How Chatbot Marketing Works 101

How Chatbot Marketing Works 101

It wasn't that long ago that the concept of a chatbot would have looked like the things of sci-fi, right up there with Daleks or androids.

Not anymore.

In truth, chatbots are everywhere nowadays. They're easily available, extremely efficient and-- believe it or not—they are not that pricey to develop.

That said, a great deal of small business owners aren't on board with them yet since they don't understand how they work to enhance marketing and attract new service.

By the time you're done reading this article, you will not have the ability to utilize absence of understanding as an excuse anymore. Prepare to learn everything you need to understand about how chatbot marketing works.

What is a Chatbot?

Chatbot is brief for chatterbot. A chatbot is a computer system program and a type of Expert system. It utilizes something called Natural Language Processing (NLP) to imitate human speech.

When set appropriately, a chatbot can interact with consumers on your site, on social networks, or by means of a messaging app such as Messenger, WhatsApp, Slack, or Kik.

If you resemble a lot of small company owners, you may hear 'expert system' and default to thinking that it's going to be hugely expensive and time-consuming to include AI or a chatbot into your marketing. As you'll see, that's not the case.

How Does Natural Language Processing Work?

I want to say more about NLP due to the fact that it's a huge part of what makes chatbots work. I'm not a developer or an AI expert, however, here are some things you must understand.

Natural Language Processing is what allows a user to type a concern into a chatbot and get a relevant and useful action. Simply put, it allows the chatbot to analyze the question properly even if it is not worded in a way that's basic or grammatically right.

As humans, we have integrated NLP. If someone speak with us and misuses a vocabulary word or uses an incorrect verb type, we can still comprehend them for the most part. That's because our brains auto correct the errors they made and inform us the intention behind their words.

NLP permits chatbots to comprehend conversational intent. It understands what a customer wants to ask even if the consumer doesn't word it in an expected way.

If you want an idea of how NLP works, focus the next time you use a virtual assistant such as Alexa, Siri, Cortana, or Google Voice. You've most likely seen that these assistants can comprehend your significance even if you misspeak or stumble over your words. That's because they use NLP to get at the meaning behind your words.

Pretty cool, right?

What Are the Benefits of Chatbot Marketing?

Now that you have a fundamental understanding of how chatbots work, let's talk about their applications in marketing. Chatbot use was already rising, but the COVID-19 pandemic has actually made their benefits more evident than they were in the past.

Utilizing chatbots in your marketing can help you:

  • Supply 24/7 customer assistance and service-- chatbots are constantly ready to help
  • Redirect clients to self-service alternatives and make their experience more enjoyable
  • Triage incoming customer support requests to flag the ones that need your attention
  • Speed up your service and lower waiting times for clients
  • Move individuals through your sales funnel quickly
  • Suggest product or services for prospective clients to attempt

What I hope you can see from this list is that chatbots, when used correctly, can speed up the procedure of turning a visitor to your website or social networks page and turning them into a lead, and then into a paying client.

By gathering info to certify leads, they can enable you to focus your attention on the people who are more than likely to purchase from you. And, if you own a retail company where lead nurturing isn't a huge concern, they can direct clients to the items they're most likely to buy.

In other words, chatbots offer in-the-moment interaction at a budget friendly cost.

Just how much Does It Cost to Build a Chatbot?

When I speak with small company owners about chatbot technology, their most typical objection is cost. The understanding of anything related to expert system is that it will be both pricey and complicated. Let's get the cost part out of the way.

If all you desire is an easy chatbot to deal with standard customer interactions, contact us and we can set you up with a simple chat bot inexpensively.

Isn't Building a Chatbot Complicated?

The second primary objection to chatbot marketing is that building a chatbot is made complex. As you've most likely thought, utilizing among the chatbot home builders I've listed above takes the guesswork out of chatbot programming.

If you were to try to construct a chatbot from scratch, there's no concern that you would require experience with both computer shows and AI. It's not a job for beginners. But using one of the builders, most of which use basic drag-and-drop technology, makes it as simple as starting a complimentary blog site or developing a meme.

Please don't let fears about the technical elements of chatbots keep you from utilizing them. Those fears aren't reasonable-- and you'll be missing out on one of the very best ways to market your organization.

How to Use Chatbots in Marketing.

