Why is conversational marketing recommended?

As the name suggests, conversational marketing is a strategy of connecting with users and converting them into leads via dialogue-driven activities. This type of inbound marketing focuses on interactions with the consumer rather than simple one-way transmission from the business. Conversational marketing tries to build relationships with customers by establishing trust through conversations and making the purchasing process as simple and straightforward as feasible.

It’s a fresh, individualised approach to conducting business online. It takes buyers through marketing and sales funnels by asking one question at a time, much like a real-time conversation.

In other words, it’s a discussion with your website visitors that is automated. You can ask them new questions based on their previous responses. At the same time, they will provide you with precise information about themselves.

You’ll acquire the exact information you need from your website visitors this way. And it happens at the same time that they interact with your company.

Key Components of Conversational Marketing

The first step is to be customer-focused. Turning the conversation into a successful marketing strategy, on the other hand, necessitates the inclusion of some key components that ensure best practices.

Make conversations happen when the customer is available:

An asynchronous relation exists in conversational marketing. Meaningful conversations should take place whenever the customer desires. You must be able to start, continue, and end them when it is convenient for your customer.

In other words, being able to respond and act in real-time is just as crucial as allowing your consumers to continue the conversation at their own pace, whether that takes a few minutes or hours.

Context should be present in the conversation:

Conversations cannot exist in a vacuum; they require context and should become wiser as more information is gathered. This is crucial because customers expect responses as quickly as possible and with as little work as possible on their part. There is no continuity, individuality, or convenience without context.

The context implies obtaining, storing, and making available customer data ranging from recent orders to work titles. The more you know about the customer and can display it in the conversation, the more useful you will be.

Maintain scalability:

Because conversations take place on the customer’s time, all conversations must be scalable. A consumer doesn’t care if you’re talking to 50, 500, or 5,000 other people; all they care about is the problem that needs to be handled. It is their experience that is important.

As a result, without the ability to scale, no conversational marketing strategy can potentially work. Nowadays, chatbots and low-cost no-code solutions serve to level the playing field by enabling businesses to automate without compromising compassion.

Customers are met where they are by conversations:

Inbound marketing is all about giving your audience value and meeting them where they are. That implies conversations should take place on the channel that is most convenient for your customer, which could be over the phone or on Facebook Messenger. The easier it is for a customer to contact you or respond to you, the better your odds of success. People do not want to be forced to dial a 1-800 number when they can easily send a brief chat message and obtain a link to a knowledge base article.

Types of Conversational Marketing Tools

Conversational marketing is frequently associated with Facebook Messenger bots, social networks, and embedded chatbots. The conversational strategy, on the other hand, has a far greater scope. Here are some of the most effective methods and channels to consider.

Live Chat

The power of live chat originates from the combination of immediacy, personal touch, and attentiveness provided by human agents. It is an excellent technique to provide pre-and post-purchase advice as well as finalize deals online. However, it is labour-intensive and consequently too expensive for many enterprises.

Chatbots

Chatbot Definition

Chatbots are the next step in the technological evolution of live conversation. Despite automation, chatbots imitate the personalised conversational context of a live chat session, allowing organisations to scale while maintaining a human touch.

Voice Assistants

Voice assistants are an advanced version of chatbots that use spoken words rather than a visual interface. Although voice UIs have grown in popularity in recent years, they remain relatively exclusive to large corporations due to the complexity of their construction. Apple’s Siri, Google Assistant, Amazon’s Alexa, and Microsoft’s Cortana are among the market leaders.

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Email

Gmail vs Outlook: What's the Best (Free) Email Service?Email is a tried-and-true communication format that has managed to stay relevant in today’s conversational world. Conversational email marketing focuses on relationship building and attempts to make communication more human by using conversational language or tying the email to a bot or live chat.

Social Media

When you make room for engagement and let your fans know you’re listening, the conversational part of social media emerges.

Responding to comments, polls, or questions on stories, organising live chats, or leveraging the personal message channel are common examples of a conversational approach to social media marketing.

Best Conversational Marketing Practices

To make the most of conversational marketing, brands should consider the following actions.

1. Make greater use of data and analytics

Making the right judgments begins with having the right information. When it comes to conversational marketing, your platform of choice should be able to leverage this data to create personalised responses depending on the user’s history and preferences.

2. Personalise the consumer journey

Conversational marketing relies heavily on personalisation. When composing solutions to questions your consumers may have about your business, a personalised marketing solution takes user data into account. By building a one-on-one connection, these interactions can assist enhance the consumer’s relationship with your brand.

3. Concentrate on customer engagement

The primary distinction between conversational marketing and other, more traditional tactics is that it aims to engage customers in genuine conversations. By speaking to customers on a personal level, you may connect with them in ways they may not have previously experienced with a company. These interactions can make users feel more at ease, and you’ll be able to obtain vital consumer insights and comprehend leads as a result.

Summing Up

While it is critical to take the initial step, it is also advisable to look at and learn about the success of firms such as Domino’s, Sephora, and HubSpot to get off to a good start.

Conversational marketing is effective because it fosters consumer relationships via the experience of a conversation. So, by making it easy for consumers to interact with your company, you can convert more of the appropriate leads more quickly. It can also help you grow your consumer base, generate loyal customers, and increase your revenue.

