AI + machine learning technology has a lot of people talking right now. From computer-generated portraits & art, chatbots, and transcription tools… now incredibly robust copy-generating platforms and transcription services. The possibilities are endless for how small businesses can use machine learning to work smarter and more targeting in their marketing efforts.
While I'm no expert, and I acknowledge the potential effects + ethical questions this innovation raises, ultimately, we can’t put Pandora back in the box and this technology isn't going away. It's an interesting discussion to think differently and learn how to leverage this technology early to save time and feel confident in how we’re communicating about our brands!
Generally, I am the most excited about the possibilities of using natural language processing (NLP) in my business. This technology allows you to ask AI (Artificial Intelligence - think asking a chatbot) questions to get answers and also have the ability to have AI export out curated copy that can be used for marketing, social media, and other informational applications like FAQs and other needed website copy to show your value.
We have already been using it to ask specific questions in our client research, export old videos of mine and capture key takeaways in written form to recycle for new uses, help generate headlines, determine top-rated content, generate social media captions and sort through more targeted data than a Google search when searching for specific topics.
Top 3 ways I see YOU leveraging this new natural language processing (NLP) technology immediately:
Analyze customer & couple data: Use NLP tools to analyze data & identify trends and patterns that can help you understand what language resonates with your target audience and where you should dedicate your time.
Create brand copy: Use NLP tools to help you craft compelling brand copy that showcases the unique value of your service offerings quickly and to stay front of mind. This copy can be used for blog posts, social media, promo pieces, and other marketing elements.
Use a chatbot: Use a chatbot to answer broader questions and details about how you work and what to expect in their client process
And I know what you're thinking — how could this replace the human touch that comes from crafting brand copy, messaging, and communication by hand? The AI will continue to get smarter and start mirroring how you communicate, for now, this might look like it getting you 50% of the way there, and then editing to your specific voice or niche industry insight only you have. Also please keep in mind, when using AI for your internal sales process, it is important you personalize interactions and always offer human support.
By using NLP tools in a personal and intentional way, you can leverage technology to improve reach, consistency and make your marketing efforts more efficient while still maintaining strong relationships with your clients.
NLP tools are something you can start playing with any time. I have generally been using ChatGPT for copywriting, which was created by OpenAI. There are countless tools now using these types of technologies but you can see what is a good fit once you dive in and start playing with the possibilities.
Here are some public tools that are available to utilize:
GPT-3: Developed by OpenAI, GPT-3 is a powerful NLP tool that can be used to generate human-like text (like portions of this blog), create chatbots, and more.
Dialogflow: This Google-owned tool allows you to build chatbots and other NLP applications for a variety of platforms, including websites, mobile apps, and messaging apps.
IBM Watson: IBM Watson is a suite of NLP tools that can be used to build chatbots, and analyze text.
Microsoft Azure: offers a range of NLP tools, including the ability to build chatbots and analyze text.
While this is only the beginning, it's interesting to take inventory of how far this technology has come and how we can use it as small business owners moving forward into the future!
Now if you've made it this far...
*Surprise! 60%+ of this blog post was written by AI technology, through ChatGPT, using NLP questions to help me gather information and resources. It was generated based on multiple prompts and then edited to better amplify my voice and add personal information. Cutting the blog creation time by more than half!