Summary
- I learned early that it's crucial to check the effectiveness of any service you pay for; my first experience with a marketing firm taught me this hard lesson.
- Helping small businesses succeed by being honest and over-delivering is incredibly satisfying.
- Marketing doesn't have to be expensive or difficult if you follow the right formula.
- Many companies use AI incorrectly, which results in no real traffic or revenue growth. Only 10% of companies effectively use AI in marketing.
- Often, effort is put into making things look flashy (the "sexy") instead of focusing on impactful areas like data and analytics, which is where real savings and insights lie.
- AI can support content creation, but human oversight is essential to ensure quality. AI-enhanced content can greatly boost traffic if combined with human effort.
- Using AI to analyze customer data can massively improve retention by anticipating customer needs and adjusting strategies in real time.
- Different tools can give businesses significant advantages, such as generating personalized email campaigns and automating repetitive tasks.
- Avoid considering AI as a one-off addition to your marketing stack; instead, it should be an integrated part of your business processes.
- Be mindful that AI is meant to enhance, not replace, human creative efforts—always maintain the human touch for effective results.
- Starting small with AI initiatives can prevent wasted resources and help focus on achieving specific KPI improvements effectively.
- Collaborating across departments when using AI will make your entire business more efficient.
- Consistent customer engagement through automated AI solutions like chatbots or proactive recommendations can improve customer experience and increase sales.
- A/B testing is crucial; using AI to predict potential messaging impacts can refine campaign performance.
- Ensure any personalization respects customer privacy while still effectively segmenting and targeting audiences for improved reach.
These takeaways encapsulate Neil Patel's insights on combining AI with traditional marketing strategies for amplified effects, focusing on practicality and measurable outcomes.
Video
How To Take Action
To get the biggest impact without spending a lot, I've got some ideas for you. First, double-check the performance of any service you're paying for. It might seem like a both-sides-of-your-hand kind of task, but it'll save you from putting your time and money down a drain.
A good way to use AI is for boosting your marketing. But don't just jump on it blindly—start small. You can begin by using AI for tasks like analyzing customer data to see what people really want. This can help you adjust strategies in real time to keep customers coming back.
Try using AI for content creation as a helper, not a do-it-all. Let it suggest topics or do some initial drafts, but always put a human touch on the final pieces. It'll keep the quality high and more personal.
Collaborating is a strong move, too. Work across different parts of your business to share insights and make decisions that boost the whole company.
Using tools for personalized email campaigns can also be nifty. AI can automate some tasks, saving time and making emails feel personal, which often gets more attention from readers.
Finally, keep an eye on your data and analytics. Focus on what's working or not, so you don't waste resources on strategies that aren’t doing the job.
Remember, AI is a tool to enhance, not replace, your efforts. Keep the human touch while letting AI round off the corners, and you’ll see better results.
Quotes by Author
"My name is Neil Patel and I help companies generate more Revenue through digital marketing"
"I started my first website at the age of 16"
"Nothing's more satisfying than helping small business owners succeed"
"People believe marketing is expensive and difficult fortunately that's not true"
"Too many companies are using it for the sexy and not the ugly and a lot of the money is in the ugly"
Full Transcript
my name is Neil Patel and I help companies generate more Revenue through digital marketing Entrepreneur magazine said I was the number one marketer in the world and they also said I created one of the 100 most brilliant companies I started my first website at the age of 16 I took all the money that I earned from working at amusement park and I paid a marketing firm the marketing firm provided no results and I quickly learned that I wasn't alone out of my frustration and from being broke I had no choice but to learn marketing my first client was a power supply manufacturer I helped him generate another $25 million in sales and from that point I realized the power of marketing I helped everyone that I could and I built my reputation by being honest and overd delivering I've helped companies like Google NBC Viacom General Motors eBay but nothing's more satisfying than helping small business owners succeed I founded four multi-million dollar companies and I've learned all the mistakes that you should avoid I've written about them on Forbes entrepreneur Inc Fast Company and even on my own blogs it's so awesome to know that colleges from all around the world are teaching my material in their classroom over the years I've received awards from the president of the United States the House of Representatives and the United Nations people believe marketing is expensive and difficult fortunately that's not true there is a Formula even if you don't have a technical bone in your body you can get results and my mission is to share this formula with you [Music] [Music] hey everyone I'm Neil patal thank you for joining us today for the webinar on AI and I know a lot of you guys are already using AI it's uh marketing is one of the sectors that has really adopted it but we've seeing a lot of companies use it wrong and the reason we say that is most companies are not seeing traffic growth or Revenue growth so let's Dive Right In and go over the material my name is Neil Patel as he mentioned I'm the co-founder of NP digital I have the privilege of having Jim from uh our team as well as senl Jim do you want to give a quick introduction on yourself and then senl you can do the same after yeah hey everyone uh as Neil said my name is Jim iorio I'm a senior writer with the mpdus team so we are getting some firsthand experience using Ai and our content flow and day in and day out so I'm happy to share my experiences and expertise and inviting you guys on how to uh boost your marketing efforts with it hey everyone my name is sandel I'm the vice president of marketing at NP digital India I'm taking care of the marketing strategy and execution it's a pleasure to be here uh along co-presenting with my Guru Neil himself um yeah really excited to be here shout out on the comments with wishes for me thank you so much cool so when you're looking at you know AI um you got to think about what are companies really doing and we're lucky enough to see it all across the