May 13, 2025 • 19 mins
Nick teams up with SEO expert Chris Williams to break down the latest AI-driven strategies transforming digital marketing. From Google's evolving algorithms to AI-powered ad campaigns, they discuss how brands can stay ahead of the competition. Plus, they dive into how content loops between social media and websites enhance conversions, recession-proof marketing tactics, and why organic search is more crucial than ever.
Key Takeaways:
- Google's algorithm prioritizes engaging content that keeps users on-site.
- SEO conversions go beyond sales—guiding users through a strategic journey boosts success.
- AI-driven marketing tools from Google & Microsoft will reshape search visibility.
- Businesses must optimize for AI-driven search habits or risk losing relevance.
- Live shopping could expand beyond impulse purchases into high-ticket sales.
- Recession-proof marketing requires prioritizing organic search and strategic bottom-of-funnel tactics.
Keywords:
AI marketing, SEO strategy, Google algorithm updates, digital advertising, organic search optimization, live shopping trends, content marketing, brand awareness
Hashtags:
#AI #MarketingStrategy #SEO #DigitalAdvertising #GoogleSEO #OrganicSearch #LiveShopping #MarketingMadmen #MarketingPodcast #Ecommerce
patreon.com/TheMarketingMadMen: https://www.nick-constantino.com/
See omnystudio.com/listener for privacy information.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
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details. They say marketing is a mad
man's game, so now we turned it over to the Marketing Madman
with Nick Constantino and Trip Joe.
Welcome to the marketing madman.Is it another one of our SEO and
(00:44):
digital check insurance with ourboy Chris Williams from Elite
Web Professionals And ironically, Chris and I were
just working on our SEO. So this is all come full circle.
So now I'm seeing this in actionand it's interesting, man.
I'm going to just say it. Just seeing the way that the
Internet is structured and whereto put things and what value is
on paying. And what I've kind of figured
out is Google's job is to see ifyou're worth a damn or not.
(01:05):
And they're trying to make sure because they want you to stay
with Google. So the only way they're going to
do that is if you focus, if people focus their attention on
Google, which means they want tomake sure that what you're doing
is of benefit to people. And obviously there's caveats,
there's ways to pay around the system, and it's going to always
be that way. But what I found is, is Google
wants to keep your attention. And if you are putting out
content that does not keep attention, Google does not want
(01:27):
you. Is that fair?
That's absolutely fair. Thanks for having me again.
Of course, thanks for being. Here this.
This is really in 2025. Everyone is trying to figure out
how to keep users on their web page, and that's by any means
necessary. So if you have great video
content, great articles on your web, the page, anything you can
do to keep the user on the page,that's going to actually
increase your discoverability when people are searching for
(01:50):
you and then just help convert better as well.
Yeah, and, and conversion is thename of the game, right And and
like whether your conversion is and that's something we're
working through. Conversion is not necessarily
e-commerce because you're not going to buy an engagement ring
online. Please don't for the love of
goodness, just go and talk to somebody because it is too big
of a purchase to buy online. There's too easy to scam people
between what's going on in lab growing and natural.
(02:11):
It's just so, so different out there, what everyone's call to
action and is different, right? It can't be one-size-fits-all.
And I feel like unfortunately a lot of people out there are
applying tactics and not strategy.
So they're not building strategyaround your business.
They're using the tactics that they have to do things that I
don't think that's the best way to do.
It so the conversion is not always just a sale or a phone
call. The conversion many times when
(02:33):
it comes to a website related toSEO is making sure that the
person gets to the next step, right?
So this particular page is only meant to give them this
information to get the next amount of information they
needed to go to this next page. And so that is a conversion
because you understand that the person is still trying to
information. The simple way to look at that
is if you have the diamonds, you're showing all the
(02:55):
information about the diamonds, but it doesn't have the price on
it. So now they click on the page to
find out the price. That's a natural journey for any
user coming to a web page. And initially, you may not want
to share the price for that initial reason for your own
personal reasons. But if you're taking that person
on a journey and they're going the natural way to get the
information that they need, thatis still considered a
conversion. You're demonstrating Google that
the person is doing exactly whatyou want them to do.
(03:15):
What you want them to get the results?
Yeah, and I think So what I've kind of found is that you got to
have a three tier strategy, right?
You always have your your most common users and those are the
people that you want to serve the long form content.
Those are the people most likelyto buy.
Then you want the midterm firm content, which is kind of the
people who know of you, but maybe they're not going to be
able to buy an engagement ring. Maybe they want to buy a watch
or they just want to be around. And then you have the short form
content, which is your your customer acquisition model.
(03:38):
So if you get people pick peoplefrom short to medium to long,
you win. No one is going to go from short
immediately to long these days. They need to be wooed and it
needs to be through that user journey.
So I think that's a tactic to apply seeing out there as far as
again, those, you know, those infamous algorithm changes, what
are you seeing with AI? I know Gemini, they're putting a
lot of money into Gemini to makeit compete.
(03:58):
So I know there's a lot of underhanded partnerships going
on, but between these companies to in a race a.
