5 Ways, How Artificial Intelligence Can Boost Your Sales Through Marketing
Bill Kiani
Head Of Business Development & Sales | Expert Global SaaS Sales | Awarded TOP 3 % | Top Account Executive | Business Strategist | Expert Sales Management & Development | Closer |
Every day your team postpones using innovative AI-powered solutions in your content marketing, you’re losing a competitive edge.
If this sounded a bit dramatic, great. It’s supposed to be to get your marketing team on its toes and prepared to embrace AI-powered marketing tools.
Artificially intelligent systems constantly work on the background of popular products and services such as Netflix, Amazon, and, naturally, Google. In the past few years, though, AI has paved its way deeper into marketing, helping brands to enhance every step of the customer journey. Moreover, tools previously available to enterprise-level companies have become affordable and accessible to medium- and small-sized businesses.
To better understand the latest machine-learning applications in marketing, I consulted with Markus Lippus, chief technology officer at MindTitan, a company focused on developing AI-powered solutions.
1. AI-enhanced PPC advertising
Most marketers allocate their pay-per-click budgets to AdWords and Facebook. According to eMarketer, Google controls 40.7% of the U.S. digital ad market, followed by Facebook with 19.7%.
Most pay-per-click ad campaigns are managed by either in-house teams or a PPC agency. In other words, humans. But AI can help you uncover new advertising channels that may not be used by your competition.
According to Markus, “AI-powered systems can help advertisers test out more ad platforms and optimize targeting. That’s exactly what Facebook is doing with their ad delivery optimization. However, this approach could also be applied to omnichannel PPC campaign data (held by a single company) by using third-party or in-house AI tools.”
Albert, an artificial intelligence marketing platform, provides a service – autonomous media buying. This approach requires little human input while AI analyzes, manages, and optimizes paid ad campaigns.
Key takeaway: If you work with large-scale PPC campaigns, machine-learning algorithms can help you find new ways for optimizing your layout, copywriting, targeting, and bids.
2. Highly personalized website experience and better CRO
While AI’s capacity is far from being able to build new websites from the ground up, it can help you enhance your visitor experience with intelligent personalization on your site.
Intelligent algorithms can help personalize:
- Website experience – By analyzing hundreds of data points about a single user (including location, demographics, device, interaction with the website, etc.), AI can display the best-fitting offers and content.
- Push notifications – Thanks to behavioral personalization, push notifications can be specific to individual users, delivering them the right message at the right time.
The 2017 Real-Time Personalization Survey by Evergage notes that 33% of marketers surveyed use AI to deliver personalized web experiences. When asked about the benefits of AI-powered personalization, 63% of respondents mentioned increased conversion rates and 61% noted improved customer experiences.
3. AI-powered content creation
Natural-language generation holds tremendous potential in making the work of content creators more efficient. By 2018, Gartner predicts, 20% of all business content will be authored by machines.
Currently, machines can create content with simple rule sets and formats such as:
- Profit and loss summaries
- Quarterly business reports
- Hotel descriptions
- Real-time stock insights
- Sports game recaps
Every AI-generated narrative is designed to read as though it’s written by a human. The data insights and writing style of each narrative depend on the rules and formats established by your brand to best serve your audience.
In addition to content creation, AI-powered marketing tools like Rocco can suggest fresh social media content that your brand’s followers are likely to engage with.
Key takeaway: Even though an AI-generated e-book or research report is still science fiction, you can use AI tools to automatically generate email content, personalized reports or messages, or to curate content for social media.
4. Content-creation chatbots
If you’ve recently chatted online with a customer service rep, your helpful correspondent named Ashley or Jen might have held a little secret – she’s a bot.
From fashion to health to insurance, intelligent chatbots are providing borderline magic customer support. And in some cases, they’re better at creating personalized content than humans.
“Chatbots have access to millions of customer-centered data points. They can also aggregate location-specific requests to detect patterns, spot repetitive problems, and predict what’s causing issues for a particular user,” Markus says. “Often, this makes them more knowledgeable than any human customer service rep.”
But chatbots aren’t limited to direct customer service interactions. For example, Sephora’s Kik bot opens with a mini quiz about the user’s makeup preferences.
For users interested in learning more about a specific product, Kik opens a next-level dialogue box with multiple customized options.
Sephora’s example proves AI-powered chatbots can provide advice in the research phase, giving way to a new form of content marketing.
Key takeaway: Nowadays, AI-powered chatbots are commonplace. However, you can take the opportunity to take your customer chat to the next level with personalized content marketing. Think about ways to employ AI agents as proactive advisers for every online visitor, not just for direct customer service interactions.
5. Intelligent email content curation
Your team often spends hours compiling and scheduling weekly emails to multiple customer segments. Even with smart subscriber segmentation, you can’t deliver a personalized email to every single customer. Yet, a 2016 study by Demand Metric found that 80% of marketers say personalized content is more effective than “unpersonalized” content.
That’s when artificial intelligence enters the game. Algorithms can map a subscriber’s website experience and email browsing data to understand all the individual’s interactions with your content. This knowledge allows the algorithm to identify hyper-contextual content to create one-on-one personalized emails.
Dynamic emails can be compiled based on:
- Previous website interactions
- Previously read blog articles and content
- Time spent on a page
- Wish list
- Most popular content at the time
- The interest of similar visitors
- Previous interactions with branded emails
Key takeaway: Artificial intelligence makes it possible to send personal curated emails to every single customer. By analyzing a customer’s reading patterns and topics of interest to recommend specific content most relevant to that person, AI-assisted emails could become even more engaging for every single subscriber.
TIP: Not all AI-backed systems are capable of learning from user feedback. As you evaluate AI tools, make sure to see if that learning feature is included.
How marketers and AI can work hand in hand
AI enables marketers to fulfill a dream previously considered impossible – to engage with every individual customer in a personalized and meaningful way.
When looking to integrate AI to your content marketing stack, consider these three points:
- Look for opportunities, from automated content curation to personalization, where AI can make the biggest impact and result in the highest ROI.
- Make sure your data is sufficient for the algorithms to learn from.
- Be careful not to be too aggressive with personalization – all your marketing messages and content experiences should seem natural to users.
You’ve been affected by AI in your content marketing for years, now it’s time to intentionally apply additional AI products to deliver personalized experiences and beat your competition.
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