Last updated - May 10, 2022
Conversational marketing is a very trendy digital marketing method, but how exactly can you use it to grow your company? In this article, we are going to explain the basics of conversational marketing, show you why so many businesses, including construction, fashion, $1 minimum deposit casino, and software, are taking advantage of this effective marketing method, and, of course, share some helpful tips you can use to kickstart your conversational marketing campaign!
What Is Conversational Marketing?
Conversational marketing refers to a marketing method where businesses engage with customers and potential buyers in a conversational manner and focus on building a connection and providing helpful information rather than pressure sales tactics. Conversational marketing features an open two-way even exchange between the customer and business. The goal of conversational marketing is to connect with the customers first and sell later only if there is a mutual benefit. To reap all the benefits, check out our 5 top tips below!
Having High-Quality Conversations Is the Focus
If you want to fully embrace a conversational marketing strategy, you may need to radically alter your current sales process! There is no place for slimy sales scripts or high-pressure sales tactics that make customers feel uncomfortable. The focus needs to switch to having meaningful and genuine conversations with your customers. You should first build rapport with your customers by connecting on a personal level. You then should switch gears and focus on how you can help the customer!
Conversational marketing research has shown that customers want a blend of relaxed and casual conversion combined with high-quality information and a clear communication style. If you strike the right balance between casual rapport building and information-packed professional communication, your conversational marketing success will shoot through the roof!
The best way to strike a balance between casual and professional is to have as many conversations as possible. After spending thousands of hours communicating with your potential buyers, you will quickly realize the tone your conversations need to have. Remember to always use proper grammar and not to get too personal but don’t be afraid of using some humor and presenting key information in a fun way!
It Is All About the Customer
An effective and qualified conversational marketing strategy must put the customer first and the needs of the business second. You should go into every conversation with the mindset of what you can do for the customer rather than vice versa. In practice, this means that all of the hard-selling tactics and forcing products onto customers have to be discarded. Instead, you need to quickly identify what the customers need, what their major problems and pain points are, and then go about solving these issues through a comfortable and safe conversation. Only if your products can truly help the customer solve their problem, you start recommending your solutions.
When you are recommending your solutions, it should be done in a calm and conversational tone. The dialogue should mirror how you would recommend a product or company to one of your friends. If you feel like you are being too pushy or coming off as needy, you should pull back and change the flow of conversation. It may sound counterintuitive, but actually focusing less on selling your potential buyers will be more responsive to you and take more notice of your recommendations, resulting in higher conversion rates.
Teamwork Is Critical!
If you are producing conversational marketing content, then your sales and marketing departments can not afford to be separate islands. To build a successful conversational marketing strategy, your sales and marketing teams need to work closely together and understand all aspects of the buyer’s journey as conversational marketing occurs in all stages, from them first visiting your website to when they are purchasing.
Another factor is the speed with which buyers can move through the conversational pipeline due to its instantaneous nature. For example, the marketing department may engage a customer and then, 5 minutes later, have to hand it off to the sales department that has to sweep in to keep the conversation rolling. This can only work if the conversational marketing team understands the sales process, and the sales team can maintain the rapport established by the marketing team and seamlessly understand what stage of the buyer’s journey the prospect is at. To ensure you build a culture of collaboration, you should ensure both teams are located near each other, meet regularly, and that they both understand each other’s processes.
Make Everything as Simple as Possible – Basis of Conversational Marketing
A big reason why conversational marketing is so successful is that it simplifies and speeds up the buying process. Gone are the days of submitting some online form and having some sleepy sales rep call you back one week later and start immediately trying to force-feed you their entire suite of products. To build a successful conversational marketing platform, you need to provide customers with instant access to sales reps through a variety of different mediums and allow your potential buyers to progress through the buyer’s journey quickly by facing as few obstacles as possible.
Conversational marketing examples of a streamlined process include having chatbots, a live chat function, and being contactable instantly through a variety of social media platforms – all of these are excellent conversational marketing tools. Once a customer makes contact with your company, you need to be able to provide him with clear and helpful information that allows him to make an informed purchasing decision!
Conversational Marketing Is All About Customized and Tailored Responses
The top conversational marketing trends are all centered around figuring ways to give customers the most customized and personalized responses and starting conversations that possess real depth. If you think you can open up a conversation playbook and have your team read scripts, then conversational marketing is not for you! It is imperative that you analyze each customer, study their data, and then craft your message, style, and tone to meet their needs.
The ability to customize your conversational marketing message is closely tied to the skills of your sales team. Your sales team needs to be able to think on the fly and adapt their conversation style to the particular customer. For example, some customers are all business and aren’t interested in spending 10 minutes chatting about the weekend, while others find it rude to immediately jump right into business without getting to know each other.
With the right conversational marketing campaign, you can not only win more customers, increase loyalty, but also provide your customers with a faster and enhanced buying experience. To implement conversational marketing, follow our guide and start taking care of your customers today! We would love to hear your opinions on conversational marketing. Please comment below on what results in you have seen in your business using conversational marketing.