Conversational Marketing in 2022
Wondering how to boost your digital business revenue in 2022? Have you heard about conversational marketing? Conversational marketing is a relatively new tool that many digital marketers are yet to utilise. However, it is as simple as it sounds.
At the core of conversational marketing in 2022 is a distinct focus on establishing an interactive/conversational shopping experience for every user connecting with your website or ads.
So here we’ll first explore what conversational marketing is, then delve into its functionalities, and how to leverage this new strategy to bring about more leads and drive more conversions through your digital marketing campaigns.
What is Conversational Marketing?
Conversational Marketing is an approach to engaging with the site audience and converting leads through dialogue-driven activities. This sort of inbound marketing puts a focus on communication with the client, rather than the typical one-way communication approach taken by most brands. Conversational marketing intends to establish relationships with the customer by building trust through conversations and allow the shopping experience to be as smooth and effortless as possible.
This method doesn’t mean stopping your PPC and converting everything – this is just another tool handy to marketers and a somewhat different way of speculating about objectives. It is all about connecting your marketing activities straight with the sales team, ideally through a single platform, so the user has an easy journey throughout.
This can be accomplished by leveraging tools to understand and connect with the audience in ways that they will understand. This can be done by using tools that consolidate options like messaging applications such as WhatsApp, Messenger, SMS, phone calls, and social media platforms. This comprehensive approach portends that the user and the marketing team are seamlessly linked up, obliging Conversational Marketing to take place.
Why Conversational Marketing?
There are many concerns with prevailing marketing practices that have led to this new development but in short, users are demanding more. Most businesses would agree that their client base requires more from their service and product and more from the shopping experience than ever before. Research by Forrester suggests that 87% of businesses know that a conventional buying experience is no longer enough to flatter their consumers. Conversational Marketing is one answer to this demand for a better experience in the digital era.
Improved Customer Experience
Conversations with your website users help you to understand more about their requirements and pain points, which in turn doubles the possibility they will seek you out again in the future. With ease, you can gather data from these conversations by asking open-ended questions or adding targeted offers at individual points throughout the purchasing process that will reflect better than others based on where users are at in the purchasing journey. These chats provide a space to build trust through a personalised approach.
When choosing a new phone, a new car or any other product, despite having all the data online, there are still many potential consumers that prefer visiting the physical store to communicate with staff face-to-face. While this approach is rapidly declining, it is essential to understand the perspective of those within this gap, what they miss about person-to-person experiences and what is presently available to them on sites where conversation marketing approach steps in. Using this method provides businesses with a huge opportunity to make the most out of their website.
While it is unlikely to be apt for smaller buys, conversational marketing has a lot of potential for larger, sophisticated or high-involvement purchases such as financial products, phones, cars, and even luxury travel.
Conversational marketing is a technology used to attract, qualify and convert leads that don’t necessarily need assisted sales. It is essentially the way in which you can provide exactly what users demand, figure out their pain points, and extend them the proper service or marketing in real-time. For those potential clients who require more assistance or have particular questions, they have the opportunity to be put in touch with your team. In order for a conversational marketing strategy to carry out, the communication must not stop after qualification, it must be carried out also in the sales team and across compatible stakeholders.
Hybrid Conversational Sales Platform
In a lot of ways, a conversational strategy comes about more naturally to sales employees than it does to marketers. Getting your sales team on board and providing them with training for presentations and video calls will help to create a hybrid conversational sales platform that utilises both the skills of your marketers and sales team. This will give you the upper hand in showcasing your unique online marketing experience and may lead to better conversion. The system will also provide customers with a smooth buying experience and help you make more clients faster and at a lower lead-gen expense.
Conversational marketing in 2022 can help create an impressive shift from ordinary or traditional marketing styles. It focuses on simplifying your client’s shopping journey and leverages digital marketing insights to enhance your conversational marketing strategy into the future.
For more insights into conversational marketing and its channels, please connect with our digital marketing team here.