How many of us have wished that we had a crystal ball, so we could better understand our clients’ preferences (prospects too) and deliver exactly what they were looking for? I know at SunUp Group we have. Well, some good news for companies because there is now a way to find out what potential customers are looking for and the timing of those preferences. If you feel knowing your customer’s buying preferences more intimately would help you grow your business, then you need to take a closer look at artificial intelligence, otherwise known as AI.
AI has become the new tool that many companies are using to develop deeper engagement with their customers and prospects. Because as we all know, deeper engagement means a stronger likelihood that prospects will become clients and clients will stay your client longer. AI is helping companies relate to customers in new ways and build the personal relationships that are necessary if they want to grow in these technological times.
How can AI help your brand grow and who is using it already? While using AI for personalized marketing is still new, there are companies using it and having great success. We’re going to take a closer look so that you can get some ideas on how you can use it to your advantage.
Chatbots and Conversational Marketing
Simply put, a chatbot is a computer program that simulates and processes human conversation (either written or spoken), allowing humans to interact with digital devices as though they were communicating with a real person.
Chatbots are extremely useful because they can process a good amount of information and respond intelligently. A well-optimized chatbot can not only help you connect with customers, but also improve your conversion rate.
AI chatbots can:
- Automate the sales process
- Reply to customers
- Provide insights to customer needs and wants
One of the great things about chatbots is that they’re easy to build, which is one of the reasons why so many companies are now using them.
Forecast and Close Deals
Companies can use AI to help close deals and predict if a customer is a warm lead. AI can help identify what certain team members are doing to close more deals than their co-workers. This information can be used to train members to increase productivity.
Artificial Intelligence can also be used to help companies identify behaviors that indicate whether a customer is a warm lead. If they are, your company can devote more time and resources. On the same wavelength, AI can also alert you when a lead has gone cold so that they can use methods to improve communication.
Retarget Potential Customers
We have all experienced that annoying (or maybe not for all) ad that pops up because you were recently tracked buying or even browsing for something similar. Companies can use AI to retarget potential customers. Retargeting can help immensely by showing customers ads they once expressed interest in but never followed through on. Depending on the pages they clicked on, you could tailor your retargeting ads to create the ultimate personalization experience.
Social Media Listening
Social media is a huge tool for companies with more than 90% spending money to promote their brands on various sites. AI can monitor the mood around your brand and create data to analyze.
BuzzSumo and Mention can help you to analyze the competition and keep an eye on industry news from relevant websites and social media. Social listening can help you stay ahead of your competition and manage reviews.
AI can also help you learn what types of products most appeal to your audience so you can drive those products to them and create content to support them.
AI in Action
Plenty of companies are using AI to personalize their marketing efforts and get closer to prospects and customers. Guess what? They’re killing it!
One example of this is Crate and Barrel’s “view in my room” feature on its website. This allows customers to scan a QR code to see a piece of furniture come to life in their home. The feature lets people see what a piece of furniture would look like in their home before they buy it. They can do this with items like furniture, lighting, and rugs.
Netflix also uses AI to make a personalized experience for its customers. The company has a “recommended” algorithm that alerts its customers to new shows and movies it thinks they would like based on their previous selections. The algorithm is so accurate that 80% of view choices come from its recommendations.
American Eagle’s Aerie chatbot is another example of how AI is being used to attract more customers. The company has a quiz-like interaction that asks people what piece of clothing they like better. If they don’t like either piece of clothing that they’re shown, they can play another round of the quiz that will show new items. Personalizing the experience allows for people to see more items which can result in more sales.
Nike is another big-name brand that has jumped on the AI train. The company has a system that allows customers to design their own sneakers in its stores. This is a great idea to drive sales and collect large amounts of data. The machine can gather this information to design future products and make personalized recommendations.
AI for personalized marketing is an important tool to help companies build their business. It not only allows them to interact with customers but to also learn more about them to customize their experience. Thinking out of the box is the best way to find new ways to make AI work for your brand.
At SunUp Group, we help companies and thought leaders develop personal brands for a stronger prospect conversion, client engagement and business growth. Similarly, as companies explore different ways to use AI, they’ll be able to connect better with their customers, establish better leads, and convert those leads into actual customers. Like personal branding, AI is helping companies personalize their brands and improve their customer engagement and experience. We love it!