How do you use chatbot marketing effectively along the customer journey? With the right approach, chatbots take your sales and marketing to the next level. Customer service is no longer just about answering questions. It’s about proactively helping customers and that’s exactly where chatbots shine. Used smartly, they’re powerful support and communication tools for campaigns. The result? Better outcomes for both sales and marketing.
In this blog, you’ll find three tips to make chatbot marketing a winning part of your strategy.
Tip 1: Put chatbots to work in your sales funnel
Chatbots are more than service tools, they’re conversion machines. In eCommerce and travel especially, forward-thinking brands are already using bots to smooth the path to purchase.
- KLM uses a chatbot as the fastest way to book tickets and download boarding passes.
- HelloFresh asks a few quick questions and serves up personalised dinner suggestions.
That’s convenience your customers won’t forget.
KLM uses a chatbot as the fastest and easiest way to book a ticket and download your boarding pass:
HelloFresh provides suggestions for a delicious dinner based on a few questions. By asking a few simple questions, the chatbot learns your preferences:
Tip 2: Use social channels for chatbot conversations
Your audience is already on social and chatbots make sure you’re ready to meet them there. Facebook Messenger, Twitter DM and Instagram DM are perfect for quick, frictionless chat.
Take H&M: their chatbot offers style advice and guides the next purchase. Wherever the customer journey starts (in-store, online, or in social) the bot makes sure the right information is just a message away.
And if it can’t handle a query? A human steps in seamlessly.
Tip 3: Align marketing and service before you go live
For chatbot marketing to work, your marketing and service teams need to agree upfront. Decide together:
- What should the bot handle?
- Where should it stay out?
- What information can it provide?
With clear goals, you’ll avoid confusion and increase the chances of hitting your chatbot KPIs.
A good example is Curio’s ‘Pienter’ chatbot, built to help students choose the right study path. Digital Project Coordinator Marjon Sunderman explains:
“We want to be seen as an innovative organisation. We’re the local go-to trainer, and our chatbot is part of showing that. Pienter asks smart questions, helps students think beyond study choice, and even gets them to visualise their dream job.”
The outcome? A modern reputation and higher enrolments.
Without clear goals, your chatbot won’t deliver
Every chatbot needs a purpose. Is it speed? Quality? Personalisation? Get that right, and the results follow:
- Up to 36% cost savings
- Up to 24% higher NPS
- 20% more productivity
- Bots handling 40% of all conversations
Want to prove the business case? A chatbot feasibility report quickly shows you the ROI for your organisation. When marketing, sales and service share a strategy, the customer journey runs smoothly – and the experience is better all round.
Customer at the centre. Success guaranteed.
