Beginner’s Guide to Chatbot Marketing
Gone are the days when we dreaded the rise of the robots and feared an apocalypse! Bots have come along way from the Matrix movie and have become an integral part of our lives! These days, to think of a successful marketing strategy without an effective messenger chatbot is next to impossible.
A chatbot is a computer program which automates one-on-one conversations. Chatbots are a by-product
of our advancements in natural-language processing and artificial intelligence.
They interact with a query using automated yes-no texts, images, GIFs and sometimes, videos. It is nearly impossible to think of marketing brands without them. From HDFC to Quint to Souled Store, the rise of chatbot marketing is evident in every sector. For those who believe that building a chatbot requires a Masters’ Degree from MIT are highly mistaken. There is a huge gamut of online services which help you build a chatbot related to your products and services. Services like Chatfuel, Botsify, Mobile Monkey and OnSequel offer you a multitude of features to design chatbots with personalized conversational responses. Before you begin building your own messenger marketing strategy, here are 7 things that you must keep in mind:
1) Make a question bank:
The first step towards creating your chatbot is talking to your customer service team and the social media team to understand what are the most frequently asked questions and queries of the customers. These frequently asked queries will help you design a vast question bank enabling the chatbot to tackle any probable query efficiently.
2) Avoid open-ended conversations:
Chatbots cannot deal with open-ended conversations and often get confused with what response to give. This can be an awkward experience for the customer, making the entire purpose of chatbot marketing counterproductive. Instead of waiting for the user to begin with a question, you can easily program the chatbot to shoot the very first question. The chatbot can provide the users with a range of basic queries that it has answers to, for example:
● What is the cost of the product?
● Are there any offers?
● Is there a discount?
● What are the features of the product?
● What are the services you offer?
This will help streamline the user experience as the users can easily select the query and get an automated response from the bot. This process will remove the ambiguity involved in the process and enable the bot to give the right answers to the right questions, instead of shooting random responses.
3) Work on a conversation flow:
Chatbots function efficiently when the potential questions and their answers have been specified and programmed efficiently. It becomes imperative to design a conversation flowchart which enlists the conversation structure, right from the first hello to the last goodbye.
4) Personalize your bot:
Just like your brand speaks for itself, personalize the bot to extend your brand’s voice and tonality. Your chatbot should be consistent and reflect your brand’s aesthetics. This will ensure that your customers have a consistent brand communication and experience.
5) Let consumers know that human assistance is just a step away:
However convenient chatbots might be, humans trust the words of fellow humans over robots. The only way to ace in bot marketing is letting the consumer know that human assistance is just a click away. You can simply let the consumers know that they can get in touch with a customer service officer at any time.
6) Track your bot’s effectiveness:
You can measure your bot’s effectiveness just like you measure the performance of your sales executives. You can easily check if your chatbot is minimizing your customer support volume and measure the traffic that comes from the bot. You can easily evaluate your customer’s experience with the help of the customer response metrics.
7) Promote your chatbot:
Promoting your chatbot is as important as having one! The effectiveness of your bot depends upon how many people use it. One of the easiest ways of promoting your bot is enlisting it on all your customer support channels or adding it as the first call-to-action for customer assistance.
Chatbots are a marketer’s dream which helps brands develop one-on-one conversations and authentic