board we work with a lot of clients uh over a lot of different countries and we're seeing some unique strategies that are working well we're seeing a lot of things that are causing people to waste time so today when we are breaking down some ways to get more traffic and generate more revenue from AI it's not stuff hasn't been battle tested before this stuff has already been working for a lot of our clients so just keep that in mind as we go throughout the webinar so you know as I mentioned uh a lot of people are using AI wrong only 10% of companies are actively using large language models and companies are using generative AI in only 7% of their marketing activities and 91% of marketers are using AI in their jobs but many are just focusing on the wrong areas if you're using Ai and you're like oh this is cool look at this work look at this output but at the end of the day if you can generate more traffic or Revenue because you're in marketing then what are you really doing and you're able to do much more work throughout the day that's great but at the end of day you really got to think about the main kpis and it's considered the most valuable mtech investment in 2024 with content data and analytics being at the top uh and then from there you have other sectors such as uh you know systems and processes but what we really see as the issue is too many companies are using it for the sexy and not the ugly and a lot of the money is in the ugly for example data and analytics if you look at how much money is wasted on ad spend on a daily or even annual basis it's a ridiculous amount different sources say different things some sources say 60 billion years some say over a 100 billion some say 80 overall we know it's a big number if data and analytics was used to analyze your data in real time and tell you what's wrong and what you need to fix that can provide quite a bit of insights and save you more money that's example of a good use of AI when you also look at the adoption it's more than doubled since 2023 but even with this crazy adoption and growth we're still seeing the same issue in which majority of companies are not seeing increases in traffic or Revenue the most common use case that we see ai4 is really when it comes to content the second is personalization and the third is sales lead identification and prioritization and this is from McKenzie um and the reason I wanted to show this is because on the next slide you'll see this interesting chart here you can use AI for content and majority of marketers are when we did our survey you see that on the left side um you know around 12ish per of markers are writing content purely through human the rest are using AI or AI combo with humans we did an interesting study and it doesn't mean you can't use AI for Content it's just that most marketers are using it wrong we took 68 websites created 744 articles half AI half human written the AI one still had human modification because it's not always perfect and then you got to you know use humans to upload the content to CMS and publish it but after a 5mon period the human R content had roughly 5.44 X more traffic that's a big difference and then when I started looking at or when we started looking at the traffic per minute spent right because AI can crank out content faster uh human content was still generating more visitors per minute spent uh versus Ai and keep in mind if you just put a lot of junk content on your site and you want to now have 100,000 articles it can cost cause tons of issues in the past or it can cause tons of issues in the future not the past uh because then the search engines and the algorithm will look at your site as you know hey you got 10,000 Pages 50 of them are good or 500 of them are good but the rest of them are junk and what's going to end up happening is your whole site will rank terribly even those 500 pages that are good yeah I'll take it over Neil yeah so to begin with uh the way AI is being used espe especially in marketing and sales what we have seen especially from macken's report is that uh you know especially marketing and sales department have seen their revenue to be grown twice and uh to be the industry leader that's quite important now one of the core areas where we think MX stack is going to become smart in fact that's the first question that you should start off with is the core differentiation between what is there from the traditional software where the traditional software it's just a set of instructions that is following a list and it may do a bit of a data dive but based on the preset instructions it may report back with the expected results and it does involve manual effort to identify the patterns up you know from the data however where the differentiation starts from using AI driven software is that when the data is going to be trained in a model where it also tries to predict an upcoming event or an upcoming pattern surrounding the data that it has learned and that is where the smartness and the proactiveness comes into the picture and this proactiveness is something which also could be used for automation of some of the processes and that is where the AI driven is becoming a craze these days now a a bit of a quick check on where we were about a decade ago where the existing software were being used for the data analytics and you know mostly built through the programs but where we proceeded towards especially in the last two years is the the aggressive usage of llms where more and more data has been trained by these llms and more use cases have got created what it took 10 years in just few months a lot of Advance have been made through llm now from here where do we go next is putting these llms into action and that is where the AI Agents come into the picture and this has got significant Traction in the last one year and before we understand about how these agents work we need to do some brush up on the basics on how the llms work so the llms like the gb4 cloud Germany they are just getting trained through the various data points like they are either structured or unstructured data text voice image now based on all these learnings they get trained and they get adapted towards various information uh you know like information extraction object recognition instruction following instruction following is one of the key aspect based on which the next level of AI agent becomes crucial where the AI agents the way they function is once we give it a specific objective it does have access to the tools it has access to the memory based on which it can plan certain actions get a feedback think about what worked what didn't work and then based on that it can do certain actions based on what is right for what it is being bailed for now this is where it becomes very crucial especially for the Marketing sales department again it's not just about these two it's like literally any one who's uh you know using the traditional me methods can definitely put AI into best use and we are