Do you ever feel intimidated staring at a blank screen, waiting for inspiration to strike as you draft an email, write a social post, or begin an outline for your next big content piece? Fear not, because there is a new powerful partner that promises to revolutionize the writing process and help you show that blinking cursor who’s boss: artificial intelligence (AI).
Imagine being able to write a 2,000-word article in just two hours instead of the usual eight!
Sounds like a dream scenario, right?
Charlie Van Derven, President of Social-Advisors, joined us to discuss how AI can supercharge content generation. Content is everywhere these days, from blogs, social media posts, and marketing collateral to emails and podcast scripts. AI can help with is the whole process, from generating an idea on a topic to creating social media posts to nurturing your leads, and can be a supportive, collaborative tool.
“Tool” is the operative word. AI does not replace, human creativity, development of client financial strategies, and personalized client interactions – it’s only here to assist. Adding AI to your financial service firm's communication game might sound intimidating at first. But with a firm grip on the reins and a little ingenuity and empathy, advisors can mold AI into a combination of virtual assistant, sounding board, and muse.
AI is here to stay, and as a financial advisors you are encouraged to embrace it as a way to remain competitive. Charlie drew parallels with social media and how financial professionals who failed to incorporate it early felt like they had to scramble to keep up later on.
To help finance pros avoid getting left in the dust by AI, watch Charlie demonstrate how ChatGPT could help a financial advisory company discover topics to write about. His “high-level” initial prompt elicited several ideas, that leads to a blog and three social media posts based on one of those themes.
Voila! Instant client communication! …Well, not quite.
The AI’s output, especially when a user is just getting started, needs to have the human element added. It’s doesn’t quite speak in our voice yet.
So if you’re exploring AI, remember to step in to transform the raw, generic, and, well, artificial content into something that feels authentic and tailored to your audience before releasing it to clients and prospects.
That’s how you’ll get it to a format that can be published on a website or shared on LinkedIn. And you’ve got a usable piece of content that’s not just ideas but can lift your SEO, give you topics for your next newsletter, or even come up with a webinar script.
Another good thing about AI is that it’s not just a wordsmith; it's also got a knack for crunching numbers and taking stock of your business’s marketing performance. You can introduce it to your CRM system to match the content it writes with each client’s circumstances and pain points.
But why stop there?
When prospects engage with your service—liking your Facebook post, following you on Twitter, visiting your website, watching your slick video sales letter, or downloading your whitepaper—AI can take notes and assign them points in its lead-scoring system.
Here are tips for how to squeeze the most value from AI:
- Know Your Target – Focus your growth strategies on a viable market, and hone in on a specific client avatar, your Who. You could write 100 pieces of new content, but if it’s not targeted to your audience, it’s never going to drive business.
- Choose Strategic Topics and Keywords – Speak the language of the people you’re prospecting. By defining specific themes and keywords within your content, you effectively trim down the competition and captivate the very audience you strive to cater to.
- Perfect Your Prompts – Practice and experimentation, guided by your understanding of what your ideal customers look like and what they care about, will boost your bot-prompting skills. If you’re not thrilled with AI’s first answer, ask the question in a new way! AI is a learning machine with access to tons of data. Nuances in how you write your question or prompt for AI can generate wildly different responses.
- Make the Content Your Own – AI only gives you the building blocks for constructing your content - it’s up to you to turn those blocks into a masterpiece! You do that by injecting your personality and your company’s authentic voice and tone. Spend some time customizing AI’s output to sound like how you write and talk in real life.
AI is a human/machine interaction. It’s a collaboration that creates momentum for financial advisory firms to leverage and thrive upon.
Advisors may see website visits or views and know where they are coming from, but it can be hard to understand at a granular level who these visitors are, how often they engage, and which are hot leads or good fits. Technology can inform you that [one] specific human cares about what you’re creating, so you should
Want to see the AI prompts in action and hear the full conversation? Click here to watch a replay of the Masterclass. And then send us your Dear FiComm questions for your chance at free feedback from FiComm team on your marketing efforts.