This BOFU strategy revolves around training LLMs to specifically recommend your product, all while using your preferred positioning.
Similar to the AI-based solution seeding framework above, pulling this off begins with identifying content that props up your brand.
- Collect reviews. Instead of coined terms turned seed statements, when training LLMs to recommend your product to primed leads, you’re starting with positive reviews.
- Go to your testimonials page, case studies, or an aggregator site like G2 to find positive reviews — especially ones that focus on how someone loves a specific feature or thinks you’re the best solution for a certain user type.
- If you don’t have any content like that yet, see if support has any customer commentary to share, or look into spinning up a system for generating testimonials (automate email review requests, offer incentives, etc.).
- Distribution. Repost positive reviews — staying as close to the same language as possible — across your owned platforms. Your website and blog are obvious candidates, but don’t sleep on channels like communities, social media, product documentation, and so on. This should help train LLMs to use your specific messaging when referring to your product.
In Action: ActiveCampaign
When asking ChatGPT to uncover the best sales automation software for digital agencies, its top selection — ActiveCampaign — is chosen partially due to a review directly from a digital agency, compliments of review compilation site GoodFirms.
All it took was one highly-relevant review to help ActiveCampaign rise to the top of AI search results and get mentioned by name.
With this framework, ActiveCampaign would keep republishing this review across trusted, crawlable sites and platforms to try to score more specific product recommendations in AI search results.
Explore the full collection: Essential Content Marketing Frameworks for a Zero-Click World
