatbots yourself
Introduce your chatbot
Set expectations
Guide customers
Predict possible mistakes
Be straightforward with chatbot limitations
Make chatbot speak your language
Allow unsubscribing
Use chatbots yourself. To understand chatbot usability, you should be an active chatbot user. This knowledge will show you the weak points that chatbots have and avoid those mistakes when building yours.
Introduce your chatbot. Let your chatbot introduce itself. It is also essential to mention it is not a real person, like this: “Hello, I’m AidBot, your virtual assistant in a Medical Clinic.”
Set expectations. Let users understand the purpose of the chatbot: “I’m here to help you choose the best gift for your kid!” or “I’m Captain Price, I aim to help you choose the right pricing plan.”
Guide customers. Actively use buttons to guide them and speed up communication. Mind that the choice between more than three buttons confuses the reader, and slows their way down the sales funnel.
Predict possible mistakes. When there’s no chance to use buttons because you need users to type in the name of their city, for example, expect misspellings. Think about the most popular mistakes and include them in the list of words that trigger a reply to avoid the conversation restart.
Be straightforward with chatbot limitations. If a user types in something that your chatbot wasn’t programmed to answer, make a reply as such: “Sorry, but I don’t understand.” And give a couple of buttons like “Go back” or “Main menu” as a response.
Make chatbot speak your language. Use emojis, images, and all available chatbot builder functionality to create conversations relevant to your brand communication style.
Allow unsubscribing. At the very start, let people understand how to leave the dialog if they wish to. Usually, users are unsubscribed automatically after they type in “stop.”
Implement chatbots into your marketing strategy alongside with emails, SMS, and web push in LIKE.TG!
Celebrity marketing
Celebrity marketing is a technique that implies hiring a famous person to endorse a brand’s product or service. It covers different types of promotion: an opinion leader using and recommending a specific product or an influencer in the image of the brand. A brand uses a celebrity’s reputation to establish trust, awareness, and recognition among this person’s following.
In this article, we’ll uncover why to attract celebrities for advertising and how to get celebrity endorsements. We’ll also review some great examples of successful celebrity marketing campaigns.
Why attract celebrities for advertising?
Brands often involve celebrities to showcase products and influencers to recommend them to draw attention immediately and establish brand awareness. Influencers and opinion leaders can generate buzz around a company, increase exposure, and attract more people.
Since celebrities have the power to influence customer decisions, companies use them to their advantage. According to statistics, 37% of consumers trust the recommendations of social media influencers and discover new products from their videos, photos, and stories. You can often see large brands with opinion leaders as brand advocates. They become salespeople, showcase products, and encourage customers to purchase. With influencers' help, companies reach new audiences and enhance credibility and visibility. Moreover, celebrity endorsements enable brands to stand out among competitors. If an opinion leader uses a specific brand and recommends it, people trust and buy its products.
Influencers can use different techniques to draw followers’ attention: create tutorials, guides on product usage, before and after stories, posts, etc. They call out to people through different marketing channels and help companies attain their conversions, sales, and revenue goals.
Now that you know why brands partner with opinion leaders, let’s proceed to the next section to find out how to encourage endorsements.
How to get celebrity endorsements?
Unlike endorsements in TV and print advertisements, modern celebrity marketing establishes a connection between an endorser and a customer. Brands are serious about choosing an influencer and don't rely solely on that person's fame. They look at a career, hobby, lifestyle, and other aspects. Customers should associate this opinion leader with themselves. So finding a great fit isn’t an easy task. In this section, we’ll show you how to do it.
Determine your budget. First, you should do is to decide how much money you are willing to spend. The budget depends on the celebrity you want to invite and the contract. You might consider famous personalities (models, actresses, influencers, entrepreneurs, etc) if you have a big brand. However, if you are starting a business, you can work with micro-influencers on Instagram, TikTok, and YouTube.
Ensure you know your target audience. Before selecting a celebrity, analyze your target audience to learn their needs, hobbies, interests, and desires. Create a buyer persona to have a clear understanding of your ideal customer.
Find the right candidate. You can choose a basketball player, makeup artist, popular singer, or a famous actress for your promotion. However, remember about finding a celebrity related to your product and with a passion for promoting your product. Searching for the most popular celebrity isn’t always a good strategy. Find someone who fits perfectly with your brand's mission, values, and ideas. If the influencer shares your vision and ideas, they will sound more persuasive to customers.
Ask micro-influencers for help. If you are starting your brand, consider collaborating with influencers with 1,000 to 10,000 followers. It’s a cost-effective way to reach more people and gain exposure. They can be even more effective and dedicated to your product promotion than singers, models, and actors. Moreover, micro-influencers are more trustworthy and share information within their niche industry. For example, travel influencers post about hotels, tickets, special clothes, apps, etc.
Now that you know how to get endorsements, it’s time to explore some powerful celebrity marketing campaigns.
Examples of Celebrity Marketing Campaigns
Celebrity marketing is considered one of the most effective marketing strategies that help achieve key business goals. In this section, we’ll review some examples to see what influencers have brought to world-known brands.
Shaquille O’Neal Papa John’s
Perhaps every American knows Shaquille O’Neal as a sports analyst and one of the greatest basketball players. Yet it’s not the full list of his professions and achievements. In 2020, Shaquille O’Neal partnered with Papa John’s pizza chain. The collaboration aimed to create a specialty pizza – The Shaq-a-Roni pizza. The campaign brought stunning results to the brand. They managed to sell more than 3 million pizzas and collect 3 million dollars for charities. Shaquille O’Neal and Papa John’s raised this money in two months. After the campaign, the famous basketball player became a board member of the company.
Eva Longoria L’Oreal
American actress, producer, and director Eva Longoria endorsed L’Oreal, a French personal care company. The attractive actress with long beautiful hair was a perfect fit for the brand’s product. In 2020, the actress released a series of useful how-to YouTube videos with L’Oreal aimed at the brand’s product promotion.
Congrats, now you know what celebrity marketing is and why it’s essential. Hope that our successful examples will serve you as inspiration when you decide to develop your celebrity marketing campaign.
Chatbot
A chatbot is an application that can imitate a real conversation with a user in their natural language. Chatbots enable communication via text or audioon websites, messaging applications, mobile apps, or telephone. With the LIKE.TG chatbot builder, you can create a chatbot for Instagram, Facebook Messenger, Telegram, and WhatsApp without any coding skills for free.
In this video, Alex, a marketer at LIKE.TG, explains how to use chatbots to boost your social media.
Why are chatbots important for a business?
Let’s highlight some of the advantages that chatbots offer businesses going by findings in the State of Chatbots report of 2018.
Help companies to provide 24-hour service.64% of respondents to this survey reported that 24-hour service is one of the main advantages of using chatbots. With bots, businesses can ensure that they respond to customer queries regardless of the time, thus boosting customer experience — an essential factor for success in business.
Allows brands to reach out to more customers. Going by this report, 69% of users prefer bots over apps when interacting with businesses. It, therefore, makes economic sense to use this channel if a brand passes information regarding its products and services to a broader demographic.
Benefits of a Chatbot
Better customer engagement
Cost savings
Tracking gaining insights and consumer data
Successful lead generation, qualification, and nurturing
Easy operation in global markets
Below are more benefits of using chatbotsfor your business:
Better customer engagement. Chatbots shine at engaging both prospects and customers, leading to more sales. While a brand can go overboard with the traditional customer service by providing more information than is required, chatbots only give bits of data based on the input provided by users at each time. They do not end up annoying users with irrelevant information. Instead, they keep the customers engaged for longer by sharing the compelling content flowing.
Cost savings. Business owners have to pay their employees to manage a chatbot 24/7. These expenditures keep increasing as the business grows and can soon reach uneconomical levels. Chatbots are a one-off investment that assists firms by cutting down on staffing expenses. Brands can easily integrate customer support chatbots to cater to simple concerns of prospective customers and pass on the complex issues to customer service agents.
Tracking gaining insights and consumer data. Chatbots collect useful feedback from customers, and this information can go a long way to help brands improve their services. Moreover, this feedback can prompt brands to optimize their sites by making changes to low-converting pages.
Successful lead generation, qualification, and nurturing. Chatbots receive consumer information that enables them to send personalized messages to customers at various stages of the sales funnel. Bots can ask relevant questions, persuade the prospect, in turn, generate a leadfor a brand. Moreover, bots can help businesses to find out unqualified leads via key performance indicators (timeline, relevancy, resources, budget, etc.); thus, barring businesses from dealing with time-consuming leads.
Easy operation in global markets. Chatbots help enterprises offer excellent customer service in multiple languages all year round. In turn, brands can scale up their operations in new markets.
How does a chatbot work?
Chatbots work based either on artificial intelligence or rules. We'll consider rules-based chatbots because they don't require the knowledge of code or any technical skills. Non-tech-savvy marketers can select a platform providing chatbot functionality. Such a service lets create auto-replies and advanced scenarios based on triggers. Subscription to a chatbot, any keyword or message sent by a user can work as a trigger. For example, a user subscribes to your bot. You can create a welcome flow that will be sent to users automatically after subscription. Include quick replies with several options available, such as "About us", "Learn more about the product", and "Contact sales department." Then you can send different messages based on subscribers' replies. You can even assign tags to users to provide them with relevant offers later.
Consider as many potential triggersas possible that users are most likely to type in. If you sell products, they may include "price," "size," "exchange," "refund," etc. After you list these possible triggers, design auto-reply flows to provide leads with the necessary information. This way, your sales reps and support team will manage to deal with high-priority tasks and automate answering FAQs. Read on to learn how to create a chatbot with LIKE.TG for free.
Now that you know the benefits of chatbots, take a look at platforms providing chatbot functionality.
5 Best Chatbot Platforms
LIKE.TG
ManyChat
Tidio
Chatfuel
MobileMonkey
In this section, you'll get to know the important factors to consider when choosing a chatbot platform. We'll cover the features and pricing of the 5 best services. Stay tuned!
LIKE.TG
LIKE.TG is a unified marketing platform that helps small and medium businesses automate communication with clients through email campaigns, chatbots, web push notifications, and SMS. It provides a simple and functional chatbot builder that requires no coding to create a powerful chatbot.
LIKE.TG allows you to design a chatbot for Instagram, Facebook Messenger, Telegram, and WhatsApp. You can turn website visitors into chatbot subscribers with the help of multichannel subscription widgets. LIKE.TG chatbot builder functionality enables brands to reduce the workload of their customer support teams by setting up auto-replies to answer users' everyday questions. You can encourage chatbot users to answer several questions about their product preferences and provide them with personalized offers which will result in higher sales.
LIKE.TG chatbot builder features
using images, files, audio, video files, and emoji to create interactive conversations;
automated replies to users mentioning your brand in their Instagram Stories;
promoting your chatbot on Instagram Direct with the help of ads;
adding several live agents to Instagram chats;
accepting payments via Stripe, PayPal, Fondy, and LiqPay;
creating filters based on subscribers' personal information to send relevant messages and offers;
saving user information with the help of input for further customer segmentation;
detailed stats on interaction with a chatbot;
chatbot management on your smartphone.
It won’t take you more than an hour to create a chatbot flow with LIKE.TG. Check below a flow created for a bookshop with the LIKE.TG chatbot builder. Users can choose several scenarios and get help with making a perfect choice.
Follow the instructions to create a chatbot for your Facebook page.Find out how to create an Instagram chatbot.Learn how to create a WhatsApp chatbot.Discover how to connect a Telegram chatbot.
Pricing
LIKE.TG offers a free plan which allows you to create up to 3 bots, have up to 1,000 contacts, send up to 10,000 messages per month across all of your bots, and add up to 10 variables. With this plan, you can evaluate the benefits of the service.
If you want to create a WhatsApp chatbot, design unlimited bots and variables, accept payments, add tags and webhooks, upgrade to a paid plan which cost $9,60 per month for 1,000 subscribers.
ManyChat
ManyChat is a platform that allows users to supercharge their Facebook Messenger and Instagram marketing with chatbots. They help reach more leads, engage prospects, blow up sales, and automate conversations with customers without much sweat even if you’re not a tech-savvy marketer.
ManyChat allows its clients to provide their customers with instant support, improve lead generation, increase sales and qualify leads by automating conversations for Instagram Direct Messages and Facebook Messenger. Drag and drop functionality lets you design advanced flows without much stress. You can conduct contests, giveaways, and promotions to boost subscriber engagement with your brand. If needed, your team will be informed that customers want to have a live chat.
ManyChat features
audience segmentation;
customization of text, media, and destinations;
comments automation;
automated reacting to users mentioning your brand in their Stories;
a wide choice of conversation starters;
automatic capture of user information;
adding team members to live chats;
leading users to your Facebook Messenger chatbot with the help of a Messenger URL Growth Tool;
conversation analytics.
ManyChat offers a drag and drop conversation builder, so you need to add the necessary blocks to build a flow. Check out an example below. You can also learn detailed stats of each action and block to improve your chatbot on the go.
