Online companies are increasingly using chatbots in all kinds of ways. You find businesses using chatbots to engage site visitors, deal with customer inquiries, and aid lead generation. That’s a trend that’s likely to increase as chatbots become able to deal with increasingly complex tasks.
This article will examine how you can utilize chatbots in your marketing efforts. You’ll learn some of the ways businesses are using chatbots and the benefits of these applications. Hopefully, you’ll gather some valuable insights you can apply to your company.
Importance of Chatbot Marketing
Chatbots offer a way to automate interactions between a company and site visitors. They help you increase the volume of inquiries you can manage, and they offer round-the-clock support. So, if a customer has a question about your product at 2 a.m., they can always talk to your chatbot to get the answer.
That ability to provide increased support without a commensurate increase in human resources results in cost savings. It is estimated that chatbot marketing reduced customer service costs by 30%.
Chatbots are a valuable source of business intelligence as well. You can use the data to create more effective marketing campaigns (more on this later).
Unsurprisingly, given the benefits of chatbots, they are used in all parts of business operations. With that in mind, let’s look at seven chatbot marketing tips.
6 Chatbot Marketing Tips For Your Business
If you plan to use a chatbot, it needs to be properly set up and utilized. Here are chatbot marketing tips you should follow to help you reach more customers:
1. Identify the Common Queries
There are questions customers typically ask. You can use a chatbot to answer these to save time and, at the same time, gather leads. But first, you need to know what these common queries are.
You don’t need to look too far to get that information. Your customer service team is a goldmine of information. They answer customer queries all day, so they know which questions customers ask.
Social media teams are great sources of information, too. Go to your business social media account. Sometimes, people post their questions on the brand’s Facebook account or even message brands personally.
To know what your customers’ pain points are, ask your marketing team, too.
Compile the common questions you find. You’ll see the relevance of these in the next subsection.
You can also include these common queries in a Frequently Asked Questions section on your website.
2. Create a Conversational Flow
Chatbots work best when they have a specific set of questions to answer. Those questions should be based on what you find out about your customers and the questions they usually ask. A conversational flow is like a flowchart where a customer receives a specific reply based on their answer.
But before you create a great conversational flow chart, you need to determine your chatbot’s personality first. Do you want your chatbot to be friendly? Or more formal?
Your answers will inform the tone and writing of the conversation.
Ensure that the chatbot’s personality is based on your brand voice. For instance, Mongo DB, an application data platform, is known as an easygoing brand despite the “serious” industry. That’s reflected in the way its chatbot, Mbot, interacts with people.
Once you’ve determined your chatbot personality, it’s time to create the conversational sequence. Go back to your customers’ common queries. Those will be the questions in your flow.
You’d have to make adjustments to the questions, though. If they’re too long, make them short and straight to the point. Chatbot replies need to be short, too. Start with a greeting. Then, ask a question. The next reply should address the question. Remember, the conversational flow should follow natural conversational patterns.
Also, include a message that checks everything has been understood to that point. If something isn’t understood, the chatbot needs appropriate error and apology messaging. Depending on your chatbot's purpose, you can also include a message with suggestions. You need to wrap up the conversation nicely.
Test the conversational flow before you deploy. Find out what works and what doesn’t and make adjustments.
To get the most out of your chatbot, use it to personalize the customer experience. The bot can anticipate certain details like name and location and input them automatically (you can use geolocation or just ask your customer these details directly). This saves the customer time and gives them a premium service.
You can personalize using your chatbot in other ways. Chatbots can be a goldmine of information. It can tell you a person’s interests based on their conversations with that person. If a person frequently asks the chatbot about shoes, you can safely conclude that person loves shoes.
So what if you know that detail about your customer?
Well, you can use it to serve them tailored content. So, the next time that same person accesses your website and talks to your bot, your bot can automatically give them all it knows about the shoes you sell.
That’s what Margot, Lidi’s chatbot, does: The first time the customer interacts with Margot, Margot finds out they love Chardonnay. So, the next time the customer asks something completely unrelated, Margot tells them that a particular product can be paired with Chardonnay, something the customer loves. That increases the chances for conversions.
You can use that information to personalize your website, too. Use the same information to send recurring emails in Gmail to your subscribers and give your email marketing campaigns a boost.
4. Include Live Chat Features
Chatbots can solve basic queries, but only humans can solve the more complex problems more often than not. To provide the best service, then, you need a little bit of both.
So, how would that work?
Well, if a customer asks basic questions, the chatbot can do all the talking. When something more complex crops up, your human agents can take over.
Having both options improves the quality of your service. Overall, your customer gets immediate answers when they ask.
Besides, you can ensure your employees will provide the quality of service you’re looking for with this combination. Since the chatbot screens the questions that reach them, your human agents don’t end up overworked. That means that when they finally interact with your customers, they’ll genuinely be more than happy to help.
5. Use Chatbot Newsletters
To some customers, email marketing seems outdated and just clogs up their inboxes. In those cases, why not use chatbots to send those newsletters instead?
But how do you get customers to subscribe to your content in the first place?
Let’s say your bot has answered a customer query. It can then send a request to send newsletters to the customer. Something like this:
If the customer opts in, then it can start sending those newsletters at the frequency the customer specifies.
Chatbot newsletters are great because they help you nurture your relationships with your customers. Besides, they keep them longer on your website or social media account. The longer they stay, the higher the chances they’ll convert.
6. Track Performance
Monitor the effectiveness of your chatbot(s). If the chatbot is working correctly, it should reduce the demands on human operators.
There are other metrics you should take a look at. If you want to check if your chatbot is providing value and sales leads, it’s best to check the number of links clicked, for example. That can be done using the UTM codes the linked content contains. You can also track overall chatbot activity. Low chatbot activity is a sign of poor performance.
But why should you track chatbot performance in the first place?
That can help you make the necessary changes to improve the service if needed. So, if you have low chatbot activity, you can make the chatbot more fun to interact with. Or, if your human agents are still receiving too many basic queries, you can improve your chatbot’s conversational flow.
Chatbot marketing is something businesses can no longer ignore. Consumers are demanding. If they can’t find the help they need immediately, they’ll just switch to the competition.
Chatbots can also provide the business with other benefits. They can generate leads and help you gather the data you need to improve marketing strategies. They even keep your employees, your human agents who are no longer overworked, happy.
There is, however, a right way to set up and use these chatbots. In this article, I shared with you important chatbot marketing tips. Follow these to maximize the value of chatbots. So you can offer your customers a great experience and stay ahead of your competition.