How to proficiently use a chatbot in a company
There is no doubt chatbot is changing the way businesses operate and the way that marketers approach marketing. Not only these virtual assistants have the ability to affect almost all aspects of a company, they are also great customer service tools that can provide assistance.
However, chatbots are not just customer support or a self-service option; these AI-powered assistants can improve an organization’s productivity by providing help to different departments like human resources, marketing, production, and sales.
Chatbots are a valuable resource, which can boost companies ‘overall sales, and conversion metrics, yet implementing them into their strategy may not always be straightforward. Because of this, I have created an article to try helping to understand how chatbots can help increase firms ‘conversion rates and their overall profitability.
The Power of AI-Powered Virtual Assistants
Artificial intelligence, or AI, is the technology responsible for the widespread and popularization of chatbots. AI-powered virtual assistants are dedicated pieces of software that implement machine learning and natural language processing to communicate with users. Chatbots have the ability to communicate with individuals by using natural language, so they can participate in cohesive dialogues and fulfill requests based on these conversations. For example, if I wanted to learn more about a company’s values, I could simply reach out to their chatbot, ask questions about the topics that interest me, and receive the answers directly through the virtual assistant.
In my experience, users prefer a basic chatbot with limited features that work rather than a complex assistant with anomaly features. I suggest starting by creating a basic bot and slowly introduce new features as it learns new skills so it can grow at the same rate as the company.
How to use a chatbot as a business asset
Chatbots can help increase sales conversions because they can:
· Measure Real-Time Engagement
When it comes to sales, there are different types of conversions. For some organizations, this may mean purchases, while for others it can be a lead. Regardless of the type of conversion, chatbots allow measuring engagement in real time, identifying when the audience is most active and push promotions to them based on their usage hours and patterns.
· Gather Information
One of the most exciting parts of implementing a chatbot is the ability to collect information about a target audience, which will help a company to build better marketing and sales campaigns. AI-powered assistants can collect this information from social media profiles, browsing habits, or by directly asking users about their interests.
· Help Creating Buyer Personas
In order to take advantage of the information collected, a company needs to utilize it effectively. A marketer in a company should use these details to create buyer personas of its ideal clients.
· Qualify Prospects
Qualifying prospects is not a new concept, but chatbots let take it to a completely new level. By analyzing browsing and purchasing patterns, interests, and other relevant demographics, a company can qualify prospects and show its sales team where each prospect is located within the buyer’s journey. They can then focus on leads that are close to becoming sales and nurture the prospects at the top of the funnel.
· Engage Leads
Conversational chatbots have the ability to build a more personal connection and engage leads because they are designed to provide support around the clock. Moreover, AI-powered bots have the ability to display personality and empathy, creating a stronger bond with users.
· Become a Direct Sales Channel
As previously mentioned, a chatbot can easily become a full-blown sales channel for a company. Thanks to the development of e-commerce applications, firms can now integrate payment solutions into the chatbot, allowing them to take orders and make purchases without even having to switch applications.
· Launch Promotions
Chatbots interact with users through their preferred messaging and social media apps, so there is no better channel to reach them directly. Launching a promotion through a chatbot means that users can receive personalized promotions to their mobile phone, increasing the chances of landing their needs.
· Nurture Leads
Creating a lead base is a great start, but a company has to nurture them in order to turn them into customers. Nurturing is the process of moving the prospects down the sales funnel until they become customers. Chatbots help companies nurture the leads because they set up direct communication with their customers and send relevant pieces of information at crucial parts of the decision-making process.
· Provide In-Depth Analytics
As seen, chatbots can collect, render, and analyze information that can then use to build campaigns that are more efficient. Companies can also collect internal data and develop a mechanism to address the most common causes of low productivity.