Is your company currently using conversational marketing to create a better experience for customers?

What is Conversational Marketing?

 Conversational marketing is a one-on-one approach which allows you to move more consumers down the sales funnel quicker. Consumers also feel more of a connection to your brand when the interaction is more humanized.

Rather than encouraging potential customers to complete a form on your website with their information/what they’re looking for, conversational marketing allows for immediate communication and targeted messaging where and how customers want. Examples include chatbots, texts, Slack, Facebook Messenger, etc.‍

These numerous forms of instant communication have a way of eliminating the barriers between customer support, sales, and marketing.

Elements/Features

Are you thinking your company is already utilizing conversational marketing since you’re present on multiple channels? You might be close!

Here are some of the key elements to understand and incorporate into your strategy:

1. Conversations Convenient for Customers

Different customers will want to communicate with your brand at different times depending on what’s convenient in their schedules. It’s crucial for businesses to be able to talk to customers in real time, but it’s also important to continue that conversation at the pace the customer sets. For example, they may be able to chat some before work then again that night after their children have gone to sleep. Understanding this and having the proper tools in place to make this work is an essential part of conversational marketing.

2. Scalability

Consumers aren’t concerned with how many others you’re talking with, as they only care about their business/the issue they need to be resolved. Bots can allow for 24/7 support while saving your employees’ valuable time.

3. Context in Conversations

As a conversation with a consumer progresses, one would expect the context to get smarter. For example, if someone has a question about an order one day then another question about a missing part in that order, he/she will expect the company to have the previous interactions and information already given available. Customers don’t want to waste time giving an order number and background information again.

Gathering data, developing an understanding of it, storing it, and having it accessible are important parts of using a chatbot system to make the conversational marketing process run smoothly.

‍
4. Channels Convenient to the Customer 

What channels are your customers using? Both Inbound Marketing and conversational marketing are about meeting customers where they are and providing value. Many people would rather communicate via bots, Facebook Messenger, etc. than have to call a number and wait on hold to talk to someone.

How well do you know your customers? Building a customer persona allows for a more targeted approach in your marketing strategy. Keep your customer in mind at all times, and make efforts to make all communication smooth and convenient.

5. Personalization

Even the first interaction with a customer can have a personal touch. One of the most basic options would be to have a chatbot conversation popup and say, “Hey, this is (name). Let me know if you have any questions.” You can also use tools such as IP address matching to insert the name of the company for which the person works. Competitors of that customer’s company could then be referenced to grab the person’s attention.

6. Built-In Customer Feedback

Businesses are always looking for more feedback from consumers, and conversational marketing can offer a built-in feedback loop where consumers share their opinions so you can determine what is or isn’t working.

Process Involving Chatbots – Here are a few examples of what a chatbot can do for your business:

• Answer common questions on which data is already available
• Qualify Leads
• Promote events, products, and content
• Book meetings
• Gather feedback from potential or current customers

A consumer will visit a website, and that information is captured by the company. That consumer may then choose to converse with a chatbot for various reasons, and the chatbot will use techniques to find out more about the customer/qualify them. In a B2B strategy, for example, a bot may then schedule a meeting for further discussion after determining a particular consumer is a quality lead.

Bots can also help direct the customer to the right department and save the time of your employees. They can also determine if someone just isn’t a good fit for your product to ensure you’re spending your quality time on leads that are more likely to make a purchase.

In comparison to forms, instant chats can seem more personal and yield more immediate communication to continue moving a consumer down the funnel to produce more sales in a shorter time frame.

‍

Benefits of Conversational Marketing

It’s a proven technique to convert traffic into quality leads. Drift, the leading company in conversational marketing, refers to the methodology as “Capture, Qualify, Connect”.

1. Qualify leads in minutes rather than days – According to a study from Harvard Business Review, companies have to respond to customers within five minutes of initial contact to have the best chance of qualifying a lead. By waiting longer, the odds of qualifying that customer drop by 400%. Allowing bots to ask qualifying questions and gather more information allows you to spend time with only the best leads.

2. Give customers a better experience – Humanizing the process and making your website feel less like an empty store and more like a brand someone feels a connection with is a crucial part of customer satisfaction and building a stronger customer base. Improving customer support response times can also provide a better experience for everyone involved.

