In this series of posts, we'll depict how businesses can leverage the power of conversation in the new messaging paradigm.
[Part 1] Responsiveness, the New Marketing Grail
The Next Crusade
Have you recently checked out your Facebook Page as a “visitor”?
If not, then please go and see, I’ll wait.
if you don’t know how to do that, click here
All right then, you’re back.
Hopefully, you saw that “small” Page feature:
And if you’re not fast enough, here is the sentence:
Facebook is setting the tone: Pages need to be responsive.
75% of customers believe it takes too long to reach a live agent.
Just being available is not enough. It could actually backlash and create create great frustration from your prospects and customers as they expect you to answer them quickly.
It’s not just a word, it’s an entire generation and it’s the one that matters. This Now generation wants you to be available 24/7 to answer their questions, help and advise them. As a result, a shift of power has occurred: Brands HAVE to respond to customers and not the other way around like it was with the domination of standard marketing practices (newsletters, ads, etc.).
American Express reported (already a while ago, in 2011 ) that 78% of consumers have bailed on a transaction or not made an intended purchase because of a poor service experience. Since the Internet is a two-way dialogue between brands and consumers, leveraging conversations across all departments (marketing, sales, customer service and even HR) is a winning strategy.
Responsive Design is dead long live Responsive Conversations!
Back[ed] to the future
Think about the time when social media exploded (yeah that’s like 10 years ago). Platforms like Buffer, Hootsuite or Sprout Social were not yet there and community management was not even a thing (far less a full-time job) and at best something you would leave into some intern’s hands. Getting into social media was basically pioneering into unknown territory and it paid off. Well today, it’s not that brands need to have a social presence but they have to. Good news is that they are now plenty of end-to-end platforms to help.
Somewhat, we’ve seen the same pattern with social messaging: explosive growth, billions of users, dozens of apps. And we had it coming.
Remember when Facebook decided to have Messenger as a stand alone app in 2011 before completely removing the messaging feature from the main Facebook app in 2014? Oh and they bought WhatsApp for $19 billions the same year.
Social Messaging is the new Marketing Grail but businesses are yet to own the place.
- Brands need to be available via Messaging Platforms
- Responsivness on those channels is key
We’ve seen some some mouvements with the rise of the Chatbots hype but they also have failed to a certain extent (we’ll cover that in another post). Also it’s worth mentionning that they are some great tools already available to remove part of the pain of pioneering: from bots building platforms with ManyChat and Chatfuel Team or live-chat providers like Drift and Intercom .
Yet, there are other things quite important to consider when you’re stepping up your social messaging game.
To be continued
Since we’re talking about conversations, let’s have one!
Are you a pioneer or still waiting for the dust to settle? Leave a comment bellow and let's talk!