The Complete Guide to Chatbots for Marketing

Bot Marketing: An Introduction Guide for Businesses

bot marketing

Every unique interaction between a customer and a company is essential to the overall customer experience. Introducing conversational AI as the initial touch-point with customers enables rapid responses to questions and for human agents to prioritize meaningful conversations. Without having to write a single line of code, marketing teams use watsonx Assistant to optimize their digital marketing strategy and achieve higher customer satisfaction end-to-end.

Build out a conversion tree for every question you ask and each response you will provide the user with. Some conversations may stop after one question and some may span multiple levels. You can also evaluate your existing content and see what best supports your audience needs before creating new content. Whatever the case, being mindful of what you’d like to accomplish as you begin to build out the user experience can lead to a faster, more successful outcome.

Bot clicks and fake traffic set to cost advertisers over $71bn in 2024 – Marketing Tech

Bot clicks and fake traffic set to cost advertisers over $71bn in 2024.

Posted: Mon, 29 Jan 2024 08:00:00 GMT [source]

Chatbots are also crucial to proactively collecting relevant insights through intelligent social listening. Data gathered from chatbot conversations can be used to improve the customer experience, plus inform product descriptions, development and personalization. There’s a lot that can go into a chatbot for marketing, so read our customer service chatbots article to learn more about how to create them. AI marketing tools are software, or platforms, that use artificial intelligence technology to make automated decisions.

Simply let people know as part of the bot’s welcome messages that the user is invited to get in touch with a human at anytime. Today’s chatbots reply with text, yes, and also with audio, video, images, GIFs, you name it. If you’re unsure about whether to use the greeting pop-up feature, you can always try running some A/B tests to see if users respond positively to it. If not, it’s best to disable automatic pop-ups and simply let users click on the chatbot of their own accord if that’s their choice.

The Slack and Discord integrations allow you to give your team praise and recognition without leaving Slack or Discord. The integrations allow you to communicate directly with recruiters and job candidates via Messenger, SMS, and web chat. The Facebook integration lets you turn your static FAQ page into a streamlined conversation via Facebook Messenger. We’ll help you get in on this action and ensure all your time and resources are invested in areas that drive results. This can happen organically as people visit your Facebook page and are routed to you on Messenger.

It can be notoriously hard when surveying folks via email or on a website or app to get a high volume of responses. And one of the most important places to nail this voice and tone is in the opening message from your bot. We mentioned in the previous tip to be sure you let users know they can get in touch with a human at anytime. That’s a great nugget to place into your bot’s welcome message.

Opesta is easy to use and has everything you need to generate leads, follow up and deliver your products, and you don’t need coding skills to make it work. This company offers many other marketing bots for extracting data, creating online lead generation forms, and automatically scheduling appointments. Opinions run the gamut from fear — “What’ll it be like to entrust my customer service to a computer? ” But reality is that there are marketing teams and support teams and sales teams making serious progress with their chatbot strategies. Another thing to avoid is misleading users about your chatbots. Some companies opt to pretend their bots are actual people, giving them human names and profile pictures.

The tool is capable of providing extensive backlinking as well as creating blog post content outlines. HeyOrca’s highlight feature is its AI Caption Writer, which is designed to craft engaging captions automatically for social media posts. Further personalization is achieved through Client-Specific Calendars. These calendars enable the creation of content and scheduling tailored to each client’s unique requirements. Before you build a bot, know your purpose, platform, and promotional plan. Adelyn Zhou, CMO of TOPBOTS, unpacks the top mistakes people make when they decide to build a bot.

The Slack integration lets you sort pairings based on different customizable factors for optimal rapport-building. Get to know your coworkers with Icebreakers, an HR chatbot for building team culture. Icebreakers is a fun and modern way to make your team comfortable and invigorated. Save time planning and scheduling your ads; provide the rules and let Reveal do all the work.

