The ultimate goal of every marketing campaign is to attract more clients that will use a product or service the company offers. Of course, their certain steps in between that are the core of this ultimate interaction. Marketing campaigns are all about engagement, raising awareness, and performing any kind of interaction with the target audience.
In light of this explanation, sometimes companies tend to deepen this interaction by trying to directly communicate with their potential clients. This approach, in turn, enables companies to cultivate more friendly-like relationships with their consumers, thus improving the overall customer experience.
What is conversational marketing?
Conversational marketing is a term used for all of the interactions made one-on-one between customers and the company in real-time. This type of marketing is pretty straightforward as it requires a direct connection between the consumer and the company that is seldom made through various channels.
Companies tend to use different chat options, whether they are presented in the form of live chatbots on the website or as an app specifically intended for these kinds of conversations.
With these chatbots, the concept of conversational marketing comes alive, and often this type of interaction is perceived as the main tool that symbolizes this approach.
However, it is a fact that chatbots are not the only solution when it comes to conversational marketing. Any conversational strategy can be part of this approach, so it would be unfair to single out only one source of communication as the main one. E-mails and phone calls can be also considered as conversational marketing to the point when there is an immediate interaction between both parties.
Still, chatbots and apps that are used for real-time conversation are increasing in popularity and provide a more reliable way of communication.
What apps to use?
The most important thing when tailoring a strategy based on conversational marketing is to research and understand what the needs of your customers in terms of communication are. This means that you need to discover which channels are preferred by your target audience and then implement your strategy accordingly.
Another thing you need to be careful about is the tone of voice. More and more consumers are delighted when they can casually ask questions about a certain thing and get a fast answer. This is an important thing as it can make consumers feel more welcome. Additionally, having an informal chatbot that will nurture dialogues that resemble a casual conversation, integrated with your website will give you a multi-step advantage in front of your competitors.
The difference between conversational marketing and inbound marketing
Although it might seem as if these two terms mean the same, the truth is that it is much more complicated.
First of all, inbound marketing is considered to be an approach that is aimed at attracting the target audience through channels this particular audience likes.
In contrast to this, conversational marketing is the process of the actual connection with the target audience through the preferred channels.
Therefore, inbound marketing is a set of practices that gathers all of your marketing aspects into one strategy. All of the tactics used here are mainly focused on attracting more consumers to go and check your website.
Ultimately after every tactic is practiced, it is time for conversational marketing to step in. The role of conversational marketing is tightly related to lead generation as part of your inbound marketing strategy. In fact, with conversational marketing you can maximize the value of the leads originating from the strategy.
A fun convo app with direct messaging option is much more appealing to leads instead of the traditional forms which are a rather dull and boring solution.
Optimization through conversational marketing
Conversational marketing is a perfect source of information for the way people see your website and can be used for improving your overall performance, and ultimately the customer’s experience.
You can use all of the data obtained through the tools of your conversational marketing strategy in order to analyze where should you put your focus in the future, and what can be done to better understand your customer’s needs.
Thus, you can check your chat application for uncovering what are the most frequent questions your potential clients ask when visiting your page.
Obtaining this kind of information is important for further optimizing your SEO strategy and checking for possible weaknesses. For example, if you find out that clients have a constant problem with one particular thing and it seems as though they cannot find the answer anywhere on your website, it might be a good idea to provide the answer and correct this issue.
You can always implement a FAQ page where each of the questions your customers have will be addressed. This, in turn, will improve your overall SEO standings and will give you better standings on Google. The keywords used in the FAQ can also be used for blog articles where you can explain things more thoroughly.
Accessibility is another thing that gets improved when engaging in conversational marketing, and all of this is because of social media. Responsiveness is the key factor here. Improving your responsiveness on any channel can greatly improve your accessibility score and attract more audiences.
There are certain tools that can be used for these purposes. Remember that conversational marketing is all about improving and extending your inbound marketing strategy. So once your potential customers arrive on your website, they need guidance and possible help in order to easily find what they are looking for.
Basically, conversational marketing will help you retain your customers once they are exploring your services on the website, so you need to be sure that they are presented with the relevant content that will definitely make them stay and even convert.
All in all
Conversational marketing is a valuable addition to your marketing strategy and in fact, will pretty fast become your main source for company performance for the better. That is why taking your time to develop a conversational strategy based on your inbound strategy is a clever way of doing marketing and will get you enjoying the benefits of this in a very short span of time.
So explore your possibilities, see what works best for your business, use different tools on different channels and see which ones improve the overall performance of your webpage.
It is crucial for you to make an assessment of the usage of these conversational marketing tools in order to see whether an upgrade is needed. Over time, you will receive feedback in regard to this which will immensely help you strategize further and improve the weaknesses in your approach.
In addition, using tools for executing your conversational marketing strategy will not only automate your interactions with the audience but will also enhance your metrics reports which, despite the usual information, will display a thorough image of your website standings.