Not so long ago, face-to-face conversations were the key to a brand’s success, especially at brick-and-mortar stores. Things are different now that life has moved into the virtual realm. More people than ever are doing business online—especially as we navigate a global pandemic.
But customers still want conversations. And they still want to be nurtured through the buying process.
This is where conversational marketing comes in. It’s more than plugging in a piece of chatbot technology and calling it a day.
Conversational marketing is the strategic use of live chat, chatbots, and social media monitoring to help you connect with prospects and customers. When done right, it can help you guide site visitors to the information and products they need and create a better user experience.
Four out of five people say they’re willing to use messaging apps to get customer service, and 79% of companies say live chat has had positive results for customer loyalty, sales, and revenue, according to Kayako.
Conversational marketing tools like chatbots and live chat can help you get your customers the information they need—and fast.
The Missing Link?
We’ve all been there. We visit a website looking for answers to simple questions. After a few minutes of searching, clicking, and getting directed to the site’s FAQ page over and over we get frustrated, leave the site, and seek answers elsewhere.
And, sigh, another potential customer leaves the site with an empty shopping cart.
In fact, not being able to find basic information is a leading complaint of website visitors. In a survey conducted by Drift, 34% of respondents said they had experienced not being able to get answers to simple questions on a website in the last month. This just shouldn’t happen in 2020 (weren’t we supposed to have flying cars by now?).
Don’t lose customers because your chatbot sucks or because your site is hard to navigate.
Conversational marketing is still in its infancy, and businesses of all stripes are still working out what works and what doesn’t. There’s no magic formula for how to approach it. For now, it’s “test, evaluate, refine.” That said, here are a few tips for using conversational marketing to improve customer experience.
1: Start Small
“Hi, can I help you find something?” We’re all used to seeing these pop-ups by now. Automated chat tools can be useful—if they work well. But getting generic or nonsensical answers to a question—or the dreaded “I can’t find an answer to that question”—can do more harm than good.
Instead of trying to create a chatbot that does everything, create individual bots that solve one problem really well. For example, a bot on your homepage can help people find what they’re looking for on your site. On product/service pages bots can provide additional details about the product or service and/or qualify leads.
But before you go creating a battalion of helper chatbots…
Evaluate whether a bot is really the best solution for the problem you’re trying to solve—whether it’s lead generation, helping customers make a reservation, or answering a frequently asked question at scale. For complex problems, more traditional communication channels may work better.
2: Focus On Personalization
Once your chatbots are up and running optimally, think about how to personalize them to create a more relevant and engaging customer experience. Your bot’s tone and messaging should match the platform or webpage where it lives. For example, if your bot interacts with users on Messenger, it should have a more casual feel than a bot on your website.
Even if you sell a “technical” product or service (say, computer security software), your bot should still be “approachable.” Don’t be afraid to use emotional language to create a friendly, less businesslike feel.
And make sure your bot’s messaging, tone, and appearance are consistent across platforms. Your bots should reflect your brand. If someone clicks through your marketing email to a page on your website, the bot’s welcome message should align with the tone and content of that email.
Think about integrating conversation chatbots with your CRM and marketing automation software to create “data-enriched” conversations. Use data from past orders, invoice tracking, and first names (e.g., “Welcome back, Jill”) to create a more personalized experience.
3: Use Chatbots to Initiate Live Conversations
Chatbots are great for handling simple requests and large volumes of frequently asked questions. But there’s no replacement for real conversations.
Keep chatbot conversations human-like by using visual aids and humor—GIFs, memes, and videos can help make conversations feel more authentic.
Chatbots can act as a springboard to more authentic person-to-person conversations. Use them to engage visitors, start conversations, and qualify leads. As the conversation progresses, your chatbot can route prospects to a live chat operator or help them schedule appointments for phone calls, in-person meetings, or email exchanges.
Ready to incorporate conversational marketing into your 2020 marketing strategy?
We’re here to help. The digital marketing strategists at National Positions will perform a full evaluation of your site and help you develop a conversational marketing strategy that enhances user experience and nurtures leads through the buyer journey. Call us today at (818) 740-4774 to get started.