Author: Franz Malten Buemann

ChatGPT has skyrocketed in popularity — it grew to 1M users in just five days.
ChatGPT is a conversational AI, and its celebrity comes at a time when many businesses are adopting similar time-saving tools into their marketing processes.
This post will go over everything you need to know about conversational AI, including:

What is conversational AI?
Conversational AI vs. Chatbots
How does conversational AI work?
Examples of Conversational AI
Benefits of Conversational AI
Challenges of Conversational AI
Conversational AI Statistics

At its core, it applies artificial intelligence and machine learning. Common examples of conversational AI are virtual assistants and chatbots.

Conversational AI vs. Chatbots
Conversational AI and chatbots are often discussed together, so knowing how they relate is important.
Chatbots are an application of conversational AI, but not all chatbots use conversational AI. Most chatbots are rule-based, where they’re preprogrammed with specific canned responses and scripts and can’t handle more complex conversations.
AI chatbots can handle multiple types of conversations and topics and use data to give the most accurate response.

How does conversational AI work?
Conversational AI exists through machine learning, natural language processing (NLP), and natural language generation (NLG).

Machine learning is how a conversational AI tool gets its intelligence. It begins with human input, where someone feeds a machine a unique data set to learn from. It studies the data, understands connections, and eventually becomes ready to have real conversations with real humans.
Natural language processing is the machine’s ability to recognize words and phrases from conversations with humans because of the original data it learned from. The tool then uses NLG to develop the best possible responses to human queries.
Conversational AI only gets better and more accurate over time as it continuously learns from every conversation.
The overall process is this:

Input is received as text or audio (spoken words or general sounds).
The machine analyzes the input with natural language processing to uncover what the input means and what a response could include.
Once the input is understood, conversational AI brings a user the best and most accurate information (NLG).

Machines use data from every conversation to build knowledge and generate more accurate responses.

Examples of Conversational AI
A common marketing application of conversational AI is content generation tools that research topics online and create content outputs like blog posts, emails, and even ad copy.
HubSpot’s content assistant is a great example of a tool that uses generative AI to help marketers create written content.
You can simply tell HubSpot what you’d like to write about, and the content assistant can do things like:

Generate a list of blog topics your audience cares about
Create an outline to kickstart your writing process
Write crisp and compelling copy optimized for your readers and search engines.

The AI content assistant natively integrates with your favorite HubSpot features.
Another application is text-to-speech tools that convert text to natural-sounding speech, improving accessibility for people using assistive technologies. Social listening and monitoring tools also use NLP to understand the tone and intent of online conversations to understand how people feel about your brand.
HR and recruiting tools also scan through resumes and cover letters for keywords and phrases to identify ideal candidates for job postings.
Other applications are smart home devices, like Google Home, and virtual assistants like Apple’s Siri.
To stay on the cutting edge of a growing market, check out HubSpot’s playlist, The Business of AI, which features shows that discuss future business applications of AI.

Benefits of Conversational AI
With these examples in mind, what benefits can conversational AI bring to a business?
1. Conversational AI can save time.
Conversational AI can take charge of conversations with consumers and bring relevant results, helping teams focus on more pressing issues that require a human touch.
Conversational AI can also process large amounts of data points and bring insights and answers to business teams quickly, helping make data-driven decisions and freeing up the burden of data processing.
2. Conversational AI gives data-driven insights
The data that conversational AI tools collect can be helpful resources for businesses to learn about consumers and what they want, whether it’s commonly asked questions that can be used to update a FAQ page or to learn more about how people talk about you online.
3. Conversational AI can drive purchases.
Conversational AI tools can use NLP to understand customer queries, learn needs and pain points, and generate product or service recommendations that inspire purchases.
4. Conversational AI can find best-fit customers.
Conversational AI can sort through many data points to help you find ideal customers.
5. Conversational AI can conduct brand monitoring.
As mentioned above, conversational AI can analyze what people say about your business online and scan for common phrases and keywords to understand brand sentiment. This is a significant time saver, as marketers can spend less time sorting through hundreds of conversations and interactions.
This is where there are drawbacks to conversational AI, as nothing can mimic the importance of human understanding.

