7 Brands Already Using Chatbots in Their Marketing

By now, you've probably realized that the bots have us surrounded. If recent success stories like Arby's hilarious pizza slider bot are any indication, the future of brand awareness as we know it just might rest in the little digital paws of chatbots.

They might seem like "the simpletons of the artificial intelligence world," but chatbots offer marketers from any industry the opportunity to engage with consumers on a personal, direct level -- as long as they can capture (and hold) users' attention with an engaging narrative.

The emergence of accessible artificial intelligence gives us unprecedented access to consumers, but the tech needs to be fed by compelling creative work to be used successfully as a marketing tool.

As AOL's David Shingy writes in Adweek, "The challenge [with chatbots] will be thinking about creative from a whole different view: Can we have creative that scales? That customizes itself? We find ourselves hurtling toward another handoff from man to machine -- what larger system of creative or complex storytelling structure can I design such that a machine can use it appropriately and effectively?"

Some brands already seem to be getting the balance right. A bot needs to capture a user's attention quickly and display a healthy curiosity about their new acquaintance, but too much curiosity can easily push them into creepy territory and turn people off. They have to display more than a basic knowledge of human conversational patterns, but they can't claim to be an actual human -- again, let's keep things from getting too creepy here.

To inspire your first (or next) foray into the weird and wonderful world of chatbots, we've compiled a list of seven brands who's bot-based campaigns were fueled by an astute knowledge of their target audiences and solid copywriting. Check them out below, and start considering if a chatbot is the right move for your own company's next big marketing campaign.

7 Brands Already Using Chatbots for Marketing

1) National Geographic's Genius

Image Credit: Top Bots

Who wouldn't want a little Albert Einstein at their disposal to answer pressing questions about space, time, and the meaning of life?

Back in April, National Geographic launched a Facebook Messenger bot to promote their new show about the theoretical physicist's work and personal life. Developed by 360i, the charismatic Einstein bot reintroduced audiences to the scientific figure in a more intimate setting, inviting them to learn about the lesser-known aspects of his life through a friendly, natural conversation with the man himself.

"Rather than having the campaign speak for Einstein, we wanted Einstein to speak for himself," Layne Harris, 360i’s VP, Head of Innovation Technology, said to GeoMarketing. "We decided to pursue a conversational chatbot that would feel natural and speak as Einstein would. This provides a more intimate and immersive experience for users to really connect with him one on one and organically discover more content from the show."

Unfortunately the Genius bot is no longer active, but apparently he had a pretty good sense of humor -- persistent existential dread aside.

2) Whole Foods

Tonight's dinner plans could be just a single emoji send away.

Whole Foods' Facebook Messenger bot -- launched in 2016 at MobileBeat -- lets users search for recipes, products, and food inspiration without leaving Messenger.

The friendly foodie bot was developed by Conversable, and the team plans to expand its capabilities in the near future to include coupons, a saved recipe library, and direct shopping. 

If you aren't sure what you're looking for, you can give the bot some details about your dietary restrictions and flavor preferences, and it will serve up some options. And if you're in the mood to embrace every millennial stereotype, you can just send an emoji of a food item for instant recommendations. The future is truly now.

3) Aerie

Image Credit: VB

With a predominantly millennial and Gen Z target audience, it makes sense that lingerie and apparel retailer Aerie was quick to adopt bot technology in their marketing approach.

Available on Kik, the bot helps users select products with an engaging game of this or that: you're presented with two product images, and you select the one that most suits your body type and preferences. After a few rounds, the bot is able to make personalized product recommendations based on your selections.

"We worked closely with the Aerie team, including copywriters, designers, and brand voice to create a chatbot with a distinct persona that celebrates body positivity and promotes confidence in young women," said Lauren Kunze, the CEO of Pandorabots, the company behind Aerie's bot.

4) Harper Collins

Having trouble finding your next read? Harper Collins' Epic Reads chatbot is here to help. With a few simple questions about your past favorites and genre preferences, this powerful little Facebook Messenger bot can find a book that matches your unique literary tastes.

The Epic Reads bot caters specifically to teens, but Harper Collins hasn't forgotten adult readers -- in early 2017, they launched a second book recommendation bot, Book Genie, which offers up a broader range of book suggestions for all ages. 

