In this article, you’ll learn about what is chatbot marketing, its benefits and how to use chatbots in marketing.
In the beginning, especially, customer service had the only right to use chatbots. Nonetheless, the variety of applications for conversational assistants increases along with the technology underlying virtual assistants’ increasing accessibility and the continuous growth of their user base year over year. Bots have begun to demonstrate their ability to maintain their position across the entire client journey. This assertion can be supported by numerous chatbot marketing use cases.
The utilization of chatbots for marketing is gaining momentum, particularly in the post-pandemic era. As a result, we’ve compiled a list of essential marketing chatbot applications that can be harnessed across various industries.
Table of Contents
What is Chatbot Marketing?
Chatbot Marketing involves the strategic use of conversational automation to attain key marketing objectives, including lead generation, qualification, conversion, customer engagement and customer support.
Marketing chatbots can be implemented on websites, messaging platforms like Facebook Messenger or WhatsApp, or integrated into native brand applications.
Benefits of Using Chatbots in Marketing
The conversational approach provides several benefits that are often difficult to achieve trough other marketing strategies, including:
- Interactive Engagement
- Instant data collection and processing
- Real-time responsiveness and reactions
- Customer experience personalization
Imagine a conversational landing page campaign that engages prospective clients in an engaging conversation from the very first touchpoint to demonstrate some of the benefits of chatbot marketing.
In this scenario, the chatbot can engage customers by asking questions to assess their profile, interests or level of qualification quickly. Unqualified leads can be directed towards a nurturing process reflects the preferences gathered during the chatbot interactions, while qualified leads can proceed to schedule a demo. The most promising leads can even transition directly from the chatbot to engage with the human agents.
How to Use Chatbots in Marketing?
The following use cases will simulate your creativity and envision various scenarios where a chatbot can revolutionize your upcoming campaign.
Chatbot in Marketing for Lead Qualification
Generating leads is not enough for many businesses.
To enhance their customer acquisition process, it’s essential to automatically evaluate the quality of leads and their probability of conversion.
A well-designed chatbot can effectively assess a potential client’s level of interest and their position within the customer journey.
In some cases, creating a qualification bot often requires nothing more than extending the initial lead generation conversation with case-specific qualification questions.
With no-code tools and builders making chatbot technology more accessible, businesses and brands can now collect a lot of qualifying data without sacrificing the user experience.
Chatbots for Quote Generation
Is providing quotations to prospective customers essential to your business? How many customers do you lose because they are too lazy to give you a call? Or how many are lost to more established rivals who offer their quotes online right away, 24/7?
Every company that uses customized quotations is aware that each inquiry and question from a possible client is important. You never know what size that account will ultimately grow to reach. Accuracy and speed are critical.
A live chatbot that works 24/7 on your website, Facebook Messenger, or WhatsApp account can offer quick assistance and quotes depending on user responses.
Moreover, it can perform a dual function for both a qualification bot and notifying sales agents when a high-level lead concludes the conversation.
Chatbots in Marketing for Appointment Booking & Reservations
Reservations and bookings are really necessary for some businesses. Some utilize them only as a marketing tactic to offer clients product or service demonstrations.
In any case, one of the best uses of chatbots in marketing is obviously for scheduling and reserving appointments, particularly for offline businesses.
The Facebook Messenger bot for Sephora is among the most well-known instances of this use case. By enabling clients to schedule an appointment for an in-store takeover through their bot, the cosmetics firm achieved an astonishing 11% higher conversion rate than any of their other booking channels.
Engaging in conversational commerce, even through basic reservation processes, can have a significant impact on your organization, regardless if you operate an online or traditional enterprise.
You are allowed to schedule consultations, tables, chairs, and other services for our current and prospective clients.
Chatbot in Marketing for Contests
Promotional events have long been a powerful marketing tactic. Chatbots now provide them with the tools to become much more so.
Because of its extreme flexibility, you may use these chatbots in marketing tool on your website, landing page, app, messaging platform, or social network accounts. Furthermore, it is completely capable of overseeing the entire procedure from start to finish.
- Collecting contestants
- Attracting attention
- Answering related queries
- Sharing the results when time comes
You can host a user-generated content competition, a comments/social sharing competition, or just a simple giveaway where participants sign up and hope to win.
It’s an efficient approach to grow your contact list, raise brand awareness, and have fun and interactive interactions with potential clients.
Chatbots in Marketing for Content
Chatbots, because of their ability to engage users, have emerged as a content marketing channel unto itself.
If you want to attract readers to your blog, listeners to your podcast, or viewers to your online video channel, a chatbot can help you grow your following.
Either you are working B2C or B2B, you can send proactive (notice) or reactive (on request) messages. Users can save a lot of time by sharing pertinent content online, over Facebook Messenger, or on WhatsApp.
Your Followers can do these things with help of chatbot:
- Receive updates regarding new topics
- Look up topic specific content
- Listen to podcast episodes
- Check out case studies
- Read articles and many more
What’s Next?
In the upcoming years, evolving experiences and interactions will shape the future of conversational marketing.
Thanks to the increasing adoption of consumer chatbots and ongoing simplification of conversational technology. You can stay in tune without overburdening your resources.
Determine which chatbot platform is suitable for your company by researching its needs, then start developing one of the aforementioned use cases for chatbot marketing.
It’s time to begin responding to consumer inquiries and interacting personally and interactively over the internet, WhatsApp, or Facebook Messenger with both current and prospective customers!
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