The digital landscape is changing faster than ever before. The rise of voice-activated devices, the adoption of AI and machine learning, and the integration of chatbots have all reshaped the way brands market their products. In this blog post, we’ll take a look at conversational marketing and why it’s important that marketers pivot toward it now. You see, while technology continues to advance at a rapid pace, consumers are reacting in kind with moments of silence… or “mute buttons”… or just muting all notifications on their phone when they don’t feel like being marketed to. Conversational marketing is an approach that embraces natural human interaction rather than cold and impersonal methods currently available. Let’s take a look at why you should be practicing conversational marketing now and how you can get started with these five tips!
What is conversational marketing?
Conversational marketing is the application of branding and sales techniques that mirror natural human conversation. It uses language and interactions that people would use in everyday life and applies that to marketing strategies. Conversational marketing is based on the idea that marketing should feel natural and organic, like a conversation between friends. Instead of interrupting customers with ads, brands are engaging them at their own discretion.
Why is conversational marketing important?
Marketers are realizing that consumers are more receptive to brands that are relatable and personable. As a result, more and more brands are pivoting towards conversational marketing. This is due, in part, to the rise of voice-activated devices, which are removing the need to look at screens while engaging with products. With a simple, natural command, consumers can now interact with products like they would a friend, family member, or colleague.
How to get started with conversational marketing?
Tip 1: Understand your target audience and why they care.
In order to effectively implement conversational marketing, you must first understand your target audience. This will help you create more personable messaging that resonates with your consumers. People have different motivations for purchasing products. Understanding why your target audience cares about your product will help you create messaging that resonates with them. For example, if you’re selling an energy drink, you might find that people care about your product because it can help them stay energized throughout their work day. One of the easiest ways to learn about your target audience is by conducting market research. There are a number of different ways to do this:
- Interviews
- Focus groups
- Surveys
- Online forums
Tip 2: Determine your brand’s unique value proposition.
A unique value proposition (UVP) is a statement that describes what separates your brand from the competition. It should be short and sweet, and it should answer the question: why should someone buy from you instead of your competitors? With a UVP in hand, you can start to determine how to apply conversational marketing techniques to your marketing strategy. Start by identifying what your brand offers that others don’t. What makes your product unique and different from the rest? Identifying your UVP can help you create marketing that resonates with your customers on a more personal level.
Tip 3: Find out what platforms your audience is using.
When planning your conversational marketing strategy, take note of the platforms your audience is engaging with on a regular basis. Which social media sites do they frequent? Are they using any chat apps? Are they engaging with voice-activated devices? Once you know where your audience is engaging, you can start to use those platforms to your advantage. Consider leveraging tools like chatbots that allow you to automatically respond to customer inquiries without needing to hire a customer service team. You can also use social media platforms to your advantage. Experiment with visual marketing strategies to grab your audience’s attention and make your marketing more visually appealing.
Tip 4: Leverage data and analytics to make smart decisions.
As you begin to implement conversational marketing, be sure to keep track of your marketing efforts. This includes the platforms you’re marketing on, the type of messaging you’re using, and the results those efforts are producing. By keeping track of your marketing efforts, you can make smarter marketing decisions on a week-to-week basis. For example, if you’ve implemented a new marketing strategy, but it’s not producing the results you expected, you can quickly adjust your strategy and try something new. You can also analyze your marketing efforts to see what tactics are working best. If you’re using a certain platform or marketing message that’s producing results, you can replicate that success and apply it to other areas of your marketing efforts.
Tip 5: Stay nimble and don’t be afraid to pivot!
Finally, don’t be afraid to pivot and make tweaks as needed. Conversational marketing is fluid and ever-changing. As you continue to implement your strategy, you may find that certain tactics aren’t working as effectively as you’d like. You may find that your audience prefers certain messaging over others. You may find that one platform is more effective than another. Whatever the case may be, pivot to meet the needs of your audience, and stay nimble in the process!
Now that you know what conversational marketing is and how it can benefit your brand, it’s time to put these strategies into action. Start by learning about your audience, and then apply these tips to make your brand more relatable and personable. With the right approach, you can turn your customers into brand advocates, and that’s always a good thing!