If you are operating as a digital security company, it is safe to say that existing online is important to grow but what’s crucial is to have a powerful marketing strategy that will make your brand leave a significant mark on your target market’s memory.
One of the best and up-to-date strategies that works best on customers is being conversational. This is to promote interaction and engagement. But the next question that may come to your mind is “how?” Read through if you want to know the answer.
First of all, we have to acknowledge the different types of customers and the role that they play for you to determine how you will be able to engage with them with your marketing strategy.
So, you have first-time customers. This is where a homepage conversational strategy is considered to work best because as you engage with a group of people, a subgroup belonging to their peers will also be reached; creating a funnel-like effect. With an effective chatbot, instead of just starting a simple conversation just like in the traditional ways, you could engage with a continuing conversation where you could be linked not only to the direct viewers but also to their colleagues.
The ideal setup should involve a chatbot popping up with the sales rep and greeting the viewer with an introduction about the company’s server security tools, product recommendations such as firewalls and VPNs, to be followed by a close-ended question.
Meanwhile, known contacts who aren’t yet customers should be dealt with by directing them to resources needed to help them make a decision. This will help them form a good initial impression and establish trust and positive connection. A plan is needed to determine common needs and motivate questions that will lead to discovering the best solutions to fulfill the needs.
Your next target will be your patrons or returning visitors which would serve not only as your costumers but also as your own contacts with their desire to be known and feel known. Dealing with them requires a greater level of customer service experience. This could be achieved with a chat tool that identifies your current customer base and attends to their questions with accurate answers as these are what the customers immediately need. You can also create a knowledge-based document that answers common questions but could lead to a conversation with your support team.
The final strategy for conversational marketing at your digital security brand is to reach those anonymous viewers or account-based marketing (ABM) leads. You may not know who they are, but you can know where they work based on data. So, you can still convert them into known leads.
This discussion may be fruitful but this is just the beginning of the conversation; as it only explains the start of your relationship with your customers. But, knowing this is a great thing already as it is essential to identify the right website viewers to know the appropriate approach that you must employ.