How to Use Chatbots for Marketing on Social Media

using chatbot for marketing

This gives them the opportunity to be transparent with customers while fostering a friendly tone. For example, if your social team finds they can’t keep up with the number of messages on certain networks, you may want to leverage bots on those channels. If your website team is seeing low conversion rates, that may be something bot marketing can help increase. For instance, Starbucks customers can interact with the brand’s chatbot on various platforms, including the Starbucks mobile app and the Facebook Messenger platform.

AI chatbots use machine learning, sentiment analysis, and natural language processing (NLP) to communicate with users in a natural, humanistic and conversational way. Natural language processing then allows chatbots to replicate human patterns of speech and understand context. To create a successful chatbot marketing strategy, you need to have a well-structured plan. Identify who your audience is, how they interact with your brand and how you are going to measure success. All these will decide your chatbot user experience and conversational workflows. Integrating a well-designed chatbot into the customer support team can be a transformative asset.


Some conversations may stop after one question and some may span multiple levels. Once you ask the first round of questions, start mapping out what the conversation journey may look like. You can do so with a tool like Sprout Social’s Bot Builder or start with building paths in Google Drawings. For example, social media demographics show Gen Z and Millennials made a shift from using to Instagram and make up two-thirds of Instagram users.

Chatbots allow you to serve up personalized experiences to all your site visitors, whether they’re visiting your website for the first time or they’ve been a customer for years. For example, you can set up your chatbot so visitors are empowered to raise their own hands and let you know what they need — just like this example from Gong. Modern buyers are worn out from complex buying processes and long Zoom calls. That’s why 87% of B2B buyers want a fully or partly self-serve buying model. And with the right chatbot experiences, you can successfully create the self-serve experience that your customers crave.

Chatbots are ubiquitous on websites but are also used inside web and mobile apps for giving tips, onboarding, screening, navigating, and qualifying. For instance, you can set up your chatbot so, if someone visits your pricing page for the third time, it can ask if there’s anything preventing them from jumping into a sales conversation. Or, if a high-intent lead is looking at one of your product pages, your chatbot can bypass all the usual qualifying questions and ask if they’re ready to book a demo. So far, we’ve covered rule-based chatbots — where visitors select the most relevant response from a set of pre-determined options, which then prompts the chatbot to respond.

They provide answers to user inquiries based on conditional rules like “if/then” statements. These rules can range from very basic to complex, but it’s important to remember that the rules are entirely written and implemented during the design of the chatbot. That means the rules and responses will need to be manually updated as you gather data on the way users are engaging with your chatbot.

What content should I include in my chatbot?

And because chatbots are always-on, you will never have to leave your site visitors hanging — even outside of work hours — which gives leads less reason to jump onto your competitors’ websites. You can use them to answer questions, share resources, and nudge leads along — all in an instant. But all of that segmentation and personalization means that chatbot marketing can get really complicated.

This type of customer engagement would maximize the value of every live interaction without the fear of missing anyone who wants to reach out to you. Even better, companies can rely on AI-powered chatbots that are able to engage in more natural conversations based on your company’s product data and past customer service experiences. When you use marketing bots, you want to ensure your audience knows they can talk to a human at any time. You need to give them the opportunity to speak to someone in customer service if they don’t want to interact with a chatbot. By placing chatbots on high-intent pages, you’re able to start a conversation with high-intent buyers to move them closer to the finish line.

The platform hosts over 300,000 brand chatbots that answer customer queries, make product recommendations, take orders and more. By providing multiple Quick Replies options or conversation paths, a single chatbot can seamlessly blend the worlds of customer support and brand marketing with fun, engaging content and helpful service. Basic rules-based chatbots follow a set of instructions based on customer responses.

