{"id":4899,"date":"2022-08-17T11:06:52","date_gmt":"2022-08-17T11:06:52","guid":{"rendered":"https:\/\/botsify.com\/blog\/?p=4899"},"modified":"2024-12-31T10:40:39","modified_gmt":"2024-12-31T10:40:39","slug":"conversational-marketing-using-chatbots-for-customer-engagement","status":"publish","type":"post","link":"https:\/\/botsify.com\/blog\/conversational-marketing-using-chatbots-for-customer-engagement\/","title":{"rendered":"Conversational marketing: The art of using chatbot for customer engagement"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Two things drive branding: brand awareness and the customer experience (CX). However, the journey from awareness to conversion and brand loyalty is rarely linear and that&#8217;s how chatbots come in the market.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Shopping, whether in person or online, sometimes involves s sometimes the circular pattern of research, consideration, reading reviews, and visiting a website before a customer finally decides to purchase or pass.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Fear not!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are ways to streamline the customer journey that involve little time or investment.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_69_1 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #fee22e;color:#fee22e\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #fee22e;color:#fee22e\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/botsify.com\/blog\/conversational-marketing-using-chatbots-for-customer-engagement\/#How_Customers_Discover_Brands\" title=\"How Customers Discover Brands\">How Customers Discover Brands<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/botsify.com\/blog\/conversational-marketing-using-chatbots-for-customer-engagement\/#What_is_Conversational_Marketing\" title=\"What is Conversational Marketing?\">What is Conversational Marketing?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/botsify.com\/blog\/conversational-marketing-using-chatbots-for-customer-engagement\/#The_Importance_of_Customer_Experience\" title=\"The Importance of Customer Experience\">The Importance of Customer Experience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/botsify.com\/blog\/conversational-marketing-using-chatbots-for-customer-engagement\/#How_Chatbots_Improve_the_Customer_Experience\" title=\"How Chatbots Improve the Customer Experience\">How Chatbots Improve the Customer Experience<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/botsify.com\/blog\/conversational-marketing-using-chatbots-for-customer-engagement\/#Use_Cases_When_to_Integrate_a_Chatbot_Into_the_Customer_Journey\" title=\"Use Cases: When to Integrate a Chatbot Into the Customer Journey\">Use Cases: When to Integrate a Chatbot Into the Customer Journey<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/botsify.com\/blog\/conversational-marketing-using-chatbots-for-customer-engagement\/#5_Solid_Ways_to_Implement_Chatbots_for_a_More_Personalized_CX\" title=\"5 Solid Ways to Implement Chatbots for a More Personalized CX\">5 Solid Ways to Implement Chatbots for a More Personalized CX<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/botsify.com\/blog\/conversational-marketing-using-chatbots-for-customer-engagement\/#1_Convert_Your_FAQ_Into_an_Interactive_Experience\" title=\"1. Convert Your FAQ Into an Interactive Experience\">1. Convert Your FAQ Into an Interactive Experience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/botsify.com\/blog\/conversational-marketing-using-chatbots-for-customer-engagement\/#2_Map_the_Chatbot_Dialogue\" title=\"2. Map the Chatbot Dialogue\">2. Map the Chatbot Dialogue<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/botsify.com\/blog\/conversational-marketing-using-chatbots-for-customer-engagement\/#3_Deploy_Chatbots_to_Refine_Leads\" title=\"3. Deploy Chatbots to Refine Leads\">3. Deploy Chatbots to Refine Leads<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/botsify.com\/blog\/conversational-marketing-using-chatbots-for-customer-engagement\/#4_Capture_Cold_Leads_and_Convert_Then_Faster\" title=\"4. Capture Cold Leads and Convert Then Faster\">4. Capture Cold Leads and Convert Then Faster<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/botsify.com\/blog\/conversational-marketing-using-chatbots-for-customer-engagement\/#5_Deploy_Chatbots_for_Aftersales_Customer_Care\" title=\"5. Deploy Chatbots for Aftersales Customer Care\">5. Deploy Chatbots for Aftersales Customer Care<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/botsify.com\/blog\/conversational-marketing-using-chatbots-for-customer-engagement\/#Final_Thoughts\" title=\"Final Thoughts\">Final Thoughts<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h3><span class=\"ez-toc-section\" id=\"How_Customers_Discover_Brands\"><\/span><b>How Customers Discover Brands<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Most consumers learn about a business either through social proof, that is, hearing about a company from someone else, or through marketing and<\/span><a href=\"https:\/\/botsify.com\/website-chatbot\"> <span style=\"font-weight: 400;\">customer engagement<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They see a post on social media, find a company through search, link to your website via an email or landing page, and investigate your business by searching for social proof.