How a Lead Generation Chatbot can Boost your Marketing Strategy

Whether you are a business owner or a marketing and sales professional, you know that generating leads is one of the biggest challenges for a brand.

This challenge is becoming increasingly complicated, as consumer behavior is changing, the attention window is smaller, the channels and media are the same and there is more competition in the market – but we will explore this below. 😉

Not everything is lost: now you can count on new – but not so much – technologies and tools, such as the chatbot.

Therefore, in this content, you will understand why having a chatbot to generate leads can be a key turning point for your company in terms of marketing and sales.

Let’s go? 👇

What are the biggest challenges in generating leads – and how a chatbot can help

As I already gave a brief spoiler above, the lead generation process is becoming increasingly challenging for companies.

In the Lead Generation Panorama 2023 we saw, for example, that the median conversion rate of Brazilian companies fell to 3.19% – in 2021, the median percentage was 3.81%. And this is a global trend, due to an increasingly competitive market.

But that doesn’t mean it’s impossible to have good lead generation.

To face the obstacles along the way, you need good strategies by your side. Shall we understand better?

Centralized and increasingly expensive procurement channels

In digital media, a large part of the marketing investment goes to the big players, such as Google and Meta, as these brands concentrate the majority of users.

However, there is the controversy of everyone being in one place at the same time – just like the film that won the Oscar in 2023. The result is a much more competitive market, with increasingly expensive ads, generating an increase in the cost per click (CPC) and customer acquisition cost (CAC).

Reduced user attention window

In a scenario of social networks, television, radio, streaming and “real life”, a person is impacted by up to 10 thousand advertisements daily. And this has already been accounted for by Red Crow Marketing.

In other words, with so many stimuli it is increasingly difficult to hold the user’s attention, after all there is a lot to read and listen to.

Additionally, a study by NN Group showed that most users will abandon a page within the first 10 seconds if they don’t have a good reason to stay.

So, how about inviting them into a conversation with your chatbot, or surprising them with a personalized approach directly linked to their interests?

Lack of investment in conversion optimization (CRO)

As I’ve said more than once, just because the scenario is challenging doesn’t mean you won’t have alternatives to get around it.

A strategy that generates good results, but is still not widely applied by companies, is conversion optimization (CRO). The action involves knowledge in copywriting, website optimization, UX, psychology applied to design and testing new tools.

Through it, you will literally be optimizing your results and enabling better strategies and learning for your team.

What is Conversational Marketing? The methodology of marketing chatbots

You know that famous phrase from the movie Star Wars may the force be with you? So, let’s adapt it so that marketing chatbots are with you, especially in the lead generation strategy, as they use the Conversational Marketing methodology.

Ah, but why Conversational Marketing ?

Well, this concept is nothing more than the proposal to chat in real time and in a personalized way with your visitors. The objective is to help them in their purchasing decision process.

Instead of entering a website and being faced with a static contact button or being directed to an old – fashioned form, already discouraging the user with infinite fields and zero response prediction, your visitor will be surprised with a chatbot with a personalized call and instant contact.

In other words, you will be offering a more personalized and agile experience, being able to ask anything you want and whatever you consider essential to move the process forward, saving the user time.

Other benefits of Conversational Marketing are:

Increase in the volume of leads – through personalized calls you can attract more user attention, after all, you will be saying exactly what they are looking for to meet their needs;
Get to know your lead better – from the first contact you will have already captured the main information about the lead to continue distributing it to salespeople, without them having to waste time contacting and qualifying manually one by one;
More qualified leads – no more receiving leads on your WhatsApp who don’t even know what your company does right. With a chatbot it is possible to qualify all these leads, based on the company’s criteria, and only send those who are truly qualified to salespeople.

Conversational Marketing in practice

To prove all – and a few more – benefits that we mentioned above, I brought here a success case from Leadster that shows the platform and the most diverse features in practice, from lead qualification and intelligent distribution to lead location.

I’m talking about the case of Imobiliária Rafael Cássio, which, previously, had a conversion rate below the market average.

Rafael Cássio, Owner and Real Estate Advisor, had already understood that his need was to send more opportunities to the sales funnel, so that his brokers had the chance to generate new business on a recurring basis.

During his research, Rafael came across Conversational Marketing and then discovered Leadster, which offered a platform based on the methodology.

“From then on, everything happened very quickly: on the same day, the chat was already installed on my website. And that same week, I started to notice an increase in clients interested in real estate”, says Rafael.

The first functionality used was lead distribution, as they needed to filter website visitors to direct them to the seller in each region.

This was just the beginning, the process became even more agile after the lead location functionality began to provide crucial information for the company’s communication.

In other words, the real estate company’s story was of a lead converted using the website form, received by Rafael in the email and only then forwarded to the broker to continue the service, for an optimized process.

Now, with the lead generation chatbot, the customer who converts in the chat falls directly into the sales CRM through an integration, already within the pipeline of the responsible salesperson. According to Rafael, in 1 and a half minutes, his team makes contact with the client, while he is still on the website, analyzing the property.

The results were:

Why do many consumers prefer chatbots to salespeople?

Why do many consumers prefer chatbots over salespeople?

Are chatbots better agents than us humans? I can’t tell you for sure either yes or no. 😶

It is necessary to think of the tool as a combo of solutions – so we are not just talking about service –, as it provides quick responses to customers, is available at all times, offers solutions to simple problems and does not require as much bureaucracy or commitment as contact with a salesperson.

In other words, the chatbot is a combo, and that is reason enough for people to choose to talk to it.

Speaking of combos, a survey by LivePerson showed that 61% of consumers had a positive experience with chatbots , this was due to three factors: convenience (52%), speed (43%) and easy use (42%) .

Another point is that consumers are becoming increasingly independent, that is, contact with the seller only happens (if at all) later in the journey, when they already have enough information to support their decision.

Well, by combining all these questions we can begin to understand why some consumers prefer chatbots, but I have also highlighted here other advantages of the chatbot for them to be the favorite of new generations of customers.

Check out:

Chatbots provide quick responses;
Chatbots offer 24/7 support;
Chatbots are the best option for resolving simple questions;
Chatbots are convenient and easy to use;
New generations love chatbots.

How to create your own chatbot for lead generation?

Did you know that in just five steps and less than 10 minutes, you can have a lead generation chatbot on your website? And the best: free of charge!

Let’s go through the steps:

1. Start your demo

Start by going to the Leadster website and clicking on “VIEW DEMO”. You will be redirected to the login page so you can quickly create your account.

You will need to provide the URL of your company website, your name, professional email and telephone number.