What comes to your mind when you think of chatbot marketing experience?
Using a chatbot to grow your business, whether it’s to acquire customers, help existing customers, or build brand awareness, is becoming increasingly popular and is only going to grow more. The formula is easy: create a bot, advertise it, engage users, and grow your business. But what happens between point A, having an idea for a bot, and point B, converting users, requires a strong strategy. And we’re here to help you with it.
In this blog, we’ll help you build a rocking chatbot strategy for your brand. We’ll be answering your most frequent questions about the best practices for a nearly-human chatbot marketing experience.
Here we go!
Research your most frequently asked questions by asking your team
One of the most important aspects of your chatbot marketing strategy is the content of your bot. Let’s take one of the chatbot use cases as an example: a customer service bot. If the aim of the bot is to assist customers and deliver quick responses, then it’d be ideal to look for the most frequently asked questions from your customers to see what content your bot should contain. You can take the help of the customer service team, your social media manager or your sales and marketing team to form a set of FAQs for your chatbot. The search suggestions at the bottom of your Google page and even crowdsource communities like Quora are a great place to start, to build your bot in accordance with customer demands and queries.
2. Build your bot a conversational flow
Chatbots work best when provided with a concrete set of questions to answer. Without a certain level of specificity and pre-planning, it becomes harder for a chatbot to deliver a satisfying experience, let alone the right answer. This is why a conversational flow is important. Plan a flowchart, beginning with the greeting to the various trigger paths. Build an ideal conversation flow for every different direction the conversation may turn in.
3. Avoid fully open-ended conversations
Chatbots, though advanced as compared to the last 2 years, still have bigger milestones to accomplish, which would require more technological advancement. Due to this, carrying out a fully open-ended conversation will leave your bot confused and a poor user experience. When your bot provides your clients a series of questions it can address, it becomes a lot easier to derive what the chatbot can deliver to the customer and help keep the conversation relevant.
4. Integrate live-chat features for human assistance
One of the most interesting stats we’ve seen about chatbots is that people aren’t nearly as turned off by them as you’d think. 69% of consumers prefer communicating with chatbots versus in-app support. People love speedy answers to their problems. That being said, that leaves 31% of consumers who might prefer the traditional way — human support. This can be integrated into your bot experience, too. Live chat is a feature that lets your user connect to a representative to solve complex queries that the bot would fail to resolve. This provides your customers with an all-round experience, hence accelerating customer loyalty to your brand.
5. Track the effectiveness of your bot
One of the biggest questions everyone has on their mind when working with a chatbot- “is this working out for my business?” And “working” can mean a lot of different things. If you’re using chatbots to minimize your customer support volume, then that’s an easy metric to check. If you’re wanting to measure the effectiveness of education, marketing, or sales, then you can always use the data stored in the bot and even make the bot analyse it for you. You can also use bots to track customer engagement and their activities on your website, therefore measuring the ROI for your brand.
6. Enrich your bot with data and personalisation
Feed your bot all the necessary data and documents to make it more competent. You can feed large amounts of data, which your bot can automatically scan through and use whenever a customer comes up with a query.
Personalisation gives your bot a personality. Make your chatbot as human-like as you can. Give it a name, a sassy tone, enrich it with data and make it fun with images, videos and carousels. One of chatbots best features, I believe is the capability of not just providing assistance, but also analysing the user attributes from all the recorded interactions and personalising content for every user. Customers want to feel considered and cared for by your brand, hence you can use chatbots to collect user data and provide a personalised experience for each individual. The more relevant the content, the more positive user experience it drives for your business.
7. Replace email newsletters with chatbot newsletters
We’ve talked a lot about how great a chatbot can be for incoming requests. But how about outbound? There is a lot of room to experiment here. And one of the prime places is using your bot as a content delivery system.
For instance, on Facebook Messenger, any time someone talks to you through Messenger, they are added to your contact list. You can set up a chat bot to ask these folks to opt in to hear regular updates and announcements from you, then — voila! — you’ve just built a subscriber list on your messenger bot. Some estimates say that chatbot newsletters generate a 70-80% engagement rate.
7 ways in which chatbots help in marketing and elevate your chatbot marketing experience-
Large engagement capacity
Chatbots are unique because they don’t just engage with your customers, but they also keep them hooked post-interactions. This means a chatbot can retain your customers for longer than any other forms of marketing. Your chatbot can read your user’s interests and send your customers relevant notifications even after the interaction. Your chatbot learns from interactions and sends your customers relevant information egarding your brand, products, and services. Essentially, it’s able to up-sell and cross-sell in a personalized, conversational, and engaging way.
2. Reach a wider audience
In the age of millennials, the ideal form of reaching out to a mass audience would be virtually. And because chatbots are predominantly found on social media messaging platforms and websites, they’re able to reach a virtually limitless audience. They can reach a new customer base for your brand, and they can be integrated across multiple messaging platforms, thus making you more easily accessible to help your customers. This, in turn, opens new opportunities for you to increase sales.
3. Gather and analyse customer feedback and data
Your chatbot can effectively gather feedback from your customers. You can build a feedback form into your conversational flow and ask the users to write in their experience with your brand in your chatbot. This will not only help you track efficiency, but also help you improvise on things that you feel your brand must be lacking behind in. A chatbot softens the approach to gathering feedback by naturally introducing questions in their conversations. After you analyse feedbacks, you can remodel your marketing strategy to become more focused on your customer’s needs, thus creating more of an inbound marketing approach.
4. Making communication with your brand more fun
While it’s no shocker that chatbots can deliver information and quality solutions to customers, they’re also able to make their interactions fun. Give your chatbot a personality and make your conversations a touch of humour. This engages the customers a lot more, makes the conversation interactive and can also increase the number of visitors, leaving a lasting impression in their minds.
5. Move your customers seamlessly through the sales funnel
Lead nurturing is an essential part of every company’s marketing strategy; and unfortunately, it’s also extremely tricky and time-consuming. Chatbots can attract leads by engaging them in interactive conversations. They allow you to gather the information you need to then create personalised messages that can help guide your users through their consumer journey. With this, you’ll be able to tailor your marketing efforts to each lead that visits your website or social media profiles.
6. Make your brand more proactive
Oftentimes, brands have a passive approach to customer interactions. They only communicate with their audience once a consumer has contacted them first. A chatbot in this aspect, sends a welcome notification when a person arrives on your website. This makes you initiate conversations with your customers and makes you seem more proactive, thus enhancing your brand’s reputation. An increase in customer-brand interactions can have a positive effect on your sales numbers too.
7. Send relevant notifications
Consumers don’t want to be bombarded with emails, text messages, and other notifications every time something happens regarding your business, products, or services. Because chatbots are able to capture and analyze data, they’re also able to send personalized notifications through social media that are relevant to each and every user.
Bots are a great tool for not just customer service, but also helps you increase sales and accelerates your productivity. Build yourself a bot to derive the best chatbot marketing experience for your brand. Use these tips to elevate your chatbot marketing experience and strategy.
For further information on chatbot technology, here are a few blogs you can read.
Thanks for reading!