Conversational Marketing: How Chat Can Turn Visitors into Buyers

Conversation has been a fundamental part of human interaction since the beginning of time. But with the advent of technology, conversations have taken on an entirely new form - one in which both parties benefit from increased convenience and efficiency. This is what we call conversational marketing. 

Conversational marketing is a powerful tool that businesses around the world are using to improve customer service, increase conversions, and build better relationships with their customers. 

By leveraging chatbots, AI-powered chat programs, and live chat support agents, businesses can turn visitors into buyers by providing a personalized and engaging experience every step of the way. 

For example, a conversational chatbot can help visitors find exactly what they're looking for quickly and easily by engaging them in a natural dialogue about their needs without requiring them to scroll through endless webpages or search through menus. 

The bot can then guide the visitor to relevant product pages or even directly to the checkout page if they've already made up their mind. 

Furthermore, live customer service agents are available 24/7 to answer questions that may arise along the way and provide helpful additional advice about the products or services on offer.

When it comes to building trust and loyalty with customers, nothing does it quite like proactive conversations. 

Through conversation marketing, businesses are now able to communicate with their customers in real-time via a variety of channels such as email, messaging apps, and social media - giving them an edge over traditional methods of customer service by actually anticipating customers’ needs before they reach out for help themselves. 

To put it simply: conversational marketing looks at each customer's individual journey and helps create tailored experiences that inspire action faster than ever before - all without compromising customer satisfaction levels or trust in your brand.

That brings us to this article today, where we'll discuss how conversational marketing can help you turn website visitors into buyers, as well as the best methods for making that happen. Let's get started! 

1. Know Who You're Working With

Without people, there would be no need for content. People like to be heard, so the more you know about your audience, the better you can create content that resonates with them. 

To start off, gather customer data such as age group, location and interests to learn where they’re coming from and what their needs are. You should also consider what devices they're using (mobile or desktop) so that you can create the best user experience possible. 

But how do you get such pieces of information? Through surveys and feedback forms, of course! Ask customers as they purchase your products or services, or send out a survey to people who have already interacted with you in the past. 

This valuable data will help you create content tailored to the specific interests and needs of your target audience, which in turn increases the chances of them becoming buyers.

What's more, you can use this data to personalize the conversations your chatbot or customer service agents have with customers. 

Whether it’s through product recommendations, relevant content offers or automated notifications, the more personalized and tailored a conversation is, the better the chance of turning visitors into buyers.

2. Make It Easy for Customers to Engage

As we mentioned earlier, conversational marketing is all about being there for customers every step of the way. This means providing helpful information and advice throughout the customer journey – from when they first learn about your brand to after they make a purchase.

One key factor in making this happen is having a chatbot that’s easily accessible. Make sure it’s prominently displayed on your website so that customers can find it quickly and start engaging with you right away. 

Furthermore, consider other options, such as setting up a messaging service or integrating with popular communication tools like WhatsApp, to make it even easier for people to reach out.

3. Offer Personalized Assistance

Once you’ve got the basics in place, take your customer service to the next level by offering personalized assistance. This could be in the form of tailored product recommendations or discounts based on a user’s previous purchases. 

Take your personalized assistance approach a step further by transforming it into a VIP experience. Every customer wants to feel important, so why not go the extra mile and offer special perks such as exclusive discounts or priority customer service to your most loyal customers?

You can also create a loyalty program with rewards such as points or discounts for customers who purchase regularly. This will encourage them to keep coming back and help you build meaningful relationships with them over time.

And if you really want to wow them— make sure customer service agents are available 24/7, ready to answer any questions customers may have. This will help ensure that customers always feel taken care of and, in turn, increase the chances of them becoming loyal buyers.

4. Create Targeted Content

There's all this talk about content, but what exactly is it? Content is essentially the information that you provide to your customers in order to educate and inform them. It could be anything from emails, blog posts, videos or social media updates. With so many options, it's easy to get overwhelmed.

To make sure your content is effective, you need to ensure that it's relevant and engaging. That's why you should create content tailored specifically to the needs of each individual customer in order to increase engagement and sales. 

This could be in the form of educational emails that answer frequently asked questions or social media posts featuring products related to the customer’s preferences. 

If you're working with younger people, creating short videos or memes can be a great way to capture their attention. And if you're looking to nurture relationships with existing customers, consider sending out personalized emails that offer discounts or rewards for repeat purchases. 

Content can also help you drive conversions by showcasing the products or services that you offer, as well as promoting any discounts or special offers you may have.

The type of content you offer your audience will depend on what you want to achieve as much as what their needs are. For instance, you could use content to drive more traffic to your website or encourage customers to take action (such as signing up for a newsletter or making a purchase). Or, if you’re a nonprofit digital marketing company, you can use content to raise awareness about the issue you’re fighting against and gain wider support.

