The rise of social media and Artificial Intelligence (AI) such as chatbots has opened up new ways of interacting with consumers. As a result, conversational marketing has taken on a whole new level of importance for businesses. More and more brands are leveraging on social media to drive their conversational marketing program to develop their brand personality.
Conversational marketing is a feedback-oriented approach used by brands to drive engagement with consumers. This will subsequently help grow your customer base, develop brand advocacy and build loyalty. This can be done by listening to the customer’s needs and wants. Apart from that, the brand needs to be willing to incorporate customer’s feedback into their marketing strategy and personalised communication specifically to the customer’s individual profile. This may help to distinguish your brand from others as well as help increase brand and product engagement with your potential customers.
Here are 3 ways of how your brand can integrate conversational marketing:
Email Marketing is an example of conversational marketing that often brands overlooked. Conversation-driven email marketing is about segmenting your database based on similar psychographics or demographics, and sending them personalised messaging to help solve their pain points.
Brands can use email marketing campaigns to encourage customers to purchase their product or service by offering promotions and discounts in a straight-forward format. Sending these emails according to consumer’s purchasing habits and usual pattern helps increase the top of mind awareness for the brand when a consumer is planning to buy.
Customer Loyalty Programs:
Introducing loyalty programs can help your brand build a long term relationship with your customers and increase brand loyalty. The program can help provide valuable insights about your consumer such as their demographics and purchasing habits. With this information available, you can understand your target audience better and personalize the messaging or promotions specifically for them.
Live Customer Support:
Brands can leverage on ready to use live messaging available such as Facebook, Instagram, Telegram and Whatsapp Business. This allows brands to connect with their customers in real-time. In general, consumers prefer to have real, genuine conversations with the brands they are considering purchasing a product/service from. Brands can personalize individual messaging to consumers and capture qualifying information. With this, brands can understand the consumer’s pain points and genuinely try to help them solve their problem. Therefore, Social Media Community Management plays a significant role in conversational marketing and brands should pay attention to it.
The ability to communicate with your consumers, answer their queries, and help solve their concerns in real-time at the comfort of their own before they make a purchase is what makes conversational marketing such a powerful strategy. Conversational marketing has significantly improved a brand’s marketing strategy. It does not only shortened the sales cycle but has also created a more human buying experience for the consumers. Now that you have a better understanding of how it works, let’s take a look at some of the reasons it can be an asset to your brand too.
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