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Beetle Moment Marketing Podcast

Voice marketing and more. Start the clock on your beetle moment.

Insights on the latest in marketing and voice technology. Listen to grow your brand or your brain. Answering to no one, always raw. Start the clock on your beetle moment... now!
Latest Episode
2019-5-20

035 - Micro Moment Marketing - Melanie Touchstone

Ep. 35

The key idea with micro moment marketing is to embrace the idea that you have but a few seconds to capture the attention of your target consumer. In those brief seconds, brands are challenged to convey a concise message that is relevant to the consumer. Otherwise, they're on to the next article, tweet, or email and you've lost their attention.


On average, 150 times a day consumers experience purchase moments, research moments, and discovery moments, just to name a few. How can marketers be sensitive to these moments in the buyer journey to make our messaging more effective and less interruptive? How are brands from tires to cookies taking advantage of micro moments?


Micro-moments are small occurrences throughout the shopper journey during which consumers are ready to act. Google narrows these moments down to four key categories:

  1. want-to-know moments
  2. want-to-go moments
  3. want-to-do moments
  4. want-to-buy moments


How do you market to consumers in a way that takes advantage of these moments in the buyer journey?


Timestamps:

2:00 It’s the small occurrences in the consumer journey when they’re ready to act - get into your customer’s mindset

2:15 The four types of micro moments, according to Google 

5.23 Incorporate into your strategy: the micro moment

5:30 80% of mobile use in evening

6:00 Content shock: consumers are bombarded by information (we spend 4.7 hours per day on smartphones)

6:40 Seasonality - tire brand example and micro moment search terms

8:05 Serve the need the consumer has based on search and context - even with PPC basics

8:38 The want-to-know moment

8:55 Oreo marketing with Game of Thrones: embossed cookies for each GoT house, and on Twitter: #GameOfCookies #ForTheThrone

10:15 Game of Thrones Oreos

10:30 Sunday Scaries - Instagram phenomenon #SundayScaries

11:30 Production value is less important than quality and sensitivity to the moment in the buyer's journey

12:20 Guardian looked at shiny high production value videos on IG stories and return on effort wasn’t as high, so went for a lo-fi approach which worked better. "Lean into the culture of the internet." Source: The Guardian finds less polished video works better on Instagram Stories

13:15 Why lo-fi posts were more popular - on Instagram, people are looking for their friends, so brands who look that way blend in more and seem more natural


About Melanie:

Digital Marketing Strategist Melanie Touchstone helps fast-growth businesses develop and expand their brand presence through strategic, inbound marketing. Having spent over a decade working closely with the innovation ecosystem, Melanie has unique insight into the needs of early and middle-market companies. She specializes in brand and channel marketing.


Connect with Melanie Touchstone:

melanietouchstone.com

Twitter: @MelTouchstone

Instagram: @TouchstoneMarketing


Pippa:

Check out our sponsor, Pippa.io and get a $25 Amazon Gift Card when you sign up for a year of hosting at beetlemoment.com/pippa

2019-5-20

035 - Micro Moment Marketing - Melanie Touchstone

Ep. 35

The key idea with micro moment marketing is to embrace the idea that you have but a few seconds to capture the attention of your target consumer. In those brief seconds, brands are challenged to convey a concise message that is relevant to the consumer. Otherwise, they're on to the next article, tweet, or email and you've lost their attention.


On average, 150 times a day consumers experience purchase moments, research moments, and discovery moments, just to name a few. How can marketers be sensitive to these moments in the buyer journey to make our messaging more effective and less interruptive? How are brands from tires to cookies taking advantage of micro moments?


Micro-moments are small occurrences throughout the shopper journey during which consumers are ready to act. Google narrows these moments down to four key categories:

  1. want-to-know moments
  2. want-to-go moments
  3. want-to-do moments
  4. want-to-buy moments


How do you market to consumers in a way that takes advantage of these moments in the buyer journey?


Timestamps:

2:00 It’s the small occurrences in the consumer journey when they’re ready to act - get into your customer’s mindset

2:15 The four types of micro moments, according to Google 

5.23 Incorporate into your strategy: the micro moment

5:30 80% of mobile use in evening

6:00 Content shock: consumers are bombarded by information (we spend 4.7 hours per day on smartphones)

6:40 Seasonality - tire brand example and micro moment search terms

8:05 Serve the need the consumer has based on search and context - even with PPC basics

8:38 The want-to-know moment

8:55 Oreo marketing with Game of Thrones: embossed cookies for each GoT house, and on Twitter: #GameOfCookies #ForTheThrone

10:15 Game of Thrones Oreos

10:30 Sunday Scaries - Instagram phenomenon #SundayScaries

11:30 Production value is less important than quality and sensitivity to the moment in the buyer's journey

12:20 Guardian looked at shiny high production value videos on IG stories and return on effort wasn’t as high, so went for a lo-fi approach which worked better. "Lean into the culture of the internet." Source: The Guardian finds less polished video works better on Instagram Stories

13:15 Why lo-fi posts were more popular - on Instagram, people are looking for their friends, so brands who look that way blend in more and seem more natural


About Melanie:

Digital Marketing Strategist Melanie Touchstone helps fast-growth businesses develop and expand their brand presence through strategic, inbound marketing. Having spent over a decade working closely with the innovation ecosystem, Melanie has unique insight into the needs of early and middle-market companies. She specializes in brand and channel marketing.