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What are they searching for?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Customers want to work with companies that understand their pain points and offer solutions. Whether B2B or B2C marketing, customers either want something unique or a brand that helps them do something better.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They also want a more personalized, granular service that&#8217;s tailored to them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But, how does a company serve a global market and still provide personal service when more than<\/span><a href=\"https:\/\/www.cloudwards.net\/online-shopping-statistics\/#Sources\" rel=\"nofollow\"> <span style=\"font-weight: 400;\">2.14 billion people per year<\/span><\/a><span style=\"font-weight: 400;\"> do the bulk of their shopping online without ever talking to an actual person?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A large part of branding is telling your brand story. In a perfect world, you&#8217;d have the time and ability to personally engage customers and connect with them on an emotional level.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But, the nature of eCommerce doesn&#8217;t work that way. There are only 24 hours a day, and even the most dedicated customer service team has to sleep.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are also differences in time zones. Can you have someone there to answer phones or emails when there&#8217;s a customer service emergency on a holiday or in the middle of the night?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When you&#8217;re unable to engage your audience personally, one-on-one, technology is able to step in and oversee the conversational marketing on your behalf.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_is_Conversational_Marketing\"><\/span><b>What is Conversational Marketing?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Simply put, conversational marketing is a dialogue-driven form of customer engagement that provides answers and support in real-time. It&#8217;s become the go-to form of customer interaction in the digital age.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By initiating a dialogue with leads, you&#8217;re better able to steer them through their journey faster. Questions get answered, objections countered, and the journey from consideration to conversion is shorter and more efficient.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This provides an overall more satisfying, value-packed customer experience that&#8217;s more likely to drive conversions and improve customer retention rates.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But, a growing business in the 21st century needs all of the help it can get.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Although conducting customer service via technology became a necessity in the age of social distancing,<\/span><a href=\"https:\/\/hbr.org\/2021\/09\/ai-adoption-skyrocketed-over-the-last-18-months\" rel=\"nofollow\"> <span style=\"font-weight: 400;\">AI-powered customer service applications<\/span><\/a><span style=\"font-weight: 400;\"> were already the emerging trend well before 2020.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"The_Importance_of_Customer_Experience\"><\/span><b>The Importance of Customer Experience<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">What factors go into ranking your website? Is it the way it&#8217;s designed? The products you sell? Or is it a good customer experience?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In an environment where competition is fierce and more businesses need to find innovative ways to carve out their market share, a personalized experience is more important and harder to achieve.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Customer experience describes how a customer interacts with a brand as well as how that brand is perceived.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to the ever-evolving<\/span><a href=\"https:\/\/www.forbes.com\/sites\/forbestechcouncil\/2021\/07\/27\/customer-experience-is-the-new-seo\/?sh=241e6a505477\" rel=\"nofollow\"> <span style=\"font-weight: 400;\">Google analytics<\/span><\/a><span style=\"font-weight: 400;\">, customer experience is the most important factor for evaluating the quality of your content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It&#8217;s also a critical factor in how your audience evaluates the quality of your brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can produce a so-so product and still support high levels of brand loyalty. But, even the most superior product will sit on virtual shelves if the customer experience is bad.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">People will tell a few friends about a great experience or product. A terrible customer experience will be announced to the world on social media, review platforms, and industry forums across the globe.