Enhance your conversational marketing and chatbot strategy

Will Smith
Will Smith
20 / 08 / 2019 | Inbound Marketing

Conversational marketing helps you market better, sell better and grow better through the art of good old fashioned conversation. It’s a method of marketing that helps you communicate with your prospects in order to build lasting, loyal B2C and B2B relationships. 

The way we use the internet is changing, your customers are changing, so your marketing methods need to change too. Everything is becoming more immediate: consumers want information, products and answers at the click of a button. But at the same time, we want personal, tailored, and intimate experiences with brands. And that’s where conversational marketing comes in. 

 

How to Use Conversational Marketing

Conversational marketing allows customers to engage with your brand and start a real-time conversation from their phone or laptop. Chatbots make your business available 24/7 and provide instant responses, just like a real conversation. So if you haven’t already implemented chatbots on your website, then it might be time for a change. Here’s how to use conversational marketing to the best of your abilities… 

Let prospects approach you first. Real-time messaging tools can sit on pages of your website and can be programmed to strike up a conversation with anyone who stays on your website for a certain time period. This ensures you’re approaching people who have shared an interest and are more likely to purchase. 

Replace forms with chatbots. By using chatbots you can capture the same data as a lead-capture form but in a much more human way. Instead of your visitors having to fill out a form and wait for a response, they can instantly be directed to a sales rep and continue their journey there. 

 

What Are The Benefits of Conversational Marketing?

Having one-to-one interaction with your customers is vital for any business that wants to grow, build trust, and nurture relationships. What are the other key benefits of conversational marketing? 

Get to know your customers. Conversations allow you to learn more about the person you’re taking to, what their pain points are and what they’re looking for. Real-time messaging tools can monitor users and learn what time of day people prefer to talk. 

24/7 availability. Being available at all hours of the day, seven days a week is a huge bonus for customers. The majority of prospects will be working 9-5 themselves, so having the option to contact you during evenings or weekends is extremely convenient. 

Shorter sale cycle. Conversational marketing can help shorten your sales cycle. Unlike lead capture forms, where the lead may lose interest by the time your business responds, chatbots are able to direct leads to the most suitable sales rep and schedule demos all in one instant conversation. 

Read our blog 5 key benefits of conversational marketing to learn more. 



Which Type of Chatbot is Right for You? 

You may have heard that chatbots are the future of marketing. And you might now be wondering whether or not your business should create a bot, and if it’s worth the time and resource… 

Bots are basically a computer program that automates certain tasks simply by chatting with  a user through a conversational interface. Most bots follow a set of rules programmed by a human via a bot-building platform. You can find chatbots in messaging apps (e.g. Facebook Messenger), on smartphones for personal use, or on company websites for business use. 

There are two kinds of chatbot: command based and AI based. Command based chatbots rely on a databank of replies, meaning these chatbots can only answer a limited set of questions and cannot perform functions outside of its code.  

AI based chatbots can answer ambiguous questions, so you don’t have to be specific when talking to these kind of bots. These chatbots become smarter over time, learning from previous questions and answers. 

If you’re wondering which chatbot is best for your business, both have their advantages and disadvantages. Command based chatbots can give more reliable answers but can struggle to gather answers outside their knowledge. But AI based chatbots need a large amount of learning data and can struggle to form long sentences. 

 

How Chatbots Can Transform Your Business 

Chatbots will certainly change the way you communicate with your customers, and in turn, transform your business as a whole, too. A survey by Oracle found that 80 percent of brands plan to use chatbots by 2020. Here’s how a chatbot can help grow your business and enhance customer experiences… 

Less stress for both you and your customer. With chatbots you can say goodbye to complicated customer support calls or lengthy forms and emails. Chatbots help to solve problems and provide solutions within an instant, as opposed to wasting the time and resource it takes to get a customer service representative on the phone. Chatbots can help you streamline the entire customer service process so that it’s stress-free for both you and your customers. 

Chatbots allow you to personify your brand. Bots allow you to engage with customers on many different levels and via different types of conversational styles. From informal and humorous, to technical and precise, these varying type of personalities will help keep customers returning to your business and engaging with your brand. 

You can power Facebook ads with chatbot technology. Instead of creating ads that send users to your home page or landing page, you can make it so clicking ad ad opens a chat window in Messenger. And because you have each user’s identifying information, you can personalise these interactions from the get go. 

 

Examples of Conversational Marketing Done Right 

There are lots of UK-based businesses that are now implementing conversational marketing into their sales strategy. Here are a few examples of chatbots that providing great customer service… 

Plum. Plum is a money saving tool that syncs to your bank account. It analyses your spending habits and takes savings in dribs and drabs, safely storing them in another account. You’re able to set Plum up via the Facebook Messenger app and it’s a simple ten minute process. Plum will ask you questions about how much you want to save and what type of spender you are, so your money is always under control. 

Amazon. Amazon’s bot lets you ask questions about your orders or arrange returns. The bot will ask you a series of questions to pinpoint your exact query. When the bot reaches a point where it’s asked all the possible questions it’ll then ask whether you want to live chat with an agent, email, call or take no action. The entire process is handled seamlessly in one window, with no pop-ups or links to other pages, and your whole chat history is visible from start to finish. 

Read our blog, 5 examples of conversational marketing done right, to learn more. 

Will Smith
Will Smith

Will Smith is a Digital Strategist who is all about helping people. Always up for a cup of tea if you fancy it.