Once you know when you’re losing people, you can create a chatbot to engage visitors at those high-risk moments. This might mean having a chatbot show up on your pricing page to answer questions (and prove the value of the investment) or on a feature page to ask visitors what functionality they’re looking for. using chatbot for marketing You can even ask visitors what solution they’re currently using and offer up a comparison of your product with theirs. For example, with our upcoming Enhance by AI Assist feature, customer care teams will be able to swiftly tailor responses to improve reply times and deliver more personalized support.

using chatbot for marketing

In this way, they streamline the process for the customer and the customer care agent by reducing the need to repeat information. Royal Dutch Airlines uses Twitter for customer service, sending users a helpful message showing their departures, gates and other points of interest. For example, leading eCommerce platform Shopify uses a simple automated message on their support handle before connecting the customer to a human representative. Spend time making sure that all conversations fully satisfy customer needs by anticipating what your customers will want to know.

Chatbots can help you automate certain processes, address customer questions and problems faster, and save valuable resources that you can then invest in other areas of your business. Plus, as technology continues to drive forward if you don’t adopt chatbot marketing you might be left behind. The number of people using Meta’s Messenger app is estimated to be 3.1 billion by 2025.

This is arguably one of the best chatbot marketing examples for highlighting how a bot can take something done via mobile and make it just as good (if not better) on social. Although digital ordering is nothing new, ordering through a chatbot requires no native downloads or sign-ups on an app. Also, note that HelloFresh provides a variety of prompts to help guide the conversation from point A to point B. The bot suggests questions, likely based on the most common questions their human reps receive. For starters, their Messenger chatbot is self-aware—in the sense that HelloFresh immediately acknowledges you’re speaking with a chatbot, as opposed to a customer service rep.

As a result, products or services can be sold within the AI chat with a couple of clicks. Moreover, a chatbot is available 24/7, so it can act much quicker and convert visitors into customers within minutes. Not to be confused with robots, chatbots provide an effective way for brands to engage with users 24/7 ​​– even when your team’s technically off the clock. Your sales team would have a much higher closing rate than any marketing chatbot compared. Aside from using humans, it’s imperative to at least pick a chatbot that allows to set specific rules for common questions, leading to increased personalization for all inquiries. Chatbot marketing is the practice of using chatbots to streamline and even automate conversations with potential customers.

In the food and beverage industry, chatbots are being used by top restaurants, grocery brands, etc to increase brand awareness and engage with more customers by providing exciting services with fun. A growing number of eCommerce businesses now use chatbots to create a better experience for customers and drive their marketing to new levels. Businesses use chatbots to connect with customers and provide information about package tracking and delivery status. Your customers are likely eager to receive your products and will be eager to check the transit status and stay up to date with delivery times and more. Providing essential information about shipping will meet your customers’ immediate demands and help foster ongoing relationships through great service. A chatbot can be used to promote additional and applicable products and services.

Tools to use and chatbot challenges: How the marketing world is navigating AI – Marketing Brew

Tools to use and chatbot challenges: How the marketing world is navigating AI.

Posted: Mon, 04 Mar 2024 08:00:00 GMT [source]

Twitter chatbots offer a great way to scale personalized one-on-one engagements. Create unique brand experiences in Direct Messages that complement a social marketing campaign or multi-channel business objective—like customer service. The latest and greatest in conversational intelligence technology can’t replicate the nuances of a live sales agent when it comes to converting conversations into leads and sales.

Chatbots can gather the necessary information to provide effective support, especially when they are plugged into your website. For example, when a chatbot asks users why they’re visiting your page, this automated interaction can help customers find what they want and nudge them towards converting. Additionally, by using chatbot marketing in your customer support processes you can give customers access to information beyond normal working hours. With rules-based, AI-enabled or hybrid chatbots, which combine rule-based and AI algorithms, you can automate many interactions with customers and prospects to ensure there is no lag in response time. Implementing multilingual support is not just about translation; it’s about cultural sensitivity and adapting the conversational style to suit different language nuances. Tailoring your chatbot’s language choices to align with cultural expectations ensures that users from various backgrounds genuinely connect with your brand.

