As the marketing trend changes rapidly, it’s not easy to keep up. Marketers have to be alert and stay informed at all times in order to stay ahead of the current market situation. In the second part of this blog post, we keep you updated on the latest marketing practices that you simply can’t look past. You can read the first part of the blog here.
#6. Peer marketing
When customers go online to buy a certain product, chances are that they will compare different brands before they actually decide to purchase. As a business, you want customers to choose you. One thing we know customers do is read online reviews about your product and products like yours. Businesses spend huge amounts of money every year on their brand reputation, and good reviews are what you need to build an impeccable one. So, make sure you do everything you can to make your customers happy and ask them to leave a review on your website after every purchase.
Of course, gathering reviews takes some time, especially because you’ll probably have to ask customers to write a review more than once. Happy customers tend to need some reminder emails and incentives before they leave a review, while unhappy customers write one before you know it. But if you manage to get enough positive reviews, you’ll definitely benefit from it. Studies have shown that 95% of online shoppers read online reviews before making a buying decision.
#7. Interactive content
Along with images and video content, we see that an increasing number of online buyers are actively looking for interactive content. It’s dynamic and engaging, and it offers customers an immersive experience. Popular interactive content includes:
Quizzes and polls
Augmented reality ads (we will discuss that some more later on in this article)
Customers like interactive content because it’s fresh and original. Not too many businesses are currently producing this kind of content, so it’s a great opportunity to distinguish yourself from the competition. Interactive content helps customers connect to your brand and feel more involved in the buying process. Similar to images and videos, interactive content is very memorable and has a more lasting impact.
#8. Virtual reality and augmented reality
We mentioned augmented reality earlier on when we were discussing interactive content. Virtual reality and augmented reality are marketing trends we’ll see more and more in the near future. Virtual reality is viewing a computer-generated, lifelike scenario. Think of a 360-degree video, something we mentioned when discussing interactive content as well. Augmented reality is viewing the real world augmented with visual, haptic or olfactory additions. Brands increasingly use it to enhance the consumer experience and increase sales.
A good example of augmented reality is the IKEA PLACE app from IKEA. With this app, you can visualize virtual furniture, like the furniture that you can buy at IKEA, in your own home. All you have to do is take a picture of the room you want to place the furniture in to see what it will look like. Businesses use both virtual reality as well as augmented reality to improve the customer experience online and at events. As VR glasses and AR apps become more accessible, businesses should be ready to implement this trend into their marketing strategies.
#9. A responsive, mobile-friendly website
After marketing trends like interactive content and augmented reality, a responsive, mobile-friendly website may seem obsolete. But, as it turns out, there are still quite a few businesses that don’t have a mobile-friendly website yet. When you know that 48% of searchers use their mobile phone, and the first position on Google search on mobile has a 31.35% click-through rate, you know that your business really can’t do without one. As a business, you should make sure that your website is discoverable and readable on mobile devices, such as smartphones and tablets. The speed of your website is also important since Google gives fast websites a better ranking in the search results. So, make sure you have a responsive website that is optimized for mobile use.
#10. Content marketing
Content is king. If you don’t know that by now, you must have been living under a rock. Content will continue to be king and therefore you should do everything you can to get it right. If businesses want their customers to find them online, well-written content is extremely important. Of course, this content has to be SEO optimized, but the most important thing is the quality of the articles and blogs that businesses publish. Many marketers believe that publishing well-written content makes readers view the organization as a credible and trusted resource.
Well-written content is readable, aimed at the right target audience and inclusive. At Textmetrics, we have tools that can help businesses create this content. Useful for marketers and copywriters who create content on a daily basis, but also a great help for recruiters who post job vacancies, for example. It guarantees that everyone in the organization communicates in the same way, which positively contributes to the credibility of the business.
Are you looking to stay ahead of the marketing trend and implement Texmetrics within your organization to maximize your marketing effort? Don’t be shy and contact us for more details!
