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Navigating AI in Marketing: Insights from the Front Lines
54 Plays7 months ago
Today on Dial It In, Dave Meyer and Trygve Olsen dive into the world of artificial intelligence and its impact on businesses. Despite not having a guest, they discuss the common misconception of using AI like chat GPT for all tasks and explore the power and risks of AI in today's landscape. As seasoned speakers and experts in the field, they provide insights on how AI is transforming industries and share tips on navigating the evolving role of technology in business growth. Tune in to learn more about the rise of AI and how to leverage its capabilities effectively.
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Dial It In Podcast is where we gathered our favorite people together to share their advice on how to drive revenue, through storytelling and without the boring sales jargon. Our primary focus is marketing and sales for manufacturing and B2B service businesses, but we’ll cover topics across the entire spectrum of business. This isn’t a deep, naval-gazing show… we like to have lively chats that are fun, and full of useful insights. Brought to you by BizzyWeb.
Links:
Website: dialitinpodcast.com
BizzyWeb site: bizzyweb.com
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Transcript
Introduction to Dial It In Podcast
00:00:05
Speaker
Welcome to Dial It In, a podcast where we talk with interesting people about the process improvements and tricks they use to grow their businesses. I'm Dave Meyer, president of BusyWeb, and every week, Trigg Violson and I are bringing you interviews on how the best in their fields are dialing it in for their organizations.
No Guest Episode: Unique AI Discussion
00:00:23
Speaker
This is weird for us. Normally we have a guest, but we don't have a guest today.
00:00:28
Speaker
I think it's fitting for today's conversation that we don't have a guest and maybe we have a virtual guest. We should artificially create a guest using. Wouldn't that be exciting? And that's actually what I wanted to talk about because I think we make mention about this, but our day jobs is running a marketing growth agency. And one of the things that I hear almost on a daily basis from people is.
00:00:58
Speaker
Why can't I use chat GPT to do all that? Right. And isn't that something that AI can do? And so I thought our guests canceled at the last minute. Let's, let's just get on and talk about this anyway. Cause I know you've been a national speaker for Google for years and years. You and I both used to speak constant contact in and of itself. We're pretty interesting technical guys who know a fair amount of stuff.
AI's Role in Marketing Content Creation
00:01:28
Speaker
So let's talk about AI and let's talk about how the robots are actually taking over and what to do with all this stuff. Yeah. And I think this will be fun because since we do have conversations with clients all the time about all of these topics, it's nice to set the record straight and maybe to set people's minds at ease a little bit on both the power and the risks of artificial intelligence and LLMs and all of the other acronyms that are available with AI.
00:01:55
Speaker
So many acronyms that we're going to go over today. I think half the pod today is just going to be unpacking the, what is that? Okay. So let's start at the basics. Explain where did chat GPT comes from.
00:02:07
Speaker
It's really from Sam Altman and the group that he set up for the explicit purpose of creating this AI company.
Understanding GPT and Large Language Models
00:02:20
Speaker
AI in this case is a little bit of a stretch, I think, because artificial intelligence isn't really what these GPTs
00:02:30
Speaker
or generative pre-trained transformers actually do. So what GPT does, what Google Bar does, or slash Gemini now, what all of these tools do is they essentially take nuggets of information and they put them into, for lack of a better analogy, put them into little blocks, like little building blocks,
00:02:57
Speaker
and then they use those blocks, those bits of code or data, and they rearrange them using an algorithm. So LLMs or large language models take everything that they can find, like the entirety of what would be similar to the Google database,
00:03:17
Speaker
And then they just cut it down into little things that they then categorize an index and then they kick it back to you.
Embracing AI in Marketing
00:03:24
Speaker
So it's a robot posing as a human by making leaps based on algorithms and math.
00:03:33
Speaker
So think of record route to Ralph Rex, the internet is one of my favorite ways. The first movie my son ever went to in the theater, there's a little guy in it called nose more. And I think he was supposed to be the, he was the Google, the replacement for the search engine. It's like that, but it's not always.
00:03:55
Speaker
And it's not only is it not always right, a lot of times it's actively wrong. And the first thing that I normally warn people of are that when these conversations happen about AI and GPTs,
00:04:09
Speaker
is as a marketer or as someone who's generating content for a living, you don't really have to be afraid of having your job replaced by AI, but you will get replaced by another marketer who's using AI.
