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:
One of the key benefits of conversational marketing is its ability to increase conversions through a more contextual and relevant customer experience that is tailored to their true needs and solutions to real challenges. By engaging visitors through chatbots and live chat, businesses are able to gather more information and intelligence about their visitors, which can be used to follow up more effectively and schedule meetings directly from the chat.
There are also cost savings for many organizations that utilize conversational marketing. By providing a chat strategy that helps visitors find answers themselves, businesses can save money on support tickets, which can cost an average of $15 per ticket. This cost savings can add up quickly, especially for businesses with a large customer base.
To effectively use conversational marketing, businesses need to think about how they can bring their brand to life through these interactive conversations. It’s not just about implementing a chatbot or live chat feature, but about creating a more engaging and rich experience for visitors. By focusing on making conversational marketing an extension of their brand and brand voice, businesses can create better brand affinity and understanding among their visitors. This, in turn, can lead to better future customers and increased conversions.
As an example from the B2B space, SAP Concur used conversational marketing to achieve great success. By placing a bot on their highest value pages, such as the contact us, demo, and free trial pages, SAP Concur was able to offer visitors the option to skip the form and talk to a person directly. This simple approach became one of their top conversion engines, generating $10 million in pipeline. It not only increased conversions but also helped deflect people who needed help, ensuring that the sales team could focus on qualified leads.
Conversational marketing is a powerful tool for increasing conversions. By implementing chatbots, live chat, and other conversational experiences, businesses can enhance customer engagement, generate more qualified leads, improve customer service, and bring visitors closer to their brands. By embracing conversational marketing, businesses can differentiate themselves from their competitors, offer exceptional customer experiences, and ultimately increase customer satisfaction and loyalty.
