A business may create content with different goals in mind. Still, one main goal for most businesses is to engage with readers, and push them toward making a decision, whether it is purchasing, downloading, or watching something online. Here is the ultimate guide to conversational content strategy.
Your customers are human beings with emotions like anger, love, and fear. Traditionally, we’ve heard that the key to a powerful engagement is to trigger the emotions, and this purpose is met when there is a two-way conversation between parties.
What Is Conversational Content
The more you engage with prospects, the more they’re willing to act in a way you want. Here is where conversational content comes in.
In conversational content, the goal is to write and address the needs in words customers actually use. You must write something they actually want to read, share, and engage. The messaging should form the conversation in a meaningful way.
Messages should be written in a way that ends up in a two-way experience. In conversational content, the goal isn’t to drive sales immediately but to influence.
If you can influence people, not only will sales happen automatically, but you’ll also build customer loyalty, and they’ll start recommending your business to others.
Why Conversational Content Matters
The interactions between businesses with their prospects, through various channels, are getting more conversational, and this will change the engagement patterns. Consumers expect an immediate response from brands they try to interact with, which will lead to more adoption of chatbots and nascent AI-powered tools.
Here is why you should embrace conversational content, and make sure it is aligned with your inbound strategy.
Collect meaningful insights directly
The first and foremost benefit of conversational content is collecting insights directly from prospects. Through a healthy interaction, they’ll sign up for a newsletter, follow you on social media, and engage through different online channels.
Consumer-oriented insights are vital for brands that are striving for deeper relationships with prospects. Moreover, with rich and detailed data in hand, they don’t need to play guessing games anymore.
The collected data can be used for various purposes, including optimizing future interactions, filling the gaps in product or service support, refining marketing strategy, seizing untapped opportunities, or making more insightful decisions.
Customer journey optimization
The experience you create for customers and the impact you make on them determines whether they purchase from you again or give up the card. According to Salesforce, for 80% of customers, a brand’s experience is as important as its products or services.
From interacting in social channels to closing the deal, is a bumpy road that needs optimization. Don’t forget you have insights in hand, and here is a great chance for optimizing the customer journey and making it customer-centered to add more value. These efforts finally lead to strengthen customer relationships and build loyalty.
Conversational content is a reliable approach to position yourself as an authority in the market. In today’s fast-changing, dynamic business environment, there is a game of trust. Consumers ask: Why should I interact with you? Why should I buy from you?
You need to give them a reason to trust. Those who lose the game of trust must wait for the coming of winter. More customer-centric interactions are key to this.
The Power of Talking Directly to People
As a marketer, you know how important it is to deliver a personalized experience. Look at it as a conversation with a friend, colleague, or family member. Try to stay away from the common marketing and sales tone, and drive the conversation to a friendly atmosphere where a two-sided dialogue takes place.
Here are some quick tips to multiply the effectiveness of your conversations.
Meet customers at their place
Some marketers struggle to figure out what channels do prospects prefer most, and what type of content is more appealing to them. Remember, an effective conversation always happens in customers’ place, not the place you’re expecting.
Finding the right place for conversation is one of the essential components of inbound marketing and determines messaging’s quality and effectiveness.
Just ask yourself a simple question: What channels do my target audiences use? Through well-defined research or a customer survey, you can find the best answer. Also, investigating the buyers’ persona can help find the channels in which prospects operate more.
Collect and integrate data
Your CRM team and customer service reps are currently using technological tools to provide customers with rich and real-time support. Every business needs first-party data about its prospects’ interests and expectations.
The more data you collect, the more fruitful conversations become. The data can be gathered through subscription and registration data, surveys, social media monitoring, marketing analysis, or transaction tracking.
But every data must serve a purpose.
“The ultimate purpose of collecting the data is to provide a basis for action or a recommendation,” W. Edwards Deming.
After data collection, it’s time to integrate. Integrating and sharing the data with the CRM and customer support department brings convenience to the conversations.
You may have several touchpoints with customers, and integrated data prevents customers from repeating the same problem every time they try to interact with you. You know it’s really frustrating!
Let’s dive into how to develop a conversational content strategy and build a solid relationship with customers through it.