As one of the first bots available on Messenger, Flowers enables customers to order flowers or speak with support. As always, the engagement doesn’t have to stop when the action is complete. Consider different ways you can keep the interaction going but limit your focus to a couple of key areas.

Howell’s agency provided Facebook marketing services for events and speakers. The chat widget not only functions as a service to interested website visitors. It also allows you to retarget those customers with promotional chats in the first 24 hours (plus one additional promotional chat outside of the 24-hour window). It’s the same issue — those potential leads are gone and you have no way of interacting with them again. The Messenger Ad creator makes the process of assembling your ad really simple — from selecting your content to syncing it to a campaign.

Guide customers to checkout using call-to-action buttons

At its most basic, chatbot marketing is simply the process of promoting and selling products and services using chatbots. You can use chatbots to generate leads, increase sales, upsell or offer discounts, shorten response times, and handle other repetitive marketing tasks. Some companies even use chatbots to provide stellar customer service while freeing up their customer service agents to handle more complex matters. Some businesses also combine live chat and chatbots to create a robust solution.

Trying to do too much can confuse users and dilute the experience. For example, even though Pizza Hut’s chatbot is popular on Twitter, they responded to a customer personally when they realized an issue needed immediate attention. A good example comes from Sheetz, a convenience store focused on giving customers the best quality service and products possible.

Anytime a company as forward-looking as Facebook opens up a platform as heavily adopted as Messenger it should raise eyebrows. And as marketers, we have an exciting opportunity to help shape it. With the above info mapped out, you’re ready to design your first bot!

How to Use Artificial Intelligence (AI) in Marketing

If you’re just getting started with Facebook ads, you’ll understand exactly what to do. For this marketing bot tactic to work, you’ll need to create dialogues — the “conversation” that takes place between the customer and the chatbot. With a strategic pricing structure and unparalleled features, agencies can massively scale by selling marketing bot services to new and existing customers. If you have an audience who uses Facebook heavily in their personal lives, they’re likely to adopt Messenger as a communications tool. And how they use Messenger may expand beyond how they use Facebook.

This is arguably one of the best chatbot marketing examples for highlighting how a bot can take something done via mobile and make it just as good (if not better) on social. Although digital ordering is nothing new, ordering through a chatbot requires no native downloads or sign-ups on an app. In addition to answering questions, the bot has a built-in social selling component by offering bot-exclusive discount codes if the user asks about them.

Businesses use chatbots to solve buyer queries and concerns and filter customers that reach human agents. And if you use a top-tier chatbot, you can lower the volume of consumers that get your human support team. Marketing bots are automated, AI-powered technology solutions that help businesses automate customer engagement, workflows, and sales strategies. If you’re using chatbots to minimize your customer support volume, then that’s an easy metric to check. If you’re wanting to measure the effectiveness of education, marketing, or sales, then it can be invaluable to track the bot’s success with measurable links and codes. When users have questions your chatbots aren’t qualified to answer, you’ll want to give those users a way to get in touch with a member of your team.

This makes it a lot easier to follow up with warmer leads and users with higher intent so you can close more sales. It’s also possible to set up your chatbot to let the user buy right away, so there’s no back and forth—customers can get their questions answered and purchase right there. A chatbot is a computer program designed to engage with users automatically. They can be programmed for just about anything, from handling customer service requests to helping users complete a sale.

They can be used to easily connect with website visitors, book meetings with prospects in real time or offer helpful information to customers. Use the Twitter toolset to your advantage by creating bots that communicate with style and personality. Include fun copy and hashtags in the messages and utilize emojis in quick reply buttons to create visual cues that complement the accompanying text.

We recently evaluated examples of marketing automation software. In addition, AI technology provides deep customer insight and shows you what your buyers want. It also groups warm leads and guides them to move forward, ultimately leading to a sale and an increased ROI for your business. Designed to optimize blog posts, articles, and other copies, SEO Surfer is an easy-to-use AI online tool. It’s created for more technical SEO, allowing users to fully audit existing copy and compare it with the competition. Surfer also has the capacity to evaluate keywords using Google’s BERT method and has over 500 ranking metrics to analyze content.

