SAAR® Media

AI in Marketing: Dav Lippasaar Shares Strategies on ‘Master Your Market’

June 11, 2024 2024-06-12 13:51
SAAR® Media Podcast phone mock up - master your marketing

AI in Marketing: Dav Lippasaar Shares Strategies on ‘Master Your Market’

AI in Marketing: Dav Lippasaar Shares Strategies on ‘Master Your Market’

This is exciting news for all Melbourne small business owners and digital marketing enthusiasts! Dav Lippasaar, the visionary founder of SAAR® Media, recently joined Chris Ashmore on the popular podcast ‘Master Your Market.’ In this insightful episode, Dav dives deep into the transformative potential of artificial intelligence in marketing, showcasing how AI can become an indispensable team member in your business, driving innovation and keeping you ahead of the competition.

Table of Contents

Transform Your Business with AI

Artificial intelligence is no longer an abstract concept reserved for tech giants. As Dav explains, AI is a dynamic and ever-evolving tool that can revolutionise your marketing strategies. Whether you’re involved in digital marketing in Melbourne or running an eCommerce business, AI offers unparalleled opportunities to streamline operations, enhance creativity, and reach your target audience more effectively.

Why You Can't Miss This Episode

In this episode, Dav Lippasaar, founder of SAAR® Media, the award-winning agency recognised as the Most Innovative Digital Marketing Agency in Victoria in 2023, shares valuable insights on:

This episode is a must-watch if you want to stay competitive in the digital landscape.

Master Your Market Podcast with Dav

What’s In This Episode?

Below is the transcript of Dav Lippasaar’s insightful conversation on the ‘Master Your Market’ podcast, where he shares his expertise on leveraging AI for marketing success.

0:04
Chris: Welcome to Master Your Market.

0:06
Chris: I’m Chris Ashmore.

0:09
Chris: Artificial Intelligence is kind of an abstract term for those who aren’t using it.

0:14
Chris: For those who are using it, it’s helping them stand out big time from the competition.

0:20
Chris: There’s so much you can do with AI these days to help with your marketing.

0:24
Chris: And Dav Lippasaar is a marketing guru and founder of SAAR® Media.

0:30
Chris: He’s a leader in using AI for marketing.

0:33
Chris: In fact, his team won ‘Most Innovative Digital Marketing Agency in Victoria’ in 2023.

0:40
Chris: In this episode, he shares with me some of his thoughts on AI and digital marketing.

0:48
Chris: Well, Dav, thank you for joining me on this show now AI.

0:52
Chris: It’s the biggest thing on everyone’s lips at the moment, apparently in terms of AI for marketing, though, what should we know about it?

1:01
Dav: So, it’s constantly changing.

1:03
, that’s one thing to know.

1:04
So if you do learn something with AI it’s probably gonna change, you know, within a matter of time.

1:10
So, constantly learning about AI and different platforms and the way that they work as a business owner is important to keep on top of.

1:18
So, you know, being part of communities where they’re talking about AI is a great place to be able to get some information and sources.

1:26
You know what the changes are, and you are giving it a go as well.

1:31
So there’s so many things that AI can help you with your business.

1:34
And, you know, it might sound daunting, daunting at first, but give it a go and you know you will learn as you go.

1:41
It’s just like driving a car.

1:42
So you gotta, you know, first pick up your licence, your learners, and go for the, you know, giving it a go with the driving, and eventually you’ll be able to get your full licence.

1:51
It’s the same sort of thing where you know, you might not get the right things at first with AI.

1:56
But once you learn how AI works, then you’ll get more and more, out of it as you go.

2:04
So, one thing also, I always tell my clients is, you know, think of AI as part of your team.

2:10
So as a new team member, that’s, you you can rely on to help you with your business, be able to do things, source things for you, so utilise it as if it was someone working in your team.

2:22
And there’s so many platforms out there that you know you can try, and they can help you streamline your business so fast, right?

