4 AI Tools We Actually Use to Make SME Marketing Smarter

There are thousands of AI tools out there — and let’s be honest, most of them are gathering digital dust.

These are the ones I actually use. Daily. Not because they’re trendy, but because they make marketing for SMEs sharper, quicker, and more human. And not just marketing — I use them across the wider business too.

They help me write, research, plan, and pressure-test ideas across branding, lead generation, content, digital strategy, business operations, and even team communication.

So here they are — not a bloated list of 57 random tools, just the four that are currently making a real difference.

1. ChatGPT — My Day-to-Day Workhorse

This is the tool I spend most of my time in. Not because it’s always right. Not because it’s “revolutionising” anything. But because it helps me think faster.

ChatGPT is my sanity checker. It’s the assistant that helps me:

• Reword things 12 different ways until it feels right

• Generate headlines that aren’t totally beige

• Sketch out campaign ideas, marketing plans, and content strategies

• Draft outlines for client proposals or internal processes

• Speed up the jobs that usually drain me

But here’s the thing: it also has a habit of starting with lines like:

Which is exactly when I hit delete.

You have to train it. Guide it. Push back.

If you’re expecting to type in a one-line command and get brilliance back, it’s not going to happen.

 Tip: Your prompt is everything. Be specific. Tell it who to act like (e.g. "Act like a Marketing Director for a B2B SaaS scaleup") and what you want (tone, audience, format). Garbage in, garbage out.

2. Claude AI — For Writing That Feels More Human

Claude is fast becoming my go-to writing tool.

When I need long-form content that flows — like website copy, blogs, or tone-of-voice work — Claude gets it. It’s calmer. More thoughtful. Less prone to Silicon Valley sparkle.

It feels less like a pitch deck and more like a person.

I use it for:

• Drafting blog posts (like this one)

• Creating messaging with rhythm and tone

• Reworking content so it sounds more… well, like me

• Supporting business docs that need polish — like proposals or briefs

If ChatGPT is my power tool, Claude is my finishing brush.

3. Manus AI — For Deep, Focused Research

Manus is phenomenal.

If I need proper, detailed, strategic research — not just top-line summaries — this is where I go.

Whether I’m:

• Helping a client explore a new market

• Building a pitch deck with depth

• Developing a content or brand strategy backed by real data

• Shaping a wider business strategy with evidence-based insight

…Manus delivers. Quickly. With citations. And context.

It doesn’t send you down a Google rabbit hole — it gives you the insights that matter.

This is the one I recommend when you need clarity before you create. It gives you the confidence to write, present, and lead with authority.

4. DeepSeek — For Fast, Straightforward Answers

Sometimes, I don’t want a motivational paragraph. I just want a direct answer.

DeepSeek gets straight to the point. No faffing. No overthinking. Just useful, practical output — especially when:

• I’m writing quick-fire copy and want a sharper take

• I need frameworks to build something fast

• I’m answering "how do I…?" when my brain’s offline

• I want to build something across marketing, ops, or strategy without overcomplicating it

Its copywriting, surprisingly, is often more human than ChatGPT — especially on first drafts.

If ChatGPT is the thinker, and Claude is the writer, DeepSeek is the doer.

Final Thought: AI Is Only as Good as the Commands You Give It

The key to all of this? Your input.

If you treat AI like Google and toss it a lazy question, you’ll get a lazy answer.

But if you treat it like a skilled assistant — someone who needs a clear brief, proper context, and defined outcomes — that’s when it delivers.

Tell it what role to play (finance director, brand strategist, comms expert). Set the tone. Be clear about who it’s for. Ask follow-ups. Push it.

That’s where the magic is.

But remember: what comes out of these tools always needs refining. You’re never going to get the perfect answer on the first go. These tools are incredible for speed and direction, but your judgment, taste, and input are still essential.

AI isn’t one-and-done. It’s a collaborator — not a finisher.

And while these are just four tools I use daily, there are hundreds of other AI tools out there that can enhance different parts of your business. It’s a space that’s evolving fast, and definitely one I’ll be keeping a close eye on.

One Last Thing (And It Applies to All of Them):

Never, ever feed personal or client data into these tools.

Treat it like shouting across a busy room — if you wouldn’t say it out loud in public, don’t type it in.

Always anonymise any sensitive info. Be smart, be safe.

This goes for every tool — ChatGPT, Claude, Manus, DeepSeek — all of them.

Curious about how to actually integrate these tools into your SME’s marketing — or wider business — without breaking the business (or sounding like a robot)?

Get in touch. I’ll show you how I make these tools work — properly.