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The Chat Bubble

The Chat Bubble is a show about Messaging. We discuss messaging apps like Facebook Messenger, iMessage and WhatsApp - especially as a way for brands to communication with customers. A secondary focus is brand messaging, the psychology of the pitch and best practices around sales and marketing. The show combines interviews with shows discussing news and announcements about messaging channels and other companies in the space.
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Mar 16, 2019

Last week's episode was about call to action best practices. This week we are going to focus on a specific piece of the call to action - they keyword. Here are keyword best practices.

  • I like to capitalize the keyword. It highlights what the user should text in, but doesn’t confuse them with quotes. Any text message vendor should be able to handle capital or lowercase letters, just like a URL.
  • Keep the keyword simple. Just use a word. Again, think like an ideal URL and focus on simple and understandable. Sometimes teams want to squeeze their brand message into a keyword. Imagine if Skittles tried to make “Taste the rainbow” their keyword. Think of all the potential for misspellings. The keyword is for response, not branding.
  • Use different keywords to track different promotions.
  • Similarly, the worst possible misstep is making a keyword that feels like a tracking code. Yes, the keyword can track the promotion channel, but it shouldn’t feel like a tracking code. I’ve seen customers try to make TV2 or RADIONYC their keywords. DON’T DO THIS. No numbers in keywords, no weird combinations. Just a simple word.
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