Because it has been used for a long time and only the method of execution has changed, you can choose a Conversational Marketing strategy based on your business goals. Making decisions based on strategies should be done while keeping an eye on the end result of your business in mind. The main goal of conversational marketing is to persuade your target audience to act by using your words. To learn how to strategize conversational marketing, you must first determine what kind of conversation you want to have with your target audience.
Steps for Conversational Marketing strategy:
Define your channel and Q&A
Understanding your audience and determining what type of channel they require based on that knowledge, Q&A should be chosen to get them to take the desired actions. You should provide information about your product and service, as well as assist them in completing the transaction.
- Improve Personalisation & Optimisation - To make the conversation more interactive, personalise your feedback based on customer behaviour. Analyze the conversation history when using a Bot for conversational marketing, and improve your Q&A as a result to make the audience feel more engaged and understandable. To gain a better understanding of customer behaviour, ask for feedback.
- Ask for feedback - By asking for feedback, you can understand what is on the minds of your consumers and improve different aspects of your business. Additionally, it can reveal areas for improvement or areas for weakness.
How to Make Conversational Marketing Work for You?
There are 3 basic and simple steps to make conversational marketing work for you -
1) Decide where you want your conversation to take place
Determine which page is attracting the most visitors. Then, using that information, create a conversational Bot to engage a larger audience.
2) Plan your conversational flow
After you've decided where you want to start a conversation with your audience, the next step is to figure out how you want the conversation to flow. You must decide what type of information you require from them. What is the number of questions that must be answered? Keep the conversation simple and effective for a good customer experience.
Examples of Business using Conversational Marketing
Conversational marketing is being used by a variety of businesses to increase their reach into their target audiences and generate conversions. Here are a few examples to get you started -
- Domino’s - The chatbot is part of Domino's "Anyware" initiative, which gives customers a variety of ordering options ranging from smartphones to smartwatches. Users can even order pizza through a smart TV or smart car as part of Anyware.
- IRCTC - IRCTC is one of the first organisations in the country to develop and implement cutting-edge customer facilitation solutions in the form of AI-powered chatbots and virtual assistants on its internet ticketing site, which are powered by AI.
- SpiceJet Airways - SpiceJet Airways uses a WhatsApp chatbot to help with various airline processes and customer questions. During the Covid-19 lockdown, the chat-bot did an excellent job of taking customers' requests and guiding them through the process.
Future of Conversational Marketing
Conversational marketing is a very old form of marketing that has evolved over time, taken on new faces, and accomplished great things. With the advancement of technology, conversational marketing has a bright future. Currently, Chat-Bots are widely used by a variety of businesses, but a new Video-Bot has recently entered the market, which is still in beta testing and is being used by a small number of businesses. Video-Bots appear to be real people conversing with you and assisting you as needed.
This technology is still being developed and tested so that it can be used more effectively as a conversational marketing tool. These video-bots will eventually take the place of human customer service representatives and will be completely automated.
