November 27, 2025 • 31 mins
With the rapid onset of AI, the marketing landscape is rapidly changing.
Bryan Phelps is the founder and CEO of Big Leap, a digital marketing agency that helps businesses build scalable growth systems through a strategic blend of brand and performance. What began as a self-taught journey in SEO back in 2005 has evolved into a leadership role guiding national brands through today’s shifting marketing landscape.
Since founding Big Leap in 2008, Bryan has grown the company from a solo consultancy into a 80+ person agency trusted by companies across industries—from high-growth startups to private equity-backed brands. Under his leadership, Big Leap has developed a Brand-Led Performance Marketing framework that helps clients align paid media, SEO, content, digital PR, and revenue operations to build trust, drive efficiency, and improve customer acquisition over the long term. Investors, Founders, and Marketing Leaders alike turn to Bryan and his team when short-term tactics stop working and a more resilient, system-driven marketing strategy is needed.
Bryan and his team have led 1,000+ marketing campaigns and bring deep experience in helping brands modernize their marketing foundation while navigating operational complexity. He also plays an active role mentoring marketing leaders and building teams that scale.
CONTACT DETAILS
Email: bryan@bigleap.com
Business: Big Leap
Website: https://www.bigleap.com/
Social Media:
LinkedIN - https://www.linkedin.com/company/bigleap/
Facebook - https://www.facebook.com/bigleapmktg/
Instagram - https://www.instagram.com/bigleapmktg/
Tiktok - X - https://x.com/BigLeapMKTG/
Remember to SUBSCRIBE so you don't miss "Information That You Can Use." Share Just Minding My Business with your family, friends, and colleagues. Engage with us by leaving a review or comment on my Google Business Page. https://g.page/r/CVKSq-IsFaY9EBM/review Your support keeps this podcast going and growing.
Visit Just Minding My Business Media™ LLC at https://jmmbmediallc.com/ to learn how we can help you get more visibility on your products and services.
Bryan Phelps is the founder and CEO of Big Leap, a digital marketing agency that helps businesses build scalable growth systems through a strategic blend of brand and performance. What began as a self-taught journey in SEO back in 2005 has evolved into a leadership role guiding national brands through today’s shifting marketing landscape.
Since founding Big Leap in 2008, Bryan has grown the company from a solo consultancy into a 80+ person agency trusted by companies across industries—from high-growth startups to private equity-backed brands. Under his leadership, Big Leap has developed a Brand-Led Performance Marketing framework that helps clients align paid media, SEO, content, digital PR, and revenue operations to build trust, drive efficiency, and improve customer acquisition over the long term. Investors, Founders, and Marketing Leaders alike turn to Bryan and his team when short-term tactics stop working and a more resilient, system-driven marketing strategy is needed.
Bryan and his team have led 1,000+ marketing campaigns and bring deep experience in helping brands modernize their marketing foundation while navigating operational complexity. He also plays an active role mentoring marketing leaders and building teams that scale.
CONTACT DETAILS
Email: bryan@bigleap.com
Business: Big Leap
Website: https://www.bigleap.com/
Social Media:
LinkedIN - https://www.linkedin.com/company/bigleap/
Facebook - https://www.facebook.com/bigleapmktg/
Instagram - https://www.instagram.com/bigleapmktg/
Tiktok - X - https://x.com/BigLeapMKTG/
Remember to SUBSCRIBE so you don't miss "Information That You Can Use." Share Just Minding My Business with your family, friends, and colleagues. Engage with us by leaving a review or comment on my Google Business Page. https://g.page/r/CVKSq-IsFaY9EBM/review Your support keeps this podcast going and growing.
Visit Just Minding My Business Media™ LLC at https://jmmbmediallc.com/ to learn how we can help you get more visibility on your products and services.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
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Speaker 1 (01:45):
Welcome to just smond in my Business Media. I hope
you're having an amazing day. I am so happy to
bring to you today Brian Phelps, who is the founder
and CEO of Big Bleep, a digit marketing agency that
helps businesses build scalable growth systems through a strategic blend
(02:07):
of brand and performance. What began is a self taught
journey in SEO back in two thousand and five has
evolved into a leadership role guiding national brands through today's
shifting marketing landscape. Welcome Brian, glad to have you.
Speaker 4 (02:26):
Yeah, thank you so much.
Speaker 5 (02:28):
I appreciate it absolutely.
Speaker 1 (02:30):
And the last part of this shifting marketing landscape is
exactly the best way to describe it, because things feel
like they're changing at the speed of light. And you know,
I know your background is an SEO and already I'm
(02:51):
noticing when you go to Google and you do a search,
it comes up with AI stuff first. So one of
the questions I have is how Is that changing the
SEO landscape?
Speaker 4 (03:11):
Yeah, it's changing quite a bit.
Speaker 5 (03:13):
So so like you said, in Google, you'll see the
AI results at the top. Sometimes people will go to chat,
GPT maybe and search for those things too, So how
people are discovering products and brands is changing quite a bit.
So what used to be clicks to your website on
the search results is sometimes those are going away and
(03:35):
people are maybe finding you in the AI overviews on Google,
but sometimes they don't. So it's kind of it's impacting
businesses traffic in a lot of ways.