Pricing
ManyChat provides a free plan which allows you to create a chatbot for Instagram Direct Messenger and Facebook Messenger, automate conversations with up to 1,000 contacts, use basic Growth Tools, have 10 customer tags, and get email support.
Upgrade to a paid plan which costs $15 per month to engage unlimited subscribers, use unlimited Growth Tools, and build advanced campaigns using tags, custom fields, and segments.
Tidio
Tidio is a customer service tool that helps supercharge your conversations with clients via chatbots for Facebook Messenger and live chats. You can add a live chat to any website without having to code. Customize a live chat widget to fit your brand style. You can build a chatbot scenario with an intuitive drag and drop editor or use one of 20 chatbot templates.
Tidio lets its users communicate with leads and never lose a customer via any channel from one place. Increase sales by collecting customer personal data, advanced lead qualification, and recovering clients’ abandoned carts. Let your support team deal with more complex tasks and delegate part of their workload to chatbots. This way, you can automate answering repeated questions, segment users, and inform operators about certain customers’ actions to respond immediately. Drag and drop the necessary nodes (blocks) to build a chatbot flow that can consist of actions, triggers, and conditions.
Tidio chatbot builder features
35+ pre-designed chatbot templates;
segmenting customers based on their behavior;
adding text, galleries, user input, emoji, quick replies, buttons, email phone number validation;
customer data overview along with custom fields, tags, and segments;
basic analytics.
Although Tidio lacks some advanced features like a Facebook website widget, comments auto-reply, webhooks, and growth tools, this platform can be a perfect choice for beginners looking for a straightforward solution without wide functionality.
Below you can see an example of a lead generation bot created with Tidio. The interface is pretty simple, so it won’t take you much time to learn. This is the bot for users who engage with your website for the first time.
Pricing
Tidio provides a free plan which lets you have up to 100 unique visitors per month, unlimited chats, and add up to 3 agents.
To reach unlimited unique visitors, upgrade to a paid plan which costs $49 per month. It also allows you to build unlimited active chatbots, use ready-made chatbot templates, and access 24/5 live chat support.
Every new user gets a 7-day free trial of the paid plan to evaluate the premium features of the platform.
Chatfuel
Chatfuel is one of the leading chatbot platforms in the world used by Levi’s, Adidas, and Netflix. Users appreciate the service for its functional chatbot builder and clean interface that require no coding skills to build an advanced chatbot flow for your business. You can collect customer data, attract new clients, automate support, and boost sales via a website, Facebook Messenger, and Instagram chatbots.
Chatfuel allows you to attract new prospects in Facebook Messenger, cover their demands, answer FAQs, send auto-replies and promos, and segment customers. With this platform, it’s easy for users to make bookings in a few seconds, collect client feedback after the purchase, retain and bring customers back, and qualify leads saving each interaction in the built-in CRM system. You can easily capture leads’ information through direct messages and Instagram ads to nurture and segment them effectively.
Chatfuel features
intuitive drag and drop chatbot builder;
adding images, video, audio, attachments, emoji, gallery, quick replies, buttons, free text input;
creating custom fields and user segments;
pre-designed Instagram templates for different scenarios;
custom automated replies;
automation of all Instagram communication channels including stories, mentions, direct messages, post comments, ads;
lead management: segmenting, qualifying, exporting;
live chat
clear analytics.
Below you can see the process of creating a chatbot for a bookshop. You can add different blocks on the left panel and customize them by enriching them with media on the right. Test your chatbot before launching.
Pricing
Chatfuel offers a free plan which allows you to create a full-featured bot for 50 subscribers and have priority support for the first 30 days.
You can upgrade to a paid plan which costs $15 per month and lets you interact with 500 contacts.
MobileMonkey
MobileMonkey is a chatbot marketing platform with enormous potential for your business growth. It enables marketers to automate outreach, convert inbound and outbound prospects into clients, and boost sales via social messaging channels. With its tools, you can find targeted prospects, qualify and convert leads, and close more sales. MobileMonkey’s technology OmniChat enables marketers to write automated chat conversations working across multiple apps.
MobileMonkey lets you either develop a bot using the framework or create a bot without a line of code with a visual builder. It won’t take you more than 15 minutes to create a bot scenario. Alternatively, you can use pre-made templates for different industries. You can optimize answering customers’ FAQs with automated sequences. A bot can effectively walk your user down the sales funnel and provide a positive user experience.
MobileMonkey features
pre-designed chatbot templates;
chat blaster which allows you to send a message to all your contacts or specific segments;
sending drip campaigns;
chat widgets;
Q/A triggers;
custom variables;
link to Messenger;
Facebook Comment Guards;
bot analytics;
bot cloning;
template sharing.
Below you can the process of creating a chatbot flow for a bookshop with MobileMonkey.
Pricing
MobileMonkey provides a free plan which allows you to send up to 1,000 messages every month to unlimited subscribers. You can create widgets, and add attributes and tags.
Upgrade to the Pro plan to send up to 2,000 messages per month. It will cost you $19.
Now you can choose the platform which fits best your business goals. Now, we'll walk you through creating a chatbot with LIKE.TG.
How to Create a Chatbot with LIKE.TG
How to create a chatbot for Facebook Messenger?
How to create a chatbot for Telegram?
How to create a chatbot for Instagram?
How to create a chatbot for Facebook Messenger
Facebook Messenger, being the second most used messenger app in the world and the first in America, is the best place to set up a bot.Set up chatbot marketingwith LIKE.TGby following these steps:
Step 1: Create an accountwith LIKE.TG and go to the “Messengers” tab
If you are not already on LIKE.TG, sign up. If you are already logged in, click “Facebook chatbot” under products.Go to “Messengers” tab at the top of the page and click the "Connect channels" button.
Step 2:Sign in with Facebook and create a bot
Select group pages for which you want to create chatbots. Click "Enable" opposite a group to enable a chatbot.
Step 3: Send atest message
Subscribe to your chatbotand send yourself automated messages and campaigns to test them.
When a prospect subscribes through a widget, the chatbot automatically sends them the first message. Launch messenger marketing strategy with LIKE.TG and send Facebook campaign anywhere faster!
Connect your Facebook bot
How to create a chatbot for Telegram?
Creating a Telegram chatbot is as easy as pie with LIKE.TG. You don't need to code or have any technical background. You can create up to three bots each month and send up to 10,000 messages for free. Follow this step-by-step guide to get started.
Step 1. Create a bot with @BotFather
Sign in to your Telegram account, enter @BotFather in the search tab, choose the bot that has a blue checkmark beside it, and click "Start" to activate it.
Then, create a name and username for your bot
Step 2. Connect your bot to LIKE.TG
Copy your token value and add it to your LIKE.TG account.
After you are redirected to the Telegram app, click "Start" and you will be subscribed to your bot. Look for more precise instructions in this guide.
Connect your Telegram bot
How to create a chatbot for Instagram?
If you still don't have an account, register with LIKE.TG. Follow _ below.
Step 1. Connect a chatbot
Navigate to the "Chatbots" tab and click the "Connect" button.
Step 2. Connect your Instagram account
To connect a bot to Instagram, you need to have a Facebook page and an Instagram business account. Follow the instructions on the screenshot to connect your account to a Facebook business page.
Step 3. Select the necessary Instagram business account
Choose the account for which you want to create a bot. Then select the company's Facebook page.
Step 4. Add the bot owner
Make your personal Instagram account the bot owner. Log in and scan the QR code.
Step 5. Enter the code and send the message
If everything is set correctly, you'll receive a welcome flow.
Check out this guide on our Knowledge Base for more detailed instructions.
Connect your Instagram bot
Chatbot Examples
Below is a Hello Fresh chatbot.
Here is how the Score uses a chatbot to provide fans with updates regarding their favorite teams.
Eddy Travels bot allows users to find the necessary flight. Check out below.
Finally, HipMunk’s Facebook chatbot helps travelers book flights and hotels quickly.
Chatbot Best Practices
Give the chatbot a personality
Give users reading time between messages
Know when to use buttons or quick replies
Use tactful quick replies to say no
Give the user a way to re-engage with the bot at the end of the conversations
Here are the best practices for building, testing, and using a chatbot:
Give the chatbot a personality. How people perceive the bot will affect how they converse with it. Simple things like giving it a face and a name can go a long way to enhance the user experience.
Give users reading time between messages. No wait times or short wait times make it frustrating forusers to keep up with the conversation. So, set wait times depending on the length of the message and increase the wait times a bit more with each additional message.
Know when to use buttons or quick replies. Quick replies are written as the user responds to facilitate the conversation flow and usually disappears after use. Buttons, on the other hand, are written when the chatbot is talking and is used to navigate. They do not go away after use.
Use tactful quick replies to say no. Have polite negative quick responses that people can use without feeling bad about it.
Give the user a way to re-engage with the bot at the end of the conversations. Craft a response that allows the users to re-engage the bot later.
Create chatbot
Churn rate
The churn rate is expressed in terms of interest or money and refers to the clients who have left the company. Thus the fall of incomes is implied. Calculation of this indicator is essential for business as it allows us to detect losses in the competitiveness of the enterprise’s offer.
How to Calculate the Churn Rate
The process of churn rate calculation is relatively simple if the company has a clear definition of a lost client and accounting for this indicator. For example, if your churn rate is 5%, it means that every month your active client base is reduced by 5%. Your churn can be $ 2000: in that case, every month, you lose $ 2000 of income due to the cancellation of customers or their downgrade.
To discover your churn rate, divide the number of lost clients by the number of clients you had at the beginning of the month, for example, and multiply by 100%.
The more buyers you have today, the fewer of them will remain tomorrow with you, and it means that the cost of each new customer, like the difficulty of their search, is steadily growing. If you continue to lose your current users, finding others will be much more difficult.
Customer churn is an indicator of problems with the product itself, therefore it is very important to track churn rate and analyze it. You need to understand what exactly causes the churn customers and eliminate the discovered drawbacks of the product because only this will reduce the churn.
What are the reasons for churn rate
Low products' quality. People became your clients because they needed your product or they appreciated its high quality, but soon it might fall, and they are no longer satisfied, so you have lost them.
Bad service. Not only a product's quality is essential, but the service as well. Your customers might have waited for their order for two weeks, but you promised to deliver it in 5 days, or you sent damaged goods. All your mistakes may easily make your client leave you in search of better service.
Brand loyalty decreases. It happens that prospects find somewhere negative feedback about your company, and it prevents them from dealing with you. Besides, you might have made a mistake once, and it harmed if not even spoilt your reputation. Thus, people lose trust in your brand.
Appealing competitors' offers. Competitors always try to offer more appealing offers for lower prices, and it's quite okay as it makes you develop, improve your business. Mostly, people choose something cheaper, or they are merely interested in new and original products and services.
Personal reasons. Reasons like a change of interests, needs, preferences, income decrease.
How to reduce the churn rate
Of course, it is impossible to avoid churn, but you can reduce it. Churn rate means dissatisfaction with your business. Who knows the reasons better if not your clients? Ask them! You should establish and maintain relationships with them not only to get your regular revenue but to improve.
Ask your clients what they are not satisfied with, what can be improved, or what they expect from your service/products.
Create a questionnaire where you can ask, "What should we improve in our service to make it better?" Mention that you will surely take into account customers' pieces of advice.
Make it easy for subscribers to leave feedback about your work.
Don't forget to reward your loyal customers, offering them special discounts.
So, there are many chances to reduce the churn rate, but it takes much time and effort. Analyze your work, communicate with your clients, and take the necessary steps to improve!
Certification mark
A certification mark is alabel on a product that indicatesits compliance with the existing standards and regulations. It helps companies show consumers that their productsare high-quality,meetcertainrequirements, andhave the necessary documentation.
In this article, we’lltalk about whata certification mark is, clarify the difference between a certification mark and a trademark, and learn how to obtain this mark.
What does a certification mark indicate?
A certification mark indicates that your products and services have been thoroughly tested in terms of theirquality, safety, and durability. Certification organizations confirm thata product meets the existing standards and let companies use a specific type of certification mark for their goods. It shows that there is an agreement between a producer and national testing organizations. This agreement controls the safety and quality of products from different brands all over the world.
If a product or service has a certification mark, it meets the existing requirements of certification centers. If a government agency registers a certification mark, it approves the product’s quality. There are different types of marks. They can show the specific region an item comes from and how it was produced. For example, ifa product was created from recycled materials, you’ll see it on its certification mark.
There are no special rules forcertification marks. They don’t need to include some special kind of wording,but you can often encounter goods with the word “certified” on their packaging.
Now that you know why brands need certification marks, it’s time tofind out what the difference isbetween certification marks and trademarks— sometimes people use these terms interchangeably, though they denote different processes.
Certification Mark vs. Trademark
People confuse these two terms, so we’ll provide a detailed description of each. This way, you’ll be able to identify whethersomeone is talking about a certification mark or trademark.
A certification mark is alabel thatindicates that a product complies with the standards and requirements of certification organizations. Theyevaluatethe safety, quality, material, and other characteristics of goods and servicesand decide if they comply with a certain set of standards. A certification mark supports the agreement between producers of goods and testing organizationson a national level.
