{"id":1070,"date":"2025-07-29T14:22:29","date_gmt":"2025-07-29T14:22:29","guid":{"rendered":"http:\/\/gogetmuscle.com\/?p=1070"},"modified":"2025-07-30T17:48:04","modified_gmt":"2025-07-30T17:48:04","slug":"do-this-instead-how-to-adapt-your-marketing-to-the-ai-shaped-buyer-journey","status":"publish","type":"post","link":"http:\/\/gogetmuscle.com\/index.php\/2025\/07\/29\/do-this-instead-how-to-adapt-your-marketing-to-the-ai-shaped-buyer-journey\/","title":{"rendered":"Do This Instead: How to Adapt Your Marketing to the AI-Shaped Buyer Journey"},"content":{"rendered":"<p><a href=\"https:\/\/ducttapemarketing.com\/do-this-instead-ai-buyer-journey\/\">Do This Instead: How to Adapt Your Marketing to the AI-Shaped Buyer Journey<\/a> written by <a href=\"https:\/\/ducttapemarketing.com\/author\/johnjantsch\/\">John Jantsch<\/a> read more at <a href=\"https:\/\/ducttapemarketing.com\">Duct Tape Marketing<\/a><\/p>\n<p>&lt;articleDo This Instead: Adapting Your Marketing to the AI-Shaped Buyer Journey<\/p>\n<p>  <!-- TL;DR Summary --><\/p>\n<section style=\"background-color:#f6f6f6;padding:15px;border-left:4px solid #f06b3f;margin-bottom:20px\">\n<h2>TL;DR<\/h2>\n<p>AI has fundamentally altered how buyers discover, evaluate, and choose solutions. The marketing funnel is no longer a straight line \u2014 it\u2019s an ongoing conversation between the buyer and AI assistants like ChatGPT, Perplexity, Google AI Overviews, and Bing Copilot.<\/p>\n<p>The <strong>Duct Tape Marketing System still works \u2014 it just needs to evolve<\/strong>. The <em>Strategy Before Tactics<\/em> principle still applies. The <em>Marketing Hourglass<\/em> still maps the journey. And <em>Total Online Presence<\/em> is more important than ever. What changes is <strong>how<\/strong> we execute inside those frameworks.<\/p>\n<p>Here are 8 shifts \u2014 rooted in DTM thinking \u2014 to keep your marketing relevant and visible in an AI-driven world.<\/p>\n<\/section>\n<p>  <!-- Table of Contents --><\/p>\n<nav id=\"toc\" style=\"margin-bottom:20px\">\n<h2>Table of Contents<\/h2>\n<ol>\n<li><a href=\"#buyer-journey\">The AI-Shaped Buyer Journey Explained<\/a><\/li>\n<li><a href=\"#shift1\">Shift #1 \u2013 Make Your Website AI-Ready<\/a><\/li>\n<li><a href=\"#shift2\">Shift #2 \u2013 SEO for \u201cAnswer Authority\u201d<\/a><\/li>\n<li><a href=\"#shift3\">Shift #3 \u2013 Content for Humans and AI<\/a><\/li>\n<li><a href=\"#shift4\">Shift #4 \u2013 AI-Native Lead Generation<\/a><\/li>\n<li><a href=\"#shift5\">Shift #5 \u2013 Multi-Platform, Keyword-Rich Reviews<\/a><\/li>\n<li><a href=\"#shift6\">Shift #6 \u2013 Nurturing Through AI Prompts<\/a><\/li>\n<li><a href=\"#shift7\">Shift #7 \u2013 Competitive Positioning in AI Training Data<\/a><\/li>\n<li><a href=\"#shift8\">Shift #8 \u2013 Measuring Your AI Share of Voice<\/a><\/li>\n<li><a href=\"#conclusion\">Conclusion &amp; Next Steps<\/a><\/li>\n<\/ol>\n<\/nav>\n<p>  <!-- Body Content --><\/p>\n<section id=\"buyer-journey\">\n<h2>The AI-Shaped Buyer Journey Explained<\/h2>\n<p>Buyers used to move through predictable stages \u2014 <strong>Know, Like, Trust, Try, Buy, Repeat, Refer<\/strong> \u2014 interacting directly with your content, ads, and sales team.<\/p>\n<p>Today, <strong>AI has inserted itself into every stage<\/strong> of the Hourglass:<\/p>\n<ul>\n<li><strong>Know:<\/strong> Buyers start with AI search, not Google, and may never see your site.<\/li>\n<li><strong>Like:<\/strong> AI presents reviews, testimonials, and \u201cbest of\u201d lists.<\/li>\n<li><strong>Trust:<\/strong> AI agents recommend experts based on authority signals.<\/li>\n<li><strong>Try\/Buy:<\/strong> AI surfaces options and even negotiates packages.<\/li>\n<li><strong>Repeat\/Refer:<\/strong> AI still influences ongoing loyalty by suggesting alternatives.