Use Chatbots to grow your business.

Wondering what Cathy should be talking about with your customers?

Need help with Chatbot Charm?

Use chatbots to grow your business. Set up a chatbot on your site or social media page, or give us a call: 800-900-3635. While not free, it may be much quicker than setting it up yourself... and we're happy to help.

Here are the keys to Generation Z. The fastest growing generation of consumers – Generation Z – is defined by those born after 1995. This demographic is known for its constant use of smartphones and social media.

Based on research from the State of Gen Z 2018 by the Center for Generational Kinetics. Almost all of Gen Z – 95% of the group – has a smartphone. Over half of the age bracket uses a smartphone more than 5 hours each day and 65% of the squad grabs their smartphone after midnight.

The same research shows that the majority of smartphone use is for tailored social media tasks. Instagram is used to follow brands and influencers. Snapchat is the place for posting selfies and videos and Facebook is where Gen Z goes to create and check out events.

The doorway to Z’s kingdom is obvious, but making connections inside their mobile land of mega information takes a strategic approach and a dash of their unique lingo.

Here are a five keys and some slang to open the door to Generation Z’s purchasing power.

First Make it quick and sick.
Vision Critical’s Generation Z Characteristics found that Gen Z has an attention span of 8 seconds and prefers creative “sick” visual storytelling to learn about and connect with products and services.

Then Help them build their own biz, bruh.
After graduating college, 61% of Gen Z would prefer to be an entrepreneur rather than an employee based on State of Gen Z 2018 by the Center for Generational Kinetics. The report also shared that 75% of teens want to turn hobbies into a business and 71% of high school students want to start their own business in the future.

Next, Get some clout. 
Reviews are king with Gen Z’s pocketbook. The State of Gen Z found that 68% of the group read at least three reviews before making a purchase.

Don’t be basic.
Based on Vision Critical’s Generation Z Characteristics research, Gen Z wants functional, unique, quality products that look expensive for less money. If those products reflect their personality and their friends don’t have them, you’ve struck gold.

Finally, YouTube is dope.
Both Vision Critical and the State of Gen Z reports share that YouTube ads are trusted by this youthful clan more than any other media channel in existence.

Use these the keys to Gen Z in your business marketing and you’ll slay in Generation Z’s kingdom.

When you're done go to our Insights and pick up some quick tips for your business. Subscribe to our newsletter to be sent regular tools and tips.

© 2020 Poole Communications

Here is an example of my video conferencing set up at my office.

Below are some video conferencing best practices to help you look good on camera:

• We recommend using ZOOM.us - it's easy to set up and works great.
• Sit close to the screen. You want your face to fill a good part of it.
• Put your monitor at eye level. Your face will not be distorted in this way and you'll look better. Put it on a stack of books if needed.
• IF you have 2 monitors focus on the one with the camera. You don't want to be looking somewhere else.
• Turn off your phone, email, message applications and everything that makes a noise. You don't want to be distracted or distracting.
• Stay focused! Don't check email, browse online or type. We can see what you are doing and we are watching.
• Look sharp! Be engaged and smile slightly. You don't want to appear bored or preoccupied at all.
• Use an external microphone or headset whenever possible. The sound is really that much better.
• Mute yourself when you are not talking. That eliminates all background noise. Remember to unmute before talking!
• For heaven's sake, don't eat during the meeting.
• Don't sit with a window behind you, so that you are in shadows. Make sure your face is well illuminated.
• Use a lamp to side light and illuminate your face.
• This is not an audio call. When you are on an audio call and muted you can do whatever you like. On a video call, you must be engaged and reasonably happy to be at the meeting. Nod your head, focus on your camera or on the screen.
• Talk in shorthand. Get to the main point quickly. Fill in details later - or when questions are asked. Be concise.
• Pay attention to your background: keep it simple, you don't want a plant or wall hanging coming out of your head. You also don't want a cluttered desk or confidential information showing.
• Be prepared! Have your talking points on screen in front of you.
• If something distracting does happen, handle it quickly and get right back into place.

SHINE, and be concise!

Download a printable copy here: PCZoomWhitePaper

When you're done go to our Insights and pick up some quick tips for your business. Subscribe to our newsletter to be sent regular tools and tips.

