1. What Is ChatGPT and How Is It Used by Content Writers?

ChatGPT is a powerful AI language model developed by OpenAI, designed to generate human-like text based on prompts it receives. It can produce anything from short blog posts to detailed essays, making it a tempting tool for content writers looking to streamline their work or increase their output.

While some writers use ChatGPT for brainstorming or generating drafts, others may rely on it more heavily to compose entire articles. The capabilities of AI writing tools are vast, including providing structure, checking grammar, and even suggesting creative phrases. For employers, this can raise concerns about whether the human touch is being lost in favor of machine-generated content.

Writers often use ChatGPT for the following tasks:

• Brainstorming topics or headlines.
• Drafting sections or full articles.
• Editing or rephrasing for clarity.
• Researching quick facts or statistics.

Although AI can certainly enhance productivity, it can also diminish the uniqueness of content, especially if relied upon too heavily. This leads to the important question: How can you tell if your writers are leaning on AI tools like ChatGPT?

2. Signs That Your Writers Might Be Using ChatGPT

Determining whether a content writer is using ChatGPT to produce their work can be challenging, especially since the quality of AI-generated text has improved dramatically. However, there are several signs that may suggest AI involvement in content production:

• Repetitive Phrasing or Patterns: ChatGPT can generate polished text, but its outputs often follow certain patterns, particularly in phrasing. If you notice similar sentence structures, vocabulary, or transitions repeated across multiple articles, this could be a sign that your writer is using AI to assist or even replace manual effort.
• Generic or Non-Specific Content: AI models like ChatGPT are trained on vast amounts of data from the internet. As a result, the content it produces can sometimes feel generalized or lack specific insight. If your content lacks depth, fails to provide nuanced opinions, or is overly broad, there’s a chance it was generated by a tool like ChatGPT.
• Lack of a Consistent Voice: Good content writers develop a distinctive voice over time, which reflects both their personal style and the brand they write for. If your writer’s tone seems inconsistent or robotic, switching between articles without explanation, this could indicate AI use.
• Fewer Requests for Clarifications: Human writers usually ask questions to better understand their assignments, the target audience, or the tone you want. If a writer consistently delivers content without requesting any clarification or feedback, it could be a sign they’re relying on AI, which may not need the same level of input.

Identifying these signs is only part of the process. Once you suspect your writers are using AI, it’s important to weigh the pros and cons of AI-assisted writing to determine how you want to address it.

3. The Pros and Cons of Writers Using ChatGPT

Before deciding whether you want to discourage or accept AI-generated content, it’s important to understand the benefits and potential drawbacks.

Pros:

• Increased Efficiency: ChatGPT can generate content quickly, helping writers meet tight deadlines and boost productivity. If the content is for internal use or SEO-focused, AI-assisted writing may help meet your goals faster.
• Cost-Effectiveness: Since AI can handle repetitive or research-heavy tasks, it can reduce the amount of time your writers spend on basic content production, possibly allowing you to scale your operations without hiring more staff.
• Support for Brainstorming: Writers can use ChatGPT to brainstorm topics, headlines, and structures, enabling them to focus more on creativity and less on routine tasks.

Cons:

• Lack of Originality: Over-reliance on AI tools can result in content that lacks originality, creativity, and personal touch. This can lead to generic pieces that don’t resonate with your audience.
• Ethical Concerns: Passing off AI-generated content as human-written without disclosure can raise ethical questions. Your clients or readers may expect original human-created work and feel misled if they find out otherwise.
• Reduced Quality Control: AI may produce text that seems correct at first glance but includes subtle inaccuracies or misinterpretations. It may require careful fact-checking and refinement by a human writer, adding extra work in the long run.

Balancing the use of AI tools in content creation is key. But how can you encourage a responsible approach among your writers?

4. Creating a Balance: Encouraging Transparency and Responsible Use

If you suspect or know your writers are using AI tools like ChatGPT, the goal should not be to ban such tools outright, but rather to create a clear policy that fosters transparency and responsible use. Here’s how you can do that:

• Set Clear Expectations: Make it clear when and how AI tools are acceptable. For instance, you might allow writers to use ChatGPT for generating ideas or first drafts, but require that they refine and personalize the final version to maintain a human touch.
• Encourage Disclosure: Have open discussions with your writers about whether and how they’re using AI tools. Encouraging transparency helps ensure that you’re both on the same page, and you can address any ethical concerns before they arise.
• Maintain Quality Control: If writers are using AI to assist their work, ensure there is a strong review process in place. This may involve checking for plagiarism, fact-checking, and ensuring the final product aligns with your brand’s voice and values.
• Provide Training: Offer training to your content writers on how to effectively integrate AI tools while maintaining creativity and originality. This can help them leverage technology to enhance their writing rather than replace it.

