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What is Conversational Marketing & How to Use it

April 6, 2020
Zeba B
Digital Marketing

What is Conversational Marketing & How to Use it?

While the modes may have changed, one thing has remained constant – our ability to communicate.

With deeper penetration of digital media, conversations are taking place at all times and everywhere. The world has truly evolved into a global community that is tightly knit together. As a result, conversational marketing is making waves in the digital marketing space. 

So what is conversational marketing? Is it worth the hype? Let’s find out!

What is Conversational Marketing?

Conversational marketing is one-to-one interactions with clients over multiple channels. This dialogue-driven communication keeps the customer at the focal point of the discussion.

Conversational marketing has the following key characteristics:

  • Asynchronosity: Conversations take place at a time and pace that the customer finds convenient and comfortable.
  • Scalability: Conversations must be scalable irrespective of the fact whether you deal with five clients or 50,000 clients.
  • Contextual: Conversations cannot be conjectured out of a void. Similarly, conversational marketing relies on historical data and previous interactions to know more about the customer.
  • Availability: Conversational marketing requires businesses to be present wherever the customer is present. Giving the client the option to contact you will make them more likely to get in touch with you and have an excellent customer experience.

It follows three simple steps: Qualify, Engage, and Convert.

Advantages of Conversational Marketing

Holding conversations is not new, and neither is conversational marketing. Here are the key benefits that come with conversational marketing:

  • It is a more delightful and engaging way to get your customer to answer questions
  • It is a great way to gain new and deeper insights into your customer’s personal
  • It plays an essential role in building customer relationships
  • It helps improve customer experience, which eventually contributes to building brand loyalty

Using Conversational Marketing in Voice Search Optimization

Consider this: Nearly 50% of all searches are made through voice. Thus, your digital marketing campaigns must include voice search optimization as an integral part of your search engine optimization strategy. Further, voice search optimization must also include conversational marketing.

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Let’s illustrate this with an example:

Suppose a client is looking for retail apparel stores in NYC, they may type “best retail apparel store in NYC” in the search engine. However, when they make use of a voice assistant, they may speak a command which goes, “Hey Alexa, can you list out the best retail apparel stores in New York City?”

If you compare the two searches, you will notice that the voice search contains a conversational element. Thus, your digital marketing strategy must be optimized to include conversational marketing.

How to Use Conversational Marketing for Voice Search Optimization

You can make the following tweaks to your pre-existing search engine optimization efforts to include conversational marketing:

  • Make use of language that is more natural sounding and conversational
  • Convert queries into phrases that clients may usually use as questions
  • Offer concise answers to questions
  • Target long-tail keywords
  • Frame content based on the user’s perspective and search intent
  • Emphasize on actionable queries
  • Reframe your local search engine optimization schema
  • Ensure that your website is responsive, quick to load, secure, and mobile-friendly
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Concluding Thoughts

A significant component of conversational marketing is that it allows the company to understand customer behaviour and patterns. This valuable customer data makes it easier to target and retarget customers. Chatbots can play a pivotal role in engaging with the customers and make your brand always available to them. However, conversational commerce is bound to move beyond chatbots and extend to other aspects of digital marketing, like voice searches and search engine optimization.

Thus, it comes as no surprise that it is predicted that conversational marketing is on the verge of replacing certain elements and combinations of features in traditional digital marketing, search engine optimization, and voice search optimization.

Tags: digital marketingseo

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