Interview with Lindsay Farley, CEO StrategyNest
“We’re a marketing company using artificial intelligence to grow our customers’ businesses.”
That’s how Lindsay Farley introduced her company, StrategyNest, at an August 2017 business networking event in Indianapolis.
Artificial intelligence and marketing?
When Farley started StrategyNest in 2014, her company was focused on use analytics, branding, marketing strategy, and web design. Artificial Intelligence (AI) was not an area of expertise for her company.
“About two years ago, a client asked StrategyNest about assisting with their social media presence,” explained Farley. She began researching the topic and read about a city that was using a chatbot to manage interactions with citizens regarding the services provided by the city. The technology behind the chatbot would predict what topic would be most important to citizens, or the next problem or issue that would be of concern to citizens. Farley learned that the city was applying AI to problem solve.
That sparked an idea – could AI be applied to marketing? The answer, Farley discovered, was “yes”.
“Companies know that they need to be engaged with customers and prospects via social media, but many don’t know how to engage, how to develop compelling content, or what time to post that content. AI solves how to engage and what time to post, so that marketers can focus on developing compelling content,” said Farley. “But that’s not all. AI solves the issues of variety of content, when and where to post content, and what actually to post. As a result, marketers spend less time on the mechanics of social media efforts and companies realize measurable return on investment.”
The StrategyNest solution leverages AI to recommend the right content and right platform – Facebook, Twitter, Pinterest, and Instagram – on which to post social media marketing content. The AI engine also posts the content – any content, including text, pictures, video, colors, and hashtags – so that companies can effectively engage customers using social media.
What the AI engine does is automate the publication of the social media messaging across all the target social media platforms. This frees up the marketing managers time from the drudgery of manually posting and maintaining the organization’s social media presence.
The AI engine also provides a robust set of analytics. “Many marketers spend numerous hours each week to get competitive data, interaction rates, engagement rates, and other analytical data”, said Farley. “The StrategyNest solution allows you to view all that and more in just a matter of seconds. “
The Benefits of AI in Social Media Marketing
Using AI, people gain the time to do the strategy and creative work that they currently do not have do because they’re too busy with the time-consuming mechanics of social media marketing.
But AI in social media marketing results in more than just time savings. AI also brings intelligence and measurability to social media marketing. How did your message perform? Who is reading and responding to your posts? The use of AI enables the capture of critical empirical data needed to understand if marketing messaging is being effective.
AI also enables competitive analysis – in real-time. What is the competition saying? How is your message doing compared to the competition? All things that current methods of social media marketing are having to address manually, resulting in more time focused on the how, rather than the what and why of the marketing plan.
Based on huge amount of data collection, AI continually makes suggestions for when to promote and publish content to maximize exposure with the target demographics.
In short, the use of AI enables companies to see and measure the impact and benefit of their social media marketing efforts.
As StrategyNest continued to explore social media marketing, it realized that all digital marketing works together. Could AI be applied to other digital marketing platforms? “We found that the use of AI is adaptable and versatile, “said Farley. “The same AI algorithms used with social media marketing could also be applied to blogs and websites. But the effectiveness of AI across all digital marketing requires an integrated approach between a company’s blog, it’s website, and its social media.
“The use of AI is very adaptable,” stated Farley.
Farley continued, “But, it is all about the content. Therefore, it is incumbent on companies to ensure message consistency across their digital platforms. Otherwise, you’ll run into a situation where your website says one thing and your blog says something else.”
But leveraging the use of AI across all digital marketing means a bigger return on investment for a company.
Join us next week to hear Lindsey predictions for the future of AI in Marketing. And how you can start getting ready now.
| About StrategyNest
StrategyNest was hatched from the idea that good partnerships build good businesses. Developing growth, fostering client relationships, and pioneering brand identities to maximize your potential is what we do in the Nest. StrategyNest takes a different approach to marketing and branding by not only learning about their client’s business but also your company culture and incorporating that feel into our design. Cultivating our fledgling relationship, we give your company the tools and know-how you need to spread your wings and expand your possibilities. Our team has designed, developed, and marketed projects across a range of industries and platforms. We work directly with you to ensure project cohesion from vision to actualization. We believe that you’ll only get your best if we know the best about your business. People, strategy, execution… our story is as simple as that.
| About Lindsay Farley
Lindsay Farley is the owner and CEO of StrategyNest, a marketing technology company that she founded in 2014 in Zionsville, Indiana. StrategyNest focuses primarily on marketing strategy, digital design, branding and the use of artificial intelligence for social media. Under her leadership the company has grown rapidly and is being recognized by many partner organizations as a leader in the use of technology to monetize social media. Lindsay’s mission is to help organizations optimize their marketing and social media investments.
Lindsay spent more than 12 years working for The Dow Chemical Company in a variety of roles. She has extensive experience in global marketing and branding. Lindsay has also won a multitude of awards including The Sharkie Award for Product Marketing Design, and her marketing designs have been displayed on Times Square in New York and on the Las Vegas strip.
About the Author:
Institute Fellow Alumni
Doug Tedder is the principal of Tedder Consulting LLC. Doug is an accomplished and recognized leader who is equally adept in interactions from senior leadership to day-to-day practitioners. His attention to detail, industry knowledge, emotional intelligence, and the ability to “see the big picture” and make it actionable has resulted in a track record of success in helping IT organizations transform into business partners in value delivery.
Doug holds numerous industry certifications in disciplines ranging from ITIL, COBIT, Lean IT, and Organizational Change Management. An active volunteer within the IT Service Management community, Doug is a frequent speaker and contributor at local industry user group meetings, webinars, and national conventions. Doug is a member, former president, and current board member for itSMF USA as well a member of HDI.