In this digital age, the bar is constantly rising in expectations of user experience. It’s no surprise to any company that it’s crucial to make sure your website stands out from the competition, and this often requires taking steps beyond aesthetics of the design and clear calls to action. Sure, it’s still important to get the basics right (looks nice, load speed, etc.) but this doesn’t guarantee depth and engagement.

A great way to capture attention and stand out from the pack is by utilizing immersive website design, which takes users on an interactive journey that leaves them wanting more. Immersive design is a user experience term used to describe website design that focuses on providing an interactive experience to visitors. By creating a visually stimulating environment, designers can create a more engaging and enjoyable online experience. This often combines elements such as animation, graphics, videos, and sound with traditional web elements including text and links.

Let’s take a look at how you can create a truly immersive website experience for your users, ranging in complexity from simple to showstoppers.

1. Use Visual Cues To Guide The User Through Your Site

Visual cues like arrows, lines and icons can be used to direct users’ attention and guide them through your site in a subtle, non-invasive way.  This type of visual hierarchy helps create an intuitive navigation system without overwhelming users with too much information or options at once. It’s sort of like a nudge to guide them towards key conversion points and avoid drop-off. A common way to incorporate these cues is through microanimations, the short, concise animation that conveys an idea or message quickly and effectively. These can range from simple fades and hover states to more complex transitions between different elements on a website.  Additionally, using contrasting colors and bold font sizes can also helps draw attention to important elements or sections of your site.

2. Incorporate Interactive Elements

Interactive elements like sliders, pop-ups, animations and scrolling effects make your website more engaging and memorable for visitors. However, it’s important to remember that these features should not impede navigation or interfere with the user’s overall experience; they should enhance it! For example, incorporating subtle animation into page transitions can make the website feel more alive and organic.

3. Parallax Scrolling

Parallax scrolling has been around since the 1980s, originally pioneered 1980s, game designers working on Super Mario Bros. used parallax graphics to create a sensation of depth.  But this faux-3d technique has recently become popular again due to its ability to leverage optical illusions to create an incredible user experience. Adding parallax scrolling effects can further draw visitors into the content on each page with less effort than traditional clicks. Parallax scrolling is a popular web design technique that involves the use of multiple layers of images and text that move at different speeds when the user scrolls down the page. Utilizing smooth transitions from one layer to the next creates an 3D effect as users scroll down the page, because the background image moves slower than the foreground elements—such as text and images— to create a sense of depth and perspective. This global cleanup landing page by All Together is a great example of well timed imagery and text to create the parallax scroll effect.

4. Immersive Scrolling

Whereas parallax scroll is often used for storytelling, immersive scrolling goes a step further to change the experience from observer to participant. Immersive scroll techniques are designed to feel like they’re inside a game or other application. This type of scrolling is characterized by long-form content, visuals, animation, and other elements that draw the user into the site’s story. It also allows users to move through the content at their own pace and in own order. Immersive scroll websites sites have been designed with extra attention to detail paid to the presentation of the content and strategic use of video, photos, and other rich media to create a seamless experience. This is often suited to a single narrative, as the page should be focused on one goal or topic, such as this 2℃ Earth page that uses rich media to communicate impacts of global warming in a compelling narrative. (Be sure to try the left/right slider for full immersion!)

 

Immersive website designs are becoming more and more popular as tactics to make make businesses to stand out from the competition. By utilizing visual cues, interactive elements and intentional scrolling effects within your website design strategy, you can create an engaging user experience that will keep visitors coming back for more—and convert. If you’re looking to level up your website user experience in small or significant ways, contact Bluetext to learn about our UX design & development services.

 

 

For many businesses, multilingual or website localization is a critical step to establishing or sustaining a digital presence across global markets. But while localization efforts can pay off in high growth, it does require strategic planning and implementation efforts. As an international business, website localization & multilingual capabilities can be essential to reach new audiences and drive growth.

Website Translation vs Localization

Website translation is the process of changing an original (source) language version of web content such as into a different (target) language by simply substituting words from one language to another—in context. This includes translating copy, changing visuals and images, and adjusting the layout to best suit the target audience. Website localization is a more specialized process of adapting website content to a specific language, culture, and local market. This goes a step beyond multilingual translation services to be tailored for regional or local consumption. Both share a goal of making a website look and feel like it was designed for the target audience, no matter their geographic location. This can go a long way in creating connections with users and encourages further website interactions.

Benefits of Multilingual Websites

Multilingual websites can often be smaller than a company’s main website and focused on one goal; they are usually in less than 5 languages options, and are designed to serve users of these languages with just enough information to help achieve that goal. For example, a startup company that wants to expand into a new country would develop a multilingual page on their website to get the word out about their product, or a business that wants to hire international employees might have a small multilingual section on their career page.

