5 Reasons Why Conversational Marketing Should Be Your Next Strategy

Traders are cornered. The way customers interact with brands is changing. Increasing data restrictions limit how marketers can gather information about their audience. But above all, excessive competition has reduced the effectiveness of digital channels, and brands are struggling to stand out.

With their backs against the wall, marketers can either turn to methods that don't make more effort and money, or to a new approach: conversational marketing.

At Spectrm, we help our clients automate one-to-one communication with their customers. We delivered over 30 million customer interactions in 2021 alone. If you want to be successful with your marketing strategy, here are five ways to use conversational marketing.

1. Success with social media marketing, albeit less.

Once effective customer acquisition channels no longer work. When we interviewed 400 marketers for our B2B Chat Market report, we found that 90% had at least one channel down. Main channel not working? Social networks.

However, you can't just leave it on social media because 83 percent of consumers say they find new products and services there. You only need to take a different approach when dealing with customers in one-on-one conversations. Click-to-chat ads invite customers into a personal conversation directly in private messages, while chatbots ask questions and direct customers to the products and services they need. You open up a direct retargeting channel where you can leverage the data you collect to personalize offers and connect people at the right time. Why not put your brand in your customers' inboxes next to their friends and family?

2. Collect inaccurate and proprietary information for personal customer interactions.

Customer preferences are changing when it comes to data sharing, resulting in tighter restrictions on how and when marketers can collect information about their audience. In fact, 59 percent of marketers surveyed say these rules make their strategies more effective.

So gathering raw and raw data is a must for marketers today. The best part is that conversation marketing makes things easy. Communicating with customers in a personalized way not only increases customer trust, but you can also gather a lot of engagement data in those interactions that can be used to drive more personalized conversations in the future, especially when 80 percent of customers are more likely to buy from a brand. When presenting personal experience.

3. Customer acquisition efforts can be simplified and more effective.

The main objective of the marketers we interviewed is to attract new customers. This is their biggest problem. With competition, data limitations, and changing customer preferences, you often spend your budget on campaigns that may or may not result in new customers and sales.

What if you could improve all purchasing metrics with one approach? Engaging customers through automated and assisted interactions can dramatically improve your efficiency throughout the customer lifecycle. Talking to them will help you win back customers in future messages, and you don't have to be one of the 85 percent of brands that struggle to win back customers during peak hours.

4. Continue to attract customers with the right messaging.

According to our report, 72% of marketers believe their conversational marketing efforts are effective. If you go where your customers are and have one-on-one conversations with them, you're bound to see results, if only because they did something different.

However, your success is a result of choosing the right messaging channels. Consider the features and use cases in each channel and how they best fit your entry points and goals. Choosing the best approach means thinking about the customer journey within the channel or going where the most valuable audience is.

5. Prepare your "everyday" conversations in different languages ​​and markets.

Automated chat marketing makes it scalable and always on. Conversational AI and great conversational design make it possible to create a chatbot with a personality that's engaging and responsive to the customer, even if it's not "scripted." Additionally, a robust conversational marketing platform can help you scale across languages ​​and markets by diversifying communication channels and bot configurations. Finally, automation allows you to always be proactive and available when customers want to chat with you. They don't need to wait for a response from a live agent - you can send a message to your competitor earlier.

If you're a marketer facing congestion, data acceleration, failed campaigns, and lackluster strategies, would you try to do the same to fight back? Or will you turn to conversational marketing to engage your audience in first-person confidential conversations? The latter will not only help you stand out in a crowded market, but will also accelerate and expand your marketing strategy in the future.

Max Kozlek is the co-founder and CEO of Spectrm, a leading conversational marketing automation platform.

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