Did that title make you do a double-take? After all, conversational marketing is what we do here at ZyraTalk. So why would we try to convince you that you shouldn’t invest in conversational marketing?
Before we dive in, let’s set the record straight: this post is tongue-in-cheek. You probably already gathered that, but we want to reiterate it anyway. There are a lot of shady marketing tactics out there, and we’re not about that. We can’t stand condescending guilt-trip marketing campaigns. You’ve probably seen those ads with copy that makes you feel bad for opting out. (Think coupon sites with pop-ups that say, “No thanks, I don’t like saving money.”)
That’s not what we’re trying to do in this post. We’re simply trying to use a bit of banter to prove that conversational marketing works. Now that’s out of the way, let’s look at 4 reasons why you shouldn’t invest in conversational marketing.
You don’t want to generate more leads.
Just a few years ago, forms were the top choice for generating and capturing leads. But customer preferences are changing.
To illustrate, let’s say you’re looking to buy a new pair of shoes. You land on a retailer’s website to browse their products, learn more about the brand, and maybe read a few blog posts. You fend off multiple pop-ups urging you to accept cookies, allow notifications, and hand over your email for a newsletter you’re not really interested in.
Finally, you’re free to start browsing. You find a pair of shoes you like, but you have a quick question about shipping. You check the FAQ and don’t find the info you need. You look everywhere for a web chat window where you can quickly send your question — but instead, you’re offered a long contact form that requires a bunch of personal details you’re not willing to give. Based on previous experience, you know that it will take days for a customer service agent to respond via email. And the question isn’t worth that wait.
So you bounce.
Now apply that scenario to your business. Conversational marketing platforms like web chat require only the pertinent information, usually a name and an email address. In just a few seconds, you can capture a new lead and answer your new customer’s questions. It’s a win-win.
You don’t want to connect with your customers using their preferred medium.
Nearly 80% of customers prefer using web chat because they get an instant response. Roughly half of customers also prefer using web chat to contact customer service. Finally, just under 65% of web chat users are more likely to return to the site in the future.
Are any of these stats surprising in the era of the smartphone? Most people use messaging apps like WhatsApp and Facebook Messenger daily to connect instantly with their loved ones. That access has reshaped customer expectations in just a handful of years. Now, your prospects don’t just want instant answers — they expect them. Which leads us to the next reason why you shouldn’t invest in conversational marketing.
You don’t want your customers to have 24/7 access to your business.
Your customers and prospects are just as busy as you are. They have full-time jobs, families to care for, and a long to-do list to tackle. Even though you’re always available during business hours, your customers might not be.
On the other hand, it might not make sense for you to hire a 24/7 customer support staff. Totally understandable.
That’s where automation comes in. When you close up shop for the day, automated chat goes to work to make sure your customers are never left on read, no matter what time they happen to send their message.
You don’t want to save time or generate more revenue.
Like any other marketing tool, web chat software requires a financial investment. But the return on that investment involves more than just increased revenue. It also gives you more time to spend on what matters most: delivering value and building relationships.
Conversational marketing platforms like ZyraTalk that combine chatbots with live chat give you more control over your messaging. AI-powered chat can capture lead data for you automatically. Integrations automatically log that lead data in your CRM, so you don’t even have to lift a finger. And if your customer asks to speak to a human, you can jump into the conversation instantly.
One of our own clients — a local HVAC business based in Arizona — grew their entire business by 8% within 12 months of installing ZyraTalk. Their leads and conversions tripled within 8 months of installing ZyraTalk, with minimal effort on their part.
Why you shouldn’t invest in conversational marketing: wrapping up
Neglect conversational marketing strategies at your own risk. As we’ve already seen, customer preferences are changing. Businesses must keep up or lose customers to competitors.
Is your business ready for conversational marketing? We believe businesses of all sizes and within all sectors should enjoy equal access to conversational marketing software. Book your free 15-minute demo today to discover what ZyraTalk can do for your business. Got questions about our platform?
Hit us up using that chat bubble in the bottom right-hand corner of your screen to see us in action.