On Wednesday, August 8, we hosted the HubSpot Users Group Quito Enterprise Edition: "How to boost your company's transformation with Chatbots and Conversational Marketing" with our special guest from Boston, José Ortíz (Customer Success Manager for LATAM at HubSpot).
The event organized by #TeamHiper had 200 attendees from various industries who were very excited to implement effective Conversational Marketing and Chatbots strategies in their sales processes.
During the event, José addressed two topics of great impact for organizations:
1.- How to create an effective Conversational Marketing strategy?:
During his keynote speech José explained to us that:
The most competitive companies are those that implement solutions that allow their customers to start 1:1 conversations at any time through any channel.
Companies must think beyond Live Chat and take their Conversational Marketing strategies to channels such as WhatsApp, Facebook Messenger, email, Slack... etc.
Conversational Marketing should not be limited to Sales or Marketing. ( Learn how a Flywheel can help you )
Why do it?
56% of people prefer to talk on FB Messenger rather than call customer service directly. ( Nielsen )
2.4 Billion messages sent between businesses and individuals per month. ( Messenger )
54.4% of people prefer chat channels to communicate with a brand. ( Messenger )
How to build your strategy in 4 steps?
Steps to build a conversational marketing strategy
1.- Identify:
Discover the gaps in communication with leads and customers.
When does the customer have to wait?
Where are communications failing?
Where do communication channels change?
2.- Enable:
Invest time in training your team on the channel, don't do it halfway.
Make sure you have staff available to manage country b2b b2c email list communication channels.
Set the CTA on your Facebook Page to "Chat with Us"
Invite your contacts to chat by adding a message to your email signature.
3.- Promotes:
Draw attention to your new communication channel and show how it improves the customer or prospect experience.
Activate live chat on your website.
Promote chat channels as primary means of communication.
Create distribution guidelines via Messenger.
4.- Refine:
Make sure you are constantly improving communication flows. Remember that it won't be perfect at first.
Ask your customers what's working and what's not.
Look for solutions for other stages of the buyer's journey.
Review the chat transcripts and ensure that the request has been successfully resolved.