Beginner’s Guide to AI Marketing

worried that you've missed the AI
bandwagon don't be AI can be a fantastic
tool for marketers when it's used
correctly but you can't use what you
don't know so today we're going to be
looking at what AI marketing is and how
it impacts you but before we get to the
tools what is AI Marketing in short it's
the use of artificial intelligence I.E
robots kinda in your Marketing in Long
the artificial intelligence tools that
we're using have been trained on vast
amounts of information across the web
I.E they have read a lot of content far
more than any human can so not only will
it have knowledge of nearly every topic
you can think of it will also have
knowledge of marketing so if you ask for
information on marketing for a law firm
it won't just return information about
law firms and marketing it will work to
combine the two to give you information
about Law Firm marketing now marketers
are getting a decent Roi from AI tools
but there are plenty of limitations so
if you expect to just be able to type a
few things into chat gbt and it do all
of your marketing for you you're gonna
have a sad time but if you treat it as a
tool cool to enhance your existing
marketing activity you can get some
great results so here's how you can
start using AI in your marketing and the
best tools to help you out like a little
digital assistant chatgpt is probably
the tool that you've heard the most
about it's the one that got the most
headlines and got most people talking in
the marketing space and it's not just
marketing Focus so it has really broad
appeal it definitely has limitations
though including the fact that chat GPT
is only trained on data up to 2021 so we
can't give you information about current
trends or recent events the results you
get out of it also heavily depend on the
sort of prompts that you're giving it if
you ask it a basic question like write
me five Google ads for an accounting
firm you'll get ads like this fairly
basic and obviously not tailored to your
business at all but if you ask it a more
tailored question like undoing the
marketing for a nationwide USA
accounting firm that works for
businesses with turnover between 500k
and 1 million dollars in the
agricultural sector please write me some
Google ads you will get a far better
response like this now it's not perfect
that last one in particular pretty
clumsy but you can see by how asking a
better question we get a much better
response and by default Chad gbt
produces average responses to average
questions because that's exactly what
it's been designed to do of course an
experienced marketer will be able to
tell what a good response looks like
versus an average one and they'll also
be able to tailor their questions to get
better output now Chachi BT LED Bing to
release Bing chat Ai and Google to
announce their own AI powered search
Bing runs off chat GPT and to be fair it
has produced some shocking answers
especially if you don't know how to ask
it correctly but it's still a step
forward and it'll be fascinating to see
how this impacts organic traffic from
Bing and Google SEO will change as
people use chatbot AI more from the
questions that they ask to the responses
that they expect to get we're expecting
it to have a similar but more extreme
impact to featured Snippets why click
through to the website when you can read
the answer right there in the search
engine exactly and the AI May not even
link to the original content that it got
this information from or it might have
got this information from a range of
different sources so it's not possible
to specifically cite one another
potential issue is that informational
search and top of funnel research may
happen entirely in the chat interface
meaning less organic traffic going to
informational content on websites this
would lead to a corresponding drop in
conversions from top of funnel traffic
with chatbots like Bing where their
sources are cited and Linked In the
answer the SEO goal won't necessarily be
to be the first reference to answer but
to provide the best part of the answer
more videos on how to rank for Bing chat
coming soon subscribe to the channel for
updates we see a lot of people using AI
tools wrong wasting a lot of time and
potentially money as well but here's how
to make the most of these tools using
charge EBT we're going to create a
service page for a personal injury Law
Firm starting with some keyword
suggestions can you tell me 10 keywords
a personal injury Law Firm from the USA
based in Texas should be ranking for on
Google relating to personal injury law
now these are okay no complaints we'd
obviously need to go and check their
search volumes and we'd also need to
think about are there any other high
value phrases that aren't included here
which we cover which we'd want to make
sure included but this is a good start
Bing chat produced similarly generic
keywords with less variety than chat GPT
being stuck with lawyer throughout
whereas chat gbt included attorney in
some of the keywords now of course an
experienced marketer is going to know
that you don't just want to be targeting
loyal phrases you're going to want to
include some variations in there things
like keywords targeting attorney all of
course based on search volume and making
sure that this is terminology that your
customers are actually likely to use we
can then ask chatgpt to create a service
page outline which includes some USPS
this outline could be better instead of
explaining the services in the first
paragraph chat GPT chose to use that
space to introduce the business an
experienced marketer would have known
that if you want to get good results
from this page you need to immediately
establish run relevance as soon as a
visitor lands on it so therefore we
probably want to talk more about how the
potential customer is feeling and
establish that bond between their issue
and what our service is that said this
is a good start you could tweak and
refine this now Bing's outline opted to
share all the important information
about product liability law before
moving on to explain why you should
choose this firm obviously it's
important to have a mark to look over
the work that's produced by an AI and
