Conversational marketing is marketing that talks to consumers. This can be done through live chat, chatbots, voice assistants or other forms of conversational AI. These experiences can be positioned on websites, social media channels, paid advertising and even in physical stores or connected home devices.
This seems like sales, so how is this marketing? Well, marketing that talks to people is fundamentally new. Conversational marketing allows you to turn things that are traditionally seen as marketing materials and make them interactive. In all marketing, engagement and conversion are critical. With conversational marketing, they become easier than ever before.
So, now that we’ve defined conversational marketing in a simple way, here’s how you can make the most of it: use conversational interfaces in your paid advertising, websites and ecommerce, and other channels where you market to consumers to drive stronger messages, choices and relationships home to them and transform your funnel like never before.
Conversational marketing in ads can be positioned on almost any domain. Google, with select partners, offers conversational display advertising through their DV360 network. Eventually, this kind of format will reach billions of websites.
Click-to-Messenger ads have also become popular on Facebook. These are similar to conversational display ads, except they show users traditional facebook newsfeed ads and then drive users to facebook’s messenger app or interface. From there, brands prompt consumers with questions or experiences related to the content of the ad, and then they’re able to interact and learn more about them and drive them to convert.
Whatever the goal of a given conversational ad, conversational marketing practices allow brands to have a more effective means of engaging and converting consumers. It’s not limited to facebook messenger or google display – any and all advertisements can be made conversational through a conversational landing page.
These kind of experiences also then enable you to get specific insights on consumers that are relevant to your brand, like if they want anti-aging cream, or if they’re thinking about a mortgage. These insights can be used with custom audiences on channels like facebook to further personalize your retargeting efforts and drive higher conversion.
For ecommerce, conversational marketing can take a variety of forms, but the primary ones are a to place a live chat or virtual product advisor on your website.
These interfaces help customers make decisions in a fun, easy, friendly, informative way by learning about their concerns, guiding them through product recommendations and helping them shop. This kind of assistance can also be used for customer support, but even though many people assume that customer support is the number one application for these sorts of things, it actually has far less potential than when AI chatbots are used for marketing and commerce.
Ultimately, conversational websites are something every brand wants to do, but adding a virtual product advisor can be a first step to making your website fully interactive, immersive and fulfilling the best possible practices of conversational marketing.
Personalized one-on-one conversations have the power to build customer relationships, increase loyalty and deliver great consumer experiences. Conversational marketing is really an opportunity to start having two-way conversations with your consumers, and snaring all the benefits of higher engagement, sales and satisfaciton that result.
The data you generate through conversational marketing should also route directly to CRM-based customer profiles. By capturing valuable First party data, you enable your brand to target consumers more specifically – whether through emails or practices like customer journey retargeting. All of this, of course, continues to put wind in your sails when it comes to revenue.
This isn’t just an opportunity to improve your funnel, it’s a necessity. Conversational marketing is just one reason why consumers are loving chatbots and making more purchases from them. 81% of consumers who buy from a retail chatbot ultimately buy again. Conversational marketing lets you embrace your consumers in new and more.