Conversational Marketing is a method of engaging with website visitors and converting leads via dialogue-driven activities. This style of inbound marketing puts a focus on interactions with the consumer, not simply one-way transmission by the brand. Conversational Marketing aims to create relationships with the consumer by building trust through conversations and by making the buying experience as smooth and easy as possible.
Conversational Marketing solution
Conversation starter
This is the message that usually appears at the bottom right-hand corner of the website to encourage website visitors to click and engage. The button appears together with a message that can be personalized to fit the exact action, landing page, or product.
Lead capture tools to qualify
After clicking the conversation starter, users then enter a short conversation with a lead capture tool. like a chatbot. This process is where the chatbot will ask a series of simple questions in real-time to understand if the user needs customer support, sales assistance, or looking to make a transaction. This is a good opportunity to inject some personalization and make the potential customer feel like they’re in a real, meaningful conversation with the brand.
The chatbot "often tied to a social media account" qualifies the leads and either completes the sales process "in the event of a simple purchase intent" or gets the user to the right person to deal with more complex questions and requests. The concept is to segment assisted and unassisted sales as quickly as possible, providing value for the user as they are able to either complete transactions quickly or they can reach an expert on the sales team without changing their device or channel.
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