What is conversational marketing and why you need it

Sometimes, we tend to think that online marketing is something relatively new and, even, it seems that the whole strategy is something revolutionary that starts from nothing. The truth is that, mostly cases, they are nothing more than a re-adaptation of old commercial concepts to new channels.

Well, this is exactly the case for conversational marketing: something as old as interacting with the customer but digitally transformed using the right tactics and tools. 

The tagline "conversational" comes, etymologically, from "conversation". After all, what is selling but a chat between seller and buyer. 

This interaction is much more evident in retail when the shop assistant listens to what the potential buyer wants, advises him and tries to redirect him to the best option so that the sale is closed satisfactorily for both parties (and if he can raise the ticket, all the better). 

In the case of eCommerce, things are quite different. Obviously, the purchase process is much more autonomous, the client sets the times and manages his experience almost without assistance. 

Obviously, it is necessary to use certain interactive customer service tools in real time. An agile strategy of exchanging messages through email cannot be implemented, and telephone can also be a obstacle for many users. The sale cannot be left in stand-by. 

For all this, we have 2 different options and both have to do with navigation integrated chats. 

These live chat windows are, in many cases, underused as a simple means of answering queries and filtering complaints or after-sales situations. 

Customer service must be changed to a formula that allows us to also assist the sale. To do this, it is necessary for agents to become proactive and seek to provide that service that supports conversion (you must train them and provide procedures in this regard). 

When you choose a live chat tool, choose an advanced one that allows you to automate certain actions, such as activating chat windows when certain conditions happen, such as the user being inactive for too long on a specific page. It is a way to anticipate and avoid frustrating a potential sale. 

A machine, at least not yet, does not sell as well as a person. Artificial Intelligence tools go a long way each year, but it takes a touch of empathy and business instinct that is difficult to replicate through a machine. 

This does not mean that chatbots do not sell. In simple operations, where there are few parameters that vary from client to client, they have been shown to work. Ordering a pizza is very mechanical, even making recommendations for that order (drinks, desserts, entrees ...): it can be automated to increase the purchase without having a person repeating  the same old story "Do you want to make your menu giant for 1 euro more? ”. 

The ideal, anyway, is to use the combination of machines and people. The chatbot to cover the mechanical and serve as a filter for agents who give it the human touch finish up the conversion. 

Even if we use Artificial Intelligence, the user's feeling is that he feels important himself, being listened to. The brand is proactively targeting it. 

In addition, we have the possibility of using names and images (real or fictitious) of people. We do not talk to Movistar, we talk to Manuela and we will always be more receptive to what an equal tells us in a friendly tone. 

Clients are generally not always sure of what they want or need. A well-managed chat serves to advance the customer journey, moving faster from one phase to the next. 

They help generate interest, compare if necessary with a touch of advice to boost crossselling or upselling and build loyal recurring users even through promotions. 

A lot of information about the customer is obtained from a business conversation. He may come to our website and find certain obstacles for conversion. They can be attributable to the store due to usability, persuasion or accessibility, but also to the customer's personal ability. 

When you go through the filter of conversational marketing, those frustrated customers not only increase the chances of buying on that visit, but we are  providing them with resources to repeat the purchase by their own later. 

There is nothing more valuable than the opinion of customers to boost a business. We can extract many insights from them, especially when we detect messages in the same direction, behavior patterns, recurring doubts, sales springs that convert better … 

Even using some of these tools, a satisfaction survey system  that values both the attention itself and the service or product can be included in the chat. It is fast, people get involved and are very helpful. This is just the first post in a series on conversational marketing. Soon, we will analyze some strategies and tools that you can use.