The Top 10 Chatbot Marketing Strategies

Today, messaging apps have over 5 billion monthly active users, and for the first time, people are using them more than social networks. LEGO uses a marketing chatbot Ralph to help parents find the perfect LEGO set for Christmas. It asks questions about kids' ages, preferences, and interests and then provides a display of products fitting the criteria.

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Chatbots could also up-sell customers on warranties, insurance policies, and other related products at the point of sale. This could boost your profits even further, while also giving your customers peace of mind. Sephora’s aim with these bots was to deliver an immersive retail experience that helped shoppers interact with the brand and learn. Customers can interact with the bots to communicate any queries and requests and to make reservations for in-store makeovers. They can also get makeup tips through the bots, access how-to videos, and read reviews. As can be seen with the above example from Spotify, the music industry, in particular, is one that has embraced chatbot technology.

Chatbots are Conversational Forms

Here are just a few ways in which chatbots can support your marketing strategies. By 2030, the chatbot industry will reach a value of over $3 billion! That's a testament to the value they can offer businesses like yours.

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The definition above sets the benchmark for a chatbot’s capabilities at human-level intelligence. Chatbots are a great way to bridge the gap between marketing and sales. Bots are a more efficient way of gathering information, qualifying leads and setting your sales team up for success. By looping everyone in on your chatbot strategy, you can get marketing and sales on the same page—and convert more prospects into customers. Chatbots offer the best of both worlds; you can automate a huge part of your customer communication process without sacrificing customer service and support. These AI-powered chat machines are about to be everywhere—and if you want to stay competitive, it’s important to wrap your head around how they work and incorporate them into your strategy.


Chatbots, give you the ability to make marketing easier and more streamlined by automating the beginning of the process—freeing up your time and energy to work on other things. I am looking for a conversational AI engagement solution for the web and other channels. For 8 whole weeks the brand streamed episodes from their Twitch studio, featuring top gaming hosts, professional gamers and industry insiders. Each weekly vote helped viewers earn an entry into the grand prize drawing for the Super Rig. Sephora still stands strong, making optimal use of its chatbots and expanding even now. Sephora chose Kik as it was one of the most popular messaging apps at the time.

How do you use chatbots in digital marketing?

  1. Automate part of the marketing process.
  2. Boost the volume of marketing conversations.
  3. Auto qualify your leads.
  4. Nurture the Captured Leads.
  5. Schedule meetings.
  6. Personalize the user experience.
  7. Offer order tracking & shipment details.
  8. Widen your brand reach.

When a chatbot uses all of these elements to provide an experience that feels real, we refer to it as a conversational AI. Conversational AIs are among the most advanced bots currently on the market. Sephora is perhaps one of the most successful chatbot marketing examples out there.

Content marketing

Sprout’s Bot Builder enables you to streamline conversations and map out experiences based on simple, rules-based logic. Using welcome messages, brands can greet customers and kick off the conversation as they enter a Direct Message interaction on Twitter. Here are more chatbot examples to inspire your chatbot marketing strategy.

  • You can also integrate them with your social media and messaging services like WhatsApp or Facebook Messenger.
  • You can also set up chatbots to talk with customers over social media apps like Facebook Messenger.
  • Bots can answer frequently asked questions, provide discount codes—and so much more.
  • This way, you’re not intrusive but you’re still there for your customer.
  • Email marketing can sometimes feel like a never-ending battle to stand out in an overcrowded inbox.
  • A chatbot can also act as a basic customer service representative that allows customers and potential leads to contact your business instantly.

This shows how bots-powered conversational customer experience not only generates prospects but also ensures leads. What’s more, chatbots for lead generation allow customers to quickly make choices by simply selecting the option most relevant to them. They now deploy chatbots to automate lead qualification processes and get a decent number of leads.

Chat(bot) your way to digital marketing success

But, my favorite demonstration of the effectiveness of this approach doesn't come from the marketing space. The end result is a more engaging lead capture experience which leads to a higher conversion rate. This, in turn, drops cost-per-lead (by half in many cases) which in turn drops CPA. The back-and-forth, two-way nature of a chat (even if it is with a dumb, AI-free bot), is a far more interactive way to capture the same information a form does.

chatbot marketing strategy

There is barely any social media platform where a chatbot cannot be used. Second, you don't want to overdo it when you're using your chatbot as a marketing or nurturing tool. Remember that it is a truly amazing tool to have, and it's useful to be able to directly message customers. If you send too many messages out to your audience, everyone is going to opt out. They're not going to want to see your business's spam in their Facebook Messenger inbox.