“working remotely” creates the need for the right customer communication and findability
Arnhem, 19 May 2020 – Despite the corona crisis, the first four months of this year have been excellent for Textmetrics, a Dutch tech company specialized in text enhancement based on artificial intelligence (AI). Compared to the previous year, the number of new contracts with large companies has tripled. Many employees are currently working from home due to the corona crisis, greatly increasing the need for businesses and organizations to keep a tight grip on the quality of their communication toward customers and contacts. Furthermore, it has become more important than ever to prevent the exclusion of certain target groups based on, for instance, gender or literacy levels, and to ensure that information can be easily found online.
Recently signed contracts include Randstad, Independer, Allianz, and ING, bringing the total number of the platform’s users to more than 40,000.
Digitization in times of corona
The corona crisis is fueling digitization among companies and organizations in terms of customer contact, bringing about important advantages such as convenience, speed, and efficiency. However, this is highly demanding of organizations and their employees who are now working from home. The need for effective communication with customers is on the rise and should be taken to new levels. At the same time, costs, miscommunications, and additional handling steps must be kept to a minimum.
Marcel Leeman, CEO Textmetrics: “Our AI and machine learning-based platform ensures that companies and organizations communicate consistently and in line with internal guidelines. This reduces the dependency on individual employees in customer communications and increases customer satisfaction. Key elements include findability through SEO, text credibility, and addressing diverse target groups using appropriate language. In addition, special attention is paid to low literacy, diversity, the avoidance of “forbidden” words, consistent and correct use of important terms, etc. Machine learning means that the software is constantly evolving, so that communication with customers continues to improve.”
Textmetrics (Arnhem) is a tech company specialized in the realization of communication strategies through the use of AI and text technology (including text distribution, text comprehension, target groups, and text conversion). Textmetrics supplies commercial companies and organizations with specialized software that allows them to use text to optimally assist customers/target audiences in their purchases and their understanding of the information provided. The machine learning and AI-based technology is successfully applied by large companies and customer organizations, such as energy companies, banks, insurance companies, and temporary employment organizations within departments such as Marketing, Corporate Communications, Recruitment and Customer Services. Boasting approximately 40,000 users worldwide, the platform supports all modern Western languages.
‘werken op afstand’ creëert behoefte aan juiste klantcommunicatie en vindbaarheid
Arnhem, 19 mei 2020 – Textmetrics, een tech-bedrijf gespecialiseerd in tekstverbetering op basis van artificial intelligence (AI), heeft ondanks de coronacrisis een uitstekende eerste vier maanden van dit jaar achter de rug. Er werd het drievoudige aan contracten met grote bedrijven afgesloten in vergelijking met vorig jaar. Door de coronacrisis werken medewerkers veel van thuis, waardoor de behoefte bij bedrijven en organisaties om een strakke grip op de communicatiekwaliteit naar klanten en contacten te hebben, sterk toeneemt. Ook is het nog belangrijker geworden om geen doelgroepen uit te sluiten, bijv. op het gebied van gender of laaggeletterden, en om informatie online eenvoudig vindbaar te maken.
In de afgelopen periode werden o.a. contracten met Randstad, Independer, Allianz en ING getekend, waarmee het totaal aantal gebruikers van het platform boven de 40.000 uitgekomen is.
Digitalisering in corona-tijd
De coronacrisis zorgt voor een sterk toenemende digitalisering bij bedrijven en organisaties in hun contacten met klanten, met belangrijke voordelen zoals gemak, snelheid en efficiëntie. Dit vraagt echter veel van organisaties en hun medewerkers die nu vanuit huis werken. De behoefte naar doeltreffende communicatie met klanten neemt sterk toe en dient naar een hoger niveau getild te worden. Tegelijk moeten kosten, misverstanden en extra handelingen geminimaliseerd blijven.
Marcel Leeman, CEO Textmetrics: “Onze op AI en machine learning gebaseerde software zorgt ervoor dat bedrijven en organisaties consistent en in lijn met interne richtlijnen communiceren. Hiermee wordt de afhankelijkheid van individuele medewerkers in communicatie naar klanten verkleind en de klanttevredenheid verhoogd. Het gaat daarbij om vindbaarheid via SEO, leesbaarheid van teksten en het met de juiste taal aanspreken van diverse doelgroepen. Daarbij moet extra rekening gehouden worden met laaggeletterdheid, diversiteit, het vermijden van ‘verboden’ woorden, consequent en correct gebruik van belangrijke termen, etc. Machine learning maakt de software steeds rijker, zodat de communicatie naar klanten steeds verder verbetert.”
