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Business Marketing

Marrying Traditional and Conversational Marketing

Ah, good ol’ advertising

Suspend belief for a moment and ignore the hypocrisy that the above ad is for Microsoft and focus on the theme that marketing campaigns without a conversational element are a waste of dollars. If your consumer doesn’t feel connected to you, you simply look like the smarmy [insert word that rhymes with koosh here] in this video.

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Examples on marrying conversation with traditional marketing

Consider this: you print neighborhood statistics on a postcard and mail them to a subdivision and wait by the phone for a call. Couldn’t you add a small blurb on your postcard that they can learn more on your blog or they can connect with you personally on Twitter or facebook? Then, couldn’t you take the next step and actually ask a QUESTION on your postcard: “sales are up 12% in Del Ray West, find out if that’s a good or a bad thing at https://delraywest.com/12” with a shortened URL specific to an article you’ve written educating sellers and buyers about statistics (and the article ends in a conversational question like “what was the real estate environment like when you sold your last house? Tell us in comments!”).

Consider this: your Facebook ad targets people in your city aged 30-45 and it’s a link to your website that says “buy a home in Dallas” or whatever. You can take it further and engage conversation by asking “are you SURE it’s a good time to sell?” and link it to an article you write about pockets of hot activity but honestly saying some neighborhoods should sit tight if they can. Your honesty right off the bat could win this target demographic as GenX historically enjoys researching products and being educated rather than blindly trusting any sales professional.

What ways have you added a conversational element to your traditional marketing campaigns?

Lani is the COO and News Director at The American Genius, has co-authored a book, co-founded BASHH, Austin Digital Jobs, Remote Digital Jobs, and is a seasoned business writer and editorialist with a penchant for the irreverent.

11 Comments

11 Comments

  1. Chris Shouse

    June 2, 2009 at 4:57 pm

    Very good Lani I love the clip.

  2. Artur Ciesielski

    June 2, 2009 at 7:53 pm

    It’s always the simple suggestions, like these, that are, usually, the most effective and profitable.

  3. NikNik

    June 2, 2009 at 11:22 pm

    I see more and more folks placing links to their blog, twitter profile, and facebook pages on their print marketing…but forgetting the element of conversation. Great that they added it to their contact info….but then what?! Hmmm, provide a local interest resource and ask a question…sound advice Lani!

  4. Joe Loomer

    June 3, 2009 at 6:49 am

    Another Lani smash hit.

    Spot on – ALL REAL ESTATE IS LOCAL. Gotta make it personal, gotta make it catchy.

    Navy Chief, Navy Pride

  5. KimWood

    June 3, 2009 at 4:10 pm

    Love that you include a trigger – not just a URL , “Are you sure it’s a good time to sell – URL” .

    Right on! Once again!

  6. Missy Caulk

    June 4, 2009 at 6:55 am

    I have links to my online presence in my signatures.

    You just gave me an idea to engage them with a question to get them to click on over.

    (((mwa)))

  7. Lani Rosales

    June 4, 2009 at 8:50 am

    Missy you just made my day. 🙂

  8. Lori L

    June 4, 2009 at 9:56 am

    The simplest ideas are always the best. Now, to implement. 🙂 Thanks, Lani!

  9. Mark Eckenrode

    June 5, 2009 at 6:46 pm

    LOL if it’s “all about the conversation” then, damnit, converse… and convert! 🙂

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