If AI freed up 50% more marketing time, how would you spend that extra resource?

Everybody’s taking a look at AI, so let’s put aside discussions about it taking over the world, or which content creator is best.

Industry projections suggest that small to medium-sized businesses (SMBs) can significantly increase their marketing activity by 20 – 50% while maintaining the same level of human resources, by leveraging artificial intelligence (AI).

So imagine if you had that extra resource – how might it impact your business? How would you change your strategies – perhaps launch new products, expand your current range, push into export markets, make your brand more visible?

Your vision for your business probably already has a wish list. What ambitions are sitting on the shelf due to lack of resources? 

What I’m suggesting is to avoid getting lost in the arguments of which AI tools to use, but returning to your marketing strategy and assume a magic wand has been waved, and you now have 50% more effort to spend on marketing – with no increase staff costs 

Imagine you have that resource right now, and make your plans, because it won’t be long coming!

Here’s some thoughts on areas to focus with that increased resource

If your business can increase marketing output by 50%, here are some areas where you could concentrate extra effort:

1. Deepen Customer Relationships:
   • Personalised Marketing: Use AI to create highly targeted campaigns based on individual preferences and behaviours.
   • Enhanced Customer Support: Implement AI-powered chatbots to provide 24/7 assistance and improve response times.
   • Loyalty Programs: Develop more sophisticated loyalty programs that reward repeat customers and encourage referrals.
2. Expand Market Reach:
   • New Channels: Explore new marketing channels, such as podcasts, influencer marketing, or emerging social media platforms.
   • Geographic Expansion: Target new geographic markets where there is potential for growth.
   • Internationalisation: Consider expanding into foreign markets to reach a wider audience.
3. Innovate Product Offerings:
   • Product Development: Use market research and customer feedback to develop new products or improve existing ones.
   • Product Positioning: Reposition existing products to target new customer segments or address evolving needs.
4. Strengthen Brand Awareness:
   • Content Marketing: Create high-quality content that educates, entertains, and inspires your target audience.
   • Public Relations: Build relationships with media outlets to generate positive coverage.
   • Brand Partnerships: Collaborate with complementary brands to reach a wider audience.

Strategically allocating your increased marketing resources, can bring significant opportunities for growth and long-term success.

Where will you start?

Marketing Technology Stack Essentials for Small Businesses 

Small businesses are competing with larger corporations at every level. To stay competitive, your best friend can be the power of technology. A well-curated marketing technology stack can help small businesses streamline operations, planning, and communications. Tech really can help.

Here are some essential components to consider for your small business’s marketing technology stack in the age of AI:

Planning

• Project Planning: If you’re running any type of project, such as a marketing campaign, brand launch or website build, you need a fast simple tool to track the process and perhaps keep a whole team involved and informed. A good planning app is a must.
• Content Calendar: A content calendar helps you plan and schedule your content across various channels. AI-powered content calendars can suggest topics, optimise content for search engines, and track performance.
• Social Media Management Tools: Social media management tools help you schedule posts, monitor engagement, and analyze your audience. AI-powered tools can provide insights into the best times to post and suggest relevant content.

Communications

• Live Chat Software: Live chat software allows you to communicate with customers in real-time. AI-powered chatbots can handle basic enquiries and provide instant customer support.
• Project Management Tools: These apps help you collaborate with team members, track tasks, and manage deadlines. AI-powered tools can automate workflows and provide real-time updates.

Operations

• Customer Relationship Management (CRM) System: A CRM is a core component to manage customer interactions, track sales, and analyse customer data. Look for a system with AI capabilities that can automate tasks and provide valuable insights. Put a good one at the heart of your stack – it’s the vault where the gold is kept!
• Email Marketing Platform: An email marketing platform allows you to create and send campaigns, track open and click-through rates, and segment your list. AI-powered platforms can personalise email content. Integrate with your CRM.
• Note-Taking and Productivity: There has been a revolution in these apps. The best integrate with all your other software so you can make notes just once and feed in and even trigger events across your stack.
• Automation and Integration Tools: 

Automation Tools:

• Streamline repetitive tasks: Automate routine tasks like email campaigns, social media scheduling, and lead nurturing – free up your team to focus on more critical work.
• Reduce human error: Automation minimises the risk of errors that can occur with manual processes.
• Improve efficiency: By automating tasks, you can achieve more in less time.
• Personalise marketing: Automation tools can help you personalise marketing based on individual customer data.