Speaker 1 (03:45):
Absolutely, because I know this. I mean I was like
really into the SEO scene. So my website now I'm
in a place what do I do?
Speaker 5 (03:56):
Yeah, So we're seeing with you know, there's lots of
different kinds of website I guess, and how people you know,
want traffic to their site. So a lot of our
clients are selling some you know, some kind of product
or service, and so what we've actually seen is that
they've been able to at least maintain or even grow
sells and revenue. But that educational content that they used
(04:16):
to get rewarded for by creating answering questions, you know,
there's less traffic coming in, and so we kind of
brands have to ask themselves a little bit now, is
would I create this content even if I don't get
traffic for it, because maybe it's helping on my social
content or people that come directly to my website, and
then if it shows up in those AI searches. I
(04:38):
mean it's it's kind of like branding in a perspective
where I see, you know, a brand there, I may
not click, but I you know, it's one of those
touch points that we're always trying to get. So there's
value in it, but it's definitely more difficult to measure
than it used to be.
Speaker 1 (04:52):
Absolutely so value of integrating human centric as strategies to
yield sustainable results. So I guess that's where we are now.
Speaker 5 (05:04):
We're big proponents of keeping those humans involved. So we
love AI and we've we've definitely seen efficiencies and improvements,
but we're kind of I think it's been a couple
of years now.
Speaker 4 (05:16):
It's crazy it's gone so fast in.
Speaker 5 (05:17):
Some ways, but kind of feel like, uh, you know,
there was kind of this rush and surge to just
you know, produce content and do everything with AI, and
I think it was it's it's interesting and it's helpful.
But I think a lot of people are coming to
this realization that it's fast, but that doesn't always mean
it's the best way to do it.
Speaker 4 (05:35):
And so we're working with our.
Speaker 5 (05:37):
For ourselves and with our clients to how to how
do we blend that, how do we bring in their
real experience, you know, their personality, how they view their
industry and world, and how do we you know, maybe
use AI to help write that faster, but make sure
we don't lose that uniqueness that the client brings.
Speaker 1 (05:55):
Yeah, and that's important because a lot of times I
know when I'm doing, like maybe want to create a
promotion and I'll type what I want in AI and
it's not my voice, so I have to tweak it
to make it mine.
Speaker 5 (06:14):
Yeah, And there's ways and we do this, you know,
where we can help kind of train the LLM on
you know, the brand guidelines or you know, even the
personality voice and it again will help. But there's just
this element of human experience that I think people really want,
you know, they they love you know, we go to
Google search and sometimes we see the answer, but you know,
(06:35):
we want to keep clicking. We want to hear it
from somebody, so read it even for example, as growing
in popularity because it's not just you know, this collection
computer collection of answers, but they're seeing real people's answers
to a question. And so I, yeah, I think we'll
continue to see.
Speaker 4 (06:51):
That, which I'm really encouraged by.
Speaker 5 (06:52):
I think that's an important part of humanity and where
we're going as a as a people.
Speaker 1 (06:58):
Yes, I have to agree hundred because that human experience
is critical for me. If I hate working with companies
that want to resolve issues by email chat, really now,
I can't do it that way, you know, so that's
it's very frustrating and it takes me more time that
(07:21):
it's needed.
Speaker 5 (07:23):
Yeah, so I think maybe like an interesting to kind
of wrap a couple of your questions there together like
that example is really awesome. So something that I think
AI will get better at is helping us, you know,
as they understand what you just said about you, you know,
when they recommend companies now to you, they will factor
can maybe factor that end.
Speaker 4 (07:40):
So from a marketing.
Speaker 5 (07:41):
Perspective, it's really important that we continue producing content because
that's how you know, the Google search and AI is
going to understand the business better to be able to
match it with what you're looking for. So the more, yeah,
the more information we're putting out there about us, about
our companies, it's going to help just find a better
alignment hopefully with customers that really align with you know,
(08:05):
how we do things, and maybe we'd out the ones
you know that aren't a good fit.
Speaker 1 (08:10):
Yes, absolutely so. How a strong digital presence increases visibility
and trust for companies talk about that a little bit.
Speaker 4 (08:22):
Yeah, you know, it's we live in this you know.
Speaker 5 (08:25):
Digital world after a while, of course a long time,
and so you know, having that presence in that personality.
There's kind of a couple of components we talk about
from a marketing perspective. And I'll give credit to a
guy that we work with. His name's Kobe Bush. He's
a branding guy that's just brilliant in my opinion, and
we're fortunate to have him at Big Leap. But he
talks about that people notice different. So if you're shopping
(08:47):
for something like let's say you're using looking for HR
software for your business, there's lots of HR you know
software providers, but there's gonna be some that stand out, right,
they're doing something different, maybe how they talk about things
kind of the you know that personality, so people notice different.
They aligned to genuine, so they'll notice like, hey, there's
something different about that, and that can go one of
two ways, right, It's like I aligned to that because
(09:08):
I like it, or it's like I don't like that,
maybe it's too different. So they aligned to genuine and
then evangelize, you.
Speaker 4 (09:14):
Know, incredible experiences.
