A lead generation chatbot is a robot (AI NLP bot or rule-based bot) designed to identify potential customers, pique their interest in the products or services offered by the company, and build a relationship with the prospect. Such bots use a conversational marketing approach, gathering customer details and offering business or item information in return.
Why Are Chatbots Essential To Your Lead Generation Strategy?
Below are the seven critical strategic benefits of using chatbots for lead generation.
1. Customized Experiences
The conversion process on many websites is always the same. There’s usually a CTA button or a generic-looking form that asks for the visitor’s name, email address, contact number, and maybe a handful of other details. It’s no secret that forms aren’t exactly exciting, and (let’s face it) neither is the process of filling them out.
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Generic conversion experiences are not only dull but ineffective. Brands that fail to add a human touch to their virtual presence or provide any memorable experience will undoubtedly drive people away from their websites.
We’ve all been there. Conversational interfaces, however, can prevent this from happening in all seriousness. Imagine landing on a website and being greeted by a sales chatbot.
The fact that someone is waiting for you to respond is amazingly enticing. The bot delivers the answers the user wants, nothing more, nothing less. Users often slide down the conversion funnel without knowing it and learn precisely the information they need without searching for it.
How exactly does this beat other lead generation techniques?
For example, when a visitor to our website indicates that they are interested in our WhatsApp solution, a bot takes on collecting the visitor’s data and assessing which plan is best for the potential customer. This way, we can respond with appropriate content/steps and a personalized journey for each lead interested.
Chatbots for business give us the luxury of ensuring that each potential user receives an experience tailored to them without the risk of a generic form driving them away.
2. Increased Engagement
Among the biggest challenges in converting a website visitor into a prospect is maintaining them engaged with your brand enough time to show them why you are the right choice for their needs.
That’s no easy feat in today’s attention economy!
Text can be helpful, sure. But most people discover information-based pages on a brand’s website a bit overwhelming and often a bit off-putting. Embellishing your lead generation website or landing page with long walls of text is not the best way to accomplish this.
No matter how well-written and useful these pages may be, making them engaging for visitors is challenging. Sales chatbots can change that experience. Instead of expecting visitors to read and skim paragraph after paragraph of text to find the information that is relevant to them, chatbots deliver relevant data to potential customers through a simple conversational exchange. For example, take a look at this exchange with the BuddyNutrition chatbot
Rather than linking to a separate page or complex resource and expecting the user to continue the client journey on their own, the bot helps the prospect find a tailored solution, just as any shopping assistant would in the real world. So the customer is engaged instead of endlessly searching for the correct answers. This way, the user finds out about the product and everything that goes into customizing it in a much more appealing way than a wall of a message.
With this approach, you can change researching your brand from a tedious task into an enjoyable experience that your target audiences will remember.
3. Higher Conversion Rate
The most critical conversion types especially for B2B websites – are lead form submissions. The details collected in these forms turn casual visitors into potential clients and can ultimately lead to valuable partnerships and sales. Unfortunately, generating leads or any conversion can be a challenge. The average website conversion price is only 2.35%. That’s not good news, especially for businesses that want to use their websites as an essential part of their advertising campaigns and sales strategies.
Yet even if the standard is low does not mean your website conversion rate has to be. Replacing primary forms with chatbots can be the perfect solution. The biggest obstacle to more conversions is distractions from your website’s primary call to action.
However, when you align your landing page or lead page with a chatbot – or attract customers to your WhatsApp or Facebook Messenger account – you eliminate these distractions and get users to focus solely on interacting with the bot. We experienced one of our biggest jumps in conversion rates (from 3% to 9.6%) when we accidentally launched a chatbot that took over our whole homepage and prevented visitors from accessing various other content.
Of course, this isn’t to state that you should replace your entire website with a single chatbot. But it does show that minimizing other elements and focusing your conversion process on the most exciting part of your website can significantly impact your ability to attract new leads.
And because your chatbot collects data from your customers in the form of simple, straightforward questions, it can send all of that information directly to your CRM or sales platform. So you can take the next step in turning the customer from a lead to a customer!
Many factors are at play in any B2B or B2C buying decision. Your potential customers want to know:
- What you have to offer;
- How much it will cost them;
- What they can expect in return;
- How you compare to your competitors;
And in most cases, your website is just one stop along the way as they investigate and evaluate all their options.
These days, it’s very likely that a potential customer will look at third-party review websites and search YouTube and forums for reviews of your product before contacting you for a demonstration,” says Nextiva’s Gaetano DiNardi. So if you want the customer to decide that your company is the right choice, you must make sure they stick around long enough to get the information they need to come to that conclusion.
It is often easier said than done. The average user visits only 1.7 pages when browsing a website. It means that if your website is like most others, most visitors won’t even make it through two whole pages before leaving! Chatbots can change this on some levels. For instance, by:
providing users a reason to stay by letting them find out what they need without having to wait for the following page to load;
Providing potential customers with a conversational interface that feels good on mobile without requiring expensive redesigns; Bringing the conversation to the user by pushing the chat into apps they already use, like WhatsApp or Facebook Messenger. So you can connect with them whenever and wherever they are.
5. Real-Time Responses
Contrary to popular belief, chatbots are not meant to replace human employees completely. They are most reliable when used as a touchpoint along the client journey, which ultimately helps sales and support teams engage with prospects and customers more quickly and efficiently.
For example, Conversation Bots, which replace lead generation forms, are great for asking basic qualification questions and storing user information in real-time. The real-time element permits you to integrate your human group into your chatbot lead generation method.
You can develop your bot to ask relevant questions to identify complex customer issues or high-value leads. Once the lead/customer meets the parameters, the bot will immediately route them, not just to a human agent, but to the right human agent, avoiding a human-to-human chain handoff.
With this system, the frustration of customers being passed from one person to another and explaining the situation is significantly reduced. In the following WhatsApp bot example from the travel sector, you can see a bot-to-human handoff triggered by the choice of a premium product: With some chatbot platforms (like Landbot), you can set up an internal Slack/email notification every time someone needs help. This way, you minimize downtime and make sure the right people respond as quickly as possible.
6. Chatbots Are Cheap And Easy To Create.
This is no joke.
The increase of no-code platforms paved the way for sophisticated digital solutions for businesses of all sizes and backgrounds. Creating a bot for WhatsApp, Facebook Messenger, or the web is no longer a costly and complicated affair. Thanks to no-code platforms, marketers can create bots themselves, without IT support, within minutes, hours, or days – depending on the complexity. Still, you can forget about spending months on a single project. If you don’t believe me, just read on.
Are You Prepared To Grow With a Lead Generation Chatbot?
Chatbots are becoming increasingly popular tools for businesses to interact with their current and potential customers. Yet, the use of lead generation bots is lagging for some reason.
Weird! But great! (For you) That means you have a head start on your competitors! Using one of the chatbot strategies for lead generation can give your conversation rate the boost it needs. All you require is to transform a chatbot into a member of your sales team and help your website visitors get the information they need in a convenient and fun way.
So, to sum up, a chatbot:
- Will personalize the user interactions of the bet.
- Keep visitors engaged long enough to learn about you or take action.
- Simplifies lead generation forms
- Communicate information effectively and in a fun way
- Gives you an edge over your competitors
- Connect qualified leads with the right member of your team
So if you’re not yet using chatbots as part of your lead generation strategies, these are the reasons to get started.
Have you checked out our Get More Leads Chatbot?
It helps ensure your website is in tip-top shape. Check it out now here: Get More Leads Chatbot
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