From personalization and chatbots to predictive analytics, AI has been part of the marketer’s toolbox for a long time. But the recent launch of ChatGPT and its widespread availability are bringing the exciting possibilities of AI to the forefront of most marketers’ minds.
Allinial Global has already hosted two digital marketing community calls on ChatGPT. Most firms use it in ways you’d expect: coming up with a catchy subject or headline, rephrasing a sentence on a blog post, or filling in a tedious RFP.
But I thought I’d take this opportunity to present a few additional ways that accounting marketers can leverage ChatGPT, including:
- Image selection for social media
- Copywriting assistance for paid social or Google AdWords campaigns
- Market research
- Image selection for social media
If you are in charge of your firm’s organic and paid social media, chances are that you may sometimes get stuck on which image to use for your post. Let ChatGPT help.
My prompt: What image would you suggest for a LinkedIn ad campaign that promotes a white paper on important trends in the manufacturing sector? We are an independently owned accounting firm based in Indianapolis, Indiana. Our goal is to maximize the download of the whitepaper so that we can nurture those leads with an email campaign.
ChatGPT:
- Copywriting help for paid social or Google AdWords campaigns
I’m a huge fan of comedy, and I follow several comics on social media. Understandably, many of them have been talking about ChatGPT’s ability to write jokes in the style of famous comics, and this got me thinking—can ChatGPT write copy using the tried and true frameworks of sales and marketing copy such as Attention, Interest, Desire, Action (AIDA), Problem, Agitate, Solve (PAS), and Features, Advantages, Benefits (FAB)?
Of course it can.
My prompt: Can you write copy for a landing page targeting nonprofit organizations in the framework of PAS? We are an independently owned accounting firm that offers fractional CFO services for nonprofit organizations. Most nonprofit organizations cannot afford to hire a full-time CFO with CFO-level financial acumen, actionable strategic insight, and experience. We offer fractional CFO services to nonprofit organizations to act as their strategic partner so that they can focus on what they do best.
Not bad, ChatGPT, not bad. But wait, there’s more!
- Market research
Beyond some obvious tactical assistance, ChatGPT can also help you with market research, campaign planning for specific channels, and content planning.
For example, has your firm just launched an ESG practice? How about using this as a prompt:
We are an independently owned accounting firm based in California. What types of industries would be most receptive to our ESG practice?
Let’s say that you’ve chosen the technology sector to be your initial target industry for your new ESG practice. You can continue your conversation with ChatGPT with additional prompts such as:
- Can you come up with a Facebook advertising campaign based on the parameters that I’ve provided so far? My goal is to increase brand awareness. My target audience is the technology sector. My budget is $2,000. Also, help me prepare creative asset images or videos.
- Can you recommend some blog topics to attract the tech industry to our ESG practice?
While incredibly easy and fun to use, ChatGPT does come with some caveats and limitations.
- Thought leadership considerations. While it may be tempting to copy and paste from ChatGPT for that upcoming blog post, keep in mind that the quality of writing on technical topics is inconsistent and unreliable. ChatGPT currently has access to data up to the year 2021. More importantly, CPAs have earned their title of trusted advisor based on being members of a profession known for having the highest ethical and professional standards. It is important to maintain the quality and integrity of your firm’s brand by limiting your usage to idea generation and inspiration.
- Better prompts, better results. If you want the best quality help from ChatGPT, make sure that you provide background information, your target audience, brand differentiators, and other relevant data to optimize the results. The more precise your request, the better your ChatGPT response will be.
- Data privacy and security concerns. There have been reports of people outside the accounting industry using sensitive and confidential information from clients on ChatGPT, presumably to produce the most accurate response. It is imperative to be cognizant of security threats and breach risks when using this technology.
I’ve had a lot of fun exploring ChatGPT for the past few months. It has made impressive progress in a short time, which is both exciting and terrifying. As we continue to witness the rapid evolution of AI technology like ChatGPT, it is important to approach its use with caution but also with optimism for all its potential.
How has your marketing department leveraged ChatGPT or other AI tools? Join the Allinial Global Digital Marketing Community Call to share your story!