Lot of AI is coming on the market is saying that these AIS
are big and bad right? Yeah, I mean, you could say
whatever you want, but look, theone thing I do know is that
Google wasn't going to sit idly by and watch their search
dominance disappear. And one of the things that I've,
I'm going to understand is like the wave of these huge advantage
(04:20):
is over, right? Even when China was lying about
DeepSeek, like they were using 6000 NVIDIA trips to do it.
Like it's just, we've, we've gotto the point where everyone can
just steal each other's tech andthey're all almost at the same
pace now. So what's going to happen?
My understanding is, is that everyone's going to kind of try
to claim territory like Microsoft wants business because
Microsoft will integrate with Word and Office and, and, and
LinkedIn. So they're going to kind of
(04:41):
carve out business. Google is going to go after
about the hyper creators and thepeople at phone.
So everyone's going to try to now jockey for that position.
It's in my opinion that ChatGPT is leaps and bounds ahead of
everybody. I mean people could say what
they want, but what I use that DBT so much I looked at the I
use the other tools. I've I've tried them out as far
as the ability to use advanced like coding, understanding, you
know anything from just just theregular use of of AI.
(05:04):
Is it leaps and bounds above other server.
I mean, you got phone numbers, you can call, you can text them,
you can talk to them, you can send a picture, creates images
it. Doesn't play as nicely with
Microsoft files like So what I'mrunning is I'm taking data from
a CRM system, exporting it and then have it look through it and
sort it and and and Copilot which is a cat GPT product.
(05:26):
It has the been is pretty much doing that work for me without
having to export in it. For you know, content writing or
trying to understand, you know, you know searches trying to
optimize your website. Yeah, And, you know, I think
it's fascinating Now seeing things on the other side is the
marketing guy. There's probably still a lot of
people out here who don't even believe this exists and are
still not playing this game. I don't think it'll.
(05:46):
Go away. Yeah, so many people.
And I think, you know, ultimately, like you could still
run a business without this stuff.
Like let's call with. This moment.
At this moment, but again, you're setting yourself up for a
long term failure. Maybe that's the goal.
Maybe the goal is they don't want to keep running a business
or they want to sell, who knows?But talk about, you know, a
little bit, What do you think I'm going to say three months
from now, six months, 9 or 9 from now, what do you think the
biggest changes are going to be?What do you think business
(06:08):
owners got to keep their eye on and watch out for?
I think a year from now, I thinkpeople will understand how
useful AI is for, for their marketing.
And I think a larger percentage of of businesses will be using
AI for their social media post. Yeah, for their website.
Yeah, let me ask you something on that cause one of my concerns
is I saw this post that Facebook, what their intention
is, is to have the AI say this is what I want to accomplish.
(06:30):
These are the people, this is the budget, and it'll just do
everything. But isn't that just making a
completely level playing field? Isn't that means you're just all
that that's gonna do is bid the prices up more and more because
everyone's doing the same stuff.There's no creative.
That's what that that wins for them.
That's what they want to win for.
But and then and the truth of the matter is it kind of opens
up the playing field. If you're bold enough to put
some, put a budget out, you havean opportunity to win too.
(06:50):
But but you're right. 'Cause then all of a sudden it's
scared. To make that investment so you
don't get the opportunity to to generate that revenue that's
available. That works in their favor like
you said, but now isn't that gonna take a lot of these
agencies out of it? Because if that's the work, the
agency that now Facebook's doingit.
That's a great question. I actually don't think so.
I think that once you see that that's available, you got to
keep in mind that the agency hasthe same access to the same
(07:10):
button so they can look at the things that are.
Happy, except they're taking 20%.
And what they're going to be able to make adjustments to it
and they'll be able to get make that same marketing strategy go
over further. They can see and they see, they
see shortcoming. How it works with other?
Properties exactly. Google how much character are
getting and I'm still. Fascinated so that would that
would give them a even bigger advantage because the likely
what's going to happen is they're getting additional data
(07:31):
that they wouldn't have access to before yeah and real record
time because what's happening isyou can now run multiple
campaigns so much faster for forthe small amount of budget sure
and you can pinpoint what ad is working better and so then you
can say no XI wouldn't XI wouldn't run way more money.
On this one here, sure. And so and so because of that,
that's going to make marketing companies even better.
I've seen great growth on some of the marketing ads that I've
(07:53):
seen that I've created personally on social media.
I'm actually seeing a trend of the content that you create on
your website, creating that samecontent on your social media,
how well that performs and how you can create a post from your
social media page. Then you create a mini chat link
to send to your website. Then you create a blog post on
your website to deliver the message.
(08:14):
How that converts? Well, sure, that's.
Similar to having a custom landing page for each poster
campaign also right? So you have matching things.
So you're indexing because it's the same thing and it's a
social. So as you send that, you just
send them on that customer journey.
Yeah, but you start them this time from social media, get them
on your website. I'm seeing a really very
powerful correlation between conversions.
Yeah, and that's, and that's the.
(08:35):
Opposite of all the business. That's what the opposite of what
we were told. We were always told that leaving
Facebook or or met or Instagram is a is a detriment because you
want to keep you on the platform.
But if you're seeing that growth, that's a new thing to
explore. Right.
