What is Conversational Marketing?
Conversational Marketing engages two-way communication to drive business growth.
I came across this term the other day and decided to do research to understand it.
This form of marketing involves participating in conversations your target community is having about topics you want to talk about to potential clients. It is a form of relationship marketing.
Marketing generally refers to the many different ways that companies can increase brand recognition by getting the word about their business out there, and conversational marketing is one form that smaller businesses have been popularizing as of late. In this form of marketing, companies use word of mouth to help spread word about the company and hopefully bring in new business. In actuality, this is the oldest form of marketing, so it is interesting to see that it is only now really gaining traction.
This marketing allows for a more personal approach, engaging with customers and going back to a time when anybody could go through town and speak with the owner at a local shop, back when there was a real relationship between business owners and the people they served. While some parts of the country still have towns like this, it seems to be a bit difficult to gain that relationship in this day and age thanks to big box stores (superstores or mega stores) and to the cold and silent Internet shopping.
Key Points About Conversational Marketing:
1. It involves two willing participants. Without permission, it is an interruption.
2. Both parties have opportunity to talk and to listen.
3. It is focused on bringing value to the customer and meeting the customer’s needs.
4. It builds and strengthens relationships.
The Internet Makes It All Possible.
However, the Internet has actually helped push interaction back again with conversational marketing, in a strange turn of events. Business owners are starting blogs, sending out newsletters and interacting with customers through social networking like Twitter and Facebook. They are reaching out, and customers are reaching back to bring back that connection.
This is not quite on the level of sitting down with a local owner and having a beer, but now it is possible to speak with the owner through email or over a Skype conversation, or the owner may be readily available to respond to a tweet through Twitter, making it possible to have regular interaction.
Conversational marketing is all about creating a relationship between the customers and business, just like the old days. Any good relationship starts with good conversation, and a high amount of good relationships leads to a loyal fan base.
Businesses interested in getting in with conversational marketing have a wealth of social media options to work with. For example, there is Twitter, Pinterest, WordPress, LinkedIn, Facebook, Skype and many other opportunities out there. By using these tools, the possibilities for personal relationships with customers are endless. Customers can have the accessibility they desire and owners can have the impact on customers that they desire. At the end of the day, conversational marketing will work out for the better on both ends.
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