Leveraging AI for Marketing Success in Franchising: Insights from The Advisory Board Podcast
What to Expect
In a recent episode of The Advisory Board Podcast, host Dave Hansen welcomed Ben and Kelly Morrison, the founders behind Made Simpler, to discuss the power of AI in marketing, particularly within the franchising industry. Ben Morrison, an expert in market presence and operational efficiency, and Kelly Morrison, a seasoned professional in sales management and entrepreneurship, shared their experiences and strategies for leveraging AI to drive business growth.
The Impact of Google’s Core Spam Update on AI-Generated Content (6:10 – 8:33)
Ben Morrison highlighted the significant changes from Google’s March 2024 core spam update. This update has been crucial for businesses relying on AI-generated content. “Bad quality content is never going to be a shortcut you want to take with AI or with anything,” Ben warned. He emphasized that Google’s new standards penalize low-quality, spammy content, urging businesses to prioritize quality over quantity. This segment provides valuable insights for businesses aiming to maintain their SEO performance.
Challenges and Strategies for AI in Franchising (12:16 – 14:21)
Kelly Morrison addressed the unique challenges franchises face when implementing AI tools for marketing. Unlike larger corporations with substantial budgets, franchises often struggle with limited resources. “Small players have the same needs as the big players out there. They just don’t have the same budget and tools,” Kelly explained. He stressed the importance of creating cost-effective processes that deliver quality content at scale. This segment sheds light on the strategic considerations necessary for franchises to leverage AI successfully.
Building Effective AI Processes (18:18 – 20:26)
Ben Morrison discussed the need for proper setup and guidelines when using AI. He shared Made Simpler’s multi-step process for creating high-scoring content, which includes extensive research, well-crafted prompts, and human editing. “We really focus on making sure that we build guardrails into the AI,” Ben said. This approach ensures that the AI produces quality content that aligns with the client’s brand and goals. This segment emphasizes the importance of preparation and structured processes in effectively using AI.
Enhancing SEO Through AI Optimization (24:01 – 26:05)
Optimizing SEO scores using AI-generated content involves challenges and breakthroughs. Ben discussed how Made Simpler refined their AI content creation process to achieve high SEO ranks. This improvement showcases the potential of AI when used correctly and highlights practical strategies for businesses looking to enhance their SEO performance through AI optimization.
AI for Competitive Analysis and Marketing Strategies (31:27 – 35:08)
The versatility of AI in marketing extends beyond content creation. In this segment, Ben and Kelly explored how AI can be used for competitive analysis and monitoring. “We have a team that does a lot of competitive research for you, leveraging different tools and building bots on chat GPT,” Ben explained. This comprehensive approach helps businesses gain a competitive edge by staying ahead of market trends and competitor activities. This segment underscores the strategic value of AI in comprehensive marketing efforts.
Wrap up thoughts
The insights shared by Ben and Kelly Morrison in this episode of The Advisory Board Podcast highlight the transformative potential of AI in franchising. From understanding Google’s core spam update to building effective AI processes and enhancing SEO, the discussion covered a wide range of critical topics. The emphasis on quality, strategic implementation, and the practical use of AI tools provides a roadmap for businesses looking to leverage AI for marketing excellence.
For more details on how to leverage AI to drive business growth, visit Made Simpler. To watch the full episode, check out ClientTether’s YouTube channel or listen to the podcast on Spreaker.
