April 2020 - Waterhouse Digital Agency

A chatbot is an automated tool or service that can conduct real-time conversations on Social Media, text or through your website, instead of having a customer service agent on standby. Chatbots are often programmed with a specific set of rules and responses or powered by artificial intelligence.

How do chatbots work?

Chatbots work using a feedback-orientated approach, providing 24/7 support to your customers and prospects. With the use of artificial intelligence, chatbots are able to respond to a range of simple to complex queries based on previously collected data, without the need for human input.

If you’re looking to design a chatbot, make sure you think of the specific needs of your customers so you are able to craft an experience suited to them. In most cases, chatbots are able to provide a much better user experience due to their flexibility, allowing customers to pick up where they left off, at a time that is convenient to them. What’s great about chatbots is the fact they are constantly learning. The more people use them, the more data they are able to collect, the more diverse they become, allowing them to solve customers’ problems in a more effective and efficient way.

Why are chatbots used?

Chatbots are more important now than ever before. Due to how fast-paced everyone’s lives have become, people have become increasingly impatient, demanding answers to their questions almost instantly. Chatbots offer a quick, consistent response to users, maintaining a high level of customer satisfaction. But what are chatbots used for?

Consumers use chatbots to:

Conduct research
Purchase a product/pay for a service
Interact with a business

Businesses use chatbots to:

Increase engagement with customers
Develop customer loyalty
Grow customer base by generating leads
Drive revenue to the business

In most cases, the chatbot has taken over as the customers’ first line of contact, relieving huge amounts of pressure and stress off of customer service agents. After the bot has conducted initial research, gathered sufficient information off of the customer, and vetted the enquiry, they can be programmed to pass the query on to a team member to solve the query or complete the purchase.

In 2019, a survey was conducted, which showed us that 89% of customers want to use instant messaging to communicate with businesses, and 66% of shoppers prefer to use instant messaging over any other communication channel. With messaging apps like Facebook Messenger, which has over 1.3 billion active users a month, this comes as no surprise. Chatbots are built into apps like these to make life easier for the customer and the business.

Why should you implement chatbots for your business?

Being discoverable on popular messaging platforms like Facebook Messenger allows you to put yourself right in front of your prospects and customers, broadening the awareness of your brand and simplifying how customers are able to access the information they need, whilst researching or finding out more about your product or service.

By implementing chatbots to answer your customers queries, you can ensure your customers are getting quick and consistent responses. This massively improves customer satisfaction, which as we all know, is one of the most important factors in the success of a business, so it is imperative to get it right.

Continuing on the excellent standard of customer service, chatbots can also send reminders to your customers if required; some companies even allow customers the option to book appointments through their bots.

Whilst chatbots are extremely beneficial to your customers, they can also be beneficial to your business in other ways. As mentioned earlier, the number one benefit to your business is cutting down the need for customer service representatives, or at least relieving pressure from them by making chatbots your customers first port of call. Alongside this, chatbots are able to provide you with valuable insights from your customers, whilst protecting their identities and remaining GDPR compliant.

Would you like to find out more about chatbots and how we could implement them to improve your customer experience and grow your business? Get in touch today by calling 01332 372728 or by emailing enquire@marketing.dev-wda.com.

Google first introduced Call-Only Ads back in 2015, enabling advertisers to create campaigns that focus on solely driving calls. Lots of businesses have since implemented them and achieved great results, with data showing that while Call-Only Ads usually cost more per click, they result in a lower cost per acquisition.

Just yesterday, Google updated its Call-Only Ads by adding the option for advertisers to now include a link to their website and renaming them to Call Ads in the process.

Google said this is aimed to “give your customers more flexibility in how they connect with your business, you can now include an optional “Visit website” link with your call-only ads.”

Here’s a more detailed overview of the benefits to Google’s updated Call Ads and whether your business should be using them or not.

Gives users more options

This new feature empowers the consumer by giving them more options. If they don’t want to call right away then they can visit and browse your website instead. If you do decide to update your existing ads to include the new option then ensure your website is loading fast and responding on all devices as optimally as possible. Also, make sure the correct conversions are being tracked in AdWords before setting the changes live so that you can track their effectiveness.

Relieves strain on customer service

Driving traffic to your website instead of having users call your business could potentially relieve strain on customer service. One of the best ways to deal with an increase in traffic and to keep visitors satisfied is to install a chatbot.

