Conversational marketing is a form of marketing that centers on creating interactive conversations between brands and customers. This strategy is usually employed in order to boost online business conversions, which happen when customers or website visitors complete desired actions that benefit the brand, such as making a purchase. It is a way for brands to engage with their audience, gain insight into their preferences, and build meaningful relationships.
Benefits of Utilizing Conversational Marketing
Conversational marketing offers a number of advantages that are typically associated with providing excellent face-to-face customer service. These advantages include providing more personalized attention, building trust and rapport, and enabling customers to ask questions in real-time. Additionally, conversational marketing can help to reduce customer service costs, increase customer loyalty, and improve customer satisfaction.
Lead the Way in Digital Experiences
Implementing digital techniques can help companies not only stand out as industry innovators but also set a higher standard for customer experience. Companies can improve the online purchasing experience by utilizing conversational marketing solutions, providing a better user experience, and utilizing standard technology to collect customer feedback. Doing so allows businesses to gain a better understanding of their customers and create a more personalized experience.
Maximizing Customer Service in Call Centers and Retail Locations
Conversational marketing is an innovative way to manage digital leads effectively. By utilizing technology, you can quickly assess the potential of leads and link them to the right personnel to advance the sales process. Additionally, conversational marketing helps customers by providing conversational tools to guide them through the customer journey.
Increase Conversion Rates
By engaging customers in conversation, you create a greater likelihood that they will make a purchase. The use of conversational marketing tools, such as chatbots, can help to break down the barrier that can exist between a customer and a sales team. These tools enable customers to connect with a sales person immediately, creating a much more positive buying experience and increasing the chance of conversion. This is in contrast to simply providing a submission form, which may be subject to a higher abandonment rate.
Maximizing Cross-Selling and Up-Selling Opportunities
Gaining an understanding of buyers’ needs is essential in order to identify high-value up-selling and cross-selling opportunities. By engaging with buyers and combining this knowledge with the staff’s expertise, it is possible to determine which telecoms bundles are the most beneficial to them. This allows companies to tailor their offerings to the buyer’s preferences, resulting in a better overall experience.
Customer Satisfaction Increases
The customer experience throughout the purchasing process is just as important as the product or service itself when it comes to customer satisfaction. It is important to give customers the flexibility to interact with your company in a way that is convenient for them. This could be making use of chatbots or video calls, rather than forcing them to wait for callbacks or visit a FAQs page. By providing customers with a better buying experience, their satisfaction will be increased, leading to more referrals for your business. Measuring customer satisfaction with the purchasing experience can be challenging, but it is essential to keep this in mind.
Reduce the Sales Cycle
By engaging with qualified leads in real-time via chat or phone, rather than relying on traditional methods such as forms or emails, you can drastically reduce the amount of time it takes to convert a lead. This conversation-driven and dynamic approach not only builds trust faster, but it also allows you to communicate more information in a shorter period of time. As a result, you can speed up the lead conversion process.
Conversational Marketing Examples
LinkedIn has transformed from a professional networking platform to an invaluable marketing opportunity. Engaging with your target audience on LinkedIn allows you to build connections, relationships, and trust that can help your business succeed. Through thoughtful conversations, you can promote your brand and create meaningful connections that will help drive your business forward.
Nat Geo
National Geographic launched a new show in 2017 titled ‘Genius,’ an anthology about Albert Einstein. To promote the show and raise awareness, the company opted for an innovative conversational marketing campaign via Facebook Messenger. Upon texting the channel, users were met with witty replies in Albert Einstein’s voice, prompting a high rate of re-engagement at 50%.
Marvel
Marvel used conversational marketing to make it easier for customers to purchase tickets for their films Antman and the Wasp and Avengers: Infinity War. When someone commented on a promotional post, a Chatbot was activated to guide them through the process. The Chatbot asked the customer for their details and directed them to the payment page, making the process quick and effortless.
eBay
Voice assistants have made online shopping easier than ever before, and eBay has taken advantage of this with their large inventory of products. By simply saying “OK Google, ask eBay to find me…” customers can quickly access eBay’s products and services. eBay’s integration of voice assistants with their services has been a great success, giving customers a seamless and convenient experience. This has allowed eBay to gain more customers, as well as positive feedback from those customers.
Domino’s
Domino’s AnyWare is a revolutionary way to order a pizza. Customers can now conveniently order a pizza using various apps, such as Slack, Alexa, Facebook Messenger, or Twitter. All it takes is a simple tweet, and Domino’s will deliver your pizza right to your door. This service began as a simple delivery when customers tweeted an emoji, but has now become an easy, streamlined way to order Domino’s pizzas.
Sephora’s Virtual Artist
Sephora has become a favorite amongst makeup enthusiasts due to its expansive range of cosmetics and beauty care products. The company’s success can be credited to its exceptional marketing strategies and campaigns. To stay ahead of the game, Sephora recently upgraded its marketing strategy with Virtual Artist. This feature allows the user to upload a selfie and then apply various products to the image. The whole process is streamlined, allowing the prospect to purchase the products without any hassle.
Conclusion
Personalized one-on-one conversations are a great way to build customer relationships, increase loyalty, and provide excellent customer service. Through conversational marketing, you can start having two-way conversations with your customers, resulting in increased engagement, sales, and satisfaction. Not only can it improve your sales funnel, but it can also help generate more revenue. To make the most of conversational marketing, digital marketing plays an essential role. Take your digital marketing skills to the next level with our PGP Digital Marketing program in partnership with Purdue University. Learn top digital marketing tools with our online marketing course, featuring Masterclasses from Meta and Purdue experts. Enroll today!