AI as a Super Tool for Marketers
00:04:26
Speaker
So as you look at this, the important thing is to start thinking about how you can use these essentially like super suits that can make your writing more powerful. If you remember from Avatar, there was the guy that jumped in like the big Mecca suit and he could battle the big old blue dudes, whatever they were called. I'm forgetting now. You know what's funny? And this is a God's honest truth about me is I've never seen Jurassic Park all the way through and I've never seen
00:04:55
Speaker
Ooh, interesting. Yeah. Yeah. And I have a kid who loves movies. So I think we watch five movies a weekend or so. I think there's some short listing on In Your Near Future. You know what he did? He had a performance last night. So he had to leave the house to go do a performance. And we told him when he came home, he couldn't watch Young Sheldon. So Homeboy got up at 5.30 this morning, watch Young Sheldon, where he works.
00:05:22
Speaker
Well, that'll work. Yeah. And his mom got, what is he doing? We didn't tell him he couldn't do that. You mentioned Gemini and chat GPT. So I want to break those down because they're all different flavors of vanilla, right? What's the difference between chat GPT and Gemini?
00:05:39
Speaker
I want to get back to one of the themes that we chatted about a couple of minutes ago because when people think about these LLMs and using this content, especially for clients of ours, the content isn't necessarily accurate because it's just taking the entirety of the internet that it's found and repurposing all of that content.
Gemini vs ChatGPT: Data Capabilities
00:06:00
Speaker
everyone that's in a marketing role needs to remember that you're absolutely the expert. And so you can't just kick out GPT blog posts and believe that they're accurate or that there's not some sort of copyright issues or even plagiarism happening. Really? No.
00:06:19
Speaker
You need to be careful because all it is is repurposing things that were into a newly jumbled thing. It took all the building blocks that it found on the floor and it's repurposing them, so it might put them into the wrong order.
00:06:35
Speaker
and it might tell you what things can do. So as we look at this, like chat GPT or actually Gemini is a better example of this because I had a talk that I was giving in September that I was getting ready to prep for.
00:06:52
Speaker
And I asked Gemini, Bard at the time, what it thought about my upcoming event. So I was just like, give me a breakdown of the upcoming event. And it said that the event was an all day event. It started at 9 AM. There were four different breakout sessions. It had a bunch of different content pieces. It was at this Coliseum. And the topic was how to use AI for marketing in Sioux Falls, South Dakota.
00:07:23
Speaker
The problem was 90% of what Gemini told me was completely false. Based on your emails, this is what we found, but it completely made up that it was an all day event. It was a lunch event.
00:07:37
Speaker
It completely made up the location. It picked the wrong location on the wrong side of town. And so you have to really verify there are really cool tools inside of Gemini in particular to fact check your own work. And I'll get to that in a little bit once we talk about the differences between GPT and Gemini.
Legal Mishaps with AI-Generated Content
00:07:58
Speaker
There's tools that you need to use in order to get good content out of AI. So I want to talk about that a minute, but okay. My favorite, my favorite example of an AI oopsie was Michael Cohen, the guy who was Donald Trump's fixer, who is part of his trial as we're recording this Donald Trump's trial for the hush when he's still going on.
00:08:26
Speaker
Cohen himself had some legal issues and he at one point was a practicing attorney. I don't think he is anymore, but he helped his lawyers and he asked chat GPT for case law, which then got submitted to the court, but nobody checked it. And so as part of his case law, he cited the landmark Supreme court case at which you're intimately familiar with, of course, Dave, finders versus keepers. Yes. Big one.
00:08:54
Speaker
And so the judge have obviously read him the riot being so classically stupid courts time, but it gets back to your point. The system itself didn't know the system pulled a court case from the internet that had some relevance to whatever the point was trying to Cohen was trying to prove, but it was highly fictionalized.
Overcoming Creative Blocks with ChatGPT
00:09:13
Speaker
Right. And so it, yes, it will give you unanswered. Is it always the right?
00:09:18
Speaker
So when we talk to people about you, I, where I come to it is I think from the fundamental notion of this, I think one of the scariest things that people ever really have to look at is a blank piece of paper with an order to create.
00:09:36
Speaker
And so what chat GPT is getting past that pump. It gets you something that you can edit, you can play with, you can go, yeah, no, this is totally wrong or this is factually incorrect. You at least got it. You have a starting point to get the conflict going. Right. Right. So let's get into what these things are though. Yeah. We're talking about Gemini. So what's Gemini?
