In my last blog post, I discussed how conversational marketing empowers the real-time buying experience by transforming static, informational websites into dynamic, interactive sales-enablers.
What’s wrong with most websites you ask? By and large, nothing. The issue is how content is organized, and thus discovered or consumed by visitors.
Most websites offer ample information in various formats. The content is organized and indexed in categories such as products, services, or solutions. This provides one-click access to information, provided it is tagged correctly. But when you add in the personas being targeted, such as business or consumer, and then industry or vertical market sector these audiences are aligned with, information can get buried layers deep. Especially if your content strategy includes product brochures, videos, podcasts, e-books, use cases, white papers, webinars, infographics, and the list goes on. How does one sift through all of this to find what they are looking for?
Even the best websites driven by a solid content strategy and editorial calendar can fall short on delivering the right information at the right time to the right person. When a visitor is directed to a specific landing page via a search or marketing campaign, they still might not know where to begin. And sticking a form in front of every content magnet might not help start a relationship.
The good news is your website already has a lot of great content to engage with visitors. It is not broken. You simply need to implement new ways for them to find the content they are looking for.
Conversational marketing can help reduce the friction associated with content chaos and improve conversions through dialogue. Utilizing intelligent chatbots powered by carefully-crafted playbooks, visitors can easily engage and find the information they are looking for quickly. Tools like Drift provide a “concierge” capability to vet questions and accelerate conversations (and conversions).
If the performance of your campaigns, pipeline, and conversion rates are lagging, the knee-jerk reaction is to make drastic changes to your information architecture and content strategy. Before you do, consider conversational marketing tools like Drift.
Want to learn more about conversational marketing? Check out our chatbot on the bottom right of your screen to get started.