Conversational marketing creates a personal approach to engaging with customers. With real-time responses powered by machine learning, businesses can build relationships with customers by answering their questions and guiding them through their purchases. This helps customers feel as though they matter to the business. They can get help as they work on completing their purchase rather than having to call or fill out a form that leads them to a long queue of customers waiting to speak to a representative.
Understanding the value that conversational marketing can have for businesses and how it will facilitate relationships and increase brand loyalty can help you understand its role in modern marketing. It can help to look at how these ‘conversations’ work to encourage conversions and the value the platforms bring to both customers and companies.
How Can Conversational Marketing Encourage Conversions?
Real-time conversations can take a variety of different formats, with one of the most common being chatbots. When these platforms are established, they can offer customers the opportunity to ask questions and receive answers in real-time. Rather than wait for a representative to be available, customers can get answers to routine questions like the company return policy or product availability, whenever they need it. Today’s buyers expect immediate answers from businesses – with over 90% reporting they want to receive answers to their inquiries within a few minutes. If you let customers linger as they wait for an answer, it becomes easy for them to move on to a competitor.
When you provide these types of conversational opportunities, you can learn more about what customers want to see, help them find products that match their needs, and provide guidance for them as they shop. You facilitate the process to increase the odds of them completing their purchases.
What Value Do Conversational Platforms Offer Businesses and Customers?
When you have established an effective conversational marketing system, you will see concrete value for your customers and your business.
As we already discussed, you can provide customers with answers to their questions immediately, keeping them engaged with your brand and encouraging them to keep moving forward with the purchase process. Seventy-one percent of customers say that they expect real-time engagement, and using conversational platforms makes it feasible for you to manage with customers around the clock. Since you do not depend upon live representatives to manage basic conversations, you can also address the needs of countless customers at the same time.
The conversational nature of the arrangement also keeps your customers fully engaged with your brand. When your customers maintain this level of relationship with your organization, you will see at least a 23% higher share in their overall value to your business.
Your capacity to create an individualized shopping experience for your customers, giving them the impression of a personal shopping assistant working alongside them, encourages customers to keep moving forward. This makes it easy for your customers to accomplish their goals and complete their purchases. Customers feel as though you care about them and their experience.
Building Your Conversational Marketing Platforms
Take advantage of the capacity of conversational messaging to engage your customers and answer their questions and concerns as they arise. Analyzing and segmenting your audience portions can help you get started building these conversations for real-time usage. As you gain insight into the types of questions people will likely have based on their segment, you can create effective models to keep your customers interested. Fortunately, working with an omnichannel platform like Mitto makes this process straightforward to implement.
Discover how offering this level of individualized care through SMS campaigns can inspire your customers and keep them interested in everything you offer.
