Top 5 conversational marketing examples and best practices
Having conversations is essential to develop and nurture a relationship. With only 49% of online shoppers feeling emotionally connected with the brands they shop online, and as eCommerce is impersonal by nature, it can be challenging for merchants to create one-to-one connections without face-to-face interactions.
This is where conversational marketing comes in.
What is conversational marketing?
Conversational marketing is a technique that allows you to build meaningful relationships with your leads and customers through real-time conversations. And why is it so important? Firstly, by starting a conversation with your customer, you can build trust. This will enable you to build a longer-lasting relationship. In return, you will get higher repeat purchase rates, higher ROI and higher revenue. You can also gain more insights about your customers and leverage your business in many other areas.
Now in this blog, we’ll show you the top 5 conversational marketing examples and best practices to help you get a better understanding of conversational marketing tools and how it can be implemented into your business.
1. WHO reached +12 million people with their conversational chatbot
Starting from 2019, one of the most visited sites was World Health Organization (WHO). Millions of people were seeking out information about the updates on Covid-19. To provide accurate and timely information on the pandemic, WHO has launched a chatbot on Facebook Messenger. Thanks to their new messenger bot, WHO was able to reach more than 1.3 billion monthly active users.
The team at WHO also launched a chatbot on WhatsApp to provide data to government agencies to distribute key updates about the pandemic. In many of the regions hit hardest by the pandemic, total messaging through Facebook’s family of apps has increased by more than 50%. As soon as WHO launched their chatbots, they began to engage with more than 12 million people. And, it’s continuing to increase.
2. Domino’s started to generate 50% of their sales from online services thanks to their innovative conversational marketing approach
One of our pizza places, Domino’s, has always been following a conversational marketing approach. For instance, in 2015, Domino’s was encouraging their followers on Twitter to tweet a pizza emoji and their pizza will be ordered straight away. Why? Because they wanted to make the process of ordering pizza as easy as possible. Who wouldn’t agree with that? Especially Joey wouldn’t.
But also Domino’s saw that digital orders were identified as being more profitable to the business, and yielding a higher customer satisfaction rating. That’s why the company decided to move their business to digital. To achieve this goal, the team needed to be accessible from every digital channel.
With this in mind, Domino’s created AnyWare, a conversational ordering technology. With Domino’s AnyWare you can order your favourite items from Google Home, Alexa, Slack, Facebook Messenger, Twitter, and even from your Smart TV. However, success doesn’t only come from the availability of every channel. It’s also about starting a conversation, building a relationship, and providing a personalized experience. In the end, it’s all about understanding your customers.
AnyWare helped Domino’s achieve and exceed its goal of having 50% of all orders be made digitally, and led one JP Morgan analyst to say, “We have found ourselves describing the ‘new’ Domino’s as a technology company disguised as a marketing company disguised as a pizza company, and recent years of dominant outperformance, even embarrassing peers, probably bears that comment as true.”
3. Unity’s inside sales team drove 80% of its revenue through live chat
Unity is considered as the world’s best real-time development platform. It is particularly popular for iOS and Android mobile game development and used for games such as Pokémon Go, Monument Valley, Call of Duty: Mobile, Beat Saber and Cuphead.
The Pro Subscriptions team at Unity is tasked with driving more revenue for their online Pro plans. The team saw that their active Unity users (on personal plans) are eager to learn more about their paid products. Yet, those potential paying customers didn’t have a channel to reach out to the sales team quickly, therefore, a massive opportunity was being missed.
Jesus Requena, Director of Pro Subscriptions says, “We knew that we were only capturing a small portion of potential Pro subscribers via email or a contact form. Mainly, only those who were comfortable and ready to interact. Everything was reactive and asynchronous so we realized that we needed to open a more direct channel for our customers to talk to us in real time.”
So the team decided to put their efforts into conversational marketing which allowed them to drive more qualified leads into their pipeline and grow revenue in real time. To achieve this, they used Intercom, one of the most known conversational marketing tools. They put the Messenger live on their online store not only did their sales team start having more conversations, the Messenger also helped them to immediately drive revenue within a week after going live.
4. prAna’s main revenue driver for their eCommerce store is their conversational marketing strategy
prAna is premium lifestyle brand that sells sustainable clothes for yoga, travel, & outdoor adventure enthusiasts. As an eCommerce store, prAna knows the importance of conversational marketing. Think about it this way, when you’re an eCommerce store, the communication is always one-way. You show them ads, send newsletters, post visuals on social and that’s basically it. Conversational marketing changes that. It allows the eCommerce store and the customer communicate throughout the buying process.
That’s why prAna has implemented a conversational marketing strategy in its eCommerce business by utilizing Facebook Messenger. Thanks to their strategy, they began to process automated orders and inquiries through the Messenger.
As you can see below, they provide an exclusive experience by the keywords that the customer has been using.
Our recommendation would be to use effective keywords and visuals to provide the best experience possible.
5. Lyft increases its market size by using AI for their chatbots
Lyft, the second-largest ridesharing company in the US after Uber, has been one of the early adopters of conversational marketing. They have been using chatbots on various platforms such as Facebook Messenger, Slack, and Amazon Echo to make it easy for customers to request rides. The only thing that customers has to do is click on the car icon to find a driver. Then the conversation begins. The bot lets you know about the estimated arrival time, the driver’s licence plate number and the brand of the car. By using AI in conversational marketing, the company gather further information about what customers want and need. They continued to evolve their conversational marketing strategy accordingly to that data.
Build meaningful relationships and provide a friendly experience
Unlike brick-and-mortar stores, it’s not easy to build a longer-lasting relationship when you’re an online brand and company. You need to put lots of effort to build a meaningful relationship. Conversational marketing is one of the best ways to do this. Now that you learned these best practices for conversational marketing, you can start having a dialogue with your customers, learn their needs and interests, and provide a more personalized experience based on the data.
Are you ready to explore conversational marketing and how it can help you build your brand online? Contact us to discuss ways to achieve your goals