Author: VickyDrew

by Vicky Drew

Everybody’s talking about AI (Artificial Intelligence) , whether you’re in a business meeting, making office small talk, or down the pub with friends. At Hi Digital, the burning question from our clients is “how can AI improve digital marketing for my small business?”. The truth is it probably already is, albeit discreetly.

AI is bringing benefits to small businesses online in several areas such as driving efficiencies from a time or cost perspective, increasing website traffic and improving conversion rates for lead generation. Your website is likely already be earning some of these benefits from AI without even trying but it’s time to understand these and leverage the opportunities that align well for your brand and its target audiences.

In this article, I discuss 5 ways small businesses can benefit from utilising AI within their digital marketing activities alongside 3 potentially negative impacts of AI for your brand’s online presence.

What is Artificial Intelligence (AI) ?

Google Cloud defines AI as:

“Artificial intelligence (AI) is a set of technologies that empowers computers to learn, reason, and perform a variety of advanced tasks in ways that used to require human intelligence, such as understanding language, analysing data, and even providing helpful suggestions.”

For example, AI can be a customer support assistant through the guise of a chat bot on a website, helpfully guiding website users to the information they seek easily – equally, it can misunderstand and frustrate them as they’d rather talk to a human. In this scenario, AI works best as the first point of contact for simple queries and has the ability (intelligence) to direct customers to a human customer support agent when appropriate. This can minimise the number of customer support staff needed reducing costs or it can make having a customer support service accessible to a smaller business that could not afford this previously.

The key learning here is to acknowledge the support or collaboration that AI brings, it is not a direct replacement nor should it be from the perspective of your customers who are likely to be human!

5 Benefits of AI for Small Businesses

The headlines and gossip surrounding AI and what it’s capable of can feel overwhelming, particularly to small businesses that are already stretched in terms of resources – AI is yet another thing to research and explore. Below are five key opportunities and benefits to consider embracing first in the near future:

1. Increased referral traffic: Hi Digital clients are seeing an increase in referral traffic from AI sources such as Chat GBT and GA4 is now tracking ‘AI Assistant’ as a traffic channel making it easy to understand where a website is now in terms of AI traffic and monitor growth. If your on-site SEO is good and you’re regularly publishing new keyword optimised content, such as webpages and blog posts, then your website will start to capture high quality AI search traffic too. However, to take your content strategy a step further it’s time to start creating content that focuses on Answer Engine Optimization (AEO). AI likes structured, direct content that leads with answers to “why” “what” “how” etc.

Tip! If you don’t have an FAQ page on your website now is the time to publish one.

2. Image generation: AI powered design is becoming very popular, however, results are mixed and with all designs, opinion or success if subjective to the viewer. AI design tools and generators are very accessible and work using simple instructions. One of the easiest ways a small business can utilise AI design is for image generation.

For example, you can ask a tool such as Canva’s Magic Design for ‘a beach at sunrise’ or ‘a beach at sunrise with footprints in the sand’  or ‘ a beach at sunrise with footprints in the sand going into the sea’ and you will get a beautiful image. However, for something a bit more ambiguous like ‘an image for an article about marketing and AI’ will generate very cliched images of robots, futuristic landscapes, glowing finger tips, data charts etc. so you may spend a lot time giving further instructions. Generating images with AI can be fun and there’s also the potential to animate them and create videos, just don’t lose track of time whilst you have a play!

Tip! For simple design needs AI can be a useful tool but often the image you’re looking for exists in an stock image library so do check first.

3. Content creation: You’ve likely had the sneaky thought to ask AI to write an article for your brand’s website, or create a Linked In post. I’d like to know, have you actually done it? The time you could save in research, planning, copywriting and design is very tempting and specific AI content creation tools do exist. These tools are getting smarter and their copy is starting to feel more human but there are risks. For example:

– Is your request that unique? Your AI generated content could be very similar to a direct competitor’s content.
– Will you be able to answer questions on that topic meaningfully should a client ask later?

If you create content frequently and it is outsourced but you’re not happy with the quality of the content being created, it could be time to trial AI – or appoint a better copywriter!

Tip! If your brand values include authenticity, personal, bespoke etc. then using AI to create content is not advisable as you may alienate your target customers. The best content is carefully crafted to engage and build a strong relationship between a brand and its clients.

4. Website design: Website creator tools have existing for a long time, they promise easy-to-use features and beautiful design. However, their templates are often quite limited in terms of functionality and customisation, then they’re often quite glitchy and fail to perform to expectation. AI is taking website design a step further. An AI tool, such as Claude Design or Loveable, can work as a designer who you can converse with via an online chat to share your brief and subsequent edits to achieve your desired website design page-by-page. It’s really quite impressive, however, as with all design projectsAI design is led by clear briefs and edits so an understanding of great functional website design or an idea of what you really want is essential. In theory, this method should save you time and money, but in reality you could actually waste a lot of time getting nowhere before you admit defeat and call in the human experts for help.

Website design is very complex and a lot of thought and planning is involved to expertly showcase brands and create the optimum user experience. At Hi Digital, we specialise in custom website design for small businesses.

