As your business grows, one thing that becomes important is your marketing strategy, part of that strategy should consider the efficiency of automated marketing. But wait, we know that consumers do not like to buy or use services sold to them by bots and automated messages, so how do we combat that? Marketers are now implementing a new strategy: Conversational Marketing, an effective and efficient tool that allows businesses to automate some aspects of their marketing while still giving customers the all-important human interaction.
Read on to find out what conversational marketing is and why you should incorporate it into your website. Still yet to build your website? Let MangoMatter guide you into building your own website from scratch.
What is Conversational Marketing?
Conversational marketing is when businesses or marketers make connections with website visitors in real-time. Instead of using one ended forms to grow your lead generations, conversational marketing takes a one-to-one approach to garner relevant information about customers and site visitors. The biggest form of conversational marketing is by chatbots or live chat.
In recent years we have seen that marketing has become more data and analytics-driven and while this important and valuable information for businesses, it has seen a move away from the more human strategies of marketing. Conversational marketing not only makes the marketing sales process easier, but it also connects marketers back to a more humanised approach of marketing and overall it provides customers with a better and more personal customer experience whilst also collecting data and building analytics.
Chatbots / Live Chat
Chatbots have become a popular way for businesses to stay present on their website when customers need help and advice. This piece of artificial intelligence has changed the online customer experience and conversational marketing is one of the best uses of Chatbots.
Marketers can use Chatbots to talk to customers that either wants to contact customer service or they can be used intuitively as pop-ups in instances where a customer may appear to need support. Chatbots work by using requests and questions to learn how to speak to customers with a natural and detailed response as a real person would. Marketers can do this by creating a question and answer process that will guide the website visitor to the right destination. These bots are programmed to be intuitive to personalisation, usually, they will ask the site visitor’s name and use it accordingly. Overall, the aim is to give the visitor the feeling that they are speaking with a sales advisor, one-to-one. Marketers can use the data from the questions and responses of customers for analytics and to improve products and services by categorising customers using interest and behaviour.
Here are some examples of what this might look like on a live website:
If a customer has built up a shopping cart online but they have been on the website for a long time without purchasing their items, a Chatbot might pop-up asking if they need any assistance or if they would like to look back over their shopping cart. This will feed back customer behaviour data.
The most common use of a Chatbot in conversational marketing is customer support. Say a customer is shopping on your website and they want to know more about an item before purchasing it. If you have a live chat option on your website they can contact you via that chat, but in actuality they will be speaking to a Chatbot that will advise your customer using data from your website, using a tone that mimics true human interaction.
At the end of the conversation sometimes site visitors might be asked to fill out a questionnaire, questions can span from “How would rate this service” to “How did you hear about us” this is a valuable opportunity to ask customers data-driven questions that may be hard to garner from a basic form sent, for example, through an email campaign.
Why should you think about incorporating conversational marketing into your website?
Grow your business while maintaining human interaction
Keeping that personal touch can be difficult when scaling your business, growth comes with more tasks of which your time needs to be distributed. Answering questions from customers is a huge part of keeping your business running smoothly since customers are much less likely to buy from businesses that do not respond quickly to questions and requests. Conversational marketing gives allows you to keep the balance of human interaction and allows you to dedicate a little more time to grow your business.
Get to know your customers
We all know it’s a tedious task to get consumers to fill out forms, they are also high impersonal, conversational marketing allows marketers to identify two key factors in marketing need and interest. What does your customer need? What products/services do they like? And how did they hear about your business? The answers to these questions, provide vital insight into your customer base and where the gaps in your business and the market are.
Give your sales/marketing team more time to implement targeted marketing strategies
Without the need to directly speak with customers, sales or marketing teams can pick up the data collected through your Chatbot. This gives them more time to focus on the information they have, to work out trends and categorise their new knowledge. Once they’ve done this, they can identify areas that need work and areas that currently working. For example, if a sales team can identify a pool of customers that are interested in your business but aren’t buying products, your team might look at what are the deciding factors, how they can improve your service/products and then implement a new strategy.