6 Conversational Marketing Tips to Help Your Moonshot Growth Plan

by | 20 Feb 23

Do you want to get the most out of conversational marketing? Having an effective conversational marketing strategy can be a great way to engage with customers and increase sales. But it’s not always easy to know how best to maximise its potential.

That’s why we have put together 6 amazing conversational marketing tips that will help you to get the most out of conversational marketing.

Whether you’re new to conversational marketing or have already implemented it, these tips will help you better understand and optimise conversational strategies for success. So read on and learn how you can get the best results from conversational marketing!

If you don’t adopt conversational marketing techniques, your business risks being left behind in the modern age. Without conversational marketing, it is difficult to proactively engage with customers and build relationships with them, which can lead to low customer satisfaction and conversions.

Additionally, conversational marketing helps businesses differentiate themselves from their competitors – without conversational marketing, your business may have difficulty standing out amongst a sea of other competitors.

While conversational marketing can take some effort to get off the ground, its potential benefits far outweigh any risks associated with taking the plunge and incorporating conversational marketing into your strategy.

With the right conversational marketing tips, you can easily utilise conversational marketing for your business’s benefit.

1. Create better buying experiences

Implement a chatbot that mixes AI and humans. These tools are a great way to create better buying experiences by automating conversations with customers and then having the human jump in at key points in the conversation. With this conversational technique, you will:

  • engage visitors without creating burdens on your staff resources
  • reduce customer effort
  • provide buyers with contextualised and personalised content that is tailored to their needs

Here’s a real-life example

Recently I was scrolling through my Facebook feed and noticed a targeted ad from Amazon. Not only had they highlighted the items in my cart, but also the products that I had been viewing but hadn’t added to the cart yet – an incredibly personalised experience! And it prompted me back onto their website and I made the purchase (of one of the products, anyway!).

This level of personalisation is now possible for B2B as well and can be used to great effect.

If you have a customer who has engaged with certain content on your website, segment these customers and use personalised AI Chatbot flows to show them the right next step that you want them to take. For example, if someone had been reading one of your blogs about implementing a CRM, their next chat could be for an ebook about how to set up a workflow automation system.

No, we don’t have to go as far as Amazon in terms of personalisation (not many of us have that budget and time to do that!), but it is certainly possible for us to deliver more tailored experiences than the generic ones that are served out currently. Your ideal customer profiles, target accounts and named accounts should all get better treatment than they do on your competitor’s websites.

2. Implement a conversational ethos across your business

Conversational marketing is much more than just a tool for marketing. It’s an integral part of the overall customer experience, and its reach extends far beyond marketing.

Conversational techniques are important in sales, customer success, and customer support. By implementing conversational tactics in those teams, you can create a seamless experience for your customers throughout the entire process – from research to purchase to follow-up. This enables customers to find answers quickly and efficiently, saving time and increasing satisfaction. Exactly what we all want, right?

The benefits of conversational marketing extend further than just a single department; when used properly, it can have positive impacts on an organisation’s bottom line across all areas of business.

Here’s a list of applications that will help you implement conversational techniques across your business.

  • Drift: A fully automated AI and human conversational tool
  • Intercom: A human-powered conversational tool
  • Zendesk Chat: A live chat platform
  • Helpshift: An AI-powered conversational tool
  • LivePerson: A human-powered conversational platform

3. Engage website visitors

Imagine you’re on the hunt for new accounting software for your small business. You go over to Google, type in “best accounting software”, and click the first link that appears.

The website loads and you have a scan around the homepage. There’s lots of information about features, pricing plans and customer reviews etc. It’s a lot to take in.

But then a chatbot appears. “Hi there,” it says, “can I help you find something?” You reply that you are looking for an accounting software solution. “Excellent,” the bot says. “You might want to check out our FAQ page for a better understanding of our product. Would you like to schedule a call with one of our team?”

You agree, and within minutes you’ve booked a call with an accounting expert. They answer all your queries in detail and show you how the software works. The next week, after reviewing a few other solutions, you decide to go with this one.

That’s the first step of Conversational Marketing: engaging website visitors.

It seems simple, and it is! Your visitors deserve to have an easy experience on your site. They want to find the info they need asap. And, you want that too obviously.

4. Personalise target customers when they visit your site

Targeting potential buyers is the second stage of Conversational Marketing. To ensure you deliver the best experience to potential buyers, it’s important to make your approach as granular as possible, speaking to them on an individual basis and tailoring your communication based on their specific circumstances, challenges, and goals.

