Chatbots For Marketing: How They Work And How To Use Them Effectively

SEO Services Hong Kong, SEO Agency Hong Kong

Chatbots For Marketing: How They Work And How To Use Them Effectively

Updated on: 8 September 2021

SEO Services Hong Kong, SEO Agency Hong Kong

When chatbots were first introduced, a lot of people were skeptical about them. While most of the robots we see in movies are cute and helpful, the concept of using AI-powered things to interact with humans freaks a lot of people out.

Robots, including chatbots, are here to stay though, not to take away jobs but to make life easier for humanity.

Chatbots, in particular, are incredibly powerful social media marketing tools that can help you ensure a better experience for your old and new customers.

Chatbots: what are they?

Chatbots are Artificial Intelligence-powered programs that are designed to automatically engage with users through instant messaging apps. They can be programmed to have a uniform response to similar queries, and have a different response to other messages that contain certain keywords. Moreover, they can be designed to use machine learning and adapt their responses to suit different situations.

Because chatbots can help businesses save time and responses by automating responses to customer queries, they have become extremely popular marketing tools over time. Nowadays, there’s a long list of small to medium- and large-scale companies that use chatbots to lift their productivity and increase customer retention.

Chatbots: what do customers think about them?

A majority of consumers don’t want to wait. In a survey with over 2,500 participants, almost 60% of the respondents say that one minute is too long to be put on hold. Aside from that, 32.3% of consumers believe that businesses should answer queries immediately as part of their customer service strategy.

An estimated 80% of consumers also believe that user experience is as important as the quality of the products and services that a business offers. At least 67% say that the standard of what a good experience means has been raised. With the amount of competition out there, it’s easy for buyers to take their business elsewhere if they don’t get what they expect.

While chatbots aren’t the be-all and end-all of customer service, they are an excellent complement and support to improving user experience. They can act as the front line, giving customers and prospects instantaneous greetings that make people feel welcomed. Besides, chatbots are always on – they don’t need breaks or rest days. Plus, people can conveniently and quickly access them any time, anywhere they want.

Chatbots: how to use them effectively?

The chatbots we know in the past have evolved and have become the next big thing in business. Huge innovations in the industry have made these chat robots smarter, making them the perfect customer service tool that makes any business more approachable, more reachable.

When used right, chatbots can reduce bounce rates, increase sales, and boost user experience.

To succeed in the chatbot era though, it’s important that you know what chatbots should be saying to your customers.

 1. Raise awareness and interest in your brand

The first thing you say to a customer or potential buyer matters a lot because it can make or break your sale. This is why the first thing you need to say to someone who reaches out to you is something that will raise brand awareness and make them more interested in what you have to offer. Remember: you only have less than a minute to capture a visitor’s attention before they move on to the next website.

“Hi, I’m Donna. Welcome to our site. I am here to help you find the best dining room set for your home.”

The very first few sentences your chatbots send to any visitor should make people feel welcomed. A quick description of what your company does is also important to make sure visitors know exactly what your business is all about.

2. Ensure that you’re willing to help

This is also one of the most common welcome phrases you should have your chatbots say to your visitors. Just like having a real person entertain you at a physical store, chatbots should engage with a lead as quickly as possible by asking them how they can be helped.

A simple “How can I help you today?” would be a great conversation starter.

Aside from that, to make chatbots even more effective, include in your welcome message links to popular content to lead visitors directly to the kind of content they are interested in. This will help visitors navigate your site much faster, which will improve user engagement and increase conversion.

3. Offer a lead magnet early on

If you’ve got great content that can be hugely helpful to your audience, then it would be a good idea to offer that content as a lead magnet early on in the conversation.

“I’ve got awesome tips for you. Can I share them with you?”

This is giving your visitors free stuff, which a lot of people love, especially coming from brands that they already like. Statements like the one above can be great lead magnets since you’ll be asking users for their email addresses. Additionally, this can also establish a sense of authority and trust between you and a prospect.

4. Run a fun contest once in a while

Want to generate leads fast? A fun contest is one of the best solutions. Running competitions or giveaways once in a while can generate a lot of leads for you. Use your chatbot to promote the contest. Also, users who want to enter the contest can easily input their personal information within the chatbot itself. Contests allow you to engage with users in real-time and at the same time promote your brand to a wider audience.

“Want to win a prize?”

“Just answer a few questions to qualify.”

5. Engage visitors even more

Once a visitor has reached the middle of the sales funnel, they’re most likely thinking of whether to do business with you or not. Some may be aware of the problems they have and the solutions you can offer, but it’s important that you provide them with all the relevant information.

“What brought you to check out our site?”

Sentences like that will help you understand what the prospects need and then, prompt users to input the necessary information that you can use to customize messages for them. Plus, it can be a way for nurturing leads by gauging the intent of the prospect.

Similarly, you can create a conversation tree where the chatbot will give users several options for answers with corresponding responses. Follow-up questions and responses will be designed based on the initial answers given by the users. This will help you adjust your digital marketing approach and sift through your generated leads.

6. Remember loyal customers’ names

It would be great for businesses to remember every customer’s name and information. That way it will be easier to personalize messages and experiences.

“Welcome back, [name of customer]! How may I help today?”

According to a survey, 75% of consumers say that they are more likely to do business with a brand that remembers them. You can easily do this with chatbots since they can be programmed to remember names, recommend options based on preferences, and memorize purchase history. Simply remembering a lead’s name goes a long way in fostering a relationship with your customers.

7. Personalize interactions

A survey revealed that more than 78% of consumers are more likely to engage with brands that personalize their interactions. Chatbots can help you gather customer information to help you make personalized product recommendations.

“This was made specifically for working women who love comfort without sacrificing style.”

By using phrases like the one above and making references to their interest, you immediately pique grab the user’s attention and make them stay long enough to take your desired action. From there, you can make the process of buying from you smoother by allowing users to buy within the chatbot itself or sending them a link to a dedicated landing page.

8. Give buyers a reason to buy in the first place

Businesses have used numerous holidays and seasons to offer special discounts or giveaways. You can take advantage of this marketing tactic by programming your chatbot to mention upcoming holidays. This encourages buyers to make a purchase by giving them a reason to buy in the first place.

“The National Day of Singapore is almost here. Check out some of our most popular products for this holiday!”

9. Create a survey that users will want to fill out

Feedback is the lifeblood of your brand. It is where you get useful information on how you can improve your products and services, as well as your marketing strategy.

“What do you think about our products/services?”

“How was your experience with us?”

While email surveys get an average of 15% open rates, surveys through Google docs are not as effective. Instead of using those platforms, chatbot surveys drive more results because they are more interactive. Plus, you can chat blast your existing customers to get instant results.

10. Personalize an opt-in experience

You can take advantage of the power of your chatbot by using it to personalize opt-in experiences for qualified users.

“Would you like to receive occasional tips from us through Facebook messenger?”

While you might only have a few customers, who will opt-in at first, you will have a higher conversion rate because you’ve already qualified the leads.

Additional: Include a picture of a person in the chatbot

You have to put a face on your business to make the user on the other end of the line will feel like they’re actually talking to a real person. So, add a picture of one of your employees on the chatbot and use informal language to make visitors feel at home.

Conclusion

While chatbot marketing is still in its initial stages, it is already showing signs of being a promising new avenue for improving user engagement. By integrating chatbots into your social media marketing strategy, you can conveniently improve how you interact with your customers and prospects to increase sales conversions.