And I mean, you know, a lot of times you're going to convert
before they get to your website.They'll they'll give you all
the. Information of consideration,
right? Or you fill out a form or
something like that. But if you get them on your
website, I've seen that those are converting very, very well.
(08:57):
Let's let's end with this because this has got some some
legs to it. You didn't know I was going to
do this one. The dreaded R word might be
here, might be coming. We might be recession.
No matter what you say, consumerdemand has slowed down because
people are uncertain of the future and uncertainty breeds
panic and blah, blah, blah, blah, blah.
What are some things that businesses should be doing
because of the tumultuous times,because of the decrease in
(09:18):
bottom of the funnel demand? Why is organics, organic search
and SEO? Why is it so much more important
and what are some tactics you can do right now?
I'll give you a great example. I am challenging my agencies to,
we've done such a good job of brand marketing.
You saw everyone searching Salomon Brothers, right?
But I'm like converting to guys.I need bottom of the funnel.
I need to target people who are searching for Mother's Day
presents near the stores. We got to change tactics.
(09:40):
Things are getting tighter. I would rather spend the money.
The brand is so important, but we've done such a good job of
the brand. Converting 20% of my brand
dollars to bottom of the funnel call to action stuff.
That's a tactic that I'm trying to do because I want to capture.
There's a smaller pool. I want to capture more of the
smaller pool. What are some tactics you have
for people? Well, I think you know, first of
all, if you're not using AI, I recommend you starting right
away, right? If you can implement AI into
(10:02):
your business strategy, it's theperfect time to start today.
Some of the things you can do isjust start off by asking it.
What can I post on social media?Can't the AI ChatGPT for example
will give you a 30 day plan on content that you can?
Add to and it's basing on what keywords are trending right now.
So it's doing it, but on a on a system, not just you can.
(10:23):
Give it your company name. Yeah, it'll you can give your
actual company name. It's going to scrape the web for
your business name and give you a strategy for your company.
Now, that content that it tells you to create for your social
media, if you do not have that exact content on your website,
create those pages on your website so that now you can
actually start targeting that traffic to your site
organically. So you're getting that traffic,
(10:43):
traffic from social media and you're now able to generate that
traffic organically. It's it's the same strategy that
I've been talking about for a long time.
A lot of people still haven't implemented.
They still have 10 page websites, 15 page websites.
But if you have 100 posts, 200 posts on your on your Instagram
page, many of that content that you're talking about on your
Instagram page, if you just takethat and create a blog article
for it, I know a lot of people say that people have already
(11:06):
talked about it. I don't have the blogging is
dead. Blogging doesn't work.
It's just not true. If you haven't talked about it
on your website, it hasn't haven't talked about enough.
Take the time to create their article on your website.
Connect with your user. They will hear your voice, they
will buy from you. And in a time like this, free
traffic is worth more. I have to imagine, so one of the
strategies we're trying to implement also is use YouTube
(11:28):
videos because it just loads quicker on the, the landing
page. 15 seconds on social mediathat goes to about a minute and
1/2 on the landing page. So you're bringing people
different parts of the the journey and then the purchase is
there. So they had can do everything
they can find out about you. They can do the consideration
set a little bit more and they can do the purchase just all in
the same spot. And that's ultimately that
that's what you want, right? You want to have people in every
part of that journey. So any other tactics out there
(11:49):
just for like, hey, if the worldends, this is what you need to
be? Doing you touched on a lot you
talked about OK, so the top of the funnel is I want to buy
right now, OK. So keywords that are you know
related to a price where you located, you know near me, those
have the keywords or keywords ifyou want to buy right now.
Also keywords related to comparison this versus that,
those are very powerful. Top ten are good, very powerful
(12:11):
right now search terms. Is changing those sets very
quickly, right? Because you used to use, again,
to my understanding, you used touse the search mechanism to
create your own consideration set.
Now you're asking AI to create that consideration set for you.
You're saying based on these parameters, which 10 jeweler
should I stop at? And you're giving it those
parameters. And you know, you talk about AI.
It's actually a good point to bring up.
So one of the things my wife andI were having this argument, I
(12:34):
was like, she's like, I'm I'm meeting with this.
She got laid off because of the cuts to the USAID and she's
meeting with this person. I'm like, look, take your job
description, plug it into AI andsay scour the Internet for the
most 10 positions. Most like this, OK, She goes, it
doesn't do what I want to go, well, you're not doing it right.
I go, this is a conversation. Change parameters on the fly.
Say those aren't the ones I like.
I want one more like this. Can you pull me this?
It is not a order and an execution.
(12:56):
It is a conversation that bringsout the best.
And if you're doing it wrong, it's not AI's fault, it's your
fault. Understand and be flexible.
Take the time, give it primaries.
You be shocked I've gotten with the thing I've noticed in the
past six months is the amount oftimes it says I can't do that is
shrinking. Used to give me a lot of those.
It's not I can't do this. Those are disappearing.
The best way to help with that is understand that AI talks
(13:17):
better to itself then you can. So if you can ask, help me
create the prompt for this. So then ask me the questions
that I need to know so that I can create the best prompt.
So that way it can actually start asking you questions and
get a better understanding of exactly what you're trying to
accomplish and then it can give you a better answer.
And then of course you have the free version versus the paid
version, which will go in depth further and.
