In part one of this series, we delved into our strategy for blending AI tools with human stories, focusing on how we create case studies, early wins, and snippets. But where do all these stories, snippets, and quotes fit into our marketing strategy? And what are the AI tools we use to make it happen? In this article, we’ll show you how we map ‘em then make ‘em.
What Map Do We Use?
Our marketing strategy is wrapped around an hourglass framework that identifies several stages of the client journey. It starts with making people aware of our brand. Then, we get them to care about what we have to say with thought leadership content. When they are close to making a purchase, they compare us to others. Then, they choose us and sign right there. Afterwards, they wear our swag and badges, and finally, they share their success with others and send us referrals.
Learn more about this framework in our article about marketing frameworks.
Map Each on the Framework
First, let’s map out our case studies on this client journey.
They are used throughout the top half of the hourglass. Clients engage and share their case studies on social media, which makes people aware of Snoball. Those that care about what we do visit our site and see these case studies sprinkled throughout their journey. Most importantly, our sales team uses these in the compare stage to show how our results are better than anything else they are comparing us against. Also, our clients post these case studies, putting it in the share stage.
Next, how about early wins? These impact two stages. First, it hits the very top of the hourglass. As our new clients engage with and share our early win graphics, it is making other aware of our brand. Additionally, it impacts new clients right after purchase, so they are wearing (metaphorically) our brand on their social media feed and sharing it with others.
Let’s finish with snippets: these quotes humanize all our content, which shows up in search engines and draws people in at the aware stage. It helps them care about what we do and sign up for our marketing newsletter.
That’s how each of our human-based strategies plays out over our marketing strategy framework. Now, let’s take a look at how we efficiently create this content.
Automate and Augment with AI Tools
We use AI tools to do one of two things: automate a task or process or augment our creativity. AI doesn’t create our marketing; we do. But AI is great at automating and augmenting.
Here are five tools that help us:
1. SquadCast
SquadCast is our podcast and case study recording platform. It doesn’t use much AI, but it is really easy to use, dependable, and syncs nicely with our second tool. So, I thought I’d mention it here.
2. Descript
Descript is our video editing software. One of the main reasons I love it is because it has an AI assistant named “Underlord.” It creates transcripts, fixes eye contact, enhances stereo sound, detects speakers, removes filler words, and I can even insert background music from their library. The text-based timeline editing is really slick, and it’s rolling out new AI features all the time. The ones I use the most right now are the detect active speakers, remove filler words, eye contact, and studio sound.
Note: Use eye contact and studio sound with care. If you just turn them on and export the video, you may be surprised by some funky voices and eye contact that will freak you out.
3. ChatGPT 4.0
This is the tool everyone knows. We use it to brainstorm interview questions and create the first draft of blog articles. It even helps us generate LinkedIn and YouTube captions, titles, descriptions, and content for case study write-ups. If you’ve never used ChatGPT, jump in right now. Just start asking questions.
Pro Tip:
For those who want to create content but also have a commute, download the ChatGPT app on your phone. Then, while driving, ask it to help you write your next thought leadership piece.
4. Valley
We're testing Valley for LinkedIn outreach. It uses AI to skim through prospects' LinkedIn profiles and posts and uses that information to craft messages tailored for them. It may reference an article they wrote or an insight they shared. Then, it’ll follow up with messages, schedule demos, and send resources.
5. Opus Clip
Opus Clip saves us a TON of time. We upload video interviews to generate anywhere from five to ten clips with our branding and animated captions, complete with AI-generated stock footage or images. These clips are then used on LinkedIn and YouTube.
We know how important it is to infuse case studies, early wins, and snippets with the voices of our clients and partners at every touchpoint. We leverage these AI tools to save time throughout the entire process.
Wrapping It Up
At Snoball, our goal is to nurture genuine connections and build trust, ultimately driving referrals and reviews that fuel our growth. We aim for our marketing efforts to reflect this mentality by including a human touch while maintaining efficiency. Integrating authentic storytelling with advanced AI tools is key to a powerful marketing strategy. By mapping our case studies, early wins, and snippets onto the hourglass framework, we ensure that every piece of content serves a purpose at each stage of the client journey. The AI tools we employ, from Descript to ChatGPT, enable us to streamline our processes, enhancing both efficiency and creativity.
