What is conversational marketing and how to use it?

The world has become a cohesive global community. As a result, conversational marketing is making waves in the digital marketing space. Is it worth the hype?

What is conversational marketing?

Conversational marketing is a one-to-one interaction with customers through multiple channels. This dialogue-based communication keeps the client at the center of the conversation.

Conversational marketing has the following key characteristics:

  • Asynchrony : Conversations take place at a convenient time and pace that the client finds convenient.
  • Scalability : Dialogs should be scalable, whether you’re dealing with five clients or 50,000 clients.
  • Contextual : Conversations cannot be built from the void. Similarly, conversational marketing relies on historical data and previous interactions to learn more about the customer.
  • Accessibility: Conversational marketing requires companies to be present wherever there are customers. By giving the customer the opportunity to contact you, they are more likely to contact you and receive excellent customer service.

It consists of three simple steps: qualify, attract and convert.

Benefits of Conversational Marketing

Conversational marketing is not new, and neither is conversational marketing. Here are the main benefits of conversational marketing:

  • This is a nicer and more fun way to encourage the client to answer questions.
  • He plays an important role in building customer relationships.
  • This helps improve the customer experience, which ultimately contributes to increased brand loyalty.

Using Conversational Marketing in Voice Search Optimization

Keep in mind that almost 50% of all searches are done using voice. Thus, your digital marketing campaigns should include voice search optimization as an integral part of your search engine optimization strategy.

Let’s illustrate this with an example:

Suppose a customer is looking for retail clothing stores in New York City, they can search for “the best retail clothing store in New York”. However, when they use the voice assistant, they can speak a command that says, “Hey Siri, can you list the best retail clothing stores in New York?”

If you compare the two searches, you will notice that the voice search contains a spoken element. Thus, your digital marketing strategy must be optimized to include conversational marketing.

How to use conversational marketing to optimize voice search

You can make the following changes to your existing search engine optimization efforts to include conversational marketing:

  • Use more natural and conversational language.
  • Transform queries into phrases that customers typically use as questions.
  • Submit short answers to questions.
  • Targeting long keywords.
  • Crop content based on user perspective and search intent.
  • Focus on actionable queries.
  • Change the local search engine optimization schema.
  • Make sure your website is responsive, fast loading, secure and mobile friendly.

Final Thoughts

An important component of conversational marketing is that it allows a company to understand the behaviors and patterns of customers. This valuable customer data makes it easier to target and retarget customers. Chatbots can play a key role in engaging customers and making your brand always available to them. However, conversational commerce is sure to move beyond chatbots and expand into other aspects of digital marketing, such as voice search and search engine optimization.

Thus, it is not surprising that conversational marketing is predicted to be on the verge of replacing certain elements and combinations of features in traditional digital marketing, search engine optimization, and voice search optimization.