Conversational marketing is a technique that helps businesses deliver high quality of customer service. It uses chatbots and live chats to initiate interactions with existing or potential customers and build relationships with them. Through dialogue-driven activities, marketers help collect feedback from their audience and build further communication based on insights.
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However, conversational marketing is not a shortcoming of human-to-human communication. Conversely, it is a complementary tool that helps sales and marketing teams transform in the most immediate and effective way.
How does conversational marketing work?
As most businesses can now access directly on Instagram, Facebook, or WhatsApp, customers increasingly want to communicate personally with the brand. They do not want to wait for an answer for more than five minutes, not to mention their reluctance to fill out long forms and wait for five days. Finally, a brand will be contacted via email. Basically, all this buyer wants when it comes to online brand communication in a technology-driven world is to simply leave a message and get an immediate and satisfactory answer.
Conversational Marketing helps businesses to achieve their goals. With tools like chatbots and live chat, businesses not only manage to reduce response times very quickly but also quickly detect customers’ pain points and solve their problems in real-time. Data shows that 75% of consumers are more likely to buy.
Key Benefits of Conversational Marketing
Conversational Marketing is a relatively latest approach but still, it gave a lot of gain and Chances to businesses and their owners. This became especially evident during adjustment with quarantine. When the entire world went digital, communication via live chat and chatbots became an effective and only secure way of building relationships with customers. Furthermore, it proved to be a preferred option, as 79% said they would like to use the messaging app to receive customer service.
Businesses that are previously used or at least familiar with the conversational marketing approach before the global lockdown found themselves in a successful position in relation to businesses that remain loyal to traditional marketing tools. Given the inevitable impact of the epidemic on every sphere of our lives and the fact that the world will never be the same, brands must definitely focus on conversational marketing tools to accommodate new market trends.
Conversational Marketing Helps Increase Conversion rates
According to the Drift Report, one main reason is that customers like form-filling interactions. Interestingly, they expect chatbots to respond to them as quickly as possible during human-to-human communication. In addition, conversational marketing tools are more convenient than traditional methods such as phone or email. You will not be put in line for an unknown amount and if you do not want to, you will have to step outside your comfort zone to talk to unfamiliar people.
Live Talk, a conversational marketing tool, provides an opportunity to communicate online with a brand representative and answer your questions within minutes. This means that conversational marketing tools help you meet the needs of your customers and increase conversion rates by 45%.
This Tool is also used for Better Customer Satisfaction.
Customer satisfaction is critical to commercial success. It helps you to gain loyal customers and become a reliable market player. Research shows that each dissatisfied customer shares their experiences with 5 to 10 people on average and 13% of people continue to have negative reactions to others.
Looking at the power and statistics of Word of Mouth (including social media) shows that 92% of people trust the recommendations of their family and friends, disgruntled customers do nothing good for your business.
However, customer satisfaction is not only important in terms of the products or services you sell. The buying experience is also a valuable interaction with a brand and should be impeccable for your potential customer. Conversely, conversational marketing is a dominant approach to improve customer satisfaction.
By implementing this in your marketing strategy, you ensure that you communicate with your customers in a way that they are most comfortable with. At this stage, your efforts will later lead to greater brand loyalty, better brand image, and of course trust.
Conversational Marketing tools for Achieving Targeted Goals
Chatbots is an artificial intelligence software that helps meet the basic needs of the user. It simulates an actual conversation with a customer through a conversation interface (CUI). Chatbots are integrated into messaging apps such as Facebook Messenger, WhatsApp, Viber, and WeChat. They help customers solve problems quickly and are a preferred method of communication (only 14% of respondents said they prefer to fill in website forms).
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Indeed, chatbots between older people such as Millennials and Baby Boomers gained momentum in the last few years. Chatbots are expected to solve problems from beginning to end, providing simple questions and customer service answers, ensuring that communication is easy in every way.
Chatbots give messaging sequences just like email. A sales funnel can be created within a messenger. Downloads can be sent via messengers. Using AI, you can have automated conversations with your potential customers.
However, chatbots are still less popular tools than live chat, for example. The main reason for this is that there are problems of perception and belief in their relation. It turns out that all people who join a chatbot always feel that they join one.
Furthermore, most people do not trust chatbots and use them as question-answering machines, especially despite the lack of multi-purpose capability and the possibility of human error.
Live chat is an online software to deliver customer service. Unlike chatbots, live chats allow interaction with a real person in real-time. Typically, a buyer communicates with a brand representative from the sales, customer support, or marketing team.
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Until recently, the live chat option was the most popular conversational marketing tool for businesses, as it helps improve customer experiences. In fact, live chat has the highest satisfaction level (73%) among other channels.
This method is also used for Improving Customer Satisfaction
Customer satisfaction is critical to commercial success. It helps you to gain loyal customers and become a reliable market player. Research shows that each dissatisfied customer shares their experiences with 5 to 10 people on average and 13% of people continue to have negative reactions to others.
Looking at the power and statistics of Word of Mouth (including social media) shows that 92% of people trust the recommendations of their family and friends, disgruntled customers do nothing good for your business.
Not surprisingly, 71% of businesses believe that live chat will become a top tool by 2021. Statistics show that they get 15 times more engagement than email. This means that people who reach brands via live chat are already interested in building a relationship and are more likely to convert into customers
Another reason for this is that live chats do not allow people to multitask and focus on phone calls or any other traditional mode of communication with a brand. Also, 22% of users said that they prefer to live chat because they do not like talking on the phone.
Trends in Conversational Marketing
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Customer experience will be more customized
The customer experience will be optimized even more, as 76% of marketers say that improvement in CX is a high or important priority. It should not come as a surprise that qualified experts in customer experience design are in demand among Fortune 500 companies. This means that one of the future goals for businesses is to optimize the customer experience through conversational marketing tools.
For example, chatbots would be better designed. Businesses will invest in images, videos, and copywriting to give the brand more personality and tone fitting. With UX writing and visuals, chatbots will improve the platform environment and ensure an engaging yet ambient experience for customers despite machine-to-human interactions.
- Voice-based chatbots will prevail
Smart speakers and other voice technologies are growing in popularity and there is no doubt that voice-based chatbots will become the next big trend for businesses. This is due to the fact that customers are constantly looking for more convenient ways of communication with brands, and listening to chatbots while listening to multitasking is definitely easier than reading.
Voice-based tools are a great solution for businesses that are ready to invest resources to improve their customer experience. Voice communication between a brand and its customer will certainly ensure that communication is more intimate, ambient.
Conclusion
Although conversational marketing is a relatively new approach, it gained popularity over the years. This is due to the trend that savvy customers are looking for exclusive brand experiences that meet their needs but also save them time and effort.
The worldwide epidemic has also affected the relevance of conversational marketing, as its tools are best for secure and quick communication between brands and customers. In the nearest years, the situation is unlikely to change.
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