In this post, we’ll go deep into the world of messenger bots to give you the details on how to develop a best-in-class chatbot strategy. We’ll answer your questions about best practices for a nearly-human chatbot experience.
10 Tips for Your Chatbot Marketing Strategy
We ended up researching a number of different world-class chatbot experiences to learn from. Here is a list of 10 lessons for anyone about to get into chatbot marketing — like us.
1. Research your most frequently asked questions, by asking your team
One of the first things to consider with your bot is the content that it’ll contain.
2. Build your bot its very own conversation tree
Chatbots work best when given a concrete set of questions to answer. Without a certain level of specificity and pre-planning, then it becomes infinitely harder for a chatbot to deliver a believable experience — much less the right answer.
3. Avoid fully open-ended conversations
Open-ended conversations can lead to confusion for your bot and a poor experience for the user. If you don’t have the luxury of highly-advanced language processing, then an open-ended question like “how can we help you today” could go any number of directions.
4. Let people know that a human is just a step away
One of the most interesting stats we’ve seen about chatbots is that people aren’t nearly as turned off by them as you’d think.
5. Give your bot a voice … and a warm welcome message
Just like you do with the way you write as your brand on social media, you’ll want to think about the voice and tone of your chatbot as well.
6. Track the effectiveness of your bot with special UTMs and discount codes
One of the biggest questions you probably will have with your chatbot is … is this thing working?
7. Replace your email newsletters with chatbot newsletters
Give your views something different than a boring newsletter.
8. Send simple surveys to your contacts
With the high engagement rate with bots, you also have a good chance of getting your message noticed for surveys. It can be notoriously hard when surveying folks via email or on a website or app to get a high volume of responses. It’s a bit easier with bots.
9. Enrich your bot with data and personalization
Check out this list of powerful chatbot superpowers:
- Universal Studios tells you the wait time for rides
- Marriott can tell you room availability
- CheapFlights tells you the best options for your dates and your price range
- Domino’s lets you order pizza!
These are all possible because of the Big Data that these brands pipe into their bots. If you’re not quite at this scale yet, no worries. You can dip your toe in the water by anticipating the most common questions of your customers and doing your best to fill in your bot with details. Simple things like hours of operations, daily deals, etc. can make for a delightful experience.
And if you do have a customer base who clamors for data-rich answers, then use the examples above to inspire your chatbot dreams.
There’s also the matter of personalization. And for this one, we’ll leave it up to your best judgment. Many tools allow you to personalize the chat experience with variables like first names or locations. This tows the line between helpful and offputting, when coming from a bot. Use discretion.
10. Make sure to promote your chatbot so people know you have one
This one might seem obvious, but it’s perhaps one of the most important tips we’ve covered so far. Your bot will only be successful if people find it and use it. So get the word out!
This can happen organically as people visit your Facebook page and are routed to you on Messenger. Or you can be proactive about it.
A couple of our favorite ways of promotion are:
- Mentioning your bot in a list of all your customer support channels
- Adding a call-to-action on your blog or website to get in touch with you
- Advertising on social for people to opt-in to your bot experience. This can be great for the Messenger newsletters we talked about.