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June 06.2022
6 Minutes Read

What is Conversational Marketing?

Conversational marketing is based on one-on-one real-time interactions across multiple channels. By communicating and customizing interactions online, you can strengthen customer relationships and improve your online customer experience.

These personalized conversations are made possible through the use of live chat, chatbots, and messaging apps.

Conversational marketing has become more accessible thanks to chatbots in particular. The two solutions are frequently grouped as the same thing, but chatbots are only one component of conversational marketing; just like a football goalkeeper, you wouldn't argue that they make up the entire team.

A conversational marketing strategy can include any form of two-way communication, such as phone and email. Despite the fact that messaging is now the most popular way to communicate with and reach out to customers. People love to chat and expect instant responses, which is why messaging apps like WhatsApp are so popular.

The key to conversational marketing is determining and understanding your customers' preferred channels, and then adjusting your tone of voice accordingly.

Dialogue with chatbots and live chat is typically informal and mimics a casual conversation.

Inbound marketing vs. conversational marketing

Is there a distinction to be made between inbound and conversational marketing?

Both yes and no. Conversational marketing is frequently regarded as a component of an inbound marketing strategy.

Inbound marketing is a "pull" strategy for attracting customers through the channels they prefer. Conversational marketing, on the other hand, is the practice of conversing with customers through these channels.

It is how you interact with your customers by giving them control over when, how, and where they communicate with your company. Both are customer-centric by nature and complement each other.

Conversational marketing with chatbots

As previously stated, when people think of conversational marketing, they immediately think of chatbots.

To be sure, they play an important role in the implementation of conversational marketing as a communication channel. This is due to the fact that chatbots use a conversational approach to simulate face-to-face interactions.

Chatbots today come in a variety of shapes and sizes, with varying capabilities and levels of advancement, ranging from chatbots with AI capabilities to less advanced bots such as button-based bots.

Chatbots are frequently used in conversational marketing to automate the process of gathering data, providing information about products/services, and qualifying leads further.

Because chatbots are becoming more common on websites and social media platforms, customer expectations are bound to rise. As a result, bots must demonstrate that they are efficient in communicating and provide the value customers seek.

The Benefits of Conversational Marketing

When done correctly, conversational marketing offers numerous advantages that can give you a competitive advantage in your market.

1. Enhanced customer service

First, conversing with your website visitors allows you to learn more about their needs and pain points, as well as gather the information you need to qualify them further.

You'll be able to adjust your communication, send relevant, targeted messages, and interact with them in a meaningful way based on what they're interested in and where they are in their buyer's journey.

These meaningful conversations can be conducted 24 hours a day, seven days a week to assist you in building trust in your company throughout the purchasing journey and further developing relationships with your customers.

2. Enhanced lead generation

By providing an interactive way for customers and prospects to interact with your company, you can improve customer experiences and convert more visitors into paying customers.

When you ask the right questions at the right time, conversations not only help you convert leads but also qualify them for your sales.

3. Move buyers through your sales funnel more quickly.

When your marketing activities are integrated with your sales team, you can be confident that you are effectively moving buyers through your marketing and sales funnels.

Bots can send qualified leads directly to your sales agents via live chat, as well as schedule sales meetings in real time.

A marketing strategy based on conversation

The best conversational marketing strategy should be chosen based on your company's business objectives.

These goals define what you hope to accomplish with your conversational marketing.

It's a good idea to start by considering what kinds of conversations you'd like to have with your audience and what problems you're attempting to solve with these strategies.

Determine your channels and Q&As

Knowing your audience and their needs can help you decide what kind of channels you need and for what purpose, whether it's to answer general FAQs, provide information about your products or services, assist in the finalization of a purchase, or promote gated content or demos.

The type of questions and answers your bot should cover should be determined by the information your sales team requires to qualify a lead.

The nature of the questions is determined by your objectives and should be tailored to the various stages of the customer's journey.

Personalize and optimize

By personalizing your dialogues depending on their behavior and where they are in their customer journey, you can show your consumers the right material in the right channels at the right time.

People like it when they can communicate authentically and see relevant and timely information. As a result, the client relationship can be strengthened.

You must always optimize your marketing dialogues to get the most out of your plan. It's all about testing once you've launched a chatbot. You'll need to examine the data from the discussions, as well as your customers' journeys and levels of engagement, and make changes to the conversation flows as a result of your discoveries.

Then restart it and go through the procedures again.

Make a feedback request.

Collecting input from your customers and prospects is critical for furthering the development of your conversational strategy.

It can highlight flaws and places for improvement, as well as assist you in creating more meaningful interactions and so improving the client experience.

What is the best way to use conversational marketing?

As a result of our experience assisting organizations with the implementation of chat channels, we've received valuable insight into how to best employ conversational marketing and best practices for getting started.

If you're wanting to start a dialogue with your website visitors, here are a few of our suggestions:

First, pick a place where you want to have your conversations.

Choosing the sites where you want your conversational bot to engage with your visitors is the first step in putting your conversational marketing plan into action.

Choose the pages that receive the greatest traffic and visitors who are most likely to buy to maximize the number of interactions and your outcomes.

Then, think about how you want the dialogue to flow.

Then, once you've decided where you want your bot to go, you can start planning the bot's conversation flow.

Determine what sort of information you need to ask for and how many questions you need to ask based on your conversational marketing strategy and the stages of the customer journey of page visitors.

Keep talking basic in all of your different conversation flows for a pleasant customer experience.

People anticipate a pleasant connection with your organization, and they want answers and direction as soon as possible.

Are you ready to incorporate conversational marketing into your marketing strategy?

Conversational marketing can assist you and your customers across the whole online customer journey, from a visitor interested in self-education to a prospect seeking product information and an established client seeking assistance with a new purchase.

Start attracting the ready-to-buy qualified leads you need, shorten sales cycles, and move your web leads through the buyer's journey more quickly. Through these meaningful contacts, you may build trust and strengthen your customer connections.

Reference:

https://www.giosg.com/blog/what-is-conversational-marketing

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