A few years ago, I saw a movie in which a kid was talking to a bot. I was like, this movie is too much superficial. Like how could a computer speak and all?
But the introduction of Chatbot in the market proved that I was so wrong.
The Chatbots are now the future, and no one can deny this fact. Every company that has been using it for the development of their company is seeing positive results.
Using conversational tools like chatbot in digital marketing is categorized as Conversational Marketing.
Conversational Digital Marketing is using technologies like Chatbot and Virtual Assistant in marketing for generating more leads and improving lead conversion from digital platforms.
Conversational Digital Marketing With Chatbot
With this marketing practice, businesses can see a hike of up to 10 times in their lead conversion.
The reason for it is simple; this technique eliminates almost every major reason for lead dropout between the interest and decision phase of sales funneling.
Chatbot Minimizes The Loss of Leads Between Interest & Decision Phase
For getting deeper into this, let’s understand the reasons for leads dropout between interest & decision phase.
- They don’t get their queries resolved.
- They don’t want to wait for business officials to connect.
- They don’t find that the service or product can be helpful for them (even if it can)
- They don’t feel convinced that your company is trustworthy or the best choice for them.
I don’t think that there can be any other reason for the lead dropout.
{If you think there are any other MAJOR reasons for lead dropout in those phases, then do share them with me in response.}
Let’s say you have an offline shop. You got a visitor, and he asked you that he wants this. You showed him the product. He then may have queries like how to use it? Is it best for my need? Etc. You answer him, “Yeah, this is best in the market, you just need to press this button and then it will start. And yes, it is a perfect choice for your need.”
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In content with the above example, if you were at his position, won’t you consider making the purchase?
However, when it comes to digital platforms, are you able to be that much convincing?
Businesses do try their best to show what they have to offer on their website with FAQ responses.
But what if your website visitor wants more?
What if the question that he is having isn’t frequently asked?
What if the visitor isn’t able to get a particular content or data?
Chatbots are precisely like a live person working on your digital shop. When someone comes, it asks them what they want, answers their query, and tries to convince them that you are giving them the best product?
Other Benefits of Conversational Digital Marketing With Chatbot
Chatbots doesn’t only assist in decreasing lead dropouts. It can increase leads, reduce the workload on employees in many ways, and help in many other things.
Below are a few use cases of Conversational Digital Marketing with Chatbot:
- Review Collection.
- Conversational Ads.
- Appointment Booking.
- Website Navigation.
- FAQ Queries Resolution.
- Contextual Conversation (If the chatbot is AI-powered)
- Quick Customer Support.
- Instant & Product Suggestion.
- Automate Monotonous Task.
- Company Offer & Update Sharing.
- Complaint Registration.
- Conversational Forms.
Simple AI-powered (has rule-based NLP) chatbots are not that much interesting thing. They just work on rules and how they are trained to do.
However, smart AI-Powered chatbots (has predictive NLP) works on data analysis, and they don’t keep their response limited to their training. Besides, they think and work like humans, and respond based on their knowledge (or data-analysis).
It won’t be right to say that every business should go for smart AI-chatbots, although they have more capability than simple ones. But, companies should design as per their requirements only.
For example, let’s assume a business requires a chatbot for website navigation. Then simple AI chatbot will be enough for them. Designing a smart chatbot for such basic tasks would be meaningless.
If AI-powered smart chatbot can think like a human, then what is stopping it to actually “be a human”?
Smart AI Chatbot response is limited to the data that they have. You can expect them to answer a question that was out of their course.
Although, if they have a very high amount of data on customers, purchase choices, nature, then they can even predict what they could purchase next.
Their ability to predict customer further purchases can help businesses in improving making their upsell strategies a lot. Like, imagine you show a customer something and tell them that maybe you want to purchase it. And the customer says, “Yes, I wanted this product, so I think I should purchase it.”
They can even tell if a woman is pregnant even before she knows, based on what she is purchasing!!
Don’t believe that?
Check out the story of target retailers, how they figured out that a high school girl is pregnant, even before her father.
Chatbots have achieved a lot of success in marketing. Many businesses are using them in their conversational digital marketing for their benefits. It is highly predictable that in the upcoming years, having a chatbot will be a must for every business.
