What is 'conversational marketing'?

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Beyond content marketing, is conversational marketing.

Mass marketing has been largely eroded by expectations of trust and transparency from socially-savvy audiences. Realising that customers are resistant to ‘one-size-fits-all’ messages, new brands are emerging that live and breathe their customer’s conversational pulse.

Content marketing for customer acquisition works. Delivering valuable content works. But brands need to be conscientious in how they present information, with authentic tone and value delivery, and listen to their audiences in real time.

The internet is a dialog, which means brands have the opportunity to connect on a personal level with their audiences and engage through conversation.

This doesn’t mean using “hey!” in communication, or deploying a chatbot for customer service. A brand with longevity is omnipresent, available, and transparent.

Beyond content marketing.

The expectation of a conversation is that two or more people informally exchange news or ideas. Start-up brands launched through social media have conquered this — an informal tone and user-generated content creates a constant exchange of content in a feedback loop that fuels a brand’s growth.

Brand interactions should be: Social, seamless, and shareable.

A customer-centric marketing approach that places brand transparency and trust above all else is the true opportunity in conversational marketing.

Stop yelling to sell. How can you be more conversational with your audience? 

A dialog is more effective than a marketing push that is just delivering content and hoping for the best. This might never have seemed important — but now brands are fighting for attention. The internet is crowded, noisy, and chaotic. Because of this, customers can now filter and personalize the information that gets delivered to them.

Conversational marketing means creating customer-centric brands and products, treating users as humans, and engaging in a consistent dialog.

The strategy.

Effective conversational marketing is an intersection of brand values, business practices, and marketing messages.

  • Accessibility. Be available. Make user experience paramount.
  • Transparency. Be open and honest with your audience. Admit when you’ve failed.
  • Tone and branding. Act like a friend. Place importance on aesthetics to make your brand beautiful.
  • Relationships. Influencers are controlling the social narrative. Tap them, and in parallel build relationships directly with your audience.

For success, understand that this strategy involves a holistic approach to how brands are designed, as well as external messaging and customer service values.

Jess ThomsComment