Conversational Marketing Explained for Students in Digital Marketing Training

One of the best ways a business can ramp up its digital marketing efforts is by personalizing the user experience. What’s one of the many ways to do this? Conversational marketing. In essence, this technique has a company interacting directly with the consumer, talking with them via an artificial intelligence tool (chatbots, voice assistants, etc.) with the aim of turning them from lead to conversion. 

The purpose of conversational marketing is to make the user’s interaction with your business more personal and interactive. Strategies such as these are especially worth considering when 87% of companies acknowledge that customers are no longer interested in the old-fashioned way of buying products.

A more interactive way to engage with clients can come in many forms, each of which can pay dividends. Here’s why tailoring your marketing to make for a more conversational, two-way approach can be beneficial for your business.

What Students in Digital Marketing Training Should Know About Conversational Marketing

By using conversational marketing techniques for your business, you have an interactive means by which you can improve the user’s experience and build better relationships with your client base. The dialogue-focused nature of this technique can also make interactions between users and your company more personal, and make the buying process easier. In fact, research has shown that 81% of those who have made a purchase with the assistance of a chatbot would do so again.

There are also multiple different types of conversational marketing you can use after your digital marketing courses. For example, one option is to use a virtual live chat tool placed on the company’s website to engage with users in real-time. This tool helps users with their inquiries, and directs them toward the products and services that best fit their needs. Conversational marketing can also be used with more direct means of contacting leads, such as through phone calls or text messages. 

However you choose to go about implementing more conversational means to engage with those interested in your business, the objective is to build relationships borne from a genuine interest and willingness to interact. 

What Is Necessary for Conversational Marketing, and the Steps You Should Take

Building a conversational marketing strategy with clearly outlined steps is important for successfully converting leads. Ultimately, your strategy will involve someone—even if it’s occasionally an AI chatbot—always being there to help users out whenever they visit your site. Once you’ve determined what the buyer’s journey typically looks like for your business, you should develop buyer personas, outline what conversations with these buyers might look like, and establish how you can follow up with buyers after they have completed their transaction.

One of the first steps you can take is to determine what the opening chat message will be when users first click on your website. Would you like to go with a “Hi! How may I help you today?”, or a more personalized variant, for example? You’ll then need to decide which tool, such as a chatbot or voice assistant, will be used to engage these leads and ask them questions to determine what they need help with, or which products or services they’re inquiring about. However, remember that you will need to have an actual human on hand to help users out at times, too, since AI tools are only designed to make conversation easier rather than replace an actual company representative. 

Be sure to identify your buyer personas and personalize their user experience

How Digital Marketing Campaigns Can Benefit from Conversational Marketing

Making the most of conversational marketing after your digital marketing training can reap rewards for your company, particularly in terms of sales, brand loyalty, and building strong connections with clients. Statistically speaking, having more humane interactions with clients has helped many companies boost sales. For example, it has helped tech businesses like ThoughtSpot gain ten times more conversions. Additionally, other companies like Automat have found that implementing personalized conversational marketing led to almost 30 times more engagement.

Developing a one-on-one dynamic can make those interested in your products or services feel like they’re being personally spoken to. Rather than addressing many people at once, your goal is to make users feel like their specific needs and wants are being catered to. While conversational marketing isn’t designed to bring more clicks to your business’ website, it does give you a chance to capitalize on the visits your website is getting at any specific moment.

Aside from giving you and your business a more personal and interactive way to convert new leads, companies can find various other upsides with conversational marketing. These include providing quick and easy solutions to users without the need for long conversations, using AI tools during off-hours rather than having employees be on standby at these times, making persona identification easier, and helping create a more streamlined sales process. With any conversational marketing efforts, your top priority is to give users answers to their questions quickly and in a more personalized fashion—as well as building stronger, more informed relationships with them.

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