5 Ways Chatbots Can Improve Your Digital Marketing Strategy

Chatbots are taking the world by storm as a unique, personal way to reach out to potential customers. With many messaging apps developing platforms for chatbots, an increasing number of people today are interacting with them in some form or the other. Advances in Artificial Intelligence (AI) technology has led to chatbots that sound human, have a sense of humour and can keep users engaged in a conversation. So what does all of this mean for brands? Chatbots allow brands to interact with their customers directly, obtain useful information from them and even guide them towards making a purchase. In short, brands today cannot afford to ignore the chatbot invasion taking place. Here are five ways you can harness the potential of chatbots to maximise the effectiveness of your digital efforts.

1. To answer customer queries

 Visitors to your site are impatient. They want information and answers to their questions quickly or they will leave. Every brand wants to answer potential customer’s queries and increase their engagement on the website. However, not every company has the resources to employ a full-time customer service team to do this. Chatbots can swoop in as a low-cost effective solution to answer questions and keep customers informed. Giving your chatbots a name and profile picture are great ways to make the interaction more human and pique the interest of potential customers. But brands aren’t the only ones benefiting from chatbots. A recent survey found that most customers also prefer asking questions over chat instead of over an email or phone calls

Chatbots are shaping up to be one of the defining trends for real estate in 2017. Social Beat has developed a chatbot for Casagrand to personally welcome each visitor to the website and help them navigate the website easier. The chatbot helps make the website more interactive so each visitor can get quick answers to their queries.

If you are looking to set up the live chats for your website, read our blog on the top 10 live chat software for your website.

2. To increase sales of your products and services

One of the most exciting avenues for chatbots to exhibit their true potential is within the realm of sales. More people today are shopping online than they ever were before. As a brand, your website will have more than a few products and you do want your customers to go through them all and make more purchases. So how do you make them see all the products, especially since people might get tired of finding exactly what they are looking for or something they might like? Chatbots come in very useful in this scenario. They can act as a personal shopping assistant. Through a series of personalized questions, the chatbots understand what a customer is looking for, what their taste preferences are and based on this information, it offers a curated selection of products for them to choose from. Customers are willing to talk to these chatbots because they sound friendly and most importantly, ‘human’.

In 2016, when Tommy Hilfiger introduced their new collection, they also did something revolutionary; they introduced chatbots for the first time. The bot welcomed users and asked them questions about their favourite prints, the occasion they were shopping for and so on. Based on their responses, the chatbot displayed pieces from their collection that matched the customer’s preferences. If users liked the outfits, the chatbot would direct them to the website where they could actually shop the look. In this way, Tommy Hilfiger was able to guide their customers’ right from the exploration to the purchasing step.

                                        tommy

3. To Understand Your Customers Better

Every brand wants to know exactly what type of content their target audience will find engaging. Most times, brands get this information by asking their customers to fill out surveys. Unfortunately, most consumers aren’t willing to go through the tedious process of filling out a long questionnaire. Chatbots are a simpler way of getting to know your customers better in a more interactive manner. Customers are also more willing to give away personal information when they know they are talking to a bot and not an actual human. Chatbots have the ability to store information that the customer provides, keep a track of their purchasing patterns and even understand any difficulties they’re facing with their shopping experience. This helps you optimize your products better to cater to their specific needs.

Harper Collins launched a chatbot that would interact with users and suggest books for them based on their preferences. Keeping track of their customer’s tastes also helped Harper Collins understand what genres to keep well stocked and what kinds of books their customers are reading.

Haprper collins bots

4. To Increase User Engagement On Your Website

A good chatbot can make a customer stay on your website and keep them entertained for a long time. The one characteristic that sets chatbots apart from other forms of marketing is that they are dynamic. Chatbots adapt according to the person they’re talking to and can keep customers engaged in fun conversations. They can also increase the number of site visits by providing your customers with relevant links and information about your products and services.

Whole Foods created a chatbot that would entertain customers and ultimately lead to more store visits. Customers could send a random selection of food emojis to the chatbot and it would come up with a recipe that utilized all of the emojis they had selected. Whole Foods would then ask their customers if they wanted to make the recipe and would direct them to their nearest Whole Foods outlet to buy the ingredients they needed. Users spent a long time on the chatbot purely because they found it a lot of fun. This left a long-lasting impression upon them and increased their overall engagement with the Whole Foods website.

bots3

5. To Personalize User Experience

Nine out of ten customers reported that personalization played a huge role when they decided to buy something. Today, digital marketing has been able to reach out to more people than ever before. However, customers aren’t likely to be attracted to your brand unless they feel that you are speaking to them directly. When you are talking to thousands of customers as a whole, how do you ensure that each of them feels like your marketing strategy is directed specifically at them? Chatbots can go a long way in helping you achieve this. When a registered user opens your site, chatbots welcome them by name, in a very friendly manner. Even though users know they’re not real people, the human tone most chatbots have can still make the experience feel a lot more personal. Chatbots can also keep a track of each customer’s previous search history and purchases, which help them, offer product suggestions that are tailor-made for each user.

