Why Businesses Aren’t Seeing Results | Money Monday
- Social media alone won't generate customers - it builds awareness, not conversions.
- Businesses must define their goals before using AI to create content and strategy.
- AI can level the playing field for entrepreneurs and underserved communities if used strategically.
Artificial intelligence has quickly become a go-to resource for businesses, entrepreneurs, and ministries looking to improve their marketing and social media presence. But despite the growing popularity of AI tools like ChatGPT, many organizations still aren’t seeing the results they expected.
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During a recent “Money Mondays” segment on Get Up Mornings with Erica Campbell, financial and AI expert Kim Fox Dunigan explained why that happens and how businesses can get more value from the technology.
Speaking with Mr. Griff, Dunigan said one of the biggest misconceptions is believing social media alone will generate customers or clients.
“The first thing you need to understand about social media, it’s really about awareness,” she said. “It’s a tool we use to get us in front of everybody. It’s not necessarily a tool that’s gonna convert for you.”
She added that even paid advertising doesn’t always lead directly to conversions, making it important for organizations to have realistic expectations about what social media can accomplish.
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According to Dunigan, the bigger issue is that many people start using AI before they have a clear vision for their business or ministry.
“Unless they know their big picture, like what is your overall business goals? What is your overall ministry goals? Until you know that and then begin to link your marketing efforts and social media efforts to that, you’re not gonna see the results because you have no gauge to measure your success.”
Instead of immediately asking AI to create content, she encouraged business owners to first determine where they want to be over the next six months.
“Sit down first and determine where I want to be in six months,” she said.
After setting those goals, Dunigan recommends giving AI detailed information about the business, target audience, and marketing objectives. Rather than simply requesting social media posts, users should ask AI to develop a strategy first and then use it to create content that supports those goals.
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She also suggested regularly reminding AI of those objectives throughout the planning process to keep marketing efforts focused and measurable.
Beyond saving time, Dunigan believes AI can help level the playing field for entrepreneurs and underserved communities.
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“I always say, this is a leveraging tool,” she said. “AI is here to help us in our community and underserved communities to leverage this playing field so we can be competitive and get our word out and get our messaging out.”
Before ending the conversation, Dunigan invited listeners to attend her free two-hour AI and digital marketing workshop on Sept. 8, encouraging business owners and ministry leaders to continue learning how to use AI strategically instead of simply relying on it to generate content.
Her message was clear: AI is a powerful assistant, but lasting results still begin with a plan.
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