© 2020 Poole Communications

Just when you think you have the current social media scene figured out, a new platform, updated feature and enhanced algorithm makes you feel like you are in the dark again. Instead of searching around the social world with two hands and a flashlight, try using five W’s and an H.  Find out the Who, What, Why, When and Where of each of the six significant social channels’ key audiences and How you can create content to make an impact with them.  Search no more.  Here’s the current social media scene. 

Facebook  

Who: Two billion users are active on the platform each month, with Generation X and Millennials leading the way according to the Spredfast Social Media Audience Guide.  

What: According to the same research, Facebook is the best platform to grow a small business and is most useful to retail, media, financial services, and healthcare industries.   

Why: The audiences on Facebook go there to discover new products.  In fact, 30% of retail shoppers who recently made a purchase discovered a new product on Facebook. 

When: On average, the Spredfast guide says that users hang out on Facebook 35 minutes per day and Sprout Social shared that by far Wednesday is the best day to post on the platform. Specifically, businesses should make their move at 11 a.m. and 1 p.m. on hump day.   

Where: More Facebook users view content on mobile devices than they do a desktop.  

How: Based on Spredfast and Sprout Social research on the 5 W’s covered above, businesses can reach Facebook’s key audience base by launching new products on the site through images, videos, concise descriptions and links to buy within the same post.

Instagram  

Who: Of the 800 million monthly active users on the platform, ladies and teens comprise the majority of the Instagram crowd according to Spredfast’s research. Females between the ages of 18 to 29 make up the largest demographic and 53 percent of teens use the platform to learn about new products.   

What: Retail, sports and automotive businesses can find their niche with Instagram.  

When:  According to Sprout Social, the best times to post on Instagram are Wednesday at 11 a.m. and Friday between 10 and 11 a.m.  

Where: Most users view Instagram on mobile devices. 

Why: This highly visual platform is the place audiences look to learn about new products, follow brands, and check in with influencers to see what they are saying, learning, doing, wearing and buying. 

How: Announce new products, show influential people in your industry and community using and talking about those products.  Better yet, become an influencer in your industry by sharing how your products and services make their lives better.

Twitter 

Who: There are 317 million active users tweeting, and the majority of them are men.  

What: Best platform for sports, media, financial services and healthcare industries, but not the place for retail.  

When: Businesses will have the best results by tweeting on Wednesdays and Fridays at 9 a.m. according to Sprout Social. 

Where: Contrasting with its social cousins Facebook and Instagram, Twitter faithful tend to check the site on desktop devices more than they do on mobile screens.  

Why: Audiences head to the platform to get scores, news, reviews, deals and ideas.  

How: Post coupons and news about your business and link to your website.  When they have more time, they may switch to your Instagram and Facebook feeds to buy your products

Linked In  

Who: LinkedIn is the place to reach other businesses, business owners and professionals.  The largest demographic on the platform is between the ages of 25 to 34. 

What: A key industry served well by this professional platform is financial services.  It’s also the place for business to business marketing and not so much for retail traffic.  

When:  According to Sprout Social, the best times to post are Wednesdays from 9 a.m. to10 a.m. and at 12 p.m.  

Where: Given its professional niche, more users check the platform at home or work, which means their use is on desktop rather than a mobile device. 

Why: The audience links in to make job searches, research companies and network.  

How:  Connect with this platform’s users by posting open positions and sharing research on your product or service.  While you are at it, link up with like-minded businesses or research your competition.

YouTube  

Who: This is the space to connect with the guys.  Males between the ages of 35 to 44 are the largest user group. Another fun fact Spredfast found is that YouTube’s channels reach more 18-49 year olds than any cable network in the United States.  YouTube is second only to Facebook in monthly active users boasting a healthy 1 billion each month.   

What: Industries related to media, sports and automotive sectors are served well by this platform.  

When: YouTube’s myriad channels draw in users an average of 40 minutes a day.  

Where: People are tuning into watch on mobile devices more than desktop computers.   

Why: Tubers hang out on the site to interact with brands and follow content creators. 

How:  Businesses can publish video content showing the benefits and uses of products and services to directly engage with audiences and push them to a website to convert into sales.

Snapchat  

Who: The ladies love Snapchat. 

What: Retail, media, and sports sectors should snap away with this platform’s audiences. 

When: The ladies (and others) open the app 25 times each day.   

Where: Snapchat only lives on mobile devices. 

