Marketing in the Digital Space is Rapidly Changing
Its no secret that marketing is rapidly changing as new ways of connecting companies with customers are developed. There have been AI overviews in search, ChatGPT has launched a search feature, and Google recently announced a new AI Mode as well. It can be extremely difficult to keep up with all the changes, especially for roofing companies, whose focus has always been providing quality service to their customers. Here are some tips for surviving AI changes, so you can continue doing what you do best for more people.
Tip #1: Make Your Content Absolutely Amazing
The old adage “fight fire with fire” does not apply when faced with AI changes in the digital landscape. As much as it simplifies the process of writing blog posts, case studies, and social media posts, avoid leaning on AI as much as possible in these situations. While the tools are great for brainstorming ideas, or even formatting your work, when you allow it to write unchecked, the quality of your content begins to rapidly decline.
Google is already focusing on providing quality content to its users through search. And, it seems like that trend will continue. As you try to create content that will be picked up in AI search features, you are going to want to make sure that it is the best content you can provide. Why? Because that will most likely be preferred over content that is confusing, unclear, or full of fluff. Prioritizing quality content, even if it is not long, will help you as the world shifts toward a new way of searching.
Tip #2: Stay Up to Date on Changes and News
Doing the same thing you have always done is not going to cut it for AI search. We already know that there is a difference in the way AI finds content to how traditional search engines find content. We are still learning what that means for connecting with your customers. There are two main questions that emerge. First, what do you need to do to your content so that AI will provide it to people best served by you? Second, how will people search on AI, and how much market share will it take from traditional search?
As these develop, there will be more information for you on what content to create and where to best meet your audience. The only way to not fall behind is to stay at the cutting edge of information coming out. So, consistently checking news about search is essential. You can find news through certain publications, but another important way to understand news is by polling your community. Make sure you are asking your customers how they found you. And, ask others who are similar to your customers (friends or neighbors) how they are finding companies now and pay attention how your community’s search habits are changing. Both the anecdotal information and the official news can be vital data to inform when you may need to adjust your business to a new strategy to meet your customers well.
Tip #3: Hire an Expert
If tip #1 and tip #2 sound a bit overwhelming, you are not alone. You are fielding client issues, balancing budgets, visiting teams in the field, supporting your staff, and doing so many other things daily. One of the best ways to keep your content pristine and up-to-date is by hiring an agency to handle the heavy lifting for you. You are an expert in roofing, and agencies are experts in their craft too. So, instead of trying to balance more things, trust an agency to keep you providing fresh content that meets your customers needs. That way, you can focus on the things you are great at, like providing customers top-quality roofing services
Surviving the AI Change Will Not Be Easy, But We are in it with You!
At Andrew Wittmaier Marketing, we prioritize showing the value of our clients to their customers. We believe that value comes from superior quality content informed by cutting-edge knowledge. If tip #3 resonated and you would like to explore what it might look like to trust us with your marketing, schedule a free discovery call with us. We’d be honored to take your business to peak performance as more new AI tools and challenges emerge.