5 essential elements that make a killer conversation
A killer conversation is an absolute must for a messaging strategy. Conversions are an important factor in marketing, but so is understanding the power of a good conversation.
Taking successful examples such as Birchbox, one takeaway becomes clear: content reigns supreme. With the right elements in place, content can rock a messaging strategy and take it to the next level. But if you lose focus on content, you have already killed your campaign.
It might sound harsh, but it is true. To avoid that, there are certain elements that are an absolute must when designing content for a messaging strategy - here are the 5 you absolutely need for a killer conversation.
1) Ask a question the first time
The idea behind this is deciding between conversion and conversation. Ultimately, it is about including a URL to drive conversion vs actually engaging in a meaningful conversation with customers.
The point is to provide value to customers, always. Conversion and conversation both yield results, but good messaging revolves around sparking conversation. Asking a question or feedback demonstrates that you have an open line of communication without seeming pushy or overeager.
2) Would you send this message to your colleague?
Staying human in a marketing context is difficult. You want to come off polished, professional, and create a sense of authority while still remaining personable. It is definitely a challenge to keep that balance, but it is possible.
A good way to ensure that you are still tapping into the human side is to put your content through a test. Would you send this message to your colleague? If not, why not? Does it sound too robotic or formal? If that is the case, then the content definitely needs to be reworked.
3) make sure they know they can reply
Often, consumers assume that they cannot reply to a marketing message coming from a brand. They assume it's all automated and there isn't an actual person behind it. If you are using a 2-way messaging platform, make sure they know they can reply to you and that they would get a response from you. It can be as simple as adding "please feel free to ask me any questions."
Knowing that there is another person on the other side of the line who will show genuine interest in the user is a major plus point and demonstrates that your brand cares about its customers.
4) Thank them
(Or use it as an excuse to message them)
Sending a thank-you message to the user is one of the best excuses to send them a message to get additional conversions. Whether a user has signed up for the service or they have purchased a one-off item, you can thank the user for it in your message. These are essential aspects that can strike a rapport with the end user and keep a killer conversation going. Birchbox puts their content first and keeps this the North Star of their marketing strategy - it is what the rest centers around.
5) speak to the person
Personalization is incredibly important in all aspects of a business, especially as digital continues to dominate. In a sea of content, how do you stand out? The simple answer is to use a personal touch to stand out from the rest. Rather than writing a spammy message, sign off with your name and company. It will seem less spammy, and far more trustworthy if there is a personal touch to the conversation.
Let's use Birchbox as an example:
Spammy message: "50% off for VIP members, check it out today [url]"
Conversational message: "Hi this is Jen, your Birchbox concierge. What do you care about the most when it comes to skin care and make up?"
Investing in content, establishing trust and credibility with users while still maintaining an open level of communication has yielded Birchbox a lot of long-term success. But luckily, with these elements in place, it has become far more attainable to reach that level of success in a short period of time - no matter what size your company is.