00:09:59
Speaker
So actually, I'm going to go to chat GPT first. Okay. Chat GPT is the AI language model, LLM, large language model. And chat GPT, GPT stands for generative pre-trained transformers. What that means is that there are deep learning techniques that it uses
00:10:19
Speaker
to generate responses based on text prompts. You type into it, it goes through its algorithm, and it gives you something based on what it knows in the past. It's designed to engage in those conversational exchanges, so you're supposed to talk to it.
00:10:35
Speaker
and it's really grown and improved. So if you've played with chat GPT a year ago when it was all hot and the first big wave came out, it's changed massively since then. Likewise, most of the things that you hear about creating different chats or being a prompt engineer and trying to figure out how to make it work
00:10:58
Speaker
It's already learned from a number of the things that people used to try and game the system with. So for the most part, you can pretty much just talk to these things now.
00:11:08
Speaker
There's a basic model as of the time of this recording called 3.5, and that's free. But there's also a four turbo that you would have to pay for, which isn't very expensive. I think right now our company's paying like maybe 20 bucks a month for that. And that's available at chat.openai.com.
ChatGPT vs Gemini: Strengths and Weaknesses
00:11:29
Speaker
The weird thing about chat TPT is that its data is about a year old. And that's the big difference between Gemini and GPT actually. Why isn't the data being updated? The official data cutoff is April 2023. And for the, yeah. And then September 2021 is what they say the data is based off of for the free version.
00:11:53
Speaker
So if you ask chat GPT, if Beyonce is doing a country album, chat GPT has no idea because that just happened as of the time of this recording in early May, 2024, like a few weeks ago. So it has no idea about it.
00:12:08
Speaker
So whatever that Carter country thing is completely unknown. Beyonce did a, I'm going analog and I'm writing down to investigate Beyonce's country. Yeah. Okay. Exactly. So that's chat TPT, right? And if I asked chat TPT what to do, like there are some pretty powerful things that you can do with it. You can create
00:12:30
Speaker
code, you can create text and blogs, you can create data tables in Excel sheets that'll actually kick out tabular data presented in a tabular format, and many other things. So there's a ton of things that it can do. It doesn't by and large do imagery, but there are some ways to do that and that it connects in. And OpenAI, the parent company of chat GPT, does have an image generating tool that I'll get to in a little bit.
00:13:01
Speaker
So let's contrast that with what used to be Google Bard and now is Google Gemini. So Gemini is of course Google's AI assistant. It's also a GPT, but they don't go by GPT. It lets you ask similar text-based questions, but it also lets you upload imagery using Google Lens.
00:13:22
Speaker
and get Google search images in responses, as well as give you pretty much up to the moment, timely responses. So it uses Google's active data to follow up. There's a little button at the bottom of each Gemini response that looks like a little Google logo, and that's the Google it tool.
00:13:46
Speaker
And what that does is it takes the response that Gemini gives you and it fact checks it
Practical AI Applications in Marketing
00:13:52
Speaker
based on what it can find online. So it's color coded. Green is the content that Gemini knows is verifiable and it links you. If you click on the green text, it links you right to the article that verifies it.
00:14:07
Speaker
and anything that is specious or might have been a leap would be color-coded yellow. And so if you see the yellow stuff, that Gemini is making some sort of a leap there, and so it's not necessarily completely verifiable. So you might have to do more research on your own to make sure that you can connect with that.
00:14:29
Speaker
Paid versions of this will connect with Google workspace. So you can review your emails and say, you know, give me a summary of all of the messages I've swapped with Bob Smith and, or the last tasks that Bob and I agreed to. And it'll go through your messages as long as you're connected up and give you that data. So it's pretty slick. Okay. And there's a number of pros and cons to both of them. We can talk about that again later.
00:14:58
Speaker
I think the data thing that you point out is so utterly fast because I think we're going to get into a couple of versions of these and immediately I'm just gobsmacked that chat GPT is running out.
00:15:10
Speaker
It's just something to be careful of. And for the most part, if you're just asking it for, you know, help me outline a blog post, that's fine. But if you want to have it referenced the most recent cultural events or review something, there's a good chance that GPT in particular just won't know that stuff.
00:15:32
Speaker
So if I compare GPT versus Gemini, these are pros and cons of both, right? So in general, it seems, and this is from my testing and a lot of research and other things, that GPT, chat GPT, is a little bit better for creative writing. It tends to flow a little bit more in a natural language model.
