Conversational Marketing: Messaging your way into customers’ lives
If you are like most smartphone users in the U.S., you have probably used a messaging app in the last 24hrs to communicate with a friend, family or business. Statistics portal site Statistia reports that there are 105.9 million monthly unique U.S. users on the Facebook Messenger platform, with Snapchat ranking in second with 53.3 million unique users. These impressive numbers clearly make this a high value communication channel for businesses looking to reach users in new and engaging ways.
At its core, conversational marketing delivers interactive, real time and engaging experiences that reduce the communication feedback time usually experienced through one-way channels.
From the adoption of business messaging apps like Slack to the integration of Facebook Messenger as core tactics in many marketing funnels, message-based communications are set to take center stage alongside voice marketing in the coming years.
With this strong shift towards chat-based interactions, marketers must welcome conversational marketing into their businesses by leveraging, automating, and integrating chat-based tactics into every stage of their marketing funnel.
One of the most attractive aspects of this marketing channel is that almost any business can start integrating conversational marketing tactics today, without making any highly complex changes.
Here are some of the benefits you can bring to your business today through conversational marketing:
1) Create conversations at scale
Thanks to smart conversational marketing tools like Chatbots, businesses can gain access to scalable and cost effective ways to integrate automated conversations into their business. By removing the need to rely on a “real” person to guide users through a conversational sequence, businesses can effectively have multiple engagements with many users.
2) Filter, segment and guide your users in real time
If you do any kind of educational or lead generation process for your business, you can start automating these sequences. This will provide you the opportunity to learn more about your users in order to segment them and, eventually, guide them through the appropriate conversational interactions.
By integrating these automated steps into your conversational marketing, you can uncover and prioritize leads that are more likely to attract customers.
3) Always-on marketing capability
As previously noted, conversational marketing removes the need to have a “real” person behind the scenes. This translates into an always-on marketing channel. This always-on marketing channel leverages technology to perform most of the heavy lifting, ultimately reducing missed engagement opportunities due to operational hours.