Chatbot Use Cases: When and Where to Use Chatbots Around the Customer Journey
Chatbot Use Cases: When and Where to Use Chatbots Around the Customer Journey
When considering when to use chatbots, rather than diving straight in to the technology, I think that it's important to start off with considering your current customer journey: How you're currently attracting new users, how you're convincing users to engage with you, how you're converting conversations to customers, plus how you're retaining customers and turning them into brand evangelists by delighting them.

What are some specific chatbot use cases within the marketing funnel?

Chatbots are a really good tool at all stages of the marketing funnel. You can use a number of tools that connect with new leads, providing you with multiple chatbot use cases.

In the middle of the funnel chatbots help you to re-engage and have ongoing conversations with your contacts, and also help people become educated about your product, about your offering and solutions.

There's also at the bottom of the funnel, ways to pull people back into the funnel, re-engage with you, send offers for sales and promotions, as well as target people who are at the final stages of the buying cycle, and mark those people off as conversions, tracking your campaigns. When should you use a chatbot? When shouldn't you use a chatbot!

At the top of the funnel, where you're attracting new customers and leads, BotWorking offers Facebook chatbots that are really popular with people who have a lot of fans for their Facebook Page, but aren't necessarily driving those fans into leads.

Social media is often a great branding and awareness tool, but then how do you help capture people who are engaged with your page or your different social profiles and turn them into customers?

Perhaps your brand has a social media team who are already responding to commenters and trying to keep those conversations going. What you can do with a bot is you can automate some of that conversation and engagement. Automate the conversation with something that not only helps add a fun and really differentiated piece of social interactivity, but also anybody who comments on that post and then has that conversation with your bot, becomes a lead or a contact that you can have follow-up conversations with. As a result of doing this, you get all of the contact's details from Facebook – lots of default information such as their name, location, their profile photo and gender. You can then have conversations where you ask them about what they're interested in, and evolve a deeper, more meaningful relationship with them as a person.

Case study: when to use chatbots to keep the conversation going with someone who's already interacted with your content

When one of BotWorking client hit the market, they already had a really great apiary product — beekeeping products that use an environmentally friendly plastic. They have a really high quality offering that lasts five times the length of some of the more traditional beekeeping products.

The challenge for their marketing agency was how to bring awareness to the great product they had. We've already talked about the "attract" part of the funnel. That ran Facebook Ads, they ran them using the inverted unicorn targeting method, which was a very creative way to get the attention of people and stop people scrolling in their feeds.

That company used Facebook click-toMessenger ads where the creative combined interests that don't have any direct correlation. For example, Star Trek and beekeeping products, or Lord of the Rings and beekeeping products. This is a really fun and interesting way to get people engaged, delight them, and create that brand or product awareness, one of the more unusual bot use cases.

Then they had to re-engage these prospects and turn them into customers. This means that in the middle of the funnel they send remarketing ads, and they're able to send chat blasts, which is a mass message similar to an email blast or a mass text message. This re-starts the conversation with people who are in your funnel and lets them know about deals and offers that you're running right now. You can do this as either a chatblast, which follows certain rules if you're doing it in the Facebook ecosystem, or remarketing ads (like sponsored ads) which is Facebook's ad type for sending messages to people who are already your contacts.

Through this kind of re-engagement campaign, they were able to increase their revenue by over 600% from their retail sales. They used this top to middle funnel messaging to achieve really great results.

How to enhance your conversion rates using the power of chat
In the example above we've already touched upon how chat marketing can be used to assist with your conversions, what are some ways that you can enhance your conversion rates even further using the power of chat?

Another way we can talk about conversion is capturing an email address, which is something that you can do with your bot and automate the integration where the email that you've collected goes into your email marketing platform or your CRM, connecting with other automations that you've set up, possibly using Zapier chatbot connection.

