👨‍🚀 Loop marketing: A new approach to staying visible in the age of AI

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Hi AInauts,

Welcome to the latest issue of your favorite newsletter!

AI is turning the marketing world upside down. Traffic figures are plummeting and companies are fighting to remain visible. By any means necessary!

That's why this entire issue revolves around this topic. We've included a new marketing framework and, once again, simple beginner tips for AEO (Answer Engine Optimization) that are effective and can be implemented immediately.

During testing, we noticed some rather strange sources used by ChatGPT & Co... More on this below.

Here are the topics in detail:

• 🥊 Media companies against Google AI overviews

• 🔁 Loop marketing: A new approach to staying visible in the age of AI

• 🏃3 easy ways to get into chatbot sources

Let's go!

P.S. Quick reminder: September 27, at 10 a.m. PT, the Onepage AI webinar will take place—a MUST for us and anyone who wants to build and edit websites that convert quickly and easily.

The holiday targeting playbook marketers are using this season

Black Friday and holiday ad campaigns are make-or-break moments. While competitors burn budget on broad audiences, you can zero in on shoppers ready to buy exactly what you sell.

Speedeon’s Holiday Digital Audience Guide unlocks 100+ hyper-focused segments—from Amazon holiday shoppers and Cyber Monday fanatics to gift card purchasers and families starting new holiday traditions.

These aren’t generic lists. They’re proven, conversion-driven digital audiences designed for immediate activation across Meta, Google and more.

Let us help you wrap up your best-performing holiday campaigns yet.

See the Holiday Audiences

🥊 Media companies against Google AI overviews

We have often written about how many companies are seeing their website traffic drop by up to 40% due to AI.

Of course, online media are hit the hardest here. They finance themselves through advertising via users and clicks on their websites.

And of course, now that AI chatbots answer users' questions directly, there is no longer any need to click through to the website.

Now, an alliance of media associations has filed a complaint against Google AI Overviews with the Federal Network Agency. The aim of this is to activate the European Commission and the Digital Services Act.

Criticisms include: Google abuses its market power, uses third-party content, often disseminates inaccurate content due to AI, and lacks transparency.

The background to this is that the media naturally have an enormous financing problem.

But the dilemma is a real one: AI uses third-party content and pays nothing for it. Ultimately, publishers need to think about other monetization models. As a result, several lawsuits have already been filed in this regard, and deals are being struck between AI companies and publishers. It remains to be seen whether this initiative will lead to anything.

In addition to publishers, virtually all companies are affected. Since the EU cannot intervene everywhere, we must also address the issue ourselves.

What we will do in the next two segments!

🔁 Loop marketing: A new approach to staying visible in the age of AI

The fact is: the world is changing rapidly, and old marketing strategies no longer work as well as they used to. Companies need to adapt and try new approaches. But which ones?

HubSpot unveiled a new marketing framework for the AI era at its own INBOUND conference this year: Loop Marketing.

The idea is to replace the classic marketing funnel with a loop consisting of recurring phases.

The phases are:

• Express

• Tailor

• Amplify

• Evolve

Essentially, humans and AI should work together as efficiently as possible. 

HubSpot is granting you early access to Loop resources – you can register directly here.

Here is a brief explanation of the phases of loop marketing.

Phase 1: Express

AI makes content, knowledge, copywriting, etc. an absolute commodity. In other words, anyone can create good content at no cost!

Brands and companies must therefore focus on strong prospects and a clear identity.

• Use AI to create detailed target groups and personas from your existing CRM data.

• Use AI to create a brand voice with a distinctive style

• Use AI to find polarizing takes on your brand

No matter what, you have to be clear and, ideally, different. No more generic, run-of-the-mill content.

Phase 2: Tailor

Targeted and personalized marketing has long been extremely important.

Thanks to AI, we can now hyper-personalize all customer communications, such as emails.

• Use AI to enrich existing customer data

• Using AI to place personalized messages

Of course, this step requires tools. HubSpot, Clay, etc. can help here.

Phase 3: Amplify

Reinforcing the message is by far the most important phase. This is about AEO rather than SEO. In other words, we need to get ChatGPT & Co. to quote and link to us.

We think this is so important that we have included another article on the subject below.

Phase 4: Evolve

Like individual communication, data-based marketing has become much easier thanks to AI and allows you to go deeper.

This is how AI helps us survive and stand out in a world shaped by AI.

• Use AI to continuously analyze all campaign data and expand winners accordingly.

• Use AI to develop new strategies based on what you have learned (as a coach)

• Use AI to simulate new marketing campaigns for your target audience before they go live.

This is just a brief introduction to the framework. As you can see, it's difficult to do without the right tools.

HubSpot invented inbound marketing years ago, helping businesses around the world grow.

At the same time, they built the right tool for the job and have grown enormously successful.

In the age of AI, new strategies are needed, and once again HubSpot is attempting to provide strong answers. And just like before, HubSpot provides the best tool to make it all possible.

You can get early access to Loop resources – register directly here. You'll learn more about the principles of loop marketing and how you can easily implement it with HubSpot.

🏃 3 simple ways to access chatbot sources

Step 3 in loop marketing is one of the most important for us—and at the same time one of the most discussed topics in the AINAUT community.

Let's assume that complaining is pointless and that AI chatbots are here to stay.

Is there perhaps even something positive to be gained from this? Yes, because anyone who manages to get into the quotes and sources of ChatGPT & Co. has enormous potential.

We take a look at why every brand, every company, and every self-employed person should now be active in the field of AEO (Answer Engine Optimization = ChatGPT references me).

Two good reasons to start with AEO today

Reason 1: LLM traffic converts up to 6x better than Google search traffic

Sure, AI bots generally send less traffic to your website because they can already answer many of the prospective customers' questions directly. However, the traffic they send is absolutely ready to buy.

Who do you think is running the sale here?

Reason 2: AEO can deliver traffic immediately

SEO has always been a long game. You first had to invest months in building content and then hope that you would eventually make it onto the first page.

With AEO, it's different. If a brand or product is mentioned in the right places and in the right quantity on the internet, it immediately makes it into the AI bot response.

3 easy ways to get started with AEO

1) Collect mentions

Try to get mentioned by as many sources as possible. Tier 1 publishers and large websites are particularly good, of course (advantage: you can buy them – disadvantage: they're expensive). But YouTube channels and the like are also extremely important and not that difficult to implement.

Here's a hack:

Even dodgy affiliate sites, which are often not 100% reputable, can work depending on the niche.

For example, we have noticed that English-language Tier 3 sites are sometimes used as sources, even when the questions relate to German and the German market.

We find this a very strange choice of sources...

Here is an example from online brokers:

2) Reddit becomes the kingmaker

ChatGPT trusts Reddit more than any other source.

But it's very important to note that this requires manual work. A genuine account, transparent bio, helpful responses, not just self-serving links! However, five good comments can completely transform your visibility.

3) Get a tool and monitor

Unfortunately, it's not that easy to see where you're already being mentioned, how your competitors are being mentioned, and what your content should focus on. Tools such as Semrush now offer functions to monitor such AI mentions.

This also allows you to see which long-tail queries your competitors appear for, and then expand your content based on that.

You made it to the end—thanks for reading! We’ll be back soon with even more updates.

Reto & Fabian from the AInauts

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