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A conversational marketing strategy drives better customer engagement

This article was based on the interview with Justin Keller of Drift by Greg Kihlström for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:

Conversational strategy utilizing conversational marketing platforms can drive better customer engagement. By implementing conversational experiences on their websites, businesses can effectively engage more people and bring visitors closer to their brands.

One of the main benefits of conversational strategy is the ability to generate more qualified leads. Through conversational interactions, potential customers can learn more about a product or service, making them more informed and likely to become qualified leads. This is because conversational experiences provide an opportunity for customers to ask questions and receive immediate responses, thus increasing their knowledge and understanding.

Additionally, conversational strategy can lead to more meetings. By integrating chatbots or conversational AI into their websites, businesses can enable customers to book meetings directly through the chatbot. This eliminates the need for customers to navigate through multiple channels or wait for a response from a human representative. The convenience and efficiency of booking meetings through a chatbot can significantly increase the number of meetings scheduled, ultimately driving better engagement.

Furthermore, conversational strategy can improve customer service. Instead of customers having to navigate through forums or go through various departments to get support, conversational experiences allow businesses to address customer inquiries and concerns directly. This not only saves time for both the customer and the business but also enhances the overall customer experience. By providing immediate and personalized support, businesses can effectively deflect support questions that would otherwise require human intervention, freeing up resources and improving customer satisfaction.

There are a few different types of conversational experiences. Chatbots, which are more automated and rely on multiple-choice options, are seen as a natural starting point for businesses. These chatbots can be programmed to provide contextual and relevant experiences based on the specific page a visitor is on. While they may be simpler in execution, they still offer a valuable conversational experience for B2B companies.

Conversational AI, on the other hand, utilizes large language models that learn from a vast amount of conversation data. This allows businesses to provide more relevant and informed responses, making the conversation feel more human-like. However, it requires a significant amount of data and website traffic to train the AI model effectively.

Lastly, live chat is considered the purest and best conversational experience. By having a human representative available to greet visitors and provide personalized answers, businesses can create a highly engaging and satisfactory experience. Sophisticated routing rules can further enhance this experience by ensuring that the visitor is connected with the appropriate representative based on their account or needs.

Conversational marketing strategy is a powerful tool for driving better engagement. By implementing conversational experiences such as chatbots, conversational AI, and live chat, businesses can enhance customer engagement, generate more qualified leads, improve customer service, and ultimately bring visitors closer to their brands. In today’s digital age, where customers expect immediate support and personalized experiences, conversational marketing is essential for meeting these expectations. Brands that embrace conversational marketing can differentiate themselves from their competitors by offering exceptional customer experiences, ultimately leading to increased customer satisfaction and loyalty.

The Agile Brand Guide to Conversational Marketing

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