29 April, 2022
Posted by: Jorge Platero
Category: Faconauto News
Technology helps lead generation, but by itself it’s not enough, and that’s where conversational marketing comes in.
We can all confirm that the previous years have been key for digitization in many sectors. It was very striking to see studies at the beginning of 2020 that gave data such as the fact that most of the websites were not adapted for mobile devices, although it was known that more than half of the purchases were initiated from a mobile. Or that despite the fact that it is estimated that a user spends around 10 hours learning about vehicles online, a large number of websites did not have the basic functionalities of a modern portal and very few had a contact chat.
With everything that has happened in previous years, it has become even clearer that digitization and technology are key to business development for any sector, regardless of the type of product or service. But what is digitization? Do not confuse having an online presence with going digital. Going digital means redesigning our strategy and business model, putting the consumer at the center through digital tools.
And for this, technology is very important since we have it more and more at hand with all the advantages it offers us in terms of segmentation, availability and speed. For this reason, we must take advantage of it, although we must take into account the inconveniences that it may have but, above all, we must be very clear that technology helps to generate leads, but by itself it is not enough, and that is where the conversational marketing.
But what is conversational marketing?
As explained from eKonsilio, conversational marketing is based on answering the question: how can I receive my prospects online? It would be unthinkable for a potential customer to walk by our dealership without anyone greeting, attending or helping him. In the digital world this is what happens: our clients pass through the showroom without anyone receiving them, and this is what conversational marketing wants to eliminate.
In addition, this marketing offers us great advantages such as it allows us to strengthen the relationship between the client and the brand, providing closeness and trust. In addition, it allows us to improve the customer experience and the image of our brand and encourages conversion, among many other things. In short, it delivers the right message, to the right person, at the right time.
And we can achieve this by implementing innovative tools and means of communication. Such as chatbots, live chats (whether with the dealership’s own commercials, internal staff or specialized advisers who offer different solutions), messaging by messenger or whatsapp, call or videoconference modules…
Not all tools are valid for all companies, nor is it necessary to implement all of them at the same time. Each company must carefully select which tools to implement, and one criterion for choosing the tool is: who is going to respond? We are going to use artificial intelligence, people or a hybrid between the two.
Whatever the tools selected, they all have in common that there is real-time user interaction. Contact forms or autoresponders do not mean conversational marketing.
And why humanize the digital strategy?
The answer is simple: people like human interaction. It is true that artificial intelligence tools are becoming more elaborate, have a more precise learning process and respond in seconds, but nothing is still as qualitative as a conversation with people. Through a call or a live chat you can get a lot more information than a contact form or a chatbot would give us.
Humanizing our digital strategy increases vehicle sales. Through conversations with humans we have more personalized information about the client, their needs and requirements. This allows us to better qualify leads, create a close relationship with the client and, most importantly, allows our sales force to focus their efforts on those prospects that are most interesting.
A humanized strategy may be more expensive, but it ultimately generates a higher lead-to-sales conversion rate. “If we cannot add value at one point, it is better to outsource.” In other words, if the humanization of communication generates high costs or decentralizes our sales force, we will see if we can outsource.
If you want to know more about eKonsilio’s conversational marketing solutions, click here: https://www.ekonsilio.fr/live-chat-espana/ .
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