Obviously conversational marketing solutions are not appropriate for every industry, however, they are offering traditional industries the chance to move their marketing and sales operations to the digital sphere, without compromising the quality of the customer support they offer. But for many industries, Conversational Marketing offers not just new and innovative ways to interact with audiences but also the chance to explain their complex or jargon-heavy products and services.
Conversational Marketing for car manufacturers
There’s a growing need for more efficient lead conversion and lead capture tools for the automotive industry, The industry itself is late to the challenge in some respects, but by 2022 nearly 90% of all car buyers will begin their buyer journey online. Purchasing a car online poses a number of problems, there are quite a lot of technical aspects that most consumers are not able to navigate without the advice and there are obvious visual elements that are difficult to transmit through photos and pre-recorded video alone.
Hyundai Mexico recognized these challenged and implemented a Conversational Marketing solution to improve lead capture from their site. They used the Whisbi One-to-Many solution, a live video streaming service that allowed them to qualify and generate more leads.
Using one of their dealerships, they broadcast car demonstrations, where visitors could join the steam, ask questions to the presenter, and were qualified by the chatbot. The result was a 16% conversion rate and a massive spike in their user satisfaction.
Conversational Marketing for telecoms
The telecoms industry has been digitally-orientated for some years now. However, there has been an increase in competition, with lots of new, dynamic providers offering either simpler or cheaper bundles. This meant there was an opportunity for companies who were able to innovate and offer their customers something that a product catalog online.
Vodafone Spain, being one of the largest providers did not have an issue with generating traffic to their site, but rather converting visitors from product pages. To solve this they implemented a Conversational Marketing solution.
Users on their site were invited to interact with a chatbot, qualified as good leads, and then connected with a salesperson in real-time. What made this solution more dynamic, was that the messaging option not simply text, but video as well. This provided users with the chance to see cellphones in a live broadcast and ask questions about bundles to a person.
By repurposing areas in their existing call centers and training staff on video-call interactions, they were able to leverage their existing staff knowledge and talent and bring them better quality leads, with more info on what that buyer was looking for.
The result was that 30% of all customer interactions came via the Conversational Marketing solution. Which added up to an additional 400,000 leads per month! Read more about Vodafone’s implementation of Conversational Marketing for telecoms.
Conversational Marketing for luxury travel
The growth of online travel booking has disrupted the travel industry more than many others. While the agent used to hold all the information and contacts, now the customer has access to a wide variety of tools and services to book it themselves. The challenge remains, how to convert a user at the point where they have input their details.
Bahia Principe, a leading travel and hospitality company, realized that their online experience had to improve in order to improve customer experience. While customers were able to effectively self-book the majority of their trip, abandonment rates remained high. Bahia Principe decided that offering more support to address doubts, questions and generally build the trust factor would help alleviate this. They implemented a Conversational Marketing solution. This provided users with a conversation starter, where a member of staff could answer their questions, suggest alternatives, and provide a real agency experience online,
The results were that Bahia Principe increased their online sales conversions by 16%. In addition, they are able to position themselves as experts in the world of luxury travel. Read more about Bahia Principe’s use of Conversational Sales for luxury travel.
Conversation Marketing leads to Conversational Sales
Conversational Marketing is the platform and technology used to engage, qualify and convert leads that want unassisted sales. It is basically the way in which you can work out exactly what users want and offer them the appropriate service or marketing. For those leads that need more assistance or have queries, they are put in touch with a member of staff. In order for Conversational Marketing to work, the concept of dialogue must not stop after qualification, it must be implemented also in the sales team and across relevant stakeholders.
Conversational Sales is what happens within the platform between the lead and the member of staff:
In many ways, a conversational approach comes more naturally to sales staff than it does to marketers. This means getting your sales team on board and trained upon presenting and video calls. This will prevent a disconnect between the online marketing experience and that which a lead may have while in the and of the sales team. If linked up well, this will create a smooth buying experience and help you create customers, faster and at a lower lead-gen cost.