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In today’s world, AI is everywhere. If you read our post yesterday you’ll note I spoke on the fact that many people are “Iffy” on AI. Here in the Midwest that is true.
However we all know a number of small business owners, I’m sure, that use AI to a fault. They seem tech enough but when you see their application you kind of just scratch your head and ask yourself if it’s worth it.
Candidly, sometimes these small business owners seem to have WORSE marketing because of their tech stack.
Small business owners are drawn to technology and AI, tempted by promises of efficiency, insight, and cost-savings- for many of them, it promises a lift in the bottom line at no cost to them. But here’s the truth: AI isn’t a shortcut to success.
In fact, it’s often a fast lane to frustration, especially for those who try to manage their marketing themselves. AI tools have strengths, no doubt, but without the right strategy, they often lead to weak results and wasted budgets. Here are three critical pitfalls of DIY AI marketing — and why hiring an experienced pro can save you from falling into them.
Oh… and this is not to say we don’t need these things. However AI should make things more cost effective. Not replace your need for a professional. So if anything I’ll let you in on my ploy early. Hire the marketer and use AI with them to increase your quality.
When you’re running a small business, connection is your lifeline. Customers trust you because they feel a personal relationship with your brand — something big corporations often lack. But when you dive into AI marketing without understanding its limits, you risk replacing authenticity with automation.
We’ve experienced this first hand and fight to give our customers true connection.
AI doesn’t have to stop this.
The Automation Trap:
AI tools for small businesses often promise to handle customer interactions, social media posts, emails, and more. This sounds appealing because, well, it’s easy. You set it up, let it run, and hope the clicks roll in. But think about it: how often have you, as a consumer, felt turned off by a generic, automated message? These tools miss the context and empathy that customers appreciate, and small businesses can’t afford to sound robotic. People don’t buy from businesses for most things; they buy from people.
What the Experts Know:
An experienced marketer doesn’t rely on automation to take over entirely. Instead, they use AI tools selectively — picking the moments where automation actually enhances the customer journey. They balance automated processes with the right amount of human touch. For example, automating repetitive tasks like follow-up emails might make sense, but your core messaging and engagement? That’s where personality matters. Pros know how to create the right blend, keeping the connection alive while letting AI handle the mundane.
AI promises data, and lots of it. Clicks, conversions, engagement rates — you name it. But here’s the kicker: data without insight is just noise. A big mistake many small businesses make when managing AI on their own is drowning in metrics without a clear direction.
Again — we all know someone who won’t shut up about all the data they can see on their business. But are they still stuck at that $200k or $300k mark, wishing for more?\
The data isn’t any good without action.
The Data Trap:
AI marketing tools give you access to loads of numbers, but raw data isn’t a strategy. In fact, many business owners fall into what I call the “vanity metric vortex.” They chase high numbers for likes, impressions, or shares — metrics that make them feel good but don’t actually drive business goals. When you’re bombarded by data, it’s easy to fixate on the wrong things and miss the metrics that actually matter, like customer retention or cost per conversion.
What the Experts Know:
Professionals can sift through data to find actionable insights. They know that it’s not about having more data; it’s about having the right data. They understand which metrics actually reflect your bottom line and which ones are fluff. They also have the experience to adapt strategies as they go, adjusting based on real results rather than just following what the AI suggests. Think of it this way: data should serve your strategy, not the other way around. Pros know how to put data in its place and use it to drive KPIs and OKRs.
Talk to me more later about how to set those at Animus Digital.
The final pitfall? Content.
AI has some incredible writing and design tools, from chatbots to graphics generators, but here’s the reality: AI-generated content often lacks the punch and personality that small businesses need.
At least in isolation.
See my post from last week. AI content alone tends to receive 50% or less of the read time.
Half the clicks.
Humans are just able to control the tone in a way that attracts people more.
Without this touch? Your brand becomes just another voice in a sea of sameness.
The Content Trap:
AI writing tools are great at spitting out keyword-stuffed paragraphs and basic, bland copy. For some businesses, this may be passable, but here’s where small businesses are different: your story, your unique value, you are what makes the brand. Your customers know you and choose you because of it. When content loses that touch, your brand’s identity fades, and so does your audience’s loyalty. Automated content, without strategic guidance, tends to fall flat and fails to build long-term engagement.
What the Experts Know:
Experienced marketers understand that content isn’t just about filling space — it’s about conveying your brand’s personality, values, and unique voice. They can bring that out in ways that AI-generated content simply can’t replicate. Pros know when and how to blend AI-generated content with authentic, hand-crafted messaging that resonates. They’re also tuned into the importance of staying on-brand and creating content that not only grabs attention but keeps it.
If you’re serious about growing your business, AI is a tool, not a substitute for strategy. Small businesses need more than just software — they need someone who knows how to leverage that software to meet business goals without losing sight of what makes them unique.
We stand by what we believe at Animus. Businesses grow because they learn and practice doing the basics better than anyone else.
A professional marketer shouldn’t just use AI; they command it, strategically applying it where it adds value, steering clear of pitfalls, and making sure that every effort moves your brand forward. You should feel the brand getting better. They should understand the big picture, and that perspective can be the difference between simply existing in the digital space and truly standing out.
So this is your reminder. Find an expert in 2025. Trust the process that thousands of other large companies are going through and work towards building your teams with the best minds possible.
Stay hungry, friends.
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