4 Steps to a ‘Conversational’ Content Strategy
Keep in mind that conversational content doesn’t overlap with your existing content planning and inbound marketing strategy. Accurately, conversational content is a part of inbound marketing, and they are all in the same wagon toward a common goal, which is increasing engagement.
1. Set the KPIs
The first step to implementing a new conversational strategy is to set Key Performance Indicators (KPIs) to measure the effectiveness and performance of conversation efforts over a period of time. The KPIs must be clear, relevant, and scalable. Likewise, they need to be coordinated with the customer journey and conversion funnel.
Here are some KPIs to consider for your conversational content strategy. You can set the KPIs according to the business goals and overall strategy.
- Content views
- Mentions by influencers
- Comments, likes, shares
- On-site metrics like page views, bounce rate, and time-on-site
- Conversion rates
- Multiple interactions
2. Write in language customers actually use
When writing conversational, you shouldn’t sound like a robot, and every word should convince the prospects that you are addressing them in person, not in a general tone. This way, they feel connected and ready to start the interaction.
The lack of personality is the killer of engagement and leaves you in vain. Your high school English teacher won’t penalize you for breaking some grammar rules here, so break some rules, and write in a tone that entertains, encourages, and engages readers.
Finally, bear in mind that you do not overuse conversational tone in your interactions with prospects. Everything in its moderation is best, and using too much conversational language may alienate the audience. Never sacrifice the brand and business prestige for an interaction.
- Use “You” and “I” instead of third-person
- Write short sentences
- Use contractions
- Ask questions to engage
- A little formality is needed
- Don’t use Passive voice
- Remove excessive jargons
- Don’t write in the same way you talk
- Don’t be rude and rough
3. Go beyond chatbots and messaging apps
Despite the convenience that bots brought to business-customer interactions, they still have a long way ahead to replace humans.
According to a survey by Blue Fountain Media, 47% of respondents prefer human interactions to AI. By the same token, 86% of consumers prefer to ask for human support if the bot fails to meet their request. People out there aren’t just the consumers of your content, and they’re looking for a human-made experience in their interactions rather than just chatting with a bot.
Bots are smart and AI-powered, but even the smartest bots can’t share empathy. Empathy is your weapon to position yourself at the heart and mind of prospects and let them to feel secure and heard. Don’t ignore it.
Don’t forget Offline channels.
Conversation doesn’t necessarily need to happen in an online environment. Sometimes the ROI of an offline channel outperforms online. For more effective communications, you can schedule face-to-face meetings (by respect social distancing, of course) with consumers.
4. Measure & optimize
Finally, it’s time to measure your efforts, see what’s working, what the areas of improvement are, and what should be left. Investigate the data you collected from consumers, and refine the strategies according to the insights.
Great Examples of Conversational Content
Learning a new language through participating in conversations can accelerate learning, but if you feel embarrassed, Duolingo bot is here to be your partner. This bot simulates human-like conversations for learners and constantly updates its core to learn new phrases.
“Students master vocabulary and comprehension skills with Duolingo, but coming up with things to say in real-life situations remains daunting. Bots offer a sophisticated and effective answer to that need.” Duolingo CEO and co-founder Luis von Ahn said.
HealthJoy is a healthcare startup that uses an AI-powered chatbot, named Joy, to provide users with doctors’ information, insurance plans, health recommendations, and more. Companies can manage their healthcare costs with HealthJoy, and save a lot of money thanks to its wide-ranging programs.
- Whole Foods
Whole Foods uses a bot on Facebook Messenger to help users with recipes. Finding a recipe has never been as easy as it is with the Whole Foods bot. The bot even allows searching for a recipe with emoji.
Deploying a conversational strategy isn’t a new concept, and many brands are using it for a long while, but the way you execute the strategy is the key factor. We live in an age that personalization is getting more hit, and consumer’s interactions are heavily affected by the conversational patterns. Every brand needs a conversational strategy to stay on the radar of consumers.
Image Credit: judit peter; pexels
Gabb Wireless Raises $14M in Series A Funding Led by Sandlot Partners and Taysom Hill – ReadWrite
Gabb Wireless Raises $14M in Series A Funding Led by Sandlot Partners and Taysom Hill
Gabb Wireless™ set itself apart from the crowd in 2018 when Founder and CEO, Stephen Dalby said, “enough is enough,” and began his journey to provide the only safe phones-for-kids.
