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Why we care about AI in marketing

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Why we care about AI in marketing

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To engage customers in a personal way, at a very large scale, AI or machine learning is essential. Chatbots and intelligent assistants are already leading client interactions, and AI-generated content is around the corner. AI also enables the analysis and interpretation of data at a speed and volume beyond human capabilities. Algorithms are continuing to improve as well, accelerating optimization in near real-time. As AI improves, use-cases are only going to increase.

Artificial intelligence (AI) in marketing leverages machine learning to make automated decisions. With AI, brands can boost the ROI of marketing campaigns through predictive modeling, advanced segmentation, and personalization.

In this piece, we will dive deep into the value of AI technologies in marketing. We’ll cover:

Estimated reading time: 8 minutes

Why AI marketing matters

AI has transformed digital marketing and reduced the risk of human error while streamlining marketing campaigns. To truly connect with customers, you’ll still need the human touch — especially concerning compassion, empathy, and storytelling. However, when it comes to certain aspects of marketing, like predictive analytics and digital advertising, AI is capable of incredible things. For example, when your goal is to understand your customers’ needs and match them to appropriate products or services, this is where AI shines.

A 2020 McKinsey survey found that those working in marketing and sales had the third-highest rate of AI adoption. What’s more, the survey reported that “A small contingent of respondents coming from a variety of industries attribute 20 percent or more of their organizations’ earnings before interest and taxes (EBIT) to AI.”

Since then, AI use in marketing has continued to grow. As rates of use increase, if you don’t consider implementing these technologies, your brand risks being left behind. Your competitors will adopt AI strategies to improve their business outcomes, allowing them to increase sales, boost customer retention, and more effectively launch new products.

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Benefits of artificial intelligence in B2B marketing

There are plenty of artificial intelligence marketing tools designed specifically for business sales, allowing B2B vendors to leverage the power of personalization, machine learning, and more. From AI-powered workflows to automated next best action features, AI is helping companies solve challenges specific to B2B.

Here are some of the benefits of artificial intelligence in B2B marketing.

Campaign ROI. With the help of AI technology, B2B marketers can better predict the performance of data and campaigns. They can then make suggestions for optimizing those campaigns to reach the maximum ROI. When leveraged effectively, marketers can use AI to transform their marketing campaigns, extracting the most valuable insights to act on them in real-time — for example, analyzing the most effective ad placements to increase engagement.

Better informed decisions. Data integration automation replaces manual processing to enable faster, real-time decision-making. The goal is to gain promptly actionable customer insights. For example, with the help of predictive analytics, you can access buying patterns that help forecast purchasing decisions. Since these buying patterns are often more complex to spot in a B2B model than in a B2C model, the help of AI can be a game-changer.

Marketing metrics. The ability to track the effectiveness of campaigns can significantly affect your marketing ROI. Artificial intelligence can help monitor the outcomes of countless customer touchpoints, thus supporting campaign optimization.

Better data management. AI marketing tools also help to significantly reduce the risk of improper data interpretation, support optimal data integration, and eliminate data silos. An AI marketing tool is software that leverages AI technology to automate decisions based on collected data.

Components of artificial intelligence

Artificial intelligence encompasses various features and capabilities that can scale your marketing programs. Here are some of the main components.

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Machine learning. Unlike task automation, which is fairly limited, machine learning relies on algorithms trained to use large quantities of data to make complex predictions and decisions. Machine learning models can decipher text, recognize images, perform audience segmentation, and even anticipate how customers are likely to respond to various initiatives. More importantly, as the name implies, it can correct and improve itself without supervision (although some human supervision is often involved).

AI-powered platforms. Many marketing platforms today have AI “baked in,” using it to analyze and drive insights across large pools of data. Most of the large marketing suites have AI components providing cross-platform support for the solutions the suites offer. Examples are Salesforce’s Einstein and Adobe’s Sensei.

Platforms to perform specific kinds of work are also available, for example, AI-powered content creation platforms. Some solutions offer draft content for emails or specific social media platforms, such as Twitter. Other solutions optimize content for SEO.

Big data and analytics. Collecting data is one thing — effectively analyzing it is another. AI presents one solution to the challenge of analyzing and interpreting data at a scale beyond the reach of human beings. Using AI in B2B marketing can efficiently analyze immense amounts of data, link that data, recognize patterns, and drive predictions. The more data AI is given, the better it can learn and improve., but there is still a lack of emotional intelligence. For this reason, as well as the need for human supervision (e.g., data stewardship, the maintenance of data catalogs, etc.), people continue to play a vital role in data management and analytics.