Ixibaba is a chatbot developed by the travel website Ixigo to act as a personal travel agent to their customers. Ixibaba answers all of their queries, help them find flights, book hotels and discover restaurants near where they are staying. Ixibaba can also keep track of all the places customers have travelled to, helping it customize suggestions for each user.
ixiba bots

Chatbots are quickly emerging as one of the top digital marketing trends of 2017. Which one of these are you going to try for your brand? Let us know by leaving a comment.

A case study of how a real estate company grew via digital marketing

For every real estate developer, selling their property is the only focus. From offline to online advertising, brands are willing to try anything to generate leads and reach out to the potential buyers. In our experience, for most real estate developers, the digital medium works extremely well. We have seen that for some developers, over 1/3rd of their sales come from the digital medium.

The Challenge

Most developers, until recently have been using the offline medium for marketing. Developing from a large offline presence to online lead generation has its implications. Most real estate Developers do not know where to start the digital journey. Transitioning from generating sales via the traditional methods of cold calling to intensive integrated marketing campaigns, The Biggest Challenge Real Estate Developers’ Face in Mumbai is determining what Digital Business Strategy guarantees a boost in high ROI?

Another key challenge faced by many property developers is the fact that amid the fast-paced digital shift, how does one choose the right digital channels or Online Advertising Strategy to drive toward the best quality lead that contributes to increasing their sales?

The real estate industry is forming a shift in the space and like every other competitor most real estate players do not clearly define the boundaries of what makes a good marketing strategy.

The Solution

In digital marketing, Real Estate in Digital Marketing terms means lead generation and this means implementing The Latest Digital Marketing Trends to capture that valuable lead that matters to your business. Effectively understanding which platform works to drive those very valuable leads is a strategic process which requires deep in-depth knowledge of gaining higher conversion rates that in turn Add Higher ROI to Your Business. This can vary right from understanding the campaigns to the various targeting options to driving the right audiences through a filtered lens to quantify which lead will ultimately have a higher impact to convertibility.

This is exactly what we do for our real estate clients:

The Results

What did we do that was different?

  • Optimized Landing Pages

Yes, you heard that right! In real estate, having an effective landing page is the key that opens the door to a variety of potential leads.

Having a static landing page that captures the basic information like name, number and Email isn’t enough. Driving the leads to a call to action ensures that you grab their attention and ensure that the purpose of running all your ad campaigns is put to maximum use by getting them onto your landing page.

The landing page has to be highly optimized to ensure:

  • The landing page visitor is kept captivated by only key product information
  • The landing page specifies the project details and invokes curiosity to find out more details
  • There is no escape other than filling out the form so the chances of the lead bouncing off your page is minimal.

After all, optimizing the landing page is the only way to determine how those higher but better quality leads are driven!

optimised landing page

What’s new?

Lighter Landing Pages

Less is indeed more! Having key information yet with a minimalistic approach works better. This version of landing pages downloads faster doesn’t have too many distractions and is to the point. In short, if you are trying to weave a story about your real estate project, then this landing page version is the moral of the story and that’s it!

light landing page

With the rising growth of hundreds of various ad platforms, the digital marketing mix becomes even more complex with what metrics actually matter and how the importance of Tracking Your Advertising Campaign can drastically make or break the deal!

Tracking everything is an entire process which not only requires the metric objectives but becomes a game changer when you align those very metrics with the objectives of the brand strategy through the campaign.

So, one arises to the rock bottom question? What ads drive better conversions?

The infographic below summarizes every aspect of what one can expect from paid advertising including the pros and the cons:

A war on the two fronts!

fonts

What’s new?

Vernacular Ads

If the probability is that everyone is Clicking on the Ads, why not make the content appeal in all languages that reaches a wider mass market to catch the attention on a native level. According to research, regional content does better online than English.

vernacular ads

Using vernacular content in your advertising strategy makes perfect sense to target a broader Pan- India audience, especially those in tier II and tier III cities.

The key takeaway is to resonate with the local market with a message or call-to-action that urges them to your landing page (which can be curated to the local language as well) to drive them from consideration to conversion!

The Philosophy of Lead Generation

Yes, everyone is doing many things across the known platforms such as Facebook, Google, Yahoo and Columbia but what next?

Investing in other unknown territories and trying out various tools only help drive conversions up to a certain point.

Instead of looking outward, why not focus on driving the main tool (The Landing Page) into a multi-channelled function that serves many purposes with a multi-project landing page!

It’s simple, cost-effective and solves the problem of repetition and monotony across landing pages.

multiple project LP

(Sample Multi project Landing Page)

The ROI for Real Estate Developers

Having emerged from a generating leads for a stand-alone project to delivering results across multiple projects both on the domestic market and international market, we have successfully driven hundreds of sales spending vast amounts of money to churn around 10 times the growth revenue than any other digital agency can deliver attributing to only 1% of the sale value, the cost per leads has been crucially optimized to deliver better results than ever before!