This automation can significantly lower time constraints while reducing customer service costs, so you can focus on optimizing your strategy. Consider exploring generative AI to enhance your chatbot’s conversational capabilities as technology evolves. Generative AI, leveraging Natural Language Processing (NLP), enables chatbots to provide responses that mimic human language, making interactions more authentic and engaging. For example, HubSpot’s chatbots engage website visitors in real-time conversations, asking questions to understand their needs and preferences.

Below is an example of how UPS uses a virtual assistant to expedite customer service. You can foun additiona information about ai customer service and artificial intelligence and NLP. Some can be entertaining, like Cleverbot, which was built to respond to prompts like a human would in normal conversation. Through interactive prompts, companies can ask questions, start a dialog, and get to know their audience more intimately.

using chatbot for marketing

Clients can choose from food pairing, taking a quiz, or finding a specific wine. In a time when more than 5.04 billion people engage with social networks, the critical… You can either search for something specific or browse through its recipe database by type of dish, cuisine or special dietary restriction. Here’s an example of Sargento expertly handling an inbound product issue with their Twitter chatbot. They include a ton of relevant responses to continue the conversation, no matter what you’re looking to discuss. Quick Replies such as these give Twitter users a series of options to keep conversations flowing, helping the user down the right path.

Now, if someone had initially responded with “lizard,” this conversation would look different. But chatbots do more than just encouraging site visitors to download assets and sign up for events. In fact, your chatbot platform enables you to converse with your target buyers while they’re consuming your content. With chatbots, you can cut your response times from days to seconds without having to boost your headcount.

With a platform like Drift, you can segment all of your ABM accounts so that, when they land on your website, the chatbot addresses them by name and gives them a warm welcome. This helps humanize your chatbot so that users feel like they’re chatting with a helpful character. Keep in mind that, though your chatbot should have a personality, you never want to pretend that your chatbot is a human operator. With information from those conversations, you can continue to engage registrants leading up to the event. And because your chatbot can identify registrants who are returning to your website, you can remind them of the upcoming event and build up hype to encourage attendance.

Plus, he can help you purchase tickets for the next game, view player stats or find videos including player interviews and moments from some of the team’s greatest victories. Superfans can dive in even deeper with reports, analysis and play-by-play match commentary. The energy drink Chat PG brand teamed up with Twitch, the world’s leading live streaming platform, and Origin PC, a PC gaming rig manufacturer, for their “Rig Up” campaign. With the rise of mobile and social shopping, brands are constantly looking for ways to drive revenue from their social channels.

There are several chatbot marketing tools on the market these days that can walk you through creating a rule-based or AI chatbot, depending on the complexity of your needs and desires. In addition to choosing the right chatbot marketing tool, we’ll be covering seven other chatbot marketing tips to help you level up your chatbot marketing strategy. Chatbots can speed up the entire purchasing timeline—especially for eCommerce businesses. You can use chatbots to complete orders, integrating your payment gateway so customers don’t even have to leave the chatbot to complete their purchase. Anything you can do to reduce friction is going to increase sales and this is a huge benefit for eCommerce.

Actively seek input through surveys, reviews, and direct communication channels to gather diverse perspectives and refine your chatbot marketing strategy accordingly. We don’t yet know how comfortable people are in having meaningful conversations with chatbots (i.e. robots). Even advanced chatbots can’t help customers 100% of the time and have to escalate conversations to sales reps, which could result in unnecessary frustration and decrease conversions. Up to 29% of customers find scripted, impersonal responses to be the most frustrating aspect of chatbots.

Generate leads and revenue

You can also tweak the bot’s decision tree—from triggers to messages it sends your potential clients. So, it’s good to keep track of performance to make the changes in a timely manner. Rule-based chatbots, unlike their AI counterparts, are dependent on a set script programmed into the chatbot platform.

