Chatbot Marketing? How to Profit From It and 5 Benefits
Any smart Chicago marketing strategy consultant will tell you that keeping up with the latest trends is critical in marketing. Chatbots are a good example of this, having evolved to do more and better tasks, many of which are used in marketing.
Here are five ways that chatbots can boost your marketing:
- Keep people engaged with your brand.
- Make conversions simpler.
- Improve customer retargeting with analytics.
- Keep up with competitors by boosting branding.
- Put critical information that can convert within reach.
There is much to discuss, so get ready to take notes.
Let’s go!
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1. Keep People Interested and Engaged With Your Brand
A basic use for a chatbot is to keep your target market engaged while on your website or app. It often performs simple tasks such as providing quick help to users. Trends point to programming your chatbots with features tailored to users’ needs, such as scheduling, as a popular next step.
A chatbot with more features has added value for your business goals and utility for your customers, which keeps them increasingly engaged. For example, a chatbot that only answers queries quickly loses value once a person decides it is not helpful.
On the other hand, a chatbot that can perform other tasks for users such as showing related content, making an appointment, or taking a delivery request, works much better. It gives people more to explore and utilize and keeps them on your website or app longer.
Chatbots are interesting technology tools, especially those that are powered by artificial intelligence (AI), such as ChatGPT. When made correctly, they can do their work effectively and efficiently, even in marketing, without losing consistency.
2. Make Conversion Actions Easier and More Convenient
From a marketing perspective, convenience is one of the top-selling points of a chatbot. It covers many tasks that human agents do, without the exponential cost. In other words, you can reach more people simultaneously with a single chatbot while marketing to them all.
It does, of course, mean that you must invest in other resources to ensure that all users are served in a timely manner. For instance, many services that provide chatbot functions to businesses use a subscription plan that limits how many interactions with their virtual assistant users are allowed to have.
This matters greatly for businesses that expect high customer traffic and rely on their chatbots for service. The travel industry, in particular, can raise its conversion rates by making it easier and simpler to plan trips by removing all of the stress and tedium from the process.
In the case of a business within the travel industry, including hotels and tour agencies, a smart way to employ a chatbot is to set it up to take reservations and plan travel itineraries. That gives potential customers an easier time making purchasing decisions, which means more profit.
3. Gather Analytics Data and Hone Customer Retargeting
A feature that makes chatbots useful to a Chicago marketing strategy consultant is their ability to subtly and automatically gather valuable customer data. For example, by closely monitoring traffic and usage, you can determine the times and days when your website or app is busiest.
This allows you to prepare and improve your services to meet demands at peak usage hours to better meet customers’ needs. You can also collect helpful information about your target market through their answers and online interactions with the chatbot.
Using travel agencies as an example, they may use an AI chatbot to identify where their customers prefer to visit or what activities attract them to a destination. The agencies can then leverage this information to upgrade their offerings to capture a wider segment of their target market.
This use of customer data gathered through chatbots makes it exponentially easier to profit from retargeting campaigns. For instance, when you observe a high-quality lead and obtain their email address, it is beneficial to send them updated offers and notifications about new products.
4. Give Branding a Boost and Keep Up With Competitors
How you run your business is as important to your customers as the products and services that you offer them. This means that the manner in which you build your brand and establish its identity strongly influences whether your leads turn into customers.
The rise of chatbots in business websites and apps means they inevitably become a sign of capability. They reduce competitiveness if other businesses have a chatbot and you do not.
In addition, chatbots, though still in the mass adoption phase, allow you to simultaneously provide your customers with consistent and personalized services. They speed up the time it takes to get information and assistance while allowing human representatives to address difficult cases.
Most importantly, intelligently built chatbots let you keep up with competing businesses. If you factor in how effective and efficient a business becomes with automation and tools, you see why human workers cannot independently match productivity. However, the two have to go hand in hand.
5. Put Critical Information That Can Convert Within Reach
Taking a person on the journey from lead to customer is time-consuming and non-linear. That is why a reputable Chicago marketing strategy consultant would tell you to leverage different strategies to ensure that you get even more people through your sales funnel.
A small business may use AI chatbots to connect people with content that matches their place in the customer’s journey. This greatly enhances your business's user experience (UX) and puts relevant information within reach of your target market, helping improve conversion rates.
In addition, use the data and insights from your chatbot to identify leads that are more likely to convert and leverage that information to sway their decisions. Be mindful of what data you gather and make certain to uphold any relevant data protection laws.
For example, a large number of users for a travel agency inquired about summer flights to Los Angeles. This data showed that creating flight and accommodation packages might be a good investment. The agency then advertised this new package through email, paid ads, and social media content.
Summing Up
Chatbots are showing a large increase in usage and demand, especially with ChatGPT’s much-publicized interest from tech giants in revolutionizing AI. However, businesses can also benefit and profit from using chatbots in their services.
Need help adding chatbots to your marketing strategy? Contact Digital Authority Partners (DAP) today to learn how we can help.
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