The Power of Artificial Intelligence in Small Business Marketing 

The use of AI has become universal in today’s fast-paced digital landscape, changing the way businesses approach marketing. In particular, small businesses can benefit greatly from incorporating AI into their marketing strategies, as it provides tools to enhance creativity and effectively reach target audiences. Gone are the days when marketing teams had to rely solely on their own creativity to generate content.  

“Of all a company’s functions, marketing has perhaps the most to gain from artificial intelligence. Marketing’s core activities are understanding customer needs, matching them to products and services, and persuading people to buy—capabilities that AI can dramatically enhance.”  

https://hbr.org/2021/07/how-to-design-an-ai-marketing-strategy  

Artificial Intelligence in marketing can change the way small businesses reach their audiences. AI in the workplace has sparked a new era where businesses can utilize intelligent algorithms to assist in content creation and marketing campaigns. This shift allows for greater efficiency and scalability in marketing efforts.   

While AI is a powerful tool, businesses should not view it as a replacement for human creativity. Instead, AI should be embraced as a resource to enhance and streamline creative processes. Small businesses can harness AI to brainstorm ideas, generate content, and improve overall marketing strategies. However, it is essential to review and validate the content it generates, as much of it can easily be caught by readers. Maintaining a keen eye on the output ensures that the content aligns with the brand's values and goals.   

In an era where everyone is always online and the media is oversaturated with content, it is important to stay authentic. While AI can assist in content creation, it is crucial for businesses to maintain their genuine voice and authenticity. Consumers are perceptive and seek authenticity in their interactions with brands. Staying true to the company's identity and values builds trust and strengthens the connection with the audience. As we teach at ActionCOACH, people do business with those they know, like, and trust. So keep your content authentic! Emphasizing what makes your brand unique, what your values are, and what your guarantee is will set you apart from the competition. AI can aid in expressing these qualities effectively, but the core message must remain authentic to resonate with the target audience.  

When using AI tools such as ChatGPT, it is crucial to provide specific prompts, the more specific the better! Clearly defining the target audience, values, mission, goals, and tone of voice allows AI to generate content that aligns closely with the brand identity. This targeted approach ensures that AI becomes a valuable asset in conveying the right message to the right audience.   

The integration of AI into small business marketing is an exciting prospect that opens up a wave of new possibilities for efficiency and creativity. By understanding the dynamics of the growing AI landscape, utilizing it as a creative resource, fact-checking outputs, providing specific prompts, and emphasizing authenticity, businesses can harness the true potential of AI. While AI can greatly enhance marketing efforts, it should be embraced as a tool to support human ingenuity rather than a replacement for it. Finding the right balance ensures that small businesses stay at the forefront of innovative marketing strategies in today's digital age.   

Other valuable AI resources we use at ActionCOACH are:  

• Hemingwayapp.com  

• Jasper.ai  

• Seemless.ai  

• Prosperity.ai  

Use wisely! 

Will Rappole, ActionCOACH Houston

February 6, 2024