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Conversational marketing is a goldmine for deepening and improving your personal relationships with your customers. But how can you and your company develop a successful conversational marketing strategy? As always, begin with your end goal in mind and work your way back!
First and foremost, every single conversation, with every single customer, must add value to your company; otherwise, it serves no purpose! Furthermore, you must be certain of what you want to achieve from the conversation with your customers, as well as the data required to do so.
CRM + conversational marketing = a successful love affair
When you’re talking to a friend, you don’t expect to be reminded of your name or where you live all the time. When your customers talk to you, the same thing happens, which is why your CRM is so important for conversational marketing. CRM is simply an extra memory that allows you to converse with customers as if you actually know them. As a result, a successful conversational marketing strategy must include quick and dependable access to data, such as previous conversation history and customer information.
If you want to be great at conversational marketing, you need a flexible tool that can save and organize all of the data – otherwise, your interactions with customers will be hampered.
With the help of a CRM, you can provide personal tips based on everything from the person’s geographical and demographic features to his behavioral conditions, and give the customer exactly the support and help that is expected. And anything can happen through the chat!
But okay – what are you really going to collect as data about your customers?
Place of birth, middle name, favorite colors?
No, you do not have to know EVERYTHING. It is sufficient to provide some basic background information and details from previous conversations. And begin by considering your purpose. Why do you use the chat at all? There is no “template” for successful conversational marketing; however, success is entirely dependent on your unique purpose and goals. Simultaneously, you must define a strategy to measure the actual results of the conversation and ensure that there are tools in place to continuously improve the customer experience. Your customers WILL leave the chat dissatisfied, confused, or annoyed (often in the middle of the conversation!) – and it is your responsibility to figure out why and how to fix it.
Let chatbots take the dialogue forward with the customer
With a dependable CRM in place, it’s time to consider how you can expand your customer dialogue. The chatbot frequently comes to the rescue in this situation! For your customers, it does not stop just because your office is closed at 5 p.m. – your business continues unabated, regardless of what YOU do. Just 5 years ago, round-the-clock support seemed like a distant future – but with the help of a chatbot, the future may be closer than ever.
Chatbots enable small businesses to compete with larger ones in a completely new way. Automating big portions of the customer dialogue does not necessitate a large number of large muscles and resources, but rather a small number of small muscles and resources.
Today’s customers expect to be able to interact with companies exactly when they want – and also feel more proud of themselves and more positive about the company when they can solve their own problem WITHOUT having to talk to a real person!
Chatbots are thus a crucial solution in several ways:
When information and data are available, they can answer frequently asked questions as well as customer-specific questions.
They can qualify leads (just one example!).
They can market anything from products and content to local events.
They can set up meetings (so convenient for salespeople).
They can gather feedback from customers and leads (questionnaires are so 2016!).
Isn’t that cool? It may appear that chatbots can completely replace human interaction – but this must NEVER be the case! In fact, 86 percent of consumers want to be able to switch to speaking with a live person if their question is too complex to handle online.
A chatbot will never be as intelligent as a human. Instead, it should serve as a team reinforcement, such as after hours or when there is too much pressure in the chat for your regular customer service. Again, not much extra muscle, but a little more brain!
Read more about conversational marketing and its relation to inbound marketing in our article This Is How Conversational Marketing Works With Inbound Marketing
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