When personalisation isn’t possible, you can instead focus on the company level, crafting your messages and content around their organisation and industry. If even this is unavailable to you, then you should fall back on campaign-based messaging. By following these steps, you will be able to effectively engage potential buyers in conversation and create a valuable customer experience.

Here’s another example

Imagine you attended an online course on entrepreneurship, hosted by a great training provider. A few days later, you’re trying to recall something you heard in the session, so you go back to their website to review the recording.

But as you browse through the resources section, searching for the video, a chatbot appears. It immediately recognises you as an attendee from last week’s course and launches into a personalised follow-up.

“Hey Sophie, thanks for attending our entrepreneurship course,” it says. “Do you have any questions about what you learned?”

You pause your search, click on the chat box, and explain that you’re looking for information on how to develop a business plan.

“No problem,” the bot says. To help you out, it shares the course recording along with a handful of related guides and articles. “Would you like to speak to one of our experts?”

You say yes, and within minutes you’re in contact with an experienced person who can assist you in crafting your business plan.

What a great experience!

5. Speed up deal cycles

The first stage of Conversational Marketing focuses on engaging visitors to your website. The second stage of Conversational Marketing involves targeting your ideal customer profiles.

Finally, the third stage goes one step further by delivering tailored experiences for individual buyers. By using AI technologies, you can go beyond rigid decision trees and provide a more natural and intuitive conversational experience. This helps create an environment where buyers can find the most relevant information, products or services quickly and easily.

And another story

Picture this. You work at a small tech startup and you’re looking for a software platform to help manage your workflows. After reviewing the popular options, you decide on one standout product – but before you commit, there’s one important thing holding you back: does it integrate with your CRM system?

It’s late and customer support is closed, so you head to the company’s website to find out more. Then suddenly, a chat box pops up and an automated message appears: “Can I help you with your research?”.

You explain the situation in detail and the bot provides technical documents which provide all of the answers you need – plus it offers to book a demo to see the software in action.

You agree and book a time with a sales rep. After seeing the features live, you decide it’s just what you need – and soon enough, you’ve signed up for the product.

This is Conversational Marketing at its best – offering answers quickly and easily so customers can move through the sales process faster than ever before.

Welcome to the age of deal acceleration!

6. Align Sales, Marketing and Customer Success

The traditional disconnect between sales, marketing and customer success teams is no longer viable. To succeed in today’s competitive landscape, these functional areas need to come together as one team to create a smooth conversation that flows throughout the buyer journey. Leaders must agree on buyer and business objectives and collaborate regularly on quarterly and monthly planning.

To facilitate convergence between the teams, Conversational Marketing can be leveraged. This marketing method encourages sales reps to get involved earlier and marketers to stay engaged later to create a more comprehensive customer experience.

This unified approach will not only benefit your employees but also your buyers, as they are offered a richer and more personalised experience throughout their journey. Additionally, it will help you to accelerate your revenue growth by creating a more efficient and productive environment.

If you want to create strong alignment between sales, marketing and customer success teams, Conversational Marketing is the way to go. With this method, you can ensure that all stages of the buying journey are optimised to drive maximum revenue.

It’s not easy, but don’t stop!

At the start, progress may be slow. But once teams start to experience the value in alignment – higher-quality buyers, stronger targeting, faster improvements – the rate of adoption picks up.

Ultimately, what you’re aiming for isn’t just alignment. Your end goal should be convergence, with sales and marketing thinking and acting together as one revenue org.”

Marketing and sales alignment isn’t something that can be achieved overnight. It requires a shift in mindset, as well as the adoption of certain behaviours. When teams first begin to embrace this philosophy, progress may be slow. However, when they start to realise how it can benefit them – such as through better quality leads, more precise targeting and faster implementation of ideas – they become more willing to move forward.

The ultimate goal should not be simply alignment, but convergence; a situation where sales and marketing are functioning as a single, unified revenue organisation. With the right focus and dedication, this can be achieved. By working together, sales and marketing teams can create lasting value for their business and customers.

Do you need help?

If this all sounds a little daunting, feel free to get in touch.

As Certified Drift Partners we can help you implement and launch a tried and trusted Conversational framework. Meaning you’ll be engaging with new visitors, re-engaging returning visitors, targeting key accounts, aligning sales and marketing; and increasing revenue in no time. Nice!

We are Certified Drift Partners