Website localization can provide numerous benefits for businesses. Here are some of the key advantages:

  1. Reach new markets: With a localized website, businesses can engage with customers in different countries and tap into new opportunities.
  2. Increase sales & conversions: By providing content in the target language, businesses can improve their website’s usability and make it easier for customers to get in contact with sales teams or purchase products and services. This can aid in conversions or lead generation goals.
  3. Improve customer experience: By providing content in the local language, businesses can make it easier for customers to find relevant information and interact with their website. This can lead to greater customer satisfaction and loyalty.
  4. Enhance SEO performance: Localizing a website can also help enhance SEO performance by accounting for cultural nuances. By optimizing content for the target language, businesses can improve their website’s visibility in search engine results for gloabl audiences.
  5. Build trust: Website localization can also help businesses build trust with users by showing they understand their needs and values. This can help increase customer loyalty and trust.

Tips for Successful Website Localization

Localization is when content is translated into other languages and then adjusted for cultural differences in order to better serve multiple markets within that language. For example, a website that serves both American English and British English. This is different from a simple translation because it takes into account the language needs of different cultures and nuances unique to each country/culture. Successful website localization requires careful planning and execution, but here are some factors & tips to help businesses get the most out of their website localization efforts:

  1. Audience: It’s important to research and understand the target audience and their language, culture, and local market. This will help businesses create a website that is tailored to their needs.
  2. Content: Content is key when localizing a website. It’s important to create content that is engaging and relevant to the target audience.
  3. Design: The design of the website should be tailored to the target audience. This includes using visuals, images, and colors that are appropriate for the target culture. For example, perhaps your website imagery reflects the popular cities or cultures of Asia if you are trying to reach Asian markets.
  4. SEO: It’s important to optimize content for the target language and local market. Consider spelling differences or slang phrases to improve website’s visibility in search engine results.
  5. Testing: It’s important to test the website in the target language to ensure that it works properly. This will help businesses identify any issues before the website goes live.

Multilingual Website Development Services

Businesses can benefit from multilingual website development services to create a website that is tailored to their target audience. These services can help businesses create a website that is optimized for the target language, culture, and local market.

Website translation involves multiple steps and tools. Here’s a brief overview of the website translation process and the tools used:

  1. Content extraction: Content is extracted from the source language and prepared for translation.
  2. Translation: Content is translated by a human translator or automated translation tool.
  3. Editing and proofreading: Content is edited and proofread to ensure accuracy.
  4. Localization: Content is localized to suit the target audience.
  5. Optimization: Content is optimized for SEO in the target language.
  6. Testing: The website is tested in the target language to ensure that it works properly.

The tools used for a website translation process can include translation management systems, automated translation tools, and content management systems. Some of the most popular are WPML for WordPress or GTranslate for Drupal. Automated translation tools are usually the cheapest option, but they may not provide the accuracy and quality of human translation. A website development agency can implement and test automated translation tools, but human eye for editing and refinement by translators is always the best path.

For many growing businesses, multilingual websites & localization options are becoming to reach new markets and drive growth. Businesses of all shapes and sizes can benefit from multilingual website development services to create a website that is tailored and optimized to their target audiences. If you’re looking for help with website localization, contact Bluetext. Our team of experts can develop a website that is tailored to your target audience and optimized for success.

Word on the street is there is a new AI program that may mean big changes for many business models. ChatGPT, a new product launched by OpenAI, is a revolutionary API model designed to optimize artificial intelligence. But that’s what every AI company promises right? Sure, yet those currently in use by the public still serve up half relevant, overly robotic and not always so helpful responses. And that’s where ChatGPT differs. It’s specifically designed to interact in a conversational way, not the ‘by the book’ technically correct manner that doesn’t always fit the user’s needs (ahem, looking at you, Siri). This product can be applied to any language task, with the capacity to  serve millions of production requests each day. The dialogue format makes it possible for ChatGPT to answer follow-up questions, admit its mistakes, challenge incorrect premises, and reject inappropriate requests. So…like a person? Kind of! ChatGPT was created using Reinforcement Learning from Human Feedback (RLHF), meaning real live human AI trainers provided conversations in which they played both sides—the user and an AI assistant, to provide comparison data to refine responses. 

This new product has generated a powerful buzz across businesses of almost any industry. Companies of all shapes and sizes are eager to explore its capabilities and hypothesize how it may change their industry. 

So let’s test it out, as Bluetext was curious too. 

