5 Ways To Incorporate AI Into Your Digital Marketing Services

Frank Rojas, Managing Director of Miami SEM, is a digital marketing strategist, language geek, tech-obsessed globetrotter & jazz enthusiast.

It’s no secret that digital marketing has been undergoing a significant transformation caused by AI disruption in 2024. With tools like ChatGPT, Google Gemini and Microsoft Copilot revolutionizing how people search for information and engage with technology, businesses must adapt to stay competitive. Marketers have an incredible opportunity to stand out by taking advantage of innovative, AI-powered solutions.

At the search engine marketing agency where I’m managing director, we’ve embraced this shift by integrating AI into our services. From generating leads to nurturing prospects through automation and advanced CRM capabilities, we’ve created a comprehensive AI-powered strategy. Below are five practical ways to integrate AI into your own digital marketing services.

1. Optimize Content For AI-Driven Search Engines

AI is transforming the way people search for information. Instead of relying solely on traditional search engines, many now use conversational AI tools like ChatGPT and Gemini to get personalized answers. This shift has given rise to generative engine optimization (GEO), which involves making content discoverable and relevant in AI-driven searches.

To optimize content for AI-based summaries and responses, I recommend focusing on:

• Structured content: Add schemas and metadata to help AI systems understand your content.

• Conversational keywords: Craft content for natural language queries, such as “How can I increase marketing ROI?”

• AI-ready formats: Create FAQs, tutorials and rich media that conversational tools can easily reference. The goal is to ensure that your clients are top-of-mind when users ask AI tools questions that are relevant to their industries.

2. Offer AI-Powered Automation

AI automation is revolutionizing marketing efficiency by handling repetitive tasks like email outreach, data entry and lead scoring. Automation tools free up time for more strategic activities.

Consider how you can use AI to automate parts of your lead generation and customer engagement process, such as:

• Email personalization: Craft tailored email campaigns based on user behavior. AI can help you personalize email content (product recommendations, subject lines), optimize send times and automate email sequences. Tools like Mailchimp, Grammarly and Jasper can assist in this process. This requires data collection and ethical considerations for responsible use.

• Automated follow-ups: Use AI tools to analyze customer interactions and identify trigger events (like website visits or abandoned carts) to initiate automated email sequences. Craft personalized follow-up emails with AI assistance, incorporating dynamic content and A/B tested subject lines for optimal engagement. Use send-time optimization tools to schedule your emails to reach your audience at the best possible moment.

One of our real estate clients increased their response rates by 40% after we introduced AI-driven email and text messaging sequences to nurture leads and book appointments.

3. Leverage AI-Enhanced CRMs

CRMs are essential for managing customer relationships, and AI is taking them to the next level. AI-powered CRMs provide actionable insights, predict customer behavior and automate tasks to improve efficiency.

I recommend seeking out CRMs with AI-powered chatbots for initial customer interactions, predictive analytics to identify promising leads, and automated workflow suggestions to optimize your processes. One of our e-commerce clients, specializing in bath vanities, uses AI chatbots to manage over 80% of customer inquiries, saving hours of manual effort each week and improving response times.

Keep these tips in mind:

• Focus on data: Ensure your CRM can access comprehensive data from various sources to fuel accurate AI insights.

• Analyze and adapt: Regularly review the insights generated by your CRM’s AI features, and adjust your sales and marketing strategies accordingly.

• Empower your team: Provide training and support to ensure your team understands how to use the AI capabilities within your CRM.

4. Incorporate AI Into Content Creation

Creating quality content is often time-intensive, but AI tools simplify this process. Platforms like ChatGPT and Copy.ai can generate drafts for blogs, ads and social media posts in seconds.

By using AI to support human creativity, you can efficiently deliver content that connects with target audiences. Examples include:

• Blog posts: Use AI to draft blog posts, and then refine them for tone and accuracy.

• Ad copy variations: Generate multiple ad options for A/B testing.

• Social media calendars: Craft content schedules aligned with brand goals and trends.

A client of ours (a family lawyer) saw a 35% increase in social engagement after we enhanced their content creation process with AI.

5. Use AI For Lead Nurturing And Customer Retention

Attracting leads is only the first step; nurturing them through the funnel is critical. AI excels in providing personalized follow-ups and retaining customers through tailored interactions.

Here are some of the AI-powered strategies you can use to nurture leads and retain customers:

• Dynamic content recommendations: Offer follow-up content based on user behavior, like recommending products they viewed.

• Automated drip campaigns: Send tailored messages based on the lead’s stage in the sales funnel. You can do this with tools like ActiveCampaign.

• Customer retention: Use your CRM to predict churn risks and enable proactive outreach to at-risk customers.

Remember to effectively integrate your website and customer data to fuel these AI tools.

Why AI Is Vital For Digital Marketing

AI isn’t a passing trend—it’s fundamentally changing how digital marketing works. To remain competitive, businesses must leverage AI tools to deliver faster, smarter and more personalized customer experiences.

By incorporating GEO, automation, enhanced CRMs and advanced content tools into your strategies, you can offer greater value to your clients and future-proof your marketing services.

I’ve seen how AI elevates businesses, helping them connect with their audiences more effectively while saving time and resources. As the marketing landscape evolves, those who adopt AI will lead the charge.

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