only at the beginning right now in fact 2023 to 2028 they're going to see a massive growth in these autonomous agents in fact a lot of Industries have started using it especially in the customer service in the call center industry there is quite a lot of use cases that we have seen and this Market is set to explode and that's why you can see there's a lot of companies lot of AI startups uh you know coming up and primarily they are driving this autonomous uh industry to the extreme that it's predicted that it may reach 28.5 billion by 2028 now some of the Practical cases that AI agents could be used again this is not a comprehensive list but these are few ideas where people have started deploying AI agents now one of the example is on the popular CRM the HubSpot where how the AI agents could be trained is they could be plugged into a specific database like Zoom info or DNB where you know through those apis through the preset Target zones like your ideal customer profiles these agents could call out the list of contacts that it needs to contact based on learning from your specific uh solution or a product that you're trying to sell and once this list is identified it can automatically check the text stack of those companies in case if you're are selling a tech solution through built with API and based on those connction it can actually creating an email copy again this might look like magic but it's all about trying to connect various apis I mean basically this AI agent is trying to make these different company apis talk to each other gather insights and then using its llm power it can actually create personalized email copy and just like when I told about AI agents methodology of using memory and planning to do the ab test it can actually create email sequences and do do the AB testing and rewriting the copy at scale in a way that it can try to get or predict what are the males that are getting a lot of traction and based on that it can double down on those uh copies as well so this is just a simple concept of how an AI agent could be deployed which is fully trained which can actually make a you know a solid use case for the marketer another example of AI agent is the use case of Google ads where it can first analyze the website uh and start creating instant ads which are primarily focused on the user behavior on the site and also it could analyze the uh Target products the services and match it with the target keywords and based on your spend patterns and uh you know based on your previous history of Po performing ad groups it could do the automated bid adjustments based on the preset budget and based on the prediction of how much sales you need realistically based on that it could start iing the campaigns automatically and another use case which is my favorite is figma where you know where the AI agent wants the output from a figma one of the common problems that uh that the the front end and the designer face is the amount of feedback that you get after a design is finalized and after you've converted to HTML and then when a feedback comes from the client it gets into a loop however AI agents the beauty is that multiple AI agents can be combined together in a way that one output could be checked by another AI agent which is fully trained on code level checks including responsive design and stuff like that and it'll be able to analyze the layout and get your uh you know the design into a very user friendly and the more optimal HTML output so these are some examples of the AI agent now what we'll do next is we'll get into the core applications of AI specifically around seven major departments from right starting from the content strategy personalization advertising cro cro is not Chief Revenue officer it's conversion rate optimization but yeah both of them could be linked social media email and customer attention so I'll hand over the mic to Jim to take care of the content strategy yeah thank you ctio so let's talk about your content strategy and how to use AI you want to use AI as your content Ally and I think what we're seeing a lot now is people making AI their entire content strategy just basically prompting the platform getting output and then just copy and pasting and you can't do that if you want to use AI in a winning way so some of the ways that you can use it are to identify gaps analyze past content performance automate some of your SEO processes and you can even let AI assist your human writers and we're actually doing multiple of these strategies right now on some of our bigger clients um with the writing team so you can do things like have ai look at old blogs that you want to repurpose expand that content you can have it generate content ideas topic ideas it can nail down specific tones and um it can also help with readability next we'll talk about the content workflow uh you can use content at several stages uh use AI at several stages excuse me it can help with outlining it can help with keyword researching it can also help with once you finalize a first draft but you need to make sure to leverage any human writers you have on staff to polish those pieces once you get to that first draft stage AI insights can also keep topics content or SEO friendly uh it keeps the user experience at the Forefront of your strategy and helps boost an individual content pieces performance Brands aren't going to be able to get away with AI only content again like we touched on earlier it might be trendy to just leave your cont content production to an AI platform alone but ultimately it's going to hurt your marketing efforts Google's already starting to penalize brands that are using AI to manipulate the serps which basically means any brands that are trying to mass-produce content with AI and just flood the search engine uh Pages you want to use a human touch wherever you can to improve performance and you'll see in this example right now we have a piece that has a 4. 