The Ultimate Guide To Chatbots Marketing


“Be where your customers are” isn’t just a basic marketing principle, it is the reason that compels businesses and the public to communicate effectively with each other. Chatbots and instant messaging are currently the fastest-growing trends, and one of the most reliable tools for marketers today.

Chatbots are artificial intelligence (AI) software that interacts with people like a human. They operate in different places across the digital sphere like social media platforms, websites, mobile devices, etc. They have evolved significantly in the last few years that sometimes it’s difficult for customers to tell if they’re communicating with a human or not. Organizations are also using them for automating the number of their business processes, including sales. Chatbots can even be used to answer customers’ questions, collect data about their preferences, and suggest products and services to them.

Chatbots can also leverage different chat mediums like Twitter, Facebook, SMS tests, and website chat windows to receive and reply to messages. You can choose to incorporate one medium or several of them at the same time. While they aren’t necessarily a new business tool, the utilization of chatbots has definitely gained momentum in the last couple of years.

Data from Google Trends demonstrate that over the last 5 years, search volume around chatbots increased 19 times. This growth is because individuals and companies began to realize their value, and that they can be used for different reasons.

The top four messaging apps have more monthly active users than the top four networking apps, and they also experience longer activity periods. For example, Whatsapp users average almost 200 minutes of conversation weekly. This means that it is a lot easier to continue a conversation than it is to start a new one.

This e-book includes all the information you need to know as a business owner about chatbots marketing, and how you can incorporate them in your business to convert leads into sales.

Part 1: Why chatbots are the future of marketing.

Chatbots and instant messaging marketing are set to become the main communication channels in the next few years. Every new marketing channel that opens represents an essential opportunity for you to overcome competition, enjoy low CPCs, and experiment with various ways of connecting with your customers. In the 2000s, online marketing was mainly dominated by SEO and SEM. Then came social media platforms and social ads. Gartner, one of the largest global research firms in the world, forecasts that by 2020, over 85% of customer interactions are going to be handled by AI.

Part 2: Benefits of using chatbots are a marketing tool.

The potential of chatbots goes way beyond customer services and provides a huge opportunity for sales and marketing. Not only can they enhance user engagement, but they can also convert a higher percentage of your web traffic to sales, and become a staple of lead generation.

Benefits of using chatbots include:

1) Accelerated marketing and sales cycles

Chatbots can automatically qualify leads when they’re live on the website, and connect you to the best ones. This way, organizations can ensure that their sales reps don’t have to worry about answering customer support questions or get interrupted by random site visitors who have no buying intentions. By shortening lead qualifications, you save time and attract successful sales prospects.

2) Scalability

Many small business owners don’t have the luxury of a large team. They can now close this gap by using chatbots that can easily handle dozens of queries at the same time. This provides you the opportunity to scale up their sales team too. Even when businesses experience a massive surge of customer queries, chatbots can handle all preliminary queries without crashing down or being overwhelmed.

3) Availability

Since chatbots don’t require any breaks or sleep, they can answer queries quickly, regardless of what time of the day it is. Your sales team won’t need to be awake round-the-clock, and your business can operate during holidays and weekends as well. This means that you’ll be able to sell more, especially to customers who shop in the middle of the night or want to inquire about a product or service from a different time zone.

This is important as customers usually expect a faster response than brands are able to guarantee. According to a study done by Sprout Social, customers expect a reply in 4 house, but most companies take up to 10 hours.

3) Personalized Communication

Just like sales executives, chatbots can remember customers’ preferences and what they bought previously. Chatbots can also help them compare different features and prices before they make a purchase. This personalized communication goes a long way when it comes to enhancing brand loyalty, and a bot can definitely help you achieve that. A great example would be Nike’s ‘’create your sneaker’’ chatbot.

4) High Engagement

Typical outreach CTR of a chatbot usually ranges from 15-60%, and visitor interactions with chatbots increase lead conversion by up to 36%. By outpowering social media platforms and ad spending, chatbots are the strongest communication tool in the arsenal of any business.

