Conversational Marketing Boosts Campaign Results!!

This post was contributed by guest author Sheldon Yarmovsky, a Verve List small business partner

If you really analyze most marketing campaigns, you’ll find a ton of data about a company’s product coming at the prospective buyer in the form of product literature, or direct mail and email. Unfortunately, what many business owners fail to do with these campaigns is generate a real, two-way conversation with their prospects and customers.

The answer is called Conversational Marketing. Conversational Marketing can be used to dramatically improve the results of your marketing campaign, by incorporating automated opportunities for two-way conversation, feedback and clarification in real-time.

So what is Conversational Marketing? It’s an innovative software technology for marketing campaigns that allows the prospect or customer to give the marketer feedback, through links to web surveys. The survey answers reveal and qualify the prospect’s interest level, as well as the timeframe that the prospect or customer will act on to purchase the product or service.

But that’s not all… One of the biggest problems that company leaders are facing today in their direct marketing campaigns is that usually only the hot leads are followed up by their sales forces. There are many other leads from people that are semi-interested in their products or services. These leads are typically lost because the companies don’t have the administrative resources to follow up and nurture these semi-interested leads until they are ready to order. This is precisely where Conversational Marketing can help.

With Conversational Marketing technology, the customer database is linked to a rules-based engine, and depending on the way that a lead responds to web survey questions, the software can automatically place the lead into a separate “nurturing campaign” which can trigger a series of timed emails, direct mailings, or telemarketing follow up calls.

At any time during this lead nurturing campaign, if a lead identifies themselves as an interested party, then the software would contact the sales person or sales manager via email and request a follow up call. The salesperson would then proceed to close the sale. The beauty of this process is that it is totally automated, and the marketing manager of the company does not require internal staff to implement and monitor the nurturing campaign.

Besides lead nurturing, Conversational Marketing can increase the probability of closing the sale with hot leads because of the survey feedback. When your prospect or customer has a real conversation with you, and you understand what their interest level and time to order is, it’s much easier to craft an offer, at the right time in the sales cycle, which will excite them and allow your sales team to close orders.

If you have an interest in developing a conversational marketing campaign, feel free to contact sales and marketing expert Sheldon Yarmovsky:

Email: syarmovsky@hotmail.com

Phone: 781-258-6748

Visit Sheldon’s profile page on The Verve List.

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