A Powerful SaaS Content Marketing Playbook for 2024
Jan 05, 2024
10 min read
Using the Power of Email Marketing in the Dynamic World of SaaS Marketing Email campaigns stand out as a powerful force for audience interaction, lead cultivation, and conversion propulsion in the ever-changing world of b2b marketing SaaS. Dive into this comprehensive handbook discussing what is a saas company and painstakingly developed to unearth cutting-edge ideas and best practices, helping you to master your SaaS E-mail marketing playbook in the ever-changing world of 2024.
Building Alignment for Success
Follow these critical steps to develop a unified plan that will resonate with your whole team:
Define Specific Goals: The clarity of purpose is at the heart of a successful SaaS marketing playbook. Set defined, quantifiable, and attainable objectives for your email marketing initiatives. This fundamental stage guarantees that your team proceeds with a cohesive objective. Alignment across teams becomes the key to coordinated success by clearly understanding overall objectives.
Collaborate Across Departments: B2B SaaS marketing is a collaborative endeavor. Include key stakeholders from sales, product development, and customer service in the development of your playbook. Their viewpoints and thoughts enrich your approach, resulting in organic alignment. Integration across departments not only increases the depth of the playbook but also generates a strategic story that connects with a wide range of target segments.
Continuous Communication: Adaptability is critical in your SaaS marketing plan. Maintain open communication lines among your team to quickly address difficulties and adjust strategy as needed. A successful living playbook is routinely updated to reflect the dynamic intricacies of market movements and developing corporate goals. This continuous dialogue ensures that your email marketing strategy remains a finely tuned instrument, capable of orchestrating success in tune with the ever-changing business landscape.
SaaS Content Marketing: A Distinctive Melody in the Marketing Symphony
SaaS (Software as a Service) content marketing has a particular melody that sets it apart from other businesses. It advocates for an audience-centered approach, addressing individual demands and pain spots with:
- The jargon-free language that is accessible and inclusive.
- Problem-solving priority A warm, conversational tone
- The key points are provided first, followed by specifics.
- reliance on original research and data from recent years
- Step-by-step instructions with tools and frameworks
- Priority is given to education above commercial pitches.
Unleash success with our 2024 playbook
The Importance of Content Marketing in SaaS Businesses
Content marketing emerges as a cornerstone in the dynamic field of Software as a Service (SaaS), driving enterprises towards success through diverse benefits.
Educating the Public:
At its heart, SaaS content marketing is an educational experience and so is b2b content syndication. It acts as a means for informing the audience about the complexities of the difficulties they encounter, and the unique solutions provided by SaaS firms. SaaS content serves as a trusted guide, promoting a deeper awareness of the market environment through insightful articles, engaging videos, and helpful tools and ads where you can do not only PPC but also PPL. For that you need to first understand what is PPL so that you can implement these strategies to your saas businesses as well.
By explaining industry-specific terms, such as MQL definition (Marketing qualified leads) and the meaning of bdr (Business Development Representative), SaaS content marketing enhances the knowledge base of potential customers, making them more informed and confident in their decision-making process.
Increasing Trust and Credibility:
Trust is the digital era's currency, and SaaS businesses wield it through the power of information. By giving important insights, thought leadership articles, and data-driven analysis consistently, SaaS content becomes a beacon of reliability. This trust, once established, lays a robust foundation for credibility, positioning the company as an authority in its field.
Increasing Organic Growth Through SEO Optimisation:
Visibility is critical in the broad digital realm. SaaS material that has been deliberately optimized for search engines (SEO) serves as a beacon, attracting organic visitors. SaaS organizations improve their internet presence through thorough keyword research, relevant content development for your saas calendar, and optimization approaches. This not only attracts potential leads but also creates a stronger digital presence, which contributes to long-term organic growth.
Marketing that is less expensive than traditional methods:
Traditional advertising approaches are sometimes prohibitively expensive. SaaS content marketing, on the other hand, provides a low-cost option with long-term influence. Once developed, high-quality content continues to attract and engage people over time. This cost savings is especially noticeable when compared to traditional marketing channels, making content marketing a wise investment for SaaS enterprises.
