One of the biggest challenges a business struggle with is the generation of leads. According to Jump lead, 61% of the B2B companies say that lead generation is one of their biggest challenges.
Without enough leads in the sales pipeline, it becomes impossible for a business to make enough sales.
If you take a closer look at the modern marketing strategy, you will notice that marketing has changed. It is not just about offering products or services. The success of any strong sales system depends on technology, marketing, and human behavior.
A closer look at the marketing strategies of modern times indicates that the market has gone beyond just offering products. Today, a brand’s success doesn’t only depend on the product it offers. It also depends on the use of these three basics – technology, marketing, and human behavior.
The intersection of these three core things has led to Conversation Marketing in lead generation.
What is Conversation Marketing?
This is a one-to-one approach marketing that involves the use of chatbot to communicate with customers to shorten the sales cycle, learning about customers, and improving the human buying experience.
Let us explain.
A lot of companies use chatbots on their website to communicate with potential customers. Chatbots are AI computer programs that behave like real-life customer service representatives.
If you have visited any website in the past, you will find chatbots on the left-right corner of a website's homepage.
The main purpose of a chatbot is to provide human-like customer support. When a customer lands on the website, the bot will start asking them questions. These questions are meant to start a conversation with the customer.
A chatbot can ask for contact information and more details about the query the customer is asking. When a company has an excellent conversational marketing strategy in place, they won’t have to wait for prospective customers to fill up a lead form.
For conversational marketing to work, you have to put yourself into the customer’s shoes and answer the questions they want to ask. That explains why conversational marketing uses real-time messaging and intelligent chatbots to engage with customers.
What that means is, you will not follow-ups on leads every time or nurture them.
Benefits Of Conversational Marketing
Two main benefits of Conversational Marketing are:
a) Get valuable marketing data and insights
b) More sales achieved in lesser time
If you compare the services offered by chatbots and that of a sales representative, you will notice chatbots are fast. Potential customers will have no problem interacting with these chatbots.
When customers reach out to these chatbots, they get prompt responses. And the results are they will feel heard and satisfied with the response. With a quick response, a customer is assured of a quick solution.
What makes human support representatives lag is the delay in response or inappropriate behavior. The results of this is customer satisfaction. When a customer is satisfied, they become a lifelong customer. This is an experience every company should aim to have for its customer.
How to Use Conversational Marketing in Lead Generation
They are things you need to do to generate leads using conversational marketing:
Chatbots can be used for a one-to-one conversation on your website and in messaging apps like messengers, WhatsApp, Slack, or skype.
You can use chatbots to capture high-value leads. All you need to do is place a chatbot on the website or a messaging app. Here are the three pages where you can place your chatbots:
1.High-intent pages like pricing page, service page, the bottom of the funnel landing page
2. High-traffic pages like the homepage, blogs, and article
3. Blog article sections
When a customer lands on your e-commerce website, you don’t need to force them to fill the form or even push him to sign up for your newsletter. In most cases, he will want to check out the products you have.
That's where you need a chatbot to do the work for you. A chatbot will ask questions like, may I help you to break the ice between the visitor and you. The conversation can go on, as the customers continue to look for their desired products.
From this conversation alone, you can know the customer’s intent purchase. That is how you will capture.
The second biggest challenge in B2B lead generation is quality. Marketers struggle with getting high-quality leads. Since this is the case, a chatbot can solve this problem by asking potential customers questions that qualify them for the sale. That way, you will be engaging with qualified leads alone.
Every business will have an email list that is loaded with lots of potential leads. Experts say that sending emails often can improve your marketing results. This is not true.
Picture this example for instance. The customer goes to your website and fills up the form and sends it back to you. When you are unable to open that response immediately, you have lost that customer.
The truth is, you can capture the leads using email but the conversion and response rates will be low. If you want a high conversion rate, you have to improve the response rate. That's where chatbots come in.
They will initiate the conversation, qualify the leads, and improve the response rate. That explains why research from Harvard Business Review states that if no one responds to a customer within the first 5 minutes, the chances of qualifying the leads drops by 400%.
One thing you have to understand is a chatbot won’t replace your sales and marketing team. The function of a chatbot is to serve as an intermediary between the lead and the sales and marketing team.
It makes the work of the sales and marketing team easier because they will only be working with qualified leads. Look at the chatbot like an assistant doing the lead qualification for you.
Now is the time for you to make sure that conversational marketing is part of your lead generation strategy.