A trademark is a word, symbol, or phrase designed toindicate that a product or service was produced by a specific company. It prevents any infringements or negative influences onsuch companies’ reputations from other businesses.A registered word, symbol, or design associated with your products allows you toprotect your brandfrom being brought down by competitors’ dishonest acts.
In a nutshell, a certification mark indicates that an item is producedin compliance with generally accepted rules and standards, whereas a trademark helps itsproducer protect their ownership rights ontheir products and services.
The difference is clear now, so let’s proceed to the next section todiscover how toregister a certification mark.
Howdo you acquire a certification mark?
Althoughthe process of acquiring a certification marktakes some time and effort, itisworth it in the end, as your products’ quality, materials, and origin will be nationally recognized.
To get a certification mark, you need tohave the following documents:
alegal name and physical and email address;
alegal entity type;
citizenship (the US or a foreign country);
a detailed description of your certification mark;
an English translation (for those who have their documents in a foreign language);
the list of goods for which you want to get a certification mark;
a drawing of yourcertification mark;
a filing fee (chargedby a government agency) and a filing basis.
Once you have all the documents from the list above, you can apply to get a certification mark. To do it, use the Trademark Electronic Application System. You’llbe notifiedwhenyourcertification mark is ready.
To recap, certification marks differ based on the products you use them for butare similar in their purpose — protecting customers’ rights. They prove that certain products and services are safe and created according to generally accepted standards.
Click-through rate
A click-through rate (or CTR) is a metric that determines the number of clicks on email links from the number of delivered messages. For YouTube videos, it shows the percentage of clicks from the number of impressions (times when a video has been surfaced by YouTube algorithm.) In Google Ads, CTR is the number of clicks on the ads from the number of times they’ve been viewed.
In this video, the LIKE.TG marketer offers eight tips to improve email CTR.
Why is tracking a click-through rate important?
It’s a crucial digital marketing metric that helps companies monitor performance of their email marketing campaigns, YouTube videos, and PPC advertising. You can’t analyze how users engage with different types of content emotionally. However, people express their interest when they click through your content. This allows you to nurture them to the next lead funnel stage. Without tracking this metric, it will be completely unclear what impact your marketing campaigns make on your audience.
CTR indicates how effective your marketing approaches and methods are, as well as how accurate you target your audience. This metric also identifies whether you speak your clients’ language and whether you thought out your promotion campaign well. A click-through rate also allows you to compare your current campaigns with previous campaigns and realize if you move in the right direction. A low click-through rate is a wake-up call that tells you’ve made a mistake somewhere.
Let’s find out how to track this metric on different internet marketing channels.
How to Measure a Click-Through Rate
CTR formula for email campaigns
CTR formula for YouTube videos
CTR formula for PPC ads
CTR is calculated similarly for each channel where marketers use this KPI. Let’s see how to check your click-through rate on different platforms.
CTR formula for email campaigns
Here’s how to measure a click-through rate of your email campaign.
Email CTR = Number of clicks/Number of delivered emails x 100
A click-through rate, alongside the open rate, unsubscribe rate, bounce rate, etc., are automatically tracked after sending your email campaigns with LIKE.TG. This detailed statistical report looks like an infographic, so it’s easy to analyze.
You can also go beyond email CTR with a click map. It allows you to track precisely the links users click in the email. Here’s how this feature looks.
CTR formula for YouTube videos
Here’s how to calculate the YouTube video click-through rate.
YouTube video CTR = Number of clicks on the ad/Number of impressions
You can analyze CTR, watch time, average view duration, and the number of unique users in the “Analytics” tab in your YouTube Studio. A report shows a 4.9% click-through rate for videos over the last 28 days.
CTR formula for PPC ads
You can analyze this and more metrics in Google AdSense — a platform for tracking your advertisements’ efficiency.
PPC ads CTR = Number of clicks on the ad/Number of impressions
Here’s the “Home” tab in AdSense, where you can analyze your estimated earnings, including earnings by country, and performance metrics, including the number of page views, clicks, and CTR.
What is the average click-through rate?
This metric drastically differs between channels, industries, and brands. Let’s get acquainted with this data across the three channels:
Average CTR in email marketing. According to HubSpot, the highest average CTR is from 8.5% to 9.3% in retail, health, and manufacturing industries. The lowest average is from 6.8% to 7.1% in real estate and financial fields.
Average CTR for YouTube videos. According to YouTube, half of all videos on the platform have CTR from 2% to 10%.
Average CTR in PPC ads. According to WordStream, the highest average CTR for display ads is 3.4% for online dating industries. The lowest CTR is 1.3% for industrial services and legal industries
Let’s now find out how to improve your CTR for each channel.
5 Best Practices to Improve Email CTR
Improve your open rate first
Format your emails correctly
Personalize your messages
Use a straightforward CTA
Run A/B testing
The key to success in email marketing is to build long-lasting relationships with your audience, share relevant content, and maintain your email list healthy. Let’s see five specific tips that are solely aimed at improving your click-through rate.
Improve your open rate first. The open rate shows how many people opened your message. If this metric is low, so will be your CTR. Create catchy and relevant subject lines, enrich them with preheader text, and clean your email list from inactive email addresses to improve your open rate.
Format your emails correctly. Make sure your email looks professional and has a responsive design, so that it displays well on all devices including smartphones. Users will be less likely to engage with wrongly formatted email, in fact, they may even unsubscribe or mark your email as spam.
Personalize your messages. Segment your audience into groups that have common interests. This will help you create relevant and personalized emails and come up with irresistible offers and discounts at the right time. With personalization, you can bring more value to your audience, increasing CTR.
Use a straightforward CTA. It’s best to use only one call to action to better focus subscriber attention. A good CTA should tell users what their next step is. If you promote language courses, your call to action should say “Learn more” or “Buy now” in case you’ve already described all the details in the email. If you send an abandoned cart email, it’s best if your CTA says “Proceed to checkout” or “Return to cart.”
Run A/B testing. This feature allows you to compare different variations of subject lines, CTAs, text, images to find out what works best. A/B testing is free for LIKE.TG users.
Let’s see how to get more clicks on your videos.
3 Best Practices to Improve CTR for YouTube Videos
Work on your title and thumbnail
Adjust your content for your target audience
Analyze your audience’s retention
Like in email marketing, the quality of your content is crucial for generating more clicks and views. Here’s what you should try to improve things.
Work on your title and thumbnail. If your video gets many impressions on YouTube while only a few people click to watch it, it means your title and thumbnail are not catchy, or the video itself doesn’t meet user expectations.
Adjust your content for your target audience. Define your target audience, what language they speak, as well as their needs and pain points. Stepping into your viewers’ shoes is a great way to create awesome content that users will likely engage with and click at.
Analyze your audience’s retention. Look for patterns in your audience retention graphs. This will help you understand why users close your video without watching to the end and what holds their attention. Use these insights to craft better content and increase your CTR.
6 Best Practices to Improve your PPC ads CTR
Use a countdown timer to create FOMO
Use ad extensions
Put the primary keyword in the ad’s URL
Use a straightforward CTA in your banner ads
Test different ad types
Use remarketing
Digital ads have the lowest CTR among other channels, but immerse global reach of these advertisements makes it worth a while. Let’s review six tips to improve it.
Use a countdown timer to create FOMO. It’s a good idea to add time-sensitivity to your ad. If you tailor your ads to the right audience, this technique will help you win more clicks.
Use ad extensions. These extensions allow you to upgrade your search ads on Google. Using them, you can enrich your ad snippet in SERP with specific location, contact, ordering, and app information. You can attract more users to your site by showing them specific details, for instance, product prices.
Put the primary keyword in the ad’s URL. Users who see your ad in Google SERP will notice that your company specializes in a certain field such as yoga classes. This will add more reasoning to click through your ad.
Use a straightforward CTA in your banner ads. Clarify what happens when the user clicks on the ad. People have a short attention span, so you need to catch their focus with a clear CTA right away. Any unclarity will reduce the number of clicks on your ads.
Test different ad types. Try different types of ads, including search, display, and location ads. You never know which types work better for your industry unless you try.
Use remarketing. This form of online advertisement allows you to show your ads to users who have previously interacted with your ad multiple times. Although some people find this irritating, it may help you drive more warm leads to your website.
Congratulations, you’ve learned what CTR is in digital marketing! We hope this guide will help you improve your CTR.
Chatbot platform
A chatbot platform is a service that allows marketers to create and maintain chatbots for various messengers, like Facebook Messenger and Telegram.
In this video, Anna shares some tips on how to use chatbots and make your conversions fly through the roof.
Chatbot marketing is gaining popularity among many businesses today. In 2020, there are 40 million businesses on Facebook Messenger with 300,000 active chatbots. Thanks to services like LIKE.TG, MobileMonkey, ManyСhat, and more, it has become nearly effortless to create a useful chatbot without any coding experience.
Chatbot platforms are convenient tools that help companies automate various touchpoint interactions with their audience, such as ticket booking, placing orders, sharing updates, news, etc.
Let’s take a look at the benefits of using a chatbot platform for your business.
Why are chatbot platforms important?
Provide universal tools for creating chatbots
Help identify the best messengers for your business
Simplify multichannel marketing
Help track your overall chatbot marketing efficiency
Here are four key reasons to include a chatbot platform in your overall digital marketing plan:
It provides universal tools for creating chatbots. An efficient chatbot platform offers a set of tools to build chatbots for different messengers — all in one place. This means that you won’t need to try different chatbot builders to create a chatbot for Facebook, Telegram, or WhatsApp. Besides, an all-in-one chatbot platform has one customer support team that can help you set up and run your chatbots on all the messengers you use.
It helps identify the best messengers for your business. Using a chatbot platform, you can test the efficiency of chatbots for various messengers, and determine which medium — e.g., Facebook, WhatsApp, or Telegram — is the most effective for your audience. After that, you can direct all of your efforts in one place, especially if your business is on a tight budget.
It simplifies multichannel marketing. A chatbot platform helps users implement a successful multichannel marketing strategy that saves time and money while improving their relationships with the audience. By actively using chatbots, you can collect new leads for your business. Besides, having one more marketing channel allows you to move your existing audience between channels, providing value, and a more personalized experience.
It helps track your overall chatbot marketing efficiency. You can easily track the efficiency of each chatbot you have with a wide range of statistics. The main stats for measuring chatbot’s effectiveness are the number of sent and opened messages and redirects to your website. Some services display these metrics using a click map.
Now, let’s pay attention to some factors to keep in mind when choosing a chatbot platform for your business.
How to Choose a Chatbot Platform
Multiple communication channels
Multi-language support
Automation
Personalization tools
UX
Free plan availability
It’s necessary to find a chatbot platform that fits your business needs. Your choice depends on your goals, the chatbot’s functionality, and pricing. Here’s a list of factors to consider when choosing a chatbot platform:
Multiple communication channels. It’s best if a chatbot platform enables you to create chatbots for various messengers and multiple social media pages. If it does, you can quickly increase your market share and overcome the competitors.
Multi-language support. It should enable you to create chatbots that can “speak” different languages. Ideally, it should automatically translate inquiries from one language to another so the support team can handle issues for users all around the globe.
Automation. A good chatbot is a multifunctional system, able to automate processes beyond auto-replies. It should answer FAQ, guide users towards making orders or booking seats for an event, redirect users to specific pages or a manager, etc.
Personalization tools. Marketers should take advantage of all the user data they collect to create a deeply personalized user experience with their chatbots. Highly personalized chatbots include users’ names in messages and create specific flows based on their unique position in the lead funnel.
UX. Creating chatbots should be intuitive and straightforward. Any company, be it a small family business or a large enterprise, should be able to design chatbots without coding skills.
Free plan availability. A free trial is necessary to get acquainted with a chatbot platform’s functionality. It’s best to create some test chatbots before upgrading to a paid plan.
For that reason, we’ve reviewed some chatbot platforms that offer a free plan. Before you decide which chatbot platform is worth your time and effort, let’s compare a few of them.
Best Chatbot Platforms for 2022
LIKE.TG
Chatfuel
MobileMonkey
All professional chatbot platforms have the following basic functionality: adding images, audio, video, text, files, and quick response buttons.
Let’s focus on the value these three platforms provide.
LIKE.TG
Functionality. LIKE.TG is an omnichannel marketing platform that allows you to combine channels like chatbots, email, SMS, web push notifications into an integrated digital marketing strategy. Its chatbot platform has a convenient and user-friendly chatbot builder to develop chatbots for Facebook Messenger and Telegram. It allows you to gather leads for your chatbot using a subscription widget. The service provides tools to create sequential auto reply flows based on predefined and custom-made triggers.
LIKE.TG also allows you to send webhooks via chatbots, collect data based on user input, and assign variables and tags to particular contacts based on their activity. You can also send promotional and educational campaigns, updates, and notifications to chatbot subscribers.
Here’s an example of a chatbot flow created with LIKE.TG in under an hour. All messages of the flow are placed within one convenient interface so you can see the entire chatbot. This particular chatbot is designed to help users choose a new book by providing recommendations. A book shop can use a similar flow to increase sales and reduce the workload on their sales team.
