7 Body Language Mistakes That Could Ruin Your Next Job Interview [Infographic]

It’s finally the big day: you landed a major job interview. And you’re prepared for it. You’ve polished up your resume, picked out a spiffy outfit, and prepared a few ready-to-go answers highlighting your qualifications, your knowledge of the company, and your greatest not-so-bad weaknesses.

But have you practiced making eye contact? Rehearsed how many times you’re going to nod? Reminded yourself that — whatever happens — you won’t cross your arms?

Body language shouldn’t be an afterthought. How you present yourself can have a big impact on how you’re perceived during the interview, and if you ultimately get hired.

To highlight the importance of body language during a job interview, the folks at On Stride Financial share nine common mistakes and how to avoid them.

When you’re asked why you’re qualified for the role, you’ve already got the words down. Now, let’s make sure you have the actions to back it up.





The 2018 Local SEO Forecast: 9 Predictions According to Mozzers

Posted by MiriamEllis

It’s February, and we’ve all dipped our toes into the shallow end of the 2018 pool. Today, let’s dive into the deeper waters of the year ahead, with local search marketing predictions from Moz’s Local SEO Subject Matter Expert, our Marketing Scientist, and our SEO & Content Architect. Miriam Ellis, Dr. Peter J. Myers, and Britney Muller weigh in on what your brand should prepare for in the coming months in local.

WOMM, core SEO knowledge, and advice for brands both large and small

Miriam Ellis, Moz Associate & Local SEO SME

LSAs will highlight the value of Google-independence

Word-of-mouth marketing (WOMM) and loyalty initiatives will become increasingly critical to service area business whose results are disrupted by Google’s Local Service Ads. SABs aren’t going to love having to “rent back” their customers from Google, so Google-independent lead channels will have enhanced value. That being said, the first small case study I’ve seen indicates that LSAs may be a winner over traditional Adwords in terms of cost and conversions.

Content will be the omni-channel answer

Content will grow in value, as it is the answer to everything coming our way: voice search, Google Posts, Google Questions & Answers, owner responses, and every stage of the sales funnel. Because of this, agencies which have formerly thought of themselves as strictly local SEO consultants will need to master the fundamentals of organic keyword research and link building, as well as structured data, to offer expert-level advice in the omni-channel environment. Increasingly, clients will need to become “the answer” to queries… and that answer will predominantly reside in content dev.

Retail may downsize but must remain physical

Retail is being turned on its head, with Amazon becoming the “everything store” and the triumphant return of old-school home delivery. Large brands failing to see profits in this new environment will increasingly downsize to the showroom scenario, significantly cutting costs, while also possibly growing sales as personally assisted consumers are dissuaded from store-and-cart abandonment, and upsold on tie-ins. Whether this will be an ultimate solution for shaky brands, I can’t say, but it matters to the local SEO industry because showrooms are, at least, physical locations and therefore eligible for all of the goodies of our traditional campaigns.

SMBs will hold the quality high card

For smaller local brands, emphasis on quality will be the most critical factor. Go for the customers who care about specific attributes (e.g. being truly local, made in the USA, handcrafted, luxury, green, superior value, etc.). Evaluating and perfecting every point of contact with the customer (from how phone calls are assisted, to how online local business data is managed, to who asks for and responds to reviews) matters tremendously. This past year, I’ve watched a taxi driver launch a delivery business on the side, grow to the point where he quit driving a cab, hire additional drivers, and rack up a profusion of 5-star, unbelievably positive reviews, all because his style of customer service is memorably awesome. Small local brands will have the nimbleness and hometown know-how to succeed when quality is what is being sold.

In-pack ads, in-SERP features, and direct-to-website traffic

Dr. Peter J. Meyers, Marketing Scientist at Moz

In-pack ads to increase

Google will get more aggressive about direct local advertising, and in-pack ads will expand. In 2018, I expect local pack ads will not only appear on more queries but will make the leap to desktop SERPs and possibly Google Home.

In-SERP features to grow

Targeted, local SERP features will also expand. Local Service Ads rolled out to more services and cities in 2017, and Google isn’t going to stop there. They’ve shown a clear willingness to create specialized content for both organic and local. For example, 2017 saw Google launch a custom travel portal and jobs portal on the “organic” side, and this trend is accelerating.

