The Why, The What, And The How.

Many businesses believe that communicating how great a company they are will encourage consumers’ support.

When you hear about the best businesses/ companies in the world, most people deem them successful based on their industry achievements, which are communicated to consumers.

 

And, yes, it is essential to highlight achievements, but this alone will not help you bond with customers and form long-lasting relationships.

In the ever-changing digital jungle, there is an excellent opportunity to build and create relationships with consumers through conversational marketing.

So how can this be done? We break it down into why conversational marketing is important, what it is, how to use it, and the benefits; if you’re not convinced, we share an exemplary example to get you on board.

Why is Conversational Marketing Important?

We hear and read about the importance of a human-centred approach, but what does this entail, and how do we communicate this?  The goal is to connect with consumers on a human level and let them know that they are not just a number.

To do this, we can use conversational marketing. According to (ideta) conversational marketing is a form of relational and digital marketing that grants companies the opportunity to form abiding relationships. How can this be done? Through real-time, automated conversations on social media platforms or your website.

This being said, it is essential to remember that quality overtakes quantity in the race to impress. Thus it is important to incorporate quality interactions into this strategy to reach those who care.

What is Conversational Marketing?

So let’s get down to the nitty-gritty of conversational marketing. Multiple Channels, Interactivity and New Technologies are three pillars/phases (ideta) which take your conversational marketing strategy to new heights.

Building communication between your business and consumers is essential to communicate your message to those who matter. The development of this new technology has increased the consumers’ demand for instant messages and spontaneous conversation.

This is now possible as chatbots, voice bots, and conversational AI (Automat) can be positioned across multiple channels to connect with consumers. Now it’s time to start thinking like your audience.

Research commonly asked questions (Webfx) based on your product/service to ensure you can provide appropriate responses. If you’re an e-commerce brand, this may relate to shipping FAQs or wanting to find out more information about your product.

To drive consumers to convert, personalisation is key! To perfect this strategy, ask for feedback. This makes the process more efficient and gives the customer a sense of voice.

How to use Conversational ads?

What are conversational ads? (Automat) These can be placed on almost any domain. This is possible on Google conversational display advertising. Click-to-Messenger Facebook News Feed ads are an excellent way to drive users to the Facebook Messenger App/ interface.

This allows brands (Automat) to interact with consumers by prompting consumers with questions or experiences related to the ad’s content. Similarly, it is also possible to bring this strategy to WhatsApp.

Your goals may vary across your conversational ads, but most importantly, a conversational marketing strategy/ad allows you to (Automat) gain brand-specific insights, which may be used with custom audiences on channels such as Facebook to personalise your retargeting efforts and bonus… drive higher conversion.

Benefits of Conversational Marketing

The benefits (PROS)of conversational marketing

  • Learn more about your customers
  • Provides your customers with exciting ways to get answers
  • Convert leads into sales!
  • Build relationships with customers
  • Create a personalised experience for consumers
  • Identify commonly asked questions to improve processes
  • Enhance your customers’ experience
  • Gives your customers a voice
  • Let your customers know you care
  • Communicate your human-centred nature

Let’s Sum up with an Example of Conversational Marketing

Amika is a hair care brand that (Amika) partnered with Automat to introduce a Conversational AI eCommerce technology implementation (Automat – Amika-case-study). Amika set out to offer “a more intimate experience and stand out in a very competitive market.”

They already had a live chat that contributed to the bigger picture being sales and marketing potential. They saw customer engagements regarding tips and recommendations from this; however, they could not instantly reply and offer the demanded hair care consultations for each visitor.

They partnered with  (Automat – Amika-case-study) to apply an immediate, always-on experience to ensure they increased online sales from educational conversations, created more profound relationships with customers and attended to customers’ immediate hair care needs 24/7 with expert knowledge.

The results were remarkable as Amika’s website achieved 3x more conversions, a 90% customer satisfaction rate and a 4x average revenue per Automate user.

In conclusion, we want to ensure our consumers are satisfied. As this article explains, a human-centred approach, personalisation, and building strong customer relationships go a long way along the road to results and trust. Ensure your interactions are nothing but the best quality to achieve the perfect strategy.