Chatbots can have a huge impact on customer experience by providing instant answers, anytime, and on-demand. If you don’t have a chatbot installed on your website to deal with basic enquiries and further relieve the pressure on your customer service teams then we’d highly recommend getting one implemented. It’s also estimated that chatbots can help businesses save as much as 30% on customer support costs!

Increased ad size

Adding a website link to your Call Ads will also increase the size of the ad, improving your presence, and helping your ad to stand out from the competition. Just a small increase in the size of your ad could have a great impact on your click-through rates.

Should your business be using them?

At this time and without much data, it’s difficult to say whether adding your website link to your Call Ads would have a positive or negative impact on your AdWords performance. However, taking into consideration some of the benefits to this new format above, we think it’s definitely worth testing!

If you have any questions on how your business can make the most of Google AdWords during this time then email enquire@marketing.dev-wda.com.

Alternatively, get involved over on our Social Media channels with AskWDA. It’s a FREE Q & A session that we’ve launched to support businesses during the pandemic. AskWDA is manned by our branding and digital marketing experts every Tuesday on Twitter between 3pm and 4pm, and every Friday on Instagram at the same time. Simply send us a direct message and one of our specialists will respond right away in that time frame.

Status is a leading full-service metrology business located in the East Midlands, delivering specialist inspection solutions that utilise industry-leading hardware and software capable of super high tolerance inspection work. Status specialise within the Automotive, Aerospace and Innovation / Technology Industries.

Status first approached WDA looking to increase the sales return they were getting on their marketing investment, including a review of their existing marketing automation system, and also of their target customer journey. Status were particularly keen to uplift conversion rates through their website and improve awareness of core products and services offered – some exclusive to Status.

Our initial findings identified a range of opportunities including better audience targeting, content relevance, website design, and UX/UI, as well as work required to improve Status’ more fundamental brand positioning.

Inviting the audience to Take A Closer Look at Status.

During the initial briefing sessions and subsequent research we undertook, a common theme to emerge was that the ‘Status Difference’ was often hidden or unclear.

Ultimately, Status had no visible points of differentiation within its competitive metrology marketplace – despite doing lots of things differently and better. We wanted to bring these things to the fore so that their B2B audience understood the Status proposition – in a snap.

We suggested to Status that whilst they are clearly in the Metrology business, they are really in the business of looking at and recording – in great detail – every facet of an object being inspected. In just the same way the Status team is in the business of going further to look in great detail at their customers’ needs in order to identify better solutions.

The new brand positioning ‘Takes A Closer Look’ conveys Status’ ability to supply the highest quality machine and software solutions (and provide equally high quality outsourced contract measurement services) to the level sought by customers demanding the very best, especially within the Automotive and Aerospace markets. It also promotes the experience, skill, and thoroughness of its team. On a broader level, it simply invites the target audience to STOP – take notice – and DISCOVER for themselves the Status difference and competitive advantages.

New Status website

Status’ products and services are a considered purchase and often represent a substantial investment for customers, both financially, but also in terms of the confidence they have selected the right partner to rely on going forward.

During our very first meeting, Status expressed that their most visible marketing touchpoint fell some way short of instilling this confidence factor. Certainly, the design and functionality were felt to be dated compared to competitor sites, and that of strategic partner Hexagon.

WDA’s expert web designers and developers got to work to create a fresh new design and build incorporating new sector-based images, stronger messaging and a cleaner, more modern layout and navigation.

Marketing automation advice saving nearly £10k in licence fees

WDA’s Hubspot certified digital team also evaluated the inbound marketing system Status had integrated with the old website and found that the majority of the functionality was either not being used or could be achieved in other more cost-effective ways. By downgrading their package we were able to achieve a saving of nearly £10k in software license fees alone – whilst at the same time simplifying and streamlining processes which had been internal marketing’s responsibility.

Digital marketing support

In terms of ongoing marketing, Status wanted to reduce outright costs. We analysed what they were currently doing, where most of their investment was going, and from there, we suggested a revised digital marketing strategy. This included a heavy bias towards social media activities across LinkedIn, Facebook and Twitter, content creation, paid marketing (including social and Google Ads) and email marketing.

WDA suggested a more defined sector approach so that we could focus the majority of investment and activities on one of their key markets at a time (whilst still keeping the others engaged). Initially, this was Aerospace, and we helped Status partner with the Midlands Aerospace Association to leverage their contacts and events.

