How can digital marketing help poor people
9 ways to incorporate bots into your digital marketing strategy
When I talk about ecommerce marketing, some people say:
"Funny that we haven't all been replaced by robots yet."
I hear that over and over again.
A lot of things are automated these days and that's why a lot of people fear for their jobs.
I cannot say with absolute certainty that the technological singularity is imminent, but I can say with a clear conscience that robots will help you with your tasks help can without replacing yourself.
And even if this moment is imminent, we are all initially still safe.
The automation of certain work steps is very helpful, especially in marketing, because you can then do a lot more work in less time.
Marketing bots are pretty popular now.
A bot is a software program that can do certain tasks on its own.
Like wind-up toys. You just pull up the toy and then let it go.
With such a bot you can save a lot of time and do many tasks more effectively. If the bot is programmed correctly, you don't have to worry about human errors either.
And these bots are usually not that expensive and easy to set up. (You don't have to be a programmer.)
Since the bots haven't been around that long, they are often still in their infancy, but there are already a few bots that you can use very well for marketing.
Interested? Then I'll be happy to help you. Here are my 9 favorite ways to incorporate bots into your marketing strategy today.
1. Conversing with website visitors
This method is among the best and most popular. You can save yourself a lot of work and still enjoy all the advantages.
When someone visits your website, they are looking for information about your product or service. If he can't find this information, then you can lose the prospect forever.
You have to help your prospects. However, this can be a challenge if you only have a very small customer support team.
And this is where the practical bots come into play.
You can set up a bot to talk to your website visitors in live chat.
The bots from My.LiveChatInc.com are very well suited for this.
Customers like to communicate via messages.
Econsultancy found that 57% of customers prefer live chat.
A study by Ubisend has shown that almost half of all respondents prefer to send an email or pick up the phone.
With bots, you can set up communication via message exchange without having to train a team of customer service representatives.
Your bot should definitely sound like a real person.
Write down all questions and messages as you would say them yourself, and make sure they align with your brand.
If the bot sounds spurious, then it will not be well received.
You can also give your bot a name and provide it with a profile picture. Most providers allow custom personalization of their bots.
You can make up a person, but it would be even better if you choose a real employee.
Customers respond very positively to contact with real people (even if they're not talking to a real person at all).
2. Conduct research
I write tons of blog posts every year. Although I have optimized my process, I still spend a lot of time researching.
If you've ever had to research an article, you know how cumbersome it can be.
I'm always looking for new ways to make my research more effective and was surprised to find that bots can help me with this task.
For example GrowthBot.
This bot can do almost anything. He can find potential customers or analyze your traffic.
And GrowthBot is always available. You can use it with Slack, Facebook Messenger and Twitter.
You are probably already using all of the networks. Now all you have to do is link the GrowthBot to your accounts.
If you have several tasks to do at the same time every day, this bot can do a bit of work for you so that you can focus on the really important things.
I should mention, however, that such a research bot is not the right choice for everyone.
If you only do a few searches with Google every now and then, then such a bot would probably be too much of a good thing.
But if you have to keep an eye on your competitors and are always on the lookout for fresh content, such a bot is spot on.
3. Qualify your leads
You read that right The bots can also qualify leads for you.
Lead management can be a real headache at times. Leads need to be nurtured, and that can be quite exhausting.
So why not let a bot do this for you?
You can develop questions so the bot can figure out which stage of the sales funnel each customer is in.
This works amazingly well and your customers often don't know that they are talking to a robot.
Drift's Driftbot is great software for this task.
The bot looks like a live chat.
And since such a live chat is not noticeable, it is well received by customers.
It is best to hire a real person to take care of the live chat so that they can help the bot.
The bot can do the basic work, address the lead, and find the right product or service for the customer.
Then the account manager can take over and complete the purchase.
It's really super simple and works great with other customer care strategies.
4. Organize your team
When we think of “marketing strategy”, we immediately think of SEO, Facebook ads, and blog posts.
We don't necessarily think about team performance.
The performance of our team is one of the most important elements of our marketing strategy. (Unless, of course, you're a sole trader.)
There is always a certain amount of friction in such a team. You need to resolve potential problems so everyone can do their job better.
Bots like Standup Bot and Nikabot can help you with this.
You can monitor the progress of your team members and keep everyone up to date with the latest developments.
These bots are especially helpful if your team members work in different locations.
The best projects that I have been able to participate in so far have had a flawless exchange of information. It doesn't even matter whether your team is large or small, you should always strive for the best possible cooperation.
5. Personalize the user experience
71% of all customers prefer advertisements that are tailored to them.
Customers like to be the focus.
If you can't guarantee a flawless customer experience, you could lose your customers to the competition.
It's also not that difficult to set up bots to improve the user experience.
For example, you could develop a quiz.
Many chat bots collect customer information in order to be able to guarantee a personalized customer experience.
CNN's bots send out custom messages based on their preferences:
That's one of the reasons why bots are becoming increasingly popular.
A lot can be achieved by personalizing the customer experience.
This applies to all bots.
Many Facebook Messenger bots can also be personalized very easily.
You have to provide options to the user. The bot then shows results based on the user's selection.
This way you can always provide your customer with detailed and custom answers.
You can also ask your customer for personal information, e.g. their name, to provide an even better user experience.
If you weren't so sure whether bots are right for you, this would be a good start.
Bots aren't evil, and they don't want to replace you either. You can use them to help you achieve your goals faster.
6. Link bots to messaging platforms
It is getting interesting now.
