Chatbots have taken the business environment by storm as a unique way to reach out and interact with potential customers. They help brands interact with their customers directly, obtain useful information and guide them towards making purchasing decisions.
In short, brands, cannot afford to ignore the chatbot invasion taking place. Here are 5 ways chatbots can improve brand marketing:
Making the first contact with the brand exciting
When used well, chatbots can be fun and exciting to interact with. A chatbot that is smartly developed can help improve a brand’s overall customer experience. They can make the first contact with a potential consumer memorable, improving their chances of coming back for multiple chat sessions.
A great example of a smartly created chatbot is when Disney created Officer Judy Hopps bot to help promote their movie, Zootopia. Following the release on Facebook, the strategy worked with fans spending up to 10 minutes chatting with the bot, and millions of users exchanging messages with the bot.
As a marketer, we highly recommend taking the time to investigate how you can use bots to increase organic reach and performance while delivering marketing automation for your business.
Additionally, you should expect some degree of fiery when developing your chatbot’s responses and personality. Some digitally savvy users tend to test just how human a bot is by communicating in a peevish way. A brand that plans for this by creating witty responses and incorporating a degree of cheekiness sees greater acceptance of the entire experience.
Developing proactive customer outreach than email marketing
One of the challenges that marketers face is their emails being marked as spam, especially if they use over familiar phrasing like “discount” or “20% off” in the email’s subject line. A chatbot can help improve proactive brand interactions with customers by being readily available to assist them. In this case, the chatbot is built to deliver value as an individualized tool that is fun to use while you shop.
A great example is DSW, a shoe retailer who leverages chatbots to offer personalized assistance by helping customers choose gifts for the intended recipient by discussing their preferences. As businesses take a more proactive approach with their customer engagement, especially on social media platforms, chatbots provide the perfect solution for outreach.
Easing customer stress
The rise of VR-based care and treatments for PTSD and texting-based therapy apps shows that for many, screens provide a better and safer avenue where they can open up about their issues without having to do face to face communication, especially for topics that are considered highly sensitive. Businesses that deal with sensitive issues can incorporate chatbots for such consumers as opposed to online communities and discussion boards. They can use the chatbots to make the customer feel heard and give them personalized assistance.
Expertise to pull more consumers in your marketing funnel
There are many data points that consumers need to guide their purchasing decisions, even before choosing a particular brand. Chatbots provide a great way for businesses to deliver this data in a comfortable and conversational manner. This way, potential clients can have their questions and issues addressed without the pressure that makes some people wary of engaging the services of a live salesperson.
Once the customer's questions are addressed and a rapport established between them and the brand, the bot can then, subtly, introduce a human sales rep to take the sales away. Chatbots also offer brands a great way to scale their specific expertise by providing consumers with curated recommendations, be it in food, medicine, fashion or beyond.
Doing surveys that offer more consumer insights
Traditionally, consumer surveys have consisted of a rigid series of questions. Chatbots marry the methodological body required of a survey while actively adjusting to consumer responses. This ultimately leads to the gathering of deeper and richer insights. This way, a brand is better able to tailor the collection of consumer data, which brings about improved customer service, customer outreach as well as products.
Before investing in a chatbot technology, you should carefully think about the functionality it will introduce and the practices that you aim to replace. With proper preparation and clear goals, a chatbot can adequately address and improve brand marketing needs.