Conversational marketing is a feedback-oriented approach that uses chatbots, live chat, and targeted messaging to foster genuine conversations and deliver value across channels.
This has enhanced customer experience, driven customer engagement, and developed customer loyalty. More importantly, it has allowed businesses to generate more qualified leads, scale brand awareness, and support related tasks while saving time and resources.
1. Engage, Qualify and Generate More Leads.
One of the advantages of chatbots is that they are always online. This matches the majority of your target audience- millennials. This gives your customers a way to initiate conversations immediately, and get the answers they are looking for and the result is higher conversion rates, opportunities, and seamless experience.
Instead of having someone vet them and to pass to the sales team, the bot asks a series of questions, collects necessary qualification details (name, email, service preference, and more), and based on their answers, automatically sorts the customers to personalize the next steps. From this process, marketing teams save hours and leads they may have missed as well as build their email list. Your sales team on the other hand, gets a qualified lead with full context.
Conversational marketing is a one-to-one conversation to connect with leads. As stated above, it is all about building customer relationships and improving customer engagement. It uses intelligent chatbots to initiate a conversation with potential leads by providing human-like interactions. This approach helps in fostering long-lasting relationships with potential leads by directing them to the sales team.
2. Provides Valuable Insights About Customers.
The traditional method of collecting contact information through paper forms just not cutting it anymore as they lack context. Real-time conversations with customers will allow your business to know more about the customer.
Context such as what directed them to your business in the first place, what they were looking for, and what product they are interested in can drive the entire business into a whole new direction. High intent leads can be passed directly to sales, with information on how much time was spent on the pricing or product page, if they are a returning customer or if they happen to fit the ideal customer profile.
3. Better Customers Experience.
Conversational marketing provides a better experience by integrating chatbots with the channels where chatbots allow for real-time conversations in terms of assisting with inquiries. Chatbots create a human-like experience which something like your website can’t do. Another advantage is the reach of chatbots, they allow your business to say “hello” and start conversing with hundreds of customers at once.
4. Build Customer Relationships.
The goal of conversational marketing is to reach customers on different channels such as WhatsApp and drive lead generation by giving the customer a more simple and easy way to get in touch with your business. From here, you can start building those relationships.
As Harvard Business Review points out, messaging platforms provide continuous engagement between customers and brands. This engagement makes conversations more natural and opens more opportunities to cross-sell, get input, and move back and forth between support as well as sales.
Beyond that, through an omnichannel approach, conversational marketing is one of the best ways to showcase your brand, its personality and create an authentic relationship with your target audience on the channel of their choice. With well-designed conversation flows, you can give your chatbot the personality it needs and reinforce your brand.