6) Guide Users To Better Outcomes

Customers don’t always know where to go, so they find the information they’re interested in. In fact, your customers may have no idea what they’re even interested in when they reach your site. Maybe they heard your brand name randomly and decided to explore. By asking customers various qualifying questions, you route users to find the information they want.

Some of these common questions include: -

- What issues are you trying to solve?
- What are your aims or goals?
- What is your location?
- Would you like personal support?

Imagine an international organization like an airline. Between departing locations, place of arrival, possible upgrades, and a myriad of places to buy tickets, there are endless options you can offer by incorporating chatbots into your business. By personalizing the questions, a chatbot asks, companies can direct customers to the best way to purchase and create a better user experience.

Part 3: Getting started with chatbots

Ready to start creating your own chatbots? Once you are prepared to incorporate them into your business, there are twelve steps you need to follow to ensure success and prevent any mistakes. We are going to walk you through the most important things to consider.

1. Define your goal and Use case

With a wide spectrum of compelling use cases, it can be somewhat tricky to nail down a specific goal for chatbots. In the beginning, It is essential to spend time doing some research to define your goal and then begin to craft your use case.

Are you looking to solve customer service issues? Advertise a new service or product? Generate successful quality leads? To choose the most compelling use case for you, determining your goals is vital.

Discussing this with your team is essential too. If your customer service team, for example, can’t keep up with the number of messages on specific networks, you might want to leverage bots on these channels. If the website team is experiencing low conversion rates, this is something a chatbot can help increase. Whatever the case is, be mindful of what you want to accomplish as you start to build out the experience.

2. Select the right platforms to leverage

Your chat conversation is going to differ based on the pages, networks, and channels your programs operate on. Options such as facebook messenger, direct twitter messenger, and your own website are top-rated. How the three options can be effectively utilized will be explained in part 4 of the e-book.

Someone coming to your homepage is most likely more knowledgeable of your services and products that someone who gets to your blog posts randomly, and your bots should be programmed accordingly.

Similarly, since demographics vary for every individual’s social network, someone who visits your site on Facebook isn't going to have the same inquiries as those that visit your twitter page. Study the social media demographics depending on a social network to get a better understanding of these differences. Collect as much information on your audience as possible, then use it to guide the questions you ask in step three. The image below is an example of chatbot on Facebook used to assist eBay shoppers.

3. Build out your content strategy

Next, figure out what information or content you would like customers to engage with throughout the chatbot interaction. A good start would be adding FAQs. Think about the type of questions customers will likely ask the chatbot. This way, you build out the proper flow to guide customers to the best possible answer.

If you are unsure of the frequently asked questions, ask the people who are responsible for interacting with your customers. This includes:-

* Customer service: Customer service reps communicate with your customers more than anyone else in your team. Ask them about the trends and issues they receive from customers. * Sales: Your sales reps chat more with prospects than anyone else, and understand the factors leading to conversion. Ask them what questions stop users from converting to customers.

* Marketing: The marketing team, especially the social media marketing team, will have detailed insights on why individuals reach out on specific social media channels, and which channels they use the most. These questions are important for your social media chatbots.

* Quora: Quora is a popular website where users can go to ask questions about anything, including your company. Take a look there to see if there are any questions about your company. You can also use it to examine trends in questions being asked about a particular product or service.

If you decide to be more creative and choose a more marketing-focused experience, assess what existing content you have that supports your goals and objectives the best.

4. Craft a voice and personality for the chatbot

If you haven’t done this already, now is the right time to bring in the creative team. Giving your chatbot a personality humanizes the experience and aligns the bot with your brand or message the brand is attempting to convey to customers.

To let customers know they are communicating with a bot, many brands also choose to give a name to their bot. This gives them the chance to be honest and transparent with customers while fostering a favorable tone. Inviting a copywriter into the process to set clear guidelines and a consistent voice for the chatbot is a great idea as well. A great example would be Boomerang’s social bot.