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Need some<\/span><a href=\"https:\/\/review42.com\/resources\/customer-experience-statistics\/#:~:text=By%202022%2C%20global%20spending%20on,after%20one%20poor%20customer%20experience.\" rel=\"nofollow\"> <span style=\"font-weight: 400;\">statistics<\/span><\/a><span style=\"font-weight: 400;\"> to back that up?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consider these numbers:<\/span><\/p>\n<ul>\n<li><a href=\"https:\/\/www.genesys.com\/blog\/post\/10-customer-experience-statistics-to-help-you-plan-2019\" rel=\"nofollow\"> <span style=\"font-weight: 400;\">95 percent<\/span><\/a><span style=\"font-weight: 400;\"> of customers will tell someone about a bad experience with a brand<\/span><\/li>\n<li><a href=\"https:\/\/www.forbes.com\/sites\/danielnewman\/2020\/06\/23\/4-actionable-customer-experience-statistics-for-2020\/\" rel=\"nofollow\"> <span style=\"font-weight: 400;\">86 percent<\/span><\/a><span style=\"font-weight: 400;\"> of customers are willing to pay more for a better buying experience<\/span><\/li>\n<li><a href=\"https:\/\/www.iperceptions.com\/blog\/customer-experience-statistics\" rel=\"nofollow\"> <span style=\"font-weight: 400;\">57 percent<\/span><\/a><span style=\"font-weight: 400;\"> of existing customers will switch brands if they can find a better experience elsewhere<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Customer churn accounts for about<\/span><a href=\"https:\/\/finmark.com\/glossary\/customer-churn\/\" rel=\"nofollow\"> <span style=\"font-weight: 400;\">$10,000 in lost revenue<\/span><\/a><span style=\"font-weight: 400;\"> for every $100,000 spent<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">How do you level the playing field if you&#8217;re an SMB with a smaller budget, high competition, and more to lose?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One of the fastest-growing trends in customer service is the<\/span><a href=\"https:\/\/botsify.com\/blog\/popularity-in-online-marketing\/\"> <span style=\"font-weight: 400;\">chatbot<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How exactly do chatbots work, and how can you leverage this sometimes overlooked but always a present bit of technology and use it to your advantage?<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"How_Chatbots_Improve_the_Customer_Experience\"><\/span><b>How Chatbots Improve the Customer Experience<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Chatbots seem ever-present in the business world. From the automated internal messages distributed to your team to the dialogue box that pops up on almost every website,<\/span><a href=\"https:\/\/botsify.com\/blog\/bots-interation\/\"> <span style=\"font-weight: 400;\">bots are all around us<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Rather than unnerving you, that thought should inspire you to consider the ways that you can use technology to increase awareness, initiate customer engagement, and add value to your brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to Dr. Nicola MIllard, head of BT&#8217;s global services team, automation can:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;&#8230; effectively steer the customer through the \u201cknown knowns\u201d, without the customer having to plough through lists of Frequently Asked Questions (FAQs) or lengthy IVR menus. This works when things are simple, but complexity, emotion, and complaints can throw a spanner in the conversational works.&#8221;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Targeted, intuitive automation, such as a chatbot, resolves these issues and streamlines customer interaction.<\/span><\/p>\n<p><b>You&#8217;ll also improve the efficiency of customer care and save time.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">For example, the answers provided during the chat can help drill down the nature of the interaction, steer the querent toward correct information or move the conversation on to a live associate.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As part of your conversation marketing strategy, chatbots allow you to increase your reach beyond time zones or borders and provide personalized assistance in real-time.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In addition to providing more efficient, targeted interaction, this type of marketing supports consistent quality, instills trust, and increases brand loyalty.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Customers come to count on your brand. They know that you care about their experience, and you&#8217;ll be there to offer help or support 24\/7\/365.<\/span><\/p>\n<h4><span class=\"ez-toc-section\" id=\"Use_Cases_When_to_Integrate_a_Chatbot_Into_the_Customer_Journey\"><\/span><b>Use Cases: When to Integrate a Chatbot Into the Customer Journey<\/b><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Chatbots don&#8217;t just interact with customers on a conversational level at the point of consideration. They also gather valuable data that helps shape the customer journey and informs your marketing strategy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The information can be used by your sales team to refine and segment leads, upsell or cross-sell products, and initiate offers or flash deals that can transform consideration into conversion and support customer retention.