Why: Snappers use the platform for its privacy - they control how long and who sees their posts - and of course for the pretty filters and lenses.  

How:  Use filters for your business and create quick and fun content that is lighthearted and hip. If you want more tips, follow Snoop Dog and Spencer Pratt, they seem to have it all figured out and have the largest following. 

Need more help with the current social media scene? Need a strategy or ideas for posts? Give Poole Communications a call. We can help. 800-900-3635.

Sources:  

https://assets.khoros.com/content/tipsheets/2018-Social-Media-Demographics-Spredfast.pdf  

https://sproutsocial.com/insights/best-times-to-post-on-social-media/#times-fb  

When you're done go to our Insights and pick up some quick tips for your business. Subscribe to our newsletter to be sent regular tools and tips.

© 2019 Poole Communications

Lots of social media buzz but still no business?  Everyone’s talking about your latest ad campaign. They’d better, you spent a lot of time, money, and energy creating it. You agonized over every word. Sorted through dozens of visuals. Finally, it all came together perfectly and now your biz has the buzz of your dreams.

 But now the buzz is fizzling out and all the hype didn’t translate into actual biz.

Instead of asking WTF (Why the Fizzle?), you should be thinking CTA (Call-To-Action).

Unless you are content with the warm and fizzles, insert a specific call-to-action on every ad within a campaign regardless of marketing channel.

CTAs compel the customer to do something that indicates their interest or need. Ask them to click, download, subscribe, like, take the quiz, share, learn more, get started, and then provide meaningful content when they answer the call to take action.

Calls-to-action:

Connect the value of your product with customer needs.

Learn the Top 3 Products Used by Millennial Moms

Communicate useful information.

Download 5 Tips to Save on your Energy Bill

Convert prospects into leads.

Subscribe to Earn 15% Off Your Next Purchase

Confirm the effectiveness of your creative and return on investment. CTAs help track how many clicks, downloads or forms you receive based on your message and campaign timeframe.

And, most importantly CTAs are EXPECTED. Consumers are barraged by hundreds of ads a day. Everyone loves a good cat video, but at the end of the day people have less time and more choices.

Educate them on how to make the best choice by offering ideas, tips, discounts, solutions, and ways to make life easier.

The CTA game takes thought, trial and error, and a healthy dose of patience. It is not enough to add an arrow and “click here” to visit your website. (P.S. They need to know what to do when they get there!)

Think about the buyer’s journey and create links to content for each stage of the process – from awareness and research to prioritizing and purchasing.

Finally, businesses who develop CTAs that connect and communicate value will convert customers and confirm that all the buzz will translate into real biz.

Lots of social media buzz but still no business? Need some help, give us a call at 800-900-3635 and we'll turn your fizz into biz.

When you're done go to our Insights and pick up some quick tips for your business. Subscribe to our newsletter to be sent regular tools and tips.

© 2019 Poole Communications

You thought you turned heads on your last advertising campaign because it was on point. People were clicking your ads like crazy and your website had a spike in visits. But, the activity didn’t turn heads adequately to become a trend. You had a lot of the right pieces, but lacked the coordination to make a real fashion statement. Review the following Do’s and Don’ts so you can turn heads with coordinated marketing and make all the right choices in the future.

Don’t fall flat on the runway.

A discerning, highly influential client – let’s call her a fashionista - deigns to click on your ad. Instead of seeing a lovely coordinated landing page she spots a cluttered website. Like last season’s stilettos, she kicks your product to the curb.

Do accessorize.

The same client clicks on your stylish ad, arrives on a coordinated, trackable landing page and notices a valuable offer. She whips out her swanky wallet and hands over contact information to collect your must-have discount.

Don’t be a one-hit wonder.

Before you can say fabulous, you move on to your next task. Just as you look away another shiny object catches said fashionista’s attention and she never redeems the discount. It’s almost like you left her in the back of the closet with last year’s handbag.

Do shower attention.

A millisecond after receiving her valuable contact information, your prompt auto-reply email lands in the maven’s inbox wrapped in a bow nudging her to use the discount before the product sells out.

Soon she begins to see your retargeting ads with more of photos of your product on other exclusive websites.

A week later – because you have set up an automated email workflow based on her interests and behavior - she receives an exclusive email offer for first-time customers who subscribe to your newsletter.

Not long after that, your next thoughtful and targeted email elegantly appears showing the latest piece in the collection along with a special offer for customers who like your Instagram page.