By fostering a balanced approach, you can benefit from the efficiency AI offers without sacrificing the quality of your content.

5. What to Do If You Suspect Over-Reliance on ChatGPT

If you believe a writer is relying too heavily on ChatGPT or similar AI tools, there are steps you can take to address the issue. Here’s how to approach the situation:

• Request a Sample of Human-Only Writing: Ask your writer to produce a piece of content without using AI assistance, comparing it to their previous work. This can help you gauge the extent of AI reliance and assess their true capabilities.
• Introduce Random Checkpoints: Implement a process where writers occasionally need to submit drafts or outlines of their work-in-progress. This can help ensure they are involved in the content creation process and not solely relying on AI-generated text.
• Discuss the Use of AI: Have a frank conversation with your writer about their use of AI tools. Set expectations and explain that while AI can be a valuable aid, it should not replace the creative effort that human writers bring to the table.
• Provide Constructive Feedback: If you notice issues with the content, offer specific feedback on how to improve it. Encourage the writer to refine their style, add unique insights, and bring their own voice into the content.

With AI tools like ChatGPT becoming more prevalent, it’s natural to wonder whether your content writers are using them to do their job. While AI can help boost efficiency and productivity, it’s crucial to maintain a balance between technology and human creativity. By understanding the signs of AI use, weighing the pros and cons, and fostering transparency, you can ensure your content remains high-quality, original, and aligned with your brand’s voice—even in an AI-driven world.

First, let’s talk about the joys of channel surveillance.

The beauty of Slack is that it’s designed to create open communication, which is perfect because you can casually scroll through every channel to ensure there’s no subversive talk about work-life balance or—shudder—the benefits of remote work. Look for code words like “mental health" or “vacation." These are clear signs that your workforce is dangerously close to realizing they’re more than just cogs in your corporate machine. Immediate action is required.

Now, let’s discuss direct messages.

You’d think these would be private, but that’s adorable. As a vigilant manager, you know better. It’s your duty to monitor these one-on-one conversations for any signs of disloyalty. Did someone just ask their coworker if they had plans for the weekend? Red flag! This could mean they’re planning to meet outside of work, which could lead to dangerous ideas like forming friendships or, worse, developing a support system that doesn’t revolve around quarterly performance reviews.

Slack also has a handy “Activity" section, where you can track who’s online, when, and for how long. This is an excellent tool for creating a sense of constant surveillance. If an employee goes idle for more than five minutes, you can assume they’re engaging in suspicious activities like bathroom breaks or eating. Send a gentle reminder that the company values their dedication and that idleness is the devil’s workshop. Bonus points if you send it in a public channel to shame them into compliance.

Don’t forget the integrations.

Slack can be connected to all sorts of fun apps that track productivity. This is a great way to gamify surveillance. Who’s sending the most messages? Who’s creating the most tasks? Who’s using the GIF feature a little too liberally? These are the metrics that truly matter in the modern workplace. After all, nothing screams “productive employee" like someone who sends 50 Slack messages a minute.

Don’t underestimate the power of the “status" feature.

Encourage your employees to set their status to “available" at all times. This will foster a culture of always-on work, which is great because the last thing you want is an employee with a healthy work-life balance or actually complete the tasks in your to-do list. If someone sets their status to “away" or “out of office," consider it a personal affront. Clearly, they don’t care about the company’s mission to dominate the market and should be placed on a watchlist.

Slack is more than just a communication tool; it’s a surveillance goldmine. By following these tips, you can ensure your employees stay in line, keep their eyes on the prize (your profits), and never question the fact that they’re under constant digital scrutiny. Who needs trust when you have Slack? Now go forth and monitor, manager! The future of corporate surveillance depends on you.

Disclaimer: If you read this and agreed with one or more points, please seek leadership training immediately.

What is the Instagram Algorithm?

Every time you open Instagram, your feed is populated with posts from accounts you follow. But the posts you see first can feel random — it’s not always the most recently posted photo that shows up first.