5) Marvel's Spiderman

You might not ever be able to fight like a superhero, but now you can at least chat like one.

Marvel released a choose-your-own-adventure style Facebook Messenger bot to build hype for the summer blockbuster's theatrical release.

The good news is that the bot will give you a cool nickname. The bad news is that the nickname it gave me was "The Wobbler."

Through some urgent back-and-forth with the users, the bot eventually reveals panels of a secret comic. If you share your location, the bot will instruct you to "report for duty" by purchasing the full comic book in stores.

6) Starbucks

Image Credit: GeekWire

Perfect proof that simplicity can be the best route, the Starbucks Barista bot for Facebook Messenger serves a very specific, very important purpose: it orders you coffee.

When you have a desperate need for a java fix with minimal human interaction and effort, this bot has you covered. According to a demo led by Gerri Martin-Flickinger, the coffee chain's chief technology officer, the bot even understands complex orders with special requests, like "double upside down macchiato half decaf with room and a splash of cream in a grande cup."

That's pretty impressive. I, an adult human and problematically frequent Starbucks customer, barely understood that. 

7) Duolingo

Image Credit: Duolingo

Learning a new language takes a lot of practice, and if you're doing it on your own, you might miss out on gaining valuable conversational knowledge. Enter online language-learning platform Duolingo's chatbot service.

Available in a wide variety of foreign languages within the Duolingo app, the bot helps language students overcome the fear of embarrassment that often comes with speaking a new language in a conversational setting by providing them with virtual, judgment-free option.

"A very common request that we get is people want to practice conversation," said Duolingo's co-founder and CEO, Luis von Ahn. The company originally tried pairing up non-native speakers with native speakers for practice sessions, but according to von Ahn, "about three-quarters of the people we try it with are very embarrassed to speak in a foreign language with another person."

The chatbot offers the perfect solution: a friendly bot companion to practice with, any time of the day, with no fear of embarrassment. "As far as we can tell," von Ahn told The Guardian, "computers can't judge us."

Which branded bots are you engaging with these days? Let us know on Twitter.

 

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Facebook Stories Enhancements: Public and Desktop

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show with Erik Fisher and Kim Reynolds, we explore Facebook Stories on desktop with Jeff Sieh, Facebook ad updates with [...]

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How Workplaces Get Diversity Training Wrong

Workplace diversity isn't just good for your employees' wellbeing -- it's also good for business.

Back in 2015, a McKinsey report found that companies with management teams in the top quartile for ethnic and racial diversity were 35% more likely to have financial returns above their respective national industry medians. Companies in the top quartile for gender diversity were also 15% more likely to have returns above their industry means.

Image credit: McKinsey

But diversity isn't a just business play. It's a human play.

But diversity isn't a just business play. It's a human play. And as more companies start to incorporate diversity programs into their training and hiring practices, many are failing to develop truly meaningful, empathetic initiatives that go beyond surface-level quotas and checkboxes.

A recent investigation by Harvard Business Review found that some common tactics like mandatory skill assessment tests to reduce hiring bias, annual performance ratings to evaluate pay gaps, grievance systems to rehabilitate biased managers, and compulsory diversity training programs to educate employees just aren't doing enough to bring organizations into the 21st century. In fact, some of these initiatives might even have an adverse impact on organizational health, reinforcing bias instead of alleviating its damage.

Laboratory studies show that this kind of force-feeding can activate bias rather than stamp it out.

According to sociology professors Frank Dobbin and Alexandra Kalev, "Those [diversity initiatives] are designed to preempt lawsuits by policing managers' thoughts and actions. Yet laboratory studies show that this kind of force-feeding can activate bias rather than stamp it out. As social scientists have found, people often rebel against rules to assert their autonomy. Try to coerce me to do X, Y, or Z, and I’ll do the opposite just to prove that I’m my own person."

By no means does this study indicate you should abandon your company's diversity program for fear of failure. It means it's time for a more empathetic, self-aware approach to diversity -- in the workplace and beyond. 

Adam Foss, a former Assistant District Attorney in the Suffolk County District Attorney’s Office in Boston and the founder of Prosecutor Impact, sat down with The INBOUND Studio to discuss diversity, empathy, and the complexity of privilege.

