Conversational marketing is one of the most widely used marketing techniques for connecting with target audiences and promoting your brand through conversation-driven activities. By facilitating one-to-one conversations, businesses engage with consumers to promote their products or services.
According to the State of Conversational Marketing Report, more than 50% of companies are already leveraging conversational marketing to engage their audience and respond to their visitors faster.
With the help of these interactive conversations, businesses can provide their audience with personalized experiences, thereby amplifying the buying experience and generating revenue.
Ultimately, conversational marketing offers numerous benefits for brands to scale their customer base and grow revenue. Generating high-quality leads, fostering proactive engagement via relationship building, boosting brand awareness, and stimulating sales are just a few.
In this article, we will share some tips to leverage conversational marketing to grow brand awareness.
Top 7 Conversational Marketing Tips Every Brand Must Follow
1. Create Engaging and Relatable Content
Provide valuable information and new insights to your audience by creating meaningful content. Remember, few consumers will engage with content that's merely a product advertisement.
Craft your content while keeping in mind what your audience is looking for. Understand their pain points and challenges and devise a content strategy that helps them solve their problems. Connect with your brand's customer-facing teams to gain access to customer or visitor conversations, and use those insights to deliver engaging content to them.
The following tips will help you plan your content:
Write content that is easy to understand. Avoid technical jargon and complex terminologies whenever possible.
Adopt a conversational tone to grab the attention of the audience.
Implement an effective content distribution strategy by experimenting with different types of interactive content — such as videos, infographics, checklists, eBooks, and more to create a dialog with your audience.
2. Boost Your Social Media Presence
Social media is the perfect channel for leveraging conversational marketing for brand awareness. Besides promotions, it offers an added benefit to audiences by connecting them with desired brands at their leisure. And, often, conversations on social media are spontaneous, precise, and quick.
The right social strategy helps brands to gain insights into the audience's behavior and preferences to craft a communication strategy that engages them, promotes your brand, and drives conversions.
Here are a few tactics you can follow to boost your social media presence and conversational marketing effort.
Install Facebook Messenger on your brand page to connect with consumers. You can configure it to answer basic questions, solve audience queries, and engage your audience in meaningful conversations related to your business. You can also provide them with menu-based response options in order to guide your audience to better answers. For example, HelloFresh is a meal delivery service based in the US. Check out how it presents various options to its audience to help find answers to their queries.
Source: HelloFresh Facebook
Automate your Instagram DMs to respond to customers' messages about your offerings and interact with them.
Leverage social media listening tools to have a deeper understanding of your audience. Gather customer data to learn about how customers feel about your brand.
3. Follow a Consistent Tone and Voice Across All Channels
Brand voice and tone form the foundation of the brand's identity. Crafting a consistent brand voice helps in creating a strong first impression and boosts brand awareness — plus, it helps set your brand apart from the competitors in the eyes of your audience.
Ensure that you have a unified voice on all the platforms — such as your chatbot, website copy, social media accounts, emails, and more. The goal is to offer a similar message to your audience no matter what channel you use to reach out to them.
So, how can you maintain a consistent and distinctive voice during conversational marketing?
Align your voice and tone with your brand's mission and values. A brand that focuses on communicating its company values has the potential to hook the audience and build lifelong connections.
Build and maintain a detailed content style guide. Include everything right from brand voice, personality, content goals, tone, guidelines for grammar, punctuation, formatting, and more.
Set a framework or structure for every content piece. Whether it's writing content for a chatbot or an article for the knowledge base, having a definitive guide stating the basic requirements — such as word count, keywords, references, and more.
Ensure consistency in visual elements for establishing a uniform brand image. Follow unique color palettes to prepare different kinds of graphics that represent your brand.
4. Humanize Your Brand Experience
You can strengthen your relationships with your audience by engaging them in meaningful, value-driven conversations instead of bombarding them with pre-prepared content that might not serve their requirements. It's all about humanizing your brand experience.
Remember that your audience should feel that interactions with your brand are more conversational rather than transactional or promotional. Focus on creating quality experiences for your audience, and you'll build a sense of trust and loyalty over time.
For instance, if you're implementing a chatbot for your product website, you need to understand the audience's pain points, their expectations, and how a chatbot might help solve their problems. You could also want to capture consumer feedback to deliver a more personalized experience.
