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August 10, 2020 |
Conversational marketing is what your business requires if you plan to beat your competitors on a higher scale.
It’s 2020, and you need to understand that selling to prospects doesn’t need to be multiple actions, instead it needs to be smart and effective.
Its time to update your conversational marketing dictionary, and get your marketing ship-shape.
Think of it this way, when you have to travel to a far place, will you take the longer route or a route that can make you reach the place in less than the hours you calculated?
It’s always about convenience which is why the process of conversational marketing is going to be a super hit in 2020 and the years to come.
For you to excel at conversational marketing, you need to be fluent in its processes, activities, and other techniques which is why this article will play the role of being your simple guide.
What to expect?
Let’s get started.
Conversational marketing is a refined way of communicating with your prospects online. It uses the medium of live chats especially chatbots to engage with your prospects.
The process works as an automated one where when a prospect starts to engage with the communication will take place according to the prospect’s answers.
Let’s understand this better with an example:
So say you are right now on Facebook and you see an ad of a brand selling great clothes and jewellery. What you do is you get in touch with that brand with the communication medium listed which is mostly messaging.
Interesting Read : 40+ Conversational Marketing Stats You Need to Know
When you start to chat, you have the options listed above such as:
This communication will continue to go further depending on your actions. So basically if you have requested to see a dress you will find questions related to it.
How easy is this?
Imagine the advantages you are receiving:
Let’s now understand why this process or rather how this process can benefit your brand better.
The business world has grown to become more digitized in its engagement with its prospects but there is one thing that multiple of your prospects expects from you, human communication. Human communication has gone lost in the crowd which is why via the method of conversational marketing this communication channel needs to be brought back.\
With every automated process of communication, you can engage with your prospect just like how you would if you were to speak to them face to face which adds a bonus of success in your business growth.
When you know what your prospects are looking for and what they do when they engage with a chatbot, you tend to grasp a lot of information such as their behaviour patterns, what are they looking for, what are they expecting, and much more. This can help you capture such vital information and align your selling strategies accordingly.
For instance, when you realize that your prospects first would like immediate assistance to view your brand, you would walk in that direction.
Conversational marketing is a great process because it lets you capture the right leads always. For instance, say if your leads are hot leads, your immediate assistance at that moment can convert their decisions into a confirmed purchase hence improving your lead count and conversion rates.
Interesting Read : Make Conversational Marketing work for your business: Here’s how?
Instead of you having to conduct the longer sales process which is capturing leads and then contacting them and then nurturing them, the conversational marketing process cuts short this process for you. With the help of communication, the process can help convert your potential prospects into sales leads.
You are aware that if you want to excel better than your competitors, you need to sell smarter and faster, and conversational marketing gives you just that. Imagine, when your prospects are looking at your website, and suddenly you start to cater to them, when your prospects find what they are looking for with your help, they would obviously want to continue investing in what you have to offer them, wouldn’t they?
Your sales pipeline helps you determine exactly where your prospects are in the sales funnel. This is important because it helps you to take the necessary actions. Now when you practice the same process with conversational marketing, the chances of your sales pipeline tend to grow.
For instance, say you have a warm lead that still requires nurturing and when you cater to them at the right time, you are opening the opportunity for them to move from a prospect to a lead quicker.
Did you know that conversational marketing becomes even more easier when you’re familiar with the terms they use?
Account-based marketing refers to marketing to a set of targeted accounts. The targeted accounts are your ideal audience.
Business Development Representatives are the reason for the rise of business growth. They ensure that they are able to offer the business they work with better opportunities. They conduct multiple lead activities such as qualifying them, prospecting them, and even engaging with them.
The chatbot works like how a human agent does. It replies automatically to the queries being asked and can go on to work 24/7 without any break. It deals with the same activities a human agent would do such as nurturing leads, engaging with them, answering leads queries, booking meetings, and more.
Conversational marketing ensures that the engagement of prospects is high by helping them find solutions without having to make an effort. This is a popular solution that is being applied even today and will be considered by multiple brands in the near future as well.
Customer relationship management is an easy solution made for the sales teams. Instead of writing meetings scheduled and managing your prospects on a piece of paper, CRM is the modern solution to help save all such solutions and manage leads better.
Live chat is another communication platform that makes engagement easy for your prospects and the brand. It is a small window that lies at the bottom of the website and when the prospects have any doubts or what to engage, they can start asking questions and have the answers instantly.
Marketing funnels are your prospect’s journeys. From the time you capture them, to nurturing them then convincing them to become a lead, this is how the marketing funnel will work. This is important because, with every funnel, your marketing activity will be based according to that.
These are individuals who manage lead activities. Right from capturing them to nurturing them and then managing them well via a CRM. The sales reps ensure that the sales pipeline is being moved forward.
