The personalization of customer experience has become more crucial than ever before. Now, customers want to feel connected to the business before purchasing its products. When customers get personalized experiences, they’re likely to recommend the business to others. This need for personalized customer experience has led marketers to come up with the concept of conversational marketing.
With conversation intelligence, you communicate with visitors in real time to derive insights from customer interactions that would help you close deals faster. The approach is meant to build a stronger relationship with your audience throughout their journey. This form of marketing can be automated using chatbots or real-time messaging to connect with visitors and move them further down the sales funnel. If you’re curious, here are additional things to know about conversational marketing.
Conversations happen in customers’ time
While you may want your business to engage with your clients all the time, it’s crucial you do so at the time and pace the customer wants. The conversation should happen at whatever time your customer prefers—may it be in real time or during their spare time. The conversations are asynchronous, and the business won’t actually dictate when to start or continue them.
Conversational marketing should allow customers to pick up things where they left off and continue whenever they prefer to. So when designing conversational marketing strategies, center them around the needs of your customers and not of your business.
You get to understand customers’ needs
Conversational marketing is different from other traditional ways of qualifying leads, such as email marketing and cold calls. In conversational marketing, you immediately engage your customers, understand their concerns, and provide solutions to their needs through already set answers to their likely questions.
When setting up a chatbox on your website, place it strategically in a way it doesn’t pop up every time or occupy a large space. It should also support both chatbots and agents. A chatbot will engage a customer in real time and address their questions and needs, unlike methods such as filling out forms.
Engaging a customer right from the start increases your chances of winning them back. If you want to have higher chances of converting leads by understanding your customers’ needs, conversational marketing may be your best shot.
You have to recommend leads to human hands
While chatbots will help engage your customers in real time and provide solutions, they won’t get them to make a purchase decision. Chatbots are good at handling repetitive tasks, but to change a lead into a buyer would require a human touch. Therefore, when using conversational marketing, remember to transfer the lead to human hands.
After gathering enough data about a customer from the chatbots, the chatbot should suggest a chat or call with a sales representative. The information gathered will help the agent picture and understand the customer’s segments better. Consequently, they’ll be able to personalize the customer’s journey more and finally convert their prospectsinto buyers.
You need to humanize chatbots
In marketing, chatbots can’t fully replace human interactions. However, they can come close if they’re designed to be user-friendly and make conversations like those with real human beings. By humanizing your chatbots, you make your leads more willing to engage with them, and this is beneficial in moving such prospects down the sales funnel.
Chatbots can be designed to be informative, interactive, or even funny so customers can engage with them without feeling they’re talking with a bot. Your visitors’ interaction with the chatbots should be as satisfying as their conversations with your human agents. In this way, you’ll realize more success with your conversational marketing.
Conversations should have context
Context is what makes the conversation convenient for the customer, your sales representative, and the chatbot. Suppose a customer makes a call reporting a defect in your product. In this case, they’ll expect your sales agent or chatbot to have information about your past interactions and the product they’re complaining about. This prevents asking leads the same qualifying questions to avoid testing their patience and wasting their time.
Your customers will be hoping to find answers quickly and with minimal effort. Therefore, you should gather, store, and make customer data accessible to all departments and chatbots. The more data you have about your customers, the easier it would be to respond to their needs.
Giving your customers a personalized experience is vital in your marketing strategy as it increases the chances of turning leads to buyers and retaining loyal customers. This personalized experience starts with understanding customer needs and humanizing all interactions as much as possible. This can be achieved through conversational marketing. And hopefully, this article provided you with the information you need to get it right.