The impact of AI on marketing varies, with some finding it simplifies processes while others face challenges. Senior correspondent for Business Insider, Aki Ito brilliantly drives home the point that AI tools act like a “secret weapon” in an increasingly competitive environment. But because of a general lack of company guidance on general use AIs like ChatGPT, Bing Chat and others, AI inequality is beginning to negatively affect revenue generating ability and competitiveness for a growing majority of businesses.
For example, in HubSpot’s 2023 State of Marketing Report, 40% of salespeople confirmed that getting a response from prospects has gotten harder, 38% said it’s getting harder to gain appointments, 30% agreed closing deals has got harder, 28% say it’s getting harder to engage multiple decision makers at a company, and 26% of salespeople say it’s getting harder to capture attention and keep it.
The good news is that marketers are in a unique position right now to help fix some of these pervasive problems by learning from fellow marketers who share how they’ve leveraged these tools to maximize their output and results. So today, I’d like to share what’s been working for me over the last couple of months of experimenting with ChatGPT as the head of marketing for a deep tech start-up.
SEO-related tasks:
- Draft structured data schema, such as Breadcrumbs, using website URLs and provide summaries for article schema in HTML5.
- Keyword suggestions for paid ad trigger words, then converted into CSV file for easy copy and pasting.
- Re-wording highly technical content so that it can be understood in more simple terms to a broader range of readers.
- Improving the readability of existing written content to increase the likelihood readers both start and finish it.
- videoinsights.io plugin for ChatGPT-4 to provide video descriptions that can be added to Youtube descriptions or video metadata to rank more often in search results. Or using it to identify the video SEO strategy, keywords and targeting of competitor videos easily.
- AI PDF plugin for ChatGPT-4 to summarize pdfs to enrich meta descriptions or for help summarizing pdfs in order to promote them better online.
- WebPilot ChatGPT-4 plugin for providing alt tag descriptions for your valuable infographics so they rank more often in searches.
- Pixellow ChatGPT-4 plugin for analyzing images and then writing detailed captions, descriptions and providing other potential insights into creating more engaging and informative visual content.
- Finding new potential SEO keyword opportunities by copying and pasting your top ranking keywords in order to find new low competition content ideas and low-cost paid ad campaigns.
Paid Advertising:
- Optimize ad copy with A/B testing, leveraging call-outs and site links based on buyer persona insights.
- A+ Ads ChatGPT-4 plugin to create or add polish to display ads, using just a single link.
- Copy and paste A/B testing alternative ideas for different paid ad headline ideas.
Social Media and Content Promotion:
- Draft and schedule social media posts to amplify blog and video content, encouraging more actions.
- Draft newsletters with the content and topics you want to ensure get mentioned.
- Webinar and lunch-and-learn topic suggestions and potential lead magnet offers.
- Synthesize anonymized customer data from excel sheets to identify trends, common titles, and industries based on companies for new business opportunities for B2Bs.
Content Creation and Optimization:
-
Come up with alternative compelling and clickable titles for content.
-
Use ChatGPT-4 to copy edit your content before publishing for a more polished finished product.
-
Alt text descriptions for infographics to help infographics with ranking for search terms.
-
Revise existing content for submission to editorial platforms, ensuring originality while gaining exposure and backlinks.
-
Create new original written content by using biproducts of day-to-day work that would otherwise be forgotten or under-utlized.
-
Drafting new blog articles to embed existing videos on so that they both rank higher.
Reminder from earlier: Blog posts that contain a video have a 53X higher chance of ranking on the first page of Google
Persona Development and Market Research:
- FAQ suggestions for product pages, blogs, and other web types of web pages that could be included at the bottom of the page, as well as embed the HTML5 structured data for increased SEO value.
- Researching new market segments, audiences, and buyer personas. First by title and industry, then drilling down on objectives, influences, places they congregate, emotional triggers and so forth.
- Identifying new lead magnet offers based on your buyer personas job title, industry and product or service you’re selling.
Video and Presentation Preparation:
- Video descriptions to uploaded videos to use in video schema mark-up or video description files, or video players like YouTube and Vimeo to help increase video search visibility.
Related Reading: How to Rank a Youtube Video on The First Page of Google
- Preparing for video business presentations by preemptively preparing for possible questions that a (insert title) at an “insert company industry” would want to know from a “insert presenters titles” from “presenter company’s industry”.
- Take existing blogs and write a promo video script based on the blog’s text for quick turnaround video content.
Conclusion
In the rapidly evolving landscape of digital marketing, AI tools are emerging as game-changers, offering unprecedented advantages to those who harness their potential effectively. By embracing AI-driven strategies, from SEO optimization to content creation, marketers can not only address contemporary challenges but also pioneer innovative approaches that set them apart in the industry. As we stand at this juncture, it's crucial for professionals to continuously learn, adapt, and share their experiences, ensuring that the future of marketing is both inclusive and groundbreaking. I would encourage readers to check out HackerNoon’s #the-future-of-ai hashtag for fresh content on the subject, and revisiting some of my previous published articles on AI marketing applications. As AI continues to reshape the marketing domain, it's essential for professionals to stay updated, leverage its capabilities, and drive innovation.
How are you going to harness AI in the coming year, reader? Tell us about it in the comments section or retweet the article with your thoughts to @darraghgw.
If you found this article useful, let me know in the comment section below and share it with your network today!
Recommended Further Readings From The Author
