3 ways to use AI in your digital strategy
It can drive your car, clean your floor, and help you organise your diary, but can AI help you in business? Here are 3 ways that AI can be implemented in your small business digital strategy
I is in a funny place. Not, “haha” funny, since computers don’t do jokes that well (that’s a link worth clicking, as the results are so bad they’re funny). AI is in a growth phase but the growth is so all over the place that no one is sure how it’s going to pan out. Plenty of tech types have asked we keep breaks on the whole thing and are worried we’re rushing towards the end of days. “Maybe there’s a five to 10 percent chance of success [of making AI safe]” Elon Musk warned when speaking to Neuralink staff.
However, while we wait to see how things settle down, there are some ways that AI can be of use, without killing us all, in your small business. Yes, I said small. The big guys are already heavily investing in AI tech. You can use AI in a few ways for your digital strategy to help customers, help your brand marketing, and connect better with potential leads.
You’ve seen these, I’m sure. They pop up when you visit a site and ask if you’d like to talk. The most simple ones direct you to pages based on what you ask for. The more complex ones can search for stock or order information and answer questions about products or services. The eBay chatbot is a great example for the more complex end. By implementing a chatbot on your site, you can increase lead conversions by 4x while also improving customer experience. There are plenty of companies out there who can supply a chatbot. Implementation is where it can get tricky. The more “fire and forget” end of the market normally just plugs into your CMS. At the more complex end, you’ve got to spend a great deal of time and effort working out decision trees and thematic analysis to make it work well. Don’t let this put you off. The best chatbots are designed to express your brand and that means customisation.
Figuring out what’s working in your content marketing
Marketing automation is here to stay. Again we have a sliding scale from a simple content management system to a more fully developed offering. Most are cloud-based and offer a range of features to help find ideas, generate content and then distribute and optimise. Take a look at a typical content cycle :
AI can help, in various ways, in all of the above elements. AI can give you ideas for what type of content you should consider, based on the analysis of other brands you specify. It can help you create content using samples that you give it. It can tell you the best times and places to publish content based on both previous results and the results of others. Lastly, it can help you gather and analyse data on previous content you’ve published. Sounds pretty handy, right? It’s not all perfect, however, content generation via AI is often very generic and needs a large amount of work to polish to levels you are happy with. Likewise, you need to oversee the entire process, so it’s more a case of “artificial assistant” than true AI. But, if you select the right platform for your needs and train it in the right way, it can speed things up and add value to your content marketing processes.
Digital lead generation and tracking
Understanding who is doing what across the entirety of your business’s digital landscape can be near impossible. Who is visiting your website and what are they doing? Are they actually reading the content? Where did they find you and is the same person then engaging with you via other channels? AI-powered customer insights can show you quickly what would take hours or days of manual analysis. The issue here is one of integration. Mapping your processes and then engaging with a system that can track all the elements needed can be time consuming and expensive. However, if your organisation is heavily lead-driven, then the types of insights available may well generate amazing amounts of revenue.
While AI, at the moment at least, can’t totally replace the human element it does have its place. Within the realms of data analysis a computer is unmatched. Much of the content that AI generates is cobbled together elements from other projects. Written AI content is especially troublesome and needs so much editing that you’re better off doing it from scratch yourself. Notwithstanding this, however, AI should most definitely be on your radar.