10 Conversational Marketing Do's and Don'ts

Conversational Marketing allows you to meet with your VIPs on your website in real time. Using live chat, Chatbots, and intelligent integrations, B2B companies are creating more opportunities, shortening sales cycles, and ultimately winning more deals.

If you’re beginning to use Conversational Marketing at your company, there are a few guidelines to follow. That’s why we’ve outlined 10 Conversational marketing do’s and don’ts to help you build a successful program.

The DO's

1. DO give a warm welcome

Whether you’re staffing your Conversational Marketing channels with bots or live sales reps, you want prospects to feel welcome. That means using simple language and a friendly tone.

One of the biggest benefits of Conversational Marketing is that it prioritizes having a conversation. The best conversations happen when both parties feel immediately comfortable. When someone talks to you, they should be heard, just as they would if they were meeting with you face-to-face.

2. DO use chatbots to supplement your efforts

Did you know that 82% of visitors to B2B websites aren’t legitimate prospects? If you’re using Conversational Marketing, it doesn’t make much sense to talk to everyone. Thankfully, you use Chatbots to supplement your efforts.

Chatbots are a great solution for scaling engagement. They can help surface content, capture leads, book meetings, and even ask qualification questions to route visitors to live reps. For example, a Chatbot can help qualify a lead to see if they’re a good match. If they are, they can connect them directly with a sales representative. If not, a concluding message is delivered and there’s no wasted time for your team.

Chatbots work on your site 24x7 to engage, qualify, and route leads to reps

3. DO prioritize VIP prospects

One of the reasons Conversational Marketing works so well is that it allows you to prioritize your most qualified prospects. By integrating your Conversational Marketing software with your CRM, you’ll be able to see exactly who is on your website and what they’re exploring. That way, you can connect with target accounts and give them the VIP treatment.

4. DO leverage shortcuts

Because Conversational Marketing happens in real time, you need to respond quickly. However, you also need to maintain professionalism with crisp, clear language that’s free of typos. Your best bet? Using shortcuts.

Shortcuts are essentially small hacks that can save your team loads of time. For example, you can create a shortcut so that whenever a sales representative hits “/w”,  their full welcome message will appear.

5. DO integrate with Salesforce

Salesforce is a powerful CRM that allows you to access customer and prospect information, on demand. It’s essential that you have this information about a prospect, lead, opportunity or account if you’re going to engage them in a conversation on your website.

In order to get the most out of your Conversational Marketing efforts, you’ll want to integrate with Salesforce. This way, you can see exactly who is interacting with your website, pull up all their account information, and treat them accordingly.

Instantly surface CRM data, shaping relevant sales conversation

The DON'Ts

6. DON'T keep your buyers waiting

One of the biggest problems with modern day B2B sales is how long it takes to connect with prospects. We ask prospects to fill out forms, then force them to wait for us to respond. 

Speed has been proven to make a huge difference in making contact. When B2B sales teams respond to leads in under 5 minutes, they are 100x more likely to make contact with that prospect, according to a study by LeadResponseManagement.org. 

No matter what, DON’T make your prospects wait for a response. Do everything you can to respond immediately with Chatbots, or if you route visitors to a sales rep, try and respond in less than 20 seconds.

7. DON'T begin a Conversational Marketing program without a strategic plan

When done right, Conversational Marketing helps you capture more leads, shorten sales cycles, and ultimately make more sales. But, without a strategic plan, you won’t get the results you want. 

Before diving in, you need to develop a strategic plan that outlines why you’re investing in Conversational Marketing, how you plan to integrate it into the business, what KPIs you will track, as well as how you’ll staff the channel.

8. DON'T use "one-size-fits-all" scripts

The beauty of Conversational Marketing is the conversation. So, don’t use “one-size-fits-all” scripts. The point is to meet prospects where they are and to answer their individual, pressing questions.

It’s ok to use shortcuts to answer common questions, or use Chatbots to help you qualify leads. But if you’re engaging in a conversation with a prospect, it should be just that – a conversation. Personalize your greetings based on the information you have at your fingertips, like the person’s role or industry, or which webpage they’re browsing.

9. DON’T bombard visitors as soon as they land on your site

You don’t want prospects to have to wait for a response from your team, but you also don’t want to pre-emptively bombard them when they land on your site. Conversational Marketing works best when you engage at the right moment– when your prospect has spent some time on your site, and is visiting multiple pages.

Thankfully, today’s Conversational Marketing tools make it easy to engage at the right moment. With Qualified, you can customize when you alert your sales rep to engage with a website visitor. For example, perhaps you don't alert your sales team when someone lands on your website, but you do alert them when a high-value prospect is browsing your pricing page. 

Because sales reps get a real-time view of exactly how people are browsing your website - from words they're highlighting to what they're clicking - they can be thoughtful about how and when they engage.

10. DON'T expect your sales reps to succeed without training

Throwing your sales reps into the deep end with a new Conversational Marketing tool will frustrate them. After all, these tools can accelerate the sales process, but they certainly change how a sales rep operates.

Not only do you need to develop a strategic plan for how you’ll integrate Conversational Marketing, but you’ll also need to train your sales reps so that they understand the new channel and can take full advantage of their new sales platform. 

Wrap Up

Like any business strategy, Conversational Marketing works best when you follow some guidelines. These guidelines ensure that you’re delivering the best possible experience to prospects and customers.

To summarize:

  • DO act like a real person
  • DO use Chatbots to supplement your efforts
  • DO prioritize VIP prospects
  • DO leverage shortcuts
  • DO integrate with Salesforce

And…

  • DON’T keep your buyers waiting
  • DON’T begin a Conversational Marketing program without a strategic plan
  • DON’T use a “one-size-fits-all” scripts
  • DON’T bombard visitors as soon as they land on your site
  • DON’T expect your sales reps to succeed without training

If you’re a B2B company that is struggling to convert leads, or simply wants a better way to engage with those who are qualified, it’s time to try Conversational Marketing. Watch our 90 second demo video see how you can do this with Qualified ⬇️


Posted on
December 20, 2019
by
Maura Rivera

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