Conversational marketing has grown in recent years and is changing customer relationships significantly. It’s a response to the behavior of today’s consumers, who want everything right away! Now, thanks to modern technology, conversational campaign and devices can humanize the customer relationship.
The conversational agent is a software programme that simulates a conversation in natural language. Some of 48% of French people have already used a conversational agent, a chatbot or a virtual assistant on a website. And it’s predicted that 80% of interactions will move to conversational services in the next five years. It’s time to get started with conversational campaigns—but how? Follow these 3 important steps.
Discover the Code of Conversational Marketing!
Step 1: Choose a busy time and a special event to launch it
Make the most of busy commercial periods (such as Valentines, Easter, Christmas, Halloween or during the sales) to put in place intelligent support. This allows you to position yourself as an innovative business at a highly competitive time, crucial to turnover.
Conversational campaigns mostly use Messenger to push personalized promotions and build customer relationships. Choosing the right moment will allow you to define your target, your message and its tone. For example, imagine you’re a business that sells cosmetics or perfume, and you want to communicate on Messenger at Christmas. You can create a conversational agent to help customers to choose the ideal gift by asking precise questions that push them towards a suitable offer.
Step 2: Use a decision tree to define a scenario that leads opt-ins towards a specific offer
The conversational campaign works thanks to a decision tree and scenarios created in advance: each answer depends on the previous answer given. Although we talk about Artificial Intelligence, it’s you that defines the different scenarios, the answers and the promotions. You define the first question and create possible scenarios depending on the customer’s answers. At the end of the discussion, an offer is suggested in a natural way by the conversational agent.
Here’s an example of how this could work for a cosmetics business running a conversational campaign at Christmas:
Question 1: Would you like a gift for a man or a woman? > A man
Question 2: How old is he? > Between 25 and 30 years old
Question 3: What’s your budget? > €50
We can then propose a product for a young man between 25 and 30—for example, a bottle of 30ml aftershave.
We recommend that you think carefully about your messages and your virtual employee: do you want your conversational agent to have a funny, extrovert or cheeky personality? Will they be similar to your target audience?
In general, a good chatbot should consist of a welcome message that explains its purpose, a menu that shows users what they can do, a simple ‘button’ and quick answers. We’d advise you to have three questions before suggesting an offer: the customer should not have to do too much, and the process has to move quickly.
Step 3: Use opt-in to send rich content via Messenger
Messenger users can now choose to send and receive SMS directly through the application and no longer have to change platform. What’s more, the SMS functionality in Messenger will support rich content elements such as stickers, GIFs and location sharing. So if a user is active on your conversational campaign on Messenger, consider them an opt-in.
Promotions sent via SMS can be received on Messenger—which enables you to see if the target is receptive. After the conversational agent asks its questions, you can send rich content using Messenger.
If you want to launch your own conversational campaign, contact myElefant now. Our team can launch a conversational campaign for your incoming events—it’s fast and simple. Get in touch and we’ll have a campaign up and running in no time!