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Today’s customers are not only looking for brands that offer beneficial, worth-trying products, but also brands that they can interact with comfortably– those who also give them quick responses. The number of statistics shows that more than 71% of customers expect companies to communicate with them in real-time.
In this case, you know that responding to customers’ emails hours after it’s being sent with a template or asking them to hold the call for a minute so you can find a solution for their problem is no longer effective.
It’s all about giving them quick– if not instant, casual, accessible, and meaningful solutions. That’s where conversational marketing comes in.
What Is Conversational Marketing?
Conversational marketing is a strategy that helps businesses to increase their brand awareness and generate more leads through live chat support, like chatbots or instant messaging.
Through this type of strategy, brands are able to respond instantly and more personally by using specific keywords from the customer’s message, so they can provide them with answers as quickly as possible.
In addition, conversational marketing also allows businesses to create a more humanized relationship with their customers. Even though it’s using a robot, you can set the conversation so it feels more natural by adding emojis, including small talk, and being more approachable.
Here’s an example of conversational marketing from popular fashion brand Tommy Hilfiger:
The brand uses chatbots as their conversational AI that allows them to assist a customer with their next purchase, solve a problem for them, and/or give suggestions based on the information that they already know about the customer.
The Benefits of Conversational Marketing
There are several benefits that businesses can get from implementing a conversational marketing campaign. Some of which are:
1) Increase Customer Engagement
Conversational Ai like chatbots and instant messaging can help to increase customer engagement by responding to their questions and providing them with the information they need in real-time.
In fact, 67% of worldwide consumers interacted with a chatbot to get customer support over the past 12 months. When you give your customers what they need, they’ll feel satisfied and engaged with your brand.
2) Build a Rapport With Your Customers
Another benefit of conversational marketing is that it allows businesses to build a rapport with their customers. When you provide a quick response, connect with customers more personally, and make the conversation feel more natural, you can get a competitive edge against your competitors.
Plus, customers are also likely to recommend your business to their friends and family members if they had a good experience.
According to a report, it was found that around 71% of customers are likely to recommend a brand to their friends and family after having a positive customer service experience.
3) Get Customer Data
Conversational AI stores customer data that can be used for your marketing campaigns. You’ll understand what questions get the most asked, what products they’re more interested in, and what solutions they need.
Once you know how they use your conversational AI, you can always improve your automated answers.
For instance, if many customers ask about how your product or service works, you can include a short explainer video. In this case, you might want to create professional-looking videos with an experienced explainer video company to create a positive, long-lasting impression.
In other words, having this data will allow you to create personalized content that’s relevant to your customers– which means that it’ll also improve your customer service performance.
4) Improve Customer Service Team Productivity
Conversational marketing allows you to cater to your customers 24/7, which gives your customer service team more time to focus on other tasks.
If you have a chatbot that can answer common questions or provide users with the information they need instantly, it frees up your employees so they can take care of bigger, more-prioritized issues. It also means that you can also cut off your budget for outsourcing customer service.
5) Boost Conversion Rates
When you provide your customers with the information they need within seconds, it can boost conversion rates. Data from 400 companies indicates that chatbots are an effective way to increase website conversion rates.
Plus, 69% of consumers prefer to use automated messaging because they deliver quick answers to simple questions. This means that if you’re looking for a way to increase sales, conversational marketing is definitely the way to go.
Conversational Marketing is Beneficial for All Types of Businesses
No matter what business you’re in, there’s always room for improvement with your customer service skills. And, as we’ve seen, conversational marketing can help to achieve that.
Conversational marketing is a great way to improve customer engagement, build a rapport with customers, get customer data, and improve your customer service team productivity. And it can also boost conversion rates. So if you’re looking for a way to take your business to the next level, conversational marketing should be at the top of your list.