00:15:57
Speaker
It stores previous conversations, which Gemini does, but not to the extent that GPT does. So you have the entire history of your search, especially in the paid versions of GPT. And it integrates with a number of popular apps. One of the things that I want to mention is HubSpot's chat spot tool and all of the AI integrations that chat spot and HubSpot are doing. Those are direct plugins or connections using chat GPT as a backend.
00:16:27
Speaker
So chat GPT is really almost like Amazon AWS in that it's the backbone for a ton of other things. And so anytime you see powered by AI or powered by any of that LLM GPT related stuff, it's generally powered by chat GPT. Okay.
00:16:49
Speaker
So conversely, Gemini, in my opinion, is a little bit more user friendly on the front end interface. It's better for research because of the timeliness of the data and it can find current information such as recent events and it does a better job of summarizing web pages because it'll go against that existing data. So that's pretty slick.
00:17:16
Speaker
You should really try both of these chat GPT is at chat.openai.com. And Gemini is at Gemini.google.com. What's that? You don't need one.
AI Tools for SEO and Content Creation
00:17:29
Speaker
All you have to have is a Google account. And there are paid versions of Gemini just like there are with chat GPT. But I actually haven't found a need to use any of that yet.
00:17:41
Speaker
in our corporate world with our clients. And we have very specific rules that we use that I'll be sure to get to before the end of our chat here. So yeah. Two questions. We've been talking about chat GPT versus a Gemini. Which do you use? Do you really, are you a Gemini guy?
00:18:01
Speaker
I use both. Honestly, if I don't get the result that I'm looking for or if I want another perspective on the same query, I will literally have two windows open and I will paste the same prompt into both tools to see what pops up. It's very different, especially if you're looking at search engine optimization and research.
00:18:25
Speaker
Obviously, Google has a pretty solid lead in that. So generally, the long tail keywords that you can generate using Gemini are much more tactical and are easier to apply than the stuff that GPT does.
00:18:42
Speaker
I would think if you're going to use it for SEO, actually using the Google tool might just smart move anyway. Yeah, you might figure, right? They're the leaders. And so that's one of the, one of the things to consider. The other ways that we use these AI tools.
00:18:59
Speaker
are for topic inspiration. Give me a list of potential blog topics. Yeah. Second question is, what do you really think people can get given? Because we've talked about chat TPT around, there's a lot of benefits. What are some of those benefits? Yeah. Yeah. So brainstorming can be brilliant. So help me generate a number of ideas or help me connect the dots between this thought and that thought.
00:19:24
Speaker
If you have a complex idea, if you can describe that idea in a way in which it can essentially be googled and regurgitated, because that's all these tools do, you can get some really interesting intuitive leaps just by completing and throwing the data into the tool and seeing what pops out. You can draft blog posts or articles or emails or ads, ad copy,
00:19:54
Speaker
And the key thing there is to make sure that it's always a draft and that you generate your own final content. You can almost think of this as, I know this is a movie that you've seen trick me, but in Iron Man Stark is flying around in his suit and he talks to it and Jarvis answers back. You can think of this as Jarvis, where, you know, a Jarvis helped me figure out how to do this thing or what's the percentage of this deal or whatever.
00:20:21
Speaker
If you have writer's block, there's nothing scarier for a marketer than an empty page or an empty post. So help me come up with some ideas or help me get started or help me outline our things that work out really well. Rewriting content.
00:20:36
Speaker
if you have a series of blog posts or a series of white papers that are way too formal or stodgy or they were written by an engineer that is as exciting as a loaf of stale bread, you can actually say rewrite this article and make it more witty or more educational in tone or friendlier in
Effective AI Prompting Techniques
00:21:00
Speaker
tone.
00:21:00
Speaker
And it'll actually do it, which is really interesting. Or if you tend to be wordy, you can highlight a block of text, paste it into either of these tools, and say shorten this by about 50%. And it'll do it. And it's pretty tremendous how accurate it is with the caveat that you need to make sure that the things that it's shortening out didn't change the tone or meaning of that content.
00:21:27
Speaker
I'm on the side and part of a nonprofit and I once had to help the team grant from 7,500 words down to 2,500 words. Boy, it was a lot harder than I thought it was going to be.
00:21:41
Speaker
Yeah, for a 7,500 word article, it'll take a human maybe an hour if they're really good at shortening. You can do that in 25 seconds and then scan through that same 5,000 characters and make sure that it all makes sense. Super easy. That's amazing.
