One of the most popular terms in marketing today is “thought leadership”, and while some use it as a buzzword to describe any authority gained on a subject, the reality of the process goes much deeper than that.
Becoming a thought leader means positioning yourself or your company as an expert within your field, the place people go first when they want answers, ideas, or analysis. Sure, consumers still want to hear about specific products, and promotional content will continue to draw interest and drive traffic and sales, but when a business is able to elevate its status to that of a thought leader, it means that users are seeing them as something different than a sales medium.
Research shows that some 96% of all B2B companies want more content from industry thought leaders. Through an effective thought leadership program, you can build brand equity, and consumers and other businesses will end up looking to you for answers, and will trust what you have to say. This can provide you with a terrific opportunity to share your views, and shape the conversation, which then creates more sustainable growth than a single product or concept.
Social media offers the most direct access to consumers on the internet, so it should be the focus of any thought leadership strategy. Here are eight social media-related methods that can be used to boost your reputation as a thought leader.
It should almost go without saying that you need to provide excellent, timely content on a regular basis as part of any thought leadership program.
The internet is rife with information, but much less forthcoming with compelling, thoughtful articles that do more than simply promote a product. When social media users begin to recognize your content, and associate you with intriguing content and impartial advice, that’s when you have the opportunity to have an impact in thought leadership.
Have you heard of TikTok, the music video focused app which enables users to post short clips – mostly lip-synching or dancing – and share them with friends?
If you haven’t heard of TikTok, you’ve likely heard of musical.ly, which, since August, has been re-branded as TikTok after being acquired by the app’s parent company, ByteDance, back in November 2017.
Whether it’s on your radar or not, it is worth paying attention to – according to new research from apptopia, TikTok is growing fast, with worldwide downloads up 20% in the last three months, and U.S. downloads up 25%.
In fact, TikTok is currently seeing more downloads than Snapchat, Instagram, Facebook and YouTube.
Facebook Messenger chatbots deliver up to 80% better engagement than other channels (like email marketing or Facebook posts).
Not only does Facebook Messenger marketing deliver more engagement, it also allows you to collect valuable contact information and generate leads.
In terms of paid social, Facebook Messenger chatbot ads deliver up to 50x better ROA.
Facebook Messenger marketing is a win all around.
I’m so confident in its capabilities I actually created the chatbot building platform MobileMonkey so that I can help businesses tap into Facebook Messenger’s unlimited marketing potential.
Early chatbot adopters will edge out their slow-to-move competitors and reap the rewards.
If you’re one of those early adopters and are ready to get started with Facebook Messenger chatbots, here are eight characteristics to bake into your bot.
A chatbot that sounds like a robot is a donkey, but a chatbot that sounds like a human is a unicorn.
Even when users know they’re interacting with a bot, they never want it to feel like they’re interacting with a bot.
The best bots use natural language, emojis, and maybe even GIFs.
They are empathetic — as a basic example, if a user has a problem, the chatbot will be able to recognize it as such and offer a very human “I’m sorry!”
It was only a matter of time really, and it makes logical sense. This week, WhatsApp has confirmed that it will soon allow companies to purchase ads within WhatsApp Status, the platform’s own variation of Stories.
As reported by Gadgets Now, WhatsApp’s Vice President Chris Daniels said:
“We’re going to be putting ads in ‘Status’. That’s going to be a primary monetization mode for the company, as well as an opportunity for businesses to reach people on WhatsApp”
Monetization has become a key focus for WhatsApp. Now one of the most popular apps in the world – at 1.5 billion users – parent company Facebook is keen to find ways to convert that attention into revenue.
And definitely, there’s significant revenue opportunities there – among the 60 billion messages being sent in the WhatsApp every day, a huge amount of them already relate to business transactions. In a recent survey, for example, over 80% of small businesses in India and Brazil said that WhatsApp helps them both communicate with customers and grow their brands.
WhatsApp Status, at last report, currently has more than 450 million daily active users.
The signs are clear that Facebook’s moving to accelerate the app’s revenue potential in the wake of the departure of founder Jan Koum. Back in January (before Koum left), WhatsApp’s new business app was launched, a first, significant step towards facilitating commercial transactions through the tool.
In August, WhatsApp announced a new customer chat option which would finally enable some level of monetization within the app, with businesses being charged a small fee to respond to customer queries.
But ads are the biggest opportunity here, and also what Facebook does best. Rumors of ads in Status have been swirling for some time, but now, we have official confirmation of a new ad option within the messaging platform.
Interestingly, Daniels also noted that Status ads would be powered by “Facebook’s native ad system”, which likely means that WhatsApp Status ads will be available as another option through Ads Manager. That could make it very easy for businesses to cross-promote through Facebook Stories, Instagram Stories and WhatsApp Status with a single campaign, which will no doubt be an enticing consideration for some.
Right now, we don’t have any more details, but it is worth noting that a significant new ad opportunity is coming. And that could end up being huge for Facebook.