Conversational Marketing is a novel marketing paradigm that enables you to talk to your users at the marketing stage itself. Traditional marketing produces ads and throws them at a huge volume of users, hoping for something to stick. In contrast to this, conversational marketing interacts with your users to understand their preferences and then shows them an ad personalized to their problem. This is done by connecting ad platforms like Facebook and Instagram to messaging channels like Messenger and WhatsApp through Click-to-Messenger and Click-to-WhatsApp ads. Conversational display ads can also be run on google through Adlingo.
A smart e-commerce chatbot (such as Limechat) can enable you to properly utilize conversational marketing at scale by holding natural conversations with users within an ad, understanding their problems, and showing them an ad perfectly tailored to their concern.
While browsing on an e-commerce website, users organically reach out on chat for different use cases throughout the buying journey (provided there is a chat widget easily visible). Users can ask for product recommendations tailored to their personalized concerns, or ask for reassurances about a product, for eg, its effectiveness or side effects. During the checkout process, users can ask for discounts, coupon codes or free shipping. They might also have questions about shipping time, shipping charges, returns policy or the like. Addressing all user questions immediately and with confidence gives users the required nudge to go ahead and purchase.
You can run special type of marketing campaigns on Facebook and Instagram to make your ads interactive by connecting them to messaging channels. These ads are called click-to-WhatsApp ads and click-to-Messenger ads, where clicking on the ad directly initiates a conversation with your brand on WhatsApp or Messenger. The initial message sent from the user’s side can be completely customized by you while designing the campaign. You can think of these initial messages as the conversational equivalent of landing pages, which can be connected to a bot workflow. When the message gets triggered from the user’s end, the bot starts interacting with the user to understand their personalized problems and provides a tailored recommendation (unlike a website landing page)
Chat Re-marketing campaigns are 2-3x more likely to be opened than email campaigns, since messaging channels command much higher user engagement than email, and do not have sophisticated spam filters. 50% more users end up engaging with your campaign on chat compared to email, by either clicking on CTAs in the email, or by replying to your message (something which rarely ever happens in case of emails). This leads to much higher conversion rates and RoI through chat re-marketing compared to email re-marketing.
E-commerce websites have massive drop-offs due to too much information and decision-making steps. If done right, 5% of all e-commerce website visitors can be engaged through chat before they drop off.
A Level 3 e-commerce bot can leverage its unique ability to hold human-like conversations to understand the user’s concern and guide them throughout the buying journey. It can understand the user’s personalized concerns, recommend the right product for it, resolve all questions about the product, shipping, and returns, and close the sale right there. This kind of engaging store-like experience prevents the user impulse from dying down and can yield conversion rates as high as 15%. In this way, a smart e-commerce bot can optimize the website conversion funnel by converting users that might have otherwise dropped off.
Level 3 e-commerce bots can understand user queries and instantly provide tailored responses. This kind of instant personalized interaction at any time across any channel makes users feel that your brand cares about them and is always there for their needs. Freeing up your customer support agents to attend to high-value conversations makes these customers feel extremely special. Delivering such delightful experiences repeatedly helps cement a strong brand image in your customer’s mind, and gradually turns new users into die-hard fans of your brand.