Surely on more than one occasion you have heard about the chatbots, although you may not know what exactly they are. For this reason, below we are going to explain what they are and what they are for, as well as how you can apply them in your content strategy to improve your results, which will be of great help if you have any type of brand or business.
Un chatbot is a technology that allows a person to have a conversation with a computer program, often through an instant messaging application, as is the case with Facebook Messenger or Telegram.
Nowadays, more and more brands and companies are betting on them, a clear example of this being the chatbots from KLM, Allset, Growthbot, or Fynd. In all of them it is possible to quickly know how it works, since it is a system that is responsible for recognizing the natural language of users and carrying out the assigned actions. Its operation is similar to that of assistants such as Siri or Cortana but in text format, always making use of Artificial Intelligence, increasingly present in the field of marketing and advertising.
Advantages of using chatbots
The use of chatbots It has different advantages for users, among which it is worth highlighting the possibility of eliminating an interface that is too loaded with buttons, simplifying the process and providing:
- Faster service, since it is immediate, which will allow users to receive answers to their questions instantly, without delay.
- You can open different bots and conversations with a single messaging app, without limitations.
- You will be able to use a natural language that is more in line with what is used in real life.
- It enjoys greater accessibility, since it has a simpler interface to use than in the case of other platforms.
- Greater efficiency is achieved. With less effort, the user gets to know the answer to different doubts he may have.
In any case, although chatbots are assistants that have limitations when it comes to responding to users, they can greatly streamline different queries, avoiding having a person occupying their time answering questions that are very frequent, such as It can be, for example, the time it takes a store to ship a product
How to use chatbots in content marketing
When it comes to talking about chatbots in content marketing It is important to know in the first place what service you are going to offer and how this can be given in a conversation. Once you have it clear, it is time to start designing the entire conversation experience and bot customization.
With this design it is about getting the user of a conversation that can be recognized by the chatbot. For this it is important that closed questions are always sought, that is, for which there is only one possible answer. In this way, a series of predefined options must be given so that the bot does not get lost and answers exactly what is asked.
It is very important to manage chatbots in the proper way so that you can really get the performance that they can offer, for which you will have to have the vocabulary under control and create semantic relationships and taxonomy that can be adapted to the circumstances. All its configuration will have to be carried out through tests, allowing at all times that the Artificial Intelligence of the chatbot is capable of learning, making its interaction more and more fluid.
The advantages of chatbots in marketing
The use of chatbots has different advantages in the world of marketing, since it opens up new possibilities when interacting with customers, since it can:
- Send messages with almost no limitations at the time of the first interaction by the user.
- Thanks to the users themselves and the way in which they get in contact, it is possible to segment them in a dynamic way.
- They can be prepared automated messages With which to respond to customers about specific issues, which saves a lot of time in customer service. In the event that the chatbot is not able to offer a solution, the possibility of calling a person for more direct attention can be offered.
- Possible send invitations, advertising and discount coupons, all in a segmented way based on the behavior of the users, so it allows them to be used for the optimization of advertising campaigns.
All this has been shown to work in a very optimal way thanks to the different experiences and projects in which it has been decided to bet on the implementation of chatbots and that shows how CTR and engagement grow a lot with the audience thanks to chatbots.
For many users, it is very comforting to receive an answer to their questions immediately through a machine instead of having to wait for minutes for a person to answer them from a customer service.
Although in some cases it will be inevitable to go through this process, in many other cases a valid answer can be obtained that responds to the question in just a matter of seconds and directly from the chatbot, without having to make any calls or remain on hold. and also without having to make any type of financial outlay to establish contact with the store or company that provides a service or sells a product.
Given all the advantages that chatbots have, its implementation in any sector in which there is contact with customers is highly recommended, especially by online stores or professionals who provide their services through the network.
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