Speaker 5 (09:16):
So in HR software were ald A great example of
our past clients is Bamboo HR. They kind of came
into the scene when HR software was pretty stuffy and
there wasn't a lot of innovation happening, and they started
doing things differently, so they look different. They had this
tone and voice and just this great approach to how
they support HR people that people aligned with and they
(09:36):
just delivered on it and they did a great job,
and so people continue to evangelize you know, their product ultimately.
So trying to kind of keep your digital presence with
that in mind will help you know, just be able
to grow, you know, grow traffic.
Speaker 4 (09:50):
Grow followers, whatever you know your goals are.
Speaker 5 (09:53):
It's kind of a good formula to thinking about how
you want to approach your digital presence.
Speaker 1 (09:58):
Yes, yes, and I think often too, city is for
me is the most important, you know, because I like realness, yeah,
you know, I just don't like fake.
Speaker 5 (10:12):
I agree, And I think you know that's where you know, hopefully,
I think we've seen improvements there with companies and who.
Speaker 4 (10:20):
They you know, really you know, how we can align
with them.
Speaker 5 (10:24):
And again I think you know that example you shared
before of you know, from a support perspective, you want
to you know, talk to someone on the phone. I mean,
that's that's the kind of alignment hopefully that we can find.
And there are people that are the opposite, right, They're like,
I don't want I just want to live chat someone.
I don't necessarily want to talk to someone on the phone,
And you know, they can of course align with the
company that fits that mold too.
Speaker 1 (10:44):
Yeah, I don't know a lot of people that like
to do to laugh chat. That's like being on the
phone and pressed his foot and all of that. That's
the same thing. I'm with you, and most people in
my circles hate it, especially the ones that don't want
to be doing a lot of typing.
Speaker 5 (11:03):
So how do you feel about phone AI, phone chappot
or like a phone calls aiphone.
Speaker 1 (11:10):
I hang right up. I was trying to order a
pizza the other day. I was traveling and I was
trying to have it ready when I got to the
exit and they put this AI thing on and it
was horrible. Yeah, it was totally horrible because it's not situational.
Speaker 5 (11:33):
Mm hmm. Yeah, handles the you know, perfect scenario, right,
someone you know goes to the club. When you throw
a little curveball, a little curveball.
Speaker 4 (11:43):
On the machine, it kind of breaks.
Speaker 1 (11:44):
Down, Yes, And the same thing with the phone AI.
It's the same exact thing when you call a company
and sometimes it breaks And that's when it really gets
ugly when I did not understand that, you know, and
then you steel stupid hollow into a phone that there's
(12:06):
nobody there.
Speaker 4 (12:09):
It's interesting.
Speaker 5 (12:10):
You know, there's been a lot of change in the
last ten twenty years about phone systems. But yeah, I
mean it's interesting. We don't have to deal with this, fortunately,
but this battle of all, you know, they want to
save money, but at what costs, right, what kind of
cost from a customer experience is that having So I'd
love to talk to someone that runs a huge, huge
call center and see how they weigh those two things.
Speaker 1 (12:32):
Yeah, it's funny. Back in the day, I worked for
a brokerage firm and the owner back then that's when
all of that started happening, and.
Speaker 4 (12:43):
He refused to do it.
Speaker 1 (12:46):
He was like, I want people that call my business
to speak to someone, and he kept the operator, she
transferred a call to the person. He kept all of that.
And I think, you know, that's probably one of the
reasons why the company became as big as it did become,
because that personal human experience.
Speaker 4 (13:12):
Yeah, that's awesome.
Speaker 5 (13:13):
I agree, it's Yeah, there's a lot of cool tech advancements,
but yeah, I don't know's there's definitely something to just
like we've been talking about the kind of human experience
and you know, you can understand someone and empathize a
little bit, hopefully on the support side a little bit,
and have such a big impact.
Speaker 1 (13:31):
Yes, And I'm also noticing now the people that they
use overseas, they're becoming a little bit more empathetic. They're
kind of getting away from the script because in the
beginning it was shut enough a script because I did
it support, so I had to talk to these people
(13:52):
daily and be frustrated daily. But I'm noticing now that
they're becoming more human, more listening to what the customer
has to say, and shown a little bit of empathy.
So I see things changing in that respect as well.
(14:12):
So let's talk a little bit about PR, digital PR amplifyings,
How amplify a portfolio company marketing position. Let's just talk
a little bit about that.
Speaker 5 (14:26):
Yeah, so, you know, with what we've been talking about
with AI search, and I mean even if you go
back five years ago and talk about Google Search traditionally,
digital PR is a big component of that. When we
when we look at SEO and AI SEO, there's kind
of the technical side, right, your website and your code
that's all got to be done right. There's content, of
(14:46):
course we've talked about you got to have the right
content and keywords and all that kind of thing is
important and kind of that third piece that really is
like the separator i'd say from everyone else, because everyone
could optimize their website pretty well, people could produce the
same kind of content. But I think that makes the
biggest difference is kind of that brand and popularity factor.
And we think digital PR is a great way to
(15:07):
you know, set yourself apart. So it's everything from you know,
in person live events to you know, being on podcasts,
to you know, hosting webinars and all those things in between.
And I love digital PR because it kind of works
by itself. It's a great way to meet new people
and to you know, introduce people to a brand, but
it's also should help your kind of overall marketing engine
(15:29):
work a little better too.
