Conversational Marketing: Key Elements, Influences, Benefits
Time changes so do change the way we do stuff. There was a time when we had to depend on pigeons to transfer messages, from one place to another. Of course, it seems totally unimaginable from the perspective of today’s modern world, when you literally are connected with even the person living on the opposite side of the globe, through the internet and so many types of social networking platforms.
Just the way communication procedures have seen numerous changes, lots of other things modified as well with it. Now we see so many newer forms of marketing, management, business development and so on. To survive in the competitive business world, it’s absolutely necessary to have knowledge regarding what is the newest trend going on and also select the best of those to apply in real-life business situations. Conversational marketing is one of the most significant trends that you cannot overlook, because if you do, who knows maybe your competitor might not and be one step ahead of you.
What is Conversational Marketing?
It is said that the best way to start real-time conversations with buyers and customers as well as nothing but conversational marketing.it’s also the fastest way that has the potential to move buyers through your marketing or sales funnels, by implementing the power of real-time conversations. Not only this type of marketing will build relationships with customers and buyers, it will provide them with an authentic experience.
In the traditional marketings, it is seen that people are forced to go through lead capture forms, then wait for days and whatnot. Conversational marketing, on the contrary, will be using targeted messaging and chatbots that are intelligent enough, with a view to engaging with people, when they’re on the website.
Now, what’s exactly the motive of all of these? Well, pretty simple, the easier it will be for people to engage with your business, the more convenient it will be for you to convert more of the right leads faster, and the ultimate result is happy customers, along with the happy company.
How the Way Customers Buy is Influenced by Conversational Marketing
Almost each and every one of us would love to communicate with messaging because not only it’s faster and easier, but also it actually feels like participating in a conversation. Unfortunately, traditional businesses mostly still force people to go through so many steps before a conversation can actually take place that lots of them get disgusted or cannot just hold their tolerance. And in such a circumstance, a survey from Twilio finds out that 90% of the customers want to use messaging to communicate with a business. So it’s really easy to visualize what’s going on here.
Now let’s have a look at how traditional funnels work these days. At first, the landing on websites takes place, which usually is followed by filling out a form. Then there are becoming leads in CRM, getting scored and assigned a lead, calls, lots of calls, enrolling in email automation, responding to outreach, scheduling qualifying calls, sales calls and after all these, finally there might be a chance to talk to someone.
Recent surveys made by various organizations depict it very clear that these traditional types are not really working effectively since it is felt that business actually needs to be felt personally. And that’s why conversational marketing is so crucial in the current context.
The Key Elements of Conversational Marketing:
There are four key elements of conversational marketing, so, let’s have a look at these four important key components of conversational marketing procedure:
1. Conversations Happen in Customer Time:
It’s known to us all that being a marketer, there is no way you can overlook the convenience of your customers. The same thing applies to conversational marketing as well. The general rule is always trying to consider the best convenient time for your customer and then tailor your conversation with them according to it.
Also, keep in mind that the conversation should proceed to maintain the pace of the customer. Don’t make the mistake of being too fast or too slow that might irritate your customer. Lastly, it becomes really helpful for customers if they can have the opportunity to pick up things right where they left off, and then continue whenever it’s convenient for them.
Whatever the situation is, the rule is the same, always give the best priority to your customer. It’s your duty to get to know your audience and thus find out in which period they are free or available out there to listen to you or ready to have a conversation with you. There is no confusion about the fact if you cannot effectively figure out how to maintain the best optimum environment for your customer to communicate with you, then, of course, all of your efforts are going to be useless.
So try to be smarter to be able to be effective in conversations with your customers. Bring more and more personal feelings and vibes to them, but then again, at first, ensure that you are doing it at the right moment or the right time.
2. Conversations Are Scalable
Remember that it doesn’t really matter how many customers are out there with whom you are doing communication. The only thing that actually matters to them is whether they are being provided with the right solution to their problem. They need to be served in a proper manner, and so businesses should never sacrifice human interaction only for scale.