Hey ChatGPT, can you “tell me how chatGPT will change business models in a Snoop Dawg voice”? 

“Yo, what’s good? It’s ya boy Snoop Dawg here comin’ atcha with the scoop on how ChatGPT is gonna change the game for business models.

First off, let me just say that ChatGPT is a straight-up beast of a language model. It’s been trained on a ton of different text, so it knows how to generate all kinds of crazy-realistic sounding text in a variety of different styles and dialects. And that’s where things get interesting for business models.

See, with ChatGPT, businesses can train the model to understand and generate text in their brand’s unique voice and tone. This means that they can use ChatGPT to automatically generate all kinds of content, from social media posts and customer service responses, to sales copy and marketing materials.

And that’s just the beginning. With ChatGPT, businesses can also automate a whole range of other tasks, like answering FAQs, providing product recommendations, and even conducting market research. This frees up time and resources that can be spent on other, more valuable activities.

But the real game-changer is the way that ChatGPT can help businesses connect with their customers on a more personal level. By training the model to understand and generate text in the same dialect and style as their customers, businesses can create a more authentic and engaging experience for their customers. This can lead to increased customer loyalty, higher levels of customer satisfaction, and ultimately, better business results.

So there you have it, folks. ChatGPT is the future of business models, and it’s gonna change the game in a big way. Stay tuned for more updates from ya boy, Snoop Dawg. Peace out!”

Impressive, we must say. Our request was met with an informative and relevant response that even nailed a super specific spot-on the tone of voice. Let’s try again and get some more insight.

Hey ChatGPT, “tell me about ChatGPT’s effect on marketing”

“ChatGPT is a powerful language model that has the potential to greatly impact the field of marketing. By understanding and generating text in a variety of different styles and dialects, ChatGPT can be trained to understand a brand’s unique voice and tone. This allows businesses to use ChatGPT to automatically generate a wide range of marketing materials, such as social media posts, sales copy, and email newsletters.

In addition, ChatGPT can be used to automate tasks such as answering frequently asked questions, providing product recommendations, and conducting market research. This can save businesses time and resources that can be redirected towards more valuable activities.

Furthermore, ChatGPT’s ability to understand and generate text in the same dialect and style as a brand’s target audience allows businesses to create a more authentic and engaging experience for their customers. This can lead to increased customer loyalty and satisfaction, which can ultimately result in better business results.

Overall, the potential impact of ChatGPT on marketing is significant. By providing businesses with the ability to automate a wide range of marketing tasks and create more authentic and engaging customer experiences, ChatGPT has the potential to greatly enhance the effectiveness of marketing efforts.”

ChatGPT said it best. New developments in A.I. could have major impact on marketing strategies across industries, as many are now able to leverage artificial intelligence to confidently adopt a “work smarter, not harder” approach. Time will tell how businesses adopt A.I. products and how consumer trust levels react, but one thing is for sure: 2023 will be the year to test these new technology strategies and take big strides towards the future of digital marketing.

You’ve heard the rumblings, accepted the cookie banners and been warned by that one friend who swears by Duck, Duck, Go that privacy laws were coming…but is now finally the time? Over the past year state legislatures have introduced an array of comprehensive data privacy bills, successfully passed by both Connecticut and Utah. As of 2023 these two states will join California, Virginia and Nevada as the five privacy protectorates with enforceable data privacy regulations in effect as soon as January 1st. As 2022 winds down to a close, many businesses are scrambling to assess whether these laws apply to them, and if so how to comply by this year’s ticking clock deadlines. Bluetext is no stranger to data privacy, as we are well versed in the variety of cookies and tracking techniques used across websites and relied upon by the digital-aged marketers. So let’s break down what this legislation means, who it applies to and more importantly how you can comply. 

First, let’s dispel some legal myths and legends. You have all probably heard of GDPR (General Data Protection Regulation), which is the EU’s extensive data privacy protection program, which defines a set of laws enforced universally across all European Union nations. So who do these laws apply to? How does it impact American companies? The impact is much more significant than one would think, because GDPR applies to both companies within the EU and any company offering services or tracking behaviors of individuals within the EU. So if your company is already complying with GDPR guidelines, you’ve got a great head start to 2023 updates.  

So does the United States have equivalent laws?

Short answer: no, long answer: yes. Here’s why: European and American philosophy around privacy and individual’s rights are very different. While the European legislature honors an individual’s right to privacy as a basic human right, the American Constitution leaves these topics purposely vague and open to state wide interpretation. But as digital behaviors are becoming more visible and accessible than ever before, many states are taking the cue from the EU to establish privacy laws of their own. Most recently Connecticut and Utah joined California, Colorado, and Virginia, to create a complex patchwork of state privacy laws, with fast approving compliance deadlines of January 1st, 2023. 

