- Content Marketing is increasingly focusing on strategies to enhance customer experience. The end goal of which is to give the users ‘what they want’ and ‘when they want it’. The approach calls for focusing on providing valuable content that is ‘purposeful’, ‘relevant’ and ‘convenient’.
Therefore, 2020 will see a whole lot of Conversational Marketing, Ultra-Personalized Content and digging into Micro-Moments. Below we’ve shared ‘tips and tricks’ on how to bank on these trends.
What Is Conversational Marketing?
Simply put, Conversational Marketing is having a conversation with your customers, preferably in real-time. It works on the lines of a feedback-oriented approach to understand user challenges, offer value and lend a human touch. Conversational Marketing can be used across Email Campaigns, Social Media, Customer Support and SEO; but Chatbot’s reign supreme.
What Are The Benefits Of Conversational Marketing?
- By providing solutions real-time, it helps shorten the sales cycle.
- Eliminates the need to put your client through the tedious marketing funnel i.e., Landing on a page => Filling a Form => Lead in CRM => Assigned => Call => Email Automation => Schedule a couple more calls
- Provides quick resolutions, i.e., User Inputs Query => Chabot Analyses Query => Identifies Intent and Entities => Composes Reply.
- It allows for an opportunity to listen to your customers and therefore helps reduce the time required to understand your potential audience; allowing you to create personalized strategies.
- It rectifies the cold and impersonal process and lends a human touch to your brand
How To Use This Trend?
- How to use Conversational Marketing in Email Campaigns?
- Take surveys to understand the pain points
- Segment your audience
- Use the survey data to inform your campaigns
- How to use Conversational Marketing in Customer Support?
- Ensure that your CS team is familiar with your brand voice.
- Incorporate high-level efficiency.
- You can have Social Media Support Accounts, In-app chats or Live Help Functionality.
Use the FAQ format to capitalize on Voice Search. Learn how to optimize for Voice Search.
4.How to use Conversational Marketing for Instant Engagement with Chatbots?
AI Conversational Technology allows you to keep your prospects engaged to your site for a longer time by providing purposeful and personalized content.
- Building writing competence to make your Chatbot sound human.
- Your scripts should get your brand voice on point, be consistent and focus on quality.
- Create a strong content library, quick navigation to relevant content along with accurate organizing and tagging.
Ulta-Personalized Content With Dynamic Content Delivery
What Is Ultra-Personalization & Dynamic Content Delivery?
Personalization has been around for a while, but it’s set to get super personal this year! The deal is to send customized, not generic templates during different parts of the customer journey. It can be achieved with Dynamic Content Delivery i.e., automating the delivery of highly relevant content (achievable with headless CMS). Technologies like CDP and identity resolution allow for a unified view across multiple platforms; making dynamic content streams possible.
Dynamic content is content that changes based on customer segmentation and other database-driven signals that inform rule-based triggers. You can use it in various places throughout your marketing campaigns, including email, Facebook ads, and even on-site content.
What Are The Benefits Of Ultra-Personalization?
- Outsmart Competition
- Increased Engagement and Customer Experience
- Enhanced Customer Experience
- Increased Lead Acquisition, Customer Acquisition and Conversion Rate
- Improved Brand Perception
- Increased Customer Lifetime Value
How To Use This Trend?
- Website/Portal/App – List prospect areas where a user may interact and use dynamic/adaptive content based on audience data/hyper-segmentation (age, gender, proximity to an event, device, frequency, session behaviour, interest, location, purchase history, browsing behaviour, weather, etc.).
- Personalized CTAs – You could probably use the first name in the CTA, or change the CTA based on how they found you on the web.
- Custom Content – You can use a whole lot of customized content instead of generic templates across your funnel to allow users to make informed decisions about your product.
- Content Type – Provide value by putting your audience’s needs before your desire to shoot out promotions. Below are the statistics shared by the Content Marketing Institute to show which content type works best.
Data Source: Content Marketing Institute
Micro-Moment Content Marketing
What Is Micro-Moment Content Marketing?
If you are not where your audience is, where are you? Google listed four important moments during a search that impact the way your audience ‘thinks’ and ‘decides’.
- To Know: Explore/Research Mode | Not Buy Mode
- To Go: Local Search Mode | Could Consider Buying Mode
- To Do: Needs Help Mode
- To Buy: Purchase Mode
###How To Use This Trend?
You have to be there and provide useful content. A few suggestions on how you could target such queries with your content.
- When a person is just looking around: You can share Blogs, Articles, Answer Boxes, Featured Snippets are the target areas.
- When a person is looking for something nearby: Appropriate Citations, Directions, Listing, Landing Page can prove pretty useful.
- When a person is looking to do something: You can provide content in the form of Videos or Tutorials.
- When they are ready to buy: Either they already have a preference or you can target content pull them towards you; could be Ads, Discounts, Geo-Fence Campaigns run within a geographical boundary.
###A Few Things to Remember to on ‘How to Stay Relevant’
- Analyze: Understand what your audience is looking for and give them exactly them when they search for a particular term. How can you do this?
- Ask questions
- Engage with a community
- Discover who they are
Consistent Voice/Tone/Style: Create a Content/Style Guide and stick to it
Be valuable: Focus on the 3E’s, i.e.,
Make it Visual
Tell a Story with Data
Focus on facts, but don’t state them like a research paper. Make it interesting.
Understand the difference between vanity metrics and the ones that matter.
Go Omni Channel
Your content must be where your customer is, i.e., everywhere. Understand which channels are used across which device, curating and optimizing content, and letting it do its job across different parts of the journey.
Stay Original… and tuned for our next series – ‘Design Trends for 2020.’