Techno Lane Story

Dez 4, 2017 at 07:28 o\clock

Marketing Starts with Machine Learning


Machine Learning (ML) is what we call the ability to use a computer to process and analyze large amounts of data and then execute decisions based on that data. In the last couple of years, ML has improved by leaps and bounds to the point where it is now an extremely effective tool to use in businesses, especially when used in conjunction with AI. In fact, companies that aren’t already using ML in some capacity with their marketing strategies are quickly falling behind the competition. Fortunately, those who are behind can easily get a machine learning company in to get them set up right away. Here are just a few ways ML can benefit a marketing campaign.

ML in content marketing strategies

People used to make whole professions out of identifying an audience and how that specific audience best responds to the content being provided. It took teams of people to do the analysis, and even then, it was still a lot of guesswork. ML technology allows the people to focus on content creation instead of spending hours analyzing data. It will help identify when to publish, how often to publish, what topics to use, and even the type of language most likely to elicit a response from customers.

Online content is a huge deal because it plays into every part of the marketing process. It is on your website, in social media, in text, in emails, on chat, and even in any print ads you may be doing. Being able to have ML tell you exactly what type of communication your target audience expects and will respond best to is invaluable. It saves time and money avoiding advertisements and communications that customers won’t like.

Personalization in email and text marketing

Email marketing has surged once again as an effective method for communicating with customers. And while most companies have already found a way to automate emails and texts to their customers, personalization is missing much of the time. If you could send personalized messages to your customers instead of one email to all of them, you’ll get a much higher conversion rate. And the best part is that ML can automate these personalized messages, whether you are focusing on an email or text campaign.

Catch their attention

Attention spans are dropping, which means there is almost no time at all to grab your audience and sell your company. On top of that, sometimes there is a sense of urgency to your message, so you need to find a way to quickly get a point across to the audience. With ML, companies are able to create programs that identify when information needs to be sent out and then proceeds to send it in the most effective way possible. Often, quick news is sent through Twitter or on other social media platforms to get the word out quickly. The goal is to catch the attention of the audience easily and make sure the message gets out as fast as possible.

Determining the most effective platform

Sometimes, tweeting something will get the information out quickly, but it might not necessarily turn into sales like personalized social media location marketing might. One of the best way to reach your core audience is to determine what platform to advertise to them on and in which instances you should choose that platform. ML does the work for you in marketing making it easier than ever to ensure you are reaching your audience in the place most likely to get them interested in your company.

Making decisions - in real time

If you have artificial intelligence and machine learning at your disposal, making big decisions is easier than ever. The ML analyzes all the information available faster and more effectively than any human can, and then gives suggestions and recommendations to businesses. This makes it much easier to change methods immediately if they aren’t working and pursue other means of marketing with a competitive edge. Businesses can make the best decisions and incorporate them immediately.

While your company may have already be using machine learning in some aspects of the company, using it for marketing will only make things better. You’ll be able to more easily reach your audience and give them exactly what they want.

Mobile Technology News brought to you by biztexter.com

Source: forbes.com/sites/forbesagencycouncil/2017/11/15/how-machine-learning-can-maximize-the-success-of-marketing-campaigns/


Nov 21, 2017 at 06:22 o\clock

Customer Service: Keystone to Success


It used to be businesses could get away with bad customer service or even having no customer service at all. But that is no longer the case. In fact, customer service should be one of your business’ top priorities; without it, your business will crumble.  It only takes one really bad review to really hurt sales, and your company may not be able to handle waiting out a recovery time.

Many companies know how that goes, as one bad video or one bad review on Facebook can drastically hurt your chances of getting more customers. Plus, most people can’t even be satisfied with a refund. One survey reported that 80% of respondents said that whistleblowing was much more important to them than actually getting a refund on their purchase. They want to make sure nobody else they have an influence over uses your company again.

Every company will make mistakes. The ability to redeem oneself from the mistake is key, and a solid customer support team is key to that. And we don’t want to forget how essential customer service is on a regular, day to day basis when interacting with customers who simply need a little guidance. Here are some ideas of ways you can improve.

Get the right technology

One of the most crucial steps to providing top notch customer service is getting the best technology put in place. Without the right equipment, you are setting your team up for failure. One thing to keep in mind is that you can use a lot of machine learning and artificial intelligence to do the mundane tasks allowing actual people to be used for more valuable tasks. For example, an AI Chatbot can be used to communicate with customers via chat or texting to allow for 24/7 communication. Your actual staff can then be used to resolve more complex issues that customers may be experiencing. A machine learning company can help you get setup with AI.

Involve in Strategy Meetings

A big mistake businesses make is making a strategy without involving customer support in the process. Bringing in a representative from the customer service team will make it easier to confirm the department’s capabilities and help make sure they are properly staffed and have the right technology. The customer support team is also the group of people who spend the most time in communication with your actual customers, so they are the closest thing you have to a customer sitting in your meeting telling you what they want and what they think will work best.

