What Is Conversational Marketing?

Conversational Marketing: Are you ready to learn about conversational marketing? So, does it continue? Moving around? To start reading this article in which I tell you what it is, its benefits, ways of application, some examples, why it is an essential part of inbound marketing and the importance of conversational marketing for your business.

Conversational marketing is a perfect ally of inbound marketing. This strategic marketing approach allows brands to interact directly and personally with users or contacts who visit their digital environments through different channels. It is usually carried out to offer an immediate response to any question that users who are interested in a product or service from our company or something else have, which increases their confidence and our chances of loyalty.

Conversational Marketing

Conversational marketing ( in English, conversational marketing ) represents a new dimension based on the establishment of a two-way channel for exchanging opinions, perceptions or ideas with prospects or potential clients through different communication channels. This technique seeks to increase our business opportunities; to do this, it relies on fluid and efficient communication, characterized by immediacy and understanding on the part of our brand.

It is about guiding and offering personal treatment to the client from the first moment they access the digital environments of our company; to offer differentiated, human, receptive and orientative treatment, which aims to persuade the user to perform an expected action. In other words, conversational marketing has the purpose of increasing a brand’s conversion rates through more immediate, personal, authentic, direct and efficient customer service.

Fluid conversations become the perfect boost in commercial processes, since users feel cared for from the first moment and it is easier for them to maintain their interest in the brand’s products or services.

Benefits Of Conversational Marketing

Among the many benefits of using conversational marketing we can talk about:

1. Conversational marketing is a perfect way to be present.

By working in this direction we establish conversations with potential clients actively, always present, which satisfies the need that consumers have, today, to obtain the information they want immediately and personally. Therefore, these types of conversations are an element at our disposal to make your experience with the brand more immediate, personal, receptive, human and useful.

2. Conversational marketing is a perfect way to become what your customers expect.

Conversational marketing allows us to simultaneously serve a greater number of people, as well as establish, in all cases, coherent and quality conversations. Also, this approach allows us to change from a static, unidirectional, slow and impersonal model of care, to a dynamic model based on being always active, always present and ready to help when and how they want.

3. It is a perfect way to gain new and valuable insights.

With each conversation that is generated, in addition to influencing the decision of potential clients, we obtain feedback from them, something essential to make improvements in the sales process, in the product or service we offer or in the follow-up actions and after-sales service.

4. It is a perfect way to build relationships.

Conversational marketing makes it possible to simplify lead capture processes and help them make better use of their time, by giving them immediate and timely information about the products or services we offer. Likewise, it is a tool that allows us to direct qualified traffic to the different departments or business areas into which our company is divided.

Examples

Currently, we have different ways to apply conversational marketing that help us offer the ideal content to continue delighting and improving the user experience.

Direct chat

Direct chat allows us to chat with visitors, prospects and customers in real time. These types of tools help users feel valued and build better relationships with our customers.

Chatbots

A chatbot is a computer program that automates certain structured responses that help users find a solution to their problem by chatting through a conversational interface with a bot. However, for more complex questions, the support of a person will be necessary. The chatbot can resolve the most frequent questions, which saves the user time searching for information and results in a better experience with your brand.

Facebook Messenger

With Facebook Messenger, users can, from this messaging network, contact our brand. In such a way that we can establish a conversation to resolve your questions about our products or services. Likewise, Facebook gives us the option to integrate Facebook Messenger into our website.

WhatsApp

WhatsApp is a platform that is especially familiar to us, we use it constantly to talk to our friends and family. Now, brands can present their company profile with useful information for users, showcase their products and services, and easily communicate with their customers quickly.

You’ve seen? These are examples of conversational marketing – immediate, personal, authentic, direct, responsive, useful, human (even if it is a bot) -, marketing adapted to how we interact every day with our friends and family. But also, marketing as a linked channel, connected to the rest of your inbound marketing strategy. Because it is like this, how a conversation can lead to an email, how a bot can achieve conversions and speed up the process for users to complete a form on your website or how you save the user search time, which translates into a better experience with your brand.

Conversational Marketing And Inbound Marketing

Conversational marketing allows us to interact with users who visit our website or company profile on social networks and convert potential customers through conversation. This dimension of inbound marketing focuses on interactions with users to establish long-term relationships with prospects on their preferred channels. However, it also aims to create experiences that delight them throughout the buyer’s journey. Conversational marketing plays an essential role in inbound marketing strategy. For this reason, it is incorporated as a fundamental part of the core of the inbound methodology.

The Importance Of Conversational Marketing And Business

Nowadays, conversational marketing is important for companies, since it allows us to personally and quickly serve each user, resolve their doubts, influence their purchasing decisions and guide them throughout the entire process.

In short, conversational marketing can be perfectly integrated into your current marketing strategy to boost your inbound marketing efforts, to improve relationships with your prospects, to meet your customers’ expectations, to grow your business.