Examples of artificial intelligence in marketing

Many companies across all industries are implementing unique AI marketing strategies. Here are some common examples.

AI chatbots. STCHealth uses intelligent chatbots to answer vaccine-related questions and help people access their immunization records. Botco.ai, an automated, AI-powered conversational marketing platform, made the seemingly impossible possible. Thanks to this automated platform, the company saved approximately 52,000 human hours across two million chatbot interactions.

Visual intelligence. The eBike manufacturer Serial 1 used Vizit, a visual intelligence platform that uses machine learning and AI to help the company determine what images resonate most with consumers. As a result, Serial 1 was about to optimize digital assets and boost website conversions by 98%. This use case is a prime example of how AI marketing leads to better decision-making.

AI platforms for SMBs. Mailchimp uses a tool called Smart Platform, bringing AI to the SMB market. Some of the latest tools allow SMBs to automate content creation, gain access to dynamic recommendations and leverage a new customer journey builder.

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Frequently asked questions about AI marketing

While AI technologies have been around for decades, many brands still wonder how to apply them to their marketing processes. Here are some of the most common questions people ask.

How does AI differ from automation?

AI is software that is designed to mimic human thought processes and solve problems. Automation, on the other hand, refers to technologies that follow programmed rules to accomplish tasks at scale with little to no human intervention.

Brands use both of these tools to improve their marketing processes. AI, with its machine learning capabilities, can help marketers optimize demand generation and increase personalization by analyzing customer behaviors. Automation is designed to help these teams accomplish more repetitive tasks at scale.

Do marketers need AI?

In our digital world, marketers need better ways to understand audiences across different devices and channels. And while brands can still engage with their customers without AI, it’s going to become increasingly harder to scale these efforts as technologies evolve. AI is essential if brands are to engage with prospects and customers as individuals, but do so at scale.

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What are some AI marketing challenges?

As mentioned, not every member of the marketing team needs to have an extensive understanding of AI to enjoy its benefits. However, if brands don’t have at least one person working with them who has this experience, it can prove difficult to incorporate it into your systems. 

Brands also may not have the tools to handle the data and resource requirements of AI technologies. That’s why so many marketers are turning to marketing work management platforms and other helpful technologies to more effectively manage these demands.


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How artificial intelligence is changing the marketing landscape

Companies can accomplish much by implementing artificial intelligence in marketing campaigns, strategies, and tools.

Whether your goal is to study consumer behavior on your website or develop tailored advertising campaigns, AI can play a pivotal role. Many digital marketing strategies can benefit significantly from these technologies, ranging from social media to SEO.

Some of the ways that AI continues to change the marketing landscape include:

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  • Customer acquisition and the need for personalized marketing: The digital world is fueled by data now more than ever, especially as the number of people online continues to abound with growth.
  • Customer service through chatbots: Customers want their needs to be taken care of immediately, and the use of AI to power chatbots has enabled some businesses to handle customer inquiries more effectively while reducing the role of human agents.
  • Advertising campaigns: Campaigns can now be more precisely optimized and targeted.

As AI continues to evolve, there are disruptions in day-to-day marketing operations. However, it’s likely that AI technology will continue to enable sophisticated marketing strategies for years to come.

Learn more about AI marketing

Want to learn more about implementing successful machine learning and AI? We recommend the following resources:

Dive deeper into the latest marketing technology, tactics, and strategies, including those based on artificial intelligence with news from MarTech.


About The Author

Danni White is a writer covering B2B and martech industry news and trends.

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How We Increased a Client’s Leads by 384% in Six Months by Focusing on One Topic Cluster [Case Study]

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How We Increased a Client’s Leads by 384% in Six Months by Focusing on One Topic Cluster [Case Study]

The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

Content marketing is an essential part of any SEO strategy. Without it, how are you going to attract customers looking for answers to their questions, and who are potentially in the market for your products or services?

At Tao Digital Marketing, we’ve recently generated some great results for one of our clients operating in the business financial space, The Insolvency Experts, mainly by focusing on just one “cluster topic” that was a huge money maker for them.

When looking at six month comparison stats (August 2021-January 2022 to February-July 2022), we’ve achieved the following:

  • Leads: 95 to 460 (384%)

  • Clicks: 4,503 to 23,013 (411%)

  • Impressions: 856,683 to 2,033,355 (137%)

  • Average position: 33.4 to 23.6 (increased almost 10 spots)

This was mostly achieved by absolutely hammering one topic area: company liquidation. In this case study, we’re going to explain how we did this step by step, so that hopefully you can generate similar results for your own business!