Do expect to make a statement.

Follow the do’s and avoid the don’ts above you will make an impression that turn will heads with coordinated marketing and transform that fashionista into a brand-devotee ready to influence her stylish circle of friends and their matching disposable incomes.

Visit our Insights and pick up some quick tips for your business. Subscribe to our newsletter to be sent regular tools and tips.

As a business owner, it seems like media love from any platform comes with a price tag. If only you could become the media’s valentine. Wouldn’t it be nice if they pursued you for something other than a monthly advertising invoice? Or maybe you have dreamed of a reporter showing up at your storefront with a bouquet of free air time to spotlight your business.

Be Prepared

That dream date can happen if you are prepared with the right content at the right time. Content is the heart of every story, blog, and social media post. Reporters need quick access to experts, facts, statistics, trends, and testimonials to tell stories that are meaningful to audiences.

Your expertise, industry knowledge and experience could be the perfect match for a reporter on any given day, but you have to get in the dating game to start building the relationship and really become the media's valentine. Here are a few ways to get your business noticed by the media:

First, Create an expert profile

For example:
Amy Smith, owner, Smith Heating and Air Conditioning (Phone, email, web, social contacts)
Ten year’s experience in residential and industrial HVAC systems
Expert in electrical safety, home energy efficiency and indoor air quality

Connect with local journalists

Next, identify a few journalists in your area who report on topics related to your industry and send them your expert profile through multiple channels. (Social media, email, hand-written note, phone call)

Create content

Use facts and figures about your business and create brief, but meaningful tip sheets or infographics. Focus on ways to help the public save time or money, prepare for the future or avoid a crisis as it relates to your product or service. Periodically share your tips with media contacts. Use social hashtags and tag reporters. Example: 3 Ways to Save Money on Energy Costs #energysavings @nbcreporter

Look for trends and national stories

Find out what is trending on Twitter, look at what others are talking about in your own social media feeds and track stories in the national news. Connect your expertise with those topics and ask the media to consider you for an interview to share how the topic may impact your community, customers or industry.

Be ready and responsive

Journalists have very tight timelines. If a reporter calls for an interview, that interview may need to take place on the spot, or scheduled in one to two hours. If you ask for time to prepare, you may miss your opportunity. By having topics and tips ready you can quickly accept the request. Reporters will remember your responsiveness and likely reach out to you again. This will help build your reputation as a thought-leader in the industry.

It Takes Time

Finally, it takes time and effort to become the media's valentine, but creating connections and content could be the beginning of a beautiful friendship with no price tags attached.

Today we're looking at the simplicity of six words. Can you write your company story in six to ten words? This isn't a new idea. Ernest Hemingway wrote a famous six word story.

"For Sale: New baby shoes. Never worn."

Too often we make things harder than they need to be. Use the simplicity of six words.

Carefully Define Your Business

First, implement this six word idea with your business: define your company and culture in six words or less.

For example: at Poole Communications, we are client-focused, ethical, creative, self-motivated and passionate. When hiring new employees we look for those same characteristics. Even when interviewing a potential new client, we look for those same qualities. (That's right, we don't accept all new clients; we really want a good fit.)

The result is that we have a better fit with ALL the people we work with, that means more enjoyment in our work - and lives - for everyone involved.

Whenever we deviate from this principle there's trouble: a unhappy client who doesn't fit, or a disgruntled, unproductive employee. I've learned over the years how important it is to let our values lead the way.

Next, Define How You Work

Next, six simple words can help us define our logos, our slogans, how we work - and even who we work with. Those same words help you in planning and creating work or providing service. We don't want to sell ourselves, our products or services; we want to educate in an ethical way. Let's make the world a better place. Everyone wants marketing material that are simple and easy to understand. The little amount of time each have makes it mandatory. Word choice and communication is extremely important. It's critical to be clear about who you are and how you work; and it's equally important to be quickly understood.

Simplify Your Life

Finally, the world is fast paced, and we all have a lot to do; work to simplify your job and make your company function better. The simplicity of six words is one small tool you can use. Define what your business is, and how your business works. Get your team involved and listen to their input. Empower them to help grow the company and help make it better.

Need help? We can help you with strategy, writing, planning, budgeting and media placement. Give us a call at 800-900-3635.

©2018 Poole Communications