Looking for a new way to reach customers? One of the newest marketing strategies involves creating a chatbot. This technology provides an opportunity for brands to connect with their customers directly through messaging platforms, such as Facebook Messenger. But since chatbots are new to some individuals, many businesses don’t know how to use them properly. Here are some common mistakes that businesses make when implementing this marketing strategy.
1. Chatbot’s purpose
When creating your chatbot, it is important to understand why you are creating it in the first place. It’s better to define the purpose of your chatbot before you start its development or plan to use it in your marketing strategy. Otherwise, you’ll end up with a useless conversation robot which will not bring any value to your business. If you don’t have a reason or a clear-cut goal, don’t jump into this new world of conversational marketing yet. In other words, it’s better to not use a chatbot at all than to make an ineffective one.
2. Not measuring results
Many businesses jump into marketing with chatbots without knowing what they’re trying to accomplish or how they’ll measure success. Be sure you have clear goals in mind before implementing this tactic, and make sure you can measure your results.
3. Time and effort required to implement your chatbot strategy
If your team doesn’t have the resources needed to create and maintain your bot, it will become just another project that never gets completed. Make sure your entire team is on board with the project before you get started.
4. Not setting up a proper support system
Setting up a support system should be one of the priorities for any company that wants to use chatbots in their marketing strategy. If there are no people available to answer the questions of your potential customers, they will never get an opportunity to buy your product or service, which is why it is crucial to create a customer support team that will be able to answer all questions and solve all problems that may arise during the buying process. Chatbots help build customer relationships by interacting with customers when they’re looking for information or ready to buy. If you’re not prepared for these interactions, you could miss out on sales opportunities.
5. Choosing the wrong platform for your chatbot
If you want to create a custom chatbot for specific purposes, you should go with a dedicated tool for that purpose. Having a self-hosted solution allows you to have more control over your data, privacy, up-time/downtime, etc. Some chatbots platforms suffer from day-to-day maintenance which also affects your business performance with your customers. In this situation, customer’s engagements, trust and satisfaction with your business decreases. Choose the right platform that will benefit your business.
Chatbot benefits offer many opportunities for businesses to grow their audience, gain more sales and gain a competitive advantage. However, there are mistakes that are easy to make when starting out, especially if you’re trying to build a chatbot without any help from your coding team. With the right knowledge, chatbots are the best way to improve your customer service and sales. But misusing them can also lead to money wasted and customer frustration.
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