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A Complete Guide to Conversational Marketing
Conversational marketing can be defined as a new way through which brands can engage with consumers in real-time across multiple channels.
Consumers love messaging brands because it’s faster and more convenient.
Conversational AI has allowed brands to communicate with consumers in real-time without any delays. Hence, consumers messaging brands don’t need to wait for days to receive a reply.
In addition to this, advances in automation, artificial intelligence (AI) and natural language progressing (NLP) have made it possible to build exclusive digital experiences for customers.
With conversational marketing, brands have been able to create meaningful one-to-one interactions to drive customer engagement, improve customer experiences and ultimately boost revenue.
What is Conversational Marketing?
It can be defined as a new way through which brands can engage with consumers in real-time across multiple channels. It helps brands build relationships and create authentic experiences for each customer via messaging apps, chatbots, and live chat.
It is the new way of using conversations to move buyers through the sales funnel more efficiently. Brands can use it as their very own tour guide to help customers who are lost in the buying process.
For instance, in case a customer cannot find what they are looking for on your ecommerce site, your AI bot can assist the customer with what they want in a conversational manner.
The statistics are already doing the talking. Let’s dive into some of them.
This new dialogue driven marketing technique is why most customers are confident purchasing from a chatbot. Some of the most interesting trends include:
1. Conversational AI Chatbots
One of the greatest benefits of conversational marketing is being able to converse with shoppers via messaging apps and vice versa. AI chatbots have become the most efficient way to sell products online. Brands are leveraging conversational AI chatbots to automate and personalize communication with their consumers.
The AI bot can conduct human-like conversations by analyzing behavioral data and responding promptly to their queries. This has enabled brands to improve engagement and drives sales without relying on human intervention.
2. Voice Search
Voice search has grown more popular as people prefer convenience now more than ever. Whether it’s shopping or a general query, voice search is being used in every situation.
Brands providing convenient options are often on the lead in customer satisfaction and experience and thus increasing sales. A report showed that 62% of people with a voice assistant are more likely to purchase something through the device due to ease of usage.
3. Omnichannel Experiences
Every interaction with a potential buyer is an opportunity and making your products available across channels increases the likelihood of them being purchased.
An excellent omnichannel approach involves connecting all touchpoints and offering customers exactly what they are looking for. This marketing approach has allowed brands to connect with customers on their favorite messaging platforms such as WhatsApp, Facebook messenger.
For instance, omnichannel retail brand, Dominos allowing customers to order pizzas via Facebook messenger is a classic example of being available on consumers’ preferred channels and giving them what they want.
It is more convenient for their customers to order from an app they are already familiar with. It also saves time since they don’t have to download an app to place an order.
4. Personalized Customer Experience
Another conversational marketing trend is personalizing customer experience. One of the ways to implement it is using conversational AI chatbots.
The NLP-powered bot can conversationally collect data and insights of users and create rich profiles based on their taste, preferences, and shopping behavior. These insights can be used to create exceptional experiences for customers that make them coming back for more.
5. WhatsApp Commerce
An up-and-coming trend is using a WhatsApp marketing strategy. A brand encouraging users to interact on their WhatsApp is already on the lead.
WhatsApp allows brands to have a 1:1 connection with users and warrants the human touch that all buyers want. With WhatsApp commerce, it is possible to nurture potential leads and drive sales conversationally.
Read more Introducing Vizury Commerce Bot Builder
How to Implement a Conversational Marketing Strategy?
An important part of an effective marketing strategy is to have the correct tools in place to drive engagement that nurtures the potential leads through the sales funnel. Here’s an example:
Step 1: The Right Engagement Tool
To make your strategy a successful one, it is essential to opt for a conversational marketing software. Deploy a conversational AI chatbot on your website, messaging platforms that can guide customers through their buying journey. When a customer engages with your brand, the bot can automatically assess and give a prompt response to their query.
Tools like Vizury can help you deploy intelligent chatbots that engages with customers, understand what they are looking for and help them complete their objective.
Step 2: Segmenting your Audience
Once your bot conversationally collects user data, you can build rich user-profiles and segment them based on their taste, preferences, demographics, shopping behavior, and more. Once segmented, it is crucial to design the next steps to guide the user in their journey.
Step 3: Capture Leads with Conversation
Once you’ve segmented your audience based on their data, it is essential to build conversation flows that can help capture leads. When a customer lands on your ad on Facebook and clicks on the “send message” button, you need to determine how your bot will begin the conversation and collect user data in an interactive way.
In order to drive this, here’s an example on how you can start:
Trigger point: What action will trigger the conversation? Is it an ad on social media or a retargeting ad?
Conversation point: What kind of messages will the user engage with? Design your first text in a way that the user will engage?
Goal: What questions will guide the user to their end goal? It is essential that to ask the correct questions to drive the user to their end goal.
For example, the chat flow should be quick and to the point
Q1: “Hey Cindy, here are our top favorite summer dress collections that you were looking for. Would you like to check them out?”
Sure! I like this blue dress. Do you have a size “L”?
Q2: Yes we do! Would you like us to add it to your cart?
Q3: Alright. Please help us with your address to process your order
And so on..
Step 4: Convert Leads to Sales
Once the bot asks the questions based on the user’s profiles, it can automatically nurture them to drive them to the end goal. In this step, you can send the user product demonstration, video content, promotional offers to guide customers from the awareness stage to the purchase stage.
The Power of Conversational Marketing
The undeniable rise in conversational marketing has completely changed how brands interact with consumers. This tool has single-handedly helped convert visitors into leads, customer engagement, and improve customer satisfaction. Unleash the power of conversations with Vizury. Send us a hello to firstname.lastname@example.org