The shopping experience with companies that offer products or services has been changing with the growth of online sales. Consumers have become more demanding and, I would say, a little impatient! Everyone wants to find a product quickly and have their questions or complaints answered. And all this change in behavior has been used to benefit the market through conversational marketing.
You've probably come across automated customer service at some point when you needed to contact a company. It may have become so common in our daily lives that we no longer notice when we're talking to a virtual assistant, and this tool is essential for the success of the marketing technique we're explaining.
If you want to know more about conversational marketing and how it can help optimize your company's customer service, check out the following article!
What is Conversational Marketing? Understand the concept:
Conversational marketing is a strategy used by companies to establish closer contact with customers through personalized, real-time dialogues . The main objective of this strategy is to gain customer trust through a quality service experience. Social media, automated emails, chatbots , and online customer support are some examples of conversational marketing.
Generally, chat tools use virtual assistants architects email lists available to assist customers at any time they need. Even so, it is important to emphasize that this virtual medium is not intended to replace face-to-face contact between companies and customers, but rather to add value to the relationship and expand business possibilities.
a man sitting at a desk in front of a computer
Benefits that show why to apply conversational marketing
Conversational marketing brings several advantages to your business, check out some of them:
1. Enables scalable service
Having an automated service allows your company to serve several customers at the same time, quickly and in a personalized way . Applying conversational marketing to the first service helps you not only not leave your customers without an answer, but also not lose them due to the lack of one.
Speaking of which, how about setting up automatic messages on WhatsApp ? Check out these tips!
2. Brings the brand closer to the customer
Building customer loyalty goes far beyond the way they are treated during the sales period. Using conversational marketing tools, it is possible to monitor the user experience even after the purchase is completed, for example through a satisfaction survey. This is a great way to show your concern and build customer loyalty.
3. Generates intelligence from service data
With pre-programming involving questions and answers relevant to your business, it is possible to store a database with customer information . This data can be used to understand each customer's profile and assist in sales strategies.
4. Effective lead qualification
Having someone strategically promoting your brand's products and services 24 hours a day may seem like an ideal situation, right? Well, all of this is possible with a virtual assistant. Conversational marketing is a great lead generator , through personalized dialogues it directs the best purchase incentives, offers and promotions, in addition to clarifying the customer's main doubts.
5. Generates more conversions
Conversational customer service provides you with quick answers that are specific to the customer's purchasing profile. This allows you to develop a more efficient and assertive sales strategy , which will have a positive impact on your sales potential.
Practical examples of conversational marketing:
There are several examples of conversational marketing with different functionalities available to meet different types of businesses. Check out 3 of them:
Conversational Marketing Examples
Customer service chatbots
The chatbot is one of the main elements of this marketing strategy and has become a major trend in the sales market. This response tool allows you to answer some pre-programmed questions/concerns from your customers. The difference with chatbots is that they foster engaging dialogues with customers until human intervention is necessary. They work as a “sieve” for your sales funnel, capable of identifying and qualifying the customer who has contacted your company.
Brand-linked virtual assistants
Virtual assistants are an innovation in conversational marketing. Many companies create their own characters that convey the company's characteristics and values. Virtual assistants are increasingly personified and humanized in order to create a closer connection with consumers in the digital environment.
This is a great strategy for serving your customers well with an efficient system that establishes a conversation to answer their questions and also popularizes your brand. Who doesn't think of the company when they see or hear Magalu?
Fast communication online chat
Online chat can be used on social media, websites or apps and is an essential resource for customer service. Its function is to respond instantly to any interaction with the company. Customer service should always focus on providing a more humanized service, even if it is automatic.
With this information about conversational marketing, you can now start looking for ways to apply this strategy and increase the number of leads for your company, right? To do this, check out our content on WhatsApp automation and discover more tools that help with this technique.