What is conversational marketing? All of us have some initial answers to this question. And of course, everyone is correct. This is a marketing strategy that is made through conversations, whether it is a real-life or chatting with mobile phones and apps. Everybody knows that word-of-mouth is the best way of spreading information and this can be served to have better marketing results. In this blog post, I am going to answer this question in-depth as well as provide interesting examples of conversational marketing.
Eventually, what is conversational marketing?
This is a way of engaging your audience, whether it is a website visitor or existing clients, with chattings and dialogue with the help of messages and chatbots. This is already a popular way of communication and different companies are based on the following service providing innovative solutions to businesses. The purpose of this process is to make sales just like any other funnels of marketing. And the most fascinating fact is that the following tool makes quick sales due to the power of real-time communication.
Some Conversational Marketing Channels
Let’s first describe the process of how conversational marketing comes into reality.
The whole story begins with a little chatbot on the right corner of the website. The aim of this step is to be engaged in a conversation and a chatbot starts asking simple questions in order to understand the real insights of a client. What is the purpose of visiting a website, does he/she want to buy from you or not at all? The first phase is important as its starting point of conversational marketing. The chatbot either completes the sales process or gets the user to the right person, who will answer complex questions and requests.
Here comes the second phase of live messenger or video when a customer needs to have a complete answer to his/her questions, and the salesperson or assistant must satisfy the needs of the customer, whether it is with the help of live messenger or live streaming video.
Using emails for marketing purposes is very popular nowadays and conversational emailing is one of the most common ways of spreading your word. And emails with the tone of conversations are what bring final sales. The friendly tone makes people interested in the content. The content itself has all the requirements, the free ebooks, different call-to-actions, links to blogs, and all these are written in a conversational style.
Another way of targeting clients is doing everything to make them call your salespeople and understand clearly what you can provide them.
Different types of email flows are created to make us interested in an offer. There is the first email, which describes clearly what service they can provide us. Then after analyzing the email open rate, there comes 2nd, 3rd, and many others and they tell us why we should not lose our opportunity to subscribe to a service, the last offer, and so on. The email flow here finally makes you interested in the following service or product.
Everybody is aware that SMS has the highest open-rate 98%, and this means that it has the highest chances to make people involved in conversations. Sending people offers and waiting for some responses is where SMS marketing wins. But SMS is not like email, where you need to give clear call-to-action, and prospects will click to a link or just take the phone and to call the business and ask about the interesting offer. It is not the same when a conversation takes place in the apps like Viber and Whatsapp, where chatbots can direct conversations to the final destination, of course, the sales.
Some Benefits of Conversational Marketing Platforms
At first, it provides a better buyer experience, and you are able to engage customers immediately after they visit your website. As if a seller greets you and asks about their interests and issues.
Collecting important information about your potential customers and leads. From here you can find out their interests and especially what features of the service interest them the most.
Making sales becomes rapid, shortening the sales funnel dramatically. After a conversation, users are keen to make quick decisions when they have all the answers to their questions.
Improves the conversion rate, some reports claim that the following pipeline brings more clients improving the rate from 15% to 20%.
2 Examples of Conversational Marketing
The Hubspot conversational marketing
They provide us all, both email templates and easy chatbots to make the marketing world more accessible. Of course, their sales and marketing combinations provide us real-time communication with potential customers which of course will lead to final sales.
Moreover, Hubspot used messenger to register for their four days of Facebook Campaigns.
London & Company conversational tactics
The company simply used chatbot options instead of forms for collecting useful information about their leads. The ordinary and friendly style of this trick increased the engagement rate and user-friendliness of this campaign.
They launched the Freddy Fleshbot where customers could chat with Freddie with a chatbot.
Freddie is a super function chatbot that provides recipe ideas, answers to frequently asked questions. The chatbot does a great job at the time of the delivery process responding to all requests.
Overall the following tactics of conversational marketing is a complete adjustment to your general marketing strategy, especially when you have useful online tools that will obviously help businesses.