How to Build Conversational Marketing Into Your Website
Customers or potential customers expect to have their queries answered, and their needs met instantly. Therefore, if brands can answer questions the moment they receive them, they might acquire new leads and even make sales while the customer is still in the early stages of the buyer journey.
Combining conversational marketing with the aspects of SEO on your website can do wonders and hit two targets with one arrow – improving Google rankings and the customer experience at the same time.
This post will talk about how you can best integrate conversational marketing with content marketing and the website's SEO efforts.
Conversational marketing: What is it?
Conversational marketing is a form of inbound marketing which emphasizes actual online engagement with prospects.
Why would such online engagements matter?
Buyers these days lack the time and patience to ask questions via contact forms or place calls. Conversational marketing utilizes intelligent chatbots to answer questions in real-time, ensuring that the prospects are not frustrated as they go through the funnel.
Conversational marketing can be entirely automated once integrated into the website and doesn't require constant human support to function effectively and deliver results.
A Conversational Marketing solution: What would it look like?
A conversational marketing strategy encompasses multiple solutions that allow the brand to reach out to the website's visitors and engage them effectively, with the resulting solution covering multiple elements – we discuss some of them here.
How to use conversational marketing with content & SEO on your website
If you think that trying out conversational marketing is worth it, here's how you can get started.
Ensure 24/7 Customer Support
Whether you are offering a product or service, customer support is critical since people inevitably encounter issues when using your product, especially SAAS. Research shows that poor customer support is one of the significant drivers of customers switching to competitors. Delays in receiving a customer support response often frustrate customers.
Conversational marketing integration with the site's customer support section via automated chatbots that provide round-the-clock support eliminates the need for a team.
You can also direct customers to resources that can help resolve the issues they face, for instance, E-books, lengthy guides, blogs or video tutorials that offer an in-depth solution.
Dwell time improvement
The amount of time people spend on your site is one of the essential SEO factors considered from a long-term ranking strategy. The longer the duration, the better. If the website makes finding answers to common questions a hassle for them, they might leave early, where conversational marketing can make a difference.
Here is how a few ways to do it:
- Link to the related pages in case the visitors are unable to find answers to the questions in the content they read
- Automate scripting that relates to specific content to make it more personalized
Once set up on the website, conversational marketing leads to customers that hang around long once they have gone through the content, leading to ideal bounce rates and website ranking.
Boosting Customer Engagement
User engagement is one of the most critical SEO ranking factors. Whenever someone clicks on a link, watches a video or visits multiple pages existing on the site, it signals Google that they are engaging with the website's content.
On the other hand, if they visit the site and leave, it's a sign that the site didn't serve the utility they were looking for.
Here is how conversational marketing can help in this regard:
Tools & Resources – Interactive tools or resources deliver more information related to the pricing and products available.
Product Demonstration – Exhibit how a product works within its interactive elements
Calls to action – Effective calls to action can tempt the users to engage in a specific way and take action, such as submitting data through a form.
Boosting customer engagement doesn't just lead to improved Google rankings but a tremendous success in lead generation efforts and sales.
User Data Collection
One of the best ways of improving the site's content is gauging customer feedback to get an insight into the issues being faced by the customers and act accordingly. Companies that regularly use customer feedback bring about improvements in customer satisfaction and can lower churn better.
Data collection is possible customer complaints regarding the following:
Navigation – When the visitors are unable to find the information they are searching
Responsiveness Issues – The page is not responsive enough and not answering all that the customer wants to know
Technical Issues – When the website or some of its sections are going through issues
The data can create FAQs that render quick answers to the primary and most common questions. Meanwhile, the efficient resolution of navigational or technical problems can enable the users to find the content they want to read.
It doesn't just stop there. Data collection can give better insight into customer preferences, products that they are most interested in, and a need for a new kind of product to be introduced.
Wrapping Up
Conversational marketing, when employed effectively, can turn out to be a game-changer for a site's content and SEO strategy and can help people navigate the website and come across what they are searching for in the least amount of time.
Here's a quick rundown to sum it up. Conversational marketing can enable you to:
- Render quick and efficient customer support that provides instant answers and resolutions to customers' most common problems.
- Understand and analyze valuable data insights regarding customer behaviour and bring about improvements in the content.
- Enhance user engagement to improve SEO and climb up the ladder of the Google rankings
Planning on trying out conversational marketing and implementing it on your website? Do let us know how it turned out in the comments box.
