March 30, 2021

Here’s how your brand can nail conversational marketing in 2021

conversational marketing

Have you heard about conversational marketing? Are you wondering what it is and how it can help your business? If the answer is yes, you have come to the right place!

Conversational marketing is a dialogue-driven strategy that engages customers with one-on-one conversations in real-time. To put it simply, it uses tools such as chatbots, voice assistants, live chat, etc., to talk to customers, solve their queries, gather relevant customer details, build lasting relationships, personalize product offerings, and increase revenue.

Let’s take a look at some compelling statistics that make a strong case for conversational marketing. As per a study conducted by Twilio, 90% of consumers prefer messaging to contact a business, whereas Salesforce says 71% expect companies to communicate with them in real-time. On the other spectrum, 79% of companies say that live chat positively affected customer loyalty, sales, and revenue.

If you want an in on the conversational marketing trend, here’s how to do it:

Pick the right platform

The first step is to identify where your customers are present and where they like to interact. This could be on your own website or social media platform such as Facebook, Instagram, Twitter, etc. Pick the ones that have the highest visitors and activate conversational marketing on them.

Map the customer journey

Understand your customer journey, right from awareness to conversion, and then build conversations at every level. You can leverage intelligent chatbots, live customer support, use good old email marketing, and run loyalty programs, among other things. Pick and choose a combination of interactive tools that compliment your sales funnel.

Personalize your chatbots

We live in a world of personalization where customers have come to expect it. When done correctly, it goes a long way in building relationships and gaining loyalty. Think of it like visiting a physical store, getting excellent service, and then returning a few days later where the salesman remembers you and your preferences. Chatbots have the ability to provide this exact same experience digitally. Personalize them to provide a relevant and engaging customer experience. Ensure that the tonality of your chatbot matches your brand, and at the same time, is friendly and approachable.

Optimize voice search

More and more customers today prefer voice search. In fact, 50% of all online inquiries are expected to be via voice search in the immediate future. To tap into this growing customer base, you need to optimize your website content and chatbot for voice search. You can leverage conversational marketing by learning about fundamental questions that customers ask and creating more content that directly answers those questions.

Analyze your conversations

This is where conversational marketing and content marketing can join hands. Analyze the conversations you have with customers via various tools to understand what information they seek the most. Use this information to align with your content marketing efforts and create content that addresses those very pain points.

In closing

Keep your conversational marketing initiatives consistent across platforms and, more importantly, simple. Remember that customers want quick results. So it is essential to keep the process short and swift. Lastly, keep testing your conversational marketing tools to understand the gaps in your interaction and tweak your solution to provide the most optimum experience to your customers.

Contributors: Ashni Tripathi , Sanchea D Souza and Swapnil Adsul

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