When bots first came into the spotlight they found a home in customer support. However, as the tech becomes more and more accessible, its use spilled across all business departments. One of the bot applications rising to glory, in particular, is chatbot marketing.
Since using chatbots for marketing seems to be the talk of 2020, I’ve put together a list of key marketing chatbot use cases you can leverage in any industry. So, whether you sell products or services, online or offline… be sure to find here a use case just right for your business.
When talking about marketing, lead generation cannot miss from the list. In fact, it quite deserves the first mention and as it one of the most popular chatbot use cases in marketing overall.
Very likely, it’ll continue to be one of the leading bot applications in 2020.
Of all the possible uses why is lead generation, well, in the lead?
I have two theories:
- They are a friendly-face substitute for the dreadful online forms everyone hates.
- They are the easiest and most straightforward type of chatbot to put into practice and so, for many businesses, often the first stepping stone into the world of conversational marketing.
Lead generation bot is the ideal tool for a client-based business that aims to collect contacts to be followed up by a salesperson.
Building a dialog for this kind of bot is usually a quick task of putting together and simple conversational exchange of 2-4 questions. Further, most good chatbot builders offer a lead generation bot templates to get you started even quicker.
Here is how such a template appears in the builder:
And on the frontend:
In 2020, we expect more and more businesses to switch the online form for something more conversational in search of higher conversion rates.
For many businesses, simply generating leads is not quite enough.
To streamline their customer acquisition process, they need to assess the quality of the leads and their likeliness of conversion automatically. A well-constructed chatbot can assess not only the interest of the potential client but also his or her stage in the customer journey.
In many cases, creating a qualification bot simply requires extending the shorter lead generating conversation using case-specific qualification questions.
As chatbot technology is becoming more and more accessible through the availability of no-code tools and builders, brands and companies have the chance to collect a wealth of qualifying information without negatively affecting user experience.
Does your business depend on issuing quotes for potential clients?
Do you know how many clients you lose because they can’t be bothered to call? Or how many you lose competitors who provide their quote immediately online at any time of day?
A 24/7 chatbot present on your website or WhatsApp account can provide immediate service and quotes based on customer responses, instantly. Furthermore, it can double-act as a qualification bot and notify sales agents when a high-quality lead completes the conversation and possibly even trigger chatbot to human handoff.
Such a bot is better than a form because it can provide the user with additional information while collecting the necessary data. Especially so, if the bot has natural language processing functions.
Some businesses depend unequivocally on bookings and reservations. Others use them as a dedicated marketing strategy to provide customers with a little teaser of their service or product.
Either way, making reservations and booking appointments is probably one of the best ways of using bots for marketing – especially for traditionally offline businesses.
One of the most famous examples of this use case is Sephora’s Facebook Messenger bot. The cosmetics company deployed a bot that allowed customers to book an appointment for in-store takeover using their bot which resulted in an impressive 11% higher conversion rate than any of their other booking channels.
Hence whether you provide online services or run a more traditional business, taking part in conversational commerce even through something as simple as reservations can make a huge difference.
You can let our potential and existing clients book appointments, consultations, tables, seats, etc.
Did you know that most loyalty programs go unused?
People simply forget about their loyalty programs or are unaware of the benefits they have collected… According to the research study by Capgemini, an incredible 54% of loyalty accounts are inactive and nearly one-third of registered members quit the programs without ever using any of the advantages. Many people don’t even know how many points or advantages they earned.
A chatbot on your website, app, reminder email or – best of all – widely used messaging app like WhatsApp and Facebook Messenger can:
- Remind the members about their point balance in a friendly way
- Gamify the loyalty program experience (e.g. letting users earn points by solving puzzles, taking selfies with products, taking quizzes. etc)
- Encourage members to redeem their points and rewards
- Send reward reminders
The best thing about chatbots and messaging apps teaming up?
They have the potential to make digital marketing truly practical as well as translate its effects and benefits into tangible reality.
Some of the on-site, real-world services you can provide with mobile-friendly chatbot marketing include:
- Providing business location and opening times information
- Sending virtual receipts to A. Save the environment; B. Save space in customers’ wallets; C. Associate purchase information with specific clients, observe purchase habits and ultimately personalize offers and shopping experience.
- Providing WiFi password
- Sharing the list of menu items of services
- Providing a time table and room information about events/classes/meetings
Imagine asking a bot to find you the location of your favorite coffee chain in a new neighborhood; checking the menu and offers before you even arrive on the spot; receiving the receipt on WhatsApp and then having the bot offer you the local WiFi password.
