Brands are always looking for ways to break through the clutter. Looking not just to start conversations, but to drive conversions. While a campaign that gets people talking can boost a brand’s image, there’s a fine line between building excitement and converting interest into action.
Understanding Talkability in Marketing
Talkability is all about creating moments that encourage people to discuss and share a brand or campaign. From memorable ad campaigns to clever social media posts, the goal of talkability is to boost brand visibility, increase engagement, and create a lasting impression.
Key Features of Talkability:
- Viral Potential: Content that resonates with emotions, humor, or relatability tends to spread quickly.
- Brand Awareness: Memorable campaigns can make a brand widely recognized.
- Engagement Focus: High talkability usually leads to increased shares, comments, and discussions on social media.
Examples of Talkability
Consider Nando’s, known for its humorous and culturally relevant ads that often comment on current events in South Africa. These campaigns don’t always push a specific product but instead create widespread buzz, fostering strong brand recognition and affinity.
Another example is SPAR’s Virtual Run, which encouraged South Africans to participate in a virtual fitness event, fostering community spirit and widespread social media engagement. The focus was on connection rather than direct sales, creating a memorable brand experience.
Conversion: The Ultimate Marketing Metric
While talkability is valuable, conversion is often the primary objective. Conversion means encouraging potential customers to take specific action, whether purchasing, signing up, or booking a demo. Conversion-focused marketing measures success in terms of tangible outcomes and requires a strategy tailored to guide the customer journey seamlessly.
Key Elements of Conversion-Focused Marketing:
- Clear Call-to-Action (CTA): Strong, persuasive CTAs that guide users toward action.
- Targeted Messaging: Content that speaks directly to the needs or desires of potential customers.
- Data-Driven Decisions: Using analytics to optimise campaigns for higher conversion rates.
Examples of Conversion
Consider Takealot, South Africa’s leading e-commerce platform. Takealot focuses heavily on optimising the user experience, with clear CTAs, easy navigation, and a streamlined checkout process, all designed to convert browsers into buyers. Their campaigns often include limited time deals to encourage immediate purchases, emphasizing conversion.
Another example is the Woolworths Rewards Program, which targets existing customers with personalised offers, discounts, and incentives. This approach not only drives repeat purchases but also provides valuable data that Woolworths can use to improve conversion rates.
Balancing Talkability and Conversion
Both talkability and conversion bring unique advantages, but a successful campaign often requires a blend of both. Here’s how marketers can create a campaign that balances these elements:
Align Talkability with the Brand’s Core Message
- Ensure that the buzz-generating elements don’t overshadow the brand message.
- Example: A South African fashion brand could create talkability by collaborating with local influencers on a limited-edition collection, while still emphasising the brand’s unique style and values.
Create Shareable Content with Clear Conversion Paths
- Add a conversion-focused CTA to shareable content. For instance, a highly engaging quiz or interactive post on social media could include a link to sign up for more information.
- Example: A quiz titled “What’s Your South African Travel Style?” could link to local tourism packages on a travel website, turning interest into actionable steps.
Use Data to Optimise and Personalize Campaigns
- Analyze engagement metrics for talkability and refining conversion tactics based on customer behaviour insights.
- Example: If a specific social media post promoting a new product range by Pick n Pay receives high engagement but low conversion, analytics can help refine CTAs or tweak the offer to convert interest into purchases.
Incorporate Limited-Time Offers or Incentives
- Drive urgency by adding incentives, like discounts, that encourage immediate action. This approach works well when talkability fades but conversion is still desired.
- Example: For a new product launch at Clicks, a follow-up limited-time discount could boost conversions among customers who showed initial interest but didn’t purchase.
Test and Iterate
- A/B test different versions of campaigns to find the balance of talkability and conversion that works best.
- Example: Run two versions of an ad for Discovery Vitality —one focusing on a relatable story of healthy living to encourage talkability, and the other on rewards for fitness activities, to see which version produces the best results for both engagement and conversions.
Talkability vs. Conversion: Which is Right for Your Brand?
The right balance depends on the campaign’s goals and the brand’s long-term objectives. A brand awareness campaign may prioritise talkability to establish recognition, while a seasonal promotion might focus more on conversion to maximize sales.
When to Prioritise Talkability:
- Launching a new brand or product
- Building community engagement
- Creating memorable brand experiences
When to Focus on Conversion:
- Driving immediate sales or sign-ups
- Retargeting interested customers
- Maximizing ROI from paid advertising
Talkability and conversion both play essential roles in a comprehensive marketing strategy. Brands that master the balance between creating buzz and driving action stand to gain the best of both worlds: brand loyalty and tangible business growth.