AI Chatbot Implementation
If you’re considering using Conversational Marketing with an AI Chatbot implementation, then this is the article for you. Why? Because there are several things you need to do to ensure a successful implementation.
Things are moving fast with AI – like really fast! There’s so many applications coming to market. That said, there’s also a lot of noise.
The one AI technology stack that is making an actual impact on businesses’ revenue is AI Chatbots and Conversational Marketing.
This perfect match has become very popular for companies looking to get ahead – and stay ahead – of the competition.
This article outlines the 5 tips that will help you make your implementation a success. Enjoy!
1. Use tried and trusted frameworks
The first thing to consider is the framework that you choose. It’s important to opt for a tried and trusted framework, rather than custom-building your own from scratch. These really useful frameworks provide a reliable and tested solution for your first release. They also come with a nice range of use cases that will have an immediate impact on your website visitors’ experience with your company.
These frameworks, and use cases, will help you design a well-defined conversational flow. Your conversations will be structured in such a way that they move seamlessly through the relevant topic without any sudden changes in direction. This will ensure that your customers have a pleasant and smooth experience.
These great conversation designs will also provide analytical insights which will help you identify areas for improvement and determine the best strategies for increasing customer experience and revenue.
2. Prepare to engage new visitors
The second consideration is how you set up your chatbot to engage with first-time website visitors. You should create a series of rules that determine what questions it should ask, what responses it should give, and when it should prompt the user for additional information. Additionally, you need to ensure that your chatbot can understand the varying levels of context and intention within a conversation. This means that it should be able to determine the difference between responses like “Yes”, “No”, or simply “I don’t know”.
You also need to consider how you will create an effective call-to-action (CTA). This could be as simple as offering a discount code or linking to a landing page with more information. Having an effective CTA will enable you to turn leads into paying customers and further improve the customer experience.
These CTAs will need to be relevant to the goal that you’re trying to achieve with your website. For example:
- Book a Meeting
- Explain the product in more detail
- Direct them to the pricing
- Assist in an online transactional sale
- Direct them to a resource centre
3. Re-engagement campaigns to accelerate deal cycles
OK, so they’ve been to your website once. Great stuff! No sarcasm there! We all know how hard it is to get people on your site.
Now, when they come back, you need to consider how you will re-engage customers who’ve had a conversation with your AI chatbot before. This should be in the form of a ‘re-engagement campaign’. These are triggered based on key conversations, or simply following with personalised messages or offers.
We recommend you implement these two flows on your first chatbot release:
- Website Concierge
- Lead Qualifier
Unless you are employed at a massive corporation, your sales and customer service teams aren’t available 24/7. This can be problematic when customers need to reach out in the middle of the night – how do you ensure they receive an answer then?
In the not-so-distant past, responding to individuals who contacted you outside of business hours was a tricky situation. Your options were limited – either direct them to an FAQ page or schedule a phone call at another time; neither being particularly productive solutions.
Now, you can embrace the Website Concierge use case and let your bot take over all initial interactions. Your visitors will no longer be held back by yours or anyone else’s timetable; they’ll have control of their own experience!
When leads enter your website, how do you know who is ready to make a purchase and who needs more guidance? You could ask every visitor the same set of questions but this would be both time-consuming and ineffective.
The Lead Qualifier use case can help you quickly assess which leads are qualified and which ones are not while also gathering valuable insights into their interests and needs.
In addition to qualifying leads faster, the Lead Qualifier use case will also help you save money by reducing the cost of lead acquisition. By quickly qualifying which leads are likely to convert, you can focus your efforts on the leads who are more likely to make a purchase. This will ultimately lead to an increase in conversions and higher ROI from your marketing spend.
4. Define your target customers
Imagine bumping into someone you met recently. You wander up to them and enthusiastically say “hi”. They look at you for a moment and you realise they don’t recognise you. They look at you funny and walk away. Ouch! You’ll probably give them the wide-berth next time.
The same holds true for your customers when they visit your website. You need to be able to recognise and identify them as quickly as possible so they don’t move off somewhere else. This is where defining targeted customers comes in very handy. By doing this, you can ensure that your AI Chatbot and Conversational Marketing strategy is tailored to the customer’s specific needs and interests.
Drift’s Conversational Marketing Cloud Application is an excellent example of a tool that gives you the ability to load targeted customers into the platform. This allows you to personalise conversations based on customer preferences, needs and interests.
Additionally, it also provides insights into how customers interact with your website which can be used to further personalise and optimise the conversation flow. Ultimately, this helps you drive better customer experiences, higher conversion rates and more revenue.
5. Align sales and marketing
The longstanding friction between sales and marketing is widely known. Although these two teams are responsible for producing revenue, it can feel as if they’re running in opposite directions at times.
But this outdated approach is no longer viable. By unifying marketing and sales, you can reap immense benefits, such as creating a more productive working environment for your employees, enhancing the buyer experience, and of course, increasing revenue at a faster rate!
Through the power of Conversational Marketing, sales and marketing come together as a unified force. Together they create an uninterrupted dialogue with prospects from their initial interaction to their journey through purchase and customer experience.
Do you need help?
If this all sounds a little daunting, feel free to get in touch.
As Certified Drift Partners we can help you implement and launch a tried and trusted framework. Meaning you’ll be engaging with new visitors, re-engaging returning visitors, targeting key accounts, aligning sales and marketing; and increasing revenue in no time. Nice!