Create a great experience for buyers by adjusting your chatbot messaging based on the ad that got the click.
Companies deploying chatbots are changing the way they interact with people visiting their website.
We’ve already seen the power of conversational marketing since launching our bot. It’s only been a few weeks but we’ve already tracked new signups who interacted with our bot along the way.
After early positive results, we’ve been looking for ways to get our bot more action.
We love digital advertising. So do a lot of other B2B companies.
The natural first step for us was to strengthen the handoff from our ads to our bot.
Ads are often the first volley in a conversation with a buyer but most chatbots don’t adjust their messaging based on the ad that was clicked.
The more you can customize conversations with people based on the actions they took before they got to your site, the less friction there will be.
Conversational marketing is all about removing friction to buying.
With the modern tools available to marketers for building ads and bots, the optimization possibilities are endless.
We chose to be pretty aggressive by implementing the following ideas. Directing someone into a conversation with a bot could be jarring if not done with care.
We are making this choice because:
- Our goal is to aggressively drive traffic to conversations.
- We control the ads and the bot. We can ensure they are in sync.
If you don’t have full control or transparency into both the ads and bot, these strategies may not be for you.
(To maintain our chatbot, we use and love Drift ⚡️)
Skip Qualifying Questions and Jump Right Into Technical Conversations
Chatbots are great at qualifying prospects and directing them to specific information by asking them a few simple questions.
We have a generic chat flow that handles visitors to our site if we don’t know where they came from. In these cases we don’t know anything about what they are interested in so we have to ask basic questions to see what they need.
Here’s an example of a question that someone gets asked early on in our generic chat flow:
We can’t assume much because we don’t know anything about them.
Here’s another question that also appears early on in the chat:
This is an important answer for us to know. If you work for a marketing agency, we want to deliver information about our solutions designed for agencies.
We have to ask these basic questions because we don’t know who the visitor is. But, if someone clicked on one of your ads you might know a lot more about them based on the the context and messaging of the ad.
There is no creepy data harvesting going on. We just customize our conversations off of simple info such as which ad was clicked.
An Example Using LinkedIn Ads
We run ads on LinkedIn that target senior-level employees working at digital marketing agencies. We have prequalified the list, so our chatbot shouldn’t ask them if they work at an agency once they get to our site.
Instead, we direct them right to the point in the conversation they would have been at had they answered ‘yes’ to working at an agency in our generic flow:
This jumps them forward three or four questions in the process and gets them the information they need faster.
Greet People Who Have Been to Your Site Before Differently
Your chatbot should know when someone is a returning visitor.
While most chatbots have some ability to send new messaging to a repeat visitor, you can be even more proactive by using retargeting ads.
We like to adjust our welcome messaging for people clicking through on these ads.
An Example Using Google Retargeting Ads
Why is someone coming back to your site? Maybe they didn’t find what they were looking for the last time or maybe they were just browsing.
We like to call this out in our welcome message to people coming back to the site:
It’s subtle, but the visitor knows you took the extra step to welcome them back.
Drive Buyers Looking for Pricing Directly to a Conversation About Pricing
Don’t make someone work to get answers.
Conversational marketing with chatbots is great because people get walked through what they need by answering simple questions as opposed to searching through a website for answers.
If someone is looking for pricing information, your bot should know it.
An Example Using Google Sitelink Extensions
We love using sitelinks to experiment with driving traffic directly to our bot. A simple way to get started is to take your pricing sitelink and direct it to a customized conversation about pricing.
Here’s how our ad looks in the wild:
Here’s how the visitor is greeted by our bot if they click the sitelink:
Our potential customer is now on the pricing page with a chatbot conversation launched that can further help them with questions about pricing
That’s a nice experience for a potential customer. And isn’t that what it is all about?
You spent money to drive someone to your site.
Don’t waste it on a lackluster experience once they get there.
Author: Jon Davis, CEO at Shape
I spent years as a PPC consultant and agency analyst before focusing on making software.
I enjoy thinking about how technology fits into the future of digital marketing and how it's used within agencies delivering great results for clients.