THE ULTIMATE GUIDE FOR SMALL BUSINESS
TABLE OF CONTENTS
Optimising your conversational marketing strategy and tactics
The best part about conversational marketing is that the more you do it, the better you get. This is because the channel adds a new layer of intelligence, with subtleties and nuance not viewable on a spreadsheet of data. The more you learn, the more personalised the service you can deliver.
A strategy might evolve rapidly based on whatever is learned based on early trials. The important thing is to establish an overarching goal – is the aim to generate more leads, or higher conversion rates, or greater sales volumes? How you get there might change based on what your customers are telling you, but this should remain the primary focus.
It makes sense to have regular check-ins to measure these metrics and to find out how you might refine your plans to make the most of the market opportunity. When you’re doing that, don’t forget that what the customer wants is also a factor. You may want to get a demo booked in as soon as possible; a customer may prefer more time gathering further detail before they commit.
Don’t just measure the results of chatbot conversations, but also the flow. If people are using the solution to book a meeting, perhaps it’s time to offer that functionality.
The best marketing strategies are scaleable. This means as your business grows, your marketing strategies flex to meet the wider market. There is no point having the capability to chat to hundreds of customers if it’s going to crash your site, and there’s no point gathering the same number of leads per second if your sales team can’t keep up.
In the past, one-to-one conversations were impossible to scale, but with the advent of chatbots and the use of AI, this is possible. Make use of that functionality to free up the sales team – or yourself – for the part where some real human contact is irreplaceable.
Allow your marketing tactics to interconnect – use intelligence from conversational marketing to inform inbound marketing techniques, possible target segments for growth and branding. Link up different aspects of your marketing – if someone has found your company based on attendance at a show, a specific landing page and a tailored chatbot may help move the conversation forward.
Don’t forget the customer. Technology is amazing and carries vast potential to scale up conversations and speed up lead capture but the key focus should be on engagement. If there’s a point where you lose a lot of leads in an AI-generated chat, perhaps that’s where a salesperson should step in. It might also be that you need to look again at the conversation flow.
The key point is engagement – embrace the possibilities of conversational marketing to engage with customers. This isn’t a way to farm out your communications to a robot, it’s a way to build closer connections via a rapidly evolving, responsive marketing strategy.
Engagement is often driven by personalisation because the customer feels valued. It’s possible to programme in a variety of responses based not only on the topic of conversation but also the tone. You can also customise the content based on which page the user has viewed to start chatting.
Conversational marketing has a built-in feedback loop and you can use that to refine what you’re doing to gradually increase the effectiveness of the tool over time. This can be used to not only improve your conversational marketing techniques, but also your entire marketing strategy.