AI Marketing: How We Used AI to Scale Marketing in 2023
Everyone is talking about AI, but only few implement it across their marketing.
As the makers of one of the leading AI tools, last year we finally doubled down on implementing ours and other tools to scale our marketing, and it really paid off.
In this post, we want to share some of the insights we learned along the way.
What is AI marketing?
Although marketers have been using AI for years, it wasn't until ChatGPT launched in November 2022 that generative AI became dominant.
Today, around 35% of organizations use artificial intelligence (AI) in their businesses.
Limited AI knowledge is causing many companies to struggle with utilizing the technology. Whether you're already using some AI tools in your stack, or have no idea where to start, this article will explain how to transform your marketing strategy with AI.
Why should marketers care about AI?
Using AI in marketing enables you to automate repetitive tasks, gain detailed insights from customer data, and create personalized content for customers. Here is a detailed breakdown of the benefits:
Save time and money
AI can automate time-consuming tasks, such as customer segmentation and marketing analytics. Rather than individually categorizing customers based on shared characteristics in a spreadsheet, AI tools can quickly provide insight into who your customers are and what they are interested in. AI speeds up mundane tasks so you can invest your time and skills elsewhere.
Make smarter decisions
Knowledge is power. Because AI provides real-time insights and recommendations, you can make better decisions. For instance, AI can tell you which headlines get the most clicks and which words attract attention. You can use this knowledge to produce more engaging content for your target audience.
Spark original ideas and lift content
AI tools such as Wordtune can refine your language using AI-driven algorithms to suggest improvements in grammar, clarity, and readability. As well as being a 24/7 editor that eliminates human error, Wordtune sparks creativity. When you’re experiencing writer’s block, the Wordtune Editor’s “Expand” and “Continue Writing” tools can come up with content suggestions based on your keywords.
Increase website views, leading to more conversions
Search Engine Optimization (SEO) is a significant digital marketing strategy. This is a range of practices that optimize your content to make it more visible to search engines. AI tools can quickly recommend the best practices to boost your content views, such as finding relevant keywords, phrases, and FAQs to add to your copy.
Overall, a marketing strategy that uses AI can increase profits and customer satisfaction. In addition, the speed and accuracy of AI can reduce time spent on tasks and improve your marketing decisions. With all these benefits, it’s time to look at the different ways you can apply AI to your business.
Getting started with AI marketing
Now you know the benefits, let’s look at how you can use AI throughout your digital marketing.
1. AI for Content marketing
Search engines such as Google value unique content. Generic content doesn’t provide much value to a reader looking to deepen their knowledge, which is why this type of content doesn’t perform well on search engine results pages (SERPs).
Original content makes people feel more positive about a business. Unique copy helps you stand out from the competition and boosts your authority. It shows you are an expert with your own insights and awareness. While some people fear AI-generated content will produce repetitive results, I’m going to demonstrate otherwise.
When conducting research for an article, writers often click through the first few pages of Google to build their understanding of a topic. Imagine hundreds of people reading the same content to write their own articles or craft ideas for their product descriptions — repetition is likely to happen.
AI tools such as Wordtune create completely original suggestions that some of the most popular articles on a subject may not mention. Wordtune is a machine learning model that uses enormous datasets of written material to produce reliable content. It can even provide statistical facts for your copy. The tool will add a link to the fact’s source so you can double-check credibility.
Here is an example of the Wordtune Editor creating unique copy:
To generate unique copy through Wordtune as shown in the image above, first type the key details or sentence that you want to extend. Then, click the “Spices'' and “Continue Writing” buttons for text suggestions. You can choose to accept the copy Wordtune has created, or click for “Another suggestion.”
2. AI for email marketing
As discussed in our guide to creating AI email marketing campaigns, personalized emails create higher revenue and transaction rates. Email marketing has the highest ROI compared to other marketing strategies, so it’s worth optimizing your email content.
AI tools can learn email subscribers' behaviors and patterns. These insights can then be used in your email copy. Let’s use Amazon as an example.
An Amazon customer may type “Products to help me get to sleep” into the website’s search bar. If this customer is on Amazon’s emailing list, the company can send a newsletter featuring sleep product suggestions. This tailors the content to the customer, increasing buying interest and conversion rates.
Another way to optimize email marketing through personalized content is automation. AI can learn the most efficient times to send an email to increase open and click-through rates. It does this through tracking customer responses to emails and adjusting timings accordingly.
3. AI for performance marketing
Digital ads are often expensive to run and take time to create. Traditionally, marketing teams and individuals would create and publish ads before tracking performance. But with AI, this process is faster and more advanced.
Firstly, AI tools such as AdCreative.ai can test your ad idea within minutes. The platform uses data from millions of ads on its system and its AI algorithm to make ad recommendations. Using data, ad tools can suggest where to place your call-to-action (CTA) to maximize performance, as well as the optimum length of text for a particular platform. For example, people on social media may prefer shorter ad text than website readers.
In addition to optimizing ads before publishing, AI helps you determine how much to spend to reach your intended audience. Facebook ads, for example, share how many people will read your ad each day based on your budget.
As well as providing analytics to help you design your ad, AI tools can alter your ad copy to continually improve its performance. Based on how people respond, AI can suggest product alternatives and different words and phrases to increase engagement.
A compelling ad requires strong copy. Before publishing, use Wordtune to check spelling and grammar, to ensure your sentences are digestible and concise.
Wordtune is equally good at creating ad headings. As shown in the above image, Wordtune can find stronger alternatives to catch your target audience's attention. Using its AI learning tools, Wordtune creates suggestions for titles that are punchy and easy to understand.
To test this out for yourself, type your ad heading in the Wordtune Editor and then click the “Rewrite” button for suggestions.
4. AI for social media marketing
If there’s one thing every social media professional knows, it’s that posting to different social channels takes a lot of time. You can spend hours each week consistently creating posts, writing engaging captions, keeping on top of trends, and posting to multiple platforms.
There are many ways AI can maximize social media marketing. AI tools such as SocialBee can automate and publish your social media posts so you don’t have to manually copy and publish content across different platforms at set times and days. For example, I can schedule an Instagram post to also be published to Twitter and LinkedIn.
As well as publishing content for you, SocialBee uses AI to generate social media captions.
You can type in the tone of voice, the social media platform (Twitter, Instagram, etc) you want to post on, and the details of the post you want to create. The AI will then suggest captions to match your CTA.
Before posting to social media, I use Wordtune’s Editor to see if I can edit lengthy sentences or complicated pieces of text. With countless posts uploaded to social media every minute, it’s critical that the content is compelling and clear to my audience.
AI can greatly transform your digital marketing efforts. From minimizing repetitive tasks with automation to save time, to creating a personalized experience through content tailored to an individual customer. If you want to make smarter decisions and improve marketing efficiency, artificial intelligence is the way forward.
This article was co-written with Wordtune. Wordtune didn’t write the whole piece. Instead, it contributed ideas, suggested rephrasing alternatives, maintained consistency in tone, and of course - made the process much more fun for the writer.