(13:39):
They're getting better too, because they used to take me 14
freaking cuts and pastes to summarize the podcast, and three
or four now. So you feel it.
You feel it. You.
Can see it's actually performingand I'm also seeing that its
ability to update the meta tags and everything is getting much
better and this understanding ofthe search results page is
getting. Yeah, and that's a really good
point. So one of the misconceptions
that I think people have is they're like, you know, Google
(14:00):
Dings you for using AI, which isso not true.
Meta tags are a very specific. It's like math, like there's no
art to it. Meta tags are doing and
indexing. Something for Google to read
about that though. Yeah, please.
Dinging you for using AI means that you are you literally
copying it. Directly, you're being lazy with
it. ChatGPT and pasting it onto your
(14:21):
website. You should be penalized for
that. You should be taking it and
using it. But but you're right.
But when it talks to the meta tags, there's no restructuring
you can do like those things that are very black and white
are fine to kind of. Well, black and white if you
have the content you're using and the meta tags the meta tags
from the content you've already created.
Oh, of course, but you can't. You can't create meta tags,
right? Not content you're saying based
(14:42):
on these parameters give me somemeta tags, right?
And those parameters are things you're.
Good, but the content that you're creating on your website
should be you use ChatGPT as clues and the tool to create
good content and then you need to add your DNA.
Now you can add your DNA to the content before you create the
prompt by adding your years or your experience, your expertise.
You'll see you'll need to put. That in a couple of times to
(15:04):
learn as long as you as long as you like.
One of the things I've I've kindof learned is that when I start
my conversation, I say like, Hey, this is because I have the
the website, I have the marketing Mad Men.
I have all these different things.
So I almost say it, Hey, this post is relevant to this.
This is what I need because otherwise it confuses it.
It's now that being said, now I have separate accounts.
So I have a Salomon Brothers account and then I have a Mad
(15:24):
Men account. So it's separate.
You're almost talking to it, andlike you're giving it all its
input. You give inputs, it comes with
outputs. Yeah, and again.
It'll create great content for you, but just keeping in mind
that it's only giving you ideas to add to your experience and
your expertise. So as long as you're adding that
in, it'll create great content. Add your location specific
information, add the things thatmake you differ from your
(15:47):
competitors, it'll create amazing content.
But if you just go in there and type in your name and push enter
and then copy and paste, you don't have a problem.
Yeah, yeah. And it knows that.
And like, look to extend, I'm sure if you use Gemini, when you
put it on Google, Google is going to give you a break
because it wants to reward Gemini users.
I'm sure it's happening. I'm sure if you use Copilot and
you plug it into LinkedIn because they loan Microsoft, I
(16:08):
know it's happening. I don't know how much it is like
if you go to LinkedIn now, LinkedIn will automatically use
AI to create the posts that's using Copilot to do it.
But again, you have to start with something.
You can't just say, make a post like what's the most popular
post in the world? Do it for me dead.
You're just copying and pasting.You're just taking other
people's stuff. So anyway, my man, all right, we
got we got about two more minutes.
I want you to tell me make a prediction outlandish as you
(16:30):
want of something that's going to happen in the nine months
that's going to catch the digital world or off guard 10
months a year, something that's going to catch the world off
guard. So I'll give you an example.
But one of my things that I think is going to happen is, is
that we, the speed in which the social media and the I replace
Google and the search is going to force Google to make some
sort of drastic maneuver. I don't know what it's going to
be. I don't know if Chrome leaving
(16:52):
is going to have, but if people are searching TikTok, it's
become a search engine TikTok has now.
And then you start getting comfortable with your ChatGPT
and people are freaking dating their AI bots.
Like you're asking for consideration.
Force Google to make some sort of pivot.
And I bet within the next nine months, a year, Google is going
to do something crazy, whether it be a model, something new,
they're going to do something. Crazy.
I'm going to probably be, I'm actually looking at TikTok more
(17:14):
than a lot right now. And my predictions are going to
be that these, this live sales that's happening right now, the
way that it's exploding around the world, I believe that it's
going to make a major push here in America.
And within the next nine months,so many people are going to be
selling live on TikTok, making areal living so I can.
Come up and I don't disagree with you, but it seems like
they're selling garbage. It's cheap stuff like no one's
(17:35):
buying. No one's going to be willing to
buying a $6000 ring because of aTikTok video.
But if you look. At videos, I think that's what's
coming. I think that's what's coming.
That's why I say in nine months.But I know why.
In the next month, well, becausewhat's happening is you got
people you got viewers eyes and all it takes is for the right
influencer to do it the right person to get behind it, the
right the right network to get behind it.
The next thing you know, you have people are watching it, so
(17:57):
be. Careful though, if you're a
brand that has brand value and reputation, that is an easy way
to tarnish your reputation because what happens is somebody
makes a purchase, they they hatethemselves for making that
purchase and they're going to either return rates are through
the roof or Dings your brand equity that that's really hard
to come overcome. We've avoided this because like
if someone makes an impulse purchase and they walk away and
they have buyer's remorse, they take it out on you.
(18:18):
They do, right? Like we, we tried.
