What do you do with the person you trust? You converse with them and trust their advice. This fact gave rise to conversational marketing. Digital marketing is an ever-evolving industry where new marketing trends emerge to better marketing. One of these emerging trends is conversational marketing where a relationship and trust with customers is built through two-way conversations. All social media companies in Pune are touting this to be the biggest development in marketing for 2021.
What is Conversational Marketing?
Conversational marketing is a type of inbound marketing that focuses on conversation to engage leads and convert them into customers. You have to funnel your leads directly to your sales team through an efficient and comprehensive platform to get the conversations started.
One prime example of this is Facebook allowing the use of tools like ‘Messenger’, and ‘WhatsApp’ in posts and ad campaigns, so customers can directly converse or chat with the representative of the business. Many companies that do social media marketing in Pune help customers use these in social media marketing campaigns.
Smart chatbots that pop up when you visit a website are another example of conversational marketing that businesses use to communicate and engage with customers.
How Does a Conversational Marketing Solution Work?
Conversational marketing is done through a platform with one or more tools for engagement and capture leads. Here’s how the whole process works:
When a visitor logs on to a website, a popup appears, mostly on the bottom right corner of the home or landing page. This popup has an attention-grabbing or customised message that encourages the visitor to click and thus begins the conversation.
Now, the conversation is carried forward by a smart automated chatbot or tool. The visitor is engaged with multiple questions aimed at finding out what the user wants. Here, a business can bring in customisation to make the visitor feel a sense of trust towards the brand. The lead capture tool can be customised to solve queries, assist in a sale or direct the customer to a representative for a live chat.
If the visitor is looking to chat with a representative, the lead capture tool then connects them with a representative. The representative also gets access to the customer's profile to better understand them. The representative has been skilled enough to convert the visitor into a customer by providing all the information on the products and services and guiding them through the buying process.
To further trust and conversation, visitors can also be engaged with live videos where sales representatives can answer their questions in real-time and even do product demos. By making them a part of the whole process, the visitor feels engaged and feels trust towards the brand.
You can even hire a social media agency in Pune to integrate your conversational marketing platform into your social media pages and campaigns to increase efficiency and success.
Conversational marketing will not make other digital marketing mediums obsolete but rather enhance them and drive innovation. Businesses should seriously consider conversational marketing as a viable addition to their digital marketing strategies.
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