Marketing by means of conversation is in fact imitation of reality. You will do it correctly when you are behaving naturally
Dialog on the internet about your brand is very comprehensive and is carried out in a variety of forums: a conversation between the brand and customers in the brand forum, a conversation between the brand and customers throughout the internet and in the field, outside of the territory of the brand, and a dialog between consumers and themselves. Your presence on the internet outside of the brand forum demonstrates leadership in your market, creates credibility and allows you control of your messages.
In order to reach your target market wisely you need the correct measure of multiple actions. Top quality actions of your brand presents the market with our ideas and perceptions in a convincing manner that we can integrate throughout the internet and thereby influence the collective conscience, developed from the content and the information throughout the internet combined with the continued dialog with the target audience about the brand.
The most influential marketing base on your audience is the recommendations of satisfied customers and the way in which this is expressed in the conversation between the consumers and themselves. The strongest and most reliable tool for transfer of the messages and sharing of insights is when your potential customer asks his friends or gathers information from them regarding a purchase or when he wishes to make a decision regarding such a purchase.
A conversation is the best way to transfer a message that requires an explanation. The ability to do this is an art in itself. At present, and it is superfluous to note, there is no way of preventing it, consumers, surfers, customers, friends and employees, everyone talks, constantly, about everything. The challenge of marketing by means of conversation is to encourage a conversation on issues that are close to your brand or your product, that you wish to promote. You need to understand the soul of the consumer, the essence of the situation and the nature of the conversation before you attempt to intervene. You need to listen well. Yes, first of all you need to listen.
How do we listen?
There are various ways of listening to a conversation on the internet. You can do this by means of designated search engines. You can do this by means of sophisticated software. However, the best and correct way of doing this is first of all by understanding what are the issues relating to your business and then identifying the relevant conversation forums and simply visiting them frequently and in an orderly fashion while tracking the conversation subjects and the key people there.
Intelligence is more valuable than gold and can be produced only by means of listening and raising appropriate questions and consulting with suitable surfers
After tracking, monitoring, listening and analyzing, it is now the time for the intervention stage. Here are several ways of doing this. The most important question that should be asked is what is the objective of the conversation? Should you create exposure? Achieve friendliness? Gain preference over the competitors? Improve your image? Bring surfers to the website? Perhaps even make a sale? For each objective there is an appropriate mode of action taking into account of course the nature of the service, the product, the environment and the target audience.
Important points that should be remembered when you wish to intervene in the conversation on the internet:
- It is impossible to force a conversation on someone: you can flatter him/her and encourage him/her but you must definitely not attempt to control him/her
- You must know how to listen and be relevant to what is being said and not wait for your turn to speak.
- If you have not managed to create interest or added value with the audience to which you are addressing, there is no significance to what you have said.
- The surfers are smart. Start from an assumption that they are even smarter than you. Keep to the truth and it will be right to transfer your message through it.
Do you want to know more? Set up a meeting with us and we will disclose to you the fascinating world of flowing conversation on the internet.
The Comversation Team
