Top 4 Successful Examples of Conversational Marketing

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That’s why it’s a smart move to implement a real, live chat right onto your site. For example, social media giant Facebook is drastically changing the way its users engage with businesses. There are over 65 million business pages on Facebook, and over 2 billion messages are exchanged with these businesses each month on Facebook Messenger. Consumers are using Facebook Messenger and other popular messaging platforms to get content delivered, shop and buy, and access support. Conversational sales will play a huge role in helping reps connect with prospects in a more helpful, organic way. And customer success teams have already seen significant benefits using chat as one of their many support tools.

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Inbound taps into this new buyer behavior and is designed to better align your organization with the buyer’s journey, the natural process a modern buyer goes through when searching for a solution online. You don’t truly see the long-lasting, transformational results with your business through inbound if you don’t commit to doing it the right way. The methodology aims to form connections with prospects by helping them solve their problems and matching them up with a solution and was created by HubSpot co-founders Dharmesh Shah and Brian Halligan.

What is Conversational Marketing?

It lets users send a message directly to you or a team member in real time. Conversational Marketing is effective because it builds relationships with customers through the experience of a conversation. Instead of asking people to go through lead capture forms and wait for a response. Conversational marketing is a new, personalized approach to doing business online. It moves buyers through marketing and sales funnels by using the power of one at a time questions, a lot like a real-time conversation. Utilizing chatbots instead of having users fill out lengthy forms has been known to engage users more easily than before.

conversation marketing definition

People want to get the answer to their question as quickly as possible and with the smallest amount of effort. This is why it’s so important to make a CRM part of your conversational marketing strategy. Context means gathering, storing, and making accessible customer data — from recent orders to visits to pricing pages to their job title. The more you know about the customer and the more you can demonstrate that in the conversation, the more helpful you’ll be. Sure, conversational marketing is the topic of the day, but we believe it is just one small piece of the puzzle. In the future, businesses will need to develop a comprehensive conversational growth strategy to deliver better customer experience throughout the entire customer journey.

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As I mentioned earlier, adding automation with chatbots is crucial in keeping up with a volume of conversations and to have a fighting chance at 24/7 support. With access to new technology, businesses can use these emerging platforms to easily meet consumers where they are already spending their time. 85% of consumers spend their time in five popular apps, including WhatsApp and Facebook Messenger. And according to Facebook’s February earnings, WhatsApp and Facebook Messenger had 1.5 billion and 1.3 billion monthly active users, respectively. Many companies offer live chat services integrated with various popular messaging apps and platforms, including Facebook Messenger, Twitter, Zoom, SMS texting, WhatsApp, and others. Bots are great at engaging and understanding leads, but nothing beats human-to-human interaction once it’s time to close the sale.

conversation marketing definition

Each of these inbound marketing videos can be used by your sales team to improve its process. Even with the best will in the world, your employees can only report so much in real-time. With sophisticated conversation analytics technology, you can monitor customer interactions all at once. You can also overlay your data with other metrics and information that you gather to create an accurate, live picture of how your customers feel and think. Without social listening, you wouldn’t know that this user’s observation has spread like wildfire across social media, putting off potential buyers for your new product.

You may not be surprised to learn that we think Hootsuite is one of the best free social listening tools out there. You can use Hootsuite to set up social media streams that monitor conversations, keywords, mentions, and hashtags. If you’re not using social media listening, you’re creating your business strategy with blinders on.

This approach doesn’t mean stopping your PPC and converting everything – this is just a new tool available to marketers and a slightly different way of thinking about the objectives. Essentially, it is all about connecting your marketing activities directly with the sales team, ideally through one platform, so the user has a smooth journey down the funnel. Intelligent chatbots that make Conversational Marketing work for your business no matter the time of day. Now, you can engage people on your website when they want to engage with you. When beginning any strategic planning, it is important to keep in mind the goals and how the organization will attain them through the efforts. Selecting a particular strategy can be subjective between organizations.

Example 1: Automated Chat Order System with Domino’s Pizza

They want to encourage previous customers to order again with a simple pizza emoji. MonsterInsights’ conversational forms prove that WPForms is the best Typeform alternative. In this example, they are using it to create a survey form in WordPress.

conversation marketing definition

To sum up, these conversational marketing stats are part of why so many businesses are focusing their energy on this new form of marketing. That’s because they don’t require anyone to actually be responding to the user. That’s why using a Chatbot is such a budget-friendly way to get started. This conversational marketing experience used by Lufthansa helped the company gain insights into what travel recommendations to make.

Instagram is a great marketing tool, but it isn’t without its flaws. Instagram has an algorithm that ensures posts are shown to the same people over and over again, making exposure difficult for businesses with more than 100 followers. Instagram hashtags are used for discovery, but Instagram doesn’t allow them to be clickable or easily searchable. Instagram posts don’t link back to your website, making it harder to track traffic.

conversation marketing definition

Chatbots have become so effective at these types of conversations that they now manage over 50% of all the conversations we have at Drift. Chatbots are prepared to engage with site visitors 24/7 — whether they are an executive from a target account or a completely new lead. With Conversational Marketing, bots keep you available 24/7 to engage with new leads instantly. With Conversational conversation marketing definition Marketing, when a visitor clicks download, contact sales, or book a demo, you want to immediately jumpstart the conversation. From there, you can move people through your funnel instead of forcing them to wait for a follow-up email — as long as that’s what they want. It’s a way to have conversations, build relationships, and move people through the funnel you already have.

Your call to action is a button you can add to your chatbot conversation to drive users to a specific goal. Just because it’s automated conversation marketing definition doesn’t mean it has to sound robotic. Refer back to your bot personality and have fun with your message to get users to engage.

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