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can even reduce<\/span><a href=\"https:\/\/support.google.com\/analytics\/answer\/1009409?hlen\" rel=\"nofollow\"> <span style=\"font-weight: 400;\">bounce rates<\/span><\/a><span style=\"font-weight: 400;\">, another factor in search engine page ranks (SERPs).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But, when and where are they most effective?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can improve the customer experience with the strategic use of chatbots in:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"> Social media messaging<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Shopping cart management<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Website FAQs<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Home page greetings<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Lead generation<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Help desk ticketing and support<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Product information dialogue boxes<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Now that you know where you can use a chatbot and why the question becomes:<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">&#8220;How do I incorporate chatbots into my marketing and turn cold. impersonal technology into a more personalized customer experience?&#8221;<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Read on to learn the important components of a conversational marketing strategy that you can take and incorporate into your customer service model.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"5_Solid_Ways_to_Implement_Chatbots_for_a_More_Personalized_CX\"><\/span><b>5 Solid Ways to Implement Chatbots for a More Personalized CX<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">There are potentially dozens of touchpoints on the buyer&#8217;s journey where a chatbot can be used to provide information or steer the interaction to a mutually beneficial conclusion.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can insert intuitive chatbots at strategic points or place one at each avenue for interaction.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The following tips and best practices will increase their effectiveness and support a great ROI wherever and how many chatbots you deploy.<\/span><\/p>\n<h4><span class=\"ez-toc-section\" id=\"1_Convert_Your_FAQ_Into_an_Interactive_Experience\"><\/span><b>1. Convert Your FAQ Into an Interactive Experience<\/b><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">The common vernacular online is TL;DR. Rather than having the customer sift through a long, text-dense FAQ, you can turn that value-added information platform into an efficient way to manage common queries.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Don&#8217;t have an existing FAQ section?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Use information gathered during customer surveys, search engine or keyword research, and through analytics to construct the most common questions prospects have about your brand. You can even use a chatbot to conduct the survey and parse the data for you.<\/span><\/p>\n<h4><span class=\"ez-toc-section\" id=\"2_Map_the_Chatbot_Dialogue\"><\/span><b>2. Map the Chatbot Dialogue<\/b><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Much like people, automation needs to be taught social interaction. The whole point of the chatbot is to cut through the clutter and indecisiveness to steer the narrative while still being friendly and conversational.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How those conversation proceeds depend upon the purpose and placement of the bot.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using flowcharts, you can better visualize how chatbot conversation should flow.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It might look something like this:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In general, the interaction should always begin with an introduction and greeting. This should always be followed by asking the customer how they can be helped. Are they looking for information, having difficulty, or ready to buy?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The trajectory of the conversation will then be triggered by how the customer responds. Because AI is intuitive, each succeeding interaction will become more granular and refined.<\/span><\/p>\n<h4><span class=\"ez-toc-section\" id=\"3_Deploy_Chatbots_to_Refine_Leads\"><\/span><b>3. Deploy Chatbots to Refine Leads<\/b><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Say what you want about Facebook. They&#8217;ve got automated marketing down to a science.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using their model, chatbots can be used on your website or in direct messaging apps to initiate engagement and refine leads.