Understanding Conversational Marketing

Posted by Ryan Jones on Oct 01, 2018. Reading time: 5 mins

With the rise of online shopping, more companies can reach customers from around the globe. The crucial element that both consumers and companies are missing is one to one interactions.

The internet creates a sense of distance and customers tend to feel disconnected from the companies they are dealing with. Conversational marketing aims to end that trend.

By connecting with the customer on a more personal basis, companies using conversation marketing are creating a humanised buying experience.

Conversational Marketing

Conversational marketing is a one on one marketing channel that gives the customer a more personal experience.

Unlike traditional marketing tactics, conversational marketing uses targeted, real-time messaging to engage with potential customers. This is often facilitated using chatbots.

Chatbots are an excellent tool for engaging with website visitors. They allow visitors to interact with your business when it is most convenient for them. Bots are live on your website even when you are asleep. The 24/7 Drift live chat feature makes customers feel like they are always cared for by your company.

Conversational marketing is more than just a live chat feature (or messaging app) on your website. It’s all about connecting with the potential customer and turning them into qualified leads. Face to face meetings, phone calls, or email marketing exchanges are also forms of conversational marketing. Answering peoples’ questions and listening to their feedback will make them trust you, and in turn, do business with you.

If a conversational strategy sounds difficult, know you don’t have to do it alone. There are industry experts that can lead you on a path to success.

Conversational Marketing with Drift improves your pipeline

Utilise Industry Leaders

Drift is the world’s first and only conversational marketing platform. Their expert marketers have boiled conversational marketing down to a science. Drift utilises five proven practices of conversational marketing to help your company grow and thrive.

You can now access all of the benefits of Drift through Refuel Creative. The Refuel Creative team have partnered with Drift to bring you a better approach to marketing.

Our latest partnership with Drift will extend our reach even further with a focus on customer success. By accessing Drift’s proven tools, we can help turn leads into customers, growing your base and bottom line.

How Drift Can Help Your Business

As mentioned before, Drift utilises 5 conversational marketing practices that can help your business grow:

  • Real-time
  • Scalable
  • Focus on engagement
  • Personalised
  • Built-in feedback.

Instead of having customers fill out a form, conversational marketing captures leads in realtime via online conversations. These conversations can be either person to person or person-to-chat bot.

By offering chatbots, your customers have someone to talk to any time of the day. Chatbots can answer your questions while you sleep.

One on one conversations are not a new marketing concept, however, in the past, they weren’t scalable. Realtime messaging changes that. With the rise of chatbots, your sales team can talk to every lead that lands on your site.

Chatbots can qualify these leads so that sales reps focus their energy on those most likely to convert. This eliminates the need for lead capture forms and ultimately enhances the customer experience.

Conversational marketing has a high focus on engaging with the visitor. It typically relies on the customer reaching out to your marketing and sales team. Instead of passively collecting contact information, your company is encouraged to have actual conversations with leads.

This can help you understand what products and services they are interested in. So when you send them an email follow up, you can personalise the information you are sending.

One of the main benefits of conversational marketing is talking with customers. Since you are having detailed conversations, there is always a chance to personalise the customer’s interaction with your company.

Even if you haven’t spoken to a visitor before, you can send a different message based on the page they are on. These can be phrased as qualifying questions to open the conversation.

For example, you can send a message on a product page asking “Hey, did you know this is available in red?”

If you have interacted with the customer in the past, you can send a message based on their previous buying experience.

While chatting with your customers, you can gather instant information about their experience with your company. This feedback can help your company make important decisions about your products, content, and marketing strategy. With content marketing, this vital feedback will not get lost in the sales pipeline. Instead, it will be available for your company to make realtime changes.

Drift Conversational Marketing Bot

Integrations For Businesses That Mean Business

When you work with Refuel Creative, you aren’t just getting the amazing conversational marketing strategy from our team. We are Gold HubSpot Partners and Drift Partners, allowing us to combine both tools for your success.

Drift’s conversational marketing tools also integrate with HubSpot to help your company achieve better sales conversations. When you combine Drift bots and HubSpot workflows, you get leading conversational marketing tools with a CRM. You can talk to potential customers while they are on your site, and see their activity on HubSpot’s contact timeline.

This allows sales reps to reach out to qualified leads about a specific activity. If a potential customer looks at your pricing page, you can send personalised emails about your pricing. This can include a follow up from conversations they had with your live chat. This gives every prospect a personal touch.

If your business wants to expand, you shouldn’t get stuck in the same old sales cycle. By taking advantage of conversational marketing, you can quickly turn leads into sales.

With conversational marketing, customers are already looking at your website. There are no costly outbound marketing tools needed. Instead, you are just putting the human touch back into your business.

By answering customers questions in realtime, you are impressing them in their first connection with your company. You’re also reducing your sales cycle, and collecting valuable data to automate follow up and help your business thrive.

Contact me today and book your free exploratory call (using our Drift live chatbot!).

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