3. Learn more about your customers – Website forms often don’t provide as much information as an actual conversation can. Through real conversations, companies can gain a better understanding of what customers are often unsatisfied with, what customers are looking for, which products they enjoy the most, etc.

4. Produce sales quicker – Numerous companies have seen tremendous success concerning shortening the sales cycle when using conversational marketing. ThriveHive, for example, has seen their conversational marketing leads close at 2x the rate of their leads from other sources.

5. Increase sales pipeline – Half of Drift’s business is derived from conversational marketing. TreeRing’s pipeline increased 10% in the first two months of using conversational marketing, and conversations have influenced 25% of RapidMiner’s open sales pipeline, which is worth more than $1 million.

‍
Changing the Buying Process‍

Put yourself in the shoes of your customers. Would you be more likely to purchase from a company who used these conversational marketing techniques and provided instant conversations to address your questions/concerns? Consider implementing a chatbot and other conversational techniques to help the buying process. It’s a win-win for both your business and your customers.‍

‍
Future of Conversational Marketing‍

As technology continues to change, businesses and marketers have to adjust strategies to continue to be able to reach and interact with potential customers. According to RadiumOne, 84% of digital content-sharing in the U.S. occurs outside of public social networks and away from marketers’ eyes.

This is where conversational marketing via AI (artificial intelligence) comes in handy. Chatbots and other AI tools are able to detect and react to patterns in a natural manner.

For better results, companies should consider using the active listening skills of top salespeople and create conversational funnels centered around consumers. Customers can tell you what they want as well as any issues they’re having, and your chatbot can gather this information and respond in a way that improves both conversion and customer satisfaction.

Before using AI, make sure your company has clearly defined your brand’s image, voice, values, etc. The bots should be able to communicate in a way that’s consistent with your branding.

Are you curious what types of people are talking with businesses? According to Drift, of the 50,000+ businesses using their platform, those in key decision-making roles are often the ones who connect with companies in real-time messaging.

“In terms of seniority, 41% of the people having conversations were executives. CEOs made up 7.1%.”

Even with chatbots, you don’t have to have an ‘all or nothing’ approach, and you don’t have to completely remove the traditional forms from your website. Companies often begin by adding real-time messaging as a second way to gather customer information. This gives people an alternative option in case they wish to talk with someone immediately.

 

Applications with Zight (formerly CloudApp)

Zight (formerly CloudApp)’s screen recorder allows companies to share information quicker via visuals instead of typing everything. Videos are also more digestible and give clear information. Drift uses Zight (formerly CloudApp) to share visuals and answer customer questions directly in the Driftbot chat with a Zight (formerly CloudApp) link.

‍

Conversational marketing involves establishing personal connections with customers while gathering and supplying information in a natural way.

Learn more about Zight (formerly CloudApp) for Marketing here.

Conversational Marketing: How to Grow Your Business with Humanized Interactions

Conversational Marketing Yields Better Customer Satisfaction and More Sales

Zight | January 10, 2019 | 7 min read time

Article Last Updated: July 06, 2023

TABLE OF CONTENTS

• What is Conversational Marketing?
• Benefits of Conversational Marketing
• ‍Changing the Buying Process‍
• ‍Future of Conversational Marketing‍
• Applications with Zight (formerly CloudApp)

Is your company currently using conversational marketing to create a better experience for customers?

What is Conversational Marketing?

 Conversational marketing is a one-on-one approach which allows you to move more consumers down the sales funnel quicker. Consumers also feel more of a connection to your brand when the interaction is more humanized.

Rather than encouraging potential customers to complete a form on your website with their information/what they’re looking for, conversational marketing allows for immediate communication and targeted messaging where and how customers want. Examples include chatbots, texts, Slack, Facebook Messenger, etc.‍

These numerous forms of instant communication have a way of eliminating the barriers between customer support, sales, and marketing.

Elements/Features

Are you thinking your company is already utilizing conversational marketing since you’re present on multiple channels? You might be close!

