Discover the ChatGPT-Powered Approach to Writing Winning Marketing Plans
Make ChatGPT sing with these tips
Introduction1
I frequently hear people complain that they can’t get ChatGPT to give them good output. One way to solve this is to think about how you can control the chatbot. Rather than simply providing a prompt, consider how you can guide it to generate responses relevant to your goal. If you know what you want to achieve, you will find that you can generate better responses.
Here’s a mundane example2, which will make this more concrete: marketing plans. Let’s say you’re tasked with developing a marketing plan for your company. Let’s call your company J&S Industrial Supply, and let’s assume that J&S Industrial Supply sells plumbing fixtures to industrial and commercial buildings. So we want ChatGPT to generate a good marketing plan for us. Maybe we can just tell it: “I need a marketing plan written for my company. We sell plumbing fixtures to industrial customers.” Unfortunately, if that’s your strategy, ChatGPT will give you a crappy, generic answer.
But there’s a better, much more powerful, way. The better and more powerful way is to inform ChatGPT that you have a complicated project, and that you want ChatGPT to ask you clarifying questions before it executes your instructions. In this way, you will help ChatGPT further distill what you’re looking for. Even better: its questions may prompt you to consider something that you had not previously thought of! This strategy allows you to use ChatGPT as if it were a smart and capable assistant.
So let’s take a look at how this works in practice. What follows are my prompts followed by its output.
Engaging the chatbot to write my marketing plan
Prompt: I have a complicated project for you. But before you execute on my instructions, I want you to ask me clarifying questions. Do you understand?
Output: Yes, I understand. Please provide me with the details of your project, and I will ask clarifying questions as needed to ensure I fully understand your instructions and the desired outcome.
Prompt: Ok, I need to develop a marketing plan for a plumbing supply business. We sell plumbing fixtures to plumbers, maintenance personnel, facilities managers, etc., across the United States and Canada. Our company, J&S Industrial Supply, has been in business for 50 years and generates approximately $25 million in sales annually. The marketing channels we’re interested in are: industry conferences and social media appropriate for B2B.
Output: Thank you for providing an overview of your project. I have a few clarifying questions to better understand the scope and goals of your marketing plan:
What specific objectives do you have for the marketing plan? For example, are you looking to increase sales, brand awareness, customer retention, or something else?
Do you have a specific budget for the marketing plan that I should take into consideration while developing it?
Are there any particular industry conferences or events that you would like to target as part of your marketing efforts? If so, could you provide details about these conferences?
When it comes to social media, do you have any existing social media accounts or platforms that you currently use for B2B marketing, or are you looking to establish new ones?
Do you have any preferred methods or types of cotnent that you would like to utilize in your social media marketing efforts (e.g., videos, articles, case studies, etc.)?
What is the time frame for implementing the marketing plan? Is there a specific deadline you have in mind for its execution?
Are there any specific challenges or pain points that you are looking to address with this marketing plan?
Are there any unique selling points (USPs) or key differentiators for J&S Industrial Supply that you would like to highlight in the marketing plan?
Please feel free to provide any additional information or context that may be relevant to the development of your marketing plan.
Prompt:
We’re looking to increase sales by finding new customers.
Budget is $500,000
I don’t have details about specific conferences at this time, ut if there are any that you find, I’d want to know about them.
No existing social media accounts—we’re starting from scratch.
Videos and blog posts.
The marketing plan will start next month, and continue for a year.
We operate in an industry which typically doesn’t spend much on marketing. So we’re a bit unsure how best to proceed here—what the best channels are, most effective strategies, etc.
We’re one of the oldest companies operating in our industry, and we have customers in every state in the United States and every province in Canada.
Output: Thank you for providing additional information. Based on your responses, I understand that the primary objective of the marketing plan is to increase sales by finding new customers. You have a budget of $500,000, and you're looking to start the marketing plan next month, with a duration of one year. You're interested in industry conferences and B2B social media marketing, with a focus on videos and blog posts. You're also starting from scratch with no existing social media accounts. Given that your industry doesn't typically invest heavily in marketing, you're seeking guidance on the best channels and strategies. Lastly, J&S Industrial Supply has a unique selling point as one of the oldest companies in the industry with a broad customer base across the United States and Canada.