Instagram’s algorithm is the method behind the madness. Its goal is to help you make the most of your time on the platform. To do that, the algorithm instantly combs through every single piece of content, then uses a bunch of signals to predict what you want to see first. 

The algorithm ranks different pieces of content differently depending on what part of the app you’re using. For example, on the static feed or in stories, you’re probably just catching up with friends or keeping up with the Kardashians. When you’re on the explore page, you’re probably looking for new things you might be interested in. The way that content is ranked will be very specific to your interests.

How Does the Algorithm Rank Feed and Stories?

What are ranking signals? There are four different categories of metadata that the algorithm considers when it analyzes and scores content. 

Instagram is structured to find posts for your eyeballs, and it starts with how each user behaves while using the app. It looks at things such as, what kind of posts is the user engaging with, does the user like to comment or do they watch creepily without saying a word, how many accounts does the user follow, and how long do they spend time on Instagram. 

The algorithm looks at information about about the post — was it posted recently, are the people who see it engaging with it, what hashtags are being used, is it a video, a photo, or carousel, how long are people looking at the post, are people rewatching it, saving it or coming back to it? 

Then Instagram looks at information about the creator who posted the content — *cough* that’s you. It looks at how often you post, do you have friends, have you been flagged or reported, do people search for you, do people look up your profile, and then finally Instagram looks at the relationship between you and your potential viewer or target audience. 

All of these go into the Instagram scoring system and it decides where your content shows up in your viewers’ feed.

How to Beat the Algorithm

There’s no secret button you can press to outsmart the algorithm — but there are ways to encourage it to give your post the love and attention it deserves. Those tricks all have one common denominator: engagement.

The more people interact with your posts, the more people will see them! Sounds like a chicken and egg situation, right? Luckily, it’s not as big of a challenge as you think. Try the following tips to increase your viewership and engagement.

1. Repost Stories You’ve Been Tagged In

This shows the algorithm that people actually care about you and what you

have to say. Andddd that you also care about them enough to repost.

2. Respond to All of Your DMs and Comments

Engaging with your audience is why you are here! This helps build rapport

and a community of engaged followers that will *drum roll*… boost your

engagement.

3. Try New Features, Like Reels

Instagram reels are a new tool in the marketer’s playbook. Reels are short videos that you can add music, text and even AR effects to. They’re starting to take up more and more real estate on the Instagram app, so it’s not a bad idea to take a crash course in reels sooner than later.

Instagram wants people to love reels just as much as they do stories. Why?

Because TikTok is Instagram’s shinier and cooler sister that steals much of the

precious spotlight these days. So, they must compete and they are taking you along for the journey and prioritizing reels in feeds.

4. Post Carousels

A single photo per post doesn’t always cut it. Carousels are a way to upload two or more photos to a single post, and users can swipe between them to see extra content.

We do the research so you don’t have to. Carousels get 3 times the

engagement and 1.4 times the reach of regular photos. 

5. Make Content People Want to Spend Time With

Shampoo, rinse, repeat. Instagram measures how long users look at or watch

your posts. Make content that will stop the scroll. Finding your niche will help

this greatly.

6. Make Save-Worthy Posts

It’s important to create content that people will want to save so that they can

refer back to it later. 

7. Post a Link in Your Bio

The algorithm pays attention to posts that result in profile taps — anndddd

this is an easy way to increase traffic to your site. Win-win.

8. Post When Your Audience is Online

The algorithm prioritizes recent posts over older ones. You don’t want to

show up to your audience’s house when they aren’t home with a full band

and song prepared. You get one shot for optimal viewership. 

To help you with this, Kicks Digital Marketing utilizes specific data software on your behalf to post your content at the most optimal times. Simply put, we make sure the right post shows up for the right person at the right time. 

9. Use Hashtags

Hashtags are essentially Instagram’s sorting process. They can help your post reach your target audience, attract followers, and develop a more recognizable brand image. 

Hashtags are powerful, but with great power comes great responsibility. They can take your business to new heights, but without a solid strategy they become pointless and inefficient.

Kicks can help you by building a solid hashtag strategy backed by extensive

research on your audience and competition to help your content break

through the rut of the algorithm and be seen by the masses.

Kicks is Here to Help

The Instagram algorithm is ever-evolving. By the time you read this, it will have changed and it will be time for a new blog. Think of it like trying to catch the snitch. The good news is, Kicks is a good seeker. 

