An effective conversational marketing strategy is usually built around one or more solutions that let you reach out to your prospective customers and engage with them.
A typical system is built on several elements:
A Conversation Starter:
This is the message that usually pops up at the bottom right-hand corner of your website. Its job is to get the visitor to click and engage with you.
The link appears with a message that can be personalized to fit your exact action, landing page, or product/service.
Lead Capture Tools to Qualify:
After the visitor clicks your conversation starter, they will then take part in a short conversation with a lead capture tool like a chatbot.
This is the part where the chatbot asks a series of simple questions in real-time to determine whether the visitor needs customer support or sales assistance.
This is a good spot to include personalization and make your visitor feel like they’re engaged in an actual, meaningful conversation with your company.
This chatbot (often tied to a social media account) will qualify your leads and either complete the sales process or pass the prospective customer to the right person who can deal with more complicated questions or requests.
The idea is to get the visitor to customer service or the sales team as quickly as possible, giving them a quick solution to their problem without having to change their device or channel.
Qualified leads will then be put into contact with your sales team. Your conversational marketing platform should give the sales team member notes on the user’s qualifications and their answers to your questions--which is where the real value is added.
Your sales representatives or call center agents should be able to guide your website visitors through their options—and, hopefully, convert them into a customer.
Conversational marketing is usually thought of as a part of inbound marketing—the “pull” tactic of attracting customers through the channels they prefer.
Conversational marketing uses actual communication between your company and the customer in these channels, while inbound marketing includes a broader range of strategies.
If you’re doing it right, this technique offers multiple benefits that can give you a market advantage over the competition:
A Better Customer Experience:
First, engaging in conversations with your website visitors gives you a better understanding about their needs, wants, and their pain points—what their problems are, which your company can solve.
You can collect the information you need to qualify them further. Based on this information, what they’re interested in and where they are in their buyer’s journey, you can adjust your communication and interact with them in a more meaningful way.
Your meaningful conversations can be run around the clock to help build trust in you and your company, and to further develop your relationships with the customers.
Improved Lead Generation:
By giving your customers an interactive way to engage with your company, you can optimize their experiences and convert more website visitors into paying customers.
Your conversations will not only help convert leads, but also qualify them for your sales team by asking the right questions at the right time.
Move Buyers Through Your Sales Funnels Faster:
With your marketing activities connected to your sales team, you can be sure your sales funnels are moving buyers through effectively.
Your bots can send qualified leads directly to your sales agents on live chat, as well as booking real-time meetings with them.