The words “disruption” and “innovation” have become hyperbolic, clichéd, and viewed with suspicion for corporate fraud and mismanagement. But in the case of ChatGPT and other AI emerging technologies, these words are used in their most primitive meanings. Financial services marketers should take note of this.
Think of it as a chatbot on steroids. But far from the worst-case scenario of “robots are coming,” ChatGPT allows users to engage in human-like conversations in order to delegate tasks to evolving tech-based assistants, potentially freeing up time for strategic thinking. After review, the AI tool can draft emails, blog, write code, and more.
The “censorship” element should alleviate any concerns about integrating ChatGPT into day-to-day business activities.
Here are five questions financial marketers can ask to make an immediate impact.
Title Tags and Meta Descriptions
Whether your financial services, investment or wealth management firm’s website is a landing page or a content hub, optimized title tags and meta descriptions will improve search engine visibility. Creating their variants can be time consuming. This is where ChatGPT comes in. ask it:
“Thoughts on title tags and meta descriptions for wealth managers outside of my city and state?”
The results will provide traffic generators with many options to evaluate and utilize for future testing and learning.
Simplified metrics reporting
Metrics are important. But communicating them in a report or proposal while avoiding marketing jargon can be a challenge. Enter chat GPT. Let’s pose the following query:
“Can you provide the percentage change in the number of page sessions on my website from Q4 2022 to Q1 2023? In Q4 2022 our website has 3000 page sessions and in Q1 2023 There were 6,738 page sessions. Can you explain why this improvement is important to our brand as if you were speaking to a 10-year-old?”
Its answers will include formulas and totals, as well as plain English explanations of why those results make sense for the brand.
Diversity and inclusion initiatives can require long-term planning and training, which can be time-consuming and costly. Companies can make a cost-effective impact by using ChatGPT for content-language translations for public-facing communications (which may require certification of such translations), as well as internal documents. Here’s a question to ask:
“Can you translate the job description below into Spanish?”
Insert text and watch it work its magic. Review translations with Spanish-speaking colleagues for meaning and accuracy. Distributed internally after all necessary departmental approvals.
Encourage your team and colleagues to come up with other translation ideas to improve communication within your company. This will also enhance your content library and boost morale by positioning the organization as an empathetic company that recognizes the multilingual needs of its employees.
posts and tags
It’s one thing to prioritize consistent content sharing; it’s another to have the bandwidth to create posts that align with your calendar or event. ChatGPT can help content teams organize thoughts around a given topic and provide a series of posts and hashtags for that topic. The following questions might be a good start:
“Any ideas for social posts by financial brands across all social platforms, especially ones that help 20-somethings understand the importance of income protection?”
Five to 10 suggestions of varying length and tone should provide the content team with a solid foundation. While AI is intuitive, it won’t know your brand voice, which is why it shouldn’t be seen as a replacement for content teams.
Blogging and Thought Leadership
Blogs and thought leadership articles are critical to brand awareness and educating audiences. ChatGPT can reduce the workload of your content team by drafting the first pass of an article on a specific topic. That’s the key — specificity. Here is an example:
“Can you come up with two blogs of at least 400 words on (Topic 1) and (Topic 2) using relevant SEO keywords?”
Content teams can use the results as a framework for a blog or blog series. Plus, they can repurpose content for emails, social posts, memes, ads, and more.
Remember, access to compliance support is critical to any financial marketing campaign or approach. Assess their comfort level with ChatGPT and come to a consensus on acceptable use cases for your company. Maybe show them ways you can speed up their review or reporting. It may take time and internal trial and error, but in the end, ChatGPT is worth integrating into your marketing technology stack.