Tip! Always consult a website designer or agency if you want a website that is fit-for-purpose to drive leads or sales, they can be bring an unrivalled level of real life expertise to your project particular if you’re a small business or operate within a niche industry.

5. Customer service and sales support: We’ve all encountered a chat bot on a website. Did we have a positive encounter? Did we already find the same information they told us in the FAQs? Would we rather just chat to a human? Chat bots typically follow rigid scripts for every website user which creates a very limited interaction. AI Chat Agents are taking virtual customer service and sales support a big leap forwards, they use real time website behaviour, past conversations and CRM data to deliver a personalised chat experience which better meets an individual customer’s needs.

 AI Chat Agents can improve conversion rates for orders and lead generation. They engage visitors (potential customers and clients) as soon as they arrive on your website, answer their questions and guide them smoothly to enquire or purchase whilst on your website, then they can stay in touch via email to further facilitate the sales pipeline. . Think of them as a sales support team but for a much cheaper monthly cost than employing an actual sales person.

Tip! If your small business’s website has a conversion issue it’s essential to check it’s foundations first. For example, is it well structured? does it promote your brand and services well? Before you invest in AI tools conduct a Digital Audit and ensure your website is fit-for-purpose and growth.

3 risks of AI to digital marketing

In terms of the risks AI is posing to small businesses and their digital marketing activities, there are few that all brand’s with a presence online should be aware of. These include:

1. Decreased organic traffic: I’m sure you’ve noticed that at the top of Google search results there is now an AI Overview. It has been reported by Forbes that these handy overviews are so convenient that users don’t bother clicking through to the content behind. And what about that content below? Our traditional organic search results we’ve all been working so hard to appear in for years may not even get a view. These traffic dips are for questions i.e. “how to” or “when”, so if you typically gain traffic for this type of content it’s time to rework it for AEO (Answer Engine Optimisation).

If your website content is optimised for your local geographic area i.e. Solicitor in Leeds, then organic traffic dips caused by AI should be minimal. However, it’s important to monitor traffic at a search query level regularly (i.e. every quarter) so that you can react to changes and identify opportunities to grow website traffic.

2. Poor quality branding and design: Yes, AI can design logos or anything you like such as flyers, emails, websites etc. However, the success of each project relies on a clear brief from a human who understands good branding and design. In real life, the design process is led by human conversation, strategic creative briefs and real world creative experience. The role of a brand designer is extremely valuable, and collaboration is at the heart of creating any brand identity, website or creative asset. AI can certainly aid design, for example, duplicating graphics with minor content tweaks at scale, but it cannot completely replace powerful, thoughtful design.

3. Lack of originality and USPs. Are all brands and their messaging going to end up the same or too similar? It’s a possibility. The best differentiator is often the humans behind the brands who are present from the initial idea to the service and products your customers admire and keep coming back for. In a predominantly digital world, brands need to stand out amongst all the noise rather than just be amongst it.

Let’s refresh your Digital Marketing Strategy

AI is a huge topic and it is literally everywhere powering more than we think. It can feel overwhelming to us as individuals, so as small business owners  it’s important not to panic and make rash decisions. If you’re seeing a dip in website traffic or conversions, or you’re struggling to launch your brand online with any significant impact amongst your target audience – it’s a good time to talk about it and get some meaningful advice. At Hi Digital, we offer a full range of effective and bespoke digital marketing services exclusively to small businesses. Please get in touch and schedule a 1-2-1 consultant with our team.

by Vicky Drew

Digital marketing encompasses a lot and it can be tricky as a small business owner working out where to start with your online brand presence. How much should we invest in a website? Should we appoint a digital marketing agency? Are we ready to advertise on social media? Are some of the many questions you may be pondering and there are no one-size-fits-all answers – that would be too easy! In this article, I explain the fundamentals of digital marketing and share my ultimate digital marketing checklist for small businesses to help you build a solid digital foundation that will support long-term commercial success.

What is Digital Marketing?

Digital marketing follows the same principles as traditional offline marketing but the marketing activities take place in a digital or online space, hence it’s also known as online marketing. Today, it is one of the most popular forms of marketing for small businesses. Why? Most target audiences are online every day to work, socialise, shop, research etc. and wherever your potential customers are your brand should be too!

Let’s define digital marketing:

Digital marketing is the use of websites, mobile devices, social media, search engines, email and other digital channels to promote and sell products and services. It involves all marketing activities that occur online and is a means to connect brands with potential customers.

The benefits of digital marketing for small businesses

Digital marketing is a fantastic way to grow a small business throughout its lifecycle, below are the key benefits you can expect:

– Increased reach and brand discoverability: Once your website, social media profile or advertising campaign is published online your brand is discoverable to many new audiences.

– Cost-effective campaigns: Digital marketing can deliver a strong ROI especially versus traditional offline marketing methods. Plus, minimum spends are low so you can start advertising from as little as few pounds a day.

– Measurable and transparent results: Analytics tools enable easy tracking of all digital marketing channels and campaigns including websites, social media, Google AdWords and more. At anytime you can get a clear picture of your performance.

