Pod Insights Marketing School - Digital Marketing and Online Marketing Tips AI Is Going To Revolutionize Marketing, How To Instantly Get The Best AI Prompts About this episode In this episode #2973, Eric Siu and Neil Patel explore how AI is reshaping marketing, focusing on organizational changes, email strategies, and content creation. They talk about finding the right mix between using AI tools and keeping the human touch. TIME-STAMPED SHOW NOTES (00:00) The Impact of AI on Marketing Organizations (03:05) AI in Email Marketing and Lead Generation (05:54) Human Element vs. AI in Content Creation (08:52) The Future Workforce and AI Integration (12:09) The Evolution of AI and Its Implications Prefer single topic episodes? Head over to our YouTube channel. To suggest a topic, go to https://www.marketingschool.io. For more content from Eric and Neil, check out Eric’s Leveling Up with Eric Siu YouTube channel and Neil’s Neil Patel YouTube channel. Connect with Us: Single Grain << Eric's ad agency NP Digital << Neil’s ad agency X @neilpatel, @ericosiu Instagram @neilpatel, @ericosiu Drop Us a Review If You Enjoyed the Episode!
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0:36 Speaker 01 So dude, everyone's been talking about how AI is going to revolutionize marketing. You and I already agreed that it's here to stay. But I start looking at our organization, and I'm curious on your organization as well. And I've been talking to a lot of other founders and CMOs. When I talk to people about like, oh, how AI has impacted your marketing, everyone talks about, you know, how it's changed things in a really cool way. And I agree AI is an amazing technology. But when I ask them how it's changed their headcount or their organizational structure, I almost always hear crickets in which no one's really changed anything due to AI. I'm not saying that won't be the case a year, or two, or
1:19 Speaker 01 five years from now. I'm just saying, right now, there's this tendency for everyone to talk about how AI has changed a lot of things in marketing. But when you ask them how they've changed their organizational structure, at least related to marketing, or how they do marketing, other than helping with quote unquote efficiencies, very few people have good responses.
1:39 Speaker 02 I believe that. And the reason I believe that, and maybe this will go into, there's, I think there's a couple of sides to this. There's a lot of variables. But I think, especially if you're talking to a big company, it's a big company CMO, you don't want to rock the boat too much, because the CMO 10 years is the lowest it's ever been, right? So you don't want to be the one causing problems. You want stability, especially if a family and stuff, right? So that's one angle of it. The second thing is, I just had a conversation this week with a couple of founders behind the scenes, and you talk, you and I talk to founders all the time. And so I was sitting in a private room, there's like seven of us on that Zoom call, right? We do a check in every like couple months or so. So the first person's like, yep. You guys don't want to adopt AI? Okay, boom, $6 million in payroll, gone, right?
2:21 Speaker 02 And then the other one is like, you know, I really like the idea from one of our other mutual friends.
2:26 Speaker 01 Yeah.
2:27 Speaker 02 Where he had like a, you know, an organization that's focused on cutting, they get bonus on cutting people, right? And finding efficiencies everywhere. And so the founders-
2:36 Speaker 01 On cutting or cutting with efficiencies?
2:39 Speaker 02 Cutting efficiencies and also they get bonus on cutting people. So like finding efficiencies with AI, right? And so when you have the founders in an organization, they're going to try to push the pace very quickly and very aggressively. Because they're incentivized to just make sure that they're doing the right thing by the company. And I think when it's a CMO that you're talking about, or like we're talking about marketing leaders. They might not want to rock the boat as much, especially if it's a big company. Cause with your big company, you want to protect more than you want to push the pace as aggressively. Unless you're talking about technology like a Google or Nvidia.
3:08 Speaker 01 Yeah.
3:09 Speaker 02 Yeah.
3:10 Speaker 01 Dude, so my team has been using AI to write emails for a while. They use human intervention as well, but they use AI. Combined with humans and they've been doing this for a while. So I was talking to one of my presidents on my small and medium business division. Her name's Sarah. So Sarah, you know, just like any other B2B company, she relies on leads. More leads she gets, more they call. Or portion, they'll call, portion get a hold of, the ones they get a hold of. If they're qualified, they pitch and a portion of them end up closing. It's that simple. So my team was telling me, or Sarah was telling me on the phone a few weeks ago.
