Get to know the most recommended AI tools that will save time and money in building your campaigns. (Photo: Unsplash)
The AI devoured the cards.
In the webinar that took place this week on the topic of writing a book using AI, Liron Payne brought an interesting parallel from the world of literature.
ChatGPT, the text generator that broke the Internet in recent weeks, was nicknamed Geppetto, while its products are Pinocchio, the wooden doll who wants to be a real boy, but isn't quite there yet.
Despite the amazing capabilities of the new text generators, a short experiment with the algorithm shows flat content, which although adheres to all accepted writing rules, lacks any flight and creativity.
Is this what will replace human creation?
Until now, AI has mainly affected traditional industries and even taken the place of some of them, but today the reality has changed.
Artificial intelligence is gaining momentum and is integrated into a wide variety of fields that until now required expertise, knowledge, research and a lot of experience.
She is able to answer complex questions, conduct human-like dialogue, write poems and stories according to a specific author's style and even write code.
While many in the content and digital worlds fear the redundancy of their profession in favor of generic texts and media generators, there is a school of thought that says these tools will actually help us do our work better and use our time wisely.
Take a look at the site market for example.
For several years now the market has been flooded with Drag & Drop solutions such as Wix, Elementor and Shopify that make it very easy to set up and operate websites and yet, I have yet to meet a website builder who is hungry for bread.
Now think about the difference between such a site, built independently, and a site built by a professional, in terms of design, structure, content, SEO, etc.
Yes, it is likely that in the coming months we will see a lot of generic content on the web, but very quickly the audience will get tired of this content and will look for the originality, flight and imagination that only human thinking can offer.
Instead of fearing for the future of the profession, it's time for the content people to get to know the capabilities of AI, practice working with it, and learn to get the best out of it.
If we treat his products as a draft and not as a finished product, even the most skilled professional will be able to save months of work, without giving up the personal touch that distinguishes him from the machine.
In the end, this is what will make the difference between just one of thousands of generic AI campaigns and one that will really excite your audience and also put money in your pockets.
The complete guide to creating a marketing campaign using AI
In the first stage we want to learn from the existing data.
Keyword planning, link building, competition analysis, and online ranking monitoring are all common tactics that can be done with the help of AI.
Tools like Serpstat, Hubspot and others will help you segment audiences according to interests and content recommendations, and will provide important insights for campaign planning.
Writing customized ads for the target audiences
After we used AI to segment the audiences, we proceeded to write the copy for each of the audiences we segmented.
If you are creating ads in Hebrew, do yourself a favor and skip the step where you ask Geppetto to write for you in Hebrew, because he will write like an old Italian grandfather.
Open Google Translate in a new tab and tell it what you need.
The more accurate the description, the more consistent the content will be with the brand language.
It will usually take a few tries to refine the description and reach the desired result.
Have you reached a wording that you are happy with?
Now take that same description and add to it the characteristics of each audience type.
For example, if it is a product for children, adapt specific ads for mothers, fathers, and extended family, or create a targeted campaign for institutional purchasing managers such as kindergartens and schools.
Beyond the basic audience segmentation, there is of course the nature of the platform that is advertised on.
If the audience on Instagram consists mainly of end customers, on LinkedIn the messages will be much more focused on strategic partners, potential job candidates, investors and stakeholders.
This is where copy.ai can be super useful because it can take the same text we created and adapt it precisely to the circumstances in which we will use it.
Saving the content you created
Let's not forget that ChatGPT is currently available in a limited edition, and it's only a matter of time before it starts charging for the service, although it's not known what the price will be.
In view of the frequent updates and disappearance of conversations from the accounts of many users, it is highly recommended to save the texts you have created outside the application.
To do this, install the free Prompt genius chrome extension and save files to your device directly from the browser, so you can continue working on them even if Chatgpt is blocked and offline.
Creating the creative
Before we approach the creation of images, videos and infographics, we would like to customize the look and feel using a color palette, icons and fonts customized to the brand language, which we can easily and quickly create using AI tools such as looka, BrandMark, LogoAI and others.
If there is already an existing design language for the brand, you can use it to get ideas for new banners and special designs (mailchimp has a feature that does this nicely), emboss the logo on shirts, bags and coffee mugs or create a new language from scratch, when you use , next to the AI, also in a professional designer.
In the next step we would like to create the visual dimension of the campaign.
To create a personalized image for the message we want to convey, we will go to Midjourney, Dall-E, or Dream Studio, where we will create a series of images expressing the message we want to promote, in accordance with the audiences for which we created the ads in the previous section.