At Prosecutor Impact, Foss builds training programs for prosectors, teaching them to take a more empathetic, conscious approach to their work and the betterment of the communities they practice within. He's found that cultivating empathy, rather than diversity alone, is necessary for creating real cultural changes.

"Empathy is the ability to share and understand the feelings and experiences of another. That is not what diversity means. Diversity just literally means 'difference.'" - Adam Foss

"Empathy is the key driver of success in the criminal justice system, because its so devoid of empathy, or anything that requires empathy," Foss explains in the interview. "I think that's why we're in the mess that we're in now with the incarceration population, the size that it is and who it's affecting. It has marginalized people -- period. To really start turning that corner and succeeding and seeing that change, there's been a drive to create empathy as part of the education of folks."

The training at Prosecutor Impact focuses on building empathy through both academic and experiential learning, educating prosecutors on subjects that deepen their understanding of the communities they serve, and confronting them directly with the realities of incarceration to strengthen their capacity for empathy. 

"People are on board with that part of it: getting this new visceral experience, learning these new things," Foss says. "Where it gets difficult is when you have to start tackling harder issues like what is the role of race, what is the role of gender, and religion, and sexual orientation."

"When you start having those questions, people get defensive, or negate their privilege by talking about how they had [difficulties] and how they made up for them. And both of those things are really dangerous and counterproductive when you're trying to change culture."

Refocusing Diversity Initiatives in the Workplace

Foss admits that discussing privilege is "a difficult conversation to get started," but it's a conversation worth having. Becoming aware of the privilege you possess is the first step to leveraging it in a meaningful way, and many conventional diversity programs fail to address this.

Focusing on empathy and self-awareness over quotas and trainings aimed at instantly stripping away biases is a more holistic, realistic approach to embracing a more diverse workplace and world.

 

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Live Video Tools: The Best Apps for Going Live

Are you planning to start a live video show? Want to know which tools you’ll need to broadcast live? To explore the best live video apps and software to produce your own live show, I interview Ian Anderson Gray. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from [...]

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6 Psychology-Backed Hacks for Making Engaging Videos

At HubSpot, our one-minute Facebook videos usually receive more views than our longer videos. So how is it that our third most viewed video right now is almost four minutes long?

Facebook will boost a video’s organic reach if it deeply engages viewers, so we knew our video needed to grip our audience from start to finish -- especially since it’s four times longer than the majority of our videos. If it didn’t captivate them, Facebook could squash the video’s organic distribution.

To maximize audience engagement, we implemented psychology-backed hacks throughout the entire video. Let’s check it out and the takeaways below to learn how to fully capture an audience’s attention.

6 Psychology-based Hacks for Making Engaging Videos

1) Spark Curiosity

To spark on-demand curiosity, George Loewenstein, Professor at Carnegie Mellon University, recommends leveraging the information gap theory of curiosity.

The theory states that sensing a knowledge gap between what you know and what you want to know compels you to take action to fill it, like clicking through to a story.

We evoked curiosity in our viewers by using a simple, yet thought-provoking headline: Entrepreneurship is Back.

This title can trigger loads of questions from our audience, like “Entrepreneurship was gone?”, “What does it look like now?” and “How can I be an entrepreneur in today’s age?”, increasing the odds that they would click on our video.

By stimulating curiosity and leaving questions unanswered, we could succesfully create a gap between what the reader knows and what they want to learn.

2) Hook Your Audience

When Facebook analyzed their users’ video consumption data in 2016, they discovered that 45% of people who watch the first three seconds of a video will keep watching it for at least 30 seconds.

This helped us realize that sparking our audience’s curiosity wasn’t enough to engage them. We needed to instantly hook our viewers in the first three seconds. The human attention span isn’t long enough to be entertained by sluggish content.

What hooks people, though? According to Buffer, an effective video hook visually engages viewers and previews the video’s core message. Hooks are potent because they can simultaneously grab your viewers’ attention and generate interest in the rest of the video.

During our video’s first three seconds, we rapidly cut between numerous Shark Tank pitches. The swift frames caught our viewers’ eye. And if they recognized the entrepreneurs, they knew exactly what the video was about.

