When tech buyers arrive at your website, most of them already have a pretty good idea of what you do. They want answers to specific questions. Some of these answers are supplied by AI-powered chatbots. In many cases, If the chatbot has an appropriate chatbot-ready video at hand, the answer will be faster and more on-the-money.
Why chatbot-ready video?
Highly responsive chatbots increase customer engagement, reduce sales cycle friction, and lower customer acquisition costs. Good or bad, the chatbot customer experience significantly impacts vendor evaluation.
Today, most chatbot interaction is, basically, texting. Which is perfectly ok — until the text gets bogged down with complexity and wordiness. Website wordiness was the problem we set out to remedy when we launched the 2-Minute Explainer® video brand in 2005. Video was a good solution then, and it’s still a good solution in chat — as long as the video is short and not promotional.
Examples of videos a chatbot could bring into the conversation are excerpts from subject matter expert interviews, screencasts showing how a user solves a problem, pithy testimonials, or an animated GIF. We call a snippet of video edited so a chatbot can use it a ChatSnip.
Low cost, high return
You don’t need to start churning out expensive new videos for your Chatbot show-and-tell. Marketing videos are expensive. Chatbot-ready videos needn’t be.
AI chatbots have already absorbed product FAQs, white papers, and other text-based resources. As you look at the questions buyers are asking, look for the answers in recorded demos, marketing videos, slideware, user-community presentations, tutorials, podcasts, and other media assets. All you need is a little professional editing to repurpose this content with new focus. Simple repurposing isn’t expensive and increases the value of your initial investment.
A chatbot-ready video simply needs to explain something better than mere words can do. And since your chatbot has already earned the viewer’s attention with plainspoken responses, a flashy video is going to feel like a commercial interruption.
A 15-second video that fully engages the customer’s interest at a moment of peak curiosity and need, strategically deployed across multiple customer interaction points, will recoup the cost of production quickly.