3. Conversations Have Context
Conversations cannot be introduced out of anywhere because that won’t be making any sense. Before starting any kind of conversation with any customer, at first, it should be ensured that the customer is at least expected to have it. For example, when a customer buys a new product for any occasion and after buying it, cannot use it, then the situation is like, the customer is expecting to have a conversation with the service provider.
Another thing here to keep in mind that context is actually what makes conversations convenient. Don’t forget the fact that each and every one of your customers want to get done with their problems as soon as possible and that too with the least amount of time.
It’s absolutely difficult to maintain context in each case and serving the customers with the proper supervision and consistency as well, but there is no alternative other than doing it anyway. So you should better start collecting and storing necessary customer data as much as possible so that those might be used to create adequate and effective service in the future, that will keep the customers happy and maintain the good word of the company too.
4. Conversations Meet Customers Where They Are
Conversations are needed to take place in a particular channel that best suits your customers. Since people will always be willing not to call a 1-800 number and rather be interested in sending a quick chat message to have a personal level conversation, not only you have got to maintain the personal level communication vibes, but also you will have to find out the best channel to do it too.
Benefits of Conversational Marketing
The reason why people are talking about conversational marketing so much is that it provides us with some of the amazing benefits that help us maintain competitiveness in the business world. So let’s find them out.
1. Allowing You to Learn More About Your Customer
This is natural that when you are doing conversational marketing, you are enabling yourself to acquire such valuable and important insights and ideas about your customers that you might not have been able to acquire in some other way of marketing instead of it. Being in a part of conversational marketing, the customers are also willing to open up a bit and provide information honestly.
Also, conversation tools such as chatbots make it easier to monitor and observe customers and by keeping an eye on them, learn what type of question they frequently ask. So it can be said that everything that you have got to know about your customers will be easily accessible to you once you have started doing conversational marketing.
2. Discovering a new Source of Leads
Conversational marketing is really engaging and it mostly uses chatbots that start conversations with potential leads. In this process, by initiating human-like interactions, lasting relationships can be made with these leads and they can be encouraged by us to talk to sales reps.
One of the best features of chatbots is that they can pick out the best leads and direct them where necessary. These chatbots will ask a wide variety of questions to the people and thus figure out which leads are the most valuable ones and after determining the supremacy, act according to it.
3. Creating a More Human Buying Experience
When a person is buying something in a real-life marketplace, that person will always be welcomed by the salesperson and also be treated very nicely. But in traditional online marketing, this warmth of human interaction used to be missing out. The customers could not have the scope to be in a humane situation, and also there were issues like not being able to ask someone any particular query as well.
Thanks to conversational marketing and chatbots, the problem has been solved to a great extent. Now when a person visits a website to buy something online, then he/she will be welcomed by a chatbot. Also, that chatbot will be always present there to answer all of your queries regarding the product, service or anything else. All of these combined actually creates a veru+y beautiful human buying experience.
4. Shortening the Sales Cycle
By implementing conversational marketing into your sales strategy, you can be assured of the fact that your sales cycle will certainly be shortened. That’s because there are differences in traditional marketing and conversational marketing. In a traditional way, the methods were like, lead capture forms were used, which required the sales rep having to go and reach out to the lead.
Now in such a situation, there was no guarantee that in the whole process, which is absolutely lengthy and time-consuming, there won’t be any unexpected interruptions. Actually, it happened as well and in those situations, it has been seen that the customers lost their interests and businesses lost their valuable leads.
Now, fortunately, we don’t need to have this fear of losing leads due to the reason explained just now, because, conversational marketing is a process that is instant and enables us to respond in real-time.
5. Available 24/7
Now we obviously don’t want to miss out on any single customer visiting our website but keeping a connection with all of them manually is certainly a difficult task to do. But that’s where the significance of conversational marketing because it’s a service that will be present there throughout the whole day and continue providing service to customers during 24/7, which is absolutely amazing.
Once you incorporate conversational marketing as a part of your marketing strategies, you can be assured that this will certainly pay off. This amazing marketing trend is being used in lots of platforms and the users are providing so many great reviews. That’s because it’s really a creative solution to the modern problem and it’s effective in serving the purpose as well.