Build Your Brand by Promoting Your Promoters

Old marketing tactics are now key to online findability 😎

Being a brand is going to be even more important as AI platforms are becoming popular discovery channels.

You (or your products) will not be included in AI-generated answers unless AI platforms know about you.

Creating and distributing brand knowledge content is the first thing you should do when optimizing your brand for AI search.

But it is still essentially you talking about yourself. While it is important to do, listening to and promoting what others are saying is the next step.

Like many other tactics we discuss in the context of changing search technologies and habits, promoting your promoters is not at all a new thing.

Curating and surfacing positive feedback from your peers and customers has always been a great way to:

• Manage online reputation and sentiment

• Build stronger connections with peers

• Encourage more positive feedback from customers as they see you promote reviews and appreciate them.

What’s shifting is the priorities

If ~5 years ago becoming a brand/entity was important, it is now the only way to build organic search and AI visibility.

If ~5 years ago building your brand knowledge and building brand-driven associations was recommended, now it is unavoidable.

So how does it work?

The steps are pretty straightforward:

• Ask customers for reviews (we like Shopper Approved for this task)

• Listen to your brand mentions (we like Buzzsumo)

• Turn your customers’ reviews into visuals and distribute them across as many brand-owned channels as possible (Instagram, Linkedin, X, Facebook, etc.). Here’s an example we did.

• If you or your team (co-)host podcasts, webinars, etc., promote those blogs and channels everywhere even if it is not your site.

• When possible, tag and thank your promoters

Basically, any positive mention of your brand is worth promoting as much as you can.

If you need help,let us know!