Chatbots are a powerful marketing tool for brands and businesses.
Not to be confused with robots, chatbots provide an effective way for brands to engage with users 24/7 – even when your team’s technically off the clock.
By adding chatbot systems to your social channels, you can streamline communication and save a ton of time!
Whether you’re looking to resolve a customer issue, provide information, or just get to know your audience, a chatbot can both drive sales and brand awareness.
Ready to dive into all the chatbot hype? Learn how you can use a chatbot for Twitter, Facebook, and WhatsApp below.
What is a Chatbot?
A chatbot is a piece of software that imitates human conversation, allowing companies to optimize their marketing efforts, and engage in conversations with potential customers 24 hours a day, seven days a week.
You’ve probably chatted with a bot at some point and didn’t even know it.
That’s because chatbots come in all shapes and sizes, leveraging messaging mediums like SMS text, social media platforms, and website pop-ups.
They offer a novel way to interact with brands and businesses on social media channels, whether you’re hoping to make a clothing return or catching a flight.
What's more, research has shown that people who have interacted with chatbots are a whopping 67% more likely to purchase items from a brand – which means if you're searching for new ways to drive sales, a chatbot might just be your ticket!
How to Set up Chatbots for Your Brand or Business
If you’re looking to add a chatbot to your brand’s marketing toolkit, it’s important to note that a chatbot is not a feature within an app.
You’ll have to build a chatbot on your own – where the capabilities of what you can build depend on what’s available on the public-facing API (Application Programming Interface).
PS: An API is essentially an interface that allows two applications to talk to one another.
You can set up a chatbot one of two ways: Either in-house (so long as you have skilled developers on your side) or you can partner with a third-party agency that specializes in chatbots.
Keep in mind, not all chatbots are created equal. Most chatbots are powered by conversational AI or ruled-based technology:
Conversational AI Chatbots:
Use machine learning to understand the context and intent of a question
More sophisticated, task-oriented, and personalized responses
Predictive and thus learns from patterns of past behavior
Offers more complex questions
Uses a series of defined rules to map out conversations in anticipation of what a user might ask
Often resemble interactive FAQs
Offer basic capabilities through pre-programmed answers
Less costly and better suited to hand-off to a human agent
The right chatbot type for your brand or business will depend on your unique requirements, goals, and budget.
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Chatbots on Facebook
One way brands can use chatbots is by offering promotions via a Facebook Messenger bot.
Take JW PEI for example, as soon as you visit their Facebook page, a bot greets users with a welcome message and a discount code – directing customers to revisit their cart.
Not only does this communication aid in driving sales (who doesn’t love a discount code?) but this type of engagement also builds brand loyalty through a positive (and memorable) customer experience.
Chatbots on Twitter
Beyond a space to receive news and discuss the latest in entertainment, Twitter is an excellent source for brands to deliver valuable information to users.
Look at how a user can message Audible directly without having to search through website pages and navigate menus.
Answering a series of prompts, Audible is easily able to reroute users to the right place.
Chatbots on WhatsApp
Given the fact that WhatsApp is the most popular messaging app – with over 2B global users – the platform is an amazing way to address customer service queries.
See how Telecom Wireless WhatsApp bot can adapt responses to fit a user’s specific keyword and situation.
Enabling customers to self-serve their top-up journey without breaking a sweat!
Simply put, chatbots can be a marketing goldmine.
By allowing brands and businesses to automate customer support, facilitate a user’s transaction, and build community – they’re a win-win-win!
So what are you waiting for? Add a chatbot to your marketing strategy, kick back and let the pop-ups practically do the work for you!
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