Speaker 1 (15:31):
Yes, yeah, sound like that digital PR too. I'm like,
I'm trying to get out to love networking events, but
since the pandemic, it has been so difficult.
Speaker 4 (15:45):
Yeah, it's changed a lot.
Speaker 5 (15:46):
It's funny though, I feel like even more not you know,
I mean it's post pandemic, but with the AI world
where you almost can't believe anything you see on a screen.
Speaker 4 (15:55):
Right, videos, fake audio, it's fake.
Speaker 5 (15:58):
So there's we hear a lot more of this return
to I want to meet up in person, you know,
come visit our office, you know.
Speaker 4 (16:06):
Events, and it's.
Speaker 5 (16:08):
Yeah, maybe full circle thing, but people you know, start
to crave the personal connection again.
Speaker 1 (16:14):
Yes, yes, because I'm definitely there. Like you said, you know,
that's a lot of faith going on. It's wonderful, but
we've got a lot of bad players fortunately, So how
do people contact your company?
Speaker 5 (16:34):
Yeah, so you can visit our website. It's big Leap
l eap dot com and you can learn a lot.
We have a great blog talks about our services things
like that. I also I spend a lot of time
on LinkedIn, so I have a newsletter there where I
try to just share kind of all the stuff happening
in the marketing in AI world. That's sometimes can get technical,
but I try to keep a little bit more high
(16:55):
level informational. So it's really designed for people that maybe
aren't marketers but need to fall along and kind of
get the highlights. You know, what do I need to
know of what's changing? So my personal LinkedIn is up there.
You can search for me there and follow the newsletter
if you're interested.
Speaker 1 (17:11):
Yes, I'll definitely subscribe, definitely and connect on LinkedIn because
I'm always interested to stay in the know about what's
happening in technology to better do what I do. Yes,
because we all need help, and unfortunately, the AI does
(17:33):
take a lot off. It does do a lot for
your company. Things that you would normally be sitting there
for hours working when you no longer have to sit
there for hours.
Speaker 5 (17:45):
Yeah, that's what's the other part I'm excited about is
you know, how can we just be able to focus
on what we're good at and yeah, spend those hours
just doing the manual stuff or trying to figure out
the spreadsheet formula or whatever you know.
Speaker 1 (17:58):
Yes, yes, And so when a business comes to you
to work with you to talk about the services that
you provide companies.
Speaker 5 (18:09):
Yeah, so first of all, yeah, someone comes to talk
to us, we start by trying to understand just you know,
what are your what are your goals for the company,
And so we really align around that of not just
you know, how to how can what does SEO do
and you know, is it a fit? But how does
it really just support what you're trying to do for
your company your company goals? But yes, we go through
kind of a consultation type process that way, and we
(18:30):
talk about really where our focus is. It's everything from
your kind of uh you know, messaging and your brand,
not necessarily like the design and colors, but like who
are you and who who's your ideal audience?
Speaker 4 (18:43):
How do we communicate with them?
Speaker 5 (18:44):
We can help put together kind of a plan to
identify those people, figure out where they spend on time online,
what drives them to make a purchasing decision? And then
we use things like SEO and content and paid ads
on Google and Meta to get your message in front
of them and ultimately drive them to not just convert,
but keep going. Right, how do we help them adopt
(19:05):
your product and evangelize it after the fact, And that
kind of starts the process over again, and it kind
of is this Flywheelhubspot coined that term, I think to
keep the business growing, it's this little machine that keeps pumping.
Speaker 1 (19:18):
Yes, yes, because once a company wants a consumer buys
from you, that's important. But it's also important to keep
them and have them talking about you in such a
way that other people want to buy from you.
Speaker 4 (19:34):
Yeah, And a lot of people, you know, don't think
about that, right.
Speaker 5 (19:37):
You think about a lot of people measure like, oh,
how much does it cost ust to acquire a customer?
And obviously that's great to do, but when one customer
yields one more customer, two more customers, it makes that
whole formula, the whole customer acquisition costs just much much
more impressive and much more realistic. So a lot of
companies are having a hard time getting the numbers to
(19:57):
pencil with how expensive it is to do marketing and
go ads. But when, yeah, when a new customer generates
more for you, it makes it all work a lot
more smoothly.
Speaker 1 (20:06):
Yeah, I mean, because I mean the market is full,
you know, incredibly.
Speaker 5 (20:12):
Full, the kind of a theory that you know, only
about five percent of your audience is in market and
so they're actively shopping and ninety five percent isn't. And
so again that's how we one thing, one way we
look at it help our clients is, you know, we
want to capture that five percent that's actively shopping. How
do we start getting you know, in the minds of
the other ninety five percent so when they do start
(20:34):
to shop, you're already you know, you're going to be
remembered for an option, not just discovered at the you know,
the finish line. So yeah, a study that says about
fifty percent of people in shopping mode already have a
favorite before they start, and so we want our clients
to be the favorite and be able to ultimately you know,
gland that customer.
Speaker 1 (20:52):
And that's so true because I mean we see commercials
on TV, for example, over and over and over and
over over and over again, and when the opportunity presents
itself to buy, they the first people to come up.
Speaker 4 (21:13):
Yeah, I think.