2:29
Chris: So where do you find these platforms like for someone who’s a newbie like me?

2:33
Perhaps he doesn’t know where to go.

2:35
Is it a matter of simply googling what you want?

2:39
Is it chatGTP?

2:40
Is that the first port of call?

2:42
Dav: ChatGTP is a great source of information.

2:44
So Google, you’re going to get targeted with ads, for instance, of other platforms, other AI So you can’t always trust that that is the best one to go with.

2:53
For instance, do your do some research, see what the reviews are for the different platforms.

2:58
But what, you can do as I mentioned before is go to the communities of, you know, there’s Facebook communities that you can go to and people are sharing their insights, sharing what they learn.

3:09
And that can help you as well, knowing that that’s a reputable AI platform.

3:13
So, you know, if you, for instance, wanted videos created with AI, there’s probably hundreds thousands now, of different platforms that you can use.

3:23
They’re all gonna give you the same sort of features.

3:26
You know, some are paid, some are free, and some are also using the same background, , system to be able to create that same video that if no matter what platform you went to, so it’s just looking at the different pricing of the platform.

3:41
Some are free.

3:42
As I said, some that you’d pay and some have trials as well.

3:45
So that’s a great way to just get your, you know, hands dirty and have a have a look at what the platform does to the trial.

3:51
And if it doesn’t work out, then try another platform.

3:54
But yeah, ChatGTP.

3:55
If you were to put in some, you know, give me some sort of suggestions on I need to create this video or I need to do this.

4:02
What are some platforms that you could use?

4:04
ChatGTP will give you an idea as well.

4:06
Chris: Fantastic, actually.

4:08
Yeah, YouTube.

4:09
I mean, I rely so heavily on YouTube these days, and they’re so good people putting in the time to teach others how to do things.

4:17
It’s unbelievable.

4:18
Now, Dav, this podcast is called Master Your Market, and you know how to get cut through in the market with consultants and business experts and whatever with that in mind.

4:31
And you’re a bit of an expert here.

4:33
What should we be doing to get cut through with our marketing?

4:37
Dav: So there’s so many things that you could do without a consultant and an expert.

4:41
You know, for instance, if you wanted to go and create a PDF free download for your business, for instance, there is things that you know in the past.

4:52
You would need to get a graphic designer to help you create the, the actual PDF, but also a copywriter to do the copy for you.

5:01
So there’s things that you can do now with ChatGTP and Canva, for instance, which makes it really easy for business owners to be able to do what they need to do easily and, utilise a AI in that way to be able to create what they need faster and more cost-effective as well.

5:18
So, saying that also, there are some instances where you’re setting up a business or you’re doing something for your business, which will still need an expert.

5:27
But AI can help you, and that expert, explain the task to you as well.

5:33
So, for instance, you can do branding, with AI.

5:37
But as a Branding Consultant as well, I would recommend, you know, being weary about AI.

5:43
With that, there’s certain things with AI that you don’t really want to rely heavily on.

5:47
So, for instance, if you go to create a logo for on AI for your business, you’re probably gonna get something that’s very similar to another business out there or something that’s being used, for another purpose as well.

6:01
So using a Branding Consultant or an expert for that part, I would say is, You know, there’s certain things in your business that you do need to just think a bit, you know, just to see if there if AI is gonna be a suitable match.

6:13
But saying that AI can help you with getting to that task of, , creating a logo, for instance, and being able to get your branding consultant to help you with that.

6:24
So there’s tasks that I do recommend that you still do, , through a I and also you, , get help as well, Ai is not the, you know, going to be the 100% solution.

6:35
You’re still going to need some human interactive, whether it’s yourself or you’re getting someone else to help you, to be able to just make sure that everything falls into place.

6:43
But AI is going to really help and make it more cost-effective for you.

6:49
I’ve been checking out your, website and your LinkedIn profile, as I do with all my guests to see how you, stand out in the crowd.