Done something? Wrong as you've done something
wrong and like you dumb dumb made the purchase when you were
drunk on a Tuesday night. That's not my fault, but they
don't take it out that it's unfair.
The way reviews work, everyone'snegative review is usually a
negative review of themselves, just like people anyway.
So, as always, Chris. Greg, I think that's coming to
Instagram too. I think they're going to be.
Trying to obviously have to steal everything from each
(18:38):
other. Great conversation is always my
man. I appreciate it.
Give them the socials, tell themwhere to find you out.
You can. Find me at Chris Williams Inc on
Instagram. My website is
www.advertisingbusiness.org Feelfree to hit me up anytime.
Love to help. Thank you guys.
Easy breezy. Yes, that's it.
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details. They say marketing is a mad
man's game, so now we turned it over to the Marketing Madman
with Nick Constantino and Trip Joe.
Welcome to the marketing madman.Is it another one of our SEO and
(00:44):
digital check insurance with ourboy Chris Williams from Elite
Web Professionals And ironically, Chris and I were
just working on our SEO. So this is all come full circle.
So now I'm seeing this in actionand it's interesting, man.
I'm going to just say it. Just seeing the way that the
Internet is structured and whereto put things and what value is
on paying. And what I've kind of figured
out is Google's job is to see ifyou're worth a damn or not.
(01:05):
And they're trying to make sure because they want you to stay
with Google. So the only way they're going to
do that is if you focus, if people focus their attention on
Google, which means they want tomake sure that what you're doing
is of benefit to people. And obviously there's caveats,
there's ways to pay around the system, and it's going to always
be that way. But what I found is, is Google
wants to keep your attention. And if you are putting out
content that does not keep attention, Google does not want
(01:27):
you. Is that fair?
That's absolutely fair. Thanks for having me again.
Of course, thanks for being. Here this.
This is really in 2025. Everyone is trying to figure out
how to keep users on their web page, and that's by any means
necessary. So if you have great video
content, great articles on your web, the page, anything you can
do to keep the user on the page,that's going to actually
increase your discoverability when people are searching for
(01:50):
you and then just help convert better as well.
Yeah, and, and conversion is thename of the game, right And and
like whether your conversion is and that's something we're
working through. Conversion is not necessarily
e-commerce because you're not going to buy an engagement ring
online. Please don't for the love of
goodness, just go and talk to somebody because it is too big
of a purchase to buy online. There's too easy to scam people
between what's going on in lab growing and natural.
(02:11):
It's just so, so different out there, what everyone's call to
action and is different, right? It can't be one-size-fits-all.
And I feel like unfortunately a lot of people out there are
applying tactics and not strategy.
So they're not building strategyaround your business.
They're using the tactics that they have to do things that I
don't think that's the best way to do.
It so the conversion is not always just a sale or a phone
call. The conversion many times when
(02:33):
it comes to a website related toSEO is making sure that the
person gets to the next step, right?
So this particular page is only meant to give them this
information to get the next amount of information they
needed to go to this next page. And so that is a conversion
because you understand that the person is still trying to
information. The simple way to look at that
is if you have the diamonds, you're showing all the
(02:55):
information about the diamonds, but it doesn't have the price on
it. So now they click on the page to
find out the price. That's a natural journey for any
user coming to a web page. And initially, you may not want
to share the price for that initial reason for your own
personal reasons. But if you're taking that person
on a journey and they're going the natural way to get the
information that they need, thatis still considered a
conversion. You're demonstrating Google that
the person is doing exactly whatyou want them to do.
(03:15):
What you want them to get the results?
Yeah, and I think So what I've kind of found is that you got to
have a three tier strategy, right?
You always have your your most common users and those are the
people that you want to serve the long form content.
Those are the people most likelyto buy.
Then you want the midterm firm content, which is kind of the
people who know of you, but maybe they're not going to be
able to buy an engagement ring. Maybe they want to buy a watch
or they just want to be around. And then you have the short form
content, which is your your customer acquisition model.
(03:38):
So if you get people pick peoplefrom short to medium to long,
you win. No one is going to go from short
immediately to long these days. They need to be wooed and it
needs to be through that user journey.
So I think that's a tactic to apply seeing out there as far as
again, those, you know, those infamous algorithm changes, what
are you seeing with AI? I know Gemini, they're putting a
lot of money into Gemini to makeit compete.
(03:58):
So I know there's a lot of underhanded partnerships going
on, but between these companies to in a race a.
Lot of AI is coming on the market is saying that these AIS
are big and bad right? Yeah, I mean, you could say
whatever you want, but look, theone thing I do know is that
Google wasn't going to sit idly by and watch their search
dominance disappear. And one of the things that I've,
I'm going to understand is like the wave of these huge advantage
(04:20):
is over, right? Even when China was lying about
DeepSeek, like they were using 6000 NVIDIA trips to do it.
Like it's just, we've, we've gotto the point where everyone can
just steal each other's tech andthey're all almost at the same
pace now. So what's going to happen?
My understanding is, is that everyone's going to kind of try
to claim territory like Microsoft wants business because
Microsoft will integrate with Word and Office and, and, and
LinkedIn. So they're going to kind of
(04:41):
carve out business. Google is going to go after
about the hyper creators and thepeople at phone.
