Digital Marketing expert. Having years of experience. Co founder of www.globalhunttechnologies.com
Traditional methods of marketing left customers ignored for a long time. Let's imagine a scene where you see an advertisement that evokes you to buy the product. When you visit the store, there's no one to attend to you. Rather, you are expected to fill in your details so that seller can get back to you later. This can outgrow your buying-interest steeply. Also, the method seems awful. If I have the buying capacity right now, I would want to grab my product right away. For this, I need the seller or his team to interact with me.
This is the basic idea of business - an interaction between seller and buyer. While technology improved on several marketing aspects, an interaction was overlooked for a very long time.
With conversational marketing, a new personalized approach is expected for customers where they can interact in real-time. In this interaction, specific details for their queries are shared to suffice their keenness.
The different strategies have shown their age and now customers are willing to buy the items right away. To qualify a conversion lead, you have to be available for your customer within 5 minutes or less. When you begin this conversation with instant greetings and followed details, there's a higher chance to unfold direct results.
Most of these processes are data-driven and not oriented towards fulfilling client needs. Also, the data-driven methods are tuned out by potential clients without further delay.
Cold Calls - Promotional calls have lost their significance; big time. People are now busy and do not entertain any conversation that they are not expecting already.
E-mails - Among the several e-mails that a person might receive daily, what could be the probability to open your email? One can easily figure it out with their own interest in emails they receive daily. While most people are spending their time having conversations over their smartphones, your bulk emails in the spam will be entirely ignored. There’s a lot of money and time invested in crafting these emails but it just wouldn’t work for you.
Landing Pages - These have worked wonders in past, but now the conversion rates through them have steeply faltered. A lot of times people are not able to find the exact answer to their queries and they only have to surf through the internet to convince them with a set of information that might just work. If it doesn’t, the entire time spent over the landing page goes in vain.
Why Did These Processes Fade?
The above-mentioned processes lacked feedback and dialogue, which could suggest ways for businesses to improve. Conversational marketing is the solution to fill in the gap and this new paradigm will help in connecting with potential clients better.
People seek personal experiences during an online purchase. They certainly leave places where they don't feel inclusivity. Sellers, who only present their businesses through emails etc. fail to make potential customers a part of their business.
Interactions are much more effective than static forms as a potential customer gets specific answers. These real-time dialogues are designed to ask and answer questions relevant to your business. By adding this automation layer, your business scales up profitably.
Five Major Features Of Conversational Marketing
Real-time interactions where customers do not have to wait for follow up. Also, you are creating no fuss to fill forms and wait for several hours or days. This creates an impression that you value customer's time.
This brings us to the second feature, which is about engagement. Real-time conversations work as perfect marketing campaigns. Because of their specific nature, they are highly engaging.
Engagement brings us to another major feature, which is a personalized experience. Before the conversation begins, you have the chance to send custom text for a personalized answer or data.
The automatic conversation is conducted with chatbots allowing you the scalability feature along with the one-to-one conversation.
Also, a feedback loop is created so that you can improve in the future.
How To Conduct Conversational Marketing Effectively?
A chatbot is a futuristic notion to conduct specific and effective conversations online. As it isn't easy for a machine to understand complex human behavior, chatbots are built on specific principles to engage with customers better. A few of these principles are:
One can also create advanced dialogue systems with conversational AI technology that gives space to personal preferences. It is very effective in developing an engaging natural interface.
Chatbots streamline the sales funnel in the following manner:
Forms are replaced with dialogues and immediate feedback is generated to move down the sales funnel.
As chatbots are created to understand and react to input, they help in giving priority attention. Also, there are other tasks up to their sleeves such as:
Hence, a chatbot is a powerful tool to improve the interactive experience with potential clients. This modern advanced technology gives a sense of priority to visitors and does not support blasting messages unnecessarily. A chatbot allows one to uncover different ways of helping while not pushing people to take action. It's effective and works beautifully.
Markets are now getting smarter and faster in terms of converting leads. Experts are always on the lookout for new tools to share knowledge on relevant topics. This new paradigm is greatly supported by conversational marketing. This is the ideal way any business can use to engage their potential customers. With direct interaction, you will build deeper bonds with customers and a strong marketing medium.
Apart from accepting the new ways of business, you will be giving your brand a new voice. The approach will be selective to obtain the best results from the conversation. In no time you will see how your relationship takes a stronger grip with the customers. You only need to build your data for developing conversation; the rest will only take you to in-depth learning of customer experience and how to enhance it.