As a business, you need to be present where your customers are. If not, you will lose a lot of customers to your competitors resulting in higher churn rates.
According to Statista, more than 3.6 billion people are using social media, and 3.5 billion people own smartphones in 2020. With such huge numbers, businesses cannot ignore the power of text and social messaging marketing to promote their content.
Here are five ways to promote your content via text and social messaging apps.
1. Identify the Right Social Media Platforms
The first step to make the most of messaging marketing is identifying the right platforms for your business.
Find out which social networks your ideal customers use. One way to do so is by looking at your existing numbers. Check on which social media platforms you have the maximum followers. Test social messaging apps on those networks first and then migrate to other platforms slowly.
Also, check which social networks your competitors are using. This would help you decide which messaging apps to use.
2. Use Facebook Messenger To Deliver New Content
Consider promoting content via text and social messaging apps similar to email marketing. Just like you send newsletters to your subscribers, share content to your followers and leads through messaging.
In an experiment, Hubspot found that Facebook Messenger is a better alternative to email marketing. Delivering content via Messenger resulted in a 242% increase in open rate and a 609% increment in click-through rate.
When delivering new content via text and social messaging, follow these tips to get the most of it:
- Let users decide how frequently they want to receive content updates from you.
- Unlike emails, you have a text limit in messaging. Therefore, make sure to pick the best sentences from your content to entice readers into clicking on the link.
- Allow receivers to unsubscribe to your messages at any time.
- Just like you segment your email subscribers, divide your followers based on the type of content they engage with. This will prevent you from annoying them with posts that don’t interest them.
3. Leverage Text Messaging to Deliver Personalized Content
Text messaging is a great way to share the right content at the right time. Business texting gives you an advantage over your competitors. It is a primary communication channel for several businesses. With the right steps, we can use this channel for content marketing.
Here are some tips to follow:
- Create a qualified SMS list containing people who are genuinely interested in your products or services.
- Schedule messages when your audience is most likely to click on them.
- Send personalized content recommendations to customers based on their browsing history.
- Your message should be a medium to build relationships.
- Reward loyal customers so that they pass on your message to others.
- Always track your performance and try to optimize your messages for better response.
4. Train Messaging Bot To Pull Relevant Information From Existing Content
At times, people don’t want to read the whole content to find solutions to their problems, they want a short and quick answer. That’s where content repurposing can help.
With a conversational approach to content promotion, you can revive a specific part of the text from existing content that’s relevant to the user’s request.
As you can see in the below example, a user asks a question to the bot, “can I create Dialogflow bots for Whats App as well?” The bot then pulls out a paragraph and bullet points from the existing content, explaining the company’s product. When the user requests for more information, it pulls out a YouTube video (uploaded by the company) to better solve their query.
This way, all your customers and leads will have access to your best content and not just the most recent.
However, you might need to train the social messaging bot before it can pull relevant information from existing content.
5. Apply Artificial Intelligence To Help Followers Find the Most Relevant Content Themselves
Besides repurposing your content to solve a user’s query, you can also use social messaging apps to let them find the most relevant ones themselves.
For example, Whole Foods Market uses Facebook Messenger chatbots to help its followers find recipes using food emojis. As soon as someone sends an emoji (or text), the chatbot pulls out recipes related to it. Since it offers content in a slider (along with images and a small description), it makes it easier for users to pick the best ones on their own.
Please note that letting customers find the content themselves using text messaging might be a little difficult. They won’t be able to see a preview or a slider to choose the most relevant content. As a result, it will lead to several clicks back and forth, hampering the overall user experience.
However, by asking a few more questions, you can narrow down their needs and deliver the best content.
For example, when a user requests a vegan recipe, ask if they are looking for soup, fast food, smoothie, or salad. Then send the links of recipes based on the user’s response.
Content marketing helps prospects find you in the first place and gives them reasons to stay with you. Share timely updates and content with your followers on social media to build trust and nurture them. The five strategies mentioned above can help you begin with and excel at using messaging apps to improve your content marketing game. Happy Content Marketing!