Chat bots are extremely popular on messaging platforms. That makes sense too. After all, the bots were designed to communicate with customers.
You can choose between different bots for Slack and Facebook Messenger.
Slack bots are ideally suited to optimize communication within your company and Facebook Messenger bots are used to communicate with potential customers.
I will now explain to you how you can use the bots for each platform.
On Slack you will find many bots to start surveys, analyze statistics, or send emails.
There are complicated and simple bots to choose from, with which you can set up everything imaginable.
With Birdly you can manage all your expenses in a Google spreadsheet.
And with MazenBot, you can access SEO knowledge directly from Slack.
Do you want to check your website ranking or find keyword statistics? MazenBot can do that for you.
Next, let's take a look at which bots are suitable for Facebook Messenger.
If you're looking for a new and fresh way to communicate with your customers, a Facebook Messenger bot is hard to beat.
With this bot you can speak directly to your users. He does all the hard work for you. Basically, this is a bot for customer communication, as mentioned above, only for Facebook Messenger.
Messenger bots are particularly suitable for e-commerce companies. You can sell your products without lifting a finger. The bot does all the work on its own.
The bot can recommend the right product to the customer, making it easier for them to buy.
I already talked about qualifying leads earlier. That is exactly what the Messanger bot does.
You can also assemble a Facebook bot like this very quickly. You don't have to be a programmer.
Programs like ManyChat help you put together a bot with all the functions you want.
A bot like this is super easy to set up!
Still not convinced? Then I want to tell you about a colleague's campaign.
He used Facebook Messenger and avoided traditional channels such as e-mail or advertisements. I admit it, I was also rather skeptical at the beginning.
And what did you get out of it in the end? An opening rate of 88% and a kick rate of 56%.
That convinced me to use the Facebook Messenger bots as a revolutionary marketing strategy.
7. Sell your products
I mentioned this briefly in the previous section, but the subject is so extensive that it deserves its own section.
I love this bot option because it is so extremely useful.
You can set up a bot that will then sell your products completely independently.
The bot communicates with the customer to recommend the right product and the customer can then even complete the purchase directly in the bot interface.
H&M uses a chat bot to sell products using the Kik messaging service.
The bot asks standard questions about age, gender and favorite style.
The questions don't sound like robots at all. It feels like a friend is helping out with a new outfit.
When you find a piece of clothing that you like, you can visit the H&M website directly from the Kik app.
Then you can complete the purchase as usual.
From a marketing perspective, that's great. Your users move independently through the sales funnel.
If you want to go a step further, you can link a loyalty program to your bot.
Then you have even less work.
The bot then does the marketing and sales. You don't have to worry about anything anymore.
8. Collect demographic and psychographic data
You have probably already noticed that you can find out more about your customers with a bot.
And best of all, the customer doesn't even notice they're taking a survey or sharing useful information.
The conversation is totally casual.
Think about the stats I shared with you at the beginning of this article. Half of the customers prefer to send a message if they have any questions or doubts.
That's why your customers have no problem talking to a bot.
Some customers even share sensitive customer information with your bot. I know that sounds strange, but a lot of people trust chat bots and feel safe.
You can't just find out then What Your customers want to buy, but alsoWhy they want to buy it.
Users share all kinds of information in a chat conversation and feed your bot with valuable details. This Nordstrom bot entertainment is proof of that.
Once the bot has gathered the information, it can save it and refer to it again later.
You can set up everything according to your wishes and ideas. That's the beauty of bots.
Not convinced yet? With a bot, you can even monitor the buying behavior of your customers. The bot can then store this information and then tailor the customer experience to each customer individually.
You need to get to know your customers better in order to optimize your marketing strategy. Unfortunately, many marketers have not yet grasped this.
Be proactive and find out more about your target audience. Then you can recommend better products to your customers and sell more.
9. Reduce customer interaction with a conversation
For years, marketers have been looking for the best way to start a conversation with their customers.
They usually use advertisements to do this. We write an interesting advertising text and then keep our fingers crossed.
This can certainly be crowned with success, but one wonders if there isn't a better way.
You can start a conversation with bots. Literally.
You can set up your bot in such a way that it automatically contacts the user.
Check out the Drift website again. Go to the pricing page to find the chat bot (bottom right):
The bot communicates like a real customer advisor and greets you as soon as you access the page. Almost like entering a store.
The bot also asks you questions:
Even if you know it is a bot, you are still inclined to answer.
This is psychology in action.
When you walk into a store, you may find yourself engaged in a conversation by an employee.
If someone speaks to you, you answer too.
That's why bots are so useful. Often the customer cannot do otherwise and simply has to react.
And when the bot asks the right questions, the conversation can be as fruitful as real face-to-face conversation.
The bot can take the first steps for you and sell many products.
If you had told me ten years ago that robots would take over these tasks, I would have laughed at you.
It's really impressive what is possible today, especially in digital marketing.
But some things just never change.
Customers are always looking for a great customer experience. Even if everything will soon be automatic, you have to ensure the ideal user experience.
We can use bots to do a lot of marketing for us, but the process can't be cold and impersonal. But on the contrary.
Your customer must always be the focus.
Only then can the bots do their best.
If you are toying with the idea of incorporating bots into your marketing strategy, then under no circumstances let yourself be stopped!
Your marketing shouldn't suffer as a result, either.
Bots can do a lot. I'm excited to see what else the future may bring.
Take a look around and try out a few bots.
Have you already had experience with marketing and customer care bots?
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