Benefits of conversational marketing

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1. Conversational marketing is a more pleasant way for customers to get answers

People are increasingly turning to mobile devices to make purchases. As a result, more people are interacting with content that is more mobile-friendly. Consumers who use their phone as their primary device have increased and prefer content such as videos, social content, and message-based interactions.

Conversational marketing channels like messaging apps and email are innately mobile-friendly. It’s much easier to chat with a representative or even a bot to get a response than to spend time browsing and clicking clinical nurse specialist email database around a company’s website. Messaging apps allow customers to provide information specific to their problem so companies can provide fast, personalized support.

2. Conversational marketing is a great way to gain new and valuable insights about your customers

Think about it, don’t you learn more from your customers through their own words about what they want to do, learn or change? You don’t get that candor with a website or an ad.

With conversational marketing, you can collect that data at scale. This is especially important on messaging channels. Chat interfaces can record data that can then be used to optimize customer interactions, product improvements, more useful content, and more.

For example, CNN uses a bot to provide its audience with personalized content based on keywords. Users simply send the bot a message with a topic they're interested in, and it will send them related news. Not only is this a quick and easy way for readers to receive the news they care about most, but CNN is also collecting valuable consumer data with each chat.

Once businesses collect that consumer data, they can use it to define trends and make more informed decisions. For example, imagine your company redesigned its website or provided a discount on a product. If a prospect or customer is having difficulty navigating the new website or requesting a coupon, they can chat live with a representative to receive instructions on how to better navigate and resolve their issue.

Not only does live chat help resolve immediate customer concerns and keep them on the site, but the information from that chat can help you determine if you need to fix a part of your website's user experience or send more detailed instructions on how to apply the discount. Being able to determine common customer pain points as they happen can save a business thousands of dollars.

And not only is the data collected useful for recognizing technological issues and customer pain points, it can also identify opportunities for cross-selling and upselling. If a customer is chatting with a rep about a product they're thinking about purchasing, the rep could use that opportunity to point out other items that customers frequently purchase based on previous interactions.

3. Conversational marketing is a great way to build relationships

With messaging apps and social media, we’ve found a way to talk to more of our friends, more often. Conversational marketing can boost lead generation by reaching new audiences on different channels or giving people a more convenient way to get in touch with support.

We hope you enjoyed this post and it inspired you to include conversational marketing in your marketing strategy (if you haven't already). And don't forget, at Esmartia we are experts in Inbound Marketing and we can (and would love to!) help you, so don't hesitate to contact us .