10 Proven Ways To Get Better Results From Your ChatBot Marketing

March 22, 2024
SiteCo.ca
SiteCo.ca
SiteCo.ca
SiteCo.ca
63 mins read
10 Proven Ways To Get Better Results From Your ChatBot Marketing

In this special report, we will reveal 10 proven ways that you can make your chatbot marketing more effective. You have invested time, effort and money to create your chatbots so you need to be sure that they are providing you with the best results.

This report is ideal for you if you are thinking about implementing chatbots as part of your marketing strategy or have already done so. Chatbots are definitely on the rise and the current value of the market is estimated to be over $1 billion and expected to rise significantly over the next few years.

Unfortunately, a number of businesses and individuals have implemented chatbots and not seen the results that they were expecting. There can be several reasons for this as you will discover by reading this short report.

We want your chatbots to deliver all of the results you want and more. By taking the right actions and carefully analyzing the way that your chatbots are performing, this can be a reality for you.

 

1. Set Goals For Your ChatBots 
You will need to invest your time and money to implement chatbots in your business. If you do not have specific goals for each of your chatbots then you are not going to succeed. By assigning specific goals to your chatbots you will be able to measure how well or not your chatbots are performing for you.

There are different business areas where you can deploy chatbots. The three most common areas are:

  1. Product or service sales
  2. Lead generation
  3. Customer service

If you are going to set up a chatbot to promote your products and services then you need to set goals for this. What products and services will the chatbot offer to customers? How many additional sales do you want to achieve with your chatbot marketing?

Many businesses use chatbots for lead generation. They have a goal to add prospects to their email list and follow up with an automated email sequence. You could also use a chatbot to refer a lead to a sales representative for example. Be clear on the number of leads that you want your chatbot to generate for you.

Chatbots that deal with customer service issues are definitely on the rise. In a recent survey, some 70% of the participants said that they would prefer to deal with a chatbot for customer service issues than a real person.

A customer does not have to wait for a chatbot to respond to them. Real customer service representatives can be tied up helping other customers which means waiting time. Also, a chatbot will provide direct answers to customer service queries whereas a human being can misinterpret a query from a customer.

So, if you intend to use chatbots for your customer service (and you should) you need to create clear goals for it. What kind of customer service queries will a chatbot handle and how will you measure customer satisfaction?

Not only will setting goals for your chatbots help you to set them up in the right way, it will also help in the determination of the right metrics for you to measure to see how well your chatbots are doing in pursuit of your goals.

 

2. Track The Revenue ChatBots Generate 
You want to ensure that you are getting the best possible return on investment (ROI) with your chatbots. Whatever chatbots that you create and implement, you can use them in a way where they recommend your products and services to customers.

If you have a sales chatbot then you need to track your conversions with this. There are a number of ways that you can do this. How much revenue does the sale of each product or service bring in for you? There is nothing like seeing real revenue numbers when you analyze your chatbot performance to inspire you to do more.

 

3. Don't Stop At The Number Of ChatBot Users 
It is important that you measure the number of users that each of your chatbots has and this metric is usually available as a standard feature with your chatbot platform. But this is not enough and you need to analyze this further.

Find out where your chatbot users are coming from. Are they coming from your website, your mobile app or your social media profiles for example? All of your different chatbots for different platforms should have custom workflows so you can easily identify where your users have come from.

Special Offer: Chatbot Marketing Secrets Full Training

 

4. Learn From Your Default Feedback Instances 
A “default feedback” event is triggered when your chatbot is unable to answer a question that a customer asks. You may also see this called the “confusion rate”. Here your chatbot will respond to the customer with a message like “sorry I didn’t understand your question”.

With most high-quality chatbot platforms, every time there is a default feedback instance it will be logged in your analytics and stored in the “training” section. There is very valuable information in the “training” section and you can see the questions that customer’s asked that your chatbots could not handle.

You need to accept that no matter how sophisticated the chatbot platform is that you are using, there are always going to be default feedback instances. Artificial intelligence (AI) technology and Machine Learning (ML) technology has advanced in leaps and bounds over the last few years but it is far from perfect.

Make a commitment to constantly improve your chatbots by analyzing the default feedback instances and helping the bots answer the different questions that they failed on. You can easily amend the configuration of your chatbot to include these new questions and provide the right responses.

