Conversational marketing is a marketing strategy that encourages two-way conversations between a brand and a consumer. Conversational marketing is typically used to increase online business conversions. Conversions happen when a customer or website visitor completes a task your brand wants them to do, such as making a purchase. Let’s look into the details of conversational marketing!
Benefits of Conversational Marketing
The primary advantages of conversational marketing are those typically associated with excellent face-to-face service:
Become a Digital Experience Market Leader
Companies that implement digital techniques not only stand to establish themselves as industry innovators but also stand to raise the bar for customer experience. Companies that improve the online purchasing experience through conversational marketing solutions will become the industry standard for customers. This can be improved by providing a better experience and implementing standard technology that collects feedback. It can help businesses get to know their customers better and use that knowledge to improve the customer experience.
Maximizing Call Center and Retail Service
Conversational marketing will allow you to integrate digital lead management structures smoothly. This is done by enabling you to use technology and quickly qualify leads to connect them with the staff in charge of closing deals while helping customers with conversational tools.
Increased Conversion Rates
Simply put, talking to customers increases the likelihood that they will buy from you. A submission form alone can have a higher abandonment rate. Conversational marketing tools assist consumers in breaking through that barrier and engaging in a conversation. Chatbots don't make buyers wait for a callback; instead, they put them in direct contact with a sales team member, improving the experience and conversions.
Increased Opportunities for Cross-Selling and Up-Selling
You can learn about buyers' needs by engaging with them. This information, combined with the staff's expert knowledge, is critical in identifying high-value up-selling and cross-selling opportunities. It is beneficial in the case of telecoms bundles, where a buyer's preferences can change what is ultimately best for them.
Customer Satisfaction Increases
In many cases, the buying experience, rather than the product or service, leaves a lasting impression. By allowing customers to interact with your company in a way that is convenient for them (e.g., using methods of communication that they use on a daily basis, such as chatbots or video calls) rather than forcing them to wait for callbacks or visit a FAQs page, their experience will naturally improve.
Customer satisfaction, not only with the product but also with the purchasing experience, is a significant factor in determining referrals. While this is one of the more complex elements to measure accurately, it is essential to keep this in mind.
Reduce the Sales Cycle
The more interactions you have with a qualified lead in a single session, the faster the lead conversion time. You avoid the waiting time of forms, emailing back and forth, or arranging a convenient call time for both parties by using a real-time conversation-driven and dynamic approach via chat or phone. Aside from the trust factor, you simply communicate more information in less time.
Conversational Marketing Examples
The following are some of the most famous examples of conversational marketing:
LinkedIn has evolved from a professional social network to a potent marketing tool—and I don't just mean advertising. By conversing with people in your market, you can build relationships and connections that will help your business grow.
National Geographic debuted a new show, 'Genius,' an anthology about Albert Einstein, in 2017. Some fun conversational marketing using Facebook messenger was chosen by the company to promote the show and raise awareness among the audience. Anyone who texted the channel on Messenger received witty responses in Albert Einstein's voice. The campaign was unique and received a lot of attention, with 50% of users re-engaging.
Conversational marketing was used by Marvel to sell tickets for the films Antman and the Wasp and Avengers: Infinity War. When someone commented on the promotional post, she activated a Chatbot that directed them to the customer details and payment page. The purchase process was so easy that one couldn't help but book the tickets.
Anyone can use voice assistants to shop from eBay's large inventory of products. All you have to do is say, "OK Google, ask eBay to find me..." eBay implemented this strategy when voice assistants like Alexa, Siri, and Amazon Echo Echo became increasingly popular—providing a seamless user experience for customers aided eBay in earning brownie points.
Domino's - Place an order from AnyWare, which began when customers tweeted an emoji and received a Domino's pizza delivery. It then grew into something more significant. You can now order pizza from the restaurant chain from virtually any app. You order a pizza through Slack, Alexa, Facebook Messenger, or Twitter, and Dominos delivers it.
Sephora's Virtual Artist
Every makeup enthusiast's favorite is this French multinational cosmetics and beauty care product chain. A large portion of its success can be attributed to its team's exceptional marketing campaigns. Sephora recently upgraded its marketing strategy with Virtual Artist. The user only needs to upload her selfie and then apply various products to it. The thread is streamlined so that the prospect can purchase the products directly.
Become a millennial Digital Marketer in just 6 months. Enroll now for our PGP in Digital Marketing course in collaboration with Purdue University!
Personalized one-on-one conversations have the potential to strengthen customer relationships, boost loyalty, and provide excellent customer service. Conversational marketing is a great way to start having two-way conversations with your customers and reap the benefits of increased engagement, sales, and satisfaction. All of this, of course, keeps the wind in your sails regarding revenue. It isn't just a chance to improve your funnel; it's a requirement.
Digital marketing plays an important role in the success of conversational marketing and several other inbound marketing techniques. Become a digital marketing expert with our PGP Digital Marketing program in partnership with Purdue University. Learn top digital marketing tools with this online marketing course featuring Masterclasses from Meta and Purdue University experts. Enroll Today!