10 Strategies for Applying Conversational Advertising to Your Marketing Campaign

A relatively new form of marketing that is growing in popularity and doing great things for businesses: conversational advertising! What is conversational advertising? Just from its name, I’m sure you can take a pretty good guess.

In this blog post, we will discuss what conversational advertising is, why it is good for your business, and 10 strategies for applying it to your marketing campaign!

What is Conversational Advertising?

Conversational advertising is a kind of marketing in which businesses typically use chatbots to interact with customers. The goal of conversational advertising is to provide an experience for the customer that feels personal and natural. With the help of chatbots, businesses can simulate real conversations with their customers. This allows prospective and current customers to ask questions, make orders, and even make complaints while giving business owners the ability to immediately respond to their customers’ concerns.

Why is Conversational Advertising Good for Your Business?

Conversational advertising allows you to communicate with your customers in real-time and at any hour of the day. Meaning your business will always be available to answer questions, provide advice, make orders, or complete sales.

Conversational advertising provides an opportunity for businesses of all kinds to improve customer service by giving people a way to access information whenever they need it. One of the greatest benefits of this type of marketing strategy is that once it is set up correctly, there isn’t much work to be done because everything happens automatically. This doesn’t mean that monitoring isn’t important. You still want to make sure nothing goes wrong. We all know stuff happens.

The most significant way businesses can benefit from conversational advertising is that it can improve customer retention rates. By providing an excellent customer experience, you are much more likely to keep customers coming back to your business again and again.

Now that we know why it is good for your business, here are 10 strategies for applying conversational advertising to your marketing campaigns.

1. Customer-Timed Conversations

The first strategy on our list comes with a major reminder: conversational marketing is an inbound type of advertising, meaning the conversations happen on the customers’ time. They happen only when the customer chooses to engage with your company, and that can be at any time. This is why it’s important to make sure your conversational advertising campaigns are prepared for customer interaction at any time of day, any day of the week. That is simply the nature of this customer-timed marketing.

2. Conversation Starters

With so much information on the web and most likely on your website, your customers will find “conversation starters” helpful. Conversation starters are usually small boxes that pop up in the corner of a page and ask questions like, “How May I Help You?” or “Have a Question? I’m here to help!” These usually show up after a user has remained on the page for a specified period.

Conversation starters give customers easy access to help if they are struggling to find what they’re looking for. The conversations that ensue are typically assisted by artificial intelligence in the form of chatbots.

3. Use Helpful Chatbots to Answer Questions

As we’ve mentioned already, the goal of conversational advertising is to provide a natural experience for customers, and you can do this by using chatbots. Bots are a type of software that mimics human conversation. They take many different forms, but more often than not, they appear as small chat icons.

The major purposes of chatbots are to communicate with and guide users through their customer journey and answer any questions or concerns. By providing your customers a place to ask their questions, you are also helping yourself build a database of frequently asked questions (FAQs) which you can then use to enhance your website or product manuals.

Your bots should also be polite and engaging and should include information such as product/service features (strategy 7), social proof (strategy 8), and feedback surveys (strategy 10).

4. Use Lead-Capture Tools

After someone clicks on a conversation starter, a chatbot can proceed to ask them a series of qualifying questions. These questions steer bots in the right direction to better understand the customer’s needs and act as lead-capturing tools. The buyer’s information captured by the customer’s answers can then be used to contact them in the future with more details about what they are interested in.

5. Use Personalized Messaging

Personalize messages by using the data collected from your customers, such as their name, location, or previous purchases. This allows you to provide the most relevant content based on who’s viewing it. It gives you an opportunity to show off what makes your brand unique – which will help your business stand out from its competitors.

This ability to perfectly tailor communications toward any given target audience member is why conversational advertising offers so many opportunities for marketers today.

6. A/B Test Different Messages and Greetings

When setting up your chatbots, it’s important to test different messages and greetings. You can also A/B test your chatbot responses by using data from previous campaigns (those FAQs you collected) to see which ones worked best with customers in the past. Testing different messages and comparing their effectiveness against each other allows you to optimize your strategy by focussing on the ones that are producing the best effect.

7. Highlight Product Features and Benefits

When developing the conversations your chatbots will engage in, it is a good idea to include a list of the features and benefits that each of your products offers. If there’s one thing consumers love more than anything else in this world, it’s a good deal. So when they’re shopping online with their hard-earned money, there is a good chance they may inquire about the features of one of your products. People want to know what makes your product better than others which is why including this information as possible chatbot responses will prove to be beneficial.

8. Use Social Proof

Social proof is a psychological phenomenon that occurs when people are influenced by the actions of others. In essence, it’s a way of proving that something is worth taking notice of. You can use social proof on your website, in your ads, and of course, in your chatbots!

There are a few different types of social proof you can use for your business, including testimonials from customers, case studies about how others have benefited from using your services, or endorsements made by influencers and celebrities.

9. Provide Customer Support

The biggest benefit of conversational marketing is that it allows you to provide your clientele with 24/7 customer support through live chat. This feature can be especially helpful when potential customers have questions during their decision-making process because if not resolved immediately, it could result in lost revenue.

Immediate responses make your business look good! So even if it is an artificial bot that is always ready with an answer, an immediate response to a customer’s inquiry makes your business look prompt, professional, and knowledgeable.

10. Ask for Feedback

When a customer has had a satisfactory interaction with your brand, you can apply conversational advertising and ask them what they liked about their experience. This feedback will help you improve future interactions and build trust among clients who may not have been satisfied by another brand.

The Takeaway

The personalized experience customers feel when interacting directly through text messaging, or phone calls is why conversational marketing is such an effective tool. Not only does conversational marketing make it easier for customers to find the information they need, but it also makes your business appear more professional and knowledgeable, and it’s a great way to show off your customer service skills.

About Lisa | Spherical Strategies Content Creator & Copywriter Lisa works with Spherical Strategies as a content creator and copywriter. She brings a deep understanding of human motivation to her mastery of writing by utilizing her education in market psychology. She has worked over the past several years as a private contractor, providing industry-specific content and editing for companies of all sizes. Outside of her work as a content creator, Lisa is passionate about caring for her young son and is only slightly obsessed with gardening.

If you’re looking for more ideas on how to use digital marketing and nonfungible tokens for your business in 2022, be sure to check out our website! Not only do we have information about new digital trends and NFTs, but we also offer free consultations to see how Spherical Strategies can help you achieve your digital marketing goals in 2022!