00:21:58
Speaker
Yeah, cool. This is a good time for us to take our break after the break. I think what I want to get into next is how do we do this? Cause if we talk about how blank page is scary, I think a blinking cursor on a blank page is similarly as scary. So we'll yeah, let's talk about some starter prompts and some things that you can do to use it. We'll be right back.
00:22:26
Speaker
Today's episode of Dial It In is brought to you by BusyWeb, your partner in driving growth for business service and manufacturing businesses online. Are you a business service or manufacturing business eager to expand your online presence, generate leads and boost revenue? BusyWeb has what you need.
00:22:43
Speaker
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00:23:07
Speaker
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00:23:27
Speaker
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00:23:56
Speaker
All right, we're back. I think I like any man, I love a good new tool. I will sign up for anything and then and not use it because it seems to come. So when I look at chat GPT first started looking. Oh, it's great. You can ask it all these questions and then it doesn't. What are some common phrases? What are some common prompts that you can ask to really start getting answers?
00:24:25
Speaker
And again, these tools are getting smarter all the time. So they're going to start assuming some of this as we go. And I think Sam Altman said just last week, actually, he was like, okay, here's the good news and the bad news. GPT-4 is the dumbest tool you'll ever see because all of these keep getting smarter.
00:24:45
Speaker
was his point. In general, if you're using these tools and you want to have a good interaction, you want to offer as much background and context as possible so that the tool understands from where you're going. You have to think of this as it's like your uncle that has no idea what you do for a living.
00:25:07
Speaker
until you tell it what happens. So you're telling GPT or Gemini, for example, you're a seasoned marketing professional in the staffing industry, and you're looking for a great blog post for a specific kind of client.
00:25:28
Speaker
and specific kind of client you're going to say your ideal persona for that person. So for Marketing Milly, a marketer who has five years of experience, lives in the Midwest, and has a little bit of experience with SEO, advertising, and inbound marketing. So you want to give it context as to what it needs. These are the blocks from which you want the tool to generate helpful content.
00:25:57
Speaker
If you just tell it, give me a blog post, it's just going to shoot from the hip and come up with something based on things that sound similar. But if you give it the extra content, that data, that information is going to be much more accurate and probably much more helpful. You don't have to use operators or pluses or minuses or quotes like you do in Google search results.
00:26:21
Speaker
But you can just ask it, and then if you don't like the response, you can just say, can you make that more educational? Or can you make that a little shorter? And it understands the context from that last prompt. Now, I might not understand the context from four prompts ago. So you would have to say, give me the data from, and then list that line or that response.
00:26:48
Speaker
You can ask it to rephrase, you can ask it to summarize or optimize.
AI in Content Strategy and SEO
00:26:54
Speaker
So that's just kind of general prompt tips. Okay. And then if you wanted to, for example, want to do research, like finding keywords or blog topics, you simply are going to ask these tools
00:27:08
Speaker
help me identify long tail keywords and effective content to reach. And then I like posting or pasting in my marketing persona. And you literally have to put the text of that persona in there. So you're going to be marketing Millie. You could start by telling your GPT, I want you to help me with content for marketing Millie and then give all the dates, all the data. And then you can simply go back and say, give me a blog post for Millie.
00:27:36
Speaker
You keep talking about Millie. So let's, let's unpack that a little for people. Sure, sure, sure. So what he was really talking about is what a marketing persona really is a fictionalized bio of the ideal person you really want to talk to. So marketing teams use that to say, okay, instead of talking to everybody, we're going to talk to this person. Right. Talk to Millie. And so what you're saying, Dave, is you can actually, if you have that bio and that persona written for,
00:28:03
Speaker
You can take that and you can plug that into chat GPT or the AI robot and then the robots will actually talk to that person.
00:28:12
Speaker
Essentially, yeah, it will represent itself as marketing Millie if you tell it to. So it's like, I want you to pretend that you are marketing Millie and give them all the parameters of marketing Millie. She is as a ideal customer profile. She has specific demographics, geography, specific things that she does in her role. She might be a he if it's more likely in that frame, but you can literally say, okay,
00:28:42
Speaker
For the next set of questions, I want you to imagine that you are marketing Milly and then give them what it is and then say, help me write keywords to reach marketing Milly. And so ask me some questions to create a content strategy for, and then whatever you do as a company. So in our case, we're a sales enablement and marketing company. So help me create a content strategy for BusyWeb
00:29:10
Speaker
to reach marketers and sales leaders in manufacturing and B2B services or for the hiring staffing world. So you're just giving it context, right? Yeah. I think that's, it's a, it's certainly a leveling up of what you can do with it because not just, Hey, tell me a funny dad joke or something like that.