6:59
Let’s say very sleek looking website.

7:02
Fantastic, actually.

7:03
And your your profile is very sicko.

7:06
Very spot on H.

7:07
How do you market yourself?

7:11
, so I use a I as well.

7:13
So that’s something that you know, I’m I’m preaching that a I is all business owners and myself and my team use as a I, too.

7:21
So, , you know, using a I to be able to get the one thing I really want to say is with a I, the prompts that you say, for instance, , you said the content is slick and all that.

7:34
You can’t just put in a prompt into a I and expect that is going to give you the perfect, , outcome.

7:40
There’s things that we do with a I to be able to build to that and be able to know your audience and be able to know.

7:48
, you know exactly what their pain points are, what they need to know what they are looking for a solution for and be able to use that as part of building what you build with a I.

7:59
So it’s it’s knowing all the background information as well and being able to communicate effectively to your audience, knowing what they want and be able to get a I to help you do that for you.

8:10
So, , you know, we we’ve got a branding deck that we use for our, , company and then also for our clients.

8:18
We stick really close to that branding deck.

8:20
So even, for instance, we upload that branding deck to a I And we say this is the branding deck for the business that you are writing something for, , you know, when you’ve got a mission and you’ve got the brand voice in the branding deck as well.

8:35
And if it’s something that’s got to be created by a I for the image, then you know you upload that and also, I want it to look on Brand and it.

8:42
You know, sometimes it takes a couple of times to do and you have to, , alter the prompts A it.

8:47
But it helps so much to be able to have that A, You know, a.

8:50
I is a part of the team, and everyone is loving using a I in our team and it it does help make things quicker.

8:58
And, , you know, you can get out content quicker as too.

9:00
And it’s fun.

9:01
Yeah, it’s it’s fun because, you know, you you look at You know what’s possible.

9:07
It sends you something and sometimes we’re shocked about, you know?

9:11
Oh, that’s actually a really good angle.

9:13
Or, you know, that’s something that we should put into other things that we’re doing as well.

9:19
So you know, for instance, if there’s a topic that comes up in content, then we think OK, we should be doing that in a blog article as well.

9:27
Or we should do a social post.

9:28
We should do an email.

9:30
So a.

9:30
I has helped us think a bit wider as well, with what’s possible for our brand.

9:36
But yeah, it’s fun because it helps you think of new things.

9:39
Absolutely.

9:40
You kind of touched upon it, but a I there is that risk of being a bit too templating or a bit the same same because it regurgitates the same kind of information.

9:51
So it’s not a matter of just copying and pasting, but using it to tailor help you to tailor something.

9:58
Would I mean, that’d be fair to say yes, really fair.

10:01
So three people could put the same prompt in, and it will prompt, and it will come out with the same information.

10:07
It’s about, , putting the prompts the way to build to the prompt that you want.

10:13
So you need to give it the background information more about your business.

10:16
You know, you say this is my ideal audience.

10:19
This is who I’m, , you know, wanting to talk to this is what I do.

10:23
, this is, , you know, some of the pain points, or can you help me find some pain points for this audience and then building from that?

10:30
So then chat.

10:31
G t p.

10:31
I’m giving a chat, g tipping example here.

10:34
, they will, it will give you, You know, these are the pain points for business owners in Australia.

10:40
Right now they’re feeling this or, you know, and it it depends every time you put it in.

10:44
Sometimes it’s different as well.

10:45
, so it’s It’s coming out with a journey of a prompt to be able to come out with the best outcome for you.

10:53
So if you were just to put one prompt and it comes out with the answer, it’s probably gonna be the same for most people.

10:59
But it’s getting to that where you need to be for that prompt and giving it the background information.

11:04
That’s where it’s gonna be different.

11:06
, a different outcome for you just quickly.

11:09
Who do you help?

11:10
Who are your clients and how do you help them?

11:13
So we’ve got clients in all different industries, so most of them are small to medium sized businesses.

