What is conversational marketing and how can it help your business?Posted by: , 28 de January de 2022
Applying different marketing strategies is very important to get closer to your company's customers. Do you know what Conversational Marketing is?
Among them, one that can bring good results is real-time contact, which helps in the purchase decision process. But do you know how to do this? Find out by understanding what conversational marketing is.
In the following post, check out the concept of this strategy and see its advantages. Also learn how to apply it in your company. Good reading!
After all, what is conversational marketing?
Basically, conversational marketing is a strategy to get in touch with customers in real time in order to guide them along the sales funnel and finalize a purchase process. For this, it requires the company to offer this support in real time through contact with an attendant or, mainly, with a chatbot.
In fact, using technology to implement conversational marketing is one of the most effective ways. That's because it would be possible to use a team, but that would mean costs and investment of time with leads that are not always ideal. Therefore, using tools such as chatbots, it is possible to scale this service faster and direct it to the sales team.
Thus, as one of the goals of conversational marketing is the guarantee of qualified leads, this strategy must be well implemented to understand what type of customer you are talking to and take only the ideal ones to the final service, so that the conversion occurs.
What are the advantages of conversational marketing?
Now that you know what conversational marketing is, you can check out all the advantages of applying this strategy in your company!
Optimize team time
If you have a small team that must be productive, all contacts that come to it must be qualified so they can close the sale.
Therefore, the use of tools helps to filter those interested in your product, ensuring that the team meets only those who will actually buy.
In addition, the customer will be able to be served at any time and on any day, without the need for the employee to be available.
Promote quality service
With the use of technologies, you can offer better service.
After all, the chatbot can answer simple questions quickly, helping both the customer and the employee.
With this, the consumer can reach the decision making more satisfied and with more knowledge about the product, ready to simply close the sale.
In addition, programming these tools with the right technology, you can personalize the entire service, not only calling the contact by name, but creating a language of their own, which can make them identify themselves and continue the conversation.
Get qualified leads
Getting more leads is one of the main reasons to know what conversational marketing is. After all, through well-applied strategies, it is possible to attract them according to their interest in the product or service. With this, during the conversation, it becomes easier to guide people who are more prepared for conversion.
Whenever you talk to the customer, there is a lot of opportunity to collect data and better understand your audience.
Yet market research don't always achieve the expected results. Therefore, the conversation with the customer, even by chatbot, is a way to get to know them in a more natural way.
In this case, it is worth being more careful with what is asked, so that the person does not give up with fear of sharing data.
Have an efficient measurement
Any data a company can collect is useful. Thus, through conversational marketing, it is possible to achieve measurable information, which will generate a more efficient analysis.
With this, you can get to know the customer better, but also understand which strategies applied by your company are working.
How to apply this strategy in your company?
Once you find out what conversational marketing is and why to use it, your concern should be how to apply this strategy. For this, it is necessary to consider some important points.
Conversational marketing can be applied across different channels in your business. For example, in your website and blog, as well as in the call center unit itself.
In addition, it is essential to integrate the service tools to your social networks. This way, consumers will be able to contact the company at any time.
Data collection and service
If you're going to use conversational marketing as a tool to meet leads, you need to know how to collect the data and deliver the service.
In the first case, it is important to define what essential data you need from the customer, in addition to explaining its use so that he knows why you pass it on.
In addition, to correctly target the person, you can set up a conversation based on conditionals, to filter consumers.
In the second case, the service itself, it is very important that the chatbot uses a language compatible with your company, as well as apply personalization strategies to make the contact more “humanized”. Thus, it is easier to achieve consumer engagement.
Suitability and variety
The application of conversational marketing can occur in different ways. After all, every company has its own needs and staff, as well as a type of customer. Therefore, some strategies used vary according to the access of this consumer.
For example, on the home page of your website, he will have access to some information and, from there, he accesses the area he wants.
In this case, the attraction must be effective, as their attention can easily be lost.
For this, in addition to humanizing and personalizing the contact, it is necessary to focus on more relevant approaches, for example, an invitation to learn about the week's promotions.
Already in a product page, the customer can search for information about operation, price and warranty. Therefore, the contact in this space can be directly related to what that customer is seeing at that moment.
In turn, in a decisive space, such as a budget for a service, the contact should be even more funneled, since the interest is clearer.
In this case, it is worth offering interesting and more personalized proposals that can capture their interest to continue through the funnel until the conversion is effective.
Currently, it is unfeasible to provide an attendant to answer consumer questions at all times. Therefore, the use of marketing strategies facilitates contact for customers, while directing only quality leads to service with your team.
That's why it's so important to know what conversational marketing is and how to apply it correctly in your business.
After all, in addition to saving time, it helps to optimize your relationship with the consumer and expand your company's operations.
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