How Chatbots Can Improve Your Marketing Strategy - #SEMrushchat Recap | SEMrush community

• Updated on: 2019-05-16
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How Chatbots Can Improve Your Marketing Strategy - #SEMrushchat Recap
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Becky Shindell
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Chatbots are programs built to automatically engage with received messages. Chatbots can be programmed to respond the same way each time, to respond differently to messages containing certain keywords and even to use machine learning to adapt their responses to fit the situation.
Chatbots leverage chat mediums like SMS text, website chat windows and social messaging services across platforms like Facebook and Twitter to receive and respond to messages.
The excitement around chatbots, a computer program or an artificial intelligence which conduct conversation via auditory or textual methods , isn't going away any time soon. And while the idea around having a “robot” help you with your day-to-day tasks could sound like you may be out of a job soon, they are there to help you better serve your customers in ways that matter the most, especially when it comes to your marketing strategies.
That is why, during last week’s #SEMrushchat, we invited special guest, Larry Kim , CEO of MobileMonkey as well as user, builder, and implementer of chatbots for numerous businesses every day, to share how businesses can best use Chatbots to improve their marketing strategy. Here’s what Larry and our other chat participants had to say:
Q1. What are the top reasons as to why someone should use a chatbot?
1. Reduced Turnaround Time
If you don’t respond in the first five minutes of a customer reaching out to you, you decrease your odds of converting them to a lead by 400% . So, when a customer contacts your business with a query, they want their answer as soon as possible. With chatbots, slow answer time can be avoided. The customer can send a message to the chatbot and get an answer almost instantly, which improves the customer experience by shortening the wait time.
A1: In this day and age, customers want instant answers. If a chatbot can help provide an answer, without leading to more frustration, then they should use a chatbot to satisfy customers. #semrushchat
— Netvantage Marketing (@netvantage) May 9, 2018
2. Improved Customer Service
73% of customers prefer talking to companies via live chat over email, and, 56% of people would rather message you than call you for customer service. Chatbots can help your business to provide information through conversation, which is dynamic and personalized. Every time a customer visits your website, they are hit with static content that they surf through to get the information they want. However, with a chatbot, they can get the same information after answering a few questions, which is a great engagement win!
A1: Communication, communication, communication!
For so long, websites have been the 24/7 sales tool...but what if they could "talk" to potential clients, instead of just offer static information? #semrushchat https://t.co/wL6Q6RN1KN
A1: A great way to deliver specific content in a conversational quick way to an interested party. I use it to provide video, event info, and documents #semrushchat https://t.co/k3RCtNkfPJ
— Jim Fuhs of Fuhsion Marketing #DSATL (@FuhsionMktg) May 9, 2018
3. Less Effort For Your Team
With the chatbot handling the bulk of the incoming questions, the pressure on your social engagement team is considerably reduced. Instead of wasting time addressing the same customer queries, they can hand it off the to the bot and focus only on specialized problems that the bot cannot handle.
A1. My expectation around chatbots is to save:
* Customer time, waiting for a person to answer their call/request
* Company time, responding the obvious/repeated "When are you open?" -style questions, which a Bot can easily handle and handle correctly. #semrushchat
— Simon Cox (@simoncox) May 9, 2018
5. Building Your Contact List
Chatbots can help you to build your contact list and give you more opportunities to send information, news, and updates in other ways aside from email newsletters or social media updates. They collect user information for every person who engages, rather than simply capturing those who have clicked the CTA, which in turn, can replace regular landing pages. Ultimately, chatbots will give you a much larger and much more refined list of leads to work with.
A1: Many brands are using chatbots via Facebook. It's become a way to automate their business and grow their audience at the same time.
One common use is to provide answers to FAQ because it takes tasks off their plate. #semrushchat
— Express Writers (@ExpWriters) May 9, 2018
6. Selling Products or Services
53% of consumers are more likely to buy from you if they can message you, and since Facebook messenger Ads are mobile-friendly and conversational, they can help you with selling your products or services better.
A1. Here are my top 6 chatbot use cases. #semrushchat pic.twitter.com/Ggip6pWrfD
— Krishna Rg???? (@krishnarg22) May 9, 2018
Q2. What are the top 3 ways companies can drive traffic to their chatbot?
The whole idea of chatbots is to engage the user on a platform that they’re already using, without having to direct them elsewhere, which is why you should add chatbot widgets to most of your communication channels including emails, Facebook, and even pop-ups on your website.
A2: "Infiltrate" via apps people are already using: e.g., Facebook Messenger.
Isn't the point of chatbots to make it so people don't have to go somewhere else or download something new? #semrushchat https://t.co/t70H6Jwbq4
— Marccx Media (@marccxmedia) May 9, 2018
How to drive traffic from Facebook:
Use Autoresponders in All Organic posts
Every time a lead comments on your post on Facebook, you can send out an autoresponder to them via the messenger app. If the autoresponder is carefully built, it will encourage them to engage, and in turn, drive traffic to your bot.
 
