Coversational Marketing Playbook - 17 Tactical Tips and Tricks

CONVERSATIONAL
MARKETING
How you send and receive messages today
determines the performance of your business. Social
networks were launched as an informal mode of
communication, but they have a great impact in the
business world today. Technology has influenced
multiple elements of business, especially
communication. Today, you can communicate with
clients and other businesses in real time. If you are
still working with the old marketing techniques, you
risk the growth or failure of your business. Growth
and development in business is largely based on
effective and efficient communication.
2
… . C o n t i n u e d

CONVERSATIONAL
MARKETING
3
Marketing is only effective if you can define the
patterns and needs of a target audience. This is not
possible without constant communication.
Technology makes it easy to reach out to potential
customers and make quick adjustments as per the
responses. Evolving technology aims at enhancing
the process. Conversational marketing is the perfect
technique for implementing technology tools in
business communication.

CONVERSATIONAL
MARKETING
What is Conversational Marketing?
The distinguishing aspect of this marketing technique is in
the personalization of the process. While all targeting
techniques focus on the interests of a specific audience,
conversational marketing targets at connecting with an
audience. The result is a better customer experience and
faster sales. The fact that the process is humanized
makes it effective; potential customers can easily be won
to make a purchase decision.
4

3 PILLARS OF
CONVERSATIONAL
MARKETING
Here are the 3 pillars that you must employ for the effectiveness of conversational marketing.
Social
media
Interactive
content
Live Chat
7

3 PILLARS OF
CONVERSATIONAL MARKETING
1. Social Media
The effect of social media cannot be
overemphasized; however, there are often different
perspectives on how these platforms can fit in a
business setup. The question of professionalism and
image often arises when social media comes up as
a tool in marketing. It is a legitimate concern
considering social media platforms are primarily for
entertainment and fun. There are slim chances of
reaching out to your audience if you exclusively go
for a professional tone.
8

3 PILLARS OF
9
Conversational marketing is the answer to the long
stalemate in the use of social media in business. B2B
marketers can now engage other businesses and
clients on a personal level depending on the nature
of the relationship and easily increase sales. Social
media platforms offer a chance for B2B marketers to
connect and integrate other marketing techniques in
building a reputation for a given brand.

3 PILLARS OF
2. Interactive Content
Interactive content is not only about keeping the
prospective clients on the loop and trying to
convince them into buying. The essence of
conversational marketing is to capture, then
evaluate the prospect before qualifying them for the
next stage of connecting. Interactive content
enables the marketer to identify what the prospects
are looking for in the product. A marketer can also
collect data on specific interests of prospects
through the conversational tools.
10

3 PILLARS OF
11
The common techniques used in interactive content
are interactive PDFs and assessments. These tools
allow you to treat all prospects from a personality
perspective and ask them human questions. These
details are crucial in designing a marketing program
that will make significant sales.

3 PILLARS OF
3. Live Chat
The first thing you should think of when implementing
conversational marketing is a live chat on your website, this
should not missed. While this are primarily used by online
shoppers, the chat element is an important aspect to B2B
marketers because the static CTA can easily be converted to
a dynamic conversation. The aim of a live chat is to push a
conversation based on the available information about the
prospective client.
The essence of conversational marketing is to improve the
experience of the prospects and existing customers. The
three pillars of conversational marketing ensure that a B2B
marketer addresses the specific needs of a client.
12

4 WAYS TO USE
CONVERSATIONAL
MARKETING AND AI
Conversational marketing is undoubtedly the basis of future global
sales methods. It has proven its ability to charge sales operations like
marketing beyond the expectations of everyone. Since it is
measurable, businesses can calculate the impact of their efforts
numerically and make interpretations of the progress. The introduction
of newer forms of marketing techniques has amazing effects on
businesses, which have chosen to invest fully in them.
For example, customer service bots have paved the way for better
and more sophisticated technology for seamless handoffs. All you
need to do is plug into the latest methods of selling available. Here
are some examples of using conversational marketing.
21

4 WAYS TO USE
CONVERSATIONAL MARKETING AND AI
22
1. Bypassing
landing
pages with
Website
Chatbots
2. Working
Offline bots to
capture
information
3. Qualify
leads and set
meetings
4. The
Answers they
Want
5.
Contextualizin
g chatbot
conversions
for User Intent
6. Involve the
Buyers
enough to get
them to
provide
details
7. Focusing on
the behaviors
of the buyers
8. A new level
of mobility

4 WAYS TO USE
1. Bypassing landing Pages with
Website Chatbots
Landing pages are a hurdle to deal with even when forms are
not dead. Due to massive conversations in forms, you may
have too much to handle. Prospects are always willing to give
contact information via conversations. Luckily, the bot can
prompt a stalling visitor to go ahead and reach the
conversion point.
23

4 WAYS TO USE
24
2. Working Offline Bots to
Capture Information
Chatbots will not rest but work throughout to handle
customer demand every day even on holidays. The
latest version of a conversational marketing AI will
address customer issues at odd hours of the night to
provide the same consistent experience as if you
were working fresh in the morning. This means
customers can still enjoy top quality services
regardless of their location and time zone.