LEHI, UTAH – APRIL 20, 2021
Dave Jensen, Managing Partner of Sandlot Partners, announced today that, “Sandlot Partners is investing and partnering with Gabb Wireless not only because of its impressive growth and positioning to lead the $30 billion smartphones-for-kids market — but also because it is providing solutions to address the significant screen time addiction problem in our society.”
Gabb Wireless™ is the first of its kind — a company determined to protect children by providing a safe cellular network for kids and their phones. Gabb created the only safe phones-for-kids serving this underserved demographic. Gabb announced this week that it closed a $14 million round of Series A, led by Sandlot Partners and New Orleans Saints quarterback, Taysom Hill.
“As an investor, Gabb checked all the boxes with its impressive growth, founding team and total addressable market. But it’s so much more than that for me. It’s the emotional side of the investment. I love the idea that we can help build something to help save kids in an area with so much need and demand. My wife Emily and I try to be pretty selective of who we tie our brand to — and when considering the chance to invest and partner with Gabb, it was a no-brainer for us and something that we are extremely excited about,” said Saints quarterback, Taysom Hill.
Stephen Dalby, Gabb Founder & CEO, announced the partnership with Sandlot Partners and Taysom Hill. “We’re excited to announce our partnership with Sandlot Partners and Taysom Hill, who share our passion for driving impact and providing solutions to the growing screen addiction among adolescents.”
“Sandlot has a strong track record of fueling growth and adding value to their portfolio companies. Taysom’s accomplishments as a BYU and Saints quarterback are well documented, and he’s also very impressive off the field and will be a great brand ambassador for the younger demographic Gabb is targeting.”
Kids need to be protected — and Gabb resolved on an action to do just that. Gabb set itself apart from the crowd in 2018 with a steadfast purpose to get safe, effective phones into the hands of parents who want to protect their children from inappropriate content and disturbing practices on social media and games, and other screen-time issues on the internet.
For some time, it’s been known that social media is affecting our youth with cyberbullying and other societal ills. The average child or pre-teen spends about four to seven hours a day of screen time. This disproportionate amount of time in front of a screen has caused depression, anxiety, and even sexual abuse among young adolescents.
Gabb said, “enough is enough,” and began its journey as a mobile virtual network operator, creating the safest technology available for children today. Gabb offers age-appropriate products to give kids the freedom to explore and their parent’s peace of mind. Children can enjoy their first phone experience with the affordable, $100 phone that protects them from internet dangers. Learn more at www.gabbwireless.com.
Gabb has had an unprecedented year of 471% growth and will use the proceeds from the Series A financing to accelerate efforts to provide safe phones for kids and expand its product lines — increasing Gabb’s total addressable market with these safe alternatives for parents of kids ages five to 15.
Sandlot Partners is an independent private investment firm partnering with noteworthy management owners and founders. Sandlot Partners help maximize the growth potential of businesses by providing companies with growth capital, strategic guidance, and partial liquidity. Sandlot leverages its network of founders and operators, identifies growth opportunities, helps structure, and offers additional strong risk-adjusted private investment opportunities. Sandlot investors also include family offices, strategic individuals, and like-minded institutions seeking strong alignment and providing patient capital.
Cooley, LLP, and VLP Law Group provided legal services for this transaction.
How to Build a Startup Team With an Entrepreneurial Mindset – ReadWrite
Much of your startup’s success will depend on the quality and integrity of the team you put together. With talented, committed, hardworking people, even a merely decent idea can turn into something groundbreaking. Conversely, even a great idea can struggle to survive if it doesn’t have a solid team in place to support it.
Obviously, you’ll need to work hard to choose the right people for your team – individuals with a solid experiential background, proof of ample talent, and genuine passion for the business. But beyond that, you’ll need to work actively to equip your team with the right mindsets and philosophies to guide them to productive, innovative work.
While there are conflicting opinions for what type of company culture works “best,” there’s no denying that your company can (and likely will) benefit from building a team with an “entrepreneurial mindset.” But what is this mentality, and how can you construct it from scratch?
