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Here’s How ChatGPT Can Help Your Marketing Campaign
ChatGPT is an Artificial Intelligence (AI) chatbot that has been developed to interact in a conversational way. The best way to describe it in simple terms is to imagine having a conversation with a search engine. It is optimised for dialogue, making it possible to answer follow-up questions, challenge incorrect statements and generate detailed responses.
While there are many ways to use ChatGPT that vary in complexity, we’ll be touching on a few easy strategies you can add to your digital marketing services. Regardless of whether you’re part of a marketing agency or an in-house team, these tips will be quite useful.
We’ll be touching on how ChatGPT can help with the following:
We’ll also discuss whether ChatGPT is a supplementary tool or a replacement for marketing companies and staff. Lastly, it is important to acknowledge that the tech is evolving and improving. We will finish with the latest developments on the next generation of what is to come from ChatGPT.
Social Media
Someone working in a social media marketing agency or managing a business’s social media presence can truly understand the challenges. Sometimes, people outside of the industry do not appreciate how much effort and critical thinking it takes to execute.
Working in a social media agency, I can confirm having spent hours in front of a screen in a rut. Why? Well, creating a caption for your 200th Facebook post in a client account can be very time-consuming. There are so many things to consider like avoiding repetition, being engaging, and matching brand values.
ChatGPT is a great way to spark up new ideas and help avoid staring at your screen blankly for hours. For example, let’s assume one of our social media company clients is a law firm. Here’s what ChatGPT can do:
Prompt: “Generate 10 Instagram captions for a divorce law firm”.
Not bad at all right? Depending on the content of your post, you can get even more specific with your request. You should tweak them to match what your audience typically reacts best to and avoid sounding overly generic.
SEO
The biggest part of SEO optimisation is content. Writing relevant, authoritative, and value-adding unique content will help elevate your website’s ranking on search engines.
ChatGPT is able to generate as much content as you request within a matter of seconds. Something that would take an SEO consultant hours of research and writing to complete. Here is an example:
Prompt: “Write about the benefits of wearing sunscreen on a cloudy day in 300 words”.
With educators concerned about the undetectability between AI-generated and student answers, it’s safe to say the content is pretty good. However, while it is a great starting point, it is not a finished product to be used for SEO marketing.
The reason goes back to the points made about what makes website content great for SEO ranking.
- Your content must be relevant. Yes, that is a criterion that ChatGPT actually addresses and completes very competently within such a short period of time.
- Your on page SEO content must be authoritative. There is a lack of authority in AI-generated content in its current state. Words like “can lead to” are less authoritative than “will lead to”. Granted, science may not have confirmed a statement as fact. However, linking your content to external authority sources can help validate your own take on the subject. For example, this study shows a direct correlation between UV exposure and skin cancer.
- The best SEO content is unique and value-adding. Think about it, why would a search engine rank your website higher than your competitors? Their goal is to provide users with the best search results and relevant content. That is why your answer can’t be cookie-cutter and it must add something new and beneficial to the discussion. An SEO agency or consultant can help add that missing spark to your content.
Google Ads
It is incredible to sit and consider how far technology has come. In the case of ChatGPT and Google Ads working together, we are talking about a combination of AI-driven technology.
Campaign types such as Max Performance have revolutionised the way you can advertise on Google. A machine learning algorithm strives to maximise the return on ad investment with little human intervention. While this sounds great, it isn’t perfect and we wouldn’t recommend firing your Google Ads agency just yet. Why? Well, machine learning simply follows the data. If the data is skewed in an unfavourable way, your campaign can end up costing you much more than the manual services a Google Ads specialist will provide.
Nonetheless, here’s one way as to how you can use ChatGPT to improve your Google Search Ads:
Prompt: “Create 10 Google Search campaign headlines advertising a dentist clinic”.
Once again, not bad right?! Within a matter of seconds, it has generated some great headlines for your Google Search Ads campaign. Adding your targeted keywords within the headlines and customising there onwards will save you a significant amount of time.
Web Design
Besides content creation, ChatGPT can be used in various other ways when it comes to web design. Firstly, you are able to generate design suggestions in terms of layout, colour scheme, typography, and other design elements. Moreover, you can get recommendations on the best User Experience (UX) practices to help improve your conversion rate. The most impressive is its ability to generate HTML/CSS code to help create your custom website. Naturally, someone who is not familiar with responsive web design will not be able to make much use of ChatGPT. However, it can save a web developer hours of writing code and therefore bring your website design cost down.
Here’s a technical example of how ChatGPT can help a web design company:
Prompt: “generate the HTML source code for contact form 7 containing a contact form with the following fields: name, email, phone number, and a send button”.
We’ve just generated the source code for a Contact Form 7 form with a few simple commands. You are able to customise the form source code based on your requirements and the input fields necessary. That is just one example of ChatGPT saving website developers time to manually write basic source code.
Email Marketing
We’ve spoken about the power of email marketing in nurturing customer relationships and brand loyalty. However, regular email newsletter design and content creation can take a creative a long time to draft. That is because they have to consider the fine balance between constantly exciting content and avoiding repetition. If you are sending a weekly newsletter, you will struggle to create that fresh exciting content from time to time.
ChapGPT is again a great starting point to get your creative juices flowing for an email campaign. Here’s an example:
Prompt: “Create 10 ideas for an email campaign for a honey-selling company”.
Here we have another case of some impressive topic ideas you can include in your email marketing strategy. It is a goldmine opportunity if you are stuck in your creative process. As any email design professional will tell you, thinking of an idea is often much more time-consuming than execution. ChatGPT is your perfect creative assistant in this scenario which makes email marketing services much more efficient.
Tool or Replacement?
While new tech can be amazing, it is also important to not get caught up in all the hype. You couldn’t scroll through Twitter without posts about how we will all be living in the Metaverse any time now. People were spending millions of dollars to buy land in Web3 digital world projects, no joke.
Tools like ChatGPT are truly pushing the capabilities of what we can achieve. However, they are tools to use as a supplement rather than a replacement for an experienced marketer. As a digital marketing agency, we use it as a great starting point to generate primary ideas. Whether that is for Google advertising, email marketing, social media marketing services, or anything else.
That is because they often miss that human touch and feel. Content can lack depth and is not able to effectively convey complex viewpoints and emotions. Moreover, in its current state, ChatGPT is prone to errors and inaccuracies due to its inability to fully understand context. Thus, the human touch is still required to customise AI-generated content into a more digestible and original form.
What's Next?
It has been widely reported that Microsoft has recently invested $10 billion in ChatGPT maker, OpenAI. This will likely lead to further improvements in the current technology while also promoting wider consumer and business adoption.
We can only expect ChatGPT and competitive AI projects to get better, more efficient, and more useful. As a digital marketing agency, we look forward to advancements in AI technology. It is unlikely that it will be fully able to replace the creativity and critical thinking that human beings are capable of. Thus, whether you work in an ad agency or in-house, there shouldn’t be any concerns about being replaced by AI. Not for the foreseeable future anyway…
