According to the McKinsey 2022 State of AI review, the average number of artificial intelligence (AI) capabilities that companies employ has doubled over just four years — from 2018 to 2022. Now, with ChatGPT’s generative AI capabilities making headlines, more businesses are looking for novel ways to leverage the tool to their advantage in the near future. Given all the interest around it, how marketers can use ChatGPT is a question all data enthusiasts and marketing professionals will be asking. It is the right time to stay up-to-date with the tool’s abilities and the resolutions to its current shortcomings to build a lucrative career in the field.
Top Benefits of ChatGPT for Businesses
Quick Response Time
ChatGPT’s ability to provide fast and accurate responses to customer inquiries will free up time for customer service agents. This, in turn, will allow them to focus on more critical and specialized jobs.
The conversational AI tool’s capacity to produce exciting and relevant content depending on a specific input or user interest is a great way to boost engagement to increase online traffic to a company’s website or social media channels.
Research and Content Curation
The tool’s capacity to research any topic online and select relevant content from various sources can help businesses develop a coherent and effective content marketing plan.
ChatGPT can assist with engaging customers on social media or offering discussion starters on a website’s blog or forum, improving a business’s online presence and customer engagement.
How Can Marketers Use ChatGPT
ChatGPT can be used in the marketing industry in various ways. For example, it can be used to generate personalized automated responses to customer inquiries, create high-quality content for email or social media marketing campaigns, and assist customers through their purchasing process. And how can marketers use ChatGPT to their benefit in other ways? Here is a list of nine significant ways marketing professionals utilize the tool.
1. New Hire Training
ChatGPT is a GPT 3-based natural language processing tool that is trained using reinforcement learning to drive engaging conversations. It provides straightforward, answers to questions and can be used to initiate dynamic conversations. Therefore, the latest AI tool can be used by marketers to optimize their training methods.
While training new hires, marketers can discuss the fundamentals of the topics under discussion and make use of ChatGPT to offer trainees a platform to ask follow-up questions in case they have any doubts.
2. Getting a Quick Summary of Information
ChatGPT can search the Internet for specific user requests and provide a quick summary of relevant information to help marketers optimize their campaign efforts and improve customer experiences. Additionally, multiple interactions using ChatGPT can reduce time and effort for customer service agents.
3. Keyword Targeting Suggestions
ChatGPT can help marketers in keyword research by identifying synonyms for root keywords. For example, suppose the root keyword is ‘bespoke kitchens’. ChatGPT will provide alternate synonyms like custom kitchens, unique kitchens, or personalized kitchens to help marketers include these in landing pages/blog posts/Pay Per Click (PPC) campaigns and strengthen their on-page optimization strategy.
4. Create a Compelling Ad Copy
Creating unique and attractive ad copies across hundreds of marketing campaigns can be challenging. ChatGPT makes this job more manageable. This latest generative AI tool can outline ideas for the copy and structure of an ad to enhance productivity. Moreover, it can also be used to write compelling emailers that can result in improved conversions for cold leads.
5. Inspire Ideas for A/B Testing
A/B testing (also called split testing) is a marketing experiment where marketers split their audience to test the different variations of a campaign and determine which one performs better. For example, they can show version A of a marketing content draft to half their audience and version B to the other half to determine the overall performance. Moreover, ChatGPT can automate A/B testing experiments to uncover powerful campaign insights. This can help marketers select the best-suited version for a particular campaign.
6. Help Name a Podcast or Blog
This is a significant benefit of generative AI tools like ChatGPT because a good name, title, and/or headline is essential for a piece of content to perform well on search engines. In addition, marketers can leverage the potential of this conversational AI to generate catchy titles and apply them for naming blogs, podcasts, and webinars.
7. Check Code
Do marketers need coding abilities too? In short, yes. Marketers should learn to code. However, unlike data scientists, mastering theoretical computer knowledge and complicated math is optional. It’s more like picking up another skill to become a better marketer. Hence, ChatGPT can be particularly useful for them as it can write small pieces of code and debug them effectively to remove any errors.
8. Boost Customer Service Quality
AI-based ChatGPT improves the performance of customer care chatbots to provide more intelligent responses that enhance customer experiences. The following are typical customer support issues that can be tackled via ChatGPT:
- Long response time
- Dull and predictable chatbot responses
- Inappropriate agent behavior
- Inaccessibility/unreliability of marketing and communication channels
Thus, improving customer service quality will assist marketers in understanding and addressing customer pain points.
9. Nurture Leads Successfully
Chatbots have long been thought to be ideal for nurturing leads and directing them into a company’s sales pipeline. ChatGPT can make this a reality. Hence, marketers can leverage its unique features, such as its capacity to recall previous user comments and provide follow-up corrections, to quickly and successfully convert leads into clients.
How Can Companies Use ChatGPT for Content Marketing
Now that the ‘how can marketers use ChatGPT’ question has been understood, let us explore ways businesses can use this cutting-edge technology to create an exceptional content marketing strategy.
Produce Initial Drafts
It takes a lot of work to create that first content draft. Even a straightforward article involves hours of research, fact-checking, writing, and editing before it is ready for publication. Businesses can leverage ChatGPT capabilities to accelerate the speed of content delivery and help content creators overcome those writer’s block bouts. Further, you can check out an example of how journalists at reputed publication houses are already using ChatGPT to write content here.
Create a Content Calendar
Articles, emails, ads, and even poems, are not the only type of content that can be created using ChatGPT. Additionally, companies can also use ChatGPT to help content marketers generate content ideas for different industry-specific topics and maintain a monthly content calendar for social media posts.
Aid in Research
Businesses may use ChatGPT to get help with content research and curation. By providing access to a variety of resources, the AI tool helps companies in developing a consistent and effective content marketing strategy. However, when it comes to facts, it is necessary to verify ChatGPT’s response from authentic sources to avoid publishing misleading information.
Simplify SEO-Related Tasks
Search engine optimization (SEO) is a vital part of content marketing, and ChatGPT can be helpful in performing SEO-related tasks. For example, it enables content marketers to experiment with writing meta titles and meta descriptions. Moreover, ChatGPT can also prove beneficial in refining sentences in the content to improve readability scores.
Learning, the Emeritus Way
OpenAI’s ChatGPT is a groundbreaking innovation. It is a one-of-a-kind AI-enabled chatbot that can not only engage in human-style conversations but also produce responses based on prior discussions in an ongoing thread. Moreover, from creating high-quality content to providing keyword suggestions and nurturing leads, this brand-new tech can perform many tasks to make the job of a marketer easier.
It is important to remember that this conversational AIatbot needs improvement. Moreover, data scientists will need to develop and train its language model further to smoothen out the rough edges. It is, however, a fascinating glimpse into the ways in which artificial intelligence can be harnessed and a great motivator to know more about this technology. If you’re among those whose interest in the topic has been ignited, then you should explore Emeritus’ online AI and ML courses. Created in association with top global universities, they will ensure you gain in-demand skills, work on the latest industry innovations, and make promising contributions in the AI field.
By Rupam Deb
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