Chatbots as an inbound marketing strategy

If you’re reading this, the odds are you're probably struggling to connect with your customers. Spoiler alert: You’re not alone.

Nowadays customers are more exposed to marketing campaigns, everywhere, and all day. So how do you break through and connect with them?

It may seem obvious enough, but you have to give them meaningful data – and information. Answer their questions, be nice, and be honest. Just be real! People are getting smarter, so you can't expect to trick them into buying what you want them to. Instead, you have to find better ways to engage them. That’s what inbound marketing is all about.

How can a chatbot help? Let’s go through the inbound marketing funnel and see, step by step, how to do it.

Attracting strangers means new visitors      

So how can you attract someone you've never met before with a chatbot? The first step is to give the customer meaningful information – for example, you can write a blog article.

Now, imagine that after all the work you've put in creating, publishing and sharing content, you don't really have any interaction with the reader, so the visitor just goes away. It sounds frustrating and pointless.

At this moment, you can add what's called an inlinebot – a chatbot inside the content. The point is to have an engaging conversation about the page content the visitor is on. But the best part is you can customise it any way you like.

This way, you’re not intrusive but you’re still there for your customer. And with a simple CTA you can connect with them and reach an even wider audience.

The point is to increase engagement by starting conversations.

Converting visitors means leads

It’s cool to be able to directly message your customer, but it’s not always simple to understand what your visitors actually want. Some are just browsing and stop on your website without knowing why while others search for information and compare you to your competitors.

So how would you know how to approach them?

Use a chatbot to filter the type of customer you’re talking to, and qualify your leads: Are they looking for any product? Or are they a client that needs help? Maybe they’re just trying to figure out if this little robot is smart enough.

You can turn a visitor into a lead by addressing their doubts and giving them a personalised experience, if you don’t give your clients the info they're looking for, they may never come back.

Always be moving customers through the sales funnel in a fun and interactive way.

Closing leads means customers

You can lead them through your products and services, tell them prices and conditions, then finish the checkout.

There are a few options you can use to close a deal directly in a chatbot: You can schedule a call, meeting, service, start date etc. With this method, you get a commitment from your visitor.

Another cool feature is that you can pay directly through the chatbot! It’s easy and simple.

After this, the chatbot will send an email directly to the person responsible on your team (be it sales, customer support, marketing or IT), so the customer always gets put in touch with the right person for the best treatment.

Delight customers so they become promoters

Optimise conversations for people who come back to your site. Everyone likes to be remembered!

Also, you can find out exactly why they're back. Are they going to buy other products and services? Or do they have any questions?

You can use a chatbot as a customer satisfaction tool and direct visitors to relevant content.

Doing this, you’re available 24/7!

Well, sounds nice, but it doesn’t fit my business

Sure, but before jumping to conclusions, let me ask a quick question: Do you have a website to promote your services or to sell your products?

If yes, it makes sense to build a chatbot for the website!

After all, you can write whatever you want in the chatbot, like you do on your social media posts, brochures, and website. Make your chatbots conversational, so people enjoy talking with them.

The point is to constantly improve and to get to know your client!

Train the chatbot to answer the FAQs with AI, then get to know where else your client has doubts, and train the chatbot to answer them. Repeat. Know your customer!

As another plus, if you automate the process, you’ll free your team up to do more important and meaningful stuff.

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