How to start a conversational marketing strategy
Posted: Thu Dec 26, 2024 7:08 am
Traditional marketers can feel intimidated when writing over chat for the first time. It’s like learning a new language. However, once you gain a little confidence, you’ll have a world of new ways to engage your audience, go above and beyond, and humanize your brand. We know that today’s B2B buyers have high expectations. They want the same immediate, personal experiences they’re used to when shopping online as consumers.
So let’s not let conversational marketing (writing for chat) be intimidating. This article looks at how we can dispel some of that intimidation to ensure your team feels comfortable taking the first step and setting up chatbots for the best interaction experience possible.
Conversational marketing is content marketing
The first piece of advice I would give is to treat conversational marketing as an extension of your content marketing strategy .
The biggest difference is that when you go conversational you have a much smaller window to engage your audience and get them to take action. At the same time, the biggest benefit list of telegram users in cambodia of adding a chatbot to your site is capturing potential bounces when your on-page content isn’t ensuring conversions.
How can both be possible?
The nature of conversational marketing forces the copywriter to get straight to the point.
One thing is going to be obvious… if you know your customer and you know their motivations and pain points, then you’re going to be good at conversational marketing. If this is still a big question for your team, you need to do some homework (use the resources below to get started).
My philosophy on chat is that the whole purpose is to reduce friction for your audience. To do that, you need to be able to recognize what that friction is at any point in their journey on your site. What are they trying to do? Why are they trying to do it? How does it affect them? Internalize the idea that on any page on your website, if a user clicks on your chatbot, they are trying to get information more easily and quickly.
conversational-marketingFirst rule for writing your chatbots
Whether you're targeting just by URL or using an advanced tool to target specific ICP audiences (segmented by deal stage, industry, company size, intent signal, or any other data available on your platform), you need to stop and think:
What is your motivation?
Why are you on this page right now?
What information are they looking for?
Why do they leave the page without performing the action I want?
That's the key. What would make them leave this page? Understand that and then say to yourself, "How can I get this information to them faster and easier so they stick around and convert?" That's exactly what you need to offer in your chatbot's first playthrough. Make sure to also tie it into a proactive message outside of the chatbot, if you can.
So let’s not let conversational marketing (writing for chat) be intimidating. This article looks at how we can dispel some of that intimidation to ensure your team feels comfortable taking the first step and setting up chatbots for the best interaction experience possible.
Conversational marketing is content marketing
The first piece of advice I would give is to treat conversational marketing as an extension of your content marketing strategy .
The biggest difference is that when you go conversational you have a much smaller window to engage your audience and get them to take action. At the same time, the biggest benefit list of telegram users in cambodia of adding a chatbot to your site is capturing potential bounces when your on-page content isn’t ensuring conversions.
How can both be possible?
The nature of conversational marketing forces the copywriter to get straight to the point.
One thing is going to be obvious… if you know your customer and you know their motivations and pain points, then you’re going to be good at conversational marketing. If this is still a big question for your team, you need to do some homework (use the resources below to get started).
My philosophy on chat is that the whole purpose is to reduce friction for your audience. To do that, you need to be able to recognize what that friction is at any point in their journey on your site. What are they trying to do? Why are they trying to do it? How does it affect them? Internalize the idea that on any page on your website, if a user clicks on your chatbot, they are trying to get information more easily and quickly.
conversational-marketingFirst rule for writing your chatbots
Whether you're targeting just by URL or using an advanced tool to target specific ICP audiences (segmented by deal stage, industry, company size, intent signal, or any other data available on your platform), you need to stop and think:
What is your motivation?
Why are you on this page right now?
What information are they looking for?
Why do they leave the page without performing the action I want?
That's the key. What would make them leave this page? Understand that and then say to yourself, "How can I get this information to them faster and easier so they stick around and convert?" That's exactly what you need to offer in your chatbot's first playthrough. Make sure to also tie it into a proactive message outside of the chatbot, if you can.