September 2024
ertonline.co.uk
Content is King Whether you choose to create it in-house, rely on the professional output of the brands you stock, or a mix of both, making your content appealing, engaging, effective and consistent is fundamental. Employing someone to manage this for you will make a real difference but that will come with a cost. Moreover, will they have all the creative and technical skills to create this content from scratch?
Five years ago the task could be overwhelmingly challenging, but now we have a potential ally in the form of Artificial Intelligence (AI). Businesses can now implement AI to assist them with their social media marketing, from creating content to writing copy to even analysing statistics. Need an Instagram post that talks to Gen Z or a LinkedIn post that is more B2B focussed? AI can very easily and rapidly adapt the approach and tone. It can be a real lifeline for these smaller retailers that don’t have the budget compared to bigger businesses. There’s a whole plethora of AI tools out there that will assist your business in the social media marketing world and these can be cost effective with many charging a reasonable monthly subscription. You will no doubt have heard of ChatGPT – but there is a new kid on the block in the form of Gemini from Google. Gemini in itself is very similar to ChatGPT, but offers better integration with the whole Google Ecosystem, so you’ll have your own AI assistant almost everywhere you go – meaning there’s no reason not to be able to generate engaging content for your business. But AI doesn’t stop there, there are all sorts of tools and assistants – including ones that create professional quality videos from just a few words, such as Lumen5. This AI tool will also provide voice-over for your content to provide that extra impact. Want to appeal to your Welsh-speaking customers? How about using Sonix AI to translate all your content in a flash? The beauty of all these tools is that they can be used in harmony, whether that’s using Google’s Gemini to come up with a script for a video, then using Lumen5 to create the video with a voice-over, and if you want
to go that extra step further you could even use more AI tools to translate the video to another language to further your reach. Then to finish it up you could even use the AI tool Pixlr to help create images to accompany your social media post. The possibilities are endless!
Be seen, be heard
One of the most overlooked tools at the disposal of digital marketers is SEO (Search Engine Optimisation); can be the difference between having a steady flow of traffic to your website or being a non-entity when it comes to Internet search engines, relegating your business down the list of search results.
SEO in simple terms is the practice of enhancing a website so it ranks higher in search engine results; this involves using relevant keywords, creating quality content, improving site speed, and ensuring a good user experience. The goal is to increase organic (non-paid) traffic to the site by making it more visible to people searching for related information or services. The importance of SEO speaks for itself when compared to PPC (pay per click) as SEO delivers a higher conversion rate (2.4 per cent) compared to PPC ads (1.3 per cent) (WPBeginner). Most SEO implementations can be free, making it the most cost-
effective tool. The simplest way to begin this process is to ensure keywords for each page on the website are appropriate. For example, if you’re selling TVs or washing machines, use these as keywords. These will increase the chances of your website appearing on the first page of results and, ultimately, linking to your relevant website pages. From AI to SEO, retailers have a whole plethora of tools at their disposal to assist with a multitude of tasks, as well as helping your brand get discovered more easily. By harnessing the power of digital marketing, retailers can significantly enhance their online presence and achieve substantial growth.
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