Do not let their opinions slide by thinking they don’t know what they are talking about. They are much more aware of customer needs than you realize, and they are an extremely valuable asset when it comes to determining strategy.

Try to make the customer happy

The best way to advertise your business is through word of mouth. A customer is much more likely to try a product or service if they know someone else who already uses it and is happy with their purchase. Keeping your customers happy is about as important as any other part of the business.

One way to make sure your customers are satisfied is by treating them like family. Sure, there comes a point where keeping a customer isn’t worth the pain sometimes, but most of the time, going a little extra out of the way for a customer more than pays off. If a bad review on Facebook can hurt your business, just imagine how much a good review on Facebook does to spread the word and increase your customer base.

By focusing on your customer service and ensuring they have the right tools and capabilities to help a customer, you’ll keep current customers happier and will gain new customers.

Mobile Technology News brought to you by biztexter.com

Source: entrepreneur.com/article/303522#


Nov 10, 2017 at 03:24 o\clock

Five Social Media Marketing Tips to Help Your Brand Stand Out


Nine out of every ten businesses is using social media for marketing purposes. On Facebook alone, there are more than 50 million business pages. Social media marketing used to be something that put you ahead of the competition in and of itself but today you absolutely have to be doing it just to be relevant. Now if you want to stand out with social media marketing, you have to go above and beyond. Here are five tips that can help you stand out from the competition.

Use SMS to build your social media following

You’ve already got a mobile following in the form of SMS subscribers. They’re loyal customers who’ve given you permission to text them so the chances are good many of them would like to follow your brand on social media as well. Loyal social media followers are a major key to success especially when you’re first starting out. They can help extend the reach of your posts by sharing them within their circles. Send out a text with a link to your Facebook page. An incentive in exchange for a new follower doesn’t hurt either.

Know what’s trending and when to comment on it

Social media needs to be about more than promoting your products and services. Your followers will expect you to be a participant in ongoing conversations relating to your industry. When something newsworthy happens in your industry, you should be aware and ready to contribute to the ensuing conversation. On the other hand, you don’t want to be one of those brands who shamelessly uses trending stories to promote themselves even when the story isn’t relevant to the brand.

Use a post scheduler and a bank full of content ideas

Consistency in sharing valuable content is another huge key to success in the world of social media marketing. The majority of your posts should not be self-promotional. A post scheduler tool can allow you to create a few posts in advance and schedule them to be released at times when they’ll be most effective. You should also be thinking about content ideas constantly. Have a designated place where you jot down ideas as you have them. Some content will be responding to specific current events but others will be timeless advice that you can repurpose for new content pieces down the road so hold onto those as well.

Look before you leap

If Twitter has taught us anything, it’s that while you can delete a tweet, you can’t erase all of the screenshots people take of it between the time you published it and the time you deleted it. Social media marketing can be dangerous because social media users are always on the lookout for anything that can be seen as offensive. A thoughtless post has been the downfall of many brands on social media so businesses need to be vigilant in looking at a post from every possible angle before publishing it. Once again, a post scheduler is useful here because it gives you time between creating the post and releasing it to the world to catch any potential problems with it.

Invest in good data

An estimated 50% of businesses don’t even look at their social media metrics. They have no idea what’s working and what isn’t. Simply using each platform’s built-in analysis tools will give you an edge and investing in a few third-party analysis tools can really help you take your social media strategy to the next level.

Mobile Technology News brought to you by biztexter.com

Source: business.com/articles/four-tips-bulletproof-social-media-plan/

Okt 13, 2017 at 06:51 o\clock

Social Media Marketing Dos and Don’ts


There’s a right way and a wrong way to do social media marketing and a surprising number of brands are still doing it the wrong way and in a very public setting. One misstep could mean bad publicity for days or even weeks (we’re looking at you, United Airlines). With that in mind, here are a few social media marketing dos and don’ts to keep you on the right path.

Do prioritize substance over technology

The primary goal of social media marketing should be promoting brand awareness and customer loyalty. These are the things that are actually going to lead to greater profitability. But often, this isn’t the focus of social media marketing campaigns. Digital marketing managers often get caught up in making use of new technologies as they become available even when they don’t contribute to the overarching social media strategy. For an example: businesses that went out and bought 360 degree cameras when Facebook announced that it would support 360 video uploads. That’s not to say that using this particular feature is inherently bad. Just don’t let the substance take a back seat to the technology, it should be the other way around.

Don’t over-promote your products or services

Social media is a channel that should be more focused on advertising your brand and not any individual products or services. You can use the platform to announce new products or restock of a popular item occasionally but for the most part, use social media to show the world the bigger message behind your brand. For a good example, Dove’s “real beauty” campaign isn’t promoting any particular beauty product but it does further the brand’s message which in turn helps them sell product.