Free plan. The service allows you to create up to three bots for Facebook Messenger and Telegram using up to 10 variables, and send up to 10,000 messages monthly to an unlimited number of bot subscribers.
Paid plan. This plan starts at $9.85/month and lets you send unlimited messages, provides unlimited bots, variables, and tags. Plans are based on your number of subscribers.
Chatfuel
Functionality. Chatfuel bots for Facebook Messenger, save user inputs, and export data to Google Sheets and Google Analytics. This chatbot platform allows you to use an A/B testing plugin and an RSS plugin to share content from RSS feeds via chatbots with ease.
Here’s a similar chatbot for a book shop. There is a welcome image on the left-hand side and blocks that you can connect with each other. On the right-hand side, you can customize these blocks and create the right sequence of messages, images, quick replies, etc. Although you cannot see the entire chatbot at once, you can test it as if you are on Facebook Messenger right in the chatbot builder.
Free plan. This chatbot platform provides basic bot-building features to design a simple chatbot and allows you to send campaigns to the first 1,000 active bot subscribers.
Paid plan. A Pro plan starts at $15/mo based on the number of users connected to a chatbot and allows you to use conversation handover, with the ability to delete inactive users. A Premium plan offers custom pricing, allows you to send cart reminders for Shopify, and provides an individual account manager assigned to you and bot-building help.
MobileMonkey
Functionality. The platform works for Facebook Messenger and website bots. It provides OmniChat technology that enables you to write chat content once and use it in every chat platform. The service allows you to segment your audience based on custom tags and provides useful integrations with Zapier.
MobileMonkey also offers a chatbot widget for lead generation, integrations with a landing page builder, custom attributes, and tags. Besides, you can use helpful tools for setting QA triggers, bot cloning, and template sharing. The content of a bot made with MobileMonkey can be organized into folders connected to your flows.
Here’s another replica of a book shop chatbot created with MobileMonkey. Similarly to Chatfuel, this chatbot platform allows you to structure your bot in separate folders and custom blocks.
Free plan. This chatbot platform limits you to 1,000 monthly messages to an unlimited number of subscribers and lets you create subscription widgets, attributes, and tags.
Paid plan. The Pro plan allows you to send up to 2,000 messages for $19/mo, the Pro Unicorn plan offers 6,500 messages for $49/mo, and the Team plan allows up to 5 users’ to collaborate and a 1-hour premium onboarding session for $299/mo. Paid plans allow you to use manager handover and provide detailed bot analytics.
This has been a small overview of chatbot platforms, you can view a more detailed comparison of 8 chatbot builders.
Congratulations, you’ve learned what a chatbot platform is. We hope you take advantage of LIKE.TG’s free plan and create your first chatbot today!
Try LIKE.TG's chatbot platform
Cause marketing
Cause marketing is an approach in which a profit and non-profit organization collaborate and create campaigns that help drive profits and bring social change. It carries corporate social responsibility and activist messages in its marketing campaigns. This strategy allows a company to improve its brand image, stand out among competitors, change people’s behavior, and establish strong connections with communities.
In this article, we’ll cover the importance, benefits, types, and examples of cause marketing. We’ll also figure out how to create an effective cause marketing strategy.
Why is cause marketing important?
More and more people are conscious of environmental and social problems. According to statistics, 87% of consumers have a better perception of a brand that cares and supports environmental and social initiatives. 88% say they will demonstrate more loyalty towards such a company. Cause marketing helps companies improve customer loyalty, retention, and draw attention to problems around us. It’s beneficial for the revenue of the company and society. This tactic encompasses collaboration between profit and non-profit organizations and campaigns aimed to contribute to charities and social communities.
Since social consciousness and the need for sustainability have become increasingly popular, brands should adapt. In today’s world, socially responsible companies are at the top of consumers’ lists. Cause marketing allows brands to make good profits and bring social change. The collaboration of profit and the non-profit company brings more awareness and consciousness.
There are many reasons to implement cause marketing, especially when you know its benefits. So let’s figure out what they are.
Benefits of Cause Marketing
Cause marketing is an excellent idea for nonprofit organizations whose budgets and resources are usually limited. It helps nonprofits gain brand awareness and draw attention to the problems they raise. Moreover, this approach brings benefits for the corporate partner as well. The pros are:
positive brand image;
social responsibility;
competitive advantage;
strong relationships with communities;
conscious employees;
an increase in sales volume;
customer loyalty and trust;
satisfied customers’ expectations.
Now that you know the advantages, it’s time to explore the types of cause marketing campaigns you can leverage for your business.
Types of Cause Marketing Campaigns
Companies implement various forms of cause marketing campaigns. It’s time to explore each of them to identify the one that suits you the best.
Point-of-sale. Once customers want to pay for products, a cashier encourages them to donate. Consumers can see different advertisements about donations at the register. If customers buy online, a company can invite them to donate during the checkout.
Buy one, give one. Customers purchasing products automatically donate money for environmental or social change. Many companies that plant a tree for every product a customer purchases. WeWOOD, Baron Fig, Wave Tribe are excellent examples of brands that strive to save forests in different parts of the world. TOMS is one of the brands that contributed to “buy one, give one” becoming popular. This for-profit company donated a free pair of shoes for every pair sold. Now the brand has slightly different tactics. Once you buy a pair of TOMS shoes, you’ll be provided with a cause to support.
Purchase triggered donation. After people buy products, they automatically donate to a certain cause. There are many issues people can support: poverty, inequality, human rights, water pollution, etc.
Digital program. This type includes using web services and social media platforms. With their help, companies can collect donations.
The types are clear, so let’s proceed to the next section to find out how to create an effective cause marketing strategy.
How to create an effective cause marketing strategy?
The effectiveness of your campaign depends on the way you create it. We’ll walk you through the steps to develop a perfect campaign that encourages people to be socially responsible.
Choose the cause. Once you decide to employ a cause marketing strategy, you need to decide about the issue to raise. When choosing one, consider your business. It’s always a good idea to select a cause related to what you do. For example, shoe companies can leverage the “one pair of shoes bought = one pair of shoes donated” approach. If the cause is closely connected to your company, your team will be more professional in developing a strategy.
Define your goals. Once you select the cause, it’s time to think of the goals. Figure out the things you want to achieve through this campaign. For example, plant 10,000 trees, donate $100,000 to animal shelters, attain 1000 new customers, or gain brand awareness. Spell out all your goals to analyze the results and see if you succeed in achieving them.
Select the perfect timing. You should use resources efficiently and select the best time for your event. Timing depends on numerous factors such as corporate schedules, days associated with your campaign, or a season. To have enough time for campaign development, avoid a busy season. Make sure to determine the right time for the launch and campaign’s length.
Involve customers. You need to encourage as many people as possible to participate. There are different ways you can do it, mainly with the help of social media. Promote your cause marketing campaign on your social media platforms to hook the audience and get them involved. As an option, consider creating a hashtag and placing it under related videos and photos. It will drive customers’ interest.
Leverage marketing channels. As we’ve already mentioned, one of the most effective ways to involve people is through marketing channels. You can leverage popular social platforms like Instagram and Facebook as well as inform customers about your campaign through emails and messengers. This way, you’ll reach more people and encourage them to support your initiative.
Implement a visible and clear CTA. Ensure to include a visible call-to-action in all your messages. Customers will support your campaign by making donations and sharing information with others.
Now that you have a clear picture of the process, let’s see some examples to get inspired.
Examples of Cause Marketing Campaigns
We can name dozens of brands that successfully implemented cause marketing campaigns and resonated with customers. We’ll now review the most outstanding ones so that you can grab some inspiration. Hope these examples will encourage you to create a unique campaign that drives change.
The Body Shop
The company is actively involved in environmental protection and was created on these principles. However, you can not only see “100% Vegan” on the product packaging and “Against animal testing” on its website. The Body Shop constantly creates campaigns that promote the protection of the environment and support social responsibility. Let’s review one of the latest ones called “Time To Care” in more detail.
The famous cosmetics company decided to show appreciation to healthcare workers for their dedicated work. With this initiative, the brand is expected to support people’s health and wellness. The company donated around 510,000 products to hospitals fighting the effects of Covid-19.
Monterey Bay Aquarium
Since Monterey Bay Aquarium had to close its doors for customers, there were no sales. Aquarium had no income. Yet, animals still needed usual care from the staff. To solve the money problem, marketers decided to start a YouTube channel and post videos about aquatic life. This way, they succeeded in educating viewers about aquatic life and raising different animal issues.
This public aquarium also showed the "Act for the Ocean" campaign. It aimed at educating people about climate change, plastic pollution, protection of ecosystems, and making them more conscious.
Cause marketing is a good way to raise questions our world is facing. With its help, you can benefit by providing help to those who need it and establishing awareness.
Chatbot marketing
Chatbot marketing is a way to promote products and services using a chatbot — a computer application that carries conversations with users by a predetermined scenario or with the help of AI. Brands create this virtual assistant with achatbot builder, and connect it with messaging apps like Facebook Messenger, WhatsApp, Snapchat, Telegram, etc., or add it to their website. LIKE.TG provides a visual chatbot builderwhich allows you tocreate a chatbot for Instagram, Facebook Messenger, WhatsApp, and Telegram for free.
In this video, Alex shares tips on how to increase engagement on social media, promote products, and nurture leads with chatbots.
The first “chatterbot” named Eliza was developed in 1967 to demonstrate communication between humans and machines. Today, chatbots help companies achieve a high level of user engagement and solve users' problems, speaking with leads right in their private space. It promises the growth of profits but, at the same time, requires responsibility and respect.
Benefits of Chatbot Marketing
Saves time and money
Helps segment traffic
Provides a quick response
Speeds up the payment process
Fits any business
Boosts engagement
Gives data for analysis
Helps in lead nurturing
Let's discuss every aspect in detail.
Save time and money. A chatbot allows your business to serve more clients with fewer resources and efforts. Unlike human beings, the chatbot needs no salary and works 24/7, meaning that creating a chatbot is a one-time investment.
Help to segment traffic. Chatbots diversify your audience by leading the conversation in different directions. For example, a person showing interest in pricing is likely to be a warm lead, so the chatbot may suggest making an order right in the chat. In case people need more information, the chatbot should give all the necessary details about your product or service.
Provide a quick response. An instant reply enables users to solve their problems fast and results in a positive user experience for your clients. If performed correctly, the chatbot will improve your brand image and grow the feeling of trust associated with your company.
Speeds up the paying process. You can utilize a chatbot for completing orders without making users move to a website. Making orders and paying right inthe chat takes less time and effort from your customers to buy from you. For that, you need to connect PayPal or other money transfer services toyour chatbot. How beneficial for eCommerce stores!
Fits any business. You can design a chatbot to cover various processes, regardless of whether you own a small family business or a vast enterprise. It is a universal marketing channel, and LIKE.TG enables creating chatbots for Facebook Messenger and Telegram.
Boosts engagement. The conversation is held in messaging apps like Messenger, WhatsApp, WeChat, etc., with an enormous audience — around 5 billion users, according to MessengerPeople. This means that you will have a chance to communicate with a highly targeted audience on a globalscale.
Gives data for analysis. All data collected with the help of your chatbotgives you insights on your audience’s needs and preferences. With this data, you can adapt your chatbot marketing strategy as well as overall marketing to achieve better financial and communication results.
Help in lead nurturing. With chatbot marketing, you can smoothly and rapidly move prospects down the sales funnel. If you sell shoes, you can show different models, colors, characteristics — anything to warm leads and help them decide that your services worth their money.
What can a chatbot help you with?
Making orders
Customer support
Scheduling meetings
Tracking orders
Sharing news and updates
Now,that we know whychatbots are essential for marketing, let’s review some functions it can handle for your business.
Enabling making orders. If you run an eCommerce store, selling clothes, food, accessories, etc., a chatbot is a lifesaver since it allows taking orders directly in the chat. In case a user is yet not ready to make a purchase, a chatbot can at least tighten the search before the customer contacts a real person. For an organic food store, it would be helpful to find out which vegetables person needs — and only then address them to the sales rep.
Delivering customer support. A chatbot is a great assistant for answering FAQs. Besides, working 24/7, the chatbot helps solve the problem of different time zones. For a financial consultation agency, located in the US with the better part of its customer base in India, a chatbot would help to avoid hiring customer support on a double-shift basis.
Scheduling meetings. A chatbot may be extremely helpful for one-person brands in any industry — hair salons, fitness trainers, DJ services. You can connect it to Google Calendar, and your virtual assistant will take care of appointments while you give a haircut, move your body, or spin vinyl.
Tracking orders. “It said my package would come in three days, but I never received it!” — chatbots liberate you from that hassle that always appears with selling goods. A sophisticated chatbot allows tracking packages, while the simplerone can inform a person about the shipping and delivery automatically. Wouldn’t it be great to ask for a review a couple of weeks later and offer another product?
Sharing news and updates. When people start communication with your brand, you can suggest that you will be providing them with the latest news: new collections of clothes, fashion shows, etc. A chatbot can help you stay in touch with your audience, keeping people engaged.
