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
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
7 Reasons Why Social Media Marketing is Important For Your Business

7 Reasons Why Social Media Marketing is Important For Your Business

In the past two decades social media has become a crucial tool for marketers, enabling businesses to connect with potential customers. If your business has yet to embrace social media and you want to know why it is...

Sharron Nelson
Sharron Nelson 29 February 2024
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 3 April 2024
Read more
10 Factors that Influence Customer Buying Behaviour Online

10 Factors that Influence Customer Buying Behaviour Online

Now is an era where customers take the center stags influencing business strategies across industries. No business can afford to overlook factors that could either break the customer experience or even pose a risk of...

Edward Roesch
Edward Roesch 4 June 2018
Read more
The 3 Most Important Stages In Your Presentation

The 3 Most Important Stages In Your Presentation

If you want to deliver a presentation on a particular topic and you have to prepare yourself for it you should make sure that you go through several very important stages in order to craft a compelling, persuasive and...

Nicky Nikolaev
Nicky Nikolaev 16 February 2016
Read more