7 out of 10 in sem Rush's writer tool and with the help of human assistance that same uh excerpt has gone to a performance of 9.3 out of 10 uh so data we talked about data in the beginning Neil touched on how important data is becoming and how you can use AI to really supercharge those insights we used a database tool to boost the online presence of one of our clients Universal Technical Institute we use chat GPT and Google Sheets add-ons to look for campuses that were nearby based on population and distance to major cities uh we work together with UTI's internal team and use this data to optimize over 200 local-based web pages uh this included things like you know enhancing their video schema markup as well well as copy edits and the results of this campaign was a 41% increase year-over-year in organic searches for any new program expansion efforts an 18% increase year-over-year in total organic searches and 982 position one rankings for non-branded searches which was a 20% increase year-over-year and what I what I want you guys to do with this UTI example here is if you have a localized business and it can work for even localized businesses but what we did here specifically is you know if you if you have a campus in Los Angeles California to be very specific there's a lot of surrounding neighborhoods and cities with AI we were able to do research on all of them around this campus and then we were able to crank out content faster that had more data and insights around those campuses and we were make able to make the Local Pages more thorough so that way they rank better and it actually drove quite a bit more traffic now we could have done this all by hand but it would have just taken so much longer versus having chat GPT help us now we didn't have chat GPT write everything because the quality of the content that a lot of what chat GPT produces isn't always the best without human intervention uh but you know it does help speed up the process especially if you use it in the correct way and in a business like this you know that if you're College you're most likely going to get students who are close by your uh campuses versus people who have to move across the whole world or you know ac across even a state and then get a new apartment and get all the stuff and added expenses so by focusing on what's most likely going to become your ideal quote unquote customers um you can then optimize for that and generate more Revenue cool so the next thing is we'll be looking into how AI applications could be used in personalization in fact you might be already aware about the power of personalization but first things first it's not different from the way you deal B2B and b2c because people tend to believe that these are all mostly for b2c but B2B buyers are also consumers too right so uh as per the data of fobes it's quite easy for consumers to trust a brand that gives them relevant offers in fact 91% of customers Trust brand when they provide relevant offers and recommendations the next important thing is getting the first party data obviously people are not that much willing to share data for on every website however when a website or when a business is offering personalized experience uh they tend to share their data with them and this is the data from Accenture and of obviously who don't like personalized experiences like especially shopping so one of the core thing that happens when you are doing a personalization approach in your website we could already see a lot of people in the comments asking about this question the core thing is it reduces your acquisition cost obviously because the conversions go up people tend to get great experience from a website so the targed message the targeted messaging where that helps increase the engagement and it also helps you get better email open rates if you're deploying this personalization in the email campaigns and most importantly it helps the brand to be closely connected with their customers in this age of attention less attention span it's quite important that which brand creates that kind of a relationship with them uh would be able to improve their customer attention which is the thing that marketing and sales fight for and of course getting deeper insights into the customers you know thereby your future campaigns could also work out beautifully is where the personalization tends to get more and more traction for the brands so how do we get this the the immediate mode that you can get in from the personalization point of view is the hyper personalization now it all starts with the personalized content in Middle where you create a highly personalized content for each recipient but not only creating the content but also getting realtime insights thereby based on the recent history of the particular user the content could be tweaked about it and more focused on adaptive messaging now adaptive messaging is the key uh because the moment you are setting up a static email which is just sending a bulk you know with the first name and the company name and all but the more you adapt the messaging based on the individual preference it tends to give you a better outcome and this is something which helps both from a B2B and b2c perspective perspectively here are a few examples of how we use personalized marketing specifically around segmented campaigns really beautiful it helps you get lot of traction in your ad campaigns when you're doing segmented approach and also the personalized emails which I was touching upon as you can see here an example of how Airbnb does it where the recent uh you know places that you visit it tends to give you uh they tend to send you a personalized email it creates a bit of a personalized touch and also improves the confidence of the users on the platform and the third thing is on the dynamic websites and also the behavior based recommendations these are sites that automatically change based on a user location in fact I think has deployed it in the site as well where if you log in from from Mumbai or from San Francisco from anywhere it just Al you know it just changes automatically and shows a customized content on the site these are uh you know uh Dynamic ways where you can improve the personalization you know to your customers in fact on some pages Cel as you know we even will put in the city that you're visiting from within your copy and we've seen it boost conversions depending on how you use a copy copy so like if I just put in my copy hi Cel or hi you know uh hope all is well in Mumbai India you know doesn't work too well but let's say I'm selling people on marketing Services which at NP digital our goal is to help companies grow their traffic so someone visits our website and we say we're looking to help businesses in uh Mumbai India and that person's coming from Mumbai India and we switch up that city name to say Mumbai India you know um or like we're looking to help a business in Mumbai India grow their uh traffic my only question is will it be yours right uh fill out your information to find out how we could potentially work together we found that that it boost conversions quite a bit so much so a lot of these IP uh tracking and personalization Technologies are not 100% perfect so sometimes they'll be in a surrounding City for example if I live in Los Angeles sometimes it'll say aren't County instead of Los Angeles cuz someone could be close to the Border somewhere and like oh I'm really close by you know uh does this work for me as well and we found that to actually uh produce quite a bit more conversions you just got to use it in a less Ley way than the example I just gave but I'm just giving you like extreme example to help you guys understand you know what I mean by personalized and you wouldn't want to say like my only question is will it be you right it's just it's too um in my opinion it's a little too aggressive yeah and especially for returning visitors right Neil if they have submitted a form and they came come back to the website to download maybe to read