What’s new in 2023? 

Here are the recently enacted laws & upcoming deadlines: 

Effective January 1st, 2023:

Effective July 1st, 2023:

Effective December 31st, 2023 

California Privacy Rights Act (CPRA) – Effective Jan 1, 2023

The new CPRA amends the previous California privacy law to expand beyond the right to privacy notice, deletion of data and opt out of selling data. The new provisions include rights to:

  • Correct their data
  • Opt out of sharing their data for targeted advertising
  • Port their data
  • Limit the use and disclosure of sensitive personal information

The most significant impact to the digital marketing industry is expanded opt-out provisions. California consumers could already opt out of the sale of their data. But starting in 2023, consumers will now be able to opt out of the sharing of their data. This significantly clamps down on marketers ability to serve up cross behavioral advertising, or targeted advertising, as this hinges on the aggregation of user’s behavioral data across multiple platforms and contexts to serve a targeted ad.  Businesses will need to post links on their website so consumers can opt out of both the selling and sharing of their data. 

The new law also includes some other critical changes that businesses must comply with: 

  • Equivalent rights to employees and business contacts the same rights as any other California resident
  • Expanded look-back period for businesses responding to data requests in California beyond the previous twelve months (which was the look-back period under the CCPA) (for any personal information processed on or after January 1, 2022)
  • Regularly submitted Data Protection Assessments,  known as “risk assessments,” which will need to weigh the benefits and risks to various audiences with the goal of restricting processing if the risks to the consumer outweigh the benefits to all stakeholders

These updates will be applicable to any companies (regardless of HQ state) which:

  • Process the data of 100,000+ California residents OR
  • 50% of their business revenue is derived from the sale/sharing of California residents’ personal data OR
  • Have $25 million+ worldwide revenue

Virginia Consumer Data Protection Act (VCDPA) – Effective Jan 1, 2023

Compliance with Virginia’s privacy law is generally broad and a bit simpler for businesses than the CCPA; however, it is stricter on a few key issues. Like the CCPR, the law protects six main tenants of data privacy: the right to access, opt-out, correct, delete appeal and portability. But some key differences include exemption of all organizations subject to HIPAA or Gramm–Leach–Bliley laws, as well as non-profits and higher education institutes (while exempt from VCDPA, strict requirements do apply).  Virginia’s law also excludes protection of employee personal data businesses collect and process under the law’s applicability. The sale of personal information is more tightly defined as “the exchange of personal data for monetary consideration by the controller to a third party.” Monetary consideration is the key phrase which the California equivalent CPRA lacks. 

Virginia’s privacy law applies to any business which:

  • Control or process the personal data of 100,000 or more Virginia residents in a calendar year
  • Control or process the personal data of 25,000 or more Virginians and derive over 50% of gross revenue from the sale of personal data

Starting on Jan, 1 2023 fines for violation can be up to $7,500 per violation (plus attorney fees). There is a 30-day cure period for businesses to fix any violations. 

How Should Digital Marketers Prepare?

With the new year quickly approaching, many businesses are scrambling to determine if these new laws apply to them, and if so how they can comply. For businesses nationwide, compliance means increasing the transparency of their data collection process, not necessarily the complete elimination of these practices. Online web users need to be presented with cookies and tracking notices at the very start of their digital interactions, and given a clear opportunity to opt-out if they desire. Bluetext can help you implement all of the right tracking technology, collection settings and front-end user notices to make your business compliant with the changing privacy landscape. And even if you’re not yet applicable to the CPRA or VCDPA, regulations are only expected to rise. Over time more and more states are expected to get on board with recent data privacy protections with the goal of setting a universal expectation of ethical data collection practices within the United States. Bluetext’s recommendation? Regardless of whether 2023 privacy laws are applicable for your business, you may want to get ahead of the curve and implement smart, ethical and compliant practices across your website. Contact us today to learn how we can help.

So far in this series, we have examined PLG as a concept, how it can be cross functionally implemented and why – when done right – it can be the right go-to-market strategy for your business. However, without a way to measure the success of your product led growth strategy, there is little to be learned and applied to your strategy moving forward. This is why establishing key short term and long term metrics and achievable KPIs is a crucial step in your PLG strategy. You are likely already tracking at least a handful of following key metrics, however establishing standard goals and benchmarks for your team to strive for when wading into the waters of PLG will provide valuable insights and allow you to make adjustments down the line to enhance your go-to-market strategy. 

