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Conversational marketing is becoming increasingly popular. This is because consistent communication is one of the most effective ways for businesses to acquire new consumers and retain strong relationships with existing ones.
Conversational marketing, as the term implies, is the direct engagement between businesses and customers via many available media. It is a one-to-one marketing strategy in which customization serves as the pivot for the marketing plan.
Conversational marketing is a customer-centric approach that concentrates on dialogue. It enables marketers to boost consumer engagement, and improve customer experience, and income. So, how can you use it in your long-term marketing strategy?
Every day, brands and customers have interactions, but these dialogues are not always used effectively. Real-time one-on-one interactions across many platforms enable you to cultivate relationships that are crucial for improving client experiences online. Customers nowadays expect immediate solutions to their questions; chatbots, live chat, and messaging apps are ideal for this!
Understanding your customers’ chosen communication channel is critical to the success of your conversational marketing campaign. Chatbots and live chat, for example, give an informal interaction that simulates a casual conversation, whereas messaging apps like WhatsApp allow for more meaningful talks, which is especially useful when wanting to learn more about a product or service.
Businesses employ several tactics and technologies to accomplish this efficiently. Email, social media, traditional media, and other channels are well-known and have been around for a long time. While these platforms have helped business owners expand and communicate with their audiences over time, they are not without flaws.
A powerful strategy for enhancing user experience and increasing website revenues is conversational marketing.
We’ll explore everything you need to know about 2022 Ultimate Guide to Conversational Marketing in this blog
- 66% of consumers prefer to reach brands through messaging apps: Chief Marketer
- 45% of businesses have implemented conversational marketing as part of their marketing efforts: HubSpot
- Over 300,000 messenger bots are active on Facebook: Social Media Today
- 82% of consumers believe that an immediate response is very important when they have sales or marketing-related questions: HubSpot
- About half (46%) of Americans use digital voice assistants on their smartphones: Pew Research Centre
- 86% of consumers prefer to use a chatbot than filling a form on a website: Drift
First and foremost, it’s crucial to emphasize that incorporating conversational marketing into your inbound marketing plan need not cause any disruptions to your current business procedures. Indeed, it can supplement what is already working for your company in terms of lead generation, sales, and customer service.
Conversational marketing has the following advantages:
1. Helps You to Learn More About Your Prospects and Customers
If you want to understand your prospects’ and customers’ pain points, you should use conversational marketing in your firm. This is because it allows you to build a rapport with your customers and gain a better grasp of their concerns and favorite goods.
For example, if you own a content marketing business and use a chatbot, you may simply qualify a prospect before they buy from you.
You can program the chatbot to ask them questions like:
- How may I help you today?
- Why do you want to implement content marketing as a strategy?
- What type of content do you want us to create for you?
- What’s your budget for each piece of content?
- How many pieces of content do you need per month?
By asking these questions, you may learn more about your prospects and determine whether they are a suitable fit for your firm.
You’ll also know exactly what their pain points are and how your services may help their business flourish.
2. Provides Your Customers with an Avenue to Get Answers in an Exciting Way
Conversational marketing allows you to please your customers while also making communication with them more enjoyable. Most individuals nowadays would rather have a chatbot answer their questions than read through your website material.
Furthermore, with more consumers than ever before spending more time on their mobile phones, conversational marketing will allow you to communicate with them more effectively. According to Flurry data, US consumers spend more than 5 hours per day on their mobile phones.
3. Great for Converting Leads to Sales Faster
It takes time to convert leads to sales when you employ traditional methods of communication with your prospects, such as lead forms and email optins.
This is due to the fact that your staff must manually go through the form, qualify the prospects, and then contact them by email or phone. This takes time, and you may wind up converting a qualified lead to a sale in as little as 14 days. Conversational marketing shortens the sales cycle, allowing you to move more leads into your sales pipeline more quickly.
4. Exciting Way to Build Relationships With Your Customers
Conversational marketing should be used in your firm if you want to develop a stronger relationship with your current clients and prospects. The reason is straightforward. Conversational marketing systems encourage constant connection with your customers in ways that they are likely to appreciate.
Consider the following scenario: you want to buy a new gadget at home and you browse two websites.
Website A supplies you with all of the product information and then urges you to make a purchase.
Website B, on the other hand, offers you with product specifications as well as a full comparison with other similar products before prompting you to connect with a live person who takes the time to explain the benefits and drawbacks of each product to you. Which of these websites are you most likely to use to make a purchase? I’m sure you favor the former.
Conversational marketing, when done effectively, may help you create strong relationships with prospects who will eventually convert into leads. Hubspot was able to get 20% more qualified leads for their business by integrating live chat as a communication channel.
Chatbots and conversational marketing are distinct concepts. Additionally, there are various digital assistants (such as Google Assistant, Alexa, Cortana, and Siri) that are developing conversational AI technologies.
We can connect with search engines in the following 3 ways in addition to asking chatbots questions:-
Marketers who want to use “Voice Assisted SEO” tactics might focus on the voice-based search of the three categories listed. Therefore, marketers must switch their attention from chatbots to voice-assisted search when “organic search” is involved.
What would happen if a chatbot displaying a certain product suddenly appeared on your browser screen and interacted with you without you realizing it was an advertisement?
“Conversational Display Ads” are a new invention from Google-incubated Adlingo.