What Is an “Entrepreneurial Mindset?”
Let’s start with a description of the “entrepreneurial mindset.” This is an internalized mentality, philosophy, and approach to working within the members of your team that mimics what the most ambitious entrepreneurs tend to feel.
The mindset includes:
- Creativity. Entrepreneurs are creative types. They want to create new ideas, modify existing ones, and come up with inventive new ways to deal with problems. They’re not afraid to think outside the box and try out new concepts – even if they don’t work out. They also like to encourage and promote creative ideas from other people, providing feedback, direction, and motivation to their teammates.
- Autonomy and independence. The entrepreneurial mindset also prioritizes autonomy and independence. Entrepreneurs in a business environment don’t wait for someone else to tell them what to do, and they generally don’t have to run their ideas through a bureaucratic chain of command to take action. Instead, they trust themselves, they operate decisively, and they remain agile. In an entrepreneurial environment, your employees will function autonomously in most cases as well.
- Change and growth. To be an entrepreneur is to accept the importance of change and growth. The only way for your business to reach more people and make more money is to evolve; that means adding new products and services, changing internal processes, and sometimes, pivoting the entire brand.
- Experimentation and adaptation. You probably already know how important it is to remain flexible and adaptable when growing your business. It’s also important for your workforce. With an entrepreneurial mindset, your team of employees will be much more likely to experiment with different approaches and adapt to new scenarios.
- Ambitious problem solving. Successful business owners are primarily ambitious problem solvers; they understand there’s some weakness or challenge in the world and are driven to “fix it.” With this mentality, your employees will be more likely to show enthusiasm when solving problems and rising to meet challenges.
The Value of an Entrepreneurial Team
So what’s the real value of an entrepreneurial team?
For starters, you can cut back on direct management and oversight. When all members of your team feel like they have a direct impact on their work environment, and when they’re empowered to do their best, they don’t need as much direction or supervision. Instead of looking over their shoulder, giving them project details, or micromanaging your employees, you can set priorities for them, trust that they’re going to work toward them, and shift your attention to more important matters. This lends itself to a less stressed, more inviting workplace – and allows you to be more productive while tackling the most important projects for your startup.
An entrepreneurial mindset also leads to a diversity of thought. When individuals are encouraged to have their own ideas, thoughts, and opinions, they tend to speak more openly in a collaborative environment. They’re more willing to volunteer ideas, offer constructive criticism, and provide meaningful feedback to each other. Such an environment makes it much easier to identify and get rid of bad ideas (before it’s too late), while simultaneously establishing the groundwork for the presentation of highly ingenious concepts.
Additionally, startups need to keep adapting if they’re going to stay alive. Over time, your target market might change, you might face new competition, and new challenges will threaten your previous approaches. The only way forward is to adapt, incorporating new systems and processes and changing your infrastructure. Ordinarily, teams of employees are reluctant to adapt – after all, most of us don’t particularly like change. However, when the team accepts the importance and value of ongoing adaptability, they’ll be much more likely to be onboard with your latest changes and experiments.
How to Build a Startup Team With an Entrepreneurial Mindset
Now for the big question – how can you build an entire startup team with a baked-in entrepreneurial mindset?
- Create the culture. Everything stems from your company culture. Before you employ any of the following strategies, make sure you have a solid idea for what you want your company culture to be. What are your core values? What is the “ideal” employee mindset? How should this mindset be fostered? What rules exist, if any, to enforce this? Document your company culture guidelines first.
- Choose the right candidates. With a culture document in place, you’ll find it much easier to interview candidates – and find out whether they’re a good fit for this environment. Even if they have a lot of talent and experience, they may not thrive in an entrepreneurial workplace; figure this out early, before you hire someone.
- Lead by example. You’re the leader, so set the tone. People will follow your example. Whatever habits you want your employees to practice, incorporate them into your own daily work.
- Nurture from the top down. You’re not the only leader within your organization, so make sure you select and support strong leaders who can embody and spread your desired entrepreneurial culture from the top down.
- Encourage independent management and decision making. Sometimes, employees will have to run their idea “up the ladder” before taking action. But as much as possible, it’s important to encourage autonomy and independent decision making. Empower your employees to make their own decisions, set their own goals, and devise their own approaches to work.