3:49 Speaker 01 And this is when I made a change. She's like, yeah, some things have just been a little bit slower. Some things have been a little bit better, but just generally speaking. Some things have just been hurting us lately. I'm like, like what? She's like, email just doesn't convert as well for us these days. I'm like, what do you mean? She's like, we're sending out emails, our email list is big, but we're not getting as many DCs, which you know, short for discovery calls. As you know, and I was like, okay, I'm like, what are we getting? She's just like, you know, for a while it's been does, but we're averaging three. And we have a copywriter on staff that's leveraging AI.
4:27 Speaker 01 So then I'm like, you know what? Let me just go and rewrite these emails. So now my team sends me the emails that we're going to send out to generate more discovery calls, not leads, but a lead that turns into a phone call and that it's turning into a phone call because we know it fits. It's the right type of company from the industry to the revenue size to the marketing budget. And Sarah told me we're getting like around three and I get a text, no joke this morning from Salo who runs marketing. He's like, by the way, your emails generated eight discovery calls today. Great job. This is triple the average. Technically it's not triple because three to eight, but it's more than double.
5:09 Speaker 01 He's like, using the same learnings from your last email, we refactored the ones on Monday and we tripled the results as well. So we'll adjust accordingly. He's like, will you send, uh, we'll send you next week's. Okay. And I said, yes, send me next week's and I'll modify the emails. So he sends it to me and the email he sends me, I'll read it to you. Where is it? And it wasn't bad, but his email was lengthy. It was like, subject line is either A, you're missing 73% search traffic, or B, the new SEO search everywhere optimization. Both of those we've talked about. I'm like, eh, it's not that you can't talk about the same stuff over and over again.
5:52 Speaker 01 It usually just doesn't convert as well. And it goes, most marketers still chase visibility on Google, but this channel accounts for less than one third of total daily search activity. While Google sees 13.7 billion searches every day, platforms like Instagram, Amazon, Pinterest and Tik Tok collectively host over 37.1 billion. That means 73% of users find their information outside of Google and you need to capture their attention on all platforms. Any links capture all attention on all platforms. I'm guessing that's going to a landing page. Then he shows a chart which just shows the number of searches per platform. And then he's just like, it's an approach we call search everywhere optimization and helps our clients secure visibility in a world that's no longer Google first.
6:34 Speaker 01 This strategy works so well that Google gave us an agency excellence award for it. And it's why we're recognized in the campaign global agency of the year awards for the second consecutive year, top brands like Sony, blah, blah, blah, listing logos already on board. And now you can try it too. And then there's a link, it says, let's discuss your search every optimism strategy and fill your visible gaps. We reserve some available times to chat, so simply pick one or select another day on our calendar here. And he has calendar buttons, no pressure. If you like what you hear, we can work together. If not, take insights and run with them. Cheers, Neil Patel. And then they have a PS. So I rewrote it and I did, I changed it up and I just put subject. This is why SEO doesn't work. There's no subject B.
7:19 Speaker 01 That was just my subject and it took me less than five minutes to write this email. And I said, everyone knows SEO drives more traffic, but have you noticed that your revenue doesn't go up as your traffic goes up? This is because people focus on traffic rich keywords, which tend to be one, two, or three word phrases. But look at the conversion rate from a visitor to customer based on keyword length. And I have a chart that shows the average conversion rate for a visitor from organic search based on, or technically search traffic, doesn't have to be organic, based on keyword length. It's organic and paid. And then I say, as you can see, six to seven word phrases convert at roughly 10.7x more times than one word keywords. In essence, SEO works, but only if you target the right keywords, the ones that convert.
8:04 Speaker 01 So let's stop wasting time. Click here and that'll be a link to book a call. We'll analyze your site and determine the right keywords to target to generate revenue. Cheers, Neil Patel. PS, you have nothing to lose. You don't have to commit anything, just book a call to learn how you should be doing SEO in order to generate revenue. And there'll be a link in there. It's just shorter, simpler. And more direct.