A2: Drive people into chatbot sessions by creating “FB post comment guards” (autoresponders) to organic posts on FB, like this: https://t.co/LzdHbAui1I #semrushchat pic.twitter.com/1usN2HI91E
— Larry Kim (@larrykim) May 9, 2018
Sponsored Content / Lead Ads
You can drive more chatbot traffic by linking the CTA on your lead ads to your chatbot. Lead Ads come with a CTA option to ‘Send Message,’ which, according to Larry Kim, can give you a 100% conversion rate since you will not only get every lead’s information, but you also can message them back!
A2: (con’t) another way is to use “send to messenger ads”. #semrushchat pic.twitter.com/dfTodrKtj6
— Larry Kim (@larrykim) May 9, 2018
How to Drive Traffic from Emails:
Inform Subscribers About Your New Chatbot Feature
Not all companies have started using chatbots yet, so when you decide to jump on board the chatbot wagon, ensure that the feature is known. Send an email to your subscribers and inform them that all of their queries can be instantly handled by your new chat assistant.
A2. From personal experience, most people prefer to speak to a person - when given the choice.
HOWEVER, people will choose a Bot if it means they'll get 'served' more quickly and if they feel a Bot can answer their question e.g. "When's my renewal date?" #semrushchat
— Netvantage Marketing (@netvantage) May 9, 2018
Link to the Chatbot Directly in Your Emails
A simpler way could be to just add a link to your chatbot in every email you send. The promise of engaging in a conversation and getting instant responses will encourage your audience to explore the bot.
 
A2: (con’t) or just link to your chatbot (eg, from your emails). Try it here: https://t.co/MuCasdF2Qb #semrushchat pic.twitter.com/Y6MjVqmXTE
— Larry Kim (@larrykim) May 9, 2018
How to Drive Traffic from your Website:
A Pop–up or Showcase It At the Bottom of Your Page
Installing a Facebook Chat Messenger widget on your website can increase your contact/leads list. The bot can either be tucked away at the bottom corner next to the scroll or come as a pop up on the page. Make sure you mention on the site content that this feature is available to ensure that your audience doesn’t miss it.
A2 have an intrusive popup on every page and keep it in view on scroll and keep saying hello to the user in it.
Actually the best way is to discreetly have it tucked into an edge and have a green light on to show its available. Mention it in the content. #semrushchat
— Jim Banks (@jimbanks) May 9, 2018
Quick tip: The idea of a chatbot is to personalize communication and make information exchange more conversational. So give your Chatbot a name. It will help your audience relate to it a bit more.
Q3. What are some companies with some cool chatbots that you use and love?
The best chatbots are those that don’t make it seem like you’re talking to a bot. The conversation is personalized, doesn’t interrupt the user from their engagement with the website, and delights the customer by providing information instantly.
A3: The best sites with chat bots don't let you know you've used one! #SEMrushchat
— James Scroggie (@seoscroggie) May 9, 2018
Here are some companies that our SEMrush community thinks are the best at using their chatbots:
BassCase
— Jim Banks (@jimbanks) May 9, 2018
Q4. In your opinion, what are some of the pros and cons of having a chatbot?
While a chatbot can definitely give a huge boost to your marketing strategy, it can also have a negative impact. Here are a few pros and cons our chat participants think you should consider before building one:
Advantages:
1. Easy to Build
In contrast to the huge advantage they bring, chatbots are relatively easy to build. With applications like Mobile Monkey, you can use a visual builder to design a bot for your use-case, even without having any coding knowledge.
 
A4: (con’t) Pros of having a chatbot: Super easy to build with @mobilemonkey_ https://t.co/LvFgxKWhqG !! #semrushchat pic.twitter.com/9O95JrDAtf
— Larry Kim (@larrykim) May 9, 2018
2. Saves Time and Resources
With a chatbot, most of your regular customer support questions and FAQs can be automated. This enables your team to focus on bigger problems and actually plan out a funnel to direct the users the along the right path.
a4 Pros: Saves Time, Answers FAQ's, Automates Customer Support
Cons: You're not Speaking with a HUMAN! #semrushchat
— Express Writers (@ExpWriters) May 9, 2018
3. Better Reach
Currently, there are over 1.3 billion messenger users who are using the platform already. By having a chatbot, your business can reach out to customers on a platform that they already frequent.
 