11:18
There are some.

11:19
We’ve had a couple of international companies as well, who have utilised our services.

11:24
Mostly, we find that our customers or clients are people who have just started in business and are wanting to involve their evolve, their business or they’ve got one business and they want to start another one.

11:36
So they already got the background information of, , what to do in business and how to get to where they want to get.

11:42
But they need someone to help them get to that point.

11:46
, there’s, you know, there’s services that we offer for, like from starting from brand consulting to website design S e o paid ads, social media.

11:57
So that’s how we help people, , who are business owners achieve their goals.

12:03
But the one thing that we know for every single business owner there out there is is not gonna be the same system or same journey for them as it was for someone else to get to where they want.

12:15
We need to look at what their goals are, what where they’re at with their business.

12:19
And sometimes it’s not exactly what someone else has done, or it might not be paid ads, for instance.

12:24
We need to work out.

12:26
, you know, a better website, for instance, that will convert, or we need to build brand awareness first, on social media.

12:33
We need to do this first, and then you can get to paid ads, for instance.

12:37
There’s different.

12:37
We need to work out with the with the business owner exactly where they’re at and how they want to get there and help them with that solution.

12:46
So it’s a bit hard to ask, you know, what should a business owner be doing?

12:50
It really depends on what the business is and what stage they are at and that kind of thing, isn’t it?

12:58
So, , you know, there, there people will see success stories of other businesses.

13:03
They, for instance, just opened up a Shopify site.

13:06
Run some ads that was, you know, the gold, , winner for them.

13:10
Basically, they’ve scaled their business doing it that way, but it depends on the product.

13:16
It depends on the location.

13:17
It depends on your audience, That same product.

13:20
And that same system might not work for a different product, depending on the price range or what the product is.

13:27
So, , you know, that’s an ecom example, but yeah, it’s not gonna be the same for everyone.

13:32
And it’s just doing research, making sure that you know, you’ve got your goals in mind.

13:37
You’re very clear on what your mission of the business is.

13:41
You’ve got your business plan, and then you know what the steps are, , with an expert or even with a I can help you scan all those documents, scan everything for you, and then you’ve got some sort of idea of what the journey is for you to be able to get to where you wanna be.

13:55
Gotcha.

13:57
Nonetheless, are there any universal tips on what makes a good website for a business good website?

14:04
The copy, for one thing, is very important.

14:07
So a website can be very generic, and you’re gonna get very generic results from it But if you, focus your copy and focus on so it’s really getting to know who your ideal customer is, brand avatar is what we call it here at S A.

14:24
So when you know who your ideal customer is and how they are communicating with others as well, then we know we can communicate like that to that person, and they’re gonna resonate with that.

14:36
They’re gonna know exactly, , you know what the website’s about?

14:41
And they know that this is for them.

14:43
So it’s communicating as if you’re just communicating to your ideal customer, and then your results will come in.

14:49
So that’s one thing that I really recommend with websites is just focusing on your copy.

14:55
Visuals are great.

14:56
, you know, visuals are very important.

14:58
, but some business owners or some even website designers just really just focus too much on the visuals, and it takes away from the actual purpose of the website or purpose of what the business is.

15:09
So it’s it’s a it’s getting a really great mix between those two and making sure that yeah, your website’s visually appealing, but also the copy, , and all the information is easily accessible.

15:21
So there’s clients that come to us and who have had a website for 10 years, for instance.

15:25
Yeah, they’ve freshened it up.

15:26
It looks great, but it’s not user friendly.

15:30
It’s people giving them feedback.

15:32
I don’t know where to find your information.

15:34
You know, there’s how do I book in sort of thing.

15:37
So think about it from a customer’s point of view going onto your website.

15:40
I know that’s really hard as a business owner, because you’re so focused in your own world of being a business owner in your business.

15:47
But put stepping into their shoes and having a look at your website and go OK, yeah.

15:51
If I was to do this, would I know how to do this?

