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The use of chatbots for business in digital marketing and sales has exploded over the past few years.
And the reasons for that are multiple.
First, chatbots for business provide real-time customer support, boosting user satisfaction.
Second, chatbots are a friendly face of any online brand. They let you demonstrate your uniqueness through casual interactions with customers.
Third, chatbots are critical for your SEO performance, as they increase user engagement, generate more leads, and convert them into sales.
Finally, chatbots are invaluable sources of customer information. No matter if customers use it to make a purchase or to seek help, chatbots help you understand their behaviors and tailor your marketing strategy to their needs.
However, the number of businesses investing in AI chabots keeps growing. Some recent stats predict that 85% of business-consumer interactions will be handled by chatbots by 2020.
Given these facts, it’s obvious that just having a chatbot for business is not enough. To get the most out of it, you need to make it highly targeted, unique, and natural.
And, this is where your chatbot script plays a fundamental role.
An interaction with a chatbot on a digital marketing agency website is different from the conversation with a chatbot on a fast food chain’s site. Your chatbot’s language, tone, and personality depend on your target audience. This is exactly why you need to research and segment your customers before you even start writing your script.
Consider their demographics, including data like their age, gender, income, marital status, education, profession. Also pay attention to their lifestyle, values, behaviors, hobbies, interests, problems, needs, and frustrations. There are numerous ways to collect such information. For example, you could conduct paid surveys, listen to them on social media, or observe their interactions on Reddit or Quora.
Sometimes, even the things your customers search for online can be helpful. Use your keyword research tools, as well as features like Google Autocomplete to understand what keywords your customers google and what answers they expect to get. If you don’t have enough experience in using intent-based keyword research, don’t run away from hiring a local SEO agency that understands your market and helps you tailor your scripts to them.
For example, let’s say you’re running a coffee shop in Brisbane. In this case, you need to focus on your Brisbane customers and harness the power of local marketing. Namely, research says that 46% of all Google searches are looking for local information. Moreover, 50% of local mobile users that visit your website will visit your physical store in a day.
Precisely because of that, your goal is to observe your local customers’ interactions with search engines to see why they google certain keywords. Let’s get back to our Brisbane coffee shop example. Do your website want to order beverages online? Maybe they’re just looking for business information in order to visit your physical store. By consulting an experienced marketing team that specializes in SEO for Brisbane businesses, you will understand the local market better and be able to tailor your copywriting efforts to their intent.
We’re living in an era of personalized marketing. Your customers are sick and tired of dull and generic brand messaging. Whether it’s a chatbot or your customer care agent, users expect brad representatives to be creative and provide them with exceptional user experiences. So, to keep them engaged, you need to inject your brand personality into your script.
For starters, give your chatbot for business an appropriate name. Instead of choosing something descriptive or naming your chatbot after your brand, be creative. Choose something fun, something that makes customer interactions smoother and more pleasant.
One of the fastest-growing trends is giving chatbots a human name, as such names humanize a brand and make it more relatable. In addition to popular Siri, Cortana, Alexa or Watson, there are also examples of IBM’s Ross, PullString’s Jessica, or Kensho, a financial analyst.
Still, choosing a name for your chatbot is just half the job done. In today’s AI-driven sphere, brand building has migrated from text to speech, from images and logos to faces. So, to get the most out of your chatbot for business, you need to infuse your brand identity, missions, and values into each customer conversation. This is the only way to make your chatbot for business recognizable.
A great example of a chatbot with a unique personality is the Albert Einstein bot created as a part of the recent National Geographic project. The chatbot is designed specifically to mimic Einstein’s flow of thoughts and manner of speaking. Through seamless experiences and highly personalized messages, users can learn more about the famous scientist and discover the details about National Geographic’s Genius show.
As the number of online brands grows, customers’ demands have also changed. Today, they expect businesses to approach them as individuals and provide them with highly relevant and targeted user experiences. Most importantly, they’re interested in the human side of your brand. Before they buy from you, they want to know who you are and how exactly you’re different from your competitors. They expect you to tell them your story, something that will evoke their emotions and help them relate to your brand.
This is something you need to keep in mind when crafting your chatbot script, making is as human-like as possible. Here are a few simple steps to take:
An example of a perfect humanized chatbot for business is the above mentioned Jess that was created in 2016 as a part of a narrative game called Humani: Jessie’s Story. Jessie is a 20-something Millennial that is going through numerous problems. She is looking for a new apartment, applying for a job, and trying to find a boyfriend. The conversations are very well-written and realistic, flowing naturally and keeping users hooked. Jess’ language is typical for a 20-year girl. It’s simple and fun. And, as such, it resonates with her Millennial audience. The conversations are so realistic that the majority of users simply forget that they’re talking to a chatbot and start thinking of her as a real person.
Your goal is to create a siloed chatbot for business that can address your customers’ needs at different stages of their buying journeys. If you get your messaging right, your customers will keep coming back to your chatbot for business and, ultimately, convert.
Therefore, to stay ahead of the game, you should test and update your chatbot regularly. Here are numerous reasons for that:
By altering your script regularly, you will keep your visitors engaged and inspire them to keep coming back to you as your business grows.
Just like your blog posts, your chatbot script is an inseparable part of your brand identity. It tells a customer who you are and what your brand is about. And, this is why it needs to stick out.
To create a highly personalized chatbot for business that reflects your brand values, conduct solid customer research.
Give it a name and inject its authentic personality into the script.
Make sure that your script is written in a conversational language that doesn’t confuse a user.
Finally, test and update your script regularly to increase engagement and conversions.
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Victor T. Miller, a Sydney-based business and marketing specialist and a regular contributor on Bizzmark blog. I am a person who loves to inform people about the latest news in the marketing industry also as sharing tips and advice based on my professional experience and knowledge.
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