MARKETING
Conversational Marketing
By Joe Nyutu
Conversational Marketing is a method of engaging with website visitors and converting leads via dialoguedriven activities . This style of inbound marketing puts a focus on interactions with the consumer , not simply one-way transmission by the brand . Conversational marketing is based on one-to-one interactions in real-time across multiple channels . It enables you to foster customer relationships and improve your online customer experience by communicating and customizing interactions online .
It is also where users interact and have conversations with brands through chatbots and voice assistants . It is also commonly used in online marketing campaigns , with click-to-messenger being one of the most popular options for paid advertising . Artificial intelligence and machine learning are the main technologies behind conversational marketing .
Meanwhile live chat , chatbots , and messaging apps are used to enable these personalized conversations . Chatbots in particular have made conversational marketing more accessible . Similarly , the two solutions are regularly grouped as the same thing , but chatbots are just a part of conversational marketing and any form of two-way communication , like phone and email , can be part of a conversational marketing strategy . Although today , messaging is the most popular way to get in touch and reach out to customers , people love to chat and want instant responses , which is part of the reason why messaging apps like WhatsApp are so popular .
The key in conversational marketing is assessing and understanding what your customers ’ preferred channels are and adjusting the company ’ s tone of voice accordingly - dialogue with chatbots and live chat is usually quite informal and mimics a casual conversation . Research has found that 73 % of users expect instant answers to their questions and queries . From a marketer ‘ s point of view , it is a powerful way of driving engagement , which in turn boosts conversion rates and increases return on investment ( ROI ). It also makes the sales cycle process more agile , as chatbots , through Artificial Intelligence , can pre-screen prospects and send only qualified leads to the sales team . And in the age of data-driven digital advertising , conversational marketing helps collect a
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From a consumer ’ s perspective , conversational marketing helps build trust and improves the customer experience . By leveraging conversational marketing , brands provide instant responses at different touchpoints and this increases loyalty and brand buy-in . broader range of audience information .
From a consumer ’ s perspective , conversational marketing helps build trust and improves the customer experience . A survey by Marketing Today found that 37 % of consumers do not trust brands , and this is often attributed to a lack of responsiveness or slow customer service . By leveraging conversational marketing , brands provide instant responses at different touchpoints and this increases loyalty and brand buyin . There is a wide range of tools on conversational marketing including on social media channels , like LinkedIn and Facebook , and click-to-messenger which are perfect ways to drive conversations with customers . While on websites , live chats and WhatsApp messaging buttons are popular conversational marketing devices .
Conversational marketing is often considered a part of an inbound marketing strategy . Inbound is the pull tactic of attracting customers through the channels they prefer . Conversational marketing , on the other hand , is the method of actually conversing with customers in these channels . It is the way you interact with your customers by providing them with the power of when , how , and where they communicate with your business . Both are by nature customer-centric and go handin-hand .
Conversational marketing provides multiple benefits that can give the company an advantage over the competition in your market . It nurtures better customer experience , first , having conversations with your website visitors helps the company to learn more about their needs and pain points , and collect the information you need to qualify them further . Based on what the
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