It doesn’t take a degree in communications to deduce this definition: conversational marketing is simply a method of interacting with customers that prioritizes quality feedback. This technique is meant to instantly engage leads, convert them into customers, retain existing clients, and grow a loyal base.
The idea that you can build lasting customer relationships through quality conversation over time isn’t just anecdotal conjecture; feeling as if they are genuinely heard is the single most likely thing to keep customers devoted to a brand.
Think of ordinary content writing as a soliloquy—wordsmiths love to get up on soapboxes and wax poetic, but that doesn’t leave a lot of room for discourse; conversational marketing is much more two-sided.
So, while feature web content and long-form articles certainly have a place in every business’s content catalog, talking points and scripts are becoming more and more important.
Why Should Businesses Buy into Conversational Marketing?
Don’t you wish you could go back in time to 2004 and buy up a bundle of Google stock when it was selling at the bottom barrel price of $85 a share? That may not be possible, but don’t make the mistake of believing that the technology boom is spent just yet.
If the last few decades have proven anything, it’s that exponential growth in tech isn’t afraid to veer into uncharted waters, and that’s exactly where conversational marketing is going to take the world of business with the help of social platforms. You can’t go back and ride the coattails of the dotcom boom, but you can make sure your business gets in on the ground floor of the next big thing.
According to research published in 2019, technology growth over the course of the next five years will materially change the way that businesses interact with qualifying leads, and conversational marketing will take the center stage. What’s more, research indicates that conversational marketing will become a viable revenue stream for businesses in both the B2B and B2C sectors in 2020.
This means you have two options: wait until the future has already arrived and the next wave of social media is swallowing your business in real-time, or get ahead of the curve and allow forward-thinking content writers to develop a conversational marketing strategy for you now.
Regardless of what’s going to happen in the next few years, the next few months, or even next few weeks, writing great content that emphasizes a conversational attitude is important here and now, too.
The truth is, emulating an organic conversation in a contrived setting is more art than science, which is why so few businesses are able to do it effectively. When a brand is able to make an authentic connection with customers through conversation, it inspires an instant kinship, and that sort of bond with clients is invaluable.