Chatbot automation has been proven to be a huge cost saver not only for customer service, but also for marketing. So let’s take a look at 5 chatbot use cases that can help you save money and get these chatbots working for your business.
In the age of smartphones, chatbots seem to be appearing in every industry. They are present everywhere: from personal assistant chatbots like Siri and Cortana, all the way to chatbots used in healthcare and finance. But we will focus on chatbot automation’s impact on marketing and customer service in this article.
Marketing Automation through Chatbots:
Marketing is much more than just putting out ads or sending emails – it’s having conversations with people. You chat with them on social media, you chat with your customers on a company chat platform and even an email is a form of chat.
And chatbots can be used in marketing too! They help marketers keep in contact with all their customers. And the best part: no coding skills are needed to build them!
Here we answer what chatbots, chatbots for marketing, exactly are. We take a look at how they work and why they’re so useful. Maybe even help marketers sell better products.
What exactly are chatbots? A chatbot is an artificial intelligence (AI) powered chat program that mimics human conversation, typically through text messages. The chatbot’s job is to keep people interested and therefore it has to be smart enough to answer questions like a real person would – even if sometimes it’s answers don’t make sense at all. It can get away with doing this because of the type of interaction you have with chatbots: most of the time nothing serious or important is at stake. Chatbots work best when they do not only chat but also help the chatters accomplish some tasks. This could be to book tickets or manage your calendar – chatbots can do that for you. The chatbot is connected with a chat platform (like Facebook Messenger, Slack, or Telegram) of choice and has access to all information needed.
Chatbots for marketing purposes:
Where chatbots get interesting is when they are used in marketing campaigns. Chatbots were originally developed to get more people on websites by making them easily accessible through messaging apps like WhatsApp. They’re therefore best suited for customer services chat platforms like Zendesk, Intercom, and Desk. However, marketers have discovered that chatbots are perfectly capable of doing more than just answering questions about products! Some chatbots even have chatbots to chat with chatbots – which is pretty much the next level!
There are chatbots for all kinds of marketing purposes, but they can be split into two categories depending on what they’re used for. Sales chatbots are chatbots that sell products or services. They work best when their customer service chatbot counterparts already took care of the basics, so there’s not too much explaining to do. And if you want to go wild, use chatbots in cross-selling strategies by having sales chatbots suggest related products when a customer purchases something.
Chatbots can help you automate some marketing efforts on Facebook Messenger, on Twitter or via emails, but first let’s focus a bit more on chatbots for messaging apps.
According to Business Insider , chatbot marketers are using customer service chatbots in order to grow their businesses. For example, the client-side software maker Freshchat has built bots that lead people who come into contact with their company’s chat support to eventually purchase the paid version of their product .
Automating customer care through chatbots:
Whether chatbots are replacing humans or simply making our lives easier, chatbots have become an integral part of many online experiences. One of the most recent chatbot trends is their implementation into customer service operations.
Act-On software chatbot:
For example, chatbots powered by artificial intelligence can help companies automate some aspects of customer support while also providing users with a better experience overall. According to Aberdeen’s 2016 “The Rise of Chatbots” report, chatbots are being used for five major reasons: customer relationship management, marketing campaign measurement, order processing, and fulfillment, answering buyers’ questions about products, and services, and customer service.
In addition to these benefits, chatbot automation offers several advantages over human interaction in the realm of live chat, such as chatbots’ ability to answer customer questions in real-time.
Customer service chatbots can help you chat with your customers on Facebook Messenger or on Twitter, offering customer care via chat .
Sales automation through Chatbots:
Chatbots are not just taking over customer service. It seems that chatbots will soon be handling sales as well. According to David Cummings, VP of Sales at chatbot startup Enterslice, chatbots could replace up to 66% of a salesperson’s job within the next 5 years.
Chatbot automation is becoming part and parcel of marketing and customer service for many companies due to how easy it is to deploy chatbots and also because they prove themselves time and again in their ability to automate tasks, save costs and increase productivity. Marketing Automation chatbots give you 24/7 access to personalized conversations with your customers; customer service chatbots let you resolve issues without fielding calls; chatbots can even predict what customers want and let you take action before they ask. Chatbots allow marketers, businesses, and entrepreneurs to deliver better customer experiences and increase conversions while cutting costs and saving time.
