How Plum slashed claim filing time by 60% for its users with a WhatsApp bot built using Landbot

This means that the time has come for brands to learn how to listen actively while their customers do the talking. Marketing is a two-way street, and that’s the essence of conversational marketing. So by making it easier for people to engage with your business, you can convert more of the right leads faster. Meaning, conversational marketing doesn’t just bring you customers. Toyota came to IBM Watson Advertising searching for a way to engage people looking for a car. By using IBM’s conversational marketing platform in their automotive advertising campaign, they were able to interact with prospects and customers in a new way.

As a result, conversational marketing has taken on a whole new level of importance. More and more companies are leveraging social media to drive their conversational marketing program and develop their brand voice. Chatbots are automated instant-messaging software-based programs that aim to produce real-time conversations between consumers and businesses through company websites, SMS, or social media accounts. Conversational marketing, on the other hand, puts the customer front and center. A chatbot or a live agent feature on a website is a great way to kick off conversational marketing with web visitors, but most companies are deploying more multi-channel campaigns.

Marketing funnel stage 3: Close

That will open a new way for your prospects to engage with you that’s more natural and personal. What happens when you give visitors ways to instantly start conversations on your website instead of forcing them to fill out forms? For most businesses, it means higher conversion rates, more opportunities, and a more personal experience with the customer. Especially with customer support issues, submitting a support ticket and waiting to hear back can be a cumbersome and frustrating experience for teams. Being able to respond in real time reduces the resolution of an issue, but also could lead to more sales from new prospects, as they work through their customer decision-making process.

conversation marketing definition

Customer surveys and forms provide a qualitative view of the customer experience, while KPIs like chat effectiveness, solved tickets per day, and first-contact resolution rate provide insights about effectiveness. Blaming social media for a lot of issues is popular at the moment, however, we all as cellphone users have become accustomed to WhatsApp, Facebook Messenger and other types of social media. This habit change means we expect to be able to send a message and receive a response, in real-time. Traditional web forms stand in direct contrast to this, hence why their abandonment rates are so high and theindustry average is 2.3%.

You’re in good company

Consumers can chat with company representatives, get customer support, ask questions, get personalized recommendations, read reviews, and click to purchase all from within messaging apps. With conversational commerce, the consumer engages in this interaction with a human representative, chatbot, or a mix of both. Drift makes it easier for people to buy from your business by using conversations. So when you connect Drift’s conversational marketing platform to your site, you can get more qualified leads using bots. Conversational marketing delivers clear and direct responses to consumer questions without the hassle of putting them on hold.

conversation marketing definition

Conversational marketing gives sales and customer experience teams the ability to deliver a more human touch with prospects. This begins the relationship on a positive foot, especially when conversation marketing definition the conversation is more personalized for the user. Create conversational marketing campaigns, engage existing customers and provide excellent customer service, all inside WhatsApp.

Social media marketing helps connect with prospects and customers. Clarabridge’s sophisticated conversation analytics technology adds a new element to Qualtrics’ customer experience solutions. Though the individual changes to how JetBlue operates might seem small and distinct, the overall cumulative customer experience results are significant. As demonstrated by this case study, conversation analytics can find the simple tweaks needed to radically change customer opinion.

conversation marketing definition

But most businesses are still forcing people to jump through endless hoops before a conversation takes place. B2B marketers are reaping the benefits of email marketing — nearly 65% report having an email strategy in their marketing mix helped them reach their business goals. B2B Social Media Distribute and promote content to engage with prospects. SEO Services Align your website content with what prospects are searching for.

conversational marketing

All these examples we shared with you here illustrate some of the core concepts of the inbound marketing framework we teach our clients called They Ask, You Answer. Companies that implement They Ask, You Answer in their businesses, and do it well, have incredible inbound marketing success. At the end of the day, all we really want to do as business owners is drive more traffic, leads, and sales. Since the costs of inbound marketing can vary so widely, we’re going to provide average prices based on the assumption that you want the highest-quality work. There are thousands of inbound marketing metrics you can track, spanning dozens of categories. And if this weren’t overwhelming enough, all the experts and metric-tracking tools — including Google Analytics, HubSpot, and Semrush — have different recommendations of which to focus on.

See, here’s the thing with live chat, it’s an incredibly powerful communication channel that has a strange way of breaking down the walls between support, sales, and marketing. While the technology we use to communicate has changed, the core elements of communication have stayed the same. People always have and always will expect conversations to be helpful, personal, and empathetic. The only difference now is we have the technology to have those conversations at scale. You write a quick message and see those three little dots signaling a reply.