AI Tools for Small Business Marketing in 2023
Artificial intelligence has been the biggest talking point in technology this year, and for good reason. Tools like ChatGPT have gone from novelty to mainstream in a matter of months. But beyond the hype, there are genuinely useful AI tools that can help small business owners save time, create better content, and market more effectively.
You do not need to be a tech expert to use them. If you can type a message, you can use most of these tools. Here is a practical guide to AI tools that Australian small businesses can start using today.
Content Creation Tools
ChatGPT (OpenAI)
ChatGPT has been the breakout AI tool of 2023. It can help you draft blog posts, write social media captions, create email newsletters, compose customer responses, and much more.
Practical uses for small business:
- Draft social media posts for the week
- Write product descriptions
- Create email newsletter content
- Generate ideas for blog topics
- Write responses to customer enquiries
- Draft website copy
Tips for better results:
- Be specific with your prompts. Instead of “Write a social media post,” try “Write a Facebook post for a plumbing business in Western Sydney promoting 24/7 emergency services. Keep it under 100 words and include a call to action.”
- Always review and edit the output. AI-generated content needs a human touch to sound authentic.
- Use it as a starting point, not a final product.
The free version of ChatGPT uses GPT-3.5, while the paid version (ChatGPT Plus at around $30 AUD per month) gives access to GPT-4, which produces noticeably better results.
Canva Magic Write and Magic Design
Canva, which many small business owners already use for graphics, has added AI features this year. Magic Write helps you generate text for designs, and Magic Design can create layouts based on your content.
Useful for:
- Creating social media graphics with AI-suggested layouts
- Generating text for presentations and marketing materials
- Brainstorming design concepts
These features are available on Canva Pro plans.
Jasper
Jasper is an AI writing tool specifically designed for marketing content. It offers templates for different content types and can match your brand voice.
Best for:
- Businesses that create a lot of written content
- Generating multiple variations of ad copy
- Writing long-form content like blog posts
Jasper is a paid tool with plans starting from around $50 USD per month, so it is best suited for businesses that will use it regularly.
Image and Design Tools
Canva Text to Image
Canva now includes an AI image generator that creates images from text descriptions. While the results are not always perfect, it can be useful for creating unique visuals without paying for stock photos.
Adobe Firefly
Adobe has launched Firefly, its generative AI tool for creating and editing images. It is integrated into some Adobe products and available as a standalone web tool. It is particularly good at generating backgrounds, textures, and design elements.
Midjourney
Midjourney creates impressive AI-generated images and is popular for creating unique visual content. It works through Discord and requires a paid subscription.
A word of caution: Be careful using AI-generated images for your business. They can sometimes look unnatural, and transparency about their use is important. Real photos of your business, team, and work will always be more authentic and trustworthy.
Social Media Management
Meta Business Suite AI Features
Meta (Facebook and Instagram) has been incorporating AI into its advertising and business tools. The platform now offers AI-powered suggestions for ad targeting, creative variations, and audience insights.
Buffer AI Assistant
Buffer, a popular social media scheduling tool, has added an AI assistant that can help generate post ideas and captions. It is integrated into the posting workflow, making it convenient for business owners who already use Buffer for scheduling.
Customer Service
Chatbots
AI-powered chatbots have become much more capable this year. Tools like Tidio and Drift offer chatbot features that can handle basic customer enquiries on your website 24/7.
Good for:
- Answering frequently asked questions
- Collecting contact information from visitors outside business hours
- Directing enquiries to the right person or department
Important considerations:
- Always give visitors the option to speak to a real person
- Set clear expectations about response times
- Make sure your chatbot’s answers are accurate and up to date
SEO and Analytics
SurferSEO
SurferSEO uses AI to analyse top-ranking pages and provide recommendations for optimising your content. It suggests keywords, content structure, and word count based on what is currently ranking.
Google Analytics 4 Insights
Google Analytics 4, which became the standard this year after Universal Analytics stopped processing data in July, includes AI-powered insights that automatically highlight trends, anomalies, and opportunities in your data.
What to Watch Out For
AI tools are powerful, but they come with important caveats for business owners.
Accuracy
AI can generate convincing-sounding content that is factually incorrect. Always fact-check any information before publishing it, especially statistics, legal information, or technical claims.
Originality
AI-generated content can sometimes be generic or similar to content on other websites. Always add your own voice, expertise, and local knowledge to make content unique and authentic.
Privacy
Be careful about what information you enter into AI tools. Do not input customer data, confidential business information, or sensitive details into public AI tools like ChatGPT.
Legal Considerations
The legal landscape around AI-generated content is still evolving. Be cautious about using AI-generated images that might inadvertently replicate copyrighted works. For written content, ensure you are adding enough original value that the final product is genuinely yours.
Authenticity
Your customers choose local businesses because of the personal touch. If your marketing starts to feel robotic or generic because you are relying too heavily on AI, you lose that advantage. Use AI as a tool to enhance your marketing, not replace the human element.
Getting Started With AI: A Practical Approach
If you are new to AI tools, here is a sensible way to start:
-
Start with ChatGPT. Create a free account and experiment with asking it to help with tasks you do regularly, like writing social media posts or responding to enquiries.
-
Use it for first drafts. Let AI create a starting point, then edit and personalise the output. Add your own voice, local references, and specific business details.
-
Try one tool at a time. Do not sign up for five AI tools at once. Pick one, learn it well, and assess the value before adding more.
-
Keep learning. AI tools are evolving rapidly. What is available today will be even more capable in a few months. Stay curious and open to new possibilities.
-
Maintain your authenticity. The businesses that will succeed are those that use AI to work smarter while keeping the human connection that local customers value.
The Bottom Line
AI is not going to replace local business owners or the personal relationships that make small businesses special. But it can help you work more efficiently, create better content, and compete more effectively with larger businesses that have bigger marketing teams and budgets.
The key is to use AI as a tool in your toolkit, not as a replacement for your expertise, personality, and understanding of your local market.
Need Help With Your Digital Marketing?
At Cosmo Web Tech, we stay on top of the latest tools and technologies to help Western Sydney businesses market more effectively. Whether you want help integrating AI tools into your marketing workflow or need a complete digital marketing strategy, we are here to help. Get in touch for a free consultation.
Your website captures leads — a mobile app keeps them engaged. Awesome Apps builds retention-focused apps for Australian businesses.
Ganda Tech Services brings together cloud infrastructure, web development, and mobile app expertise to help Australian businesses thrive in the digital economy.