How can you use chat marketing to engage with institutional clients and provide a seamless buying experience?

1 What is chat marketing?

Chat marketing is the use of conversational tools and platforms to communicate with your prospects and customers. Chat marketing can include chatbots, which are automated programs that simulate human conversations, live chat, which allows you to chat with your website visitors in real time, and messaging apps, such as WhatsApp, Facebook Messenger, or Telegram, which enable you to reach your audience on their preferred channels. Chat marketing can help you generate leads, qualify prospects, nurture relationships, provide support, and close deals.

2 Why is chat marketing effective for institutional clients?

Institutional clients are typically large organizations that buy products or services in bulk or for a long-term contract. Chat marketing can be a great tool to help you sell to these clients, as it can provide personalized and relevant information that matches their needs and goals. Additionally, it can help build trust and rapport by being responsive, helpful, and professional. Chat marketing can also streamline the sales cycle by reducing friction, answering questions, and addressing objections. Furthermore, it can increase conversions by creating urgency, offering incentives, and delivering value propositions. Finally, it can enhance customer satisfaction and loyalty by providing after-sales support, feedback, and upselling opportunities.

3 How to set up chat marketing for institutional clients?

To use chat marketing effectively for institutional clients, you need to have a clear strategy, a well-designed chatbot, a trained live chat team, and a robust messaging app integration. To start, define your objectives and KPIs - such as increasing lead generation, conversion rate, average deal size, or customer retention - and segment your audience to create personas. Next, map out the customer journey and chat flows to guide them through the sales funnel. Afterwards, choose the best chat tools and platforms for your institutional clients and integrate them with your CRM, website, email, and other channels. Finally, test and optimize your chat marketing by using A/B testing, analytics, surveys, and reports to monitor and improve performance.

4 Best practices for chat marketing for institutional clients

To make your chat marketing more effective and engaging for institutional clients, you should focus on using natural and professional language that conveys your message and value proposition in a polite and respectful tone. Personalize your chat marketing by using segmentation, tagging, and dynamic content to tailor it to their needs and goals. Provide them with valuable information, content, and offers that address their pain points, challenges, and goals. Be responsive and proactive with chatbots, live chat, messaging apps, triggers, automation, notifications, and reminders. Lastly, ask for feedback and referrals to measure satisfaction and loyalty.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?