The bottom line here is not to rely on the sophisticated technology too much. Yes, it is clever, but it will never be as intelligent as a human being so give it all of the help that you can especially in the early stages.

 

5. Optimize Your ChatBot For Session Durations 
You need to know what the average session duration is for your chatbot. If you do not currently measure this then you need to start now. It is an important metric because you want to compare it to the ratio of users that meet your chatbot goals e.g. make a purchase from you or sign up to your email newsletter and become a new lead for your business.

When you analyze your session durations and the conversion rates that you achieve through your chatbot you will be able to see how well everything is working for you. If you are not achieving the conversions that you require then you can analyze the data to identify the root cause of this and then take the appropriate action.

The length of the content that your chatbot provides to the customer is very important. If your chatbot provides too much content then this can overwhelm the customer and they will walk away. If there is not enough content then they will be frustrated by this and can also give up on the chatbot session.

 

6. Identify Weaknesses With Human Interaction And Fix 
The way that your chatbot interfaces with humans is critical. No matter how sophisticated the chatbot technology is it will never be as intelligent as a person. That said, you can do a lot to improve the way that your chatbot interacts with your customers.

Some business owners that implement chatbots do so in the belief that it is a set and forget type of deal. This is certainly not the case and you need to analyze a percentage of the conversations that your chatbot has with your customers to see how well they flowed.

We recommend that you commit to a continuous improvement approach with your chatbots. Always have the bigger picture in mind here. You know that your chatbots can bring you more leads and sales and save you a lot of money by not having to hire more customer service representatives.

It makes sense then to make someone responsible for monitoring and tweaking your chatbots so that they provide the very best results for your business. The flow of the conversations that your chatbot has with your customers is critical so you need to make this a priority.

If a customer is using one of your chatbots and they decide that they want to speak to a real person then you need to include this feature in your bots. Sometimes a customer will not feel that the automated responses provided by a chatbot are enough. So, if they ask to speak to a real person then be sure to add a feature in the chatbot where they can do that.

Most of the customers that use your chatbot for customer service issues will probably be happy to use it so solve any problems. But there are definitely going to be times where they will need to speak with one of your customer service representatives. This may not always be obvious as the customer might not request this.

You need to analyze some chatbot conversations to see when offering to put the customer through to a real person would have been the best option. This will probably not be obvious to AI and ML technology but it will be to you. Use these instances to improve your chatbot and trigger a response from your bot like “would you like to speak to one of our customer service representatives?”

There are a number of tools that you can use to alert you that a chatbot is referring a customer to a real person. Check to see if your chatbot platform integrates with applications such as “Slack”. If it does, you can setup alerts at any time a chatbot makes this request. Do your best not to keep the customer waiting too long to speak with a real person.

What do you do if you are closed for the day and your chatbot makes this request in the middle of the night? Well, you need to setup your chatbot so that it politely informs the customer that “sorry, we do not have any customer service reps available at the moment. The hours of operation for our reps are…”

If you are receiving a lot of requests from your chatbots for a customer to speak to a real person out of hours then you need to decide if it is worth making people available during these times. You can calculate the potential revenue that you could be losing here and then compare that to the additional cost of hiring people for the “night shift”.

Special Offer: Chatbot Marketing Secrets Full Training

 

7. Use The Kiss Principle With ChatBots 
You have probably heard of the KISS principle. If not, it stands for Keep It Simple, Stupid. This is not meant to offend, but a lot of chatbot owners overcomplicate them. They take the customer through complex processes that they do not want to get involved in and they end up with a lot of abandoned conversations.

Nobody wants to deal with a chatbot that is very “wordy”. You need to use as few words as possible with all of your chatbot responses. Obviously, some responses will have to be longer than others, such as a chatbot describing the benefits of your products for example. But even here you can usually simplify your responses.

It is said that a picture paints a thousand words so make use of images as well as text in your chatbot responses where this is appropriate. You should be able to include video in your chatbot responses as well. When you do this, make sure that the videos are short. Few customers are going to have the time to watch a long video and it could end the conversation.

People like to interact with chatbots because they think that they are going to receive the answers that they need in the fastest possible time. There is no waiting for a customer service rep to finish calls with others. They expect to ask a question and receive an answer from a chatbot fast.

We are not saying that setting up a chatbot and getting right is a simple thing to do because it isn’t. What we are saying is that the responses that your chatbots provide need to be courteous and simple. If your chatbot provides lengthy responses to customer questions then users will be turned off by this and want to leave.

