While we’re not quite living the futuristic reality depicted in so many sci-fi books and movies, a few of the past decade’s inventions have changed our lifestyles. One notable invention is the chatbot, which has become a vital tool for conversational marketing. In this article, you’ll learn what conversational marketing is, why your company needs it, and how it can enhance your marketing strategy.

Conversational Marketing:
what is it, and how does it work?

When the term was coined, it was defined as a one-on-one approach that companies use to learn about customers, shorten the buying cycle, and make transactions more personal. In simpler terms, conversational marketing happens when we engage with potential customers in a personal, real-time way. 

why conversational marketing strategies are important

Today’s businesses are increasingly using chatbots and other tools to put a “face” on their brands. By programming these bots to have human personalities and help visitors automatically, a company can provide a more personalised, contextualised, and enjoyable experience to its customers and visitors. 

These customer-focused interactions mean that buyers can quickly find the info they’re looking for, and thereby move through the customer journey more efficiently. The shorter the buying cycle, the faster sales can be closed, and the sooner those customers can be re-routed into the upselling and retention stages.

Conversational marketing allows sellers to obtain customer information they wouldn’t previously be able to access. Rather than offering an impersonal form, you can greet them warmly and encourage them to convert.

is conversational marketing a replacement for the tried-and-true lead form?

When sellers hear about conversational marketing, they often wonder if they should eliminate their lead forms. The average buyer’s behaviour leaves plenty of room for both of these strategies, but conversational marketing is a compelling alternative for those who seek an easy, fast route to the products and services they want. 

Using chatbots to offer relevant content to users is much like putting that information behind a lead form. However, there’s one notable advantage: chatbots can gather information in real time and respond to it instantly. Conversational marketing creates a feedback loop that pushes the boundary between sales and marketing.

what’s next for marketers using conversational strategies?

The biggest effect of conversational marketing is even more significant when we consider that the technology is still in its infancy. Because human conversations can branch off rapidly, chatbot interfaces can become quite complicated. In the future, these interfaces will become more streamlined and intuitive, allowing sellers to program their chatbots’ logic faster and easier. 

a final word on conversational marketing

Whether you’re trying to get visitors to subscribe to a newsletter, book a consultation, or make a purchase, conversational marketing is an effective and innovative way to engage with them. As technology evolves, you can experiment with conversational marketing to shorten the buying cycle, find out about your potential customers, and make your brand seem more real and relatable.

Get in touch on thrive@418group.com to find out how we can help you implement conversational marketing into your strategies.

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