Well, you can hire developers for creating a very expensive chatbot or try out a predesigned chatbot that solves a particular task or create one without a line of code in a chatbot builder. With LIKE.TG, you can create a chatbot for Facebook Messenger and Telegram without any coding skills.
Check out some effective use cases: «Real Facebook Chatbot Use Cases to Inspire You».
In the next section, you'll get to know how to create a chatbot and connect it to your Facebook page. Stay tuned!
How to create a chatbot for free with LIKE.TG
Our chatbot builder doesn't require you to know code or have any technical skills. Creating a chatbot flow has never been easier. You can set up auto-replies for different channels to automate answering clients' FAQs, handle orders, introduce leads and customers to your service, receive payments, etc. Connecting a chatbot is the same process for all the channels, so let's take Facebook Messenger as an example.
Step 1. Connect your Facebook account
Register with LIKE.TG if you haven't got an account yet. Go to the "Chatbots" section and click "Connect" near the necessary channel.
Then, sign in with Facebook.
Step 2. Select the necessary page
This is the page you want to create a chatbot for.
Step 3. Grant permissions
Enable all the permissions to access subscribers' Facebook messages.
Step 4. Connect your chatbot
Click "Connect" near the necessary Facebook page.
To get more detailed instructions, follow this step-by-step guide in our Knowledge Base.
Find out how to connect an Instagram chatbot: «How to create an Instagram chatbot».
Find out how to connect a WhatsApp chatbot: «How to create a WhatsApp chatbot».
Find out how to create a Telegram chatbot: «How to create and connect a Telegram chatbot».
Let’s now find out how companies from various sectors utilize chatbot in their marketing strategies.
Chatbot Marketing Examples
Travel and hospitality. In this example, booking.com helps users find apartments based on keywords that stand for location.
Restaurants. A fast-food restaurant called Wingstop allows users to make orders without going to their website.
Travel.Below is Eddy Travels bot which allows users to find the necessary flight via Telegram app. Check out!
Retail. Louis Vuitton helps its users choose by dividing their products into different categories according to color and price range, gives the optionto contact a real person.
Chatbot Marketing Tips
Find out the FAQs of your business
Build specific conversation tunnels
Test your chatbots
Make your bot stand out
Ask permission for sharing news
Ask for data
Promote your chatbot
Continuereading to get more information on the subject.
Find out the FAQs for your business. To create a useful chatbot, examine which difficulties people usually have and what they don’t understand when using your product or service. You can analyze the data within any marketing platform you already use, by giving a small survey or getting feedback from your customer support team.
Build specific conversation tunnels. Your chatbot should be very specific when solving problems. Any step aside from a particular task will result in an unpleasant experience for users since chatbots are still limited in understanding what people want. Limit the choice of remarks for the user, create a conversation tunnel — one for each task like answering FAQs, confirming orders, or scheduling meetings. In case your chatbot doesn’t understand a query, let people know they can contact a human being anytime.
Test your chatbots. Try a chatbot yourself first, or show it to your friends and colleagues. After you launch a chatbot, analyze the way your audience interacts with a chatbot to get insights on how to improve it.
Make your bot stand out. Since a chatbot aims to simulate a real-person conversation, give it a name depending on your industry. If you teach coding, let it be Cody, or Moto — if you offer car rental services. Make sure the conversational style correlates with your overall brand image and your niche, i.e., a formal manner for finances, medical care, insurance, and a more informal style for other services.
Ask permission for sharing news. Once the user starts communication, you can send scheduled messages with updates and news. But don’t think it allows you to bombard users: they will immediately stop it without thinking twice. Ask for permission first and agree upon the frequency of messaging from your side. It’d better be not too often.
Ask for data. It’s okay to ask users to share some data like their name, age, location, etc. Your motivation is to provide a more personalized way of interaction in the future. Besides, ask your audience to leave their email addresses to continue communication on other platforms if chatting isn’t very convenient for them.
Promote your chatbot. Make sure people know about your chatbot.
To enrich your knowledge, follow chatbot best practicesto know how to create a chatbot that will give your audience positive user experience.
Create chatbot
C2B
Consumer-to-business is a business model that entails a customer making a product that a brand uses to get a competitive advantage. It includes consumer-generated blogs, websites, videos, and social media poststhat help a company accomplish specific tasks,enhance its business wellness, and reach its defined goals.
In this article, we’ll review the benefits and examples of the C2B model and compare the consumer-to-business and business-to-consumer models.
Benefits of the C2B Model
In the C2B model, everything revolves around two parties: a consumer and a business. In this scenario, a customer can have a product that might attract a company, for example, a blog, website, or account with a large following for which the consumer can create reviews, videos, or social media posts. This person can market a brand’s product for free or for a certain fee. A consumer can write a review or share acompany’s product witha large followingto get paid.
In their turn, companies need the C2B model because they can gain the following benefits:
customer loyalty;
brand awareness;
cheap advertising;
product developmentinsights;
better relationships with customers;
higher revenue;
trust and credibility.
Now that you know all theC2Bpros, let’s take a closer look at the C2B and B2C models to compare them.
C2B vs. B2C
Consumer-to-business and business-to-consumer are two different business models that can sometimes confuse readers. That’s why we’ll uncover their main features to make this difference clear.
C2B is a business model in which a consumer becomes a product or service provider for a certain company. This person often has acertain talent and tools that can help promote someone’s business. Companies pay this customer a certain amount of money for the services rendered. Such services include:
writing reviews for personal blogs or websites;
sharing posts on social media;
creating photos and videos.
Theprimary goal is to get closer to thebrand’s audience and effectively promote and sellits product.
Let’s take food brands, for example.A company canfinda food blogger and ask this person to promote the brand’s new seasoning in the blogger’s next video. If the influencer agrees, then the brand has to pay for the advertising. The company can provide the food blogger with free products or pay a certain fee.
B2C is a business model in which companies sell directly to consumers, which means there is no need for a mediator. Customers can visit a company’s website, choose a product, and have it delivered within days or weeks. The B2C model has lots of advantages, ascustomers from remote areas can buy products they need online at a lower cost.
For example,Amazon sells directly to customers via the internet. A customer selectsa sellerand delivery optionand receives their ordered product.
Now when the difference between these two terms is clear, let’s proceed to the next section to explore more examples of the customer-to-business model.
Examples of the C2B Model
There are many excellent examples of the C2B model. They include paid testimonials and reviews, data sharing, and referral programs. Since the freelance market is increasing rapidly, companies can make use of freelance experts. For instance, copywriters can create compelling copies and post them on their blogs, sites, and social media profiles for an arranged fee.
Brands in the photography industry need professional photographers to get some unusual, unique, and fascinating images. They include Shutterstock and Unsplash, companies that exist thanks to user-generated content. Freelance photographers help them thrive and boost their revenue.
Another great example is a customer who receives a free sample of a product in exchange for a post ontheir personal social media account, whichbrings benefits toboth parties. A customer gets a long-awaited product, and a brandgets a great review.
Congrats, you now know the basics of the C2B business model and have a clear picture of how it works. Hope this information helps you get answers to your questions.
Capital goods
Capital goods are tangible assets a company needs for manufacturing products that will later be sold to customers. They entail tools, buildings, equipment, or the machinery necessary to make final products.
Why are capital goods important?
It’s impossible to run a business without a building, equipment, tools, or machinery which aren’t at hand. These physical assets are the main factors of production that ensure the manufacturing process of finished goods.
In today’s economy, capital goods play an important role. Not only do they enable companies to manufacture goods but serve as a barrier for companies to start their production process. Sure, equipment and tools are quite expensive, but the process is impossible without them. That’s why some businesses might seek help from another company to supply products.
These goods are not necessarily presented in the form of machinery and equipment to manufacture products. Various devices from the electronics industry also belong to capital goods as well as the ones found in the service sector: coffee machines, fans, hair clippers, and many more.
Now that you know why such goods are essential for your business, it’s time to find out the main features of capital and consumer goods and the difference between them.
Capital Goods vs. Consumer Goods
Goods can be divided into two groups based on the way they are used. A capital good is used to manufacture final products, whereas a consumer good is a final good sold to customers and further used by them for their purposes.
The same product can be both capital and consumer based on how it’s used. Let’s take a peach, for example. A peach you buy at a supermarket to eat is a consumer good. However, it becomes a capital good when a company buys a peach to make fresh peach juice. As you can see, the main difference between them is the way of utilization.
Capital goods are usually used by companies that aim at manufacturing products and services. These are buildings, equipment, tools, and vehicles. They have no connection with financial capital that defines the funds invested in a company to bring benefit to its owner.
It’s worth noting that companies don’t sell capital goods, but they sell consumer goods. That’s why this type of goods can’t bring direct profit like consumer goods. Companies use loans, investments, or savings to obtain vehicles, buildings, machinery, and equipment for their business because their price can be too high.
Durable goods play a significant role in improving your company’s capacity to manufacture products. Simply put, they can help businesses produce products fast and in large quantities.
Consumer goods are final goods people buy for consumption and aren’t further used to produce other goods. You see such products in your everyday life: clothing, food, electronics, and more. There are three types of final goods:
durable (have a lifespan of 3+ years);
nondurable (have a lifespan of fewer than three years);
services (for example, haircuts).
From a marketing standpoint, these goods can also be divided into several groups: convenience goods (e.g., cheese), specialty goods (e.g., rings), shopping goods (e.g., furniture), and unsought goods (e.g., life insurance).
Now that you know the difference, it’s time to move to the types of capital goods.
Types of Capital Goods
When we discuss capital goods, we don’t necessarily mean fixed assets that include manufacturing equipment. All goods that help produce a product or service are capital goods. You can even find them in the service sector, for example, the equipment hairstylists use, paints for painters, or musical instruments for musicians.
Besides tangible assets, capital goods can also be in the form of intellectual property. Production processes often involve intellectual property and additional investments to manufacture products legally.
Examples of Capital Goods
Every company needs capital goods to manufacture products that are later sold to customers.You can notice a lot of examples of this in your everyday life, especially if you own a big or small business.
Let’s take the service sector, for example. Every hairdresser should have specific equipment and tools to serve clients. All-purpose shears, curling irons, razors, blow dryers are just several goods a salon has. When a client comes, a hairdresser should be ready to meet their wants with the help of proper equipment.
Let’s imagine that you are giving a thought to opening a dairy farm. To get milk, cheese, cream, and butter through milk processing, you need to buy specific equipment and tools. Milk tanks that keep dairy products fresh, cream separators that make low-fat milk and cream, and butter churns to produce butter is the equipment necessary for your farm.
To conclude, a business can’t exist without capital goods since they’re vital for the manufacturing process of final goods. Machinery, property, tools, equipment are all capital goods used in the manufacturing process of products or services.
Buyer journey
A buyer journey is the way your customers go from identifying the problem to solving it by purchasing the right product. The cornerstone of the buyer journey is to provide people with all they need at each communication touchpoint.
The Importance of a Buyer Journey
People owning businesses often wonder why the buyer journey is important. Understanding the principles of a buyer journey is essential for every entrepreneur for various reasons. First, it allows marketers to have a clear picture of customers along with their problems, needs, challenges, preferences, and interests. It results in a more personalized approach and more relevant offers made to the right audience segments. Secondly, based on the received data, companies can make more well-informed decisions regarding their marketing strategies and incorporate best practices that work with their target audiences.
Thirdly, when company owners know customers’ needs at every stage of their buyer journey, they can ensure a consistent and pleasant experience. It helps establish customer satisfaction and encourage customer loyalty. Even more, when marketers know every touchpoint with prospects and ensure everything works right, they can successfully nurture leads. As a result, marketers get better conversion rates.
These are only a few reasons to consider when developing a buyer journey. It will help you establish a profitable business with loyal and happy customers.
Now it’s time to talk about the two terms that are closely related and often misused. In the next section, you’ll find some distinctive features of the buyer and customer journey.
Buyer Journey vs Customer Journey
These terms are often mentioned and used interchangeably regarding businesses and their marketing strategies. However, they have distinctive features you need to be aware of. We’ll unveil them in detail in this section.
The buyer journey encompasses the time when potential customers realize they have a specific problem and buy a product to solve this issue. It focuses on converting potential clients into customers by guiding them through the decision-making process.
During the buyer journey, marketers educate leads about the product and find reasons to choose it over competitors. Business owners ensure various content formats, including blog posts, whitepapers, case studies, product comparisons, and demonstrations, to prove that their product is the best in the market for solving this problem.
The customer journey involves the entire lifecycle of the customer relationship, which begins with a potential customer's initial contact with a brand and continues even after the customer has completed the purchase. It aims to build a positive and seamless experience at every interaction, contributing to long-term relationships, happy customers, and word-of-mouth promotion.
Besides being educational, content during the customer journey supports and encourages engagement and loyalty-building initiatives. It covers onboarding guides, customer support, email newsletters, loyalty programs, and feedback requests.
