Following the explosive debut of ChatGPT in the fall of 2022, generative AI has shifted the conversation about what AI looks like, in business and society. With its wide range of applications, generative AI now features prominently in many organizations’ tech stacks.
According to Pitchbook data, venture capitalists had invested $200 million in AI three years ago. After ChatGPT, Dall-E and other generative AI platforms made headlines, that number skyrocketed to $1.5 billion by the end of last year. With this surge in adoption, it’s essential to consider how your business can capitalize on ChatGPT in marketing and sales strategies.
Developed by OpenAI, ChatGPT is an AI technology that uses text prompts and user questions to conduct conversations. The latest version, ChatGPT-4, is capable of responding in 26 languages and has been highly praised for its natural-sounding speech. OpenAI’s innovative technology has gained attention from major players in the tech industry, with Microsoft investing $10 billion and holding a substantial 46% ownership interest. In March 2023, Google launched Bard, its own conversation intelligence model.
Given the significant investments, it may be time to consider incorporating it into your organization. But what exactly can ChatGPT and other generative AI chatbots do for the marketing and sales department? Let’s explore five ways ChatGPT can improve your marketing and sales strategy.
Search Engine Marketing (SEM)
ChatGPT is a valuable tool for reassessing your SEO strategy. Providing the appropriate prompt can generate a comprehensive SEO plan, starting from a high-level overview to more granular suggestions about keywords and search engine placement. Utilizing ChatGPT as a starting point for SEO can be an efficient approach to elevating your ideas.
Cost Per Click (CPC)
ChatGPT can also enhance a user’s website experience and benefit paid search strategies. A mere 20% of internet users read an entire article after seeing a headline, and the average bounce rate for a website’s landing page is about 40%. This means catching and retaining consumer attention is essential. ChatGPT’s ability to generate persuasive ad copy and headlines can help attract website visitors.
Upon arrival to a website, 70% of users head to the search bar. Marketers can leverage ChatGPT to incorporate highly targeted and frequently searched keywords into their content, enhancing their visibility on search engines. Precise selection of keywords is crucial since nearly 95% of keywords receive only ten or fewer monthly searches.
Customer conversations provide valuable insights, and ChatGPT can help extract even more value from these correspondences. By inputting a call transcript, marketers can use it to summarize the discussion and identify obscure patterns that may help predict future results. It can also recommend appropriate next steps based on customer interactions, such as a follow-up conversation, to help enhance customer engagement.
Long-Form Content and Customer Communication
ChatGPT can also aid brainstorming and jumpstart creativity when working on longer written content. For example, it can generate detailed outlines when given a general topic and keywords, help avoid writer’s block by offering perspectives to bounce off of, and suggest content ideas. After generating the initial content, ChatGPT can help you further develop and customize copy to align with your messaging goals. By reducing brainstorming time, it streamlines the content creation process and accelerates the path to the final product.
ChatGPT allows you to explore ideas about competitive differentiation. For instance, you can input a prompt to identify the differences between your brand and a competitor. The smart chatbot can generate a list of potential distinctions in seconds, providing insights that can help determine your product’s unique selling points. This can help you gain a competitive advantage in a market that’s increasingly crowded with similar brands.
However, consider this cautionary tale: ChatGPT’s output isn’t always completely accurate, so thoroughly review the facts it provides before plugging the information into a sales deck.
A Plethora of Options
Other generative AI tools are available to marketers and sales teams, and new ones are created nearly every day. However, ChatGPT is one of the most accessible, with an average 100 million active users per month.
Given this surge in popularity and use cases, now is the time to leverage the power of AI to enhance your marketing and sales operations. This may mean investing significantly to integrate AI into your solutions stack, or starting with small steps like using ChatGPT to generate ideas. Embracing this trend can unlock the potential of generative AI, and help you positively impact your business.
Todd Fisher is co-founder and CEO of CallTrackingMetrics