Fellow marketers, small business owners, entrepreneurs and to whom it may concern, our professional day-to-day lives are designated to the great search of the ultimate lead generation strategy. But let’s face it, contact forms are no longer doing the trick!
We believe generating leads with chatbot strategies will replace old static in-page contact forms. In this blog, we discuss the benefits of chatbots and why it should be a marketers’ new favourite lead generation tool.
How lead generation chatbots work?
A lead generation bot is fundamentally the same as any other bot, with just a few tweaks. They are designed and built to generate leads using at least these steps:
- Identify potential customers
- Meet their interest and initiate it into products/services
- Or cultivate a relationship with a prospect.
- Offer relevant product/service
These bots use a conversational approach in order to gather client information and offer the product/service in return.
This process can also be adjusted and used to qualify your leads further. Maybe you have a complex product that requires complementary questions which in other cases can be hard to collect in one sweep.
So, what are the benefits of using a chatbot as lead generation tool?
Consider the chatbot as a member of your sales/marketing team where its sole assignment is to generate more high-quality leads for your team.
You will decide how, when and which visitor this member should address. You will even have a mandate to choose what the members’ endgame is, whether it is to generate leads, qualify leads, collect certain information or just cultivate relationships of existing customers visiting your page – now imagine this member working 24/7, 365 days a year.
Wouldn’t that be something?
Here are 5 main benefits of why you should start using chatbots for lead generation:
- Simplify and streamline lead generation
- Personalise user interactions
- Deliver information effectively to the right visitor at the right time
- Generate leads 24/7
- Give you an advantage over your competitors
How do chatbots compare to traditional lead generation tools, like static forms?
Let’s say you are visiting a website with a chatbot for the first time. The website will indicate that you are interested in trying our products and the bot will most likely greet you and ask for your name.
After you provide the bot with your name it will address you accordingly throughout the whole process, which makes it a bit more personalised.
As you progress, every piece of information is saved as a variable, such as name, company, phone number and so on.
Afterwards, when you leave the website and visit again a couple of days later, the bot will leverage the saved information from your last visit and best of all, tailor your experience right from the start.
We are therefore confident that you and every other visitor will get a personalised experience compared to you filling out a generic contact form – which usually drive visitors away.
So, what’s left for marketers to do?
Well, chatbots work best as a touchpoint in the entire customer journey, helping sales and support teams connect with valuable contacts and customers.
Chatbots are rarely capable of answering visitors’ complex questions or completing the final steps of the sales process and therefore require a human touch. However, for more straightforward approaches like booking demos with your visitors, they are an effective marketing automation tool straight from the get-go.
Check out the best examples of lead generation chatbots in our blog.
Before reaping the rewards, you of course need to build your chatbot. But don’t panic, chatbots are not hard to build in general, it just depends on the software you invest in.
This is what makes them a great lead generation tool for marketers among other things, such as adjusting and modifying the objective of the tool according to whatever business focus your department has at that time.
No need to involve IT or to be a tech-savvy person who loves coding and UI hassle, you will manage just fine.
Want to learn more about this topic? Read our full guide to lead generation chatbots to get tips and best practice tactics for better converting your website leads with chatbots.
Editor's note: This blog was originally posted in 2019 but has been revamped and updated for accuracy.