Chatbot Marketing: The Only Guide You Need!

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Are you wondering how chatbot marketing can transform your customer care strategy and make your marketing efforts more efficient? 

Using chatbot marketing is like having a secret weapon for your customer care strategy. It makes things super efficient and smooth for your customers, from when they first find you to when they stick around. 

Instead of having your team answer all customer questions, chatbots take care of things like common questions and getting feedback. This helps you save time and money, so you can work on making your strategy even better. 

In this guide, we’ll show you how chatbot marketing can transform your marketing plan by making things super personal for your customers.

What are Chatbots?

Chatbots can be of two types: rule-based and AI-powered. Rule-based ones give fixed responses or change their answers based on specific words in your message. 

AI chatbots use smart technology to understand what you’re saying and have a more natural conversation with you.

You can find chatbots in text messages, on websites, and in social apps like Messenger, Twitter, WhatsApp, and Instagram. 

Some chatbots are just for fun, like Cleverbot, while others help with customer service and marketing.

These days, lots of people prefer to message businesses. Facebook’s data tells us that:

  1. 63% like to message instead of calling or emailing.
  2. 66% are more likely to buy from businesses they can message.
  3. 74% feel closer to businesses they can message directly.

So, using chatbot marketing can make it easier to help customers and meet them where they like to chat.

What is Chatbot Marketing?

Chatbot marketing, or bot marketing, is a clever way to use automated messages to talk to customers while they’re shopping. It could be helping them buy something, signing up for a trial, or getting free stuff.

For instance, BlendJet, a company that sells portable blenders, experienced a 17% increase in average order rates and a 15% boost in sales by using a Facebook chat plugin. 

The chatbot had answers ready for questions about prices and shipping, making customers happy and building trust.

Chatbots are like 24/7 helpers. They also collect information to understand what customers like and don’t like, so they can make shopping better.

Chatbot marketing helps brands and customers get closer by:

  1. Giving quick answers about discounts, products, or problems.
  2. Fixing issues.
  3. Explaining things in more detail.
  4. Connecting customers with the right help.

These chatbots can be smart. They ask questions or look for certain words in what customers say to help them better. It’s like having a friendly assistant while you shop.

What are the Benefits of Chatbot Marketing?

Besides helping you improve and streamline your customer care, chatbot marketing can have a big impact on your business in various ways:

1. Save Time and Money 

Chatbots can respond quickly, saving time and resources. By automating answers to common questions, you meet the expectations of over 23% of customers who want fast responses.

This leaves your team more time for meaningful tasks.

2. Generate Leads and Revenue 

Chatbots can collect information and guide visitors on your website. They can also boost sales by sending notifications about offers. Plus, they can steer customers in the right direction, whether it’s for support or sales.

3. Guide Users to Better Outcomes 

Customers often need help finding information. Chatbots can ask questions to direct them to the right place. This can include support beyond sales, like tracking deliveries or processing refunds.

4. Gain Customer Insights 

Chatbots can gather valuable data through conversations. This information can improve customer experiences, inform product development, and personalize offerings.

You can use machine learning to analyze this data and understand customer demographics and preferences.

5. Engage Users Uniquely

Chatbot marketing lets you interact with customers in fun and unique ways. For example, Domino’s Pizza takes orders through Twitter using emojis.

chatbot marketing

Fandango helps customers find movie times through chatbots on social media. These engaging experiences make your brand memorable and encourage more customer interaction.

Chatbots vs Conversational AI

AspectChatbotsConversational AI
FunctionalityFollow predefined rulesUnderstand user intent
ComplexityBasic, scriptedAdvanced, adaptive
InteractionSimple decision treeNatural language
Customer EngagementStreamline tasksSolve complex queries
Use CasesBasic customer supportComplex problem-solving
ExampleAnswering FAQsVirtual Assistants
Industry SuitabilitySimple interactionsDiverse applications

How to Create a Chatbot Marketing Strategy? 

To make a great chatbot marketing strategy, start with a clear plan. Figure out who your audience is, how they connect with your brand, and how you’ll measure success. 

All of this will shape how your chatbot talks to users and what it does. Let’s go through it step by step.

1. Setting Your Chatbot Goals and Purpose

Before you dive into chatbot marketing, figure out what you want from it. Decide if you want more customers, to make people know your brand, learn about your products, solve customer problems, or something else.

