The importance of social media and online resources have shifted the way to gain attention, earn trust, and communicate between businesses and consumers. Inbound marketing is about providing value to your audience and meeting their needs at their convenience. Interestingly, conversational marketing is a part of that now with the adoption of messaging and new tools and technology.
Conversational marketing is a new, personalized approach to doing business online. It creates two-way communication in order to enhance your consumer experience to connect and build relationships. Conversational marketing is proving to be a successful way to implement marketing to drive user engagement.
Conversational marketing includes the use of live chat, chatbots, and social monitoring to form genuine conversations and real relationships. It moves buyers through marketing and sales with one-at-a-time questions — a lot like an in-person conversation. This approach can also help expand your customer base, develop loyal customers and increase revenue.
Conversational Marketing Strategy Approach
Use the conversation marketing approach to develop a strategy that gives customers the personalized value they are looking for. The benefits allow you to be a part of your audience’s experience with mutual dialogue, rather than interrupting a consumer’s day with traditional marketing. It will help you to realize consumers who use their phone as their primary internet device have grown to prefer video content, social content and messaging-based interactions.
Developing a strategy may take time, but the key is to focus on how conversational marketing should be designed around the needs of the customer and not the needs of the business. Keep in mind that a successful strategy is dependent on fast and reliable access to a shared knowledge base.
Natural Conversational Marketing
Conversations need context and should get smarter as you are able to collect the exact information you need from your website visitors at the same time in which they engage with your business. This is important for two reasons; it is what customers expect, and context is what makes messaging convenient.
Context means gathering, storing and creating accessible customer data. This can include information anywhere from recent orders to visits to pricing pages to their job title. The more you know about the customer and can demonstrate that in the conversation, the more helpful you will be.
Tips to successful conversational marketing:
- Personalize – Conversations should be personalized with relevant shared knowledge.
- Contextualize – Necessary to help answer the right question — at the right time and in the best way possible.
- Standardize – Deliver clear, consistent answers across conversations and users.
- Empathize – Help your customers feel heard and valued.
- Optimize – Learn from your past conversations to improve future ones.
Always remember to analyze your answers and work to create the best possible experience for your customers. Once businesses collect consumer data, they can use it to define trends and make more informed decisions.
Helpful Ways to Manage Your Conversational Marketing
Conversational marketing is basically the more human way to get data from website visitors. It may not be easy to think about the process details when you are trying to keep up with the day-to-day demands of running a business. But do not forget that people tend to want answers as quickly as possible and with the smallest amount of effort. These two ways will help you to stay up to date on notifications and messages from customers, so you can maintain quick responses that will improve your customer service.
Two ways to help you manage conversational marketing:
1. Chatbots
Software programs that are designed with artificial intelligence that you can set up and control. The program uses conditional logic to form responses and have conversations with using natural language and preprogrammed responses. Chatbots are a popular way to use conversational marketing since no one is required to be attentive for responses.
2. Live chat
Live chat is an online software program that you can add to your company’s website. With live chat, it let users send a message directly to you or a team member in real time, but it is important to make sure someone is always available to respond. Focus on your customer first, meaning conversations should occur whenever the customer prefers. Live chat is a popular option for your visitors since they get their questions answered right away by an employee.
Sources:
https://www.bigcommerce.com/blog/conversational-marketing/#conversational-marketing-framework
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