15:54
Just looking, you know, And I’m brand new on the website, basically.

15:57
So yeah, thinking outside the box a little bit more with how customers look at your website and also focusing on the copy and visuals.

16:08
Fantastic.

16:09
Now, congratulations.

16:11
By the way, , I understand you received the most innovative digital marketing agency in Victoria in 2023.

16:20
Yes, that’s fantastic.

16:22
Thank you.

16:23
So, , you know, we’ve really always been really hot on innovation.

16:28
And, you know, especially when a I came out, we were fast on to it, , you know, being able to utilise it in our business and for our clients.

16:39
So it’s always, you know, having a look at what is the next thing and having a go at it before others do it as well.

16:47
So, you know, everyone’s on the bandwagon now of a I, but it’s been around for quite a while, and, you know, businesses or agencies have been using it for some time to be able to help them streamline their business as well.

16:59
So, you know, innovation.

17:01
We’re always really, , encouraging everyone in the team as well.

17:05
So if they want to take an hour of each day to go and learn something that’s gonna benefit them with their personal, , you know, knowledge and also in the business, we’re we’re OK with those sort of things happening in the business.

17:18
If you’re wanting to increase your knowledge and learn something new, So that’s something that I think was, you know, obviously was noticed and it was awarded to us fantastic.

17:30
Well done.

17:31
Thank you.

17:31
Before we go, I noticed on your website you had a video of Raphael, who’s the host of the world’s most dangerous prisons.

17:41
I love that series.

17:44
How did you How did you find him?

17:47
Or know him?

17:49
So I was doing marketing to help with a charity, not for profit.

17:53
And it was to do with teenagers who it’s to help them get out of the situations that they’re in, which might lead them to prison ultimately.

18:08
So it’s it’s it’s It was like a, , they call it Lock in for it was at the Melbourne Jail.

18:15
So and they got Rafael to come as as a speaker.

18:19
, so I had to help him with what he was doing there, and we shot some videos, testimonials as well with others.

18:27
So it was great, , that he puts in, you know, just as much.

18:31
, you know, into charities and, , really, where the cause is to be able to spread the word of, , you know, you don’t need to go to prison if you’re a teenager and you’re bound and you’re destined for that, your people tell you’re destined for that.

18:44
There’s opportunities to be able to get help.

18:46
And, , yeah, it’s a really great cause.

18:49
Absolutely.

18:50
That’s fantastic.

18:51
I never knew that about him, but I he does come across as well, obviously genuine, having been in prison himself.

18:58
But he comes across as very genuine when he’s hosting the show, too.

19:03
That’s fantastic.

19:05
Well, Deb, thank you so much for your time.

19:07
Thank you so much for your and hope to catch up with you soon.

19:11
Thank you so much.

19:14
if you’re looking to grow your business using a I, and you need a digital marketing strategy.

19:20
Dave Liar and the folks at SA Media are offering a 15 minute strategy session.

19:26
Details are in the show notes.

19:27
If you enjoy this podcast and want your own professionally produced one, give me a call or an email for details.

19:34
Go to chris ashmore dot media.

19:36
Meantime, I look forward to your company next episode.

19:39
Speak to you then.

Get Ahead with SAAR® Media

Dav’s expertise in digital marketing is unparalleled. From SEO Melbourne to lead generation and marketing automation, SAAR® Media is your go-to digital marketing consultancy in Melbourne. Their comprehensive services include web design, online advertising, and local SEO, ensuring your business thrives in the digital age.

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Take Action Now!

If you’re ready to elevate your business using AI and custom digital marketing strategies, seize this opportunity! Book a FREE 15-minute strategy session with Dav from SAAR® Media. During this session, you’ll receive personalised insights and uncover the five essential steps to scaling your business with AI.

Visit saar.com.au/podcast-offer to book your FREE session.

Don’t miss out on this chance to gain a competitive edge with the help of Melbourne’s digital marketing expert!

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