EBI.AI’s SaaS solution for creating and managing AI assistants has been approved for use in regulated industries. With this platform, you can launch an AI assistant in minutes online, or ask them to do it for you. Geekbot is a bot that allows you to have effective meetings without everyone being physically present. The Slack integration lets you stay updated quickly on the status of various tasks that different teams handle. Charlie is HR software that streamlines your HR processes by organizing employee data into one convenient location. Whether you need to track employee time off, quickly onboard new employees, or grow and develop your team, Charlie has all the necessary resources.

Chatbots can be distracting and downright intrusive if they appear too quickly or in the wrong places. Use your chatbot to offer help to visitors on key conversion pages but trigger it only after a few minutes. And for users who say they’re ready to purchase, embed a billing app directly within the Messenger or route them to a human as quickly as possible to help them complete the purchase.

You can foun additiona information about ai customer service and artificial intelligence and NLP. We provide a prompt-heavy bot to provide customers with exactly what they need. The bot’s casual tone, emojis and conversational calls-to-action keep the reader naturally scrolling and tapping rather than feeling like they’re being sold to. This is a prime example of how to funnel a customer through a conversation to eventually lead them to take action. The sports team scores extra points for creating a personalized marketing experience as well. Users can customize alerts, follow their favorite topics and players, and more.

Email inboxes have become more and more cluttered, so buyers have moved to social media to follow the brands they really care about. Ultimately, they now have the control — the ability to opt out, block, and unfollow any brand that betrays their trust. Marketing chatbots are becoming more advanced and chatbot marketing is used more widely.

Having a marketing bot to deliver all these valuable insights will save you the time and effort of doing it yourself. Similarly, you can do this with your UTM codes for the content you link from your bot. Give it a UTM source of chatbot and you can measure the clicks and traffic that come from the bot, as well as track the UTM all the way through your customer journey.

Since you know the basics, let’s check out some of the best chatbot marketing examples on the market. You can also share news and updates of your company to keep your customer base informed about your latest products and services. KLM Royal Dutch Airlines is an excellent example of using chatbots in hospitality. KLM’s bots streamline their internal operations by providing fast, personalized customer care. By the end of the campaign, Mountain Dew won a Shorty Award for Best Use of Chatbots and saw some impressive metrics. Viewers watched over 11.6k hours of branded content and the campaign earned 48 influencer shoutouts.

Customers don’t always know where to go to find the information they’re seeking. By asking a series of qualifying questions, you can route users to the best place for them to find the information they want. This may also include support beyond sales such as delivery tracking and refunds. Chatbot marketing or Chat PG is a technique that leverages automated messaging to communicate directly with customers throughout the purchasing journey. This may look like assisting them with making a purchase, enrolling for a free trial, downloading an asset and more. Generate more leads and meetings for your sales team with automated inbound lead capture, qualification, tracking and outreach across the most popular messaging channels.

bot marketing

The most important differentiator is that a marketing chatbot performs specific marketing tasks. Also, its effectiveness is measured based on the bot’s ability to get customers signed for a newsletter or encourage a purchase from your company’s ecommerce store. Despite popular belief, you don’t need to be a technical wizard or programmer to get started with social bots. Sprout’s Bot Builder provides a variety of pre-built bot templates that make the process even easier. You can optimize your bot for customer care, shopping and leads. Plum, a money management company, stands out with their chatbot-exclusive service.

Chatbots designed to understand the context and intent of the user in order to perform more complex tasks are called conversational AI. NLP algorithms in the chatbot identify keywords and topics in customer responses through a semantic understanding of the text. These AI algorithms help the chatbots converse with the customers in everyday language and can even direct them to different tasks or specialized teams when needed to solve a query. For example, portable blender company, BlendJet, saw their average order rates increase 17% and sales 15% after deploying a Facebook chat plugin. The automated conversational flows built into their chat plugin simplified responses to inquiries about pricing, shipping and delivery times.

