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The Complete Guide To Mastering Chatbots To Market Your Brand | by atisfyreach | Jan, 2022

A chatbot is a marketing tool that imitates human communication to help brands optimize their marketing efforts and engage with customers throughout the day. They leverage messaging mediums like SMS, social media sites, and website pop-ups to receive and respond to messages. Brands can program their chatbots marketing tool to respond to certain messages the same way or use machine learning to give appropriate responses to specific questions.

They allow brands to respond to pressing customer issues on time, whether users want to book a flight or return an item. Customers expect quick responses from the brands they are buying from, and chatbots for marketing allow them to reply instantly.

Other than getting quick answers to their questions, customers are messaging chatbots to:

  • Resolve complaints or problems.
  • Get detailed information about their queries.
  • Reach a customer service agent.

These important use cases make chatbots a vital tool that every brand needs to invest in. Chatbot marketing statistics show that many brands are now using these tiny robots to engage their customers, resulting in improved customer satisfaction.

While chatbots for marketing aren’t a new business tool, their adoption has gained momentum in the last couple of years as businesses seek ways to streamline customer communication and drive sales. If you’re looking to add them to your marketing toolkit, you should note that it isn’t a feature within an app. It needs to be built externally depending on the API. You can do this in-house with a developer or through a third-party company specializing in chatbots.

1. How Conversational AI can Automate Customer Service

2. Automated vs Live Chats: What will the Future of Customer Service Look Like?

3. Chatbots As Medical Assistants In COVID-19 Pandemic

4. Chatbot Vs. Intelligent Virtual Assistant — What’s the difference & Why Care?

Not all bots are created equal. You can incorporate two types of chatbots into your digital communication channels to streamline customer communications. They include:

Conversational chatbots use artificial intelligence (AI) to understand the context and intent. Such chatbots for marketing are more sophisticated and deliver personalized responses to customer queries.

Rule-based chatbots respond to specific queries based on pre-set rules. These offer basic user engagement capabilities through pre-programmed answers, and their responses often resemble website FAQs.

Eager to set up your own chatbot? Here’s what you need to build an effective chatbot to engage your customers.

With the different ways bots can be used for marketing, you need to define how you’ll use them to shape your chatbot communication strategy. Take time to research the circumstances that will require you to use chatbots. Are you looking to solve customer issues quickly, promote new products or generate quality leads?

The answers to these questions will help you figure out how to set up your chatbot. Reach out to your social media and website teams and tell them about the challenges they face with customer engagement. If they find it challenging to respond to all the messages, you need to set up a chatbot to handle customer queries.

Where do you want to install the bots? On your website to help customers find products and complete their orders, or on social media to respond to customer queries about your products and services? Instead of choosing one or the other, you can also set up chatbots for both your website and social media pages.

Check your marketing data to understand the areas that can be improved with a chatbot. If you are seeing lower conversion rates on your website, a chatbot marketing communication structure that provides users with all the information they need about your products or services would be ideal. For your social media chatbots, you want a program that answers common questions.

The next step is to determine the information you want visitors to interact with when engaging the chatbot. Think about the popular questions users are likely to ask the chatbot and build useful information flows based on that. If you are unsure of the questions users are likely to ask, talk to your customer service, sales, and marketing reps for insights into user queries and concerns. You can also check Quorra for common questions regarding your brand.

Give your bot a personality to humanize its interaction with visitors. Craft the responses the bot will give when responding to customer queries. Make sure to set a consistent voice for all your chatbot’s messages to maintain uniformity in your customer communication.

Map out how the conversation journey will go after the first questions. You want to know the questions that will come next after a client starts engaging the chatbot. For example, if a customer asks if you have a specific product in stock, they will likely ask its price and how long it will take to ship the product. Add all these questions together and the possible replies to satisfy the user’s needs. Ask your sales team to guide you on this process.

Your chatbot interactions should culminate with a CTA after responding to all of your customer’s questions. Create a call-to-action that takes users to a specific page on your website or directly to checkout if the user was inquiring about a particular product.

The following are the most common chatbots based on the current chatbot marketing trends;

Facebook chatbots are popular with brands that want to maintain constant communication with their users. More than 100,000 bots are being used on Facebook to respond to customer queries, share product information, take orders, and collect customer information. Facebook chatbots are mainly used on Messenger and are activated when the user visits the brand’s page. They often drive action through discount codes.

Twitter bots are among the most effective social media chatbots for digital brands. Twitter for Business is a fantastic place for brands to deliver valuable information to their customers, and Twitter bots help brands respond to specific queries from their users. Take Audible, for example. The podcast company uses a Twitter chatbot to allow users to find appropriate listening material. The bot can take the user to the correct location after answering a series of prompts.

Figure 1: Twitter chatbot example. Source: Later

WhatsApp recently released an application to help businesses communicate more effectively with their users on the platform. The update comes with a suite of tools, including creating chatbots.

WhatsApp bots make it easy for brands to address customer service queries and provide customer support. With over 2 billion users globally, WhatsApp is the most popular messaging app, and their chatbots help brands communicate with their users through a set of automated replies.

Website chatbots have replaced live chat on most websites. These bots are intelligent and can complete a host of tasks, from booking consultative sessions with sales reps to delivering engaging content that pushes prospects down the marketing funnel. Website bots are launched as soon as a user lands on a site and use AI to help with user queries.

AI bots can fit seamlessly into your marketing activities to help you push customers through the sales funnel. Here are some benefits of using chatbots for marketing:

  • Personalized experience — Chatbots gather data about your visitors to offer them personalized shopping advice.
  • More engagement — Chatbots keep users connected for longer to provide you with more engagement opportunities.
  • Wider audience reach — You can integrate them into multiple applications to help you reach more people.
  • Data to analyze — Chatbots collect valuable customer data to help you understand your users better.
  • Make brands more proactive and fun — Chatbots deliver quality information to users while making your engagements fun and interactive.
  • Automate notifications — Chatbots allow you to automate your customer engagements to make your brand more proactive.

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