Digital Sales & Marketing
Digital Sales & Marketing
Close

Free digital sales and marketing courses

Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.

View all free coursesView all free courses

Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

Learn moreLearn more Watch past events on demandWatch past events on demand

Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

Learn moreLearn more
They Ask, You Answer
They Ask, You Answer
Close

Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

Take the course nowTake the course now

Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

Learn moreLearn more

Case studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

View case studiesView case studies

They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

Learn moreLearn more Buy the bookBuy the book
Virtual Selling
Virtual Selling
Close

Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

Learn moreLearn more

Virtual Selling Summit 2021

Your one-day virtual selling crash course! Today, sales reps are struggling to sell remotely. Learn how to close more deals in a virtual world.

Register NowRegister Now
Video
Video
Close

Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

Take the course nowTake the course now

Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand

The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

Learn moreLearn more Buy the bookBuy the book

Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

Learn moreLearn more
HubSpot
HubSpot
Close

Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

Watch on-demandWatch on-demand

HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

Learn moreLearn more
Web Design
Web Design
Close

Website Optimization Summit

Learn how you may be unwittingly undermining the money-making potential of your website and how to fix it! Watch the opening keynote for free on-demand inside IMPACT+.

Watch on-demandWatch on-demand

Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

Learn moreLearn more

How Buffer's New Tool, SocialChat, Helps Take Your Website Conversations Further

How Buffer's New Tool, SocialChat, Helps Take Your Website Conversations Further Blog Feature

Christine Austin

Creative Lead, 7+ Years of Web Design and Development Experience

October 12th, 2018 min read

In an article on their blog, Buffer unveiled a brand new tool, called SocialChat, to help improve the conversations that companies have with users on their websites.

SocialChat allows website visitors to start conversations on your site, and continue them outside of your site, via Twitter direct messages (DMs) or Facebook Messenger.

Buffer and SocialChat

What is Buffer trying to solve with SocialChat?

With the launch of SocialChat, Buffer is solving for two common challenges that companies face when implementing chat on their websites:

  1. Not all online chats can be handled by a chat bot; and
  2. Most website chat solutions are don't allow the conversation to continue once someone has left the website.

While chatbots hold the potential to automate a substantial volume of the queries that the typical website visitor has, they can't completely replace that 1 to 1, human connection.

In fact, a Conversocial study found that 59% of people "considered interacting with a human agent to be more important than being serviced by a bot or AI-driven resolution."

This data reflects the reality that not all conversations people start online are a for a good fit for a bot to step into. Sometimes people just really want to get in touch with a person and ask deeper questions. In other cases, the nature of the conversation is too complex for a bot to handle.

Buffer also recognized that not all of these conversations come to a natural conclusion during a single website visit and that some visitors will want to continue their conversation on other platforms. 

SocialChat solves for both of these challenges by providing brands with a streamlined solution for engaging in live conversations with their website visitors, and then continuing those conversations long after the visitor has left the website.

Social Media and Customer Engagement

The brands that use social media successfully are the ones that design their social strategies around the platforms that their customers are already using. 

Not surprisingly, this is why Facebook and Twitter are typically on the list when companies develop their corporate social media strategies. They both have large user bases, and they offer easy opportunities for 1 on 1 conversation, particularly when it comes to customer support.

Think how common (and easy) it is for the average person to directly message a major brand on Twitter when, for example, online software is spontaneously down (and they want answers).

Here's a great example from Nike:

Nike Twitter Support

Messaging is quick (and far less painful than waiting on hold for phone support), and Buffer knows that. SocialChat is designed to help businesses break down barriers to allow for faster and easier communication - something that will inevitably result in happier customers.

What the Launch of SocialChat Means for Marketers 

The release of Buffer's SocialChat tool immediately made me reflect on HubSpot's new flywheel and how one of the key concepts behind a well-functioning flywheel is the reduction of friction.

Tools like SocialChat, which are designed to streamline communication with customers, are one effective way to reduce friction in the customer experience.

Hubspot-Flywheel

When it comes to SocialChat, companies should think about what their communication channels with their user base currently are.

Are you bot and social media savvy, and this seems like a logical next step?

Or are you still only allowing people to get in touch via a phone call?

If you're struggling to make time for social media or skeptical of the value that you can derive through an investment in social customer service, consider this from Buffer's SocialChat announcement:

"When a phone call was the number one way to keep in touch, businesses offered phone support and sales. When email took over as the default communication channel, businesses followed. Now that the majority of peer-to-peer communication happens over social messaging apps and products, businesses have again followed suit."

People will continue to gravitate towards the easiest channel of communication when they have a question or need to resolve a problem - it's just human nature.

I recommend finding ways to make it as convenient as possible for your audience to get in touch with you, whether it be through Buffer's SocialChat, or by implementing a support bot for the first time.

You'd be surprised how your audience will thank you for making your company more readily available when they need you most.

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE