Over recent months and years, conversational marketing has become a key part of effective communication strategies. Experienced Community Managers know that having conversations with clients tends to improve conversion and ROI. However, how can we communicate with our clientele, virtually in real time? What is the definition of conversational marketing? What are the advantages?
What is conversational marketing?
Conversational marketing is the logical successor to relationship marketing. It puts the emphasis on dialogues between brands and their customers, in real time.
The immediacy of these exchanges is valued by buyers in search of instant answers. As a result, conversational marketing contributes to customer engagement as well as conversion and ROI.
The term ‘conversational marketing’ was first coined by Drift, an extremely powerful digital e-marketing tool. If we had to define conversational marketing, we would say it is: “a set of actions that enable consumers to communicate with a brand via interactive channels”.
Amongst these channels, we could mention:
- WhatsApp Business
- Chatbots
- Alexa and Google Home
- Facebook Messenger
- Plus social media as a whole
When brands reply directly to questions from their customers and prospects, they create an authentic, personalised experience.
What are the advantages of conversational marketing?
The reason why conversational marketing is one of the top 10 e-marketing trends, is because it has so many advantages. Let’s take a look at them!
1. Humanisation of the client experience
Conversational marketing allows teams to bring a more human touch to their interactions. They answer directly and in a personalised way. Naturally, it is important to ensure that the information provided is accurate before blurting it out.
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An answer that is rapid but wrong risks annoying the customer. For conversational marketing to be useful, the information given must be correct.
2. Increased engagement
Many loyalty strategies increase customer engagement, as does conversational marketing. This type of marketing responds to consumers’ expectations and is in line with their fast-paced urban lifestyles.
3. Acceleration of the sales funnel
When Community Managers use conversational marketing, they find it easier to identify ‘hot’ prospects (ready to become buyers). They can then send them blog posts or offers adapted to their needs. Many people may go on to buy through the power of a ‘simple’ conversation.
4. More targeted recommendations
As we just said, questions, comments and interventions from consumers can help brands to direct these consumers to targeted content. Whether it’s products, services or practical guides, clients will always come across the useful information faster.
Top tip 💡
Chatbots are now able to make personalised recommendations based on the client’s purchasing history.
5. Maintains customer relationships
Conversational marketing not only helps maintain a positive relationship with customers, but also develop it.
The fact is, this marketing lever will assist clients with their questions and increase the customer loyalty rate. This will lead clients to return with different questions and get a new, virtually instant reply, which will again increase the satisfaction rate. Once deployed, conversational marketing will bring you into a virtuous circle.
6. Improved data collection
Whatever purchasing behaviours users have, the aim of companies’ marketing managers is to gather as much information about them and their needs as possible.
Data collection is made easier with conversation marketing. From the client’s point of view, they receive an authentic and interactive experience. From the companies’ point of view, the number of points of contact is greatly multiplied as is the amount of information gathered about customers. It then remains for the companies to store this information carefully in a CRM to keep a record and reuse it at the appropriate time.
Examples of conversational marketing that are great successes
The rules for rolling out a conversational marketing strategy are not the same as for ordinary digital marketing.
Many companies use a combination of tools, such as chatbots, live chat, social media, text messages, interactive POS terminals and even streaming services for live video conversations.
Here are some concrete examples of wildly successful conversational marketing strategies.
1. Conversational marketing by Domino’s (Domino’s AnyWare)
Do you want to order a pizza? You can do it over the phone and on the Domino’s website, but also via:
- Google Home
- Alexa
- Messenger
- And even via a Smart TV
This omnichannel strategy goes hand in hand with conversational marketing. The idea is to get close to your clients and prospects by any means possible.
2. Conversational marketing by Oui.sncf
Oui.sncf is undoubtedly the best example of conversational marketing there is. Using Messenger (Facebook’s instant messaging service), you can go through all the steps in booking a train ticket. Conversational marketing is also widely used on their website. On your first visit, a tab is displayed at the bottom right of the screen, offering you a tour of the SNCF website.
3. Conversational marketing by Nolah Mattress
The people in charge of the Nolah Mattress website didn’t have to read this post to see the power of Click to Chat. You can click on a button on their website to contact their customer service. According to Chayall, the SaaS omnichannel messaging services platformincreased sales on this e-commerce website by a huge 27%.
4. Conversational marketing by Sephora (Beauty Bot)
Sephora developed a conversational bot in collaboration with VISEO. You can talk to Sephora via Google Home, on Android (from version 6) and iOS phones via Google Assistant. You just have to say the magic words “OK Google, talk to Sephora” and you can make an appointment in a Sephora salon of your choice for a face-to-face makeover.
5. Conversational marketing by Okta
Conversational marketing doesn’t necessarily have to start on a site’s homepage on the first visit. On the Okta website (leader in the secure management of identities and access), visitors have access to a chatbot from their second visit.
The website does this by storing cookies in the visitor’s browser so their return is easily detected. When they return to the site, the user is greeted and can continue where they left off on their previous visit, which improves their user experience.
Conversational marketing: the key points
Conversational marketing offers greater immediacy and more interactivity to clients, prospects, and brands at the same time. With this technique, e-commerce website managers improve authenticity and accessibility.
In other words, their goodwill is greatly increased. And that bears fruit! A conversational marketing strategy:
👉 Brings you closer to your clientele
👉 Helps you target specific needs
👉 Increases your ROI, customer loyalty rate and sales
Want to take your e-commerce site to the next level? Check out the 7 things you need to optimise the management of your e-commerce website!
