Video: What Am I Working on Today – Organic Visibility and AI Program

Transcript:

Hi, Dave here from Arc Intermedia, a digital marketing agency, and welcome back to “What Am I Working on Today.” Today’s backdrop is Moynihan train station. I just like the grid work.

So today I’m putting the final touches on my presentation for Arc’s new service line that we call Organic Visibility and AI Program. Let me show you a couple quick slides.

Here’s a slide I created to represent the many choices customers will have to seek answers. Which platforms they choose will be dictated by the type of information they seek. Now, I’m not suggesting that people are going to stop Googling, but in 2025 customer journeys could be far different than in the past and may even circumvent a company’s website. Since July, we’ve seen referral traffic from AI engines to websites double month over month, and while the numbers are still small, it’s signaling a change in behavior.

For this offering we’re focused on organic visibility, and we define that as any piece of content, a link, a brand mention, across the platforms I just showed you, that you didn’t have to pay for. Tactically, think SEO, AIO, content publishing, social, and much much more, all combined to extend your brand’s reach organically.

Now here are a couple other points I make in this presentation. As for AI engines this is very much a rapidly evolving landscape and the major players you’re seeing here will likely be very different a year from now. However, it’s not too early to begin to understand how your brand is being included and represented, how your competitors are appearing, and how common questions are being answered. Get your hands dirty with these now.

Next, take a look at this slide. You will need to feed the AI beast and extend your brand reach, but this isn’t going to be a case of just throwing up as much content as you can across the web. We’ve been tracking the relationships between platforms, the licensing deals, and what feeds what to effectively choose where to recommend effort, what content can be developed, which placements to seek, and where we should be involved in the online conversations.

Lastly, tracking metrics and attribution will be a big challenge. The AI engines are currently giving us very little data. There likely will be multiple steps in a customer’s journey that will be difficult to fully track. Increased privacy and cookieless world mean less data to work with. Therefore, it’s time to step back and look at gross business metrics. Overall, did your revenue, leads, and interactions increase? Is there any helpful data coming through your CRM regarding types of inquiries, pain points, and referral sources? Especially since they may have bypassed your website? You must have a seat at the business table to do effective marketing, and that’s never more true than now.

So, Arc Intermedia clients, that was a sneak peek of what I’ll be talking with you in the next couple weeks, and we’ve got a plan for each of you to help get a strong foothold started. To my fellow agency owners, if you’re looking to launch something like this, please reach out to me I’m happy to advise you. And for the marketers that just sat through this, thank you, and if you have questions of how you would want to implement a plan like this within your own company, feel free to reach out. I’m happy to give you some free direction.