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Published on

July 20, 2023


artificial intelligence, chatbots, Conversational marketing, digital marketing

Have you utilized automated chatbots or live chats to speak with conversational AI-powered bots or live agents when:

  1. Purchasing a product
  2. Getting answers for product-related questions
  3. Leaving feedback

If you answered yes, you’ve been exposed to conversational marketing.

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We are living in a world where people are less patient when it comes to time due to technological advancements, including fast shipping delivery, sped up friendship building due to social media apps, and more. You want to eat at a specific restaurant? You can easily use your phone to get takeout from your favorite spot with Uber Eats or Postmates. If there are any issues, you can contact customer service to get refunded or share any feedback right away. Conversational marketing helps with addressing users’ issues as they occur and handling any urgent requests within seconds to minutes, either by a real-person or AI chatbots.

What is conversational marketing?

Conversational marketing, aka conversational commerce, is an interactive sale and customer support. This real-time dialogue-driven approach provides an efficient way to interact with customers to tackle any issues, receive feedback, boost brand loyalty, and increase revenue. A conversational marketing strategy helps with engaging consumers during their buying journeys by providing them with the support they need to make the purchases.

Related: A Primer on Marketing Automation Platforms

Why is it called “conversational marketing”?

Conversation is a two-way street. When a customer starts a conversation through a chatbot, the business in contact can assist real-time to ask questions back-to-back to identify the best solution and outcomes. This conversational strategy builds a better, more personalized experience for each customer. Effective conversational marketing strategies lead to meaningful and productive conversations, resulting in better customer experience.

How can conversations online scale your company quicker than the traditional marketing strategy?

Traditional sales strategies included people going door-to-door to sell for decades. This direct marketing method still works today, however conversational marketing overpowered the traditional sales strategy as technology became more accessible and time more flexible. When working with sales teams in person, a customer must plan a time and hour and coordinate around this person. However, technology today allows for communication 24/7 where customers can choose to interact with a live agent or AI bot whenever they’d like. By having that conversational commerce approach, customers feel more valued and appreciated, resulting in higher revenue and retention rates.

What are some conversational marketing examples?

Some examples of conversational marketing tools include live customer support, post-sale communication, and email marketing.

Live Support:

This is a 24-hour helpline (or 24/7 help center) that customers can contact anytime of the day with any inquiries and questions regarding their experience or product purchasing journey. The customer support conversations are usually with a conversational AI or a live agent. This high-level assistance plays a big role in the conversational marketing strategy as the fast point-of-contact and great service will positively impact sales.

Post-Sale Communication:

Any feedback is great feedback. These follow-up conversations allow time to collect data on post-sale experience. The data helps with drawing valuable insights for the future. By understanding how the customer journey was great or how it can be better, the business can strategize new ways to increase the retention rate.

Email Marketing:

This tool is a helpful conversational marketing tactic. An impactful email newsletter strategy attributes to boosting customer interaction to increase brand loyalists. A drawback to this tactic is that people don’t like a crazy number of emails in their inbox. It is important to utilize this to further customer engagement rather than getting the emails thrown in the spam folder.

Related: 5 Essentials to an E-Commerce Marketing Strategy

Conversational marketing is the future of digital marketing

Customer relationships are further deepened with brands due to real-time assistance from live chats and AI-powered chats. Conversational marketing is an effective type of digital marketing to retain consumers and boost customer loyalty along with customer satisfaction. As a marketer, it is crucial to look at every option to raise the revenue and increase brand loyalty. Conversational marketing is the way to maintain those relationships and navigate potential customers to make the best choices in their buyer journeys.

Want to incorporate conversation marketing into your brand? Boost prospects and solidify customer loyalty by reaching out to TEAM LEWIS today.

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