It seems like everywhere you turn, the use of artificial intelligence (AI) is growing. As you begin to research how AI can enhance your company’s performance, marketing and research, we have a list of a few do’s and don’ts.
We get it. The world of artificial intelligence is intimidating. Some are afraid of what it might be able. Others who just do not want to fool with another new technology. But, we think it is smart to start learning how AI can help your company grow. In fact, a survey by the US Chamber of Commerce says that almost ¼ of small businesses use AI. And the survey says those businesses report improved performance in marketing and communications!
As a small business owner, you are already an innovator. Looking at the technology will bring new ideas for how it can be used! For marketing, we find that it can help you gather your thoughts and brainstorm new ideas. It can help you to reach customers that you may have otherwise missed. It can help your advertising to be more targeted. And it can help your company understand your customers more.
The best way to monitor how AI is used in your company is to make a few small changes and see how they play out with your customer base. And, even though the technology is very intelligent, it still needs coaching from a true expert (You). Implementing small changes first allows you to be sure you can monitor the output AI is giving you.
AI will probably not be able to replace current positions in your company. Putting AI in the drivers seat of content creation can actually hurt your website. (See our post about the Google “Helpful Content” Update.) But, AI can be helpful tools for your employees, and you may find they are more efficient and productive!
Artificial Intelligence uses data that already exists about your company. So, if there are inaccuracies on your website, they could misrepresent your company to a customer. Check your website, search engines, and social pages for any errors that may need cleaning up.
Going down the AI road could be overwhelming. Contact us to discuss how we can help you implement new strategies for your small business.
As the year 2023 draws to a close, we think it is a great time to review your small business marketing strategies. So, we have put together an end-of the year checklist for you! Here are some things we think you should review, so you can head into 2024 with a stellar marketing strategy.
We think that marketing starts with what is important to your organization. In order to be authentic to your customers, your company needs to be intentional. Take a look at your stated company goals, your marketing goals, and your company values. Does your public persona accurately portray who you truly are? And, did you meet any goals you can check off? What are your new goals for 2024?
Google has made a major shift in how they favor website content. For a long time, marketers have striven for quantity, location and keywords. Because website hits were largely generated by these things. But, the newest algorithm is much more advanced and now focuses less on quantity and more on quality. If you have a lot of fluff on your website, it could be hurting you! Here is more detail about Google’s “Helpful Content” update and how it could affect your online traffic.
It seems like everywhere you turn today, we hear artificial intelligence (AI) mentioned. For good reason, AI is a powerful tool and can be used in so many different and creative ways to help your company thrive. From helpful Chatbots on your website to helping brainstorm for new ideas, AI can probably improve something about your business! (Here’s what we think about one AI tool, ChatGPT.)
It is really easy to get in the weeds of negative reviews, social media posts, and direct messages with customers. Now is the time to review what your company looks like from far away. Ask friends and family to Google your business and tell you what they think. Grab some tea and scroll through your social pages all at one time. What is missing? What do you have too much of? Stumped? Check out this info on engaging your customers online.
If you want to help with your marketing checklist — get started with Octane by contacting us here.
If you have noticed a shift in your website traffic lately, you may want to read this!
Google made a major shift in how the search engine rewards content on websites. For some, it has been devastating to their website traffic.
The most recent “helpful content” update on September 14 changed search algorithms. The search engine is now designed to favor specific kinds of content that is helpful to users. Here’s how Google describes helpful content. (The Gist: The content needs to be original, trustworthy, well written and not generated by AI. It is best told from personal experience, excellent research, expertise and/or first-hand accounts.)
While this is great in theory, it has negatively affected a lot of local company websites. We are still doing research to find out why that is happening. But, as we have gathered some information on what “helpful content” looks like, here are some ideas of what could be going on:
So, what can a small business do? Do we have any hope of being more discoverable to our potential customers or readers? Yes! There’s home.
Did these updates affect your small business website? We understand! And, we can help you find your way back to great customer traffic online. Contact us for information.
Fake reviews could soon be illegal.
If you have noticed a lot of fishy reviews on websites like Amazon, Google, Facebook and Yelp, you are not alone. The United States Public Interest Research Group (PIRG) estimates that 30 to 40 percent of online reviews are fake. But, there may be good news on the horizon for consumers.