8:25 Speaker 02 And are you tying this in with the AI piece that you started with?
8:28 Speaker 01 Uh, yes, in which I removed the AI and I just wrote it myself.
8:32 Speaker 02 So they use AI for the initial one and then you wrote this, that second one.
8:35 Speaker 01 They use AI combined with humans.
8:37 Speaker 02 AI combined with your writing style or AI combined with just AI assisted?
8:42 Speaker 01 They take AI, they train it on my tonality because I have so much public content.
8:46 Speaker 02 Yep.
8:46 Speaker 01 They have AI spit out content based on data. They feed AI because we have tons of data and charts.
8:52 Speaker 02 Yep.
8:52 Speaker 01 And then a human goes in and modifies it on our team that is a copywriter, not just any marketer, but a copywriter.
8:58 Speaker 02 Yeah. You dude, by the way, on the AI piece, real quick, I started testing this yesterday. So you want to know how you can instantly get the best AI prompts?
9:05 Speaker 01 How?
9:05 Speaker 02 Okay. So basically you, you write a prompt, you could dictate out a prompt using like super whisper or something, just talk it out, right? And it talks it out and then it writes it out. And so chat GPT, you'll say, hey, improve this prompt, right? Like whatever you just said. So it'll spit something out, doesn't matter. Then you go over to Grok or some other LLM or Claude and do the same thing. So you just put the same thing, say, make this prompt better, right? Then you pit them against each other. So you take the Claude output and then you put it over to chat GPT and say, hey, that's not that good. Claude said this, this seems to be better. And then it makes the prompt way better. And you do the same thing on the other one. And I'm like, whoa, this is incredible because we do a lot of prompting, right? Like there's a lot of prompts with our workflows and everything. And um, most of the prompts you and I would write as humans just aren't that good.
9:49 Speaker 02 But when you do it at that level and when they compete with each other, for some reason they take it to another level, right? It's almost like human competition. So I think that that's just a little, little thing to add in there. But I do agree, it's hard to replace the human element because also at the same time though, like you know, your audience and we've, we've, we know copywriting pretty well. We know human psychology pretty well.
10:10 Speaker 01 Yes, we also know our business really well because we've been doing it so long.
10:15 Speaker 02 Yeah.
10:15 Speaker 01 And this is where I think experience really does matter. You can feed anything you want into AI and you can tell it to learn from 10, 15, 20 years of history. And I do think it's actually very helpful and it can help guide you. But individual experience that you have in a field, especially.
10:33 Speaker 01 If you're good at what you do within that field, I think it's very hard to replace that. But it's not hard to replace the people who have very little to no experience.
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11:16 Speaker 02 You know what's interesting? So I agree with that, but on the flip side, Aaron Levy's boxes, Aaron Levy tweeted this this week, and I didn't think about this, and I'm pretty sure you haven't either. I'm giving you discredit too. So, so if you think about it, you and I have worked in the workforce without AI. But all the kids in college right now are using the crap, like I would use the crap out of AI. I would cheat on everything, right? And so they're very experienced with AI. So when they're coming into the workforce, it's like when you hire interns or whatever. I was talking to like a YPR today. He's like, yeah, it's cheap labor, but the way you sell it to them is you say, you're coming in as cheap labor right now. We're gonna upscale you. We're expecting you to figure out all this stuff with AI. And then we're gonna make it where you're uncheap labor and you're highly paid labor, right?
11:58 Speaker 02 But point is, understanding that these people coming in now are much more superpowered than people like you and me who have bad habits from, you know, the old way of working, right? But on the flip side, you and I have a lot of experience, so we know better questions to ask. So there's a trade off on both sides.
12:13 Speaker 01 Yeah, I agree with that, and I think you and I, combined with the right people who have grown up with the, it's like little kids. Little kids have grown up with Alexa and all these voice search devices. Hence, when we look at the data, it shows that they search more from voice search, and they think it's our cake that we type in. Like, my kids ask me like, why are you typing in a question into computer? Why don't you just ask Alexa or Siri? That's what they think is normal. So they're like confused.
