Why Brands are Switching to a More Informal Marketing Strategy
If you’ve felt like you’ve been completely sucked into a brand’s whole vibe in the last few years, it’s not just your imagination. Brands have been taking a more customer-centered approach with their marketing to create actual dialogue between brand and buyer.
And it works.
Even some of the world’s biggest brands have ditched their more “corporate” communications for Tweets, Chatbots, and DMs.
But, what is conversational marketing, and how can your brand adapt to this engagement-driven communication style?
What is Conversational Marketing?
Conversational marketing is a marketing technique that turns a brand into a likable and relatable personality, leading to the customer feeling like they’re being spoken to instead of at.
The copy written for conversational marketing is typically more casual and speaks directly to the consumer using second-person POV and makes the customer the center of attention.
Conversational marketing is like if your best friend sent you an email on why you should totally buy that super rad airfryer instead of some nameless, faceless corporation sending you a specs sheet and a link to buy. You’re more likely to take the recommendation from someone you feel a personal connection to, even if you don’t personally know them.
It’s why brands send out marketing emails coming from “Sarah” instead of “The ABC Co.”
Brands That Are Killing it With Conversational Marketing
Even though conversational marketing is relatively new, there are some brands who have been doing conversational marketing right all along, and brands who have only recently made the switch into a more personal style of communication.
Let’s look at a few examples:
Since their inception, GoDaddy has been nailing conversational marketing. Their brand has always been a “fun,” more casual brand, and their marketing style reflects this.
I remember back when I first called the GoDaddy 1800-number. After their “press 1 for sales,” “press 2 for support,” was finished, they said something along the lines of “and if you want to talk about cats, awesome!”
I mean, who doesn’t want to talk about cats? And even if you don’t, it completely disarms you and makes you feel like you’re having a casual conversation with a friend who might also attempt to sell you a hosting package.
It’s all around just fun.
And it’s made their brand relatable and has hit their target market, which are a little bit nerdy and off-center.
Apple took conversational marketing to the next level by allowing its users to have on-demand “conversations” with their voice assistant.
And Siri doesn’t just spit back search results.
There are secret phrases you can say to Siri that elicit a humorous response, prompting iPhone users to further interact with Siri, conditioning them to use the voice assistant for “normal” inquiries, too.
By now, most people have been exposed to (or laughed at) Wendy’s spicy-hot tweets. Their conversational approach and banter back and forth with their customers has made it so that when Wendy’s has a promotion to push, their customers are literally eating it up.
What are Some Ways to Use Conversational Marketing?
As consumerism shifts to a more conversational approach, you might be wondering how your brand can use conversational marketing to engage customers and provide a better user experience.
Try these conversational marketing techniques and watch how your brand builds not just relationships, but next-level brand loyalty.
Adding a chatbot to your website is one of the easiest ways to implement conversational marketing. A chatbot can be programmed to answer questions via prompts or keywords, create a personalized journey by asking the customer for feedback, or can be handled by a live operator.
Chatbots can capture leads, increase conversions and reduce overhead costs, and you can program your chatbot with personalized, on-brand copy written specifically for your interactions, keeping your brand personality intact.
Many chatbot softwares integrate with your online shopping cart to provide order updates or even through Facebook, making handling customer inquiries quicker and more centralized..
How many times have you heard someone say that they were going to Tweet at a company for a faster response?
It happens more often than one might think.
Using Twitter as a conversational marketing tool is a double-edged sword, however: Tweets are public, so if someone is expressing their discontent, it’s out there for the world to see. But, because so many people use social media, it’s a faster way to answer customer inquiries and publicly show how attentive you are to customer needs.
Personalized Email Drips
The customer journey through your email sequences can be highly personalized, delivering your customers exactly what they want, with messaging catered to their needs.
Depending on what kind of email service provider you use, you can customize the customer’s journey using a variety of triggers.
For example, let’s say your company sends out a promotional email with multiple products. Customer A clicks on one of the products through a link in your email and makes a purchase. You can then send a personalized drip sequence post-purchase with other products that specific customer might like, creating messaging that’s centered around their purchase history.
Social Media Direct Messages & Comments
No matter what industry you’re in, your customers are somewhere on social media.
And social media, by nature, is meant to be social.
Interacting with your audience through DMs or even through comments to answer questions and build relationships can easily be done with a live representative. But, it’s important that anyone speaking publicly on behalf of your company understands the nuances behind your brand voice, tone, and personality so that your social media messaging stays congruent with all of your other marketing.
Two-Way SMS Marketing
Text messaging marketing is one of the best ways to utilize conversational marketing. Texts have a 97% open rate in 90 seconds or less, according to one of the world’s leading SMS marketing providers. This means near-instant interaction with your customers.
You can turn on two-way messaging and answer customer questions on-demand or ask your customers for feedback, delivering an excellent customer experience––and fast!
How Can You Write Conversational Copy?
As a copywriting agency, we’re often hired to create messaging templates for chatbots, email campaigns, or other customer-facing marketing.
A large percentage of the marketing copy we write is conversational.
Here’s how your brand can write conversational copy for your marketing campaigns:
Speak TO Your Customer––not AT them
Speaking in a second-person point of view (as in, using the word “YOU”) makes your customer feel like the messaging is written specifically for them.
Write How You Speak
You can write in a conversational tone without sounding like you haven’t left the Colorado slopes in 15 years (unless that’s your brand voice, then, go full ski bum).
You can maintain professionalism while still speaking to your customers like people. Because that’s what they are. Think, contractions, short, simple words, and friendliness.
Sprinkle in Some Personality
Your team isn’t robots (probably, anyway), so don’t be afraid to throw some personality into your copy. Use humor. Be relatable. Get excited. Even an emoji here and there adds a more personal touch.
Don’t Stray Too Far From Your Brand Voice
If your brand’s tone and voice aren’t over-the-top friendly, your conversational marketing shouldn’t be either. There’s something to be said for remaining approachable and “human” to your customers, but don’t pull and entire 180 trying to force it.
If a customer visits your website and finds a more business casual tone but your chatbot is filled with slang and text-speak, it’s going to feel inconsistent and your customers will lose trust in your brand, even if it’s subconscious.
Conversational Marketing: Let it Speak For Your Brand
Conversational marketing is an extension of good customer service. By implementing conversational marketing tactics, you’ll deliver a more personalized experience that makes your customers feel heard––and conversations take two.
Conversational Copywriting Agency
Do you need help nailing your brand voice and creating copy and content that builds the know, like, and trust factor with your audience? Let’s go! Contact a member of our team and let us know how we can help turn your ideas into the messaging that makes you money and creates raving fans.