4 WAYS TO USE
3. Qualify Leads and Set Meetings
Since the sales team cannot handle talking to every
customer every day, avoid trying to make them achieve
this. Conversational AI helps you make leads, which are
based on the customer’s intent, seamlessly without any
wiser tricks. As soon as the conversation escalates and
qualifies for the need of a real salesperson, there will be
manageable numbers. The sales team can be alerted to
proceed with progress.
25

4 WAYS TO USE
26
4. The Answers they Want
Reducing the extent of sales conversations and the
friction of landing page forms helps to maintain the
necessities of the conversations. Many people need
information as opposed to sustaining a
conversation. This means the visitors do not
necessarily want to talk to a salesperson as long as
their problem is addressed as soon as possible.

6 TIPS TO
IMPROVE YOUR
CONVERSATIONAL
MARKETING
Business is dynamic and companies have to consistently find effective
ways of approaching potential customers to woe them. While
consumers are driven by needs and preferences, there is also an
element of trust and confidence in a supplier that comes with effective
communication. To win the confidence and trust of any potential buyer,
there has to be communication. The basics of communication entail a
message and feedback; therefore, the target audience should have a
clear channel to respond.
89

6 TIPS TO IMPROVE YOUR
90
Effective Marketing
Most marketing techniques are about pushing
messages in one direction. While they have other
techniques of convincing buyers in a single
message, they have limitations. Conversational
marketing is unique because information flow is two-
ways. Also, the sending and receiving of messages
is in real time.

Feedback does not mean the conversation has to be
physical; it all depends on the kind of business and
nature of the audience. Conversational marketing
involves both digital and physical techniques. A business
can choose to use face-to-face conversations or
chatbots on any suitable platform depending on the
nature of buyers.
Marketing is indispensable in any form of business.
Because every business is doing it, beating the
competition means being innovative and consistent.
Conversational marketing is one of the most recent
techniques; however, it has to be done right to achieve
the purpose.
91

92
Attend
live
events
01 02 03 04 05 06
Attractive
displays
Set up
talking
points
Integrate
meeting
rooms
Use body
language
Hear them
out
Here are some tips

1. Attend Live Events
Make sure you have signed up for a spot whenever there is a trade
show or expo. Conferences are also considered live events because
you meet different professionals of like minds. The best thing with live
events is you are guaranteed to meet professionals in your specific
industry meaning people of similar interests. Also, you will have a
chance to directly interact with potential buyers. Anyone that comes to
your spot is obviously interested in the product or services and there is
a higher chance of closing sales and making long term business deals
in such events.
Look at it as a chance to establish personal connections with business
professionals. In fact, the essence of live events is networking. Do not
focus on making sales yet, conversational marketing focuses on
building a rapport that will end up in sales.
93

94
2. Attractive Displays
First impressions are not only in social events, you
need to ignite interest and win confidence from
potential buyers in the first few minutes. If you are in
a live event, make sure your stage and displays
attract the attention of potential buyers. There has to
be a connection and form of confidence before the
potential buyer walks towards your booth.
There should be a high visual quality to draw people
into your realm and be intriguing.

3. Set up Talking Points
Create interesting places where you can meet with
potential buyers and comfortably sustain the
conversation. Talking points can be on devices or
physically on your premises. The point is, potential
buyers should be comfortable to ask questions and
engage you in any way about your products and
services. The way you set up talking points determines
how long you take to win the confidence and trust of
potential buyers. The conversations will only be
effective if there is a connection and trust.
If you are setting up booths they should be
conveniently accessed and safe for potential buyers.
Also, make sure the talking points are relevant.
95

96
4. Integrate Meeting Rooms
A meeting room is a necessity for any business. One-on-one
interaction with clients helps build confidence. Also, you can
easily tell of the position of a potential buyer just by observing
their reactions. The buyer is captured in a way because you
are giving them undivided attention. Irrespective of your office
setting, make sure there is a display and meeting room. This is
a fundamental feature in conversational marketing.
It is one thing to attract a potential buyer to a booth or on the
display but it takes extra effort in effective communication for
them to purchase. Conversational marketing fills this gap
through one on one interaction that helps to advance the
buyer’s decision. In such a case, there is no option to set up a
meeting room. There has to be a place to answer the buyer’s
questions and clear all form of doubt.

97
5. Use Body Language
While the primary aspect of any conversation is
through words, the effectiveness of any communication
is dependent on non-verbal communication. Body
language works in both ways; the potential buyer will
need to read confidence and credibility from your
eyes and you need to know the buyer is convinced
and fully interested in the deal.
Body language ranges from posture, eye contact to
the positioning of palms. A simple handshake
determines if the potential buyer will progress to
purchase or not. People are different in personalities
hence they make different deductions from such
moves. First impressions are based on non-verbal
cues of communication. Perfecting these techniques is
crucial in effective conversational marketing.

98
6. Hear them Out
Avoid being pushy when trying to win a potential
buyer. Whether it is a B2C or B2B, give them a
chance to talk. Don’t focus on your sales pitch,
make sure it is a conversation.

Coversational Marketing Playbook - 17 Tactical Tips and Tricks

Coversational Marketing Playbook - 17 Tactical Tips and Tricks

Recommended

Recommended

More Related Content

Similar to Coversational Marketing Playbook - 17 Tactical Tips and Tricks

Similar to Coversational Marketing Playbook - 17 Tactical Tips and Tricks (20)

Recently uploaded

Recently uploaded (20)

Coversational Marketing Playbook - 17 Tactical Tips and Tricks