Here are some of the key elements to understand and incorporate into your strategy:

1. Conversations Convenient for Customers

Different customers will want to communicate with your brand at different times depending on what’s convenient in their schedules. It’s crucial for businesses to be able to talk to customers in real time, but it’s also important to continue that conversation at the pace the customer sets. For example, they may be able to chat some before work then again that night after their children have gone to sleep. Understanding this and having the proper tools in place to make this work is an essential part of conversational marketing.

2. Scalability

Consumers aren’t concerned with how many others you’re talking with, as they only care about their business/the issue they need to be resolved. Bots can allow for 24/7 support while saving your employees’ valuable time.

3. Context in Conversations

As a conversation with a consumer progresses, one would expect the context to get smarter. For example, if someone has a question about an order one day then another question about a missing part in that order, he/she will expect the company to have the previous interactions and information already given available. Customers don’t want to waste time giving an order number and background information again.

Gathering data, developing an understanding of it, storing it, and having it accessible are important parts of using a chatbot system to make the conversational marketing process run smoothly.

‍
4. Channels Convenient to the Customer 

What channels are your customers using? Both Inbound Marketing and conversational marketing are about meeting customers where they are and providing value. Many people would rather communicate via bots, Facebook Messenger, etc. than have to call a number and wait on hold to talk to someone.

How well do you know your customers? Building a customer persona allows for a more targeted approach in your marketing strategy. Keep your customer in mind at all times, and make efforts to make all communication smooth and convenient.

5. Personalization

Even the first interaction with a customer can have a personal touch. One of the most basic options would be to have a chatbot conversation popup and say, “Hey, this is (name). Let me know if you have any questions.” You can also use tools such as IP address matching to insert the name of the company for which the person works. Competitors of that customer’s company could then be referenced to grab the person’s attention.Drifbot chat example.

6. Built-In Customer Feedback

Businesses are always looking for more feedback from consumers, and conversational marketing can offer a built-in feedback loop where consumers share their opinions so you can determine what is or isn’t working.

Process Involving Chatbots – Here are a few examples of what a chatbot can do for your business:

• Answer common questions on which data is already available
• Qualify Leads
• Promote events, products, and content
• Book meetings
• Gather feedback from potential or current customers

A consumer will visit a website, and that information is captured by the company. That consumer may then choose to converse with a chatbot for various reasons, and the chatbot will use techniques to find out more about the customer/qualify them. In a B2B strategy, for example, a bot may then schedule a meeting for further discussion after determining a particular consumer is a quality lead.

Bots can also help direct the customer to the right department and save the time of your employees. They can also determine if someone just isn’t a good fit for your product to ensure you’re spending your quality time on leads that are more likely to make a purchase.

In comparison to forms, instant chats can seem more personal and yield more immediate communication to continue moving a consumer down the funnel to produce more sales in a shorter time frame.

‍

Benefits of Conversational Marketing

It’s a proven technique to convert traffic into quality leads. Drift, the leading company in conversational marketing, refers to the methodology as “Capture, Qualify, Connect”.

1. Qualify leads in minutes rather than days – According to a study from Harvard Business Review, companies have to respond to customers within five minutes of initial contact to have the best chance of qualifying a lead. By waiting longer, the odds of qualifying that customer drop by 400%. Allowing bots to ask qualifying questions and gather more information allows you to spend time with only the best leads.

2. Give customers a better experience – Humanizing the process and making your website feel less like an empty store and more like a brand someone feels a connection with is a crucial part of customer satisfaction and building a stronger customer base. Improving customer support response times can also provide a better experience for everyone involved.

3. Learn more about your customers – Website forms often don’t provide as much information as an actual conversation can. Through real conversations, companies can gain a better understanding of what customers are often unsatisfied with, what customers are looking for, which products they enjoy the most, etc.

4. Produce sales quicker – Numerous companies have seen tremendous success concerning shortening the sales cycle when using conversational marketing. ThriveHive, for example, has seen their conversational marketing leads close at 2x the rate of their leads from other sources.

5. Increase sales pipeline – Half of Drift’s business is derived from conversational marketing. TreeRing’s pipeline increased 10% in the first two months of using conversational marketing, and conversations have influenced 25% of RapidMiner’s open sales pipeline, which is worth more than $1 million.

