Conversational Marketing

Conversational Marketing definition:

As the name suggests, this fairly new method of marketing surrounds having real conversations with potential customers. Hubspot describes it as ‘the ability to have 1:1 personal conversations across multiple channels – meeting customers how, when, and where they want.’

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As the name suggests, this fairly new method of marketing surrounds having real conversations with potential customers. Hubspot describes it as ‘the ability to have 1:1 personal conversations across multiple channels – meeting customers how, when, and where they want.’

This can be through platforms like Slack, Facebook Messenger, live chat or even through a bot on your website. At its core, it’s about making contact with your customer base in the places that they are, and the ways that are most convenient to them.

Going back a decade, this would hardly have been possible. But with the popularisation of mobile devices and more open channels of communication, the way people interact with businesses and brands has changed irreversibly. Consumers expect answers to their questions immediately, and don’t want to wait around to get a reply to an email. That’s why businesses that can offer lightning-fast solutions have a sizeable edge over their competition.

Drift.com is such an example. On the surface, they build bots for business’ websites, but this is just the tip of the iceberg. They also use software to help qualify leads, set up meetings, and manage lists of clients all automatically. Essentially, bots like these can be a great way to answer common customer questions in a fast, interactive way, but without the need to sit behind the computer 24 hours a day. For example, a potential customer could come up with a question in the evening, long after the office has closed. A bot can offer an answer on the spot at any time of day, catering to the actual needs of the customer rather than making them wait until the following morning.

And further, bots can be incredibly useful in helping businesses to qualify leads. If answers to questions like the cost of your services, your availability, or opening hours can be resolved without the need for human interaction, then the people who actually need to get in direct contact are more likely to have a genuine interest in what you offer.

If you’re interested in creating your own bot, our blog answers some of the most common questions.