While the two concepts might look similar, they still differ regarding the stages, purposes, goals, and ways to reach them. When the buyer journey pays close attention to pre-purchase processes, the customer journey covers the customer lifecycle. However, the two terms are essentially important for developing successful strategies to attract prospects and convert them into clients effectively.
Now that the difference is clear, we’ll review the stages of the buyer journey in detail so that you can also understand how it differs from the customer journey.
Buyer Journey Stages
Marketers pick out three phases of the buyer journey: awareness, consideration, and decision. Customers go through each of these stages.
Let’s take a simple situation as an example — buying a mattress — and see how people go through each stage of the buyer journey.
Awareness stage
Let’s say a couple decided to move in together. They’ve just bought an excellent antique bed, but the old mattress didn’t fit, so they are aware of their need to buy a new one.
The situation is simple, but if only a few people knew what to make their beds with, they would google ”how to sleep right” or “how to make the bed less hard.” At the awareness stage, share helpful educational content and make it easy to find on Google and other search engines. Promote a solution to the problem right in that content and follow up with contextual advertising to move people to the next stage.
Consideration stage
Since our couple has never bought mattresses before, they want to find out which properties mattresses usually have, like size, materials, and softness. During the consideration stage, they decide which mattress would meet their needs and fit the bed.
At this stage, provide how-to videos and instructions, justify why your solution is worth considering, and link to well-structured product pages. It will transfer people to the next stage.
Decision stage
At the decision stage, a couple compares mattresses with specific properties in different shops based on the quality-to-price ratio. They are finally ready to buy.
Help ensure the smooth checkout process at your online shop by emailing to confirm the order and email notifications to update the delivery status.
Of course, it doesn’t mean that the buyer journey is finished. If everything goes right, people will return to you with any issues your business can solve.
Now that you know the stages, you need to find out how to combine them and create a buyer journey strategy.
How to build a buyer journey strategy?
Developing your business's buyer journey is about stepping into your customers’ shoes, so focus on the next best practices to achieve that goal.
Develop your buyer persona. Find out what barriers may stand in buyers' way that your product or service may solve. Analyze your customers’ age, location, and gender. It will give you options for personalization and segmentation.
Analyze your audience's behavior. Using Google Analytics or email campaign statistics, point out common user behavior patterns. Pay close attention to the stage where they leave you.
Create targeted content. Consider crafting different types of content to meet various needs, challenges, and preferences. When sending content, pay attention to topics and products relevant to your potential customers. You can conduct a short research to help you identify leads’ browsing history and products viewed. This way, you’ll be able to deliver content subscribers need. Ensure you have all the necessary content for each stage of your buyer journey, encouraging conversions.
Develop a content calendar. Map out the content and time when you need to share it with your audience. Consider creating a content calendar containing all this information so you can send your email campaigns, SMS, and chatbot messages promptly and at the right buyer journey stage. You can use a marketing solution like LIKE.TG to schedule your email campaigns, SMS, or chatbot messages and send them on autopilot effortlessly.
Optimize content for SEO. Consider conducting keyword research to find out what keywords your target audience uses at different buyer journey stages. Use these keywords when writing your blog posts, articles, whitepapers, and other content to make people find it faster. You should also add relevant keywords to your titles, meta descriptions, and internal links.
Use marketing automation. Use email workflows to send follow-up emails to share content that will move a user to the next stage. Depending on the first touchpoint with the user, it’s a good idea to send a series of welcome emails. With behavioral triggers, you can send messages containing relevant content and offers subscribers are interested in.
Use a CRM system. With its help, you can track the path of each of your clients. The LIKE.TG CRM allows you to store personal information about the clients and the history of their interactions with your brand, handle orders, monitor the progress of each transaction, and launch marketing campaigns on one platform. This way, you can create an effective sales funnel and speed up the deal-closing process.
Motivate for further relationships. Don’t abandon the user after the purchase. Share valuable content via emails, SMS, chatbots, or any other channel convenient for them.
Collect feedback. After communicating with customers, you need to understand what works well and what doesn’t with your company, website, and product. You can do it by gathering feedback from your customers. Consider asking customers for their reviews at different buyer journey stages to figure out the strengths and weaknesses of your support, user experience, email campaigns, automated messages, etc. This information will hint at where to look when incorporating improvements.
Improve your strategy. Collect all customer feedback and use it to your advantage. Pay attention to the comments and suggestions when considering optimization for your company. Data analytics tools will also help you move in the right direction.
Since the buyer journey can differ slightly for B2B and B2C companies, we need to pay attention to this topic. In the next section, we’ll discover the main differences between them.
B2B and B2C Buyer Journey
Different businesses target different customers, and sometimes, these customers are business clients who need to be treated differently during their buyer journey. That’s why we’ve created a table that contains all these peculiarities to consider.
Aspect
B2B Buyer Journey
B2C Buyer Journey
Decision makers
Business clients and stakeholders (managers, executives, purchasing committees)
Individual customers, colleagues, or family members
Sales Cycle
A long and complicated process requiring company reps to communicate with decision-makers for months or even years, depending on the product
Short and faster than a B2B buyer journey, usually completed within minutes, hours, days
Decision criteria
Suitability of a product to requirements, ROI, company reputation, and total cost of ownership
Price, quality, brand reputation, trustworthiness, emotional appeal, and customer feedback
Communication channels
Professional social media like LinkedIn or Facebook, offline industry events, or professional webinars
Social networks like Instagram, Facebook, or TikTok, search engine advertising, email campaigns, etc.
Purchase goals
Needs and goals of a specific business as well as ROI
Immediate solution to problems and needs and customer satisfaction
Relationships
Long-term partnership with future perspectives, relationship-based buyer journey
Instant customer satisfaction and convenience, transaction-driven buyer journey
Type of research customers do before taking action
Detailed research focusing on various points, including consultations, product comparisons, and demonstrations
Quick research covering product reviews, ratings, and friends’ recommendations
Content and interaction
Detailed, educational content emphasizing product benefits, providing case studies, and estimating ROI
Engaging and interactive content, focusing on product perks and reviews, establishing an emotional connection with the target audience
Content types
Case studies, webinars, free demos, ROI calculators, webinars, and more
Posts on social media networks, blog posts, articles, influencer social media posts, product reviews, user-generated content
Post-purchase communication
Dedicated managers, instant support, training, and relationship management
Follow-up messages through email campaigns, SMS, chatbots, loyalty and referral programs, and personalized recommendations
Now that you know the key differences between B2B and B2C buyer journeys, you should take a look at the examples provided. They will help you figure out what you need to do at each stage of the buyer journey to drive conversions.
Buyer Journey Examples
Besides reading the theory, you should review some examples to understand how the buyer journey works with real brands and products. In this section, you’ll find some great examples of different stages of the buyer journey. So, let’s dive in.
Cali Tiger — Sponsored Content for Awareness Stage
Cali Tiger educates potential buyers about its brand and products using sponsored content on Instagram. When users are interested in such products, they will find the ad while scrolling their news feed. Users can follow the link to explore the company’s Instagram profile and the products it offers or instantly proceed to the “Shop Now” button to take action. The “Buy one, get one free” promo entices prospects to take the desired action faster.
Brevo — Product Comparison for Consideration Stage
For the consideration stage, Brevo uses a comparison table to help customers choose its services over others. The company demonstrates how much money a business can save when selecting Brevo over Mailchimp. Users can check out the number of contacts they can interact with and the price of using Brevo and Mailchimp. This can be one reason potential customers prefer subscribing to Brevo’s paid plan.
MAC — Limited-Time Offers for Decision Stage
MAC cosmetics helps potential customers take the desired action by providing enticing offers. These best deals usually have countdown timers, encouraging fear of missing out and more conversions. The company sends these offers using email campaigns and allows subscribers to simply click the call to action button and proceed to the checkout page.
Congrats! Now you know what the buyer journey is and how it differs from the customer journey. You also have a guide on creating a buyer journey and some excellent examples to get started. Hope that they will serve as a hint into developing an effective buyer journey and marketing strategy.
Buyer persona
A buyer persona represents an ideal customer created through market research, which entails demographic information, background, behavior patterns, interests, goals, etc. It helps companies engage valuable clients, concentrate on qualified leads, and develop a product that will meet the needs of target groups.
In the video below, Alex uncovers 4 key steps to create a buyer persona. Check it out!
Why are buyer personas important for your business?
Sometimes it's a challenge to build good relationships with your audience in today's competitive market. You can't refute the fact that to scale your company's growth and at the same time allocate your resources correctly, it's necessary to connect with customers the right way. With buyer personas, you have an opportunity to fully understand what goals and problems your clients have and address them properly.
Companies that manage to develop profiles of their ideal customers obtain a clear picture of the people they're trying to reach and engage. A comprehensive analysis of your client base helps you understand them and their wants. Statisticssay that 90% of companies that develop buyer personas were able to get a clearer understanding of their customers.
Conducting research on your ideal customers and obtaining their characteristics can bring several benefits to your business. The advantages of buyer personas are as follows:
help you understand the needs and interests of your ideal customers to make better connections;
enable you to send personalized messages;
give you the information about their preferred communication channels;
help you generate qualified leads;
give you a specific understanding of your target audience;
provide a better unique value proposition;
help you reach higher conversionrates;
allow you to use resources on marketing efforts efficiently;
provide you with customers' pain points and help you to overcome their objections;
identify people you shouldn't target;
enable you to create great customized posts, articles, and emails that resonate with your customers.
Buyer personas represent real people with specific goals, interests, and needs. Knowing your clients better is everything for your business success. Let your company leverage an opportunity to understand your target groups through several steps.
How to Create a Buyer Persona
Conduct an in-depth research
Identify your customers' goals
Understand your clients' pain points
Segment your customers
Design your buyer persona template
Find out how your product can solve customers' problems
Prepare your sales team for communication
Tailor messaging
Understanding customers is essential if you want your messages to stand out in today's highlycompetitive environment. You can develop profiles of your ideal customers with the help of data obtained through surveys, interviews, and research. We'll provide you with several steps to create the representation of your customers.
Conduct in-depth research. Surveys, interviews, and phone calls can help you ask the right questions and obtain the necessary personal information on your customers. Use your opportunity to ask about their occupation, family, age, income, or location so that you can communicate a relevant message at the right time.
Identify your customers' goals. Your company's team should understand the motivations of your buyer personas. You should be aware of the professional goals of your clients. This information allows you and all your company's departments, especially the sales team, to cooperate in finding an approach to help your customers achieve their goals with the help of your product or service. You can relate their objectives to the solutions you have.
Understand your clients' pain points. Creating a detailed profile of your ideal customer enables you to determine the problems or hassles your clients are eager to solve. Identify the questions customers frequently ask by contacting your support team. Afterward, you can try to divide your clients into groups based on their challenges and provide your solution to each of them.
Segment your customers. Once you obtain your customers' background and demographic information, you can divide them into several groups. This process is necessary to create several buyer personas for different segments of customers. LIKE.TG enables you to segmentyour clients based on variables.
Design your buyer persona template. For your convenience, create a template to insert the information about each of your potential customers or use special tools that help you make those online. Fill in your persona's information to organize all the received data and use it efficiently for further communication with your clients.
Find out how your product can solve customers' problems. Once you know the goals and issues of your personas, it's critical to understand how your product can bring your customers to achieving their goals or solving their problems. Marketers always focus on the features of specific goods. However, there's no point in doing it if your features can't help your customers. Think specifically about each client and how your product or service can contribute to the problem's solution.
Prepare your sales team for communication. Interviews, surveys via phone, email, or in-person meetings help you obtain all the necessary information you can use when having a conversation with your personas. Firstly, mention several actual quotes from your surveys and interviews that contain problems of your buyer personas, who they are, and what they want. Secondly, write down all the objections that might arise during the conversation so that your sales team can address them quickly and correctly.
Tailor messaging. Let your team know how to talk about your company's product or service with your ideal customers. You should explain how to describe your product as a solution to your persona's problem and sell it. Make sure that your company's team speaks the same language and moves in the same direction when communicating with prospectsand customers.
And now it's time to put your knowledge to use and improve your marketing campaigns through several steps.
How to Use a Buyer Persona in Marketing
Marketers like to use many buzzwords to demonstrate a product and all its features that are useless for customers. Buyer personas should remind you that you create a product for people. Thus, you need to think about the preferences of those who will engage with your brand. With an ideal customer profile in mind, you can address customers' priorities first. Remember that your marketing strategy decisions depend on your clients.
There are several steps to consider if you want to improve your marketing strategy by using buyer personas.
Segment your mailing list. As you already know, creating a profile of your ideal customer enables you to develop personalized email campaignsthat effectively convert leads into customers. Segmentationis a perfect way of organizing mailing listsand sending targeted offers to particular customers. LIKE.TG allows you to divide them into groups and send relevant campaigns to deliver more value to your customers. This process will help you improveclick-through and open rates.
Consider influencers. Influencer marketing is extremely popular nowadays. It is a good idea to identify opinion leaders that directly affect your personas. Try to partner with them and ask them to become representatives of your brand.
Choose communication channels. Analyze your personas to determine their preferred communication channels. With the help of this analysis, you will be able to distribute your content through the most effective channels.
