Chatbot Content Strategy: #5 tips to nail your chatbot content

Brands need to speak to their customers…I mean literally. And chatbots have made this requirement a necessity for  brands to be a human-like part of their customer’s social circle. I have read it more that often – chatbots are the new marketing trend! agree (to some extent) but the complete statement would be something like this – chatbot is the new channel to continue the trend of personalized/customized marketing . I feel its very important to differentiate the channel and source to be sure of the cause and effect. 

I am uber excited as we (read our company) are joining the bandwagon and it is my part to develop kick ass content for the chatbot. And as I am in the process of doing that, this blog could not have come at a better time than this. So, here’s my take on the #5 essentials to create great chatbot content.

#1 What a chatbot is NOT?

Are you still stuck with the following definition of a chatbot?

“A computer program designed to simulate conversation with human users, especially over the Internet.”

Come out of it already! Step 1 of awesome chatbot content is to forget the mechanism behind it. Because if we are trying to humanize a machine language here, it will be almost like a human but not it. It is rather important for the chatbot content creator to take time and absorb the fact that he/she is not just providing mannered one liners to please the customer but is actually driving the conversation! when you realize that it changes the whole game. One very good example of this is Adidas Women UK – https://www.messenger.com/t/adidasWomenUK

This chatbot leads the conversation by giving you all possible options and does not really wait for you to punch in the request. As a result the conversations are not redundant, the experience is not a typical service desk one and you look forward to keep in touch.

#2 Show your Personality 

Not yours, your manager’s or the CEO’s personality….But your brand’s personality. If you are or were a marketing student, you’d remember the exercise of giving human attributes to brands like Coca Cola (happy/friendly), J&J (caring), BMW (perfectionist) and so on. Like me if you asked yourself why on earth are we doing this?!…behold, we finally have an answer (eeehhhaaaaaa). For noobs, read here about Brand Personality – https://www.investopedia.com/terms/b/brand-personality.asp 

It is very important to take into consideration your brand personality when developing the chatbot content. Break out of the hackneyed tones of being overly friendly and pleasing (does not mean you be displeasing) but try out other befitting personality types like funny, witty, well informed, playful and spunky to name a few. JWOWW or Jenni from the reality show series Jersey Shores has infused her vivacious personality in the bot – https://www.messenger.com/t/JWoww  and its a superb way to connect.

#3 Don’t drag, put your best foot forward

People in services industry will relate to this. There are multiple services, for multiple requests, at multiple locations, during multiple times…you get the picture? It can be very tedious to frame all possible conversation scenarios and then make fitting content for each of them. For such cases, be sure not to overload the bot with content and make the conversation a long series of clicks for the customer. It is a must to streamline your offerings and areas of expertise for chatbot as a channel like you do it for other digital or traditional channels.

Also, try to add value to your customer’s life by focusing on what they are really looking for. Case in point, if you are a retailer with 50 branches in a city don’t make your bot a location finder for obvious reasons!

#4 Complete the circle

Don’t just market, also sell.

Scenario 1

customer – tell me about the current offer

bot – Our current offer is 30% direct discount on all beauty brands. you can avail the offer at all our branches and online, valid till end of the month. 

Hope I have answered your question, would you like to go back to the main menu?

Scenario 2

customer – tell me about the current offer

bot – Our current offer is 30% direct discount on all beauty brands. you can avail the offer at all our branches and online, valid till end of the month. 

Follow us/ Subscribe to never miss an offer update

Make the most of this offer now and get shopping online on www…

See the subtle but huge difference in the possible outcome of the two conversations?! Make sure the content is not just an information center but a resource that will benefit both the customer and the company.

Also, here are some amazing statistics to support the business profitability aspects:

Learn how chatbots can help your business be more profitable

  • 47% of consumers would buy items from a chatbot. (HubSpot, 2017)
  • 26-36 year olds are willing to spend up to £481.15 with a business via a chatbot interaction. (ubisend, 2017)
  • 37% of consumers would rather buy items via a company’s Facebook page than their website. (HubSpot, 2017)
  • Chatbots are expected to save banks between $0.50 and $0.70 per interaction. (Foye, 2017)
  • 45.8% of consumers would rather communicate with a business through a messaging app than email. (ubisend, 2016)
  • Chatbots could save businesses up to £6 billion per year cross industries. (Juniper Research, 2017)
  • 34% of executives say the time they freed up using chatbots allows them to focus on deep thinking and creating. (PwC, 2017)

source: https://blog.ubisend.com/optimise-chatbots/chatbot-statistics 

#5 Visuals before words

A debate on Human Vs Bots, bots will get a point for having visual content which (in today’s times) speaks louder than words…much louder. Here are some eye opening stats that prove visual content is the way to go;

  • An estimated 84 percent of communications will be visual by 2018.
  • An estimated 79 percent of internet traffic will be video content by 2018.
  • Posts that include images produce 650 percent higher engagement than text-only posts.
  • People are 85 percent more likely to buy a product after viewing a product video.
  • Posts with videos attract 3X more links than text-only posts.
  • Tumblr’s active user base has grown by 120 percent.
  • Pinterest’s active user base has grown by 111 percent.
  • Instagram’s active user base has grown by 64 percent.

source: https://medium.com/marketing-and-entrepreneurship/16-visual-content-marketing-statistics-that-will-wake-you-up-59c4c0b80465

This blog and my chatbot content exercise took a lot of dedicated effort and research. I am keen to know if this is helpful and you thoughts for further discussion.

b01c3-thank-you

 

 

 

Published by

Sonali Shome

Born > Sell > Die That's life! And now that you are born and not too keen to reach the end...let's talk about selling :D I am Sonali Shome, a marketing enthusiast who feels that the art of marketing and selling extends way beyond your professional 9-5 routine. It is a constant learning process and you gotta watch out for what's new. I hold an MBA in marketing and have 5 years of professional experience in marketing, corporate communications, sales and business development strategy across multiple industry sectors in Asia & Middle East markets. Currently in Doha, Qatar, I continue to explore and learn new lessons in marketing and this blog is a chronicle of sorts to share what I learn. Hope you like it!

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