Our Approach

Our approach to driving an Integrated Lead Generation Strategy is to constantly re-evaluate the ‘go-to-market’ strategy rebuilding the value proposition each time.

  • Why optimize for the sake of getting more leads if the qualitative factors aren’t scrutinized?
  • Why attribute ROI only the basics of digital advertising and its limitations?
  • Why drive a multi-channelled advertising strategy if it doesn’t deliver higher ROI?

If you are looking for the best strategies for digital marketing, read our blog on the complete guide for digital marketing for real estate. 

 

10 Must Have SEO Plugins for WordPress

Having a blog has become mandatory for all organisations. However, with so many blogs out there, how do you ensure your blog is search engine friendly? The best way to do that is through SEO and content. If you are using a WordPress blog, here are 10 plugins that you should use.

1. Yoast SEO

Yoast SEO is one of the most popular plugins for WordPress. It can handle almost all on page elements except markup data and schema tags.

Notable features included in this plug-ins are:

  • Title and Description
  • XML Sitemaps
  • Breadcrumbs
  • File Editor
  • SEO and Readability Score

If you are looking to install this plugin, read this step by step tutorial to set up this free SEO plugin.   

2. Accelerated mobile pages (AMP)

AMP is a project designed by Google and Twitter to make mobile pages to load quickly. AMP is a kind of Facebook Instant Articles. There are many plugins available to implement AMP in WordPress sites. The best plugin for AMP in WordPress is “AMP for WP – Accelerated Mobile Pages.” Once it is implemented, the page loads quickly, especially on mobile devices.

3. W3 Total Cache

Increasing the website speed is one of the key factors in ensuring your website ranks on Google. It increases the speed by serving static pages rather than dynamic content. The plugin optimises HTML, CSS, and JavaScript resources by compressing them and thereby ensuring the page loads fast.

4. All In One Schema.org Rich Snippets

All in one rich snippet is a free plugin, which currently has 79 5-star reviews from the WordPress community. This plugin is used basically to provide a summary of the page in the search results on Google, Yahoo, Bing and even in Facebook news feeds. It does so by using an interactive format with star ratings, author photo, image, etc. Many webmasters use this plugin to get higher rankings in search results.

5. ShortPixel Image Optimizer

ShortPixel Image Optimizer has over 50,000 Installs and the main motive of this plugin is to compress JPG, PNG, GIF and even PDF document. By doing so, it reduces the load time of the website and increases rankings of your website in search results. It also has the option to bulk optimize through media library. This plugin supports both HTTP and Https version of the website.

6. BJ Lazy Load

This plugin allows us to load your website quickly which is good for SEO. It replaces web site’s post images, thumbnails, gravatar images and iframes with a placeholder & loads content as it gets close to enter the browser window when the visitor scrolls the page.

7. Rel Nofollow Checkbox

Using outbound and inbound links are extremely important for a blog post. However, when you use outbound links, it is important to make sure it is a nofollow link. The Rel Nofollow check box does exactly that. When you install this plugin, it gives you a checkbox in the insert/edit link popup for adding nofollow attributes.

8. Redirection

Redirection is a plugin for WordPress to manage 301 redirections, keep track of 404 errors, full log report of 301 redirections. All URLs can be redirected with this plugin except the URL, which doesn’t exist.

9. All In One WP Security & Firewall

Although WordPress is secure on its own, it is a good idea to have a security plugin on your blog page. The plugin has numerous account security features such as password strengthening tool and has the ability to check if any of the accounts have an identical username of passwords. It also provides a security score, which will tell you how secure your website it is.

10. Yet Another Related Posts Plugin (YARPP)

Keeping people for as long as you can on your website is a great sign for better SEO. A low bounce rate is a hint that your users are finding value in your site and spending more time. One of the best ways to improve this area is to install Yet Another Related Posts Plugin. This plugin displays relevant post related to the current content. This will ensure the users are given interesting content to read and makes sure they spend more time on your site.

We hope this article helped you to get some ideas about must have SEO WordPress plugins every website should have.

This article was originally published in Business Line on Campus.

Vikas Chawla featured in Times of India

There is no doubt that digital technology has engulfed our world with a blanket of convenience. There is an app in our phones for literally every day-to-day activity, from booking a cab to ordering pizza. However, the lack of storage space and increased consumption of mobile data and time has led to stagnation in the number of app-users worldwide.

To address this issue, websites are now being re-designed with app-like behaviour. Frequent visits to these websites will lead to a pop-up in your phone prompting you to add a direct shortcut to the website in your main menu. The progressive functions of these app-like websites have led to the emergence of Progressive Web Apps (PWAs). This new technology has taken the digital world by storm and is here to stay. Social Beat is one of the few digital marketing agencies who has incorporated this technology in our website. Following is an article from Times of India in which Vikas Chawla, our co-founder, has given us a closer insight into the benefits of Progressive Web Apps and their impact on the consumers.

Vikas Chawla featured in TOI

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