something else then when you personalize it becomes a bit of a personal touch they feel like you're speaking to them in the blog like so it creates a great experience to the user cool and here's an example of how uh personalization is put into action this is an example of fitbot so what they tend to do is based on your sleep patterns based on various activities that you do on the app they tend to send these personalized coaching tips in fact one of the other app which you may also recall is doolingo where you know in fact my daughter takes those classes Spanish classes and whenever she doesn't do it I mean I used to get those notifications and those notifications are super good the copy that is there it's all we can sense that it's AI written because the way that they interact they track the thing but sometimes it may look a bit intrusive but most of the time it's super good it actually helps you staying motivated and especially for gym goers it it it needs to be there the motivation levels so I think they have done a fantastic job if you guys have some time maybe you can check out the app and see how you can probably use it now we're done with content strategy and personalization we'll quickly jump on to advertising I think a lot of folks would be quite interested in it I'll hand over to Jim for that thanks Cil so using AI to optimize your campaign performance for PID advertising so we're talking about Google ads Facebook ads um ad optimization can optim can improve your return on ad spend uh you can use real-time data to predict which ads or audience or even creative is going to work the best in your campaigns you can focus on audience signals like your intent your context um and behavior to ensure that ads appear at the right time and you can even use it to do predictive analysis of things like ad placements and bids you can also use generative AI to create multiple versions of AD creative which really speeds up the process of AB testing things and you can you know launch winning creative elements faster test them and improve campaign performance this is a really cool example of how you can use multiple AI tools to generate uh content that is the same quality as the pros in a fraction of the time so there was a myriad of tools used here mid Journey for the image uh runway for the motion music gen for sound and all these tools tools were combined to create something that you would see on TV created by you know a big box agency and it was all done in 15 minutes thanks to this list of tools so much like writing you want to use AI to enhance human creative but not replace the human element so the internal study that Neil referenced earlier we cre created a bunch of a creative that was some was human some was AI generated and we found that the human generated creative outperformed the AI generated 68.3% of the time and then we even took it a step further and dug deeper and we took those human generated creative pieces that won and we used AI to enhance them and tweak them make them even a little bit better and those AI enhanced that started with a human Foundation 175. 7% of the time again we come back to this concept of data it's such an important way to use AI to bring Data Insights to support your marketing efforts you can use performance data to test what's working and what isn't you can use the speed of the digital environment and the information that AI can give you to reduce the feedback cycle you can get feedback faster take action faster and ultimately optimize the performance of your campaigns you can also focus on digital conversion optimization and that will test personalization of certain elements in real time you can split test different images videos calls to action or really any element of your campaign that you'd like to hone in on without text overlays you can add text overlays really it's up to you and the tests and results launch quickly enabling you to gather more information and then to sum it all up machine learning will tie it all together and help you save money on your ad spend by predicting which Camp which of your test campaigns might be your best performers great we'll now move to siero the the uh you know the conversion rate optimization um yeah so the primary thing is the user experience I mean creating these Advanced audience targeting this is something which we just discussed where Neil explained about how do we customize the website based on the target audience segments and also showing the dynamic content like the example which he mentioned about the city and you know and and a bit more uh exciting copy about a specific City so that people could understand and uh they will feel a bit more uh you know a better experience being offered to them from the website now one of the thing that actually helps for the brands is that you can do it at scale now it's not only in case this particular example of city has worked well for Neil but it's not that it works every time so where this actually helps is creating those variations and seeing in case if super personalization is being done but then if the bounce rate is too much then you may don't want to provide that kind of an optimization as well so the beauty about using AI is that it doesn't just rely on certain metrics it looks at the holistic view in terms of whether we are giving a better experience to the users and based on which variation gives the better experience in terms of the engagement rate within the page it may opt to provide that variation a bit more scale and that gets shown to a lot of people and uh there will be two more crucial aspects of how do we improve the cro one of the thing that we're seeing now is the AI powered forms um where you know people while they're filling the form they tend to make some typos in that mail um and there may be certain other things which could be automated and give it as a a quick error detection from AI so that people could fill the forms and they could expect a good response or a fast response from the sales team and the other thing which I think you might have heard this a lot what one quick thing on the forms is if you know you're requesting city-based data and you know from their IP where they are you can pre-fill in the city and you can let them change it or when they're typing in their address you can use you know not not all of this is AI but just in general when someone's typing in their address you can use API from one of the maps um companies and autofill the rest so that way they don't have to type it in right so little things like this just will increase your form completion rate whether you're using AI or not so just keep that in mind also what we found is if you show too many people too many fields they are not going to fill them out but on the flip side if you show them a few Fields And as they complete them you show them more or you create a multi-step it tends to work better yeah and now it's about chatbots which a lot of you would have tried this a lot in