Challenges of Conversational AI
Conversational AI is an exciting front for marketers, but it’s always important to understand the entire picture, as there are two sides to every coin.
The most significant way brands can go wrong with adopting conversational AI is if it takes over functions that can still benefit from human monitoring and interaction.
For example, a tool can monitor online conversations, but a human can pick up on subtleties that a machine can’t. An HR tool can sift through job applications for specific keywords and phrases to find best-fit candidates, but a human reviewer can tell when a candidate has the commensurate experience that makes them a great fit, even if their resume doesn’t contain target keywords.
Some additional challenges of conversational AI include:

Language Input: Dialects, slang, and even background noise can impact a machine’s ability to process language input.
Privacy: Conversational tools store and collect data to improve its processes, but security or data breaches can cause safety concerns if consumers’ personal information is exposed.
Human and Cultural Development: Machine learning must continuously progress to learn alongside human cultural development, whether general cultural knowledge or something more specific like showtimes for a newly released movie.

Conversational AI Statistics
AI is an ever developing field. If you’re on the fence about adopting it or simply looking to learn more about the field, here are some vital statistics to know.

The global conversational AI market size is projected to reach $32 billion by 2023. (Allied Market Research)
Digital voice ecommerce is expected to triple to an $80 billion industry by 2023. (Juniper Research)
The number of digital voice assistants will reach 8.4 billion units by 2023. (Statista)
eMarketer predicts that 126 million US adults will use voice assistants at least once per month. (eMarketer)
1 in 5 consumers uses live chat or in-app chat daily. (Vonage)
62% of marketers report using artificial intelligence in their marketing strategies. (Statista)
Marketers that use automation in their roles are more likely to report an effective marketing strategy than those that don’t. (HubSpot Blog Research)
In 2021, natural language processing was the most popular type of AI adoption for businesses. (Stanford University AII)
The top performing AI systems estimate sentiment correctly 9 out of 10 times. (Stanford University AII)
Abductive language inference is drawing the most plausible conclusions with limited information. The human baseline for accuracy is 92.90% and AI systems is 91.87%. (Stanford University AII)
While AI use has increased, there have been no significant increases in mitigation of AI risks since 2019. (McKinsey)
15% of Americans are more excited than concerned about the impact of artificial intelligence and 46% express an equal amount of concern and excitement. (Pew Research Center)

According to HubSpot research, 77% of social media marketers say their marketing specialty has been somewhat to very effective for their company this year. With 4.70 billion worldwide users, social media is a force to be reckoned with.
Our phones might as well become extensions of our hands — from blasting off spur-of-the-moment tweets to perusing Instagram for makeup inspiration, social media is a dominant force in our lives that spans generations. That’s why businesses need to tune into social media for lead generation.
How can you leverage social media in your business’ favor and turn it into a force for lead generation?
In this post, we’ll cover the following topics:

What is social media lead generation
Why businesses generate social media leads
How to generate social media leads

The platforms mentioned above are just a few examples of the social media channels people frequent to share content, catch up with friends, read up on the latest news, gather inspiration, or simply browse.
A quality social media lead is one that will provide useful information and engage with your business. While useful information varies, it generally includes name, occupation, and email address.

Why Businesses Generate Social Media Leads
Why turn to social media to generate leads? Social media is pervasive — it has become interwoven into our daily lives. According to Pew Research Center, 7 in 10 Americans use social media.
With the vast majority of people on social media, it would be imprudent for brands to overlook it as a bountiful and rich source for generating leads.

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Both B2B and B2C marketers can implement a wide range of strategies to capture leads.
Social media helps businesses enhance lead generation efforts by increasing brand awareness, fostering engagement, and driving website traffic.
Factors That Boosts Social Media Lead Generation
Brand Awareness
Increasing your brand awareness is key to reaching your target audience. It is the foundation of acquiring a customer audience and helping them learn more about your products and services with authentic, informative, and engaging content.
Social media is excellent for building brand awareness and showcasing your brand’s ethos. According to HubSpot research, content that reflects your brand’s values and showcases your products/services have the highest ROI on Instagram.
Engagement
Sharing relevant and high quality content leads to increased engagement with your audience. Engagement is key to retaining loyal customers who can vouch for your brand.
Website Traffic
Social media presents a great opportunity to drive website traffic. With content offers, you can bring visitors to your website.
How to Generate Social Media Leads
Generating leads on social media can take form in a number of ways.
In this section, we highlight the best strategies overall, then dive into targeted strategies for specific social media platforms: Instagram, Facebook, YouTube TikTok, LinkedIn, and Twitter.
Best Strategies Overall
1. Optimize your social media pages.
Your profile is what people click on when they are intrigued and want to learn more, upon viewing your content. Your profile can also be the first thing people see. It is critical to get your profile in shape.
This means the following:

