Digital Sales & Marketing
Digital Sales & Marketing
Close

Free digital sales and marketing courses

Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.

View all free coursesView all free courses

Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

Learn moreLearn more Watch past events on demandWatch past events on demand

Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

Learn moreLearn more
They Ask, You Answer
They Ask, You Answer
Close

Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

Take the course nowTake the course now

Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

Learn moreLearn more

Case studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

View case studiesView case studies

They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

Learn moreLearn more Buy the bookBuy the book
Virtual Selling
Virtual Selling
Close

Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

Learn moreLearn more

Virtual Selling Summit 2021

Your one-day virtual selling crash course! Today, sales reps are struggling to sell remotely. Learn how to close more deals in a virtual world.

Register NowRegister Now
Video
Video
Close

Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

Take the course nowTake the course now

Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand

The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

Learn moreLearn more Buy the bookBuy the book

Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

Learn moreLearn more
HubSpot
HubSpot
Close

Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

Watch on-demandWatch on-demand

HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

Learn moreLearn more
Web Design
Web Design
Close

Website Optimization Summit

Learn how you may be unwittingly undermining the money-making potential of your website and how to fix it! Watch the opening keynote for free on-demand inside IMPACT+.

Watch on-demandWatch on-demand

Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

Learn moreLearn more

Conversational Marketing: The 4 Best Pages to Put Chatbots On

Conversational Marketing: The 4 Best Pages to Put Chatbots On Blog Feature

June 7th, 2018 min read

People try to do too much, too fast.

Trust me, I’m no exception.

When IMPACT first started with building chatbots, our strategy was a bit all over the place. We built a LOT of different bots. 

Most of them were pretty complicated, and, well... the results were poor.

In fact, they were so poor, I had moments of doubt about the effectiveness of conversational marketing and sales in general.

I remember thinking, “Is conversational just hype? We’re not seeing results.” A tad self-righteous, I know.

So, Is Conversational Just Hype?

Let’s get down to the brass tacks: Conversational is all about enhancing your user's experience. The keyword here: Enhancing. 

Our shiny new chatbots weren’t doing that.

We had to fail a bit to realize this, but we were so caught up in the tools and capabilities of chatbots that we lost touch of what they were really about.

I can best equate this to the experience that artists describe when first using a tool like Photoshop. Photoshop is so feature rich, it’s easy to get lost in all of its functionality, losing the vision you set out to create in the first place.

Know that old saying “can’t see the forest for the trees?” It applies well here. The idea is that the trees and all their detail (chatbots) can obscure your visibility of the forest (conversational marketing and sales).

So, after diagnosing our own mis-usage of chatbots, we realized something: We had to learn how to communicate with conversational marketing and the only way to do that was to start small and focus on the basics. In short, we had to go back to the basics.

Fast-forward a few weeks and I’m happy to report our metrics have shot up. We’re having 6x the number of conversations as before. 

If you’re curious about how that makes me feel, here’s a gif: 

EucIfYY

When I spoke to the team at Drift about what happened to us, it turned out it’s pretty common.

“We've found that when people purchase Drift, they want to try everything, everywhere -- they're excited! But based on our experience, it's simply not best practice. Starting with one or two playbooks and understanding how your site traffic will interact with Drift is key! You'll be able to build more playbooks in a much smarter way once you know what your site traffic is looking for.”

- Michele Albanese, Drift

So, let’s assume you’re just getting started with conversational marketing. How do you know where to start? What bots are going to provide the most value to your users and subsequently, you?

Let’s take a look at each in detail.

High-intent

High-intent pages are those which are indicative that your visitors may have the intent of working with you. Examples of these pages include pricing pages, services pages, or bottom-of-the-funnel landing pages. A good rule of thumb is if you’d add it to your lead scoring model, it’s probably high-intent.

High-intent pages are the best for conversational marketing because, at this point in a visitor’s buyer’s journey, they often have very specific and personal questions like:

  • “Which price or service is best for me?”
  • “I have X problem. Can you solve it?”

This is a great opportunity to deploy a chatbot to start that personalized conversation. 

Using a bot in this instance, you can ask some qualifying questions then route the conversation to someone on your team so they can build a genuine relationship with them.

Interested in an example? Check out the bot on our HubSpot Partner page.

It’s designed to help answer the questions people typically ask while on that page and help them get connected with someone from the IMPACT team. 

High-traffic

Remember how we mentioned before that we had to learn how to communicate differently with conversational marketing? Well, it’s really hard to learn if no one is chatting with you. 

This is, in part, why putting a chatbot on your highest trafficked pages can be a great first step.

Not only do you have the opportunity to focus on providing value to as many people as possible, but you can also gain valuable feedback on what is and what isn’t working. 

Highly trafficked pages come in a myriad of types depending on the business. Homepages, blogs, and articles are quite common, just to name a few, so it’s hard to say exactly how to design for these examples.

However, to illustrate, let’s assume your homepage is one of them. 

On your homepage, your chatbot can help people understand who you are, how you can help them, and what they can do next. It can also help you simplify the conversion path for people who want to speak to someone from your team right then and there. 

All-in-all, high-traffic pages give you a great opportunity to test and tune your bot while delivering the most return on investment for you.

Be careful designing bots on low-traffic & low-intent pages: 

If a tree falls in the woods and no one is there to hear it, does it make any noise? 

Author’s Note: All this forest wisdom are quite satisfactory… or should I say, satisfac-tree.

High-intent (Negative)

Now, this is an interesting one.

We spoke about high-intent pages above, but what about when the intent is negative like on an email unsubscribe page.

Your visitors are there because something is wrong. Conversational marketing through a chatbot is your opportunity to help turn things around.

A chatbot would allow you to not only understand why people want to unsubscribe, but also give you an opportunity to let people voice their frustrations. 

I think we can all agree to some amount that marketing automation has gotten out of hand.

I don’t know about you, but my inbox is FULL of marketers treating me like a metric.

Sometimes, I get frustrated with that, and the result is me cleaning house in the form of mass email unsubscribes.

I, in that moment, someone was to treat me more like a human and less like just an email in a list, I’d probably reconsider unsubscribing. Heck, I think just being able to give feedback would be enough to prevent me from leaving for good. 

A bot is a great way to let people know you are there, you are listening, and you want them to know they, as an individual, are valued.

Blog Article

This is a blog article. Mind-blowing stuff, right?

There’s so much value that we can provide as marketers to build upon the content in an article. 

For example, if you had a question about something in this article and could ask me in real-time. Would you? 

When it comes to putting bots on educational content, it’s all about enabling people to learn better and understand more. The result will be a visitor that trusts you more!

How Do You Choose Where to Start?

Michelle’s advice from above is really solid. 

I’ve laid out four types of pages that are great places to start with conversational marketing, but start with one or two bot (or Playbooks in Drift lingo). 

Which two are best for you? 

You know I can’t answer that! In the end, it comes down to this: build the bots which will drive the most value for you and your users. At the intersection of those two things is the success in conversational marketing.

Start with your user's experience in mind, start small and test often!

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE