How Can Conversational Marketing Be Used For eCommerce Growth?

Jessica Kent

It’s no secret that communication is key when it comes to sales. A customer needs to be able to know and trust you and your brand before making that purchase. And, of course, brands have been conversing with their customers for years so conversational marketing isn’t anything new! But why are eCommerce growth agencies and marketing experts stressing the importance of active conversations with their clients?

Well, with the rise of social media, chatbots and live streaming platforms, being able to engage with and converse with your customers is the natural next step in your overall inbound efforts.

The eCommerce market, no matter your industry or product line, is immensely competitive. Giants such as Amazon, Wayfair and eBay seem to be so powerful that the task of running alongside them seems impossible. But does it mean that the odds are against you if you aren’t one of these eCommerce giants? Not necessarily. Conversational marketing, utilised by experienced marketing specialists, could help you improve your overall conversions, build strong relationships with shoppers to attract more repeat customers and even build a loyal community.

An increased interest in conversational marketing is in direct relation to the latest consumer trends that show that it’s not products or prices that have the biggest impact on conversion. In modern eCommerce, a positive customer experience with a brand makes a bigger impact on your sales than your level of products. In addition to this, data shows that over 80% of customers are willing to pay more to get a better experience.


What is Conversational Marketing?

Conversational commerce and conversational marketing can complement any and every style of marketing. Whether you’re a corporate B2B or client-facing B2C brand, having conversations with your clients is one of the best ways for businesses to accelerate their growth.

Conversational Marketing has one main goal: to create relationships with the consumer by building trust through conversations. This method of digital marketing prioritises eCommerce growth by focusing on interactions with a brand’s consumers, not simply one-way posts by the brand.

A good digital marketing agency always aims to utilise all of your platforms to reach your customers, not just your online store. This means that your content, branding and marketing will be utilised to engage with customers by having two-way conversations. These will happen in real time through a live chat channel, an automated chatbot, social media, and more. These sales features provide a more personalised way for brands and customers to interact and engage with each other.

These tools are capable of capturing leads, promoting your products and communicating with their users in their preferred mode of communication. Instead of trying to push your products onto your customers, this type of marketing takes on a more casual and friendly tone. Through a casual, trusting manner, your customers can take charge and initiate interactions whenever it is convenient for them.

Some of the key benefits of conversational marketing include:


Types of Conversational Commerce

Conversational marketing is all about communicating with your customers and prospects. These different features can assist your business in increasing conversions and retention amongst improving your reputation.

There are many different tools you can use to incorporate conversational marketing into your eCommerce store. Each one not only helps to engage website visitors but also collects valuable information. But what specific types of conversational commerce platforms are there?


1. Live chat

Live chat is one of the most popular communication channels in conversational marketing. Live chat features are seen on most eCommerce websites these days and give your customers the opportunity to get quick and clear answers through your site. By giving your customers the opportunity to chat with an actual agent usually gets the issue resolved quicker, trust restored with your brand and their overall experience improves. The chat feature often has a big advantage over email or phone due to the ease and speed of the responses.


2. Voice Assistance

Voice assistance software, such as Siri, Alexa, and Google Assistant, are growing in popularity thanks to their convenience and constant evolution. Voice assistants and voice search technology can not only offer immediate answers to voice commands but they can also complete purchases and boost instant shopping for your customers. The growing popularity of voice assistants encourages brands to use them in their marketing, eCommerce and customer service strategies for a quick, easy and modern alternative to outdated customer communication methods.


3. Chatbots

One of the most popular ways to have conversations with your customers on your website is through chatbots. A chatbot is a communication software that helps users by providing answers to their questions via text messages, website messages and in-app chats. These features are cost-effective and allow brands to use it to connect with their online customers with relatively low effort.


Talk to an experienced eCommerce agency

Digital marketing and engaging experiences in eCommerce have become even more important as more and more of the buying process now happens online. At Brave, we are experts in digital marketing and, as an eCommerce agency, we will work closely alongside you to implement CRO and UX features into your wider inbound marketing strategy.

Our eCommerce marketing experts own a track record of developing quality website designs, intertwined with tight integrations, strong support contracts and a strategic marketing campaign. We aim to integrate all these aspects and create a personalised eCommerce website experience for all of our clients. Drop us a message today to get your customers TALKING!

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