How Conversational Marketing is changing the world of online sales and how it’s better than traditional marketing.
If your work involves marketing, you are familiar with these problems:
- Leads are dropping off at different stages of the funnel;
- Standard marketing tools no longer allow you to meet KPIs for leads and sales;
- Users expect you to respond to them instantly across all channels – on-site chat, social media, messengers.
Conversational Marketing will help solve all these problems. It will allow you to attract more targeted leads, understand what they want, quickly move them through the funnel and increase company profits.
What is Conversational Marketing?
Conversational Marketing is a modern, personalized approach to marketing, based on chat on a website and messengers. In Conversational Marketing, communication is built around the customer – the business does everything to offer the customer an effective solution to their problem as quickly as possible and to make communication as convenient as possible for them.
Conversational Marketing differs from traditional marketing
In Conversational Marketing, everything is customized. You can automate his entire journey through the pipeline. The manager only has to prepare and call the client to demonstrate the product.
Let’s find out how Conversational Marketing can help you increase the number of leads and what mechanics you should use to do this.
Get more leads using chat and chatbots instead of forms.
1. Start a dialog first
Thanks to the chat, you can communicate with the user directly on the website instead of making him fill out a form and wait for the manager to call you. It doesn’t have to be the user who initiates the dialog but starts it first. For example, propose:
- sign up for a demo;
- download a relevant lead magnet;
- talk to a manager who will help you choose the product;
- find out about the latest product updates, promotions, or discounts;
- understand how to use your service.
2. Personalize the message
For example, show messages on the Landing page with the highest conversions. You can also highlight the necessary segments of users:
- viewed a certain number of product pages or linger in the product catalog;
- have visited your site for the first time or, conversely, have visited it for the fifth time;
- have read a specific email or pop-up;
- read several articles about one of your products;
- ordered the same product more than twice;
- ordered for a certain amount of money.
3. Communicate with the client when and where it is more convenient for him
Because Conversational Marketing is a customer-centric approach, all communication must be tailored to the customer. Daytime, nighttime, holidays, weekends – the client needs to get an instant answer to their question at any time. A chatbot for your website can handle this task. It will automatically answer users’ simple questions 24/7, sign them up for consultations, and thus move them up the pipeline.
To communicate with the user where it is convenient for him, the chat on the site can be integrated with social networks and messengers. In this way, clients can communicate with the company not only in chat but also in their usual channel. Managers can work with dialogs from all channels in a single window and won’t miss anything. Dialogs with the same client from different messengers will be stored in his card in the service – this will make it possible to see the entire history of communication.
Find out what your customers want in minutes instead of days.
1. Qualify leads
The chatbot for the site will automatically qualify the user and relieve the manager of this task. It will ask basic questions that will allow you to identify the needs of the lead and assess how ready he is for a purchase. If the user is not ready for it or has technical questions, the bot will offer to read relevant articles or connect him to the support team.
2. Collect as much data as possible about users
When the sales manager joins the conversation with the customer, he will know not only the answers to the bot’s questions but also the whole history of the interaction between the customer and the company. He will better understand his needs and be able to offer the most suitable solution.
The collection of data and integration with analytics systems will help to learn as much as possible about your target audience. This allows all data about the user to be stored in his card in the service:
- where he came from;
- which pages he visited;
- which forms he filled out and what he wrote in them;
- what offers looked through;
- what questions hedoes ask support or other sales managers;
- as well as his contacts and pages on social networks.