Page 326 - Social Media Marketing for Dummies

Conversational user interface (CUI)

Technology has now made it possible for customers to hold conversations with
company sites and social media platforms instead of having to click an icon or
type a command. You want to have a two-way conversation with your customers
and chatbots make that possible. Make sure that you use these messaging tools on
your website.

See Chapter 20 for details about using chatbots and messaging apps.

Content marketing

According to the CXL Institute (https://conversionxl.com/blog/first-
impressions-matter-the-importance-of-great-visual-design/), it takes
.05 seconds for a user to determine whether they will continue to stay on your
website or leave. This means that you need to do everything you can to make
your site engaging at first glance.

Content marketing is now an integral part of any website marketing strategy. You
need to audit your website to analyze the content you currently have and deter-
mine what’s working. You also need to see what you’re missing and how you can
reach more of your target audience.

Here are three things you need to review to make your website more powerful:

» Search engine optimization (SEO): In order to be found, you still need to
write content that accommodates search engines. There are lots of shiny
objects to try, but this is not optional.
What you should do: Identify the keywords your customers use when they
search for your topic. There are several good tools that you can use for
SEO. For example, you could try Ahrefs (https://ahrefs.com/) or KWFinder
(https://kwfinder.com/).
» Video: Video has become essential. According to Hubspot, 54 percent of users
want more video content from brands. You can repurpose any video content
you create to use on social media sites.
What you should do: Jump into video creation if you’re holding back. Your
users probably want to see you on sites such as Instagram where InstaStories
gets a great deal of traffic.
» Podcasts: Podcasts are increasingly popular. According to the Edison Research
and Triton Digital study, “The Infinite Dial 2019” (https://www.edisonresearch.
com/infinite-dial-2019/), in the U.S. 50 percent of people over the age of
12 have listened to a podcast. This makes podcasts mainstream. It’s likely that
some of your audience members fall into this group.

310 PART 5 Old Marketing Is New Again with SMM