Sales chatbots: The sales chatbots that are currently being deployed by companies help salespeople do their jobs faster and more efficiently. According to a survey conducted by InsideSales.com, chatbots have helped increase conversions by as much as 30%. Sales chatbots have been found to improve customer experience, enhance relationship management and significantly shrink the time from lead generation to conversion. By 2020, it is estimated that chatbots will replace up to 66% of a salesperson’s job. It has seen many new entrants in the market; all vying for the best deals with non-tech companies. Chatbots such as The chatbot network, chatbottle and chattypeople handle chat sessions with prospects that lead to conversion; they also provide chatbot analytics reports that provide insights into customer behavior and engagement.
For example, if you are using HubSpot CRM (customer relationship management), you can use automated chatbot actions like “send an email” after a certain amount of time has passed since the conversation started.
Using Chatbots in sales:
When chatbots are trying to help salespeople, chatbots can take on different roles. For example, chatbots can collect contact information through lead generation chatbots, provide upsell recommendations through automated chatbots, forward relevant conversations for live chat agents to handle, and correct common mistakes made by human agents (e.g., customer inquiries about becoming a paying customer vs. how much it costs).
What happens when chatbots meet CRM? If you are using one of our transactional or messaging platforms like ManyChat, Facebook Messenger ChatBot, Smooch, etc. then things get interesting (and easy) because all these platforms integrate chatbots with CRMs like Salesforce, Highrise, Zoho, etc. By integrating chatbot automation with CRM, chatbots are generating tasks for salespeople to follow up with their leads.
And if you use our chatbot subscription service, ChatFuel Pro, then chatbots can even split test messages and send personalized chat messages without any extra coding!
Here’s how it works: when a chatbot is integrated with Salesforce (or the other supported CRMs) through one of our chatbot platforms like ManyChat or Facebook Messenger ChatBot, then every lead that comes in through chat will trigger an event in your CRM – either creating a new opportunity in Salesforce or adding the contact to an existing account/opportunity in Salesforce. The chatbot is generating a task for the salesperson to follow up with the chat lead, and it’s even possible to split test chat messages and send personalized chat messages without having to write any code!
Sales reps can also forward chat conversations from their CRM into a messaging platform like ManyChat or Facebook Messenger ChatBot so that they can continue the conversation. In this case, chatbots are taking overall customer service-related tasks, but only if the chatbots have been integrated with your customer service software (e.g., Zendesk ).
You’ve probably already heard of marketing automation. Marketing automation helps you generate leads through email marketing, push them towards a sales pipeline using nurture programs, qualify the chat leads, and finally turn chat customers into paying chat customers. All this happens through chatbots!
Marketing automation chatbots can generate customized chat messages to your website visitors, nurture chat leads through automated email campaigns, generate tasks for sales agents to follow up with their chat leads, and turn chat customers into paying customers by automatically upgrading them when they are about to leave the chat conversation (or abandoning carts).
While marketing automation helps you manage your entire lead generation process, all these steps can also be assigned as tasks for customer service chatbots that are integrated with your customer service software (e.g., Zendesk ). This way, every time a chatbot detects an abandoned cart or triggering keyword in the chat conversation it will assign it as a new chat task for your chat agents to follow up with their chat leads.
ManyChat and Facebook Messenger ChatBot integrate chatbots with a variety of CRMs, email marketing tools, chat software, and customer service software. Click here for step-by-step instructions on how to connect chatbot automation with these services.
Finding chatbot evangelists:
For chatbots to be useful, they need to have something valuable to say. But what happens when chatbot evangelists start spreading information that is not true?
That’s the problem that several chatbots are having on Twitter. They are being spammed by chatbot influencers, who want them to spread misinformation.
To understand how chatbots are being used for marketing purposes, just think about how it works with social media marketing. You begin with a small group of people, real or fake accounts. Then you make them talk about certain products to attract more customers over time. And since chatbots can do automated conversations, this process becomes even easier.
But here’s the thing: when chatbots don’t know anything about a topic and they start spreading misinformation, it can be even more damaging than a fake account on social media.
For chatbots to work well, chatbot influencers need to do some research about the chatbot before they begin tweeting or messaging him or her with information that is not 100% true…or at least as accurate as possible.
