What is Conversational Marketing?
Conversational Marketing is a particular method of inbound marketing that involves engaging with website visitors and converting leads through dialogues. Much of the time this involves automated processes that dialog with the visitor.
What are the Goals of Conversational Marketing?
The main goal of conversational marketing is to enhance the user experience by a model that uses feedback. This results in more engagement and sales. The goal is to start real-time conversations with potential buyers.
Using Chatbots for Conversational Marketing
People today want instant answers. The old model of getting a lead from a form and then calling them or emailing them to further qualify and answer questions is too slow for the average consumer today. In fact, 82% say that they want an immediate response. Calling people back who have filled out a form is getting more difficult. Only 43% are answering calls. The average landing page conversion rate is now 2.35% and people are only opening 20% of emails.
Chatbots can ask qualifying questions for you. These questions can be similar to what is on your forms and qualifying sales calls. You can use chatbots to engage, understand and make recommendations based on the feedback. Chatbots can help nurture leads to the next stage of buying and can route alerts to the right people on your team based on the responses. It feels more personal to many people than filling out a form without engagement. Rather than one form, Chatbots can ask other questions based on the responses that are given and make necessary recommendations instantly.
People are getting more and more used to dealing with chatbots. You should begin thinking about how conversational marketing can begin to shorten your sales cycles intelligently.