This chatbot marketing strategy maximizes the reply rate on messaging apps and overall conversion rates. Using AI-driven marketing chatbots allows our team to qualify leads 24/7 and instantly move them to the next step with minimal manual input. You can also set up chatbots to talk with customers over social media apps like Facebook Messenger. And because our bots ask multiple qualifying questions and respond to the answers, we know what that next step is — whether it’s a piece of content or a conversation with sales. Powered by LLMs and machine learning capabilities, watsonx Assistant understands natural language and provides customers with fast and accurate answers and actions to queries. Chatbots for marketing can maximize efficiency in your customer care strategy by increasing engagement and reducing friction in the customer journey, from customer acquisition to retention.

If you need so much information that you’re playing a game of 20 Questions, then switch to a form and deliver the content another way. Research from Forrester showed 5% of companies worldwide said they were using chatbots regularly in 2016, 20% were piloting them, and 32% were planning to use or test them in 2017. As more and more brands join the race, we’re in desperate need of a framework around doing bots the right way — one that reflects the way consumers have changed. But to be honest, that’s not enough to eradicate the threat of bad bots. As people research, they want the information they need as quickly as possible and are increasingly turning to voice search as the technology advances.

This online coach is available on Slack, Skype, Telegram and Messenger. Mountain Dew streamed episodes in their Twitch studio, featuring top gaming hosts, industry insiders and professional players. Each episode highlighted a core gaming rig component for the grand prize. The chatbot pushed out polls so fans could vote on rig components.

Mountain Dew’s Twitch fans increased by 265% and the channel engagement increased by 572%. The campaign also reaped long-term benefits by collecting insights about Mountain Dew’s Twitch community for future promotions. On Kik, the beauty bot asks users to take a quiz so they can provide recommendations based on their preferences. If a user wants to purchase a product, they are redirected to the mobile site or Sephora. The bot also features makeup tips, tutorial videos and reviews.

This coupled with the tone of voice customization feature ensures every pitch is genuinely reflective of the creator. But just as easily, we can transform bots from helpful to disruptive, wanted to unwanted. Chatting with a bot should be like talking to a human that knows everything.

bot marketing

David Nelson, CEO of Motion AI, explains how bots decipher context to deliver solutions in the most efficient way possible. Lidl UK gives its customers a helping hand when choosing the right bottle of wine from their store. Clients can choose from food pairing, taking a quiz, or finding a specific wine. The Slack integration lets you manage all your Koan data without leaving Slack and keep your team updated. Installing Icebreakers only takes a few seconds, and then you can exchange enjoyable getting-to-know-you questions and answers with your Slack team.

With the right marketing bot, your business can scale to new heights. A marketing bot is software used by a business to carry out certain marketing activities automatically. Power AI-generated personalized outreach, high-converting retargeting and high-def customer journey insights. For all of the above, if you haven’t developed a bot, the result will be a standard Messenger-based conversation.

Another problem is that there are too few humans to answer too many questions, meaning that a potential customer is chatting into empty space until someone has the time to respond. And sometimes, these knowledge bases can be cumbersome or hard to search through. A Facebook Messenger Bot is one way to better educate customers who have questions about your product. This set up also helps the company filter inbound requests by solving some patient questions with existing responses first and then surfacing unique queries for live response. Written definitions of bots are one thing, but sometimes it helps to understand how a bot works in action.

Personalization Bots

Messenger codes are unique images that serve as a visual thumbprint for your business and bot on Messenger. If you are familiar with Snapchat codes, these visual cues act in the same way, redirecting anyone who scans them using Messenger to the corresponding company page or bot. If you’ve created a Page for your business on Facebook, Messenger Links will use your Page’s username to create a short link ( When someone clicks that link — regardless of where they are — it will open a conversation with your business in Messenger. 7 min read – Six ways organizations use a private cloud to support ongoing digital transformation and create business value. This predictive insight allows businesses to know which products will become a top seller, how many they should stock to avoid inventory issues, or which items they need to promote further.

