Kate Harrison - Contributor
There are over 2.6 billion active social media users. Among them are your customers and potential customer. The question is, how to reach them! In today's fast-paced digital landscape, artificial intelligence can help your business create more effective marketing and social media strategies. AI can help you improve the consumer journey and change the way you attract, capture and nurture leads. It can also play a pivotal role in turning prospects into raving fans.
Marketers are already reaping strong ROI from AI innovations, as more businesses are integrating this tech option every day. By 2021, companies are expected to be spending $57 billion on AI platforms.
So, how can you use this cutting-edge technology to reach your business goals? Alexi Venneri, best-selling business author, and CEO and co-founder of Digital Air Strike, shares some of her hard-won insights and favorite tools/software programs to help you integrate AI into your marketing workflow.
1. Buyer Personas
“Know thy customer” is a marketing commandment. The more you know about your ideal consumer, the easier it is to sell your products or services. “We do a study every year of 4,000 consumers to find out how they use social media, review sites, and even AI when selecting and interacting with a business. These valuable insights help guide our customers and the technology we develop to improve the consumer engagement experience,” Venneri explains. “AI does an exceptional job of collecting data about your audience, which allows you to create a precise buyer persona.” With this customer profiling process, your marketing department gains a clear understanding of a prospect's habits, spending motives and common questions. This information is crucial for developing personalized social media marketing campaigns. “A MarketingSherpa case study revealed a 171% increase in marketing-generated revenue for a company using buyer personas.”
Venneri’s Top Picks:
SocialBakers – AI-powered persona development, available with the business or enterprise plan, price available upon consultation.
HubSpot – Make My Persona feature; free, but with limited customizability.
Social Media Monitoring
Do you really know what people are saying about your brand? What’s their experience with your company? Customers share this type of information on their social media platforms. With AI monitoring tools, you can keep tabs on just how your brand is perceived. Venneri says the best tools allow you to do the following:
Recognize thought influencers;
Identify customer sentiment;
Select trending phrases and/or topics;
Segregate customer information;
Listen for specific brand mentions.
Venneri’s Top Picks:
Crimson Hexagon – AI-powered platform that automates the discovery and delivery of social media insights; pricing available upon consultation.
Digital Air Strike – AI-powered social media monitoring platform ‘Mission Control;’ pricing available upon consultation.
AI – A social media listening platform with built-in machine learning; pricing available upon consultation.
Customer service and social engagement
The quality of service and engagement an individual has with your company before, during, and after the sales process is pivotal. It can make the difference between finding a loyal customer or making a one-time sale. In 2018, Salesforce’s State of Marketing reported that 52% of consumers are more inclined to change brands if a company doesn't offer personalized communication. “The demand for top-notch customer service is ongoing. AI-powered intelligent messaging can improve the overall engagement experience,” Venneri notes.
“Automated intelligent messaging technology can register customer feedback and suggest items based on their individual buying habits. It can also compile consumer insights from each interaction. These AI tools are already used across multiple industries, such as retail, e-commerce, healthcare, automotive, finance and restaurant services. Messaging apps, in particular, are a perfect resource when it comes to connecting with audiences on the platforms they enjoy and use most,” Venneri continues. This technology can be used to do the following:
Send prospects push notification reminders about big events;
Qualify interest and capture leads;
Book sales and/or service appointments;
Check product inventory;
Help your followers find relevant content;
Provide package tracking details and updates inside Facebook Messenger.
Venneri’s Top Picks:
BoldChat – AI powered chatbots and conversational AI for websites, social media and texting; pricing available upon consultation.
ManyChat – DIY chatbots for Facebook let you engage up to 1,000 subscribers for $15/month.
Social media is crowded with companies vying for consumer attention — and dollars. “In the social media world, sharing is caring. People like to click, rate and send relevant, valuable content to their peers,” notes Venneri. “AI-powered technology optimizes your content based on key insights and in-depth analyses. This helps boost your visibility and also drives traffic to your website.”
Venneri’s Top Picks:
Market Muse – automated content SWOT analysis with AI; pricing available upon consultation.
Digital Air Strike – job postings with keyword optimization using AI, Social Logix; pricing available upon consultation.
Cortex – social media and marketing content optimization with AI; pricing available upon consultation
“All signs point to AI having an ongoing, positive influence on how businesses are perceived in the marketplace while boosting sales,” Venneri concludes. “It's changing the way companies market their products and services.” The platform providers noted above offer social media and marketing tools that utilize AI to develop buyer personas, monitor social media channels, provide automated customer service and engagement, and optimize content. Each platform offers different levels of customizability and features. Whether your company is a startup or you’ve been in business for several years, embracing AI technology can work wonders for your bottom line. It's a smart way to reap massive benefits from social media platforms.