Speaker 5 (21:14):
I mean, you know, it's a big example and you
don't have to have million dollar budget to do this.
But I think the car industry is a good example.
I mean, you see car ads all the time, and
they don't don't always talk.
Speaker 4 (21:24):
About the features and the sales and promotions.
Speaker 5 (21:26):
I mean they do sometimes, but they are constantly, you know,
in front of you. And again you go to that
alignment side. You know, they start to align with you know,
maybe who they represent in their ads. Does that align
with me and my situation or you know, you know,
how does all that work? And so they're starting that
process early. And so when it does sometime come time
(21:48):
to buy a car, you probably already have a favorite
in mind.
Speaker 1 (21:52):
Yes, absolutely. So that takes me to the repetition part.
Do you help your clients determine how often they need
to shout it out? So to speak?
Speaker 5 (22:07):
Yeah, I don't. I wish we had a magic formula
to figure out the exact number. There's some stuff have
been done, but our goal we talk about is, uh,
you know, if you've Obviously most people have seen this
marketing funnel.
Speaker 4 (22:19):
We kind of flip it and it's a bow tie.
Speaker 5 (22:21):
You can there's a bow time model if you if
you look into that, and so our goal is that
to all those different stages, we want to be in
front of those clients.
Speaker 4 (22:28):
And every company is different.
Speaker 5 (22:30):
You know, you buy a car, some people buy a
carve ten years, so there's gonna be a lot of
touch points.
Speaker 4 (22:35):
Some things obviously happen.
Speaker 5 (22:36):
Faster, but we try to align, you know, through that
funnel our messaging as well. So at the top of
the funnel, you know, again if you're in shop, not
in shopping mode, or maybe more aligning to who you
are as a person and you know your values and
things like that. As you get down the funnel and
you're more in shopping mode, the messaging is going to change.
It's going to be more about features of the product
(22:58):
or sells and prems and so we don't have a
magic number, unfortunately, but we just try to align our
clients messaging with where their buyers are at the right time,
right message, right time.
Speaker 1 (23:10):
Yes, yes, And how do you go about kind of
knowing where they are because that's also for most companies
a mystery.
Speaker 4 (23:21):
Yeah, that's that's a great question.
Speaker 5 (23:22):
So we we use the different tools and channels to
target people, Yeah, at different times. So for example, we'll
use HR software since I started there mbuhr. You know,
probably I don't know this for a fact, but you
know there, they know their audience, right, it's gonna be
a lot of you know, HR professionals, and so they
may run ads that you know, to that audience regardless
(23:47):
of where they are in the funnel. But when someone
starts that search, right they type in HR software, best
HR software or an AI they you know, this is
my business, who's the best product? That's when you kind
of start to know where they are ultimately in that funnel.
So we try to match kind of target the right
right channels at the right time. That tells us where
(24:08):
they are in the funnel.
Speaker 1 (24:11):
Yeah, because I know, like with TV, for example, during
the day, it's a bunch of medication or actually all
day more so it's the funeral stuff in the middle
of the day and the medication, So they are more
or less targeting seniors, retires, Yeah, people like that that
(24:35):
are in front of the TV pretty much all day.
So does your company kind of have that same type
of not same type, but think on the same linds
as that in terms of times.
Speaker 5 (24:51):
And yeah, as we understand the audience, that one of
our next steps is understand, Okay, where do they spend
time online? Or or it could be even TV. There's
you know, digital TV ads that we can run. And
so if we understand, yeah, the audience and then where
they spend time online, we're going to align our our
advertising or whatever it may be at the right place,
(25:12):
you know, at the right time. So that's I mean
a great example. I like to golf, so I have
Golf channel running sometimes and I'll see the ads and
you know, some of them are relevant, some of them
aren't to me, but you can you can kind of
see that like you just described of like how the
targeting makes sense for the general broad demographics.
Speaker 4 (25:31):
So we like to try to go a.
Speaker 5 (25:33):
Little layer deeper, often of a little bit more targeted.
So sometimes for example, things like LinkedIn or Facebook groups,
you know, we can target people that are in certain
groups because we know a little bit more about them
than just like age and maybe interests. Like we try
to get a little little little deeper. But for brands
with huge budgets, you know, the medical industry and the
(25:55):
investment industry. I see that a lot on you know,
the golf channel. Then I'll you know, they'll they'll blast
that message out a lot more broadly.
Speaker 1 (26:04):
Absolutely. Wow. So the digital world is here in the stet.
So what are some action on little tips for building
practical trust based marketing systems.
Speaker 5 (26:18):
So a couple of things that I think have existed
of course for a long time, but are becoming more
and more important right now with AI search, and that
align with what you just described with trust signals, as
AI search looks more closely at things like case studies,
especially you know, if you're a B to B brand
or maybe I'm in B two C works as well,
and the recency and quality of your reviews. So Google
(26:42):
reviews or Yelp or whatever platform that you might have reviews.
You know, Google's always looked at that stuff, but we've
seen that AI looks at, you know, how many reviews
you've gotten in and takes into account a little bit
more the quality of the reviews. So they may if
you have a bunch of recent bad reviews, AI might
stop recommending you because they think, of course that's a
(27:02):
problem so we've always talked to clients about you know,
building trust signals like that, but it feels like it's
it's definitely become more important.
