In this guest post, Jeremy Durant from digital marketing firm Bop Design, extols the virtues of adding a live chat option to websites…
It’s time to rethink live chat on your website, especially for B2B firms. Most professional websites have at least one form, often more. While I’m still a proponent of having easy to complete contact forms on a website, I’ve recently seen a lot of positive results from installing live chat tools on B2B websites. At my digital agency, we’ve installed a live chat feature on a variety of websites, for both product-based and service-based companies. Both have had surprisingly good results. For a client who is a B2B construction manufacturer, the primary source of lead generation is the chat feature.
So why should brands, even service-based brands, consider adding a live chat feature to their professional website?
Why Chat Is a Winning Strategy
- Customer Service
The most obvious reason for installing live chat on a website is to provide a top-notch level of customer service. A live chat pop-up on a website is the equivalent of a sales associate greeting a visitor to a brick and mortar store. It’s a touch-point that says your business is responsive and available to answer any questions. Particularly for highly-competitive industries, great customer service can be a major differentiator.
Sure, your website may have several different ways to get in touch with a human at your business (phone, email, contact form, etc.), but a live chat is immediate. The world often moves to fast to wait to get your questions answered. It’s also another competitive advantage. If you can immediately answer your prospect’s questions before your competitor checks their email or replies to a website form submission, you are already ahead.
Your job is to make your client’s job easier, to simplify their life, to give them back a few minutes of their day. Forcing them to pick up the phone and call your company, only to get your voicemail where they have to leave a long message isn’t adding value to their day. Email forms are better but can still take time to complete and send, unless you forgot a field and have to go back and see what required field was missed…get my point? Live chat is a highly efficient way for your prospective clients to get in touch with you without taking away from their day. They can check their email while you are responding or they can tell a coworker why a project deadline was pushed back or they can make their lunch plans.
When it comes to marketing, particularly digital marketing, there is a real push from consumers to make the experience personalized. While great content strategies look to answer questions with well-written blogs, carefully crafted FAQs, and nicely designed white papers, they may not answer the one question that is unique to a prospect. A website chat feature enables you to quickly personalize the experience for the user and address their needs.
If you have a well-defined business model, you likely have a very specific target market you are trying to work with. Not every company or client will be the right fit for your products or services. A chat feature is an efficient way for your prospect to evaluate your offerings AND a great way for you to qualify them as a lead. All the websites we have installed a chat feature on are using the live chat for converting and qualifying leads. It’s an easy way to determine if it makes sense to take the conversation offline to a phone call or move to a quote or give them resources that would be a better fit for their needs.
If your website doesn’t have a chat feature, it’s time to consider it. Now, live chat features may not be the right fit for every firm. You’ll need to think about the needs of your target market. In some cases, if your service or product is complex, live chat may be an annoyance or unhelpful. However, we’ve seen the benefits of live chat features for a variety of B2B brands looking to generate more leads.
Jeremy Durant is Business Principal at Bop Design, a B2B web design and digital marketing firm. Jeremy works closely with businesses in need of a website, marketing and branding strategy, helping them to develop their unique value proposition and ideal customer profile. Jeremy received his BA from Merrimack College and his MBA from California State University, San Marcos. His writing has been featured in EContent Magazine, PublishThis, Marketing Agency Insider, Visibility Magazine, and Spin Sucks.
Integral Ad Science (IAS) has announced it is the first verification company to integrate with Google Ads Data Hub (ADH), Google’s privacy-focused data platform for advertisers. The IAS integration provides advertisers viewability, ad fraud, and brand safety measurement for YouTube via ADH. While IAS does not collect or use any private audience data for delivering […]
Last night’s Australian Ninja Warrior finale crept back over the million-mark, pulling 1.098 million viewers for broadcaster Nine. Not that we’ve seen the end of the ovelry athletic programme: a two-part special event, Australian Ninja Warrior: State of Origin, begins next Sunday. Ninja was the best of last night’s entertainment shows according to OzTAM metro […]
Google creative director Tara McKenty founded Rare in 2017 as a way to empower underrepresented groups across the tech, media and creative industries with the tools to drive more inclusive cultures. The two-day leadership masterclasses deal with issues such as unconscious bias, marginalisation and prejudice in the workplace in a way that ensures to promotes […]
Ad Standards confirmed today that it has appointed Mr Richard Bean as an interim Independent Director for Complaints Handling, to supervise the work of Ad Standards’ community panel and industry jury, after its former CEO left in June. “Richard has held senior management roles in both the private and public sectors. As a former Deputy […]
Bravery and courage come in a lot of forms, but Mindshare CEO Katie Rigg-Smith says one of the bravest things women (and men) can do is continue to hold truth to power, no matter how difficult that might be. During this year’s B&T Women in Media Awards, presented by Bauer Media, we’ll be recognising exceptional people who […]
Radio is alive with possibilities for advertisers in the next phase of the commercial radio industry’s Radio Alive campaign, which promotes radio’s key strengths in delivering real results for Australian businesses at a time when they need it most. Showcasing radio’s strong reach, exceptional speed to market, ability to target new and existing consumers and […]
Ad Standards has appointed Richard Bean (main photo) as an interim independent director for complaints handling, to supervise the work of Ad Standards’ community panel and industry jury, after its former CEO left in June. Ad Standards Chair, Mr David Scribner said: “Richard has held senior management roles in both the private and public sectors. […]
The drunk antics of customers in a fast-food restaurant at 11pm would probably give most burger chain marketers more heart palpitations than one of the greasy triple cheese burgers. But not so Burger King Brazil, who has cobbled together iPhone footage of customers behaving very badly and turned it into a wonderful new spot spruiking […]
Half of Aussie marketers are waiting for better times before committing budget and shift to online set to accelerate, a new study by the AANA has found. Some 68 per cent SMBs and 87 per cent of large businesses still have marketing related spending budgeted for the next six months according to new research commissioned by […]
Nine’s annual Upfront presentation is going virtual for the first time, with the 2021 event showcasing Nine’s television, radio, digital and publishing slate for the year ahead. Nine will use its virtual 2021 Upfront showcase to illustrate the way it works with partners in the short, medium and long term as society and business finds […]
A police recruitment ad has been pulled – and subsequently lampooned – for looking too much like an action movie and nothing at all like the day-to-day duties of the average police officer. The recruitment video for Guernsey Police has been taken down after being mocked on social media for the way it portrayed a […]
Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]
Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]
Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]
ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]