<\/li>\n<\/ul>\n<p><strong>DTM takeaway:<\/strong> The frameworks still apply \u2014 but now we must <em>market to humans and algorithms<\/em> equally.<\/p>\n<\/section>\n<section id=\"shift1\">\n<h2>Shift #1 \u2013 Make Your Website AI-Ready<\/h2>\n<p><strong>DTM Principle:<\/strong> Total Online Presence begins with your hub site.<\/p>\n<h3>How to do it:<\/h3>\n<ul>\n<li><strong>Answer-First Pages:<\/strong> Identify top 10 buyer questions, open each page with a 2\u20133 sentence direct answer.<\/li>\n<li><strong>Schema Markup:<\/strong> Add FAQ, HowTo, and Article schema using RankMath or Merkle\u2019s Schema Generator. Test with Google\u2019s Rich Results Test.<\/li>\n<li><strong>Answer Hubs:<\/strong> Group related FAQs into one page with H2 headings and concise answers (&lt;50 words).<\/li>\n<li><strong>Trust Signals:<\/strong> Include author bios, credentials, last updated dates, and citations.<\/li>\n<\/ul>\n<\/section>\n<section id=\"shift2\">\n<h2>Shift #2 \u2013 SEO for \u201cAnswer Authority\u201d<\/h2>\n<p><strong>DTM Principle:<\/strong> Strategy Before Tactics \u2014 your expertise must be positioned clearly before you optimize.<\/p>\n<h3>How to do it:<\/h3>\n<ul>\n<li>Map buyer intent to the Hourglass stages (Awareness, Consideration, Decision).<\/li>\n<li>Create hub-and-spoke content: hub page + supporting subtopic pages linking back.<\/li>\n<li>Include your unique methodology\/core difference in all content.<\/li>\n<li>Cite reputable sources to boost authority signals.<\/li>\n<\/ul>\n<\/section>\n<section id=\"shift3\">\n<h2>Shift #3 \u2013 Content for Humans and AI<\/h2>\n<p><strong>DTM Principle:<\/strong> Content as the Voice of Strategy.<\/p>\n<h3>How to do it:<\/h3>\n<ul>\n<li>Write in dual layers: human storytelling and AI-friendly facts\/definitions.<\/li>\n<li>Include a Q&amp;A section with concise answers (&lt;50 words).<\/li>\n<li>Build an industry glossary with plain language definitions.<\/li>\n<li>Use structured formats like lists, tables, and comparison charts.<\/li>\n<\/ul>\n<\/section>\n<section id=\"shift4\">\n<h2>Shift #4 \u2013 AI-Native Lead Generation<\/h2>\n<p><strong>DTM Principle:<\/strong> Lead Generation Trio \u2014 content, referrals, advertising \u2014 now adapted for AI ecosystems.<\/p>\n<h3>How to do it:<\/h3>\n<ul>\n<li>Create mini-AI tools (custom GPTs, calculators, quizzes).<\/li>\n<li>Ungate flagship resources so AI can access them, adding CTAs for conversion.<\/li>\n<li>Build interactive workflows (quiz \u2192 personalized plan).<\/li>\n<\/ul>\n<\/section>\n<section id=\"shift5\">\n<h2>Shift #5 \u2013 Multi-Platform, Keyword-Rich Reviews<\/h2>\n<p><strong>DTM Principle:<\/strong> Referrals are marketing fuel \u2014 now amplified through AI search.<\/p>\n<h3>How to do it:<\/h3>\n<ul>\n<li>Be present on at least 3 review platforms (Google, LinkedIn, niche sites).<\/li>\n<li>Coach clients to use service-specific keywords in reviews.<\/li>\n<li>Automate review collection with tools like GatherUp or NiceJob.<\/li>\n<\/ul>\n<\/section>\n<section id=\"shift6\">\n<h2>Shift #6 \u2013 Nurturing Through AI Prompts<\/h2>\n<p><strong>DTM Principle:<\/strong> Marketing Hourglass \u2014 Trust and Try happen through repeated exposure.<\/p>\n<h3>How to do it:<\/h3>\n<ul>\n<li>Create \u201cBest For\u201d positioning pages.<\/li>\n<li>Publish \u201cvs competitor\u201d comparison content.<\/li>\n<li>Refresh site content quarterly to prevent outdated AI references.<\/li>\n<\/ul>\n<\/section>\n<section id=\"shift7\">\n<h2>Shift #7 \u2013 Competitive Positioning in AI Training Data<\/h2>\n<p><strong>DTM Principle:<\/strong> Total Online Presence \u2014 be everywhere your ideal client looks.<\/p>\n<h3>How to do it:<\/h3>\n<ul>\n<li>Get quoted in authoritative media (HARO, Qwoted).