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Automated lead generation qualifies and segments your audience by type or where they are in their journey by asking relevant questions that are designed to determine interest. This can help potential customers make informed decisions faster and come away with a sense that your company cares about customer satisfaction.<\/span><\/p>\n<h4><span class=\"ez-toc-section\" id=\"4_Capture_Cold_Leads_and_Convert_Then_Faster\"><\/span><b>4. Capture Cold Leads and Convert Then Faster<\/b><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Not all segments of your audience arrive at your website in the consideration stage. Some &#8211; I would say most &#8211; aren&#8217;t sure what they want.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When they do have a specific pain point, they need to be convinced that you&#8217;re the brand that will provide relief.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Lead conversion begins when you capture their attention and transition a general query into consideration. The information you gather during the capture phase can be used to construct a bot dialogue designed to nurture leads and nudge them further along their way to purchase.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This information can also be used to further refine leads by audience segment, which can then be directed to the proper channel to address them at that specific point in their journey.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, one chatbot can answer further questions or direct the buyer to a live associate for an immediate close.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you&#8217;ve steered the lead on to <\/span><a href=\"https:\/\/growthwisely.com\/decision-making-tools\/\" rel=\"nofollow\"><span style=\"font-weight: 400;\">decision making<\/span><\/a><span style=\"font-weight: 400;\">, the chatbot can help the lead navigate your website to find the right product or service.<\/span><\/p>\n<p><a href=\"https:\/\/chainstoreage.com\/hm-integrates-chat-offerings-google-messaging-platform#:~:text=Online%20shoppers%20can%20engage%20with,U.K.%2C%20Sweden%2C%20and%20Germany.\" rel=\"nofollow\"><span style=\"font-weight: 400;\">H&amp;M uses this method<\/span><\/a><span style=\"font-weight: 400;\"> to help shoppers build a wardrobe or purchase accessories based on information gathered as customers browse their websites.<\/span><\/p>\n<h4><span class=\"ez-toc-section\" id=\"5_Deploy_Chatbots_for_Aftersales_Customer_Care\"><\/span><b>5. Deploy Chatbots for Aftersales Customer Care<\/b><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">The customer journey doesn&#8217;t end when the transaction is concluded. Chatbots can upsell a customer, increasing both value and the dollar amount per sale. It can also help customers get updates or track shipping after the sale is completed.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This goes beyond simply deploying GPS-powered tracking information or providing an order number and sending them to the shipping company&#8217;s website.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your chatbot can be programmed to answer direct queries about order status, <a href=\"https:\/\/my-package-tracking.com\/\">delivery times<\/a>, or current location. The customer can also use the chatbot to direct the shipment to a specific location, set a date for shipping, or engage a shipping company.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Final_Thoughts\"><\/span><b>Final Thoughts<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Customer engagement is one of the best ways to attract new business and keep the customers you have. One of the most effective ways to<\/span><a href=\"https:\/\/botsify.com\/blog\/how-whatsapp-chatbots-helps-with-customer-retention-and-engagement\/\"> <span style=\"font-weight: 400;\">support engagement and increase conversions<\/span><\/a><span style=\"font-weight: 400;\"> is also among the easiest and most passive:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let the technology do the work for you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Chatbots will take your customer service game to the next level with insightful, data-driven planning and strategic placement.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Two things drive branding: brand awareness and the customer experience (CX). However, the journey from awareness to conversion and brand loyalty is rarely linear and &hellip;<\/p>\n<p class=\"read-more\"> <a class=\"\" href=\"https:\/\/botsify.com\/blog\/conversational-marketing-using-chatbots-for-customer-engagement\/\"> <span class=\"screen-reader-text\">Conversational marketing: The art of using chatbot for customer engagement<\/span> Read More \u00bb<\/a><\/p>\n","protected":false},"author":137,"featured_media":5007,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[73],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Conversational marketing: Using chatbot for customer engagement<\/title>\n<meta name=\"description\" content=\"Boost customer engagement with conversational marketing. 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