Conversational marketing has been taking the digital marketing world by storm. You may have heard about programs such as Drift or Activecampaign, which implements conversational marketing on your website or social media platform. But do you know everything else a conversational marketing tool can help with? In addition to just responding, here are ways that conversational marketing tools can change the way you communicate with your website visitors.
1. Live response
Not every question a visitor has can wait to be answered via Email, this is where a live chat feature on your web page comes in handy. Having a direct chat which your visitors can use to ask questions, could drastically change the way people experience your website and customer service and therefore increase conversion rates. People like websites where things are easy to find, so be sure that if they can’t find what they’re looking for, they can ask for help. Using a chatbot for after-hour queries which automate answers to common questions expands your service to always be available, even when your live chat isn’t.
2. Learn how your customers communicate
By going through past conversations logged in your messaging system, you can learn how your customers communicate and what they typically ask for. Once you know what your customers ask for/about, you can create content that directly addresses these needs. Not only is this content going to help your future customers find what they’re looking for/want, but it’s also likely to rank well for search terms that relate to that question. Learning which words and terms they use can greatly improve the response you get from your own writing. If you identify words or terms that many of your clients use, be sure to use them! This can create a sense of familiarity and comfort.
3. Ironically, sound more human
Many businesses fall into the trap of sounding too much like a salesperson or marketer in their everyday communication, often copy on a website or newsletters use pushy or buzz word language which has, over time, become less and less effective. Live chat on a website gives your company a chance to interact person to person. Sometimes you may be understaffed for the number of queries coming in, in which case a chatbot could help lessen the waiting time for a response. By having a preset chatbot with ‘human’ sounding responses, formulated from what you learned through messaging mining, your customers may feel more comfortable.
4. Maximise personalised experience
Personalisation is one of the newest marketing trends on the block, and it’s quite simple; individuals want to be treated like individuals. A live chat or chatbot could be used to help solve an individual’s problems. The most important part is that it breaks the generic website funnel and creates a far more personalised experience. It also helps collect information about consumers that could be used for further personalisation at a later date or continued contact.
5. Lead qualification
Not every visitor that visits your site will need to move through the same funnel, on occasion, a visitor may already be prepared to convert, and only need a question or two answered. By having a live chat, the customer could fairly easily ask their questions and skip the longer funnel process. In this way, conversational marketing is working to get rid of inefficiencies.
It seems that going forward, conversational marketing will become an increasingly large part of any digital marketing effort. The sooner your business starts using it, the quicker you’ll understand what your customers want to know. There are many options out there, all you need to do is find the preferred one for your business.
Here are 3 great options for your conversational marketing
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