David McClure outlines the key metrics in his model known as AARRR or the term he coined, Pirate Metrics. This simple model evaluates each step in the user journey to identify any opportunities in the user lifecycle and finely hone in on where improvements need to be made. 

  • Acquisition: First thing’s first – you have to drive users to the product. Whether it’s an app or a website, developing a strategy to get users in front of your product through tailored channels is the first step to reaching revenue. Typically the channel strategy at this awareness stage varies by audience. For example, while it may be best to focus on social or SEO optimization for B2C audiences, B2B audiences may expect and prefer to see content marketing – also with a focus on SEO – or Event marketing at specific conferences or trade shows where they can be introduced to your brand and your product. 
  • Activation: Once you drive traffic to your product, the next challenge becomes making the conversion. This is where content and UX come together to drive users to take action. There are endless possibilities for how you can target even the most niche audiences – this is why collecting data through A/B testing of specific copy, design or landing pages can aid in the pursuit of a higher conversion rate. 
  • Revenue: there are various ways to track revenue, like average contract value (ACV), monthly recurring revenue (MRR), average revenue per user (ARPU). The revenue phase of the Pirate Model can also include upsell strategies for premium product features or add ons. 
  • Retention: User conversion is immediately followed by the retention phase – you want the user to continue to come back to use your product and take additional actions. Staying in touch with your users through various CRM channels and retargeting strategies can keep users engaged in the product and remind them to continue that relationship with your product. At the end of the day, in a PLG strategy, the product itself should drive retention by delivering an excellent user experience. 
  • Referral: Your current users can be your greatest asset in the pursuit of new users. Not only can they tell you what you need to know in terms of their behavior and interactions with the product in the user lifecycle, but they can also be a bridge to other users similar to them. Referrals from existing users can be a powerful tool particularly when there are incentives to bolster referrals.

In addition to the phases in the AARRR model, there are many other metrics that can be leveraged to evaluate your product and the user journey. 

  • Stickiness: The rate at which users return to the product. This helps to examine the value you are delivering by looking at how often users come back. 
  • Product Adoption Rate: This measures the rate at which users transition from new to recurring users. A high product adoption rate is encouraging, as it confirms that users are not only trying the product, but continuing to use it. 
  • Churn Rate: This is one the most important metrics to take note of when it comes to PLG – it evaluates the number of users that essentially quit your product. Keeping the churn rate as low as possible should be the utmost priority of a product led company. 
  • Product Qualified Leads (PQLs): A PQL is a user who has interacted with your product and taken an action indicating they will return to the product again and will continue to be a likely customer in the future. Becoming a PQL requires an action/conversion point and A/B testing can be a valuable tool in establishing the most effective strategy for those desired actions.  
  • Customer Lifetime Value (CLV): this refers to the expected revenue to be made on a customer and their lifetime interaction with your product
  • Time to Value (TTV): The TTV is the amount of time it takes from the first interaction with your product to the moment the user is able to understand and reap the benefits of the value your product delivers. A higher TTV can result in a higher churn rate as users want to quickly get to the benefit of what you are offering. 
  • Expansion Revenue: Any of the revenue made from a user beyond their first purchase can be considered expansion revenue. Upselling your users on additional premium features is a way to grow your expansion revenue. While growing your user base is crucial, your existing customers are a massive opportunity when it comes to cross selling and upselling products.

 

Product led growth relies on the intrinsic value that your product delivers to its users and an effective GTM plan to make sure it is put in front of the right audiences. Even the best products require some strategic thinking when it comes to driving users down the funnel to take action at that conversion point. Having the ability to evaluate and track users in their interaction and lifecycle with your product is essential for a successful launch and a successful future. Being armed with insights through these powerful metrics will help to fine tune the user experience and enhance revenue generation down the line. Learn more about how Bluetext can support and track your PLG strategy.

Companies are able to expand with efficiency using the product-led growth (PLG) strategy. In a PLG model, the product is the main vehicle for acquiring, retaining, and expanding customers, and these end-users are now in the driver’s seat. This means the road to success is paved by the experience your product provides. 

The PLG strategy sets new standards and expectations for companies based on customers’ wants and needs. Consider a PLG model for your company as you strive to meet the following characteristics: 

Your product offers a fast, unique, and effective solution.

It is crucial to think about how your product can not only become a leader in conversations but also garner positive experiences for your customers. The focus should be on real people, with real problems so you can promote active solutions that help customers achieve daily tasks. In today’s world, there is no shortage of companies creating products. That means there is a lot of competition out there, and customers have no problem ditching your product if they can get a faster, more efficient solution to their problem somewhere else.