‍
Changing the Buying Process‍

Put yourself in the shoes of your customers. Would you be more likely to purchase from a company who used these conversational marketing techniques and provided instant conversations to address your questions/concerns? Consider implementing a chatbot and other conversational techniques to help the buying process. It’s a win-win for both your business and your customers.‍

‍
Future of Conversational Marketing‍

As technology continues to change, businesses and marketers have to adjust strategies to continue to be able to reach and interact with potential customers. According to RadiumOne, 84% of digital content-sharing in the U.S. occurs outside of public social networks and away from marketers’ eyes.

This is where conversational marketing via AI (artificial intelligence) comes in handy. Chatbots and other AI tools are able to detect and react to patterns in a natural manner.

For better results, companies should consider using the active listening skills of top salespeople and create conversational funnels centered around consumers. Customers can tell you what they want as well as any issues they’re having, and your chatbot can gather this information and respond in a way that improves both conversion and customer satisfaction.

Before using AI, make sure your company has clearly defined your brand’s image, voice, values, etc. The bots should be able to communicate in a way that’s consistent with your branding.

Are you curious what types of people are talking with businesses? According to Drift, of the 50,000+ businesses using their platform, those in key decision-making roles are often the ones who connect with companies in real-time messaging.

“In terms of seniority, 41% of the people having conversations were executives. CEOs made up 7.1%.”

Even with chatbots, you don’t have to have an ‘all or nothing’ approach, and you don’t have to completely remove the traditional forms from your website. Companies often begin by adding real-time messaging as a second way to gather customer information. This gives people an alternative option in case they wish to talk with someone immediately.

 

Applications with Zight (formerly CloudApp)

Zight (formerly CloudApp)’s screen recorder allows companies to share information quicker via visuals instead of typing everything. Videos are also more digestible and give clear information. Drift uses Zight (formerly CloudApp) to share visuals and answer customer questions directly in the Driftbot chat with a Zight (formerly CloudApp) link.

‍

Conversational marketing involves establishing personal connections with customers while gathering and supplying information in a natural way.

Learn more about Zight (formerly CloudApp) for Marketing here.

Bonus Tips for Implementing Conversational Marketing

Leverage AI and Machine Learning

Artificial Intelligence (AI) and machine learning are revolutionizing the way businesses interact with customers. By incorporating AI-driven chatbots, companies can ensure 24/7 support, handle multiple queries simultaneously, and provide personalized responses. Machine learning enables these systems to improve over time by learning from interactions and customer feedback, ensuring that your conversational marketing strategy evolves and becomes more effective.

Integrate with CRM Systems

Integrating conversational marketing tools with Customer Relationship Management (CRM) systems can provide a seamless experience for both your customers and your team. This integration ensures that all customer interactions are recorded and can be accessed by any team member, providing context and continuity in conversations. It also helps in better lead scoring, nurturing, and ultimately converting leads into customers.

Use Conversational Marketing to Support Omni-channel Strategies

An omni-channel strategy ensures that your customers can engage with your brand across various platforms and devices seamlessly. Conversational marketing can enhance this strategy by providing consistent and personalized interactions on all channels, whether it’s through social media, your website, or messaging apps. Ensuring a unified and coherent customer experience across all touchpoints can significantly boost customer satisfaction and loyalty.

Implement Proactive Chat

Proactive chat involves initiating conversations with visitors based on their behavior on your website. For example, if a visitor has been on a product page for a certain amount of time, a chatbot can pop up and offer assistance or provide more information about the product. This approach can help in guiding potential customers through the buying process and addressing any concerns they may have, thereby increasing the chances of conversion.

Enhance User Experience with Visual Content

Incorporating visual content such as images, videos, and GIFs into your conversational marketing can make interactions more engaging and informative. Zight’s screen recording features can be particularly useful here. For instance, instead of typing out instructions, you can share a quick screen recording that visually guides the customer. This not only saves time but also provides clarity and enhances the overall user experience.

Train Your Chatbots for Specific Scenarios

While general chatbot templates are useful, training your chatbots to handle specific scenarios relevant to your business can make interactions more meaningful. For instance, if you run an e-commerce business, your chatbot should be able to assist with order tracking, returns, and product recommendations. This specialized training can ensure that your chatbot provides value in every interaction and meets customer expectations effectively.

