In my new book, Digital Marketing in the Age of AI, I discuss using Artificial Intelligence (AI) to supercharge your business' digital marketing efforts.
In a way, AI is like the world’s most intelligent sales and marketing consultant. It has access to Internet content and is designed to create a story from that input, making AI an incredible marketing tool.
After all, effective marketing is about connecting with your target market’s personal stories. AI isn’t always great about facts, information, or history; however, it is excellent at creating stories of value and benefit to your prospective customers. This is why AI is helpful in supporting your sales and marketing strategies.
How you get the best sales and marketing advice from AI is determined by the questions you ask and how you use prompts. The effective use of ChatGPT4 or Google’s Gemini for digital marketing starts with how you write prompts.
Many people give up on AI because their prompts or questions are generic and not descriptive or detailed enough to generate helpful responses. Poor use of AI prompts is also driving the creation of generic AI content, which Google will eventually ban from searches.
Be highly descriptive with your prompts and mention your industry or company name. Use prompts as if you are texting and having a discussion with a high-level marketing consultant. AI works best when content is specific to your industry, customers, and marketplace.
Use prompts to create a dialogue, just as you would if you had the world’s most significant sales and marketing consultant at your finger tips. One way to start is by asking questions about your most important marketing challenges.
Uncover your key benefits
People purchase from your company because of the benefits they receive from your products and services. AI can give you a thorough and accurate checklist of benefits for each of your key market segments.
You can then ensure these benefits are featured in your digital content, on your website and in your sales discussions with prospective customers.
Place these benefits on your website's homepage, key landing pages, social media content, emails, and more.
Your target market cares about benefits. You can verify AI-generated benefits by asking your customers why they buy from your company.
AI for personas
This may be the most powerful use of AI in digital marketing. The best marketers on the planet live inside the heads of their ideal customers.
The worst marketers live in their own heads and can’t visualise their customers' needs.
You can use AI to create a persona matching your ideal customer types. This enables you to understand their specific and unique needs as they research your company.
This allows you to meet their needs with content they want to read and, more importantly, show empathy and understanding of where they are in their life story.
Use AI to write marketing personas and move your marketing team to action so that these personas can find your brand.
AI for digital content
Once you have personas identified, you can use AI to determine the content topics your personas want to read. You can also use AI to find them where they research your products and services online.
This allows you to move quickly on digital content and avoid the delays that often plague digital marketing teams.
Focus on three channels with your AI-generated content: your website content found in Google search results, social media content, and email marketing content that connects with your audience. Remember that all AI-generated content is first-draft content and must be reviewed by a human!
Prepare your personas using the same prompt thread, and the AI tool will know which personas you are referring to in your prompt.
Increase sales
AI is your personal sales and marketing consultant. It is an excellent tool for understanding where prospective customers are in their sales research journey, which is your sales funnel.
The greatest challenge to many businesses is moving people through a sales funnel. AI can help solve this challenge with strategic ideas, updated and improved content, conversion recommendations and more.
AI is best when it supports what you already do well. So, the better you understand sales and marketing, the better the results from AI tools will be.
Using prompts and interacting with your favourite AI tool will improve your results and the AI tool over time.
It’s hard for me to understand why anyone would not use AI in their digital marketing. Missing out will hurt their ability to compete and drive growth.
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