Ongoing Support Improves Retention and Upselling:
Aside from new client acquisition, content is a key ally in customer retention. Blogs, knowledge bases, and educational emails that are regularly updated give continuous help to current users. This not only improves the user experience but also creates opportunities for upselling. Content aids in maximizing the value clients gain from their SaaS products by demonstrating developing features, upgrades, and sophisticated functionality.
Analytics Enabling Data-Backed Decision-Making:
Data reigns supreme in the digital environment. Understanding the impact of SaaS content marketing is as important as creating it. Companies may acquire insights into how consumers interact with content by using powerful analytics tools. This data-driven strategy allows for informed decision-making. It aids in the refinement of marketing tactics, the knowledge of consumer preferences, and the optimization of processes and content to align with evolving market dynamics.
Semantic SEO and Account-Based Marketing (ABM):
Implementing Semantic SEO strategies makes SaaS content more visible and relevant. Optimizing for semantic search aligns content with user intent, enhancing search engine rankings and driving organic traffic.
Account Based Marketing (ABM) also customizes content to specific target accounts, creating personalized experiences for key prospects. This approach boosts marketing effectiveness and fosters stronger relationships with high-value clients. Semantic SEO and ABM amplify the impact of SaaS content marketing, ensuring broader reach and deeper resonance with the target audience.
Maximize impact with our Content Expertise
Building a Competitive Advantage through the Expression of Unique Value Propositions:
Differentiation is critical in a competitive SaaS industry. Content marketing has evolved into the vehicle via which businesses communicate their distinct value propositions. SaaS organizations present their unique selling points through in-depth whitepapers, fascinating case studies, and engaging multimedia content. This competitive advantage, when properly communicated through content, becomes a driving force in attracting target consumers' attention and choice.
Expert Advice for a Successful Content Strategy
As 2024 approaches, industry leaders gather to exchange priceless insights, laying the foundation for a successful content strategy that resonates in the shifting marketplace. These simplified ideas cover a wide range of topics, from lead generation priorities to complex content development techniques, and serve as a thorough guide for organizations looking to succeed in the future year.
1. Lead Generation Takes the Lead:
Experts at Saffron Edge, one of the best saas content marketing agencies, agree that lead generation is the primary aim for more than half of respondents. The strategic emphasis on converting prospective leads into valued customers stands out as firms prepare for 2024. Approximately 25% prioritize brand awareness, recognizing its importance in developing a strong online presence.
A detailed understanding of the distinction between demand generation vs lead generation becomes increasingly crucial.
2. Efficient Hybrid Content Team Structure:
One-third of businesses use a hybrid content team structure in response to the requirement for efficiency. This combination of internal team members and freelancers monitored by a manager proves to be a cost-effective solution. To optimize content development processes, it is critical to strike the correct balance between in-house knowledge and external resources.
3. Budget Allocation for Strategic Content Marketing:
According to the financial underpinnings of content marketing, up to $50,000 is a regular budgeted commitment for many responders. Notably, over 46% allocate 10-25% of their entire marketing spend to content. This financial investment demonstrates the usefulness of content in driving marketing activities and meeting larger corporate goals.
4. Priority of Quality Over Quantity:
An overwhelming 81% of professionals emphasize the critical necessity of prioritizing content quality over quantity. This emphasis on creating compelling and informative information serves as a guiding concept in an era where audience engagement is dependent on useful, relevant content. Quality content not only attracts but also keeps viewers engaged, establishing a stronger bond with the brand.
5. Various Content Creation Methods:
When it comes to the many techniques for content development, 41.67% say keyword research is their major tactic. Others research market trends, analyze competitors, solicit consumer feedback, and gain information from sales conversations. This multimodal approach ensures a comprehensive grasp of audience requirements and preferences, allowing for the creation of content that connects genuinely.
