Marketing Robots

[00:00:00] On this episode, find out how artificial intelligence is changing the way marketers work with three specific AI-powered use cases and how you can leverage them today.

[00:00:35] In a business, daily in a business or helping your clients get better results, it's time to sit back, relax and become the smartest marketer in the room. What an exciting time to be a marketer.

[00:00:53] In the past few years we've seen the increasing popularity of machine learning and artificial intelligence or AI. And these technologies have already made a huge impact on the work that marketers are doing and yet we're still very early into all of these changes.

[00:01:09] So whether you're already deeply familiar with the convergence of AI and marketing or whether you're trying to learn more about it for the very first time, this podcast episode will cover the basics for what you need to know to stay on the cutting edge.

[00:01:23] More specifically, I'll review what I consider to be the three most important areas in this digital transformation which are, number one, AI-powered copywriting, number two, AI-powered AI-powered optimization recommendations. Let's start with what I would argue is the most extreme and impactful area of all, copywriting.

[00:01:47] So what is AI-powered copywriting? Of all the three areas that I want to cover on this episode, this is the one that I most optimistic about. Copywriting is a very antiquated profession. No offense to any of the copywriters listening to this.

[00:02:03] We have just worked with the wrong folks over the years, but I've found it to be filled with folks who don't know as much as they claim, they charge way too much money and they deliver work at a snail's pace.

[00:02:15] And all of that is changing thanks to AI-powered copywriting tools such as conversion.ai, copy Smith, copy AI, snazzy AI, right sonic and many others. Those tools harness the power of something called GPT-3 to re-invision how copy is written. And what is GPT-3 you ask?

[00:02:36] Well, without getting two technical, here's an explanation from the folks at VWO. They say, quote, GPT-3, generative pre-trained transformer 3 is a neural network powered AI that can produce nearly flawless text relevant to the given context.

[00:02:55] So by open AI, a San Francisco-based research lab, GPT-3 is a third generation powerful language generator that uses machine learning to predict and produce text almost like a human. Now if that explanation has you confused, don't worry.

[00:03:14] That's as techy as we're going to get on this podcast episode. And frankly, you can still get a ton of value from these tools that I'll be showcasing below without understanding the science behind them.

[00:03:26] Of all of the AI powered copywriting tools on the market, however, my favorite right now by far is conversion.ai. Now I've tested a lot of these AI powered copywriting tools and conversion.ai just has a much

[00:03:40] more natural and conversational feel in terms of what is able to be output. That's based on my experience. And of course your results may vary so I recommend if you're interested in this space and go ahead and try a few of these different tools out.

[00:03:54] In fact, I'll link to some of my favorites in the show notes for this episode and let me know what you think. Let's move on to AI powered A.B. testing. Another area that artificial intelligence has been influencing is the world of conversion optimization.

[00:04:09] Now, the concept of A.B. testing may already be familiar with you, but did you know that marketing robots can actually help you get even more value from every experiment you run? In a specific use case is seen in a relatively new offering called Smart Traffic from

[00:04:24] Unbounce, the popular landing page builder that I've covered a lot on the blog and on this podcast. What is Smart Traffic? Here's how unbound to explain it. Smart Traffic is an AI powered algorithm that matches visitors to the variant that they're most likely to convert on.

[00:04:41] Using contextual multi-armed bandit theory, Smart Traffic eliminates a one-page fits all the approach to conversion optimization by delivering the most relevant content to each visitor. It automatically analyzes and learns from a visitor's attributes, including their location

[00:04:56] and device, among other attributes, to send them to the variant that they're most likely to convert. It never stops learning and adjusting, always working on getting you the highest conversion rate possible. So basically, in my words, it's A.B. testing on steroids.

[00:05:12] You're not leaving your tests up to chance anymore, and that's all because of machine learning and AI. Now does it work? Yes. In fact, I ran an example for one of my own pages using Smart Traffic, and when I switched

[00:05:27] to Smart Traffic, I saw an average conversion lift of over 30%. Whether or not you're using Smart Traffic or some other AI powered conversion optimization tool, the data clearly shows that when deployed correctly, marking robots can help you convert more of your website visitors into leads and customers.

[00:05:46] Oh, and if you want to give Smart Traffic a try and the entire unbound to landing page platform for that matter, you can get a free 14-day trial and save 20% off your first three months

[00:05:57] if you use my special partner link, which I will include in the show notes for this episode. So go ahead and give Unbound and Smart Traffic a try and see for yourself if it helps you increase your conversion rates.

[00:06:10] Finally, the third area that's being impacted by AI is recommendation algorithms. If you're using Google Ads, you've probably already seen something like this where AI powered recommendations show up directly in your Google Ads dashboard. These algorithms crunch massive amounts of data from your account and other accounts,

[00:06:29] and then they surface actionable insights that you might have never found otherwise. While Google Ads is probably the most useful marketing use case for these types of AI powered insights, they're certainly not the only ones using it.

[00:06:43] Facebook ads, Google Ads, and several third-party solutions such as GEPTO and Morphio are all doing the same amazing things with AI powered recommendations and optimization tips. Now are all of the tips good? No, but they are certainly interesting at times, and more than once I found myself thinking

[00:07:02] wow, you know, I would have never thought to test that. So the big question as we wrap up is are we all going to get replaced by marketing robots? Is the work of a marketer obsolete? No, I don't think so.

[00:07:15] If you work in marketing like I do, you're not going to be replaced by AI anytime soon. There will still be a vital role for us humans to play. The way I like to think about it is that these AI powered marketing tools are sort of like

[00:07:28] night vision goggles. They will equip marketers with new visibility into the things that may not have otherwise been visible. But on their own, the goggles or these marketing tools in this case aren't going to do

[00:07:41] all the heavy lifting without someone behind them running point on the strategy and execution. So I encourage you to begin embracing these tools. Look at some of the resources I share in the show notes and look at them as a new

[00:07:54] found superpower in your marketing toolbox and make the best use of them. If you do that, you'll be way ahead of the curve. Speaking about staying ahead of the curve, I also encourage you to check out my free

[00:08:05] weekly newsletter called Growth Marketer Weekly where I share the very best growth marketing news tools and insights every single Thursday. It's absolutely free and you'll get one short email once a week.

[00:08:17] You can sign up by hitting the link in the show notes or head over to growthmarketer.co. Thank you so much for listening to this episode. I'll be back next week so until then, take care. Learn Growth Marketing is a production of Earnworthy LLC.