Inbound marketing has brought us a new vision of marketing, in which the customer is the centre of the strategy, if as a company or as a brand you do not take care of your customers, you have nothing, and taking care of them does not only mean giving them what they are looking for to meet their needs, but maintaining contact with them and establishing a relationship throughout the sales process in which we provide all the facilities to reach the end of it. One of the strategies that can be carried out to achieve this is conversational marketing, in this post we tell you all about it.
what does conversational marketing consist of?
Conversational marketing is a marketing technique that consists of establishing a much more direct communication with customers, with the clear objective of obtaining a greater number of business opportunities. To achieve this, conversations are generated in real time, which provide a much more human and closer vision, which makes the customer feel more confident with the brand, as well as having a greater degree of accessibility, which will not make them feel alone at any time during their purchase process with us.
Advantages of conversational marketing
Now that we know what conversational marketing is, let's take a look at the advantages it brings to our marketing strategy before looking at how to implement it and examples.
The main advantage of conversational marketing, which is also its main feature is immediacy, speed in responding to the user's query is paramount, they have to feel that we are there to solve their doubts 24 hours a day, that the answer we give them is immediate.
The experience we offer the user with conversational marketing is that of a much more fluid and direct interaction, the user will feel that the experience is much more personalised and will have much more confidence in the company.
As we said before, it is logical that people, before consuming a product or service, have doubts. If you manage to resolve these doubts in a personalised way and in the shortest possible time, they will increase their trust in us, as these conversations and this immediacy improve the brand image in the minds of our consumers.
- Better results
With all of this we are accompanying the user throughout the purchasing process, helping them to decide and showing them that with us they will be able to resolve all of their needs and desires. This will help when it comes to making the purchase, as the user will have gained more and more confidence in us.
This point is essential in conversational marketing, it is essential that we address each person individually in a personalised way, that is, addressing them by name, it is also very important that they can ask specific questions about our products or services and get an answer accordingly.
Another of the advantages of conversational marketing is that you can use it as a complementary element to your other methods of communication with customers, such as email or a form, so that the company's efforts to improve the user experience can be seen.
- Brand image
Something that conversational marketing gives us that is very important, is to improve the brand image, we are striving for the user to have the best experience, but not only that, thanks to conversational marketing we are showing customers how our brand is, we are creating a personality that accompanies the brand with the way we respond.
how to implement a conversational marketing strategy?
The goal of conversational marketing is to answer all the questions that arise to our customers, this can be an almost impossible job if you want to be available 24 hours a day and not take long to answer, including, of course, giving our customers quality answers. Especially if your company is large, the volume of sales is so high that it is impossible to answer all these questions in a personalised and effective way.
if you are still not sure how to implement it, here are some examples:
What is clear about chatbots is that they are increasingly becoming a trend on websites, what are you waiting for?
If you have a chatbot on your website, what you are getting is that the user can start a conversation with him when he needs it and get an immediate response to the doubts or questions that have arisen about our product, service or website.
Within chatbots there are different filters that allow you to determine which users are more important than others and therefore need a person to be attended to. Frequently asked questions that are usually routine are much easier to answer and can be resolved immediately by the chatbot itself.
Chatbots also allow us other functions such as constantly nurturing our potential customers by providing them with quality content that will make them, in the long run, bet on us at the end of the sales process.
- Live chat
These live chats are also implemented within the website like chatbots, the user can easily start a conversation whenever they want, and what is even more important, in real time.
In these chats in real time the user is notified that the company's staff will contact him in a short period of time. With this we will be offering users a more personalised attention where we can attend to their doubts in a more complex way, more than with the chatbot, the bad thing is that we will make them wait longer than with the chatbot, since immediacy is the main characteristic of these.
This is very similar to the live chat, but without the need to enter the website itself to start a conversation. If the user clicks on the whatsapp icon, they will be redirected directly to our company's chat conversation.
- Facebook Messenger
On Facebook there is also the option to start a conversation with customers, and this is through a chat within the profile where the user can directly contact the company. This Facebook chat can also be integrated into the website as a small window at the bottom of it.
In short, conversational marketing helps us to create a closer relationship with the customer, giving them a better image of us as a brand, and can resolve their doubts in real time, thus accompanying them throughout the purchasing process until we achieve our main objective, which is to sell.