Before you implement it in your own strategy, it’s critical to fully understand the impact of conversational marketing.
Brands measure advertising in several ways: impact on brand awareness, click-through rate, cost-per-click, and an endless chain of other marketing KPIs and benchmarks. However, those measures don’t tie directly to the interactions consumers have with their brands.
Conversational marketing helps develop a solid, firm foundation for more accurate metrics that show what impression a brand is truly capable of leaving with its brand messaging.
The process takes the guesswork out of measuring the individual performance of different campaigns and sets the stage for brands to continue these significant conversations throughout the company’s entire customer experience.
The entire concept of conversational marketing has its roots in the idea of giving a unique customer experience to each site visitor from the first step of your sales. Whether through a sales team or automated chatbots, each person is getting a one-of-a-kind conversation.
Traditional mass media messaging is typically one-way. Even inbound requires the setting up of the forms and the hassle of tracking down leads.
Digital advertising allows for more personalization, but neither offers the relevance to the user that conversational advertising can provide. They still feel forced, unnatural, and “salesy,” if you will. On the other hand, conversational marketing examples are hard to notice when you’re one of the qualified leads the marketing intends to reach.
With a little help from AI and automation, brands can achieve this natural, conversational marketing tactic at scale allowing meaningful, one-to-one connections with customers and exceeding traditional outcome measures to stand out by creating new metrics of greater value and relevance.
How Conversational Marketing is Changing Consumer Behavior
Both new and existing customers alike have quickly gotten hooked on automated chat platforms. They are more flexible and faster than call queues, offer more direct answers than browsing the website alone, and can help customers help themselves through self-service.
Some people also love messaging because it helps to maintain their pace, whether at work or in life, and helps them feel like they’re having a VP Media Email Lists conversation, not answering an email, or performing research.
In a survey from Twilio, 66% of respondents said they prefer using instead of the brands reaching out through messaging apps.
Having your sales team use a chat platform to talk with web visitors online, utilizing Facebook messenger to answer questions from potential customers, or integrating mobile apps are all easy ways to implement a conversational strategy into your marketing plan.
Its Benefits to B2B
Right now, the buying process for B2B businesses is especially cold and impersonal, making it harder for buyers to get the ball rolling. Conversational marketing is helping build relationships and create authentic experiences with customers and buyers, even B2B ones.
Benefits of Conversational Advertising
A sophisticated and thoughtful conversational marketing approach can help your business create personalized customer experiences through real-time responses, engaging conversations, and ethical data collection.
As you develop a conversational marketing strategy for your brand, try to design it with these benefits in mind:
When you use conversational marketing, you create memorable personalized experiences that can help to build trust between the consumer and brand more quickly. Without as much lead-up time in the sales cycle, you’ll shorten the total length and ultimately improve sales.