Over the past years, we have seen chatbots take over people’s online interaction, making it easier to be more present in the daily transaction and starting to make a significant impact on every business’ underlying outcome. In fact, recent research shows that the growth will continue for the next five to ten years.
And as we enter 2019, businesses are still going to continue riding the bot wave. Reflect the past year’s best performance, anticipating the needs, evaluating the business’ budget and most importantly, putting all the chatbot conversation under heavy scrutiny. What is your business’ engagement rate when using the program? What is the Return on Investment? What are the latest trends that you should look out for to make your strategy more successful?
These are some of the questions that are very important and relevant as we start a new year. There are at least a thousand bots on the market today, and all of them are very important to businesses in creating a significant connection with their target market.
So, while you plan your strategies to improve your business, you also need to plan your strategy and define what they really mean to you and your company. To make sure you have all the necessary information about this new program, you can check out bot marketing websites like https://smartbotmarketers.com.
Trust all the critical data that you have accumulated in the previous years
Depending on the tools that you are using in building and managing the conversations, you need to have access to different data to help you make momentous decisions about your company’s workflows. You can use every data on their performance to make necessary updates to your interactions and have better user support.
Consider checking the most frequently visited topics which can be decided by how many visitors are engaging in specific replies. Not only that, you need to look at the most commonly received responses which can fall outside of every automated workflow like visitors sending messages about questions pertaining certain products or help queries and see what kind of topics might be missing in your program. You might also need to look at all the engagements over time and pinpoint the peaks in activity and look for trends to better prepare for certain holidays or a specific time of the year.
Set check-in and Key Performance Indicator throughout the year
Sometimes it is very easy to set, as well as forget your workflow, but these bots need regular maintenance. The first thing you need to do is to establish a specific Key Performance Indicator like increase response time on social media (like Twitter Direct Messages by at least 30%) or increase the consumers helped with social media by 80% every week.
To make sure that you are making a lot of progress, set a designated performance check-in for your program. Follow a tempo that matches your Key Performance Indicator so that it can look at your program performance in connection to your other business goals.
Use every data to inform a much broader marketing scheme
Your bot conversations can show a lot about your company’s overall marketing trends and performance. As you define a much better process in tracking performance, take everything you learned and look for ways to apply them in your digital marketing and sales schemes. Take for example; if you are looking at performance metrics, companies might find that a lot of their conversations are customers asking for specific products or services that they don’t have a lot of investment in marketing.
Companies can then take the feedbacks to point out any untapped source of revenue and create a sales campaign around the services or the product to help increase revenue flow and gain new leads. When you try to expand your data’s reach, you will quickly find out the importance of this program in today’s marketing as well as the business world.
Improve your business’ call-to-action
If customers are getting at the end of their conversation with your program and are not engaging with your company’s call-to-action, you may want to check the copy or the message type that you are using. With a lot of message types that are available in the market today, you need an opportunity to improve your call-to-action with GIFs, images or buttons that can drive the users to buy your products or use your services. AN effective call-to-action is specific, concise and brief, use active verbs and paired with relevant and compelling imagery.
Equip your company to improve support as well as respond to bot interaction a lot better
When it comes to customer support, chatbots only part of the puzzle. In order to give sophisticated and effective customer care, human support will continue to play a huge role. Set your social media team up for success with support for a bot that has specialized interactions. With dedicated and loyal support, your team will get a lot better at picking up where the bots have left off to make sure all your users will have a seamless experience.
Schedule your chatbots for different times to cater to varying use cases
There are times that one bot is not enough to cover everything. Recently we have seen a lot of customers that create a lot of these programs for different uses. Make sure that your program can support diverse use cases 24 hours a day, seven days a week, even on holidays, special occasions, weekend, after-hours and special events. You need to schedule them and turn on and off to make sure they are in maximum performance.
To know more about chatbot technology, click here.
Promote your program
As you check and evaluate the performance of your bots, you might find that your business’ engagement rates are not going up over time. If that is the case, you need to find new distribution channels and try to maximize the opportunities.
You have to promote the program organically by adding organic links to initiate a conversation between your business and your consumers in your website, relevant blog posts and email newsletters. You have to develop and boost your bot using social media like Facebook or Twitter Ads.