For a time, marketers believed that apps would revolutionize lead generation. Unfortunately or not, however, it turns out that this is not the case. As things stand today, the majority of Americans do not download any apps each month – which is a big problem for those looking to generate leads with apps. It, of course, doesn’t mean that people don’t spend a lot of time on apps such as Facebook Messenger or Whatsapp – it’s that they don’t waste it on others.
As potential customers spend so much time on these private messaging apps, the question remains whether these people are still available to marketers. Well, the answer is chatbots.
Simply put, chatbots are pieces of AI software specially designed to communicate with people in such a way to mimic natural human conversation. To give you an example, Siri, Alexa, Google Assistant, and Cortana are all chatbots, and so are those little pop-up windows that say, “How can I help you today?”
How Do Messaging and Brands Work Together?
Back in the early days of social media and smartphones, sending private messages was another fun new feature. People had things like email, texts, and the traditional phone calls, so they weren’t using messaging so much.
Nevertheless, when Whatsapp came onto the scene in 2009, everything changed. By 2014, the app had over 450 million users, with an additional million people joining every single day. All of this was happening at a time when text messages were quite expensive, and Skype was somewhat cumbersome to use. Seeing the trend happening before their very eyes, Facebook scrambled to launch its messaging app in 2015.
These messaging apps had several things going for them. For starters, they were private, as opposed to publicly posting on social media. Secondly, you could send images and gifs, which gave them an edge over traditional text messaging.
Given these facts presented here, especially concerning privacy, it would make it seem like brands would have nothing to do on messaging apps. Fortunately, however, it is not the case. Many brands have since found fun and ingenious ways of reaching out to customers via messaging apps.
Having an entire team of service reps chatting with customers 24/7 is not a scalable strategy. But having a chatbot that can hold thousands of conversations at once, is.
Chatbots and Lead Generation
When a customer approaches a sales associate with questions regarding store hours and particular products being in stock, the sales associate will hopefully answer these questions and help the customer through the entire buyer’s journey.
But as we’ve said before, the challenge arises when there are hundreds of such customers are all asking different questions at once. Your “army” of sales associates will have to answer those questions but also store the data around those questions. Also, they must remember the customer’s preferences, suggest related products they might like, and compile all of the information gathered that is to be used in future marketing strategies.
It is not something that’s readily achievable, especially if there aren’t enough people to do the job effectively and without error or misinterpretation. It is where chatbots genuinely shine. They can handle multiple customers at once, answer all of their questions, and use the information gathered to create highly-personalized recommendations to all of your clients.
Now, where are the best places to use these chatbots to generate leads?
If you are a first-timer in the world of AI chatbots, the best place to start is Facebook Messenger. It’s important to remember that back in September 2017; Facebook’s messaging app had over 1.3 billion users, with 100 million more than it had in April of that same year. With these numbers in mind, the app makes for the perfect lead generation.
Chatbot builders will provide you with simple instructions that help even those less tech-savvy entrepreneurs to create their clever chatbots.
With Facebook Click-to-Message capabilities, you can use your chatbot to ask lead-qualifying questions even before the chatting process begins, as well as throughout the entire conversation after that.
Once the qualified leads have been adequately identified, your chatbot will continue to nurture those leads. By offering various discounts, free trials, eBooks, or other such lead magnets, is a particularly great way of moving those leads down the sales funnel. Lastly, you can also instruct your chatbot to help customers book appointments with your sales team for even better conversion rates.
Your Website’s Landing Pages
Plenty of web pages nowadays have built-in chatbots and with good reason too. When a potential customer comes on your website, there’s a fairly significant chance that they’re looking for information about your product. Unfortunately, however, that information is not always easy to find. Well, in all honesty, people try their hardest to make everything as intuitive as possible, but depending on the client’s particular inquiry, not everything is immediately available.
It is where landing page chatbots come into play. They can provide a more in-depth look on the webpage than text can. Nevertheless, if you’re looking to create a chatbot for your landing pages, you’ll also need to develop a plan behind it.
A key benefit of chatbots operating on your website is to gather information about your customers over time. Some of these pieces of information include things like zip codes that help with location-based offers, reviews of past purchases, and product preferences. You can then use those insights to recommend other products and services, segment marketing campaigns better, or upsell, among other things.
One last essential element to consider here is to make sure that your chatbot can keep conversations light and with a bit of personality. Even if they can answer questions just fine, people still have somewhat of an issue with talking to robots. For this reason, it’s essential to provide natural conversations to nurture your leads better.
Creating one such chatbot is not as complicated as it may seem at first glance. And once it’s up and running, it will provide you with plenty of benefits concerning terms of customer care, data collection, lead generation, and lead nurturing, among several others more. If you want to keep yourself up-to-date on these issues, please feel free to visit our website anytime. If, however, you’re interested in writing for us, join our team today!