5. Write a welcoming opening message

The welcome message is incredibly important for repeat customers, and getting them to reply to your chatbot. The best opening messages in chatbots we’ve seen are those that set expectations and ask the right questions.

Be compelling

A chatbot being automated doesn’t need it has to sound like a robot. Refer back to your chatbot personality, and have fun with your message so users can engage back. Just make sure that the social brand’s voice is still maintained, of course.

Set expectations

Honesty is essential, and customers appreciate that the company isn’t trying to fool them. Customers have to know they’re communicating with a bot, and this will enable them to understand potential conversation limits too. Second, let customers understand how and when they will be communicating with a real person.

Ask questions

Once you’ve hooked up the audience, ask them questions that will keep the conversation going. Use important questions mentioned in step no. 3, to ensure you aren’t satiating customers’ questions or needs. For example, a chatbot welcoming users with a fun waving gifs is a great idea.

7. Start mapping customer journeys

When you ask the first round of questions and implement the steps, start mapping out what the actual conversation journey will look like. You can do this using chat tools like Sprout Social, or with building paths using shapes and arrows in Google Drawings. If you own a restaurant, for example, you would be adding answers to customers asking about store hours, specials, loyalty programs, etc. Adding questions your users may want to ask as possible responses they can click.

8. Add detailed and professional responses

For every question you’ve asked, figure out the best responses users can select from. Create multiple responses for every question that users might ask. The responses should also be detailed and written professionally. If your chatbot is in English, then make sure there aren’t any punctuation or grammar mistakes, as this will reflect how professional your company is.

9. Build out different conversation trees

For every question you ask, and every response available for the users to choose from, you should continuously build out the conversation. Some conversations could stop after one question, and other conversations can span multiple levels. UNICEF for example, has several conversation trees so users have several options to choose from when it comes to choose a cause they want to donate to or speak about.

Spend time making sure that all conversations satisfy the needs of customers. When the conversation becomes several layers deep, it could be time to push users to a live representative.

10. Add attractive visual components

We can all admit that visuals added to content make it more interesting to read and look at than a block of text. Create more compelling messages by adding emojis, pictures, and animated GIFs to chatbot conversations, even if it’s only a wave hello. Not only does media make your chatbots more interesting, but it also brings more personality to the messages, reinforces messages you send customers, and increases conversation rates.

11. Guide customers using call-to-action options

The interaction customers have with chatbots culminates with the call to action option. Your call to action is a prominent button you can add to the chatbot conversation so they can drive users to a specific goal. Use call-to-action buttons to lead customers to a certain product category or page on your blog or website, to share their experience with a friend on social media, or directly to the checkout page. Your chatbot can be the most valuable conversion tool by pushing potential customers to their last destination.

Think carefully about where exactly you want your customers to land. This is important because conversion rates depend on the interactions customers have with the chatbot. If you incorporate Twitter into your chatbot strategy, for example, your social team should leverage CTA to push interested customers to the proper pages, so they find more information about what they're looking for.

12. Test your conversations

Chatbot's journey can quickly become very complex conversation maps. To ensure that all users are finding valuable data, and not getting stuck or frustrated with the experience, make sure that you test every possible interaction first.

Most chatbots have live preview functionality. This will enable you to test all of your flows without needing to push your bot live.

12. Push live and monitor progress

Once you’ve implemented all of the steps mentioned above, you are ready to push your chatbot live! Just ensure to monitor users in the beginning as they communicate with your bots to make sure that there aren’t any leaks or places where customers get stuck. Follow these twelve steps, and you’ll be on your way to build a chatbot experience your customers love and one that leads to fruitful conversions, profit, and enhanced brand loyalty.

Part 3: Creating a Facebook messenger chatbot

If Facebook Messenger Chatbots aren’t really high on your list of marketing assets, it is time to reconsider that decision. Over one billion people use Facebook Messenger on a monthly basis. Facebookchat have transformed the way consumers and brands interact, and there are over 100,000 bots being used to collect data, make product recommendations, and take orders.