Textmetrics (Arnhem) is een tech-bedrijf gespecialiseerd in het realiseren van communicatiestrategie door de inzet van AI en teksttechnologie (o.a. tekstverspreiding, tekstbegrip, doelgroepen en tekstconversie). Textmetrics levert gespecialiseerde software aan commerciële bedrijven en organisaties om te zorgen dat deze bedrijven door middel van teksten hun doelgroep maximaal kunnen bedienen bij aankopen of bij het begrijpen van de aangeboden informatie. De op machine learning en AI gebaseerde technologie wordt succesvol toegepast bij grote bedrijven en klantorganisaties, zoals energiebedrijven, banken, verzekeringsbedrijven, uitzendorganisaties binnen afdelingen als Marketing, Corporate communicatie, Recruitment en Customer services. Wereldwijd zijn er ongeveer 40.000 gebruikers van de software, die in alle moderne Westerse talen wordt ondersteund.
Trends in marketing come and go. That won’t be much of a surprise if you think of all the new technologies that emerged in recent years. Think of things like artificial intelligence, data-driven marketing and voice search. If you miss out on these new trends, you’ll miss out on promising opportunities. At Textmetrics, we want businesses and entrepreneurs to get the most out of their marketing efforts. That’s why we wrote this blog post. In it, we’ll tell you all about the 10 marketing practices of the moment that you cannot ignore.
#1. Artificial intelligence
Over the last few years, we have seen that an increasing number of businesses use artificial intelligence (AI) for their marketing efforts. AI-powered technology and automation have already taken over many simple jobs. It is believed that AI is the biggest commercial opportunity for businesses, industries, and nations over the next few decades. So, it’s safe to say that it would be a huge mistake not to use it for your marketing efforts.
Big data, supported by AI, can help you analyze customer behavior and search patterns. By gathering data from social media and blog posts, AI can help businesses understand how customers find their products and services. AI can also be used for creating chatbots, which allow customers to have their questions answered quickly and at all times. A number of other things AI can be used for are:
At Textmetrics, we use the technology behind AI to help businesses create target-group-specific and corporate-wide-consistent content. AI is also one of the major technologies behind voice search. All in all, you can say that AI takes the grunt work out of marketing, leaving businesses with more time to focus on strategy and creating a great customer experience.
Because businesses are able to collect more data about their audience, marketing efforts can be more personalized than ever. This personalization is necessary because the number of marketing messages people receive daily keeps increasing. Research has shown that 63% of people are annoyed by these generic advertisements, and 80% of people say that they are more likely to do business with a company that offers personalized experiences. So, the advice would be to use the data you collect to create personalized ads that directly appeal to your audience.
#3. Short-lived and video content
Besides well-written articles and blogs, there are two other types of content that businesses should consider focusing on. It’s the so-called short-lived content and visual content, like infographics and videos. We see short-lived content a lot on Instagram Stories and Facebook Stories. This content is available for a limited period of time and because of the fear of missing out, it encourages users to take the desired action faster.
It has proven to be beneficial for businesses to share infographics, images, and videos on social media platforms, such as Instagram and Pinterest. Infographics, for example, are easy to understand and more memorable than written content. Images and videos make the messages businesses want to spread more interesting and attractive. Product videos, in particular, are worth producing, as 53% of consumers say that watching product videos makes them more confident in online purchase decisions.
#4. Voice search
It’s estimated that 50% of all search queries this year will be driven by voice. That’s a huge number but not one that should come as a surprise since more and more households own a smart speaker. Businesses will have to take the increase in voice search into consideration when creating content. Voice search differs from a written search query in search engines like Google. Potential customers using voice search use longer, more conversational search queries. This means that businesses need to create content that answers these questions. So, before writing a piece, you should ask yourself what questions customers could possibly have about the topic you’re writing about.
When using influencer marketing, businesses ask major names, such as celebrities, to promote their products online. This has proven to be a very successful marketing strategy. Influencers could also be your average everyday people who found their niche in the social media world. These micro-influencers, as they are called, aren’t famous but do have thousands to tens-of-thousands of followers. This may be less than the number of followers famous people have, but their posts generate a higher level of engagement. On top of that, the audience finds it easier to relate to the lives of micro-influencers, which makes it more likely that they will trust their opinions and recommendations.
