What is conversational marketing?

Since the rise of chatbots & live chat have changed the way we interact with guests. It’s good for marketing & sales teams who interact with users to understand what is involved & learn the basics of conversational marketing. Whether you’re new to chatbots & livechat, a seasoned marketer, a sales leader, or anyone in between, we hope you’ll find our conversational marketing definitions useful!

The History Of Conversational Marketing

To understand conversational marketing, it is useful to learn about the history leading to what we know today. The concept of marketing through conversation has existed since the beginning of human communication. It’s based on the foundations of sales & marketing which is all about having one-on-one conversations to build relationships.

Whilst having one-to-one conversations with prospects was great, it was difficult to scale. The approach was often resource heavy and required significant investments in time. However, with the onset of data & digital marketing, we’ve seen a reversal in this trend. Powered by the vast amount of data and technology we have available, we are able to have personalised conversations at scale. This is the contemporary form of conversational marketing we know.

Conversational Marketing Definition

Conversational marketing is an approach to marketing that lets businesses have one-to-one conversations with users in real time. This is achieved through live chat & chatbots with the end goal of improving engagement, conversion rates, qualified leads & customer retention.

Who Could Use One-To-One Conversations At Scale?

Anyone with a website will be able to leverage the benefits regardless if you are in B2B or B2C. B2B has seen adoption of chatbots & livechat across most verticals with conversations being used to convert, qualify and book sales meetings in. B2C organisations have used conversations effectively in ecommerce where bots and live agents are deployed to drive conversations that improve sales.

Different teams within your organisation will also have team specific objectives that conversational marketing is able to achieve. Take for example Marketo, who were able to grow their sales pipeline by 2,500+ CQLs since deploying conversational marketing strategies. TSI is another example, they doubled their marketing leads with chatbots.

For marketing teams

With conversational marketing, your website will no longer be static. Instead, it’ll adapt and change according to your user’s intent. By having conversations that are relevant to your visitors, you are creating a human buying experience which will improve lead generation and interaction. The best thing about this is that it’ll also naturally generate a ton of data in the process so you understand more about your visitors.

For sales teams

Sales objectives are all about getting infront of qualified prospects faster & efficiently. Conversational marketing can be used to qualify leads and ensure you introduce a sales touch at the right time. Building the right experience will also shorten the sales cycle. Less time will be spent on qualification & admin with more time being spent on selling.

How You Can Apply Conversational Marketing To Your Business

We find that it is always a good idea to develop clear objectives on what you want to achieve prior to starting a conversational marketing program. Dipping your toes and getting started is easy. The technology is simple to deploy and launching a chatbot isn’t too hard either.

Whilst it is easy to launch, developing a conversational marketing strategy that continuously drives real business outcomes may be a little more difficult. High performing conversational marketing programs often involve regular chatbot optimisation & updates to strategy. This ensures bots are future proofed and continue generating results into the future.

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