In his research, Kelleher examined whether blogs are more likely to communicate with a conversational human voice. He also examined whether an authentic conversational human voice is better for customer trust, satisfaction, and engagement. His conclusion: customers who were exposed to an organization general intent and specific intent keywords ‘s blogs felt that the organization spoke with a more conversational human voice than those who were exposed to traditional web pages.
Humanity behind the hard facade
Blogs were seen by Kelleher as important tools in an organization’s online arsenal because they provide a sense of human touch behind the ‘hard’ facade of the anonymous organization. In blogs, organizations can finally talk openly and honestly, because the form invites people to have a conversation about a topic. The main conclusions of the research are therefore that:
The conversational human voice ensures a positive development in trust, satisfaction and involvement.
What do these conclusions mean today? A human tone in your online conversation increases trust, satisfaction how often should i send marketing emails? and involvement. In 2015, we have an even wider range of channels and platforms at our disposal to have that conversation, thanks to social media. search engine optimization united states america And a customer who is even more critical than in the heyday of blogging. So make sure you communicate both authentically and humanly. Across all your channels. And across all your resources. Hold on to your human voice, provided it is genuinely authentic.
An authentic online conversation is worth it
We can draw two conclusions from these studies. Customers want organizations to be authentic. Customers want organizations to engage in online conversations with a human tone. That may seem like a lot to ask, but it’s worth it. An authentic online conversation results in increased trust, satisfaction, and commitment to your organization, according to Kelleher. And that’s why customers prefer to shop with you rather than with your competitors, according to Cohn & Wolfe. Loyalty and more sales…and all you have to do is be a real person.
