Conversational Marketing Blueprint
Let’s talk about your plan for connecting with customers.
You’ve thought about your sales playbook and you’ve noticed what we have, that companies need to start connecting with customers in a more human way. You want to do this, while still taking some of the load off your team.
You may have been going about conversational marketing for a while, or maybe you are just getting started. No matter where you are at, you know that you can probably be getting more from your efforts.
That’s one thing we hear… a lot.
That’s where having a plan comes in. We’ve got the experience. You can count on us to help you design a plan around your process and integrate the toolset where it makes sense.
If getting closer to your current, and future customers is a goal of yours this year, you need a BLUEPRINT.
After working with hundreds of companies to start conversational marketing in their organizations, we’ve found that there are a lot of companies that have great teams in place to do the work but they’re not really sure where to get started.
We’ve created the Conversational Marketing Blueprint to help you and your team jumpstart your conversational marketing program and see some real results.
Let’s talk about your Blueprint now.
What is a Conversational Marketing Blueprint?
A Conversational Marketing Blueprint is your quarterly roadmap for success with conversational marketing and Drift. Your company is in a unique position. There are no drag and drop templates for you. You’ve found yourself in this situation at this point in time for a reason. You need to consider your entire process, and your customer’s view of your world to build a solid plan for conversational marketing success.
What will I have when I receive my Conversational Marketing Blueprint
You’ll have the answers to the following questions:
- Where will we seek to start conversations?
- How will we prompt action?
- Who will respond?
- When will we respond?
- What will we say? (matters most)
- How conversational marketing can complement and multiply current marketing & sales efforts
- Where and when should we automate with a ChatBot vs. respond live?
- What should our “Bot” look and sound like?
- How will we measure results?
What does the process with the Conversational Marketing Blueprint look like?
The process starts with an Icebreaker℠ Review. You’ll get a Benchmarking and Goal-setting survey for your team to fill out. If you choose to send along a snapshot of your analytics, you’ll receive a plan to generate new conversations from old content and route traffic from top performing old blog posts or other content to new conversion opportunities or ChatBots using Drift Playbooks.
What do we look at in the process?
Perceived Experience – We have our team of secret agents mystery shop your website and sales process to understand more about what the status quo is. We’ll report back with the good, the bad, and the missing. Comparing the actual experience to the intended one is a very helpful exercise in shaking things out.
Data – If you choose share some key analytics metrics with us, we’ll identify opportunities for conversion icebreakers. Prompting action based on actual recorded behavior is so much better than guessing in our experience. Plus, we’re often able to identify some quick site optimization opportunities – More often than not, we run into issues where a website simply hasn’t been properly optimized for search engines. We include a report that shows where and how to make many of those simple adjustments, and even share our formula for SEO copywriting.
Continuous Improvement Process Suggestions – Based on your organization’s unique communication makeup, you’ll receive a customized outline for how to maintain a culture of experimentation and continuous improvement. This ranges from the more strategic to the very tactical. e.g. how to run a playbook test in Drift.
You can expect:
- A Construction guide for 1-2 key ChatBots for your brand
- Research around your submitted frequently asked questions
- Goal Setting based on your team’s key performance indicators (KPI’s)
- Make a great first impression that’s always on brand with a ChatBot Voice, Brand & Style-guide
CampaignSync℠ Playbook Roadmap – Based on findings, we’ll lay out a roadmap for automation, conversion, and developing more site visitors into customer interactions. For companies who create a lot of content and/or pay to acquire traffic to their websites, we develop strategically integrated playbooks that take your customer’s context into consideration. For instance, we might suggest a bot that corresponds with an ongoing video series, blog topic, or even LinkedIn ad campaign. * For account-based marketers, we can deliver a special AccountSync℠ set of playbooks that roll out the red carpet with custom experiences for your key accounts.
Playbook Integration Guide – Integrating ChatBots into buttons on the website, and navigation menu links that contextually deliver value to customers based on their behavior is something we have found a lot of success with. We’ll customize a plan for integrating several key conversion-oriented playbooks directly into your website.
Unlimited Options – Once your Conversational Marketing Blueprint is delivered, you will have the complete roadmap to implement on your own, build an in-house team, hire an agency or you can opt to go with one of our IceBreaker service packages to have your Blueprint “done for you”.