- Stimulate creativity. Creativity is vital for an entrepreneurial mindset to thrive. Use creative brainstorming sessions, music, art, and other exercises to encourage your team to think in novel ways.
- Get everyone to contribute in meetings. Encourage every member of your team to contribute in your meetings. More contributors will foster an environment of openness and collaborative sharing; it will also help you ferret out the best ideas, which otherwise might be held back by nervous participants.
- Reward good ideas. When a member of your team comes up with a good idea or solves a complex problem, reward them and publicly praise them. It will encourage further idea generation in the future and motivate other team members to volunteer their own ideas.
- Respect bad ideas. It’s not just about good ideas; it’s also important to tolerate and even respect bad ideas. When someone volunteers a questionable idea or makes a poor decision, show your support. Feel free to offer feedback and criticism, but don’t make the person feel bad for trying to do something inventive or helpful. You don’t want to punish people for trying something new.
- Remain adaptive. The most innovative, disruptive businesses are the ones that can adapt. Encourage your team members to remain similarly adaptable, keeping an open mind for new ideas and being willing to change when necessary.
Once your team is full of people thinking and acting like entrepreneurs, your company will be much more flexible, innovative, and productive. And best of all, this entrepreneurial culture tends to be self-sustaining; your employees will naturally spread it to new recruits and continue to foster this creative, efficient environment.
Will AI dominate in 2021? A Big Question – ReadWrite
In 2020, AI had rapid transformations and unexpected developments along with excellent innovations. We, as humans have entered into the most digitalized era of all times.
Due to the pandemic of coronavirus, technology has become the central focus like never before. Internet and social media witnessed a tremendous boost as well. No doubt but the COVID-19 brought about massive success to most technological fields.
Will AI dominate in 2021? A Big Question
With progressive developments and advanced modifications in technology, Artificial Intelligence needs no introduction. This groundbreaking technology has been so promising for the past several years and is moving at an advanced pace.
We are Captivated by Artificial Intelligence
Agreeing with the fact that the technologies are captivating us completely with their interesting innovations and gadgets. From Artificial intelligence to machine learning, IoT, big data, virtual and augmented reality, Blockchain, and 5G; everything seems to take over the world way too soon.
Keeping it to the topic of Artificial Intelligence, this technology has expanded its grip on our lives without even making us realize that fact. In the days of the pandemic, the IT experts kept working from home and the tech-grounds kept witnessing smart ideas and AI-driven innovations.
Artificial Intelligence is also the new normal.
Artificial Intelligence is going to be the center of our new normal and it will be driving the other nascent technologies to the point towards success. Soon, AI will be the genius core of automated and robotic operations.
In the blink of an eye, Artificial Intelligence can be seen adopted by companies so rapidly and is making its way into several sectors. 2020 has seen this deployment on a wider scale as the AI experts were working from home but the progress didn’t see a stop in the tech fields.
For the year 2021, Artificial Intelligence is expected to level up to a great extent and is going to deliver phenomenal AI implementation.
Artificial Intelligence in 2021
Even if we talk about the days before the pandemic, AI and ML were already causing drastic changes and widespread disruption in all sectors and industries. Now after the whole year that is passed in the quarantine, in 2021 — we are expecting everything to resume back to normal.
Artificial intelligence and related technologies are going to be the biggest key components that would be impacting almost every sector. Yes, this impact is definitely going to be highly positive so we don’t have to look at the darker side — yet.
With the passing of time, AI would become a key trend that will reshape our home, personal, and work life. This can be pretty alarming right away but soon you will find the advantages that AI will bring.
-The global artificial intelligence software market is estimated to grow speedily in the coming years and would reach up to $126 billion by 2025, a recent report reflected.
In this article, I will show you the impact of Artificial Intelligence on the whole world. With the below-written trends, you will be able to gain an insight into how Artificial Intelligence is reshaping every sector.
It is predicted that whoever leads artificial intelligence in 2030 will continue to rule the world in 2100.
Trends in Artificial Intelligence for 2021
Will AI dominate in 2021? It is the hottest topic and the biggest question running through everybody’s mind.