So let’s say that you want chatbots to talk more about your business. And you would like them to become chatbot evangelists, who will help promote your products and services over Twitter and Messenger. How will you make this happen?
Well, first of all, chatbots cannot (yet) write blog posts on their own. So if you don’t have any type of automation in place for publishing chatbot content on third-party websites, chatbots will only be able to talk to people on Twitter and Messenger.
But what if you could reward chatbot influencers for tweeting useful information about your brand?
Let’s say that chatbots are usually related to customer service. And their main purpose is to help businesses get in touch with their customers so they can offer quick solutions for their problems.
Then chatbots begin tweeting information about products or services that are closely related to the chatbot industry. And chatbot evangelists retweet these chats on their profiles…or they create new chatbots of their own which serve the same purpose of helping businesses solve common issues over time.
The “human” side of things
When it comes to chatbots, there is a human side of things as well. And chatbot influencers aren’t the only people who have been tricked into tweeting misinformation about chatbots.
Several chatbots have also fallen victim to these types of chatbot spam campaigns because it’s difficult for them to tell real conversations from fake ones. Keep in mind that chatbots don’t talk yet – they just tweet – so they’re easy targets for chatbot spammers.
But what happens when you start doing business with chatbot evangelists, by retweeting their tweets or messaging them for information? Well, let’s say that those chatbot influencers are usually human accounts. But not always…
In some cases, chatbots can become “real chatbots” over time, because they become so popular that the chatbot influencer decides to create a chatbot account of his or her own.
But chatbot spam campaigns are nothing new. And chatbots aren’t the only ones who have been forced into tweeting misinformation about chatbots. So how do you spot chatbot spammers?
Well, just like email bots and fake social media accounts, chatbot spammers can be pretty obvious. They usually create duplicate profiles for their chatbots to make them seem more trustworthy.
And when it comes to Twitter, they often forget to add profile photos…or even header images that describe what their chatbots are all about. Also, sometimes their bios don’t even provide any information whatsoever about the chatbot.
Then, chatbots’ tweets don’t look like normal chat messages. They may have chat emoticons, but there are not many of them compared to real chat conversations. And since chatbots cannot sound natural when tweeting information about a certain topic, chatbots will never use hashtags either…unless these chatbots were created by chatbot influencers who decided to promote their brands from time to time.
When it comes to Twitter, fake accounts usually have extremely high follower counts as well as extremely low tweet counts. But you can’t expect a lot of tweets from chatbots as well. So if someone creates a new account that has 2k followers and 15 tweets…you know it’s FAKE.
What chatbot evangelists can do for your brand:
So far, chatbots have been known to post helpful information about customer service and marketing automation. But chatbots are not limited to these fields. And chatbots can help your brand in a lot of different ways because chatbots serve as personal assistants over Twitter and Messenger.
Also, chatbots can take part in Twitter chat discussions or Facebook group discussions and provide useful insight into the topic at hand. So this is another thing that chatbot influencers can do if you partner with them: they will retweet useful chatbot content on their profiles so that other tweets will gain more visibility organically…and without spending a single on paid advertisement campaigns.
But chatbots are not limited to chatbot evangelists. Chatbots can become chatbot influencers themselves. All they have to do becomes popular enough for chatbot evangelists to tweet about it from time to time.
In some cases, this will be enough for chatbots to attract a more significant number of users and generate even more revenue over time. Some chatbots might even become so advanced that they can start adding live chat features or a personal conversation feature, to further empower their developers’ businesses.
So how can you find chatbot evangelists?
You just have to follow your competitors’ marketing strategies on Twitter and Facebook. Because there is no reason why we shouldn’t use the same techniques when it comes to chatbots.
So if all of your competitors are engaging chatbot influencers and chatbot evangelists, you should jump on the bandwagon and start doing the same. Or else chatbots might find a way to make things even more difficult for you in the future…but talking about chatbots is something that chatbot influencers love to do!
If you’ve been looking for a way to automate customer care or sales, chatbots are the answer. Chatbot evangelists have seen success with these new technologies and can help your company find more potential customers while saving time on repetitive tasks. We know that every business is different so we offer customized plans that fit into your budget and timeline- just let us know what you need! Booking a consultation session with one of our experts will give your team an insider look at how this technology can be used in marketing automation through chatbots. Let’s work together to get started today!