The Importance of Chatbots in Your Business - Social Iceberg - Marketing for the Construction Industry

In this post, I’ll highlight the importance of chatbots and some stats to give you a better understanding of how they can help your business succeed.

What Is a Chatbot?

A chatbot is a service, powered by rules and sometimes artificial intelligence, that you interact with via a chat app. The service could be any number of things, ranging from functional to fun, and it could live in any major chat product – A great example of this is Facebook Messenger.

Can’t get your head around it yet? – Let me continue…

If your favourite retail store makes a bot, which I’m sure they will, you would simply be able to message them on Facebook. It would ask you what you’re looking for and you would simply… tell it.

Instead of browsing a website, you will have a conversation with the chatbot, mirroring the type of experience you would get when you go into the retail store.

Why Businesses Should Consider Chatbots

let’s look at some stats…

  • The global Chatbot market is expected to grow exponentially between 2016–2023. — Credence Research
  • 85% of customer interactions will be managed without a human by 2020. — Gartner
  • 32% of executives say voice recognition is the most widely used AI technology in their business. — Narrative Science
  • 44% of executives believe artificial intelligence’s most important benefit is “automated communications that provide data that can be used to make decisions.” — Narrative Science
  • 40% of mobile interactions will be managed by smart agents by 2020. — Gartner

6  Ways to Include Chatbots Into Your Marketing Strategy


1.    Communicate with website visitors

This is one of the most useful and popular actions. It takes a huge amount of work off your hands, and it has a ton of benefits. When visitors come to your site, they’ll want answers about your products or services. If they can’t find those answers, they may never come back.

Helping your potential customers is a priority, but that can be difficult if you have a small customer support or sales team. You can set up a chatbot to emulate live chat and talk with your customers.

2. Qualify your leads

Lead management can often give you a headache. Leads sometimes require a lot of nurturing, and while it’s worth the result, it’s also pretty tiring.

So why not have a bot do it for you?

You can program sets of questions to find out where a customer is in the sales funnel.

This works surprisingly well, and if necessary, a team member can jump into the chat to answer more detailed questions.

An example of lead qualification can be found on our website when you click ‘Get Started’

3.    Personalize the user experience

71% of customers prefer personalised ads.

In fact, customers love personalisation across the board.

If you’re not providing that customised experience, you could be losing out to your competitors.

It’s a lot easier than it seems to use bots for personalisation.

One way that bots get personalised is to provide “quizzes” or a series of questions

Here is an example of personalisation:

Many chatbots can be programmed to take data from your users and turn that into a personalized experience.

4.    Sell your products


You can create a chatbot to sell products completely on its own.

The chatbot interacts with the customer to find the right product, and the customer can even head to the checkout right from the chatbot interface.

Clothing company H&M uses a chatbot to sell its products on…

It asks standard questions like age, gender, and style preferences, but it’s also a conversational chatbot.

You won’t find any robotic-sounding questions here. It sounds just like one of your friends are helping you pick out a new outfit.

5.    Get demographics and psychographics


You’ve probably already realized that a bot can be a fantastic way to find out information about your customers.

The best part is that your users will never feel like they’re going through a lengthy survey or entering in a bunch of useless information.

It’s all super casual like a conversation should be.

So it’s natural that customers would be willing to talk to a bot for a while.

Some customers may be willing to talk with bots about sensitive information. Although that can sound strange, for many, a chatbot provides a safe space or comfort zone.

You can find out not only what your users want to buy but also why they want to buy it.

6.    Increase engagement by starting a conversation


For decades, advertisers have been trying to figure out the perfect way to start a conversation with customers.

Usually, we do this through ads. We write copy that’s compelling and relevant before crossing our fingers.

This can work, but it makes you wonder: Is there a better way?

With chatbots, you can start a literal conversation.

You can set up your chatbot to reach out to the user first.

Think about it. If you walk into a store, you may or may not start up a conversation with an employee.

But if someone walks up to you and starts talking, you’re going to respond.

That’s why using bots to start conversations is so useful. You’re almost guaranteeing a response from the user, which means they automatically move down the sales funnel.

That’s not all. If a chatbot asks the right questions, it can carry the momentum of a real face-to-face conversation.

Your bots don’t have to lie in the background. They can make the first step and close a lot of sales for you.

Chatbots represent a huge opportunity for business to communicate and engage their customers through messaging apps. Have you employed a chatbot strategy for your business?

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