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Beyond the Lab: Mastering Social Media and Online Advertising for AI Growth | Powering the Future, Part 3

Published: April 1, 2024       Updated: July 14, 2024

5 min read

Regardless of your industry, artificial intelligence (AI) is an exciting topic to learn about — and people want to know how it’s evolving. Because of this, it may be easier than you'd imagine to grab people's attention and leave positive impressions online. 

In the final part of this blog series, I'll explore why your online presence is critical to AI PR and how you can maximize your social media game. 

The Power of Online Advertising for AI Companies

In today's age of technology, advertising online is highly cost-efficient and reaches more audiences. Unlike other marketing strategies, online advertising lets you share your AI products with customers worldwide — sometimes with just a basic, unpaid social media post. 

Establishing a prominent online presence requires time, dedication, and research. Most social media algorithms now require frequent posts for you to stay relevant and on users' timelines. Fortunately, in-app analytics make it easy to gauge which posts and ads lead to the most engagement. 

Beyond social media, you should also consider your presence on search engines, such as Google. Keywords and othersearch engine optimization (SEO) strategies can boost your ranking in relevant search results, making your business easier to find.

4 Strategies For a Strong Social Media Presence 

Your social media presence is one of the most crucial aspects of your online marketing. Most people don't go out of their way to watch commercials or research random products, but they likely scroll through social media throughout the day. 

Follow these AI PR strategies to market your technology on social media. 

1. Define Your Target Audience

Your "target audience" should summarize the demographics and industries most likely to benefit from your AI technology. Though you should consider your target audience across all aspects of AI PR, it's especially critical on social media and paid advertisements. This is because many social media channels and ads on those platforms let you target users based on:

  • Age
  • Gender
  • Location
  • Other key demographics and details

Consider your AI technology's specific applications, including who is most likely to use it. For instance, let's say your AI product analyzes finances for small and medium-sized businesses. Though much of your audience may comprise older business leaders, you'll also need to target accountants and owners of all ages. So, your social media marketing strategy should cover multiple platforms and demographics in this scenario.

Use analytics from social media ads to reassess your PR plan as you go. Look at which posts and ads produce the most engagement and compare how younger and older audiences interact with different posts. This will help you identify your most effective AI public relations strategies. 

2. Regularly Refresh Your LinkedIn

LinkedIn is the best social media platform to reach and network with other professionals, including businesses and potential talent. The app allows various types of content, including photos, videos, blogs, events, and polls. This makes it easy to personalize your profile to your AI PR and B2B goals.

Frequent posts and company updates will keep your LinkedIn feeling fresh, which is essential amid drastic industry shifts. Other businesses only want to partner with organizations that are up-to-date with the latest technology. 

Mixing up your types of content can also help you stand out to the platform's algorithm and stand out to your audience as an industry leader. Short-form videos, in particular, are among the most engaging and popular types of social media content. With regular posts, your LinkedIn can easily become a reliable source of free B2B marketing. 

3. Showcase Real-World Applications of Your AI Technology

An essential aspect of marketing your AI technology is showing its practicality. Customers don't want to use cool-sounding technology they don't understand — they'd rather have products that make their lives easier. 

Social media platforms are the perfect place to demonstrate the benefits and uses of your AI technology. For example, you can upload demonstration videos to LinkedIn to show viewers how easy your tech is to use. Alternatively, you could share statistics and data to tangibly show how your products have helped businesses.

4. Foster Engagement With Potential Customers and Developers

Always remember the "social" in social media for business marketing. Unlike billboards and commercials, social media ads let you interact with your audience via comments, stories, and direct messages. 

This level of personal public relations is especially vital for AI companies. Like with any technology, customers will inevitably encounter bugs and functions they don't understand. Social media lets you easily respond to questions and address issues while maintaining a positive online presence. 

For instance, many organizations create separate social media accounts for customer service and technical support. This way, support teams can publicly respond to customers' questions to demonstrate high-quality service and answer other people's queries. As a result, other customers may be more likely to ask questions or invest in the technology. Plus, the business's primary profile can remain clean and professional-looking since all of the support conversations are on the other account. 

More Strategies and Resources for AI PR

PR for AI companies is more important than ever. Whether you're preparing for a virtual event or a social media post, every word you choose could sway your company's public perception. Fortunately, no business has to handle AI PR alone. 

Partnering with a PR and marketing firm can drive growth, improve your brand, and maximize your existing resources. Get started with Idea Grove to learn more.

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