The Importance of Conversational Marketing

Words with Friends, Yahtzee with Buddies, and even a friendly match of pool in a virtual billiard room are all innovative ways we’ve found to stay connected with our peers, so why not extend that into our professional relationships? In the emergent digital age, it can be easy to forget the road that got us here, and how one-on-one conversations paved the way to success. 

According to a recent study, 82% of consumers say they want an immediate response when they are faced with an issue or question. Fortunately, we have the solution for them — conversational marketing. At its core, conversational marketing provides an instant and personal connection between the consumer and the marketer. There are a lot of different options when it comes to tools to help facilitate conversational marketing. The first is Chatbots.

Chatbots

Artificial Intelligence (AI) can be an ominous word to hear, ushering in thoughts of robots and drones, but in this case, it’s more like an assistant who doesn’t go on a lunch break. that use AI and natural language processing to understand what the user wants, and how to help them. If programmed correctly, a Chatbot will not only understand the question the user is asking but also formulate the best possible response. A Chatbot also learns from each conversation, so they can grow in the knowledge they are providing to the consumer.

Chatbots aren’t only beneficial to the user, but also to their host site. The open line of communication created between the user and bot increases traffic on the website and creates a bond between company and customer. Chatbots also help sift out frequently asked questions and can direct the user to the page they are looking for. The bot can either be programmed to perform a select group of tasks or be taught how to better aid the user through each customer interaction.

As a consumer, it can be frustrating to navigate a new website or feel like there aren’t simple solutions to the questions you have. Chatbots can act as a tour guide and teacher for first-time visitors or returning customers.  We live in a generation of high consumer expectations with limited patience, so why shouldn’t the websites we create aim to meet their expectations?

Personalized Videos

Conversational marketing takes many forms, including videos that cater to a customer’s specific interests or needs. The personalization of these videos can vary from the client’s name being in the video title or script, to an entire concept built around their brand. 

There are two main strategies when conducting personalized video marketing — manual or automated. The advantage of creating the content manually is that it can be tailored exclusively for the recipient, creating a more intimate relationship between them and the marketer. While this limits the company with a one-time use, the effort will be valued by the client and noted in the future. Video automation on the other hand allows for a much broader reach. As opposed to making a single video for each client, the automated method allows for a wide range of viewers that can all benefit from the same information derived from a template that can be altered as needed.

Personalized videos take a lot of effort, no matter which method is chosen, so why do it? 

Clients acknowledge the value of time and can appreciate a company spending that currency on meeting their individual needs, and it sets the tone for how the relationship will progress. Personalized videos have the potential to not only capture the client’s attention but also humanize the company and in turn, the entire marketing process. It is not the standard practice and will therefore make a memorable impression on existing or potential clients.

There are various channels that these videos could be posted to. The company website would include a welcome video for first time viewers, or a thank you video after the user has filled out online forms. Social media platforms are another option, and by altering every video to fit the aesthetic of each site, a company can ensure they are reaching their target audience. The last, and most common option would be to send a link to personalized video content via email. This method is effective and easy to track because companies know who is receiving these messages and can measure the response.

Personalized videos create a mutualistic relationship between the client and the marketer, since both parties have to engage with each other for it to work, and in doing so gain respect for one another.

Personalized Emails

On the same thread as personalized videos, emails are a more cost-effective and time-efficient alternative form of conversational marketing. The range of email personalization is broad, this method could be used to advertise upcoming campaigns, or as an introduction to the company. There are three main elements that contribute to a successful personalized email: relevance, timeliness, and authenticity. 

Relevance

The average person receives 100-120 emails per day, so it can be easy for marketing emails to get lost in a cluttered inbox. The best way to stand out is to make your content relevant and simple. There is a message that must be conveyed and a recipient with a busy schedule, so a marketer’s job is to capture the attention of the reader within the first line of the email. Use their first name in the introduction, and then immediately state what service or product is being offered. The recipient is likely receiving this email because they fall within the target demographic for this information, so the marketer’s main goal is to intrigue them, while also getting their point across efficiently.

Timeliness

Gathering data on the intended recipients before even drafting an email will help a company in the long run. By knowing the kind of content they consume, a marketer can advertise to them within their niche at a time when it is most relevant to them. If the client feels like you’ve read their mind by giving them exactly what they were looking for in a timely manner, then you’ve successfully personalized an email to them.

Authenticity

Consumers are more likely to trust an email they receive from another human being, as opposed to an automated message with generalized information. The best way to make this known is to write conversationally and sign off using your name and title. By introducing yourself and having a more casual style conversation a client will feel disarmed and more open to listen to whatever the email is conveying.

Conclusion

Conversational marketing comes in many shapes and sizes, but the goal remains the same, make the client feel heard by creating a personal relationship with them that extends beyond the confines of a desktop screen. Whether it’s through Chatbots, welcome videos, or personalized emails, the benefit of conversational marketing exists in the lasting bonds it creates.

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