If an answer does require a lengthy response, then break this down. Tell the customer that it is going to require a lengthy answer so that you set expectations. Don’t bombard a customer with several messages at a time that will overwhelm them.

We encourage business owners to test their chatbots regularly. If you know that certain questions will trigger a long answer then test this out for yourself. Think about how you could improve the answer and how you can get your customer to interact.

For example, you could provide the first part of a long answer and then ask the customer if it makes sense. In order to respond then they will need to read the response in full. This can get complicated because you need to have an alternative response if the customer says that they do not understand.

So, you could tell the customer that the response will be in 3 sections for example. Tell them that after reading the first section they need to type “OK” and the bot will provide the second part and so on. Always put yourself in the shoes of the customer when you are considering the performance of your chatbots. If you don’t like the response then they won’t either.

 

8. Make Your ChatBot Friendly And Inviting 
How friendly and courteous are your chatbots? Does your chatbot have a name that is memorable and linked to your brand? What are your welcome messages like? Do they provide the customer with a warm feeling and give them the perception that they will receive answers to their questions?

You might think that all of this is obvious but we have experienced a number of chatbots where the greetings were not warm and friendly and the whole experience was very robotic. Yes, we know that a chatbot is a robot, but there are things that you can do to make it more friendly.

One thing that we definitely recommend that you don’t so is try and pass off your chatbots as humans. Tell your customers upfront that they are dealing with a chatbot. If your customers think that you are trying to deceive them then you will lose trust immediately. We have seen examples where businesses have tried to make out that a chatbot is a real person – don’t do this.

Look at the welcome responses and the way that your chatbot interacts with customers and determine if improvements could be made to make the experience more friendly. Are there any “cold” points in any of the responses?

 

9. Setup The Right Metrics 
You cannot manage what you cannot measure. If you do not have the right metrics setup in your chatbot analytics then you are not going to be able to see at a glance how well your bots are performing. Make sure that you use a chatbot platform that provides you with the ability to create your own metrics.

A chatbot platform will usually have a standard set of metrics included. These are likely to be useful for you as the people behind the platform have a lot of experience of chatbots. But every business is different, and there will be times that you will want to create your own metrics that support your business goals.

There are chatbot analytics platforms available that can integrate with your chatbot platform. It is better to invest in this than not to have the metrics that you want if your chatbot platform is limited in this area.

When you setup the right metrics you will gain valuable insight on how well, or not, your chatbots are doing when it comes to customer satisfaction, new lead generation, new sales conversions and more.

Think about the most important metrics that you need for your chatbots. It is easier than you might think to set up metrics that will tell you what you want to know. There will be a bit of a learning curve with this but it will be well worth it for you in the end.

 

10. Check To See If Your Content Is Performing

All chatbots have content as their foundation. You need to provide the content that your audience wants via your chatbots. It is essential that you know how well your customers perceive the content that you provide via your chatbots.

Do your customers regularly engage with your chatbot content? Are they satisfied with the answers that they receive from the bot? If you don’t know the answers to these questions right now then you need to find a way to get them. You could add an exit survey with your chatbots and ask customers to rate the experience for example.

See your chatbot’s as providing a “journey” for your customers. If your chatbot content helps to provide your customers with the answers that they require then the journey will be more satisfying for them.

The use of interactive content is always a good idea with chatbots. Simple surveys, polls, quizzes and so on where the customer needs to interact are a great way of driving up engagement. More and more businesses are using interactive content with their chatbots because it works so well.

 

Conclusion

You now have 10 proven ways to improve your chatbot marketing performance. If you are designing and planning your chatbots now then you can use these to make your chatbots better prior to launching them.

If you already have live chatbots then you can analyze how well they are performing and make any changes necessary for improvement. It is vital that you are prepared to continuously improve your chatbots and not just rely on the technology to make it all happen for you – because it won’t.

We encourage you to test your chatbots on a regular basis. Always put yourself in the shoes of the customer and see how you like the responses that your chatbots provide when you ask specific questions.

Getting the best results from your chatbot marketing is always going to involve a lot of testing and tweaking. It is highly probable that you will not get everything right the first time around so just accept this and move forward. Chatbot marketing can provide you with some excellent results but you need to be prepared to put the effort in.

Special Offer: Chatbot Marketing Secrets Full Training

 

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