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Crafting copy for conversational marketing
With the rise of online marketing and social channels, content has become an important aspect of marketing. This is also true for conversational marketing. Many solutions will allow you to tailor messages and provide a range of options based on responses.
The best way to think about how to begin a conversation online is to consider how you present yourself and your business in the real world and to do this in as human a way as possible. Do not use language that you wouldn’t use in real life. For some businesses, it might be appropriate to start with a friendly hello. In other cases, a more formal opening may be more effective to appeal to the audience you want to reach.
I love the example of Monzo, who make a point of even showing how they fuse this language throughout all their communications.
The more information you can programme into the system, the more effective it can be. The closer it is to your brand style, the more seamless the communication will become and as a result, will reinforce other marketing messages.
It’s worth taking the time with the copy to personalise as much as possible. Even subtle differences in how the product is described or presenting the different ways to buy can make a difference.
Remember that although the copy is important, you’re not the only one talking. Don’t just programme responses – you should also acknowledge what the customer or prospect is telling you. Just as in a real-life conversation you might nod or say “OK” to demonstrate that you’re listening, try to make the experience as personal as possible.
Don’t be afraid to share content elsewhere on your site when it’s warranted. If you’ve got a whole page of product detail, it makes much more sense to provide the link and allow the customer time to read it through. It’s much more user-friendly than simply regurgitating the same information via a chat screen.
Content throughout your site also provides many different opportunities to interest customers. If the opportunity to chat is made available throughout your website, it makes sense to tailor the conversations based on where they are.
When you’re investing in conversational marketing, it makes sense to allocate some of your budget to creating the content. This can not only improve the accuracy of your copy and make sure you avoid simple grammatical errors or typos, it also adds a layer of branding across the platform.
Regularly review your content to make sure it’s still relevant. If a product is no longer new, for example, then it makes sense to amend the copy. If analytics show that certain responses are causing a drop off, or the same follow-up question, then perhaps it’s time to revisit that message to make it more effective.
The best performing platform in the world can’t work without the right content. If you want the truly personal touch, invest in the words you’re saying as well as the platform you’re saying them on.
If you want to improve your copywriting then check out these tips from Digital Marketer