By Elaine Bennett
A few years ago, businesses were still reluctant to integrate artificial intelligence into their marketing strategies. However, it seems that they’re starting to familiarize themselves with the implementation of AI and recognize its benefits.
According to the ISG study, even though only 16% of business leaders use AI to boost their key processes, this digit will triple by the end of 2019.
Forrester claims the same. They emphasize that, being familiar with the uses of AI and its challenges, businesses will focus more on its creative and pragmatic uses in 2019.
Given that, here are a few tips on how to use AI to improve your digital marketing efforts.
Simplifying the Content Creation Process
Have you ever used the Will Robots Take My Job tool? It estimates the career growth in your industry and shows you how possible it is that robots will replace you. Now, if you’re a writer or an author, you will see that your position is safe. The job of a content producer requires lots of research, continuous improvement, and creative thinking.
Now, maybe robots don’t have opinions and cannot create content that evokes emotions, but they can certainly help you with the technical aspects of writing.
Let’s take an example of content repurposing. Companies that focus on creating high-quality, evergreen content don’t want it to fade into oblivion fast. This is why they decide to change the format of content to maximize its exposure. And, this is where transcription can help.
Namely, you can use AI-powered transcription technologies to transcribe your audio content into high-quality text. A transcription company usually hires professional proofreaders to check the text and provide clients with maximum accuracy. This way, you can turn your engaging podcast episodes or webinars into amazing articles or guides almost effortlessly.
There are also AI-powered tools that can write content for you:
- The Washington Post built an in-house tool, Heliograf, which wrote lots of stories during the 2016 Olympics.
- The Associated Press uses the Automated Insights tool to publish lots of fully automated articles daily.
- Quill is a natural-language generation tool that uses the data to create different content forms. It can even adapt its writing style to your branding needs.
Sure, these tools were not designed to replace human writers. On the contrary, they’re here to handle the repetitive tasks for you, allowing you to focus on creating engaging and original stories.
Generating Qualified Leads and Increasing Conversions
To meet the needs of tech-savvy customers in today’s mobile-first era, you need to provide them with cross-channel customer support. Many brands are starting to realize that answering phone calls and emails is not enough anymore. They’ve channeled their efforts towards messenger apps and social networks to make their brand more approachable at every stage of a customer journey.
The next step in increasing user satisfaction is, of course, providing highly accurate and targeted answers in real-time. And, this is where chatbots can help.
Based on machine-learning, AI chatbots are constantly collecting data and using it to personalize automated responses. They’re mimicking human-like conversations and, above all, they are often faster than human customer support representatives.
Given that, it’s not surprising that 85% of customer conversations will be handled without a human agent by 2020.
A perfect example of a perfectly optimized Messenger bot is the one by Sephora. Built on Kik, it displays product reviews, as well as provides personalized product and makeup suggestions. The bot asks a user to take a brief quiz to learn more about their makeup routines, habits, and skin type and, based on these answers, it gives tips. Moreover, a user can even upload a photo of themselves to see how certain products would look on them. This is an amazing way to generate qualified leads and maximize sales, as a bot sends a link to a perfect product for a customer and guides them towards the purchase.
Maximizing Organic Search Visibility
Did you know that Google handles more than 2 billion searches daily? Moreover, it sees 15% of these searches for the first time. This is why they created RankBrain, their machine-learning system that lets Google understand new search queries and maintain spotless user experiences.
However, RankBrain doesn’t care about keywords that much. Instead, it focuses on the context behind these search terms. This is yet another reason why marketers need to focus on creating relevant and organic content instead of spamming it with loads of exact-match keywords.
Predictive analysis and intent-based optimization
A perfect example of how RankBrain works is voice search. Namely, with the rise of wearable technologies and deep learning, voice-powered technologies have also flourished. Today, every smartphone owner can use Google’s voice search to perform search queries. They don’t even have to look at their phones, as these technologies are powered by their voice.
Precisely because of that, users today don’t focus on exact-match keywords to find the desired information. They use whole sentences and questions when interacting with search engines. This is why online marketers need to focus on understanding search intent when optimizing their sites.
And, this is where AI tools can help. For example, AI-powered tools can collect and analyze data the way we could never do. They provide exceptional data analysis over time, giving you the opportunity to identify some critical changes, problems, and trends in your SEO strategies.
You can also take advantage of predictive analysis that can help you improve your lead generation and conversion tactics. It informs you about the probability of a prospect converting into customer or what groups of users are more likely to buy from you. This is how you will formulate your keyword optimization, content creation, and lead generation on actual data and maximize your SEO ROI.
Increasing the Effectiveness of PPC Campaigns
In today’s overcrowded SERPs, digital advertising lets you maintain brand exposure. And, AI helps you get the most out of it. It does the heavy lifting for you, freeing up your time to focus on creative aspects and important paid search strategies in the future.
According to Econsultancy, many PPC tasks are performed better by AI tools than humans. They claim that machines are better at bidding, reporting, finding trends in huge datasets, identifying new negative keywords, and analyzing competitors in real-time. Humans are, however, better only at designing and testing new ads and analyzing data.
AI also helps you focus on converting users. Namely, with the help of In-Market Audiences, you can now make a list of users that have already shown purchase intent in certain areas relevant to you. There are also other amazing AI options you can use to increase your PPC ROI, such as auto-bidding that lets you pay the lowest possible CPC.
Over to You
AI is revolutionizing the digital marketing industry. However, this doesn’t mean that it will replace digital marketers. It’s your most loyal and tireless servant, doing repetitive and manual tasks for you 24/7. When implemented properly, AI can help you create more personalized content, provide real-time customer support, generate high-quality leads, and stay dominant in both organic and paid searches.
About the Author
Elaine Bennett is a digital marketing specialist focused on helping startups and small businesses grow. Besides that, she’s a regular contributor for Bizzmark Blog and writes hands-on articles about business and marketing, as it allows her to reach even more entrepreneurs and help them on their business journey.