How To Implement An Effective Conversational Marketing Strategy?

Conversation, communication. Marketing and advertising have focused on these two terms from their very beginnings.

But the advancement of technology and artificial intelligence has determined new forms of communication between clients and brands, so marketing strategies have evolved to the point of not needing a linear conversation between people.

Virtual Assistants have taken over the task of responding to customers and helping users with tasks of daily life.

Thus, the concept of Conversational Marketing has emerged, which, as its name indicates, is aimed at conversations and dialogue to guide digital sales.

This type of marketing is focused on customer service, specifically so that consumers get instant responses from companies. Thus, conversations have been perfected and service to users has been streamlined.

Implementing a Conversational Marketing strategy as part of digital marketing will optimize sales and improve our plans in all areas.

This allows agile, efficient, interactive, and personalized communication with customers.

And is that to build relationships with customers immediate responses are required. Whether in any of the communication channels of a company, business, or brand, conversations must be streamlined.

Therefore, we must see that the main characteristics of Conversational Marketing are:

• Better interaction

Conversational Marketing is characterized by greater interaction in real-time, an aspect of great importance in the customer experience. The virtual assistant responds immediately to the questions that are asked.

• Personalization

Conversational Marketing is characterized by personalized attention to its customers. Also, the interaction and responses must be timely, fast, and take into account the segmentation of the audience.

• Customer data analysis

Automated conversations are carried out with information collected and resulting from data analysis, supported by technology (chatbot, Big data, and sales CRM software). Thus, it is possible to achieve an understanding of user behavior and needs.

• Automate and optimize

This strategy makes it possible to automate the response to frequently asked questions and focus the attention of advisors on more complex questions.

• Recommend content.  

Recommending content of interest to the customer, according to their preferences, tastes, and needs at different stages, is a "plus" of any marketing strategy. Through Conversational Marketing, we can offer products related to and complementary to those purchased.

In general, a Conversational Marketing strategy comes to strengthen the customer-company relationship.

Other advantages are:

Increases the effectiveness of the strategy
Conversational Marketing allows the collection and analysis of data to give an immediate response based on segmented advertising.

In addition, it helps the company in the development of products focused on the needs and preferences of the client and personalized content, which increases the effectiveness of the relationship marketing strategy.

Speed up sales
The better the customer service, the higher the sales and the users captured. Knowledge of the needs and the correct interaction is essential to improve the user experience and drive the sales process.

Conversational Marketing, therefore, gives us the advantage to close the sale and build lasting relationships with a loyal audience.

Make a difference in the competition
Agility can often define a new lead and even a purchase. A customer can start a conversation with multiple companies that offer the same product or service. Therefore, responding quickly and at any time in an immediate, personalized, and effective manner will also determine the success of a strategy.

Contributes to customer loyalty
The close link between the client and the company is the objective of Conversational Marketing. If we respond to the client in an immediate and personalized way, we help promote our company and improve the impact on loyalty indicators.

Save time
Automating this type of repetitive process saves the company time so that employees can dedicate it to other tasks. It also saves time for the customer, because in many cases, they will be able to answer their questions and get the answer they need without having to contact a company representative.

Better customer experience
As we explained, Conversational Marketing is generally focused on improving the customer experience. Company-client relationships are narrowed and strengthened through immediacy, knowledge of consumer behavior and needs, and personalization.