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Conversational Marketing: What it is and how to apply it in your strategy

Have you ever wondered how you can learn more from your customers and give them answers much faster? 

From the experience we have, we know that when developing an inbound marketing strategy, there are many doubts that arise along the way to find different ways to attract, engage and delight your customers. 

For that, the best way to do it is by interacting with people at the time they want to have that interaction, to detect and resolve any pain points they present, with the aim of  increasing their trust in us. 

This is where it is worth mentioning Conversational Marketing and talking a little about: What it is and how it fits with your inbound strategy.  

What is Conversational Marketing? 

Conversational marketing is a strategy that focuses on building one-on-one relationships with your customers . Its objective is to satisfy in real time and at all times the specific needs experienced by each user, quickly and effectively in their purchasing process. 

What is intended with this type of strategy is to humanize the way companies interact with their customers, creating a personalized experience , according to the stages of their purchase process. 

Conversational marketing is just about that, to satisfy the customer in an immediate, personal, receptive, useful and human way, to generate value in each dialogue . 

Conversation is a fundamental element of our daily lives. We all like to feel that whenever we have a need, we have someone behind the screen who is fully available to help us and provide us with an answer. 

It is this situation that often allows the customer to advance faster in their purchase process and decide once and for all to buy from us.

The most important thing to keep in mind in our conversational marketing strategy is that the customer is the center of everything, and the more  we can get to know him , the better, because that way we can create personalized , direct and useful  conversations .

Characteristics of Conversational Marketing

As we mentioned before, this conversational strategy allows us to reach a closer level of relationship with each of the prospects, allowing us to get to know and personalize their experiences. But what are the characteristics that make it so relevant? 

Here are some:

  • Righ now
  • Useful
  • Simple
  • Human
  • Authentic
  • full of possibilities

Advantages of conversational marketing

Generating conversations is not something alien to our daily lives, and just as it has benefits for ourselves, it also has benefits for your conversational strategy . Now we are going to mention some key benefits to encourage you to promote your inbound project:

  • favors the conversion
  • Create closeness 
  • Provide immediate answers 
  • Save time
  • It is useful
  • encourage conversion
  • Complement your strategy
  • Allows personalized attention 

The importance of conversational marketing in inbound marketing

At this point, you may be wondering why it is important to use this strategy in your inbound marketing project and how it can help you. 

According to a recent Facebook study, personalized messages are becoming the preferred communication option for all generations.  

56% of people prefer to send a message to customer service before calling on the phone. 

You must understand that today, they are the ones who decide how, when and at what time they want to interact with your company. In your inbound marketing strategy, this element is important because it means that you can offer content in a consistent and relationship-focused way, through various channels that will allow you to create conversations with your customers directly to make them feel valued. 

This is what makes conversational marketing an element in synergy with your inbound strategy , because it drives growth and fulfills the objective of offering the right message , to the right person, with the right information, through various channels. channels and at the right time. Which represents many opportunities for your brand.

By combining the above elements with elements of your inbound marketing strategy (promotion, conversion and lead nurturing), the result will be a complete strategy with frequent interactions that will lead you to improve every day. 

Steps to implement conversational marketing in your inbound strategy

Start dialogues when people want it.

As you may be thinking, personalizing and creating direct dialogues with all people is not an easy task, and for this there are four steps that will allow you to grow in your inbound strategy constantly. Let’s analyze them a little more in detail. 

1. Buyer Persona

Key factor in your inbound marketing strategy

This is one of the most important pillars of the inbound methodology when creating conversations with your customers. You must know who your ideal client is , who you are going to talk to, what they like, what their behavior is and all the pertinent information that will help you identify your prospect, in order to have tools to personalize each conversation you have with them. your users. 

At this point, we must remember what a buyer person is. 

Buyer personas according to Hutspot are “ semi-fictional representations of your ideal customers. They help you define who this audience is that you want to attract and convert and, above all, they help you humanize and understand this target audience more deeply.” 

Performing this exercise is essential, because it will provide you with information that you will be able to apply to each of the phases of the inbound methodology.

The key to creating your buyer persona is to put yourself in the customer’s shoes , so you can understand what the right questions are and what kind of useful information you can provide to help them through each phase of their buying journey. 