Ultimately, the goal is to create content that resonates with customers and helps you build relationships with them. This way, they’ll be more likely to come back and make repeat purchases and even recommend you to their friends.

The Four Pillars of Conversational Marketing

Now that we've covered some ways that you can approach your audience with content, and how conversational content can drive results, we have to reflect on the four pillars of conversational marketing. These are the concepts behind customer-centric, conversation-focused marketing.

You need to know them so that you can make sure you’re providing the right type of content and experience for your customers. 

Without further ado, let's get to it:

1. Things Happen on The Customer's Time.

If you've been following online discourse for at least a little bit, the consensus is that people are sick of interacting with various brands whenever the brands feel like it. Those days are gone, and assertive and direct marketing campaigns that seek out customers and advertise to them in every interaction can now do more harm than good to your business. 

It's apparent that some companies have taken this to heart and doubled down on the same campaign as a last-ditch effort to drive conversions. However, you don't have to be like that— there is a more effective approach.

It all comes down to putting yourself in your customer's shoes and realizing they have their own set of needs, wants and timelines. 

Communicate with them on their terms— that is, when they actually need something from you. Instead of bombarding them with emails or ads whenever it's convenient for you, give them the opportunity to engage with your messages on their own time.

This is more simple than it sounds. For instance, if you have an email campaign running, make sure to provide a way for customers to opt in or out of the emails. Make sure that unsubscribe buttons are prominently displayed and easy to find. 

Is there a problem? Your customer service is available 24/7 for that exact reason. Are they asking for help? Provide a comprehensive FAQ page, or easily accessible and knowledgeable customer service representatives that are available to answer their questions. 

Does someone want to cancel their subscription? Make sure that's easily done too. Though it may seem counterintuitive, customers prefer and come back to companies that give them a choice to be there.

This is most easily reflected in your content, too. Create content that educates and informs your customers on their own terms, instead of forcing them to receive information in one particular way. In other words, diversify your content format and make sure it's always accessible.

2. Scalability Is a Must.

The notion of scalability has taken on new meaning in the digital age. It's no longer just about putting out as much content as you can. Instead, it's also about optimizing your marketing campaigns and content to ensure that they're reaching their intended audience and driving actionable results. 

The best way to do this is by using automated tools like segmentation, personalization, and AI-driven recommendations. This is something that marketers have been using for years to curate content and target the correct audience with relevant information— and something you can take advantage of as well.

These tools allow you to quickly identify customer behavior patterns, tailor your messaging accordingly, and deliver timely messages that are most likely to convert customers. Additionally, they act as a powerful way to measure the success of your campaigns and optimize them accordingly.

Segmentation is best used for improving customer experience by personalizing content, while AI-driven recommendations are best suited for providing customers with a more personalized shopping journey. 

For example, if someone lands on your website and shows interest in a particular product, you can use AI-driven recommendations to show them related products that they may be interested in. 

Let's not forget to include chatbots on the list of automated tools as well— they can be used to answer frequently asked questions and provide customers with the information they need without any human intervention. A good chatbot can also be used to collect valuable customer data, which can then be used to optimize your marketing campaigns. 

Finally, scalability also means making sure that all of your content is mobile-friendly. This includes optimizing images and videos for mobile devices so that they load quickly and seamlessly across all platforms. 

3. Using CRM To Create Context.

Without context, all interactions with your target audience are fruitless. People don't want to waste their time on emails, ads, and other marketing campaigns that don't align with their needs or interests. That's why it's essential to provide them with relevant content and tailored messages that make sense to their individual contexts. In other words, it's essential to create a context in which people feel welcomed and valued. 

This is where CRM (customer relationship management) comes in— it's a powerful tool that allows you to create a context for your customers and track their behavior in order to deliver them tailored messages. 

CRM systems are great for segmenting your audience, tracking their behavior, and providing them with the most relevant content. 

Furthermore, CRM systems are designed to help you nurture leads and build relationships with customers. They can also be used for predictive analytics, which will enable you to anticipate the needs of your customers before they even reach out to you. 

Some of the best CRM systems out there include Salesforce, HubSpot, and Marketo. Salesforce is best for companies that need comprehensive CRM features and integrations, while HubSpot is great for small businesses that want to manage their customer relationships in one place. 

Marketo is perfect for marketers who are looking for an AI-driven platform that’s designed to help them optimize their marketing campaigns with customized content. 

These systems can help you create the necessary context for your customers, ensuring that each interaction is meaningful and valuable. 

By leveraging the right automated tools, you can optimize your marketing campaigns and create a context in which your customers will feel valued. 

From segmentation and personalization to AI-driven recommendations and CRM systems, there are plenty of ways to make sure that your messages don't fall on deaf ears.