Integration Tools:

• Connect different systems: These apps have been game changers. Integration tools enable seamless data flow between various applications in your stack, such as your CRM, email marketing platform, and social media management tool. 
• Eliminate manual data entry: By integrating systems, you can avoid the time-consuming and error-prone process of manually entering data into multiple platforms. Use one tool to trigger all others.
• Provide a unified view of customer data: Integration tools can create a single, comprehensive view of your customers, allowing you to make more informed decisions.
• Improve customer experience: Seamless integration ensures a consistent and personalised customer experience across all channels.

AI-Powered Tools to Consider

• AI Writing Assistants: These tools can help you quickly generate high-quality content, such as blog posts, social media captions, and email copy.
• Predictive Analytics Tools: Predictive analytics tools use AI to analyze data and predict future trends. This can help you make data-driven decisions and optimise your marketing efforts.
• Chatbots and Virtual Assistants: AI-powered chatbots and virtual assistants can provide customer support, answer questions, and even book appointments. Takes a load of your shoulders – even work when you’re not there.

Some Marketing Technology Apps to check out

Operations

• CRM Systems: Salesforce, HubSpot, Zoho CRM, Capsule
• Email Marketing Platforms: Mailchimp, MailerLite, Constant Contact, AWeber
• Marketing Automation Software: Marketo, Pardot, ActiveCampaign
• Integration tools: Make, Zapier, IFTT
• Note-Taking and Productivity: Notion, Microsoft Onenote, Craft

Planning

• Content Calendars: CoSchedule, Trello, Asana
• Social Media Management Tools: Hootsuite, Buffer, Sprout Social

Communications

• Live Chat Software: Intercom, Drift, Zendesk Chat
• Project Management Tools: Trello, Asana, Basecamp, Slack

AI-Powered Tools

• AI Writing Assistants: Jasper.ai, Copy.ai, Grammarly, Gemini
• Predictive Analytics Tools: Google Analytics, Kissmetrics, Mixpanel
• Chatbots and Virtual Assistants: ManyChat, Chatfuel, Dialogflow

Note: This is just a small sample of the many marketing technology apps available. It’s important to research and compare different options to find the best fit for your small business’s specific needs. Importantly, check out their integration options – the more they can do together, the less you have to do!

The key is to choose tools that align with your business goals and leverage the power of AI to gain a competitive advantage.

You may also be interested in:

Please, Sir. May I have some more?

As a consultant, when discussing a client’s objectives, and asking what they look to achieve, in most cases it boils down to ‘more‘. This may be more sales, more leads, more margin, more clients, more visitors or footfall, more profit, more awareness, etc.

However before starting marketing for more, it’s important to really understand exactly what that ‘more’ is.

For the business that is looking for more sales, for instance, it’s a good idea to break down that what that means. Does it simply mean more volume of sales, or more of a particular category? Perhaps more high value sales are at the top of the agenda – maybe direct or third party sales?

For the entrepreneur who’s looking for more leads, is it actually leads or might referrals really be what’s needed? Do you want more clients? Describe those clients – if you can attract the right kind of client it might be better to have fewer but high spenders.

An analysis of your client base in terms of spend, profit and time spent servicing may be a better use of time rather than just chasing ‘more’.

‘How much’ and ‘by when’.

In pursuit of ‘more’ it’s useful to ask two more question – ‘How much more?‘ and ‘By when?‘

When I ask clients ‘How much more?’, often the answer is as. ‘As much as I can get!’ That’s understandable. But thinking for a moment about what would happen if you were to double, quadruple, or increase leads ten fold, can be cause for a pause. What would be the impact on the business in terms of resource, both human and financial? What about servicing the current client base? Is the business sufficiently capitalised?

