THE ULTIMATE GUIDE FOR SMALL BUSINESS
TABLE OF CONTENTS
Getting started with conversational marketing
As I mentioned, you don’t have to commit to a huge investment in software right away. Conversational marketing actually starts with an attitude and an intent to listen to your customers. Here are 6 things to think about to get you started.
- First, take a look at your customer journey and assess if there are any gaps in how you currently communicate with clients or potential clients
- What tasks and processes could be better served by automating the process with a chatbot or conversational approach
- Check the language on your website and other communications tools. is it human or is it full of jargon? Remember the Monzo example
- Think about what goals you are trying to achieve and pick an easy win first. If you’re looking to streamline customer support and leverage the intelligence you gain from those interactions, you may want to look at how your support function currently interacts with the sales team.
- When you’re clear on what you want to achieve, the next step is to decide on some goals and how you’ll measure success. Some aspects are easier to quantify than others. If you implement conversational tools in post-sales support, you can easily measure the time you’ve saved responding to routine enquiries. You can also measure the conversion of leads directly from the software and the conversion of leads “warmed up” by the tools.
- Now you know what you want to achieve, and what success will look like, you can start shopping around for different solutions. There are free tools that may be a great way to get started, but more integrated tools will be more effective. This is because it offers a seamless transition between platforms which makes it easier for the customer.
Conversational marketing could become an integral part of your marketing strategy and the primary source for market knowledge and business performance. That means it’s worth taking the time to choose wisely and consider not only the functionality but also the added benefits of different providers.
Post-sales support can be invaluable when you’re implementing the solution. Ongoing developments and upgrades can be essential to ensure that you’re keeping up with the competition. Flexibility to maintain the tools as your website and social channels change over time are also important. Think about what will be important now, but also what may become important once you have the tools in place.
As well as automating conversations, conversational marketing tools can automate metrics and collate both quantitative and qualitative information. This means that beyond the bare numbers relating to conversion rates and email clicks, you should be able to see and analyse what’s happening on your platform.