12:42 Speaker 02 So how do you explain to them that the tech isn't quite there yet on the voice search devices? Like Alexa, Alexa sucks.
12:50 Speaker 01 They don't believe that because for their questions that a little kid would ask, it typically answers most of the things they would want, such as what weighs more, a beluga whale? Or a white, a great white shark? These are questions my kids ask, that's how I know. So like, things like that, Alexa does really well. Or like, my son's newest thing is he wants a Bugatti.
13:10 Speaker 02 What?
13:11 Speaker 01 He's three, I don't know where he got the idea of Bugatti for. And I was like, how about a Tesla? Cause you can buy a Tesla for like-
13:18 Speaker 02 Does he also not like Elon Musk?
13:19 Speaker 01 No, he doesn't know about any of that. I was like, how about an electric car? Cause electric cars, and I'm just saying Tesla, not because it is a Tesla, but electric cars tend to accelerate really fast. And he was telling me, he's like, no Teslas aren't that fast. I'm like, you don't even know how fast Tesla is. So then he goes and asks, it was either Alexa or Siri, and he gets the answer. And then he's just like, see, 150 miles, Bugatti goes over 200.
13:48 Speaker 02 Dude, he even knows what a mile is at age three? I didn't even know what a mile was.
13:51 Speaker 01 Well, no, Alexa ends up telling you.
13:53 Speaker 02 Okay, so he's gonna get a lot- Like, your kids are gonna be way smarter. Our kids are gonna be way smarter than us. It's just how it is.
13:59 Speaker 01 Yes, but they, if you look at the people right now that are going into the workforce that are young, and they don't have the bad habits that you and I have, they don't really have the good habits that come with AI either, because they didn't grow up with it from when they're a little kid. Our kids are growing up with AI because Alexa, Siri, and all these devices already have AI integrated. And when they go to school, no joke, we've looked at some of the schools around here, they teach kids how to leverage AI and teach them. I'm not saying the schools do an amazing job because it's new technology, but it's kind of crazy to think about how they will grow up in a world where it's AI first, just like it's voice search first.
14:41 Speaker 02 Yep.
14:41 Speaker 01 And they truly will not have the bad habits that even these college kids have right now.
14:46 Speaker 02 Dude, and then the kids after that, they're gonna grow up with the world of robots, they're gonna grow up with world of Neuralink where you can think and it just happens.
14:52 Speaker 01 Yeah.
14:52 Speaker 02 And so it's gonna get crazier and crazier. And I think if we're learning anything right now, it's, we're just getting things done a lot. Faster because even on the marketing side where people like to say, oh, eighty percent of AI is used for content, production and research, but that like most of the stuff in the workforce is content and research. Like you and I talking right now is content, right? You and I communicating on the phone with someone is content. So I think just the rotations are going to happen a lot faster. I mean, I, I think, um, I mentioned to you over the weekend, I used O three to, when I get these churn reports or these gross revenue retention or net revenue retention reports, you usually have to wait for that stuff, right?
15:27 Speaker 01 Yeah.
15:27 Speaker 02 I don't have to wait for that stuff anymore. It tells me exactly what to pull in and I pull it in and it makes exactly what I want it to do. Where that previously years ago might have cost me if I used a contractor, days or weeks, if not thousands of dollars to get done with the contractor, or you might have, have to have full time headcount dedicated to it.
15:44 Speaker 01 Dude, I, I agree with you and especially when you're looking at things like, uh, core analysis and churn and net negative retention. When, you know, whenever I talk to marketing about this kind of stuff, they calculate, they work with developers. Their numbers change depending on how, what formula people use or how they calculate, which varies business to business. Uh, I know there is a formula to calculate, but the way people look at data can be different. I find that when I ask AI and I double check it with, you know, data scientists on our, it tends to be more accurate and I get it quicker and I'm able to make more informed decisions in the business. Versus when I have a team do it, it takes way longer, costs more and I see more inaccuracies.
16:26 Speaker 02 Yeah, that's it for today. Please don't forget to rate, view, subscribe and we'll see you tomorrow.
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