Direct-to-website traffic to decline

The push to keep local search traffic in Google properties (i.e. Maps) will continue. Over the past couple of years, we’ve seen local packs go from results that link directly to websites, to having a separate “Website” link to local sites being buried 1–2 layers deep. In some cases, local sites are being almost completely supplanted by local Knowledge Panels, some of which (hotels being a good example) have incredibly rich feature sets. Google wants to deliver local data directly on Google, and direct traffic to local sites from search will continue to decline.

Real-world data and the importance of Google

Britney Muller, SEO & Content Architect at Moz

Relevance drawn from the real world

Real-world data! Google will leverage device and credit card data to get more accurate information on things like foot traffic, current gas prices, repeat customers, length of visits, gender-neutral bathrooms, type of customers, etc. As the most accurate source of business information to date, why wouldn’t they?

Google as one-stop shop

SERPs and Maps (assisted by local business listings) will continue to grow as a one-stop-shop for local business information. Small business websites will still be important, but are more likely to serve as a data source as opposed to the only place to get their business information, in addition to more in-depth data like the above.

Google as friend or foe? Looking at these expert predictions, that’s a question local businesses of all sizes will need to continue to ask in 2018. Perhaps the best answer is “neither.” Google represents opportunity for brands that know how to play the game well. Companies that put the consumer first are likely to stand strong, no matter how the nuances of digital marketing shift, and education will remain the key to mastery in the year ahead.

What do you think? Any hunches about the year ahead? Let us know in the comments.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Facebook Continues to Emphasize Personal Content With New Feature

By now, it’s clear: Facebook is trying to convince everyone that it’s putting the “social” back in “social media.”

As the network begins to show a loss of followers under 25, is called out as a place where users argue with each other over contentious topics, and continues to face scrutiny over bad actors allegedly weaponizing to influence elections — Facebook wants the world to know, with no uncertainty, that it is making changes to emphasize content from friends and family.

And the latest installment of that saga comes in the form of Lists: a new feature that Facebook started rolling out today that invites users to make, as the name suggests, lists. Whether it’s a to-do list, a wish list, or a list of self-improvement goals, the feature is quite open-ended and allows members of the social network to itemize whatever they see fit.

Image source: TechCrunch

The feature, first reported earlier today by TechCrunch, is the most recent of a series of moves by Facebook to deemphasize branded Page content and help users see more posts from their personal networks.

It began with an announcement in January that the user’s News Feed would only feature Page content with a high level of authentic engagement from his or her own personal networks. Then, just last week, Facebook confirmed that it was testing a feature that would allow users to downvote abusive or inappropriate content.

Image source: TechCrunch

Though Facebook is only beginning to roll out Lists, it appears that it’s only available to individual users, and not to Pages — a move that HubSpot Social Media Social Campaign Strategy Associate Henry Franco says underscores the network’s “throwback” shift to what it was originally created to do.

“My guess is it’s a play by Facebook to bolster the person-to-person experience on the platform,” Franco explains, “like the status updates of yore.”

The Lists feature, he continues, is “building out functionality for users rather than businesses,” further signaling a move away from Page content in users’ news feeds.

I’ll be keeping an eye on this feature as it continues to be tested. As always, feel free to weigh in with your take or questions on Twitter.

How to Recover from 8 Embarrassing Office Blunders

Whether you forgot a deadline, accidentally CC’d the CEO in a snarky email about the annual holiday party, or got caught insulting your boss on Facebook, embarrassing yourself at the office can feel like the end of the world.

But while your little (or big) mistake might feel like a major setback in terms of career growth, it could also be an opportunity to showcase some hidden strengths — like humility, honesty, and accountability.

It’s all about how you handle yourself after the incident that matters — and what you learn from it, moving forward.

Let’s take a look at eight potential office blunders — and the solutions you need to help you recover. At the very least, remember that your embarrassing office blunders will probably make for some hilarious stories … eventually. 

How to Recover from 8 Office Blunders

1. Forgetting About a Meeting

We’ve all been there — you’re sitting at your desk, happily eating a bagel and checking your email, when you realize you’re the only one from your team who is at her desk, happily eating a bagel …

We’ve all been there, right … ?

The best thing to do when you forget or miss a meeting is to acknowledge it and apologize, ideally face-to-face. While it’s tempting to just send a casual “sorry about that!” email, it will seem more sincere if you seek out your manager and show you understand your mistake.

