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  • MaryGrace Lerin

Check out these 3 tips for using chatbots to improve your marketing strategy

Chatbots have been around for quite some time, but did you know that marketing and chatbots are a great match? Service and webcare departments generally start their interaction with prospective customers once the purchasing process takes place. The function of service shifts from providing a reactive answer to thinking forward with the client to assist them in taking the next step.

Chatbots can be useful in such situation. For instance, chatbots can assist in the communication of campaigns across several platforms, which has a beneficial impact on sales and marketing and creates prospects for marketers. In this article, we'll show you how to use chatbots as an efficient and productive tool in the customer experience, as well as how bots may help you improve your marketing approach.

Tip 1: Incorporate marketing objectives into the service process.

Consumers are increasingly interacting with chatbots through service channels. According to a Mindshare trend study, 48 percent of consumers would consider contacting a company via chatbots. As per this report from Chatbot Magazine, the number of companies using artificial intelligence technologies to provide services is also growing.

You can incorporate your marketing and communication goals into your service process in addition to answering 'simple' questions concerning a purchase. Do you already have a chatbot at your company? Then include the bot into your marketing strategies. Consider sending customers information about campaigns or specials, offering price or product information, or guiding them to other (web)pages. E-commerce companies and travel agencies are particularly adept in this field, and they make creative use of chatbots. Below are two instances.

KLM refers to BB, the fastest and easiest way to book a ticket, on her own channels:

HelloFresh makes dinner ideas based on your answers to a few questions. To provide the chatbot an understanding of your preferences, you only need to answer a few easy questions:

Tip 2: For chatbot interactions, use social media.

Of course, social media networks are an amazing way to reach your target audience and keep your followers up to speed on your brand's or product's newest news and offers. Facebook Messenger and Twitter Direct Messages are great for quick chats, while Instagram Direct Messages is also gaining popularity. In addition to answering service-related queries, this medium allows for cross- and upselling, as well as exposing them to your newest product or service.

The fashion industry was an early adopter of social media, and they understand how to use it to reach their target audience. Chatbots are an excellent way to provide advice on a variety of topics, including new purchases, as demonstrated by this example from Hennes & Mauritz:

We all know that these days, the customer journey can begin anywhere: online, at a store, or on social media. Chatbots can assist you in providing customers with the information they require promptly. Is the chatbot unable to respond to your query? There's always an employee that can step in!

Tip 3: To ensure a successful integration, make clear agreements.

It is critical that marketing and service departments reach clear agreements before the chatbot is launched in order to successfully integrate your marketing goals into chatbot conversations. Both departments must concur on the subjects the chatbot will help with. What will be the objective of the chatbot? What kind of information is the virtual assistant permitted to disclose, and what is not? There is a better possibility that this aim will be met if all sides come to an agreement and set a common goal.

You won't get anything out of a chatbot that doesn't have a goal. What do you want your chatbot to accomplish? Speed, quality, and personalization are essential factors and elements for a chatbot's success. A chatbot, with the right application, may easily deliver the following:

  • Cost reductions of up to 36% are possible.

  • Increased customer satisfaction by up to 24% (NPS)

  • Productivity increases by 20%.

  • Chatbots are handling up to 40% of all chats.

Planning and executing the strategy will be a lot simpler if marketing, sales, and service all bear the corporate objectives in mind. As a result, customers will have a pleasant experience in which the customer's needs are prioritized. By then, your success is pretty much assured.

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