6. Novel Strategies for Differentiation:
Over half of the respondents use content differentiation tactics, with keyword optimization and unique data release taking the lead. This not only distinguishes content from the competition but also positions businesses as thinking leaders. Podcasts and webinars, for example, are emerging content forms that provide dynamic channels for exhibiting distinct viewpoints and ideas. For other saas content marketing examples, follow our blogs with case studies.
7. Collaboration Across Departments for Diverse Perspectives:
Over 80% of firms incorporate other departments in content production, recognizing the value of varied views. This collaborative approach, which incorporates inputs from internal subject matter experts, not only enriches content but also promotes alignment and collaboration across many aspects of the organization.
8. Change up the format of your content:
A well-rounded content strategy employs a variety of mediums. The story is shaped by blog articles, social media material, email newsletters, guest pieces, videos, and case studies. This extensive content portfolio like SaaS email marketing playbook responds to a wide range of audience inclinations and consumption patterns, delivering a comprehensive and engaging brand presence.
9. Optimal Publishing Frequency:
A focus point arises as precision in content publication frequency. Daily updates are required for social media, whereas weekly intervals are appropriate for blog entries, roundups, and case studies. Weekly or monthly releases of email newsletters establish a familiar pattern. This personalized pace matches audience expectations, increasing engagement.
10. Emphasis on Evergreen Content:
In the never-ending pursuit of long-term relevance, the majority of respondents create more evergreen content than time-sensitive information. This strategic attention guarantees that content retains its value over time, benefiting long-term SEO and audience engagement.
11. Allocation of Equal Resources to Creation and Promotion:
While content production frequently requires more resources, experts agree that content promotion is as important. Content creation is just half the fight; efficient advertising ensures that it reaches the desired audience. Finding a happy medium between content generation and promotion maximizes the total effect of content efforts.
12. LinkedIn's Distribution Dominance:
LinkedIn emerges as the dominant force in content dissemination, with poll respondents naming it the most effective medium. Email marketing and Facebook are not far behind. Strategic use of these media becomes critical for reaching target audiences and increasing content visibility.
13. Integration of Paid Advertising:
Over 72% of respondents use paid advertising as part of their content promotion strategy. Paid advertisements, with their precise targeting and analytics, enhance organic reach. This connection is especially useful for time-sensitive or promotional content that needs an extra push.
14. Content Audits for Optimisation Every Quarter:
Most responders undertake content audits quarterly or regularly, which are critical to optimizing Saas content marketing strategy. These systematic reviews aid in identifying high-performing material, places for improvement, and repurposing or upgrading possibilities. Regular audits ensure that content efforts are aligned with overall company goals.
15. Key Metrics for Success:
The success of a content strategy hinges on accurate measurement. For half of the respondents, leads emerged as the primary indicator. Conversion rate and organic search traffic closely follow, providing nuanced insights into audience engagement and the overall effectiveness of content initiatives. According to Hubspot, website performance is measured by web analysts based on the metrics of sales leads and conversions.
Conclusion
The SaaS world beckons with unparalleled prospects as we approach 2024, and the key to unlocking them resides inside a solid content marketing strategy. This thorough book, geared toward the ever-changing world of Software as a Service, explains how to use email marketing as a powerful force for audience engagement, lead nurturing, and conversion acceleration. Building alignment emerges as a critical success factor, with a focus on detailed goal formulation, cross-departmental collaboration, and regular communication. The distinct rhythm of SaaS content marketing, defined by audience-centric methods, jargon-free communication, and a commitment to problem-solving, lays the groundwork for propelling enterprises to success.
Harness the power of our Content playbook.
Frequently Asked Questions
What is SaaS content marketing?
SaaS content marketing is the process of creating and sharing valuable content to attract, engage, and convert potential customers. It focuses on educating users about their problems and showcasing how your SaaS product provides solutions. This includes blog posts, videos, case studies, tutorials, and more.
Why is content marketing important for SaaS businesses?
Content marketing is essential for SaaS businesses because it builds brand awareness, drives organic traffic, and establishes credibility. It helps educate potential customers, generates leads, and nurtures them through the sales funnel, ultimately boosting conversions and customer loyalty.
What types of content work best for SaaS marketing?