So everyone's going to try to now jockey for that position.
It's in my opinion that ChatGPT is leaps and bounds ahead of
everybody. I mean people could say what
they want, but what I use that DBT so much I looked at the I
use the other tools. I've I've tried them out as far
as the ability to use advanced like coding, understanding, you
know anything from just just theregular use of of AI.
(05:04):
Is it leaps and bounds above other server.
I mean, you got phone numbers, you can call, you can text them,
you can talk to them, you can send a picture, creates images
it. Doesn't play as nicely with
Microsoft files like So what I'mrunning is I'm taking data from
a CRM system, exporting it and then have it look through it and
sort it and and and Copilot which is a cat GPT product.
(05:26):
It has the been is pretty much doing that work for me without
having to export in it. For you know, content writing or
trying to understand, you know, you know searches trying to
optimize your website. Yeah, And, you know, I think
it's fascinating Now seeing things on the other side is the
marketing guy. There's probably still a lot of
people out here who don't even believe this exists and are
still not playing this game. I don't think it'll.
(05:46):
Go away. Yeah, so many people.
And I think, you know, ultimately, like you could still
run a business without this stuff.
Like let's call with. This moment.
At this moment, but again, you're setting yourself up for a
long term failure. Maybe that's the goal.
Maybe the goal is they don't want to keep running a business
or they want to sell, who knows?But talk about, you know, a
little bit, What do you think I'm going to say three months
from now, six months, 9 or 9 from now, what do you think the
biggest changes are going to be?What do you think business
(06:08):
owners got to keep their eye on and watch out for?
I think a year from now, I thinkpeople will understand how
useful AI is for, for their marketing.
And I think a larger percentage of of businesses will be using
AI for their social media post. Yeah, for their website.
Yeah, let me ask you something on that cause one of my concerns
is I saw this post that Facebook, what their intention
is, is to have the AI say this is what I want to accomplish.
(06:30):
These are the people, this is the budget, and it'll just do
everything. But isn't that just making a
completely level playing field? Isn't that means you're just all
that that's gonna do is bid the prices up more and more because
everyone's doing the same stuff.There's no creative.
That's what that that wins for them.
That's what they want to win for.
But and then and the truth of the matter is it kind of opens
up the playing field. If you're bold enough to put
some, put a budget out, you havean opportunity to win too.
(06:50):
But but you're right. 'Cause then all of a sudden it's
scared. To make that investment so you
don't get the opportunity to to generate that revenue that's
available. That works in their favor like
you said, but now isn't that gonna take a lot of these
agencies out of it? Because if that's the work, the
agency that now Facebook's doingit.
That's a great question. I actually don't think so.
I think that once you see that that's available, you got to
keep in mind that the agency hasthe same access to the same
(07:10):
button so they can look at the things that are.
Happy, except they're taking 20%.
And what they're going to be able to make adjustments to it
and they'll be able to get make that same marketing strategy go
over further. They can see and they see, they
see shortcoming. How it works with other?
Properties exactly. Google how much character are
getting and I'm still. Fascinated so that would that
would give them a even bigger advantage because the likely
what's going to happen is they're getting additional data
(07:31):
that they wouldn't have access to before yeah and real record
time because what's happening isyou can now run multiple
campaigns so much faster for forthe small amount of budget sure
and you can pinpoint what ad is working better and so then you
can say no XI wouldn't XI wouldn't run way more money.
On this one here, sure. And so and so because of that,
that's going to make marketing companies even better.
I've seen great growth on some of the marketing ads that I've
(07:53):
seen that I've created personally on social media.
I'm actually seeing a trend of the content that you create on
your website, creating that samecontent on your social media,
how well that performs and how you can create a post from your
social media page. Then you create a mini chat link
to send to your website. Then you create a blog post on
your website to deliver the message.
(08:14):
How that converts? Well, sure, that's.
Similar to having a custom landing page for each poster
campaign also right? So you have matching things.
So you're indexing because it's the same thing and it's a
social. So as you send that, you just
send them on that customer journey.
Yeah, but you start them this time from social media, get them
on your website. I'm seeing a really very
powerful correlation between conversions.
Yeah, and that's, and that's the.
(08:35):
Opposite of all the business. That's what the opposite of what
we were told. We were always told that leaving
Facebook or or met or Instagram is a is a detriment because you
want to keep you on the platform.
But if you're seeing that growth, that's a new thing to
explore. Right.
And I mean, you know, a lot of times you're going to convert
before they get to your website.They'll they'll give you all
the. Information of consideration,
right? Or you fill out a form or
something like that. But if you get them on your
website, I've seen that those are converting very, very well.
(08:57):
Let's let's end with this because this has got some some
legs to it. You didn't know I was going to
do this one. The dreaded R word might be
here, might be coming. We might be recession.
No matter what you say, consumerdemand has slowed down because
people are uncertain of the future and uncertainty breeds
panic and blah, blah, blah, blah, blah.
What are some things that businesses should be doing
because of the tumultuous times,because of the decrease in
(09:18):
bottom of the funnel demand? Why is organics, organic search
and SEO? Why is it so much more important
and what are some tactics you can do right now?
