As you know, conversational marketing is part of a broader digital marketing strategy (even with elements of traditional marketing, why not). Here, chat plays an important role in its success.
Compelling Reason 1: It is clear that live chat users are 2.8 times more likely to become leads, while companies get a return of €3.05 for every euro invested with this tool.
Compelling Reason 2: As for the chatbot, Comm100 reports that the average customer satisfaction rate is 87.58% . It’s much easier to ask a bot a question than to navigate a website to find an answer or wait for a sales or customer service representative to help you.
So we're focusing on chat, but without ignoring other important elements. Shall we begin?
1. Align conversational marketing with your brand strategy
It's not just a matter of placing a chat on any page or product module and that's it. That's why the first thing is to integrate it into your overall strategy.
1. Review your current brand strategy:
What are your brand's goals, values and key messages?
Who are you targeting on each channel and with what objective? If you are not on any channel yet, go to step 2.
Do you see an opportunity to improve results on your channels with conversational marketing?
2. Define the objectives of your conversational marketing strategy on those channels:
Increase brand awareness?
Generate leads?
Increase purchasing volume?
3. Assign a key performance indicator or KPI to those goals.
4. Decide what resources or tools you need to execute and measure:
What is your budget?
Would you need to train your team to use them effectively and deliver a consistent brand experience?
5. Make sure the strategy fits with your brand's objectives:
What key messages will be communicated in line with your brand identity and tone?
Is it appropriate to automate on that channel? Would you gain or lose in personal connection?
2. Choose the platforms where your potential customers are
The goal is to attract them to your website or store through personalized conversations. They are undoubtedly more likely to buy than those you can attract, for example, with an SEO strategy.
So, first things first? Create an inbound marketing strategy tailored to each channel to attract them with useful and relevant content and start conversations.
For example, a tech store can use a chatbot on its Facebook page and share exclusive discount codes to encourage brand engagement and direct purchase.
You don't have to be managing each channel separately, as platforms like Brevo ukraine phone number list Conversations Platform allow you to keep track of all your conversations in a single inbox . On the free plan, you can start by integrating your email messages and chats . And if you need more later, incorporate your WhatsApp communications, social networks, calls and video conferences.
3. Install a live chat on your website and close more orders
Thanks to this tool, you can communicate in real time with the person who enters your e-commerce and compares different laptop models. At that moment, the live chat window opens with an automatic message asking if they need help.
If you need it, your agents will be there to answer any purchase questions instantly.
Now, you might be wondering which is the best chat tool – the options range from simple apps to full-fledged customer support platforms with chat widgets. Don’t worry, here are the best live chat software for your website or online store .
Conversational Marketing - Live Chat
Brevo Chat Widget
To install the Brevo chat widget on your website , simply create it to your liking on the platform and copy the generated widget code to the pages where you want to use it or throughout your entire site. And if you host your site or store on WordPress or WooCommerce, it's even easier with Brevo Tracker.
4. Install a chatbot to save time (yes, and make money)
If you're looking to use automation to streamline purchases and create a personalized experience at scale , bots are the natural choice. Consider that 74% of consumers expect instant answers to their questions .
Here you can read more about how chatbots work , but right now you might be interested in knowing that they can be integrated into websites, social networks or instant messaging applications such as WhatsApp. Even into telephone customer service systems.
The best chatbot software ? The one that best suits your goals. For example, you can use it on your order pages if you detect doubts or frequently asked questions before the purchase. Simply define the answers in the chatbot scenario builder or use artificial intelligence.
Conversational marketing - conversations_chatbot
This is how a chatbot scenario is created with Brevo's Conversations Platform
5. Take advantage of social media to attract more leads and generate more sales
Now that you have your tools and communication channels ready, you can start attracting social media leads to your store: from answering questions on Instagram via direct message to publishing ads that automatically trigger personalized messages on WhatsApp or Facebook Messenger.
Conversational marketing - conversations Instagram
Replying to Instagram messages from Brevo
There's no denying that companies that use social selling close 40-50% more deals than those that don't. So, if you haven't yet taken the plunge into social media, you're missing out on a sea of possibilities:
Increase your reach with Facebook ads
Using Instagram or Pinterest as shop windows for your store
Capturing B2B leads on LinkedIn
Creating viral marketing campaigns on TikTok