There is no doubt that businesses of all sizes, from sole traders up, need to embrace new technology to keep up with their peers. As this new tech becomes ever more prevalent and affordable, business owners the world over are using it to save themselves time by automating many aspects of their day-to-day operations, and one of the areas at the forefront of this revolution.
So, we sought the expertise of four members of the Entrepreneurs’ Organisation, a global non-profit community that helps entrepreneurs and business owners find business and personal success, in implementing one of the fastest-growing of these new technologies – ChatGPT.
David Fastuca CEO and Co-Founder of GrowthForum.io and Entrepreneurs’ Organisation Melbourne Member
When prompting your AI tool of choice, add some emotion to it to get better responses. What does that mean? Let me show you.
Standard Prompt: Give me five great marketing ideas to help grow my business in the app development industry.
Better Prompt: Give me five great marketing ideas to help grow my business in the app development industry. I want you to really think about some smart and cost-effective ideas because if I don’t win five clients within the next four weeks I’m going to lose my job.
And here is a juicy one for your marketing needs:
- Product = [Insert here]
- Ideal customer persona = [Insert here]
- Create a social media content strategy for [social media handles] for [time period] to attract [target audience].
- Analyse and create 15 engaging and valuable topics in [content type] and an optimal posting schedule to help achieve [goals].
Steps you need to follow:
- Find 15 engaging and unique topics in [content type] that will achieve [goal].
- Optimal posting schedule format: H1* – day of the week; H2* – first social media handle; H3* – multiple content types with time to post; H2* – second social media handle; H3* – multiple content types with time to post.
- Social media handles = [Insert Here] Time period = [Insert Here] Target Audience = [Insert Here] Content type = [Insert Here] Goal = [Insert Here]
* H1, H2, H3 refers to Header tags for SEO
You’ll be amazed at the difference.
Will Swayne, Co-founder of mortgage broker software BrokerEngine and Entrepreneurs’ Organization Queensland Member
My first recommendation is to eliminate friction from the process. When I first discovered ChatGPT, I was blown away by the potential. But, a month later, I realised I wasn’t using it much because it simply wasn’t top of mind.
Now, I’ve connected ChatGPT to an application launcher called Alfred on my Mac. By typing the word ‘chat’ into Alfred, a ChatGPT window pops up, ready for use. As a result, my ChatGPT usage has tripled.
And while ChatGPT was initially impressive, within a few weeks I started to find much of the output was generic and lacked sizzle.
So, I looked into how to craft better prompts. I discovered techniques from AI researchers like Brian Roemmele, which helped me create detailed ‘SuperPrompts’ that produce far more nuanced results than standard requests such as, “Write me 10 tweets about X.”
Now, I’ve saved my SuperPrompts into a text snippet tool so they can be deployed with a few key strokes (again, reducing friction).
We’ve also begun to leverage ChatGPT to interpret data sets and create outputs for projects that require ‘fuzzy logic’.
For example, we recently ran a webinar follow up campaign. We used ChatGPT to check if other people from the same organisation had also registered. Then asked ChatGPT to personalise the email opener based on 1) if they did/didn’t attend 2) name dropped the other people who registered, and 3) referenced whether the others also attended. The result was much higher re-engagement rates than standard vanilla templates.
Previously, this type of bespoke project would have been a mess to execute using mail merge. But with ChatGPT, complex tasks that used to take hours or days can now be completed in minutes.
Samantha Hurst Founder of Click Start Digital and Entrepreneurs Organization’ Queensland Member
The prompt I use the most at the moment in my business is one to help work out what a business’s customer avatar or ideal audience is for our clients. Having a niche audience to target in advertising /marketing initiatives for a new business is crucial to keep ad costs down and increase sales and customer retention.
Here is the ChatGPT prompt:
‘Can you give me one to three sentences of the most popular demographic to purchase [product] online in Australia. List location, age range, income level, interests, their preferred form of communication, their dreams and desires & recommended places where these people hang out.’
I also use Chat GPT to research new niches and products in demand. Additionally, I use an AI tool called Busi Chat, which manages my help desk to support clients, in turn reducing staff overheads significantly.
Rica Jankulovski, Co-founder of Remote Staff and Entrepreneurs’ Organization Sydney Member
AI brings a new level of efficiency, personalisation, and effectiveness to the world of marketing and sales. It can analyse customer data, allowing businesses to create highly targeted campaigns with personalised content.
AI-powered social listening. Businesses can use AI to monitor social media conversations about their brand.
Sample prompts:
Utilise topic algorithms to identify key topics and themes in social media conversations related to our brand. Extract and summarise discussions on specific topics to gain insights into customer interests, concerns, and preferences.
AI-generated content. AI helps businesses create personalised marketing content, tailored to the specific interests of each customer segment.
Sample prompts:
Segment customers based on their demographics, past purchase behaviour, browsing history, and engagement patterns. Create detailed customer profiles to analyse their preferences and interests.
Implement AI-driven content personalisation systems that dynamically generate marketing content based on individual customer attributes and behaviour.
Personalised product recommendations. Businesses can use AI to recommend complementary products based on a customer’s current purchase.
Sample prompts:
Analyse historical transaction data and identify sets of products commonly purchased together.
Win-Back Campaigns. AI can provide insights on how to win back customers who are at risk of changing their brand preferences.
Sample prompts:
Implement AI-driven email automation systems to send targeted reengagement emails. Personalise email content and timing based on customer preferences, past interactions, and behaviour.
Interactive AI-Content. Use AI-powered quizzes or interactive content experiences.
Sample prompts:
Develop algorithms that dynamically generate questions, challenges, and content tailored to each user’s interests and engagement history.
AI in marketing can lead to improved loyalty and growth for your business. Start small with one or two strategies, measure the results, and gradually scale up. With these AI-driven approaches, you can offer personalised experiences that truly resonate with your audience.