Effective SaaS content includes blog posts, case studies, explainer videos, whitepapers, and email newsletters. Tutorials, interactive tools, and customer success stories also resonate well, as they demonstrate value and build trust with potential customers.
Why does a SaaS business need a content marketing playbook?
A playbook ensures consistency and alignment across marketing efforts. It helps define clear goals, streamline processes, and ensure that content aligns with your target audience’s needs. It also enables teams to produce content efficiently and measure ROI, driving more predictable and scalable growth.
How can SaaS content marketing support lead generation?
Content marketing supports lead generation by providing valuable resources that address customer pain points and encourage engagement. Gated content like eBooks and webinars can capture leads, while blog posts and SEO strategies help attract potential customers to your site.
What role does SEO play in a SaaS content marketing playbook?
SEO is a foundational element of SaaS content marketing. It helps drive organic traffic by ensuring your content ranks well for relevant keywords. With proper optimization, your content can target users at every stage of the funnel, increasing visibility and conversion rates.
How can SaaS businesses measure the success of content marketing?
Success can be measured using metrics such as website traffic, lead generation, conversion rates, customer acquisition cost (CAC), and customer lifetime value (CLV). Tracking engagement metrics like time on page, bounce rate, and social shares also helps evaluate content performance.
What are some challenges in SaaS content marketing?
Key challenges include creating content that resonates with technical audiences, keeping up with competitors, and producing content that stands out in a crowded market. Additionally, SaaS businesses often struggle with tracking ROI and ensuring alignment between content and sales goals.
How can SaaS companies ensure consistency in their content marketing efforts?
Consistency can be achieved by having a clear content calendar, maintaining brand guidelines, and following a playbook. Regular team collaboration and monitoring of performance metrics can also ensure consistent execution and messaging.
What content distribution strategies work best for SaaS businesses?
Effective strategies include SEO, social media marketing, email campaigns, paid advertising (PPC), and partnerships with industry influencers. Repurposing content for multiple channels, such as turning blog posts into videos or infographics, can also maximize reach.
Amazon Advertising Tasks You Can Outsource Via the "BOT" Model
Since the inception of Amazon Advertising in 2012, the eCommerce world has become a true force in leveraging the business. A recent report shows that Amazon's share of US Digital Ad Marketing surpassed 10% in 2020. Many businesses are investing in Amazon Advertising to unlock the power of Amazon. However, handling amazon advertising tasks requires you to have a skilled team who can roll out engaging campaigns and monitor and tweak them. But building a team or finding the right person to do this task is tedious. If you sell through Amazon FBA, you know how many tasks there are to complete. Many businesses often outsource their operations to a digital marketing agency. Maybe you also have hired an agency or are considering doing so. But this is not a complete solution since you will fully depend on the agency to make even a small change in your campaign strategy, which increases your time to market and load on your wallet. So, is there any way to come out of this problem? Of course, there is a reliable, adaptable, and flexible solution. Saffron Edge brings a "BOT" model, especially for DTC (Direct-to-consumer) brands. The model will help D2C brands like you to acquire a skilled and talented in-house team/expert that fits your needs. The best part is you don't need to spend time finding the right candidates and upskilling them. We will do all these tasks on your behalf. This way, you can focus more on things that matter to you most But what exactly do we do? And what is the BOT model? What is a BOT Model? BOT stands for Build-Operate-Transfer. You may have heard about this term before, especially in the IT industry. Some people consider outsourcing, offshoring, and BOT the same. But this is just a half-truth. BOT model refers to an integrated partnership between you and the agency providing a BOT model that lets you build an offshore team/expert in a 'build' phase and put them in a preliminary test during the 'operate' phase. Once the selected team/specialist adjusts to your company's methodologies, tools, and processes and is well-versed with all theoretical and practical knowledge, you can take full control of them in the 'transfer' phase. Simply put, the BOT model gives you a chance to "try before buying." This means you don't need to hire or invest in your offshore unit until you are fully sure of its worth. Let's understand the different phases of the BOT model in more detail: Build: This