Why Ecommerce Businesses Should Consider Conversational Marketing
Reading Time: 6 minutes
In Welcome to the Experience Economy, the Harvard Business Review compares the history of retail to the evolution of the modern birthday cake. Homemakers first baked cakes using homegrown produce. Then came premixes and grocery cake sales.
Now parents pay for more than time-saving cake options. They order entire birthday experiences from service providers. Welcome to the experience economy, the origin of conversational marketing.
What is conversational marketing?
Conversational marketing is not merely integrating text, chatbot, and AI conversational tools into your inbound marketing strategy. Rather, it is a process that modernizes the experience economy.
Conversational marketing tools leverage automation, machine learning, text, and voice-based conversation tools to cater to consumers that choose experience over price. 80% of consumers say speed, friendly service, convenience, and knowledgeable help are the most crucial elements of a positive experience. Then, 86% of consumers will pay more for an excellent customer experience.
So, at its core, conversational marketing addresses customer intent. It also elevates technology, giving it a human feel that is neither promotional nor polished as the traditional contact form or FAQ page.
Then, it takes place in real-time, giving your consumers control of the information flow. Consumers can halt or start their conversation at their convenience. Then, they can seamlessly pick it up a day later on other channels.
How an eCommerce business can implement conversational marketing
Below are some factors that you consider when implementing qualified conversational marketing
Understand customer intent
Conduct research and pinpoint your customer’s pain points. Your data collection tools should include talks with your sales teams, customer reps, and clients. After that, create solutions that address these pain points.
Choose the right conversational marketing tools.
It is easy to hop on the bandwagon if your main goal is to have an array of unique conversational marketing platforms. However, that is the wrong approach. Choose conversational market tools through A/B testing to ensure that your tools address customer intent.
Personalize your conversational marketing tool’s user experience.
Avoid the bland chatbot experience that offers the same approach to each user. Rather, personalize and vary your conversational SMS marketing or chat responses and approach from the word go. For instance, learn and address your visitor by name in every stage of their journey. Ensure your conversational marketing chatbot recalls their interaction history days after their initial visit. On top of that, tailor their experience to their input when delivering information.
Streamline your browsing experience.
Conversation is this marketing strategy’s goal, so do not hinder it. Eliminate all distractions and offer a variety of channels so that visitors are always connected to your e-commerce shop.
Use natural language to converse in real time.
Your conversational marketing tools should use human language to create an emotional connection with your visitors. Then provide your customers with relevant answers in real-time to enhance the customer experience.
Ask for feedback
Give your site visitors feedback options and use their comments to enhance their experience with your brand to build a loyal following.
Benefits of Conversational Marketing
Some benefits of conversational marketing include the following;
- Wide range of conversational ai marketing tools
- Better customer experience
- Brand loyalty and trust from customers
- Higher conversions and engagement rates
- Offer in-depth and valuable customer data
- Available for use 24/7
- Enhances the efficient allocation of human resources
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