How to Leverage Bing Chat AI (And Make it Work for Your Community)

If you've been playing around with AI tools like ChatGPT or Bard, you've seen what it can do–and what it can't.

Bard isn't great at delivering anything that comprehensive, and AI technology like ChatGPT is more sophisticated but lacks some SEO juice.

For example, you could ask ChatGPT or Bard for blog post ideas for your community, but it wasn't focused on SEO or did more than deliver pretty basic information

Until…

Bing got a dose of the technology that fuels ChatGPT, re-energizing its search engine with AI-powered technology.

But before we all start celebrating, let's look at how Bing and OpenAI work together and how to make it work for your community.

How Microsoft and OpenAI Work Together

Microsoft announced that OpenAI's chatbot technology would be integrated directly into Bing and Microsoft's Edge web browser.

It makes good business sense.

Microsoft invested billions in ChatGPT to compete with Google, who in turn launched Bard, leading to a race for AI chatbot dominance.

Bing's answer to ChatAI (which they call GPT-4) also launched with a lengthy waitlist but is now open to the general public with tons of upgrades.

Today, you just need to open it in a Microsoft Edge browser or use the Bing app on your mobile device.

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Enhance Your Marketing Ideas with AI-Powered Search

The old-school way was to search for a term like "blog post ideas for my apartment community."

Here are what those results looked like in Bing (without using its GPT-4 functionality:

Tip 💡: Now that AI chat understands conversations and context, we can drill down further without confusing the search engines about what we're really asking.

In the old days, we had to speak the basic language of search engines to get the desired results. Now AI-powered search engines are having conversations with us.

Open GPT-4 with the B logo on the upper right.

Now try a query like "Blog post ideas for my apartment community. Include SEO-friendly ideas to help me rank in Bing or Google and think about local angles."

Here's the response:

You get a round-up of ideas, but when you click into the provided text at the bottom with more tips, it takes you to relevant search results to help further your research.

Start Writing Your Community's Blog Post with GPT-4

Now you have several ideas you can use for your apartment community. You can turn it into a blog series or pick and choose the most relevant for your needs.

Next, you can ask Bing to write up the article and choose the tone you want, including:

👉 Professional

👉 Casual

👉 Enthusiastic

👉 Informational

👉 Funny

But don't just take Bing's word for it. AI-powered chat is getting highly sophisticated, generating pretty basic but readable content.

You still need some SEO juice in your post and more depth to bring value to your audience. That’s your next step.

Ask GPT-4 Which Keywords to Use in Your Post

The new Bing functionality can also make recommendations on which keywords to use in your post.

We asked which SEO keywords we should use to promote an apartment community in Olympia, Washington.

We got tons of great ideas, but it also offered more resources to help find good keywords.

Other Ways to Power Your Community's Marketing with AI

You can do more with Bing and GPT-4 than generate blog ideas. Here are just some of the ways to leverage it for your community.

• Ask about the pros and cons of upgrades or using specific materials in your community.
• Ask for a rundown of social media posts and which ones are likeliest to prompt engagement.
• Use the microphone option in Microsoft Edge's mobile app, speak your query, and share with your leasing team or marketing assistant to implement.
• Use the Bing Image Creator to tap into Open AI's DALL-E2 to create images for your marketing materials.

Like any other tool you use, it can take a little nuancing to figure out how to make GPT-4 work best for your community.

Truth 💣: But remember, GPT-4 should ultimately save you time and resources while providing actionable ideas. If you find it's falling short of your needs, don't spend all your time trying to make it work.

How Not to Use the New Bing and OpenAI

There's tons of supercharged functionality with the New Bing and GPT-4 that delight our inner tech geeks.

… but it also comes with limitations.

What Bing and GPT-4 won't do is develop an executable marketing strategy for you.

You still need to know:

• How competitive are my keywords?
• What is the search intent for these keywords?
• Is my blog post long enough and valuable enough to stand out and provide real value to my audience?
• How do I integrate my marketing strategy from PPC to Google My Business with these SEO-powered blog posts?
• What kind of images attract audiences to click
• What are some click-worthy headlines that gain more traction?

Think of Bing's answer to Chat GPT as a Type-A assistant who wants to deliver information and solutions.

It's still up to you to transform those search results into a multifamily marketing strategy that converts.

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