Conversational marketing: what it is, what are the advantages and how to implement it

Nowadays, it's impossible that you haven't already gone through any conversational marketing strategy. After all, most brands offer personalized customer support services. So, if you've ever been on a chat platform with a company, you've certainly been impacted by this strategy.

Furthermore, if at any point you wondered whether the person answering you was a robot or a human being, this strategy was well structured and applied in the best way. After all, brands are increasingly investing in process automation, and in conversational marketing this would be no different.

But, the time has come for you to understand everything about this strategy once and for all. Check out the details we have reserved for you, discover why brands invest in this type of marketing, and understand if it can be applied to your company.

Good reading!

What is conversational marketing?

Digital marketing is an important evolution when we think about ways to expand the sales of a solution. After all, the digital medium does not distance the public from the brand, as many say, but rather brings it closer on platforms that were previously little explored.

However, as expected, the use of techniques and creation of methodologies to find results within this new universe has become a path with many forks. Therefore, it was necessary to establish parameters that made the intentions of brands and customers clear.

To this end, strategies such as conversational marketing gained space in the market and became an asset for brands that knew how to take advantage of the benefits of this way of marketing.

But after all, what is conversational marketing?

This is a strategy that uses automated conversations, with the intention of guiding the lead through the purchasing journey. This way, service can be provided at any time, without the need for a professional on the other end of the line.

Therefore, professionals and academics determine that its main objective is communication between the public and marketing. Therefore, even through chatbots, conversational marketing is a way of humanizing the relationship between company and consumer.

In this process, three pillars are equally important. Among them are: human knowledge, automation technology and the famous artificial intelligence, which help in the implementation of conversational marketing strategies.

What are chatbots?

The chatbot is a key piece for implementing conversational marketing in your company. Summarizing its meaning, this is a tool that could be translated as a conversation robot. This way, we can automate dialogues and improve not only conversational marketing, but also the entire strategy that uses this tool.

However, it is important to emphasize that all dialogues are planned by professionals in the field who, through behavioral analysis, understand the best way to communicate with that lead.

This makes the experience more real and beneficial for those looking for support on your website, for example. As we mentioned previously, if well structured and applied, a conversational marketing strategy can even impersonate a real customer service agent. But to do this, you need to understand your audience and know how to communicate with them.

After that, it is possible to program your chatbot to act in the best way in adverse situations, answering questions and directing leads. Thus, optimizing your team's time and giving your team more freedom to optimize other processes.

Why do companies invest in conversational marketing?

As we saw previously, conversational marketing can be very beneficial for you if you are looking for a way to optimize processes and still improve results. But there are other reasons why companies are increasingly investing in this solution. Check out some of them!

24/7 service

Thinking practically, how long would it take your company to offer 24/7 customer service without the help of a robot?

Without a shadow of a doubt, this is a demand for a giant team and, therefore, would require time and resources from your company. One of the main advantages of Conversational Marketing is the possibility of being present at all times.

This way, you differentiate yourself by being able to serve your lead whenever they remember your brand or search for your product.

Customization

Furthermore, this strategy also enhances the personalization factor. After all, communicating with your lead is not a unique task exclusive to your social networks, blogs and emails. You need to be agile and answer specific questions that may arise regarding your solution.

Scalability

Scaling your company's communication is the best way to find sales opportunities and, let's face it, there isn't an infinite amount of money for hiring agents, but a robot can do the job. This way, avoiding bottlenecks in service and boosting sales.

So, do you think conversational marketing can be a useful tool for your strategies?

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