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The best way to use AI in your marketing

How to use AI to reach your goals and move your company forward

Author

Mariah Parker
June 28, 2023

Hello again, Collaborators! Today, we’ll talk about the most important concept in marketing AI: how to find the best way to use it.

It seems like I can’t log into LinkedIn without seeing a post about “the BEST way to use AI.”

The best way to use AI is creating 100 programmatic landing pages in a week.

Or generating your marketing strategy for the next five years.

Or personalizing outreach to potential partners with the click of a button.

The truth is that the best way to use AI is not a specific tactic. You should use AI to advance the initiatives that have the largest impact on your marketing success. 

If your business grows through B2B2C partnerships, personalizing partner outreach may be the best way to use AI for you. However, if SEO is your primary channel, creating 500 new landing pages in a week is the better choice.

How can you identify the areas where AI could have the largest impact?

Let’s go through the process step-by-step.

THE DEEP DIVE

Finding the best way to use AI in your marketing

1. Identify your biggest business opportunities and gaps

Before we start looking at AI solutions, it is important to evaluate the biggest opportunities and gaps for your marketing team and company.

Make a list of your most impactful marketing efforts and areas where you and your team need additional support.

Here are a few questions that may help:

  • Which marketing efforts have the largest impact on your performance and KPIs?

  • If you could bring on junior marketers this week, what work would they do?

  • What marketing tasks are the most challenging for you?

  • What skills does your team lack?

  • What future work do you wish you had the resources to do?

There are no bad ideas in this stage. List every idea you have. We’ll sort through the ideas in the next step.

2. Prioritize your list of uses of AI

Once you have had a chance to list all the potential ways you could use AI in your business, it is time to prioritize initiatives.

Here are a few things to keep in mind:

  • Ease of implementation - AI that supports standalone tasks is often easier to implement than tools that are embedded into core systems.

  • Size of impact.

  • Likelihood of impact.

  • Resources you’ll need to implement the change.

Try to identify the top 3-5 use cases for AI from your list. We’ll research those use cases to figure out how AI can solve those problems.

3. Research AI tools that can help you with your specific challenges

The next step is to identify the best AI tools to help you capture the opportunities you identified.

You can find solutions by:

  • Googling “AI tools for [use case]”

  • Reading case studies on how other marketers are solving problems with AI

  • Talking to other marketers

  • Reading Possaible. I’ll cover a new use of AI every week.

Look for tools that:

  1. Solve your key problem well.

  2. Have robust systems to address privacy, security, and ethical concerns with AI (note: this is particularly important if the AI system will access sensitive user or company data).

It would also be helpful if the platform addresses other key problems on your list. For example, you may be able to find a single tool that generates social media captions and blog posts. However, if you plan to use AI to reduce customer support needs and design images for your blog, you may need to find more than one tool.

4. Implement the solutions you found

Once you have identified your new AI tools, it is time to implement them.

It can be helpful to start small and automate the simplest tasks first. Success in these initiatives can help you build buy-in to move on to more complex uses.

A few things to keep in mind as you’re getting started:

  • Treat AI as a collaborator and not an autonomous team member. Keep human eyes on AI output.

  • Always keep ethics, privacy, and security are top-of-mind.

How will you be using AI to improve your marketing performance? We’d love to hear from you! Reply to this email and share your thoughts.