What is conversational marketing and how to get started

 

The market, whether online or offline, is full of trends that come and go. When entrepreneurs understand their business well, they are able to identify what is just a trend or change that is here to stay.

The way brands approach people is one of these changes that is here to stay. After all, the internet is more accessible to everyone, several sources of information, the possibility of checking evaluations in a few seconds made consumers increase their level of demand.

Therefore, today the focus of companies is the consumer experience . This makes people become the center of attention in the entire sales process, as it is necessary to offer quality service and personalized human experiences to win over these new, more critical and demanding customers.

In this context, conversational marketing has emerged as an alternative for companies to offer a more humane experience to their customers, leaving aside traditional methods that do not generate value for their audience.

This strategy achieves the goal of winning over customers through the most humane approach using fast and personalized dialogue.

Do you want to learn more about what conversational marketing is, how it works and whether it is possible to apply it in your business? Check out the content of our article. Come on?

What is conversational marketing?

Conversational marketing, also known as conversational marketing, is a strategy used by companies that want to optimize their sales process, learning more about their customers in less time and offering a human experience in their purchase.

It was developed to enable personalized service even on sites with a large number of daily accesses, where it is not possible for a team to attend all visitors with attention.

This strategy generally uses artificial intelligence tools to create conversations that generate real-time human interactions between customers and chatbots . This way, your leads can engage with your company at any time they want without having to wait for an answer.

Generally, this strategy is applied through digital channels such as online chat on websites, chat applications such as WhatsApp, Messenger, Telegram, among many others.

The 3 pillars of conversational marketing

In order to achieve the objective of generating value to consumers in the initial approach, during the purchase process and in the after-sales process, conversational marketing is based on 3 essential pillars. Check out what they are and understand their importance.

1. Time optimization

Optimizing the service time is one of the main objectives of this strategy. The purpose of this marketing resource is to offer assistance in real time through automation tools, but without losing the personalization and naturalness of a humanized conversation.

In addition, a study released by Hubpost suggests that 82% of consumers rate an immediate response as important or very important when they have doubts about a purchase, this figure rises to 90% regarding the importance of immediate response in customer service to solve problems.

This means that in addition to saving company time and consumers' time, this strategy also meets a customer need.

2. Scalability

Scalability is another strength of conversation marketing. Through the correct implementation of this strategy, businesses are able to serve more customers, in less time and without having to spend a lot.

This is especially important for companies that receive a number of daily accesses that goes beyond the service capacity of their team, providing real-time assistance without the need for an attendant available at the moment.

3. Customization

Finally, personalization is what unites humanization with rapid and large-scale service. Through the tools and resources presented by conversation marketing it is possible to have these three elements that do not seem compatible, but that when used together generating excellent results.

Is it worth investing in this strategy? What are the benefits?

Conversational marketing is a structured and efficient way to create relationships with consumers, in order to transform them into customers through real conversation with human and pleasant interactions instead of using forms.

This creates proximity between brands and people, promoting more engagement with your business, generating the opportunity to convert leads with quality and agility. This means that the use of this strategy does not only bring new customers, but optimizes the lead qualification process .

If you are still not convinced about investing in conversational marketing to improve your results, check out some benefits that this strategy can bring to your business.

Improves customer experience

Consumers will experience a more pleasant and satisfying service when interacting with your brand in real time through conversation marketing. After all, this strategy aims to meet the needs of your audience to improve the relationship of customers with your brand, making this relationship engaged and humanized.

Reduces sales cycle time

By putting reports aside and focusing on conversations to discover valuable information from your audience, your business will learn much more about your customers in much less time.

This exchange of information in real time provides the opportunity for your business to understand the needs of a lead and offer the most appropriate solutions in real time, increasing the speed of the response of consumers and making your sales cycle more dynamic, with more opportunities Of success.

Generates and nurtures leads

Conversational marketing should not only be used in the first interactions with your consumers, it is an important tool that can help guide these people through more advanced steps in your sales funnel.

