News Segment

First up in news is the big social media story of the moment – Instagram is actively experimenting with removing “Likes” on its network. This is pretty huge news for influencers who made money using Instagram, since those likes were used to judge an Instagrammer’s reach and often how much they got paid. Instagram is afraid that people are focusing way too much on likes and not enough on quality content, hence removing the likes, at least temporarily. That’s making a lot of people nervous, but it’s probably a good move for B2B content and exposure. We’ll keep you updated.

There are also new reports that baby boomers, of all generations, are starting to use YouTube more. They recognize that it’s like TV on demand, and it’s often an easier way for them to learn new things than other mediums. In fact, they’re around 1.3x more likely to watch a YouTube video about how to do something than read a tutorial. Just one more reason to have a YouTube presence for your business!

Finally, here’s something that ties in nicely with our interview today: Drift has released its 2019 State of Conversational Marketing report. It’s free to download, so take a look at how brands are encouraging healthy word of mouth these days.

But to our main topic – we’re talking with Dr. Gabe Ellis today. Dr. Gabe is the owner of Ellis Chiropractic in Illinois and the cofounder of Mahalo Wellness, which offers medicinal CBD remedies. You’ll have to listen to the full interview to get all the juicy topics, but here are a few of the important things we talked about and what learned from Dr. Gabe Ellis’ perspective.

Conversational Marketing

Our main topic that we’re talking about with Dr. Gabe Ellis today is conversational marketing. Conversational marketing is all about how people communicate with businesses and each other when they buy products and services. For businesses, it’s about being as open as possible with communication, meeting customers where they are with the communication channels that they prefer and the information that they need.

There’s a lot of technology connected to the concept of conversational marketing, like chatbots and online portals, but the heart of it is, well, creating the right content at the right time. More than ever, conversational marketing has moved toward real-time discussions where the speed of your reply is important, and the quality of your information needs to be very high to impress customers. Social media pays an important role here, but part of your strategy should also be excellent phone and face-to-face communication skills.

Fostering Conversational Marketing in Your Industry

You may not have the budget or time to invest in new communication tools, but here are still many ways that you can encourage great conversational marketing no matter what industry you are in. One of the most important things is to make sure your points of contact – the people talking to your leads – truly believe and are passionate about what they are selling. That’s more than half the battle right there!

Dr. Gabe has a experienced a lot of this firsthand in creating Mahalo Wellness. The CBD industry is very dependent on word of mouth and conversational marketing. People naturally have a whole lot of questions and also some misconceptions about CBD products and what they do, so conversational marketing is a very important step in sharing the right information without pushing potential customers away.

That brings us to our second point – that your points of contacts need to be very well-informed about your products and services. They must be able to answer any question that comes up, or easily find the answer with digital resources so they can provide the necessary information. Knowledge isn’t just power – it’s a great way to turn your leads into loyal customers. Which brings us to another important point…

Getting Referrals

One of the big goals of conversational marketing is to build trust. That trust is especially effective if it leads to referrals, social proof, and positive word of mouth (all low cost and all very effective). How do you get these things? Make them easy to do!

Provide easy tools and directions for your customers to leave feedback, complete reviews, share testimonials, and more. If you want specific content from a customer for something like an interview, don’t be afraid to ask! A customer that trusts your brand will usually be willing to work with you to create some excellent content. And that’s in addition to any positive word of mouth that a customer may be providing on their own among their peers.

Searching for More Opportunities

Social media is a trove of additional opportunities and synergy for conversational marketing. Keep watching for Groups, discussions, and comment sections where you can join in and contribute. Groups that your customers belong to are particularly important, because these can be incredible flashpoints for gaining new leads if a customer is willing to mention your brand or talk about how good their experience was. All this participation works together to help your brand, and it’s also a great way to practice communication skills. Give it a try!

We’d love to hear from you, too! Do you have any experience or thoughts on conversational marketing? Let us know on social media @21handshake! If you enjoyed the episode, please remember to leave a good review and recommend to a friend. Word of mouth is powerful.