by Liliana Grace
This year, one of the biggest impacts to every industry has been the rapid adaptation of AI search – especially with our core audience.
What does this mean?
As this is our final blog during this amazing season of working with Heartbeat, I wanted to leave behind some nuggets as you navigate the future.
The last time we saw this kind of rapid change in advertising was when we transitioned from traditional mediums, like the phone book, to online search words - also known as Google paid search – and then adding in social media, and then, and then and then?!
The game is yet again changing. The question is: do you have an advertising strategy that is prepared for AI?
How to Prepare:
1. Understand that your persona should drive your decisions. For example, are they looking in a phone book to find you, or asking ChatGPT? That will help you determine whether advertising in the phone book is still a good idea. A silly example, but you get the point.
2. Identify all your owned, earned, paid media strategies.
3. Review your internal marketing as it will drive the results of your external marketing. Internal marketing relates to your team and board alignment. Do you have a cohesive culture operating on all cylinders, or could it use a little “glow up”? All it takes is one person not in the right head space to respond to a lead with the wrong answer, and you lose a potential client. For more on this, reach out. We have resources to help you here.
4. Be mindful of your community and have an engagement strategy that includes “cool keepable swag” at key events with strategic partnerships.
5. Create a realistic budget based on market analysis, outcome, opportunities with real predictive assumptions.
6. Consider LMM optimization of your website. Are you ready to be included in the ChatGPT conversation? This extends far beyond the proper use of an Ai chatbot, which I could debate for days.
7. Realize the agency model is shifting toward building internal teams that provide oversight alongside a marketing strategist. Hiring a digital advertising provider and thinking that alone is a marketing strategy is a miss. Bring what you can in house. Buying advertising strategically and retaining a strategist– similar to how you retain other professions such as legal or financial – will be the emerging model. If you can afford to hire a strategist who is also full service in all advertising and marketing modalities, even better.
As always, I wish you the best and the most incredible success as you work to empower women to make life-affirming choices. Although this blog is coming to an end, my support, and our services to you in all the above areas we still be available to you.
As you can, continue the conversation with me through my monthly blogs at our website www.LGrraceBrands.com or reach out anytime This email address is being protected from spambots. You need JavaScript enabled to view it.
At L. Grace Brands we offer full-service strategy, consulting, internal team alignment support, external market analysis, software development, day or weekend team internal marketing retreats for your team or board, as well as paid advertising media placement and optimization. However we can serve, just reach out! The first few conversations are always free!
If you just need someone to call for a little advice, or if you want to engage with us professionally, please know that we’re here to support and serve those that align with my personal life mission statement: “To educate and empower women to advocate for themselves.”
It has been an honor taking this journey with you the last several years as ATLC faculty.
Signing off and sending you the richest of blessings,
Liliana Grace
Founder L Grace Brands and LGM