A4: (con’t) Pros of having a chatbot -- (b) massive reach - connect via the messaging platform people are already using #semrushchat pic.twitter.com/esq5Rd989S
— Larry Kim (@larrykim) May 9, 2018
Disadvantages:
It is not always rainbows and unicorns when it comes to using a chatbot. Here are some of the negative impacts they can have on your business:
1. Lack of Human Interaction
Some of your leads may be used to human interaction with your business and would prefer emails or a quick call to get their problem solved. Getting these types of customers or leads to adapt to your chatbot (after the initial rollout), can be quite challenging.
A4. Pros: It's short and quick user experience for easy canned answers.
Cons: Initial roll out when your legacy customers have been accustomed to human interaction via chat or phone. #semrushchat #chatbots
— Joe Jason Cayetano (@GameofJoes) May 9, 2018
More importantly, if a lead comes into your website expecting a human interaction, having to talk to a bot can give them a bad experience. 
A4 Pro's
It's a bot - doesn't even need watering. There all the time. Is on brand (if done correctly), Doesn't have a bad day (unless...skynet).
Cons.
It's a bot - not
as clever in understanding as you would like, not a human, doesn't go down the pub after work. #semrushchat
— Simon Cox (@simoncox) May 9, 2018
2. Bad Customer Experience When the Bot is Poorly Designed
Though the technical aspects of setting up a chatbot are rather easy (with the right applications), they still require a good knowledge base to set it upright. They should answer the right questions with minimal interaction so they can genuinely help the person interacting with you. If it is is not done well, the bot could end up asking redundant questions, and unnecessary information to your lead may not want. This will result in poor user experience and may sometimes result in lost leads.
A4 #chatbots Pros...frees staff to deal w/ in big stuff, can work within a funnel plan to direct to the right path. Cons...annoys those wanting to talk to real person, may repeat irrelevant info leading to lost prospects/sales, often too long to real human #semrushchat
— Reva Minkoff (@revaminkoff) May 9, 2018
Q5. Do you think all companies would benefit from having a chatbot? Why? Why not?
In short, the answer is yes, and most companies can benefit from having a chatbot. Facebook Messenger is a huge marketing opportunity for marketers that they can not pass up. It is a platform that has more conversations than other channels and in turn, more opportunities for customer engagement.
In the next 3 years, it is expected that half of big businesses are going to utilize chatbots to reach their customers in more innovative ways.
A5: yes! Facebook Messenger Marketing is biggest marketing opportunity for marketers in the next 5 years. Expect half of biz’s to adopt in next 3 years. #semrushchat
— Marisa Cali (@allthesocial) May 9, 2018
Even if it doesn’t directly align with your product or service, using chatbots for customer service and basic lead qualification will help you focus your resources on more complex problems, and since Chatbots are available 24/7, they enable your customers to reach you around the clock.
 
— Ashok Sharma (@Ashok83) May 9, 2018
On the other hand, no one marketing strategy is a universal solution for all companies. Despite all of the advantages that come with having a chatbot, they may not work well for your company.
A5: As with ANY type of online marketing "endeavor," trend, gadget or widget, don't do it just because you want to keep up with the Joneses.
Is a chatbot right for you? Who knows? Do your research before just assuming it'll work for everyone, everywhere. #semrushchat https://t.co/7A9d5ifuvX
— Krishna Rg???? (@krishnarg22) May 9, 2018
Here are some examples of how chatbot may not work for your marketing strategy just yet:
When Your Business Needs a Human Touch
Despite being hugely helpful, chatbots don’t always convey a sense of human empathy. Therefore, it may not be a great choice for service-oriented businesses that require a human touch right from the first interaction.
A5 Not all companies but most service companies. Bots don't really convey a sense of empathy - thinking of Funeral Director websites here. #semrushchat
— Simon Cox (@simoncox) May 9, 2018
Similarly, for smaller companies, a human or a personal touch may be more important to build relationships with the client. So, while the bigger organizations opt for chatbots, the smaller companies can rely on human help to accomplish the same goals.
A5: For large corporations, yes, it is vital. No matter how big your customer service team is you can't help everyone 24/7 so bots are helpful. For small companies, I think personal interaction is more important right now. #semrushchat
— Narmadhaa (@s_narmadhaa) May 9, 2018
Sometimes, even for service businesses, chatbots may not make sense if they do not get the same questions over and over. If a customer is looking to solve a complex problem, they would most likely prefer human interaction, rather than explaining their situation to a bot.
The Timing is Wrong
To effectively execute and reap the rewards from chatbots, businesses need to have a clear idea of how it will fit into their marketing and customer service strategy. The readiness of a business also depends on the adoption rates, both on the user side and on the company side. If the adoption rates are poor and the chatbot is left largely unused, then it is a huge waste of resources.
 
A5 I think if implemented correctly absolutely yes! Sadly many companies are so far behind that the idea of a web based chatbot is not something that they grew up with hence they are afraid because it is new & they don't take risks. But if correctly implemented YES #semrushchat
— James Scroggie (@seoscroggie) May 9, 2018
When the Cost Doesn’t Cover the ROI
Despite needing little in ways of technical expertise, setting up a chatbot is still a time and resource consuming process. The entire customer journey has to be mapped out, the funnel clearly outlined, and the message related in such a way that it answers to every user's requirements. Since there is no set of best practices yet, you may waste a lot of time in trial and error before nailing it.
#semrushchat A5) I'm not convinced personally. there seems to be no standards as to how to set them up and no code of practise. the ones I've seen aren't amazing. I expect amazing as a customer.
— Peak District SEO (@PeakDistrictSEO) May 9, 2018
After all of that effort, if the ROI on the chatbot is relatively less, then using it may not be a top priority for your business.
A5. Not currently. Setting it up may not be worth the time and resources it takes for certain industries or small businesses. #semrushchat