Chatbot marketing involves using messaging apps to automate customer support, increase brand awareness or drive sales. The best chatbots have a clear purpose and are designed to deliver a seamless user experience. They are usually easy to navigate, fast and provide relevant information. They should also be able to transfer customers to human representatives in case they need further assistance.
Marketing chatbots are different from regular bots because they perform specific marketing tasks such as getting a potential customer to sign up for a newsletter or directing them to the right section of your website to complete a purchase. They can also be used to collect and assess leads’ quality and likelihood of conversion.
To make your marketing chatbots more engaging, include media such as emojis, images or animated GIFs. This will give your messages more personality and boost conversation conversion rates. It is important to remember that a marketing chatbot should only be one part of your overall marketing strategy. It should not replace your social or phone support teams, but should be used as an auxiliary tool to help them perform their jobs more effectively.
One of the most effective ways to use a marketing chatbot is to answer frequently asked questions. This can save time for your customer service team and free up more resources to deal with unique or complicated issues. In addition, it can ensure that customers get an immediate response no matter the time of day or night.
Sprout Social reports that 59% of customers expect brands to respond to their queries within two hours. Using chatbots can ensure that your company is available to answer customer queries outside of business hours.
For example, portable blender brand BlendJet has a chatbot on Facebook that answers common questions about pricing and shipping. This helps to build trust with first-time and repeat customers.
Creating a chatbot is an ideal way to promote your brand and products on social media. A marketing chatbot can also be integrated with your website to increase traffic and lead generation. However, you need to understand the audience on each channel so that you can tailor your message and the experience to each platform.
You can also use a chatbot to share product promotions or special offers. This will encourage customers to engage with your brand and convert them into paying customers.
The first step in developing a successful chatbot marketing strategy is to understand the audience on each of your channels and identify their pain points. This will help you determine the most appropriate questions to ask in your bot’s dialogue. Depending on your goal, you can choose between a simple rules-based bot or an AI-enabled one that follows a predefined script based on customer responses. You can even opt for a hybrid chatbot that utilizes both AI and rule-based software. Regardless of which type of chatbot you select, it is important to keep your objectives in mind to measure how well the bots are performing.
