What is a Conversational Marketing Growth Strategy?

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Instead of creating content that covers all of the stages in the buyer’s problems and potential solutions, most jump into explaining their products and/or services and why they’re the best option. Remember, the purpose of constructing buyer personas is so that you know exactly who to attract who you want to delight with your excellent content and insight and, eventually, get on board with your business. You’ll have the added advantage of segmenting out the “bad apples” from the rest of your contacts, which can help you achieve a lower cost-per-lead and cost-per-customer — and see higher sales productivity. At the most basic level, developing personas allows you to create content and messaging that appeals to your target audience. It also enables you to target or personalize your marketing for different segments of your audience. Inbound marketing is about drawing people to your company naturally and organically.

Getting customers to talk to you about their wants, needs and pain points is the best opportunity you can have to meet those desires. Apart from gathering this data at scale, your chatbot can provide you with actionable data to cross-sell, up-sell and improve your product. Although tools around conversational marketing are relatively new, the same marketing principles apply. Being able to message your customers directly with a voice that reflects your brand will help your business differentiate itself from the competition.

The 5 key benefits of conversational marketing

Whether it was a new friend or romantic interest, a career mentor, or someone in your professional network, whoever they were, they gave you exactly what you needed at that particular time. Decision Stage – Prospect has narrowed down the products/services and must decide which one to purchase. If you have done enough detailed research, you will have a plethora of information that you can use to inform your future efforts. They are the context of the narrative, the framework which houses our efforts. They are the compass that determines the direction of our journey and where we should be going.

When starting out, make sure you are engaging with customers on every single social media channel. Greeting every visitor on your page is courteous and shows prospects upfront that you support proactive customer service—a significant boost in B2B brand image. However, no amount of customer service reps can achieve this type of immediate attention. The best thing a B2B organization can do is make website visits, chatbot engagements, and face-to-face interactions personal.

Yes, familiar marketing strategies like cold calling, print and television advertising, and online ads cast a wide net. However, they also waste an enormous amount of time and company resources “pitching” to people that may not need or even want what they’re offering. 90% of people expect to reach a business through live chat.

Where Inbound Marketing fits into an Inbound Growth Strategy

Content audience offers something of value to its audience. The customers who discover it chooses to consume it because they choose to do so. To attract and acquire a clearly defined audience – to drive profitable customer action. To attract and retain a clearly-defined audience and ultimately drive profitable customer action.

what is a conversational growth strategy?

Conversational inbound helps create relationships with your customers, allowing them to have a more personal experience online. Imagine hiring live chat operators, employing an entire team dedicated to customer service, and establishing call centers to deliver comprehensive support when and where it’s needed. Your clientele gets all the benefits of human interaction and personalization, but your organization suffers an unnecessary drain on resources.

In a marketing, sales or service context, time to live the time period between sending a message and receiving a response that is considered acceptable. By diversifying when and where people interact with you and your team, you can give all site visitors the experience they want. Whether they choose to interact through social media, messaging apps, or directly on the website, delivering content across multiple channels means you can consistently delight your audience.

what is a conversational growth strategy?

This guide will introduce you to the key elements of Conversational Marketing and how you can leverage this strategy to further align your marketing and sales teams to promote growth for your company. Being available 24 hours a day, 7 days a week is a major benefit for customers. With the majority of customers being busy themselves during the typical 9-5 working hours, the option to contact a company at the weekend or later in the evening is extremely convenient for them. Think about it, how many time have you needed to ring an insurance company or a customer service helpline and you get stopped at their voicemail explaining they’re now closed for the day? Conversational tools such as chatbots allow you to be available every hour of the day, picking up enquiries after working hours have finished. Implementing conversational marketing into your sales strategy will shorten your sales cycle.

With the addition of a helpful bot, we can start the conversation at key points on the website where we know these prospects have already made specific actions and have converted into a luncheon registration. Instead of sending them to a form with a 5% conversion rate, we can have an educational, real, contextual, personalized, and human conversation. When discussing sensitive topics, such as retirement or a parent’s health, the human aspect is more important than ever.