Artificial Intelligence is going to bring a huge change in the industry and in almost all sectors. We are looking forward to seeing Hyperautomation in every field. This is basically the idea of embedding everything with the automated processes. The repetitive tasks must be done with automation.
AI-powered solutions will help businesses a lot over here and would help these businesses to be redefined. Intelligent technologies will also reshape workplaces with phenomenal capabilities.
AI-driven dynamic operating models:
Most industries are going to adopt Artificial Intelligence for data-driven strategies and to come up with smart technologies and solutions. Due to the pandemic, almost every business has witnessed a loss. Now, everybody is pretty clear that their future plans need to be smoothed out, via Artificial intelligence.
Also, Artificial intelligence is going to bring rapid changes in decision-making as well. Companies look forward to saving their time and cost both and this would be enabled by using the AI.
Autonomous operations for increased efficiency:
In almost every sector, management looks for options that can help the company to be efficient and more secure than ever. AI will bring a boost and the businesses will implement the technology to bring autonomous operations on the stage that will enhance efficiency and the processes will get simplified.
Multiple technologies will play a significant role and the AI will become the center of the activities. Taking care of all the operations and making them more simplified and enhanced, AI will play a vital plank.
The field of Artificial intelligence engineering is on the rise. People look forward to pursuing their career paths in the niche of AI to get a secure job future. CEOs and IT leaders of the company are looking forward to deploying new artificial intelligence systems that are maintained and more simplified.
AI is also becoming the core of education and we are going to witness a huge change in the education field knowing as the personalized learning in the form of ML or machine learning. Companies are also going to go for robust engineering strategies to enhance performance.
Convergence of AI into AIoT:
The AI and IoT are turning old concepts into the new concept of AIoT — and it’s on the rise. The internet of things and artificial intelligence are being combined to come up with a newer form of technology. Adding AI into the IoT would help the AIoT to complete the tasks and to learn the data without the involvement of humans.
AIoT will be a lot more defined and will dominate the tech industry. Up to 21% of homes will become smart homes in 2021. AIoT will also be able to adjust in the cities and buildings.
Another amazing concept is brought about by Artificial intelligence and the technology of the internet of things. Edge-AI is the technology of moving the decision-making process seamlessly and the provision of secure and analyzed data is the responsibility of edge AI as well. This is the pure blend of edge computing and artificial intelligence.
With the help of edge-AI, the smart devices would use AI algorithms and edge computing to come up with the data processing. This will be deployed to every smart gadget and device including mobiles, laptops, drones, robots, self-driven cars, and cameras, etc.
The total cost of AI:
Earlier, it was considered as only the tech giants can use the AI technology but now the startups and the small software initiatives can also look out for the deployment of Artificial intelligence. It is now more accessible to all the companies and they can use the tools of their choice along with the frameworks.
The projects that are powered by AI and ML are expected to grow tremendously. The companies are looking forward to integrating AI into their systems and making their processes go seamless.
Explainable AI is going to be in the trend of 2021 and is going to dominate for sure. The explainable AI would help the data scientists to create trust across all the companies and the merchandise that are dealing with the AI and ML projects. The model explainability will also be kept in front of AI experts.
The biggest artificial intelligence vendor, Google, has also offered the development tools and frameworks revolving around the concept of explainable AI. We are looking forward to seeing some more interesting projects that are based on the explainable modules of AI.
Quantum computing on rise:
If we say AI is here to stay — then it would definitely not be wrong. As we can see that along with AI, quantum computing is also on the rise. Here AI will combine with the quantum theory that revolves around the concept of computer technology and its principles. Both the technologies together are going to bring drastic changes.
With the increased demand for computer science and technology, artificial intelligence and quantum computing are the most thriving technologies of the industry.
AI as the service:
The demand for AI is rapidly increasing. People are looking for the experts of AI and the professionals who can create custom AI projects so this is indirectly helping the artificial intelligence experts to rise in demand. These professionals are working to provide IT services as well.
Artificial intelligence will continue to thrive for a very long so if the students are going to opt for this career field, they are definitely going to land a bright future.
Artificial Intelligence will continue to dominate the world in 2021. It will soon take over every sector and industry and will continue to thrive.