Today, this kind of service is not only possible but also genuinely accessible to businesses of all sizes.
Contests have always been an incredibly powerful marketing technique. Today, chatbots give them the means to become even more so.
Bots are pretty successful as it is, but trust me when I tell you, there is nothing that’ll start a conversation faster than a whiff of a lucrative prize.
Plus, this chatbot marketing use case works on any channel including your website, landing page, app, messaging app or social media. It can also handle the whole process from start to finish:
- Attracting attention
- Collecting contestants
- Answering contest-related questions
- Sharing the results when the time comes!
You can either organize a simple giveaway (sign up & hope to win); user-generated content competition or comments/social shares competition.
For instance, it’s been a few years since Absolute Vodka’s famous WhatsApp Bot contest and people still talk about it (like me for instance, right now 😅). They created a virtual bouncer names Sven and people interested in witting to tickets to their VIP launch party had to try to convince him why they are the ones who should get in. The campaign saw huge engagement and produced loads of fun user-generated content!
It’s a fast and furious way to build your contact list, increase brand awareness as well as engage potential customers in an interactive and entertaining way.
Reviews and recommendations are an integral part of marketing.
Your marketing chatbot can not only provide those who ask with trusted reviews (or links to trusted reviews) but also be the friendly face that prompts customers to share their opinions.
Firstly, users are more likely to respond to a bot with a bit of artificial intelligence in its abstract brain; A bot that hangs out in their natural habitats like WhatsApp or Facebook and doesn’t force them to go out of their usual way.
In either case, it’s much better than clicking on a button in an email and filling out a form?
I would have to be really mad or dissatisfied to sacrifice the energy and time to do such a thing. And that’s the point… unhappy customers don’t care how user-unfriendly is your review system… the happy ones do!
Secondly, a bot on your website or landing page can easily pullout customer reviews… It can happily share the positive ones and have a chance to explain and answer questions about how the bad ones were handled without wasting any space on your site layout. Only the customers who really want to know, get the information.
Marketing is getting all personal and small scale. It’s all about creating relationships, listening… But only huge companies can afford to hire enough employees to tackle the task, and even then, it’s not the most obviously profitable strategy.
Whether you run an online or in-person group or community, it doesn’t really matter. For the sake and in pursuit of successful marketing, it’s time to build a bot!
A chatbot overseeing a community or a specific user group can, for instance:
- Invite new members into the group
- Share locations, times and updates about offline or online meetings and events
- Offer general community news and updates
- Inform members about the rules and ensure they are followed (e.g. monitor foul language or self-promotion activities)
- Enable members to ask questions and receive prompt answers about relevant topics
With their capacity for engagement, Chatbots have developed into a channel in their own right, worthy of having their own content marketing strategy.
Whether you want to attract readers to your blog, listeners to your podcast, or viewers to your online video channel, a chatbot can help you grow your following and keep people in the loop about what’s new.
You can send proactive (notification) or reactive (on request) messages regardless of whether you are working B2C or B2B. Sharing relevant content via WhatsApp or on the web saves users precious time.
A Content marketing chatbot, your followers/customers can
- Listen to podcast episodes, watch videos, read articles, check out case studies, etc. directly without leaving the bot
- Receive updates about new episodes or articles
- Look up topic-specific content on request
Moreover, once you know user preferences, you can tailor bot notifications based on user preferences.
Surveys are not just great for gathering information but also a potent strategy to collect leads, grow your customer base and raising awareness about your business. Hence, they are not going anywhere but staying strong on the 2020 marketing battlefield.
Despite surveys being quite potent already, chatbot surveys take this marketing strategy to a whole new level (without making you pay extra for single-use survey software). Also, turning a survey into a conversation creates a more interactive experience and allows for more personalization. Fun chatbot personality alone can increase survey completion.
Here are some of the features of surveys with web or messaging app bot. They are:
- Super simple to fill out and complete
- Mobile-friendly by default
- In case of WhatsApp or other messaging apps – Optimized for a platform that users are already familiar with
Furthermore, chatbot surveys have higher engagement rates; allow you to store user responses in real-time and even personalize some parts of inquiry-based on those responses.
2020 is going to be a year of experiences and interactions, one that will redefine the future of chatbots. Well, a bit more than any other previous year. But, thanks to the growing simplification and affordability of conversational technology, you can keep up with the trends without overshooting your resources.
Analyze your business needs, employ one or more of the chatbot marketing use cases from above and start engaging with your potential and existing clients in an interactive, personable way!