In our previous article, Building Conversational Marketing to Integrate into your website, we defined conversational marketing and what it is beyond a chatbot function. We have several different styles and formats that could be integrated with features on websites:
Articles, posts, conversational posts, and landing pages
Website UX/design features
Chatbots
Messaging apps
Nurturing content after form submissions
Optimization of voice search to Apple, Siri, Google Assistant, Alexa, and Microsoft Cortana
SMS/Text messages
Today, we’ll review each of these styles and formats and some examples.
Conversational Marketing Formats
Conversational Writing
Our colleagues from ParkLife Communications call it Writing with Style. They capture the essence of writing in three simple steps.
Active voice
Capture the voice of the brand
Change subject matter to suit
Website UX/Design Features
When your price page ranks in the top 10 lists for new visitors, it is logical to provide an easy alternative for buyers that do not have an annoying “Buy Now!” button. Stripe provides a great example of the conversational CTA for the Pricing page:
If a user clicks “Get Started in Minutes,” they will be directed to an account registration page. By collecting your email address and promoting registration, Stripe can deliver VIP content to maintain the conversation through email.
Chatbots
There’s an abundance of chatbot tools and products available. Pick one that works with your forms, website, and CRM. We’ve compiled a list of our top picks:
HubSpot Conversations ( free for Marketing Sales, Marketing, and Service Hub users)
Drift ( many website integrations available)
Mobile Monkey ( OmniChat(tm) is a chatbot builder that works on multiple platforms)
Olark ( website integrations and eCommerce plug-ins)
Once you’ve set up a chat tool, ensure your site’s speed is checked. Based on the web host, web platform, and chat software, load time delays can adversely affect the mob, file devi,ces. There’s no way to capture customers if Google removes your page from indexing because of a slow loading speed.
Messaging Apps
If Facebook or LinkedIn provide significant visitors to your website, it is logical to a chat on these networks as well. Although you don’t want to hinder website traffic, interacting with potential customers “where they are” is a profitable approach to marketing through conversation. For most B2B companies, LinkedIn Sales Navigator will bring higher ROI than Facebook Messenger.
Nurturing content after form submissions
Forms are great for lead generation. However, what happens after the prospect submits your site’s layout? Every paper you submit will result in an automatic acknowledgment of the submission from the submission. Maintain the conversation with your prospects after submission of the state through email automation or an acknowledgment page that allows you to click through and offer additional information and help.
Voice Search Integrations
The most efficient way to ensure that your business’s presence is evident in the results of a voice search is to integrate with other platforms specifically designed, primarily for Voice Search:
Google My Business Listing
Apple Maps Listing
Bing Places Business Listing
Yelp Business Listing
Go another step forward by optimizing your site to meet the requirements for voice-based search. Optimizing your content for voice search requires looking at the various aspects that lead to an enjoyable UX for mobile users (UX). It is good to know that many strategies to optimize your content for voice search that fall in this category are already included in your SEO.
SMS/Text Marketing
SMS/Text marketing paired with data on buyer journeys could be a winning mix. If you’re considering marketing via SMS/Text, opt for a reliable service provider that integrates with your CRM and website. We suggest Salesmsg ( salesmessage.com) and Twilio for cross-channel integration.