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Mike Lieberman, CEO and Chief Revenue ScientistFri, Aug 25, 2017 4 min read

How Chatbots Will Change Your Marketing Strategy

{}Bots are a type of software that can carry out certain tasks by themselves. In the past, bots couldn’t do very much. Clippy, Microsoft’s infamous animated paperclip, could only ask users if they needed help with basic word processing tasks. Bots have come a long way since then.

Today, bots can handle all kinds of functions for businesses. They can even be programmed to interact intelligently with your customers through chat interfaces. These bots, known as chatbots, can change your company’s marketing strategy. Here’s how your marketing strategy can be improved by today’s chatbots.

Help Customers 24/7

Right now, if customers are interested in your services, they can only get help during set hours. Outside of regular business hours, all they can do is read your blog posts and browse your website.

This content is an important part of your marketing strategy, but it may not provide everything your customers need. If they have specific questions, they need to wait until your sales employees are at work. Some people may wait to ask their questions, while others will just move on and make purchases somewhere else.

Chatbots let you help your customers 24/7, which is the new way customers want to buy. When potential customers come to your site, your chatbot will pop up and ask if they need help. Customers can type their questions into the chat interface, and the chatbot will answer their questions right away.

Bots that function through machine learning will continuously get smarter as they interact with customers. That means your customers will have a better experience as time goes on.

Easily Monitor Customer Data

Chatbots can be programmed to monitor customer data. This includes the information customers give you as they interact with the chatbot. For example, you can collect the questions customers are asking your chatbot. The chatbot could also be programmed to collect additional information, like phone numbers or email addresses.

Chatbots can be programmed to collect other data about customers, too. For example, they could collect information about customers’ purchasing patterns. They could also collect information about your customers as they navigate throughout your site. With all the information you gather, you can overcome customers’ objections and improve your upselling procedures.

Provide Personalized Ads

Chatbots can use the information they gather about your customers to provide personalized ads. They can use customers’ names, purchase histories, web behaviours, and other data points to provide personalization.

For example, if customers place orders with the help of your chatbot, the bot could then show them relevant content. This could include blog posts or downloadable content that could help them make the most out of their purchases. A long-term customer who hasn’t visited your site in a while could be shown a personalized sales pitch.

Get Feedback about Your Site

Another interesting use for chatbots is gathering feedback about certain pages on your website. For example, if a landing page is getting a lot of traffic, but not resulting in any new leads, a chatbot could help you figure out why. A chatbot on that page could pop up and ask visitors for their feedback. From this feedback, you could learn why the page isn’t giving you good results. Visitors could think the content is pushy or the page design is poor. Directly asking visitors for input is an easy way to find out.

With the feedback you receive from chatbot interactions, you can improve your marketing strategy. You can tweak the various pages of your website until you’re getting the results you want. This doesn’t replace the A/B testing you’re already doing on your site, but it can help you get useful feedback more quickly.

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Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.

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