Here we are with a communication tool that is making boundless impact on business growth. So if conversational marketing is not part of your marketing strategy for the rest of 2020, you’re going to miss out on a critical component of successful modern marketing.
Gikko has mapped out a few simple steps for a business to get started with a general Conversational Marketing campaign however do get in touch with us and we will assist you along the way.
Step 1: Map out your customer’s journey
Before you can input any information on your chatbot you need to know where it’s intended to lead your customer. The point of this exercise is to derive a meaningful conversation with questions that invoke the customer to reveal what they’re looking for. Consider how the customer will interact with your messaging chatbot and where the result of the conversation will take them.
Step 2: Create a simple story
When implementing your chatbot, this is something you should keep in mind. Customer stories are short, simple descriptions of, for example, a product as told from the perspective of the person who desires the new capability. Recently Gikko implemented a personalized digital assistant for Lafarge Zimbabwe and you can better understand this by checking out their campaign.
By creating a conversational marketing customer story, you can shift the focus from selling or blogging about the benefits, to discussing them with your prospect.
Step 3: Act out the conversation
Get your marketing team together and literally converse. Do use sticky notes, whiteboard markers and such to outline the questions and potential answers. The goal here is to map out the conversation and make it easy to adjust language and order of questions etc. Make sure your customer story is prioritized to keep the conversation on point.
Step 4: Identify triggers for the flow of conversation
Once you have your questions and potential answers outlined, the next step is to focus on the triggers for each question. Think about whether you’ll provide free text answers or if you’re providing number options for them to progress for example, “Select 1 for more information or 2 to return to the menu” (this keeps the conversation focused).
Step 5: Identify different branches of the conversation
Now that you have your questions and potential answers outlined, decide whether you want to allow conversations to branch off to other conversation flows. This could make the conversation more contextually relevant after a simple yes/no question, or could be more advanced with multiple options to choose from. Keep in mind that the end of this process should categorize your customer into a lead for the sales team or direct them to support for customer loyalty.
Getting started and getting your message/brand out there is the most important step. From here you will start to see which aspects of the chatbot works best for your business and adjust accordingly.
Source: Drift, BusinessInsider, Business2Community