When you apologize, acknowledge your mistake, own up to it, and show you’re committed to changing your behavior. For example, you could say something like, “This doesn’t reflect my usual work behavior. I’m sorry, I messed up. It won’t happen again.”

Avoid making excuses. Your manager doesn’t need to hear that your cat kept you up all night, or you hit traffic on your way to work — just accept responsibility and promise it won’t become habit.

To prevent this from happening in the future, set up calendar notifications to remind yourself of upcoming meetings. When in doubt, double-check your calendar the night before.

2. Accidentally Hitting “Reply All” to an Email

On any given day, dozens and dozens of emails end up in your inbox — from advertisers, friends, coworkers, and your boss. In the interest of productivity (and sanity), you probably find yourself skimming quickly, and maybe even replying hastily.

With so many messages flying in and out of your inbox, it’s easy to accidentally hit “reply-all”. This can seem disastrous, especially when your message definitely should’ve been kept private — like hitting “reply all” to a company invite for the next holiday mixer: “Do they really think this will be fun?”

The best thing to do is hold yourself accountable. While it might seem compelling to hide under your desk or say someone hacked your account, you should avoid making excuses for the slip up — it will just draw more attention to a mistake you want everyone to forget.

Instead, “reply all” to everyone in the email thread, this time with a short and sweet, “Sorry about that, meant for someone else.” If your original response was rude, seek out the affected parties offline and make amends — don’t continue to use the email thread.

To prevent this from happening in the future, double check your “to” field before sending an email whenever you’re in an email thread with more than one person. And remember that Gmail has a nifty “undo send” feature you can turn on. 

Also, do your best to avoid sending anything unprofessional or rude via email to anyone, even your closest work friend — that way, a message ends up going to the wrong person, it’s no big deal.

3. Insulting a Coworker or Boss — While She’s Nearby

When you get closer to colleagues, the lines between professional and personal can blur. And while it might be (sometimes) okay to disclose Bumble-date horror stories on your lunch break, it’s never a good idea to start bad-mouthing a coworker or boss while you’re still in the office.

But none of us are perfect. You said something mean about your boss, and she heard you. Now what?

Unfortunately, the damage is done. But just like there are ways to apologize to a friend after a bad fight, there are ways to make amends with your boss.

First off, don’t try to explain yourself — your boss doesn’t need to hear why you think she was rude in that meeting.

If possible, apologize in person, and fully own up to what you said: “I’m sorry for what you heard. I was letting some frustration out, but I shouldn’t have done that in the office. It was unprofessional. Next time I have a problem, I’ll come straight to you to work it out.”

This way, your boss understands that your words came from some heated emotions, and are not necessarily how you actually feel.

Next time you have a legitimate problem with a coworker or boss, approach them to discuss it directly. And if you really need to let your frustration out by talking to someone else, do it outside the office.

4. Missing an Important Deadline

It happens. Maybe you got swamped with a last-minute project, maybe your basement flooded, or maybe you simply believed you could finish by Tuesday, but now it’s Monday night and you’re panicking because you know you’re going to miss the deadline.

Here’s what you do: first, if at all possible, let any stakeholders know ahead of time that you’re going to miss the deadline. Hearing “Something came up, and I’m probably going to miss my deadline for Monday. Let’s move to a backup plan,” is definitely less frustrating than hearing about it after the deadline has already passed.

When you can’t deliver on time, it always helps to offer your stakeholders some alternative options. Make the case that getting an extension will enable you to produce a more complete product. Or, mention that in exchange for their flexibility, you’re willing to add additional services, free-of-charge.

Whatever it is, people like options.

Most importantly, giving options shows the other person that you’re taking this missed deadline seriously — so seriously that you’re willing to put in more of your own free time and effort to ensure they’re even happier with the result.

Of course, you don’t want this to become habit. In the future, perhaps you could start assigning yourself deadlines a day or two before they’re actually due — allowing yourself some breathing room next time that basement floods.

5. Using Office Technology for Personal Reasons

When you’re sitting at your computer at work, particularly if no one else can see your screen, it can be tempting to cross off personal items from your to-do list … even when those items involve freshening up your resume, mindlessly scrolling through Twitter, or finally finishing Stranger Things season two.

