How To Use Live Chat Data To Drive New Marketing Ideas

By shaheryar | Latest-Updates | 18 Dec 2020


Live chat, considered as a sole domain of customer service, reveals big secrets for content marketers. Just like website data and social media stats, smart marketers are now putting a prime focus on live chat data.  

Appropriate tactics are designed to answer why prospects fill their carts but do not convert. Why do some potential clients bounce back from the main page? Similarly, live chat data gives more insights about their prospects.

It is believed that people engaging in live chat are more likely to convert than others. Live chat reveals the pain points. These pain points are the basis for generating new marketing tactics. Marketers aim at answering their pain points for shortening their journey. This gives birth to more loyal customers in the long run.

Research by Intercom revealed 82% of live chat customers have high chances of conversion. This shows enough potential in live chat data. Let us learn how we can use this data for generating creative marketing ideas:

1. Identify the Pain Points

Modern-day customers demand exceptional service. Experts believe that the bad experience of a single customer can return hundreds of potential clients. Therefore, understanding the pain points is imperative. Using data for this gap identification is the easiest route.

There is a three-step strategy for using this data.

        i. Segmentation

Firstly, you need to segment your chat. Some common segments include price, quality, delivery, and critics. Maintain a record and put each query in a relevant segment.

       ii. Analysis

Now, at the end of a month, you will analyze which segment is getting the most queries. Once you have identified the segment, your next step is to dig inside your chats. See what the root cause of the queries is. Is it the same for every customer, and what is its frequency?

      iii. Result

Once you have identified the problem, you will think of an appropriate route to resolve it. It can be a blog post explaining the product's core features, an FAQ page, a detailed video about technical features, or a pillar page.

2. Selecting a High-Interest Customer Group

This strategy works well for brands serving more than one industry. For instance, you have a carpet cleaning brand that is serving both residential and commercial clients. In the residential segment, you are targeting people living in bungalows, high-class apartments, and villas. On the commercial side, your key targeted segments include schools and offices. You are not interested in targeting hospitals and clinics, as most of them have their private laundry system.

Now, with the help of live chat data, you can notice a pattern in your queries. Identify the segment which is coming up with more queries. For instance, you are getting more queries from the residential segment. Now, you have narrowed it down and noticed that most queries are from people living in apartments.

This will help you in generating personalized content. Since apartment customers have more interest in your service, they will find your personalized content highly valuable.

3. Targeting New Sectors

Sometimes marketers are unable to identify the growth opportunities. Live chat provides amazing insights for growth. For instance, if there are fewer queries from one segment, it can show us a red-flag. Apart from it, if all of these queries are of the same nature, it shows something lacking from the marketing side. Therefore, there is a need to revamp the marketing strategy for that segment.

For instance, If you have a Prayer Times app for millennials, and you are not getting enough downloads from them then that shows that you need to choose other segments or improve your marketing strategy. In most cases, marketers are so involved in targeting high-growth areas. Other segments with zero queries are overlooked. If these segments are targeted with new marketing tactics, reaping benefits for them will be possible.

However, identifying this segment is essential. Live chat provides an opportunity for identifying such segments. Create personalized content, add creative marketing ideas, and enjoy new conversions by targeting a new segment.

4. Creating a Content Bank

With live chat, you will get hands-on the most frequent questions. Therefore, creating a content bank will be easier. You must have planned your FAQs page but on what basis? This page that sounds simple is often the most difficult. It requires in-depth research and analysis. Notice your common queries, and then jot down the content for your FAQ page.

You will also notice the nature of your frequent complaints. Are these related to products or belong to other complex things? Simple product related queries can be resolved by creating a video tutorial. However, complex queries are answered by creating a bank of blogs.

Use this valuable asset in your live chat. Add some automation and let the software ask for an email address. The content bank will then be directly emailed to the prospect. Additionally, analyze your frequently asked questions and see if they also appear in your search queries. If these are the same, it's time to create a pillar page.

5. Account-Based Marketing

A lot of time and effort is required in account-based marketing. We spend a lot of time generating compelling content for particular accounts but have no confidence if it will work. Live chats give us that confidence. We can simply ask a prospect about his industry. Now, we have all the assurance of working on account-based marketing. This route will also provide enough help to the sales team.

6. Feedback

Nothing works better than feedback. True feedback about your product gives a route for designing appropriate marketing strategies. You might be in the right direction, and a little tweaking can make a big difference.

Wrapping It Up

In short, live chat is the lifeblood of marketing ideas. Reaching a group of high potential clients, interacting, and gaining insights from their thoughts can bring gigantic changes in marketing strategies. Data from the live chat can be used in picking up the pain points, targeting a high-interest segment, identifying a new segment, creating a bank of content, getting feedback, and working on account-based marketing. Each of these outputs plays a huge role in molding our plans, tweaking our strategies, and getting more conversions.

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Shaheryar provides ghostwriting and copywriting services. His educational background in the technical field and business studies helps him in tackling topics ranging from career and business productivity to web development and digital marketing.


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