How Conversational Marketing Engages Visitors and Drives Revenue

7 minutes read
Sarah - 04.08.2023
How Conversational Marketing Engages Visitors and Drives Revenue


In the era of digital transformation, Conversational Marketing has emerged as a pivotal strategy for marketers seeking to accelerate their revenue and drive business growth.

Conversational Marketing goes beyond traditional marketing approaches by focusing on fostering meaningful and engaging conversations with website visitors. By leveraging the power of real-time interactions, marketers can build trust, establish strong connections, and ultimately drive conversions.

These conversations serve as the cornerstone for building relationships with potential customers. They provide an opportunity to address inquiries, offer personalised recommendations, and showcase the value of products or services.

Whether it's through the use of web chatbots or live conversations, marketers can leverage conversational marketing to provide faster support responses, enhance customer satisfaction, and keep visitors engaged in an efficient and effective manner.

By adopting conversational marketing strategies, marketers can unlock new opportunities for customer engagement, increase brand loyalty, and ultimately propel their businesses forward in the dynamic digital landscape.What is Conversational Marketing


What is Conversational Marketing?

Ever had a chat with a brand that felt like a conversation with a friend? Kudos to that brand for nailing conversational marketing!

This innovative approach involves personalised, real-time communication to connect with customers.

It's about fostering marketing-focused conversations to share customer case studies, promote webinars, on-demand demos, and other valuable content.

Unlike traditional marketing, which can feel impersonal and one-sided, conversational marketing thrives on continuous engagement.

By nurturing meaningful interactions and providing value at each touchpoint, brands can not only boost customer engagement but also drive sales and foster loyalty.


Conversational Marketing Masterclass


The Value of Conversational

By utilising chatbots or live chat, businesses can actively interact with visitors in real time. This not only accelerates the sales process but also enhances the creation of opportunities. Additionally, it enables businesses to quickly identify and disqualify leads, thus saving valuable time and resources.


Interacting in real-time

The process for website visitors is as follows: they arrive at your website through their intended route, search for what they need, and often leave without taking further action. However, if your call-to-actions are well-designed and your content is compelling, you have the potential to convert these visitors into leads.

Conversational Marketing offers additional benefits, such as the ability to engage with accounts on multiple levels, providing them with more relevant content based on their pain points, and delivering value more rapidly. Unlike traditional email exchanges, these conversations occur in real-time, eliminating the need for back-and-forth communication.


Sales Process Acceleration

Your conversational marketing strategy serves as the gateway to more sales conversations. By adopting a conversational tone, you can effortlessly uncover contacts and companies. When your team is online, promptly connect the visitor to a sales representative to qualify the contact. In the event that your team is offline, provide your meeting link, but ensure you set qualifying questions in advance to avoid making your meeting link accessible to everyone.


Quicker Qualification

Achieve quicker qualification by setting up your chatbot to ask a series of targeted questions. These questions will help uncover the prospect's specific needs, preferences, budget, and timeline. Gone are the days of relying on traditional forms to gather information. Instead, engage in a dynamic conversation and keep asking questions until the contact is fully prepared to speak with your sales team. This approach ensures a more personalised and efficient sales process, tailored to the unique requirements of each prospect.


Implementing a Conversational Marketing Strategy

To implement a successful conversational marketing strategy, businesses should follow the revenue acceleration model, which helps create alignment between sales and marketing teams.


The Revenue Acceleration Model

Revenue Acceleration combines Conversational Marketing and Conversational Sales.

Conversational Marketing emphasises stages one and two within the revenue acceleration model, laying the groundwork for engaging website visitors and targeting potential buyers effectively.

By defining desired outcomes, structuring them on the website, and customising the chatbot design, businesses can capture qualified leads, forge deeper relationships with customers, and offer prompt assistance.

Six and Flow - Playbook Planning Call-min

Engage Website Visitors

The ultimate goal is to captivate and engage every visitor who comes to your website. How do we do that? By starting a meaningful conversation and setting up a meeting, we can leave a lasting impression.

And here's a pro tip: in the Engage phase of the revenue acceleration framework, it's crucial to provide a 24-hour concierge service to cater to their needs and preferences - Remember you can set up different playbooks for offline and online hours!.

Oh, and don't forget to assess their level of interest to tailor your approach and boost conversions.


Target Potential Buyers

Marketers are the superheroes responsible for driving traffic to your website. They craft compelling content specifically designed to captivate your ideal customer profile, nurturing them until they're ready to make a purchase.

However, it can often be challenging to identify the individuals behind each visit. Each journey towards becoming a lead, marketing-qualified lead (MQL), and sales-qualified lead (SQL) is unique. Yet, traditional forms treat everyone the same.

Conversational Marketing , on the other hand, empowers your website to engage in personalised chats. Contacts who discover you through a paid media campaign are targeted differently from those who arrive via a referral. This tailored approach ensures a personalised experience that ultimately leads to increased conversions.

By determining who the visitor is, where they're coming from, and what they want, businesses can greet them appropriately, understand their needs, and provide relevant recommendations.

The framework enables sales reps to continue conversations effectively, armed with valuable insights collected during the interaction.


Conversational Marketing Masterclass


Optimising Your Chatbot Playbooks

When building and optimising your chatbots, documenting goals, intents, and different user paths is crucial for success. By clearly defining the goals, the chatbot can be tailored to meet specific objectives, whether it's providing customer support, generating leads, or automating tasks.

In other words, the process involves defining intents (the goal of each interaction), creating user paths to achieve these goals, and identifying keywords related to them.

Mapping out user intents helps the chatbot understand user requests and respond appropriately, while considering different user paths ensures a personalised and engaging user experience. This will ensure that every contact is greeted promptly and given the perfect response based on their unique needs.

By mastering key concepts, you can give your chatbot the ability to deliver an exceptional customer experience and increase conversions.

Conversational Marketing  is a powerful strategy that helps businesses save time and money by automating mundane tasks while connecting with potential customers more efficiently. It's no wonder this approach has quickly become one of the most popular ways to drive revenue growth.


Adopting an iterative approach to playbook optimisation

We advocate for an iterative approach to continuously optimise your playbooks and enhance the user experience. This involves gathering user feedback, analysing chat logs, and monitoring drop-off rates throughout the playbook.


Final Thoughts

Conversational Marketing  has become an essential strategy for engaging website visitors, understanding their needs, and driving revenue. Drift, along with partners like Six and Flow, are at the forefront of this revolution, helping businesses deliver exceptional conversational marketing experiences.

By following the revenue acceleration model, leveraging the conversational framework, and optimising playbooks, companies can forge deeper relationships with customers, generate high-quality leads, and achieve their revenue goals.

So, whether you're a marketing leader or a revenue leader, it's time to harness the power of conversational marketing and elevate your business to new heights.



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