Schedule your campaigns. Some people check their emails more actively in the morning, while others prefer to check them in the evening. Consider using Google Analytics to evaluate the peak engagement rates of your personas. It will help your marketing campaign to be more effective.
Having well-developed personas enables you to improve your marketing strategy. You can use personas to create strategies that will directly address your target audience and build trust. Additionally, an ideal customer profile enables you to improve copywriting, SEO strategies, ads, and more. Besides building trust and content strategies, personas also show which promotional campaigns to prioritize to obtain excellent results.
Buyer personas can be helpful at any stage of asales cycleas they help you create highly targeted content. Moreover, if you take time to create negative personas, you'll be able to identify the contacts you shouldn't try to reach. This process allows you to reduce your costs spent on every lead and customer and demonstrate better sales performance.
There are a lot of various buyer persona templates over the Internet, and you'll definitely find something to your taste. The examples below will help you determine the best fit for your company.
Buyer Persona Examples
Now that you have a clear picture of buyer personas, let's review some examples.
Let's take the buyer persona developed with the help of Xtensio, for example. In this profile, a travel company can find all the required data about their customer. You can see a short bio, preferred communication channels, demographics, and background. All this information can maximize your efforts in developing the right marketing campaign and a customized message. It will help you appeal to this person, meet their needs and wants, and gain trust.
The buyer persona below represents another type of customer and was created with the help of HubSpot. This profile enables you to find out a person's age, education, occupation and responsibilities, industry, social networks, and methods of communication they prefer the most. This data is essential for your sales team during their conversation with clients. It prepares your team for all the possible objections and how to overcome them.
Simply put, creating personas is a necessary step that leads you to valuable prospects and qualified leads. Understanding your customers allows you to develop personalized marketing campaigns that will significantly increase the number of your regular customers and conversion rates.
Category killer
A category killer is a large retail store that has avast productchoice and attractive prices. It dominates over other stores in the same product category and drives its rivals out of the market.Category-killer stores have acompetitive advantage due to theirbroad range of affordable products and huge marketing campaigns.
In this article, we’ll figure out how a category killer works and share some examples. We’ll also compare category killers and specialty stores.
How does a category killer work?
Category-killer storesare large, powerful, and competitive.They can easily crowd outtheirrivals — small retail stores.Huge retail chains’ primary benefits include great product choice, large-scale marketing campaigns, andlow prices.
To become powerful, a store needs to have retail outlets and be ready to provide customers with a wide choice of products within one category. Once the store growsinto a chain, it can gain dominance in the market due to its expandedreach and large capacity. Small retail stores can’t stand up to the competition and leave the market.
Big-box storesreap more benefits than their competitors. They have more financial opportunities and can afford to buy in bulk from different suppliers. When they purchase in bulk, they get several advantages, including big discounts and free shipping. As a result, category killers offer lower prices and geta significantmarket share, and small retailers can’t compete with them.
Now that you know howthis works, let’s proceed to the next section to make the difference between a category killer and a specialty store clear.
Category Killer vs. Specialty Store
We’ll review the two terms in more detail to understand the difference between them.
A category killer is a large all-in-one store that dominates a product category. Big-box stores’ market penetration, pricing, and productchoice providethem with a competitive advantage and the ability to crowd out smaller stores. Examples of category-killer companies include Walmart, Home Depot, and Staples.
A specialty store is a retail store that specializes in selling productswithin a specific product category— these stores don’t selllots ofvarious products. They areantipodes to big-box stores like Walmart that have everything a customer needs. Lululemon is an excellent example of a specialty store because it sells sportswear only.
Now that you know the difference between these terms, let’sreview a fewexamples of category killers.
Examples of Category Killers
If earlier people were paying attention only to productprices, now aseamless shopping experience both online and offline and customersupport is what can make a companystand out from the competition. Let’s have a look atcategory-killer stores that managed to meet customers’ expectations.
Let’s take Home Depot, for example. This huge company suppliescustomers with tools, construction products, and other items that help with home repair. Another example is Barnes Noble. This famous bookseller has many retail outlets in the US, selling books, magazines, music, and moviesand delivering customers’ orders for free.
To put it simply, category killers dominate the market and bring benefits to both their owners and customers. Hope our examples helped you understand the topic better.
Capital turnover
Capital turnover is a measure that shows how efficiently a specific business uses its financial resources to generate sales and gain revenue. It aims at revealing the potential profit a company can bring with the given funds for its day-to-day operations.
Why is capital turnover important?
Entrepreneurs often seek to find out how much revenue their future business can generate. Therefore, before making investments, shareholders calculate how much money their equity can bring during the year.
Although the capital turnover ratio may seem generalized, it demonstrates how efficiently a brand uses its invested capital to generate sales and obtain profit. A high ratio shows that the business effectively utilizes the invested money, and everything is running smoothly. A low ratio indicates that a company uses invested fundsineffectively(too much inventory and accounts receivable), resulting in debts or obsolete inventory.
If a business doesn't have a high working capital turnover ratio, it may experience a lack of funds for everyday operations and short-term debts. Managing your working capital enables you to stay aware of your business's accounts payable and receivable and control them. Besides, it helps allocate funds so that they can be used efficiently.
Now that we have set that straight, let's proceed to calculations of capital turnover.
How to Calculate Capital Turnover
Companies use the capital turnover ratio as an indicator of efficiency with which a business uses its assets to generate profit. Below you can find a capital turnover formula.
Where
total sales are the annual sales of a company;
shareholder's equity is the number of funds invested by stockholders from the beginning till the date of capital turnover calculations.
The higher the ratio, the more efficient a business is at generating sales and receiving revenue. If the ratio is low, it shows that a company uses its funds inefficiently. In this case, you should consider several steps that can help you improve this indicator.
How to Improve Capital Turnover
Fulfill your debt obligations
Find vendors that provide discounts
Analyze your business spendings
Review your interest payments
Limit the number of inventory
Avoid conflicts with customers and vendors
Ensure you have relevant financial information
To procure raw materials, pay salaries, ensure that production meets demand, any company needs working capital. It's crucial to improve the working capital position because businesses often experience a lack of funds for everyday operations. Therefore, there's a need for a firm to monitor the cash flow for having enough funds to pay off short-term debts without losing ROI in assets. Let's walk you through several ways to increase your working capital.
Fulfill your debt obligations. Remember, meeting all debt obligations is critical for good business functioning. To provide timely payments, you can use online payment systems. They allow you to avoid a delay in payments that might result in a penalty.
Find vendors that provide discounts. If you have vendors that can give you a discount on products, you can save some money. Do your best to build strong relationships with your vendors. In case of financial problems with your company, this relationship can help you receive a discount or some other kind of help.
Analyze your business spendings. Define whether there's a possibility of reducing fixed and variable costs. By conducting a thorough analysis, you can find the unnecessary spendings. Remove those costs to have more liquidity for working capital.
Review your interest payments. Revise your interest rate for different types of debts. You should check whether it's possible to change the interest rate and pay a smaller amount every month. Besides, timely payment of debts can significantly reduce the number of payments in the future.
Limit the number of inventory. There's no point in buying a lot of inventory if it idles in your warehouse. When purchasing products from vendors, you should estimate how much of these you can sell. Moreover, it makes sense to reduce the production of goods that aren't popular among customers.
Avoid conflicts with customers and vendors. If any disputes arise between you and customers or vendors, make everything possible to resolve them quickly. A case going to court can result in additional costs and a bad reputation.
Ensure you have relevant financial information. You should always keep your financial statements and reports updated. It allows you to be aware of your company's financial position and find out what requires improvement.
To conclude, knowing your capital turnover allows you to discover whether your business generates sales and brings you revenue. To manage your company and resources efficiently, you need to be aware of the capital turnover. You can easily calculate the ratio by using the formula from this article and decide whether your business needs some improvements.
Call to action
A call to action (CTA) is an interactive element with the goal of motivating users to complete a specific action based on its message (buy, contact, subscribe, download, etc.). Marketers use them both on websites and in email campaigns to increase their ROI.
Why Do You Need a Call to Action?
Both websites and emails benefit from a proper call to action to impress and motivate users. No matter how good your product or service is, it won’t create demand on its own. Use a powerful CTA, either in the form of a button, banner, pop-up, or something else.
The main idea is to convert users into customers and generate more traffic. You need CTAs to turn your website traffic into clients and increase your revenue from email marketing campaigns. The idea is to motivate users to click and use your business offer. It has to sound convincing to motivate the target audience.
If you don’t know how to make your CTAs stand out, LIKE.TG is here to help. Our service provides email A/B testing to assist you in detecting the most effective call-to-action for your promotional campaigns.
How to Write a Killer Call to Action
Choose a product or service to promote
Set goals
Decide on the type of CTA
Decide where to place your CTA
Don’t underestimate the power that a well crafted CTA has to increase the profitability of your business. Delhi School of Internet Marketing shared valuable statistics about the effectiveness of CTAs, among which you can find that 70% of small businesses omit powerful CTAs, and personalized CTAs convert 42% more visitors into leads than generic calls to action.
Imagine that you are taking your user by the hand and leading them through to the buying process. Here is a brief guide to creating a powerful CTA step-by-step:
Choose a product or service to promote. Some people try to apply the same CTA to different products or services at the same time. It is critical to target your audience properly. Develop a diverse approach for different landing pages; CTAs are not a one size fits all solution. If you sell different products, create different CTAs for every landing page. This way, you’ll manage to approach each client properly.
Set goals. Think about the primary business goals that you would like to meet with your call to action and make a list prioritizing the targets. For instance, if you wish to build a business relationship, it might be a good idea to use something like “Send me info.” Download buttons work well for lead generation because they provide users with an incentive.
Decide on the type of CTA. The most common types of calls to action are buying buttons, info collection forms, subscription signups, social media share buttons, help, and specific words like “Read more” or “Try it now.” Your choice depends on the page you’re going to place it as well as the customer lifecycle stage. Provide leads and loyal clients with different offers to meet their needs. For example, a new user needs more info about your brand before they pay.
Decide where to place your CTA. The location of your CTA determines how much traffic it gets. Common places for CTAs on a website include the beginning of a page, after a blog post, in an email, on a welcome gate, and the sidebar. Once again, it's a good idea to test which place gets the most conversions. Try to come up with calls-to-action for each of these locations and watch your analytics closely.
Writing a Call to Action
So now that you know that CTAs are vital to convert your users into customers let’s look at some ideas for writing one. Since CTAs are a key component of your effective content marketing strategy, make sure that you look at your other content to understand what kind of information is important to your users. Your choice of words depends on your industry and target audience, so understanding what your users care about is step one.
Because of various preferences, demographics, cultures, ages, and other factors, different people perceive diverse words in their unique way. First, try all of the words and ideas listed below until A/B testing shows which of them works best.
Get started — common CTA, waste no more time— let’s start the journey;
Sign up for free— you obtain some benefits right from the registration process;
Create an account— at least, this person will become your user, if not a customer;
View demo— people always appreciate having an example to look at;
Contact us— show your users that they can get support from you directly;
Learn more— let users dig deeper into the details if they want;
Show now— once again, there is no reason to wait— take action and don’t postpone the shopping process;
Discover or find out— these words work perfectly for titles and headings;
Get X% off— show them how much they can save with your service;
Add to bag— allows users to continue shopping without fearing to lose important information such as chosen items;
Schedule or book something— warn users that time is limited, and they should choose one ASAP;
New X— let them know that they may be the first to try something new;
Subscribe— this sounds less pushy than “buy” or “pay.”
Keep in mind that a compelling CTA will resonate with your users. Think about other words and phrases, but make sure they are relevant to your offer and audience.
Best Practices and Tips to Design a Perfect CTA Button
Focus on the reward
Make it simple
Stress that it’s free
Personalize the messages
Let clients choose
Play with colors and spacing
Put your message above the fold
Offer the users a trial or demo first
Use an original design and stress the product's simplicity
Make it short and clear
Highlight basic features
Add a quick sign-up form
A CTA button is an interactive element of the UI that motivates users to become customers. These buttons are one of the most powerful and wide-spread types of CTA, so learning to design a great one will benefit you immensely.
Focus on the reward
To guarantee a rewarding experience to your clients, show them the value of your offer by using a proper CTA. People hate waiting in lines, so stress that they can get something immediately by clicking your CTA. Reward users for taking action. For instance, Kylie Cosmetics always adds the word “now” to its banners and CTA buttons to stress that a user can start their education immediately.
Make it simple
Do not try to reinvent the wheel when creating a CTA. Long texts don’t look pretty on a button, and all the wide-spread phrases motivating people to take action are overused. Sometimes, it is enough to insert something like “Purchase” or “Download” – after all, you should already be explaining the details in the rest of your content.
Serpstat provides users with a detailed description of their product and invites users not only to start using their product but also to request a demo or more information.
Stress that it’s free
Let’s say that your service has some freebies to offer, or a trial before paying for the full features. Even if your service is not totally free, you should mention that users can enjoy a free trial to see if the quality is satisfactory. Grammarly stresses that users can add their application to Chrome free of charge.