Providing clear contact information: Make it easy for people to get in touch with your business. This can include an email, phone number, or link to a contact page on your website.
Include a clear CTA, or multiple CTAs: Be strategic about your CTAs, and update them as your business needs change. CTAs can include signing up for a demo or newsletter, booking a consultation, or a link to shop

2. Create engaging content.
Once again, creating relevant and high-quality content will pique customers’ interest. In the algorithm-driven world of social media, creating content that stands out is especially important.
To create compelling content, mapping out user personas can help you better understand the audiences you’re trying to reach and the content that would attract them.
Understanding different content formats will help your business’ content strategy.
A HubSpot study found that short-form videos is the top social media format used by 54% of social media marketers, followed by live streaming, live audio chatrooms, and user-generated content.
It also doesn’t hurt to take risks. Being creative can lead to great payoffs. Keeping track of your different social campaigns can seem daunting, but HubSpot’s Social Media Management Software helps you run all your social campaigns from one place.
3. Create targeted ads.
Paid social media advertising can help your business generate more leads. By leveraging paid ads, you can create offers targeted to your audience’s interests. Your business can be hyper-specific about who your ads are served to.

As Mailchimp demonstrated, ads are a good opportunity to flex your creative muscle. Advertising can complement your organic lead generation efforts — they don’t have to be mutually exclusive.
4. Design a compelling landing page.
You’ve done all the hard, strenuous work to get someone to click on your CTA. Good job.
Don’t waste your efforts with a lackluster landing page. A good landing page should be user-friendly and contain a clear path. HubSpot’s free Landing Page Builder can help you seamlessly create a landing page designed to convert.
Targeted Strategies for Leads on Top Social Platforms
Each social media platform is different and has its unique quirks. People use different platforms for different reasons, and there is even preference for one platform over another based on generation.
For example, TikTok is overwhelmingly favored by Gen Z while Instagram is favored by Millennials. In this section, we highlight some strategies tailored to each social media platform.
Instagram Leads
Instagram started primarily as a photo sharing app in 2010. But times have changed. Instagram has since expanded to support more features: reels, stories, and shop, to name a few.
The social media platform is also where people interact with businesses — according to Instagram, 90 percent of Instagram users follow a business.
Here are some tips:

Use reels. Reels are all the rage. 82% post video content on the platform and the content formats they use most are video-based, according to HubSpot’s research.
Prioritize visuals. First impressions matter. When someone scans your page, the content you’ve posted will appear in a grid format. Unlike Twitter, which is primarily text-based, Instagram is a primarily visual platform.
Leverage Instagram Shop for instant revenue. While leads are key to moving the sales process along for prospects, Instagram Shoppable posts allow you to send serious buyers directly to product landing pages or your own social media shop where they can convert immediately.
Explore Ads. There are numerous advertising options for almost all Instagram content formats including in-feed posts, Stories, Reels or live video. If you have an advertising budget and a large following on Instagram, you might want to explore if any are right for you.

 

 

 

 

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A post shared by vans (@vans)

Facebook Leads
Facebook was founded in 2004, fresh off the heels of the MySpace era. Despite being around for a while, it hasn’t sunk to the grave like its predecessor. In fact, it is still quite robust, with 1.96 billion daily active users as of Q1 2022.
Here are some tips:

Post shareable content. The share button is a highly useful feature to get your content in front of a wider audience. Sharing links to enticing content like an interesting blog post will not only promote sharing, but also lead people directly to your site.
Go live. Creating Facebook Live Videos is a great way to engage your audience and give them an opportunity to react in real time.

Need ideas for Facebook posts? We have a handy guide.
YouTube Leads
Videos are not going anywhere. YouTube ​​generates over 1.7 billion unique monthly visitors. Videos about seemingly anything, from cooking tutorials to music videos, can be found on YouTube.
Here are some tips:

Create a branded YouTube channel. Creating a branded YouTube channel helps you consolidate your content and grow subscribers.
Incorporate links to your videos. Embedding relevant links to your videos, like a link to your product, helps your audience find what they’re looking for.

TikTok Leads
TikTok has quickly established itself as the social media platform to watch. From 2020 to 2021, TikTok was the most downloaded app.
It has also proven to be effective for commerce — two out of three users are likely to buy something on TikTok while using the app.
Here are some tips:

Partner with influencers. Influencers run rampant on TikTok — why not work with them? These partnerships can bring more eyeballs to your page.
Be versatile with your content. TikTok trends are ever-evolving. Because of the extremely fast-paced nature of the platform, it is important to be versatile, observing trends and adjusting your content accordingly.