If a picture is worth a thousand words, a video is worth many times more.
synthesia will allow you to create promotional videos that use artificial avatars that will present ideas for you and speak in whatever accent you choose.
After that you can add animations, titles and music, and you have a professional marketing video for any purpose.
If you prefer to shoot the video yourself, software like Filmora or even Canva will give you absolutely reasonable video editing capabilities with almost no financial investment.
If you have a respectable production budget, you can always shoot a commercial in Enrile and put on the set any location you choose, without leaving the studio.
Landing pages, websites and apps
Now that we have the ad content and creative, it's time to create a landing page.
A single page in WordPress/Elementor or WIx will do the trick, but with AI, we can create apps without writing a single line of code.
Do you have an entrepreneurial idea?
Use Demostack to launch a demo of a future product, or Glide to demonstrate the capabilities and concept.
Although the field of no code programming is still in its infancy, it is only a matter of time until the programmers' work will also be done using AI, and they will be left with the job of supervising the code so that it is continuous and coherent with the company's DNA.
Instead of creating demos and mockups, AI will allow us to create the real thing, but even then, we'll want the help of professionals to make sure we're not just creating a generic app, but a good app that provides value to our customers.
Marketing posts and emails
If we've created a conversion campaign, sooner or later we'll want to send an email to the customer to thank them for signing up, send a purchase receipt, provide value, and update them on specials and news.
These emails and those that will come later, as well as the messages we send to customers on WhatsApp and other networks and the articles we publish on our blog, do not have to be created from scratch every time.
Instead, we can create it based on existing inspiration when we use transcription tools.
Otter.io, a great and free tool that has been faithfully used by me for years, transcribes Zoom calls to text automatically and allows editing of the text alongside playback of the audio.
Beyond the importance of keeping protocols, sometimes the most important insights can emerge in a routine team meeting, and what's better than taking this raw material from our daily work and making it into online delicacies?
If that's not enough, the YouTube Summary extension for Chrome will allow you to do the same thing, but with YouTube videos, and even get a written summary of each video - at the click of a button.
Have you seen a video that you want to quote?
Just open the transcript and copy the relevant part.
Don't forget to give credit!
Custom calls to action
so we have landing pages, ad series, content and creative.
If it is a conversion campaign, this will be the stage where we want to create a call to action (CTA).
A sales process, signing up for a newsletter, ordering a phone contact, or staying on a website are all actions that we would like to track in order to continue to gain useful insights about our clientele and offer them exactly what they need, at the right moment.
For this purpose, you can use A/B test tools such as Chartbeat and abtesting.ai, which will check for you live the performance of titles, buttons and links throughout your website or app and will help you make the microcopy even more accurate.
Data analysis and practical insights (Actionable insights) When
tens or hundreds of pieces of data are laid out in front of us for every action that every user does, there are insights that are simply impossible to obtain just by looking at numbers.
We need to analyze the information received and find the most relevant insights on the basis of which we can act to increase the impact, exposure, and engagement and as a result reduce the costs of the campaign.
Among other things, you will want to find out:
How the brand and its competitors are perceived in the market
How effective their content is
What is the sentiment that motivates customers to action
Who is talking about you and how?
What are the trends in the different markets and the different audiences
What future trends are at our door
Here, too, AI enters the picture with software such as Scoop.it, which supports the process of gathering strategic content, analyzes audience sentiment, and locates niche topics that will arouse interest, or Meltwater, which monitors activity on networks to understand more about the audience and the brand.
The question of the questions: organic promotion or PPC?
There is no doubt that the issue of data and the impact on it depends greatly on the type of platform on which we choose to advertise and the nature of the advertising.
As a woman of words, my inclination has always been towards the organic direction which is superior for the long term.
At the same time, when you want to reach volume and wide circulation in a short period of time, the sponsored advertising systems know how to focus us on the right audience, assuming of course that they are on our side and want our best interests (this was not always the case, as evidenced by the frequent changes in Meta policy, YouTube and elsewhere).
In the future, AI systems will also be able to assist in the distribution of organic content by mapping the places where the target audiences are, automatically adjusting the copy and creative to the various audiences at an ever-increasing level of detail, and saving the data to generate ongoing insights.
Although there is no substitute for human creativity, with so many practical tools that shorten our processes, the order of priorities changes and allows us to create from nothing even without huge budgets.
When the dirty work is done by algorithms, it is our imagination as marketers to lighten the huge load in this profession and give full attention to the really important things that no machine can do.
Marketing and digital