Conversational Marketing: Best Practices and Learning Resources
Thanks to technology, we can all communicate online using various devices, regardless of the distance between us and our location. But when we talk about communicating with a large number of people at once within a business, one of the best tools is conversational marketing. It has many advantages and is quite functional. Using it effectively requires a good strategy and knowledge of best practices. We will solve this problem in this article.
Conversational Marketing Best Practices
In recent years, the Internet has been filled with a huge amount of irrelevant advertising content, which has led to banner blindness on the part of users. Few people pay attention to pop-up windows and annoying emails. It was the misuse of marketing content that led to the lack of proper response to it. The comprehensive use of conversational marketing will make a difference and make the experience of the user and the company more personal. To ensure such close contact, use the following 5 practices.
No. 1. Attract Attention
Avoid primitive pop-up windows that each user closes before they are fully loaded. It is better when the chatbot is displayed at the bottom of the screen at a time when the user may have questions for him. Let him greet customers in a friendly manner and without harsh sounds.
Remember, a chatbot is the voice of your brand that reflects its essence. If it is rude, there is a risk that the site will be abandoned and not opened in the future.
Even though the tool is automated, it can be different for each user depending on their problem. Keep this in mind and make the experience memorable and engaging. For example, for users who first came to the site - offer a discount, and for those who stopped in the cart - pave the way for a convenient completion of the conversion.
No. 2. Avoid Dry Suggestions
In conversational marketing, there is no place for formal and dry offers. You have in your hands a great interactive tool filled with tools to attract the attention of the client. Moreover, users make more contact with those who talk to them as friends and evoke emotions in them. Leave the formal language for business relationships with partners, and provide users with a different kind of content, emoji, and GIFs.
The more interesting, non-standard, and creative content you invest in your business, the more it will respond to your customers. Use quick replies and carousels to enhance product discovery and engagement. All this will help make the brand unique and customer-oriented.
No. 3. Personalize the experience
With conversational marketing, you can easily move from a formal relationship with a client to more personal means of personalizing their experience. After attracting attention, be sure to address the user by name. If the client first came to the site, and you do not know his name, write - "Greetings, dear friend." Then use all possible channels to get information about a new potential client.
No. 4. Find out as much as you can about the client
Gathering information about the client is important not only to properly greet him. This is necessary for a more personalized experience, providing recommendations, and generally improving future interactions. The client profile is the longest process, but the most valuable in communicating with users. Extracting data from websites with a web scraper or using chatbots will help make it a little faster. For example, create a tool that will ask leading questions, and the user will only need to select the correct answer. But do not be intrusive and ask them in large numbers.
In addition, you can set up a chatbot and ask it to segment the audience according to certain data and/or track the entire customer journey to further analyze their interaction with the site. The most valuable data includes browser and device used, location, language, and most frequently visited pages.
No. 5. Recommend to users
When you get to know the user better, it will be easier for you to recommend what he is looking for. To do this, the chatbot can only offer him interaction with your sales department. But it is worth letting the client know that you already know what he needs and after the call, he will receive a profitable offer.
The Best Educational Resources for Conversational Marketing
To get to know conversational marketing better, better understand its capabilities and learn something new for yourself, use proven resources:
- StuDocu – the platform is filled with an educational base in various areas. In addition to dialogue marketing, you will be able to learn a lot of interesting information on related specialties.
- The book “Conversational Marketing” by Dave Gerhardt and David Kansela will allow you to use examples to analyze how various companies use chatbots to effectively develop their business. It can be called a detailed guide. Having opened the textbook, you will learn about the rules of interaction and communication with customers, the integration of various non-standard tools and business phone systems in conversational marketing, and the features of methodologies for use for various purposes.
- The book "Conversational Marketing Plan" And "Heart by Darkness" by the author Drift Press is an opportunity to understand and implement conversational marketing in the life of your company step by step from simple to complex. It is intended for businesses of any level and direction. There are several examples here that can also teach you a lot.
There are many learning resources like Ilmibook, etc. out there but when it comes to finding the best online education platform, start with these basics. After studying them, you may find that others are not as useful because our platform will answer all your questions.".
Conclusion
Today, conversational marketing is an opportunity to connect with a large number of customers at once and improve their experience of interacting with a company through chatbots. By communicating with users in real-time, the main thing is to grab their attention, make communication more emotional and personalized, offer what they need, and pave the best path to complete the conversion. Use all the suggested practices and don't forget to check out the best educational resources to improve your knowledge for the benefit of your company.