Conversational Marketing....Can I ask a question?

So, you may have seen the current buzz around ‘Conversational Marketing’ and wondered if it has any relevance for your business. How can it be deployed for your business? Or indeed if it should be? The quick answer is undoubtedly, yes it should. 

Conversational marketing is a method of engaging your website visitors with online dialogue activities such as Live Chat. It allows your customers and potential customers to interact with your brand in a two-way fashion, enabling you to have more control in their buying journey. But, how can you turn those activities into useful marketing actions?

As you may know, more than 80% of a customer’s buying journey may be carried out anonymously. A completely virtual interaction with your brand or others through website visits, sometimes with no ‘in person’ interaction until the very end of the process. If your customer doesn’t immediately get the information they need, then they may move on to other websites until they do. You could be losing a ton of business without even knowing it! 

So how can you interrupt that process? Well the simple answer is to interact with the customer before they move on. Supply the information they crave. Tell them what they need to know. Offer them the best deal. And all in the moment. The obvious tool is to integrate a Live Chat facility on your website.


Going so soon? Was it something I said? The story of Live Chat

Actually, it’s more likely to be something you didn’t say if you don’t have chat integration. 98% of your website visitors may move onto another site if they can’t find what they want straight away. You probably have dozens if not hundreds of anonymous visitors to your website every day. How many of them are looking for something specific but don’t find it straight away? Maybe they need more product information before they’re willing to purchase? If you offer them the ability to ask you a question, then more often than not they will. And then you can engage and nurture them to the point of sale. Live chat is probably the most effective way of generating new sales leads from your website. 

So, are there any tangible stats on the benefits of integrating Live Chat? Foresters says that customers use of live chat has grown in the past few years, from 38% in 2009 to 65% in 2015 and in 2020 79% of consumers prefer websites which include Live Chat. More and more customers are visiting company websites via live chat. On the reverse, 53% of customers will abandon an online purchase if they can’t get quick answers to their questions. 44% of online consumers say having questions answered by a live person while in the middle of an online purchase is one of the most important features a website can offer. 63% of consumers who used live chat on a website are likely to return to that site. Live chat is one of the most successful lead generating tools for your business. And the stats speak for themselves, if you’ll forgive the pun.

So how do you measure ROI with Live Chat?

The simple answer is to deploy an integrated Marketing Automation Platform like ActiveDEMAND to join up conversational marketing channels with all the rest of your digital marketing channels. All in one place and managed from a simple dashboard.

That’s where deploying marketing automation comes in handy. No good spending time chatting online with a prospect if you are not able to close the sale. More importantly, you need to be able to gather information on the prospect and store it in your database for later use. And, if they’re not ready to purchase yet, with ActiveDEMAND you can even drop them straight into a nurture campaign where an automated drip of information can be provided until they are ready to purchase. 


ActiveDEMAND has a native integration with Crisp Live Chat With this integration you get the conversations logged right on your prospect's timeline. You also get enhanced contact profiles in Crisp, so you know who you’re chatting with. And the best part, if you’re an ActiveDEMAND user, all you need to do is add Crisp to your website.  The ActiveDEMAND magic does the rest.

ActiveDEMAND is sold and supported in the UK by Lead Intuition. To find out how we can help you adopt conversational marketing tactics for your website, simply book an appointment here for an online demonstration of ActiveDEMAND and Crisp Live Chat.


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