Businesses today face a unique challenge in engaging consumers in meaningful and impactful discussions. The rise of social media, instant messaging and chatbots has fundamentally changed the way that businesses communicate with their customers. Gone are the days of one-way marketing campaigns, as consumers increasingly demand personalized and interactive experiences. 

Top Tips for Effective Conversational Marketing

1. Communicate through multiple channels.

2. Use a conversational tone.

3. Personalize the experience.

4. Listen and respond to feedback. 

5. Use data to drive conversations.

As a result, businesses need to find new and creative ways to engage with their target audience. One of the most effective ways to do this is through impactful conversations.

Conversations are essential for building a relationship with customers. They help businesses understand the needs, wants and preferences of their target audience. In turn, this enables businesses to create products and services that better meet the demands of their customers. Here’s how businesses can drive impactful conversations with consumers.

More From Steffen Schebesta How To Build a Full Lifecycle of Email Marketing


Communicate Through Multiple Channels

To use multiple channels to create impactful conversations with customers, businesses need to understand their customers’ preferred communication channels and be present on those platforms. 

For instance, younger customers may prefer social media platforms like Facebook, Twitter and Instagram, while older customers may prefer email or phone calls. Businesses can leverage chatbots and live chat to provide immediate assistance and improve customer experience. Social media platforms can be used to interact with customers, answer their queries and engage them in conversations. 

Businesses can cater to customers’ preferences and create a seamless omnichannel experience with the use of multiple channels. This approach builds stronger relationships with their customers and increase customer satisfaction and loyalty.


Use a Conversational Tone

Customers prefer to engage with businesses that use a friendly and relatable tone, rather than formal and corporate language. This means using casual language, avoiding industry jargon and adapting to the customer’s communication style. 

A conversational tone builds trust and rapport with customers, making them more likely to engage with the business in the future. It also helps to create a positive experience for the customer, which can lead to increased loyalty and advocacy. 

To use a conversational tone effectively, businesses need to understand their target audience and adapt their communication style accordingly. This approach can help businesses to create meaningful and memorable conversations with customers that lead to long-term relationships.


Provide a Personalized Experience 

Customers want to feel like they are being listened to and understood. Personalizing conversations shows customers that they care about their needs and preferences. A great example of this would be sending out a preference quiz of what content they want to see. This will allow customers to update what they want to see from your business and for you to share relevant content that provides value, which can result in conversion in sales.

By using data and analytics, businesses can personalize communication based on customer preferences, behavior, and past interactions. This can include everything from personalized product recommendations to tailored marketing messages. The more personalized the communication, the more likely it is to resonate with customers and drive engagement.


Listen and Respond to Feedback

Businesses should monitor customer feedback on various platforms such as social media, reviews or direct messages to get insights into customer needs and preferences. 

For example, if an online clothing retailer receives feedback that its sizing chart is inaccurate, it may choose to update the chart to better reflect the actual sizes of its products, which could result in fewer returns and more satisfied customers. Additionally, by responding to feedback in a timely and professional manner, businesses can demonstrate their commitment to customer satisfaction and build trust with their audience. 

Businesses should respond to feedback constructively, acknowledging issues and offering solutions when possible. This not only helps to resolve issues but also builds trust and loyalty with the customer. Incorporating customer feedback into the business strategy helps businesses enhance their products or services to meet customers’ needs and preferences. Listening and responding to feedback enables businesses to create meaningful conversations that result in increased customer satisfaction and retention.

More Marketing Reading6 Technical Skills Every Marketer Needs to Stay Ahead


Use Data to Drive Conversations

Data is a powerful tool that gives businesses valuable insights into customer behavior, preferences and needs. With this information, businesses can tailor their messaging to address the specific needs of their customers and offer personalized solutions. 

For example, if data analysis reveals that customers who add items to their cart but do not complete the checkout process tend to abandon their cart on the shipping page, the business may choose to streamline the shipping process to make it more user-friendly and reduce cart abandonment rates. Additionally, data can be used to personalize the shopping experience for individual customers, such as recommending products based on their browsing and purchasing history, which can increase the likelihood of a sale.

Businesses should also prioritize empathy, active listening and open communication to truly connect with their customers.

However, data is just one tool in the toolkit, and businesses should also prioritize empathy, active listening and open communication to truly connect with their customers. This can help businesses tailor their conversations to better meet the needs of their customers.

In conclusion, driving impactful conversations with customers is critical for businesses looking to create strong and meaningful relationships. Leveraging multiple channels to communicate, using a conversational tone, providing a personalized experience and listening and responding to feedback builds trust and helps businesses foster deeper connections with their customers. 

Additionally, leveraging data to guide conversations and offer tailored solutions can help businesses provide value and create more impactful interactions. Ultimately, when businesses prioritize effective communication and personalized engagement, they can differentiate themselves from competitors, build brand loyalty and drive long-term success.

Expert Contributors

Built In’s expert contributor network publishes thoughtful, solutions-oriented stories written by innovative tech professionals. It is the tech industry’s definitive destination for sharing compelling, first-person accounts of problem-solving on the road to innovation.

Learn More

Great Companies Need Great People. That's Where We Come In.

Recruit With Us