LinkedIn Leads
LinkedIn has more than 830 million active users in 200 countries and regions worldwide. The most professional of all social media platforms, LinkedIn is a great source for generating leads for B2B marketers.
Interestingly enough, the best days to post on LinkedIn are Saturdays and Sundays, according to HubSpot research.
Here are some tips:

Create a standout page. Your business needs a page that regularly shares insightful and thought-provoking content that sparks conversations.
Join groups. Groups are a great way for you to connect with customers. Though LinkedIn is a professional social media platform, it is still a place for community and connections.

LinkedIn’s VP of Marketing offers more tips on how to generate leads on the site.
Twitter Leads
23 percent of adults in the U.S. use Twitter. Of all the major social media platforms, Twitter is the wordiest. It has garnered a reputation for being the place for opinions and public meltdowns.
Here are some tips:

Create clever content. Twitter is a wordy platform, which means it is a great opportunity to let your brand’s witty and pithy side shine.
Leverage Twitter Spaces. Twitter Spaces is a fairly new feature that enables you to have live audio conversations on the app. It is a smart way to engage your audience.

gunna be thriving this whole year 🌱 pic.twitter.com/dPMamwchTN — Benefit Cosmetics US (@BenefitBeauty)
January 6, 2023

For additional ideas of platforms you could leverage for lead generation and tips on how to boost your presence on each, check out our Ultimate Guide to Social Media Marketing, and stay tuned for our State of Social Media Report, coming in February.
Social Media Lead Generation Tools
HubSpot Marketing Hub

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HubSpot Marketing Hub is a comprehensive platform with social media management software that helps you create and execute social media campaigns, keep track of social mentions, and report on social media marketing ROI.
These tools help with lead generation efforts by automating processes so you can focus on strategy and content creation. The Marketing Hub also integrates with HubSpot’s CRM.
Pricing: There are free and paid tiers. The paid tier ranges from $45 to $3,600 per month.
ProProfs Quiz Maker

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Quiz marketing can help capture leads from websites and social platforms. You can customize quizzes and optimize them for social sharing.
The platform also contains lead forms and reports to analyze results. ProProfs Quiz Maker also integrates with HubSpot.
Pricing: ProProfs Quiz Maker offers a free tier. The paid tier ranges from $20 to $200 per month.
Stay Competitive by Harnessing Social Media for Leads
Social media has taken the world by storm. It is ever-changing and multifaceted, which can make navigating how to generate leads a challenge.
Now that you’ve learned more about lead generation across these platforms, HubSpot’s guide below can help demystify the additional complexities of social media and make the most of it.

Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team.
Last week, Meta announced plans to pause Reels Play Bonus payments — a monetization program that paid creators monthly based on the number of views their Reels received.
While the program is on pause, Meta will focus on advertising within Reels with the hopes of developing a revenue share model which is currently being tested on Facebook.
The program launched in late 2021 to incentivize Instagram and Facebook users to share short-form video content. Since its inception, creators report being offered between $100 to $35,000 to post Reels. Meta will continue honoring Reels bonus payments for those currently participating in the program for the next 30 days.
Will the end of this program be a devastating blow to creators on Facebook and Instagram? Not necessarily.

 

 

 

 

 

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A post shared by Instagram Growth Coach (@brock11johnson)

While the bonus payments were a nice incentive, there likely weren’t many creators who relied on them for regular income. During the duration of the program, creators were confused about how payment rates were determined and saw a large variance in payments from month to month. Some creators even expressed concerns that their reach decreased after enrolling in the program.
With this program on hiatus, Meta will likely push creators to consider other monetization strategies including its paid subscription features on Instagram and Facebook.
The end of the Reels Play Bonus program coincides with other major announcements from Meta including the introduction of Meta Verified and Instagram broadcast channels, and the end of live Instagram shopping.
Marketing Snippets
The latest marketing news and strategy insights.
Silicon Valley Bank collapse: how companies like Roku, Etsy, and Pinterest have been impacted.
Group Black submitted a $400 million bid to acquire Vice Media.
Netflix is pivoting its ad strategy after its Microsoft partnership gets off to a slow start.
Reddit is rolling out a separate feed for native videos.
Utah introduces possible social media restrictions for users under 18.
Efficiency tips: make your marketing more efficient in challenging business environments.

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Email marketing is a powerful tool for businesses to reach their target audience and promote their products or services. However, crafting effective email campaigns that drive engagement and conversions can be a challenge.  This is where ChatGPT can help. Trained by OpenAI, ChatGPT generates human-like text and can be used to create compelling email marketing…
The post Using ChatGPT Prompts to Improve Email Marketing Results appeared first on Benchmark Email.