Marketing is a dynamic discipline which has evolved and keeps evolving throughout the years. Traditional marketing is mostly used to talk about offline advertising strategies such as publishing in newspaper, sending mails to client's address, or covering street walls with posters. Now, In the Internet era of ultra-connectivity, marketing has evolved and new types of marketing have arisen. Businesses have to think about implementing conversational marketing into their business to create human connections with their customers.
What is conversational marketing?
With the growth of internet, marketing started to integrate more and more digital tools to its processes, thereby creating or strengthening various marketing strategies like viral marketing, SEO, or relationship marketing. By providing customers with information suited to their needs throughout personalised advertising, relationship marketing drives customer engagement and fosters clients’ loyalty.
Conversational marketing is a form of relationship and digital marketing. It allows businesses to build stronger, lasting relationship with their customers through real-time and automated conversation on social media or the business’s website. Emailing campaigns, FAQs, forms, and chatbots are perfect examples of conversational marketing tools. In this article, we will most particularly focus on chatbots and voicebots.
A chatbot is a conversational robot specifically programmed to instantly answer its users’ questions. Whether it is designed to help customers obtain information on the brand, find the perfect product, or even directly buy it, the implementation of a chatbot drives customer engagement, and help generating leads and growing customer relationships.
What are the pillars of conversational marketing?
Conversational marketing can take multiple forms. It can be an emailing campaign, an FAQ, a machine or even a chatbot. However, conversational marketing is originally based on three pillars without which it would not exist nor could it be incorporated into a business’s marketing strategy.
1. Multiple channels of communication
First of all, if marketing is crucial for a company to gain in visibility, it is also important to establish a dialogue between the business, the leads and the customers. These conversations happen by email, by phone, and more recently via a plethora of different tools such as social media, apps, and websites. Ideta allows anyone to create chatbots or voicebots and to deploy them on multiple communication channels. By being present on various communication channels, companies can have an impact and attract people from multiple age group and background.
2. Instantaneity and interactivity
Instantaneity and interactivity are also cornerstones of an effective conversational marketing strategy. With the development of internet and instant messaging, the demand for interactive services and spontaneous conversations has become more and more widespread. Customers like to get precise information quickly and it has become a requirement in order for businesses to grow customer relationships.
3. The evolution of new technologies
Last but not least, the evolution of new technologies also greatly participated in the emergence and development of conversational marketing. Without the invention of new technologies and new ways of communicating (such as emails, text messages, social media, etc.), conversational marketing would not exist or would at least not be as widespread. The emergence of Artificial Intelligence (AI) started making conversational marketing very complex. One had to know programming in order to be able to create chatbots and voicebots. However, it recently started to become possible to create chatbots and voicebots without coding. With Ideta’s software, creating a chatbot is very easy and anyone can do it! Future evolutions in the sector of new technologies will most certainly develop conversational marketing and make it even more widespread.
The importance of conversational marketing
In an interconnected and digitalised world, a solid conversational marketing strategy is essential for businesses to stay competitive. Whether it is to generate new leads, comply with customers’ expectations and needs, or strengthen customer engagement, conversational marketing, and specifically chatbots, are rapidly becoming a key element of every marketing strategy.
1. Easily and quickly inform customers
Implementing a conversational marketing strategy into your business will help you easily and quickly give information to your customers. Chatbots and voicebots are very powerful. Unlike livechats which are non-automated chats with a human interlocutor, chatbots are programmed to instantly and automatically be able to answer almost every questions customers may have. They are trained to be as humanlike as possible and to know how to help customers in multiple use cases: whether it is to simply give an information or help customers find a product.
2. Strengthen customer engagement
By implementing real-time automated chatbots on their various communication channels, businesses can significantly strengthen customer engagement. When checking the business’s website or social media, customers have access to the chatbot and can use it for all their queries. As chatbots give instant answers, customers are more tempted to start a conversation with them than to send an email to customer service which will take several hours or days to answer. Customers also like to play around with the chatbot, and you can give a real personality to your conversational chatbot that really reflect the personality of your brand.
Some chatbots even go viral, like Akinator. Akinator is a fun chatbot created in 2007, with the only goal of entertaining you. It's a chatbot that asks you questions and through your answers he can guess what you are thinking about, this viral chatbot is now accessible on Google Home and it is still really popular.
3. Skyrocket your sales by generating new leads and growing customer relationship
Thanks to the easy and interactive access to information or help for customers given by tools like chatbots, conversational marketing becomes a real strategy to increase a business’s sales. Indeed, by growing and developing customer relationships throughout real-time, interactive and automated conversations, a business can truly boost its sales. Using conversational marketing is thus a great way to make your business thrive.
How to implement a conv ersational marketing strategy into your business?
One easy way to implement a conversational marketing strategy into your business would be to create and then deploy a chatbot or voicebot on all your communication channels. One could think that they should know the basics of programming in order to create a chatbot, however, with Ideta, anyone can build a chatbot or voicebot without writing a single line of code. With Ideta’s software, it is now possible to create and deploy conversational chatbots without coding by following four very simple steps.
2. Keep an eye on your KPIs
In order to know if your conversational marketing chatbot strategy is efficient, it is important to keep an eye on several Key Performance Indicators (KPIs). First of all, the number of times customers will ask the chatbot to be redirected to a human interlocutor can showcase the capability of the chatbot to correctly and accurately answer users’ questions. Moreover, it is important to analyse the response times as well as the number of failures to answer customers’ queries. Sending customers a satisfaction survey once the chatbot has given them an answer or solution can be a great way to know if customers are happy with the way their query was handled or if you need to review your chatbot.
To conclude, with the evolution of new technologies and customers’ wish to be able to obtain information through real-time chat on multiple communication channels, conversational marketing is becoming a key element of businesses’ marketing strategy. Chatbots are a great way to put in place a conversational marketing strategy as they can be built by anyone and deployed on a plethora of platforms.