We are consistently keeping up with the algorithm and applying it to all of our clients’ social strategies to help them win. If the algorithm is driving you insane,  know you aren’t alone and don’t ever have to do it alone. 

Kicks is here to help. Get in touch and let’s put the algorithm in its place for good.

Matt’s Recommendations

23andMe: Know where ya come from.

A Vacation: My partner and I do this. I get the plane tickets and she gets the hotels. Experiences > stuff.

GiveAShare: The gift of a share. Start investing early. Why not try GameStop?

Brooke’s Recommendations

Courant device chargers: It can charge multiple devices and be a catch-all for your desk clutter.

Whoop wearable: Keep on the pulse of your health and activity while a collective fitness community cheers you on. We’ve got 3 out of 6 of the Kicks crew in on this one.

Eargasm Earplugs: Now that concerts are back in full swing, this is the best gift for a music lover and frequent concert-goer.

Wondery Plus Subscription: I’m a podcast junkie and Wondery gives the best fix for in-depth serialized content and early access to content otherwise found on Apple Podcasts or Spotify.

Book Recommendations:

Read this: Dave Grohl’s The Storyteller

Audiobook this one: Matthew McConaughey’s Greenlights

Josh’s Recommendations

Atlas Pasta Maker: Food is too convenient and let’s be honest, I have never felt like family at olive garden. This pasta maker is a fun kitchen tool that makes you appreciate the process of pasta.

Earlywood Designs: If you appreciate businesses that dive into the roots of their product offering, this company nails it. Traditional handmade wooden utensils are heirloom-style pieces that will last a lifetime if you treat them right.

Knickerbocker Goobalinis: When your genius joke-maker gets cold, this hat will keep your head warm and look ultra-fisherman whilst you do it.

Woodsplitter: One part efficient, two parts danger; once you split, you won’t quit. Daddy loves to chop wood now with this convenient take-a-long kindling splitter.

Dehydrator: Nothing screams “keeper" like a man who makes his own garlic powder. While you think he’s out with the boys causing a ruckus, he’s actually at home slicing garlic to micro-slices in order to produce the finest quality garlic powder. Some say he’s a vampire hunter, I say he’s Italian.

Katie’s Recommendations

Ember Mug: This mug charges up to keep your coffee hot for 80 minutes. For any coffee-loving sipper like me, this is a great gift. It feels like a ceramic mug and keeps your coffee at a customized temperature you choose with an app. Pair it with some Blue Bottle Coffee to go all out.

Rousseau Plant Care Light: For all the plant moms and dads, the perfect, aesthetically pleasing grow light. This keeps plants happy and healthy through the winter, while also looking cute under a little spotlight. Do note you have to buy the wall stand separately.

Estelle drinkware: These are the most gorgeous glasses in every color you can imagine. So buy a set in a specific color, mix of colors, or customize your own set to give. Super luxurious and gorgeous.

Book of the Month Club membership: For the bookworm in your life. They say those who read fiction live longer. (Insert shrugging emoji here)

Penn & Beech gift card: Experience gifts are fun, candles are fun, so this is the best of both worlds. They have great locations to snag a drink or meal before or after as well.

Chris’ Recommendations

Baby’s first smart home stuff: Homepod Minis, ecobee smart thermostat for example. If you’ve got Homepod speakers, you’ve got the foundation for a simple smart home. A smart thermostat is a relatively cheap and easy way to kick your home into the smart generation.

Pet portrait commission: If your gift recipient is an artsy type, there’s an Instagram artist or twelve that earns their immediate double tap. Those artists are probably booked for 2021 commissions, but a personalized pet portrait arriving after the New Year is better than a rushed, thoughtless gift! You find plenty of these on etsy.

Not a specific gift, but normalize asking what someone wants instead of taking a stab in the dark — Intentionality is everything. Instead of gifting some random trinket just to gift something, let’s normalize asking our loved ones what they’d actually like to receive. They’ve probably got a list a mile long that would point you in a thoughtful direction.

Ali’s Recommendations

Nespresso Vertuo Plus Deluxe Coffee and Espresso Machine: Coffee is always a good idea and as much as I drink coffee, this pays for itself in no time.

Instant Vortex Plus 6 Quart Air Fryer: You can quite honestly cook all of your meals in this thing and it’s a healthier option than deep-fried foods, but still just as tasty

Bovaconti Gift Card: Shopping small and local is always a good idea and as we said before, coffee is also always a great idea.

