Conversational marketing is not something that is relatively new. It is a means of marketing that has been around ever since the inception of trade itself. Overtime, enhanced approaches has been made to conversational marketing with the introduction of instant messaging and chatbots.
It’s sad to see many business today try to engage in conversational marketing in a wrong and annoying way. Imagine a random stranger approaches you and tries to sell you a product that is how some brands engage in conversational marketing. Imagine visiting a website and within a few seconds a chatbot pops up, annoying right? I find it annoying in the same way I find pop up ads annoying and so those so many other customers. So many other customers find this annoying and tend to opt out of the page without properly going through the website.
Brands can improve their conversational marketing through the following
Proper Timing: Before initiating a conversational conversation, it’s important to get the right timing. This can be achieved by allowing the visitor go the website first. The Chabot can initiate a conversation once the visitors visits a priority page or after spending a specific amount of time on the website. By initiating the conversation after sometime, you have given the visitor an opportunity to understand the website and such visitor would probably be more interested in a conversation at this point.
Hyper-Contextualize Bot Conversations: Chabot’s should be able to be programed to respond to messages contextually. It is important to develop chatbots that can keep up conversations in relation to the current context and give the appropriate reply to customer’s message. This give the customer the feel of having a real conversation. This helps build quality leads. The conversation should be handed over to an active sales team once it gets beyond the chatbots AI capabilities and is confirmed to be a quality lead.
Sales is in the Detail: Nothing gets a buyer more interested in product like having feel of the product being able to specifically meeting their need. This makes the customer believe that a particular product was tailored to meet their need. A great chatbot can serve as a shopping assistance, we all feel good talking about ourselves. The chatbot pays detailed attention to the customer’s searches and asks relevant questions, the Chatbot is able to make great suggestions from details gotten from the customer. Most customers appreciate this as it saves them time in getting the needed products. A clear example can be seen in some ecommerce websites.
Sales is in the Detail: Nothing gets a buyer more interested in product like having feel of the product being able to specifically meeting their need. This makes the customer believe that a particular product was tailored to meet their need. A great chatbot can serve as a shopping assistance, we all feel good talking about ourselves. The chatbot pays detailed attention to the customer’s searches and asks relevant questions, the Chatbot is able to make great suggestions from details gotten from the customer. Most customers appreciate this as it saves them time in getting the needed products. A clear example can be seen in some ecommerce websites.
Relevant Answers with less conversations: Sometimes, some customers just need the answers to some common questions. Most times, some customers are not in line for the sales peach and that should also be respected. Such customers just need answers to their questions without feeling bored or engaging in what they see as unnecessary conversations. The chatbots should be able to provide real time answers to some commonly asked questions. This is one common form of conversational marketing as most websites has a frequently asked question section where visitors can find the answers to some frequently asked questions. The chatbots can source for and deliver relevant answers to the visitors quickly.
Quality leads: It is important that sales representatives only respond to the relevant customers to avoid time wasting. Chatbots can engage in meaningful conversations with customers and has the ability to determine which customers qualify as quality leads. The chatbot then transfers such leads to real sales persons for proper follow up and properly a sales conversation.
Every brand has to put in the above listed measures in place as can increase sales with great margins if properly implemented.
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Austin Stanfel