Could you use some help with implementing and optimizing your marketing efforts within your organization? Textmetrics is here to help! Our tools help you monitor the quality of your content, help you create valuable SEO content, and make sure that your content is fully targeted at the right audience.
On this Podcast (Dutch), Wesley Connor, e-commerce manager from Randstad, discussed with Mathijs Kok on how they create content inside their organization. How does Randstad look at conversions and what role does content guidelines play towards reaching their goals.
As the number of businesses in your niche keeps growing, applicants have more job opportunities to choose from. For recruiters, this means that finding and hiring qualified candidates is now more difficult than ever. If you want to fill more positions, have candidates apply who fit the job description, and decrease your time to hire, you might need to change your recruitment strategy. In this blog, we’ll discuss five recruitment strategies to help improve your hiring process.
#1. Develop a clear employer brand
If you want talented candidates to apply to your job, you’ll need to stand out in the sea of similar businesses that offer pretty much the same thing. A strong, recognizable and memorable employer brand is what you’ll need to achieve this. A clear employer brand reflects the mission, culture, and values of your business. Ask yourself the following questions:
Why would a candidate want to work for this company?
What percentage of your employees would recommend this company as a great place to work?
The answers will tell you if you’re on the right path or if there is still some work to be done. Remember that consistency is key here. Make sure that everything you post online, from your website to social media, aligns with your employer brand.
#2. Create job posts that reflect your company
You only get one chance to make a first impression. This is certainly true for job posts. In many cases, your job post is the first thing a candidate will see of your company. That’s why you’ll want your job posts to reflect who you are as a company. Don’t use jokes in your job post if your company culture is mostly formal. And don’t be all formal in your job posts if your company is built on comedy. If you create job posts that reflect your company, you’ll attract people who will fit in with your company’s culture.
#3. Go for passive candidates
Passive candidates are those that are not actively looking for a new job. They are currently employed somewhere else and are pretty happy about that. Of course, that doesn’t mean that they are not open to change or a better offer. What you have to do when it comes to passive candidates is reach out to them personally and ask them if they would be interested in discussing a new job opportunity. This shows them that you are truly interested in their talent.
Don’t forget that passive candidates aren’t looking for a job. Although they might be interested in what you have to offer, they may not want to spend too much of their time on it. So, make the application process as easy as you possibly can. For example, they might not have an updated CV ready. Don’t ask them to update it just for you. You probably found them through LinkedIn, so you already know that they are qualified, right?
#4. Use niche job boards
There are numerous job boards that you can post your job on. But the larger job sites aren’t always the best way to go. This is especially true if your company falls into a smaller, more defined category. You have to fish where the fish are, so to speak. So, try to find out which job boards are used by the candidates you are looking for. Although this may be a much smaller job board with fewer visitors, the chances of having the right candidates apply are much greater.
#5. Write straightforward and easy-to-understand job descriptions
As a recruiter, you know how to write the best job descriptions, right? You have written so many over the years that you know what you’re doing. Writing straightforward and easy-to-understand job descriptions, however, isn’t as easy as it may sound. Your job description must be consistent and detailed enough to help candidates determine if they are interested or not. Therefore, always include a clear summary of the following information:
The major responsibilities that come with the job.
The qualifications and skills the applicants need to have.
An overview of the most exciting aspects of the job. This answers one of the most important questions a candidate will have: “Why should I apply for this job?”
The job title you choose is also important. Make sure it’s catchy and unique, so candidates will be tempted to read on. Give candidates a good idea of what they can expect from the job offered by outlining their core responsibilities, day-to-day activities, and a list of soft and hard skills they need to have. And most importantly: make sure your job post is proofread, double-checked and accurate before you post it online.
Could you use some help with writing catchy and unique job posts? Textmetrics is here to help! Our solutions help you create job posts that everyone understands and attract a diverse talent group.
Textmetrics enables organizations to continuously improve the conversion rates of their online and offline texts. Powered by machine learning and artificial intelligence, Textmetrics will assist you with real-time suggestions to write high quality content that matches your target audience.