AI for Everyday Marketers

Artificial Intelligence doesn’t have to be intimidating. Getting into AI for the first time can be as easy as organizing your data and updating your keywords.

One of the biggest trends for 2019 and beyond is integrating Artificial Intelligence. Though you might be thinking about Terminators and Robocops, the reality for everyday marketers is much more approachable.

AI comes in many forms, and it can be as simple as computing large quantities of data quickly—something that’s useful for every business. It basically refers to any machine or computer process that improves upon human skills, from your basic calculator to your alarm clock.

For marketers, we suggest starting by looking into software that suits your industry and existing business model—for example, retailers might be interested in programs that can crunch consumer data and forecast buying trends. You can also use apps to amplify work you’re already doing, whether that’s gauging where your money’s best spent on digital marketing or scouting the web for the most popular phrases to boost your SEO.

Artificial Intelligence can vastly improve your business by expediting processes and ensuring accuracy. While you might not be breaking into virtual reality (yet) in 2019, we know there are many small technological changes that can make a big difference to your business.

Robots Say: Talk to the Hand!

Whether it’s Siri or Alexa, there’s no denying that people are having a lot more conversations with robots these days. That’s especially true when it comes to voice-activated queries and commands on their phones, which is useful when driving or if your hands are otherwise occupied.
(Even when your hands are free, let’s face it: We talk way faster than we type.)

Now, when we create websites, and especially mobile-friendly pages, we need to think about how the content is going to react to voice-activated searches (in addition to how it’s typed into a search bar).

There’s no denying that the way we phrase things when we type and when we speak are completely different. But with 40% of adults using voice search daily, and 24% reporting they prefer voice assistants to websites, it’s time to make sure you’re optimized for both.

The easiest place to start optimizing for voice-activated searches is in your FAQ. This is a no-brainer, because it’s where you already have questions typed out the way that people tend to ask them into their microphones. Think about the keywords embedded into each of your lead questions, and if they complete phrase is structured organically, the way people talk.
The better your FAQ matches what people might be seeking, and the way that they’re speaking, the better off you’ll be as we move toward an even more efficient, robot-friendly world.

Data Processing: Start by Simply Staying Organized

There are complex systems and models for managing, tracking, and processing large quantities of information that could boost your business. But this kind of deep-diving isn’t always immediately available to small business owners and non-specialists. That’s perfectly OK!

Our advice for everyday marketers is to start small by staying organized. Keep your records up-to-date and create systems for filing that would make sense to a newcomer with very little explanation or oversight. This might entail creating instructions that go with your filing systems, whether it’s a quick note about your file naming rules on a shared server or a step-by-step manual about how to search, update, or replace physical files in an old storage room. Make sure you’re backing up any digital data either automatically, regularly, or (ideally) both.

If you do scale up in the future, or even sell your records, your data will be easy to access and understand by a dedicated IT data analyst or CIO. It makes your company more valuable in the long-term and easier for employees at all levels to navigate in the day-to-day. Implementing these systems might feel overwhelming at first, but you’ll see the value immediately in terms of work efficiency, onboarding, tracking, and more.

You’ll also see how much room there is to keep growing once you get going.
And if you do get tempted to move beyond these starting points to further embrace the world of AI, ask how Mad 4 Marketing can take you to the next level—and prepare for a more “intelligent” future.

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