Bots , what are they and how to integrate them into your marketing strategy?
Artificial intelligence (AI) is the set of processes that can be performed by machines, and if for some it draws science fiction, artificial intelligence can however be integrated into the practices of marketers with the democratization of the use of bots.
Definition of Bots
Bots are software that can structure processes by imitating human behavior.
In the day-to-day marketers, the most popular bots are certainly those used by search engines.
Indeed, indexing the content of each of the pages present on the web is a task that could not be accomplished manually. Or at least not quickly and uniformly.
In this case, Google, Bing and other search engines use bots to browse the web pages to automate the indexing process.
The difference between good and bad bots
If bots have a bad reputation, it is because they have long been associated with questionable activities.
Even today, the refinement of artificial intelligence does not prevent the use of bots in the performance of unethical tasks.
For example, a bad bot could generate a large number of clicks in a PPC campaign or automatically fill in multiple forms on a homepage.
These activities seek to replicate human behavior and they generate impressive performance reports. But uninteresting because the leads or results from these actions are simply fake or use personal data obtained fraudulently.
Conversely, the activities entrusted to the right bots are carried out in complete transparency.
Googlebots, for example, collect thousands of data, analyze it and set up the appropriate referencing.
Conversational robots, also known as chatbots, are another example.
Chatbots are sophisticated software that adapts their interactions in an evolutionary way, offering a personalized and relevant conversation to interlocutors.
The artificial intelligence behind a quality conversational bot allows him to learn, communicate concisely and solve recurring problems without human intervention.
Conversations can take place vocally or verbatim, depending on the basic application and the user’s preferences.
For example, the Siri app is one of the most popular chatbots, as it is used by 67% of Apple users.
Among the many factors that explain its success is the high level of personalization of interactions.
Siri can inform, assist or entertain according to the user’s requests.
Why use a chatbot in a marketing strategy?
More and more interventions are performed by chatbots, who can support your customer service efforts and provide additional support for your marketing efforts.
-Integration of bots for better customer service
With Facebook’s Messenger application, which has more than 1.2 billion active users, you can pre-register several dozens of answers, facilitate the transaction process, simplify access to information about your services and products, 24 hours.
This continuity of service is one of the significant and immediate benefits of integrating chatbots into your marketing strategy.
-A tool to reach your goals
If marketers use a growing number of digital platforms as part of their business, they also need to analyze and monitor the performance of their campaigns.
These must be tailored to the target audience, generate an attractive return on investment, and be frequently optimized to achieve certain predetermined performance goals.
Thanks to the artificial intelligence and the learning ability of the bots, they orient their interventions in order to generate a precise conversion on the part of the interlocutor.
For example, they can encourage the consumer to fill out a form, to subscribe to your newsletter or to complete a purchase.
These incentives will be automatically implemented in a progressive and subtle way and will not require the intervention of the marketer.
You will quickly notice the modifications made by the bot and will be able to analyze its behavior since it will be based on the data collected during its interactions.
You will benefit from an additional resource that will work with you to achieve your goals.
How to use bots to automate your marketing strategy?
To maximize the impact of using a bot for your strategy, careful planning and monitoring is required.
Before setting up the chatbot: target a goal
As soon as a bot has been integrated into your strategy, your customers might perceive your company as cutting-edge in their industry.
In order to turn this perception into a real competitive advantage, your bot needs to add value to your services.
Your bot may, for example, have the ambition to inform your users: it will share relevant content, help your prospect in a search or disseminate additional information about your services.
You can also use a bot to stimulate a predetermined conversion, for example, to prompt the user to make a reservation, update the customer information to ensure a delivery or conclude a transaction.
Whatever the objective chosen, this step is crucial in the development of your strategy related to the integration of artificial intelligence since it will allow you to judge adequately the results generated by this automation process.
You are now using a bot: benefit from its expertise
Your bot is now an integral part of your marketing strategy. Just like with your other platforms, you must make sure of its optimization and its durability.
Now consider the bot as a member of your team that records, analyzes, and uses data relevant to your users’ habits.
Take advantage of this data to guide your marketing and sales activities, for example by identifying and correcting a friction point in the purchasing process or creating content adapted to recurring questions.
Automating certain conversations, data collection, and analytics also saves you the time and effort you can now spend on your creative process.
Maximizing the other components of your strategy, and providing service.
How can I create my own bots?
Chatfuel is recognized as a leader in the development of artificial intelligence, which allows different companies to deploy a chatbot whose avatar is relevant to their industry.
The generated conversations are personalized and the discussions fluid, the chatbot thus conducts his work without being detected by the consumer.
The service offered by Chatfuel is adapted and bots tailor-made for each client, large companies and small businesses will find practical and scalable tools according to their needs.
The services offer integration that is very simple for all the platforms that you use in your marketing activities which will allow you to standardize your presence quickly.
GrowthBot is a chatbot to simplify the daily lives of marketing and sales professionals. It was created by Dharmesh Shah, co-founder of HubSpot.
You can integrate GrowthBot with Slack, Facebook Messenger and Twitter, so your work habits will remain unchanged.
Add this bot to Google Analytics or your HubSpot software to make it a powerful ally and analytics tool.
This chatbot is in constant development and it will perform for you various tasks.
For example, he will search for a relevant blog article, conduct traffic analysis of your website or conduct a summary analysis of your prospects.
The sculpin developed by Jarvis will become neither more nor less than your personal assistant.
This bot will remind you of your phone appointments and will write your shopping list for you, all directly via the Facebook Messenger application.
Available in English only, this is a simple to use platform that will allow you to dedicate your time and energy to your marketing activities.
ManyChat makes it easy to develop your commercial chatbot without deep technical programming knowledge.
Quickly, your new tool will be deployed via Messenger and will be able to engage with your users, disseminate relevant branding information, and maintain your leads with personalized content.
You now have all the keys in hand to use bots to improve your communication strategy with your community!