3 Keys to Solving Friend Engagement Problems with Conversational Marketing
To solve friend engagement problems on chat platforms with conversational marketing, focus on three things: a complete marketing plan, designed friend scenarios, and two-way interaction with friends. Align them with your existing marketing strategy to build a full social plan, from the welcome message for new friends to the ongoing interactions that nurture relationships, designing the friend journey step by step to extend customer LTV (lifetime value).
Howard HuangMarketing Specialist
Last time, we covered the basics of conversational marketing: what it is, the goals it serves, and the three planning priorities a brand should nail down before running conversational marketing on social platforms:
- A complete marketing plan
- Designed friend scenarios
- Two-way interaction with friends
In this article, we'll dig into each of these three priorities and what to watch out for when planning them.
A complete marketing plan
Try aligning with your brand's existing marketing strategy to build a complete social plan. Start with the welcome message for new friends, nurture the relationship through ongoing interactions, and design the friend journey step by step to extend customer LTV (lifetime value). Done well, friends can even become brand advocates who invite others to join.
Use the rich menu's ability to drive traffic and engagement to make your LINE Official Account a traffic hub, tying it together with your website, blog, YouTube channel and other social platforms into one complete marketing strategy.
With the pandemic pushing more events online, a complete online plan is an effective way for brands to win attention, and it matters even more for long-term growth.
Designed friend scenarios
Use chatbot tagging and segmented broadcasts to plan how you engage friends in different scenarios, then build a complete problem-solving flow so your conversations become richer and more complete.
Designing friend scenarios comes down to two steps:
1. Define your target audience
First, make good use of tags and segments to define your friend categories. This takes time, but once you have well-defined categories, everything gets more efficient, whether you're matching campaigns to the right friends or preparing a limited-time offer for a specific group around a trending topic.
2. Categorize your scenarios
Use segmented broadcasts to build different scenarios for different friend tags as you create each message, or save your most common scenarios as message templates.
Two-way interaction with friends
Make the most of what social platforms do best: connect your official account to your friends' everyday lives. Put your complete plan and the scenarios you've built to work in one-on-one interactions, improving the friend experience and growing the number of active friends.
Brands can also create campaigns tailored to their LINE Official Account. For example, pair a simple horoscope reading with a few quick questions that prompt friends to tap their answers, then send the results back as a multi-page rich message with a discount coupon attached. That's a complete limited-time campaign.
Different friend scenarios also lead to different types of conversations:
- Interactive conversations
Keyword auto-replies, customer service reports and surveys are all interactive conversations.
- Click-through conversations
News outlets send the latest commentary and news summaries every day, prompting friends to click through and read the full story.
- Traffic-driving conversations
E-commerce platforms include shopping links in their messages and use coupon offers to get friends to click through and shop on the site.
As your friend scenarios mature, you can create many kinds of two-way interactions and hold more precise conversations with each target audience.
Conclusion
Start planning your own conversational community! Master these three keys to conversational marketing, and any brand can engage friends more directly through social channels. Stop treating your official account as a one-way broadcast tool. Try the LINE Official Account SCRM service from OakMega SCRM: a wide range of modules saves development time, and customizable friend tags help you build a complete marketing plan and problem-solving flows.
📣 OakMega
The Social CRM built for marketers: https://oakmega.com/
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