In 2020, making personal communication a part of your marketing strategy isn’t just an option but an industry standard. When a prospect lands on your page, the expectation they have is to find all they need and be adequately taken care of as they move from one point to the other. Conversational marketing is what improves a user’s experience and interpretes to more sales for you.
In this ultimate guide, we’ll share everything you should know about conversational marketing.
What Is Conversational Marketing?
According to a research by Hubspot 77% of customers recommend a brand to a friend after having a positive experience, and including a personalized consumer experience can increase your conversion rate by 8%.
Conversational marketing is a personalized approach to doing business online and in real time. It’s a process that moves buyers through marketing and sales funnels by making real-time conversations and using the power of one at a time questions to make them feel at home and in safe hands.
It’s an automated conversation with your website visitors, where you get to ask them different questions based on their previous answers they’ve provided which further helps you know specific details about them at the same time that they engage with your business.
This approach helps to build a stronger relationship with your audience from the beginning by identifying their pain points and personalizing the interaction instead of using mass communication. It’s not a new approach like we mentioned earlier, it’s just gaining traction now as there are more means to utilize it better.
Benefits of Conversational Marketing
Having conversational marketing as a strategy doesn’t disrupt other processes you have set in place. It can easily serve as an alternative to what’s already working for your business with regards to lead generation, sales, and customer service.
Some of the primary benefits of implementing conversational marketing includes:
- Gaining new, valuable insights and Collecting more accurate data about your customers
You don’t get to know what your customers want in their own words with a website or an advertisement, only conversational marketing gives you that. And with conversational marketing, you can gather that data at scale, especially if you use messaging channels that are capable of recording data. It allows you to optimize for better customer interactions, product improvements, more helpful content, and more.
With consumer data, you can define trends and make more informed decisions. The information you get from live chat not only helps solve the immediate customer’s concerns and keep them on the site but also helps to determine if you have a part that needs fixing.
Conversational marketing data also helps to recognize customer pain points and other opportunities that would help your business grow.
- Getting answers to your customers in a more delightful way
People are constantly on their phones, hence a significant increase in the use of mobile to shop and make purchases. This means that people are interacting more with mobile friendly video content and messaging based interactions. Conversational marketing channels like messaging apps and email are innately mobile friendly and it’s usually a lot easier to chat with a rep or even a bot to get an answer than spend time scrolling and clicking through a company’s website.
- Building stronger relationships thanks to personalization.
conversational marketing is a way to show off your brand’s personality in a way that’s convenient for your customers. You can give your messaging conversation a personality that reinforces your brand through copywriting, images, emojis, and videos. Customers and prospects only interact and engage constantly with a brand if they find it enjoyable and easy.
Other benefits to conversational marketing;
- Available 24/7 and can be automated.
- Saving time.
- Improving customer satisfaction
- Generating leads and sales through new channels.
Conversational Marketing Framework
Now that you know the benefits of conversational marketing, let’s take a look at the conversational marketing framework.
Understanding your audience is an important step in conversational marketing. Creating customer segments and ensuring you can focus on qualified leads helps you set the right flow for your conversations. With chatbots, you can qualify and segment your leads easily. They automatically monitor the behaviour of your visitors and segment based on your chosen properties including geolocation and language, visited/viewed pages, interaction with customer support, browser, and cart abandonment.
At this stage, you get to connect with people who lang on your page. An alternative to using the usual pop-ups is making a chatbox available to start a friendly conversation with your website visitor.
Chatbox provides a powerful solution as they can be personalized based on the brand’s voice and audience behaviour. Another great thing about chatbox is that they can be automated and made to be available 24/7 with a customized conversation based on the various perimeters.
Chatbots can also serve as a customer service tool for answering questions about your product or service or a lead generation and sales tool collecting emails and helping your users go through their buyer’s journey. They are also non-invasive and can be highly personalized to each person interacting with them.
Tips for Using Conversational Marketing Successfully
1. Choose the right ecommerce platform.
To make conversational marketing a part of your sales process, your store’s platform has to enable a third-party app integration to install chatbots. Whether its an old business or a new one, you have to ensure that you have a chatbox you can customize in a way that matches your website design in order to create a coherent brand look and feel.
2. Humanize your chatbots.
The amazing part about automating your chatbox process is that you never have to worry about them maintaining a good mood or taking days off. Although chatbox can’t fully replace human interactions, they get pretty close to making conversations with users convenient and enjoyable. For you to enjoy this, you have to ensure you design them to be user-friendly. There’s a need to humanize your chatbox so that website visitors don’t feel silly interacting with them. At the end of each conversation, the personal experience with your chatbots should be equally or more satisfying than an interaction with your team’s members.
3. Conversations are scalable.
Conversations happen on customer-time and that means that all conversations need to be scalable. A customer isn’t bothered by the number of other complaints or enquiries you have to deal with, they only care about the issue they need to be solved. Lack of manpower shouldn’t limit you from attending to every customer, this is where having a chatbox comes in play. It makes 24/7 support possible by providing answers to common questions based on data that already exists. Businesses shouldn’t sacrifice human interaction for scale. Rather, bots offer quick access to information or a human.