The results

Over the last 12 months, we’ve helped Status achieve some fantastic results, including:

Reduced marketing spend
Achieved 78% increase in total goal conversions
151% website conversion rate increase
AdWords conversions increased by 70%
AdWords conversion cost reduced by 33%
Significantly boosted sales on CMM machines

Since starting the partnership WDA last year, Status has recorded its best-ever year in business and has now acquired new premises to expand the business and boost CMM stock to meet the increased demand.

Want to find out how we can help propel your business to the next level?

Email enquire@marketing.dev-wda.com or call 01332 372 728.

Nielsen Chemicals is a manufacturer of specialist chemical products for the Automotive Industry; their brand portfolio encompassing a large range of specialist cleaning, valeting and maintenance products across a range of Automotive sectors.

Nielsen is owned by Reabrook Limited, a large formulator, manufacturer and filler of aerosol, liquid and tube products under the brands of Reabrook Health & Beauty and Reabrook Manufacturing. Reabrook provides outsourcing solutions for clients including many large high street stores, multinationals, manufacturers and distributors.

Nielsen products are sold in the globally through their growing distribution network.

Marketing Objectives

Nielsen approached WDA as they were looking for a specialist marketing partner to assist in moving away from an existing franchising business model and refocus onto growing their distribution network initially within the domestic market. Key marketing objectives were:

Growing Nielsen’s distributor network by attracting new potential distributor leads that would be passed onto the Nielsen Sales Director to nurture and convert.
Convey the Nielsen product difference and raise awareness of their “Professional” product range to their core target audiences – Logistics/Haulage, Public Service Vehicles, Valeters, Detailers, Motor Factors, Car Body Shops, Car Dealers, Import/Distribution and across their key sector verticals.
Improve Social Media presence by growing Facebook page likes and LinkedIn followers.
Promote and provide live support from events and race meetings.

Brand and Digital Strategy

The foundation of our strategy to effectively deliver against Nielsen’s marketing objectives started with their branding and positioning. We had to differentiate Nielsen from their competition in order to generate a desire beyond the high quality product offering. This would be delivered via a first phase “brand awareness” campaign.

Identification and strategy development for approaches to their target audiences was the next phase. These consisted Independent Motor Factors, Public Sector and Emergency Vehicles, funeral and limousine.

In collaboration with Nielsen, we then determined the individual tactics we’d use to deliver a fully integrated digital marketing programme to meet objectives.

Actions and Tactical Deliveries

Developed Nielsen’s brand and positioning: to engage customers, drive demand and increase sales, to create differentiation against rival brands, to enhance credibility, improve customer recognition and to provide a clear platform for marketing communications.
Comms plan: we created a comms plan that included key automotive and motorsport events and allowed effective planning of all content and social media output.
Created a blog: set up a blog on the website that we updated regularly with a varied range of fresh content including brand focused, professional cleaning tips and trade incentives. We also joined up and leveraged the Nielsen LM Racing team activities, which had not been effectively done before. Content was also produced for SilMid, a new distribution partner that Nielsen signed up as a result of our campaigns.
SEO research: keyword research and optimisation was undertaken for each blog article we produced.
Social Media: we researched and compiled regular posts (every other day) for Facebook and LinkedIn. Our organic posts aimed to increase brand awareness, educate the audience, highlight the professional range and attract distributors. Typical posts for each month included “Did You Know” /Cleaning Tips (with bespoke graphics), Product Spotlights, educational/brand posts and distributor focused posts.
Paid Social Media: we managed all paid Nielsen campaigns on Facebook – including a Page Likes campaign to grow their following and various distributor focused campaigns. Each of these was split tested, analysed and optimised ongoing.
AdWords: consideration level search campaigns were implemented to drive clicks to the “Professional” range on Nielsen’s website.
Live event support: as part of the requirement, WDA supported Nielsen with live coverage of a variety of activities including their 50th Anniversary event at the Nielsen HQ. We also supported the Nielsen LM race team at rounds of the Le Mans series including behind the scenes documentary style coverage and live social broadcast.
Reporting: monthly Analytics and Social Media performance reports were produced and delivered / analysed with the client against the KPIs.

