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Using Chatbots for Conversational Marketing

October 17, 2022

For many years, automated processes have been used exclusively in the IT industry. However, thanks to simplified codes, and convenient and budget-friendly robotic tools, automation began to take the lead in manufacturing, marketing, and customer service. Businesses began to favor artificial intelligence over labor to increase their processes’ productivity in a reasonably short time. 

2022 has become known as the year of automation when artificial intelligence will take over critical processes traditionally controlled by humans, and enterprises will commit to digital transformation to enjoy the sweet taste of continuous success. 

These days, automation can be seen in various company segments and departments. From process design to rapidly adapting workflow platforms to dramatically changing work environments (from the office to working from home), hints of successful automation adoption can be seen everywhere. 

However, the most affordable and effective use of automation and artificial intelligence to support business processes, mainly sales and marketing, can be experienced with the implementation of chatbots. 

What Are Chatbots?

Chatbots are the latest craze in the business world that is confidently taking over conversational marketing. Essentially, chatbots or chatbots are computational software used to engage in online conversations with customers by converting text to speech or plain text. Chatbot software relies on artificial intelligence, automated rules, machine learning, and natural language processing. They give customers the feeling of interacting with real professionals and simultaneously save companies from having to invest too much human and other resources, depending on the complexity and capabilities of the software. 

The functions of chatterboxes can be defined depending on which software a company chooses for its conversational marketing program. From a rudimentary application that answers simple fixed-answer questions with multiple choices to sophisticated programs in which the chatbot acts as a digital assistant to help the customer with personalized solutions, chatbots change the face of conversational marketing one business at a time. 

There are two types of chatbots that meet the different needs of global and small businesses. 

1. Data-driven, predictive chatbots: these are commonly referred to as “virtual assistants” because of the interactive nature and personalized solutions they provide to their customers. They also can initiate conversations and identify user needs. Apple’s Siri, Google Assistant, and Amazon’s Alexa are some well-known examples of predictive chatbots.

This software is programmed to process and understand natural language and use machine learning and predictive intelligence to learn customer preferences, behaviors, choices, and interests to personalize, recommend and anticipate their needs. 

2. Task-oriented chatbots: Because of the small contribution of machine learning, task-oriented chatbots are single-purpose software applications programmed to perform a single function, i.e., generating conversational responses to customer requests. They are the most commonly used chatbots in all industries because they can handle basic requests while providing a casual, interactive customer experience. 

Interactions with chatbots are concise, specific, and structured to convey requests to more equipped customer service resources. In short, they are suitable for providing essential customer support, using customer responses as prompts, and providing programmed, non-personalized business data as solutions. 

Introducing Chatbots for Conversational Marketing

Conversational marketing has become the most sought-after strategy for increasing sales, improving the customer experience, and increasing customer engagement and satisfaction. It’s a customer-centric, personalized, conversational approach to marketing to create an impressive brand image in front of the masses.

The core concept of conversational marketing revolves around one-on-one interaction through online messages or calls. It includes live communication through messaging apps and the introduction of chatbots. 

While live communication sounds more engaging and personalized, chatbots have made conversational marketing accessible to all types of businesses without emphasizing the need for human resources. The best part about using chatbots for conversational marketing is that it allows businesses to attract and engage customers and conversions 24×7, 365 days. 

Chatbots engage in conversations with website visitors and potential customers that promote sales. 

In conclusion, implementing chatbots for conversational marketing helps businesses focus more on driving leads through the sales funnel and increasing conversions. 

Optimizing Chatbots for Conversational Marketing

Beyond providing customers with relevant information about a company’s products and services, chatbots in conversational marketing aren’t all that attract companies around the world to turn to artificial intelligence to attract and satisfy customers. 

Let’s delve into other features of chatbots: 

Increasing Sales Conversion :

Ultimately, sales conversion is the goal for most businesses in all types of marketing strategies. Companies create a sales funnel for themselves that helps them identify potential customers who need a little nudge to make the final decision.

The goal of incorporating chatbots into your marketing strategy is to help customers learn more about your business and get them closer to buying your products. Chatbots help the sales funnel by interacting with customers and guiding them to make faster decisions.

Providing Tailored Recommendations to Customers:

Part of moving customers through the sales funnel is providing personalized recommendations and decisions based on their usage patterns, search results, and preferences. This is where machine learning comes to the rescue. It helps chatbots gather preliminary information about potential customers to understand their requirements better and boost sales or cross-sell products accordingly.

Offers and Discounts:

Chatbots are essential in promoting offers and discounts on selected products and services. They help with promotional activities by sending an automated message to site visitors, informing them about offers, and providing related links and recommendations to move them forward in the sales funnel.

Generate New Prospects:

The initial goal of chatbots in the sales funnel, and customer engagement process is to make a lasting impression on company website visitors. Bots are programmed to engage in dialogue with all potential customers and direct them to the company’s various products and services. This regular interaction can turn a website visitor into a stable, paying customer in no time.

Final Thoughts

While bots are an essential component of any brand’s marketing strategy, it’s critical to maintain a balance between automated customer interactions and a personalized human element in the customer experience. Too many conversations with chatbots can result in customers avoiding interactions and, therefore, significantly lower engagement rates. 

Nevertheless, chatbots are the most recommended solution for increasing customer engagement and meeting customer expectations. Bragona Technologies has partnered with many companies to create AI, ML, and NLP-based solutions that help better serve customers and improve their ever-growing sales funnel efficiency.Are you looking to add chatbots to your marketing strategy? Talk to our experienced engineers to create a custom solution for your business.

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