The narrator quickly summarizes the video’s main point too. He cuts right to the chase, informing the viewer that the video covers the rise of entrepreneurship. Many of our viewers dream about starting their own business, so this quick sketch of the topic definitely piqued their interest.

3) Make It Visual

When we were babies, we relied on vision to associate objects with behaviors, like a ball meaning play time. Vision was the only way to learn about the world.

That’s why you can understand visual information in 250 milliseconds (almost two times faster than a blink of an eye) and why your visual system activates over 50% of your brain. Watching something has always been the best way to learn.

Since visual storytelling helps people grasp concepts and data easily, we decided to complement our video’s text and narration with dynamic graphics, popular movie scenes, and footage of real people.

Each time our narrator expanded on a concept or some data, our viewers could listen to the information and watch a visual representation of it. This helped them form a concrete understanding of the video’s central idea.

4) Tell a Story

When someone tells you a story, they can plant their personal experiences and ideas directly into your mind. You start to feel what they feel.

Powerful stories evoke empathy because they activate parts of the brain that’d operate if you actually experienced the stories’ events. If someone describes eating a plate of lobster mac and cheese, your sensory cortex lights up. If someone recounts scoring their first touchdown, your motor cortex enlivens.

By using our memories to recreate the story’s sensory details, we turn its events into our own idea and experience.

Our video told a story about entrepreneurship. More specifically, entrepreneurship’s history, its economic benefits, and the reasons for its recent rocky past, current resurgence, and hopeful future.

By weaving these facts into a narrative, our viewers could place themselves into the modern entrepreneur’s mind. This allowed them to relate to the lack of fulfillment the “work to live” mentality provides and the impact their potential entrepreneurial pursuits could have on themselves and the world.

5) Inspire Your Audience

According to Psychology Today, brand preference is largely an emotional decision. Humans associate the same personality traits to brands as they do with people.

Choosing your favorite brand is like choosing your best friend, and since we spend time with the people who make us feel good, we engage with the brands that also make us feel good.

If you want your videos to resonate with your viewers, then they need to kindle warm feelings. In fact, happiness, hope, and excitement are some of the most common emotions that drive viral content.

By highlighting the digital age’s low market entry costs, a diminished need for investors, and the ability to efficiently build unprecedented amounts of brand engagement through social media, our video inspired entrepreneurs everywhere to keep pursuing their dreams because their futures look brighter than ever.

6) Make it Credible

Trust is pivotal in the inbound marketing world. If our viewers didn’t trust us, they would never consume our video content. And just because we stamped the HubSpot brand on the video doesn’t automatically validate its points.

That’s why we featured clips of Jack Delosa, Founder and CEO of The Entourage, backing up our points about finding a problem before you provide a solution, the purpose behind starting a business, and the power of social media.

He’s an established entrepreneur and an outside source, so his backing helps bolster our video’s credibility and, in turn, our audience’s trust in our content.

On Facebook, video isn’t king. Engaging video is king. And to create gripping videos, you need to be able to understand and predict human preference and behavior.

Nowadays, psychology isn't just a college prerequisite anymore. It's the core of marketing.

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16 of the Best Landing Page Design Examples You Need to See in 2017

How do you convince your visitors to take the plunge on your website?

There are so many elements that a top-notch landing page needs, and making those elements the "best" they can be often depends on what your landing page goals are. 

Take form length, for example. It's just one of the many components you need to optimize, but best practices will tell you that both short and long forms perform well -- it all depends on whether you want to generate a lot of (potentially) lower quality form submissions, or a smaller number of higher quality submissions.So if you're looking to up your landing page game, it's helpful to know what goes into a great landing page and see a few examples of these nuanced elements in action. Surprisingly, when I started doing research into the latter, I realized there are hardly any sites out there with examples of modern, impressive landing pages that are more than just a sign-up form on a homepage. So we decided to compile a list of landing pages we love ourselves.

Big, big caveat here: I don't have access to any of the stats for these pages, so I can't tell you how well they convert visitors, leads, and customers. Still, these examples have some of the best combinations of those nuanced landing page elements I've ever seen. Obviously, if you feel inspired to try any of these tactics on your own site, the only way to know whether they'll work for you for sure is by testing them out for yourself.