Get in touch with us at Shaktiki Marketing to learn more about the most effective marketing strategy for your business.

Do you need Inbound Marketing or Outbound Marketing?

Marketing and its strategies are so deeply rooted in our lives that now we don’t even pay attention. This is exactly what marketers would never want. Hence, every marketing team needs to make an effort to produce relevant and attractive content.

One day you decide to buy a product and you do some online search for the best brand in that product category. While you are on your way to your office, you come across a billboard with an advertisement for the same product category. Have you wondered what the difference is? In the first case, the marketing medium is digital. Whereas in the second the company has opted for a more traditional outdoor method. This is indeed correct. However, the difference is not just limited to the medium. For the first one, you found it yourself. While you were forced to come across the second one. In simple words, this forms the basis of what we call “inbound marketing” and “outbound marketing”.

What is inbound marketing?

Remember the first brand that you found while you were searching for yourself, this is inbound marketing. In this type of marketing, the strategies are focused on “pull-in” potential customers with attractive content. This is a relatively newer type of approach which has been in the market for about 15 years. Today, this is a very important marketing strategy as it is considered more reasonable and ethical.

Rather than forcing content, it believes in being subtle and indulging in a non-sales-y way of marketing. It relies on interesting, relevant and helpful information that can make people into customers and advocates. This includes blogs, infographics, email, newsletters, social media posts, and what people might want to read.

Search engine optimisation paid discovery as well as paid search are the tools that can aid people to find marketers’ content. The engagement of the content shapes the impression of that brand which consequently impact purchasing decisions. This shows how inbound marketing is very indirect and focuses on increasing the engagement of the customer with the brand.

Moreover, this type of marketing demands time, investment, powerful content and excellent promotional skills to reach the audience.

What is outbound marketing?

This type of marketing is also known as “interruption” or “push” marketing as it works on the principle of putting a brand and its message to people, even if they are not searching for it. Like the second case of billboard, it includes traditional channels like TV, print, and radio.

What do you need- Inbound Marketing or Outbound Marketing?

With the digital way of life, outbound marketing has entered the digital sphere. However, the goal remains the same. Marketers reach a wide audience through paid advertisements on the world wide web.

The basic idea of outbound marketing by pushing content is that a part of the audience will generate an interest and become a customer.

Today, this sales-y approach does not work as this type of content is floating everywhere and it fails to help a customer. However, this does not mean this marketing should be completely rejected. A well-planned marketing strategy coupled with proper execution is the correct step to follow in making outbound marketing strategies a success.

The important question that remains is which marketing is suitable for your business. Adopting a strategy requires detailed knowledge for which one has to delve deeper than mere definitions. In this case, let’s understand the key differences.

Difference between inbound marketing and outbound marketing

Pull and Push

Certain marketers put their efforts into creating helpful content that solves issues or addresses topics that people are already searching for. They find this through community forums and keyword research. Then the content is searched by the public and this is how they discover that particular brand. In this way, the brand through its content works on pulling customers.

On the other hand, outbound marketing adopts a very contrary approach. The marketing team develops content on the basis of assumptions or trends. This means people are not asking for that content and it’s pushed on them through advertisements.

This key difference shows how inbound marketing focuses on creating highly specific content while outbound marketing essentially takes chances with creating something completely new most times.

This push and pull give us the next differences.

Permissive approach and Interruptive approach

As discussed above, inbound marketing takes the form of emails, social media posts, blogs/articles, newsletters, etc. All these take a permissive approach in the following way:

Any person on social media follows people and organizations themselves. This allows them to show content to the user. Similarly, newsletters reach people who subscribe to them. Other than this, people use search engines to get answers to their questions. This in turn gives search engines the permission to show them related answers. So if a marketer has created search-engine-optimised content then the same will be listed in the search results. This is permissive.

But when you are watching videos on YouTube and an advertisement starts playing, the same thing can happen when you are listening to something on the radio, or come across a billboard or an advertisement on TV. All these intrude in your experience and are thus interruptive. But if you come across something interesting and choose to know more about it, then it means the outbound marketing strategy has worked.  

Specific Content and Generic Content

Inbound marketing has a more targeted approach and hence specific content. In order to solve the audience’s problems, educational, informative or entertaining content is created that serves only a targeted group of people. For example, TED Talks create content for people who seek motivation online.

What do you need- Inbound Marketing or Outbound Marketing?

We know that outbound marketing is done through any medium like TV, billboard, radio, etc. This is why marketers have to make generic content that can influence anyone who comes across it. The aim is to increase the chances of converting the audience into consumers.

Whether you should choose Inbound or Outbound Marketing?

If you are a new business, then your potential customer does not know about you. In this case, you need to create brand awareness which will be possible through billboards, TV, etc. Additionally, inbound marketing demands time, be it to get subscribes to your newsletters or followers on your social media.

Outbound marketing can produce faster results, given implemented properly. But the amount of investment they need is large. Whereas inbound marketing needs time to get rankings but it can be really beneficial in terms of growing your business consistently. In addition to this, content creation is super affordable. However, both of these depends on the quality of your content. Indeed, content is king.

So if you need any help with content, contact Shaktiki and we will make this journey easier for you.