An introduction to artificial intelligence (AI) applications and how clinics can adopt smarter marketing strategies that lead to more targeted and efficient engagements with their patients.
The art (science?) of marketing has been transformed by AI in recent years, with literally hundreds of tools available across almost every imaginable task. Need to write copy for a blog post? Or how about removing the background from images? Need help writing social media posts? Or responding to emails and messages? How about checking up on a competitor’s pricing? There is a choice of AI- powered assistants for all of these.
Artificial intelligence has emerged as a powerful tool for businesses to improve various aspects of their operations. One area that has seen an incredible surge in AI applications is marketing strategy. By harnessing the capabilities of AI, clinics can create more targeted, data-driven and effective marketing campaigns.
Some of the significant applications of AI in marketing include: chatbots for customer support; data analytics; natural language processing for content generation; and automation for routine tasks. AI can analyse customer behaviour and preferences to create precise audience segments for targeted campaigns. Within this, large datasets from various social media platforms can be examined, providing valuable insights into audience preferences, engagement patterns and even competitor performance.
This information helps you make informed decisions for tailoring your content and targeting the right audience. It can also be applied to personalised email content, subject lines and send times to maximise engagement and conversions.
Further, AI-powered predictive algorithms can forecast customer behaviour based on historical data and patterns. These predictions can help you anticipate future trends, such as: most likely products or services a client will invest in; client lifetime value estimation; churn and retention rates; and seasonal fluctuations in demand.
In terms of advertising, it can also identify the ideal ad placements and times, targeting patterns that yield the most conversions at any given time.
Applying AI in SEO strategies
Artificial intelligence, with its ability to analyse massive amounts of data, recognise patterns and generate personalised content, can make SEO processes more efficient and accurate. AI-powered tools can assist businesses in identifying the most relevant keywords, optimising content and staying ahead of the competition. Moreover, AI algorithms can continuously learn and adapt to changes in search engine preferences and consumer behaviour, ensuring that businesses are always up-to-date with the latest SEO practices.
Incorporating AI into your marketing strategy can significantly improve your SEO efforts. By utilising AI-driven keyword research, you can optimise your content with relevant, high-ranking keywords, elevating the user experience by providing more personalised and relevant content, which can boost organic traffic to your site.
AI-driven SEO tools can analyse search trends, user queries and competitor data faster and more accurately than manual analysis. Using AI in keyword research can identify long-tail keywords with lower competition, focus on user intent to align content with user queries, identify potential high- quality backlinks, and discover under-utilised keywords and forecast their performance.
6 AI marketing tools to try
The launch of ChatGPT in November 2022 heralded a new awareness of artificial intelligence and its potential impact on many workplace roles. A year on, and the impact of tools to assist small to medium businesses with their marketing endeavours has been huge. Here are six that we think will help across a variety of tasks – from a general all-rounder to applications that focus on a particular task.
With a huge choice, it’s important to know which tools offer the best value, and to identify which tasks are going to most benefit from assistance. The right tools will not only improve productivity but will also free your marketing team from mundane tasks and allow them to be more creative.
GoCharlie – marketing assistant
With GoCharlie, you get Agent Charlie, the marketing assistant that can assist with a range of tasks and content. Once trained about your brand voice, products/services and goals, Charlie can create over 60 types of content.
The blog wizard takes just a few steps to generate posts. Agent Charlie can also create copy for Facebook, Instagram, LinkedIn and even print ads. In addition, you can get assistance with emails, newsletters, product/service descriptions, generate images, memes and artwork as well as website copy and other repurposed content.
See gocharlie.ai for more information.
Jasper AI – copywriting
Jasper is one of the most popular copywriting AI tools available, with an estimated 70,000+ users worldwide. It was previously known as Jarvis, cheekily inspired by Tony Stark’s (aka Iron Man) virtual assistant, but after Marvel sent the developers a cease-and-desist letter, Jasper was reborn.
It was designed as an AI writing tool to generate numerous types of copy, and offers hundreds of templates covering many differernt scenarios for anything from a long- form blog post to a response to a review.
Jasper has an intuitive dashboard that allows you to set a number of parameters, including the focus, giving you the opportunity to describe the type of content, tone of voice and company intelligence. There are also chat, SEO and rewriting or repurposing tools.
But one of its strongest features is the ‘Explain it to me like a 5th grader’ option which allows you to take complicated or jargon-heavy content and reword it into a simpler format.
See jasper.ai for more information.
Surfer SEO – improving website content
As opposed to Jasper, you do the writing and Surfer assesses and scores your content according to its keyword density, readability, length, use of headers and other aspects to assist you in achieving a high page ranking score.
Tell Surfer your domain, industry/ niche and target audience and it supplies actionable insights by highlighting the top-ranking keywords, suggesting a content outline structure, and even defining image density for your post/page. You can work directly on Surfer SEO, which has its own text editor, or copy-paste for quick analysis. As you edit your work, you’ll see the SEO improve in real time.
Integrations are available with other content marketing tools like Jasper, WordPress, Google Docs, and more. Surfer SEO helps you hit your organic growth metrics for Google search and whether you’re producing AI-generated content or writing it yourself, Surfer incudes a plagiarism checker to ensure your work is original.
See surferseo.com for more information.
Zapier – task automation
Zapier is like the Swiss Army knife of process integration. It is used to build connections and marketing automations (zaps) between literally thousands of different systems.
It works by starting with a trigger. A simple example is you may want to receive a message and add the sender to your email database each time someone fills in a Facebook form. This would lead to an action, like sending a Slack message to the team informing them of the enquiry, then adding the new lead to your Mailchimp newsletter list.
Zaps can be written without any coding experience, and for common tasks there are templates to speed things up. There are currently over 3,000 integrations and you can also create branching workflows that rely on logical criteria that is set.
See zapier.com for more information.
PhotoRoom – image background remover
This a free specialist tool to allow you to update the background on an image, leaving the human subject on a transparent background that you can them incorporate into
other graphics.
To use it, go to the website (photoroom.com), upload an image (or drag and drop one), ‘let magic remove the background’ (their claim, not mine) and download the image.
The magic is, in fact, AI and machine learning that identifies the subject in the image and separates it from the background, a process that would have previously taken a graphic designer around 10 minutes to complete depending on the complexity of the image.
The site also offers a number of other editing options, including the ability to change the background colour, add a different background, blur and retouch, to name a few.
See photoroom.com for more information
Browse AI – gathering intelligence
Browse AI allows you to extract and monitor data from any website without needing any coding skills. Access to this competitive intelligence (CI) allows you to assess your competition, spot new trends, pricing strategies and product and services launches. To do this Browse AI employs robots (algorithms) that crawl competitor sites, extract useful data and populate a spreadsheet with everything you need.
Robots are created either using Prebuilt Robots or using Browse AI Recorder and its click-and-extract interface. Every robot has a few input parameters (like the webpage address) that you can adjust every time you run it. Users can bulk-run the robot on up to tens of thousands of similar pages on that site to quickly extract the full data set.
See browse.ai for more information.
Far from being a comprehensive list, you can be assured that AI tools will continue to proliferate in the coming years, freeing up your marketing efforts to become more creative and hopefully profitable for your clinic. AMP
