Chatbot integrations and marketing automation
The Conversational Marketing Masterclass
In the previous lessons, we have looked at what it takes to make an effective website chatbot, and how to analyze and optimize your chatbot for better performance. In this lesson, we will cover how to make conversational marketing chatbots a key part of your marketing automation strategy. We will show you how to integrate your chatbot into other channels so that you collect more leads and nurture them effectively.
If you don’t have a chatbot on your website you’re leaving leads on the table. Your website is your store and your chatbot is your 24/7 customer representative. Without your representative, it will be difficult to collect leads.
Your chatbot can not only collect but also qualify and therefore segment your leads. This will help your other marketing efforts. As an example:
Segmented email campaigns have a 14.31% higher open rate than regular campaigns and an amazing 100.95% (the two 0’s are not a typo) higher click-through rate when compared with non-segmented campaign results.
Check out this quality recourse on audience segmentation.
To accomplish an immediate and intimate connection with your customer, you should connect the services of your chatbot with other channels:
Connect your chatbot with:
Make your chatbot part of your advertising channels, like Facebook, Display ads, Search.
Prospect an audience with conversational advertising
Make a conversational landing page or widget part of your online advertising campaign. Using a conversational landing page has a 23% increase in conversion comparing it to a regular landing page.
Integrate your website chatbot into messenger.
In this article, we are not so
You can retarget users that engaged with your bot.
You can do this by creating a custom audience of your chatbot’s users.
Please find below steps to integrate your chatbot into your Facebook ads if you already have a Facebook pixel. If you don’t have a Facebook pixel installed yet. Please use this resource to set up your FB pixel account.
Step 1: Integrate your bot using your Facebook pixel ID. Depending on your chatbot platform this will be probably part of the integrations or tracking section.
Step 2: open business.facebook.com and check if your bot is integrated. If it is you can already start using your Facebook analytics data to analyze the performance of your chatbot.
Step 3: Create a custom audience
Go to custom audiences and make an audience from your chatbot users. You can segment based on date (last .. days) and location.
Once you have setup your bot so that it’s effective in collecting e-mail addresses it’s now time to automate the follow-up. When you integrate the collected bot data with your e-mail software you can automate the sending and create e-mail flows based on the users responses to the chatbot.
step 1) Collect lead with a chat bot
step 2) Connect e-mail address with e-mail provider (using direct api or third party)
Third party integration:
step 3). Initiate a (drip) campaign when a new chatbot user enters an audience list.
Instead of a regular landing page, you can use a chatbot landing page for your e-mail marketing efforts. This can be effective when you have a survey or initiate an appointment.
Step 1) create a landing page bot
Example: landing page bot
Step 2) Create the e-mail and link to the landing page bot.
One of the most efficient things a bot can do is book appointments for you. So if your a hairdresser, lawer or a dentist. Automating appointments will help you save time and money.
Step 1: Create a bot for making a appointments
Step 2: Integrate your bot with your agenda (using a direct API or third party tool – Calendly)
When your bot collects leads you can automate the follow-up. For instance, your bot can collect a phone number that will be integrated into your CRM system. In this way, your inside sales reps will receive their leads in time.
Integrating your chatbot with other channels is a must. Depending on your chatbot provider you can either integrate your chatbot using a direct API. However often there is not direct integration possible. If this is the case we recommend using 3rd party integration tools like Zapier, Webhooks, or IFTTT.
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