The future of digital marketing is personal. If businesses want to stay at the top of their game, they need to direct their marketing efforts to a more personalized approach. This year, customers prefer brands that have tailor-fit offerings for their needs.
People want quick responses on their terms. They want to talk to businesses and get information from their preferred platforms. If your business requires some help to grow its engagement and increase sales, it is time to invest in conversational marketing.
What Is Conversational Marketing?
As you can already glean from the term, the driving force of conversational marketing is conversations. It focuses on a one-on-one dialogue between a customer and business from a variety of online platforms. Conversational marketing helps brands form relationships with their customer base by engaging with them as individuals.
Customer connection platform FreshLime reports that around 90% of customers expect quick responses to their queries. The acceleration of customer demands reveals that conversational marketing is now more relevant than it has ever been. Businesses can easily fill this customer service gap by using online channels to broaden their customer base and encourage brand loyalty.
How to Maximize It in Your Business
There are several ways to apply this in your company’s marketing strategy. The most common methods are using messaging apps and artificial intelligence. But aside from chat support, there are some tips and tricks that can make conversational marketing more effective in practice.
Partner it with SEO.
The combination of great customer service and search engine optimization (SEO) can drive traffic to your website and increase your sales significantly. To boost the visibility of your product or service, employ SEO services for e-commerce sites.
How does this work, exactly? First, SEO earns your website more clicks, making more people aware of what you’re selling. Once they are on your website, visitors will most likely visit pages that answer their basic inquiries.
However, there are times when your “About Me” or FAQ pages will not provide answers to all their questions. This is when conversational marketing comes in handy. Conversational marketing gives your business an avenue to give customized support, whether it’s about a product’s specifics or troubleshooting shipping issues.
SEO and a dedicated customer support feature point customers to your website’s key parts, resulting in higher engagement and better sales.
Chatbots use artificial intelligence to respond to basic inquiries from customers, usually on social media platforms. These are incredibly useful during business off-hours when no representative is available to respond to a customer.
Automated chats are convenient for both the business and the customer. On the business side, chatbots are available 24/7, which means they can address simple queries while customer representatives can work on their bigger or more urgent tasks. Chatbots and other automation can also reduce operational costs.
For customers, chatbots can respond with quick and accurate information about purchase and shipping details at any time of day. Brands are also investing in chatbots with a friendly, “human” touch, which makes them easier to converse with for customer concerns.
Have multiple platforms.
Only having one online channel where customers can reach you wastes your business’s potential to reach a bigger audience. But on the other hand, there’s also the possibility of spreading your online presence too thin. Examine which platforms the majority of your customers use and invest your marketing into those channels.
Making your brand visible in different channels also makes it convenient for your current customers to keep up with news and promos about your products. For example, your business can have a website chatbot, a customer representative for Messenger, and opt-in notifications via Viber or email.
Omnichannel presence allows you to take advantage of the variety of ways that customers use technology. Being reachable from both mobile and desktop is a big plus since today’s customers are highly particular about convenience.
Investing in the Customer Experience
E-commerce has become such a competitive battleground for brands. With so many businesses catering to similar markets, it isn’t anymore as simple as who has the better product or service. There is more emphasis now on who can provide the best online customer experience.
This year, it’s time to take a long, hard look at how your business presents itself to customers in the online sphere. Are quick response time and friendly customer service among the things people associate with you? If not, then it’s high time to innovate your strategy to become more personal and approachable.
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