For the first time, fields for increasing efficiency and cost savings are being sought in production and development, purchasing and sales. Even in marketing, this cup does not go by. Increasing competitive pressure from constantly new providers who are waging tough price wars is a huge challenge. Unparalleled transparency through the Internet brings customers more clarity than ever; traditional advertising is no longer convincing many people — if you even reach them at all. A rethink is therefore definitely necessary, but what can you do? Digital technologies and the triumph of Industry 4.0 bring many new opportunities for manufacturers. Digitalization is revolutionizing the industrial landscape, not just at the manufacturing level. By implementing a chatbot, marketing can also benefit from this. A Chatbot is a digital assistant, which can communicate with website visitors through text or voice input. The technical dialogue system bundles all information in a single channel and processes customer inquiries. A chatbot relieves employees primarily by carrying out standardized and/or repetitive tasks in marketing.
What are the benefits of a chatbot in marketing?
In fact, for the Using chatbots in marketing numerous examples. One option is possible integration on the company website and in all relevant chat channels such as Facebook Messenger or WhatsApp. Advanced chatbots even offer CRM integration with an easy connection to existing systems and applications such as HubSpot, SAP, Salesforce and many other services.
1. Automated lead generation
Lead generation is a very important area in marketing. Companies can use a chatbot to partially automate the lead generation process. This can make it easier and more appealing for customers to enter their contact information in the chatbot instead of the traditional method of filling out forms. At the same time, the chatbot makes the lead generation process more efficient by automatically requesting contact data and forwarding these leads to existing CRM systems. You can find out more about lead generation using a chatbot on the overview page for “Chatbots and lead generation” experienced
2. Up-to-date service for customers and interested parties
The age of digitization is characterized not least by the fact that everyone is constantly exposed to a flood of superfluous data and information. Processing all of these is by far an impossibility. However, as soon as information is actively required, patience and time is a luxury that many cannot or do not want to afford. Very few people look at the second page of search engines; only in unavoidable situations do you expose yourself to a time-consuming and nerve-intensive call to a call center. By using chatbots in marketing, website visitors get answers to urgent questions more quickly. And that around the clock and in real time. It can often be more interesting for customers to enter contact details instead of the traditional method when talking to the chatbot. In the end, they are happier and companies achieve better results in communication with their target group and strengthen ties with existing customers.
3. Optimized lead qualification
Lead qualification is an important part of customer acquisition. Marketing and sales work hand in hand here, generate synergies and use processes efficiently. At least that's the theory. Unfortunately, it is still common in many places for both areas to work autonomously and leave efficiency behind in the form of cash. A chatbot can make (joint) work easier by gaining contacts and pre-qualifying them independently.
A chatbot can qualify a large number of leads and thus make work easier for sales. Requests that are irrelevant to them are not forwarded at all. To ensure this, chatbots ask visitors and customers pre-qualifying questions.
Chatbots thus take the lead generation process to the next level. As soon as the chatbot has filtered out the prospects, it can set up a meeting or forward the leads that have a purchase intent to the sales team in real time for immediate conclusion. This saves the sales team time and allows them to concentrate on more important work steps. On the other hand, customers don't have to wait for days before they get an answer.
4. Increase engagement
Successful companies have understood that communication with customers is no longer just one-way. Strong brands manage to enter into dialogue with their target group and thus strengthen customer loyalty. So instead of just waiting for a pull action from the user, you can go into push communication. Because in addition to answers to questions, a chatbot can also provide a lot more: quiz and guessing games, small talk or other advertising and marketing campaigns can be carried out using a chatbot. A clear one from the start, strategic and operational focus enables a well-thought-out discussion structure. The marketing chatbot is available around the clock and allows companies to communicate with customers at any time. No matter where in the world and in which time zone they are located. Of course, modern chatbots in marketing are also able to understand and speak multiple languages.
5. Increase range
Chatbots can be implemented both on the website and on social media channels, such as Facebook. Chatbots therefore offer the opportunity to reach a larger audience. Companies and service providers can thus attract a new customer base for the brand. With chatbots, companies can not only attract the attention of their audience and target group. Companies can also learn from the interaction and understand which information about their products and services is actually relevant and can send it out in a more targeted manner. As a result, they are able to up-sell and cross-sell in a personalized, dialogue-oriented and appealing way.
6. Communicate promotions or product updates
Chatbots help the target group have immediate access to important, Get the latest news, promotions, and frequent updates and highlights. Companies can share top news and stories with Messenger subscribers. Important and relevant information actually reaches the target group and is not lost in the depths of the spam folder. However, the communication of promotions or product updates is not limited to chatbots that are integrated into messengers. Chatbots can also attract the attention of users on websites through teasers and call to actions (CTAs). The said CTAs and the teaser can be set individually for each subpage of the website. Users can therefore be addressed consistently and in line with the context.
7. Optimize cost and time efficient processes
Unnecessarily complex processes are slow and cloud the prospect of long-term competitiveness. Anything that is redundant has potential for improvement. With relatively little (financial) outlay, positive changes can be achieved quickly.
If you would like to know how a chatbot is worthwhile for your company, feel free to click through our dynamic “Return on Investment” calculator, calculate your return on investment and find out how a chatbot can save you costs.
