'Engage in one-on-one dialogue where your customer prefers to be'

Trainers Elke and Eline on the Conversational Marketing training course

Having conversations with your target audience - also known as conversational marketing - is becoming increasingly important for business success. And the ways in which you can have those conversations are changing rapidly. Which tools and social media channels you can use for this and how best to do this, you will learn during the Conversational Marketing training of Adwise Academy. In this interview, trainers Elke and Eline tell you all about it.

The brand new Conversational Marketing training course was developed by marketing automation specialist Elke Eijsink (working at Adwise for about six years) and her colleague Eline de Valk (marketing automation and UX-/CRO specialist, working at Adwise since April 2022). "Conversational marketing is booming. At Adwise we have recently gained ample experience with this for several clients from different industries. For soccer club Heracles Almelo we even won an award with a conversational marketing case during the Dutch Search Awards. Because Adwise Academy noticed that many organizations wanted to delve deeper into this field, we decided to set up this training course," says Elke.

Who is the training intended for?

Eline: "With the training we focus on professionals involved in digital marketing and online communication who want to start with conversational marketing. For example, via Whatsapp or Instagram. A lot of prior knowledge is not required. We take you into the world of conversational marketing and you learn how to realize 1-to-1 customer contact. This can be done offline as well as online."

What does the program look like?

Elke: "In any case, we will discuss what conversational marketing is, approached from an omnichannel approach. We show what tools there are and what the differences are between them. We'll also give tips on how to trigger people and how to collect opt-ins."

Eline: "Furthermore, we show how you take conversational marketing from idea to implementation and participants will get to work with real practical cases. Finally, we explain how to make your campaigns measurable."

What will you be able to do after the training?

Elke: "After attending the training, you will know what conversational marketing is and what the latest trends and developments are. Furthermore, you know how to realize 1-to-1 customer contact from a marketing perspective and which tools you can use for this. You will also be able to use conversational marketing in a targeted and personalized way via, for example, Whatsapp and various social media channels. It's all about being where the customer prefers to be."

How does Adwise Academy distinguish itself from the competition with training in conversational marketing?

Eline: "You are taught by award winning professionals. For example, Elke recently won the Award for Best Advertising Consultant at the Dutch Search Awards. We also bring in many interesting practical cases. Earlier we mentioned Heracles Almelo, which won the award for 'Best use of Marketing Automation' because of its unique use of Whatsapp as a communication and marketing tool. With an automated loyalty campaign using Voice and Whatsapp, fans, club and players of the soccer club came closer together than ever. Season ticket holders received an automated phone call with a message from one of their favorite players after purchasing their season ticket. In it, they were thanked for renewing their season ticket. They were also told that they would receive a Whatsapp message to forward to friends or family or other Heracles fans. This message included a video showing a Heracles Almelo player encouraging them to renew a season ticket. The loyalty campaign proved quite successful, as a record number of season tickets went over the counter."

Elke: "Of course, other relevant cases are also discussed during the training. The training is interactive, you go through the whole flow and at the end participants get to work on a concrete assignment."

What do you personally like most about conversational marketing?

Elke: "The speed with which you can respond. This really makes the customer feel heard and seen. You can choose the channels your target group prefers and you can easily make it very personal using smart technology. You have very direct contact with your target group."

Eline: "True. And the fact that you really get to know the customer better by engaging in dialogue. In a chat via Whatsapp, you can always continue the dialogue in no time. You never lose your chat history, as is often the case with chatbots on websites when the conversation partners are momentarily inactive."

Do you have any tips for professionals who want to engage in conversational marketing?

Elke: "Start experimenting with it. See what works and what doesn't. And set it up well, because otherwise you will create irritation with (potential) customers. Realize that your audience also has to get used to conversational marketing. Within five years it will become mainstream , but now you often have to introduce it quietly. Don't immediately start pushing customers to buy something from you. Think carefully about your message and the frequency. For example, ask a question so you can get to know your customer better so you can better address their needs later. Make it as personal as possible. And also combine different channels. For example, you can place an ad on social media in which you can click through to a private chat in whatsapp, where your target audience can ask questions."

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