We are currently in full technological transition.
People are increasingly bored with applicationssocial network instant messaging services have outpaced the growth of social networks themselves, and users demand faster access to information without needing to go through search engines.
To respond to this change in behavior and to facilitate user requests, chatbotsa computer program you can create to facilitate and encourage online conversation with users, have filled a gap, which has fostered a new wave of marketing and the success of businesses related to conversational user interface.
Let’s see together how to benefit from chatbots and why you should integrate it into your social strategy.
1- Take advantage of emerging trends
Since 2015, messaging apps have overtaken social media, and on top of that people rarely download new apps, but have a fundamental need to stay in the conversation.
Emerging trends like instant messaging on social networks create new opportunities for businesses to engage with their audience throughout their inquiry and purchasing process.
By using chatbot-based messaging services, for example, companies can help resolve certain customer issues, lead the user towards a targeted result, and make themselves available 24/7.
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2- Access information more quickly thanks to chatbots
Think about the success of technological advances like natural search engine optimization (SEO), mobile devices, voice search and personal assistants (like Amazon and Alexa). They all have one thing in common: they help people access information more quickly.
When individuals are active on social networks, sessions are generally short. The typical social media user does not expect to spend a lot of time on the platform in a single session and is often “on the move” when consuming content.
Chatbots allow your business to provide direct access to any information that you wish to provide without the need to click on search results, navigate to a website or use a search function.
This means that users will be much better guided thanks to the variables that the chatbot offers. All while providing content the user should see, as opposed to content they can discover for themselves.
3- Quality and controllable conversations on social networks
One of the main goals of an active presence on social networks is the ability to manage company reputation, answer questions and interact with the environment.
Using chatbots, businesses are able to fulfill specific customer service roles at an unparalleled level by finding the most relevant response from a multitude of choices.
A chatbot follows a specific and stipulated decision tree flow which is activated based on triggering terms and events, with the possibility of being refined (or taught) through each new piece of information the chatbot comes into contact with.
4- Integrate sales directly into social networks
A key aspect of every sales process is to reduce the steps in the information search and purchase process, to create a streamlined experience from initial interest to the first actual purchase.
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A typical online customer journey most often includes the following stages:
- Initial user interest triggered on social media
- Click on the ad
- Land on a targeted web page
- Search for related products
- Add item to cart
- Look for trust signals
- Find the company address and contact details
- Conduct additional research by comparing wider ranges and pricing options
- Return to the site
- View shipping information
- Proceed to payment
Most of the steps needed for a user to have confidence in the product could be completed by a single chatbot conversation. The user would then see their sales journey shortened.
This ability to use chatbots to shorten the path to purchase is important for any business.
Are you tempted by the Chatbot adventure?
Taking your first steps toward social media chatbot may seem like a daunting task, but it doesn’t have to be.
You can start by using some instant messaging services that offer this chatbot option. Alternatively, you can also create your own chatbot to integrate it into the social networks of your choice or even other user interfaces.