Let the robots do the hard work with ChatBot marketing

With the rapid rise in messenger apps like Whatsapp and  Facebook messenger, conversational marketing is key to successful business growth in 2018. Prospects and customers alike want one-to-one, real-time conversations.

Luckily, ChatBots can give you a scalable platform to increase lead volume and quality.

 

GET YOUR FREE GUIDE TO CHATBOT BEST PRACTICES
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Chatbots are designed to complement your website and social media presence, having scripted conversations with potential leads to help solve common problems and build strong relationships.

They also help businesses to generate and nurture more relevant leads, collect better data and improve their sales potential.

Six & Flow can help to introduce ChatBots into your overall inbound marketing strategy. We can find the software best suited to your needs, streamline your sales pipeline and script your brand voice.

 

GET YOUR FREE GUIDE TO CHATBOT BEST PRACTICES

Consumers want answers now

Consumers want answers, now!

48% of consumers would rather connect via live chat than any other means of contact, due to a demand for rapid response rates.

Corporations are getting involved

Corporations are getting involved

$4.5 Billion is expected to be invested in enterprise intelligent assistants by 2021. This will drive ChatBots into the mainstream.

The banks see their value

The banks see their value

Bots can assist in various roles from compliance and customer service. By 2022, banks may automate up to 90% of their interactions with ChatBots.

We just want results

We just want results

40% of consumers don't care where they get their information from. Human or robot, it doesn't matter, so long as they get the help they need.

Consumers prefer chatbots

Consumers prefer ChatBots

47% of consumers would buy items from a ChatBot. This shows that there is enormous potential associated with this technology.

People are the proof

People are the proof

35% of consumers want to see more companies using ChatBots. With this amount of public demand, it would be silly to fight against the trend.

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Why conversational marketing (and ChatBots) should be central to your 2018 strategy

 

People like to talk. People especially like to talk about themselves. They like to be asked questions and they like to know you're listening. It's one of the many things that makes us human, and a leading reason for the growing popularity of conversational marketing.

Conversational marketing platform Drift describes conversational marketing as:"The process of having real-time, one-to-one conversations in order to capture, qualify and connect with your best leads."

We’d like to go further than that; ChatBots are another arm to your sales team. They are front-of-house for anybody and everybody who visits your website, a personal concierge that gets things done to a high standard at all times. A good ChatBot is not only your new best friend, it’s your customers’ best friend, too.

Excitingly, conversations are now moving from consumer-to-consumer to consumer-to-business. Here at Six & Flow, we're seeing our own clients develop a growing preference for real-time communications.

Read more: Our guide to growing lead volume and improving lead quality with ChatBots

 

It’s good to talk, especially on mobile

But with that shift comes the same expectations. We want our conversations when we want them, not when you're ready to reply. Sales, support, general information… Your potential customers have questions and they want you to answer them, now. Chat - especially real-time chat - has fast become the centre of the mobile universe. Communication habits are changing, and so are our buying habits. Between 2015 and 2016, ecommerce purchases through WeChat more than doubled. It's a huge area of growth, especially in the mobile marketing sphere.

As a marketer or salesperson, a one-to-one or even in a one-to-few relationship has always been sustainable. But what happens when you start widening your scope of influence? Is it still scalable?

Read more: ChatBot best practices a guide for business leaders and marketers

 

Chat is big. Very big.

For Six & Flow, the most exciting thing in marketing for 2018 is ChatBots. They take conversational marketing and give you scope for growth.

In the same way we're attuned to open an SMS (yet ignore an email), chat is inherently part of our modern psyche. It forces us to take notice, and has changed the psychology of our communication habits as a whole. We've learnt to appreciate the speed, the conversation, the ability to combine groups of people into one conversation, and it's raised the bar for our expectations yet again.

 

People want personal

According to Hubspot, 55% of customers are interested in interacting with businesses through ChatBots to solve problems. Meanwhile, 57% are interested in the instantaneous response they can provide. There’s nothing stopping your brand from replacing long, complicated forms and followups with real-time conversation, using a ChatBot designed to be as personal as possible with your audience.

ChatBot marketing philosophy should be as organic as your overall marketing strategy. Scripting is essential to make sure your bot is able to solve problems and direct traffic, and be as personal and human as possible to replicate the nuances of the language used by your target market.

It’s not enough to just set up a ChatBot and watch leads and sales increase. It’s important to not only have the right program in place, but also make sure it’s aligned with the rest of your inbound marketing strategy to create a solid flow of high-quality leads that convert.

