PPC, social, SEO, website. And 51 more things you finally have time for

Jan Řezáč

22.9.26

4-minute read

What are you working on in marketing today?

PPC

Social media

SEO

Website

Brand guidelines

I know, I know, I know! Marketing is not marketing communication. But plenty of companies simply run it this way. Let us call it marketing activities before AI.

Luckily AI is here, and with it room for cost cutting. Suddenly we manage with 1 person instead of three and an agency, so we cut costs.

Maybe the competition will do the same. Or not. And you will find yourself up against competitors who have marketing activities after AI.

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Marketing is not a fixed set of activities

There is a lot you do not do, because there is no time and no competence for it. But once you handle the original scope in a quarter of the time, your overall scope of work changes. Because that extra time is not only yours, it belongs to your competitors too. The ones who kept their marketers, that is.

A few tips (in random order) from the expanded pie of activities.

Find out which situations people associate you with today.
Give every situation a customer journey, a section of the site, content, and run ads for it.
Look at which situations your competitors have taken and which ones are free.
Run an audit of your competitors’ websites. Find their strengths and weaknesses.
Do a review of the websites, creatives and every touchpoint of your competitors and substitutes.
Start monitoring all competitor activity on a daily basis.
Run OSINT monitoring and analysis on your competition.
Watch what is being written about you and your category. Reviews, discussions, communities, podcasts.
Watch what answers your customers’ questions get from competitors, ordinary people and AI assistants.
Read your competitors’ job ads. They show where a competitor is heading before they announce it.
Track how search demand shifts. Which queries are growing and which are disappearing.
Monitor the technical health of your site automatically. Broken pages, slow loading, tracking that fell out.
Move to continuous research. Interviews and data every week, evaluation once a month, instead of one project a decade.
Connect analytics, Search Console, CRM and your helpdesk straight to AI and ask questions instead of clicking for hours.
Make immediate changes based on customer feedback.
Go through lost leads and lost customers. Why they did not buy and where they went. Set up automated data collection.
Put a chatbot on the site and read its logs. Every question is something the site does not say clearly enough. Fix them automatically.
Test a new offer before you build it. A page and a few ads will show interest in 3 days.
Pull the phrases "I was missing" and "I expected" out of your competitors’ low ratings.
Clean up the website. Outdated pages, dead links, 3 generations of positioning side by side.
Align the facts everywhere. Website, ads, reseller catalogues, help centre: same numbers, same prices.
Find out what ChatGPT says about you and fix the errors at the source it takes them from.
Fix the places where people drop off. The form, the cart, the pricing page.
Give attention to 100 % of the catalogue instead of the original 10 %.
Write case studies.
Get the knowledge out of colleagues in production, sales and service, record all of it and use it to improve your communication.
Make content accessible to more people. Subtitles, translations, instructions people can follow.
Make a video guide for every product.
Answer the questions that reach support with video. One question, one short video.
Build an automation for reusing old content.
Subtitle and localise what you have already filmed. Including languages that never used to pay off.
Wake up your old base of customers and followers.
Write to every group in your database differently.
Be useful after the purchase too. There is a lot of room between "thank you" and "buy again".
Follow through on discussions in communities.
Write for the people who are not buying anything right now. At any given moment only a small share of your customers is in the market.
Call your customers. Free hands mean time for people.
Set up automated reporting for a few hundred of the most important metrics and review it every week.
Pair every input metric with the output it is supposed to move. Check whether it actually does.
Whatever you do by hand three times in a row, turn into an automation.
Build yourself a second brain with material about your brand, audience and products for AI to make content from.
Build skills for repeated tasks and share them across the team so everyone does the same thing the same way.
Connect AI to your own tools and data.
Run a check over the finished report that verifies every number against its source and flags any mismatch.
Build small useful tools. Calculators, configurators, diagnostics.
Equip your salespeople with answers to objections.
Ask the prospects who stopped responding what put them off.
Give time to the partners you never had time for.
Team up with a company that shares your customers and does not compete with you, and come up with a joint offer.
Involve customers in finding or creating new products.
Write down your own procedures in a format AI can work from, and give them to the whole team.

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A new job for a marketer

Naturally this calls for a change of mindset, of working procedures and above all of how you work with AI. Did I mention that this year’s AI Marketing Lab will be the best one we have ever built?

Participants of past labs have the recordings included, and you can join from 6 October.

Or wait for that cost cutting.