initial phase involves understanding the company's requirements, creating a job description and hiring advertisements accordingly. We have a dedicated HR team and professionals who know which candidate will stand higher on your objectives. We verify multiple candidates and conduct one-on-one interviews and tests to get the ‘cream’ talent for you. Operate: The operation phase is when the selected candidate or team adapts to your business requirement. Our specialized marketing experts will teach and upskill the team or candidate with the marketing hacks. We give them various sources and courses that will prepare them to tackle all the challenges. Transfer: It is the final phase where we conduct scanning of the candidate or team based on your requirements. You can also take tests of the candidates. Once you get fully assured, you can take full control of them. What Are the Benefits of the BOT Model? Source: Freepik Cost-efficiency: Since your project team/specialist is fully owned, managed, and operated by us until you take control of them, you can save huge money. You don't need to worry about paying a significant upfront cost to onboard resources. Ability to scale rapidly: Using the BOT model, a business can build an agile, skilled team that allows them to increase their revenue, expand their business and achieve various objectives. Faster Time to Market: As discussed, with a digital marketing agency, you have to wait to make a single change in your campaign. But with BOT, you can make an in-house team that lets you make any change anytime, thus faster time to market. Access to New Technology: We will train the team/candidate with new sets of skills and software that allow you to take advantage of new technologies and get vertical growth in business. Align Towards Performance Marketing-first Culture: The BOT model can foster Performance Marketing strategy and help you achieve tremendous results. Greater Control Over Operations: The BOT allows you to take full control and utilize the team/specialist in the best manner and ensures all policies in compliance and security, etc., are strictly adhered to. Flexibility: BOT gives you the flexibility to adapt to the changing landscape. You can modify and align your Performance Marketing with any changes. BOT Model for DTC Brands: How Will it Leverage Your Amazon Advertising? Source: Freepik The BOT model is mostly used in the IT industry. But why do DTC brands stay away from BOT benefits? That's why Saffron Edge planned to help DTC businesses to climb the ladder of success with build-operate-transfer capabilities. We are the first Indian company offering BOT to DTC brands. DTC brands, especially the small and mid-sized ones, often struggle to run effective and impactful Amazon Advertising to boost their sales and brand presence. This problem can be solved with our BOT service. Our team will leverage a pool of talent to set up your team. They work in collaboration with your in-house team as per your needs. We will upskill and help them manage your Amazon Advertising. We will provide you with a dedicated team that will only work for you and as per your requirement. Once they complete their training and get ready to join you completely, we will conduct scanning and tests to ensure they are the right fit for your business. And give you control of the team. Now the team you have hired already has the knowledge of Amazon Advertising and your products; you can skyrocket your business. What Are the Common Amazon Advertising Tasks? Does BOT Help You Squared Away These Tasks? Here is the list of common Amazon Advertising tasks: Monitor and analyze notifications and recommendations for individual products. Keep a tab of daily ad spending. Organize portfolios in line with the objectives. Handle Product Display Ads (PDAs). Track and analyze the specific data through Custom Reporting to make necessary changes in the campaign. Find low competition, high-volume traffic keywords to level up SEO. Product listing and brand optimization. With BOT, you can get direct access to a skilled team/specialist that is knowledgeable and experienced in Amazon Advertising. This will allow you to get the best out of Amazon Advertising and handle daily operations effectively. Thus, improving your workflow and revenue. BOT - The Next Big Thing for D2C Businesses! There are a lot of daily tasks related to Amazon Advertising, which require extensive knowledge and time. For this, you need to build a team that knows all the ins and outs of Amazon. But this is a tedious task. Now, there is a solution for all DTC brands, i.e., BOT (build-operate-transfer). This model will allow you to build an offshore team that will work for you as per your requirements. Once you get assured that the team is the right fit for you, you can take full control of the team/specialist. This way, you will save time and money and, most importantly, access to a skilled team/expert that allows you to scale your D2C business - a win-win situation. Contact our experts; they will briefly summarize how our BOT model for D2C business works and how it will benefit you. ...
