Chatbots are driving the engagement engine in an age of relationship marketing. Conversational marketing requires stakeholders to connect, listen and deliver to build trust between a brand and a customer. It enables businesses to comprehend customers more fully and anticipate their needs for specialized solutions. In this article, we will delve into what conversational marketing is and various use cases of chatbots in marketing.
What is a chatbot?
Chatbots are AI-powered CX automation tools that help companies streamline customer engagement operations and expand their ability to engage. Intelligent chatbots imitate human-like interactions by following a pre-programmed set of behaviors or norms.
If the use case and overall setup are sound, a chatbot can save companies time, human resources, and money. Modern chatbots are programmed to perform routine interactions using natural language processing in AI to automate routine communication processes.
How can chatbots be used in marketing?
There are many different ways that you can leverage a chatbot marketing strategy in your digital marketing. Bots may be tremendously helpful for automating routine tasks, responding to frequent consumer inquiries, and even closing deals. Let's learn a little more.
Chatbots for customer service
If your business gets a lot of customer support requests through Messenger (or if you want to start using Facebook Messenger as a customer support channel), a bot can help a lot. A chatbot can be developed to assist clients in categorizing their customer care concerns before sending them to the appropriate party or solution.
Chatbots for Sales
A chatbot can help drive people to your sales pipeline. Whether you use it to schedule appointments for consultations or to collect emails for your newsletter, it can be a great start to the customer journey. Many customers don't want to pick up the phone and call, so adding an easy way for them to start communication online can help.
Chatbots for shopping
The use of Facebook Messenger chatbots will even enable your company to offer in-app shopping. Customers can browse products and even make purchases inside the chatbot with a little customization.
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Chatbots for frequently asked questions
Let customers or prospects ask common questions from your chatbot. Programming a bot with question and answer options is a great way to deliver information to your audience in a more interactive environment. It can be fun for customers to interact with your chatbots, making them more likely to choose your company over the competition.
Chatbots for marketing
Of course, a chatbot can be used in a wide variety of marketing strategies. It can be utilized as a lead nurturing tool. In an effort to persuade someone to make a purchase or join up for services, you can give them useful and educational messages when they voluntarily communicate with your chatbot. This is a more direct type of one-on-one connection and can be a potent weapon in your digital marketing Armory.
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How to implement a conversational marketing strategy?
1. Determine feasibility
Evaluate and determine if the introduction of a conversational marketing strategy can make a substantial difference. Are you looking to the future to improve the user experience when they need support, or do you want to accelerate the customer's journey through the sales funnel?
2. Identify customer requirements
You must be aware of the language and dialect your users speak, their goals, and the best ways to help them if you wish to engage them in conversation.
3. Evaluate devices, platforms and distribution channels
Once you have established who your target audience is and what their objectives are, you may begin by assessing the devices, platforms, and channels. Do you want to boost the quality of your customer service? Do your users frequently get in touch with you by phone? Do you have fans on social media already? Do you want to boost your website's conversion rate? An AI chatbot development can help you speed up your funnel by directing people to the material they need.
4. Test and iterate
Run simulated conversation sessions in an ideation workshop to develop scripts as if you were having a real discussion with your users. This will help you anchor your script in user-friendly language and capture unexpected avenues of dialogue. You can also use this phase and process to define your brand's tone and voice when participating in a discussion.
Conclusion
While bots are an essential component of any brand's marketing strategy, striking a balance between automated customer interaction and a personalized human element in the customer experience is crucial. Too many chatbot conversations can cause customers to avoid interactions and therefore a significant drop in engagement rate.
With that being said, chatbots are the most recommended solution to boost your customer engagement and meet your customer expectations.
At USM Business Systems, we've partnered with some of the world's leading industry giants to create AI, ML, and Natural language processing techniques to help better serve customers and improve your ever-growing sales funnel. Looking to add chatbots to your marketing strategy? Talk to our experienced engineers to create a custom solution for your business!
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