Even if you feel like you’re not really wasting time, using the hours that someone else is paying you to accomplish these tasks is not only disrespectful, but it can also get you fired. You never know who is monitoring your activities.

The best way to avoid getting caught wasting time is to stop wasting time in the first place. Don’t use office technology for anything besides your job. When you’re at work, imagine that your CEO can always see your computer screen. If you’re really anxious about crossing things off your non-work to-do list, take a personal day, or do it on your lunch break.

6. Sharing Too Much on Social Media

These days, we share everything on social media. On Snapchat, we share our most disgusting post-gym-sweaty-walking-home faces, on Instagram, we share our favorite Saturday-night-party pictures, and on Facebook, we share everything from our political views to our favorite dog videos.

Sometimes, we share so much that we forget what should be off-limits. Our Snapchat ‘sweaty-at-the-gym’ pics might turn into ‘I-hate-my-boss’ pics, and those Facebook rants could become complaints about our colleagues.

Try to keep these lives separate. No matter how private you think your settings are, there still might be content accessible to people you know from work. You never know who someone knows, or when something will be screenshotted and shared. When it’s on social media, it’s out of your hands.

So take precautions: don’t post anything you wouldn’t want your coworkers or boss to see. If you’ve already posted something unprofessional, delete it.

Next time you have a funny story about a colleague or you’re frustrated about work, tell your friends over brunch instead — it will be more satisfying to get their in-person feedback anyway.

7. Trying to Prove Yourself at Someone Else’s Expense

I recently took an SEO course. The teacher had been in the industry for 10 years, and he was currently freelance consulting. He had shown us three of his (well thought-out, well researched) slides, when a hand shot up from a girl in the back.

“Do you want to hear my feedback now on ways you can improve your SEO presentation, or do you want it at the end?” she said.

She wasn’t being rude or intentionally inconsiderate — she was just trying to prove herself as an educated person in the group.

Luckily, he understood this. He smiled at her and then addressed the whole class: “Guys, in this course, I’d like you to focus on improving yourself, not proving yourself. You’re here to learn.”

He had a great point: many of us get so caught up in thinking of how to interrupt the meeting with our Legally-Blonde-courtroom moment that we forget that, in many instances, it’s more important to listen.

If you’ve insulted someone by giving feedback at the wrong place or time, apologize and humbly admit you should’ve listened to their opinion before offering yours.

In the future, keep in mind there are appropriate times to give your feedback: if your manager asks for feedback, if you’re brainstorming with your team, or if you’ve been with the company for a few months and have recognized some weaknesses in the system.

But don’t forget the importance of listening to your smart and insightful colleagues. Make sure you fully understand them before offering feedback — you might find out that your advice has been considered already, or that it doesn’t fit, after all. If you’re dying to give feedback but aren’t sure how it’ll be received, run it by a coworker first to see if it’s productive.

8. Doing That Really Bad Thing That No One Else Did

You’re preparing for your first big marketing presentation by taking meticulous notes and rifling through your company’s CRM, when you press something.

You don’t know what you pressed, but now — the database is gone. Gone. You’ve just deleted it.

The worst part is, when you point it out to your manager, he clicks around on your computer and after a moment says to himself, “Huh… I’ve never seen anyone do that before.” (In your mind, you translate this to: Huh… I’ve never seen anyone screw up like this before.)

The best way to recover is to be humble and honest. Point out how you innocently made the mistake, own up to it, and admit that there are still a lot of things you don’t know and need to learn. Don’t blame the system, the WiFi connection, or anyone else.

Hopefully, you’ll eventually be able to laugh about it, like, “Hey, you think you’ve got it bad? I once deleted the whole CRM database before my first marketing presentation. Whoops.”

Although there’s no way to foolproof yourself against these kinds of mistakes, you can prevent most of them by being patient with yourself when learning a new skill or software, asking for help whenever you’re confused … and reading the fine print carefully.

New Research: 35% of Competitive Local Keywords Have Local Pack Ads

Posted by Dr-Pete

Over the past year, you may have spotted a new kind of Google ad on a local search. It looks something like this one (on a search for “oil change” from my Pixel phone in the Chicago suburbs):

These ads seem to appear primarily on mobile results, with some limited testing on desktop results. We’ve heard rumors about local pack ads as far back as 2016, but very few details. How prevalent are these ads, and how seriously should you be taking them?

