Conversational marketing uses various tools to turn prospects into customers. This compelling approach brings success to businesses as it is fast, and direct, and builds relationships. It removes all the barriers that prevent potential customers from making a purchase.
It does so by decreasing wait times for a response. 90% of customers rate immediate responses as essential or very important, so speed is crucial. This approach also makes customers feel valued by providing direct and personalized communication.
While initial audience research is valuable, interactions with your customers through conversational marketing have additional benefits. You can learn more about their wants and needs, which helps you build a report and serve them better.
Happy customers that you have personal relationships with result in trust and loyalty. The results for your business are positive:
- Increased sales
- Fewer complaints and negative reviews
- Repeat purchases
A considered approach, some knowledge, and effort are required to get your conversational marketing right. The following examples and top 10 trends will help you along your path to success.
Successful Examples of Conversational Marketing
What's a better way to understand what this approach can do than by looking at some conversational marketing examples from famous brands? Simply say, "Okay, Google, ask eBay to find me…" and the voice assistant helps you quickly find what you want from their large inventory. A list will be provided and can be sent to your smartphone to make a purchase.
Sephora provides an excellent shopping experience through its virtual artist. It allows customers to upload a selfie, see how products look, and then easily add them to their basket.
A brand that took convenience to the next level is Domino's. The order from the AnyWare approach means customers can request a pizza through Twitter, Slack, Alexa, and many other apps.
Top 10 Conversational Marketing Trends that lead to business growth
These conversational marketing examples have given you a taste of how you can implement the approach and see success. However, these trends will give you more practical ideas of what will suit your business and how to get started.
Conversational Artificial Intelligence
Conversational AI is the technology used in speech-enabled applications and automated messaging. It allows human-like communication by analyzing customer behavior to provide prompt responses to queries.
The speed is a strong advantage, as is the cost-effective nature of using AI to answer repetitive queries.
The results are also often more consistent than human customer support. The improvement in customer service can increase engagement and sales, and the good news is that it is scalable, so you can easily adapt it to growth and busy periods.
Conversational AI works using natural language processing and machine learning. It determines what a user wants and solves their problem. Chatbots are programmed differently.
They use automated processes to respond to particular keywords with answers. More advanced versions act as virtual assistants, which can automate other operational processes.
That means they can provide answers, link to other resources, or process orders all in one place.
This approach has several advantages, as using your voice instead of typing can feel more natural and personal. Plus, it can be used in situations, such as driving, where typing is not possible.
Providing personal and convenient methods for customers improves their satisfaction, leading to an increase in sales.
Research shows that 62% of people with a voice assistant are likely to purchase something through their device in the next month. It demonstrates the ease of use and preference for such devices, and this trend is expected to grow.
As we saw in Domino's example, speaking to your customers where they dwell can bring success. Convenient methods will often be preferred, as time is saved by not going to a separate app or site. It also enhances the perception of your availability.
Most importantly, having conversations with customers on platforms like Facebook Messenger, WeChat, and WhatsApp is more personal. They are associated with friends and pleasant experiences, and those connections help build more familiarity and trust with your business.
Live Streaming Video
This approach often complements other conversational marketing techniques as it brings human interaction into the equation. Either through your platform or on social media, you can host live broadcast sessions to provide information, engage with customers, and respond to queries.
It is ideal for product demonstrations, launches, and FAQ sessions. Doing so in real-time makes it personal and allows people to interact with you, which is added value for the customer as they receive useful information and your time.
Personalize the Customer Experience
Personalized customer service provides memorable experiences that make the customer feel valued and understood. There are many simple ways to implement it by including it in your conversational AI or chatbot interactions.
Making sure the coding is right to draw accurate information is essential. Once you have that in place, you can greet customers by name, reference solutions you have for their specific company, or recognize return visits.
Data Collection and Analysis
Conversational marketing is about interaction, which in turn leads to insights into your customers.
Part of your approach should involve gathering and sorting relevant information to understand what they need to improve your product and service—knowing whether you are meeting their expectations gives you a recipe to continue or improve your success.
Listening to your customer means you can solve their problems. You can understand where they spend their time or what time of the day would be most convenient for them to be contacted.
A survey found that 90% of participants have had a poor experience with mobile customer support. Besides, Google has announced that websites that have not passed the mobile-friendly test would be penalized in mobile search results.
Getting it right is an excellent opportunity to stand out and gain an advantage over your competitors. Online use frequently comes from smartphones, so having a site that can handle queries from any device is crucial for making the right impression.
Your mobile site customer support could be the main point of contact for a customer. If they have a bad experience, it could lead to a negative review and losing customers.
As well as factoring it into your design, you can test your site to see what kind of experience visitors are having. Website audit tools, like SE Ranking, review issues and provide recommendations for adapting for mobile.
You get a health score for your site, which helps you track improvements. Plus, notifications if your files and images are not optimized.
Chat functions are not exclusively for website customer support. If your marketing materials, service, or product involves digital files, you can turn them into conversational content. It is another way to learn about your audience, which will improve your product. Plus, it adds value, which will help your ROI.
Adding automation and chat to e-books and PDFs can let you know when a customer opens your product, which is useful for data collection.
It also provides an opportunity to engage with your customers on positive topics. It could be making further recommendations, explaining any aspects as required, or providing the opportunity to get feedback.
New trends should not necessarily push out tried-and-tested methods. Regular consumers, and especially businesses, conduct conversations over email, which means you can find a place there too.
Emails are ideal for announcements, events, offers, and personalized messaging. It is best to keep it short and focus on strengthening existing relationships.
Businesses can have success by showing that they are thinking of their customer without bombarding them. It keeps your brand in the consumer's mind in a positive light.
Conversational marketing is worth adding to your toolbox. Many companies rely on social media or Google Ads to reach audiences. However, the value of listening to and understanding your customers should not be underestimated.
This approach helps you gain insight, build and strengthen relationships, and provide convenience. You can do this by interacting with your customers where they spend their time, providing quick responses, and anticipating their needs.