As a business, you can't just be marketing to humans anymore. You need to be marketing to humans and AI.
I'll explain what I mean and then talk about how you can take advantage of this change.
Until recently, marketing was about getting attention on your brand through ads or SEO, and then once you have that attention, convincing a human to become a customer. However, with AI, people aren't just getting options, they're getting recommendations. And even if they aren't discovering your brand through AI, it's very likely they're going to AI to ask about your brand.
So you no longer just need to convince humans with your marketing. You need to convince AI to recommend your brand.
So let's talk about how this changes things. Marketing for humans is largely driven by emotions. You create imagery that invoke specific emotions, you design your website to invoke specific emotions, and you write marketing copy to invoke those same emotions in your prospective customers.
And all of this is still valuable cause humans are still going to be looking at your website. But none of this influences AI to recommend your brand.
What actually influences AI? Facts, data, and third party reviews. You can write pages of content about how great your product is and how it makes people feel, but the AI is just looking for facts.
So instead, you should be sharing impressive stats about your business. Should be sharing any awards you've won, how many customers you've served. Service based businesses should be sharing how much experience they have in specific sectors.
E commerce businesses should be sharing product specifications. What specifically makes your product so great.
And here's the thing: as long as you're making empirical claims, as long as you're sharing facts that in theory could be disproven, modern AI is typically just gonna take you at your word. It'll happily repeat back any facts you share about your own brand and use them as evidence that you're a good fit for the user.
Where they won't take you at your word is when you're sharing positive sentiment about your brand. So you saying our customers love us or we have the highest quality products or our team truly cares about your success, none of that is going to influence AI's response. The only positive sentiment that AI trusts is third party reviews or endorsements.
Figure out which review sites AI is citing in your industry. Typically there's only one to three that really matter, and do whatever you can to get as many reviews for your brand there as possible.
You should also put a reviews page on your website where the title is your brand, your primary keyword, and the word reviews. If you have any notable awards, you should also have an awards page. And then your FAQ page and about page should be filled with any impressive stats or facts about your brand.
AI will be desperately looking for any evidence that you're a good choice for this user. Make it as easy as possible to find.