16 Examples of Great Landing Page Design 

1) Wistia

First up is Wistia's landing page for their Free Wistia Account. Right off the bat, you notice the one-field form to create your account -- the blue, minimally patterned background contrasts nicely with the bright white form field.

The length of the form field combined with the prominent placement eliminates nearly all friction to create an account ... but if you're having doubts, you can always scroll below to read answers to top FAQs. By separating these two sections with stark color contrast, Wistia makes it much easier for you focus on converting.

2) Unbounce

It's no surprise Unbounce is near the top of this list -- they've actually written the book on creating high-converting landing pages. Although there are lots of amazing things about this landing page, the two that I absolutely love are: 1) The use of a chat window instead of a classic form, and 2) the detailed -- but well packaged -- information below the form. 

The first helps direct attention to the goal of the page -- for you to fill out the form -- in a way that's unobtrusive and feels less like a chore. The second gives this page an SEO boost (search engines will have more content to crawl) and assuages any worry from folks who need to know more about a piece of content before handing over their information, all while not distracting people from the chat window.

3) IMPACT Branding & Design

Full disclosure: IMPACT is a HubSpot partner -- but that's not why they're included here. IMPACT's landing pages have long been a source of design inspiration. I love the simple layout of the page, from the large headline copy and detailed featured image, to the outline that surrounds the form, to the colors and fonts that are very pleasing to the eye.

Notice that they've included a check box to subscribe to their blog, which is automatically checked. Note that while adding a check box field to your landing page forms is a great way to increase subscribers, it's better to leave it unchecked and let users opt in. Otherwise, you'll risk adding a lot of low quality subscribers to your contact base.

4) Muzzle

Landing pages help users decide whether or not your product or service is actually worth their precious time and energy. What better way to clearly and straightforwardly communicate your value proposition than by confronting visitors with the very problem your app solves? 

Muzzle, a mac app that silences on-screen notifications, fully embraces this show don't tell mentality on their otherwise minimal landing page. Visitors to the page are greeted with a rapid-fire onslaught of embarassing notifications in the upper left of the screen. Not only is the animation hilarious, it also manages to compellingly convey the app's usefulness without lengthly descriptions. 

5) Bills.com

Often, people think landing pages are static pages on your website. But with the right tools, you can make them interactive and personalized.

Take the example below from Bills.com. To see if you'd benefit from their consultation, you answer three questions before you are shown a form. It starts with this one:

Then, you answer two more questions, like the one below:

And here's the final landing page form where you fill out your information:

I'm not sure how the algorithm works (or if there's one at all), but while I was filling it out, I had some anxiety about not qualifying. Once I found out I did, I was excited to fill out the form, which I'm sure most people who are in debt and using this tool are. By making this offer seem more exclusive before the form appeared on the landing page, I'd bet that Bills.com increased conversions pretty significantly.

6) Trulia

Trulia did something very similar to Bills.com with their landing page. It starts with a simple form asking for "an address" (which sounds less creepy than "your address," although that's what they mean). Below this simple form field is a bright orange button that contrasts well with the hero image behind the form, and emphasizes that the estimate will be personalized to your home.

Of course, the address itself won't be enough to estimate the value of a home. It just denotes the home's neighborhood. That's why the next page follows with more questions about the property itself, like number of beds and baths. Below, you see the copy "Tell us where to send the report" -- with a disclaimer that, by entering this information, you're agreeing to connect with a real estate agent. This is a great example of a company giving value to their visitors from the get-go, while setting visitors' expectations about what will happen as a result. 

7) Teambit

Whimsical isn't usually the first word that comes to mind when you think of HR software, but Teambit's illustration-heavy landing page is exactly that. A simple, one-field form is accompanied by a delighful office full of animal characters -- all of whom are very pleased with Teambit, in case you were wondering. An animal cartoon appears beside each informational section of the landing page, keeping visitors scrolling down to learn more.

Teambit's landing page is perfect proof that you don't need to have a conventionally "fun" product or service offering to create a fun landing page. 

[Click here to see the whole landing page.]

8) Landbot

Landbot, a service that creates chatbot-based landing pages, puts their own product front and center on their chat-fueled landing page. Visitors are greeted by a friendly bot -- complete with emojis and GIFs -- who encourages them to provide information in a conversational format, instead of via a traditional form. 

