Here are five practical ways you can incorporate ChatGPT into your daily marketing

You’re a small to medium-sized business owner – A SME – there is an acronym for everything. I am as well. I am time-poor, wear many hats, and constantly look for ways to provide better service to my clients while recruiting new ones. Along comes ChatGPT. It is the talk of the town, and it touches my industry more than most. Naturally, I bore into it. Will this save me time? Will it take one of the many hats I wear? Will it help me service my clients better and help recruit new ones? Questions that are important to me and most likely important to you too.

Over at Deb’s Desk, I’ve been writing about AI and how it specifically affects the world of digital marketing. In this article, I take a step back and examine how it can help an SME’s internal marketing and what you should leave to the professionals.

Here are five practical ways you can incorporate ChatGPT into your daily marketing

Not all these tips will be relevant to every business, so you should choose what may work for you.

• Marketing emails: ChatGPT is particularly useful if your business relies on high sales volume, bulk enquiries, and an extensive database of customers that you need to speak to often. Let’s say weekly or more. Type in key points, such as “This week’s special on our imported bike pedals ends on Friday.” Ask it to create a message that focuses on urgency and limited stock with free delivery for this week only, and it will spit out a clear and well-organised message that you can massage into a direct email.
• Ad-Copy: Again, it is more than useful for high-volume direct advertising. Provide it with some basic details about the product, key selling features, discounts on offer, and the tone you want i.e, aspirational, urgent,or friendly and it will give you some very good headlines and ideas to work with.
• Social media post: Ask ChatGPT for an Instagram caption or ways to improve your LinkedIn post. It will give you some excellent results you can use directly or fine-tune to suit your style. I strongly recommend fine-tuning, as people can tell what is AI-generated and what’s real.
• Writing product descriptions: This would have to be one of the most labour-intensive and tedious projects for any business. ChatGPT can do much of the heavy lifting for you. Give the AI the features and ask it to create a product description. It will save so much time. Just ensure you check it for accuracy.
• Plan a content calendar: Creating content ideas is a low priority when running your business. Let ChatGPT access your website, let it know what is happening in your business, and let it know what you might be thinking of in six months. The bot will list topic ideas for blogs and even social media posts. The more information you give it, the more it can help you.

This list shows that ChatGPT works like a handy marketing assistant. It will do the time-consuming work. However, you will still need to oversee the output, check it for irregularities or inaccuracies, and fine-tune the finished product.

Five marketing elements you should leave to the professionals

• Your brand voice and website content creation: ChatGPT doesn’t know your brand voice or understand your business’s unique personality, values, and point of difference. Using ChatGPT to write your website, blogs, and articles will devalue your brand very quickly for two primary reasons. Firstly, people do business with people and can tell when something has been written using AI. This erodes trust. Secondly, professionals have a thorough working knowledge of SEO and how to communicate with search engines and customers. They can tell your story, in your voice, and attract your ideal customer. Remember that AI search is likelier to recommend a business with trustworthy human-written content than one without.
• Strategy and big-picture thinking: ChatGPT is not a strategist. It is a tool to help with strategy. It cannot create, implement, and monitor a marketing masterplan or make significant marketing decisions. Audience targeting and brand messaging require human insights and human analysis.
• Accuracy does matter: ChatGPT is not without its flaws, and accuracy is one of its challenges. It can deliver inaccurate information with total confidence, and if you’re not aware and do not double-check, you can find yourself in a pickle. Professional oversight is required.
• Nuanced writing: For many SMEs, their point of difference fits in the “Why” bucket. “Why” is the business’s service or product better than the competitor’s? ChatGPT does not do the “Why” well. It cannot articulate the complexities, subtleties, or the depth of a business story that is often its unique selling position. Human writing makes sense of the grey areas and provides authenticity that customers are looking for.
• Empathy and creativity: Emotional intelligence is key to any successful marketing professional. It is the intangible asset that makes the difference. ChatGPT and other content-creating AI bots cannot get close to replacing this skill. It does not “Get” feelings, cultural sensitivities, or nuances required to make connections. It cannot think creatively or solve problems. Your website and digital marketing reflect your personality and values to your customers. They want to know the real you and understand who they’re doing business with.

ChatGPT is a hard-working marketing assistant

ChatGPT has been a valuable addition to my work, as I own and run a marketing agency. It has taught me a lot in a short period, and its evolution is influencing how people interact with the internet and how businesses need to interact with it. It is the perfect hardworking assistant and helps me better serve our clients. It helps our teams across creative and technical work faster and more efficiently; however, it has limitations. Use it for the labour-intensive tasks to give you more time to work on your business rather than in it.

Brilliant Digital is a full-service digital marketing agency

Whether you need a marketing strategy refresh, AI optimisation, or a total overhaul, Brilliant Digital will provide a tailored digital marketing solution that fits your business. We specialise in B2B and have over 15 years of proven high-value success.

Contact us today for an insightful discussion with our lead strategist, Deb Croucher.