What is Conversational Marketing?

In this day and age, we move fast and want answers quickly. Gone are the days of waiting for people to get back to us or making it hard for us to get answers. The same is true when speaking to your customers. 

It all comes down to how quick you are and how simple your process is. Get it right and you better your chances of turning a lead into a conversion.

Enter Conversational Marketing.

What is it?

In a nutshell, it’s an automated conversation with your website visitors. It is a personalised approach to moving buyers through your marketing and sales funnels by using the power of real-time conversations. 

Instead of having potential clients go through lead capture forms and wait days for a response, conversational marketing uses targeted messaging or chatbots to engage with visitors to your website. 

According to Drift.com, the B2B buying process has become cold, impersonal, and way more painful for the buyer than it needs to be.

Buyers and customers don’t have time for this anymore, and the numbers show it:

  • Only 43% of people answer cold calls.
  • The average email open rate has fallen to 20%
  • The average landing page conversion rate is only 2.35%

So how do we fix the problem?

Conversational marketing ignores conventional one-way marketing tactics by having two-way conversations with clients. Brands can listen to their customer’s wants, needs, and questions so they can respond in a personal manner instead of with links and redirects. 

The outcome of these conversations is higher engagement, brand awareness and loyalty, and in turn, sales.

How does it work?

According to Whisby, it is all about connecting your marketing activities directly with the sales team, ideally through one platform, so the user has a smooth journey down the funnel. 

We’ll focus on the two main channels, namely, Chatbots and Live Chat.

What are Chatbots?

Wpforms.com describe chatbots as artificially intelligent software programs. They use natural language and pre-programmed responses to have a conversation.

And they do this by using conditional logic, which you get to set up and control.

Chatbots are a popular way to use conversational marketing as they don’t require anyone to respond to the user and is generally a more budget-friendly way to get started.

What is Live Chat?

Helpshift describes it as a tool for customers to communicate with sales representatives in real-time. Instead of speaking with a sales rep on the phone, visitors can have a live interaction with agents in a chat box within a browser.

It’s a popular option because visitors can get answers to their questions right away. As it is not automated, it will require a human being to answer the user’s questions though.

Top Tip:  Both Chatbots and Live Chat can also be used to provide content that educates your audience on your services or product offering.

Conclusion

While Conversational Marketing saves your clients time and ease of use on your website, it also has benefits for you. 

Here we’ve summarised a few benefits of using conversation marketing to capture and qualify leads:

  • You create a more human, two-way experience.
  • Get instant information about your users.
  • Convert more and better leads because you’re interacting with people who would’ve possibly abandoned your site due to not wanting to fill in a form.
  • A shorter sales cycle.

Do you require assistance setting up Live Chats or Chatbots on your website? Get in touch; we look forward to working with you.

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