For example, if your social media team can’t handle all the messages, you might use chatbots there. If your website isn’t getting many people to buy things, chatbots can help.

Knowing what you want to achieve will make building the chatbot easier and faster.

2. Choosing the Right Platforms for Your Chatbot

Picking the right places for your chatbot is important. First, get to know your audience to select the best platform.

This will help you figure out how your chatbot talks and what questions it asks. For example, people on Twitter might have different needs than those on Instagram.

Also, where your chatbot lives affects the kinds of conversations it has. Think about these options:

    1. Your website
    2. Messenger (by Meta)
    3. Twitter Messages
    4. Instagram Messages

This decision is crucial because different social networks attract different demographics. For instance, social media demographics reveal that Instagram is popular among Gen Z and Millennials, making up a significant portion of its user base.

3. Planning Your Chatbot’s Information

The next step is to decide what your chatbot will talk about with customers. You can start with common questions (FAQs) and make paths for the chatbot to guide users to the right answers, so they don’t need to bother your team.

Your teams that talk to customers a lot can also help:

    1. Customer Service: They know what questions people ask most. Just ask them.
    2. Sales: They know what stops people from becoming customers.
    3. Marketing: They can tell you why people message you on social media.
    4. Check sites like Quora or Reddit to see if people are talking about your brand. If you see the same questions a lot, consider putting them in your chatbot.

You can also look at the content you already have to see what helps your audience, and then think about making new content if needed.

4. Give Your Chatbot a Personality

When your chatbot has a personality, it feels more like talking to a person and matches your brand. Some companies even give their chatbot a name to be open with customers and sound friendly.

It’s important to have your writing team set some clear rules and a consistent style for your chatbot.

5. Start with a Great First Message

The first message from your chatbot is super important to get users interested and make them reply. 

    1. Make it Fun: Use your chatbot’s style and add a little fun to the message, but keep it in line with your brand.
    2. Tell Them What to Expect: Say they’re talking to a bot and explain how to reach a real person if they want.
    3. Ask Questions: Once they’re interested, keep the chat going by asking questions.

6. Begin Planning Customer Interactions

After you’ve asked your initial questions, it’s time to plan how the conversation will flow. You can do this by creating pathways in Google Drawings.

For instance, let’s say you have a pretend restaurant to manage, and you want to share info like opening hours, daily specials, and loyalty programs. List down all the questions customers might ask you.

chatbot marketing

7. Discover Optimal Answers

Once you’ve collected questions from users, it’s time to find the best answers they can pick. Make sure to have several responses for each question, so you have a good chance of meeting the user’s needs.

chatbot marketing

8. Plan Full Chat Conversations

For every question and answer, make a complete chat path. Some chats will be quick, but others may go deeper.

Make sure all conversations cover what customers need to know. If it gets too complicated, it’s a sign to hand the user over to a real person.

9. Enhance Your Chatbot Conversations

Make your messages more interesting by adding emojis, pictures, or animated GIFs to your chatbot chat. Not only does this give your messages more character, but it also reinforces what you’re saying and boosts how many people keep chatting with your bot.

10. Direct Customers to the Finish Line with Buttons

Your chatbot ends with a call-to-action (CTA) once a user answers all your questions and is ready to move on. Depending on the chat, use CTA buttons to lead people to a specific product category on your website, share with friends on social media, or go straight to their shopping cart. Your bot can be a powerful tool to guide users to where you want them.

11. Test Your Chatbot Chats

Chatbot conversations can get pretty complicated. That’s why it’s important to test each one to make sure they work smoothly and help customers. Most chatbot platforms have a way to preview chats before they go live.

12. Go Live and Keep an Eye on Thing

After you’ve done all the steps, it’s time to put your chatbot out there. Watch how people use it to make sure they don’t get stuck.

By following these 12 steps, you’ll be well on your way to creating a chatbot that customers really like. But that’s not the end of the story. The data you gather from your chatbot talks is also really important. It can give you useful information to make your chatbot and marketing strategy even better.


In summary, Chatbot Marketing is a game-changer for your business. 

The data you gather keeps making your marketing better. 

Chatbot marketing isn’t just a fad; it’s a smart move for connecting with your customers in a friendly and efficient way.

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