your e-commerce and other website Journey uh you know using the chatbots we are seeing quite a bit of traction especially for e-commerce sites where it helps with real-time engagement uh especially with Card recovery where people when they come back to the website where the bot could trigger that hey here's something which you left off in the cart would you like to continue with it or any other cross cell opportunities um and any lead gen opportunities if it's a B2B and stuff so yeah providing these um you know the automated the AI powered forms AI powered chat boards we have seen that's quite a bit of an improvement in the conversion rates uh you know on the sites Now quickly jumping on to social media which is the primary Department which tends to use AI a lot yeah Jim I'll let you handle this perfect so Ai and social media are a match made in heaven uh social platforms are the top channels uh for marketing products or services and I'm sure everyone can agree with this based on you know what we see on Tik Tok ads and what your Facebook and Instagram feeds look like there's definitely a lot of brands that are using social channels as advertising channels so um and actually experts are predicting the market cap on these social channels to grow to 7.25 billion by the year 2029 so this trend isn't going anywhere some of the main ways that you can use AI in Social there's a lot here um but just to touch on a few of them you know you can optimize your social campaigns you can use chat Bots like C was just talking about to help with engagement and uh keep customers on the hook so to speak uh you can segment your audience and deliver personalized ads or posts to them depending on what stage your funnel they're at you can automate your social posting and scheduling and you can even streamline your content creation and curation using gen uh chat Bots can also power your sales on social Facebook Messenger currently has over 300,000 chat bots in use across different brands e-commerce stores that leverage messenger for engagement or to bring back customers to abandon carts and have them finish abandoned carts they increase their revenue from 7 to 25% and messenger conversations between Brands and customers are generating a 30% better Roi than retargeting campaigns which have been popular for a long time so we're actually seeing AI chatbot take over the first position there so this is a case study of a beauty brand I'm sure we've all heard of Fenty uh their team used an AI chatbot to provide Shoppers with a quiz to choose the best shade of two of their most recent products profitter and EAS drop makeup cosmetics so and they also created a Tik Tock shade filter to see how these customers uh the customers could see how their favorite colors looked on their skin using the filters on the Tik Tok camera and these two AI supports to the campaign help the brand identify buying Trends within their Target demographic that led to increases in Revenue finally uh AI has even been keeping us healthy through social media the technology was used to predict the spread of covid-19 create early warning systems and provide info about areas that may be more sensitive to to the virus uh as it was happening it even helped make uh illness and mortality predictions that helped save lives cool we'll get into email marketing now which is Neil's favorite so the era of segmentation to one that is something which is the core when it comes to personalizing the email campaigns in fact one of the core ideas here is that the usage of dynamic content and also ethical balance which I think we were trying to briefly touch upon in our previous slides where addressing the privacy concerns and avoiding those filter bubbles in fact these days some of the mails sent to Gmail and all it's getting marked in the gray box you might have seen that but yeah that's where the usage of dynamic content and realtime analysis as well as personalized delivery uh becomes quite important because the amount of email spam these days are quite high in fact I was briefly touching upon the AI agent which could plug in the data and it could start sending custom based mails but it's quite important to understand what business we are in and then trying to connect it with the customer with the right inputs and that's where the uh again touching upon the personalization bit in these email uh campaigns as well so there are certain ways that we could use AI one of the core thing is to analyze the campaigns Behavior over the last uh probably four five set and trying to identify which ones are getting a lot of open rates and obviously you want to send it at the right time and it's not just about getting the message into the inbox but how do we ensure it gets opened and read and that's where you know using some of these PRS which you prompts which you could try and uh you know by uh loading in your previous data and it could show what kind of timelines which you could you know start sending your mails and one of the other core areas is the that we already discussed is the power of AI to use predictive analysis right so how do we deploy that or how do we use it in email campaigns it all starts with the right data that you have collecting analyzing the customer data and then most importantly creating the segments you know you don't want the message the same message to be reached for let's say a person interested in SEO may not be that interested in maybe a paid marketing or something like that so how do we segment that audience through that list and ensuring that targeted campaigns are sent and these targeted campaigns when you're are setting it up how do we personalize those contents along with offers so that it becomes like a bit more measurable and more impactful as a campaign experience so we're not trying to say you know just use AI everywhere but if you notice here in on certain areas you could deploy AI where it makes the best use for you to predict how this campaign is going to perform based on how good your data is on hand and and this is an example of from Smart insights where how the triggered emails workflow could help where you know if this is specifically for a B2B uh maybe you can take this webinar also for an example if you notice the mails that you might have received from Neil and also how the webinar is being conducted post the webinar how the mails are being sent to you in case if you didn't get time to catch up to this webinar you may be getting the uh the recording of it so how do we ensure that these kind of B2B scenarios are treated well and this is the areas where AI can be put into best shape because the right people gets the right messaging at the right time and this also helps with AB testing so one of the scenarios for getting the right forecasts is to do ab tests right so the more uh tests are being made the better will be your outcome and the better will be your campaign performance so elements to test like subject lines the length of the main the formats