This Brick Marketing article will discuss the following:
Research how your specific target audience utilizes AI search.
Identify where AI platforms influence the customer buying process.
Use audience research to shape your AI visibility strategy.
It’s true that AI has changed the way people gather information, which might be impacting their buying decisions. However, each industry is different. In order to truly understand how much of an impact AI has had on the audience, it might take a bit of a research. Since your audience is probably using AI in some capacity, it is helpful to know to what extent before you determine how you need to approach improving your AI visibility. Here’s more information that will help you navigate this idea.
Determine How Your Audience Uses AI Search
How exactly is your audience using AI? This is the key question you need to try to answer before you set out to achieve visibility in AI. Sure, there are a few things that you could be doing to improve your AI visibility that are fairly universal, such as increasing your “off website” mentions, but the more information you can gather, the better. Which websites is your audience visiting? What are their search patterns and behaviors?
Research is especially helpful in this case, and you’ll want to start by finding third party researchers that may have already gathered this kind of information related to your industry, paying particular attention to industry trend reports. You can also ask AI directly and get it to gather information for you. You also might just want to ask people yourself, such as existing customers and prospects. Simply asking people who contact you how they learned about you can give you some valuable insights.
Understand Where AI Fits Into Your Audience’s Buying Process
The way your audience uses AI is one thing, but understanding how they use AI search to assist the buying process is quite another. This is something you need to figure out before moving on to create the AI visibility strategy. You need to know if they are relying on AI to gather information about products and services, compare businesses, or even consulting with several AI platforms before getting in touch. No matter how they are using it, these are all important for you to consider.
Understand that AI may not have the same level of influence throughout the buying process, and of course this varies depending on the industry, anyway. The goal is to understand where AI fits into the overall process so that you can make informed decisions about how important AI visibility is for your business.
Use What You’ve Learned to Shape Your AI Visibility Strategy
Once you have gathered all the information you need, it’s time to move on to creating the visibility strategy. The more you know about how your audience uses AI, the easier it will be to determine where your focus should be. How does AI help shape their decisions? Your goal here is to figure out where they go to together information, and once you do that, you can make sure that you are getting the visibility in these platforms.
There are several things that you might need to focus on such as your content marketing strategy, increase your presence on third-party websites, boost your PR efforts, and in general boost your digital presence across multiple sources.
Understanding your audience is an important part of developing an AI visibility strategy that makes sense for your business. By taking the time to research how your audience uses AI and how it influences their buying decisions, you can develop a more informed approach to improving your visibility.