Speaker 4 (27:10):
If you want to show up in the AI search world.
Speaker 1 (27:13):
Yes, yes, yes, because I use that the Google thing
to get testimonials for the podcast, and you know, I
try to make sure I respond within forty eight hours,
you know, things like it, and I try to make
it personal to the interview because I had set up
the AI thing to respond and I would have to
(27:38):
teach you so much. So I'll just decided, you know what,
there is too much teaching. I'm just going to go hey,
because each person is different, yeahbody interview is totally different.
Speaker 5 (27:52):
I heard someone describe, you know, using AI and the
training like you just described that requires it's you almost
have to think of it is like you're bringing on
an intern. And so if you think about it that way,
it's like how much time do you want to spend
training it? And you know, sometimes that's the right answer,
but not always. So it's again it's that personalization. Of
course AI is trying to solve that too, but you know,
(28:14):
I don't know. I think in some situations, I'm sure
people have figured that out a little bit, but I
think that's still one of the gaps in the AI
world right now.
Speaker 1 (28:23):
Yeah, yeah, because I have to I'm personal. You know,
if I felt some kind of way within the interview,
I don't want to put it in there. You know,
if you made me, you really brought up run it,
I want to put it in there, you know. So Yeah,
I played with that for a short period and then
I said, you know what, this is not going to
(28:44):
work for me, at least not right now.
Speaker 4 (28:48):
I think we talked about this the other day.
Speaker 5 (28:51):
I'm trying to remember the exact like kind of quote
or saying, but it basically boiled down to effective effectiveness
versus efficiency. Right, is very efficient, Like if your only
goal is to respond to reviews, I'm sure it can
do that, But is that most effective? And sometimes those
are at odds, right, and the most effective thing isn't
Usually probably isn't the most efficient thing.
Speaker 1 (29:14):
Yes, you're right about that. So the companies that you
typically work with what industries?
Speaker 5 (29:23):
Yeah, we've worked across a lot of industries over the
last golf fifteen years or so that we've been around,
but I'd say one area we really shine is working
with multilocation businesses, so people that serve like a local,
you know, market, but maybe have multiple markets. So everything
as large as like Avis car Rental we work with
and of course all in North America. We help them
(29:46):
thousands of different cities that they serve us. But we
also work with you know, maybe a law firm that's
statewide and has you know, a few different offices throughout
that market as well, So people that you know, and
if your audience goes and searches for a city and
a service, you know, that's where we really shame.
Speaker 1 (30:04):
Okay, okay, So again, how do people connect with you?
Speaker 5 (30:09):
Yeah, definitely checks out big Leap dot com. And then
I'm always happy to continue chatting on LinkedIn and my
newsletter up there on LinkedIn.
Speaker 1 (30:19):
Absolutely, so you heard it, ladies and gentlemen LinkedIn. I know,
I love LinkedIn. So that's one good spot. And Brian
seems to be very interactive and willing to talk. So
reach out because that marketing thing is critical for any
type of business because if you don't let people know
(30:44):
then but they say you're best kept secret. So I
appreciate you Brian for stopping by and sharing your wisdom
and your company big.
Speaker 4 (30:54):
Leap right right?
Speaker 5 (30:56):
Oh no, but happy to happy to chat again or
again on if you have questions. You know we're always
just happy to give some advice and point you in
the right direction. So please reach out and I appreciate
the opportunity it It was fun.
Speaker 1 (31:09):
Absolutely I enjoyed and you dropped a lot of great knuggets,
so I appreciate you taking time. Yeah, an audience, you
know I always love you as well, So thank you
so much. Thank you to our guests and you our
value audience.
Speaker 2 (31:30):
Let's stop you by. We truly appreciate you. Many blessings
to you and yours.
Welcome to Just Minded My Business Media LLC, where you
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Speaker 2 (00:10):
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Speaker 1 (01:45):
Welcome to just smond in my Business Media. I hope
you're having an amazing day. I am so happy to
bring to you today Brian Phelps, who is the founder
and CEO of Big Bleep, a digit marketing agency that
helps businesses build scalable growth systems through a strategic blend
(02:07):
of brand and performance. What began is a self taught
journey in SEO back in two thousand and five has
evolved into a leadership role guiding national brands through today's
shifting marketing landscape. Welcome Brian, glad to have you.
Speaker 4 (02:26):
Yeah, thank you so much.
Speaker 5 (02:28):
I appreciate it absolutely.
Speaker 1 (02:30):
And the last part of this shifting marketing landscape is
exactly the best way to describe it, because things feel
like they're changing at the speed of light. And you know,
I know your background is an SEO and already I'm
(02:51):
noticing when you go to Google and you do a search,
it comes up with AI stuff first. So one of
the questions I have is how Is that changing the
SEO landscape?
Speaker 4 (03:11):
Yeah, it's changing quite a bit.
Speaker 5 (03:13):
So so like you said, in Google, you'll see the
AI results at the top. Sometimes people will go to chat,
GPT maybe and search for those things too, So how
people are discovering products and brands is changing quite a bit.
So what used to be clicks to your website on
the search results is sometimes those are going away and
(03:35):
people are maybe finding you in the AI overviews on Google,
but sometimes they don't. So it's kind of it's impacting
businesses traffic in a lot of ways.