Personalize the messages
Add the name of your recipient at the beginning of the message. It will show your personalized approach – everyone likes feeling special. For instance, Design Hill stresses that they create and customize clothes for you.
There is another way to make your customers feel special. Say that you plan to release a new product or upgrade an existing service by adding some exciting features. Do what Samsung does – invite subscribers to pre-order your product and become one of the first lucky owners. People love exclusive deals.
Let clients choose
Games with many options that allow you to customize your character are more successful than other games. Why? People love having choices and making them. They feel bored when there is only a single option. Have a look at Apple with its MacBooks – they kindly ask users to specify their preferred size showing that there is something for everyone, and a customer is the one to decide.
Play with colors and spacing
You may want to surround a call to action with a whole lot of nothing. This way, you will make sure that it is the only thing that users notice. A better idea might be simply to make the CTA button bigger and use an inviting color like blue or green. A red button may scare customers off.
Hotels.com made their search button noticeable for everyone.
Put your message above the fold
If your homepage has a lot of content, put the CTA above the fold. Try to make it easily visible immediately after entering the site. Expedia placed a form for their clients with a CTA button at the very top of their main page.
They can be sure that their clients will first enter their details and book a trip instead of reading information about the company or content lower on the page. Remember: people usually know what they are looking for and why, so this type of content only requires you to fill the pages with content for SEO purposes.
Offer the users a trial or demo first
Many users don’t want to pay for long-term subscriptions. They prefer being able to cancel a service whenever they want. It makes sense: after all, where is the guarantee that you’ll enjoy the content and services offered by the company?
Netflix prevents its users from headaches – by offering its service for one month at no charge, and users can cancel their subscription at any time. Of course, not many people decide to quit using this popular brand. Thus, there is nothing to fear.
Use an original design and stress the product's simplicity
Presentations were, are, and always will be an effective way to share ideas. Prezi, a great online analog of PowerPoint, has a minimalistic design, and their calls to action are outstanding examples for getting high engagement.
The overall design is done in black--white, so the green CTA looks stunning and noticeable. Also, the company stresses that you do not necessarily have to be a design guru to work with their product.
Make it short and clear
Have you ever seen a business that can use two words to create a powerful call to action? Full Bundle is confident that their“creativity” and “logic” will speak for themselves. Though the CTA button may look much smaller, “Our Work” is done in white so that it stands out from the rest of the dark elements. For such companies, their portfolio really matters, and they chose to include it in their CTA.
Highlight basic features
People might be interested in the features of your goods or service, but you should keep in mind that your competition is high. Thus, highlight things that make your business’s offering stand out from companies working in the same industry. That is how Apple successfully attracted customers from the very start of its iPod campaign. Skype, for example, decided to highlight the main benefits in several sentences in their heading.
Add a quick sign-up form
Dropbox is known as the world’s smartest workspace, which briefly and clearly states what they do and how their users can benefit from using their product. Then, they add a quick and convenient sign-up form where they also let users log in.
To boost the success of digital ads, and manage your sales funnel more effectively, use a call to action. Develop new approaches and remember the tried and true methods. Through experimentation and A/B testing, you’ll find the solution that is right for you!
CAN-SPAM Act
The CAN-SPAM Act is a law that sets the rules for commercial emails. President George W. Bush signed it on December 16, 2003. The name 'CAN-SPAM' came from the word “canning,” which can be associated with putting an end to spammessages.
The article explains the essence of the CAN-SPAM Act and considers its do's and donts.
This law establishes the requirements for commercial mailings and gives recipientsthe right to stop receiving them. The CAN-SPAM Act also determines the punishment measures for deviation from the rules. The law makes no exception for business-to-business email. That means that all types of emails – for example, a message to former customers announcing a new product line – must comply with the law. Mailings that do not comply with this law could result in a penalty and will bring losses to a company.
The main requirements of the CAN-SPAM Act are as follows:
Don’t use false or misleading header information
Don’t use deceptivesubject lines
Disclose clearly that your message is an advertisement
Let the subscribersknow where your company is located
Don’t hide the unsubscribelink
Tell subscribershow to opt-out of receiving emails from you in future
Even if you hire another company to send your mailings, you can’t deny your responsibility to comply with the law
Business SMS
A Business SMS is a short text message that companies send to promote their products, inform about discounts, give coupons, or share important updates and news with their community.
Watch this video where a professional mobile marketer shares the four most important tips for running successful business SMS campaigns.
Benefits of Business SMS
Has global coverage
Motivates a quick reaction
It creates a high level of engagement
Works great for local businesses
Has global coverage. GSMA claims that over five billion people use smartphones around the world. It means that with this marketing channel, you can reach your target audience with ease.
Motivates a quick reaction. According to VentureBeat, people check business SMS within three minutes on average after it is sent. If users expect to receive SMS from you, the open rate will be tremendous — up to 98%.
It creates a high level of engagement. Business SMS makes communication with people more useful since people check their smartphones about eighty times a day, according to NY Post.
Works great for local businesses. Sending business SMS is especially useful for local businesses because it allows encouraging people to visit your store.
Types of Business SMS
Transactional. This type allows e-commerce stores to confirm orders. For postal services, it is a way to provide tracking and delivery information. Internet services utilize transactional SMS for confirming access to accounts by sending temporary passwords or as an additional security check.
Promotional. Helps in your marketing efforts, serves as a platform for sending proposals, discounts, and coupons.This type also serves to share relevant news or to invite to webinars, conferences, and other events.
Business SMS Sending
Register at bulk SMS service
Collect a list of phone numbers
Create and send a business SMS campaign
To send business SMS, you need to take three steps:
Register at bulk SMS service. LIKE.TG offers SMS on over 800 networks in more than 200 countries at affordable prices.
Collect a list of phone numbers. To achieve this goal, you can create and place a subscription form on your website. Add a phone number field and make it obligatory for filling in. To acquire more users, make use of lead magnets.
Create and send a business SMS campaign. Include your brand’s name so users could understand who the sender is. Make sure you put your offer in the first place since the users are in a hurry most of the time. Let them know what’s the deal as soon as possible. Create a strong and clear call to action, clarifying what to do to take advantage of your proposal.
Business SMS Examples
Sephora. The company uses a promo code in the example below, which allows customers to save 20% on all products.
HM. The apparel brand incentivizes to visit the store and do some shopping to celebrate their anniversary.
Airbnb. For travel and hospitality companies, using business SMS is an excellent way to promote tours with the help of time-limited discounts.
Business SMS BestPractices
Opt in users
Segment your audience
Make exclusive offers for mobile users
Keep the message short
Send it at the right time
Integrate with email marketing
Opt in users. Similarly to the Can-Spam Act and other laws in email marketing, you need to get explicit consent from users to receive your SMS. If you send unsolicited text messages, the users will have an unpleasant experience associated with your brand. Besides, they may complain about your brand.
Segment your audience. Divide mobile users into groups based on characteristics they share: location, age, gender, etc. Segmentation allows you to send more personalized offers, which increase revenue by making your mobile marketing efforts more cost-effective in the end.
Make exclusive offers for mobile users. Let them feel VIP. The exclusiveness of the proposals via the SMS channel is one of the most actionable incentives to engage new people.
Keep the message short. Business SMS has its limits, so keep it less than 160 symbols. Otherwise, it will be divided into two messages — more challenging to read and twice as expensive.
Send it at the right time. Avoid sending business SMS at late hours and early in the morning. Communicate with your audience during the day, especially lunch breaks and the end of the working day. You can schedule SMS with LIKE.TG to plan your marketing efforts more wisely.
Integrate with email marketing. These two marketing channels complement each other in terms of delivering value. In case the user misses your email, you can automatically send a similar proposal via SMS. To achieve that, create anemail workflow and include SMS into the sequence of messages.
Read our blog article to find more ways to power up your SMS marketing here.
References
The article “How to Send a Business SMS” by Chron defines the term and provides actionable tips.
The article “Things To Consider When Implementing SMS Into Your Business Communications Strategy” by Forbes shares best practices on how to start sending business SMS.
Buzz marketing
Buzz marketing is an approach that implies creating a funny, unique, and controversial advertising campaign or event and engaging influencers for its promotion. It's aimed at evoking a sensation and making people talk about a specific product. The technique helps brands expandtheir reach, increase engagement, promote certain products or campaigns, establish a positive image, and save costs.
In this article, we'll review the effectiveness of buzz marketing, its benefits, and examples, figure out how it works, and discuss the process of creating a buzzmarketingcampaign in more detail.
Why is buzz marketing effective?
Pay-per-click ads, email campaigns, paid ads on social media platforms, and pre-roll videos on YouTube are less effective than word-of-mouth promotion. Since 92% of customers rely on friends' recommendations, it can even be considered the most powerful way to promote products, which is the key reason companies implement buzz marketing.
This type of marketing relies on opinion leaders and their recommendations. This approach implies creating a viral campaign, event, or product and causing a sensation and helps boost word-of-mouth promotion, making people talk about a certain product and recommend it to their friends and family.
Many companies consider this strategy for a reason. It's time to discover the benefits you can reap after successfully implementing a buzzmarketing campaign.
Benefits of Buzz Marketing
Gripping, intriguing, eye-catching, unusual, and hilarious are just a few words you can use to describe buzz marketing campaigns. They make people curious and excited and evoke certain emotions and interest in a promoted product. The technique is considered effective because it has proved to bring the following benefits to businesses:
high brand awareness;
minimum advertising costs;
organic traffic;
popularity on social media;
wide reach;
strong online presence;
high level of engagement.
If you successfully implement the technique into your business, you can get even more pros. To do everything right, you also need to know how buzz marketing works, so it's time to walk you through this process in more detail.
How does buzz marketing work?
The process is quite simple. It's usually implemented with the help of social media marketing, its main component. Brands ask influencers for help to drive interestin their product. Opinion leaders share certain info about this producton social media, talk about its benefits, and share their thoughts on it with their followers.
Since influencershold sway over their audiences and can win theirfollowers' trust, they can easily create buzz around a specific product or brand. Remember, 61% of people trustopinion leaders' recommendations. As a result, companies attain brand awareness, bigger sales volume, credibility, and extra exposure among consumers. This way, marketers expect theirtarget audience to talk about their company's product and recommend it to friends and family members.
Now that you know how everything works, we'll jump into the next section to unveil how you can create a buzz marketing campaign.
How to Create a Buzz Marketing Campaign
Only a few steps separate you from developing a perfect campaign for your brand. Let's jump to our step-by-step guide to provide you with enough informationso that you can start developing yourbuzz marketing campaign right away.
Study your audience.You shouldlearn moreabout your customers' preferences and needs before creating any product or campaign. Moreover, your audience expands when you implement buzz marketing, andyouneed to work harder to predict their needs and meet them. Make customers your top priority when creating content.
Create and share teaserswith your audience. Tobe able to predictyour audience's reaction to your new product and campaign, you need a teaserthat is useful and close to people.Once you releaseyour teaser, you'll be able to see people's reactions and emotions to your upcoming product. Excitement, curiosity, and attentiveness indicate customers' readiness to accept your product. In addition, your will gain more attention, increase your outreach, and expand your list of subscribers.
Consider creating a branded hashtag. Hashtags areextremely helpful when it comes to new advertising campaigns. With a branded hashtag, people can find the necessary information on social media while brands can boost social media engagement and awareness. You can also see customers' responses once the campaign is released.
Drive interest and provide value. Once youare done with the basics, you'll need to create an engaging content strategy and communicate the value of your product. Make sure to deliver the mostimportant information about your product to reach your target audience and engage them.
Create a video.Consideringvideo advertising for your new campaign is an excellent buzz marketing idea. According to statistics, 54% of consumers prefer to watch videos from brands, as video content is more engaging and easy to recall. This way, you can be sure that more people will remember your company.
Search for opinion leadersin your industry.You need a person who will be your brand ambassador and effectively promote your product to have a wide reach. In the buzz marketing world, brands choose influencers. Why? They have a large following, popularity, credibility, people's trust, and influence. Consider finding an opinion leader in your niche topromote your productto their followers, tell them aboutits benefits and value, and recommend it.
If you still have no solid ideas for your buzz marketing campaign, let's proceed to the examplesso that you can grab some inspiration.
Examples of Buzz Marketing
Apple isa well-established brand that was always successful in generating buzz around its products. There are a lot of ways a company can make people freeze in anticipation of something amazing and brand-new. However, the most significant ones appeared in the days of Steve Jobs— in 1998, to be exact.Brand reps used the "One more thing…" sentence at the end of their presentation to create a sensation, which was Apple's "wow factor." Afterward, people talked about the brand's new products with excitement and curiosity and became word-of-mouth promoters.
Another perfect example is Dell and its latest campaign. The technology company decided to support school children by providing them with laptops. The campaign'sprimary goal was to make online learning accessible to everyone in England. It attracted many people, authorities, and businesses, and they donated devices and provided financial help.
Hope ourtips and examples will encourage you to create something big and exciting. Start thinking about your new viral campaign right away!
