When ChatGPT broke onto the scene in November, it sparked viral discussion and debate about its capabilities and potential use. Soon, ChatGPT was completing essays, answering complex questions, and even writing poems. Professionals in every industry were wondering what was possible with the tool. This included advertising experts, who started tinkering with the tool to find the best ChatGPT prompts for marketing.
The truth is that ChatGPT will likely revolutionize the way many industries do business, so it’s important to learn the best ways to respond and perhaps implement it in your own workflow. In this article, we’ll discuss ChatGPT and how you can use the tool to improve your marketing campaigns.
ChatGPT: A Functional Artificial General Intelligence Tool
Artificial intelligence chatbots have been around for a while, but ChatGPT has made great strides in generating text that doesn’t sound robotic or unnatural. With the help of a few prompts, ChatGPT can generate short paragraphs or long essays. It can even create computer code and pass university-level examinations.
It does this by relying on highly advanced natural language processing algorithms, allowing it to create realistic and confident responses to your inquiries. However, despite what science fiction might have you believe, the bot can’t comprehend what it says. Therefore, ChatGPT provides content based on what it believes to be your intent, but it sometimes makes mistakes.
Despite ChatGPT’s flaws, companies are rushing to find out how the tool can benefit them, especially in their marketing efforts.
ChatGPT’s Functionalities
ChatGPT has numerous uses, and people are just beginning to learn what it can do. From a marketing perspective, the tool offers some significant benefits for tasks that are typically time and labor-intensive. Here are a few of its capabilities:
Creating Chatbots
For several years, companies have used AI-driven chatbots to support their customers. Many organizational websites now include a helpful AI tool that’s ready to answer user questions and provide feedback.
However, chatbots come at a cost and are not always specific to an organization’s needs. Marketers and sales teams often spend hours establishing the proper process flow for their chatbots. They’ll also pay a subscription fee for the tool, which impacts their marketing budget.
One of the features of ChatGPT is its ability to create your own chatbot. Of course, it’s not quite as simple as asking the tool to do it for you, and you’ll need someone to alter ChatGPT’s native code, but the effort is well worth it.
ChatGPT offers four language models that customers can choose from. These models vary in their capability and speed. The most capable model is DaVinci, which can handle up to 4,000 tokens and pull data as recent as June 2021.
The fastest model is Ada, but it has limited capabilities and can only answer basic questions. Ada is the cheapest type of chatbot and contains data through October 2019.
Once you decide on your chatbot based on your business needs, you must create a process flow. This process flow should contain a list of common customer questions that the chatbot will use to answer.
For example, suppose that you choose the simplistic Ada chatbot. In that case, you can establish a process flow that provides users with answers to questions like your business hours, contact information, and sales return policy. Whenever a user chooses an option with Ada, the chatbot will respond with the applicable answer from your process flow.
Once you’ve set up your ChatGPT chatbot, you must test it. You’ll want to ensure that it follows the appropriate path you’ve set and the information communicated is accurate. If you find mistakes, you’ll need to correct them.
Finally, you can insert your chatbot into your website using ChatGPT’s provided application programming interface (API). Once installed, anyone can start a chat with your new AI-powered bot.
Generate Content
While there are many examples of people using ChatGPT to create essays and blog posts, the results aren’t always accurate, and there may be language that doesn’t appear natural. You also run the risk of plagiarism, as ChatGPT forms its content based on the information it finds on the internet.
However, there’s no doubt that ChatGPT can help generate short-form content for social media posts and product or service descriptions. So if your organization has a significant social media presence or you regularly add new products or services to your store, ChatGPT can cut down on the time you spend cultivating new content.
Let’s consider an example of a realtor. Realtors regularly help their customers list properties for sale, but writing descriptions for houses can be repetitive, and realtors must constantly find new ways to describe what makes a home different from the hundreds of others available on the market.
A realtor could ask ChatGPT to create a two-paragraph description of a four-bedroom house with a remodeled kitchen and bathrooms. The tool will then provide text that the realtor can use as a base for the description. The realtor can add a few finishing touches and edits, then add the finalized content to the listing.
Perform Sentiment Analysis
Sentiment analysis refers to analyzing text to determine the writer’s intended tone. Marketers use sentiment analysis to ensure their content reflects an appropriate voice for their customers. For instance, a marketer might run a blog post through sentiment analysis software to ensure it’s enthusiastic or informative.
Various software tools like Grammarly provide sentiment analysis on written text. If the style doesn’t match your intention, you can edit the article to meet your objectives.
ChatGPT is also helpful for sentiment analysis, particularly with written content. It’s possible to provide the tool with a full-length product description or article and ask it to rewrite the text with either a positive, neutral, or negative sentiment.
You can also use ChatGPT to create content that’s infused with a more positive sentiment. For instance, a retailer wanting to encourage people to purchase a sweater will likely need to convey positive sentiment in its product description. They can do so by asking ChatGPT to write a one-paragraph description of the sweater in an enthusiastic tone.
Best Practices for Writing ChatGPT Prompts
Clearly, ChatGPT has many uses for marketing, and we’re still only in the early stages of its development and lifecycle. Users are still figuring out the tool’s full capabilities, and savvy marketers will discover ways to incorporate ChatGPT to save time and money on their efforts.
To get you started, we’ve included a list of best practices for writing ChatGPT prompts that produce results.
Get Specific
To make the most of your ChatGPT experience, you’ll want to be very specific with the tool. Think carefully about what you expect from its output and what you want to achieve.
For instance, if you ask ChatGPT to write a product description for a raincoat, you’ll probably receive a general result that may not fully apply to the product. Instead, provide ChatGPT with more information, such as:
- The color of the jacket
- The outdoor temperature range it’s appropriate for
- Whether the coat is waterproof
- Additional features the raincoat has, such as extra pockets or drawstrings
- Available sizes for the jacket
The more information you provide, the more relevant the tool’s output will be. If you don’t use specifics in your ChatGPT prompts for marketing, you won’t find it to be as helpful as it could be for your marketing efforts.
Verify Accuracy
At its core, ChatGPT is a computational tool and lacks human judgment. It therefore has limited deduction skills, and it cannot yet fact-check reliably. Furthermore, it relies on data from 2021 and prior, so it won’t be able to write about recent topics accurately.
As such, if you ask ChatGPT to create content about a particular subject, be ready to check it for accuracy. Don’t assume it’s entirely factual, no matter how confident it sounds.
Finally, you can’t be sure where ChatGPT is pulling its data from. The tool may plagiarize from other web pages or e-books, resulting in legal repercussions for your organization. While ChatGPT can provide citations that add a layer of credibility to your content, check them to ensure they’re accurate and up to date.
Be Ready to Edit
ChatGPT can generate some crafty (and interesting) responses, but you’ll still want to maintain complete control of the creative process. While many search engines are future-proofing their solutions by incorporating AI models like ChatGPT into their search functions, the word is still out on whether search engines will penalize companies for using AI-generated text in their content.
While there’s no strict guidance from search engines yet, we expect there will be. After all, search engines rely on regular content production to be a real-time source of information. If the majority of content is AI-generated, they’ll lose authority among people seeking new information.
ChatGPT Can Benefit Your Marketing Efforts
ChatGPT offers marketers a wealth of tools they can use in advertising. Creating chatbots, producing short-form advertising copy, and analyzing text for sentiment are just a few tasks that AI can assist with. However, to get the best results, be specific with your ChatGPT prompts for marketing and always check the output for accuracy.