This where the second question kicks in, and the two can be in lockstep. So, a plan to double sales, tomorrow, may be impractical, but over 12 months  it could be quite feasible. So, there are two dimensions to ‘more’ – how much and by when. Two levers that together control practicality and help make sense of marketing for more.

Bottom line

“If you give a mouse a cookie, he’s going to ask for a glass of milk. When you give him the milk, he’ll probably ask you for a straw. When he’s finished, he’ll ask you for a napkin.”

Laura Joffe Numeroff – ‘If you give a mouse a cookie’

Of course, businesses don’t stand still. Just to keep up with the world, it’s natural, even vital, to seek more. Marketing for more has become the norm. But it’s important to be clear what ‘more’ you are seeking. (After years in business, many entrepreneurs find themselves in pursuit of more time).

We must also keep a close eye on whether more work translates into more profit. Measure if more efficiency might make better material gains?

Keep a close watch on the bottom line for the effects of more.

7 Old-School Marketing Approaches That Still Pack a Punch in the Digital Age

In today’s AI-driven, digitally dominated world, it’s easy to overlook traditional marketing methods. However, these time-tested strategies can add significant impact and variety to modern campaigns. Here are seven old-school marketing approaches that still deserve a place in your marketing toolkit.

1. Direct Mail Campaigns

Despite the digital takeover, direct mail remains a powerful tool for reaching customers. A well-crafted physical piece of mail can cut through the digital clutter, offering a personal touch that emails often lack. Of course the cost can’t compare to email for bulk mailing, but here’s a great approach. 

Suppose you want to target just ten key prospects. You could create ten memorable, personalised, 3-d mailing pieces. Send stand-out items that are sure to grab attention. Don’t forget the follow-up call, you’ll really have something to talk about.

Why It Works: People appreciate tangible items in a world overwhelmed by digital communication. Direct mail can also be highly targeted, ensuring your message reaches the right hands.

2. Guerilla Marketing

Guerilla marketing is all about creativity and surprise. This unconventional approach involves creating unexpected, attention-grabbing experiences in public spaces. Think of flash mobs, eye-catching street art, or unique promotional impacts that get people talking.

Why It Works: Guerilla marketing is cost-effective and generates buzz through word of mouth and social media sharing, often resulting in viral campaigns that reach far beyond the initial audience.

3. Handwritten Notes

In an era where most communication is digital, a handwritten note stands out. Whether it’s a thank-you card to a loyal customer or a personalised follow-up after a meeting, this small gesture can leave a lasting impression.

Why It Works: Handwritten notes feel personal and thoughtful, fostering strong emotional connections and enhancing customer loyalty.

4. Event Sponsorships

Sponsoring local events, trade shows, or industry conferences can significantly boost brand visibility and credibility. By associating your brand with a relevant event, you can directly engage with your target audience in a meaningful way.

The key word here is ‘relevant’. Choose the right event and you’ll have the ability to build on it throughout your other promotional activity.

Why It Works: Event sponsorships offer face-to-face interaction, allowing you to build relationships, gather feedback, and create memorable brand experiences.

5. Public Relations and Media Outreach

Despite the rise of social media, traditional PR and media outreach remains vital. A well-placed press release, an interview in a relevant publication, or a feature on a local broadcast channel can lend authority and reach to your brand that digital ads can’t always achieve.

Why It Works: Earned media carries a level of trust and credibility that paid media often lacks, helping to establish your brand as a leader in your industry.

6. Referral Programs

Referral marketing taps into the power of word-of-mouth, one of the oldest and most effective marketing strategies. By incentivising your existing customers to refer friends, family, or colleagues, you can organically grow your customer base.

Why It Works: People trust recommendations from their network, making referrals a highly effective way to acquire new customers who are already predisposed to trust your brand.

7. Sampling and Free Trials

Offering product samples or free trials is a classic marketing tactic that can still yield impressive results. Letting potential customers experience your product or service firsthand can convert interest into sales.

If you’re in a service industry that depends upon quality of customer experience, until people try you they won’t know how good you are.

Link this with number 6, above.

Why It Works: Sampling and trials reduce the risk for the customer, allowing them to make informed purchasing decisions based on direct experience.