Speaker 1 (03:45):
Absolutely, because I know this. I mean I was like
really into the SEO scene. So my website now I'm
in a place what do I do?
Speaker 5 (03:56):
Yeah, So we're seeing with you know, there's lots of
different kinds of website I guess, and how people you know,
want traffic to their site. So a lot of our
clients are selling some you know, some kind of product
or service, and so what we've actually seen is that
they've been able to at least maintain or even grow
sells and revenue. But that educational content that they used
(04:16):
to get rewarded for by creating answering questions, you know,
there's less traffic coming in, and so we kind of
brands have to ask themselves a little bit now, is
would I create this content even if I don't get
traffic for it, because maybe it's helping on my social
content or people that come directly to my website, and
then if it shows up in those AI searches. I
(04:38):
mean it's it's kind of like branding in a perspective
where I see, you know, a brand there, I may
not click, but I you know, it's one of those
touch points that we're always trying to get. So there's
value in it, but it's definitely more difficult to measure
than it used to be.
Speaker 1 (04:52):
Absolutely so value of integrating human centric as strategies to
yield sustainable results. So I guess that's where we are now.
Speaker 5 (05:04):
We're big proponents of keeping those humans involved. So we
love AI and we've we've definitely seen efficiencies and improvements,
but we're kind of I think it's been a couple
of years now.
Speaker 4 (05:16):
It's crazy it's gone so fast in.
Speaker 5 (05:17):
Some ways, but kind of feel like, uh, you know,
there was kind of this rush and surge to just
you know, produce content and do everything with AI, and
I think it was it's it's interesting and it's helpful.
But I think a lot of people are coming to
this realization that it's fast, but that doesn't always mean
it's the best way to do it.
Speaker 4 (05:35):
And so we're working with our.
Speaker 5 (05:37):
For ourselves and with our clients to how to how
do we blend that, how do we bring in their
real experience, you know, their personality, how they view their
industry and world, and how do we you know, maybe
use AI to help write that faster, but make sure
we don't lose that uniqueness that the client brings.
Speaker 1 (05:55):
Yeah, and that's important because a lot of times I
know when I'm doing, like maybe want to create a
promotion and I'll type what I want in AI and
it's not my voice, so I have to tweak it
to make it mine.
Speaker 5 (06:14):
Yeah, And there's ways and we do this, you know,
where we can help kind of train the LLM on
you know, the brand guidelines or you know, even the
personality voice and it again will help. But there's just
this element of human experience that I think people really want,
you know, they they love you know, we go to
Google search and sometimes we see the answer, but you know,
(06:35):
we want to keep clicking. We want to hear it
from somebody, so read it even for example, as growing
in popularity because it's not just you know, this collection
computer collection of answers, but they're seeing real people's answers
to a question. And so I, yeah, I think we'll
continue to see.
Speaker 4 (06:51):
That, which I'm really encouraged by.
Speaker 5 (06:52):
I think that's an important part of humanity and where
we're going as a as a people.
Speaker 1 (06:58):
Yes, I have to agree hundred because that human experience
is critical for me. If I hate working with companies
that want to resolve issues by email chat, really now,
I can't do it that way, you know, so that's
it's very frustrating and it takes me more time that
(07:21):
it's needed.
Speaker 5 (07:23):
Yeah, so I think maybe like an interesting to kind
of wrap a couple of your questions there together like
that example is really awesome. So something that I think
AI will get better at is helping us, you know,
as they understand what you just said about you, you know,
when they recommend companies now to you, they will factor
can maybe factor that end.
Speaker 4 (07:40):
So from a marketing.
Speaker 5 (07:41):
Perspective, it's really important that we continue producing content because
that's how you know, the Google search and AI is
going to understand the business better to be able to
match it with what you're looking for. So the more, yeah,
the more information we're putting out there about us, about
our companies, it's going to help just find a better
alignment hopefully with customers that really align with you know,
(08:05):
how we do things, and maybe we'd out the ones
you know that aren't a good fit.
Speaker 1 (08:10):
Yes, absolutely so. How a strong digital presence increases visibility
and trust for companies talk about that a little bit.
Speaker 4 (08:22):
Yeah, you know, it's we live in this you know.
Speaker 5 (08:25):
Digital world after a while, of course a long time,
and so you know, having that presence in that personality.
There's kind of a couple of components we talk about
from a marketing perspective. And I'll give credit to a
guy that we work with. His name's Kobe Bush. He's
a branding guy that's just brilliant in my opinion, and
we're fortunate to have him at Big Leap. But he
talks about that people notice different. So if you're shopping
(08:47):
for something like let's say you're using looking for HR
software for your business, there's lots of HR you know
software providers, but there's gonna be some that stand out, right,
they're doing something different, maybe how they talk about things
kind of the you know that personality, so people notice different.
They aligned to genuine, so they'll notice like, hey, there's
something different about that, and that can go one of
two ways, right, It's like I aligned to that because
(09:08):
I like it, or it's like I don't like that,
maybe it's too different. So they aligned to genuine and
then evangelize, you.
Speaker 4 (09:14):
Know, incredible experiences.