being used whether it's a HTML mail or a simple text format mail and also most importantly the copy that sets you apart I think these are all the areas where AI could be put into test and uh based on the success of the campaign the winning mail could be sent to the whole list rather than sending the same mail to your entire audience the next part is the customer attention which I'll hand over to Jim again so there's an old saying in marketing that it's a lot cheaper to retain a current customer than to acquire a new ones and AI can actually help you improve your customer attention um if we move to the next slide so you can improve your customer service interactions using AI there is no time limit on your support you can provide someone for custom customers to contact 247 uh you can offer responses tailored to each customer based on AI technology AI output you can even have ai evaluate conversations across channels identify trends that help reduce training for both uh you know reducing agent and customer turn by improving the process and AI can also spot Trends in each individual conversation and suggest chat Improv ments AI platforms can also analyze your customer data and help save sales the algorithms can identify at risk customers and intercept them early to salvage their experience and keep them in your pipeline the platforms are trained on historical data and they can measure users with a churn risk score to pred to predict the risk of them leaving in the future and and the way I want you to think about that image there is in the past the way most people looked at churn is if someone did X Y and Z they're likely to stick around as a customer if they didn't they're more likely to churn but every person is really different and what companies would do in the past say okay we need to push people down this path we need to get them to use these features we need to get them to take this journey and they're more likely to stick around we need to get them to invite more of their team members to use app right and specifically with AI instead of just looking at a generalization it can take your customers and number them you know one two three four all the way from most likely to stay to most likely to turn and they can tell you for each of the customers what you got to do specifically for the individual customer to keep them around so then that way you can improve your retention the same goes with B to C here's what people need to do to more likely to Contin come back and buy more of the product over time and then you can specifically get insights on what you need to do for each and every single customer to get them to become more of a repeat customer and this goes back into tailoring the emails in a customized way right this is what I would consider more of the ugly side of AI and I'm talking about ugly in a good way because people want to focus on the sexy like look at this beautiful creative that's all fine and dandy but some of this uglier stuff like data and analytics is what really moves the needle on the revenue side yeah and we see in this slide how hydrant used AI to focus on the ugly and improve the performance of and actually get a hold of some of their churn so they use predictive modeling and hydrant is a wellness company and they use predictive modeling to analyze the churn in their customer base so using AI within two weeks they had pinpointed the challenge they were seeing their customer turn and basically what it was was kind of what Neil just alluded to a lack of like personalization and segmentation to their email marketing campaigns and their email flow so what the AI models helped them do was figure out which customers were most likely to churn the ones that were highly likely to make repeat purchases the ones that you know for their particular company they offered subscription services so AI also helped them see which buyers might switch from a one-time purchase to like a subscription based model and then it also help them identify former customers who are likely to purchase again so with all this data hydrant was able to develop specific campaigns for each one of these aformentioned customer profiles and you know design creative emails uh ads and all that based on what their future Behavior might be and it resulted in a 260% increase in their conversion rates and a 310% rise in Revenue per customer so it goes back to what we talked about at the beginning of this section rather than spend a lot of money acquiring new customers they figured out a way to over triple the revenue of the customers they already had in their database so and with that we can bring it back to Neil to wrap things up so I love this quote from Sam Alman uh I'm not going to read it but what Sam is pretty much breaking down is when the internet first came out you know people were like we're an internet company now you don't hear that you're just a company and everyone has a website when iPhone came out and there was an app store people were like oh we're going to create a mobile company we're going to create an app now people just have businesses but they also have apps and the same goes with AI a lot of people like I got a AI company look at all this cool AI stuff that we're doing AI should just be integrated within your business you're not an AI company you should just be a business solving problems and be leveraging the technology and uh we did a Ab test with uh good group of marketers and what we found is when people are leveraging AI within their copy talking about how their AI businesses and how they have all these AI features you know a year plus ago it really helped with conversions fast forward to today it doesn't much at all because everyone says they're AI based and it's getting played out you want to also integrate AI not just into one aspect of your business you want to integrate it throughout your whole business in different areas like when you look at marketing you know from your platform data to your looking at marketing Trends to your content email ads creative right even the customer experience when you integrate it throughout your whole funnel that's when you're going to start seeing better results and there literally are tools that integrate with each other for no joke all areas of ma um of marketing and when you're starting off don't try to do everything with AI I'm not saying you eventually can't get AI more involved in your marketing but you want to start small when you start big you tend to waste a lot of time resources and you don't really see much of a traffic or Revenue lift when you start small and you have a specific kpi in mind which I think is on the next slide and you focus on improving specific kpis and having a clear Roi and you're making it impact and then you're seeing it positively improve your bottom line cool then add more and more to it but when you go too big and you're just randomly using AI for a lot of random things sometimes you'll find that you actually are wasting