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Despite being deeply entrenched in the technical world, I quickly learned that being good at what you do isn’t the same as being good at marketing what you do. This is something that many small business owners grapple with, myself included. We excel in our trades but often find the intricacies of marketing, especially digital marketing, to be somewhat elusive.
That’s where AI enters the scene. The prospect of using artificial intelligence for marketing might sound like a far-fetched idea reserved for tech giants with deep pockets. However, I’ve discovered that generative AI tools are not only accessible but also incredibly effective for small businesses. They can level the playing field in the digital marketing arena, allowing us to compete with larger companies without the need for vast resources or dedicated marketing departments.
Why use AI now
Engaging with AI technology now, even in a limited capacity, lays a solid foundation for your business to easily adapt to and incorporate future advancements in the field. As AI continues to evolve, your early experiences will provide valuable insights and familiarity, positioning you to seamlessly integrate more sophisticated AI tools as they become available. This proactive engagement not only enhances your current marketing strategies but also ensures your business remains agile and forward-thinking in a rapidly changing digital landscape.
Among the most revolutionary AI developments are large language models (LLMs) like ChatGPT. LLMs are sophisticated algorithms trained on extensive collections of text data. They can understand and generate humanlike text, engage in conversations, answer questions and even create content that feels personally tailored.
ChatGPT, developed by OpenAI, stands out for its ability to understand context, generate coherent and relevant responses, and learn from each interaction to improve over time. This capability makes it an invaluable tool not just for marketing but for a wide range of applications, from customer service to content creation, making it accessible and beneficial for businesses of all sizes.
How to use AI now in marketing
Navigating the world of AI marketing doesn’t have to mean diving deep into every tool available. For small business owners, leveraging even a single AI solution can significantly affect your marketing efforts. Let me share how tools can be utilized effectively, even if you’re primarily using ChatGPT to streamline your marketing strategies.
For those focusing on social media, integrating AI doesn’t require a suite of complex tools. By utilizing ChatGPT, you can generate engaging content and draft posts. Consider ChatGPT your brainstorming partner, helping to come up with ideas that you can then schedule according to your insights and preferences.
Use ChatGPT for content creation, SEO
Content creation, often seen as a time-consuming aspect of digital marketing, can be streamlined using AI like ChatGPT. It can assist in generating ideas, creating outlines or even drafting content for your blogs or website. This direct use of AI in your workflow can save time and inspire creativity, without the need for additional content-focused AI tools. Be aware, however, that many organizations, including Advanced Textiles Association, have rules regarding the use of AI-written materials on their websites and in their publications and communications.
For SEO (search engine optimization), while tools such as Semrush or Moz offer detailed insights, using ChatGPT can help you understand and implement key SEO practices like keyword optimization. It can give you knowledge and feedback on things from specific SEO questions to brainstorming ideas so that you can be an effective user without having to become an expert at SEO. It can guide you in creating content that’s not only engaging but also optimized for search engines, and it doesn’t require you to dive into the deep analytics provided by specialized SEO tools.
The key to integrating AI into your marketing strategy, especially if you’re primarily using ChatGPT, is to leverage its capabilities to enhance your efforts in these areas. You don’t need to use every tool out there to see benefits. Even minimal integration can lead to more effective marketing, allowing you to spend more time on your business and less on marketing complexities.
Start slow and grow
Embracing AI doesn’t mean replacing the human touch that sets small businesses apart; rather, it’s about augmenting our capabilities, freeing us up to focus more on what we do best—crafting quality products and services for our clients. By handling the analytical and repetitive aspects of marketing, AI allows us to concentrate on building meaningful relationships and delivering exceptional service.
Starting with AI in marketing doesn’t require an all-or-nothing approach. Begin small, experiment with tools like ChatGPT and observe the impact on your efforts. There’s no universal solution in digital marketing, but integrating AI can significantly enhance your strategies, efficiency and ultimately, your business’s growth.
AI helped me write this
And now, again, full disclosure. In crafting this article, I used ChatGPT as a research and cowriting tool to enhance my understanding and expression of AI’s role in marketing. ChatGPT helped me structure the article, clarify arguments and broaden my perspective on AI integration. My hands-on experience with ChatGPT not only enriched the content but also highlighted the real-time benefits of using AI for content creation and idea generation.
So, to my fellow small business owners, consider this not just an invitation but a call to action. Don’t be daunted by the prospect of using AI in your business. The potential benefits far outweigh the initial learning curve. Engage with AI, allow it to transform your marketing approach, and watch as it opens up new avenues for growth and success in marketing and beyond.
Editor’s Note: In addition to Adam Penner and AI, this article was reviewed by human professional editors. These humans corrected grammar and punctuation and improved flow and the overall composition of the piece.
Adam Penner, founder of AP Consulting and Technical Services, holds a degree in engineering physics from the Colorado School of Mines. With six-plus years of experience in the marine textiles industry, Penner brings a wealth of knowledge and expertise to his business operations consulting, Rhino3D training and custom plugin development services. You can reach him at adam@goapconsulting.com.