No Hook means no catch, no communication

To start a conversation, it requires to use the right hook. It’s also important when you create your automated dialog-funnels.

Consider the funnel as the script for the conversation; it should be logical, relevant, and personal. In the end, together with the consumer, you’re building a story that will benefit both of you. Start with a riddle or a quiz to grab the attention. Asking the right first question can be a deal-breaker - your consumer must be interested and engaged. After, carry on conversing using the relevant content, shift to a survey to segment and to collect attributes, or to ask questions to filter your consumers into categories. Lastly, lead them to the right and relevant information through your CTA. 

Start the dialogue by grabbing the consumer’s attention and make them have a conversation with your brand. They may be aware of your products or solutions, however, they should have the interest to engage with you through whichever means you are offering: landing page, email newsletter, social media post, advertisement, etc. 

Here, the Hook is playing the inviting role as it has to attract the customer’s attention. Depending on your marketing strategy, it can be visual, as well as textual. It should also be personal and appealing to certain audiences. Avoid generic and non-personalized hooks, as the results will be poor. The secret to a good and engaging hook is a combination of graphical content with a strong headline that entices the audience to click and get to the dialogue landing page. Remember, it’s the first impression and thus it must stand-out. 

You should consider various types of media to use, for example, videos do much better on LinkedIn than on any other social media platform (excluding YouTube, of course). Similarly, pictures will do best on Instagram, and textual posts will be the best on your blog. 

Keep the result in mind: call-to-action 

You should have a reason to engage with potential consumers. Do you want more sales leads? Are you trying to increase the number of newsletter subscribers? Do you want more downloads of your eBook? You should always remember what the outcome is as it will help you walk your consumer through the funnel in a more efficient and sophisticated way. 

The following example shows the funnel for a service offered (for instance, language course or SAAS product). It can also be a part of a decision-making process for a household item (for example, kitchen equipment) that leads to a webinar, video-call, or an appointment. 

Imagine you would want to have your kitchen upgraded and a particular manufacturing company was recommended by a friend. On their website, you will find a dialogue where the business introduces itself, inspires you with a set of examples, guides you through a set of questions – even asks you to take some pictures to illustrate your current situation, before proposing you to meet in the showroom and allowing you to choose a time slot that suits you best. 

Such an experience gives a very positive first impression of the brand. It also gives the brand additional information about the consumer and their needs, which will be addressed in the meeting. By having that information beforehand, the brand will be better prepared to meet the client and offer what is relevant to them.

Ditch the boring sales forms and start having a conversation with your potential customers. Build the bridge to your audience, continue the dialogue, and create emotional connections.

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