With a growing number of businesses offering their products or services via chatbot, it’s important to be aware of how to use this technology effectively. Using chatbot marketing allows you to connect with customers on their favorite messaging platforms like WhatsApp or Facebook Messenger. This is a great way to increase engagement with your brand, answer customer questions and queries, and provide support even when your team is not available.
The best chatbot marketing campaigns use artificial intelligence to help businesses build individualized conversations at scale that directly address a consumer’s needs, and create authentic relationships with your audience. With this, brands are able to offer the best value to their customers without adding additional burdens to their teams.
A good example of this is Dubai Properties, a real estate master developer responsible for some of the city’s most iconic buildings and neighborhoods. The company needed a solution to handle the large volume of enquiries that came in from its website, which often had questions around ongoing projects or bookings. The business used a chatbot to automatically respond to these queries, freeing up the human agents to focus on more complicated tasks and helping them scale their engagements by reducing response times from days to seconds.
Using chatbot marketing can also help brands qualify leads, for example by asking visitors for basic qualification details like their email or the company size of their organization, and then using data enrichment tools to further personalize their next steps. For example, a chatbot could prompt first-time visitors to sign up for the newsletter, but nudge return visitors to book a sales demo. This can help reduce your sales cycle and speed up revenue growth by allowing you to reach high-intent prospects sooner, while also giving your sales reps more time to spend with other qualified leads.
In addition, chatbots can help with customer service by displaying order tracking information, eliminating the frustration that some consumers experience when they are waiting on an item to be delivered. More sophisticated chatbots can even allow users to complete payments within the same conversation, which saves both time and effort for both the customer and the business.
Choosing the right tone and voice for your chatbot is also critical in creating a successful campaign. Your chatbot should be aligned with your brand’s personality and values, and be designed to fit the types of interactions you anticipate from your audiences. It’s also important to test your chatbot marketing strategy with small, targeted groups of potential and existing customers to make sure it is working as intended before scaling it to your wider audiences. Finally, don’t be afraid to experiment with different conversation flows and add-ons to find out what works best for your business. Just be sure not to spam your audience with too many messages, as this will cause them to stop engaging with your brand and could negatively impact your reputation. Instead, aim to deliver valuable content that is relevant and helpful to your audience.