I'll give you a great example. I am challenging my agencies to,
we've done such a good job of brand marketing.
You saw everyone searching Salomon Brothers, right?
But I'm like converting to guys.I need bottom of the funnel.
I need to target people who are searching for Mother's Day
presents near the stores. We got to change tactics.
(09:40):
Things are getting tighter. I would rather spend the money.
The brand is so important, but we've done such a good job of
the brand. Converting 20% of my brand
dollars to bottom of the funnel call to action stuff.
That's a tactic that I'm trying to do because I want to capture.
There's a smaller pool. I want to capture more of the
smaller pool. What are some tactics you have
for people? Well, I think you know, first of
all, if you're not using AI, I recommend you starting right
away, right? If you can implement AI into
(10:02):
your business strategy, it's theperfect time to start today.
Some of the things you can do isjust start off by asking it.
What can I post on social media?Can't the AI ChatGPT for example
will give you a 30 day plan on content that you can?
Add to and it's basing on what keywords are trending right now.
So it's doing it, but on a on a system, not just you can.
(10:23):
Give it your company name. Yeah, it'll you can give your
actual company name. It's going to scrape the web for
your business name and give you a strategy for your company.
Now, that content that it tells you to create for your social
media, if you do not have that exact content on your website,
create those pages on your website so that now you can
actually start targeting that traffic to your site
organically. So you're getting that traffic,
(10:43):
traffic from social media and you're now able to generate that
traffic organically. It's it's the same strategy that
I've been talking about for a long time.
A lot of people still haven't implemented.
They still have 10 page websites, 15 page websites.
But if you have 100 posts, 200 posts on your on your Instagram
page, many of that content that you're talking about on your
Instagram page, if you just takethat and create a blog article
for it, I know a lot of people say that people have already
(11:06):
talked about it. I don't have the blogging is
dead. Blogging doesn't work.
It's just not true. If you haven't talked about it
on your website, it hasn't haven't talked about enough.
Take the time to create their article on your website.
Connect with your user. They will hear your voice, they
will buy from you. And in a time like this, free
traffic is worth more. I have to imagine, so one of the
strategies we're trying to implement also is use YouTube
(11:28):
videos because it just loads quicker on the, the landing
page. 15 seconds on social mediathat goes to about a minute and
1/2 on the landing page. So you're bringing people
different parts of the the journey and then the purchase is
there. So they had can do everything
they can find out about you. They can do the consideration
set a little bit more and they can do the purchase just all in
the same spot. And that's ultimately that
that's what you want, right? You want to have people in every
part of that journey. So any other tactics out there
(11:49):
just for like, hey, if the worldends, this is what you need to
be? Doing you touched on a lot you
talked about OK, so the top of the funnel is I want to buy
right now, OK. So keywords that are you know
related to a price where you located, you know near me, those
have the keywords or keywords ifyou want to buy right now.
Also keywords related to comparison this versus that,
those are very powerful. Top ten are good, very powerful
(12:11):
right now search terms. Is changing those sets very
quickly, right? Because you used to use, again,
to my understanding, you used touse the search mechanism to
create your own consideration set.
Now you're asking AI to create that consideration set for you.
You're saying based on these parameters, which 10 jeweler
should I stop at? And you're giving it those
parameters. And you know, you talk about AI.
It's actually a good point to bring up.
So one of the things my wife andI were having this argument, I
(12:34):
was like, she's like, I'm I'm meeting with this.
She got laid off because of the cuts to the USAID and she's
meeting with this person. I'm like, look, take your job
description, plug it into AI andsay scour the Internet for the
most 10 positions. Most like this, OK, She goes, it
doesn't do what I want to go, well, you're not doing it right.
I go, this is a conversation. Change parameters on the fly.
Say those aren't the ones I like.
I want one more like this. Can you pull me this?
It is not a order and an execution.
(12:56):
It is a conversation that bringsout the best.
And if you're doing it wrong, it's not AI's fault, it's your
fault. Understand and be flexible.
Take the time, give it primaries.
You be shocked I've gotten with the thing I've noticed in the
past six months is the amount oftimes it says I can't do that is
shrinking. Used to give me a lot of those.
It's not I can't do this. Those are disappearing.
The best way to help with that is understand that AI talks
(13:17):
better to itself then you can. So if you can ask, help me
create the prompt for this. So then ask me the questions
that I need to know so that I can create the best prompt.
So that way it can actually start asking you questions and
get a better understanding of exactly what you're trying to
accomplish and then it can give you a better answer.
And then of course you have the free version versus the paid
version, which will go in depth further and.
(13:39):
They're getting better too, because they used to take me 14
freaking cuts and pastes to summarize the podcast, and three
or four now. So you feel it.
You feel it. You.
Can see it's actually performingand I'm also seeing that its
ability to update the meta tags and everything is getting much
better and this understanding ofthe search results page is
getting. Yeah, and that's a really good
point. So one of the misconceptions
that I think people have is they're like, you know, Google
(14:00):
Dings you for using AI, which isso not true.
Meta tags are a very specific. It's like math, like there's no
art to it. Meta tags are doing and
indexing. Something for Google to read
about that though. Yeah, please.
