THE ULTIMATE GUIDE FOR SMALL BUSINESS
TABLE OF CONTENTS
Amazing conversational marketing examples that you can swipe for yourself
In case you are wondering how to get started then check out some amazing conversational marketing examples that you can take inspiration from.
One of the best examples of conversational marketing can be found at the online marketplace, eBay. It’s clear that the platform has invested significantly on conversational marketing which not only responds to customer enquiries effectively but also has been built specifically with voice commands in mind.
The chatbot was built for Google Assistant, which means it works via Google Home or via voice commands from an android phone. Voice search is fast becoming a growing area in marketing and while you may not want to start out with a solution that provides assistance via text and voice searches, it’s worth bearing in mind that customers are increasingly looking for the convenience of voice search and their terms and phrasing may vary compared to what they’d type in a chat form.
The reason eBay’s chatbot is successful is because it reflects the nature of eBay and provides genuine value. The website is such a vast online marketplace and this means it can be difficult for customers to narrow down their search. The key point is that before it adds to the business, conversational marketing adds value for the customer.
In the US, a company called HealthTap is aiming to make healthcare more accessible. Their chat functionality serves to direct website visitors to content relevant to their enquiry. Recognising that some people have complex health challenges, there is also the option to route the visitor to a doctor for more personalised feedback.
The chatbot serves two functions – one is to make the content on the site more discoverable. The other is to focus the specialised communication where it is most needed – it doesn’t take a doctor to paste links to articles about the best diets for pregnancy, for example but other queries may require more expertise to answer. People easily find what they need to know, and the specialists are freed up to concentrate on those people who need more detailed input. In this case, it fulfils the company’s goal in a way that is scaleable and provides a great service to customers.
Plum is possibly one of my favourite examples of conversational marketing at it’s best. Plum is a chatbot which lives in Facebook messenger that helps you become financially better off, effortlessly.
One of the really great things that Plum does is merge AI and chat functions with humans and they are straightforward about showing this.
Rather than try to talk to everyone, which is neither cost-effective nor scaleable, the company uses AI to filter out enquiries so that when needed human interaction can occur
This doesn’t mean that the other website visitors are ignored; a chatbot using AI can ask the same qualifying questions that a salesperson or support person would ask.
Don’t be confused though, Conversational marketing is not just for large companies. Check out School of Bots for their approach to sending you info on basic customer support info that would otherwise require a human interaction.
The key to successful conversational marketing is to ask first how the solution benefits your customer and second, how it helps to fulfil organisational goals. Honestly the best advice to getting started is to sign up for various examples and see how they work.