SEO for SEM
I’m going to start writing and I won’t stop until I am no longer frustrated by every dang company who is utilizing AI to write (content generation) because their marketing teams don’t know how. Someone is illiterate and it’s not me.
SEO FOR SEM, MARKETING DIRECTORS NEED HELP WRITING CONTENT
If you have the powers of observation, ask your closest friend or in my case (pun intended) family member to search up something on Google – a brand name, a product you like, or a place to go for dinner. Watch them type it into their phone. Observe WHERE they type in the search.
- Google/Bing (Bing means they don’t know how to change their search engine)
- Social Media (which platform – Facebook, Instagram, TikTok, YouTube, NextDoor, Lemon8, etc.)
- What content are they looking for? (Words, Shopping or Media)
Google Shopping Tab, Social Media Search, Rich Media Search
AS A BRAND MANAGER/DIRECTOR, OBSERVE YOUR POTENTIAL BUYERS’ BEHAVIOR ONLINE
Observe what content appears first to your guinea pig “potential buyer” and how your potential customer navigates the search results they’re given on their platform of choice. As a brand manager, what do your potential buyers click on first?
I recently asked a friend of mine to search for a brand I saw that was up and coming (Nike Skims) to get his take on it. I asked him to go online, search up the brand and give me his opinion. I took visual notes. 🙂 I OBSERVED the first thing my, soon to be potential marketing client, did was look at Google’s rich media under the Google shopping tab. Ashley Bailey Designs’ potential marketing client is VISUAL. Clue Number one. Who would have thunk it in “today’s competitive landscape” (kidding, obviously) of scrolling on socials?! My potential marketing client never clicked on anything beyond the Google search results. He never landed on the Nike Skims website and he never went to their social media accounts. He went on Google’s shopping tab, scrolled for a few seconds and closed hte browser.
Corporate Brand Personality & Voice
Does anyone remember the beginning days of Nike or Under Armour? I do and that’s why I’m teaching you as my potential marketing clients. 🙂 Nike, Under Armour, and Apple (the biggest brand in the world) had advertisements that had a personality to them. Some might call it swagger. Some might call it…I dunno, drip. Whatever. The brand voice is below.
- Nike – Just Do It.
- Under Armour – We Must Protect This House.
- Apple – Think Differently.
These iconic brands were brief in their public relations communications. They didn’t say a lot in what they were presenting. They eluded to a concept or message they were trying to convey to their target consumer. These brands caused the consumer to search or look for more information in order to consider their brand (aka, brand consideration or brand awareness)
While you, as a Marketing Director, can tell AI to do or say or how to respond, you need to have a brand personality. For God’s sakes, it’s an AI robot you’re talking to. Command it to have dominion.
When I was younger, I went with my grandmother, Mimi, to get my portrait taken. I came home and a bee flew up my dress and went in my hair and decided to lodge itself right there in the thick of it. I was 8 at the time. It scared me to death. I went inside all a fluster and my mother told me, “You have dominion over the bees”. It’s Biblical. We do have dominion over the animals and other things on Earth. I went outside and exerted my new found rights telling the “bees” they must do as I say. That lesson taught me a lot about life. It should do the same for you.
WHO IS YOUR BRAND'S POTENTIAL CUSTOMER?
Tell your chosen AI engine (Claude.AI, Gemini.AI, ChatGPT, Grok, etc) how you, as the brand manager, want the AI to respond to WHO ________
The answer is: your potential customer.
In the AI engine your brnad manager uses, name your potential target customer. You can use job titles, interests, whatever you like. But use something that would attract them.
Let me ask you how do you talk normally? Do you talk with swagger? Are you a kidder? Are you a person who cuts jokes all the time?
Then for goodness sakes, tell your brand’s AI to communicate that way. It’s not a mind reader unless you teach it to be. You see this is called “machine learning”. AI is built to respond in the way you communicate to the AI. If you don’t prompt engineer what you as the brand manager is trying to convey, then, you’re going to get results like “In today’s competitive landscape” and I am going to die right there (joking) reading your AI garbage. lol!
Ya’ll (coloquial humor is what that’s called) my Bible app is doing the same thing. I want to help the Bible app because I love the Lord and want to make sure the Bible’s message, above all messages, is clearly conveyed to its target consumer (yes, I said it – they have a target consumer). Take uot the ********* before you publish your content. I’ll teach you how and it will take all of an hour. A high priced hour but an hour none-the-less.
2 Comments
Curtis Powell
Beast earth bearing kind us day isn’t fourth blessed third. Doesn’t very meat tree were deep. Male doesn’t so face, seasons created fourth created deep moved.
Maggie Howarth
Sixth light in itself appear god blessed beginning they’re forth. Can’t seasons place meat. Is years you’re deep saying.