read more
How Your Keyword Research Should Look Like In 2016
Inbound marketing refers to the marketing activities that bring visitors in. Inbound marketing draws customers to your website by making your company easy to find and producing interesting, attention grabbing content. With inbound marketing, marketers no longer have to go out to look for potential buyers. A business can now promote their company using inbound marketing through blogs, newsletters, SEO, social media marketing, podcasts, videos, and other content marketing activities. Keyword Research Keyword research is the most important part of SEO. How your keyword research should look like is a very important question to answer because it is going to dictate how the rest of your campaign will go. Some questions to ask yourself in relations to a particular set of keywords are: How profitable are the keywords? What sort of services or products can we offer? Below are 4 steps of doing keyword research that will give you that competitive edge in 2016: Step 1: Do your Basic Research First thing you need to do is pick a main keyword that is pretty straightforward and describes the main activity of your business. Next, you will need to dig a little deeper into the nature of your main keyword. This can be done by analyzing the Google Search Engine Results page. Some pages that can help you include: The Related Search – it is found at the bottom of the Google SERP. The related search can give you clues on the search intents users have for the keyword and the basic demands that go hand in hand with that particular keyword. Google Auto complete – Google gives suggestions based on popular queries often made using that keyword. This tool is very important as it helps you discover what Google relates to a given keyword. Google AdWords – If your keyword yields paid results or Google AdWords, then the keyword is valuable enough for other people to spend money on. It also means that the keyword is very competitive. Shopping Results – This page can help you discover the profitability of a keyword. You can get insight on new and existing products that you can use as guidance for your own productsThere are a lot more websites you can use to gather intel regarding your keyword, they include: - Wikipedia. The table of content can be very useful - Query-based Websites. Sites such as Yahoo answer and Quora can help you find common questions people ask revolving around your keyword. Step 2: Analyze your Results After you learn about the keyword, look into the ranked results on the SERP itself. This will help you: - Learn exactly how others do their optimization - Understand what Google needs from you to rank a website - Know how hard or easy it is to rank a certain keyword - Replicate and improve the same formula to rank better yourself Step 3: Keyword Expansion Use Google Keyword Planner to find new related keywords to use with your main keyword. Simply look for new keyword options and look at the Ad group ideas to see how Google is grouping keywords together. When you target multiple related keywords, it is easier to diversify your contents and topics. Step 4: Optimize Finally, incorporate all the above factors into your website and contents. When you are running a business, time is very precious and marketing tends to take up plenty of your time. Some of the main benefits of outsourcing inbound marketing projects are: Saves you time -You free up plenty of time when you hand over your marketing tasks to a third party. When you outsource, you free up time that would have been spent developing social media platforms, writing marketing materials, creating and managing email lists, etc. Your team will have more time to work on your core business. Professional Services -It is easier nowadays to find experienced and affordable online marketing professionals who will work with your company and implement efficient strategies on your behalf. Gain Outside Perspective -When you outsource, you are able to receive fresh perspective. Professional online marketers understand how to attract and convert marketers better. Top-notch expertise -When you outsource, you are working with a very experienced marketer who’s main occupation is just what you are looking for. You need not to spend money and time on research and much more as this is part of their job. ...