Conclusion

While AI and digital marketing tools are essential in today’s landscape, incorporating these old-school techniques can add depth and variety to your strategy. They remind us that sometimes, the most impactful marketing approaches are the ones that create genuine, human connections. By blending the old with the new, you can create a well-rounded marketing strategy that resonates with a broader audience.

How AI surprises caught me out.

I’m a big fan of AI, and use it in some form, most days. But recently I found myself in a situation where it resulted in my wasting a lot of time.

A client had asked me to be involved in a recruitment exercise to interview for a new marketing assistant. All the preliminary stages were completed and we were down to the short list. The CVs had been checked, and we were about to start online interviews to triage the list down to two or three for face-to-face interviews.

My role was to observe and assess the candidates technical marketing skills.

My client had created a great pre-interview questionnaire. Candidates were asked to comment on the client’s current marketing strategy, media choices and collateral – and were also asked how they would approach the same issues if they were appointed.

All candidates put in really good responses so I was looking forward to some great interviews.

The first candidate started off strongly as my client asked some general questions, but as we started to probe the answers to the questionnaire, it was obvious that something was wrong. They answered with a string of buzzwords – often inappropriately. I jumped in and asked for some explanations and it was clear the candidate actually had only a sketchy understanding of what marketing actually is.

As we moved through the interviews similar patterns were repeated. One candidate used a lot of acronyms, which they pronounced wrongly, and when challenged, could not say what they stood for. Another had suggested using certain metrics, but could not explain how they could be used.

As we discussed the interview afterwards, it became apparent where we had gone wrong. Using the questionnaire had been a mistake. It was too good and too explicit. The candidates had obviously put it straight into ChatGPT (and who could blame them?), and it had generated some very sensible (and similar) responses. Of course, the argument is that they should have used the AI results to prepare better for the interview –  except that foolishly, we had set the tripwires for ourselves. 

We’d wasted the best part of a day. Had we not provided the questionnaire and gone straight to the face-to-face interviews, we could have achieved better results, faster.

So, what have I learned from this experience? It’s to be aware that we now live in an AI world now. Others will use AI, in fact I would be disappointed if they didn’t. But we must prepare for the behaviour of other players. To ensure our own efficiency, we must consider what AI responses might be to our business actions, and plan accordingly.

to employ a new marketing assistant for them. All the preliminary stages were completed and we were down to the short list. The CVs had been checked, and we were about to start online interviews to triage the list down to two or three for face-to-face interviews.

My role was to observe and assess the candidates technical marketing skills.

My client had created a great pre-interview questionnaire. Candidates were asked to comment on the client’s current marketing strategy, media choices and collateral – and were also asked how they would approach the same issues if they were appointed.

All candidates put in really good responses so I was looking forward to some great interviews.

We should have seen it coming

The first candidate started off strongly as my client asked some general questions, but as we started to probe the answers to the questionnaire, it was obvious that something was wrong.

They answered some questions with a string of buzzwords – often inappropriately. I jumped in and asked for some explanations, and it was clear the candidate actually had only a sketchy understanding of what marketing actually is.

As we moved through the interviews similar patterns were repeated. One candidate used acronyms that they pronounced wrongly, and when challenged, could not say what they stood for. Another had suggested using certain metrics, but could not explain how they could be used.

As we discussed the interview afterwards, it became apparent where we had gone wrong. The questionnaire we used had been a mistake. It was too good and too explicit.

The candidates had put the document into ChatGPT (and who could blame them?), and it had generated some very sensible (and similar) responses. Of course, the argument is that they should have used the AI results to prepare better for the interview –  but no excuses, we had to admit we had set the tripwires for ourselves. 

The problem was not that the candidates had used AI, but that we had not been prepared for the result and not thought the scenario through.

We’d wasted the best part of a day. Had we not provided the questionnaire and gone straight to the face-to-face interviews, we could have achieved better results, faster. 

So, what have I learned from this experience?

It’s to be aware that we now live in an AI world now. It’s not enough to have our own developed strategies in place. Others will use AI. Clients, suppliers and the public – in fact I would be disappointed if they didn’t. But we must prepare for the behaviour of other players. We must consider how AI responses to our output might look, and structure our activities accordingly.