That is, this is a great resource to generate leads and accompany them on their shopping journey through personalized conversations that can answer your questions.

Increases team productivity

Conversational marketing tools automate repetitive processes and eliminate queues by optimizing chatbots. This way, common and simple questions are answered to more people in less time, while the professionals on your team can dedicate themselves to other more important stages of service.

Help with customer loyalty

Companies that adopt this strategy win the trust of their customers, since from the first interaction these people will receive what they expect from a brand. In this way, customers will be aware of the efficiency of your company in meeting their needs and can continue to choose your business instead of the competition.

Generates brand authority

Recognizing your customers' problem and having the knowledge necessary to offer a solution is one of the most effective ways to generate authority through direct contact with your audience. When this interaction takes place quickly, in real time, your company further strengthens its reputation.

This is an advantage that not only affects the purchases of people who are already interacting with you, but they attest to your brand competence for consumers who do not yet know your brand or are in the process of purchasing decisions.

How to apply conversational marketing in customer service?

Once you have a better understanding of what conversation marketing is and the benefits it can bring to your company, it's time to learn how this strategy should be implemented in your business.

Choose an efficient and reliable tool

Planning is one of the first steps in implementing a conversational marketing strategy. This means that choosing the right tool will affect how your goals and objectives will be achieved, after all, your team must adapt to the resources provided.

That is why it is necessary to know how to choose well. Search for tools that present confirmed lead generation results through automation. Choose an option with the ability to proactively approach your site visitors to get contact information and begin the lead qualification process.

Our recommendation is the Neurologic platform , which in addition to offering all this, also has the integration of professional service tools and complete reports for data control.

In this way, it is possible to monitor with information such as the conversion rate, complete listing of leads generated and other data that can help identify changes that can optimize your results.

Understand your leads' desires and offer humanized service

To serve your customers in real time, with correct and complete information, you need to understand what their needs are. Something that can be done through tools that collect and interpret customer data or through direct feedback and satisfaction surveys .

After understanding the needs of your audience, you will be able to set up personalized proactive messages on your most relevant pages, providing a way to answer questions more quickly and speed up the decision process of customers.

The method can also be used to target leads at more advanced stages of your sales funnel. Use the chatbots to identify more complex cases that cannot be solved through ready messages and send this contact to the appropriate attendants, optimizing the service process.

Therefore, regardless of the stage of contact, do your best to make it happen as quickly as possible, without losing quality, and increase your chances of conversion.

Engage leads with more messages and fewer forms

Forms generally have an opposite effect to humanization, as they are impersonal and can take a long time to be answered.

Conversations planned through conversational marketing can obtain the same information that would be generated on a form, while promoting conversion rate and a personal experience with your brand.

This does not mean that all of your landing pages should be abandoned, after all, at the right time in your strategy they will generate results. However, to adopt a conversational marketing strategy, your company needs to invest more in messages than in forms.

In this way, your company will have a 24-hour service and support that will provide the opportunity for customers to choose the most opportune moment to start a conversation.

Optimize response time

One of the pillars of conversation marketing is the optimization of service time . Your business must be able to offer real-time responses, so that this strategy is executed correctly and generates relevant results.

For this, your business can use online chat, chatbots and even an Audible Response Unit, an electronic menu that can guide customers through the service options in a call.

Use friendly interfaces

The interfaces used in social networks and online chat must be friendly and intuitive so that the dialogs happen in a more natural way. For this to be possible, the communication channels themselves must be easy to use.

Try to identify your audience's favorite social networks and professional chat tools that provide this simpler experience. Do not worry only with visual elements, the service process must be customized so that anyone is able to be attended without any difficulty.

Do this by discovering specifically what your leads want to achieve and create solutions for these people to achieve their goals through the chosen communication channels.

Ready to achieve more results through conversational marketing?

We hope that the content of our article can help your business to increase the capacity and quality of your service through this strategy.