The Federal Trade Commission (FTC) is proposing some new rules for this type of fraud. They plan to fine companies for buying, selling or manipulating online reviews. And the fine is a big one – $50,000 for each fake review and each time a customer sees it. Fines would be for misrepresentations of products and services, reviews by nonexistent people and reviews by employees without disclosures.
We love the idea of protecting consumers from the disingenuous review market. We do think businesses should ask for customers to post reviews, but we also we think the idea of paying for reviews that are not true is harmful for customers, and ultimately, your business. Fake reviews have become a major business for scammers. And it could get worse as Artificial Intelligence improves.
Authenticity and great customer service are much better ways to attract new customers. Especially if you are running a small or local business. We always encourage authenticity for your online presence. Click here for more recommendations to ensure online authenticity for your small business.
That does not mean we think you should disengage from online reviews about your business. There are above-board ways to engage with customers on review sites that are smart and helpful for your brand. Here are some suggestions.
We also think it is a great idea to solicit online reviews from your real customers. We have helped our clients do just that with our streamlined review management process. Find out more about what we do at this link.
You can manage your company’s online image with integrity. We think it’s better that way.
A prominent business journal recently published an article claiming that Social Media is dying.
So, what do we think? Well, it is certainly not time to panic. Social media is still one of the best ways to connect with your customers. So, we say: stay the course if it is working for your business!
But we always advise a diversified approach to your company’s online presence. So here are things you can boost for your business. That way, you make sure your company is ready… if that decline actually happens.
Your company’s landing page should be visually appealing and easy to use. Avoid slow loading and difficult navigation. And make sure the pages are content rich and offer high quality, specific information for search engine optimization.
You have the ability to monitor and manage your business image by responding to reviews, both negative and positive. And by encouraging happy customers to write about their experiences. More about reviews.
Email is back! (Or, maybe it never left.) As customers continue to seek new ways to connect with their favorite brands, you can reach them more directly through email. And with the proper tools, you can get instant feedback on who you are reaching.
This is a big one, but it is more intangible. Whether you are interacting with a customer face to face, on paper, or online, be true to your company identity and to your customers. One of the reasons social media may be declining? It feels impersonal. So, our best advice: Be authentic and actually connect with your clients!
The internet is constantly evolving, and it will continue to change rapidly for years to come. We know how to shift with it! Let us help you get your online presence humming!
LinkedIn is an important part of a business social media strategy. Even though it may not get as much attention as Facebook and other social media outlets, it has many benefits that should make it a marketing opportunity. Why?
If you are interested in beginning or boosting your LinkedIn presence for your small to mid-size local business, here are a few tips.
Ensure that your business is accurately portrayed and explained. If any employee has listed your business as a place of employment, your business already has a presence on the site. It is important that your company manage what others can see. And ensure that the page gives pertinent information about your company. This includes posting achievements, listing awards, and writing positive and inspiring stories about your company and your employees
The LinkedIn algorithm heavily favors attractive and informative articles. You can think of this as the serious side of social media. Instead of short videos of dancing pandas, you’ll find articles about trending topics that thought-leaders are discussing in their communities, useful information about management, and business success and advice.
In addition to posting your own content, your business can share interesting articles written about your industry, congratulate employees on important achievements, join groups that provide networking opportunities and purchase ads that can boost your presence on the outlet.
If you think your company needs a LinkedIn revamp, we can help you! Contact our office to get started.
Ever wonder what we use behind the scenes at Octane to make our websites sleek and fast? When we build a website, we use the WordPress Content Management System (CMS). And now, when we build a website, we exclusively use the GeneratePress theme.
GeneratePress is a WordPress Theme. We moved to GeneratePress a few years ago for a few reasons:
Many WordPress themes try to do everything for everyone. This makes the themes too complex. They become difficult to modify and load too slowly. GeneratePress keeps it simple. The theme focuses on the most needed features. We love this because search engines take website performance into account. So, having a faster page load time can help with search engine rankings.
Because the theme is simple, we find we can do more with it. We can update the website look easily to match any brand or common layout.
We have never had a GeneratePress site break after WordPress, plugin or theme updates.
GeneratePress can use 3rd-party page builders, but it does not require them. It runs on any server that WordPress can run on. And it is compatible with most popular WordPress plug-ins, including WooCommerce (for eCommerce stores).
