Conversational marketing: 4 Game-changing ways to step up your chatbot marketing strategy
About 50 years ago, marketing was different. Most of it was in the form of advertising — television commercials, PR, direct emails, etc. Today’s world is phenomenally different. The marketing department in your organization may still have copywriters and designers. But look around. Your marketing department today includes social media experts, search engine optimization specialists, video producers, to name just a few.
So what changed?
Traditional marketing was a one-way communication channel with little scope for companies to provide more information. It was slow to reach the market. Customers, on the other hand, wanted instant answers. The growth of social media only magnified the customer’s need for instant real-time conversations. And thus, conversational marketing happened!
What is conversational marketing?
Conversational marketing can be defined as a way of engaging in real-time interactions with customers to market your products and services, increase lead generation, and improve sales.
To fully grasp its potential and embrace this opportunity, you need to quickly familiarize yourself with the rules of the game. There are three key drivers to conversational marketing.
- One-to-one conversations
All these years, marketing has been synonymous with broadcasting your message, product, or service. Conversational marketing changes this — you now have the opportunity to reach customers on a highly personal level and on the channels they prefer.
- Data and insights
Conversational marketing is a goldmine of data. This kind of personalized communication provides deeper and actionable insights specific to each customer. This enables you to sequence your messages in a way that is contextual and natural to the customer.
- Campaigns vs conversations
Every personalized messaging aimed at lead conversion is known as conversational marketing. While this may seem like a broad strategy, digital transformation has made it an easy-to-setup process that ensures every person who visits your website gets the one-on-one attention they deserve.
Live chat – and its scalable version, chatbots – have shown tremendous success in conversational marketing. In fact, 72% of people who have used chatbots find them to be helpful and informative. With modern messaging, you can engage in personal, contextual conversations that humanize your brand, improve customer relations, and drive up sales. In this article, we’ll be focusing on chatbot marketing.
What is chatbot marketing?
When you hear the word chatbots, what’s the first thing that comes to your mind? Customer support. Well, apart from playing your support team’s wingman, chatbots can be used to proactively engage with prospects and effortlessly power up your marketing strategy.
A chatbot is like an ever-present marketer. Not only do chatbots offer a more cost-effective solution and 24/7 availability, by implementing them in your marketing strategy, but you can also proactively reach out to website visitors and increase your chances of converting conversations into sales. You can also run personalized campaigns, nurture new users, upsell to customers, make payments easier, reduce customer churn — the possibilities are endless.
4 best practices for chatbot marketing success
Chatbot marketing is a golden opportunity for companies to show the human side of their brands. This means you need a newer, well-polished marketing strategy that is centered around conversations, messaging, and chatbots.
Here are four best practices for your chatbot marketing success.
#1 Build a chatbot marketing strategy that delivers
With chatbot marketing, your strategy isn’t one that you create and forget. It needs to constantly evolve to match your customer’s ever-changing needs. Begin by assessing the challenges you are looking to solve using chatbots. While you’re at it, make sure you assign KPIs or goals to measure the success of your chatbot marketing strategy.
Here are four key things to keep in mind when designing a chatbot strategy for marketing.
- Start with the problem you want to solve and set a clear objective
- Ensure that the implementation of your bot is quick and affordable
- Ensure that it does not disrupt your existing business processes
- Assign goals to measure and quantify the success of your strategy
#2 Personalize conversations using chatbots
When it comes to chatbot marketing, personalization is a low hanging fruit that you can leverage to enhance the customer’s experience. A chatbot’s welcome message is a good place to start. It is the perfect opportunity to invite website visitors to start engaging and demonstrate that your bot is capable of intelligent conversations.
With repeat or existing customers, you can leverage historical data to set the conversational context and address their query or purchase request without delay.
You can also use live-user activity to trigger a chatbot conversation. This allows the chatbot to engage with the customer based on how they are interacting with your product or website. For instance, chatbot conversations can be triggered when a customer looks like they are about to leave your retail site while there are still unpurchased items in their cart. Real-time personalization is no easy feat but the value it provides cannot be understated.
#3 Use your chatbot as a content delivery tool
Intuitive chatbot tools power up your marketing strategy by helping you schedule targeted content delivery, measure key metrics, and providing actionable insights about your audience — all of these add up to reel in revenue for your business.
By helping you market your product or service over popular messaging platforms, chatbots improve CPM (cost per mille) better than traditional marketing. Additionally, you can push messages with personalized recommendations, timely updates about purchases, etc. to improve sales.
You can also use chatbots to instantly answer customer queries. For instance, Freshchat’s Freddy Answer bot understands intent. It provides instant and precise answers to customer’s frequently asked questions. This leaves your customers happy and your team with more time on their hands to solve complex issues.
#4 Regularly monitor your chatbot’s performance
You cannot manage what you cannot measure. Hence it is important to constantly measure your chatbot’s performance. Depending on the type of business and the objectives of your chatbot marketing strategy, the metrics to measure the effectiveness of your chatbot’s performance can differ. Once you decide on these performance metrics, you need to constantly monitor them and adjust your chatbot’s behavior accordingly to meet your goals.
How Freshchat uses chatbots for marketing
And like every other organization, we too at Freshchat use chatbots for our marketing purposes. Our chatbots delight our prospects into becoming customers and our new customers into becoming customers for life.
We trust our chatbots to help us in our marketing efforts and get the job done. Here’s how —
- We’ve implemented the chatbot on every page of our website to enable visitors to swiftly find the information they are looking for.
- We use it to push messages such as updates and promotions in a non-intrusive manner. We use rich media such as videos and images to get the message across clearly to the customer.
- We proactively engage in conversations on high-conversion pages such as pricing and demo-request pages.
- To keep the conversation flowing, we use chatbots to alert visitors with answers to queries even if they have switched to another page or tab.
A final word — chatbots are not here to replace your marketing team. They are here to assist you so that you can achieve your goals quickly and more efficiently. If you are looking to power up your marketing efforts using chatbots, take our bots for a spin. You won’t be disappointed!
Image Illustration by Rajesh Raja.
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