read more
The Bot Plan: Your Guide To Making Conversations Convert
2000 was the year of Search Engine Optimization, 2010 was the year of Social Media and it seems like 2018 is going to be the year of chatbots. In one of our previous blogs, we talked about how chatbots have failed miserably in their endeavor of sparking meaningful conversations with users. But the tables have completely turned now! The recent developments in the field of AI and chatbots have made huge leaps from the start of this year and haven’t looked back ever since. Developers have now found a sweet spot to make chatbots work like they are supposed to and brands are jumping on this bandwagon again in heaps And modern chatbots are surprisingly easy to set-up and install. You can easily set-up one on your website, messaging platforms or social media accounts as there are now quick integrations available to use your chatbot on the platform you like. But the best part is that most of them don’t require any coding knowledge at all From a marketing perspective, chatbots have always been great at driving engagement. Combined with the recent advances in AI, NLU (natural language understanding) and machine learning, they really have become a force to be reckoned with. So if you are looking to hire a chatbot for marketing your own brand, there is no better time than now! Here are a few ways you can make use of AI-powered chatbots to provide an amazing user experience and better market yourself to your users - 1. Exceptional Customer Support Starting with the obvious, It’s a no-brainer that a chatbot can easily be your next best customer support executive that’s up and working 24*7. Providing quick replies has always been a hurdle for brands trying to provide excellent customer support and with chatbots, it becomes fairly easy. Whether your customers are seeking for help on your website or one of your social media accounts (most probably Facebook), employing a chatbot on your preferred platform will help reduce friction and boost your overall customer experience marginally. While this is the most basic use-case of a Chatbot and the sole reason for which they were used for initially, modern Chatbots can do a lot more. 2. Interact with website visitors When users visit your website, most probably they’d want to look at your products, they even can have some burning questions about the products and services you provide and would love some quick answers. According to a study, If you are not able to answer quickly, they may never return to your website again. In situations like these, a chatbot can really be your knight in shining armor. There are chatbots dedicated to providing this functionality on a website through live-chat. Give it a nice profile pic, a conversational tone, and a swanky name, and your users won’t even know if they are talking to a bot or a real person. Or you can keep it simple and straightforward like Levi’s. Levi’s Indigo helps its website visitors find their suitable products (which we’ll talk about in a while), get help and read blog articles, all accessible through the chatbot. Users really don’t care about it as long as their problems are being taken care of. Also, 48% of users prefer choosing live-chat as a medium to interact with a brand rather than emails, according to a study. 3. Qualify the best leads I like how Drift has explained it nicely on their homepage how their chatbot (or leadbot) can really transform your sales funnel for good. They even gave this simplified process a name - ‘Conversational Marketing’ Also, did I mention Drift is the only company that managed to bring the limelight back on chatbots with their newly named concept? So, being experts in ‘Conversational Marketing’, you’d think they’d know a thing or two about how to convert leads, right? I thought the same and tried out their Driftbot for a while and every time I visited their website, the Driftbot always had something new to say to me to make me convert. And this…. Which you can do on your site as well, your creativity is your limit when it comes to converting leads through conversational marketing. But one thing is for sure, chatbots indeed cut a lot of time out of your customer journey, which is always a good thing, for both your business and your customers. Conversational Marketing lets your sales team focus on the best leads filtered by your chatbots in, as drift mentioned, minutes. Some people have said that lead qualifying chatbots have shortened their lead qualifying process by 18 days! And when integrated with Salesforce and other tools intended for your sales team, it can really streamline your sales processes. 4. Sell in a conversational way If you are a B2C brand, selling your products in a casual manner becomes easy with a chatbot as everything is done with conversations and not hard selling. And customers will be prompted to buy as well, as they’ll be shown personalized items based on their own choices. H&M has their own bot to sell their products on the platform Kik. If you had typed ‘Shop this’ instead, then the chatbot would redirect you directly to their site to make the final purchase. See how simple the process becomes for users! Or see how Macy’s chatbot on Facebook does it. 5. Studded with Analytics Usually, chatbots come with analytics, if not, there are bots that can provide this functionality to a bot. Anyways, the thing to focus here is that bot analytics can come in handy if you ever choose to employ a bot for your brand. With the help of analytics, you can easily monitor all the chats your bot has had with users, see the most searched for products, track conversions, return visits & more. But most importantly, analytics can be used to see if the conversational tone that you’ve set for your bot is going well with your user base or not. And if your bot is not making many conversions, you can easily change the tone of your bot to get the best out of your bot’s marketing efforts. Modern chatbots have come a long way from just being your customer support executives. Today, they can proudly be your brand’s voice, the first point of contact and sales executives. While I have tried to list some cases where you can use a chatbot to enhance your brand’s user experience, you can use them in a lot more creative ways, totally depends on what you want to do with your chatbot. ...
read more
Subscribe to our newsletter
Get fresh stories, case studies, and
advice
from successful creators and industry experts.
Subscribe now