Utilize Customer Data for Personalization

Personalization is key to making your conversational marketing efforts successful. Use customer data such as past interactions, purchase history, and browsing behavior to tailor conversations. Personal greetings, product recommendations, and customized offers can make customers feel valued and understood, leading to higher engagement and loyalty.

Measure and Analyze Performance

Like any marketing strategy, it’s crucial to measure the performance of your conversational marketing efforts. Use analytics tools to track metrics such as response times, customer satisfaction scores, conversion rates, and chat duration. Analyzing this data can provide insights into what’s working and what needs improvement, allowing you to optimize your strategy continuously.

Incorporate Conversational Marketing in Customer Support

Conversational marketing is not just about sales; it can significantly enhance customer support as well. Implementing chatbots and live chat options can provide immediate assistance to customers facing issues, reducing wait times and improving resolution rates. This proactive approach to customer support can enhance customer satisfaction and foster long-term relationships.

Foster Continuous Learning and Improvement

The landscape of conversational marketing is continuously evolving. Stay updated with the latest trends, tools, and technologies to keep your strategy relevant. Regularly training your team and updating your chatbots to reflect new knowledge and customer preferences can help maintain a high standard of customer interaction.

Engage with Customers Post-Purchase

Conversational marketing shouldn’t end with a sale. Engage with customers post-purchase to gather feedback, offer support, and provide additional product recommendations. This continuous engagement can enhance customer satisfaction and encourage repeat business. For example, a chatbot could follow up with a customer a few days after a purchase to ensure they are satisfied with the product and offer assistance if needed.

Build a Community

Creating a community around your brand can amplify the effects of conversational marketing. Encourage customers to join social media groups, participate in forums, or attend virtual events. These platforms can serve as spaces for customers to share their experiences, ask questions, and engage with your brand and other customers. This sense of community can enhance brand loyalty and provide valuable insights into customer needs and preferences.

Use Voice-Activated Assistants

With the rise of voice-activated assistants like Amazon Alexa and Google Assistant, integrating conversational marketing into these platforms can provide an additional touchpoint for customer engagement. This can be particularly useful for providing hands-free assistance and reaching customers in new and innovative ways.

Humanize Your Brand

At its core, conversational marketing is about creating humanized interactions. Ensure that your chatbots and live chat agents communicate in a friendly, approachable manner that reflects your brand’s personality. Use humor, empathy, and a conversational tone to make interactions feel more personal and engaging.

Optimize for Mobile

With an increasing number of customers accessing websites and engaging with brands via mobile devices, optimizing your conversational marketing strategy for mobile is essential. Ensure that your chat interfaces are mobile-friendly and provide a seamless experience across all devices.

Implement Multilingual Support

If your business operates in multiple regions or serves a diverse customer base, implementing multilingual support can enhance your conversational marketing efforts. Offering support in the preferred language of your customers can make interactions more comfortable and effective, leading to higher satisfaction and engagement.

Encourage Self-Service Options

While conversational marketing aims to provide personalized interactions, some customers prefer self-service options. Implement features that allow customers to find answers to common questions, track orders, or manage their accounts independently. This can free up your team to handle more complex queries and provide a better overall experience.

Collaborate with Influencers

Partnering with influencers can extend the reach of your conversational marketing efforts. Influencers can engage with their followers on your behalf, promoting your products and services through authentic conversations. This can drive more traffic to your website and increase the effectiveness of your conversational marketing strategy.

Monitor Competitor Strategies

Keeping an eye on your competitors’ conversational marketing strategies can provide valuable insights and inspiration. Analyze what they are doing well and identify areas where you can differentiate your approach. This competitive analysis can help you stay ahead in the market and continually improve your own strategy.

Continuously Iterate and Innovate

The key to successful conversational marketing is continuous iteration and innovation. Regularly gather feedback from customers, test new approaches, and stay open to experimenting with new tools and technologies. This agile approach can help you adapt to changing customer needs and preferences, ensuring that your conversational marketing strategy remains effective and relevant.

By incorporating these bonus tips into your conversational marketing strategy, you can create more meaningful interactions with your customers, enhance their overall experience, and drive better business results.