Now that you have a framework for understanding chatbots, let's dig into some of the manner in which you can utilize chatbots in marketing. There are layers of innovation, beginning with standard and going all the way approximately include advanced bots. The majority of small company owners will start with the basics.


The first tier of chatbot technique is so simple that you won't even require to build a chatbot to utilize it. On Facebook Messenger, businesses have the choice of establishing an autoresponder that will respond to messages immediately, letting consumers understand that you'll respond to them as quickly as you can.

While autoresponders won't truly reduce your preparation or help you convert consumers, they can satisfy the requirement for an instant response, making potential leads feel that you're paying attention and giving them peace of mind that they'll speak with you soon.

List Notifications.

The next tier of sophistication includes structure what total up to a list and using a messaging app to send out notices to individuals who have messaged you in the past. Again, this is a function you can utilize on Facebook Messenger without developing a real bot.

The advantage of sending out alerts is that it's a quick way to get the word out when you have a new item to launch or you're running a promotion. The disadvantage is that, in the meantime, you'll require a minimum of 1,000 individuals to use this function on Facebook.

Sales Funnel Strategy

Previously, I discussed that chatbots can be used to shorten the time it takes individuals to move through your sales funnel. There are 2 different alternatives to think about:.

1. A standard funnel method which amounts to a slightly-more-involved variation of autoresponders. To use this strategy, you can send out automated messages to receivers and ask them to respond to concerns.

2. A contextual funnel strategy which uses NLP to react to questions and direct leads to items and resources.

You can choose which alternative to choose. Both can be rewarding depending on your requirements. For a company where lead nurturing can be minimal, the former is most likely enough to get you started. If lead nurturing tends to take a long period of time, you might benefit more from a contextual method that allows for natural interaction throughout the nurturing process.

The AI-Powered Marketing Strategy.

Now it's time to surpass the basics. A marketing technique that's powered by AI might consist of:

  • Automated customer assistance.
  • Handling of recurring jobs, such as order tracking or password resets.
  • Sales recommendations.
  • Redirection to self-service alternatives.

If you want to take it even further, then you can use a tool like DialogFlow, which is a cloud-based software owned by Google. It permits you to "train" your bots.

The idea of training might sound odd, however here's what it suggests. A basic bot looks for keywords and supplies a boilerplate action when it acknowledges a keyword. For example, if someone types "Reset password" into your chatbot, the bot understands to stroll the individual through the password reset process due to the fact that it's been set to acknowledge those keywords.

With the training option, chatbots can translate language using NLP. In time, the device teaches itself utilizing something called machine learning. It picks up hints from context and gradually discovers how to translate and understand language even when it does not match the keywords it's been set to understand.

This type of marketing strategy allows bots to support leads in a manner that feels natural and intentional. Rather of responding to multiple choice concerns, the chatbot can ask and react to questions in a conversational way.

Omnichannel Chatbot Strategy.

The leading tier of chatbot marketing includes omnichannel marketing, where you integrate your marketing and chatbots across all platforms, ensuring that your consumers will have a seamless experience any place they engage with you and your company.

That might imply taking the people from your Messenger list and exporting them to a list that you utilize for email or a text notification list. Remember that you'll need to get permission to add people to those lists. You'll likewise require to let them know if you're gathering and saving information from their chats.

Within Facebook Messenger, you can ask individuals for details that you need to include them to other lists, including their mobile number or e-mail address.

Other possible integrations consist of mobile pay alternatives such as GooglePay or Apple Wallet. Today's consumers are comfy with mobile innovation and may choose to pay you with these tools. They provide encryption that safeguards users from identity theft.

Getting Started.

If you're convinced and you wish to provide chatbots a shot, here are my recommendations.

1. Attempt a free chatbot home builder to get your feet wet.

2. Start with basic, automatic reactions.

3. Let your consumers understand that your chatbot is there for them to attempt.

4. Obtain feedback about your chatbot.

5. Improve your offerings as needed.

6. Step up your chatbot to include NLP and artificial intelligence.

7. Incorporate your chatbot across several platforms and channels.

The bottom line is that chatbots are here to stay. Ultimately you're going to need to develop one-- and you might as well do it right now, when getting on board with the technology can give you a leg up on your rivals!

Do you wish to discover more about how a chatbot can benefit your service?

Click on this link for more information about our Chatbot Marketing Service today!