Objectives

If you really break it down, the objective of all SEO consultancy work is essentially the same: increase the number of leads for a business. This was our ultimate goal.

It’s not just as simple as that, though. We all know you can’t get to number one on Google overnight. So, like other SEO geeks out there, we tracked our successes through additional factors such as clicks, impressions, and average position, to show our efforts were worthwhile.

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In January this year (2022) our goals for the next six months were as follows:

  • Leads: Just over double from 95 to 200 (110%)

  • Clicks: 4,503 to 13,500 (around 200%)

  • Impressions: 856,683 to 1,700,000 (around 100%)

  • Average position: 33.4 to 25 (around eight spots)

Insolvency Experts’ audience is primarily directors of UK businesses that are going insolvent, closely followed by business owners looking for financial advice. The majority of Insolvency Expert’s cash flow comes from formal insolvency processes, such as liquidation, administration, and CVAs (Company Voluntary Agreements), so it was really important for us to push these areas.

Our strategy

1. Research “company liquidation” search volume and related queries

We first picked this client up in November 2020. Initially, our focus was on the basics: updating all the top level pages (such as service pages and guides) to make sure they fit the intention of the user and clearly explained the services that Insolvency Experts offer.

Researching what works well at present

One of the pages that our content team updated was their company liquidation guide. After updating, the page started to perform very well in the SERP, and ranked at position #4 for “company liquidation”. Clearly, this sort of content was working, and we wanted to hit it even more.

After pulling some research together, one of our strategists proposed the idea of a “Company Liquidation Content Hub”, as the company liquidation guide was ranking for a lot of long tail questions:

Screenshot showing ‘what’ queries in Google Search Console, such as ‘what is voluntary liquidation’ and ‘what happens to a director of a company in liquidation’

After cross referencing with the monthly search volume for these questions, she added some of these as H3s within the guide to see how they would perform. They resulted in so much more traffic that she decided they warranted their own individual guides, hence the idea for the hub. This would mean we weren’t putting all of our eggs into one basket, and that we could also internally link all of them together for users wanting to read more.

Users that are further down the marketing funnel don’t want to scroll down a huge guide to find the answer to their specific question, and we were certain that this would positively affect bounce rate. We therefore made sure that nine times out of 10, the H1 contained the question that was being answered.

Infographic explaining the sales funnel, starting with reach followed by act, convert and finally, engage

In order to further target those at the bottom of the marketing funnel who want to speak to someone quickly, we placed regular “Contact Us” CTAs throughout the content so that they don’t have to scroll right to the bottom of the page to get in touch with Insolvency Experts.

An example of a piece of content with a ‘Get Free Liquidation Advice’ CTA in the middle

Undertaking a competitor analysis

We also conducted a competitor analysis on this topic, focusing on three key players in the industry that were all ranking well for the phrase “company liquidation”. We found that the key competitors had the following:

Competitor A – 38 indexed articles on liquidation

Competitor B – 23 indexed articles on liquidation

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Competitor C – 47 indexed articles on liquidation

Insolvency Experts only had six indexed articles on liquidation at the time, so it was clear we needed to be on their level – this was an obvious content gap.

Pitching the content hub to the client

We suggested this idea to the client alongside a forecasting spreadsheet created by our founder, in order to justify the resource that was needed to push the client as high as possible in the rankings for company liquidation.

This spreadsheet broke down a huge list of keywords alongside monthly search volume, average click through rate for positions 1-10 on the SERP, domain authority of competitors who are currently ranking for these keywords, and average conversion rate on the site at the moment.

Table demonstrating projected revenue for Insolvency Experts depending on where they ranked on the SERP

This unique formula would then allow us to explain to the client that for X amount of work, we predict we can get you to position X in X timeframe, and this would result in approximately X annual revenue. After pitching this to the client alongside infographics and current performance statistics, they told us they loved our ideas and agreed to let us go ahead.

2. Plan the content after client approval

After the client gave us the go-ahead, the next step was to plan all of this work based on search volume, and therefore priority order.

It’s easy to get lost in all the data within SEO, so it was incredibly important for us to have a solid plan and timeline for these changes. Topics were going to range from How to Liquidate a Company with No Money through to Administration vs Liquidation.