make sure it's structuring this in an
effective way someone looking for Law
Services is going to want to know that
this firm actually does the thing that
they offer and that's going to be more
important to them initially than the
family owned element for example once
they've seen that you offer the service
that they're interested in then they're
looking for information about what sets
you apart from competitors but without
that initial relevance you're not going
to get them to care about the other
stuff we can then use this outline to
write our blog but Tim why are we just
getting the AI to generate the content
for us I'll show you why the content
produced by chat GPT is okay and it can
be used as a guide but it does tend to
be fairly generic we asked for a
friendly knowledgeable tone of voice but
it's just not quite there but way to
describe it is basic the copy that Bing
chat wrote for us was even more basic we
didn't even get the luxury of proper
headings like we did with chat GPT now
most AI content either from gbt4
requires the attention of someone who is
experienced in content marketing or who
knows the business really well to get it
shaped up make sure it matches the
company's tone of voice and does the
thing that it's supposed to do on that
page I convince and motivate the
customer to act speaking of experienced
marketers did you know the team here at
exposure ninja offers a completely free
review of your website digital marketing
done by a human not a robot sorry AI
just go to exposureninja.com forward
slash review to request yours today in
some cases if we determine that the free
review isn't going to be the most useful
thing that we can do for you now we
might give you some advice we might give
you some other help or assistance or
some training whatever's relevant for
you but you get it all at
exposureninja.com forward slash review
so how does AI underwriting longer
pieces of content like a Blog let's try
it with an example about Dentistry
Google makes any content about your
money or your life work extra hard to
get that ranking and putting out
incorrect information could lead to a
drop in ranking for your whole website
most of these AI tools can be a
confident liar at times so the risk of
putting out information is higher than
if you're working with an experienced
marketer that actually understands your
industry so it's really important to
fact check any information that you're
going to be publishing that's been
produced by AI let's start with some
keyword research the goal here is to
answer some common questions that people
have about going to the dentist by
specifying here that we want questions
and not individual keywords that AI is
going to give us the sort of content
that can work much better in blog posts
the questions that Bing chat returned
are actually pretty solid lots of good
questions that we can see from the
references are being covered by experts
in their field chat GPT returns similar
results let's ask it to use number to
create an outline this outline is pretty
solid one thing that did catch my
attention was that the AI named nitrous
oxide and sedatives and IV sedation now
this is the sort of thing that you would
need to double check getting this wrong
could cause unhappy customers and
potentially might lead to Google putting
you on the naughty step and it's cold
out there
thank you
like with the service page copy we can
also use the AI to try and write content
for US unless it's Bing then it will
tell you no chatgpt wrote Our blog for
us but it did need prompting halfway
through to continue its work if you're
writing longer content using AI then we
typically do this by asking it to write
in sections that way you don't get
stopped part way through due to
character limitations now looking
through the blog we run into a few
challenges first is checking the start
GPT sites from the oral health
foundation with Bing chat you have the
benefit of being able to visit the page
Bing has used to get that stat via the
references you don't get that in chat
gbt but using a site search the data
from the oral health Foundation actually
says that one in eight suffer from
extreme dental anxiety not one in ten
and the article is from 2014 this data
could be outdated now it's unlikely that
a human marketer would ever reference a
piece of data that old it's only a small
error though yes in this case it's a
fairly small error that won't have
massive impact on the reader but you can
see the sort of thing that it's prone to
getting roll there may be situations
where you have such a deep knowledge
about your topic that you find it
difficult to simplify down for an
audience with less knowledge AI can be
great at taking content and rewriting it
for a different audience let's say that
you want to make it easier for parents
to explain the process of getting
fillings for their children now Not only
was Bing chat able to explain it in a
way that a child could understand I
could also get it to give a response
that a parent could use to put their
child at ease of course it's always a
good idea to run this response past
other people in this case parents to
make sure that it resonates but this is
a great start for writing for an
audience that maybe you don't naturally
resonate with we can use the AI to help
us promote the blog too starting with
the metadata when asking the AI to
generate page titles and maths
descriptions it's a good idea to give it
character limits otherwise it can get a
little carried away chat GPT did get a
bit messy when returning the results but
it managed to keep within that character
limit Bing chat's answer was something
else it even included other brand names
in the suggested titles where which is
another example of why you must check
this work obviously it's a total washout
to publish something like this you
wouldn't want to be optimizing your
website for somebody else's brand name
unless you were doing a competitor
shootout page but that's not what this
is so it does look like in this case it
was just straight up stealing from other
websites which is really not good
we may also want to promote this new
blog via email now the basic email It
produced is a bit boring so we can ask
