How Can Businesses Make Their Conversational Marketing Feel More Authentic?
You probably know this, but marketing has come a long way from the days of billboards and cold calls. Actually, thanks to technology, businesses can now talk directly to customers. Actually, it’s in so many different ways, such as Instagram Stories, social media posts, newsletters, content, podcasts (well, these are indirect), and even through conversational marketing.
So, for these, you’re going to want to think about chatbots, live chats, and even AI tools that offer real-time responses. This isn’t going anywhere, especially with how personalized it is. Okay, great, marketing can be done easily now, right? Well, just because a business can talk to its customers doesn’t mean it feels genuine. You have to keep in mind that customers can spot a canned response or a robotic script in seconds.
In fact, nothing kills trust faster than an interaction that feels fake. Here’s the thing (that businesses are still making the mistake of): to make conversational marketing work, it has to feel real—like there’s an actual human on the other side, even if there isn’t. But where do you start in achieving this?
Speak Like a Real Person
Nobody likes talking to someone who sounds like a walking instruction manual. Just think about it, stiff, overly formal language makes customers feel like they’re dealing with a corporate robot instead of a business that gets them.
So, you’re going to have to look into using natural, casual language, which is the key to making conversations feel relatable. Basically, customers want to feel like they’re talking to someone who understands them, not reading off a script. To sum it up more simply, the more conversational the tone, the more authentic the interaction.
Make It Personal
Honestly, there’s nothing worse than feeling like just another number in the system. You’ve probably felt that same thing at one point, right? Well, customers expect businesses to know a little about them, like their preferences, their purchase history, or even just their name. So that’s why generic responses are never going to work (so don’t even waste your time with that).
For example, you could ideally look into using tools like AI to create chatbot with ChatGPT that can help your business craft smarter, more tailored interactions. It could even be something small like referencing a past order or suggesting products they’re likely to love, but you need these touches that make the conversation feel real. Yes, you can definitely expect AI to help with that, too.
Show Some Empathy
When customers reach out, they’re usually looking for help, and nothing feels worse than being brushed off or ignored. All it really takes is just showing a little empathy. Just acknowledging their frustrations or needs can really make all the difference. You just want your team or Ai to come off as cold or disinterested. It’s empathy that makes someone feel heard, so put yourself in your customer’s shoes.
Keep It Honest
Seriosuly, customers can tell when they’re being fed a generic or overly polished response, and it doesn’t feel good. So, being upfront and honest, even when the answer isn’t what they want to hear, builds trust. It should be obvious at this point, but transparency goes a long way in creating authentic conversations.
