Automated video transcript
Sam ward 0:00
Liz, Sophia, and I had an amazing session talking about imagery and video. Just like most marketing or digital marketing exercises, we started with our customer persona. We did a blind test where we went through a customer persona and then we actually jumped on Liz’s website and asked ourselves the question, does what you just described to me as your customer in three seconds or less – will they relate to your website? Now, we had some interesting results, because it’s a yes, but also we need more. So it was a yes to it does relate. But both Liz and Sophia and I came up with a strategy around imagery and video to build some case studies. And to understand what that looks like? And how does the case study allow us to leverage a lot more video and imagery, particularly in the early stage of business to show that validation to our customers that we’re going to nail their experience in their journey? So that was, that was our session.
Liz Ward 1:22
Our session was on instant messaging and Facebook Messenger automation. And what we did is we talked about how this has really grown as a customer expectation. And the use of Facebook messaging and live chat widgets has grown exponentially over the last few years. People are looking for instant responses. And they are walking around with a telephone in their pocket, which is a supercomputer, but they actually don’t want to use it as a telephone, they would rather do a bit of quick typing, get some instant responses, they don’t want to have to pick up the phone and call. In a lot of cases, they’re scared that you won’t answer the call. So they think this, this will be better. And they also don’t want to wait from for an email response. This is the general trend, so it’s a lot quicker. For them. The benefits for the business. It is it is confirmed again and again through research that the conversion rate on potential customers or customers making inquiries about products and services in live chat at the conversion rate is three times higher than other channels. So it’s it certainly is compelling in terms of giving that communications channel to your potential or existing customers on your website. We also talked about the challenges, which can include businesses not having the capacity, not enough staff to be able to service that live chat to the standard they want to on a live basis. So they’re scared to implement it. However, we talked about some of the strategies to deal with that, including having the eat only turned on for certain times during the day and week and having automated responses available to people that kick in to answer the most frequent questions that people have. So frequently asked questions, and having away messages and having the facility to leave a detailed message, and then having the processes to support all of this in the business. So it’s more a question of is your customer service process right for the age were operating in? And then asking yourself what tools can I use? We then went and did a little tour of a lot of talk T aw k dot two O which is a very popular system, live chat that can be plugged into lots of different types of websites like WordPress and Wix and Squarespace, etc. And it’s the one that we use for NaVi and tourism tribe. So we had a look at some of the features of that did some test messages. And we also and we saw how from an intelligence perspective, it’s useful. We then went into Facebook Messenger and saw the two ways to get to be able to set up Facebook Messenger with automated replies and frequently asked questions either through business suite in their inbox, or through your Facebook page in messaging and being able to get to them there. And how to find the place in Facebook messaging where you can implement Facebook Messenger live that the messenger widget on your website. And we tested Wendy’s old Laravel school wonderful group accommodation and work shopping facilities in southern Queensland. Getting to her website, we tested that hers was working because she wasn’t sure she had recently implemented it. We proved it’s working. And she’s going to make do some research and make some adjustments to her setting so that it’s a good user experience. Sorry, that was a bit of a long wrap up. Sorry about that.
Emily Barry 5:32
That sounds like a great session. Well, I had Liz and Caroline in my session today. And we focused on everything, Facebook, social media and Instagram. So we delved into each of these businesses and really understood the role Instagram and Facebook play within their business and to understand the differences between the platforms, and where to prioritise your time. And even breaking down further into the different types of content. So what content would you put on your Instagram reels and your Facebook reels compared to stories and static posts and just figuring out how to connect and engage with your customers on social media and how it can be used to help achieve your overall business goals. And how do these marketing channels such as Instagram, Facebook, and other social media channels play a role in getting people back to your website, and signed up to your email marketing. We also delved into the content for each of these businesses. And we found out that Liz and I were the perfect ideal customer for Caroline. So we’re throwing out ideas left, right and centre, what we want to see, what are our pain points, what content would really resonate with us like the wording, the imagery, and where we would find that most helpful. And I think it’s just really helpful for Caroline to know that she really does have a great understanding of who our customers are. And the same for Liz just knowing that, I guess it was just a great brainstorming session as well just to reiterate what they’re currently doing and opportunities for growth and where they can expand and increase engagement across both platforms. So it was a really great intimate session where we delved into these businesses.
Liz Ward 7:37
Amazing That sounds fantastic. Benefits of small groups. I think we have one final session prior to Christmas, which is Thursday, the 22nd. And the topics there are going to be marketing and distribution strategies. So quite a broad marketing strategy and distribution strategy topic. So a lot of things fit under that online reputation management and how to leverage your online reputation in your marketing and email marketing, getting into the basics of email marketing, and email marketing automation.