Just follow these instructions here or check out these bot templates for more inspiration. This tool is used by large companies like McDonald’s, Pinterest, Instagram, and YouTube for their marketing as well. One of its strengths is it allows for modular ad testing across different channels.

Suggested readingCheck out the best chatbot apps to pick the right one for your business. Robot keeps soccer fans up to date with the latest news about the clubs, upcoming fixtures, real-time match updates and more. Plus, he can help you purchase tickets for the next game, view player stats or find videos including player interviews and moments from some of the team’s greatest victories. Superfans can dive in even deeper with reports, analysis and play-by-play match commentary.

We want to help you be one of those brands with a rockin’ chatbot strategy. People don’t like to be lied to, and that includes being led to believe that a bot is a real person. Essentially, while you’re free to use bots for as many tasks as you want, don’t completely remove humans from the equation. As helpful as bots are, they’re a long way from having the sentience possessed by the droids of Star Wars and other sci-fi stories.

The poll data allowed on-air hosts to update the community in real-time, including the crown winning rig feature. Each weekly vote earned viewers an entry into the grand prize drawing for the Super Rig. The energy drink brand teamed up with Twitch, the world’s leading live streaming platform, and Origin PC, a PC gaming rig manufacturer, for their “Rig Up” campaign. The bot allows customers to place orders and customize their pizzas all within the chat, making it a cinch to buy your favorite pie. Dom has the ability to save and repeat orders and find the closest store to you. Expect these sorts of offers to become more common as brands look for new incentives to encourage people to interact with their bots.

bot marketing

If you’re a blogger, an e-commerce entrepreneur, or an affiliate marketer, taking advantage of AI-powered marketing tools should be a part of your business game plan. With it, you can run and put together an effective marketing strategy that would allow you to hit your goals faster. This may influence which products or services we review (also where and how those products appear on the site), this in no way affects our recommendations or the advice we offer.

bot marketing

If you’ve thought through the above three questions and think you’ve got a good foundation for a Facebook Messenger bot then dive in. And as a newly open platform, Facebook Messenger needs thoughtful bot marketing and strategic companies to shape it. The user in this example is inquiring in natural language about a specific health concern. From the user’s standpoint, this is similar to texting a friend.

Sephora became one of the first brands to integrate chatbots when they began using them in 2017 via Kik. HelloFresh is one of our favorite chatbot marketing examples because it ticks all the boxes of what a bot should do. When you consider chatbots have an average open rate between 70% and 90%, that puts chatbots in the lead when it comes to getting your message in front of your target audience.

  • Conversations initiated through customer matching will include a final opt-in upon the first Facebook Messenger communication.
  • So you’ll need to sort out the tire-kickers from the real McCoys.
  • Our reviews are based on years of experience and countless hours of research.
  • In fact, today’s consumers expect brands to offer a tailored message instead of a generic one.
  • They didn’t take the time to study how being on a mobile device would change the types of interactions their customers would want to have with their company.
  • When social bots resolve simple issues, human agents can focus their attention on more complex problems.

HP created a bot for Messenger that enables users to print photos, documents, and files from Facebook or Messenger to any connected HP printer. With the Wall Street Journal bot, users can get live stock quotes by typing “$” followed by the ticker symbol. They can also get the top headlines delivered to them inside of Messenger. You can embed these buttons, provided by Facebook, into your website to enable anyone who clicks them to start a Messenger conversation with your company.

You can connect top-of-the-sales funnel channels like your blog content, social media platforms, and SEO to boost your sales and lead generation tactics. Most chatbots optimize customer interactions through features like canned responses, agent routing (so queries get to the right department), and customization so you can add your branding. Customer support is the bread and butter of successful businesses.