Chatbot Marketing: Everything You Need to Know

For example, you can use chatbots to push site visitors to your quarterly content offers, whether it’s a blog post, ebook, or event. It is generally good to give your bot a persona, a face customers can relate to. This may be especially tempting in conversational marketing, where natural communication is desired. However, by making your robots too human, you may accidentally make customers believe your automated assistant is a real person. This facade will never last as they will eventually find out that they are speaking to AI, and this will instantly make them feel deceived. Transparency is key in building trust between customers and your brand, so make sure your bot contributes to that.

  • The poll data allowed on-air hosts to update the community in real-time, including the crown winning rig feature.
  • In fact, WeChat has become so ingrained in society that a business would be considered obsolete without an integration.
  • For a strategy to be successful, there has to be some kind of human touch.
  • Automated chats can massively help with live agents' work and boost your team's productivity and happiness.
  • With the right training, they can pick up on relevant keywords and point customers to the answers they need.
  • They are essentially computer programs designed to automate certain tasks and communicate with users through a chat interface.

Since being incorporated, Lara increased the registration rates for the business by a whopping 30%. Estée Lauder has become the first major beauty brand to provide a skincare experience for its customers through Whatsapp. Another great feature is the ability to automate requesting reviews after delivery, which will not only give you vital feedback but keep the level of engagement with your customers high even after purchase. Of course, any conversation you use will be designed by you to address any questions or inquiries that you want your chatbot to ask or answer. Chatbots are an incredibly worthwhile investment if the functionality makes sense for your product and if they are well optimized. You will see from the examples above that this is not necessarily the case.

#6. Personalize the user experience

So, for example, if you want your bot to only appear to website visitors who aren’t signed in, you can do that. Or if you want it to appear to visitors who aren’t signed in and have been viewing your pricing page for longer than 30 seconds, you can do that, too. Chatbots can help automate marketing communication and ensure instant and timely responses to customers. By making conversational AI chatbots a part of marketing initiatives, your business can also push customers seamlessly through the sales funnel and drive conversions. Chatbots for marketing is becoming an incredibly powerful marketing tool for businesses to improve customer engagement and qualify leads with dynamic conversational capabilities. You can build a Facebook Messenger chatbot that will interact with users through a product quiz.

What are the steps to create a chatbot?

  1. Step 1: Give your chatbot a purpose.
  2. Step 2: Decide where you want it to appear.
  3. Step 3: Choose the chatbot platform.
  4. Step 4: Design the chatbot conversation in a chatbot editor.
  5. Step 5: Test your chatbot.
  6. Step 6: Train your chatbots.
  7. Step 7: Collect feedback from users.

Arnav builds chatbots and frequently writes about conversational design on the Tars blog. Chatbot marketing offers the promise of a more engaging lead generation and qualification process. Of course, to actually see any of these benefits you need to know how to approach the technology for the first time. But these examples are of really huge companies and that makes them really hard to rate with. So here is a more relatable example of chatbot marketing that can be used to bring in more leads and better results. After going live with the chatbot, Sephora found that the customers were highly engaged in chatting with the brand on Kik and sent an average of ten messages per day.

Never Leave Your Customer Without an Answer

Some can be entertaining, like Cleverbot, which was built to respond to prompts like a human would in normal conversation. And if you’re interested in building your own bot, watch the video below to see how Sprout can help. Pick a ready to use chatbot template and customise it as per your needs. Firstly, users are more likely to respond to a bot because it's natural.

  • You can also set your marketing chatbots to collect orders and move the client down the funnel towards the sale.
  • Understanding the different types of chatbots can help businesses choose the right type of chatbot for their needs.
  • Here are some of our favorite examples of really good chatbot marketing that you can draw on for inspiration.
  • Because they’re pieces of software or programs, they can be customised to have responses based on what the user requests or chooses.
  • Then, harness the chat interface in a way that yields maximum impact with minimal fluff.
  • As chatbots become more advanced, they can gather information on customer behavior.

Below is an example of how UPS uses a virtual assistant to expedite customer service. Robot keeps soccer fans up to date with the latest news about the clubs, upcoming fixtures, real-time match updates and more. Plus, he can help you purchase tickets for the next game, view player stats or find videos including player interviews and moments from some of the team’s greatest victories.

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