Capri Blue Volcano Candle: This is a classic, clean scent that is a fan favorite across the board.

We hope this is helpful, or at least a bit entertaining. Have some gift ideas you’d think we’d like? Head to our Instagram and let us know!

This list could’ve gone on a while, but for your sake we’ve picked 8 than span a broad variety of products and experiences:

Penn & Beech

Their candles are fabulous. You can stop in and make your own, buy their premade scents, or have them make a custom scent for you online—all you have to do is pick it up! Their stores are modern and fun, and the candle maker’s are always helpful. A candle or a gift card to make one in-store would make a great gift this holiday season. 

The Shop

A Broad Ripple staple, if you have any shopping to do for Indy sports fans or just cool gear in general, their clothing is exactly what you’re looking for. I have my eyes on a few tees for a couple of Boilermakers in my family.  

Indy CD & Vinyl

For the music lovers in your life—Indy CD & Vinyl has anything you could possibly want. They get some really awesome shipments in of more unique albums, so be sure to follow their Instagram account to see what they’ve just got in.

City Dogs Grocery

As avid pet lovers, the Kicks crew has been known to stop in here on our walks around Fountain Square. From pet supplies to the cutest bakery treats, they have all kinds of fun things for the animals and animal lovers in your life.  

Lash & Brow

Lash & Brow does amazing work, so if there is a gal in your life who would love some gorgeous lashes or a microblading session, this is the place to go! A gift card would make a super luxurious gift for your girls who are looking for a spa-like treat this holiday season.  

Root 31

This super cute plant shop is up in Westfield. House plants seem to be picking up speed while lots of people are spending more time at home. Angela, the owner, is super knowledgeable and helpful. She will help you find the perfect plant to gift the new plant owner or more experienced grower in your life. 

The Wine Market

The classic perfect host gift—wine. This local wine shop’s focus is good wine without costing you an arm and a leg. Stop in to grab some affordable and tasty wine, or grab a gift card to give out so someone can go pick out exactly what they want. Their staff is always super helpful while shopping there as well.

Summit Fitness

For your friends or family looking for a physical and mental health boost this holiday season, check out our favorite boutique gym, Summit Fitness. The coaches are super knowledgeable and helpful, the community is full of nice people, and the smaller group classes keep things socially-distanced and super clean.

And here’s how you can support small businesses this holiday season (or any time really):

Follow them

This is the easiest one—hit that follow button. This is the easiest, quickest, and most effective way to show your support to your favorite small businesses. 

Social media likes & shares

These are also free! Be your favorite place’s biggest fan. Help their organic marketing traffic reach new people on your friend’s list. By sharing and liking their posts, you are introducing their content to new and different people who wouldn’t necessarily see it normally. That can lead to new fans and new sales for them down to road.

Gift cards

For those places that aren’t necessarily COVID-19 friendly, grabbing a gift card supports the local business right now while treating the person your giving the gift to at a later date. It’s a win-win.

Leave positive reviews

Tell Google and everyone on the internet how much you love your favorite businesses. This helps build their reputation and encourages more customers to stop by and shop from them. And of course, you’re helping drown out those few keyboard warriors that must tell about their bad experiences or negative opinions that pop up from time to time, even for the best of businesses.

Enjoy #SmallBusinessSaturday, and support your favorite local establishments!

Wait, what’s digital transformation? 

Digital transformation is the adoption of technology that replaces non-digital or manual processes with digital ones or upgrading older tech with newer tech. This transformation involves people, models, processes, and tools; companies of all shapes and sizes combat different levels of digital efficiency. It’s not the easiest to keep up on, because we’re also in the age of optimization. So, the more you lag, the larger the leap. 

What are the four main types of digital transformation? 

1. Business Process
2. Business Model
3. Domain
4. Cultural or Organizational

Why is digital transformation so important?

In a nutshell, you’re able to make better decisions, faster. When data drives strategy, you can take advantage of the access to information. Today, companies have access to more information than ever, meaning if your company isn’t leveraging information, the leap to catch up to the competition is more of a challenge than it previously was. 

Why the sudden urgency? 

Simply put, if you’re working in a field that’s considered non-essential, then chances are you’re working remotely, or not working at all. Companies and processes that weren’t able to function remotely are quickly scrambling to make it possible. Traditionally, urgency in implementation can lead to poor vetting solutions. When technology is selected haphazardly, inevitably there will be necessary intricacies overlooked. Don’t worry—that can happen even with the best-laid plans, and that’s why there has to be a cultural commitment to iterate and improve. But, if you’re new to all of it, these major shifts can seem like impossible tasks. 