00:29:35
Speaker
Right, exactly. Now, all of a sudden, as we're getting to the really meat of the bone here, where we're trying to say, hey, here's the thing is that as marketers, as small business people, you can use this tool to get better. And it's not a replacement for a human, but closer.
00:29:54
Speaker
Correct. For example, I could create like research or I can have it help me generate blog post ideas or rough drafts of blog posts or rough drafts of sales emails.
00:30:09
Speaker
or advertising copy. Help me create a Google ad that's going to rank highly and give me a good score for, and of course, Google Gemini is probably going to be the better tool for that particular thing. Or help me outline a series or a editorial calendar that connects with the phases of the buyer's journey that I want to connect with.
00:30:33
Speaker
So this is Marketing Geek Speak again. There are three different general phases in the buyer's journey for marketers. There's awareness, where people have identified that they have a problem but have no idea how to solve it. There's consideration, where they've identified that they have the problem and now they're looking for potential solutions. And then there's the purchase phase, where people are literally saying, I choose BusyWeb or I choose someone else for that particular product.
00:31:01
Speaker
So help me outline a series of blog posts that aligns with the awareness phase of the buyer's journey. Then it actually comes up with that and it knows how to do that. I think in our world of marketing, an almost universal race to the bottom is search engine optimization.
00:31:19
Speaker
And I think anybody who owns a website or anybody's in business gets emails four times a week from a company Somewhere in the world who set this dear day that your SEO is terrible and you're probably going to die because of it And if you give me a hundred and ninety nine dollars a month, I can make everything better right well of guy you've never met before right and what
00:31:44
Speaker
is often a challenge for me as somebody has to sell that is there was a time where you could do 199 bucks a month for SEO. The time was called 2009. But in this day and age, SEO is considerably more complicated, it's considerably more nuanced, and it's considerably harder to get right.
00:32:04
Speaker
Especially in competitive areas. Yeah. Yes. And the opportunity for explosive results is considerably smaller. So that, how can AI robots help in that.
00:32:19
Speaker
Sure. So it's all about helping you identify the specific keywords or phrases that are going to resonate with your intended audiences. So especially as we're talking about search engine optimization or pay-per-click marketing, right? You can literally go in and say, give me a list of high traffic, low competition keywords that will attract
00:32:45
Speaker
qualified leads for your product or service. And it'll brainstorm a bunch of things. And then you can set it up so that you can say, okay, make the list more tactical or give me more words in those keywords to make them longer tail. So long tail keywords literally means just the things that are in the fringes or the edges of the
00:33:07
Speaker
keyword demand graph. So super high volume, high competition keywords like divorce attorney in your city or state are much harder to rank for than super low competition things like if we stay in the same vein as divorce attorney, if we're doing
00:33:29
Speaker
something like family law and probate for specific city or specific neighborhood inside of a town. So getting as clear and as far out as possible. So long tail keywords are great. You can actually paste an entire blog post or content into one of these tools and say, help me optimize this post for organic search rankings around a specific keyword and it'll rewrite it.
00:33:57
Speaker
or going straight back, especially if you're in Gemini, help me write an effective ad using the most popular keywords for, and then importing your product or service. Okay. What about for right emails?
00:34:12
Speaker
Emails are even easier because you don't have the copyright issues or the concerns. You're sending this as a one-to-one conversation. So you can say, help me write an informative sales email for, and then listing in your product or service. Make it as short as possible and give me a couple of ideas for helpful follow-ups after the first email is sent. And it'll create a series of emails.
00:34:40
Speaker
Okay. That obviously we talked about marketing, but also I think the sales element is true too. So what's a great sales tool when in this realm?
00:34:51
Speaker
So there's a couple of things actually inside of the AI world. You can use Gemini or chat TPT for either of these, but explicitly for sales help, I like using one of our favorite tools, ChatSpot. And I think we can probably lean into some of our favorite tools here because ChatSpot is a free AI tool created to integrate seamlessly with HubSpot.
