It doesn’t take a genius to realize how much our everyday life has changed in the last few decades.
Want to watch a movie? Not too long ago, that meant driving to the nearest video rental store, hoping they had what you wanted, and then waiting in line so you could rent the DVD or VHS tape. You also had to remember to return the rental to the store in time to avoid obscene charges. But nowadays, you just turn on your TV or computer and choose one of the thousands of titles available across one of the many video streaming services.
Need to catch that flight at the airport? That used to mean finding and calling your local cab company, hoping they had drivers available near you when you need them, and never actually knowing for sure if a cab would show up. Today, all you have to do is push a button on your phone and a driver will be there in a few minutes.
Today, customers have all the power.
But don’t let that discourage you… there is a way for marketers to get back some of that power!
It’s time to return to the core of what the buying process has always been: a conversation between the buyer and the seller.
Here’s how it’s done:
- Real-Time Messaging: Whether it’s in the form of an interactive chatbot or a social media account, real-time messages make the consumers feel heard and appreciated.
- Email Marketing: Unlike social media, email marketing lets you “own” your audience. You can customize your messages to different types of users to optimize lead generation or connect one-on-one with customers that need assistance.
- Continuing the Conversation: There’s nothing more frustrating than seeing a company attract and then unknowingly ditch loyal customers. After you make that sale, it is crucial to continue the conversation with your customers in order to keep them coming back for more.
Everything you read here came from one of our favorite books, Conversational Marketing. If you don’t already own a copy, we would definitely recommend getting one!