2. Think about how to start the conversations

This is when it is important to think: How and where can you start conversations with your customers? For that, our first advice is that you start by creating a list with all the possible ways in which your company can interact with your audience. 

When starting to create your interactions, it is worth being clear that they must be repeatable, that is, begin to cover all those interactions that are common and frequent among visitors to your site.

Once you have identified what these conversations are, you will see that there is great potential in optimizing and automating this process, allowing you to create a better experience for your user . 

In addition to predicting your conversations . All of them must have a basic structure that contains a well-defined beginning, middle and end (a script), so you can begin to define a conversion path that will allow you to obtain the necessary information to get to know your client better. Offering a better experience through a more fluid, direct and natural interaction.

Finally, remember that information is an important resource in your strategy and each of these conversations must have an impact and add value to both your client and your company.

3. Plan conversations with your audience

At this point, it is time to use all that information obtained and start planning how you could create each of your experiences. You should start by doing a simulation of what a conversation would be like in person , which will allow you to take elements that can enrich your conversations to the point of making them more human. 

Start designing your conversation, always anticipating all the things your client might say that would lead them out of the dialogue you want to keep them in.

If the conversation loses its way, the important thing is that you quickly think of different ways in which you can make your client return to it, in order to continue helping him in all his needs. 

Sometimes planning and beginning to anticipate situations in your conversations can be difficult, but with practice you will learn to establish a conversational tone that will help you delight your customers . As long as you learn to pay great attention to the details that will nurture your inbound strategy. 

4. Continuous improvement of your conversational strategy 

The last step to implement this strategy is Grow.

We must understand that conversational marketing is a strategy that will improve over time and this will be to the extent that you begin to repeat and optimize your conversations.  

Also, you will understand that each of the conversations that you are going to have from now on are unique , and in each one you are going to obtain valuable information that perhaps you would not have been able to think of otherwise in the planning phase.

It is the customers who will be in charge of telling you in their own words what they expect from an interaction with your brand , and it is these elements that will help you continuously improve your conversational marketing strategy and your inbound project. 

Remember that every day you have conversations around you, so try to use that personal experience to understand your users and provide a unique experience that is more human and adds value. 

The importance of Chatbots in your conversational marketing strategy

You can implement chatbots to automate conversations, but you must understand that this tool is not enough if you do not take your users into account. However, chatbots are an important piece of your conversational marketing strategy. Let’s explain a little more. 

A chatbot is a computer program with artificial intelligence that allows the interaction and simulation of a conversation with a person. The bots facilitate automated responses to your frequent problems or questions that may arise. 

Today they have become very popular because they allow you to automate customer service . By implementing it well, you can constantly evolve until you reach a level of natural dialogue.

Chatbots allow you to carry out customer service tasks and functions such as: 

  • place orders 
  • Solve doubts 
  • Provide information about the product or service 
  • Capture information from prospects 
  • Among others.  

For the above reasons, chatbots are becoming more relevant in a strategy every day and it is worth starting to automate processes that will help you be more efficient in serving your digital channels. 

Actions you can implement with conversational marketing

Now that you know a little more about the importance of the conversational strategy and how it can help your inbound marketing project grow , we want to show you some actions you can take to improve your conversational marketing actions: 

  • Generate leads through conversations without filling out forms
  • Use conversations as a fast track in the sales funnel
  • Create small funnels with chatbots 
  • Create filters with automated FAQs 
  • Recommend content to your customers
  • Create conversation threads
  • Give support 24/7
  • Upsell and cross-sell   
  • Make a connection between the RRSS and your website to spread content 
  • Filter potential buyers

conclusion

In short, starting to implement conversational marketing in your inbound strategy will allow you to use various techniques that will positively impact the shopping experience and meet customer expectations. 

In addition, thanks to the constant use of conversations, you will be able to get to know your customers closely and directly , increasing their confidence and humanizing your brand. Demonstrating that you will be present throughout their purchase process and that beyond a brand, you are an advisor who will support them at all times. 

This is why conversational marketing is a great option to boost your inbound strategy and learn to grow hand in hand with your client. 

 

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