Building Brand Awareness in 2025
Increasing brand awareness is a top goal for B2B companies in 2025. But what is a brand? And how can you evolve it to meet your changing company...
Chatbots and live chat technologies are transforming the customer service model and sales processes. Slowly but surely, chat systems have gone from the pesky little pop-up that interrupts your browsing experience (okay, there are still a lot of those ones) to the fast, 24-hour support we expect from brands in today’s digital world. By 2020, it’s expected that 80% of businesses will be using chatbots, and recent stats show that consumers support the move toward AI (artificial intelligence):
Setting up a chatbot or chat system isn’t simply pushing the “on” button though. Like any service or sales process, these communication tools require careful consideration and monitoring. Careless set up of your chatbot can deter visitors and devalue the customer experience. But, when they are implemented correctly, a chatbot can become one of the most important additions to your team.
Whether you’re just beginning to consider chatbots or you’ve already got one that needs a bit of optimization, we’re sharing our top four tips for effective chats.
Simply building your bot and setting it live on your site is not enough for success. Any chatbot you implement will still need close monitoring and management. Certain levels of immediacy are necessary for making the tool effective and efficient. If your team doesn’t have the bandwidth to respond to requests immediately, reconsider how and when you use a chat. Having a plan in place before adding this function to your website will help ensure success. Sketch out the top questions users are likely to ask and build out solutions that are likely to drive them forward in the buying process. What challenges are you trying to help customers overcome? Build those into your bot plan ahead of time to give the tool purpose and vision.
There are a variety of types of chats that you can put into place, but keep in mind that the bot you choose should serve its intended purpose and intended audience. You should never be using a chat as a catch-all! Each bot you use should have its own job. Designing your chats around specific functions will drive you toward better results. Before setting up though, determine which type of chat will help you meet your goal:
Successful chatbots are focused on the user and their narrative. Chatbots that are just a data collector are deceptive and frustrating for visitors. When you’re building chat tool, keep conversational marketing in mind. This founds your bot’s strategy in navigating users down a useful path that is more likely to convert them into buyers. Asking a slew of questions up front blocks them from the value of the interaction. Instead, if you allow the user experience to drive the story, you’ll be able to guide a flowing conversation that helps you gather the information you need while supporting their needs.
We are a multi-dimensional, highly focused marketing firm that has helped companies in technical and engineering-driven industries succeed. We've been doing this for over 30 years, increasing and improving our offerings along the way. Our team's backgrounds include optics, chemistry, biology paired with a core business and marketing focus. This allows our team a unique understanding of your business, the decision makers you work with, and the engineers who will evaluate your solution.
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