The user quickly realizes the benefit of the product.

People want immediate gratification and will give up quickly if a product is more work than help. So, meet users where they work. A customer should be able to understand and integrate your product into an existing workflow without any major hurdles. Your product should deliver real value that has strong viral potential, and continue to bring value to its users.

Your product is flexible and customizable.

Your product needs to provide metrics that allow you to adapt to user behavior to provide continuous added value. Customers want their lives to be as easy as possible, so it is important to continue innovating and adapting. Enabling users to get creative and adjust the product to benefit how they work, will prompt continued internal optimization of your product and provide limitless growth opportunities.

Develop a strong user community.

Connect with your users, but also provide an environment and positive experience that will prompt users to build their own communities within their workforce through self-serving promotion. This free promotion of your product is a highly effective way of getting additional users to adopt your product. They have a foundation of trust with their peers and fellow co-workers that translates to the product and fosters long-term, loyal relationships. As more and more people test out and use your product, it becomes essential to run those users’ businesses.

Monetize after you deliver value.

Be strategic with your pricing and how you present high-value features. Users need to trust that it will benefit them and improve their workflow before they pay. Being flexible with pricing and basing it on usage will also make it easier to scale.

PLG creates happier, more satisfied customers, who in turn become promoters for your product. This cycle both benefits your business and the customers as it pushes constant innovation and optimization for your product. 

If you’re looking to take your business performance to the next level, contact Bluetext.

Now that the election is over (kind of), it is time to return to the real burning question on the minds of b2c, b2b and b2g brands: what in the Sam Hill is going on over at The Bird App?

Are they really handing out blue check marks like Halloween candy to anyone willing to fork over $8 a month for Twitter Blue? With Elon Musk at the helm, today’s reality may be old news by tomorrow, but marketers cannot ignore a swirl of new challenges for executives/leaders as well as their overall brand presence on Twitter.

First, with the cache of verification diluted, should it impact your time and financial investment with Twitter? Second, brand protection has become a serious issue – for now – as Twitter is playing catchup in cutting off accounts that are impersonating verified users. Finally, the unpredictable nature of the person running Twitter may lead to tweets, decisions and statements that create conflicts with values established by your brand, customers and organizational leaders. Out-of-sync values make for tough decisions for site advertisers.

Bottom line: at the end of the day for most eligible brands and individuals, it isn’t about the $96 a year for Twitter verification. It’s about how to handle all of these other emerging factors, and marketers should have a seat at the table in guiding these important decisions.

For now, marketers and decisions should consider the following:

Stay Attuned to Evolving Twitter Content Moderation Policies

Politics has seeped into every corner of social media strategy and execution. Almost immediately after Elon Musk assumed control of Twitter, content permissions changed dramatically in a way that not all brands will be comfortable with.

Ad giant IPG is recommending to clients to make the move of pausing Twitter advertising spending temporarily, and several brands have done just that. Conversations will be had on whether to extend brand action from halting ad spend to pausing account activity altogether. Brand marketers have little choice but to stay attuned to how Twitter content policies evolve to determine conflict with your own brand values. Some may also feel compelled make a public statement to customers and the public if developments on Twitter warrant. Lastly, any action taken must be viewed holistically to ensure consistency across other social networks when controversies arise.

Evaluate the Value of Verification

Twitter Blue Verification rollout is off to a rough start. Individuals are impersonating accounts and fooling people with tweets that appear to come from professional sports stars, celebrities, political leaders, global brands and everyone in between. In the Matrix-inspired words of Keanu Reeves, who tweeted on the ramifications of rampant impersonation, “whoa.”

This is clearly not sustainable; the burden falls to the Twitter content moderation team to play catchup. In the meantime, brand marketers and really anyone with verified accounts under the prior, stricter rules, will have to pay close attention as brand reputation on Twitter is at risk.

As American Express once coined, “membership has its privileges.” To date, Twitter verification has boosted tweet amplification and aided brand building – which is good – but less quantifiable is whether it actually helps to grow followers or ultimately, boost a bottom line. Now factor in all of these other potential negatives and the value proposition becomes murkier. With Twitter Blue changes, addition benefits floated by Musk include:

  • Priority in replies, mentions and search
  • The ability to post long video and audio
  • Reduced ad exposure compared to unverified users

For now at least, Blue checkmark verification is going to be available to almost anyone willing to pay the monthly fee. Though users can see who pays for verification and who doesn’t. Prioritizing revenue generation, on its surface, dilutes the value of the blue checkmark.