By following a product management process when designing and configuring chatbots, you can ensure that you consider your audiences' evolving needs and offer them a solution to their challenges.
Here are some tips to design a personal approach for managing customer interactions.
Choose the right questions and answers when configuring your chatbots by identifying the kind of questions your audience might ask beforehand.
Tailor your messages according to your audiences' needs with the help of custom recommendations. For example, it's always a nice touch to use a person's name while addressing them in conversations.
Personalize the entire communication thread by observing audience behavior and directing them to the right products or services.
Find ways to humanize your chatbots, this way they offer enjoyable and convenient customer service.
For example, Sephora leveraged Kik messenger to learn more about its audience with the help of a beauty quiz. The audience answered questions related to their makeup preferences, age, favorite products, and more. Sephora then used this information to deliver relevant content — such as product recommendations, tips, how-to videos, and more to its audience.
Source: HubSpot Blog
5. Leverage New Channels for Enhancing Experiences
Connect with your audience over the latest marketing channels to advertise your brand and build lasting relationships. Foster a sense of belonging and turn them into loyal brand advocates.
Here are a few ways to connect with your audience.
Set up various mediums, such as chatbots, live chat, email, social media, and more to enable your audience to reach out to you without any hassles. Ensure that these channels are always up and running.
Engage your audience by sending messages over popular social media apps, such as Facebook, Instagram, and more. Configure chatbots on these platforms to decrease the response time and reply faster.
Leverage new channels, such as WhatsApp, Telegram, and more to connect with your audience on a more personal level.
Try out the latest trends to build strong connections. For example, eCommerce brands can implement live shopping to communicate brand value to their customers or interact with them over a video while highlighting their order fulfillment technology. This tactic will also help you stand out among the competition.
6. Ask for Feedback
Feedback offers great insights into the performance of your conversational marketing campaigns. It helps you understand how your customers feel about your efforts — the strengths and shortcomings. You can then utilize this feedback to optimize your strategies for creating outstanding experiences for your audience going forward.
Feedback also helps identify potential blind spots in your content and communication strategy and allows you to address them in a timely manner. By showing the audience that you value their opinion, you foster a sense of belonging — thereby building loyalty, reducing churn, and strengthening your brand image.
Here are some best practices to follow for capturing feedback from the audience.
Ask for feedback at the right time. It helps in gathering meaningful feedback without coming across as pushy.
Leverage the right mediums to capture the feedback. Identify your audiences' preferred channels for communication and focus your efforts there.
Segment your audience into various categories and design your feedback survey according to their behavior. This will help in capturing genuine and targeted responses.
Craft an intuitive feedback survey by including the right questions. Keep it short by eliminating irrelevant questions.
Monitor feedback responses regularly and take action to improve your processes and offerings.
7. Utilize the Right Tools
Conversational marketing helps brands connect with and engage their target audience, as well as expand their customer base. With the help of the right customer support solution and website builder tools, you can steer your conversational marketing effort in the best direction and drive excellent user engagement.
Let us have a look at some of these must-have tools.
1. Chatbot Builder
Engage your audience proactively with the help of chatbots. You can use a chatbot builder to build and configure your chatbot to respond to different messages based on certain keywords, audience behavior, or more — and deliver great customer experiences.
You can install chatbots on your company website, social media pages, landing pages, and more. For example, Evernote uses a chatbot to deliver robust experiences to its visitors.
Source: Sprout Social
2. Live Chat Software
Provide real-time support to your audience in a frictionless manner by installing a live chat widget on your website. Respond to the visitors' messages instantly and delight them with exceptional customer service.
3. Customer Relationship Management Software (CRM)
Manage all information about your audience in a centralized database and understand them better so you can deliver personalized support.
4. Voice-Based Applications
Utilize voice technology to build applications that rely on speech requests to process audience queries. Leverage voice applications, such as Siri, Amazon Alexa, or Google Assistant to deliver unique experiences to customers.
5. Landing Page Builder
Design customized landing pages for the audience with the help of an intuitive landing page builder tool. Create an engaging visitor experience by using conversation elements on the pages, such as questions, prompts, interactive videos, forms, and more.
Conversational marketing is changing the way brands connect with consumers while also helping to make interactions seamless, engaging, and fast. It's become an important component of marketing and brands that don't tap into this innovative strategy will lose out.
To take your conversational marketing efforts to a new level, follow the tips we mentioned in this post and reap the rewards!