In fact, the prediction that chatbots will replace apps by 2020 has left many businesses scrambling to find ways to implement this technology. You’ll need to implement a conversational growth strategy for your company to succeed in a market saturated with new AI-driven products and services. A conversational marketing strategy helps you convert more traffic from your website into leads, pipeline, and revenue. Today’s buyers want instant access to experts from your team. For every hour that sales reps don’t follow up on a form fill, it becomes less and less likely that prospect will convert.

Almost every person has had at least one bad experience interacting with chatbots. When HubSpot introduced their conversational marketing platform, it created a solution to an issue most of us didn’t even know we had. What if your site explodes and 500 people are requesting to speak to someone? This can quickly slow your business down, plus most of these operators are probably answering the same questions. The beauty of chatbots is if you know what many people are requesting, or the questions being asked, a chatbot can handle the traffic easily. This automation to repetitive conversations allows you to actually GROW your business instead of barely keeping your head above water.

what is a conversational growth strategy?

Personalized means that automated and in-person customer interactions must be individualized and timely. Many contact center inboxes unify multiple channels into an omnichannel interface, so agents can easily interact with customers across channels simultaneously. Conversational marketing improves every part of the lead nurturing process. Live chat agents increase personalization further, as agents can respond to spontaneous customer issues with empathy, concern, and commitment. Customers want a personalized experience interacting with a company, ranking open, friendly communication as one of the top 5 factors influencing their purchasing decisions and loyalty.


It’s a good idea to ask your followers to follow you on other social media networks. Insert a _________ on your pillar pages to better understand performance and optimization next steps. Building prosperous relationships with clients and prospects doesn’t happen overnight, but you can start working towards them today.

If you are thinking of a marketing strategy to incorporate into your business, content marketing is the way to go. It is cheaper, more effective, and easier to accomplish than traditional methods. That’s what can happen when prospects visit your site and don’t see the web content they’re looking for.

For example, help people understand your pricing model and move them further down the funnel. You also want to try to understand why and how your visitors use a particular channel, and what their underlying motivations are. Once this is understood, you should feed these experiences back into the relevant channel solution what is a conversational growth strategy? model, and the subsequent overall experience for the channel will add value. You’ll also want to personalize your chatbot experiences with CRM data. Greet them with “Hello [Firstname.] Let us show you how we can help achieve [X.]” If they’ve visited your site before, greet them with “Welcome back, ” when they return.

  • ” Don’t worry, it sounds more complicated than it really is.
  • It is vital to create a schedule that will consistently turn out fresh and relevant content to engage your audience.
  • Personas are fictional, generalized characters that encompass your customers’ various needs, goals, and observed behavior patterns.

Well as you might have guessed, you need content, a call-to-action, a landing page, and a thank you page. Social media is an essential piece of your business marketing strategy. Social platforms help you connect with your customers, increase awareness about your brand, and boost your leads and sales. With more than three billion people around the world using social media every month, it’s no passing trend.

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Any element on your website, blog, email, etc., that prompts your visitors to take action. In business, growth entails improving a measure of success in a business. Growth can be obtained by boosting revenue through sales increment or increasing profitability while reducing costs. Based on the above criteria, you have started to identify the most impactful use cases and areas of implementation dialogue. Now, go ahead and list every piece of information you need from a prospect in every type of communication, role-playing how the conversation would play out if you had this interaction in real life. Write down what you say, because it might surprise you where the conversation goes.



Posted: Mon, 17 Oct 2022 10:31:09 GMT [source]

Previous methods use lead capture forms, which require the sales rep having to go and reach out to the lead. If there is a delay during this time, the lead may have lost interest and therefore, you’ve lost a lead. Conversations are instant and enable you to respond in real-time. Chatbots are also able to direct leads to the most suitable sales rep and schedule demos all in one conversation. Remember, inbound marketing doesn’t have to be a shot in the dark.

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