Picture yourself at a party, trapped in a one-sided conversation. The other person does not give you a chance to get a single word in. Still, you listen anyways before they move onto the next person. Then, someone else starts up a conversation with you, one where they engage you with questions and let you take part in the chat. It leaves a greater impact on you.
Marketing works in a similar way. While one-sided marketing is still an effective tool, here are four reasons why marketing should be more conversational.
1. It drives user engagement.
A one-sided conversation doesn’t allow for much engagement from the other person. For instance, very few people interact with standard display ads, a one-way form of communication. In fact, these ads have an average click-through rate (CTR) of only 0.05%. Marketing that is more conversational, on the other hand, makes it easier for consumers to engage with your business. Instead of asking users to click your ad and travel to another site, conversational ads allow them to interact within the ad and get responses in real time from a chatbot. Our ConvoAds also use a familiar interface with a keyboard chat, so users are able to easily answer your questions.
Additionally, conversational ads make it more fun for users to engage. The questions in your ad can give customers a chance to speak their mind or find out more about your company without the commitment of going to a different site or completing a survey. They also receive the satisfaction of instant responses.
2. It provides you with specific data.
By being more conversational, you receive more information from your customers. Even if the CTR was high for display ads, there’s very little data collected in that single click. In comparison, conversational marketing allows you to ask the right questions to get more of the data you need. For example, with a ConvoAd, you can ask questions that help you learn more about who your customers are and what they want. Then, their answers can be analyzed by your team.
3. It builds relationships through the interactions.
These conversations also allow you to build relationships with your customers. Like the party example, being more conversational leaves a greater impact on people than a one-sided conversation. For instance, a standard display ad may deliver your message, but it does not do a great job of building a relationship with that consumer.
In comparison, a ConvoAd provides a personalized conversation that can make your customers feel more appreciated. Furthermore, with an AI powered chatbot on your website, like our ConvoBot, you have the opportunity to create a relationship with every visitor. More importantly, if you collected any contact information during the conversation, you can strengthen that relationship in future messages.
4. It directs users in the right direction.
In most cases, users visit your website with a specific question in mind. With a ConvoBot, you can help customers find what they’re looking for and direct them to the right page. This will save your customers time and eliminate any frustration that may come from browsing the site for too long. Accordingly, this can shorten the sales cycle. Conversational ads can also direct users in the right direction. With a ConvoAd, you can ask what the user is looking for and help them find it in less time.
Looking to offer more personalization and experience to your customers? Have a web design or marketing agency and are looking to offer more advanced solutions? We can help! Schedule a time with one of our conversational experts to get a FREE overview of our technology so that you can LEARN HOW TO MAKE THESE YOURSELF!