3. Integrate with your email marketing and social media.
Its important to use to your advantage the data on your website visitors that will be gathered by your chatbox. There will be data on their behavior and you can segment based on that. Integrating conversational marketing as a part of your marketing channel can help you launch a personalized email campaign to nurture and convert leads into paying customers.
4. Conversations meet customers where they are.
We all know that Inbound Marketing is about providing value to your audience and meeting them where they are. Conversational marketing is just a part of that now as conversations can be made to happen on the channel that best suits your customer.
5. Focus on user and customer experience
You should focus on the customers journey when implementing sales conversations in your marketing strategy in the form of chatbots’ interactions. You can optimize the process to make the experience convenient and enjoyable. Ensure that your chat box are not randomly triggered and eah script should be designed to guide the person interacting with it and make the customer journey smooth.
6. Monitor and adjust the process.
It’s important that you actively monitor the whole process. Conversational marketing is an approach that might require experimenting a bit before you master it. Don’t leave out your traditional lead forms while you’re at it and find a way to combine multiple marketing approaches to achieve better results.
Do a process review regularly, collect feedback from your users and make adjustments as you go. Conversational marketing can become a powerful part of your marketing operations if you integrate it well with other strategies.
How Conversational Marketing Will Grow Your Business
We now know that conversational marketing is all about improving personal relationships, but how can businesses actually start to build out a strategy for success?
- Your CRM and Conversational Marketing
The CRM of every business is like a digital memory that allows you to have conversations with customers on a personal level like you know them.
A conversational marketing strategy is successful if it depends on fast and reliable access to a shared knowledge base that includes data such as communication history and necessary customer information. Companies who want to try conversational marketing need a way to store and organize their data in order to have more seamless interactions with customers. A CRM helps you organically promote events and products, distribute content, and provide support all through chat.
- Adding Automation with Chatbots
After setting up your CRM, you have to think of how to scale your conversations and chatbots help with that. Adding automation with chatbots is important in keeping up with a volume of conversations and to have a fighting chance at constant support.
Customers expect to be able to connect with businesses whenever they need to. Understand that while chatbots can do many things, they should never be used as a barrier between customers and a human. 86% of consumers want the option to transfer to a representative if their request is too complicated for a bot to handle. Bots can’t replace human talent, but they can help augment teams during off-hours or when conversation volume is too much for a small group to handle.
An Inbound Approach to Conversations
Developing a conversational marketing strategy can take time as it isn’t something you can set and forget, you have to continuously optimize your strategy to see the best results, but there are certain things you should keep in mind:
While personalization and contextualization are important, it’s important not to get too caught up in personalizing your messages. Standardizing elements of conversations helps bring a level of professionalism and consistency to your business. Conversations should be repeatable and predictable, you have to figure out your customer’s most frequently asked questions and draft approved answers for bots and marketers to use.
When involved in a conversation, we often have to deliver the right answer before proceeding to correct the problem. The business should empathize with your issue and assure you that they understand the problem before they can move forward with providing a solution. Empathizing helps customers feel valued and heard.
It’s crucial to optimize. You should be able to learn from your past conversations to help you improve them in the future. Optimize for the strengths of the channel and aim to provide answers that people would receive in a real, one-to-one conversation.
Listen to your customers and observe their behavior as you build out your strategy and make changes where needed. Conversational marketing is an iterative process, take time to ask your customers for feedback. This will help you delight your next customer. Remember, be impactful and help add value to your business with every conversation.
Measuring Your Conversational Marketing Efforts
To see if your results are satisfying, there are a few key factors you should closely monitor. This will also give you a good idea about what needs to be improved and adjusted.
- Increased lead engagement.
To measure how active your customers are when interacting with your business, you should monitor metrics such as chatbots interactions, the time spent on your website, or a number of collected emails. It’s likely that people who have interacted with your chatbot trust your brand more and are more active leads
- Lower customer acquisition cost.
You should also pay attention to your customer acquisition cost. Your data should provide answers to questions that tell what the CAC was before and after implementing conversational marketing and if you’ve been able to close more deals thanks to automating your sales process. Monitoring this factor will help you understand how chatbots are contributing to your company’s growth.
- Shortened sales cycle.
Using conversational marketing helps you to automate your sales process and shorten the cycle. They can also follow-up with whoever interacted with them in the past. When your website’s visitors can get all the important information about your product or service via chatbot conversation, they can make a purchase decision much faster.
This is why it’s important that you compare the time used for closing deals before and after implementing this solution for your business.
As conversational marketing gains more popularity, it’s important that you don’t miss out on this opportunity. It’s a great solution that companies can use to automate customer service and manage operations easily.
Customers want to experience personalized attention to their needs and want, conversational marketing is a great way to make that work without affecting or changing other marketing strategies you have in place for your business.