Tips for integrating chatbots into your marketing strategy
We were all on a website and had a chat box asking if we needed help. Most of the time, the person we are talking to is not a person at all. Chatbots are computer programs that are designed to speak to one person in such a way that it appears that they are speaking to another person. How natural the conversation will be depends on the sophistication of chatbot technology. Chatbots are useful tools for all types of companies and can offer a number of marketing benefits.
This article explains four useful tips for integrating chatbots into your business marketing strategy.
Choose the right chatbot for your needs
The first thing to do when planning to integrate chatbots into your marketing strategy is to identify your goals. The type of chatbot you need to use depends on the goals you want to achieve. A simple chatbot can be used to answer frequently asked questions. They are easy to design and implement, recognize keywords and expressions in questions, and can provide the answer from a pre-programmed list. Booking.com uses a fairly straightforward chatbot to answer frequently asked questions about hotel check-in guidelines, payment options, and other basic information. The chatbot's responses use a natural language such as "How can I help you?" or "Is there anything else today?" More complex tasks require more complexity ai chatbot that can learn from dialogues to get in touch with customers at a far superior level. AI chatbots can be used in any phase of an outreach marketing campaign. AI chatbots can rate leads and determine if that lead is a potential customer. Not all people who are interested in your product or visit your website are real potential customers. Therefore, a sophisticated AI chatbot can identify the leads of the best quality to tailor your marketing campaign. Once a lead is found to be a potential customer, chatbots can be used to create the first sales approach and analyze customer responses. Demanding AI chatbots learn which approach customers respond to positively and are designed to adapt accordingly.
Use chatbots for customer inquiries around the clock
As in the case of Booking, com, as explained above, one of the simplest, but also the most effective ways to use chatbots is to answer customer requests. A big advantage of this is that you can respond to customers at any time of the day without having to hire additional staff to handle requests outside of business hours. A simple chatbot can be integrated into your company's website via an integrated messenger tool, and customers can make direct inquiries without having to call or email you. It has been shown that customers prefer reciprocating interaction with a chatbot over a traditional FAQ page on your website. Facebook offers companies a chatbot service via the Facebook Messenger program, which can either be used on their Facebook business page or integrated directly on their website. This service can answer customer inquiries about operating hours, submit online offers and accept grocery orders for restaurants that offer delivery services.
Use chatbots for entertaining customer interaction
Chatbots can be used far more than just for information or to answer customer inquiries. A great way to integrate chatbots into your marketing strategy is to create one pleasant customer experience. You just have to see how people chat with Siri or Alexa to see that talking to a chatbot can be really fun. An entertaining chatbot experience can help create a good feeling for your brand or company. Fashion brands use visually aided chatbots to improve the customer experience. The chatbot supports online shoppers in every step of the process in the same way as a stylist and asks questions like "What type of collar do you prefer?". and then showing the customer different photos to choose from, from which the chatbot then moves on to the next step, and so on until the perfect fashion item is selected. Visually assisted chatbots are also great for recipe websites where users can choose different ingredients and the chatbot can suggest other compatible ingredients and popular recipes. Knowing what your customers would like and designing your chatbots accordingly is key to integrating chatbots into your marketing strategy.
Adapt the tone of the chatbot to your product or service
While the purpose of chatbots is to imitate a person, it is important that they are designed to communicate in a way that fits your business and the purpose of the chatbot. In practice, this means that a chatbot should speak the same way you or your employees would speak if you had the interaction. For recipe or fashion websites, the tone of the chatbot can be informal and even playful. Additional small notes make the customer experience more entertaining. Take the examples of recipes and fashion websites, a little comment from the chatbot like "That sounds delicious!". or "This style would really suit you!" can improve the experience. In the Booking.com example, there is no need to add small comments like this, as users only search for important information and could get annoyed about unnecessary chatbot calls. Some companies need chatbots with a much more formal tone to deliver a more serious message or service. For example, law firms that use chatbots for customer inquiries should incorporate polite and informative chatbots that communicate with clients in the same way that anyone who works in the law firm. Likewise, visually supported chatbots should not be used for companies like these, where a serious and professional impression has to be made.
Chatbots are a brilliantly innovative way to improve your customer experience, and there are a variety of ways to incorporate them into a comprehensive marketing strategy. The development of chatbots changes the way companies reach potential new customers and how companies and customers interact with each other. Identify your chatbot requirements and integrate a chatbot that matches your marketing goals and fits your company's message.