You can achieve conversions by signing up your target audience for events or getting them to download your content offers. This is all possible with your bot as well. When you're talking about some of these softer conversion metrics, like downloads, events, and email collection, you'll also want to be thinking about strategically placing your bot in the right place to have that conversation.

Embedding your bot on our website is going to be an important aspect of this in the future. Website chat can increase your conversion rate by 45% because people are interested in having their questions answered while they're shopping, and if you can provide them with the right answer in a convenient chat widget, that will help to smooth the flow to conversion.

The website chat widget is a really important element for your chatbot when you're thinking about conversion optimization by answering frequently asked questions using Q&A triggers for chatbot responses, collecting email addresses with a chatbot, providing an entry point into signing up for an event with a chatbot, as well as providing an informational asset that will help educate somebody and convert them further down the line when it comes to becoming aware of whether your services or solutions are the right fit for them.

Is it key to engage with users on a one-on-one basis as well as having a chatbot?

Yes — what chatbots do for customer service is great. This year it's estimated that chatbots are going to save businesses $8 billion on customer service costs across the world. You definitely want to take a piece of that pie by creating a first responder chatbot on your website as well as the other key places where people might be asking for FAQs or customer service inquiries.

When to use chatbots is certainly now, and with as many of your customer touchpoints as possible, however, the important next step is connecting that bot to your live agents and your live customer service reps at the right time. You need to set up notifications so your team can jump into the conversation when somebody hits one of those flags that means that they're not getting the answer that they need.

Chatbots can be really helpful, but they're not going to be able to fulfill every request. What marketers and businesses need to set up is the handoff from the chatbot to the live agent, receiving notifications as to when it's necessary to jump in and send an alert to have that one-on-one conversation.

Delight your audience through the power of knowing when to use chatbots and when not to use chatbots
Providing one-on-one customer service via live operator chat takeover in a chat widget is one way to delight customer, because often you can engage with people when they may not necessarily expect to be engaged with on a one-on-one basis. In other words, you need to consider when not to use chatbots as well as when to use chatbots.

It's important to be available when and where our customers are talking to us, whenever possible. Whether that's social media or on your website, many people have low patience levels and expect instant answers.

Consumers expectations are high and getting higher. Chatbots can be a really helpful tool for providing instant responses, making your audience know that they are being heard, and then connecting them with the information that they need, straight away.

Chatbots can be a great way to delight your audience because they let users choose their own adventure, while at the same time anticipating their needs.

Chatbots can be a great way to delight your audience because they let users choose their own adventure, while at the same time anticipating their needs. Obviously this depends on how you set up your bot and your goals and objectives.

Customer service bots are more about giving providing options such as, "Are you looking for status of your order? Do you want to talk to customer support? Do you need somebody in our sales team?"

Of course, there are different roles for bots. A bot used for content marketing provides a similar role to your email program, sending out new content and new tutorials. However, chatbots can be much more engaging and interactive than email. I've seen bots that mimic games and do a great job at storytelling, all sorts of fun and entertaining things.

There's a mattress brand called Casper that has an insomnia bot that helps you play games in the middle of the night! It is kind of fun to have a little companion in those wee hours when you don't really know what else to do with yourself ????

Think about your content marketing in terms of an adventure or a story, and always, always make it engaging. Engagement is the key to using chatbots for your content marketing efforts and really upping that delight factor.

Summary: When and where to use chatbots around the customer journey

Here's a summary that will help you get started with when to use chatbots around the customer journey…

  1. ATTRACT – Use a Facebook Comment chat to initiate new conversations
  2. CONVINCE – Try the Inverted Unicorn Facebook Ad Targeting Method and Facebook click-to-Messenger and Sponsored Messages to re-engage prospects
  3. CONVERT – Capture leads as part of your conversation flow
  4. DELIGHT – Know when to pause the chatbot sequence and move on to having a real, one-to-one conversations

Important Next Steps
! Create Your Own Chat Bot With BotWorking
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