Connect with Melanie Touchstone:

melanietouchstone.com

Twitter: @MelTouchstone

Instagram: @TouchstoneMarketing


Pippa:

Check out our sponsor, Pippa.io and get a $25 Amazon Gift Card when you sign up for a year of hosting at beetlemoment.com/pippa

2019-5-6

034 - Unilever’s Voice Marketing Play on Spotify

Ep. 34

Not every marketing activity needs directly measurable ROI. Most branding tactics have never had clear ROI. But they're still important.


Early voice-enabled ads like Unilever’s AXE ad on Spotify hint at the wide open space for a new, frictionless way to access sponsored content or helpful information from a brand.


Click here for full show notes.


Spotify’s feature, which debuts today, will only work if the person listening has their microphone enabled, the company says. A listener saying “Play now” when prompted by a specific AXE audio commercial from Unilever will cause the streaming service to play a curated playlist from the brand (which come with commercials). Afterward, the mic is turned off, Spotify says. -AdAge, "Spotify debuts voice-enabled audio ads with Unilever"


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2019-4-29

033 - Top Five Tips for a Great Alexa Flash Briefing - Daniel Hill

What makes a great Flash Briefing? Daniel Hill, creator and host of The Instagram Stories Flash Briefing is our guest. Daniel and Emily Binder, creator and host of Voice Marketing - Daily Beetle Moment Flash Briefing discuss the top five tips for creating a popular Flash Briefing.

Why Daniel has the #1 Alexa Skill for search term “Instagram”:

“Others are doing similar things [marketing tips for small businesses] on Instagram, but no one was doing it on Alexa.” -Daniel Hill
  1. Length - 10 seconds, 90 seconds, or 3 minutes? Don’t waste time on your intro and outro. Use markers. (Emily uses Pippa - click here for a $25 Amazon Gift Card when you sign up for a year of audio hosting). Include sonic branding - be consistent.
  2. Schedule / cadence - how often to publish your Flash Briefing? Make a commitment. How many days per week? 5 weekdays, or all 7 days? Should you publish on weekends? Whatever you do, be consistent and let listeners know what to expect. Listenership for Flash Briefings diminishes on weekends but you may want to post at least one or two weekend posts for the ones who stay engaged (Daniel). Consider a weekend edition (something short and simple). Survey your listeners: Daniel used a Google Form, created a bit.ly link to it, and announced it on his briefing - and he gave away an Echo to incentivize listeners to take the survey. Batch record - don’t leave this until the night before (Emily). Daniel: Fresh news briefings require recording daily most of the time. Consider recording early after the gym or whenever you feel most energized. Listeners can hear fatigue in your voice.
  3. Content: what to talk about? Daniel: It has to be newsworthy. Emily: Don’t be obvious and basic. Don’t make a briefing about something basic. Add value: “What do I know that other people don’t?” And add your take on the news you share. INSERT - HERE IS A SAMPLE OF NEWS AND EMILY’S TWO CENTS: (Why: this demonstrates authority and subject matter expertise).
  4. What to name your Flash Briefing: Daniel: Look for a name or word people are talking about. Capitalize on popular search terms because this platform is so uncrowded. Emily: Look at Google Search Trends or Amazon’s list of top product searches. https://twitter.com/emilybinder/status/1117167808851382274.
  5. What’s the point of your briefing? Emily: Public speaking should make your audience feel something, remember something, and do something. Look at your briefing as a body of work over time. You need a central theme or idea that is the backbone of all your content. Daniel: Make a Flash Briefing that is niche: example: not just fishing, not just deep sea fishing, but Sustainable Deep Sea Fishing!


Show notes here


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2019-3-18

032 - Simple Works: Voice Marketing for Brands with Michelle Excell

My SXSW interview with Michelle Excell of The Antipodean. Michelle is an innovation strategist in the emerging technology space.


Show notes and timestamps:


What is an Antipodean?

01:41 Discussing voice and Michelle’s clients: what are you noticing with recent briefs?


02:25 Brands are interested invoice but unsure where to start


02:40 Some agencies are jumping in head first

 

04:15 Brands must start somewhere: they should start small with voice marketing and smart speakers


04:50 Consider voice or AI within chat bots or retail where people will spend more time


5.08 Find contextual places where customers really interact


05:14 Is it worth doing a single use or delightful skill or should skills be intended for repeat use?

2019-1-29

029 - Amazon Alexa In-Skill Purchasing Gets Upsell

Ep. 29

Announcements - what's happening in February 2019 (first two minutes of show):


Show notes:

  • CPG and FMCG especially need to pay attention to the updates in Alexa: ISP (in-skill purchasing) just got a facelift in the Developer Console, making it easier to upsell. This is just getting started.
  • Skills with very high conversion rates for upsell to premium version (34-50%!): Big Sky (weather) and Escape the Airplane (game)
  • Voice in the car - HUGE opportunity (car is faster growing and has 60% higher MAUs than smart speakers)
  • Today is like first gen iPhone: you can't multitask - only one app at a time
  • Where we are with skills now: you can only do one thing at a time
  • This will improve
  • Voice is for EVERY brand
  • Typing is unnatural, awkward, and slow. We are computing in computer-ese. Let's talk. We can speak and process so much faster than we can talk or read.