How we communicate planned works to our clients

In order to orchestrate clear communication between ourselves and our clients, we create a Traffic Light Report, which is a live Google Sheets document detailing all work to be undertaken for the current and next quarter. This is split into sections for technical SEO, content, and digital PR/link building (the three pillars of SEO).

This includes justification for each change we make, as well as a link to any live changes or documents. It also details when this will be done and if the action is with us or the client. The tasks are coloured in green for live changes, yellow for action needed, orange for in progress, red for anything on hold and clear for not started.

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Here’s an example of what the content section of Insolvency Expert’s traffic light report looks like for their current quarter (July-September 2022):

Screenshot detailing content to be undertaken between July-September 2022, and justifications for each action

Scheduling the tasks

We then scheduled these topics for our various content writers to work on using our project management software, ClickUp. Within each task we placed a link to a skeleton document consisting of H1s, H2s, and H3s, as well as a title, meta description and keywords to include.

3. Write the content while implementing technical SEO

By this time it was around April 2022, and it was time for us to fully attack the content portion of our task list. Since then, we’ve written 18 pieces of content around company liquidation, and still have quite a few left to go before we consider this area of focus complete.

As part of our uploads, our technical SEO adds FAQ schema, which has helped Insolvency Experts showing up for several featured snippets (more details in results section).

Analyzing as we go along

Once we covered the big topics in the first couple of months of writing, we started to use Low Fruits to find smaller queries which are estimated at around 10 or fewer monthly searches. We’ve had a lot of success targeting lower search volume phrases, as these users seem to be more focused and lower down the sales funnel, so are more likely to be better engaged and convert better. A lot of the time they are pleased that you have answered their very niche question!

The below is a screenshot from a keyword analysis. We trawled through hundreds of keywords to pull out the ones relevant to the client.

A screenshot of queries from LowFruits.io featuring questions such as ‘can you still trade while in liquidation?’ and ‘can you trade out of insolvency?’

We then used Low Fruit’s Keyword Extraction and SERP Analysis tool to give us further details on a select few key terms.

These terms are shown as having a search volume of either 10, less than 10 or 0. Of course, we know that this is still hugely important to cover, and targeting these will bring in a very niche reader who is much more likely to convert due to the nature of the long-tail queries.

Finalizing the hub

Our plan is to finalize the hub this fall, and ensure that everything is internally linked. There will also be a menu change to make the addition of the hub very clear. See screenshots below for the current hub vs. how it will be presented once all content is ready (screenshot taken from their staging site in Kinsta, our hosting platform where we make design changes so that the client can approve them before they go live).

Current ‘hub’ in the menu:

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Screenshot of the current ‘liquidation’ drop down menu, featuring four pieces of content

How the hub will look once all content is complete:

Screenshot sharing newer version of liquidation hub menu from Kinsta staging site

As part of our content process within ClickUp, we have a recurring task to check a new URL in Google Search Console two weeks after upload. This allows us to see if we have the “Google Spike of Acceptance”, which is a sharp incline of impressions/traffic indicating that the content will do well, before it falls then slowly rises again.

A screenshot showing the ‘Google Spike of Acceptance’ in Google Search Console - a sharp spike of clicks and impressions after upload

If we don’t see this spike, we carry out multiple checks, including: Is it an orphan page? Are there any technical errors? Is it indexed? If it is not indexed, we push the URL through Index Me Now.

If the issue is just that the piece isn’t getting picked up, we will take another look at the content to see if there is something else we can do to improve it, e.g. tweak the H1 or expand the content.

4. Build links to the relevant pages and homepage

Once we’d uploaded the content, it was time to build links to the priority pages and homepage in order to build the domain authority.

We wanted to really hone in on generating links for our company liquidation page. The page has 36 backlinks, many of which were built through link building efforts. This was largely done by working with business site publications and creating natural anchor text that would help with certain keyword rankings.

Example of a guest blog titled ‘The Advantages of Business Liquidation’

As well as building links specifically to the company liquidation page, we also built links to the main URL in order to boost overall domain authority. This was done through answering queries through platforms such as HARO and Response Source, as well as working with the client to create relevant, time-specific thought leadership pieces. Here’s an example of a HARO request we responded to, the topic being “Recession-proofing tips for small businesses”:

Although the site’s domain authority tends to fluctuate between 30-33 depending on links lost and general algorithm updates, the links to specific pages have still resulted in an increase in rankings, detailed further below.

