The term conversational marketing may seem like a relatively new term to you, but the nature of the stage and e-commerce in general forces you to learn about all the new ways of developing your marketing and sales systems, maybe conversational marketing is the best solution for you…and make sure to finish this article…
Definition of Conversational Marketing
Conversational marketing is marketing that engages customers through conversation, with an emphasis on engaging with customers through two-way real-time communication. Conversational marketing involves engaging website visitors and converting them into leads, while finding ways to communicate with existing customers.
Conversational marketing enables faster engagement and encourages a faster cadence of the customer journey. DRIFT, a leader in the adoption and formulation of conversational marketing, is a company specializing in marketing and sales. By introducing this type of marketing, the company has changed the way it communicates with e-commerce customers (whether potential or existing) because the marketing team can communicate with e-commerce site visitors more quickly to get the answers and information they need in a timely manner.
Of course, this creates an authentic experience between the brand and the consumer and creates a stronger relationship of trust and loyalty between both parties.
The Importance of Conversational Marketing in Ecommerce
Conversational marketing enables eCommerce companies to stop using traditional lead generation marketing and eliminate many other often one-way communication methods. Conversational marketing is therefore an important tool for engaging the public in establishing their preferences and ways of communicating with brands, engaging customers and communicating with companies through multiple channels.
Fortunately, many companies are beginning to believe in the importance of conversational marketing because it can improve results and help visitors take a more streamlined path to increase conversions. Other benefits eCommerce companies gain from conversational marketing include:
1. Humanize customer experience
Conversational marketing gives the customer a human touch and thus can form a positive relationship between the customer and the marketing team, especially in the case of potential customers, of course when the conversation is more personal to the user.
2. Increase engagement
The individual contact between the brand representative and the consumer can make the customer feel the importance of the role he plays in the brand, so that he will accept participation to express his support for the online store brand.
3. Drive the Sales Funnel
This is because conversational marketing is a technique that allows e-commerce companies to identify potential high-quality customers so that they can better target these customers to complete the buying process, so communicating with such customers and sharing information with them is a very important step in the sales process. Conversation with customers can improve conversion rates and thus shorten the sales cycle.
4. Recommend services or products
Conversational marketing helps to identify the needs and desires of the customer more accurately, and then the person in charge here can effectively guide him to the product or service that meets the customer’s needs without any problems. These conversations may also help refine customer profiles, which essentially means better customer targeting.
5. Maintain relationship with customers
A quick reaction to a problem or hurdle put in front of a customer can give a positive feeling to the customer, so conversational marketing techniques help in retaining the customer for a longer period of time, thereby increasing the revenue of the eCommerce project and building an ongoing positive relationship with the customer.
6. Real-time response
In fact, this is considered to be one of the most common problems faced by many customers, customer service takes a long time to be received, this delay can lead to a decision to buy from another place, thus causing losses to the company itself, hence the importance of simultaneous and immediate response, which allows the customer to solve his problems and remove obstacles in front of him, thereby motivating him to make a buying decision faster and easier – especially for new customers -.
7. Data collection
Conversational marketing makes it easy to collect customer data because it is a unique technology that makes data more accessible to agents. Sometimes the customer himself tells the agent all the data he wants to know and more by providing information about himself to explain the problem and its dimensions. This approach enables agents to collect customer data to draw a clearer picture of the customer’s personality and enable better targeting.
What is the difference between conversational marketing and conversational commerce?
Conversational commerce is one of the methods that e-stores rely on to communicate with customers at every step of the customer journey. It relies on direct conversations between customer service representatives and customers, moving away from pop-ups or unified instructions to all customers. Conversational commerce is similar to conversational marketing. Both techniques can be used interchangeably, but there are subtle differences between the two types.
conversational marketing A highly customized approach, based on interactions with e-commerce website visitors, often in real time, conversational marketing, as the name suggests, is a way to increase conversions and increase sales by speaking to your audience.
although conversational transaction It depends on the way consumers interact with e-commerce brands, here it is about providing convenience and personalization to consumers, and online decision support, and by using different technologies to achieve this, be it messaging apps or chatbots.
Now, if you’re thinking about using conversational marketing, you have to realize that it takes some slowing down, thinking and planning, as they say, “The world is made in six days.” So, you shouldn’t make a decision before thinking it through and you must implement the following steps first:
- Analyze your business needs, keeping in mind the issues your business team is facing.
- Research and understand how your competitors operate.
- Decide which method you will use.
After completing all the previous steps, don’t forget to specify the performance measurement tools you will rely on to understand the results of using conversational marketing at work, and remember that the previous steps apply not just to conversational marketing, but to any step you want to take at work, no matter how small.