Conversing with someone let you open up about your ideas, dreams, and needs in front of that person. When we start a conversation with people we start engaging in those talks and start building an understanding of the wants, problems, and goals of the people.
If we’ve something that can help people in solving their problems and achieving their wants and goals, we’d definitely recommend that thing to people.
What if we can use this method in marketing? It can make a great impact in the field of marketing, right?
This is where conversational marketing starts!
You know most hypnotherapists, psychotherapists, and psychologists use conversation to heal the wounds of people. It’s a very good therapy, when you start sharing you start healing. Let me share with you something, one of our clients Mohit Verma has named his digital platform “Conversations”, and Mohit Verma has named his online platform Conversations. You can visit the website and look for yourself how much conversations are important and how powerful they can be!
So, let’s move ahead and get to know conversational marketing in detail along with its strategy and benefits of it!
What is Conversational Marketing?
Conversational Marketing is all about making communication at every step of the whole sales process conversational. Any form of two-way communication can be counted as a part of a conversational marketing strategy. It is based on real-time 1-to-1 interactions across the platforms.
As we’ve already discussed that conversing with someone is the heart of conversational marketing, so it’s a dialogue-driven approach that moves website visitors through the customer journey using real-time two-way engaging communication.
Is inbound marketing and conversational marketing the same?
After everything we’ve gone through don’t you think conversational marketing is looking like an inbound marketing strategy?
In inbound marketing, we also attract, engage, and delight consumers, in the same way, we’re performing some similar tasks in conversational marketing.
But, they’re not the same, instead, conversational marketing is a part of the inbound marketing strategy. Conversational marketing is about starting conversations, understanding the buyers’ perspective, recommending the products and services to the buyers and making improvements after getting feedback.
- Starting Conversations
- Engaging with the Audiences
- Understanding the wants, problems, and goals of buyers
- Recommending Products and services based on the insights
- Getting Feedback
- Making Improvements and Repeat the Process
So, we’ve seen how conversational marketing works, we just need to start the conversations, and build relationships with the clients. Engaging with your audiences is the best way of building ever-lasting strong relationships with your audiences.
Want to know how to build these relationships with the help of a solid and successful conversational marketing strategy?
Let’s get started with the strategy!
How to develop a solid and successful conversational marketing strategy?
If you want to build a solid and successful conversational marketing strategy for your brand, you should first understand what conversational marketing is all about and what happens in conversational marketing!
Building a successful marketing strategy becomes a piece of cake when we’ve studied thoroughly the particular marketing strategy.
Build a conversation starter
Building a conversation starter is the first step toward the success of conversational marketing campaigns. A conversation starter can be anything that enables users to start the conversation. As we know now that conversational marketing is an essential part of inbound marketing strategy, and inbound marketing strategy focuses on developing the different types of content that users are looking for. So, any type of content marketing idea that can start the conversation can be a conversation starter. Some of the most used conversation starters are;
- Landing Pages
- Surveys
- Events either virtual or in-person
- Social Media Posts
- Valuable Targeted Emails
- Webinars
- Seminars
- Video
- Testimonials
- Frequently Asked Questions
You can see choose yourself what type of conversation starter you want to make for your brand. Choose the best suitable one for yourself and your brand. To start the conversation most of the brands use a toggle button at the bottom left or right-hand corner of the website. This encourages users to start a conversation with a brand.
Making a Simpler Consumer Journey
The consumer journey lets you know about all the phases a consumer passes from an unknown person to becoming a faithful consumer. You need to keep it simple and short. As simple and short will the consumer journey be as likely the chances of conversion will be. A simpler consumer journey helps both brands as well as consumers.
Choose Your Channels
You need to choose you channels you will use for conversational marketing. It’s not an easy task to maintain the platforms and be consistent and engaged with the users on a platform. So, if you’re targeting every platform, you’re not targeting everything.
Determine on which platforms your target audiences are spending time, and target only those top platforms. It’ll save your resources and time, and management will be easier for you.
You’ll be easily able to manage those platforms and be successful in establishing a long-term personalized connection with your target audiences.
Define the wants, problems and goals of consumers
If you don’t know the wants, problems and goals of the consumer, you wouldn’t be able to make the conversations personalized and the campaign wouldn’t be that much effective as it should be. So, not in just conversational marketing strategy, but in every marketing strategy, it is a must to identify the problems, wants, and goals of the consumers for targeted targeting.
Find out the questions and note down the answers and methods of the problems you’re going to solve through your brand.
Couple it with other marketing strategies
Don’t be stubborn and stick with just one marketing strategy, because this way you’re not going to get anything as the end results. Instead, focus on the ways of coupling different marketing strategies in a successful and seamless way. As conversations are dialogues and conversational marketing is a dialogue-driven process of getting sales and generating more revenues.
We use content in conversational marketing, and content can be coupled with different marketing strategies such as; content marketing, SEO, personalized experience, storytelling, branding strategy, social media marketing, and much more.
