Digital Marketing Agency Onboarding Checklist (for the Client)
Looking to hire an agency to support your business’ digital marketing efforts? Use our checklist to simplify the onboarding process. …
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If you’re a human, you’ve probably heard of AI by now. Discussions about ChatGPT, AI image generators, and other forms of artificial intelligence have peppered local newscasts, online podcasts, and forms of media that don’t even end with “casts.” Long story short, AI technology is here to stay – and only getting better over time.
As a digital marketing agency, we’re always looking for ways to improve our services and become more efficient. AI technology has already made its way into our industry, but it’s not always apparent how agencies use AI and how much it makes a difference. We’d like to change that.
It’s easy to speculate on how much work your agency is doing compared to AI. We’re here to pull back the curtain – spoiler, there are no flying monkeys or conmen from Omaha, Nebraska behind the scenes. Here’s an inside look into the pros and cons of AI and how we use it for our clients.
AI has received a lot of hype recently, and sometimes there’s good reason for the hype. There are several benefits of using AI in digital marketing. For example:
Sounds pretty exciting right? It is, although it’s about time we bring your visions of robot digital marketing agencies back to reality. There are still some very real issues with artificial intelligence that limit just how much it can assist with digital marketing programs.
Simply put, AI can be an extremely valuable tool for digital marketing, but it’s just that – a tool. AI, at least right now, cannot and should not replace talented specialists, but it can help them with their jobs. Humans still need to be involved in the digital marketing process, but there are several ways that we can put AI to work to add value and save time for businesses.
Before we get into how we use AI for content marketing, we need to make it clear where it’s not used. AI and longform content do not mix well. The more words you need, the more chances there are for robotic writing and incorrect information. We’re not alone in this stance – WIRED and other publications have had similar results. It turns out that it takes a human mind to really create complex, well-articulated articles and other longform content.
While we don’t use AI to write any longform content from scratch, we have found that in can be helpful in other ways. That includes supporting our content writers in the following areas:
Like content creation, AI is more of a supportive tool for crafting and sending emails than a complete solution. We use AI tools to try and expand our thinking, come up with new ideas, and support our clients email efforts. This means that AI isn’t creating any content or other messaging, but it does serve as a simple machine learning tool that supports the following email marketing tasks:
ChatGPT may have created a new wave of AI content enthusiasts, but paid advertising specialists have dabbled in artificial intelligence for quite a while. While these tools are not a replacement for digital advertising work and recommendations from an expert, AI does play a notable role in how we run and adjust your paid campaigns.
Like paid, AI is naturally ingrained into our SEO process. Tools like Semrush make it easier to conduct initial research and provide guidelines to identify opportunities and make meaningful changes to a website in the following ways:
It can be easy to focus on various digital marketing specialties when thinking about AI, but you shouldn’t forget about account managers and strategists. AI is still quite relevant for any who works directly with our clients (which is most of us). Our strategists can still receive help from AI through:
No surprise here, but Chat GPT can also write code and generate images. Just like content, it doesn’t know the “why” behind what it makes, your motivation, or whether it’s even good code or not. You still need a talented designer and/or developer to provide that oversight.
In our experience so far, AI is good at getting you close to something that might work faster, but it should never be used “as is” for client work. Just look at these AI generated examples:
Yep, those are certainly all hands. This might take a few tries.
This post will age quickly (and not well as the robots get smarter and stronger), but as of today the best way to think about AI tools in digital marketing is like the difference between a hand saw and a motorized saw. One might seem a lot more powerful and get all the attention, but it can be very dangerous to use without a skilled operator behind it.
We’re thankfully not at a point where AI has taken over quite yet, but our potential robot overlords can still help digital marketing agencies and other professionals save time, make adjustments, and improve their overall efforts.
Looking for an agency that will help you stay ahead of the proverbial curve? Reach out to us today to see if we’re a good fit for your digital marketing needs.