3 tips for successful conversational marketing this Valentine’s day 

Everyone wants to feel special on Valentine’s day. And while it’s right around the corner, it is a great opportunity to show love and appreciation to the people who support your business.

Chocolates and flowers are great but the game has changed. Personalization is the secret sauce in today’s online shopping experience. And it’s time for businesses in the ecommerce world to gear up and start building meaningful connections through killer conversational marketing strategies. 

Read on to uncover our top three tips for a successful conversational marketing campaign this Valentine’s day. 

In the last year, there was a spike in Valentine’s messaging trends as more people are interacting over different messaging channels. Today, customers are looking for conversational experiences over their preferred chat apps as WhatsApp, Viber, mobile app messaging, social media platforms and others.

On our platform too we saw a significant increase year-on-year in mobile-first messaging during Valentine’s day and the weeks leading up in 2023. Let’s take a closer look:

However, research shows that there was a 19% decrease in consumer spending year on year. This indicates the need for exceptional marketing campaigns to encourage consumers to spend. The answer is conversational marketing.

Valentine’s Day is evolving, and so should your marketing strategy. The strength of the conversational approach is that it can eliminate friction from the buying process by identifying blockers and effectively removing them.

Consider the following example:

A flower delivery company using chatbots on their website and social media platforms. The chatbot could engage with customers by asking questions about their preferences, such as their budget, the type of flowers they like, and delivery preferences.

Based on this interaction, the chatbot can then provide personalized recommendations and assist in placing an order. It can also answer frequently asked questions, provide tracking information, and address any concerns or issues.

By leveraging conversational marketing, the flower delivery company can engage with customers in real-time, provide a more personalized shopping experience over their preferred channels, and ultimately increase sales.

Now let’s take a look at our top 3 tips for successful conversational marketing this Valentine’s day.

Valentine’s day is often associated with a perfect conversation over a romantic dinner, but reality reminds us that the perfect experience is rare. Sending a bouquet of roses and a box of chocolates is the perfect “I love you” gift. But what if the customer faces an unexpected issue with delivery? Are you available to solve their problem anytime and anywhere?

As a retailer, you should consider an “omnichannel customer engagement” approach to address this shift in consumer demands. This approach combines multiple digital channels into a single customer engagement channel.

Instead of focusing on selling to customers, develop an experience they can buy into – one that provides convenience and goes beyond the screen and into the actual world. Conversational marketing involves engaging and helping customers find the perfect gift through product analytics mixed with personalized marketing and digital channels.

With an omnichannel communication strategy, brands can personalize their customer engagement by communicating via several modern channels like SMS, Email, RCS, WhatsApp, Viber, Instagram and other messaging apps. This ensures that customers are engaged and supported at different touchpoints of their purchase journey.

Changing how your company manages external communication and support is the first step towards a truly holistic approach to customer engagement. An omnichannel platform can provide strategic support to help you streamline your CX and digitalize your workforce and processes.

Take a step back and put yourself in the customer’s shoes; what would you want to happen when you realize that your flowers will not be delivered on time? Most people look for the following three elements for effective customer service:

Integrating a cloud contact center solution with an AI chatbot will help your agents by offloading simple FAQs and automating support to handle more queries. Using chatbots and introducing self-service options eliminates friction, helps improve your overall contact center metrics, and gives customers a quick response and shorter time to resolution.

Today’s customers expect a smooth and personalized experience tailored to their needs and interests. Sure they’re still concerned about the quality of the product they’re purchasing. However, they’re now more interested in building a deeper connection with the brand itself.

Customers may connect with you knowing that they have a need, but not knowing exactly how your products and services can help to meet that need. As you learn more about the person you will be able to provide increasingly accurate product recommendations.

A customer engagement solution can help you plot personalized journeys through targeted marketing campaigns based on customer segments, behaviors, and demands. When integrated with a customer data platform, you’ll be able to gather information about your audience automatically and transform them into detailed customer profiles.

This, in turn, helps businesses leverage end-to-end customer data to segment properly and gain real-time insights into product usage, behavior, and channel preferences – resulting in more robust customer profiles and hyper-personalization.

Valentine’s day is one of the busiest shopping holidays of the year. To capitalize on this high-spending surge, businesses must develop a winning conversational marketing strategy to improve their customers’ digital experience and drive brand loyalty through meaningful connections.  

If you can effectively incorporate the tips mentioned above into a broader conversational marketing campaign, you should gain a few new admirers. They might not send you chocolates or flowers, but they’ll give you something much more valuable—loyalty and repeat purchase.