Before you create the bot, define the goals and experience you would like to create for users. Are you creating one to promote a new product, or to enhance customer experience? The next factor is to ask yourself what you want people to do. What actions would you like users to take? As always, the engagement doesn’t have to stop when the action is completed. Consider creative ways you can keep the interaction going. Just ensure to limit the focus to specific key areas to avoid confusion.

FB messenger tools assist answer or offer information through automation. Some of these tools include:

• Sending and receiving text and pictures using CTAs.
• Messenger greetings to prompt customers to visit other pages.
• Call-to-action buttons.
• Message templates that enable customers to tap buttons and utilize other types of visuals to interact with the chatbot.

Promote the Facebook Messenger Chatbot

Once you’ve built the FB messenger bot, protentially through a chatbot tool like Manychat, you have to get it infront of the audience. Users will come to your FB chatbot organically, but you also proactively advertise your bot to guide them to other pages you have.

Web Plugins

Web plugins live on the site enables potential customers to start a conversation with you by sending messages and inquiries with FB messenger. If you decide to incorporate webplugins to FB messenger, make sure your team are capable to handle the increase in customer inquiries and inbound volume.

Customer Matching

This feature enables you to reach individuals in Messenger if you have the telephone number and their consent of course to be contact.

Any conversation that starts this way will be rcieved by the customer as a message request. This enables people to be reached by chatbots they want to communicate with.

Codes and links

Messenger codes and links can be inserted anywhere on your website to invite customers to begin a conversation with your company. With codes, customers use the camera on their phone to scan the picture and find you on Messenger. You will find that in a short time, you’ll have alot of meaningul conversation that convert into successful leads and sales.

Part 4: Frequently asked questions about Facebook chatbots

Once you create your chatbot and start running it, here are some frequently asked questions you might have, especially if it’s your first time creating one:

What if the user wants to go back and choose a different selection?

In the chatbot where users type a message to you, there are 3 links representing the menu bar. The features or services offered by our bot will included in the menu. Users can choose to either go back to a certain block or select restart bot to go back to the welcome message.

When the user returns to the Messenger, they don’t receive any notifications and nothing happens.

Sometimes the notification or message is already there, and most companies add the button ‘’get started’’ to avoid confusion.

What if the user isn’t able to get see started and nothing happens?

There have been some cases where the chatbot doesn’t load or work for certain people, but will effectively work for others. Facebook chatbots are new, and just like any new technology, there are still a few kinks they need to work out. If this happens, contact the chatbot company you’re using (manychat for example) to help.

What happens if the users don’t recieve the responses the need from the chatbot? Does the company have the option to interrupt and response instead?

One of the main advantages of creating chatbots is that your team can step in any time with letting consumers know there is an actual human behind the bot. As mentioned previously in the ebook, it is important that you are honest with customers by letting them know if they’re communicating with a human or an automated chatbot.


Many business owners are starting to understand what advantages can bring to them, which is why the number of chatbots has increased in the past few years. The technology is still in an early pages, and its capabilities are continuously improving and changing. Invest in a chatbot for your company and be at the forefront of creativity and innovation!

Being able to begin a conversation with a chatbot at anytime is appealing to many businesses who want to enhance engagement with website visitors. Chatbots make the process of scaling lead generation easier with a smaller team, or even no team at all. Think about how effective answering customer inquiries or booking meetings with prospects will be.

However, it is essential to understand that having a chatbot doesn’t mean all interactions will be with a non-human entity, especially in the beginning when you’re testing the chatbot out. At Draft for example, humans chat with customers most of the time, except on holidays and in after-hours, when the chatbots solve emergency issues and schedule meetings with potential customers.

If you need help with creating your chatbot or have any general inquiries, feel free to contact us at Prospect Gen and we’ll be glad to help.

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