Operationally, each function of a business may have different technology needs. Globally, however, the most important thing is each of your business divisions don’t become too siloed that they’re unable to communicate cross-functionally or that data cannot be exchanged. Evolving helps you meet the growing demands of your customer and employee targets. 

What’s the best approach to digital transformation in each of these four areas of focus? 

• Establish priorities and solve the biggest problem first. Identify problems by frequency, intensity, and potential fall out. 
• Collaborate to gain influence and encourage adoption. Team members with the most direct access and impact should be part of the vetting, selection, and implementation process. This can ensure long-term viability. It’s not uncommon for companies to invest in technology only to have it be misused. 
• Keep up with information flows. Note: if you’ve selected platforms that cannot cross-function and operate exclusively in closed systems, you’ve limited your ability to fully automate. 

Your ability to adapt and adopt smart, user-friendly, intuitive technology both internally and externally within your company is now more than ever directly correlated to your ability to survive and succeed. Competition on the rise. According to the U.S. Chamber of Commerce, nearly one in three (31%) small businesses report facing more competition from smaller or local companies compared to six months ago—a 10 point increase from late May. 

Ready or not, the digital transformation has been here, and now it’s demanding that you pay keen attention. 

COVID Escapism

COVID escapism is a real thing and it’s here. While sometimes the term “escapism" has a bad rep, according to EDM Digest, it’s actually a healthy mental exercise right now. (Balance is the key life, right?) Turns out, consumers are ready for an escape from all the negativity in the world. As marketers, this is the perfect time to jump in.

Holiday Ads

Personally, I have noticed an influx of Holiday related ads lately on my social media. At first glance, it seems like an annoying push to buy gifts for family members. However, they haven’t been the normal run of the mill holiday deals. These posts made me feel like I was actually in December. And, I have to admit, it brought a smile to my face.

Take Bones Coffee Company for example. They are celebrating Christmas in July, however instead of a sale, they are re-launching their Christmas flavors…right now. Yep, that means they are letting you enjoy peppermint mochas in the 90 degree heat. And they aren’t the only company doing this.

Bath and Body works released their fall scents early, which are always a fan favorite in October. Even Facebook jumped on the train, releasing their Holiday Marketing Guide a few weeks early. Looking for a heartwarming Holiday movie? Hallmark is airing some this month.

How does that relate to you?

Think about your business and how you can start marketing cheer during this unconventional July. While it may seem early for Holiday-themed products, it may be just what your customer base is looking for.

Maybe Christmas in July isn’t your move, but it might be a good idea to think about releasing holiday-related products or deals earlier this year than you have in the past. As consumers look for ways to escape and unwind a bit on the internet, offering holiday cheer may be the perfect way to boost your customers’ moods and gain a sale at the same time. This could be as simple as running your holiday-related ads earlier in the year than previous years or pumping holiday-related content earlier and/or longer than usual.

Need help starting a happy campaign or brainstorming ideas? Our team is ready to chat cheer!

Once upon a time, when shopping online, we weren’t able to get the things we wanted when we wanted them. We’d have to navigate bulky, weird e-commerce systems, enter and re-enter our information, and then sit by the window for weeks watching for our packages to arrive. It was this thing called waiting, and it was, as Mr. Petty once said, the hardest part. 

Now, we live in a culture where the longest we have to wait for most things is two to three days—if that. We’re able to order what we want when we want it, book trips with a few clicks from our mobile, buy groceries and have them delivered before we get home from work, see a pair of shoes and have them on our doorstep the next evening. When it comes to consumerism in 2020, the time is now, and now is all we’ll settle for. 

But what does this mean for brands and businesses? How can you accommodate society’s shift to the “but I want it now!” mentality? How can you meet expectations that can feel not only daunting but sometimes impossible? Let me introduce you to micro moments, digital marketing’s answer to all these questions. 

What is a micro-moment? 

Micromoments are defined by four categories: I want to know, I want to go, I want to do, and I want to buy, and consumers experience these feelings daily. When waiting in line at the store, eating lunch at work, checking their phones before bed. We live in a time where the tiny computers we carry with us give us the ability to buy, book, and learn any time we feel inclined. 

