If You Build It, Will They Really Come?
Photo by Tima Miroshnichenko: https://www.pexels.com/photo/red-baseball-helmet-on-green-grass-field-5184709/
The iconic line from "Field of Dreams" has Kevin Costner building a baseball pitch in his cornfield after hearing a mysterious voice say, "If you build it, he will come." And they do come, but let's switch gears to the digital world for a sec. If you're in the digital assistant game, you know that just building one doesn't guarantee you'll hit a home run with users.
The Reality Check
The quote is poetic, but it's not a business plan. In the digital assistant landscape, building it is just the first innings. You've got to play the whole match to win, and that means marketing, user engagement, and more. So, how can you ensure that "they will come" after you've built your digital assistant? Here's a playbook with 10 strategies:
1. Close All Other Options (bit extreme)
Make your digital assistant the MVP for customer queries and support. Limit the alternatives, and users will naturally gravitate towards it.
2. Pin That Tweet
Use social media like a pro athlete uses a highlight reel. Pin tweets or posts about the digital assistant to make sure it's the first thing people see when they visit your profiles.
3. Multi-Channel Launch
Go for the hat trick by launching your assistant on multiple platforms—WhatsApp, Facebook Messenger, SMS, and Google Business Messaging. Cover all your bases to reach a wider audience.
4. IVR Messages
Add messages to your Interactive Voice Response (IVR) systems that encourage users to switch to the digital assistant. Think of it as your opening pitch.
5. Naming Ceremonies
Ah, the name game! Give your digital assistant a memorable name and host a grand naming ceremony. Some of our clients have aced this—The AA named theirs Tala, Monmouthshire County Council went with Monty, and AS Roma scored big with Botistuta. A catchy name not only humanises the assistant but also generates buzz.
6. PR the Bot
Get that media coverage. Send out press releases and get journalists talking. The more the merrier.
7. Market, Market, Market
Think of marketing as your training regimen. Invest in targeted ads, blog posts, and influencer partnerships to get your digital assistant in shape for the big leagues.
8. Show 'Em What It Can Do
Create tutorials or demo videos that showcase the assistant's skills. Make it the star player of your team.
9. User Incentives
Offer special promotions or rewards for using the digital assistant. It's like giving your fans some extra swag. For example, Welsh Water incentivised engagement in their public consultation by offering water-related prizes like kayaking trips, reusable water bottles, and a paddleboarding experience. A little incentive can make a big splash!
10. Feedback Loop
Keep your ears to the ground. Collect user feedback and continually improve. A good player always listens to their coach.
Conclusion
Building a digital assistant is just the first step, or the first innings, if you will. The real game starts after that. And remember, unlike in the films, there are no retakes in the business world. So, build it, but also make sure "they will come." After all, even Kevin Costner had to plough through a whole field of challenges before the magic happened. Batter up!
Do you have any tips or tricks to add?