5 tips on how conversational marketing drives online sales

"Consumers don't want to be sold a product. They want to be advised so that they can buy the product that suits them best" says Caroline Langer, International Marketing Manager of iAdvice. Digital consumers expect a direct approach, authentic dialog and excellent service anytime and anywhere. Caroline Langer therefore has five tips on how companies can increase their sales with real-time dialog.1. adapt the address and dialog to the end deviceDesktop PC, smartphone, tablet - consumers no longer use just one device to find out about products or to store. Mobile user behavior differs significantly from desktop surfing. Mobile users want short, precise answers and communicate with emojis and abbreviations. Desktop users, on the other hand, value detailed explanations. Therefore, adapt your approach to the end device and offer a good customer experience.2. always be where the customer isMore than 70 percent of consumers want brands to understand them and respond to their needs. Be there for your customers and make them feel special. Be available at all times and on all channels, wherever your customers are. Interact with them and find out what they expect and how you can best help them. Remember that you can't help everyone at the same time, so segment your target groups and set priorities.3. offer authentic advice Consumers don't want to be sold products. They want to be advised so that they can buy products that are best suited to them. At this point, it is decided whether customers come back or not. In addition to internal customer service, also rely on independent consultants who are convinced of your product. They give advice with honest enthusiasm and radiate credibility.4. answer around the clock60 percent of online purchases are made in the evening and at weekends. This means that a large proportion of sales are generated precisely when most customer service employees are not available. You should therefore also offer advice at these times in order to increase your completion rate. For example, use chatbots that can automatically answer standard questions. Find people outside your company who know and appreciate your product. And who are flexible and willing to answer questions, no matter where they are and what time it is.5. invest in long-term customer relationshipsThe probability that an existing customer will buy again is 60 to 70 percent. For new customers, this rate is only 5 to 20 percent. You should therefore invest in long-term customer relationships. Customer Lifetime Value (CLV) is the key indicator for assessing customer value and weighing up which budget is actually worthwhile in order to reach and acquire customers.