Be Prepared to Act Quickly and Decisively

Twitter isn’t the first company with an unpredictable and unconventional leader at the helm. Even within the social media category, polarizing founders and leaders are not hard to find. Anyone claiming to know what move Musk will make next or what his next tweet will contain, is full of it. Your line in the sand on what constitutes “too far” will be different than others, but when that line is crossed, brand decisions must be decisive. Whether the move is to end advertising, pause account activity or affirm your commitment to the site, customers and consumers want brand consistency. No waffling or bouncing back and forth without clearly established guardrails on, for example, what action would need to be taken to resume advertising or account activity.

 Verified account impersonation is running rampant today, but glass half-full observers will point out that over time, Musk will get his bearings and address loopholes exposed during this transition period. Already Twitter Blue has been updated so that only users with an account created prior to November 9th could access the feature. This should tamp down on some of the newly created impersonator accounts wreaking havoc on paid verification.

Twitter policies remain in flux, and are likely to change multiple times based on user feedback, concerns and other important factors like what Musk had for breakfast that morning. How long that takes, and how patient brands and brand leaders choose to be, is the question.

If you are interested in learning more about Bluetext social media strategy and execution capabilities, as well as our public relations and branding work visit click here.

But here at Bluetext, our feet were getting a little chilly. For more than 11 years, Bluetext has designed amazing brands and websites for world-class clients across all industries. Our team has helped more than 50 clients get acquired within two years of starting an engagement with us. We are performing at top levels for our clients, helping raise enterprise value and brand visibility.

A few months ago, we pulled up our website and felt it was time to treat ourselves like a client. We put our heads together to reimagine our brand and our position.

We have re-launched the Bluetext brand and website with 150+ success stories and 1000+ thought leadership pieces to provide a sense of what we could do for your organization. This debut goes a step beyond showcasing what we can do, but truly exemplifies who we are.  Our team has evolved significantly since our founding, reaching unimagined heights, and, simply put, outgrowing the previous brand. From positioning to branding to websites to go-to-market lead generation campaigns, our team is eager to tackle any challenge across any industry for any size organization. Our services are wide and varying, but our mission remains focused: push creative boundaries, deliver real results, and most importantly enjoy every moment of it.

Bluetext is more diverse, nimble, and passionate than ever, and reenergized with our latest brand, logo, and website evolution. Stay tuned for our case study series on the creative process behind the Bluetext brand.

Kingston Technology is the leading global manufacturer of memory and storage solutions, but their IronKey hardware-encrypted portable data storage products were not as well known. Bluetext was specifically contracted to create a campaign that could educate the industry about the benefits of hardware encryption compared to software-encrypted, unencrypted, and cloud-based solutions. Centered around the specific hardware-based encryption, our campaign asks the rhetorical question of does anyone want their security to be ‘soft’?

The obvious answer being no, Bluetext focused the campaign concept around “Hard vs. Soft” things. Bluetext was challenged to figure out how to bring “soft” to life via 3D design. But how to memorably visualize this metaphor? A deep brainstorm by the Bluetext surfaced a quirky and nostalgic example almost anyone could relate to: Jello.

Behind the Scenes: Jiggly 3D Animation

Communicating the look and feel of Jello with its jiggly physical properties was a real technical challenge. Using Cinema 4D’s built-in Jiggle Deformer and Fracturing Objects, adding a little bit of smoothing and rendering with the built-in RedShift render engine in Cinema4D, we were able to get the look we were going for.

Jiggle Bells, Jiggle Bells

Does jiggling jello even make a noise?! We asked ourself this very question every day. We even made some jello (lime of course) and tested it out just to be sure. The answer is – not really. But that’s beside the point.

Sound design was a pivotal component of our concept. Essentially, didn’t want it to seem like the hard drive was exposing or stealing sensitive information. Also, with the international scale of this campaign (7 languages!), we couldn’t use a voiceover.

It was up to our sound designer to clarify the story of “jello safe, bad. IronKey, good.” Using a mix of digital, mechanical, tactile, and dystopian sound effects, our audio narrative both negatively reinforces software encryption and then victoriously reinforces how hardware encryption can save the day.

Designing the jello splatter portion? Let’s just say we spent some time in the “Gore” section of our sound library. I think our designer is still having some PTSD, but the end result goes hard, that’s for sure.

With 3D animation to support Kingston’s IronKey product, the campaign set out to break the mold of traditional cybersecurity campaigns. If you’re looking for some creative ways to shake up your campaign advertising strategy, contact Bluetext to learn about our video and creative services.

