How to run a successful conversational campaign for health tech

Today, digital marketing has evolved from simply having a website, search engine optimization, and social media presence to developing strategic digital marketing campaigns. Consequently, conversational marketing has become an effective way of engaging with your target audience. Here are highlights on how to run a successful conversational campaign for health tech:

Focus on the client

The most important aspect of any marketing campaign is to focus on the client. Conversational marketing is no different when it comes to client-centricity. Evidently so, 90% of CEOs believe that when it comes to business, clients have the greatest impact. As you create and run your conversational marketing campaign, remember to keep your clients at the center of your strategy by asking yourself questions like: “How will this campaign help my clients achieve their goals?” You should also examine your existing client base and what you can do to address their issues. What are clients looking for in your product or service? What do they want to see from you? With this information in mind, you can create a marketing campaign that addresses the specific needs and desires of your clients headfirst.

Make conversation personal

With conversational marketing, your marketing messages are delivered through a conversational interface, such as through a chatbot or a voice-activated device on your website. A key advantage of these technologies is that they enable the creation of a personal, one-on-one experience. To have an effective conversational marketing campaign, you must strive to make your marketing messages personal by applying the following techniques:

• Be a good listener. Make sure to show your client empathy and understanding, this creates a more comfortable environment.
• Use their first name early in the conversation. You can use it in the greeting of the message or in the confirmation of the information.
• Don’t treat them as a number. They are people, talk to and treat them as such. Being friendly goes a long way.

Be quick

One of the most common mistakes that companies make in their conversational marketing campaigns is being too long-winded. Clients are becoming increasingly impatient when explanations don't get straight to the point. 29% of clients even drop the queue when their question isn’t answered promptly. Consequently, leading to a drop in interest in chatbot conversations. But when chatbots are used correctly, companies found that they increased their lead generation rates from 3% to 10%. When designing your conversational marketing campaign, be quick and precise in your message to ensure client success. Consider following these guidelines:

• Keep your messages to a maximum of three to five sentences. Keep in mind that although it is AI, it's a conversation with a prospective client.
• Chatbots allow for quick responses 24/7, even after hours. This makes the client feel that they are fully reaching the company. Be sure to optimize AI use.
• Using chatbots can allow prospective clients to immediately book meetings with your team.

Collect feedback

While it is important to create a dynamic marketing campaign that engages your audience, it is equally important to ensure that you are collecting feedback. After the end of online conversations, include a rating at the end. With this knowledge from the clients, you can then make necessary adjustments to your marketing campaign and see exactly what works and what doesn’t. Alternatively, you can add a feedback button to your website that allows clients to rate your service and leave a comment. This will help you collect feedback offline as well.

Conversational marketing is an effective way of engaging with your audience. When creating a conversational marketing campaign, it is important to consider all the aspects we’ve discussed in this article. A well-thought-out strategy will help you create a more dynamic, personalized campaign that will engage your audience and help you achieve your marketing goals.