Conversations are always happening. And with the evolution of technology, more people are communicating through messaging while on-the-go. If you look around most stores, cafés, or restaurants, you are bound to find someone messaging on a device. Customers no longer want to wait for responses to common issues. Conversational marketing offers the power of real-time communications to drive sales and build relationships with clients.
What is conversational marketing?
Consumers’ communication preferences are changing. Clients expect to easily engage with companies and get quick support on websites and social media. Research shows that 89% of consumers would like to use messaging to connect with companies. Yet less than half of businesses are equipped to communicate this way.
Conversational marketing uses targeted messaging, live chat, and chatbots to engage with people on websites and social media. Messaging apps let customers offer specific information about their problems. This allows companies to give tailored support quickly.
Consumers spend more time on mobile devices each year—with over half of internet traffic coming from mobile. So, conversational marketing technologies must be mobile-friendly.
Examples of effective Conversational Marketing
Lyft has a chatbot available on Messenger and Slack. And with the Amazon Echo, a simple voice command can order your ride. Lyft’s integration with Messenger makes it easy to request a ride while on-the-go. When you click on the car icon, you’re instantly matched with drivers in the area. The Lyft Facebook Messenger bot shows you a photo of your driver’s license plate, tells you what kind of car they’re driving, and lets you know when they are on the way.
Domino’s Anywhere allows customers to order pizza from various devices. You can order from conversational channels like text, Twitter, and Messenger. After enabling text ordering, you can text a pizza emoji to place your order. You can also easily order through voice—whether on your Google Home, Alexa, or smartphone. Using Dom, the “order taking expert,” you can effortlessly order your pie. The chatbot can reorder previous orders, offer a menu, and track deliveries.
Benefits of conversational marketing
- The long days of waiting for responses are over. Being available 24/7 is a major benefit for customers. New technologies allow conversations to happen when it’s convenient for customers. So people that are busy during regular business hours can still get support.
- It is a great way to build customer-company relationships. Having quick and meaningful interactions is crucial for building relationships with clients. It makes customers feel listened to and builds trust.
- Conversational elements save customers time and effort. It lets clients engage with your company easily and get help with their issues quicker. As a result, it enhances their experiences with your company.
- It creates a more human buying experience by assisting customers through real-time conversations and intelligent programming. For example, chatbots are similar to shop employees: they are there to support customers. They can pop up on websites and social pages and let people know they are there when they need.
- It can help you get information about your customers. Businesses can collect consumer data through live chat. The data can then help improve customer interactions, develop products, provide more helpful content, and more.
- Conversational marketing can help you identify tech problems and common customer issues. For instance, a customer struggling to navigate your site could point to some issues with your user experience.
People communicate with messaging because it’s fast and easy; it’s a convenient way to get information when on the move. Conversational marketing can make customer’s lives easier: it shortens the steps, simplifies the process, and shortens the sales cycle.