11,000 SERPs: Quick summary

For this study, we decided to look at 110 keywords (in 11 categories) across 100 major US cities. We purposely focused on competitive keywords in large cities, assuming, based on our observations as searchers, that the prevalence rate for these ads was still pretty low. The 11 categories were as follows:

  • Apparel
  • Automotive
  • Consumer Goods
  • Finance
  • Fitness
  • Hospitality
  • Insurance
  • Legal
  • Medical
  • Services (Home)
  • Services (Other)

We purposely selected terms that were likely to have local pack results and looked for the presence of local packs and local pack ads. We collected these searches as a mobile user with a Samsung Galaxy 7 (a middle-ground choice between iOS and a “pure” Google phone).

Why 11 categories? Confession time – it was originally 10, and then I had the good sense to ask Darren Shaw about the list and realized I had completely left out insurance keywords. Thanks, Darren.

Finding #1: I was very wrong

I’ll be honest – I expected, from casual observations and the lack of chatter in the search community, that we’d see fewer than 5% of local packs with ads, and maybe even numbers in the 1% range.

Across our data set, roughly 35% of SERPs with local packs had ads.

Across industry categories, the prevalence of pack ads ranged wildly, from 10% to 64%:

For the 110 individual keyword phrases in our study, the presence of local ads ranged from 0% to 96%. Here are the keywords with >=90% local pack ad prevalence:

  • “car insurance” (90%)
  • “auto glass shop” (91%)
  • “bankruptcy lawyer” (91%)
  • “storage” (92%)
  • “oil change” (95%)
  • “mattress sale” (95%)
  • “personal injury attorney” (96%)

There was no discernible correlation between the presence of pack ads and city size. Since our study was limited to the top 100 US cities by population, though, this may simply be due to a restricted data range.

Finding #2: One is the magic number

Every local pack with ads in our study had one and only one ad. This ad appeared in addition to regular pack listings. In our data set, 99.7% of local packs had three regular/organic listings, and the rest had two listings (which can happen with or without ads).

Finding #3: Pack ads land on Google

Despite their appearance, local packs ads are more like regular local pack results than AdWords ads, in that they’re linked directly to a local panel (a rich Google result). On my Pixel phone, the Jiffy Lube ad at the beginning of this post links to this result:

This is not an anomaly: 100% of the 3,768 local pack ads in our study linked back to Google. This follows a long trend of local pack results linking back to Google entities, including the gradual disappearance of the “Website” link in the local pack.

Conclusion: It’s time to get serious

If you’re in a competitive local vertical, it’s time to take local pack ads seriously. Your visitors are probably seeing them more often than you realize. Currently, local pack ads are an extension of AdWords, and require you to set up location extensions.

It’s also more important than ever to get your Google My Business listing in order and make sure that all of your information is up to date. It may be frustrating to lose the direct click to your website, but a strong local business panel can drive phone calls, foot traffic, and provide valuable information to potential customers.

Like every Google change, we ultimately have to put aside whether we like or dislike it and make the tough choices. With more than one-third of local packs across the competitive keywords in our data set showing ads, it’s time to get your head out of the sand and get serious.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Stop Measuring These Vanity Metrics in Your Marketing Campaign

There is without a doubt no shortage of data for each action you take in your marketing campaigns, nor is there a lack of tools to help you measure them. The problem is, some metrics aren’t as important as they look.

They stick out right in front of your face as soon as you log into your analytics tool, puking an “up-and-to-the-right” graph in your face.

Beware of vanity metrics. Instead of getting caught up in the low-hanging fruit, ask yourself: “What does this graph mean? Should I continue doing something, increase the time or money I spend on a certain channel, or even stop doing something altogether?”

The obvious metrics won’t tell you this — you’ve got to dig deeper. Here are five vanity metrics you should stop obsessing over and the actionable metrics you should track instead.

1. Facebook Fans

Did you know engagement rates for branded Facebook Pages have declined by more than 20% since last year? The more companies post content on Facebook, the more newsfeeds need to share their space and the less users see and consume.

So, regardless of how many people have clicked “Like” once they’re on your brand’s Page, the vast majority of them never return to the Page itself and never see the content in their newsfeeds.

An Actionable Metric: Engagement Rate

Instead, use Facebook Insights, Facebook’s free analytics tool, to check which posts generate the highest level of engagement. The higher the level of engagement, the higher your EdgeRank score (EdgeRank is kind of like SEO for Facebook newsfeeds).