Before proceeding with developing the marketing plan, I have a few additional questions:
Who are the key target audiences you want to reach with your marketing efforts? Are there specific types of plumbers, maintenance personnel, or facilities managers that you're looking to attract?
Do you have any specific geographic regions or markets that you're looking to target, or is the goal to reach customers across the entire United States and Canada?
In terms of messaging and branding, are there any specific themes or value propositions that you would like to emphasize in the marketing materials (e.g., reliability, customer service, product quality)?
Do you have any internal resources (e.g., marketing team, videographers, content writers) that will be contributing to the marketing efforts, or will you require external assistance for content creation and execution of the plan?
Are there any competitors in your industry that you consider to be particularly effective in their marketing efforts? If so, are there any specific strategies or tactics they employ that you would like to emulate or learn from?
Do you have any existing partnerships or relationships with industry associations, trade groups, or influencers that could be leveraged as part of the marketing plan?
Please let me know if there's anything else you'd like to discuss or clarify.
Prompt:
Key target audience is people responsible for large industrial facilties, multi-family housing structures (apartment buildings), hospitals, etc.
We want to reach customers across the entire United States and Canada.
Emphasize reliability, customer service, and product quality
We are hiring the requisite internal resources
We’re not sure about our competitors’ marketing efforts.
Not at present, though that’s something we’re looking at for the future.
Output: Thank you for providing further details about your target audience, messaging, and resources. Based on your responses, I understand that your key target audience includes individuals responsible for large industrial facilities, multi-family housing structures (apartment buildings), hospitals, and similar structures. Your goal is to reach customers across the entire United States and Canada. The messaging and branding should emphasize reliability, customer service, and product quality. You are in the process of hiring the necessary internal resources to execute the marketing plan. You are not currently aware of competitors' marketing efforts, and you do not have existing partnerships with industry associations or trade groups at this time.
Before I proceed with developing the marketing plan, I have one final set of clarifying questions:
Do you have any specific sales targets or key performance indicators (KPIs) that you would like to achieve through the marketing plan (e.g., a percentage increase in sales, a specific number of new customers, etc.)?
Since you mentioned that you are starting from scratch with social media marketing, do you have any preferences or restrictions regarding which social media platforms to use (e.g., LinkedIn, Facebook, YouTube, etc.)?
Do you have any existing marketing materials (e.g., brochures, product catalogs) that could be repurposed or used as a foundation for creating new content for the marketing plan?
Are there any specific types of industry conferences or events (e.g., trade shows, expos, webinars) that you would prefer to focus on, or are you open to exploring all available opportunities?
For blog posts, do you have any preferred topics or themes you would like to explore (e.g., product spotlights, industry trends, customer testimonials, etc.)?
Are there any specific legal, regulatory, or compliance considerations that should be taken into account when developing the marketing plan (e.g., advertising restrictions, industry regulations)?
Once I have answers to these questions, I will have a clearer understanding of the project and can proceed with developing the marketing plan.
Prompt:
Our main KPI at present is an increase in sales. We want to grow sales by 5% to 10% through this channel.
We don’t have any preference or restrictions about social media platforms. We’d be interested in hearing your suggestions about which platforms to focus on.
Yes, we have extensive marketing collateral which can be repurposed.
Open to exploring all opportunities.
Product spotlights, industry trends, and customer testimonials are all good ideas for blog posts.
No.
Output: Thank you for providing answers to my final set of clarifying questions. I now have a comprehensive understanding of your project and objectives. Based on the information provided, your main KPI is an increase in sales, and you aim to grow sales by 5% to 10% through your marketing efforts. You are open to exploring various social media platforms, repurposing existing marketing collateral, and considering different types of industry conferences and events. Your preferred topics for blog posts include product spotlights, industry trends, and customer testimonials. There are no specific legal, regulatory, or compliance considerations for the marketing plan.
At this point, I can proceed with developing a marketing plan tailored to your objectives and target audience. As part of this plan, I will provide recommendations for social media platforms, conference participation, content creation, and marketing strategies to reach your desired audience and increase sales.
Please confirm that you would like me to proceed with creating the marketing plan, and let me know if there is any additional information or specific guidance you would like me to consider while developing the plan.
Prompt: Yes, please proceed
Output: Marketing Plan for J&S Industrial Supply Objective: Increase sales by 5% to 10% by targeting individuals responsible for large industrial facilities, multi-family housing structures, hospitals, etc., across the United States and Canada. Emphasize reliability, customer service, and product quality.
