Your Guide to Chatbot Content Strategy
This article explores some of the ways that can help you nail your content strategy for your chatbots.
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Even though chatbots are considered to be a new concept for the world, the truth is, they have been around for quite some time now. Recently, AI chatbots have made it to the mainstream at a great pace, all thanks to the popularity of the messaging apps. If we go through the stats, we see that presently more than 1,00,000 chatbots are functioning on Facebook Messenger and thousands of others on WhatsApp and other popular messaging servers.
Not only social media but many enterprises are building chatbots that can handle their basic customer service inquiries. Fashion retailers and publishers are developing chatbots that can act as their personal shopping assistant to avoid any bottlenecks in their purchase funnel.
However, Chatbots have received mixed responses, both praised for the ease that they offer and yet are criticized for their lack of right interaction and intelligence. This is the reason that bot development companies are trying to create chatbots based on AI so that they can offer a personalized experience. But for that, it is important to create an experience that is reliable and repeatable.
Below are some of the ways that can help you nail your content strategy for your chatbots. We will walk you through the most important things that you need to include when you start building your own chatbot!
Before Starting With Your Content Strategy, You Need to Define Your Goals and Use Case
With such a wide spectrum of use cases provided by chatbots, it is difficult to specify your defined goals for your chatbots. Spend a lot of time discovering the onset to define your goals and then craft your use case.
Do you want to solve the customer service issues? Promote your brand or new product? Generate quality leads? To find out, talk to your sales, marketing, and development teams. If your social media team can’t keep up with the messages on certain platforms, then you might want to leverage bots on those channels. If you can’t generate quality leads, then a bot can help you increase the number.
Whatever the need be, first define your goals and use case to craft your bot.
Crafting a Content Strategy
Now start building your content strategy, figure out what your customers are going to like the most and how your bots are going to interact with them.
Generate Content Strategy According to the Platform
Your interaction with your audience depends on different kinds of social media platforms — website, Facebook Messenger, or Twitter direct message. A user who is visiting your website’s homepage is someone who is more knowledgeable about your services or products, and for this, your bot needs to be programmed accordingly.
Demographics also differs for every social network, someone on your Facebook Page is more likely to ask a different question than a person on your Twitter page. Study the social media demographics by the social network to get a better understanding.
If your services/products are complex you can always include FAQs. Think about the questions that your customers can ask about your services and that way you can properly build a user guide. If you are still unsure about the questions, you can look up to your internal teams that interact with your customers.
Build a Voice and Personality of Your Chatbot
In this section let your creative team step ahead. Give your chatbot a humanize personality, so that your customers can closely engage with your bot. Also, many brands prefer giving bots a human name to foster a human and friendly tone.
Note: At the time of chatbot development from a company, make sure to include the copywriting team into the process to set a clear guidance and a consistent voice of your bot.
Draft a Catchy Opening Message
The welcome message is very important for engaging your user and getting them to respond to your bot. The best messages are the ones that are compelling, set expectations, and open the conversation to ask more questions.
Once your audience is hooked, your bot can even ask them questions to keep the conversation going and derive a relevant result out of it.
Develop All the Conversation Trees
Now for every question that the user asks and each response available, you must build out a conversation tree. Some of the conversations may stop after one question, and some might have multiple levels. Spend enough time to make the conversation of your bots satisfactory for your customers. When the conversation gets several layers deep, it might be time to push that user to a live representative.
Add Some Visual Components
Design some compelling messages that include GIFs, emojis, or images to your chatbot conversation. Not only media brings in more personality to your messages but also increases conversation thus leading to high conversion rates.
Guide Customers to Checkout Using Call-To-Action
Use call-to-action buttons to lead consumers to a specific product category or page of your website, to share your experience with a friend on social media or directly checkout page. Your bot can be your most valuable conversion tool by directing your audience to their final destination.
Think carefully about where you want your customers to land in the end. This is important, as the interaction with your brand’s chatbot can lead you to high-value conversion at a scale without any manual assistance.
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