9) Webprofits

For a little contrast ... what about long landing pages? With just a few tricks, you can make even the longest landing page feel short. Webprofits' landing page below shows us how.

Right at the top, there's a prominent CTA button to learn more -- with a nice contrast against the background so it stands out, and a downward arrow to encourage scrolling. By not putting a form field up front, they help reduce friction and create an opportunity for visitors to learn more before being presented with a conversion option.

They also make it easy for you to figure out what Webprofits actually does. The rest of the page offers detailed information about what you'll get when you give over your information. Plus, it includes strategic CTAs throughout to take you back to the top to fill out the form, like "Let's Talk."

10) Inbound Emotion

Even if you don't speak Spanish, you can still appreciate the conversion capabilities of this HubSpot partner site. My two favorite features of the page? The form stays in a fixed, prominent position as you scroll through the site. I also love the hands that serve as directional cues toward filling out the form and sharing the page with others.

 

11) H.BLOOM

Sometimes, you've just got to stop and admire a landing page for being beautiful. Using high-resolution photography and lots of white space, H.BLOOM's landing page is a pleasure to look at. 

Aside from its beauty, the page has some great conversions elements: an above-the-fold form, clear and concise description of what'll happen when you fill out the form, and even the bright orange "Submit" button. The only thing we'd change up? The copy on the "Submit" button -- that could be more specific to the offer at hand. 

12) Velaro Live Chat

Sometimes the smallest details make the biggest difference. They're what make Velaro Live Chat's landing page awesome, for example.

That small PDF symbol over the feature image helps set expectations for what format the download will be in. The arrow in front of the subheadline helps further direct your attention to important copy they want visitors to read. Like IMPACT, they also have an auto-checked box to subscribe to their newsletter on their form -- which, if turned into an opt-in check box, is a great way to increase subscribers. All of these small, seemingly insignificant details help bring together a solid, admirable landing page design.

13) Airbnb

To help convert visitors into hosts, Airbnb offers some enticing personalization: an estimated weekly average earnings projection based on your location. You can enter additional information about your potential accommodations into the fields to get an even more customized estimation. 

If you visit the page already convinced, the clear call-to-action at the top of the page makes it easy to convert on the spot. 

14) Conversion Lab

While I wouldn't typically include an example of a homepage with a form on it in a post about landing pages, this website is special. The homepage is the entire website -- the navigation links just take you to the information below.

When you click "Get Help With Landing Pages," the entire site moves over to make room for the form. Here's what it looks like before you click:

And, when you click that CTA, check out how the form appears: 

I love how you don't have to leave the page to fill out the form, yet the form won't feel intrusive to casual website visitors. 

15) Industrial Strength Marketing

Right off the bat, this landing page pulls me in with a compelling, punchy header: "Don't Make Me Zoom." It directly speaks to a common experience most of us have had when we're browsing on our phones or tablets -- and it's a little sassy, too. 

But that's not the only thing keeping me interested in this landing page. Notice how the color red is strategically placed: It's right at the top and bottom of the form, drawing you even closer to the conversion event.

Plus, this design is meta to boot: It looks and works great on mobile, too. Keep in mind that a lot of visitors will be accessing your landing pages on their smartphones or tablets, and if the design of your website doesn't work well for them, they might give up and leave your page.

The folks at Industrial Strength Marketing made the fonts and form field big enough so that visitors don't have to pinch-to-zoom to read and interact with the content, for example. 

16) Shopify

Like many of the other landing pages in this post, Shopify's trial landing page keeps it simple. The user-oriented headline is just a few words, for example, and the page relies on simple bullets, not paragraphs, to communicate the trial's details and benefits. There are only a few fields you need to fill out before you get started. All of this makes it easier for you to get to the point: selling online with their tool. 

Editor's Note: This post was originally published in March 2014 and has been updated for accuracy and comprehensiveness. 

 

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3 Blogging Tools to Improve Your Content Quality

Want to publish more polished blog posts? Looking for free or low-budget tools to help? In this article, you’ll discover three blogging tools that will help you catch typos and improve readability of your blog posts. #1: After the Deadline After the Deadline can be best summarized as a “language checker for the web.” This [...]

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