This is a process where when a prospect has shown interest in your brand or wants to explore your brand better we say that the website conversion is taking place. This means that the lead has chances of being converted into a sales lead.
This is a process where the company’s data will be in your hand. You will have all the information such as the company name, size, location, and more other relevant details. You can easily group the companies into different segments to help you understand them better.
Why don’t we guide you on how you can get started with conversational marketing. It’s easy trust us, we have the top tips that can help you.
When your prospects scroll your website, ensure that you try converting their attention into getting into a meeting with you. This will help speed up the process of selling and help you to close deals quicker. When your prospects are viewing a page let’s say your pricing page, they will have a few doubts.
At that time when you enter in and ask them if they would like to get on a quick call with you to learn better, they would accept it. This will help you guide them towards what they are looking for and help you close more deals quicker and that too on the first day itself. ‘’If an SDR can schedule a meeting with a prospect the same day the lead comes in, the opportunity close rate is 3X higher than if they connected with that lead 48 hours later.’’
Being human in your conversation isn’t enough, there are other opportunities that can help you bring the human side from the other side of your business waiting to engage with your prospects. You could do this by adding a profile photo of your agent, with the full name and even their designation. You could frame statements in the live chat interactions where it sounds how a human speaks casually.
It is not necessary that you have to conduct all your interactions from a bot, you could let a bot handle a few chats in the beginning and the rest could be handled manually. This will ensure that the human touch is being retained.
When you are aware that a prospect is worth your time and effort, don’t wait much, get into a conversation with them. The more you engage with them the better you can resolve their issues and get them to invest in your solution. With the prospect’s actions and what activities it conducts, you have it all covered in your sales funnel details, this will help you strike your engagements with them more efficiently.
Continue to observe your prospects and frame your engagements accordingly.
As stated earlier, not all your prospects are going to be the ideal deal for your business but there is no harm in engaging with them all to find the right ones. When you are aware that a prospect has appeared on your page more often, or are looking at your solution and digging in deeper, it is important that you engage with them right away.
The more engagements you conduct the better are your chances of growing a room of sale sleds being captured. Also, for those leads that are cold or are not sure yet to invest in your solution, engaging with them can help to convert them from cold to warm leads and finally to a hot lead.
Another reason to invest in conversational marketing is that it helps to ease the communication with your and your prospects. With such a simpler solution, there is no need for your prospects to wait for any clarifications, with such a quick engagement medium, their queries will be resolved. This will continue to keep your prospects happy as who wouldn’t prefer immediate assistance?
Conversational marketing can be conducted with a set of easy tools, luckily for you we have covered the best ones for you to get started with.
WPForms offers conversational Forms add on. It helps you to create conversational contact forms in an easy and cost-effective manner. This application is best suited for beginners. You can get started here.
You are aware of Facebook Messenger Bots. Multiple brands use it and it is easy to get started on it as well. You can get started for free on it if you would require the need of a developer to set it up or you could use the assistance of a paid software. This application would be ideal for advanced users.
Botfuel does a great job of letting its users build as well as managing a conversational chatbot with the help of your database details. It also helps to provide analytics so that you are aware of the performance of your chatbot. The application is well suited for mid-level users. You can get started on this application for free and you will also receive a limit of 5000 messages a month.
You have everything you need to get started with conversational marketing, but did you know that there are a few of your peers who have started with it already, why don’t you have a glance at them so that it can enhance your conversational marketing actions?
This brand created the first chatbots on Facebook messenger. It is simple and provides two options which are Talk to support and Order flowers. Due to this, this brand was able to extend its outreach further and capture more prospects. 1800 flowers received 70% of new prospects via this automated chat platform.
Plum is a brand that helps businesses find the right resource. As you can see in the image above their chatbot is pretty simple. They ask the relevant questions and guide the prospect towards their solution. The statements too are what a human would converse like adding the touch.
When it comes to health not everyone is comfortable with asking certain questions. They would prefer more privacy which is why HealthTap helps to conduct that process. Healthtap lets you engage with doctors 24/7. It uses the help of Facebook messenger as seen in the image above to cater to its new and existing leads.
For any query to be resolved they share answers from doctors who have answered similar questions in the past. This helps the patients to have better clarity and understanding.
Conversational marketing is the modern solution to selling and catering to your potential prospects.
So what did you think of this article? How did our conversational marketing dictionary help you track your engagement better? Would you like to share your views on this topic, if you do, do tweet us.
Also for more such helpful content, do watch out for Limecall often.
Never underestimate the power of passion. With over 17 years of experience in building internet businesses, 5 successful bootstrapped b2b brands. Sathish spends most of his time executing ideas into niche internet brands through a lean team and enjoys being a wanderlust.
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