Article

Desiree Gullan
Desiree Gullan 28 February 2022

How Conversational Marketing Builds Enduring Relationships with Customers

Today’s customers want it all—excellent service, quality products and solutions, and brands that engage with them in a relatable manner. A Microsoft study shows that 54% of global consumers have higher customer service expectations than in 2020. And, advanced technology has made engaging with target audiences easier and instant.

That said, customers want brands to engage with them on their terms in a seamless and authentic manner, where the interaction is personal and human, and the conversation feels more like talking to a friend than a bot. This is the heart of conversational marketing. 

What is Conversational Marketing?

Conversational marketing is one of 2022’s biggest­ digital marketing's trends.

This strategy sees businesses and brands engage with their customers in real-time, automated, yet in a friendly conversational tone on social media, SMS, WhatsApp, or brand platforms such as website chat boxes or apps. Most importantly, the interactions must add value to customers.

“Conversational marketing is a powerful tool to better engage with customers and move them through the marketing and sales funnel, or to providing phenomenal customer service to existing customers,” said Desirée Gullan, Co-founder and Executive Creative Director at G&G Digital.

“This tool can benefit all industries, even highly regulated industries, and can help companies start a conversation with their audiences that's natural and helpful.”

There are two core benefits to making use of conversational marketing,

  1. Improve customer satisfaction

When you're consistent and purposeful in your customer interactions, you will increase engagement and empower your customers to interact with you directly.

  1. Forge better relationships

Building trust with customers is important and it takes time. When you address your customer’s problems in real-time, instead of leaving them on read, your earn trust, and your customers will be open to building stronger relationships with you.

Here are three ways you can better engage with customers.

1. Help Customers Where They’re at

When customers reach out for assistance, respond in their preferred channels. Don’t ask them to provide additional contact details so that you can assist them later. Show them that you value their time.

Technology allows regulated industries to help online and securely authenticate confidential information in seconds. It's important to let customers know their information is protected and secure.

2. Personalisation is Key

Give social media teams and customer service teams flexibility when responding to queries. A copy and paste answer will not cut it.

Being personal doesn't mean you should throw out the rule book; social media teams should still act on behalf of the brand. Tone is important, and language choices should demonstrate that your customers have been heard.

3. Keep it Simple

Solve customer queries as quickly as possible. Customers appreciate easy and speedy responses, especially when there’s a dispute involved. Even complaints can be turned into an advantage with the right responses and turnaround times and can lead to additional purchases and favourable reviews that will attract new customers.

Conversational marketing can help businesses across sectors engage with customers on their terms. And regulations shouldn't have to restrict this engagement. Conversational marketing can enhance customers' experience of your brands, increase sales, and be win/win for both businesses and customers.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
8 Digital Marketing Trends to Watch in 2023

8 Digital Marketing Trends to Watch in 2023

The internet has conditioned customers to demand instant gratification, and that’s only set to continue. In 2023, customers will expect a response time of just hours. No more sending an email and waiting days for a...

Azeem Adam
Azeem Adam 3 May 2022
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of...

Salman Sharif
Salman Sharif 7 July 2017
Read more
How to Encourage Customers to Post Photos about Your Brand

How to Encourage Customers to Post Photos about Your Brand

Visuals impact buyer behavior – there’s no doubt about it. But not just any visuals will have the impact you planned on your eCommerce marketing strategy. If the only images your customers see in relation to...

Luisana Cartay
Luisana Cartay 8 June 2016
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 22 September 2020
Read more