Every agency I know is experimenting with artificial intelligence (AI). While still early in its lifecycle, AI is already starting to impact how agencies deliver work to clients.
Although Square 2 provides a variety of campaign types to our clients – including demand generation, account-based marketing and inbound marketing – AI is impacting how we plan and deliver across the board.
But there is something unique about inbound marketing that makes it a natural fit for AI tools. Its heavy reliance on content, organic search and website conversion rate optimization means there are several opportunities to use AI to improve results and efficiency around program delivery.
Here are some key ways in which AI is impacting inbound marketing.
Content is at the heart of inbound marketing campaigns. When inbound marketing first arrived on the scene, many marketers thought it was the same as content marketing. Content fuels inbound’s effort to earn attention from a search perspective and the conversion strategies key to successful inbound marketing execution.
AI-powered natural language generation (NLG) algorithms create high-quality content at scale. Marketers now leverage AI to generate blog articles, social media posts and product descriptions, saving time and resources.
While much of this content still needs the deft touch of a professional writer, opportunities exist here to expand content creation efforts without adding a lot of extra time and expense.
Today, the more you personalize, the better your results. Inbound marketing, at its core, is about creating a remarkable, scalable and educational experience.
If you can recommend or serve up personalized content recommendations to your prospects at the right time in their buyer journey, they are going to turn into sales opportunities more frequently and, I’d argue, close faster and at a higher rate.
AI algorithms analyze user behavior and preferences to deliver personalized content recommendations. This enables marketers to provide relevant content to individual users, improving engagement and conversion rates.
Inbound marketing is about being visible when people are looking for what you do. AI algorithms can analyze vast amounts of data to identify trends, patterns and keywords for effective search engine optimization (SEO). Marketers can optimize their content and website based on AI-generated insights, improving search rankings and organic traffic.
Chatbots equipped with AI capabilities can engage with website visitors, answer inquiries and collect valuable customer information. They provide personalized recommendations and help nurture leads, improving customer satisfaction and lead conversion.
AI algorithms can analyze historical data and customer behavior to predict lead quality and conversion probability. This enables marketers to prioritize leads, focus their efforts on high-value prospects and tailor their marketing strategies accordingly. The result of this is a lead score that gives sales a tool to make decisions about prospects and the follow-up that is most appropriate based on the opportunity.
AI-powered automation platforms enable marketers to deliver personalized and timely content to leads throughout their buyer journey. Automated nurturing sequences can be customized based on user behavior and preferences, increasing the chances of lead conversion.
Experience is everything today. A solid, engaging and educational experience on the marketing and sales side of the business can make or break your lead generation efforts. AI helps us personalize that experience and create an ongoing experience that gets so specific that people feel like you’re talking to them and only them.
AI-powered chatbots can provide instant, 24/7 customer support, resolving queries and issues in real time. They can understand natural language and offer personalized assistance, improving customer satisfaction and loyalty.
AI algorithms analyze user data to provide personalized product recommendations, improving user experience and boosting cross-selling and upselling opportunities. These recommendations can be based on previous purchases, browsing behavior or similar user profiles.
AI tools can analyze website performance metrics, user behavior and conversion rates to optimize website design, layout and user flow. AI-powered A/B testing can help marketers identify the most effective variations and improve overall website performance.
Data is everything today. But just looking at data and dashboards is not going to be enough. Instead, you need to be looking for the insights buried in that data. Uncovering those insights informs your action plans and ongoing optimization efforts. Here are some of the ways we use AI to help uncover those insights in your data:
AI’s impact on inbound marketing is ongoing and evolving. Marketers who embrace AI technology can gain a competitive edge by delivering personalized experiences, optimizing campaigns and making data-driven decisions to engage and convert their target audience effectively.