It is obvious from the graphic above that the company will have a new digital channel to promote its products with a conversational experience. The analytics data of “buyer intention,” “previous experience,” and “demographic facts” will be available to marketers with a set number of conversational advertising on various platforms.
The platform where advertisers may combine chatbots with their display ad format is called Adlingo. It’s interesting to note that Adlingo has no ownership or influence over any chatbots.
To create conversational ad experiences, they are simply letting marketers use partner chatbot platforms like Dialogue Flow, Microsoft Framework, Live Engage, Valassis Digital, and Live Person. To serve ads via a Google ad network, Adlingo employs the programmatic model. On every conversational ad campaign, the marketers will be charged using the CPM pricing model.
This is the initial stage of connecting with website visitors. You can create a chatbot that will engage website visitors in a polite dialogue rather than using intrusive pop-up ads or tedious lead generation forms.
Chatbots are a strong solution because they can be personalized depending on your brand’s voice and the behavior of your target audience. They can either be artificial intelligence-powered or programmed.
Everything is dependent on the script of the chatbot and the user’s intention. This discussion might direct your audience to enter your sales funnel as leads or brand-new clients.
Because they are automated and able to provide service around the clock, chatbots are extremely powerful. Additionally, you can alter the discussion based on several factors. Chatbots can be used as a customer care tool to respond to questions about your goods or services or as a lead generating and sales tool to collect emails and help your users move through the buying cycle.
Chatbots will soon be able to completely communicate with visitors to your website thanks to developing AI technologies. As a result, they will effectively address the majority of queries and resolve problems currently handled by customer support representatives.
The focus of this phase is figuring out who your audience is. You must perform client segmentation to make sure that you just concentrate on quality leads to streamlining this procedure. Previously, your sales team had to invest a lot of time and energy into this process. However, by putting in place the proper marketing automation system for your email nurturing to qualify your leads, you can now create and sustain a relationship with them thanks to AI.
There are numerous strategies to qualify and segment leads. In the beginning, you can create a chatbot that enables them to select one of the provided options or responses. You can tailor the material and make offers based on their response to better meet their needs. All you have to do is build up the proper chatbot script to ask qualifying questions and get this information.
Without the need for human interaction, chatbots can automatically track the behavior of visitors to your website. Because chatbots can instantly segment your audience based on your chosen properties, you don’t need to employ sophisticated analytics systems.
Finally, you can create so-called conversational landing pages where members of your team may interact directly with prospects and provide personalized responses to each of their questions via a chatbot or live chat.
The final and third stage is advised. When your chatbot begins interacting with website visitors and gathering information about them, it could be appropriate to hand the situation over to a human. The benefits of using bots are that they can carry out simple, repetitive activities and learn the preferences of your audience. However, human engagement may be necessary to take them to the final purchase stage of the funnel.
Your sales team will have a lot better understanding of all customer categories, including how they behave and what they expect, once you have gathered all the pertinent information. By personalizing the buying process, your sales representative can eventually turn your prospects into customers. When your chatbot has completed the automatic qualification stage, you may design it so that it offers a call or chat with your sales representative.
1. Choosing The Questions and Answers
The key to solving this issue through the various channels, be it online chat, chat with a bot, or even live-streaming, is to understand the audience and the kinds of questions they are likely to ask. The system should be pre-recorded with the appropriate responses for any queries that the audience is likely to pose about the businesses. When it comes to conversational marketing, you are aware of the goal or the help you will offer through chat.
Attracting any customer requires personalization. A customer can convert and go in the correct direction at the appropriate time with the help of personalized chat, depending on what the consumer is likely to ask for, where they are on the page, and their previous behaviors. Building client relationships is greatly aided by relevance and precise responses. The dialogue can be optimized to go in the direction of the findings by timely experimenting with chatbot-based communication
3. Asking for Feedback
You can post the conversation and request feedback on the chat interface. In addition to helping the tools run more efficiently, it will provide the customer with a sense of voice.
For example, a chatbot is to be used if a website has a target timer of a popup message when a visitor is on the same page for more than a minute.
Feedback from customers will probably reveal whether chatbot assistance was beneficial. The timer can be reduced, or they can explain that they were searching for a simple way to make a phone call to reach an executive the entire time. The organization turned to improvisation as a result of the conversation’s failure to provide any concrete assistance based on their experiences.
We have learned a lot about conversational marketing from this blog. We made an effort to comprehend its significance, advantages, tactics, and metrics for measurement. You should seize this opportunity because this marketing strategy is becoming more and more popular. Additionally, buyers anticipate that their experiences will be tailored to their needs and preferences. A fantastic way to accomplish that without making significant changes to your overall marketing plan is through conversational marketing.
Deepak Wadhwani has over 20 years experience in software/wireless technologies. He has worked with Fortune 500 companies including Intuit, ESRI, Qualcomm, Sprint, Verizon, Vodafone, Nortel, Microsoft and Oracle in over 60 countries. Deepak has worked on Internet marketing projects in San Diego, Los Angeles, Orange Country, Denver, Nashville, Kansas City, New York, San Francisco and Huntsville. Deepak has been a founder of technology Startups for one of the first Cityguides, yellow pages online and web based enterprise solutions. He is an internet marketing and technology expert & co-founder for a San Diego Internet marketing company.