In today’s digital world, your customers have tons of options for the product or service they want to purchase. That’s why they’re getting more and more fickle each day. While some marketers focus on high-value content marketing to win the customers’ attention, such as video marketing strategy, email marketing, social media marketing, there’s one mostly overlooked strategy: conversational marketing.
Conversational marketing is all about providing the customers’ real-time conversations to strengthen communication and build a solid relationship with them.
This marketing strategy then becomes handy since the real-time response is such an effective way to win customers who are only getting busier each day. It’s not surprising that 90% of potential consumers want to use messaging channels to communicate with businesses more.
With conversational marketing, you can also create a more human buying experience. Therefore, the customers should have no problem in trusting your brand. In this post, we’ll break down some essential reasons why your brand should tap into conversational marketing.
Let’s dive in!
#1. Acquiring Valuable Marketing Data Faster
AI-powered marketing tools like chatbots play a significant role in giving customers a real-time answer and solution. What’s more, chatbots and other messaging channels record crucial data that you can use to optimize your marketing strategy for better customer interactions and product improvements.
In other words, once you collect consumer valuable data and insights, you can use it to define trends and make more informed decisions. You’ll be able to know what marketing areas your customers engage in the most and what needs to be improved.
Now it’s become much easier to tailor your overall strategy based on your customers’ preferences and needs.
#2. Customers Are Always Curious
Since customers are spoiled with a bunch of product offerings, they make sure that they choose the best one from themselves. Therefore they sometimes ask a lot of questions to gain confidence before they make a purchase.
And for a savvy marketer like you, customer curiosity equals exploration equals excitement. The more your potential customers are asking you questions, the more they are interested in your products and want to explore more about your brand.
With that much curiosity, conversational marketing can be an effective way to help them make an informed decision faster. That’s because you can answer their question and solve their problem in real-time.
#3. More Interaction, More Engagement
Conversational marketing is an excellent way to build a personal, friendly interaction with your customers. It allows your customers to get involved in your marketing conversations every day. The more you interact with them personally, the higher your chances of engaging them.
Conversation marketing makes it easier for you to talk with your customers in an informal every-day-dialogue. In this case, they can feel so close to your brand because it’s also easy for them to treat your brand just like a friend.
Once your customers feel understood by your brand, then their purchase decision is only a few clicks away. And when you can keep them engaged with your brand, then they’re most likely to come back to make another purchase.
#4. Comfort Matters
Conversational marketing offers a handy way to show your customers that your brand is always there for them — whenever they need you. Even with the most brilliant sales strategy in the world, if a potential customer is only half-listening as they’re also unsure about your brand, that strategy will flop.
Here, you need to remember that one of the most crucial keys of your conversational marketing strategy is making your customers comfortable talking to you.
Therefore, the conversations and real-time interactions need to happen on channels that make the most sense for customers. You can use multiple channels like email, Facebook Messenger, chatbots, and more — wherever the customer is comfortable having the conversation.
#5. It Generates More Conversions
As you already know, conversational marketing can seamlessly engage customers across the entire customer lifecycle. Making it easier for customers to engage with your brand will help you convert more high-quality leads faster.
While long-form submissions or super late responses can increase the abandonment rate, the responsive and friendly conversational marketing conversation will help the customers jump the barrier and dive into the conversation.
Automation marketing tools like chatbots don’t ask customers to wait, they directly connect them with your marketing team, so the customers get what they want in a matter of a minute. This positive customer experience is the beginning of increased sales.
A winning, successful conversational marketing strategy has to engage, understand, and recommend. If you can crack the code, you can effortlessly build relationships and create authentic experiences with customers. Happy customers always have a reason to come back to use your product or service. And that’s how conversational marketing influences the loyalty of your customers.
However, just like any other marketing strategy, gaining trust, and building customers’ confidence with conversational marketing about your brand is a gradual process, but the results are worth every bump you face early on.
Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).
Email: [email protected]