00:35:20
Speaker
but it has a massive amount of research and helpful information options available inside of this tool. So if you go to chatspot.ai, you can go in and all you need to do is log in. You have to create an account with HubSpot, but that would be free if you don't already have one. If you already have HubSpot, you just get it.
00:35:42
Speaker
but you don't have to spend any money for this. And then you go in and you can just say, give me a list of companies that use WordPress in Minneapolis, Minnesota, or in Chicago, Illinois. And it'll go through based on data that it's found across the web and it'll give you a list of all of those companies. And then the coolest part as a salesperson is you can go in and with a single button click,
00:36:09
Speaker
you can add the contact record for that company to your CRM. So it'll come up, give me a list of all the companies using HubSpot in Minneapolis. One of those companies will be Polaris because Polaris uses HubSpot extensively in their work. And then you can, with one button, click and add Polaris to a company record inside of your CRM, and then you can start doing research and adding content.
00:36:35
Speaker
to explicitly engage that particular product service or company. You're speaking my language. Yeah. Yeah. Because I think, especially when you're talking to salespeople, the thing that they hate more than anything is administrative crap.
00:36:52
Speaker
So saving time on that kind of stuff. Likewise, you can do help me generate a list of competitive benefits for your product or service, or help me outline a brochure that covers all the common questions and interests for what you do.
Future of AI in Marketing
00:37:08
Speaker
So it can be incredibly helpful or help me identify some common objections and some responses for a particular thing that you know is very interesting to your clients. Really? Even common objections. It's based on what it knows, right? So again, you have to be careful just because chat GPT or Gemini or ChatSpot are telling you this.
00:37:29
Speaker
It doesn't mean that it's actually true. It just means that somewhere a algorithm made a match and presented this content. You're still responsible for using your brain and creating and generating good, helpful content that's accurate inside of that. Interesting. So where do you see the future of this going?
00:37:52
Speaker
What I think is going to happen is the tools are going to continue to get smarter and better and more helpful. The line between the people who refuse to use AI and the people that use this is like the super suit or the Jarvis.
00:38:10
Speaker
in their marketing day-to-day lives are going to be the people that just outperform their competitors or other folks in the field because they have this augmented tool. I think we are going to see a significant pushback on some of this content once people really realize the limitations of the tools.
00:38:33
Speaker
And you can already see a fair amount of just dumb content that's being generated because of course people are going to use the tools and if they can save time and generate content without thinking, they will by and large. So if you're, if you have a trained eye at all, you can spot AI generated content that hasn't been massaged by humans because it sounds like a seventh grader trying to fill out a thousand word book report.
00:39:03
Speaker
They have 200 words and they need to fill out the extra 800 words. They need to start repeating themselves over and over again. So if I asked ChatTPT to write me a blog post about email marketing, ChatTPT will say, email marketing is one of the most important things in marketing because emails are incredibly helpful in reaching intended audiences. With email marketing, you need to know how to do these three things. Email marketing is helpful. Email marketing is great. Email marketing is happy.
00:39:31
Speaker
And you can see that it just feels like a robot is talking to itself. Yeah. And so that kind of content is super, super interesting and concerning to watch for. And so as we learn these things and as people rewrite and as we learn how to run this, it's like when blogs first came out, first people were, it was massive amount of creativity and there was all kinds of stuff out there.
00:39:58
Speaker
And then as the levers flattened out, or as the content got so common, it was easy to just get drowned in all of the different content that was out there. And people started getting lazy with, oh, I'm just going to generate a bunch of content and hope that something sticks. And there was a backlash to the saying, nobody really cares when I want to add for breakfast this morning. Why do I need this? Why do that level of content?
00:40:25
Speaker
the personal blogs went away, the company blogs, instead of just focusing on, hey, it's Groundhog Day, and here's three things you can do for Groundhog, yet smart companies now are getting to, here's a specific need that our clients have and how our product or service answers that.
00:40:44
Speaker
And so we are going to start seeing companies that are getting smart about using the power of massive universe of data to draw on and thinking about new and creative ways to use that data and information. One thing that these tools are not good at doing at all is being creative. They can generate a regurgitation on things that they've found in the past
00:41:13
Speaker
But things that are only available in the future or only available through an intuitive leap aren't generally available inside of those tools. You can tease out some ideas sometimes, but it's really hard to do true innovative work using large language models because it's all based on what's in the past.
