Now, businesses are increasingly trying to create a more human buying experience for their customers. It triggers higher lead generation and improves conversion funnel. To help you ace in digital marketing, we have put together some effective conversation marketing strategies in this article.
Conversation marketing, as the name implies, is a conversation based marketing strategy that helps businesses to drive higher engagement, develop customer loyalty, grow the customer base and eventually increase conversion rate. This feedback-oriented approach can help distinguish your brand and encourage your prospect and potential customers to engage with your products and services.
Email marketing and live customer support are two examples of conversation marketing which are becoming increasingly popular. Moreover, many websites are now integrating chatbots to improve their customers’ buying experience. This tells the scope of conversational marketing is only going to widen in future. Given so, every business needs to have a sound conversation marketing structure.
Effective strategies for conversational marketing
There are broadly four types of functions that form the whole of conversation marketing. The points below elaborate how to approach these functions and get the best out of conversation marketing.
1. Engage
The first step of conversational marketing is to engage your audience. Whether it be through email marketing, chatbots, outbound calling or whatever medium, your primary concern should be to engage your audience so a dialogue can take place. For this, you should have a great opening that can grab your audience’s attention and entice them to engage with you.
Bringing personalization into this equation can be of great help. If you’re using a chatbot on your website; make sure that it greets your visitors with a personalized message. For example, you are running a website for your digital marketing agencies in Mumbai and a person from Mumbai visits it. You can open with offering him SEO services in Mumbai.
However, it is also important to make sure that your conversation marketing doesn’t lose its human aspect. If you use your conversation mediums for advertising instead of conversing, the whole point will be lost.
2. Understand
After you have successfully engaged your receiver, he/she will reply. This is the step where your prospects explain what they are looking for. It can be a query, request or a complaint. Patiently listen to your customers. Conversation marketing requires two-way communication. The objective is not just to reach your audience on a personal level, but it’s more important to have a one-to-one dialogue with them. If your prospect feels that he/she is being heard and understood, there is a greater chance of him/her becoming your buyer. Also this way, you can retain your existing customers.
Thus, it is important you understand your customer’s/prospect’s concern properly to provide assistance. When doing it digitally, you can also provide your receiver with some of the commonly asked questions that suit their query best. This will help you better understand your customer/prospect.
3. Recommend
Once you have clearly understood your receiver’s concerns, you can provide him or her with effective solutions. For example, many websites provide a list of Q&A that consists of answers to commonly asked questions. This can be a great help for your customer/prospect. Not only will it help them get answers to their queries but it will also help them understand their problem better and get more insights.
Make sure that your recommendations’ primary objective is assistance and not advertising or marketing. If your receiver feels that you are too inclined to gain something of the interaction, he or she might get discouraged from continuing further.
4. Repeat
After having successfully followed the above process, if your consumer’s concerns are still not met, you must go through the same process again but with a different approach. Doing this will eventually help you and your customer/prospect get desired result. In the end you will have a satisfied customer/prospect which will add value to your brand.
Wrapping up
Conversation marketing, as the name suggests, aims at creating a conversation that a company can market upon. It is becoming more and more relevant every day. One important thing to be noted is that integration of chatbots and AI to give a more human experience is becoming exceedingly popular in Marketing Strategies. Hence, to stay competent, it is important to reach your audience on a one-to-one level.
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