more time than if you just did it by hand or what you'll find is you're not really saving any time and you're not really moving the needle so it may seem cool but if you're not really improving the main metrics that you're measured on within your organization as an employee or even as a business owner whatever whatever your goals may be again you're just wasting time and it's not just about marketing I know this presentation webinar was around marketing but you need to collaborate with all departments and all departments should be using AI because then it'll just make the workplace more efficient you know marketing can impact things like sales uh design can impact marketing you know uh customer success impacts marketing as well they all need to work together so just keep that in mind you shouldn't be siloed if you're looking for a road map to AI adoption you can take a screenshot here hopefully this will give you some um ideas I know it's high level but it is a road map it's hard to get very specific because every business is different but hopefully this will give you some ideas on places and areas you can adapt it and if you need help with adapting AI within your marketing or you just want my team to do everything for you you can scan the QR code right there or you can just go to NPD digital.com and we also have a upand cominging uh webinar and the next one is on putting the AI in retail how to Delight your customers and drive massive sales this holiday season um and you'll get great insights from this whether you're B2B or B Toc and if you want to register just scan that QR code and you can be off into your way all right let's dive into some questions Colin great stuff every everyone first and foremost Jim you're in the uh the path of of Milton I'm wondering if the dog maybe senses the storm coming there were several comments and questions about wanting to meet your dog so when and if possible maybe uh share share a video feed of of the dog question for you Neil go go For What on a side note Jim is your dog small or big small like 40 something pounds that's not small I was about to say if it was really T like bring it on you can put it on camera but 40 something pound she wanted to get on for [Music] sure put her on cam when we're getting questions all right go for it yeah so Neil several for you please share all caps how do you write and I mean obviously this is related in specific to AI how do you write blogs you right blogs that feel as if you're talking directly to us um and any tips and tricks we talked about a lot of awesome tools anything you can provide the audience there were several folks that were asking that same question sure so I tend to just use me or humans to create content versus having AI write a lot of it I'll use AI to do research when I'm writing basic stuff like nutrition facts about banan or something that's really basic that's been done you know million or jillion times uh sure you can end up using AI but what I like to do when I'm using AI for Content creation is I have the AI read articles that are written by me or anyone's Voice or tonality or Style I want to copy give it a few articles and then tell it read those articles I not want to write X Y and Z but I want it to be written in the same tonality style as the previous articles that you read and then that way it can start writing more like your writing cyle and it can start having a more conversational tone versus being more robotic that answers another question I think what about giving data in a quick and dirty text written and then ask for specific Corrections such as tone and focus so that's that's what AI is all about right that works out too just be careful though because a lot of times we'll be like please you know write an article similar to the style of Neil Patel I've tried that too the problem that you face is and I know that wasn't the exact question but yes you can modify dry content have it uh create something that is more smoother more well written but you can't just say write an article like Neil Patel and the example the reason I give you that is there's a lot of Neil patels for example some people think I'm the Neil Patel that was ex- business partners with Tucker Carlson uh writing political content my background has nothing to do with politics there's also I think someone who wanted to be a senator who had the same name as me so just because someone has a name you can't just say copy the writing style of Tony Robbins or Neil Patel or Seth Goen you know there's a lot of people that may have a similar name that can confuse the AI yes C this one I don't know if you can answer not but this was a good question does AI pull actual keywords from other keyword research tools via API or is AI just hallucinating and creating its own set of keywords based on training and language models any thoughts there sure kin yeah I think with regards to certain llms like Cloud they do have their data until I think somewhere to March 2024 I guess I mean it's definitely not recommended to use the keywords that chat GPD suggests rather you could use the export nowadays chat GPD could uh you know analyze the CSV files connecting the API with semrush it's a great idea I think the generative a I mean the uh charb has the capability now they are giving away the Bots where people could build it one where you could use an integrator like uh zapier zapier Central or stuff like that and then connect it with uh Sim rush to collect the data and probably process it and then give you the data I think it's all about the prompt that you create in that custom GPT and then probably use it but just like that using ch keyword it's definitely not recommended it will definitely hallucinate because it has its own limitations awesome thank you so much for that Jim I think it was you that showed a Content rating tool there was a question what was that content rating tool that you just showed I don't know if that was copy scape or what was that so that is the writer tool within sem rush it was that circle with the four different points and it'll show you how your pieces per performing in those four or five different categories and it'll kind of like pull that uh colored Circle in the middle towards which area you're doing best in and then you can make your tweaks to make it more well-rounded awesome um we're at the top of the hour I think that's about all the time that we have thank you everyone for joining we covered we covered a lot hopefully you found it useful and valuable awesome see you guys next time thank you for your time and if you guys need help with your marketing check us out at NPD digital.com my name is Neil Patel and I help companies generate more Revenue through digital marketing Entrepreneur magazine said I was the number one marketer in the world and they also said I created one of the 100 most brilliant companies I started my first website at the age of 16 I took all the money that I earned from working at amusement park and
