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Great marketing hooks users from the beginning.
Like renowned fiction movies, an intriguing beginning is what compels users to stick around until the end. In the business world, this translates to a captivating conversation with customers – one that is designed to keep them coming back.
Conversational growth strategies foster customer loyalty and advocacy. They work by engaging customers in a conversation that is personalized to their needs, wants, and interests.
Rather than a one-size-fits-all approach, conversational growth strategies are tailored to the individual. This means the conversation is always relevant and interesting.
In today’s guide, we’ll cover why conversational growth is the need of the day, as well as how to design your own strategy.
Let’s dive right in.
Too many SaaS brands dilute their message with weak, empty words that bring nothing to the table. They fill their website with jargon and terms that only insiders could hope to understand.
They silently hope their target audience magically understands what they do without any explanation.
Conversational growth strategies work by getting rid of the jargon and replacing it with a clear, concise message that anyone can understand. It also involves taking a human-centered approach to marketing.
When done correctly, this simple change can turn fence-sitters into paying customers.
For example, imagine you're a SaaS company that sells software to help restaurants manage their inventory. You could talk about how your software is the best on the market or how it's been featured in several industry publications.
But all of that is meaningless to the average person.
It's much more effective to talk about how your software can help restaurants make more money, improve their customer service, or become more efficient.
By focusing on the benefits of your software, you make it easy for potential customers to understand what you do and how you can help them.
Conversational growth is all about participating in a dialog that is relevant, valuable, and interesting. It's about taking the time to understand what customers need and want, and delivering it in a way that is easy to understand.
It's also about being human.
When you connect with customers on a personal level, you create a connection that is difficult to break.
A conversational growth strategy is important because it helps you build long-term relationships with customers. It also helps you understand what they need and want, so you can provide them with the best possible experience.
Most importantly, a conversational growth strategy helps you stand out from the competition. By connecting with customers, you create a relationship that is difficult to break.
Some other benefits of adopting conversational growth include:
Now that we've covered the basics, let's dive into how to create an effective conversational strategy.
Do you need a huge team? Deep pockets? Expensive technology?
These questions make me smile.
No, you don't need a huge team or expensive technology. You do need to be human and could listen.
Let's explore how to make this happen.
The first step in any marketing strategy is to identify your target audience:
Once you have a better understanding of your target audience, you can begin to tailor your conversations to meet their needs.
Create two to three “buckets” of customers, and tailor your conversations to each one.
For example, let's say you help medical clinics manage patients' data. Your buckets might be:
These three audiences might have similarities, but they also have different needs and wants. By segmenting your audience in this way, you can better understand their individual needs and provide them with the information they need to decide.
Once you know your target audience, you need to find the right channels to reach them.
Conversational growth is about meeting customers where they live. Instead of pushing your message out to them, you need to pull them in. This means using the channels they are already using and providing content that is relevant and interesting to them.
Choose two to three channels that will work best for your target audience, and tailor your conversations to those channels.
For example, if your target audience is using social media, you might want to join relevant Facebook groups or Twitter chats. Or, if they're more likely to be reading blogs, you might want to create a blog of your own or contribute to other relevant blogs.
You must also be aware of the channels your competition is using. If you're not using the same channels, you're missing out on a key opportunity to reach your target audience.
The best way to understand your target audience is to listen to them.
Listening to your customers allows you to understand them better and find valuable insights you can use to create better conversations.
Create a listening dashboard to track what people are saying about your product or service. This will help you stay on top of what's being said and make sure that you are providing the right information to your target audience.
You can also use social listening tools to track conversations about your brand. This will help you identify key influencers and understand the conversations happening around your brand.
When you interact with customers, it's important to be human.
Be genuine. Be authentic. Be interested in what your customers have to say.
When you’re human, customers are more likely to trust you and, ultimately, buy from you.
Make sure your team is trained in customer service. This will make sure that they are providing the best possible experience to your customers.
Also, make sure your team is equipped with the right tools to help them connect with customers. This could include social media, chatbots, or other customer service tools.
One of the best ways to build trust with your target audience is to be helpful. Offer your expertise and provide information that is relevant and helpful to them.
When you provide value, your customers are more likely to trust you and come back for more.
Figure out what your target audience wants and needs, and provide it to them.
Create helpful content that your target audience will find useful. This could include blog posts, e-books, infographics, or other types of content.
Make sure your content is relevant to your target audience and provides them with the information they need to decide.
For example, if you help CFOs make better financial decisions, don't talk about the benefits of your product in general. Talk about the benefits of your product for CFOs.
One of the biggest challenges of creating a conversational growth strategy is understanding what your target audience wants and needs. It can be difficult to figure out the right approach, but it's worth the effort.
Consistency is one of the cornerstones of branding.
When you are consistent with your messaging, your target audience will start to recognize you and associate your brand with certain qualities.
This is why it's important to be consistent with your conversations. Be sure to use the same tone, voice, and approach in all of your interactions with customers.
Create a style guide for your team to reference when they are interacting with customers. This will help make sure that everyone is providing a consistent experience to your customers.
It's also important to be consistent with your content. Make sure all of your content is high quality and provides value to your target audience.
It's important to measure the success of your conversational growth strategy. This will help you determine whether it is working and make the necessary adjustments.
There are multiple ways to measure the success of your strategy, including:
And many more.
At the end of the day, each company is different and will have different goals for their conversational growth strategy. It's important to tailor your measurements to fit your specific needs.
Create a dashboard to track the success of your conversational growth strategy. This will help you see at a glance how well your strategy is working.
Building trust with your target audience takes time. Don't expect to see results overnight. It's important to be patient and keep working at it.
Make a long-term plan for your conversational growth strategy. This will help you stay focused and motivated over the long run.
Remember to adjust your strategy as needed. Things will change over time, and you'll need to be adaptable to continue seeing success.
Now that we've covered the basics of conversational growth, let's take a look at some common questions and answers.
The goal of a conversational growth strategy is to build trust and credibility with your target audience. This will lead to more leads, conversions, and customers.
There is no one-size-fits-all answer to this question. Each company is different and will need to tailor their strategy to fit their specific needs.
However, there are a few basics that all companies should keep in mind. These include creating helpful content, being consistent with your messaging, and measuring the success of your strategy.
If your conversational growth strategy isn't working, the first step is to figure out why. There could be a lot of reasons it's not working, including you're not targeting the right audience; your content is not resonating with customers, or you're not being consistent with your messaging.
Once you have identified the issue, you can start making adjustments to your strategy.
If you don't have the time or resources to create a conversational growth strategy, there are many options available to you. You can outsource the task to an agency or consultant, or you can use a tool or platform to help you with the process.
A conversational growth strategy is an essential part of any SaaS company's marketing plan.
By building trust and credibility with your target audience, you can increase leads, conversions, and customers.
However, creating a successful strategy takes time and effort. You can't expect to see results overnight.
Be patient and keep working at it, and you will see success.
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