Using Chatbots to Improve Sales and Lead Acquisition

“Chatbot” has become a buzzword in digital marketing recently. In fact, chatbots are fast becoming one of the main channels of communication between businesses and their customers. A large part of this is due to the variety of ways marketers can use chatbots to drive awareness, generate leads, and increase sales. With the functions available today, chatbots have a role to play at every stage in the sales funnel, from awareness to purchase.

Awareness

1. Invite Users to Chat with a Popup

Popups can be highly effective, provided that you offer users something they want. Instead of pushing users straight to your email newsletter or a lead magnet, take a step back and ask if they want to chat. This is particularly valuable for first encounters with your brand, as it gives users a chance to see what you’re about and what you have to offer.

2. Replace an FAQ Page

Many users come to a website with questions. They could search your website for answers, but one goal of your website should be to provide information quickly and efficiently. A chatbot can ask users what they want to know and provide them with the answers. Additionally, users are more likely feel engaged if the experience is interactive.

3. Turn Users Into Leads

Once users are aware of your brand, it’s time to turn them into leads. One way to do this is to direct them to tools and content that will help them diagnose their problem. Then, you can show them that you have the solution. For instance, your bot can provide users with questionnaires, quizzes, calculators, and other awareness content and use responses to segment users and direct them to the right CTA.

4. Market Your Lead Magnets

You could send users to a landing page, but it’s even better if you deliver a lead magnet in your bot. This is appropriate for virtually any type of premium content, including webinars, ebooks, and guides.

Consideration

5. Help Leads Compare Options

Once a user becomes a lead, the chatbot can use all the information it knows about the individual to find the right solution. It does this by asking further questions to learn more about the needs and wants of the lead. Multiple-choice questions are excellent for ensuring the chatbot understands and can narrow down options. You can also support users in comparing different services, such as when you offer tiered features and various pricing plans. Finally, you should connect the chatbot to all your consideration-stage content and direct users to relevant pieces.

In the case the chatbot receives a question it doesn’t understand, it can hand the lead over to a human staff member. Programming commonly-asked questions into the chatbot will reduce this need over time.

6. Follow Up with a Sales Representative

For long sales funnels, a chatbot will be unable to manage all your online marketing services, especially as the lead nears a decision. The bot can ask leads if they would like to pass on their email address or phone number to a sales representative for more information or support. Plus, leads can specify the best time to contact leads, also within the chat. By eliminating the need to fill out a form on your website, it feels more like a friendly exchange.

Purchase

7. Make Sales

You can take the effort out of making a purchase by allowing users to complete a sale within the chatbot. You should accompany the checkout with information to encourage a sale, such as ratings, reviews, pictures, and descriptions of products.

8. Cross Sell and Upsell

All the information that your chatbot gathers about the user will be crucial for cross-selling and upselling. Before users complete a purchase, show them other items they may like to purchase or give them the chance to upgrade their orders. Ideally, you should present the offering as a special deal. If this is not possible, at the very least use what the chatbot has gathered about a customer’s needs to market the other products.

9. Schedule Appointments

You can also sell services through a chatbot. All this means is moving your scheduling system to your chatbot.

10. Recover Abandoned Carts

Whenever customers abandon shopping carts, use your chatbot to remind them that items are still waiting for them.

11. Provide Shipping Updates

A final use of chatbots is to keep customers updated on their shipping status. This prevents customers emailing your customer service team to find out when they can expect a delivery and it improves the shopping experience, encouraging future purchases.

Having a chatbot on your website to interact with users eliminates delays in answering questions, gives leads the information they need to make decisions, and allows customers to complete purchases. With a chatbot, even small businesses can communicate with users instantly. Ultimately, this means a greater number of leads and sales with barely any extra effort on your part. In fact, all you need to do is set up the chatbot and then optimize it, according to the interactions it receives.