Results compared to objectives

Although we knew that our strategy was going to work well based on our experience with our other clients, we were very pleasantly surprised by the huge positive effect our work has made, which enabled us to smash the targets we set!

Leads

Goal: Increase from 95 to 200 (110%)

Result: Increased from 95 to 460 (384%)

As a result of creating incredibly useful, lengthy content and placing regular CTAs throughout the content, we managed to almost quadruple the amount of leads coming through to the client in the space of just six months.

In the six months before our liquidation project began, our Leads Dashboard within WhatConverts shows that Insolvency Experts had five liquidation leads via phone call and 10 leads via their contact form on a liquidation-focused page.

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In the six-month period since we’ve been working on the content hub, they have had 38 liquidation leads via phone call and 52 leads via contact form on a liquidation-focused page.

Result: 660% increase in phone call leads and 420% increase in contact form leads.

Previous six months:

Screenshot of the leads dashboard within What Converts showing that five leads were generated before work on the content hub began

Current:

Screenshot of the leads dashboard within What Converts showing that 38 leads were generated after work on the content hub began

Clicks

Goal: Increase from 4,503 to 13,500 (around 200%)

Result: Increased from 4,503 to 23,013 (411%)

By creating highly relevant content that matched the user’s search intent, we managed to almost quadruple the clicks over the space of six months, doubling our original 200% goal.

The site has received 29,400 clicks overall across the past 12 months. Below, you can see the huge spike in clicks and impressions from January onwards when we really started to focus on the liquidation content.

Screenshot showing spike in clicks and impressions once focus on ‘company liquidation’ began

Impressions

Goal: Increase from 856,683 to 1,700,000 (around 100%)

Result: Increased from 856,683 to 2,033,355 (137%)

Again, by creating highly relevant blogs, Google started to understand the relevancy of our content, so the number of impressions hugely increased. Along with the 137% increase above, over the past 12 months (August 2021-August 2022) the site has received 485,000 impressions for the query ‘liquidation’ alone.

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Google Search Console Graph detailing huge spike in impressions between August 2021-August 2022

The main company liquidation guide that we updated had a total of 732K impressions over the past 12 months, too, with a huge spike from February onwards, when we updated the guide.

Google Search Console Graph detailing huge spike in impressions in February for the updated company liquidation guide

Average position

Goal: Increase from 33.4 to 25 (around 8 spots)

Result: Increased from 33.4 to 23.6 (increased 10 spots)

This increase is due to the relevancy of our content and the amount of keywords each piece ranked for. As mentioned, the main company liquidation guide has worked incredibly well, ranking for 181 keywords, 67 of which are page one (37%). It now has the number one spot for the term “company liquidation”. See below for an example of queries the page is showing up for.

Google Search Console Screenshot sharing queries the company liquidation guide is appearing for, such as ‘members voluntary liquidation’, ‘liquidation of company’, ‘how long does liquidation take’ and more

The page also shows up for six featured snippets as a result of us implementing FAQ schema.

Screenshot showing the company liquidation guide appearing in a featured snippet query for ‘process of liquidation’

335 clicks and 93,663 impressions have come from the FAQ rich results alone.

Screenshot of Google Search Console showing ‘FAQ Rich Results’ within the search appearance column

In the six months before we updated the guide, it pulled in around 650 clicks and 227K impressions. In the six months following, it brought in around 1,180 clicks and 382K impressions. We’ve practically doubled clicks on one single guide.

As mentioned, this particular piece of content has 36 backlinks, and actually ranks ABOVE the official UK government company liquidation guide, which has a domain authority of 93 (about 60 higher than ours). Clearly, we’re meeting the searcher’s intent and giving them what they are looking for.

Screenshot of the SERP showing that Insolvency Experts’ company liquidation guide appears above official UK government advice.

In the six month period before we started work on liquidation, Insolvency Experts had an average click through rate of 0.5%. Over a six month period of us working with them, this more than doubled to 1.2%.

Another success worth noting is that 3 out of 6 of our latest articles have an average page view duration of between 9 and 10 minutes! The other half are averaging around 5 to 6 minutes, which is still very good. Clearly, users are wanting in-depth information on this topic.

The “What happens to a director of a company in liquidation?” guide, which went live in May, is now the fifth most clicked page on the site. when filtered on GSC by the term “liquidation”.

Overall, we’re extremely pleased with the results we generated, and so are Insolvency Experts — the company liquidation department is now inundated with queries and they are rushed off their feet!

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