As marketing continues to evolve with each year, advertisers find themselves with new digital tools to explore. Digital marketing has quickly replaced traditional methods and is now experiencing innovation with each day. People-oriented marketing is a far more personal approach to reaching the public and marketing to them. This personalized approach to marketing involves tailored contact with the customers, and what better way to do that than through conversations. The future of marketing, according to many experts, is nothing other than conversation-based targeting.
What is Conversation-Based Targeting?
Conversational targeting is perhaps the fastest method of letting your customers know more about yourself. A traditional way of having a customer explore what a company offers would be to entice the customer using an advertisement and have them look up the company’s website. On the website, however, the customer would have to navigate on their own and are responsible for looking up information.
That obviously takes a lot of time, and if your content is not attractive and is not displayed in an attractive manner, the customer might just leave. What you require is something that grabs their attention immediately. Something that provides them with what they or their companies are looking for immediately. The best way to do that is to talk with the customers and give them something in order to get something in return – which is the basis of conversation-based targeting, the “GIVE TO GET”.
Conversational marketing involves giving specifically targeted messages to your customers in order to attract them towards what you offer. It’s a way to give them small pieces of information that concern your services or products, offering them what they need to see if what you offer fulfills their requirements, challenges and needs. Conversation-based targeting involves sending the right bits of information through online asset or call-outs (telemarketing).
Conversation-based targeting can thus be used to drive sales, play a big role in marketing, and also be one of the best solutions when it comes to offering consultancy to your customers. However, it’s still a nascent means of marketing that needs to be optimized further to ensure better results. In order to get the best returns from conversation-based targeting, it has to become smarter. That is exactly what LeadSeed can help you with.
How to Make it Smarter?
Making conversation-based targeting smarter is something that can revolutionized the world of marketing. Optimizing conversation-based systems to deal with each and everything that a customer requires about a specific topic, while also having it lead them towards you gives a huge boost to your marketing strategy. However, the system needs to become smarter than what it is to provide the returns you desire. The requirements for that include:
The Perfect Timing
The contact with the customer must be made at the perfect time. No one likes to see a newsletter subscription, or a contact form pop up the second they open a website. Not only is that intrusive and shocking, but it can very well drive the customer away. The timing of your approach to the customer needs to be perfect. It needs to be related to the topic and triggered by specific events (search, visit, sales request, social media posts…), at appropriate times and frequencies.
Ensure that the Target is Right
This might sound like a difficult thing to do, but it ties in knowing contacts before having a conversation. By having them saying a little bit about them, you can find out just what kind of thing they are looking for and how to engage the conversation – Just like in real life. Learning what the target wants is the best way of finding the appropriate message to send them. Since it’s an automated approach, you must make sure that you are sending to each customer the right and valuable piece of information.
Sending the same old message each time is not just tedious, but boring as well. It feels robotic and makes the customer feel as if they are filling a form rather than getting in touch with an assistant or a conversational platform. The messages sent in conversation-based targeting need to be dynamic and personalized. They need to involve the users and be appealing. Hence, personalized messages are a necessity.
The way of making conversation-based targeting smarter is to include all of these three aspects and find a balance between them. The trick is to not have one dominate over the other and all three playing their part. LeedSeed solution can help you do just that with excellent technology being matched up by the best expertise in the business.
LeadSeed is a B2B Conversation As A Platform (CaaP) generating qualified lead using the “give and get” principle and building trust to develop relationships. It combines the latest digital marketing technic with proven sales methodology.