Conversational Marketing: The 2022 Complete Guide + Examples

Live messenger

If a prospect or customer has a difficult time navigating the new website or applying the coupon, they can live chat with a representative to receive instructions on how to best navigate the issue. OK, you may be thinking, “conversational marketing sounds a lot like my current marketing strategy. I’m on multiple channels. I’m having conversations with my audience.” With each new iteration of technology, our accepted response time has changed — friends make plans faster, families stay closer, and businesses provide answers instantly. In the age of live chat, customers expect conversations to happen how, when, and where they want. A conversational growth strategy is a marketing approach that uses live agents and AI automations to interact with customers in a personalized, conversational way throughout the whole lead-conversion process.

At Sprout, we believe it’s key to engage with customers where they are. And with the increase in messenger platforms for business, one of the most important channels is social. Use call-to-action buttons to lead consumers to a specific product category or page on your website, to share their experience with a friend on social or directly to the checkout page. Your bot can be your most valuable conversion tool by pushing users to their final destination. Think about what questions customers are likely to ask your chatbot, that way you build out the proper flows to guide users to the best possible answer.


Built-in planning, implementation, testing and optimization cycles will help the program to succeed. Here is a look at a few general strategies and best practices for rolling out an effective conversational marketing initiative. Empowering support teams with human takeover, automations, shortcuts and tools to solve complex support queries from multiple channels in one place. Launch your chatbot in minutes and automate complex customer interactions, achieving more than ever while reducing development and operational costs.

conversation marketing definition

Increased site traffic over the past 10 years has done little to increase overall conversion rates, so conversion marketing focuses not on driving additional traffic but converting existing traffic. Ideally, the customer would maintain a relationship post-sale through support or re-engagement campaigns. Conversion marketing affects all phases of the customer life-cycle, and several conversion marketing solutions are utilized to help ease the transition from one phase to the next. Conversational commerce is a practice in ecommerce where brands use social interaction and social touchpoints to sell products or services. To roll out a conversational marketing strategy, human-directed rules and strategies should seamlessly blend with the technologies used to deliver and capture the conversational experiences.

Conversational marketing allows businesses to scale

For example, Drift’s website chatbot qualifies prospects and gathers their email addresses so a sales rep can follow up. Turn routine consumer conversations into revenue-driving brand experiences. Bring certainty to uncertain moments, increasing customer satisfaction. The process of improving the conversion rate is called conversion rate optimization. However, different sites may consider a “conversion” to be a result other than a sale. The company could market a special offer, like free shipping, to convert the visitor into a paying customer.

Figure out your customer’s most frequently asked questions and draft approved answers for bots and marketers to use. Repeating conversations will help automate, optimize, and improve future interactions. Predictable conversations help to users have a natural dialog with a clear beginning, middle, and end. Standardization is crucial to delivering clear, consistent answers, across conversations and users.

What is conversational marketing?

This information is a gold mine for your customer service, product development, and marketing teams. Simply put, if you care about your customers, you care about the insights you can get from social listening. Here are some of the ways social listening can benefit your business. Social monitoring is essentially a record of what has already happened. The defining feature of social listening is that it looks forward and backward. It’s about analyzing the information you collect and using it to guide your strategy and day-to-day actions.

  • Successful conversions are defined differently by individual marketers, advertisers, and content creators.
  • This strategic marketing approach uses content to attract and convert viable prospects while they perform online searches.
  • Outbound marketing refers to any kind of marketing where a company initiates the conversation and sends its message out to an audience.
  • Comprehensive Guides Robust, helpful guides to get you the most out of your inbound program.

Digital word-of-mouth marketing employs technology, particularly the Internet, to facilitate word-of-mouth exchanges. Review boards, social media sites, and blogs are popular digital platforms consumers use to share their experiences, good and bad, and these shared testimonials significantly influence consumer purchase decisions. When you add Twitter chatbots to your marketing and customer service strategies, remember that successful bots add value and improve the user experience. In order to find out which use case will be most effective for you, chat with your website and social media teams. People watch an average of 18 hours of video online, and when it comes to learning about products and services, 69% revealed that video was their go-to. Keyword research can show you what the hot search terms are in your industry, as well as how competitive the search landscape is.

With customer retention and revenue growth over time, conversational marketing will not only maintain a positive customer relationship but can also grow one as well. Social media marketing is the use of social media platforms to interact with customers to build brands, increase sales, and drive website traffic. By leveraging chatbots, brands have a more informed support team with each social interaction and a reduction in customer effort leading to a superior customer experience. Conversational marketing in B2B can address prospect and customer concerns, while generating leads. With conversational marketing tools, B2B advertisers can deliver personalized advertisements to customers, while gaining a better understanding of client pain points.

  • After voicemail came “you’ve got mail.” While revolutionary, inboxes quickly became overwhelmed.
  • Conversational marketing can be used to offer client support, promote specific products, create custom product recommendations, or to facilitate communication with your sales team.
  • Once you’ve got your inbound strategy in place, you’ll need to publish content on a regular basis.
  • This conversational format is user-friendly and easy to navigate, which likely helps London & Company collect information from and convert potential new leads.
  • Learn how to use social listening to monitor social media channels for mentions of your brand, competitors, product, and more.

Conversations that aim to answer the most important question first will provide the best user experience. Even though it’s a conversation, this isn’t like a conversation with friends. When customers interact with your business, chances are they don’t want to spend time talking about cat videos or their weekend plans. They want to solve their most immediate need in the fastest and easiest way possible. Spend time analyzing your interactions to determine what data will help improve your customer relationships. At this point, you’ve probably noticed the similarities between the core ideas behind conversational marketing and inbound marketing.

Examples of conversational marketing**

She is highly adept at learning various industrial niches and producing effective content on behalf of clients. In Weidert Group’s inbound marketing programs, Vicki plays a major role in crafting blog-form articles as well as downloadable advanced content offers. Short-form video is already a staple for 33% of B2C marketers, and the percentage is projected to nearly double in the next year. It drives marketing strategies for raising brand awareness (49%), product advertising (44%), and increasing revenue (43%). At LOCALiQ, we believe digital marketing doesn’t have to be complex and big goals aren’t just for big businesses. LOCALiQ provides the platform, technology, and services you need to reach your biggest goals.

Here at IMPACT, content creation is one of the biggest drivers of inbound marketing success. We teach our clients to create their content in-house so the voice and information conversation marketing definition resonate more with your prospects. We also teach them to involve sales to be sure you’re creating the content that isn’t just nice to have, but truly moves the needle.

conversation marketing definition

If a customer is chatting with a rep about a product they are considering buying, the rep could take that opportunity to point out other items customers frequently bought based on previous interactions. With HubSpot’s free live chat software, you can connect with your website visitors in real-time to convert new leads, close more deals, and provide better support to your customers. The chatbot gathers my information, my reason for logging into the website, and routes me to a live agent who provides a customized product recommendation.


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