Chatbots have entered the building; here’s why you should get one.
Chatbots. Sounds cute right? But before your mind wonders off to a chirpy modernised R2D2 type robot companion, let’s take you to Facebook, the platform where chatbots help facilitate closing an extraordinary number of leads for thousands of businesses across all industries. In this article, we’re going to give you all the basics. What actually is a Facebook Chatbot, how it can generate you leads and how we can help you implement one of these AI robots as part of your digital marketing strategy with Blonde and Giant.
Let’s dive in.
What is a Facebook Chatbot?
Put simply, it’s software that works in Facebook Messenger. It uses code and a number of predefined responses to hold conversations with potential and current customers on Facebook Messenger. Think bot-powered conversation, that’s so human-like that people on the receiving-end feel like they are actually speaking to a real customer service or sales rep typing away at the company’s headquarters.
What customers can do with chatbots is dependant on the software but common chatbots allow customers to order products, ask questions, be reminded of inactive usage and being kept up-to-date with shipments and new product launches.
In a nutshell, chatbots are many businesses’ first-point of contact with their customers – a 24/7, unpaid member of staff ready to engage, inform and update.
How chatbots help you convert leads into paying customers?
They enhance customer experience and interaction
Forget asking for an email address and waiting for them to respond to start any kind of relationship. Facebook Chatbots can set up the first communication within seconds. Direct, instant but non-intrusive, chatbots can pop up as soon as a potential lead lands on your Facebook page, with messages of ‘hello! thanks for stopping by!’ or “Let me help you get started”, which immediately begins those first crucial interactions with your lead.
These immediate pop-up chatbots immediately build that friendly, helpful rapport with whoever lands on the page they happen to be living and working on, nurturing customer experience from the get-go. Chatbots are also a great way to deliver unique marketing content and special promotions to your audience – people are much for likely to open a Facebook message than an email.
They get personal
Facebook messenger is a very personal thing – and with so many users on Facebook, seeing the chat screen open is something the majority of people understand. Facebook messaging is more of a personalised method of enticing leads, and chatbots do just that.
Starting a conversation with chats that appear alongside other chat windows of friends and family is a clever, psychology-based tool to increase the likelihood of engagement.
Saves employing staff 24/7
Hiring employees cost money. And whilst that might be ok during business hours, what about those leads that fall outside the usual 9 to 5? Chatbots are there, ready and waiting around the clock. Whatever strange time your potential customers want to investigate your page, the chatbot will always be there to engage them.
They accelerate the sales process
Chatbots can guide your customers to just the product they are looking for. You can close sales with chatbots through responses that lead the customer to the right product for their needs. Chatbots are also a useful tool when it comes to answering your customers’ first preliminary questions on prices, delivery zones and times, etc. Their ability to respond to questions isn’t limited to pre-sale; they can be used to check up on orders, track shipments and give customer feedback.
So how do you go about setting up your own Facebook Chatbot?
Everybody’s ideal chatbot is different, but we’ve set up a few key points to take into consideration before you jump headfirst into the world of Chatbots.
1. Define your goals
Chatbots can be used for so many different aspects of customer engagement, it’s pretty easy to get overwhelmed with the possibilities. When starting off it is best to sit down and really pinpoint what targets and goals you want to achieve out of creating your own chatbot.
Building your own chatbot is definitely a bottom-up process, one that needs a strong narrative, clear reasoning and even clearer targets.
2. Focus on personalisation
Personalisation is key. Your chatbot should be defined and built around your leads preferences, helping it deliver a human-centric, real-time experience. Your bot can ask preliminary questions, guiding your lead to offers that are more suitable to their requirements, weeding out other options. This way, your lead is presented with less information to sift through.
Humans are not that great with decision-making, so when presented with reels upon reels of options and information unrelated to their queries, the purchasing experience isn’t exactly ideal. Chatbots that have a proactive, prescriptive approach to identifying what the lead wants and presenting it to them directly is a sure-fire way to reduce purchasing regret and speed up the process of sale.
The cornerstone of personalisation? The ability to make your chatbot as human-centric and helpful as it possibly can be. The idea is to not only be efficient at providing the right information at the right time, but also as trustworthy as can be; relationships are built on trust and your lead needs to trust your brand and your product. Whilst you may think it tricky to convey a chatbot as ‘humanistic’ and trustworthy, there are a few ways to ‘soften out’ the bot’s digital demeanour.
When planning chatbot scripts make sure to account for every possible scenario, use clear, simple language, an informal friendly tone and settle on a neutral positive stance to sentence building. Keep it short, keep it direct – no one has time for long, broadcast messages.
3. Consult your sales and marketing team
No one knows your audience better than your sales and marketing teams. They know the ins and outs of who you appeal to, and who you want to appeal to as a brand. They are on top of trends in industry-specific consumer markets and have a lot of experience with dealing with customers. They have a fantastic insight into consumer behaviour and are invaluable when it comes to scripting a narrative for multiple different scenarios.
4. Know when it’s time to bring in the real humans
Chatbots are great. But past your straightforward requests and information gathering, they don’t have the ability to understand the nuances around human communication. There are times when human-human contact is the only way of continuing through to an objective, and this is when chatbots can be designed to rope in a sales representative or a member of your customer services team.
And there you have it. It’s quite a lot to take onboard, but that’s why we’re here.
If your business doesn’t make use of chatbots, we highly suggest you set one up soon. They are easy to use and have a great, organic feel to online users, especially on Facebook. We’ll take over the process of helping you define your goals, create appealing messaging for a number of different customer scenarios and monitor the performance of your chatbot – we’re big on keeping things optimised for continuous improvement. Contact us today so we can get building your bot today.