– Better audience targeting: Digital marketing offers precise targeting opportunities. In advertising, businesses can target users via their demographics, job title, employer and online activity (i.e. interests, previous website visits) and great websites which rank highly on search engines can target users as they search for relevant services or products.

– Increased website traffic: A website is a brand’s most important digital destination and an effective digital marketing strategy will increase website traffic volume and quality, which in turn will lead to more leads and/or sales.

The ultimate digital marketing checklist

The list of digital marketing activities and tasks for business owners, marketing managers and digital marketing agencies is extensive, it can extend towards one hundred quite easily! This elusive “to do” list frequently expands as new ideas emerge or competitor benchmarking reveals another digital marketing essential or must-try opportunity.

A lot of what we do at Hi Digital involves helping our clients identify and prioritise the areas of digital marketing that are the most important for their small business and its goals. Below I share 8 digital marketing efforts that often prove the most effective for small business owners looking to grow their presence online:

1. Define your brand proposition: Can you explain what your brand stands for and what it does well clearly? Your brand proposition is also known as your brand story and it’s a great starting point to get you thinking and communicating where you, your brand, your team etc. add value to your target audiences. Write 3-5 paragraphs summarising what you do, why and how, alongside sharing details of your expertise and reputation.

2. Identify your target audiences: No brand regardless of its products or services is perfect for everyone. It’s essential to define who your target audience is by creating 3-4 audience segments. For example, if your brand is a hotel, consider the types of guest you wish to attract – this may include a business traveller, mature couples, and hen parties. Next, for each segment elaborate on their details to create a profile, this could include; a photo or avatar, age, gender, work/career, motivations/needs, hobbies/interests, online habits etc. Going forwards you will consider each target audience segment for every brand or marketing campaign.

3. Create a bold brand identity: You may have heard the phrase “a brand is more than a logo” – it’s true! Your brand includes a logo, colours, fonts, images, and tone of voice used all brand communications. Within one quick glance from your target audience it should convey your brand’s vibe, tone, culture, values and all of these attributes will strengthen over time. As the business owner, it’s essential to create a brand identity that you are going to love for many years to come. It should also look great online when featured on your website, social media channels, emails, and more!

4. Invest in a fit-for-purpose website: Your website is your brand’s unique digital destination which serves as an online shop window for both service-based or ecommerce businesses. Similar to your brand identity it should create a positive first impression and entice target audiences to want to learn more. A good website serves many purposes, our top three include:

– Creating a ‘wow’ first impression amongst target audiences.
– Guiding potential customers to browse your portfolio and ensure they can purchase or enquire easily.
– Being discoverable on search engines amongst users looking for your brand, expertise, products and/or services.

It’s tempting to create a website as cheap as possible in your business’s early days. However, the phases “pay cheap, pay twice” rings true in the world of website design. Investing in a stylish, custom website is wise when planning for long-term commercial success.

5. Build trust with a good brand reputation: Reviews and testimonials are essential in all sectors as they are an effective tool for building trust between brands and target customers. Including customer testimonials on your website and within digital marketing messages is a great way to impress potential customers, build trust, and boost conversions. Be transparent and showcase what your client’s are really saying about your business! There are many review tools to consider with the most popular being Google Business and Trustpilot.

6. Boost your website’s discoverability with an SEO strategy: Search engine marketing (SEO) makes your website discoverable online amongst users who are actively searching for (or Googling) your brand, products, services, expertise etc. It’s essential to optimise your website with on-site SEO (meta data) so that each page on your website can capture traffic and rank on search engines for a specific target keyword or two. Every new website should have an effective SEO Strategy in place so that it can start building a reputation on key search engines from day one.

7. Advertise to customers who are actively looking for you: Wouldn’t it be great to advertise your website directly to your target audiences when they are actively searching for your brand’s expertise, products and/or services? With digital marketing this is possible. One of the first places we recommend our client’s advertise is on Google via Google Adwords. It’s a cost-effective way to attract quality traffic and leads and it boasts great budget control and data transparency. However, we only ever recommend advertising fit-for-purpose websites as discussed above in #4.

8. Build a brand presence and community on social media: Unfortunately, building a big, engaged community of brand fans is getting harder on social media – especially for “free” or with a limited advertising budget. However, that doesn’t mean these fantastic platforms should be ignored by small business owners. Social media platforms are a great place to showcase your brand personality and bring what you do to life! Your target audiences are likely to be active on social media and will probably research your brand on their preferred platform after discovering your website. With this in mind, I recommend choosing one social media platform to publish content to regularly and focus on building a solid brand presence there rather than a clunky minimalist presence across all of them.

 Does your small business need a better approach to digital marketing?

At Hi Digital, we offer a full range of effective and bespoke digital marketing services exclusively to small businesses. From enhancing your brand proposition with stunning website design to increasing your discoverability online with targeted advertising and SEO – our strategic approach ensures we maximise your brand’s full digital potential.

Please browse our digital marketing services or get in touch and schedule your free 1-2-1 consultant with our team.