<\/li>\n<li>Guest on podcasts\/webinars \u2014 AI scrapes transcripts.<\/li>\n<li>Contribute to public research or industry reports.<\/li>\n<\/ul>\n<\/section>\n<section id=\"shift8\">\n<h2>Shift #8 \u2013 Measuring Your AI Share of Voice<\/h2>\n<p><strong>DTM Principle:<\/strong> Scorecard \u2014 measure what matters and optimize relentlessly.<\/p>\n<h3>How to do it:<\/h3>\n<ul>\n<li>Test prompts in AI tools monthly to check brand presence.<\/li>\n<li>Track AI mentions using Brand24 or Perplexity analytics.<\/li>\n<li>Maintain a monthly AI Visibility Scorecard.<\/li>\n<\/ul>\n<\/section>\n<section id=\"conclusion\">\n<h2>Conclusion &amp; Next Steps<\/h2>\n<p>AI isn\u2019t replacing the Duct Tape Marketing System \u2014 it\u2019s amplifying the need for it. Your <strong>strategy<\/strong> is still the driver. Your <strong>Hourglass<\/strong> still guides the buyer journey. But now, your execution must ensure both buyers <em>and<\/em> algorithms know, like, and trust you.<\/p>\n<p><strong>Next 90 Days Action Plan:<\/strong><\/p>\n<ul>\n<li>Build one AI-ready Answer Hub.<\/li>\n<li>Diversify reviews to 3+ platforms.<\/li>\n<li>Publish one \u201cBest For\u201d positioning page.<\/li>\n<li>Secure at least one earned media placement.<\/li>\n<\/ul>\n<\/section>\n<p>  <!-- FAQ Section --><\/p>\n<section id=\"faq\">\n<h2>Frequently Asked Questions<\/h2>\n<h3>What is AI Share of Voice?<\/h3>\n<p>AI Share of Voice measures how often your brand is mentioned or recommended in AI-generated search results compared to competitors.<\/p>\n<h3>How does AI change SEO?<\/h3>\n<p>SEO now needs to focus on being the most credible, citable source for AI summaries, not just ranking on Google\u2019s page one.<\/p>\n<h3>Do I still need a blog if AI summarizes my content?<\/h3>\n<p>Yes \u2014 your blog is still the core way to establish authority, provide fresh information, and feed AI assistants structured, trustworthy answers.<\/p>\n<h3>Can small businesses compete in AI search?<\/h3>\n<p>Absolutely. AI rewards specificity and expertise, which means focused niche businesses can outrank bigger brands in AI recommendations.<\/p>\n<\/section>\n","protected":false},"excerpt":{"rendered":"<p>Do This Instead: How to Adapt Your Marketing to the AI-Shaped Buyer Journey written by John Jantsch read more at Duct Tape Marketing &lt;articleDo This Instead: Adapting Your Marketing to the AI-Shaped Buyer Journey TL;DR AI has fundamentally altered how buyers discover, evaluate, and choose solutions. The marketing funnel is no longer a straight line [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":312,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[11],"tags":[],"_links":{"self":[{"href":"http:\/\/gogetmuscle.com\/index.php\/wp-json\/wp\/v2\/posts\/1070"}],"collection":[{"href":"http:\/\/gogetmuscle.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/gogetmuscle.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/gogetmuscle.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/gogetmuscle.com\/index.php\/wp-json\/wp\/v2\/comments?post=1070"}],"version-history":[{"count":1,"href":"http:\/\/gogetmuscle.com\/index.php\/wp-json\/wp\/v2\/posts\/1070\/revisions"}],"predecessor-version":[{"id":1071,"href":"http:\/\/gogetmuscle.com\/index.php\/wp-json\/wp\/v2\/posts\/1070\/revisions\/1071"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/gogetmuscle.com\/index.php\/wp-json\/wp\/v2\/media\/312"}],"wp:attachment":[{"href":"http:\/\/gogetmuscle.com\/index.php\/wp-json\/wp\/v2\/media?parent=1070"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/gogetmuscle.com\/index.php\/wp-json\/wp\/v2\/categories?post=1070"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/gogetmuscle.com\/index.php\/wp-json\/wp\/v2\/tags?post=1070"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}