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Chatbots, Dynamic Content and Offline Communications

A true custom experience for your site visitors includes these as influences, but what are the factors?

Your sales efforts, planned giving efforts and others should be supplemented through a dynamic chatbot and site content

We’ve all seen them at this point: chatbots are prevalent across any given industry. Some are heavily focused with customer service. Others are focused in driving leads through generic experiences.

And yet some do the dance very well, merging known information about the prospect, previous behaviors on the site and where they are likely to go next.

Digital integration is not just about an email and display ads matching some direct mail campaign that is live

Those are table stakes. Dedicated landing pages to ensure performance is optimal are also a given. But knowing who your sales team is reaching out to so that you can create dynamic content on the site for any visitor coming from that account, a la Account-Based Marketing, is where teams should be focusing in this era.

It’s not enough to have a landing page. Sure, that provides a great messaging piece for your direct contact. But the inevitable will happen if things progress: someone else from the prospective company will visit the site. Not the landing page.

Ensuring the site alludes to what you are pitching maximizes the impact of their visit and shortens their decision tree to focus in on the minimum number of decisions to be made during their visit.

Chatbots provide an easy-to-execute communication tool to dynamically reach users across target accounts.

If you haven’t checked out Drift, Hubspot or another chatbot tool, you should. Today. I’ve tested into each bot experience and with each, across SMBs to Enterprise to Nonprofits, the conversion rate on the actions I want them to take is often 2-3X the rate of leading them to a form through traditional content.

I challenge my writers and my teams to develop as specific of bot experiences as possible. Integrating conversion actions such as completing a “form” via the same chatbot experience to finish the chat provides maximum potential.

Chatbots must think mobile

Most of my success with supplemental chatbots has often been from those browsing sites on mobile. Oftentimes, users will test the waters with a bot on mobile to see if they can get their answer quickly from that vs browsing through an unknown number of pages they’ll need to visit before they get what they need. Whether a customer, product question or prospect, it’s crucial to keep the chat short and oriented around direct response.

It's all about economies of scale

Developing the right strategic approach to dynamic content and chatbots includes syncing up with your outbound teams as frequently as possible. Digital is not always just about completion of forms or registering for an account. Sometimes the critical next step to continue the offline conversation is to ensure they see that next piece of content that relates to what your most recent conversation was about.

This can all be done through effective approaches with next-level marketing. This is what innovation is about, what challenging ourselves looks like and how integrated teams can drive results further. I’ve seen it with my teams when I have $4M in digital media spend and when I have very little to spend. It’s all about the approach.