Ecommerce Through Live Chat & Content Marketing
Live Chat Linked To E-commerce
Content marketing starts from the premise that by regularly providing value to your prospective customers, you establish credibility, improve engagement, and strengthen brand awareness. This, in turn, should increase the quantity and quality of leads generated.
Live Chat: Using Advanced Targeting
You should already have established audience segments and/or buyer personas as part of your content marketing strategy, and filled out a plan to ensure you have content that addresses each persona/segment at each stage in their buyer’s journey(awareness, consideration, decision).
From here, it’s just one extra step to create a customized invitation to chat, as a powerful call to action, for each type of content. This is a happy medium between using the same proactive chat invitation across every page on your site (good but could be much better with just a little extra effort) and creating a customized call to action for each individual piece of content (effective but inefficient). If even this happy medium is more effort than you’re willing to invest, at least create a custom invitation to chat for your checkout pages that let visitors know there’s a live person ready to help them if they have a last-minute question about their order. You’d be surprised by how many would-bes abandoned carts that one simple step can prevent.
Building Basic Credibility
Live chat is a highly preferred channel for customers because it is so quick and unobtrusive. Unlike traditional customer service channels, shoppers can easily maintain an active conversation with your customer service team while doing other things. By making it this convenient to reach and engage with your friendly and knowledgeable customer service team, you further develop the impression of your organization as a provider of value, who understands the pain points of your customers and is well-equipped to address them.
Because live chat is a text-based channel, because it can incorporate surveys before and after customer service is provided, and because transcripts can be easily saved to a customer record via live chat integration with your CRM system, it is very easy to collect and verify customer testimonials.