Do respond quickly to customers

Customers have come to expect a faster response time when they reach out to a brand via social media. Brands that go days without responding to customers will not be seen in a positive light. Some customer responses may be positive, others may have questions, and many will have an issue to complain about. These can come in the form private messages sent via the platform’s messaging application, comments on something posted by your brand, or you may be tagged in someone else’s post and asked for a response. You must be especially quick to respond to criticism but it’s also good to acknowledge praise. If you’re overwhelmed with private messages, you might look into developing a chatbot which can automatically respond and assist customers.

Don’t be opportunistic

A common social media strategy involves injecting brand messaging into trending conversations. This can work find when the subject that’s trending has some kind of connection to the brand. When nearly half of Americans’ social security numbers were hacked from Equifax recently, it was perfectly acceptable and understandable that brands in the cybersecurity and identify theft protection industries would chime in on the ensuing conversation. But some brands try to inject brand messaging into conversations that have nothing to do with them simply to get attention and to take advantage of what’s trending. This comes across as desperate and can really damage a brand’s image, especially when they try to capitalize on tragedy.

Do be humorous and have fun

Social media is a place people go to be entertained. If your content is good but not enjoyable, it won’t see as much engagement. Time and again we see that content that is humorous gets shared, liked, and commented on the most. All of this engagement with your content becomes free advertising so use humor to your advantage.

Don’t be overly political

The US is divided practically 50/50 with half being more liberal and half being more conservative. What this means is that any post that is political in nature is likely to offend half of the people who see it. There are exceptions to this rule. Some brands seem to attract people of one side of the political spectrum and political activism can actually work to their advantage. Chick-fil-A has got behind conservative movements and continued to do well. On the other side of the political spectrum Ben & Jerry’s actually names ice cream flavors after liberal political movements and does fine. Unless you’re certain your target audience will agree with your politics, leave them out of your social media campaign.

Do be authentic

The young people that inhabit social media are a savvy group. They can spot inauthenticity from a mile away. Don’t try to be something you’re not. Have a clear brand identity and stay on message and the battle is already half-won.

Mobile Technology News brought to you by biztexter.com

Source: forbes.com/sites/hbsworkingknowledge/2017/09/18/likes-lead-to-nothing-and-other-hard-learned-lessons-of-social-media-marketing/#25a27d7642c9

Aug 29, 2017 at 05:13 o\clock

Eight Keys to Success in Social Media Marketing



In this day and age, a strong social media presence is crucial for any brand that hopes to stay relevant. But social media is a crowded place, to succeed in creating a strong social media presence, you need to be aware of the following eight keys to success.

Quality over quantity

Quality over quantity applies to a couple of different things as it pertains to social media. The first is that you need to focus on making quality posts using quality images or quality video content rather than posting average stuff every couple of hours. The second is that you need to attract quality followers, people who will actively participate in conversations in the comments section of your posts and share your posts with their friends, not people who will give your page a “like” and never do anything else.

Success requires patience

Building a strong base of followers and establishing a real presence on any social media platform will take time. Go in with realistic expectations and be prepared to work very hard for a very long time to get the results you want.

Good content does the heavy lifting for you

One of the great things about social media is that you don’t have to do all the marketing yourself. Your followers will help make your content reach more people but only if you’re taking the time to craft quality content that makes people excited to share it with their friends.

Connect with influencers

Influencers are people with a much wider audience than the typical social media user. These are people with an established social media presence with a strong following that consists of the type of people who would really like your brand. You need to spend time on social media listening to conversation before adding to it to find out who these contributors are.

Don’t self-promote

People encounter enough advertising on social media as it is thanks to sponsored posts that intrude on their newsfeeds or video ads that play during the video content they’re trying to view. People who follow your brand on social media don’t do so because they want to be marketed to. They want to stay connected, see what things your brand is working on, and follow the conversations you’re engaging in. So focus on providing value to followers and not on promoting your own brand.

Be quick to respond

People like to feel acknowledged, so whether people are asking questions, adding insights to something you’ve posted, complementing your brand, or airing a grievance, you need to be quick to respond. If you don’t have the time to keep up with this yourself, then it’s worth paying someone who does to do it for you.

Return the favor

As you connect with influencers and followers online, it’s important to do for them what you hope they’ll do for you. Don’t just start conversations; add to existing ones. Follow influencers and share their content; help drive traffic their way. The more you do this, the more likely they are to do it for you. It also benefits you when social media users who aren’t aware of your brand see you interacting with people they do follow.

If you build it, they won’t come

Don’t expect your customers or people in your target audience to seek you out on social media. Just because you create a page for a social media platform doesn’t mean users of that platform will flock to it. You need to make use of your existing marketing channels to create awareness of your social media profiles. Prominently display links on your website that will connect people to various social media profiles. Use SMS to reach out to your most loyal customers and offer incentives to those who “like” your page or share your posts. These are the people who are most likely to be your first followers and they’ll kickstart your strong social media presence.

Mobile Technology News brought to you by biztexter.com

Source: https://www.entrepreneur.com/article/218160