ChatGPT is the latest craze to hit the world of marketing. If you haven’t heard of it yet, then you’d better catch up quick – it’s already proving to be a game changer for marketing agencies (like The Blurb).
Imagine a world where you can continue to deliver the same results for clients, but also have time to plan the next game-changing marketing tactic. This is what Chat GPT can do for us and – even as a self proclaimed tech-savvy marketer – I’ll be the first to say that it’s a bit of a game changer.
Clients will gets more bang for their buck, and are left feeling deliriously happy with your work. You keep (or even grow) your client, get recommendations off the back of your outstanding work, and things start to really take off for your agency (Okay I may be getting a little carried away here, but for those of you with the big imaginations, why not?)
Well come on in, and join the beautiful world of ChatGPT.
Whether you’re an agency yourself or work client side in a marketing function, ChatGPT offers a huge amount of potential. I’ve only played with for just a short time, but I have already fallen in love with it.
With so much potential, here I cover 5 ways for marketing teams to use ChatGPT to actually improve their lives.
What is ChatGPT?
ChatGPT (or GPT-3) is a very popular language model developed by OpenAI. It is considered to be one of the most advanced and powerful language models currently available.
Since its release, it has been widely used in a variety of industries, and in many applications, including chatbots, content generation and language translation.
Its ability to generate human-like text and its impressive performance on various language tasks, has attracted a lot of attention in the world of marketing. Put your strategical head on and I’m sure you’ll see huge applications for it.
Chat GPT has been so popular that it’s even struggled to cope with the demand. On my first try I encountered a message telling me to come back later due to excessive demand – something I know that others have also experienced.
5 ways to use ChatGPT in marketing
1. Content creation
According to FT Longditude, 60% of marketers find generating enough content a challenge. Content should be consistent, and also of high quality to yield its full rewards.
This is where ChatGPT can help. Marketers can generate high-quality, unique content for blog posts, social media posts, and email campaigns. Here, I share how I used it to write a blog article.
Objective: Writing an article on using AI and automation for LinkedIn outreach.
Query: Now one of the ways that I know AI will be used with LinkedIn automation is to create the sales messaging. I know this because I’m aware that Dux-Soup is developing this feature currently and will be releasing it in 2023. So, in the ChatGPT box, I typed in ‘How can AI help with LinkedIn sales messaging’
The response can be seen below. Within just a few seconds, Chat GPT had come up with a pretty nice summary of the benefits.
Now, we need a lot more flesh on the bones here, but by expanding out the questioning, we can delve deeper into how it can help particularly with creating automated LinkedIn responses.
ChatGPT has included the same introductory line in its response to our second question, but underneath that, the content gets more interesting, telling us a bit more about how it works, and some important considerations.
And then we further explore the limitations of automating LinkedIn responses:
So here we can see that ChatGPT has come up with some really useful initial blog content that requires a relatively small amount of time to process into an article to match the tone of voice of your brand or author. That’s hours of work saved right there!
Although I will add that, on the downside, the readability score for SEO is less than desirable as is shown below. Something to consider if you’re writing for SEO optimisation.
2. Chatbots
Love them or hate them, we’re all used to chatbots by now. ChatGPT can be used to create intelligent chatbots that can engage with customers in a natural way, answering questions and providing helpful information.
Here’s how you can implement ChatGPT as a chatbot (warning:some of these get a bit technical):
- You can integrate ChatGPT with a messaging platform like Facebook Messenger, WhatsApp, or Slack, to create a chatbot that can respond to user input in natural language.
- Use ChatGPT as a backend for a custom chatbot, built using a framework like TensorFlow or PyTorch. This allows you to create a more customised chatbot that can be integrated into your website or mobile app.
- OpenAI offers an API that allows you to send text to ChatGPT and receive a response. You can use this API to create a simple chatbot that can respond to user input in natural language.
- OpenAI has pre-trained models like DialoGPT, which are fine-tuned for specific tasks, like dialogue generation, and can be used to create a chatbot for a specific domain.
3. Product descriptions
This one possibly goes against the grain for marketers whose skill can be sold on their ability to understand audiences and communicate with them effectively. However, ChatGPT can apparently be used to write compelling and accurate product descriptions that will help drive sales. I have not yet tested this, but it is something I am keen to do.
The process of using ChatGPT to generate product descriptions typically involves the following steps:
- Fine-tuning: The first step is to fine-tune the pre-trained ChatGPT model on a dataset of product descriptions. This allows the model to learn the specific language and style used in product descriptions, and improves its ability to generate descriptions that are similar to those found in the training data.
- Input data preparation: The next step is to prepare the input data for the model. This typically involves extracting information about the product, such as its features, specifications, and benefits, and formatting it into a format that can be input into the model.
- Generation: Once the model is fine-tuned and the input data is prepared, the model can be used to generate product descriptions. This is typically done by inputting the product information into the model and specifying the desired length of the generated description.
- Post-processing: The generated product descriptions may require post-processing to make them more accurate, compelling and polished. This step can include editing, proofreading, and polishing the descriptions. At this point in the process, the human aspect comes into play.
- Quality control: The last step is to evaluate the generated product descriptions for accuracy and quality. This can be done by comparing the generated descriptions to the product information, as well as by evaluating the descriptions for readability, grammar, and style.
It’s important to note that creating compelling and accurate product descriptions requires a good amount of data, fine-tuning, and post-processing.
4. Ad copywriting:
ChatGPT can be used to generate effective and engaging ad copy for various platforms and channels. Think Google Ads and Facebook Ads. It does this in exactly the same way as the 5 step process above uses to write product descriptions. But it’s another application for the tool, and a way for marketers to save time – if you trust it enough to do a good job.
5. Market research:
ChatGPT can be used to analyse large amounts of data and extract insights about consumer behaviour, market trends, and more, which can inform marketing strategy.
ChatGPT does seem to like its 5 point model which is seems to attach to every process outline here however, making you wonder whether this same model can be applied to every process…..
- Fine-tuning: The first step is to fine-tune the pre-trained ChatGPT model on a dataset of market research data. This allows the model to learn the specific language and style used in market research data and improves its ability to analyse data that is similar to the training data.
- Data preparation: The next step is to prepare the data for analysis. This typically involves cleaning and formatting the data, such as removing irrelevant information and converting it into a format that can be input into the model.
- Analysis: Once the model is fine-tuned and the data is prepared, the model can be used to analyse the data. This is typically done by inputting the data into the model and specifying the desired type of analysis, such as sentiment analysis, topic modelling, or entity extraction.
- Post-processing: The output from the model may require post-processing to make it more understandable and actionable. This step can include interpreting the output, visualising the results, and summarising the key findings.
- Quality control: The last step is to evaluate the output for accuracy and completeness. This can be done by comparing the output to the original data, as well as by evaluating the output for consistency, completeness, and accuracy.
Summary
So there you have 5 ways for marketers to use ChatGPT to save huge amounts of time.
As a final thought though, I do wonder what will happen to unique content scores for SEO if we are all using the same AI tool to write our blogs. See if you can tell which parts of this blog were written by ChatGPT.
It leaves me feeling that the human interpretation of the copy is what will make us stand apart as a good marketer. I know I’ll be testing ChatGPT out some more though. Will you?
Author: Beth Baxter
Director @ The Blurb