Focus on providing a personalized experience
The personalized experience is all about giving consumers a sense of exclusiveness. We customize the messaging according to different marketing personas and niches. This will help your brand make a strong relationship with the consumers. Want to know about the ways of providing a personalized experience to your consumers?
Read the valuable blog on “Personalized Experience” from DigiAvtar. We, at DigiAvtar, provide complete digital marketing solutions to our clients, and with the help of our blog, we provide valuable readable material on marketing to our readers.
Leverage the marketing tools
Leveraging the tools saves money, time, and effort along with providing none foreseen efficiency in the marketing campaigns. Tools also help you in automating the tasks, so that you’ll be able to converse with your target audiences 24*7. So, we’ve enlisted some of the best conversational marketing tools here;
Lead Capture Tools
After getting started with the conversation, brands engage with their audiences. There are many lead capture tools such as forms, surveys, and newsletters.
Mailchimp also can be a good example of lead capture tools, MailChimp connects the forms to its email marketing software where we can get the leads who signed up through that particular form.
We just need to connect the form with MailChimp through the API Key. Don’t worry it’s an easy task. After capturing leads, MailChimp can also work as an email marketing tool for sending targeted emails to its users.
ChatBots
The Chatbots are pre-written scripts that consist of some questions and answers of them. The questions are included based on previous queries of the users. For providing a better user experience nowadays we’re using AI-powered chatbots. These AI-powered chatbots are using a branch of Artificial Intelligence that is called NLP (Natural Language Processing).
As chatbots are not humans but computer programs, so they are available 24*7 at the service. If you’re not conversing with your audience, then the chatbot will do that for you always available for you. You can also capture the leads with the help of chatbots.
Some of the chatbots tools are;
- Drift
- Manychat
- Chatfuel
- Botfuel
Live Chat
Live chat is also another good tool for capturing leads, you can directly connect with your consumer if you’re available with the help of live chat. This is the best way to convey the message of what the brand is standing for and suggest the most suitable product to them.
If any consumer isn’t able to move forward in the sales process and facing difficulties with the system, you can help to solve that with the help of live chat.
Live Video Streaming
For interacting and engaging with your target audiences, live video streaming is the best option. With the help of live video streaming, you can launch your product, or can solve the queries of the users, and can have discussed some topics related to the brands.
Live video streaming also provides users with an exposure to connect with you personally, and it makes them feel how exclusive they are to the business.
Execute the campaigns
We’ve covered everything you can do to make conversational marketing campaigns successful. Now, without thinking so much just execute the campaign.
It doesn’t matter how much knowledge and plans you’ve if you are not going to execute them, so implement and look for insights.
After getting feedback analyse and optimise the campaign
After the successful execution, you need feedback, even the surveys or chatbots, provide a feedback form after the ending of conversations.
Performing an Analysis on feedback will tell you about the stronger and weaker parts of the campaigns. You can focus on parts and content on the strategies where you’ll need improvements and optimise the whole conversational marketing campaign for the next more successful executions.
You’ve seen the ways of using conversational marketing for the profit of the business. Now, let’s discuss some of the major benefits you can get after the successful execution of a conversational marketing strategy!
Benefits of Conversational Marketing
Conversations have a lot of benefits even in a world without marketing. We share ideas, thoughts, and referrals through dialogues. You can think if it can be targeted in the marketing what wonders it can do for the success of a business!
Some of the most expected benefits from conversational marketing are;
- More Human and Personalized Consumer Experience
- Long-term personal relationships with clients
- Pre-programmed Automated 24*7 responses with the help of chatbots that use conditional logic to carry on conversations that seems natural with the help of Natural language processing, an artificial intelligence-powered technology.
- Shortens sales process. Pass more buyers through sales funnels at a faster rate building awareness and trust in no time.
- Better and customized recommendations to the consumers
- Scalable because conversations are scalable
- Increase brand loyalty and build brand advocates
You can see the benefits you can get with conversational marketing campaigns. Now, let’s wrap up this blog with some more deep insights about conversations and conversational marketing.
Wrapping up
Conversational marketing is another successful marketing strategy just like word-of-mouth marketing, and inbound marketing strategies. The reason for the success of conversational marketing is the power of conversations.
Conversations are so much power that they can help any person in getting out of any type of trauma. If you share you will heal. In the same way, they impart a big role in understanding the consumer’s goals, wants, requirements, problems, and so much more.
Conversations are more beneficial in marketing if it has been started by consumers. Being started from the consumer’s side, these are so much scalable but for that, we need to be available for consumers 24*7. Being contextual to the consumer’s requirements, needs, goals and problems, these should be personalized because personalized experience is what makes consumers loyal to your brand.
I’m damn sure, you’ve gotten everything you need to start with conversational marketing.
Please do let us know in the comment section how you’re going to use this for your brand!
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