the AI to rewrite it in a more
conversational style I've got to be
honest the subject line It produced here
was very weak but of course we could ask
the AI to rewrite it and it's not going
to take that feedback personally we hope
again I included character limits so it
doesn't make things too low chat GPT
produced some pretty click-worthy
subject lines the preview lines are a
bit wordy but with some human
intervention I reckon we could get these
as good as the subject lines
this blog post could also be a decent
video so let's get the AI to write a
script for us again the AI makes a good
start but it doesn't necessarily include
ideas for how to film the video the
shots you can use the types of b-roll
footage the music the on-screen text it
just did exactly what it was told to and
created a simple script which is totally
fair enough but obviously you'd still
need an experience marketer to turn this
from a script into a video that actually
worked to retain viewers now the same
goes for social posts I asked it for
ideas and it gave me the copy I could
use to go with the social post rather
than the ideas for the types of posts
that I could make now obviously if you
asked a human marketer to come up with
ideas for social content it would take a
bit longer but that person would
probably go and have a look at other
social content which has performed well
got a lot of Engagement or brought
traffic they would then come up with
ideas which are based on the ideas that
they saw working really well on social
already and take inspiration from
effective captions and hashtags that
seem to be popular so whilst the AI does
a good job of coming up with something
and quickly it's not necessarily the
source of being that's going to get
really strong traction so what about PPC
now if you want to use PPC to drive
traffic to a particular page you can
take the content off that page pop it in
the AI and ask it to create ads based on
that copy because Bing is connected to
the internet you can just paste the URL
straight into the chat window and ask
the questions that you want but with
chat gbt you do need to copy and paste
the content from that page because it
can't access the internet I did have a
minor Panic for a moment here as it
seemed that Bing wasn't going to read
the link and just wanted to tell me all
about PPC ads but then it generated some
decent ideas for ad campaigns around CT
scanners so all was well in the world I
also gave chat GPT the copy from the
page and asked it to come up with some
ideas then I asked it to generate some
headlines and AD copy based on idea one
it actually came up with multiple
headlines and descriptions for each ad
totally unprompted I also asked it about
potential audience demographics for
these ads and what it produced was an
example of the importance of human
intervention now chat GPT did well for
the most part until it suggested
patience I highly doubt the patients are
looking to by a CT scanner so they can
do their own scans at home so reminder
in case we haven't mentioned don't take
AI suggestions at face value you always
have to interrogate them and use a human
who understands both the topic and how
to Market to make sure that this thing
actually makes sense AI is a tool not
the rule
what else can we use AI for as marketers
one of the best ways to use AI is to
process lots of information let's say
that you've got a new product launch
coming up and a PDF landed in your inbox
with all the information that you need
five minutes before meeting well you
could just stick the copy from that PDF
into the AI and ask it for some bullet
points of the most important information
that you need to take into that meeting
of course you're going to have to use
your brain and use caution if one of the
bullet points it gives you is the time
that the thing was sent or the URL of
the PDF you're not going to spell that
off like an idiot another way that you
can use AI is to have it update old
content let's say you've just worked
with an agency like exposure ninja and
you've got some shiny new brand
guidelines and tone of voice well you
could give the AI this new tone of voice
and it could then go and rewrite your
existing content in that new tone of
voice
you could either paste examples directly
into the AI or refusing Bing chat
obviously you can go on the website so
you can just paste your URL in and it
can do the rewriting for you there of
course this will only work if you have
an example of your tone of voice Beyond
little words like playful and
informative now unfortunately Bing
wouldn't even rewrite the blog for us
that's rude but it did offer some handy
tips and an example of how to rewrite
the first paragraph it also consoled us
with a suggestion that it could give us
feedback on our Rewritten blog which is
Handy chat gbt did rewrite the blog
cross and to be fair did a decent job of
matching the tone of voice it included
some more conversational sentences such
as it's easy peasy and there you have it
folks hello fellow human hi fellow kids
how do you do fellow kids what no I
wanted to see if I could push the AI a
bit further so I asked it to make the
content even more playful and humorous
and it did an all right job now from
experience it tends to put jokes in
weird places and try a little bit too
hard to match the instructions that
you've given it but given that this is
just a starting point and there's going
to be human intervention this is a Time
Saver it does does kind of have a habit
of sort of trying a bit too hard and
adding buzzwords for the sake of it and
stuff so be on your guard for that now
you should have an idea of how to use AI
in your daily marketing work to make
your life easier but the most important
thing to remember about AI marketing is
this don't take what the AI gives you at
face value yes it's Advanced yes it's
convincing but it isn't always right now
of course one thing that the AI can't do
is build you a tailored strategy based
on your business your competitors your
market and your specific opportunities
but this video shows you exactly how to
do that so how do you come up with a
custom digital strategy that is bespoke
to you go and watch this video and find
out and I'll see you next time