Chat GPT: Revolutionising Marketing for Firms
You know you need to market your accountancy service to attract the right clients – but planning campaigns, writing content and communicating with clients takes up valuable time. Could AI be the answer?
With the ability to produce a personalised and impressively lucid response in a matter of seconds, generative AI tools like ChatGPT seem like the ideal solution for time-pressed accountants and marketers.
Why spend hours over a blog post, for instance, if the computer can do it for you instead?
When used effectively, with the right level of prompting, these tools have the potential to revolutionise marketing and content creation across every industry, accountancy included.
5 ways to use AI in your marketing
Despite the limitations (read on to find out what these are), AI can enhance your sales, marketing, and content creation process in a number of ways when used in combination with human expertise.
- Spark inspiration
Often, the hardest part of content creation is simply getting started. AI might not be able to give you a fully-formed, high-quality piece of writing, but it can help you to get something on paper and kickstart the writing process.
You might ask it, for instance, to give you 10 key points on your topic of choice, or a short introductory paragraph. Depending on the result you get, you can then start to shape your own article, blog, or social media post – keeping any useful ideas it’s suggested, deleting ones that don’t work, or adding new ones it’s missed.
- Create outlines and plans
Similarly, AI can be used to give you the bare bones of your content before you start writing. What’s useful about this is it can give you as much or as little detail as you need, from a few bullet points to a full structure with sections and headings. If there are particular areas you want to cover, you could specify these in your prompt. From there, it will take a little bit of effort to get the piece appropriate for a wider readership. You don’t have to be a perfect writer, but you will need to make edits and add some flair of your own.
Again, this speeds up the writing process by giving you something to work with beyond the blank page. You might agree or disagree with the outline it suggests, but either way, you’ve saved yourself the step of organising your ideas from scratch.
- Summarise for social media
Another task AI is well suited to is summarising existing pieces of content, or creating posts you can use to promote them through social media and other platforms.
This carries a lower risk of inaccuracy compared to having the AI write an article from scratch, as it can base its output on content you’ve created and fact-checked yourself.
You’ll still need a human to check it over, though, to make sure the content you’re posting on your social channels is accurate and appropriate to your tone.
- Speed up communications
Given the right prompt, generative AI can be a great time-saver when communicating with both prospects and existing clients.
If you need to communicate a change in your service or pricing, for instance, you might ask it to generate a politely-worded email explaining your reasons for doing so.
There’s also potential for tools like this to be used to reply directly to individual clients’ messages. Many email clients already use predictive text to suggest responses – a language model might further enhance this feature, potentially drawing on information from your client records to further personalise its suggestions.
- Find new phrasing
Finally, AI can provide a helpful tool to edit or rephrase your work.
For instance, if you’ve explained a complex concept but want to simplify it for your audience, you could prompt the AI to phrase it in plain English. You can then fact-check the result to make sure you’re still happy with its accuracy.
This should save you the time you would have spent adjusting and re-adjusting your phrasing, as well as giving you new ideas for the next time you come to write about that topic.
The limitations of generative AI
A word of warning, however. Tools like ChatGPT are an exciting development, and a leap forward compared to older chatbot models, but they still have their drawbacks.
Perhaps most importantly, they’re not always accurate. AI language models are prone to a phenomenon known as ‘hallucinations’: confident, often plausible outputs that are not factually correct.
They’re also limited to a specific dataset. Part of the reason ChatGPT is so effective is the sheer volume of data it’s trained on, but that information is only relevant up to 2021. When asked about information or world events that took place after that time, it might give an outdated response.
Plus, there’s no guarantee that the tool will rephrase information it’s picked up from other online sources, which means it has the potential to plagiarise, lifting other people’s work word-for-word.
To make sure the content AI generates for you is accurate, you can’t just give it a skim-read. You need to read through carefully and make sure it’s correct, as well as running it through a plagiarism checker to make sure it’s not directly copied from another website.
Using AI also carries security risks. These platforms are created and owned by external companies, and any information you feed to the tool might be kept and used to retrain it. It could also be susceptible to leaks or cyber attacks on that company. As a general rule, you shouldn’t be entering any sensitive data relating to your firm or your clients on the system.
Another problem is that when it comes to some tasks and topics, AI-generated content can be fairly repetitive and generic.
At Futrli by Sage, we’ve made the conscious decision not to use AI and machine learning in our groundbreaking prediction engine – after all, every business is unique, and machine learning tools tend to prefer regular, broadly predictable information.
The same goes for language generators. AI doesn’t have experience, opinions or depth of industry knowledge, which means it’s not as useful if you’re trying to voice a new and interesting opinion, and establish yourself as a thought leader.
Rely too heavily on AI, and the chances are you’ll end up with content that says exactly what everyone else is saying. That’s no way to make yourself stand out.
At Futrli by Sage, we’re always interested in the new and innovative ways accountants can run their businesses and support their clients – AI tools included. Check out the solution we offer to help accountants supercharge their advisory by starting a free 14-day trial today.
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