4. Communication Channels Stay Open.

Technology has made our lives easier in many ways, and communication is no exception. This is why it's essential to use the right communication channels and make sure that they remain open so you can stay in touch with your target audience at all times. 

Email, social media, chatbots, SMS— these are all great ways to reach out to customers and keep them engaged. Not only are they perfect for giving your audience a more well-rounded experience, but they also allow each individual customer to communicate with you in the way that they prefer.

Some people hate talking on the phone and will be delighted if they can email you. Others are in a hurry but need a specific answer, so they'll turn to your live chat. Others will still find the info they need in your FAQ section or through your chatbot. Whatever the case, control is completely in the customer's hands. 

This is essential for customer satisfaction and loyalty. By keeping your communication channels open, you're allowing customers to reach out to you when and how they want— which gives them a sense of control and builds trust. 

Plus, it ensures that their needs are addressed quickly and efficiently. In other words, you don't have to read people's minds— you just have to let them tell you what they need in a way that's most convenient to them.

Finally, it's important to use the right platforms for each channel in order to provide a consistent, unified experience for your customers. This means choosing the right tools to create and deliver content on each channel, such as email automation software or social media management tools. 

A good example of this is using a tool like Hootsuite to schedule and post messages on all of your social media channels. This ensures that you don't have to log into each platform individually, but can manage them from one central dashboard. This will save you time and resources while providing customers with a seamless experience across all communication channels. 

Benefits of Conversational Marketing

Up to now, we've mostly been discussing what conversational marketing can do for your customers, but it's also important to ask what it can do for you (aside drive conversions). 

In truth, there is a lot you can learn about your target audience—and your business in general—by leveraging conversational marketing. 

1. Moving Customers Through the Sales Funnel More Easily.

Conversational marketing makes it easier for customers to move through the sales funnel. This is because you're able to identify where they are in the funnel and tailor your strategy accordingly. 

For example, if a customer has expressed interest in your product or service but hasn't made a purchase yet, you can use conversational marketing to nurture them with personalized messages and encourage them to take the next step. 

2. Creating a Seamless Experience Across Channels.

As we mentioned earlier, conversational marketing allows you to provide customers with a seamless experience across all communication channels, from email and social media to live chat and SMS. 

By using the same messaging style and tone in each channel, you ensure that customers get the same experience no matter how they're interacting with your brand. A strong and consistent brand voice is essential for developing trust with customers. 

3. Gaining Valuable Insights into Your Audience.

 Another great benefit of conversational marketing is that it allows you to gain valuable insight into your audience and their needs. 

By monitoring customer conversations, you can get an idea of what people are saying about your brand, what they like or don't like, and how you can improve their experience. You can then use this information to refine your messaging, target different customer segments, and develop more effective marketing campaigns. 

The Best Real-Life Examples of Conversational Marketing

This is a lot of theory and not a lot of real-life application. How does a conversational marketing campaign look in practice? Read more about some of the best examples to show you just how powerful conversational marketing can be: 

1. KLM Royal Dutch Airlines

KLM is a great example of an airline that is successfully leveraging conversational marketing to engage with customers on social media. The company uses its Twitter account, for example, to not only post promotions and updates but also answer customer inquiries quickly, provide helpful travel advice, and even send passengers their boarding passes via direct message. 

2. Sephora

Sephora has been able to use conversational marketing to create a more personalized experience for customers. The company's chatbot uses natural language processing (NLP) technology to understand customer questions and provide helpful answers. The bot can also be used to send personalized product recommendations, offers, and exclusive deals to customers. 

3. Amazon Alexa

Amazon's conversational marketing efforts have been incredibly successful, especially with its voice-activated assistant Alexa. 

Customers use Alexa for a variety of tasks, such as ordering products, playing music, checking the weather, and more. This has allowed Amazon to move beyond traditional marketing strategies and create a truly seamless experience for its customers. 

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Conclusion

Conversational marketing is quickly becoming one of the most important strategies for businesses to engage with customers and drive conversions. 

Through engaging conversations, personalized messages, and targeted offers, you can create an experience that resonates with your target audience and encourages them to take action. 

By leveraging conversational marketing, you can also gain valuable insight into your customers' needs and preferences, allowing you to refine your messaging and create more effective marketing campaigns. 

Ultimately, conversational marketing is about creating a meaningful connection with customers that will drive long-term loyalty. 

With its ability to provide a seamless experience across all communication channels, it's no wonder why this strategy is becoming increasingly popular among businesses of all sizes. 

So, give conversational marketing a try and see how it can help your business grow! 

Author Bio

Sophie Douglas is a digital marketing specialist and a journalist based in Columbus, state of Ohio.
Her characters are passionate, innovative, and ambitious. Before becoming a writer for DigitalStrategyOne, she was writing short stories, screenplays, and directing short films.

This article has been published or updated on April 24, 2023
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