Conversational Marketing… What is it?
Conversational marketing is a customer-centric and dialogue-driven approach to marketing. It has become the go-to strategy for driving customer engagement, improving customer experience, and growing revenue. As well, conversational marketing is the fastest way to move buyers through your marketing and sales funnels through the power of real-time conversations. It builds relationships and creates authentic experiences with customers and buyers.
Conversational marketing is the best way to start real-time conversations with buyers and customers.
Instead of forcing people to go through lead capture forms and wait days for a response, conversational marketing uses targeted messaging and intelligent chatbots to engage with people when they’re on your website. In addition, making it easier for people to engage with your business will help you convert more of the right leads faster. Which means happier customers and a happier company.
Conversational Marketing.. Is it changing?
There’s a problem with the way we’ve been taught to market and sell—it no longer matches how buyers buy things.
Hence, Think about it—when you’re not talking to someone face-to-face, where do most of your conversations happen? For most people, the answer looks a lot like this:
Here’s how the traditional funnel works these days:
How to Do it?
Implementing conversational marketing doesn’t force you to blow everything up and start from scratch. Moreover, it’s the fastest way to move buyers through your marketing and sales funnel. Also, it’s more like turning on a new lead-gen channel that complements your existing marketing efforts. We boiled it down into a simple framework called the Conversational Framework.
Conversational Marketing Steps
First: Engage
Second: Understand
Third: Recommend
Step 1: Engage more leads with chat instead of forms.
What happens when you give visitors ways to instantly start conversations on your website instead of forcing them to fill out forms before they can talk to anyone? For most businesses, it means higher conversion rates, more opportunities, and a more personal experience with the customer.
When visitors click to download now, contact sales, or book a demo, you can use a bot to start that conversation. But it doesn’t have to end there—you can keep the conversation going and continue moving people through your funnel instead of forcing them to wait for a follow-up email—if that’s what they want.
Step 2: Understand leads and what they want in minutes instead of days.
The typical approach to qualifying leads takes days of marketing automation and nurturing emails. But according to a study from Harvard Business Review, companies need to respond within five minutes of initial contact to have the best chance of qualifying a lead. Wait any longer and your odds of qualifying the lead decrease by 400%.
With conversational marketing, bots keep you available 24/7 to engage with new leads instantly. Chatbot platforms can understand who those leads are and what they want by qualifying those leads for you in real-time instead of forcing them to wait on follow-up emails.
Step 3: Recommend the right next step to move leads through your funnel.
Bots are great at engaging and understanding leads, but nothing beats human-to-human interaction once it’s time to close the sale. That’s why bots use intelligent routing to connect leads to your sales team and even book meetings for them automatically—so your reps can focus 100% on selling.