AI can help companies deliver the personalized experience that customers crave — and AI-driven marketing can be pivotal for reaching new shoppers. Here, we’ll discuss how AI can help enhance your marketing efforts and help you grow your business.
1. Develop data-driven buyer personas
Accurate and well-rounded buyer personas lay the foundation for an effective marketing strategy. Personas capture your customers’ fears, interests and desires, so you can ensure your messaging addresses their needs.
But buyer personas must be rooted in data to be effective, and that’s where AI can excel. AI can help marketers sort through mountains of customer data to uncover trends that can help enhance your buyer personas — and AI can even generate buyer personas itself.
Because AI streamlines and automates persona generation, small businesses can easily create personas for their business as well as their competitors — and gain valuable insight that can inform their marketing efforts.
2. Upgrade your email strategy
Email has the highest -Return on Investment (ROI) of any form of inbound marketing, generating $42 in revenue per dollar spent. But it relies heavily on customization, because marketers need to send the right message to the right customer at the right time.
AI can help. It can analyze your customer data and offer suggestions to help you segment your email list, so you can send emails micro-targeted to segments of your customer base. It can also help analyze mountains of analytics — send times, click-through rates and more — so you can send emails most likely to generate engagement and lead to sales.
3. Optimize online ads
Just as AI can help you laser-focus your emails to maximize conversions, it can help you get the most from online ads. Using AI, businesses can sift through consumer data and serve ads to users who are most likely to convert to customers, and optimize their ad spend to get results on a budget. AI can also provide real-time feedback into advertising campaigns, so businesses can adapt their ad spend and targeting accordingly.
Finally, AI can help fine-tune the ad copy itself. It can offer insight into the emotional marketing value of ad headlines to help predict their effectiveness, and generate ad copy that marketers can then adapt to their audience.
4. Use chatbots to drive conversions
Chatbots are already a must-have for customer service, but 55% of businesses that use chatbots as part of their marketing and sales strategy generate more high-quality leads, too. Chatbots provide a personal touch as customers shop online, providing an opportunity for customers to ask questions, learn more about your products, or even get product recommendations based on their needs.
Chatbots may be especially helpful for large purchases or in B2B, where customers typically gather lots of information before making their purchasing decisions. Here, chatbots can excel by qualifying leads and automating appointment bookings or demos to move customers through the sales cycle.
5. Turn customer data into marketable products
In addition to helping you market your existing offerings, AI can offer data-driven insights as you develop new products or services.
It can help businesses sort through customer feedback to highlight which features and benefits are most important to your target customer — and where future offerings may need to improve — as well as help with competitive analyses to learn how a new product or service might perform in the market. These same insights can help inform branding and positioning, so marketers can design a strategy that will set their launch up for success.
The bottom line
Immense amounts of consumer data hold the key to effective data-driven marketing campaigns — but they’re also near-impossible to analyze without help. AI can help marketers sort through mountains of data, making it easier to design and execute marketing campaigns that get results.
This article is intended for general informational purposes only and does not constitute legal advice or an opinion on any issue. It should not be regarded as comprehensive or a substitute for professional advice.