When a potential customer visits your website and gets frustrated with the product search process or checkout, it might be time for them to talk to a live human. This is where a marketing chatbot comes in handy. They can answer basic queries, guide consumers through the shopping experience and even take orders right there on the page. Chatbots also allow brands to gather information about leads and customers like email addresses, home addresses, phone numbers and credit card details that can then be used for further marketing purposes.
A good marketing chatbot is easy to navigate and will never confuse a consumer with too much information or jargon. It is helpful to include a brief introduction message that sets expectations for the user so they know what to expect from the conversation. It is also important to ask the right questions and provide users with clear links to relevant pages or content on your website.
Many marketers use chatbots to collect feedback on their products and services, but these bots must be carefully designed. Ideally, chatbots should be able to direct users to a specific survey form, which is easy to fill in on mobile devices, and will be based on the answers they provide. For example, a brand that offers online coaching and mentoring could use a chatbot to ask users about their experiences with the service, and then provide them with a link to a specific survey.
Another great use case for a marketing chatbot is to connect high-intent leads directly with sales. For example, a beauty salon or fitness training business can use a chatbot to ask a lead about their experience with the service, and then invite them to book their next appointment with a salesperson.
In addition, a chatbot can send out a range of other marketing messages including product back-in-stock reminders, product recommendations based on a customer’s recent purchases, new product messages and discount offers. It can also be used to reconnect with lapsed customers who haven’t made a purchase in a while, by offering them help or connecting them to their account manager.
Finally, a marketing chatbot can help to promote your social media channels and other content by sharing the latest updates on Instagram or Facebook. It can also be useful for a brand to offer a chatbot that is available on a third-party messaging platform such as WhatsApp or Kik, where users may already be familiar with it. For instance, makeup giant Sephora offers a one-to-one chatbot on Kik to help consumers with their product selection and buying decisions, as well as providing inspiration and advice. They also have a chatbot on their website that allows visitors to get an instant price quote. To maximize the effectiveness of your chatbot, make sure it is integrated with your marketing and CRM systems to ensure that the most up-to-date data is being fed into the chat. This will help you to deliver a personalized experience that will ultimately increase customer satisfaction and sales.