Modern marketing has a big difference when it comes to putting customers first instead of focusing on product advertising like before. Conversational marketing is one of the effective methods used by businesses to connect and chat with customers to create the most perfect experiences. So what is conversational marketing? What forms does it take and how can conversational marketing be successful? All will be answered in detail in the article below from Optimal Agency. Don’t miss it!
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What is conversational marketing?
Also known as Conversational marketing, is a marketing strategy that uses conversation channels such as social networks, SMS, live chat,… to transmit marketing messages to customers. This form of marketing has become more popular, helping to enhance interactions between businesses and customers, improve customer experience, and increase revenue.
The goal of Conversational marketing is to create a natural interactive environment that helps customers learn about product and service information and solve problems quickly. Unlike other forms of one-way marketing, conversational marketing promotes two-way interaction between businesses and customers, creating a more personal and enjoyable experience.
As a result of the evolutionary process of Outbound Marketing and Inbound Marketing, it is used to supplement the weaknesses of the above two forms of marketing. Conversational marketing is built on the human psychology of communication. From there, Marketers can exploit and plan appropriate advertising strategies, attracting target customers as desired.
With the development of technology, especially the advent of AI, conversational marketing strategies have become more complete and professional. The support of modern technologies such as AI (artificial intelligence), Voice recognition (voice recognition), NLG (natural language processing), IoT (Internet of Things) has brought clients personalized experiences when interacting at scale.
Conversational marketing is based on NLG (Natural Language Generation) stands out with online messaging forms such as Messenger, Chatbot,… Unlike traditional marketing, Conversational marketing does not bother customers but uses chat messages to connect and provide the best service experience for them.
The fundamentals of conversational marketing
If you want to better understand what conversational marketing is, learn the principles of this form of marketing. Conversational marketing operates according to three main principles:
Interact with customers
To do Conversational marketing, you need to connect and interact with customers regularly. This way you can build trust with customers and increase conversion rates. Smart tools like Chatbot can connect businesses with customers quickly and continuously. Besides, you should prepare information to send to potential customers. When the content is attractive enough, customers will review and interact with the business again.
Understand potential customers
Multinational businesses that want to connect with customers 24/7 often use smart tools to respond to customers quickly and automatically send messages when visitors visit the website. The conversations are designed to be short, simple, and effective, helping to quickly answer customer questions. Through messages, businesses can better understand customer profiles as well as their needs and desires. From there, make recommendations to help speed up response and ensure information is conveyed to the right audience at the right time.
Navigate properly and quickly
Data systems such as ERP (Enterprise Resource Planning), CRM (Customer Relationship Management), MIS (Management Information System) are used to convert saved data of customers accessing the website. These systems help potential customers get answers to their questions.
Conversational marketing helps businesses have better business processes through the application of modern technology management systems. Thereby enhancing a unique and different shopping experience for customers.
Why is conversational marketing important for businesses?
After understanding what conversational marketing is and how this marketing method works, let’s explore the values that Conversational marketing brings. Unlike traditional marketing methods that only focus on sales, conversational marketing focuses on customers. When using this marketing method, businesses will receive the following benefits:
Create a better customer experience: Through talking to customers, businesses can clearly understand their needs and problems. Based on understanding customers, you can adjust the message conveyed to target customers in the most appropriate way.
Increase engagement: Personalized interactions through chat channels will increase customer engagement. When customers have direct access to information, it will motivate them to actively participate and maintain the relationship.
Navigate customers to purchase: Combining marketing and sales through chat channels will help promote customer purchasing behavior and increase conversion rates.
Reduce market research costs: You can leverage conversations with customers to better understand their needs and wants. Thanks to that, businesses can save on market research costs.
Introducing products and services quickly: Based on customer feedback, chatbots are used to direct them to products and services that suit their needs. From past purchase history data, the chatbot is enabled to recommend similar products.
Maintain relationships with customers: Thanks to the ability to quickly respond to customer problems or provide information about products and services. This helps increase customer retention, improve revenue, and maintain positive relationships with customers.
Collect and analyze customer data: Conversational marketing is the best way to collect real customer information at scale through conversational channels. Chat interfaces can record data that is then used to optimize customer interactions, improve products, and create useful content.
Popular forms of conversational marketing
At this point, you have a better understanding of what the benefits of implementing conversational marketing are. Below are forms of conversational marketing commonly used by businesses today:
Chatbots
Built on artificial intelligence with the ability to simulate real conversations. When customers visit the website they can chat with the bot and get answers to questions. Chatbots use natural language (NLP) with question-and-answer programming to interact with customers authentically, remember the conversation, and follow a pre-designed conversation flow. Bots operate 24/7 with the ability to handle queries outside of business hours and handle multiple conversations without customers having to wait.
Live Chat
This form is widely used in conversational marketing to communicate and interact with customers quickly as well as bring real value. It can handle any query from simple to complex and support customers whenever they need it. Live Chat helps personalize customer experience and deliver positive experiences.
Messaging application
Messaging apps like Facebook Messenger are widely used and have become great tools for conversational marketing. It is set up to understand questions, give appropriate answers, and handle every task. By using messaging apps you can reach your target audience directly.
Readers should refer to other related articles such as how to build a customer loyalty program.
How to be successful in conversational marketing?
If you already understand what conversational marketing is and the popular forms of conversational marketing, let’s explore how to deploy an effective conversational marketing campaign:
Identify goals and performance metrics
Before implementing any marketing campaign, including conversational marketing, you need to determine what results you want to achieve. It can enhance sales, improve customer satisfaction,… Some metrics to measure the effectiveness of a conversational marketing campaign include lead and sales metrics, engagement metrics, awareness metrics, customer loyalty, satisfaction,…
Determine the main message to convey
If you want your conversational marketing campaign to achieve good results, it needs to have a clear and compelling message. To get the right message, you should put yourself in the customer’s shoes to determine which message will attract the most attention. It could be a discount promotion or access to free content to get an email.
Select communication channel
Each marketing channel has its own way of working and is suitable for a target audience. If you want your chatbot to help customers make product recommendations, Facebook Messenger is the top choice. If you want your chatbot to answer customer questions, add a chatbot to your website for greater efficiency.
Choose a conversational marketing platform
As digital technology develops, so will the growth of conversational marketing. Many businesses offer conversational marketing solutions. Please choose the right platform for your business to achieve high efficiency
Test the chatbot before operating
Before putting conversation support tools into official use, you should test and evaluate their effectiveness. Because chatbots will represent businesses in communicating and interacting with customers. If the chatbot is well-designed, businesses can maximize sales.
What is conversational marketing is no longer a difficult question for you, right? Through the article above, you have a better understanding of a new marketing method as well as how to successfully deploy conversational marketing to increase sales and build good relationships with target customers.
Please see more:
- How to write SMS Marketing content that attracts customers
- Facebook marketing tips for small business success
- How to use email marketing effectively
FAQ
Conversational marketing is a marketing activity that engages customers through dialogue, focusing on interacting with customers using two-way interactions in real-time conversations. The brilliance of conversational marketing is that it is personalized based on customer needs. Users can improve customer care levels by tailoring interactions based on very specific situations.
Traditional marketing focuses on promoting products and services to attract customers interested in the brand through advertising on TV, radio, or email campaigns. A one-way marketing model only lets customers hear your business’s message without giving them a way to respond to you. On the contrary, conversational marketing uses the latest technology tools such as live chat and chatbots to personalize the marketing process with new content such as newsletters and offers.
