Depending on your needs, a Conversational Marketing strategy means offering something engaging and appropriate for each element of your online marketing plan. We will focus on how to bake Conversational Marketing into a website and how to harness it for your web traffic.
Step 1 – You will need an engagement tool
At the most basic level, this is a simple chat tool, however, in order for a conversational marketing strategy to be a success, companies should have a more complete tool with a chatbot, broadcast, and live chat features.
This tool should be able to be embedded in your site, offer chat or call conversation starters – these are the little messages that invite you to engage with the chatbot. In addition, Conversational Marketing solutions like Whisbi’s, offer video broadcasting to engage viewers.
Step 2 – Classify & segment your audience and message
Next, it is appropriate to look at the traffic to the site, the pages they are on, their engagement level and decide what is appropriate for each audience. This requires considering what the landing page is designed for, how long they have been on the page, and how people have arrived there. Traffic from a “Buy Now” ad, will require different chat conversation starters than those from an educational blog. Some examples of things to consider are if they are:
• On a product page and would be interested in a live-streamed demo
• How long the user has been active on the page for
• A new visitor who has completed multiple stages of the buyer journey
• Arrived via a specific product advert or campaign
Step 3 – Plan the convo needed to capture leads for each audience
Once you have a clear idea about the groups of people you are going to be engaging with, it’s time to qualify them. While it would be great to send each person directly to a member of staff, that’s simply not scalable. So, you should consider the following three elements for each audience type.
Trigger – What action will start the conversation?
Conversation starter – What message or video will invite them to engage?
Script – What questions should the lead capture tool ask to qualify them correctly?
Step 4 – Wow your audience
Offer your audience video, product demonstrations, screen shares and multiple ways of engaging with them. Harnessing a variety of tools you’ll be able to guide customers from product page to purchase. Make sure your sales experts are properly trained and equipped to jump on a video call if necessary or show qualified leads the product.
Getting started with Conversational Marketing for your site
So, here’s a good example of a simple play for your site. Obviously, this will depend on your market and product, but you can edit and fill in the blanks as you go. For this example, let’s say you are selling cars. You generate a high amount of traffic to your site and you even get them to the product configurator page (those tools that let people build cars to their own specifications) and you’ve got a bunch of tools in place but your form submission rate is poor.
Start with goal setting
In this case, the goal will be for visitors to complete submissions for test drive requests, which you want to increase. Currently, you have a CTA on your product page that drives traffic to this form. You will measure this effectiveness of this particular plan on this KPI. However, for a more holistic view, other metrics should be considered.
Decide on your audience
For this we will keep it simple: the audience depends on the product. If you set up a specific landing page that you promote on social media or with an email marketing campaign, then you can set up the Conversational Marketing platform on this landing page to increase conversion.
Set the trigger
For users matching this audience specification, it’s time to decide what action will create the conversation starter. For this case let’s say it’s when the user has arrived to product configurator, edited more than one option and/or spent more than 15 seconds on the page.
Define your conversation starter
Consider the message you think will work best for this audience with this action. In this case, it could be something like “Hey, do you want me to talk you through some of the options on the configurator”.
Qualify & filter the lead
The objective of this stage is engagement. So, the chatbot text should be quick and to-the-point as possible. Think, what is the absolute minimum you need to know in order to put them in touch with a member of the sales team. So, in this case, it might be:
Q1 – “Hey, who would you like to talk to the Sales team or support team?”
If the customer selects the “sales team”
Q2 –¨Great, just to help me, are you looking for an electric car, SUV or sports car?¨
Q3 Assisted – ¨Thanks, finally how would you like to be connected, via voice or chat?¨
Q3 Unassisted – ¨Would you like to book a test drive at the next dealer? Select a dealer from the dropdown menu and select a time and date.¨
This process gives the users who know what they want a direct line to the test drive and those who are unsure the contact with the salesperson they need.
In this case, the member of the sales team, once answering relevant questions, will direct the qualified leads to the series of questions required to set them up with a test drive. This final part can be automated through the chatbot or simply deliver them to the existing form, but guided by the sales staff. The objective is to make the process as personal as possible, while automating what can be automated, in order to ensure this is scalable and you are not wasting your sales team’s time.
This is just one example, there are hundreds of configurations and options for each page, audience, and goal. There’s a certain level of testing required in order to see what works best for your audience and goals.