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ChatBots and How They Can Be Used for B2B & B2C Marketing

When using chatbots for marketing, it’s essential that you get them right. Not all people are on board with communicating with an automated service. If you can’t afford to hire actual people to handle tech support, then the next best (and affordable) thing is to use chatbots that are as lifelike as possible. These bots can also be used for targeted advertising and lead generation and collection efforts.

While robots can never fully replace humans, they can really help to offload some of the menial or redundant tasks that businesses face every day. They must be built with natural language processing capabilities and a thorough knowledge base of the type of industry you are involved in.

How can you truly benefit from using chatbots? The very first thing you need to do is identify your goals and decide what kind of bot would be ideal for you and how to implement it.

Shopping Cart Bots

There are chatbots programmed to address problems with abandoned shopping carts and lost sales. If you’re experiencing problems with people creating accounts, clicking on items to “Add to Cart”, and then just leaving the site without going through with the order, then this type of bot might offer an ideal solution. What it can do is send personalised reminders to each user who leaves the site. Follow up messages are automated and can be sent after a certain amount of time has passed, such as once after 30 minutes of inactivity, 24 hours later, and 48 hours later. There are tutorials on how to use these bots and what the reminder messages should say.

Some abandoned cart bots can be used to send messages through Facebook Messenger.

Social Media Marketing

Speaking of which, there are plenty of uses for this kind of technology through the leading social media platforms. Did you know that around 1 billion people use Facebook Messenger every single month? This number is growing. There are literally 100,000+ bots being used on the platform to collect information, take orders, make product recommendations, lead generation and marketing.

If you want to give this technology a try, you must select the right bot/s for the job. The ideal chatbot for Facebook should:

  • Make proper greetings and calls to action in order to prompt users to “Get Started”
  • Be able to send / receive text, bubbles with CTAs and images
  • Feature templates that allow people to tap buttons, as well as other visuals to help with interaction.

What about other platforms?

As long as it doesn’t go against the platform’s policies, businesses can use chatbots and integrate them into other social media platforms, like Twitter and Instagram. They can be very helpful for detecting negative comments and Tweets, and having this information will make it easier for your company to address complaints and queries. Ai-enabled chatbots can engage in one-on-one conversations with many customers in real time, enabling companies to operate at high scale.

Using Website Bots

Chatbots are intelligent enough to perform a variety of tasks, from pushing customers closer to making a purchase to answering inquiries. They can literally provide a 1-on-1 experience with many people at once. There are technologies that allow you to give each chatbot its own “personality”. From a business and marketing prospective, here are the three most common types of chatbots:

  • “Skills” bots that are programmed for a specific type of skill and don’t require a good deal of contextual awareness
  • “Support” bots that are created to master a single domain
  • “Assistant” bots that are somewhere between a skills and support bot. These are programmed to have a little bit of knowledge about a broad range of topics

One really useful function of a website chatbot is that it can perform proactive customer interactions. This means that it can actually start conversations and inform customers about promotions and sales. A visitor to your webpage will be assisted right from the start, all the way through to the checkout process.  A typical human sales rep can only do so much, and often just respond to inquiries as opposed to actually starting chats.

Every industry can benefit from using chatbots. There are “plug and play” Ai bots that are easy to implement. Look for some that are programmed specifically for the industry you are involved in.

Custom-Made ChatBots

Just like there are always options for custom-made websites, there are options for custom-made chatbots. It might be worthwhile to invest in the money required to have a bot that was made to meet your company’s specific needs.

Once again, make sure that any chatbot you use, custom-made or not, is as lifelike as possible and performs the tasks it was specifically designed to perform.

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