Dinging you for using AI means that you are you literally
copying it. Directly, you're being lazy with
it. ChatGPT and pasting it onto your
(14:21):
website. You should be penalized for
that. You should be taking it and
using it. But but you're right.
But when it talks to the meta tags, there's no restructuring
you can do like those things that are very black and white
are fine to kind of. Well, black and white if you
have the content you're using and the meta tags the meta tags
from the content you've already created.
Oh, of course, but you can't. You can't create meta tags,
right? Not content you're saying based
(14:42):
on these parameters give me somemeta tags, right?
And those parameters are things you're.
Good, but the content that you're creating on your website
should be you use ChatGPT as clues and the tool to create
good content and then you need to add your DNA.
Now you can add your DNA to the content before you create the
prompt by adding your years or your experience, your expertise.
You'll see you'll need to put. That in a couple of times to
(15:04):
learn as long as you as long as you like.
One of the things I've I've kindof learned is that when I start
my conversation, I say like, Hey, this is because I have the
the website, I have the marketing Mad Men.
I have all these different things.
So I almost say it, Hey, this post is relevant to this.
This is what I need because otherwise it confuses it.
It's now that being said, now I have separate accounts.
So I have a Salomon Brothers account and then I have a Mad
(15:24):
Men account. So it's separate.
You're almost talking to it, andlike you're giving it all its
input. You give inputs, it comes with
outputs. Yeah, and again.
It'll create great content for you, but just keeping in mind
that it's only giving you ideas to add to your experience and
your expertise. So as long as you're adding that
in, it'll create great content. Add your location specific
information, add the things thatmake you differ from your
(15:47):
competitors, it'll create amazing content.
But if you just go in there and type in your name and push enter
and then copy and paste, you don't have a problem.
Yeah, yeah. And it knows that.
And like, look to extend, I'm sure if you use Gemini, when you
put it on Google, Google is going to give you a break
because it wants to reward Gemini users.
I'm sure it's happening. I'm sure if you use Copilot and
you plug it into LinkedIn because they loan Microsoft, I
(16:08):
know it's happening. I don't know how much it is like
if you go to LinkedIn now, LinkedIn will automatically use
AI to create the posts that's using Copilot to do it.
But again, you have to start with something.
You can't just say, make a post like what's the most popular
post in the world? Do it for me dead.
You're just copying and pasting.You're just taking other
people's stuff. So anyway, my man, all right, we
got we got about two more minutes.
I want you to tell me make a prediction outlandish as you
(16:30):
want of something that's going to happen in the nine months
that's going to catch the digital world or off guard 10
months a year, something that's going to catch the world off
guard. So I'll give you an example.
But one of my things that I think is going to happen is, is
that we, the speed in which the social media and the I replace
Google and the search is going to force Google to make some
sort of drastic maneuver. I don't know what it's going to
be. I don't know if Chrome leaving
(16:52):
is going to have, but if people are searching TikTok, it's
become a search engine TikTok has now.
And then you start getting comfortable with your ChatGPT
and people are freaking dating their AI bots.
Like you're asking for consideration.
Force Google to make some sort of pivot.
And I bet within the next nine months, a year, Google is going
to do something crazy, whether it be a model, something new,
they're going to do something. Crazy.
I'm going to probably be, I'm actually looking at TikTok more
(17:14):
than a lot right now. And my predictions are going to
be that these, this live sales that's happening right now, the
way that it's exploding around the world, I believe that it's
going to make a major push here in America.
And within the next nine months,so many people are going to be
selling live on TikTok, making areal living so I can.
Come up and I don't disagree with you, but it seems like
they're selling garbage. It's cheap stuff like no one's
(17:35):
buying. No one's going to be willing to
buying a $6000 ring because of aTikTok video.
But if you look. At videos, I think that's what's
coming. I think that's what's coming.
That's why I say in nine months.But I know why.
In the next month, well, becausewhat's happening is you got
people you got viewers eyes and all it takes is for the right
influencer to do it the right person to get behind it, the
right the right network to get behind it.
The next thing you know, you have people are watching it, so
(17:57):
be. Careful though, if you're a
brand that has brand value and reputation, that is an easy way
to tarnish your reputation because what happens is somebody
makes a purchase, they they hatethemselves for making that
purchase and they're going to either return rates are through
the roof or Dings your brand equity that that's really hard
to come overcome. We've avoided this because like
if someone makes an impulse purchase and they walk away and
they have buyer's remorse, they take it out on you.
(18:18):
They do, right? Like we, we tried.
Done something? Wrong as you've done something
wrong and like you dumb dumb made the purchase when you were
drunk on a Tuesday night. That's not my fault, but they
don't take it out that it's unfair.
The way reviews work, everyone'snegative review is usually a
negative review of themselves, just like people anyway.
So, as always, Chris. Greg, I think that's coming to
Instagram too. I think they're going to be.
Trying to obviously have to steal everything from each
(18:38):
other. Great conversation is always my
man. I appreciate it.
Give them the socials, tell themwhere to find you out.
You can. Find me at Chris Williams Inc on
Instagram. My website is
www.advertisingbusiness.org Feelfree to hit me up anytime.
Love to help. Thank you guys.
Easy breezy. Yes, that's it.
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