The Results

Social Media following and engagement increased across Facebook and LinkedIn. Facebook likes specifically grew by 908 from our paid likes campaign alone.
250,000 total impressions through Facebook ads.
70 B2B Facebook enquiries received from potential new distributor leads through one of our specific Facebook campaigns.
58 distributor form submissions at a cost of under £10 per lead.
Sell out of 50th Anniversary packs – targeted at Porsche owners through a printed ad in Porsche post and through a targeted Facebook campaign.
7,911 impressions from Google AdWords and 588 clicks at a cost of £0.47 per click.
130 total form submissions, 2,866 social media website hits and almost 55,000 total page views.
The popularity of our “Did You Know/Cleaning Tips” social media posts among customers and Nielsen personnel alike, resulted in internal posters and printed collateral being commissioned and produced.
Sales meetings booked from the enquiries received and new distributors signed up including small independent dealers/valeters as well as large distribution operations such as Silmid distribution and Tidal – The Independent Distributor Alliance Limited.

With the outbreak of COVID-19, we’ve all had to quickly adapt to a different way of life both personally and professionally. There is no doubt that this is a challenging time but our mental and physical health remains paramount above all else.

Whilst lots of businesses within our industry face a period of unprecedented challenges; this crisis will come to an end – and probably just as quickly as it started. For now, your audience probably has more important things to worry about than buying from you. However, itʼs also worth remembering that whilst painful, this current reduced demand for your goods or services, is really just delayed demand – it will return.

Keeping in touch.

Businesses realise that whilst most audiences arenʼt going to be receptive to hard sales messages right now, that it is absolutely critical to keep in touch. This has resulted in a deluge of empathetic communications from brands that you probably donʼt even remember buying from asking if you are OK and telling you about their ethics and how seriously they are taking the pandemic. In the first week or so these messages often contained necessary important information about operational changes within the business.

But what now?

How can you ensure that your marketing is working hardest at this critical time? How can you not only protect and maintain, but improve your competitive position within your marketplace? Here are just a few of the ways:

Overtake your competition.

During any economic downturn, we see businesses adopt either a fight or flight mentality with their marketing. Some reign in their marketing activities to save money, whilst others capitalise on the fact thereʼs less competition, and enjoy more visibility and cut through – often paying less for the privilege as media owners cut the costs of paid opportunities.

The key thing to remember with Covid-19 is that all your competitors are in exactly the same position – and this means that savvy marketing now can put your brand in the driving seat when things inevitably return to normal. You may not see the biggest return right away, but in the long term, you will.

Shift marketing efforts online.

The unprecedented evaporation of all channels related to shows, live events and conferences has impacted everyone. Some businesses will find it easier to divert efforts to their already well established online platforms, whilst others who are not digital-native might struggle. There are lots of B2B businesses for example, who have always relied on the annual circuit of trade shows and exhibitions to network and build customer relations.

However, with the right guidance and strategy, online marketing can work equally well for this group. Some observers suggest that the current pandemic is just speeding up an inevitable move away from the face-to-face channels mentioned and more towards digital events, in which case getting involved now will not only help drive business during the crisis but also put you ahead of your competition at the other side

Going social.

Time spent online during the pandemic has naturally rocketed due to people being confined to their homes. Staying connected is now more important than ever, with people and businesses relying heavily on social media to stay in touch with friends, consume the news, and be entertained. Facebook and Instagram alone have seen a 40% increase in usage, and there have been significant surges in time spent watching short videos and in mobile gaming. These unprecedented audience figures represent a huge opportunity for brands and businesses to maintain contact with an increasing number of people.

Content creation.

People isolating at home are hungry for entertainment and information. For this reason, there has never been a better time to develop new content and start to adopt new platforms for your business and brands. With the right content marketing strategies in place, communicating and engaging with your audience can remain undisrupted, no matter how the situation develops. Your content can be delivered in a range of different ways from emails, blogs and landing pages to case studies, infographics and eBooks. Identifying the right tactics depends on your target audience and objectives. For some that might mean producing short creative video for platforms like TikTok (which has seen usage as much as double); for others, it could mean producing a technical white paper.

AskWDA

During the pandemic, all businesses will face a unique set of challenges and opportunities. To help guide you through, WDA has launched a FREE Q & A session with our branding and digital marketing experts. The first ‘AskWDAʼ session starts on Friday 3rd on Instagram and then on Tuesday 7th on Twitter. Weʼll be holding these sessions from 3pm – 4pm and will continue to do so on the same days and times during April and May. Stay tuned to our social media channels for further updates.