Don’t you want to overcome the traditional ways of engaging customers?
Of course, every modern marketer wants to personalize brand messaging, perform outreach, and deliver support to prospects and customers in this growing digital age.
But how? Let’s figure it out in this article.
Marketing in the 2000s was dominated by Search Engine Marketing and Optimization. The early 2010s saw the rise of Facebook and social media marketing. But today, it’s all about personalization. It’s all about capitalizing on business with the current conversational trend – chatbots and live chats to provide a personalized experience by communicating with the customers.
Have you ever noticed it? When you visit a website and within seconds a chat window pops up, offering to help you out.
That’s a chatbot in motion.
Why Should Marketers Use Chatbots?
According to research by Econsultancy, 83% of customers admit that they need prompt assistance during their online buying journey. And in the absence of this assistance, they exit. AI-powered technology – chatbots come as a relief by driving interaction between services and customers.
In recent years, chatbots have become the buzzword when it comes to modern marketing or business. It runs on artificial intelligence technology so they have AI-equipped smart features needed to compile data, analyze it, and make an informed decision based on it.
A study of Oracle states that 80% of businesses will be using chatbots by 2020. Chatbots will storm the internet, marketing and sales departments by having a realistic conversation with the user. Still, there has been a lot of debate about the capability of chatbots, but if this technology is properly executed, it can serve as an engagement driver and lead generator to jumpstart the sales cycle.
According to the content strategist Brian Barr, chatbots act as a salesperson long before the customer's conversation with an actual salesperson.
“The best thing about the chatbot is that they give you an automated cost-effective way to communicate with your customers in a way that is more direct and personal than ever before.” Brian writes.
Why Chatbots Will Be a Crucial Parameter for Your Modern Marketing Strategy?
Chatbots are intuitive and engaging. One can instantly hook up to the idea of a chatbot for digital marketing. Let’s understand the five ways to use chatbots for marketing and sales.
Improve Customer Service Experience
When you meet someone for the first time and they address you by your name, you get the impression that they know you from somewhere. Chatbot applications are programmed to identify customers by their personal interactions.
In many cases, customers require urgent answers with a one-on-one conversation. Chatbots are perfect tools to satisfy customer requirements. Often, good customer service after a sale can cut down customer trust issues and convert a first-time buyer into a life-long customer.
Quick response, accurate response, and an answer to all customer queries, this is what a customer expects when they visit your website. All these services can be given by chatbots. Having recorded customer interactions over time, the chatbot is able to engage them in a two-way conversation.
Drive Customer Engagement
Chatbots are not just limited to handle inbound customer service queries. However, it can also be used to engage customers and generate leads with outbound marketing as well.
“Brands and marketers can start collecting data around the engagement and interaction of end-users. Those that are successful could see higher brand recognition, turning user-level mobile moments into huge returns.”- Yinon Horwitz, Director of Business Development at StartApp.
Using chatbots as a marketing tool can help gain better insights into customer behavior, preference, and pain points. This, in turn, drives better customer engagement that will ultimately lead to higher sales.
Chatbots Function as your Brand Ambassadors
Digital marketing is quintessentially known for building brand value on every social networking site. Branding is and will always be a major goal for every business.
Building a brand is often a time-consuming process, where can chatbots help distribute content that echoes with the values of the company, forming a long-lasting connection with customers. It can infuse humor and personality into your interactions with consumers. It can be programmed to interact with people regarding the brand benefits, discounts, problem-solving, and other promotional offers related to your product or service by infusing personality into the conversation.
But at the same time, your chatbot must incorporate your company’s core values and meet the needs of customers.
Provide Feedback for Continuous Improvement
You must have heard that practice makes a man perfect, the same way continuous improvement is the mantra of a successful business. And for this improvement to take place you need to leverage feedback from customers, be it positive or negative, it's always helpful in marketing.
In a Customer Service and Business Results study, 95% of customers reported that they shared a bad experience with at least one person and 54% reported that they shared it with 5 people. A bad customer experience you are unaware of can easily be publicized if you do not get feedback to improve it.
Chatbots can be used to facilitate feedback from customers via online surveys, feedback boxes, emails, etc. This can bring up hidden issues and stimulate you in the right direction in your business.
Bridge the Gap Between Marketing and Sales
Sometimes there is a huge disconnect between marketing and sales. Marketing doesn’t know sales needs to be successful; sales don’t know how the marketing funnel is set up. At this point, chatbots can play an excellent role to bridge this gap.
Bots are a more productive way of gathering information, qualifying leads, and setting your sales team up. Looping everyone in on your chatbot strategy will result in placing marketing and sales on the same page – converting more prospects into customers.
No need to overcomplicate it. Chatbots might seem something out of the future, but the future of marketing has officially arrived. Today, in the age of digital revolution if you are wondering whether or not you should incorporate this AI powerhouse into your digital marketing strategy, you’re asking the wrong question.