Budget: $500,000
Time Frame: 12 months starting next month
Marketing Channels: Industry conferences and B2B social media
Key Message: J&S Industrial Supply, a trusted and reliable partner with over 50 years of experience, provides top-quality plumbing fixtures with exceptional customer service.
I. Industry Conferences and Events
Research and identify relevant industry conferences, trade shows, and expos that attract the target audience (facilities managers, maintenance personnel, etc.).
Develop a presence at selected events through exhibition booths, sponsorship, and speaking engagements.
Leverage existing marketing collateral and create new materials (e.g., product brochures, demos) to showcase products and services.
Network and engage with potential customers and industry professionals at events.
Capture leads and follow up with personalized outreach post-event.
II. Social Media Marketing
Establish a LinkedIn company page to connect with B2B professionals in the facilities management and maintenance industry.
Create a YouTube channel to host video content, such as product demos, customer testimonials, and facility maintenance tips.
Develop a content calendar with a mix of videos, blog posts, and industry news. Highlight product spotlights, industry trends, and customer success stories.
Consider advertising on LinkedIn and YouTube to reach a wider audience and increase brand visibility.
Engage with followers and respond to inquiries and comments in a timely manner.
III. Content Creation
Produce high-quality video content showcasing product features, benefits, and applications in various industries.
Collaborate with satisfied customers to create testimonial videos and case studies.
Publish informative blog posts on industry trends, best practices, and product spotlights. Share blog posts on LinkedIn and other relevant platforms.
Repurpose existing marketing collateral as needed to align with current messaging and branding.
IV. Performance Monitoring and Optimization
Establish KPIs, such as the number of leads generated, website traffic, social media engagement, and sales growth.
Monitor and analyze marketing performance regularly to identify areas for improvement.
Adjust strategies and content based on performance data and feedback from customers.
Continuously explore new opportunities and partnerships within the industry.
V. Conclusion This marketing plan aims to achieve a 5% to 10% increase in sales by leveraging industry conferences and social media marketing to connect with the target audience. Emphasizing J&S Industrial Supply's reputation for reliability, customer service, and product quality will position the company as a trusted partner for facilities managers and maintenance professionals.
Please review the marketing plan and let me know if there are any specific areas you would like to discuss further, or if there are any adjustments or additional elements you would like to include.
Lessons to learn
By providing ChatGPT the instruction to ask clarifying questions before it executes on your initial instructions, you provide the opportunity for ChatGPT to ask you questions which you have not have previously thought of. This allows ChatGPT to acquire more information about what you’re looking for, and to better tailor its response to you.
An interesting thing to explore is to ask it to provide more detail about a certain part of its marketing plan. For example, let’s say you wanted to learn more about industry conferences and events.
Prompt: Provide me more information about industry conferences and events. Which are the most important events for us to consider attending?3
Output: The National Facilities Management and Technology (NFMT) Conference and Expo is one of the most important conferences for facilities management and maintenance professionals. Here are the details:
Event: National Facilities Management and Technology (NFMT) Conference and Expo
Category: All industries
Type: In-person
Date: March 21-22, 2023
Location: Baltimore, MD
Description: NFMT brings education, networking, and product discovery to facilities professionals nationwide.
I will now search for important plumbing trade shows and events.
Conclusion
Providing ChatGPT the room to ask you clarifying questions is a powerful technique. It allows you to provide a prompt, and then provide additional context for the prompt based on questions that ChatGPT asks you about your initial prompt. In this way you are synthesizing your knowledge with ChatGPT’s. You and ChatGPT are working together to create something better than what would have been the result had you not provided it with the opportunity to seek additional information about what you want it to do.
The title to this post was generated by ChatGPT. This blog post also contains extensive copy written by ChatGPT. In order to make it easy for human readers to tell which text is AI-generated, the text generated by ChatGPT is prefaced by the word Output.
If you’re more technically inclined than the intended audience of this post is, you might want to think about how you could use AutoGPTs to do the same thing as I propose in this piece.
Note that I subscribe to ChatGPT Pro, which provides an alpha version of a plugin that can access the internet. You won’t be able to replicate this if you use the free version of ChatGPT. A free alternative that is connected to the internet would be Bing’s bot.