Everyone is online right now, checking on the latest news or looking for “toilet paper near me.”
With the COVID-19 situation changing by the hour, it can leave you feeling a bit lost and wondering what is going to come next. The web has become a friend to all during these times of uncertainty.
Search behavior is skyrocketing since many people are self-quarantined and seeking information by searching online. People love communicating, and the Internet has thankfully been providing fantastic opportunities for many to engage, share, and even laugh a little. The memes, in particular, have been on point.
Conversational marketing, the newest proven strategy within targeted messaging and content writing, is having an especially timely debut. Now, more than ever, communication online needs to be easily digestible.
What is Conversational Marketing?
Conversational marketing is a strategy of engaging with website visitors and converting strangers into customers via dialogue-driven activities. This style of marketing puts focus on conversations with the consumer, rather than a one-way broadcast about the brand. Conversational marketing aims to create trust with the consumer by building relationships through personalized conversations and making the buying experience as smooth and simple as possible.
People love communicating with messaging because it’s easy, fast, and actually feels like a conversation. According to research, 82% of consumers look for an immediate response from brands. Yet, most businesses are still forcing people to jump through endless hoops before a conversation can ever take place.
This approach doesn’t mean stopping your PPC campaign and converting everything — this is just a new tool available to marketers and an improved way of thinking about sales objectives. Basically, it is all about connecting your marketing activities directly with the sales team, so the consumer has a smooth journey down the funnel.
Conversational marketing is a feedback-oriented approach that uses targeted messaging to foster genuine conversations and deliver value across channels.
Today, consumers have many choices when it comes to the ways they communicate with businesses. In essence, conversational marketing is a new way to get the support and answers they need, on their time. Rather than having to send an email, pick up a phone, or submit a form, consumers can engage with businesses through messaging that feel most natural to them.
Conversational marketing is allowing companies to bridge the gap from the physical to the digital world and create personal relationships with customers at scale. As more brick and mortar retailers move their business online, targeted messaging that creates an endless funnel is empowering marketers to deliver a curated experience that people thought could only exist via face to face engagement.
The First Step Is To Map Out The Buyer’s Journey
Before you can start with a meaningful content piece or conversation, you have to know where it is intended to show up in your buyer’s journey.
Ask yourself questions on how the content is going to be consumed and recognize how the buyer’s story ties in. Where is that consumer in the buyer’s journey when they interact with your messaging, and what action does the conversation prompt them to do.
Conversational systems based on implementing conversational marketing to meet the consumer at strategic points in their buyer’s journey can be streamlined throughout your webpages and beyond.
Start thinking about strategic planning post-COVID-19 and discover the newest opportunities for improved SEO and PPC efforts. Learn more about The Ad Firm and our marketing strategies here.