Conversational marketing strategies help companies engage with their customers and tailor their experiences to better align with their brand.

Most people have very busy schedules. In the age of instant gratification, consumers want answers, support and information delivered quickly and in a personalized manner. Conversational marketing is a marketing strategy that engages customers on their own terms and creates a sense of one-on-one communication while still being scaleable.

This marketing strategy helps loop customers into the conversation in a way that they’re familiar with, thereby addressing their concerns, building a relationship and hopefully leading to more sales.

The goal of a conversational marketing strategy is to enhance the user’s experience with a brand and engage them in a way that feels authentic without being overbearing.

Where to start:

Person drawing on paperboard

Step One: Identify the Buyer Journey

Start by identifying a buyer’s journey. Figure out where a customer might end up on the page, what questions they may have while perusing a site and what the ideal outcome would be before they leave the site.

The idea behind conversational marketing is to make a customer feel like they are being heard when they have a concern and helped when they have a question. More importantly, businesses should strive to make their customers feel that they are communicating with a real person behind the brand.

To make a well thought out conversational marketing strategy that is scalable, companies may want to consider using one of many chatbots available on the market today.

Person using Ipad

Step Two: Design a Chatbot

This step involves a lot of moving parts that will likely take a lot of trial and error.

Chatbots are a great way to engage customers and start a conversation. While one-to-one conversations are ideal and can lead to the best customer experiences and sales results, it may not be scalable for some companies.

Chatbots allow companies to get a conversation started. They can answer simple questions and concerns and direct customers to a support team when needed.

The difference between a good chatbot and a bad one all comes down to planning and being willing to learn from real experiences.

To set up a good chatbot, companies will want to role-play conversations customers may engage in, identify trigger questions, branches in a conversation and when the customer will need to speak to an actual human.

Person editing and revising

Step Three: Revise, Revise, Revise

As people start to engage and message the chatbot, it will become clear what is working and what isn’t. Marketing teams can identify when customers fall off, how long they spend engaging with the chatbot, and maybe even what frustrates them.

This is all good data and will help build a better user experience down the road.

The great thing about conversational marketing is that all communication happens on the customer’s time

With so many chatbot options out there, companies that can tailor their conversational marketing strategies to fit their business and work for customers will benefit the most.

Companies can communicate across different platforms such as texting, email, social media, Slack, and messenger apps.

In 2020, conversational marketing may be the next big thing for marketing teams to tackle to help take their retail site or blog to the next level. Customers are coming to expect this level of communication and personalization across most platforms and sales channels now. The goal of a conversational marketing strategy is to enhance the user’s experience with a brand and engage them in a way that feels authentic without being overbearing.

Workspace Digital can help you find the right tech tools for your business. Contact us today to find out more!
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