This theme follows current day best practices for website accessibility and search engine optimization (SEO).
There is one important consideration to keep in mind. Transitioning from one WordPress theme to another can be quite challenging. WordPress lacks a standardized method for storing settings and layouts across themes. Whenever you decide to switch themes, you generally have to start from scratch. Put simply, unless we’re building your website from the ground up, it’s recommended to stick with the theme your company is already using.
Think GeneratePress is right for your company website? Contact us to get started!
Marketing has made a major shift to online and social media strategies over the past decade. And for good reason — that is the way most people communicate and consume now. But tried and true methods like direct mail are still an effective way to reach people. Here is what we think you should think about if you are considering a direct mail campaign.
The most important factor to consider in any marketing initiative is who you are trying to reach. If your target market is in a specific area, or you have something valuable to send them on paper, like information or a coupon – mailing something can be an effective method. Other reasons mailers can work: if your targeted audience is not using the internet for business, or if you are focusing your efforts on a geographic area.
A tangible piece of paper in your customer’s hand helps promote brand recognition and engagement with your product or service. It also offers an opportunity to connect with a customer in a personal, direct way. You can also provide something valuable to your customers – discount codes, new information or an invitation to an event.
Because fewer companies are using direct mail, you can reach out to customers differently from your competition. There is less crowding in the mailbox than the email box now, so direct mail gives you the opportunity to stand out.
Consider combining your direct mail efforts with online and social media campaigns to maximize impact. Use QR codes or special online offers to integrate your mailing efforts with online.
We help our clients use direct mail in conjunction with online and social media efforts. We usually recommend 8 1/2 by 11 cards because they are easier to notice in a stack of mail. And, because many of our clients run local businesses, we usually recommend “Every Door Direct Mail” or EDDM campaigns. That way a card is dropped in every mailbox along a specific route, instead of mailed to an address. These are more cost efficient. Here are examples of direct mail cards we sent for some of our clients.
If you are ready to create a high-quality marketing campaign, Octane can help.
If you work in marketing, you probably know the value of meaningful interaction with your customers. It keeps people engaged with your products and your brand. But, interacting authentically online can be tough. Competition is intense for a customer’s attention. And the internet can sometimes feel impersonal. So, here are a few ideas to create opportunities for your customers to interact with you online.
It can be a little bit intimidating, but it is an easy way to connect with your online community. Introduce new products, answer frequently asked questions, or show the inner-workings of your product or office. And read comments and questions on the live video post.
We love these! They create direct interaction with customers and display your expertise on a topic. They can be a part of your live videos. Or you can reach out for questions and answer them in any form you wish. Just be sure to advertise when and where you will answer the questions. We also love Q&A’s because they give you information about what your customers care about.
For a simple, less involved online engagement tool, we love using quizzes and polls. There are many online tools you can use to create these to post on your social media pages. They give customers a chance to weigh-in on a topic, which is great for engagement. And it gives you a chance to learn more about your customer base.
Nothing new about this marketing idea. But online giveaways can be an effective way to increase your followership and improve interaction with existing followers.
This is really the most sought-after form of social media engagement. If you can find ways for your customers to interact with each other online in a positive and authentic way, you will see the benefits to your bottom line. Find ways to encourage and foster customer fan pages, write positive reviews, and post about your company on their own social pages.
Can we help your company improve customer interaction online?
Generation Z is the newest generation entering the consumer market. And if you own a small business, you might already know that it pays to get to know them! Not only do they have growing buying power and interest in new products, but they are also great at influencing what their parents purchase. So here’s what we know about the generation.
Gen Z, also called Zoomers, are people born roughly between 1997 and 2012. They are mostly the children of Generation X and older Millennials. So, right now, this generation spans from 10 years-old to mid-twenties.
Zoomers are fluent speakers of all things digital. They did not know a time before computers, cell phones and the internet. So most of them are great at using these tools. And they are great at researching and finding out information.
There is an understanding that Generation X was a group focused on status. Millennials are more interested in authentic experiences. Generation Z is most focused on finding out what is true. They love to seek and find the truth through research and cross-referencing.
Are you looking for a way to boost the social media presence for your small business? Let us help.
Give us a call at 770-853-9625 today.