Turning Conversations into Content

It is hard to believe that there are 7.53 billion people in this world. And to dig a little deeper, each of those 7.53 billion all have their own unique buyer’s journey. But how does this relate to your marketing strategy? 

Enter: conversational marketing

Customers want to be heard and with conversational marketing, brands are doing just that. Instantly, you may think of chat bots or social media monitoring. But email marketing, customer loyalty programs and customer support are three other examples. Conversational marketing is ultimately saving businesses resources while connecting with consumers on a more organic basis. 

The goal around conversational marketing should always be to enhance your customer’s experience. Getting to know each person’s journey will allow for you to have a better understanding of the industry and how your product and/or services make an impact. Learning about these journeys can have a direct impact on your marketing efforts.

Below are 3 ways to turn these conversations into content: 

1. Enhance your testimonial page

In this day and age, other people’s opinions can greatly impact buying behavior. According to iResearch Services, group influence is one of the top five common factors customers consider when in the buying phase. By creating testimonials, customers will be able to see highlights about working with your company. Simply use a quote, name and headshot on your webpage, or consider embedding a video for a more interactive approach.

2. Create case studies and/or white papers

These are big influential items in the B2B marketing, especially if your product can be used in a variety of applications. Highlighting a specific application(s) can boost the likelihood of someone else purchasing that same product for a similar use. Often times, case studies and/or white papers can inspire users to purchase your product in order to take their business to the next level, too. Consider sharing these examples when meeting with potential new clients or by sharing them on your website with a download option. 

3. Expand your multimedia approach

Consumers want answers and they want them fast. Consider creating “how-to” videos to do just that. “How-to” videos are one of the top performers in the video viewing community, and according to Wordstream, 87% of online marketers use video content.

In a digital time when you are competing with other brands, it is important to keep organic approaches in mind. Consumers expect a relevant and personalized experience with communicating with a brand. Conversational marketing may be the next step your company needs in order to save resources, generate leads and boost satisfaction among consumers.