The majority of CMOs and business leaders are aware that artificial intelligence has the power to fundamentally alter how businesses operate. Think of it as having a team with a range of skill sets that can automate a ton of different marketing tasks with pinpoint accuracy. That’s the power of AI.
Businesses that are prepared to take the risk and use AI to their advantage are now experiencing a revolution. You can expand your business to new heights with the correct marketing plan coupled with a scaled AI model.
Businesses must completely rethink how they operate and how work is done to realize the full potential of AI.
In this article, we’ll go over 4 simple steps you can take to fully utilize and scale your marketing with AI,
How do you scale Artificial Intelligence?
AI is at the core of streamlining optimization, personalization, and the creativity needed to compete in today’s modern market. Having said that, the advantages of AI go beyond simply staying ahead of the competition. They also include knowing how to advance your business to get your desired results more quickly.
Simply put, scaling your tool stack to incorporate AI will result in better efficiency, increased productivity, and better collaboration.
Does this mean you’ll need to change every aspect of your marketing process to accommodate AI? No! Complete makeovers of marketing tools are incredibly difficult to accomplish since there are too many moving elements, parties involved, and tasks you need to juggle to get things going.
What you should do is isolate one aspect of your process and tailor the AI to completely manage it and go from there.
1. Be strategic
Choosing the ideal use case for AI can be difficult. This is why CMOs should focus on marketing sectors where AI will have a significant impact within a set amount of time.
However, this doesn’t mean you should immediately look toward big marketing domains such as your ad spend, sales forecast, or different channels. Although AI certainly has the capabilities to handle those, let’s look at specific areas that typically see quick gains.
For instance, you can use an AI content generator like Copysmith to optimize your content marketing and reach more people, resulting in more sales (and growth) for you.
Another use for this type of AI is for your product campaigns. Going back to Copysmith as an example, it can easily generate unique content for product descriptions and social media posts. And it doesn’t stop there. AI can be utilized for customer engagement, programmatic ad buying, personalization, and so much more! It’s all just a matter of evaluating your current marketing processes and tweaking certain parts to integrate marketing AI.
To start, compile a list of the things you notice are lagging compared to other processes. Evaluate how they perform by looking at:
- Their connection and potential for integration with your current marketing tool stack
- Performance metrics and KPIs compared to industry standards
- Opportunity costs: poor-performing processes that hinder growth or revenue
2. Involve all stakeholders in the conversation
The decision to utilize AI for marketing typically does not involve only one person. For big corporations, you have to go through numerous stakeholders and get them to sign off on your proposal for marketing AI tools.
Define who specifically in your organization has a role to play in the project’s success if you want the adoption of AI technology to be successful.
Everyone who will engage with the technology should be taken into account, not just the budget approver. Involve leadership figures such as the marketing manager, team leads, sales managers, and other key figures that will be heavily utilizing the planned marketing AI.
Before putting up the concept, you should be certain that you are well aware of the advantages and limitations of AI. You may build a stronger case for your solution by locating supporting information and use cases. Case studies are very helpful for showing leadership the kinds of outcomes they might anticipate or the repercussions of not utilizing AI.
If you manage to get their approval and get things going, give continuous updates and make sure they are aware of every step in the project. Be transparent about any mishaps or shortcomings and offer solutions going forward. Doing so will likely increase the rate at which you can adjust your marketing technology to AI. By getting feedback directly from those that regularly use it, you’re given the answers to improve the system rather than shooting in the dark and hoping to hit certain issues.
3. Make informed buying decisions
Much like any other business decision, buying an AI solution is an investment.
Take a look at your current marketing tool stack and performance and evaluate what would best suit your needs. Is your entire marketing department struggling from micro inefficiencies or are there any specific things you’ve identified as problematic?
If it’s the former, then you could benefit from an established marketing AI model that is already out in the market and used by multiple other organizations. But if it’s the latter, you may prefer a vendor that offers customized marketing AI tools specific to your marketing process.
Before making any buying decisions, you should ascertain whether you are being sold a personalized product that will match specific marketing needs or a pre-built product or platform.
Ideally, you’d want an AI tool that has a suite of features that are well within the domain you’re trying to improve. For instance, Copysmith has content generation and optimization, open team collaboration functions, a plagiarism checker, and a campaign builder; everything you could possibly need for content marketing.
4. Offer AI-focused education to your team
As we touched upon earlier, businesses that want to remain competitive in a market with more opportunities must make use of AI technology.
Most marketers today still have not accustomed themselves to the necessary skills to use AI tools. This mostly stems from:
- Comfort in using traditional methods
- Fear of the “complicated” technology
- Lack of understanding of the benefits
- Unwillingness to learn new techniques and processes
Ultimately, if your marketing team is receptive to new ideas and methods, incorporating AI technology will simply be a matter of providing the necessary training to get everyone up to speed.
You can start by familiarizing your team with the concept of AI and how it has transformed the modern market. Explain how it can make things easier and simpler. Give comparisons by using existing cases of companies benefiting from AI.
Afterward, you can give your team a preview of what to expect by exposing leadership figures to the AI program. Let them explore the interface and experience the different features for themselves to see first-hand how this can improve their productivity. By doing this, you’ll dissolve any doubts about how “complicated” these programs are.
Lastly, you can give incentives for team members to better motivate them to learn new techniques for AI utilization. For instance, you could offer extra company perks to employees who can fully master any new AI programs being rolled out. It’s these little things that can fully change an employee’s perception of a potential paradigm shift within the company.
If all goes well, then your marketing staff should be welcoming AI with open arms!
AI is the future of marketing
The digital revolution is bringing about changes in marketing at a pace no one expected. AI technology, once thought to be a distant possibility, is now a current tool used by multiple businesses to gain competitive advantages. You risk losing your position in the market if you choose not to implement AI in your marketing and business processes.
Every part of your organization, from lead generation to content production, marketing, sales, and customer support, stands to gain from incorporating AI into your future marketing strategy. What you need to do to seize the opportunity is to follow the steps listed in this article to efficiently scale your marketing AI and improve your overall business functions.
Copysmith has a ton of features that can allow your team to collaborate on projects and optimize content. Check out Copysmith here and get your 7 day trial to start writing for free today!