Gone are the days that Marketing was a one-way conversation. For decades, getting a message out was mostly through channels that didn’t allow for much interaction. Audiences’ interactions with TV ads, print, outdoor billboards, radio and newspapers were practically the same: companies telling them what they had to offer.
Today, Marketing is no longer a monologue. It’s a dialogue between you and your potential customers. With the rise of technology, social tools and cloud-based technologies you can work with your marketing team to build channels that will help you talk to your clients and listen to them at the same time.
Consumers are becoming more and more demanding. One of the growing demands is the demand to be heard as soon as possible. In the field of Customer Service, for instance, people are getting less and less patient with waiting on calls. As a result, there has been an increase in preference of chatbots. Gartner predicts that chatbots will power 85% of all customer service interactions by the year 2020
Hubspot Conversations: A Great Dialogue Tool
Hubspot Conversations. Screen Capture from Hubspot Youtube Page.
Most recently, Hubspot has launched Conversations. This is a compilation of three important features to building a dialogue with your clients and potential clients; a unified inbox from all your platforms, a chatbot feature, and targeting and lead routing. Let’s investigate each one in detail:
- Unified Inbox. With a unified inbox from all platforms accessible by team members, everyone can get a good grasp not just of the content they receive from clients, but also the proper context as well.
- Chatbot. Hubspot’s chatbot allows for smarter exchanges between clients who are out to look for information that we can have templated and ready to send out such as pricing inquiries, services offered, customer service channels and more.
- Targeting and Lead Routing. Leads are the bloodline of sales and our ability to qualify and filter them is crucial. Conversation’s targeting and lead routing makes qualifying leads so much more efficient.
A look into Hubspot Conversations' feature- Inbox.
All these three tools allow Marketers to master one of the most important business practices: effective listening. More than learning to talk fancier and slicker, we need to learn how to listen to our audiences with intent; to know what they need and want so that we’re more proactive in identifying solutions for them and making it readily available.
Hubspot makes these solutions available to businesses. And the best part is that it’s available for free!
Listening Makes Marketing Worth People’s Time
Two-way conversations become a way to build more meaningful conversations with your audience. And messaging is becoming the future of those meaningful conversations. On the topic of messaging, Dharmesh Shah, co-founder and CTO of HubSpot, had this to say during Inbound 2017: "Whether it’s between two humans, or a human and a bot, one-to-one messaging is the future of communications. Messages are simpler, smarter, and truly essential for creating an amazing customer experience."
Of course, we’re not implying that businesses should stop talking. There is a time for everything, as a wise man in history once said, “There’s a time to listen, and a time to talk.”But when we start with the intent to listen, our talking becomes more worthwhile for customers. That’s because we give our audience a chance to say their piece first and helps us build a proper foundation of what could be a long-term relationship with your clients.
Why Having a Two-way Marketing Conversation Is Better?
So why are conversations better than one-way communication? Don’t marketers have too much to say already? We can easily fall under the trap of believing that we need all the time in the world to talk, talk, and talk. But here are a few compelling reasons why you should be listening more to your target audience as well as talking.
Reason #1. Proper Context
Listening allows for marketers to proactively ask potential leads qualifying questions, which then provides us a better context of our targets season in life and status. Asking a client their age, or whether they have dependents puts us in a position to understand how our products and services might best serve them. Proper context also helps us get a better grasp of where the client is in their buying journey and put pressure where it is most needed.
Reason #2. Empowered Leads
When we expose leads to content where they aren’t given the chance to interact or react, it leads to feelings of powerlessness. This causes most of them to leave the conversation never to return. When we start a conversation, we empower our target audience by giving them a chance to interact with us, agreeing with what we say, or even sparking debate with us!
Reason #3. Higher Customer SatisfactionIn the light of after sales, Hubspot’s Conversations tools allows us to build a customer support channel that is available 24/7 yet relatively cost effective. Now businesses don’t need to hire customer service agents in opposing shifts trying to have around-the-clock coverage. They just need to build a chatbot that will not sleep until the client’s queries are answered to the best ability. This in turn will lead to higher customer satisfaction.
Is Your Business Having a Dialogue with Your Target Audience?
Ask yourself this question with honesty: am I having a conversation with my clients and potential clients? Or am I doing all the talking?If you aren’t having a dialogue with your clients, it’s never too late to start. It’s easier than you’d think, too.
HubSpot is a great place to start when looking for automated marketing tools, although there is a smorgasbord of other resources out there if you’re keen to do some research. If you’re having trouble finding the right tool or getting started with the tool you think is best for you, we’re available to talk. Let us know your concerns and needs. We’re here to start a conversation with you, too!