Many marketers suggest that conversational marketing is the fastest way to move customers through the sales funnel. And the stats back up the arguments: around 79% of consumers are willing to use messaging apps to get customer support.
The art of conversation is truly alive, and savvy marketers are using it as a bona fide method for increasing revenue. If you’re new to conversational marketing or haven’t yet gotten around to implementing it in your action plans, you’ve come to the right place.
In this guide, we’re bringing you the lowdown on conversational marketing and how to create a robust strategy that puts one of the most popular marketing methods to the front and centre of your marketing plan. So read on and learn all about conversational marketing.
What is conversational marketing?
Conversational marketing is real-time conversations with your audience, whether through social media or a messaging app like Whatsapp. As you might have guessed, the tone is conversational—a two-way chat between consumer and brand.
For a long time now, customers have demanded more than faceless brand interactions. Simply purchasing a product isn’t good enough; they want an experience. Conversational marketing creates authentic encounters.
Through the use of intelligent chatbots and targeted human messaging, conversational marketing skips the traditional lead capture forms and the need to wait days for a response. Instead, it provides on-the-spot solutions that increase the chance of quick transactions.
Conversational market statistics
If you want proof of the strength of conversational marketing, look no further. These are the stats you need to know about the popular marketing method’s power.
- 82% of consumers believe an immediate response is important when they have a question
- 36% of companies use live chat for marketing purposes
- 79% of consumers enjoy engaging with businesses over messaging apps
- Online chat is now the fourth most common interaction type
- Consumers of all ages engage with chatbots, with an even spread between 18-54-year-olds
- 52% of customers are more likely to make a repeat online purchase if a brand has live chat
- Chatbots can answer 80% of routine questions
- 47% of customers are open to making a purchase straight from a chatbot
Which brands have mastered conversational marketing?
Conversational marketing has worked as a game-changer for many brands, as they find ways to engage with their audience and craft a better customer experience. Here are some of the companies that have aced conversational marketing, adding another dimension to their marketing efforts.
eBay’s Google Assistant App integration
Who runs the world? If you answered Google, you weren’t far off. The search engine has its fingers in many internet pies, which means lots of businesses need to integrate into its service. One of those is eBay, the ecommerce operation.
Using the Google Assistant, you can ask it “Ok Google, ask eBay to find me… “. At this point, Google Assistant will ask you a range of questions to help narrow down the best results. It can then send them directly to your smartphone for you to complete your purchase.
Domino’s Pizza Anywhere
Pizza giants Dominos’ wanted to make the process of ordering your favorite slice as easy as possible, so they created Domino’s Anywhere. At first, it started with tweeting a simple pizza emoji to their SMS number but soon evolved into ordering a pizza in a matter of seconds through voice assistants, smart TVs, messenger apps, and just about any other form of digital communication you can think of.
HelloFresh’s Freddy Freshbot
Subscription meal service, HelloFresh, launched the Freddy Freshbot in 2017 so that customers could chat with Freddy on Facebook Messenger. Freddy was the go-to-guy for everything from customer service to recipe ideas.
The Freshbot goes way beyond the means of traditional customer services, crafting an all-encompassing experience for customers, whether they want to ask questions about the brand, get meal reminders, or renew their HelloFresh subscriptions.
How to create a conversational marketing strategy
Now that you’ve seen the stats behind conversational marketing and the brands who mastered it, it’s time to create a strategy to help drive your company forward with conversational marketing.
Here’s how you do it!
1) Understand your buyer’s journey
First, you’ll need to understand your potential buyer’s journey from interest to transaction to create a fully functioning conversational marketing strategy. Generate user stories that look at different ways a customer might arrive at a decision.
Put together stories in the form of short, simple, and snappy descriptions of a feature from the user’s perspective. Explore getting previous customers on board for their feedback and going through the buying journey, whether it’s for a current or new product or service.
2) Role-play conversations
Outline questions and potential answers that customers and employees will discuss. Map out conversations that you expect to take place around your product or service, always emphasizing on providing a wealth of answers to common – and not so common – questions. Writing a few scripts that can determine outcomes helps with both creating chatbot text and preparing your real-life employees.
3) Cover every basis of the conversation
Whether it’s a chatbot or live team member, you’ll want to have every base covered in conversations going in different directions. Not every person using your conversational chat features will purchase something, and you want to ensure you’re prepared for different scenarios.
Decide if you wish to encourage advanced chats with multiple options to choose from. Or, if it’s with a live team member, get them practicing the different scenarios you envisage happening. This way you’re prepared for the majority of outcomes from customer interaction.
4) Practice makes perfect
Put your chat features to the test after you have set them up. It’s one thing predicting customer behavior, but you won’t ever fully know how consumers will react in real-time until it happens. Implement your live chats and chatbots and study the data to make more informed decisions and improve your output.
5) Implement the data
The more you do live chats and use chatbots, the better your improvements. Look where customers drop off in the chat cycle, see where they engage most and refine and reshape. The result of doing this will provide a watertight strategy that keeps customers engaged and boosts revenue.
It’s good to talk
Conversational marketing has become a fundamental component in customer interaction. As technology improves further, it’s importance will only grow. And, as a brand, you want to be at the heart of communication with your audience. Conversational marketing will help you do just that, whether it’s on social media, messenger apps, or your website.
To got your customer communication under a thumb, use a smart tool. With ZoomSphere Community Management App you have every comment, mention, or message from your Pages in one place. Besides responding to the reactions, you can also categorize and analyze them. That’s changing an ordinary customer care tool into a strong Community Management App.