Impressions are helpful as well, as they tell you which content is actually being seen by your fans. This can give you insight into which content is being shared with other people and actually appearing on users’ newsfeeds. Think about the content and conversations that have the highest engagement and impressions, and come up with a plan for how you can replicate it.

2. Twitter Followers

On Twitter, it really shouldn’t be about the number of followers you have. People typically follow random accounts for reasons unrelated to their actual interest in them. Many users, for example, follow you because they want you to follow them in return — and if you don’t, you often lose that follow days later.

Here are a couple of things to consider about your Twitter followers:

  • Who is engaging? Add a “+” to the end of any bit.ly link or check our free tool, WhoTweetedMe.com, to see who retweets your content and identify influential followers.
  • What do your followers talk about? Use Cadmus to check out their most shared links.

An Actionable Metric: Competitor Followers

With FollowerWonk, you can compare your Twitter followers to those of your competitors. If there are people following them who aren’t following you, those are prospects you aren’t connecting with, and possibly even money left on the floor.

See what types of content these competitor followers engage with to see if there are important conversations happening in your industry that you should take part in. You might even reach out to these followers and demonstrate the value of following you, too.

3. Blog Post Page Views

This indicates you’ve established yourself as a thought leader and have created great content — both good first steps in an inbound marketing plan. But page views don’t indicate where these views are coming from, if they answer a reader’s questions, or even how long he or she spent on that page.

Actionable Metrics: Bounce Rate, Social Shares

Bounce rate is the percentage of people who visit one page on your website and leave without clicking further into the site. In other words: high bounce rate = bad. Keep readers’ attention with a good call-to-action (CTA), as well as links to other content and other parts of your site. A declining bounce rate is a great metric to report because it suggests your blog is growing in its interest to your visitors.

Search is social. Search engines like Bing and Google now consider tweets and Facebook shares in their algorithms. How many individual page viewers are also sharing your content on their social networks is a more accurate signal of long-term SEO benefits from a popular blog post.

4. Email Open Rate

Your open rate is:

Open Rate

Open rate is a reasonable metric to track to check the effectiveness of your email’s subject line and timing. However, there are technical limitations because many email clients have to load images to count as an open, and many users have images turned off by default. Track this, but don’t obsess.

An Actionable Metric: Click-Through Rate

Focus on one CTA in your email that draws users to your site, and measure your click-throughs on those links. A high click-through rate (CTR) for an email campaign that invites users to download something on your website, for example, tells you the email has lead-generating power.

5. Number of Subscribers/Product Users

It’s simple enough to track how many people have converted into a trial user, or agreed to receive your newsletter. But are people actually consuming your product and content? Often this product demo or email goes unused or unseen.

Actionable Metrics: Active Users, Path to Conversion

Instead, track how many users return to use your product each day. These are called active users. In Google Analytics, metrics like visitor loyalty and visitor recency are helpful, depending on your product. As for ecommerce, measure repeat customers and retention. Zappos, which will close in on $1 billion in revenue this year, gets 75% of its sales from repeat customers.

In addition, track which pages and content drew in leads that converted to qualified contacts or even customers — as well as what actions those leads took on your website before they converted. You can track this information a few ways, such as adding tracking links to your CTAs so you can see where a user came from as they move through the conversion path. Rinse, lather, repeat.

Of course, don’t just throw all of these vanity metrics out at once. Before you add or erase certain data from your marketing analytics reports, make sure you and your team have defined your goals and the data points you’ll use to measure whether or not you’re achieving them.

Learn more about HubSpot Classroom Training!

Messenger Marketing & Chatbots: How to 10x Sales & Leads Before Your Competitors

This article is a supplement to our Kissmetrics Webinar this Thursday, February 15th at 10 AM PST / 1 PM EST with Samir ElKoumany, co-founder of Fetch and Funnel. Join here

Communication has changed. This may sound like a trendy thing to say at a cocktail party for a lot of people, but for marketers, it should be a wakeup call.

We cannot afford to be left behind. We must keep up with our audiences. Over the last 10 years “keeping up” has led to the universal adoption of email marketing, search engine marketing, and social media marketing.


