Have you ever struggled finding the right words in a message to a potential client or lead? We see this all the time. This is where Artificial Intelligence (AI) can help. Discover how to use AI for digital marketing to start sending impactful messages, at scale, in no time.
Key highlights
- AI can be used for idea generation and to refine messaging to ensure brand alignment.
- It can help develop customisable templates for the customer journey and use A/B testing to optimise messaging based on data.
- AI also allows you to personalise outreach by tracking lead interactions and maintaining brand voice.
- A B2B lead generation service can simplify these steps for businesses, allowing you to focus on more important things like closing a deal.
This is a brief summary of how to use AI for digital marketing. Keep reading for more context on each point and learn easy-to-action takeaways.
AI can help with idea generation
The key to good messaging is coming up with topics that connect with your audience. AI can help with this by looking at large amounts of data in a fraction of the time humans would normally spend, and spotting trends that humans might miss.
To use AI for idea generation, you can start by entering specific prompts into your preferred AI tool (such as ChatGPT or Google Gemini) that relate to:
- your product
- audience pain points, and
- desired outcomes.
For example, you might ask AI to generate messages highlighting your product or service’s benefits for a specific industry, such as healthcare or technology. Use these insights to create a list of potential messaging angles and themes that can guide your content strategy.
To strengthen outcomes from this process, you may consider having regular brainstorming session with your team to review AI-generated ideas. This collaborative approach can help refine and expand upon the concepts, ensuring they align with your brand’s goals and values. Plus, it also allows your team members the chance to weave in their own experience with your clients and business to tailor the messaging even further.
AI can create customisable messaging templates
After you’ve got plenty of AI-generated ideas and checked them for relevance to your audience, you can make templates for different parts of the lead generation process. AI is great at creating first drafts of these templates, which you can use to kick off your outreach.
Develop a library of templates tailored to different stages of the customer journey:
- Initial outreach.
- Follow-up.
- Nurturing.
Have your AI tool draft these templates, but embed a stage in the messaging process in which someone from your team reviews and refines them to align with your tone of voice. If you’d like to streamline your review stage in advance, you could create a checklist of elements to include in each template, such as:
- personalisation fields
- key benefits, and
- a compelling call to action.
One tip is to keep a few successful messaging examples on file for everyone to reference. This can help everyone more closely replicate a framework that’s both on-brand and delivered good results before.
AI simplifies A/B testing and optimisation
AI can make the testing and optimising process easier through smart A/B testing. This helps you compare how different messages perform.
To create a structured A/B test, start by selecting one variable to test at a time such as different subject lines or call-to-action phrases. Once you’ve deployed the various versions, use AI to track critical metrics, such as:
- open rates
- response rates, and
- engagement levels.
After analysing the results, document your findings in a central repository to inform future campaigns.
Consider scheduling regular review meetings (once every fortnight or month should do) to discuss A/B testing outcomes with your team. This can help support data-driven decision-making but also encourage continuous learning and improvement in your messaging strategies.
AI can help maintain message relevance
While AI can generate messages based on data and trends, it’s essential to ensure that your messaging is contextually relevant to each lead’s specific situation. Contextual relevance is key to creating a personalised experience that resonates with your audience.
Create a system for tracking interactions and relevant information about leads. Use CRM tools to log details about previous conversations, company news, and industry-specific challenges. When crafting messages, leverage this information to personalise your outreach.
For example, if you’ve noticed that a lead recently attended a webinar, reference that event in your message to create a sense of familiarity. Or reference something about their profile – an interest or previous workplace.
Encourage your team to check daily or weekly for profile updates of prospective lead to make sure your messaging remains relevant and timely. Something as simple as this can help you build stronger relationships with your leads and increase the likelihood of conversion.
AI can uphold your brand voice
One of the challenges of using AI for digital marketing is ensuring that your messages maintain your brand’s unique voice and tone. AI-generated content can sometimes come across as overly formal or too casual, which may not align with your brand identity.
Develop a brand voice guide that outlines your brand’s personality, preferred language styles, and examples of effective messaging. Share this guide with your team and any AI tools you use to maintain consistency in your messaging.
Before sending out AI-generated messages, establish a review process that includes a final check for tone and authenticity. This step will help you maintain a cohesive brand voice across all communications, reinforcing your identity and building trust with your audience.
Next steps
AI has the potential to transform your digital marketing messaging. By learning how to use AI for digital marketing effectively, you can streamline your processes, personalise your outreach, and ultimately drive better results.
But the reality is that in our time-poor world, you may not have the ability to use these tools to their fullest potential. Enter Higher Ranking. We can help do all the legwork with your lead-gen automation and work closely with sophisticated AI tools to guarantee your content is delivered efficiently and creatively to your prospective leads.
Don’t miss out on the opportunity to enhance your sales pipeline and achieve your business goals. Partner with Higher Ranking today and experience the difference – book a demo now!
