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Chatbots are slowly becoming a powerful mainstream marketing solution for businesses of all sizes. These AI-based powerhouses have seen continuous growth throughout the last five years, and are expected to skyrocket to a whopping 3 billion dollar mark in just a few years. 
 
While chatbots can execute a very broad set of tasks, ranging from customer support to sales, we’re going to focus on marketing for now.  In this article, we’re going to take a look at how mid-sized businesses can tap into the untamed power of chatbots and apply them to the marketing strategy. Let’s dive right in, shall we? 
 
Source: Pixabay
Bots and marketing
 
Due to their flexibility, bots can be very handy for many marketing mediums. Here are just a few functions you can outsource to them: 
  • Greet potential customers, answer their questions, and collect first-party data
  • If you have an online store, a bot can send personalized notifications to customers that have previously abandoned carts
  • Collect personal preferences from customers and distribute the content you publish according to their preferences
  • Inform both potential and existing customers about promotions and deals
  • They can be used as quick customer support
 
Employ bots to understand your customers 
 
The better you understand your clientele, the better your business can perform. Internet marketing is gradually entering a new era, defined by a proneness to first-party data. One of the main reasons for it was the adoption of the GDPR and almost identical legislatures in North America. Third-party data is slowly becoming an unreliable and almost unethical source of consumer data. 
 
One way to avoid some of the imprecision specific to third-party data is to opt for second-party data. You buy it straight from the owners, but it has its own issues
 
What businesses should be focusing more on is first-party data — the information that comes directly from “the source,” so to speak. It is provided by the consumer with their consent. It’s precise and much more beneficial to the businesses that receive it.
 
Along with just collecting precise contact information from your consumers, thus keeping them in the loop, chatbots can also collect a lot of data on your customers’ preferences and interests, which can eventually shape your marketing and content strategy to improve their precision and efficiency. 
 
Use chatbots for content distribution
 
Now that we can use chatbots to collect first-party data from our customers, we can provide them with the content we create. Content is an essential component of brand identity and the way your clientele perceives you. This is why it’s critical to deliver the exact type of content your customers like, in the ways, they find most comfortable. 
 
More importantly, it’s the interaction between the user and the chatbot that makes content distribution feel nonchalant and pleasant. Furthermore, bots create a very comfortable infrastructure for content consumption. Your readership doesn’t have to go on your website or on social media and look for your content. It’s delivered to them in the most appealing way for them, thus creating their own customer journey
 
Humanize your brand with chatbots
 
Injecting your bots with personality is a double-edged sword — it demands a lot of work, but it’ll also pay your business back very handsomely. Therefore, it’s absolutely essential to take the time to think through your bot’s personality thoroughly.
 
Your bot’s personality should be defined by your customer persona — their interests, their fears, their preferences, and a broad spectrum of other psychosocial factors. 
 
When you’re done drawing out your average customer, you can then start crafting the peculiarities of your bot’s character. Here, the sky’s the limit. You can choose to go with a bot that speaks like a middle-aged man, that can use the occasional colloquialism or a younger millennial that’s going to use slang and more modern expressions to cater to a younger audience if that happens to be your clientele. 
 
Brand humanization is also very relevant today because of the long-lasting decline in customer trust for marketers and corporations, which affects businesses of all sizes. As of late, businesses have been too focused on benefiting their stakeholders more that than their customers, which eventually resulted in this large-scale distrust for businesses in general.
 
A humanized brand is a relatable brand, a brand that people can connect to emotionally. A recent report found that little over 60 percent of clients are more likely to buy from companies that they associate with. 
 
Pay close attention to KPIs
 
Once you’ve integrated a chatbot to your marketing mix, the job is by no means done. You’ll now enter the phase of paying close attention to and analyzing your KPI’s and devising potential strategies to improve your customers’ user experience. 
 
Before you start tracking, it’s essential to establish the metrics that are the most important to your business. Consider tracking stuff like lead generation and engagement. This data will allow you to understand and validate the efficiency of your chatbot marketing efforts.
Aside from the ones above, here are a few other metrics that high-performing agencies focus on:
  • The number of interactions per session. How many actions does a user when they use the chatbot? 
  • Retention rate. What is the percentage of users that use your chatbot on numerous occasions?
  • The average length of a session. How much time do users spend using the chatbot?
  • Bounce rate. What is the percentage of users that leave your site immediately after they’ve accessed it? 
  • Completion rate. What is the percentage of users that have completed a particular action?
  • User feedback: What do my users think of the chatbot?
Source: Pixabay
Conclusion
 
In today’s business environment, chatbots are becoming an essential component of a powerful marketing strategy and a solid online presence. 
 
The bottom line is — once you’ll provide your customers with positive customer experience, valuable content, and personalized approach, you’ll be able to maximize both sales and brand loyalty considerably.
 
Dorian Martin is a seasoned writer that explores a wide variety of topics, ranging from marketing and SEO to HR and organizational design. He’s currently a writer at BestEssay.Education and Supreme Dissertations. His pieces are always catchy and informative, which is why we recommend you keep an eye on him. 

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