Happy ‘Get to Know Your Customers’ Day! If there’s anything social media marketers love, it’s creating “national holidays” around unique subjects (hope you have big plans for the upcoming National Hot Dog Day). But July 21st has been deemed one of the quarterly National Get to Know Your Customers Day, and Bluetext is here to help you make today and every day centered around customer engagement. 

The “Get to Know Your Customers Day” is observed quarterly, on the third Thursday of January, April, July, and October. Why? Because every business should be continuously learning about their customer base to improve products and offerings around their evolving needs. While this holiday does sound silly, it s a gentle nudge to reach out to your customer base and get to know them better. It serves as a reminder to take advantage of every opportunity to learn more about current customers, strengthening your connection with them to maximize customer loyalty and grow your customer base.

There are a wide variety of ways to collect customer feedback and track preferences, especially with modern digital attribution tools. 

Email Marketing

It’s no secret that getting subscribers’ attention is tough. Everybody’s inbox is flooded, we’re all multi-tasking and the distractions can feel limitless while reading emails. Therefore inviting subscribers to take an official survey can seem like an imposition and often be ignored. However, an in-line survey that keeps to following best practices can be more achievable and still generate informative results: 

  • Keep it short: Create a clear distinction between “must-know” and “nice to know” questions. Simplicity and brevity is the recipe for customer engagement and responsiveness.
  • Be actionable: Don’t collect data unless you have a clear plan of how to use it.
  • Personalize and trigger customers’ emotions: Use the information you already know about your customers, such as their first name, to show investment and get to know them better. 
  • Offer an incentive: Even the opportunity to receive a $10 Starbucks gift card for filling out a survey can be just the push a customer needs to take action and increase your form-fill rate.

Social Media Engagement

Be active on the social media platforms of best fit (each business is unique) and has the largest user base. Regular posts and invitations to engage, such as comments, polls, quizzes, votes, and direct messages are great ways to increase interaction with your customer base. The more you can engage with customers on a personal level, the better. Customers really do appreciate prompt and personal responses or shoutouts on social media platforms or through email. Of course, if the issue is about a specific product or a customer service issue, following up one-on-one is probably better. But when you respond personally, customers and prospects see that you care enough to take the time to engage with them. In a world where personal touch and emotions are growing more and more important in personal and business purchasing decisions, staying on top of your social game is key. 

Create Customer Profiles with a CRM

Customer relationship management (CRM) software platforms, such as SalesForce or HubSpot are great tools to help you learn more about your customers. There are many different CRM platforms, such as SalesForce, Marketo, and HubSpot, with a range of functions, from sales enablement or marketing.

At its most basic, a CRM helps you keep track of all your customer data, from names and contact information to sales history, communications, interactions, lead scoring, and so on. A CRM allows digital marketers to visualize the complete customer lifecycle at a glance. Setting up website tracking and multiple digital touchpoints can allow a marketer to lead score, or assign different values to unique digital interactions such as a resource download, form submission, page view, etc. This creates visibility into the customer’s behaviors and an indication of their wants and needs. From these lead scores, you can send the appropriate marketing materials or target with specific ads that speak to their preferences or phase in the decision-making process. 

Implement a Chatbot 

It may seem counterintuitive to implement AI in an attempt to get personal. But, did you know a MobileMarketer survey found that millennials prefer speaking with a chatbot rather than with a human employee when they are searching for information about a product? This is largely attributed to the desire for fast and precise answers. Additionally, many feel more comfortable asking questions to a chatbot as they have the certainty of not being judged when they believe their question might be slightly naive. Thus, implementing a chatbot into your website can generate more conversations with customers and be a powerful learning tool for your organization on their common pain points and queries.

Not only does it encourage customer interaction, but it also makes users feel heard and attended to on your website. A chat allows them quick access to information, which shows respect for their time, and allows 24/7 access to online support. Not all companies have the luxury of a full support portal and personnel, so especially for those who don’t, a chatbot closes that gap to ensure customers still feel supported. 

Chatbots have dual benefits in improving lead generation, qualification, and nurturing. Chatbots can ask questions throughout the buyer’s journey and provide information that may persuade the user and create a lead. Chatbots can then provide potential and current customer information to the sales team, who can engage with the leads based on their interests or questions.

At the end of the day, getting to know your customers should be a priority every day, not just once a quarter. There are endless possibilities and strategies to do so, but all lead to more accurate and actionable customer information which can be turned into actional improvements. Customers will inevitably leave companies that don’t evolve with their changing business environments, so staying engaged and attentive to their questions and needs is critical. 

If you’re motivated to step up your customer knowledge and improve your engagement tactics, Bluetext can help. Our variety of services ranging from email marketing to marketing analytics can help fulfill the questions YOU may have about your customer base.