In the long term, chatbots should not be used as a stand-alone marketing or communication channel, but should be integrated into the entire customer journey.
How are chatbots integrated into the customer journey (customer decision chain)?
The answer can be found in this article. I show in a practical way how I use my chatbots to gain targeted leads and ultimately new customers, integrating blog posts, social media and Google into the entire journey with the chatbot.
1. create relevant content and make the target group curious
The chatbot that will later generate the leads is located on my website. Consequently, I have to manage to “lure” my target group to my website. The best way to do this is to create relevant content that I then share on social media or that my target group finds on Google itself. So I create a blog post that is very likely to be of interest to my target group. And ideally, I take the most important search engine optimization criteria into account. Here is a guide from hubspot.
2. create chatbot concept for blog post
My goal is to get as many users as possible to the blog post later. So I have to integrate a chatbot right here that picks up the blog visitors. So I put myself in the shoes of the blog readers and ask myself what message I would like to surprise them with in the blog post. This can often be a very simple message, such as a reference to further workshops that match the topic of the blog post.
I also have to think about a suitable call-to-action. For example, registering for a workshop or newsletter or leaving your e-mail address in exchange for receiving a white paper.
3. create chatbot and integrate on website
As soon as I have the concept for my chatbot ready, I will start implementing the bot. Here I recommend using a simple tool such as the Swiss chatbot software aiaibot.com. With aiaibot, chatbots can be created quickly and easily without programming knowledge and can also be easily integrated into individual blog pages. I can also use the tool to set very precisely when the user should be “addressed” by the chatbot. As a rule, it makes sense for the bot to only “address” the website visitor when they have almost finished reading the post.
4. set up tracking
Whenever possible, the online activities of my website visitors, chatbot users and social media followers should be tracked. I opted for the open source solution Mautic. And thanks to my good colleague Adrian Schimpf, I was also able to connect mautic perfectly with my WordPress website. More about Adrian from idea2.ch here.
5. share content
As soon as the blog post is finished, my chatbot is set up and tested and the tracking is working, I have to make my target group aware of it. Just hoping that they happen to notice my new post via Google is usually not enough.
So I start sharing the post on my social networks to gain as much attention as possible. Here are a few thoughts from Thomas Hutter on social selling on tools like LinkedIn.
Of course I can also place ads for the post. I usually refrain from doing this in the first step.
The result
Users become aware of my relevant content thanks to Google, LinkedIn, Facebook, Twitter and co. Click on a link and you will be taken to the blog post. You will find the blog post interesting. However, just before they want to leave the website again, my chatbot comes up with a funny message or a follow-up offer. Users can’t resist entering their e-mail address or registering directly for the follow-up offer and I have gained my new lead or ideally even the next customer.
Are you interested? Then please write to me.
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By the way, I have also summarized the process with the chatbot in the following short video. Have fun watching.
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