These moments have redefined decision making and created a new momentum for online purchasing. Where we were once able to predict peak times when people would be searching and purchasing, they are now acting in more spontaneous bursts. Let’s use me for example. 

The other day while engaging in a fun group conversation, I happened to check my Instagram account and saw an ad for a watch I’d seen a few days prior. In the heat of the moment, I decided, “yup, you need this watch,” and within less than two minutes, the watch was mine and will arrive before the week’s end. 

I get it. I’m impulsive. But you know who else is? The majority of online shoppers. Brands who understand this impulsivity and provide answers to customers’ micro moments of wanting information, goods, or services are going to thrive, whereas those who don’t are going to be, well stuck watching out that window. Here are a few tips on how you can take advantage of the change in consumer behavior. 

Do Your Research 

Do you know who your customers are—really? Who your potential customers are? What about their online habits, how they shop, what drives them, or motivates them to purchase products? These are the important bricks of knowledge necessary for building a solid digital marketing strategy that is going to perform well and show up for users’ spontaneous moments of wanting to know, go, do, or buy. Before creating a marketing campaign or trying to use assumptions to make a strategy, ask yourself the following questions: 

• How has my industry changed with the rise of online shopping?
• How has my industry been impacted by the increasing desire for immediacy by consumers? 
• Are my customers happy with the level of service my business provides? Are they happy with the time frames in which I am able to supply my products or services? 
• What are some things they want that I haven’t been able to provide yet? 
• How can I adapt to meet these needs? 
• What demographic is my target customer, and what are the online habits of this demographic? 
• Do my marketing efforts align with these habits, or am I missing my target? 
• How can I become more accessible to my customers? 
• Which micro moment/moments does my industry fall under? Knowing, going, doing, or buying? How can I improve my efforts to ensure customers can act quickly on what I offer? 

By asking yourself these big questions, you’ll be able to learn more about your customers, their habits, and most importantly, how you can market to those habits. 

Show Up 

Once you know where you fall in the micro-moment categories, you can match your marketing and increase your presence. The easiest way to show how you can do this is with an example. Let’s say you sell yarn plants online (yes, it’s a thing). You have recently discovered that 28.8 million Americans engaged in knitting or crochet in 2016, 71% are female, 36% are ages 34-54, 34% are 18-34, and 82% rate their skills as beginner or intermediate. 

That’s a lot of great information about who is interested in your craft, how skilled they are, their ages, and their gender. Using this information, you can build marketing strategies that will connect with your potential consumers. Making Instagram and Facebook Ads with high quality images of your products and catchy headlines will draw attention to your 18-45 demographic and will also show up in their feeds, speaking to them during micro moments. 

If you want to reach those who are doers, throw in a free guide to knitting your own yarn plant with every purchase. Now, you not only have customers’ attention, you’ve shown up for them in their micro moments of interest. You’re giving them access to what they want with just a few clicks. 

Be Useful 

Showing up is pointless if you can’t offer your customers a pathway to find what they want. By providing useful, helpful, and meaningful content, you can assist them in discovering what it is they’ve been looking for and how to get it—fast. Let’s stick with our awesome faux yarn business. So you’ve created beautiful Instagram ads that highlight your products perfectly and offer free guides on how to make a yarn cactus with every purchase. 

Great. However, if they click your ad and are lead to a site that has no flow, an overload of information, and confusing ways to purchase, you’ll likely lose your audience during their mico moment and potentially for good. Provide content that helps them throughout the customer journey, not distracts and confuses them. After all, they’re called micro not macro for a reason. Time is of the essence. 

Make Taking Action Easy 

You’ve done the work to deep dive into who your customers are, how you can best reach them, now you have them at your site ready to know, do, go, or buy—what do you do? Simple. Make it as simple for them to complete their goal as possible. 

For our faux yarn friends, making sure the option to purchase is clear, visible, and presented with effective CTAs is a good start. If you have multiple content blocks on your site, break them up by giving users the chance to go straight to the products to purchase with a clever CTA. 

Create a page that gives valuable information for those looking to learn, but ensure it’s easily separated from the rest of your site so those looking to buy ASAP won’t have to waste any time. Create a simple path for all users to meet their micro moment needs. 

If you need assistance or just don’t feel like doing the digging, give us a call. We’re here to help research, learn, and market your business to meet the shifting culture of digital buying. 