Read more: Using ChatBots for personalisation, a best practices guide

 

So, how are companies using ChatBots?

Conversational marketing isn’t a new thing. ChatBots are already part of our daily lives; Forrester Research reports that 86% of millennials they spoke to believe brands should use ChatBots to promote deals, products and services, and 67% say they’re very likely to purchase from a ChatBot.

ChatBot technology has been implemented by brands including National Geographic, Whole Foods, Domino’s, Starbucks, Duolingo and many other companies to boost business with great effect. Specifically, they’re using ChatBots to improve:

  • Lead generation: Nurturing targeted leads by opening a dialogue with them and advancing them through your sales pipeline
  • Account management: Being on hand, especially on a B2B level, to answer common queries and concerns that clients have
  • Events: ChatBots are great at distributing event information toboost shares, increase signups and remind people of upcoming dates
  • Customer service: Similar to account management, ChatBots can help to resolve queries and direct people to specific solutions
  • Ecommerce: As mentioned, people can purchase goods and services from ChatBots almost instantly, making transactions more personal

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The building blocks of a basic conversational marketing framework

We can’t overstate just how important a holistic inbound marketing strategy and philosophy is to the success of any conversational marketing strategy. For instance, research by PwC found that 78% of consumers were influenced by social media in some way when purchasing. If that’s where your audience spends the majority of its time, it’s essential to marry your social media marketing and biddable strategies with your ChatBot to either build that initial conversation and drive traffic, or instantly target people who are ready to buy .

Most conversational marketing frameworks offer some common features:

 

1. Capturing better leads

  • ChatBots replace lengthy lead capture forms with targeted messaging
  • Bots are also able capture leads even when you’re offline and out the office
  • Discovering your audience and proper targeting lets you filter out the noise

2. Qualifying those leads

  • ChatBots can replace traditional marketing automation with conversational AI to better qualify your leads
  • Bots can ask leads specific qualifying questions for a better match, and book demos for your representatives, 24 hours a day.

3. Connecting brands and customers

  • Intelligent routing connects ChatBot leads to the right representatives based on their sales territory
  • ChatBots replace manual meeting scheduling, refining sales processes and saving departments time

  

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Five key benefits of conversational marketing

If you’ve made it this far, then it’s fair to assume you’re interested in implementing a ChatBot strategy into your inbound marketing model, whether you’re interested in growth, are a business looking for better-quality leads or are interested in conversational marketing to refine and perfect your sales strategy.

Read more: Our guide to growing lead volume and improving lead quality with ChatBots

 

If you’re still teetering on the edge though and need a little bit more convincing, allow us to simplify everything and tell you the benefits of our own experiences when implementing ChatBot strategies for ourselves and our clients. ChatBots have allowed them to:

 

1. Create a more human buying experience

The ChatBots we’ve implemented for some of our clients have gone a long way to handling all of the monotonous stuff for them and solving numerous small customer problems, meaning  sales reps and marketing teams can focus 100% on their tasks and concentrate on those that require a human touch.

2. Improve their customer insight

Conversations are, naturally, two-way. Having an overall ChatBot client having numerous conversations has allowed clients to ethically collect information about the people that matter to them most in transparent ways. When you’re having conversations non-stop, you’re learning non-stop.

3. Discover new sources of leads

Conversational marketing platform Drift claims it has added 15% more new leads to the top of its sales funnel simply by having conversations with potential customers through ChatBots. Conversational marketing is incredibly engaging; instead of seeing people visit and leave your site, ChatBots can begin meaningful conversations with potential leads and encourage them to explore.

4. Decrease the length of their sales cycles

Drift also point out that ThriveHive has been able to shorten their sales cycle by 63%. In real terms that equates to a four-day sales process instead of an average of 11 days.Not only have we seen similar results with our clients, but ChatBots have also gone a long way to aligning their sales and marketing departments overall, streamlining the lead generation and nurturing process.

5. Grow their sales pipelines

Again, Drift points out that conversational marketing now drives 50% of their business. With the right knowledge, scripting abilities and customer insight, ChatBots and other conversational marketing methods can better round and perfect your sales pipeline, giving potential customers immediate access to your company’s expertise at all times for their needs. 

 

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Without these guys introducing us to HubSpot and supporting the integration within the business I dread to think where we would be today. Nothing is too much trouble and every answer is only a phone call away. Can't recommend Six & Flow highly enough!

Gavin Prince

VeriLet Ltd

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Want to know more about introducing a ChatBot to your sales and marketing activities?

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