Conversational marketing is set to dominate in 2023.
What is conversational marketing?
Why is it so effective?
How can you implement conversational marketing in your business in 2023?
Conversational marketing is a marketing technique that uses chatbots to engage with potential customers in a more conversational way.
Chatbots have been used for years, but recently they have been introduced to the marketing world and are quickly becoming an essential tool for marketers, especially with the improvement of artificial intelligence and machine learning which are the main technologies behind conversational marketing.
Chatbots are able to answer customer questions and provide relevant information about the company. They can also automate conversations with customers, which makes it easier for customer service representatives.
Why is Conversational Marketing so effective?
Recent studies by IBM found that 70% of users expect instant answers to their questions and queries. From a marketer‘s point of view, it’s a powerful way of driving engagement, which results in better conversion rates and an increased return on investment (ROI).
It can also make the sales process more agile, as AI-powered chatbots, can pre-screen prospects and send qualified leads to sales teams. Considering how marketing is very data-driven these days, conversational marketing helps collect a broader range of audience information.
From a consumer’s perspective, conversational marketing helps build trust and improves the customer experience. A survey by Salesforce found that 42% of consumers don’t trust brands, and this is mostly due to a lack of responsiveness or slow customer service. By leveraging conversational marketing, brands provide instant responses at different touchpoints and this increases loyalty and brand buy-in.
What are the top challenges of conversational marketing?
Conversational marketing can present a challenge when there are complex questions consumers have and brands don’t have the time or expertise to answer.
How can you implement conversational marketing in your business in 2023?
There is a wide range of tools available to take advantage of conversational marketing.
On social media, click-to-messenger offers a way for companies to provide customers with an easy way to interact with their brand. It’s simple and engaging for users, leading to more positive interactions. This is because these channels offer the opportunity for genuine two-way conversations that make consumers feel valued.
On websites, live chat features allow customers to communicate in real-time with a website representative without having to go through a phone call or email first.
When you’re planning your conversational marketing strategy, we recommend the following:
1 – Evaluate current customer touchpoints and see where the gaps lie and how you can fill them
2 – Discover obstacles your customers might be facing and figure out how you can help resolve those by using an AI chatbot
3 – Engage more leads – instead of asking them to fill out lengthy forms, using a chatbot will improve engagement and the over experience.
4 – Find software that is within your budget and serves everyone’s needs.
5 – Always make sure conversations are monitored by an actual human because no matter how advanced the software is, you can’t mimic human emotion.
Conclusion:
Overall, it is clear that AI and chatbots have a great deal of potential for use in conversational marketing in 2023 and beyond. With the rising trend of automated customer service and the increasing demand for personalized customer experiences, AI and chatbots are well-positioned to become an integral part of the conversational marketing landscape.
By leveraging these technologies, businesses can create more personalized customer experiences, boost customer satisfaction, and increase sales.