Your audience has already adopted messaging platforms and your business must make the leap. Those that do so early will reap huge rewards. Think email marketing a decade ago. The cost to acquire a qualified subscriber was only a few cents, and email engagement was astronomically higher than it is today. Fast forward to present, and this very same opportunity has presented itself. It’s time to take the leap and cross the chasm. Those that don’t will soon resemble the person STILL buying ads in the classifieds section of your local newspaper.

Facebook Messenger is the fastest growing channel in the world. With 1.3B users, it is already larger than Instagram, Twitter, and Pinterest combined. It’s also the only channel of this magnitude that isn’t saturated with marketers (yet).

Even if you already understand the opportunities presented by messaging platforms, we will get to this in a bit, hold your horses, it can be a bit confusing. How can businesses engage with customers in this new place where meaningful conversation is held?

Chatbots are the answer. While great for customer service, they are exceptional for marketing. With a little forward thinking, Chatbots and messaging platforms can become a huge sales channel for any business.

Why You Should Use Facebook Messenger + Chatbots to Put Growth on Steroids

You might be wondering why we’re so jazzed about Messenger & Chatbots for businesses? The short answer is that people love Messenger and they prefer to interact with both friends and brands on the platform.

We occasionally speak with people who say things like “no one uses Messenger”, or “I actually prefer my Gmail Promotions Tab”. Listen, these people are not the early majority. Heck they might not even be the late majority. According to Simon Sinek, “the only reason these people buy touch tone phones is because you can’t buy rotary phones anymore.”

Image Source

Take Facebook Messenger for example. It’s growing like crazy!

Image Source

If you throw in WeChat, WhatsApp, and other popular platforms, you have a massive market of potential customers.

But wait, there’s more! You still have an opportunity to become an early adopter, considering far fewer than 13.5% of businesses have made the discovery. While most other channels face declining engagement and rising advertising costs due to saturation, Facebook Messenger is just getting started.

Not sold yet? Here’s a few more benefits:

  • Messenger is one-to-one at the scale of one-to-many
  • It will shorten your sales cycle by answering questions and overcoming objections
  • When your CEO asks for 3x results with the same budget you’ll crush the target.

How We Use Chatbots

We have built Chatbots to solve many different problems. From helping customers pick the right size electric skateboard to capturing leads using webinars as a lead magnet.

Our Chatbots are great for delivering content! Say goodbye to heavy reliance on email marketing.

That said, there are three main types of messenger bots we like to build for clients:

  1. Lead Generation & Collection: These bots are great at using traditional lead magnets like webinars, events, giveaways, white papers, etc. and turning them into leads.
  2. Bottom of Funnel Retargeting: We love using bots to deliver coupon codes and other offers in remarketing campaigns.
  3. Conversion Rate Optimization: A well designed bot helps answer questions, overcome objections, find the perfect product, and ultimately make sales.

Here’s an example of method #2 above. It’s a coupon bot we built for bottom of funnel retargeting. The user clicks a Facebook ad and is taken directly to Messenger, initiating the bot experience. Here’s where things get interesting. This took a 5.6x lifetime ROAS up to 48.2x in less than a month!

The Results

  • 48.2x Return-On-Ad-Spend (up from 5.6x)
  • 1133% Conversion Rate Increase

We’ve seen some mind-blowing results from Chatbots.

  • 80% open rates for broadcast messages (!)
  • 30-40% click-through rates (4-10x email marketing averages)
  • 5x the volume of content downloads and event registrations
  • Higher conversion rates by alleviating funnel bottlenecks
  • Higher AOV & Customer LTV with upsells

Ready To Learn More?

Join Samir ElKamouny, Co-Founder of Fetch & Funnel, next Thursday 2/15 at 1:00 PM EST for a webinar that will show you exactly how modern marketers are using Facebook Messenger & Chatbots to increase sales and leads at a fraction of the cost.

He’ll Be Covering:

  • What messenger marketing is and the role of chatbots
  • The most impactful acquisition strategies and use cases
  • How to build a new subscriber list AND get 10x the results over email from your existing list
  • How to get a 40x bottom of funnel ROAS
  • How to build 3 powerful Chatbots that are easy to implement and will produce exceptional results, applicable to nearly every business
  • Which messenger bot platform is best for your business

You do not want to miss this! Sign up here.

About the Author: Matt Morin is a Senior Account Manager at Fetch & Funnel.