Consumers are burnt out on cold calls and mass emails. They want an on-demand personalized experience, not another hoop to jump through before they can speak to a salesperson. Conversational marketing is already changing the game—live chat and bots allow your website visitors to speak with someone ASAP, or find what they’re looking for without having to fill out another form. Don’t get us wrong—forms are great; but when your website visitor just wants to convert, why are you making it so hard? Conversational marketing can cut out the middleman and get your lead on the path to becoming a customer as fast as it takes to send a text.
Conversational marketing is also a great way to delight your customers. According to HubSpot Research, 90% of consumers rate an “immediate” response as important or very important when they have a customer service question. Serve your customers faster and more efficiently with conversational marketing.
Use of Video
When it comes to content, the key is to find what your personas enjoy by testing different types and seeing which platform gets the most engagement. Incorporating video is becoming more and more popular because it’s a highly engaging platform that many consumers react well to. From social media strategy to offers, to web copy, video can be incorporated in every step of the buyer’s journey, if your buyer persona enjoys engaging with video.
The days of throwing a ton of content onto the Internet and hoping it’ll stick are over. Did you know that 91% of content gets no traffic from Google? If your content is part of that 91%, that’s a lot of money to be throwing down the drain. Today, content creation needs to be strategic. Creating a solid content-based SEO strategy is going to get you to rank on Google. The most important thing to keep in mind is creating quality content that has value. If you’re going to do anything to change your strategy right away, start thinking quality over quantity and you’ll be on your way to increasing search position ranking.
Natural Language Search
As Siri, Alexa and Google Home become more and more a part of daily lives, SEO has to change in order to keep up. More likely than not, your voice assistant will pull an answer from Position Zero, or the featured snippet at the top of the results page. Optimizing for featured snippets will become more important as voice search becomes ubiquitous. According to ComScore, 50% of all searches will be voice searches by 2020.
When natural language searching, the user is more conversational, using words like “who,” “what,” “where,” “why,” and “when.” For example, when text searching, you would type, “Elon Musk,” to see information about the SpaceX entrepreneur. When voice searching, you would say, “Who is Elon Musk?” See the difference? Start creating content optimized for natural language search by adding question words into your titles and H1s.
Data and Reporting Features
Since all forms, CTAs, content, and more are contained in the HubSpot marketing portal, it’s easy to track and measure important metrics through the reporting tools. This is extremely beneficial for marketers, because they can analyze the conversion paths that leads take to become customers, see what’s working and what’s not, and improve based on cold hard data that all lives in one place.
Consumers in each stage of the buyer’s journey use websites differently. It’s frustrating when you’re a customer of a company and their website is still trying to sell you their product. That’s why with Smart content, your website will be able to recognize a customer and only give them content they actually want. For example, instead of showing them a top of the funnel offer like an ebook, it will show them a user guide for your product. Smart content allows you to serve your leads and customers what they want—when they want it.