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Conversational Marketing Analytics: How to Measure Your Conversational Marketing
Automated tools offer immense scope for measurement. What you measure and how much detail depends on your objectives and the way that you use the tool. So here we are going to examine conversational marketing analytics.
If you’re using conversational marketing to book meetings, for example, you can measure the effectiveness in making those appointments. You can then integrate this into the sales channel and compare the conversion rate of these meetings compared to other sources feeding into the sales funnel.
Try not to get lost in the possibilities. Just because you can measure a certain metric, it doesn’t mean that you should. Focus on the aspects that are integral to the sales process and those that inform your business growth.
Don’t forget that conversational marketing allows for qualitative information gathering. You may be used to metrics such as click through and conversion rates from other channels but this isn’t the only information available. From specific phrases used by customers which can be used in your conversations and wider marketing messages to feedback which informs product and market development, there is a lot of valuable information to be found in the detail.
The important thing to remember is to keep your measurement tied to commercial results. The initial aim may be improved interaction with customers, but that only matters if it’s delivering sales.
Keep a close eye on the performance of all channels – conversational marketing can deliver rapid and dramatic results but that doesn’t mean you should abandon all avenues for business development. In time, you might find that the data you gather in conversational marketing allows you to refine other channels – for example, recurring keywords in conversations may help to improve your SEO strategy. Better marketing messaging may improve response rates in emails, and even help you tweak sales scripts to ensure cold calling is more effective.
Keep measuring everything, and where you can, tie the analytics together.
Conversational marketing can be revolutionary within a business. It can provide greater levels of interaction with customers, greater effectiveness across all your marketing channels and a higher volume of sales. The aspects you should be measuring are those that make the biggest difference. It might help to look at everything initially and refine your approach depending on what’s working.
Don’t forget that the whole point of conversational marketing is to generate a more personal touch across your marketing channels. Don’t get too lost in the numbers, or forget that there’s a real live person behind each and every line in your report.