Winning Tactics For Conversational Marketing In 2020
By Gaurav Rajput
Dec 20, 20197 min read
Are you striving to move your potential buyers faster through the sales cycle? Conversational marketing may be a great solution. The AI-powered chatbots have already elevated the customer service quality to new levels and are expected to do more wonders in 2020. Live chat and chatbots are the two popular conversational marketing trends. Online Chat has moved beyond customer support, it now helps in engaging and nurturing your website visitors.
Check out Some Surprising Conversational Marketing Stats
- Gartner predicts that in 2020, all B2B and B2C businesses will try to incorporate conversational marketing as a recognized channel for revenue
- According to WPForum, 86% of online shoppers prefer proactive support
- Hubspot saw 2.5X more open rate and 6X more click rate when they sent messages through Facebook messager in comparison to email campaigns
Opportunities with Chatbots-Conversational Marketing in 2020
Chatbots are the first who greets you while visiting most websites nowadays and having them has become a must-have thing for any website. There is also a concern about how to use Chatbots effectively for marketing? Here are some best practices to keep in mind while implementing chatbots for marketing.
1) Personalize the Chatbot Text
If you are serious about the effective implementation of chatbots, pay attention to ''Chatbot personalization.'' Indeed, get some professionals to write smart content for your chatbots. Having personalized chatbots will be a trending strategy for conversational marketing in 2020.
Gartner predicts that by 2020, people will have more conversations with chatbots than their spouses. The chatbots of the future don't just respond to questions. They talk. They think. They draw insights from knowledge graphs. They forge emotional relationships with customers.
Personalization is already ruling the digital world and is expected to dominate in the coming years.
2) Implement Offline Bots to be "Always available" for Customers
Even if people prefer to chat with a live human via online chat over the bots it is practically impossible or too expensive to have humans available all the time to attend to customer queries.
A bot that is available when live agents are not present can handle all queries and generate more leads beyond your regular business hours. Even if you have live agents available for certain hours do deploy Chatbots for initial connect and drive more leads to the live agents.
3) Conventional Standard Customer Interactions
For E-commerce websites and online service providers, this practice works well. When you know your current and prospective customers could come up with standard issues, you can let the chatbots handle it. The bots can efficiently respond to FAQ's, product description queries, place an order, provide order status, process cancellation/return related queries.
The chatbots can easily manage to respond to such common conventional issues with the pre-programmed answers. Consider this example of bot helping a customer in finalizing his flower bouquet order.
4) Social Media Messaging App
Leveraging social media messaging apps for accelerating your customer sales cycle- is another way of conversational marketing working. It is not surprising to know that people exchange more than a billion messages over social media messaging apps with businesses each month.
The Facebook messenger and WhatsApp like message platforms are great to drive conversations that could lead to sales. For example, your qualified lead abandons the cart and getting a reminder/notification or text for the same on their mobile device app can reengage the customer, and increase the probability they would complete the purchase.
Image source: Social Media Messenger apps as Conversational MarketingFinal Words
Conversational marketing channels, including the AI-powered chatbots, are integral to marketing automation space. How to integrate these platforms is no longer a big question; the key concern is, are you ready for it? Here are some other key marketing trends in 2020 that will transform the future of online digital experiences. If you would like to discuss marketing automation with our experts, then drop us an email at firstname.lastname@example.org.