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In this article, we will answer how a chatbot can be used for lead generation as part of your marketing mix.
Are you looking for ways to convert more of your paid advertising visitors and organic site traffic? Gone are the days when your static website could reliably and consistently do this for you. If you aren’t looking at options to bring your website to life in new ways, you are in danger of falling behind the curve.
One powerful way to bring your website to life is to implement a finely-tuned chatbot. And if that surprises you– you may be underestimating the power of the technology available today.
What was once seen as a basic customer support tool– or maybe even had a bad reputation for causing customer friction– has now evolved into a complex and powerful lead-generating tool. The trick is, you need to know how to set it up and use it properly (while keeping a human-led perspective).
You labour over your website’s content– white papers, webinars, infographics, the list goes on. And you’re spending time creating these things hoping that someone will find them and download them. How is that working for you? Have you seen a dip in downloads? When was the last time you saw an increase?
By taking a proactive approach with a chatbot, you have an opportunity for a true connection with a site visitor. Rather than relying on your static website to convert them with your content descriptions, you can engage them in a conversation and truly capture their attention using a chatbot.
Chatbots also give you the unique opportunity to guide your site visitors on a custom-built journey suited just for them. For example, if they request pricing, the chatbot can collect some basic details and offer to send the price via email (which in turn collects the customer information in a non-intrusive, helpful way).
The chatbot can also make recommendations based on pages a user visited, downloads they’ve made, or even share success stories of other companies based on targeted keywords or behaviours.
As you can see, these options are far more robust and dynamic than what a simple website could do on its own.
But if you’re looking for the true “secret sauce” for gathering more leads with a chatbot, there’s an approach that we have seen yield incredible results.
At the right time and at the right place on your website, a chatbot can filter out non-serious or unqualified buyers by gathering some basic info. But what about those who are qualified and interested– they need a proper helping hand. This is where a handoff to a live agent can make all the difference in the world and result in more marketing-qualified leads and better ones.
So here's the equation that we've seen get tremendous results for clients:
Chatbots + Native English Live Chat Agents = More MQLs
By handing the conversation over at the perfect moment, you save a live agent's time on people who aren't interested and give the people who are interested the attention they deserve to convert.
And because that final qualification of the prospect has been handled by a person and is matched to your key buying criteria, you know that the leads you pass to the sales team are of good quality.
Many people need to realise how powerful a chatbot is for market research. By having so many conversations at scale, you can look at patterns in your site visitors that would be virtually impossible otherwise.
You can uncover the following:
And that's just scratching the surface. So remember: when you use a chatbot properly to generate more leads, you're also helping your other marketing efforts. The data you're gathering daily through customer conversation can help you glean key insights about what's working and what isn't with your audience.
So what’s better than more marketing-qualified leads? How about more marketing-qualified leads put directly into your CRM or booked straight onto your sales team’s calendar?
Using the power of a nicely optimised chatbot, you can cut down on the clerical work and trivialities plaguing many sales teams. A more streamlined process means less wasted time and more opportunities to sell.
Also, remember when we talked about the power of chatbots as a marketing research tool? What would it look like for your sales flow if those full, meaningful conversations were fed directly into your CRM? Integrating your chatbot with your CRM gives the sales team the tools they need to help the buyer– and ultimately make the sale.
Which one are you?
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