8. A solid foundation of data
When making everyday decisions based on valid experience, it makes sense to listen to your gut feeling. For example, when it comes to whether your own car fits into a certain parking space or whether a piece of clothing flatters your figure, you can trust your own experiences. However, when it comes to larger, more complex decisions, comprehensive, data-based foundations are more helpful than intuition. But above all, data is at the heart of the digital revolution. Companies spend huge amounts of money to advertise as specifically as possible to target groups and to avoid wastage in communication. Chatbots can be a good source for finding out what website visitors want and what concerns they are visiting the website with. Companies thus obtain decisive insights into the needs and preferences of their target groups. One example of generating interesting insights about website visitors is the moinAI dreaming feature. You can find out more about this here.
Get started in marketing with a chatbot
So that you can achieve success and efficiency with a chatbot from day 1, here are a few tips for using chatbots in marketing:
Tip 1: Inspire with multimedia elements
Innovative communication tools, such as smart chatbots, offer, in addition to the text-based exchange of information, the option of integrating various multimedia elements into the chat in order to make answers more interesting and clear.
In moinAI Widget Is it possible to integrate the following elements:
- videos
- pictures
- gifs
- Slides
Slides are a kind of card carousel. Users can click through the elements, each card/slide has the option to set an image, a heading and a sub-heading. - Quick Replies
Quick replies are suggestions that the chatbot gives users so that they don't necessarily have to type the answer. This is particularly popular for yes-no questions. This is because clicking on “Yes” or “No” is faster for a user than typing it yourself.
The interplay of text and interactive elements improves and simplifies usability and at the same time keeps the user talking for longer.
Tip 2: Use a chatbot across channels
A chatbot can be played out in parallel on various channels. In particular, if your company operates in different markets, serves a variety of websites or communicates a lot via Facebook Messenger, a cross-channel deployment can be very worthwhile.
The advantage of the cross-channel approach is that the chatbot's trained AI has the same level of knowledge for all channels and learns independently on all channels in parallel — the response texts played out, which your users see, but can be set and adapted individually from channel to channel. This is particularly useful when multilingualism plays a role.
Chatbot channels are ideal for addressing different users, target groups or customer segments in the appropriate context and therefore always in exactly the right way. This is also illustrated by the customer and practical examples that the moinAI Channels use.
Tip 3: Human Takeover utilize
Thanks to AI and Natural Language Processing (NLP), intelligent chatbots are able to correctly recognize and answer a variety of questions and concerns. But a chatbot is not the right person to contact, especially when it comes to very complex or emotionally charged issues. Some situations require a human employee and to make this possible in a matter of seconds, a so-called human takeover using live chat is highly recommended.
What is a human takeover?
When a chatbot performs a human takeover, it means that it is handing over the conversation to a human employee. This can be done via email. However, this transfer via live chat is recommended. Thanks to interfaces, it is possible to connect a chatbot to the corresponding live chat system and thus ensure that the conversation continues in the same chat window from the user's point of view and that the transfer to the person takes place smoothly and within a few seconds.
With the Human Takeover option, you offer users an excellent user experience, as questions of any kind are resolved promptly and easily. Either through the chatbot itself or through the live chat, which can take place in the same chat window.
All in all, a chatbot in marketing takes the target group on an ideal, well-thought-out customer journey and manages to increase the conversion rate and intensify customer loyalty through a variety of elements. Quick answers increase customer satisfaction. For companies, the implementation entails an increased degree of automation and thus an increase in efficiency. Employees are relieved in the long term. Thanks to the low financial outlay amortized The introduction is ready after just a few months. A variety of intentions and answers connect users to the chatbot and increase the likelihood that they can be converted into qualified marketing or even sales leads.
What advantages does moinAI offer over traditional chatbot providers?
In contrast to many other chatbot providers, the AI chatbot solution moin.ai is AI and NLP-based. This means that, on the one hand, the chatbot also understands and correctly allocates long and complex user requests and, on the other hand, develops independently and learns from conversations with users.
While conventional chatbots only react to keywords or know defined content, moinAI is self-learning. This means that the chatbot is continuously improving its capabilities on its own. In the case of complex questions, he secures himself by asking the website visitor. This gradually creates an ever better understanding of the language. And if similar topics or phrases arise again and again, the chatbot automatically understands what's behind them, even if the topics and questions are not yet known. He is therefore able to independently suggest new topics. This feature is available on moinAI as Dreaming referred to.
Using “dreaming”, the chatbot's AI is able to identify through analysis and self-reflection what users are also interested in and which topics the chatbot should be expanded on in order to further improve the user experience. The AI chatbot thus gets to know the target group or website visitors in the best possible way, opens up new topics step by step and adapts to the wishes and needs of users at the same time.
Just try out a smart chatbot?
With moinAI's chatbot, you can take advantage of the digital revolution and optimize your marketing processes. Integrating the software into your marketing processes can help you achieve your business goals around efficiency and customer satisfaction. The moinAI chatbot solution integrates holistic training and our customer success team accompanies customers with their projects from start to finish. This ensures the best possible functionality for every customer.
If you want to test an AI-based chatbot on your website, you can do so free of charge, without obligation and for 30 days with the moinAI “Free Trial”.