  • If Messenger is right for your audience, the next thing to consider is what actions you want users to take when interacting with your chatbot.
  • For example, HubSpot’s chatbots engage website visitors in real-time conversations, asking questions to understand their needs and preferences.
  • For example, you can use chatbots to push site visitors to your quarterly content offers, whether it’s a blog post, ebook, or event.
  • If you’re wanting to measure the effectiveness of education, marketing, or sales, then it can be invaluable to track the bot’s success with measurable links and codes.

So when you’re marketing with chatbots, you need to keep your website visitors’ intent in mind, be transparent, and make sure that every conversation is timely. By adding a chatbot to your content landing pages, you can start conversations through your content, improving your conversion rates and setting the stage for a deeper relationship. Our conversational landing page for our Book of Hooks has a chatbot embedded in it, allowing readers to ask questions and even jump into a conversation with our sales team.

By understanding your audience, you can implement features, language choices, and conversation flows that align with their expectations. This makes users happier and helps your chatbot succeed as it becomes a part of your audience’s online experience. Customers often ask similar questions, so it could be a waste of time for an agent to answer those questions over and over again.

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They make it more engaging for customers to submit their contact information instead of using the traditional method of filling out forms. It can help a lot on that front – they make marketing easier and more streamlined by automating some of the processes, particularly those at the early stages. Over the past several years, artificial intelligence has transformed HR and improved functions for new hires and current employees. Discover the power of integrating a data lakehouse strategy into your data architecture, including enhancements to scale AI and cost optimization opportunities. Similar to the email newsletter tip above, with surveys, you first ask people to opt in to hear from you, then you can message them occasionally with a short and simple survey.

Chatbots can help customers immediately, so they don’t have to wait for help and thus feel like the brand cares about them. If you’re looking to add a chatbot to your brand’s marketing toolkit, it’s important to note that a chatbot is not a feature within an app. Enter Lift AI — a buyer intent solution that’s able to identify the buying intent of your web visitors in real time, as soon as they hit your landing page. Think of ChatGPT, but confined to a chat window and specific to your products and services. Chatbots are automated pieces of technology that enable you to program responses to people’s queries. And if you want to find out all the ways that chatbots can work for your business, book a demo today.

And one of the most important places to nail this voice and tone is in the opening message from your bot. We mentioned in the previous tip to be sure you let users know they can get in touch with a human at anytime. Today’s chatbots reply with text, yes, and also with audio, video, images, GIFs, you name it. Alongside your email newsletter, send short updates to your website visitors to keep them updated. You can include anything that will be relevant to your clients—new releases, products on sale, and upcoming offers.

You can count on chatbots to handle initial communication and collect any necessary details from the customers. In many cases, the first conversion is certainly not the last and it begins the start of a relationship. In fact, upselling a current customer can be 68% more valuable than attracting a new customer. Businesses use chatbots to learn more about their customers by conducting surveys.

  • Chatbots may have limited natural language processing (NLP) capabilities and may struggle with understanding and responding to complex or context-rich language.
  • The first successful use case for chatbot Messenger marketing is Lego’s Christmas newsletter campaign.
  • Here are all the best practices you should follow to provide the best possible chatbot experience.
  • AI-driven chatbots on social media messaging platforms can enable your business to reach out to a bigger audience quickly and easily.
  • In today’s dynamic digital world, users interact with brands through multiple channels, from social media platforms to messaging apps and websites.

Even canned responses that have been a traditional tool for handling repetitive queries still involve human agents and can only contribute to increasing their workload. A chatbot is not just another AI program that can be taught to exchange instant messages with people. It has a considerable potential to bring your business to a higher level, attract more visitors to your app or website, and boost conversion. With a projected global market size of over $1.3 billion by 2024 – chatbots are a hot topic in the social media marketing world. That’s because chatbots come in all shapes and sizes, leveraging messaging mediums like SMS text, social media platforms, and website pop-ups.

using chatbot for marketing

By continuing to iterate on your chatbot experience, your marketing campaigns will spark more conversations with buyers and drive them further along the funnel. There are various ways businesses use chatbots for a successful digital marketing strategy. Businesses use chatbots to integrate with CRMs and provide personalized services.