Spark conversation and connection - a guide to conversational marketing in 2024
If you’re scouring social media and the internet for trends or ways to get ahead with your marketing in 2024, you may have come across phrases like “authentic marketing” and “sparking conversations” or “conversation over conversion”. While I don’t agree that conversation and conversion need to be mutually exclusive, the rest of it makes absolute sense to me.
Gosh, it is noisy out there. I’ve always said that the best way to get someone’s attention in a noisy room is to walk over to them and either talk into their ear or find somewhere more quiet to talk. Why don’t we do more of that in marketing?
If I’ve got your interest, read on to find out more about conversational marketing and how you might use it.
What is conversational marketing?
In a nutshell, conversational marketing is simply about having real, two-way conversations with your customers. Think of it like chatting with a friend, but instead of talking about the weather, you're talking about their needs and how your product or service can help them. It's all about listening, understanding, and responding in a way that feels helpful and personal.
Can I use bots or automation in conversational marketing?
Absolutely, but you want to make sure that you’re using them in a way that creates a positive experience - just because AI and automation makes your life easier, doesn’t mean it’s the right thing for your customers.
Here are some key things to remember about conversational marketing
It's not just about selling, it's about building relationships and trust.
It's not one-sided, it's a conversation, so listen to what your customers are saying.
It's not robotic (even if you’re using bots), be real and authentic, let your brand personality shine through.
It can happen anywhere: Social media, email, your website, even in person!
Conversational marketing isn't about having all the answers, it's about asking questions, showing empathy, and offering genuine solutions. It's about making your customers feel heard and valued, and that's the best way to build a loyal following and grow your business.
You may already be doing it, I know I am 🤷♀️
3 conversational marketing ideas for small business success in 2024
If you’ve been on the receiving end of one too many super-salesy emails with countdowns or click-bait subject lines and no value, then surely you don’t want to put your own contacts through that?
Imagine instead making them feel like they are opening an email from a friend - one that they feel comfortable replying to because the conversation is welcome – swapping stories, sharing laughs, and building friendships that turn into loyal fans.
That's the magic of conversational marketing, and it might be the secret sauce to your small business thriving in 2024.
The best part - you don’t have to be a tech whizz to get started. Here are 3 ideas to get you moving in the right direction.
Stop broadcasting
Sure your emails, blogs and social media posts are going out to a lot of people but you can still create intimacy. How?:
Instead of stiff product posts, engage your followers with fun polls, quizzes, and behind-the-scenes stories. Think of the moment your audience is in right now and speak directly to it. When I’m writing this it’s nearing the end of the long summer school holidays and I know my small-biz-owning audience is juggling kids, work and probably a lot of emotions. Show you ‘get them’. Send messages to some of the people who engage with you and show them you are really there.
Got a chatbot on your website? Even just the Messenger chat can be a useful addition for people who like to communicate after hours. It doesn’t have to be boring though - show a little personality in your automations. The main thing to ensure with any type of automation is that it’s helpful and welcoming and uses your brand voice.
Listen more
Listen because marketing is not just about you talking anymore. Conversational marketing means truly listening to your customers, understanding their needs, and responding with empathy. How can you do that?:
Use social media tools to see what people are saying about your business and similar brands. Learn from their experiences, address their concerns, and even join relevant conversations. Think of it as eavesdropping on the neighbourhood gossip (the good kind!), helping you understand the local buzz.
Remember that grumpy customer who emailed you? Don't just send a canned response. They took the time to tell you how they feel so listen and let them know you are listening. Pick up the phone, have a chat, and find a solution. You might turn a frown upside down (and score a loyal customer for life!).
Forget trying to be the coolest kid on the block. In 2024, people crave authenticity. Let your brand personality shine through, imperfections and all.
Share your stories
Back to authenticity - in 2024 storytelling is going to get even more important. Can’t write stories? Perfect - you can tell them in videos. Stories, Reels, YouTube Shorts TikToks…Open the doors and let people in.
Tip: If you can’t write, you can use AI to help you but please edit the results to be in your voice and style, not an emoji-laden listicle.
Why did you start your business? What's your passion? Tell the world, and let your customers connect with the person behind the brand. Think of it as inviting them into your cozy living room instead of a sterile showroom.
Celebrate your quirks and what makes your business unique. Embrace the reality of your business rather than trying to fit into a perceived mould. Share your funny moments, and your behind-the-scenes mishaps, and let your customers see the real you. It'll build trust and loyalty like nothing else.
Want some examples?
Chatbots with personality:
Imagine browsing an online clothing store and a friendly chatbot pops up, saying "Hey there! Looking for the perfect outfit? Want me to be your personal stylist?" Instead of pushing specific items, it asks about your style preferences, occasion, and budget, then suggests personalised options while throwing in fun banter. This creates a more engaging and enjoyable shopping experience than browsing cold product listings. Yeah this would require some serious customisation and budget but it’s a thought-starter and maybe there’s an off-the-shelf software or add-on to your existing website that you didn’t know about.
Interactive quizzes and polls
A local bakery posts a playful quiz on social media asking "What's your spirit animal cupcake?" (Options: Fiery Red Velvet Dragon, Snuggly Cinnamon Kitten, or Quirky Carrot-Ginger Unicorn). Users answer, share their results, and tag friends, sparking playful interactions and brand awareness. This is more engaging than simply posting a picture of a cupcake.
Live video chats and events
A yoga studio hosts a live Q&A session on Instagram with their instructor, answering questions about poses, meditation tips, and healthy living. This allows direct interaction with their audience, builds trust, and showcases their expertise, ultimately attracting new customers and fostering loyalty.
Personalised emails
An online bookstore goes beyond generic "you might also like" recommendations. They send emails based on your previous purchases, suggesting similar books, sharing author interviews, or offering exclusive discounts. This feels personal and thoughtful, encouraging you to return for more.
Collaborative product development
A local cafe launches a social media campaign asking followers to vote on their favourite menu items when they are revising their menu - what goes, what stays? They share comments, incorporate feedback, and have fun with their loyal customers. This active engagement makes customers feel involved and invested in the menu and more likely to keep coming back.
Time to put your thinking cap on
These are just a few examples, and the possibilities are endless! Remember, conversational marketing is about fostering genuine connections, not just pushing products. It's about creating a dialogue, sharing stories, and building trust. So get creative, have fun, and let the conversations flow!
And hey, if you need a helping hand navigating the world of conversational marketing, my door (aka my email or dms) is always open.
❤️ Hi I’m Erika ✌️ I’m a marketing specialist with a BA in Media and Comms, Masters of Marketing, Certificate in CX (Customer Experience) and over 25 years marketing experience.
I’m well-placed to help you navigate the sometimes overwhelming world of marketing and social media. I work with you one-on-one or create fun and action-oriented workshops and webinars for groups, organisations and businesses. Book a free discovery call with me or simply email me to get the conversation started.
For more tips, connect with me on Facebook and Instagram and LinkedIn just get in touch, I'm always happy to help.