00:41:33
Speaker
And the other thing to keep in mind, I think is that people don't always buy from logos. They buy from people, they buy from relationships and any sort of content strategy that you create to amplify those relationships and your own personal strengths. And so it's got to sound like you, it's got to feel like you and robots and AI can get you
00:41:58
Speaker
Uh, some of the way there and all the way there, but it certainly can help accelerate, uh, a lot of the more factual things like SEO to get you
AI in Image Generation and Creativity
00:42:10
Speaker
on your way faster. And I think you're right. The people who are going to embrace the technology and figure out how to use it, even with its warts are going to be the ones that are going to get be faster and better.
00:42:22
Speaker
And yeah, we haven't even gotten into the other uses of AI, like imagery and content. Yeah, because you can actually ask it to make you an image. Right. Photoshop's Generative Fill is an augmented tool. Canva has an AI image generator. But ChatSpot, you can just do generate images of a man presenting to a large group
00:42:48
Speaker
on stage and the audience is eating lunch and it'll generate four or five different images and they can say, great, make that look like it was written in a comic book style or make it look like line arts or anime or photographic or whatever style you want. And there are like seven different styles to choose from.
00:43:11
Speaker
The thing that you need to be careful about with imagery in particular is all of these tools, again, they're pulling on the universe of what's already out there. And there's a ton of copyright issues and concerns right now because these tools are essentially remixing things that have been found in the past. So if you look at a lot of AI-generated imagery that is mimicking artwork,
00:43:40
Speaker
it actually, usually in the lower left or the lower right, there's a smudge in those images because that's where the artist normally signs their work. And so it's taking an amalgamation and it's just spitting out and sometimes it even looks like the original artist's signature because the tool wasn't smart enough to do that.
00:43:59
Speaker
It also seems AI is terrible at doing hands. So you can see that it was created likely by AI. If you look at it and the person has seven fingers or three fingers or there's a hand growing out of their neck, it's just completely random stuff. So you need to massage and work with this content
00:44:21
Speaker
And ideally have a graphics expert, your designer or someone else to either tweak, massage, or use these tools as brainstorming versus final content. Actually won us a job based on my chat spot usage.
00:44:40
Speaker
Oh, fun. Yeah. The sales manager here at busy web monster jerk, he makes us do all sorts of things. Like, um, bring, we have a automated note taker that has to come to every meeting. Yeah. By the way, I'm not, I'm actually kidding. It's my rule that I said, I was only to set that everybody has to take it, but you
Conclusion and Contact Information
00:45:00
Speaker
can rename it. So instead of just saying, yeah, AI note taker, I renamed mine Trigby's robot Butler. Uh-huh.
00:45:07
Speaker
And so there was a place for a picture and it was my picture and it was a picture that I had before I lost about 60 pounds. So there's a lot of trig V in that picture. And so I used chat spot and I said, make me a picture of a robot Butler, much like Jarvis, and then put that on the thing. So now when I go, the little robot Butler shows up and the little robot picture shows up.
00:45:33
Speaker
And I was working with somebody and I said, you know what? And they said yes. And as we were wrapping up, they said, I've talked to a lot of people who do what you guys do. But when I saw that you had a robot butler, I knew you'd be cool.
00:45:50
Speaker
And brilliant. Love it. Dave. Thanks so much for spending the time and talking about AI. I know it's a passion project for you and something that you're almost trying to get better at. Dave, as always, we end with naked plugs. If you would like Dave come to your organization or your lunch meeting, how can they find you Dave to book you to talk about AI?
00:46:11
Speaker
There's a couple of easy ways to find me. First is to simply Google Dave and BusyWeb, B-I-Z-Z-Y-W-E-B. The second is to go to BusyWeb.com slash events where we have all of our upcoming information and potential audience engagements. And the final is probably just to hit me up on LinkedIn and that's LinkedIn slash in slash Dave one Meyer.
00:46:38
Speaker
Cause there was a Dave Meyer who stole everything. It's a Dave Meyer that gets all of my stuff. It's like the, it's like the German Bob Smith. It's there's a guy named he lives in Colorado. Who's a goth bodybuilder. Oh, that's perfect. He only looks like me from the neck down, but yeah.
00:46:56
Speaker
And Dave's also bearing the lead. If you go to busyweb.com slash speakers, that's David's available for bookings, parties, bar mitzvahs, quinceañeras, funerals, but more importantly, actually, Dave's a very accomplished and an entertaining speaker. So thanks, Dave. And so is Trevi. So thank you.