Chatbots for marketing

Marketers have always been one of the first adopters of new trends and technologies. As brands try to capture the attention of their audience, it simply makes sense to reach potential customers on platforms that they are already using. From print to email, and phone calls to online chat, marketers have had to constantly evolve to keep up with changes in customer behavior. 

In a 2019 survey, 57% of shoppers say they always do research before they buy to ensure they are making the best possible choice. That’s why it’s critical to proactively engage with potential customers and help them make a purchase decision. As the virtual marketing representative for your company, chatbots can solve the key concerns that every marketer faces - generating leads, offering multiple engagement touchpoints, running personalized campaigns, and making purchasing easier with plug-ins such as proactive notifications and built-in payments. 

What is live chat software

Use marketing chatbots to increase engagement.

Increase website conversion

Most visitors only stay on a page for a couple of seconds. So it’s important to find ways that will improve the conversion rate on your website - either by moving them to action quicker or getting them to stay on the page longer. Chatbots can help with the latter by engaging with visitors and nudging them to make an action. For instance, if your team is promoting an ebook within a blog, moving the visitor from the blog page to a landing page can reduce conversion. On the other hand, chatbots can work as a form on every page. So, the number of steps to downloading the e-book is reduced, leading to increased conversion. 

Convert routine questions into sales

Every visitor who interacts with a chatbot can be treated as a potential lead. The key to converting them from traffic to leads is knowing the right Call-to-Action (CTA). Every interaction should be designed to find out more about the intent of the visitor. For example, if a visitor reaches out with questions like “What time does the zoo open?”, the chatbot will immediately answer, “The zoo is open from 9 AM to 6 PM". Ideally, it should then also prompt questions such as “Do you want to book a ticket?”. Even routine questions can be turned into a sales opportunity. 

offer segmented promotion on the website

An important concept in chatbot marketing is segmenting visitors based on their interaction with your website, and personalizing the messaging for every category. Chatbots can be trained to recognize the segment and provide promotions based on the category a person falls into. For example, for a lead, who is likely to convert into a customer, offer limited-time discounts to persuade them into making a purchase. And for a customer, aim your messaging towards upselling your product. 

PRO TIP:

Define your traffic to easily customize your messaging. Usually, the definitions are - if a person is visiting your page for the first time, they are a visitor, but if they have shared information with you, they are a lead. If the person has already made a purchase, they are a customer. 

Qualify more leads

To get leads, the chatbot can ask questions to a visitor over time and across pages. By conversing consistently, people share more information. This can help your marketing teams qualify visitors into high-quality leads. You can specify the ideal customer persona for your product to the chatbot. Once leads fit the criteria, the chatbot automatically qualifies customers who fit the profile.

Reduce cart abandonment

In a recent study, 37% of customers said they made no purchase because they were just browsing online. That’s a lost opportunity for a sale. When you notice trends in customer behavior on your website, having proactive pop-up messages and offers can convince the customer to complete the purchase. Messages notifying the customer about an abandoned cart or an additional discount to their purchase are best practices to reduce cart abandonment.

Complete online transactions right within the bot

To further reduce cart abandonment, integrate your payment portal with your chatbot. Chatbots reinforce the simplicity in a purchase by reducing the number of steps taken to complete an online transaction. This is great for e-commerce companies who want to reduce the number of incomplete purchases. By showing your customers that they don’t have to put too much effort into making a purchase, you’ll be able to get them to complete the transaction.

Improve your marketing KPIs.

Number of leads

Convert website traffic into the website leads more effectively with the right level of engagement.

Conversion rate

All marketing efforts made with chatbots are aimed at increasing conversion, so that has to be measured.

Churn Rate

Reduce the number of people who stop using your services, by keeping your customers informed.

Time spent on page

​​​​​​​Increase the time spent with your customers. Customers who are constantly in touch are more likely to repurchase.

Retention rate

The more often customers come back to the chatbot, the more you have the chance to retain your customers.  This is will directly reduce the churn rate.

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