Last Updated on 3 years by Mariel Abamo
When you’re building your content marketing efforts, considering a chatbots content strategy might not be the first idea that springs into mind.
But, chatbots have already become a powerful digital marketing tool. They can produce large amounts of highly personalized content and deliver it in a timely manner while still preserving the human feel of the interaction.
Most world-famous brands are using them on their websites, applications, and social media. They do this to engage their audience in a quick and cost-effective way, and consequently, boost their sales.
The time has come when using these smart tools is not the sole privilege of industry giants already. By implementing chatbots, even small businesses and startups can now benefit from the latest technology, such as machine learning, artificial intelligence, automation, NLP, and big data.
Read on to learn about the ways chatbots can help your content marketing efforts and help you improve your customer experience.
Personalize Customer Experience
One of the main features of a chatbot is its ability to offer a hyper-personalized customer experience. As they are usually AI-powered, chatbots can monitor and gather information about your customers’ behavior across every touchpoint they have with your brand.
This way, they can provide an insight into your customers’ online behavior, interests, and needs, and their previous purchases. Chatbots not only analyze this data but also use it to predict the customers’ behavior. This will help them make an educated next move – whether it’s placing an attractive offer, such as a discount, or delivering more educational content, in order to boost the decision-making process.
You can make the interaction even more personal if you give your chatbot human traits, and a voice and personality that matches that of your brand.
Help Customers Make Purchasing Decisions
Chatbots are best for helping you move your prospects down the sales funnel, as they are trained to automate certain marketing tasks, starting with the awareness stage, through the phase of the evaluation, all the way to the purchasing stage.
If customers come to your website and can’t find a product they’re looking for right away, they are more likely to churn, and you’ll lose your sale.
Your goal is to build a chatbot that will help your customers the way a salesperson would if they entered your brick-and-mortar store.
With a chatbot, support is just one click away, and it’s always there for your customers to help them out and solve their problems. And unlike human customer agents who can be tired, nervous, or stressed, these smart algorithms are always polite and patient.
Can you imagine a better way to make your customers feel valued and improve their satisfaction?
To make your online sale feel like an offline one, train your chatbot to ask questions that will help it better understand your customers’ preferences, needs, and interests, and give them personalized suggestions.
This way, your chances of turning your prospects into customers are significantly higher.
Help Resolve Issues Efficiently
Ideally, your customers can solve most of the issues they have without reaching out to your customer support.
With a well-designed FAQ chatbot, for example, that will offer your customers the content they need, your support reps will have more time to focus on more complicated issues that require critical thinking.
Simultaneously, chatbots will save your customers time, too, as they’re on 24/7/365, even on weekends and holidays, and after business hours. As they will get a quick and adequate response, without being on hold or waiting for your service rep to answer, your customers’ satisfaction will increase, and so will their loyalty to your brand.
Improve SEO Efforts
There is a reason behind the fact that almost every SEO agency is using chatbots on their websites.
In search engine rankings, one of the most critical factors that determine your webpages’ position in searches is user experience.
With their 24/7 availability and ability to support your customers while they’re browsing your website, chatbots boost your customers’ user experience and their satisfaction with your brand.
Your visitors are less likely to churn, as they will spend more time on your site, engaging with your content.
All this will affect your dwell time and other important metrics, so signaling to search engines that your content is on point, while your website is easy to navigate. Afterwards, these positive cues will significantly increase your SEO score and improve your rankings.
Generate High-Quality Leads
Your chatbot content strategy should help you generate high-quality leads that you can later nurture using more types of marketing campaigns.
AI-powered chatbots can collect all sorts of data about your customers, such as their names, location, gender, professions, etc. You can use this data to tailor your email marketing campaigns and offer your customers an even more personalized experience.
One of the great examples of how you can use Facebook chat to generate fresh leads is using Madi, the Color Bot, from Madison Reed.
To help you find the right color for your hair, Madi will ask you for a selfie. She will make some flattering comments, and ask you some relevant questions, using the language that you use.
When you agree on a color, Madi will offer you another service – making an appointment with a colorist.
All the efforts put in training Madi to be the Color Bot are surely worth it, as data shows that Madi boosted the engagement rate by 400%, and had a 21% click-through rate that brought traffic to the company’s website.
Showcase New Products and Services
Many brands use chatbots to showcase their brand-new products and services to their customers.
With a tone that is always friendly and a relevant choice of the offers they push forward, customers rarely find chatbots intrusive and think of them as helpful instead.
As a matter of fact, many consumers are interested in getting recommendations from chatbots for their next purchase, especially in retail, accommodation, or travel.
By running a chatbot content strategy in your digital marketing, you ensure that the content you’re delivering to your audience is fast, well-tailored, and highly personalized, boosting your customer experience and overall satisfaction with your brand.
Michael Deane
Michael has been working in marketing for almost a decade and has worked with a huge range of clients, which has made him knowledgeable on many subjects. He has newly rediscovered a passion for writing and hopes to make it a habit. You can read more of Michael’s work at Qeedle.