One of the main things to consider when you’re creating marketing content for any company is value. By generating value, marketing leads to customers choosing that company over its rivals, creating a greater level of revenue for the business. However, to increase the value of a company’s marketing you need to use all your tools effectively. Learn how to extract maximum value from ChatGPT, what value means and how to adjust your ChatGPT use for a Chinese audience.

What is ChatGPT?

ChatGPT is one of the most famous AI tools around at the moment, widely regarded for its ability to create interesting content after receiving a single simple prompt. This is one of the first artificial intelligence platforms to offer completely open access for its users, with more creative users being able to create entire marketing campaigns from ChatGPT. Understanding the platform more thoroughly means that you can implement better solutions sooner than your competitors do, all whilst generating accurate content that informs the reader without taking hours of effort.

What do we mean by value?

There are a few things that increase the value of a marketing campaign, with several metrics to consider and some intangible features. Just a few things that are considered to be parts of the value that a marketing campaign brings to a company include:

Generating views

The first stage in the marketing funnel is generating views. This is the process of attracting people to a website and relies quite heavily on SEO. Generating views and attention for a product brings a lot of value to a marketing campaign as it provides a foundation for potential customers for the future.

Converting leads

Views that you generate on your content are considered leads, and the next stage in the marketing funnel is lead conversion, and completing the sale to the potential customers. Lead conversion is a significant part of creating value for a company, as without converting leads you have a large audience but nobody moving to buy your products.

Customer retention

After completing a sale, retaining that customer for future purchases is a must, with lots of companies choosing to stay in touch with their clients. Customer retention brings value as it is far simpler to keep a customer than to get a completely new customer into the business ecosystem, making the business far more efficient.

How does the Chinese market differ?

Customers in China differ from those throughout the West in a few ways, and knowing all about these can help to benefit your company. The first is that Chinese customers pay more attention to the authenticity of a brand. Businesses that are more consistent in their messaging and branding get more attention from Chinese customers as it means that customers can trust the company. If they know what to expect from the business, then there isn’t a risk of them getting a poor deal from their purchases.

Chinese consumers also depend more heavily on online reviews. Rapid liberalisation of the country over the past few years means that businesses have had less time to become ingrained in the nation’s culture, with the idea of “word of mouth” marketing being relatively new. Customers, therefore, crowdsource their views on some of the more popular products around, with online reviews playing a big part in the process. By focusing on creating an effective online presence that targets customers from this country, there is a much greater chance of a successful marketing strategy.

How to use ChatGPT to increase the value of Chinese marketing?

There are a few steps that you can follow when looking to increase the value of your marketing towards a Chinese audience. Some of the main steps to follow in your marketing strategy in China include:

Keep human intervention

As with everything that AI generates for users, make sure that you retain a level of human intervention in the process. This involves having someone specifically reading over the content and making sure that everything is not only factually correct but suits the tone of the business and the goals that the company has. Artificial intelligence is good, but it is still a developing technology that can be prone to making mistakes. By putting a copywriting expert in your team you eliminate these mistakes and improve the standard of your AI output.

Consider creating a “profile”

Some users create specific “profiles” or “personalities” in their ChatGPT content. This refers to asking the programme to write from the perspective of a specific person with a set backstory, demographic and set of personality traits. Using a specific personality is ideal when working with a Chinese audience, as the audience is looking for consistency and authenticity in the branding. With everything coming from one consistent personality with the same tone of voice, there is a much greater chance of engaging readers and them believing that the content comes from a place of authenticity rather than artificial intelligence.

Don’t be afraid to fail

A lot of artificial intelligence projects either fail or have small speed bumps on the road to a successful campaign. When using ChatGPT you don’t need every single prompt to be successful and you don’t need every piece of marketing content you create to break new ground. By accepting that sometimes your content will be less than perfectly optimised, you can learn from your mistakes and improve the content in coming iterations. Excessively optimised content can also seem inauthentic, making suboptimal content a surprisingly good asset going forwards.

Follow your strategy

Create a coherent strategy and stick to it. This states the content that you are releasing, when you are releasing it and when it gets updated to stay fresh and interesting. By creating a strategy you increase your chances of engaging customers with an interest in your business, and straying from this can make you appear inconsistent. A focus on consistency not only helps to improve the standard of your content but improves your perception in the eyes of the customer.