Hello, I hope this email finds your doing well. I will have the report for the johnson account over to your by the end of business. -Tim

Using proper email formatting

A salutation, Followed by important information spaced accordingly. Once you finish your email, close it out with an… Email signature.

Use a professional email signature

Tim Thomas Terrible Emailer Learn how to create terrible emails here!

Leave the spam in the can

Use custom email templates

Less guff, less fluff

Things to avoid:

1. Soft lead-ins like “I hope this email finds you doing well."
2. Small-talk about unrelated topics
3. Using vague, nondescript language like “ASAP, soon, etc."
4. Too many ! and unnecessary emojis
5. Overly informal language
6. Over-explain your personal stories

Things to include:

1. Strong opening statement related to email subject
2. Include timelines and dates
3. Strong next steps to cut down on their need to gain clarification in a follow-up email
4. Highlight key info with headings, character formatting, or list (like you are reading now)
5. Language tailored to your audience
6. Relevant graphics, links, or attachment

Now, in the Coronavirus era, that option is about as safe as going TV shopping the day after Thanksgiving. Instead, online shopping has become one of the only safe and reliable ways to get goods, and even now, with stores beginning to reopen, it doesn’t look like that’s going to change. According to an article in Adweek, when polled, thousands of people said they felt unsafe heading back into stores to shop, so much so that on a scale of one to 10, their comfort levels were in the negative. 

Despite whatever the states and cities decide, it appears many people have made the decision to remain loyal to social distancing for the foreseeable future, and hopefully for the greater good, and that means online shopping will continue to swell. What this means for businesses is your website needs to look good, function well, and provide users with the best digital experience possible. 

Make it comfortable 

The reason so many people continue to go to brick and mortar stores is because they are given an experience worth going back for. Your website needs to do the same thing, and there is an abundance of ways to make this happen. 

• Bots. Using bots is a great way to ensure your customers are getting questions answered quickly, keeping them active on your site while saving you time, energy, and money paying for customer service reps to answer common, day-to-day questions. 
• Live chats. Bots are great for simple questions, however, if your products or services are a bit more complex, having a live chat function on your website is an effective way to maintain customer satisfaction, build trust by providing reliable responses in real-time, and give customers a more enjoyable experience than a call center. 
• Shopping apps. If you’re selling products, apps like Shop Pay, Apple Pay, Amazon Pay, Google Pay, and Weebly are all ways to enable your ecommerce to be quick and easy, eliminating the need to reenter information while remaining secure. 

Make it pretty 

In the land of websites, image is everything. From your color palette to your designs to your imagery, the way things look to the way things flow makes a massive difference. Don’t believe me? Think your business is doing well without? Here’s a few stats to change your mind: 

• 75% of people judge your company based on your website 
• 94% of first impressions of a company come from its website 
• 38% of people will leave your site if it’s unattractive

A well designed, intentional website can grow your reach, build customer trust and expectations, and keep you ahead of your competitors. Especially now, while we’re all stuck at home most of the time, giving customers a beautiful digital experience to replace the beautiful physical ones they’re missing shows you care about them as much as your business. 

Make it work 

Attempting to navigate an ill performing website is as irritating as trying to remove a hangnail. If users are trying to find where to contact you, but it’s not clear, they will bail. If they want to learn more about what you do, but the CTA button goes to an outdated page—or worse, nowhere, they will bail. If your site jumps around and follows no clear path, they will bail. And not only that, they will go elsewhere. 

To keep your customers and get new ones, your site needs to function fluidly and with purpose, moving easily from page to page, offering helpful headlines, guidance, and giving people a platform to trust. For starters, check the following: 

• Links. They all need to get your users to the promised land. 
• Structure. Does the flow and order of your site make sense? Make sure it’s constructed to be the most helpful for users. 
• Content flow. What you say needs to be cohesive and sensical. Imagine being in a conversation with five people and trying to listen to them all speak at once. That’s what it feels like when website content doesn’t march to a rhythm or reason. 
• Contact information. If your email, phone, or address are out of date, sending customers into 404-page-not-found territory or to the dreaded beeps of invalid numbers, will get you dropped. Fast. 

The continuous growth of online purchasing, and the surge it’s seen due to Covid-19, means your site has more opportunity than ever to be stumbled upon. When you ensure it looks, feels, sounds, and operates as perfectly as the philharmonic, your growth is limitless. 

Not sure the best way to take your website from “meh” to “WHOA!?” Reach out! We’re here to help you discover the digital potential of your business.