Speaker 5 (09:16):
So in HR software were ald A great example of
our past clients is Bamboo HR. They kind of came
into the scene when HR software was pretty stuffy and
there wasn't a lot of innovation happening, and they started
doing things differently, so they look different. They had this
tone and voice and just this great approach to how
they support HR people that people aligned with and they
(09:36):
just delivered on it and they did a great job,
and so people continue to evangelize you know, their product ultimately.
So trying to kind of keep your digital presence with
that in mind will help you know, just be able
to grow, you know, grow traffic.
Speaker 4 (09:50):
Grow followers, whatever you know your goals are.
Speaker 5 (09:53):
It's kind of a good formula to thinking about how
you want to approach your digital presence.
Speaker 1 (09:58):
Yes, yes, and I think often too, city is for
me is the most important, you know, because I like realness, yeah,
you know, I just don't like fake.
Speaker 5 (10:12):
I agree, And I think you know that's where you know, hopefully,
I think we've seen improvements there with companies and who.
Speaker 4 (10:20):
They you know, really you know, how we can align
with them.
Speaker 5 (10:24):
And again I think you know that example you shared
before of you know, from a support perspective, you want
to you know, talk to someone on the phone. I mean,
that's that's the kind of alignment hopefully that we can find.
And there are people that are the opposite, right, They're like,
I don't want I just want to live chat someone.
I don't necessarily want to talk to someone on the phone,
And you know, they can of course align with the
company that fits that mold too.
Speaker 1 (10:44):
Yeah, I don't know a lot of people that like
to do to laugh chat. That's like being on the
phone and pressed his foot and all of that. That's
the same thing. I'm with you, and most people in
my circles hate it, especially the ones that don't want
to be doing a lot of typing.
Speaker 5 (11:03):
So how do you feel about phone AI, phone chappot
or like a phone calls aiphone.
Speaker 1 (11:10):
I hang right up. I was trying to order a
pizza the other day. I was traveling and I was
trying to have it ready when I got to the
exit and they put this AI thing on and it
was horrible. Yeah, it was totally horrible because it's not situational.
Speaker 5 (11:33):
Mm hmm. Yeah, handles the you know, perfect scenario, right,
someone you know goes to the club. When you throw
a little curveball, a little curveball.
Speaker 4 (11:43):
On the machine, it kind of breaks.
Speaker 1 (11:44):
Down, Yes, And the same thing with the phone AI.
It's the same exact thing when you call a company
and sometimes it breaks And that's when it really gets
ugly when I did not understand that, you know, and
then you steel stupid hollow into a phone that there's
(12:06):
nobody there.
Speaker 4 (12:09):
It's interesting.
Speaker 5 (12:10):
You know, there's been a lot of change in the
last ten twenty years about phone systems. But yeah, I
mean it's interesting. We don't have to deal with this, fortunately,
but this battle of all, you know, they want to
save money, but at what costs, right, what kind of
cost from a customer experience is that having So I'd
love to talk to someone that runs a huge, huge
call center and see how they weigh those two things.
Speaker 1 (12:32):
Yeah, it's funny. Back in the day, I worked for
a brokerage firm and the owner back then that's when
all of that started happening, and.
Speaker 4 (12:43):
He refused to do it.
Speaker 1 (12:46):
He was like, I want people that call my business
to speak to someone, and he kept the operator, she
transferred a call to the person. He kept all of that.
And I think, you know, that's probably one of the
reasons why the company became as big as it did become,
because that personal human experience.
Speaker 4 (13:12):
Yeah, that's awesome.
Speaker 5 (13:13):
I agree, it's Yeah, there's a lot of cool tech advancements,
but yeah, I don't know's there's definitely something to just
like we've been talking about the kind of human experience
and you know, you can understand someone and empathize a
little bit, hopefully on the support side a little bit,
and have such a big impact.
Speaker 1 (13:31):
Yes, And I'm also noticing now the people that they
use overseas, they're becoming a little bit more empathetic. They're
kind of getting away from the script because in the
beginning it was shut enough a script because I did
it support, so I had to talk to these people
(13:52):
daily and be frustrated daily. But I'm noticing now that
they're becoming more human, more listening to what the customer
has to say, and shown a little bit of empathy.
So I see things changing in that respect as well.
(14:12):
So let's talk a little bit about PR, digital PR amplifyings,
How amplify a portfolio company marketing position. Let's just talk
a little bit about that.
Speaker 5 (14:26):
Yeah, so, you know, with what we've been talking about
with AI search, and I mean even if you go
back five years ago and talk about Google Search traditionally,
digital PR is a big component of that. When we
when we look at SEO and AI SEO, there's kind
of the technical side, right, your website and your code
that's all got to be done right. There's content, of
(14:46):
course we've talked about you got to have the right
content and keywords and all that kind of thing is
important and kind of that third piece that really is
like the separator i'd say from everyone else, because everyone
could optimize their website pretty well, people could produce the
same kind of content. But I think that makes the
biggest difference is kind of that brand and popularity factor.
And we think digital PR is a great way to
(15:07):
you know, set yourself apart. So it's everything from you know,
in person live events to you know, being on podcasts,
to you know, hosting webinars and all those things in between.
And I love digital PR because it kind of works
by itself. It's a great way to meet new people
and to you know, introduce people to a brand, but
it's also should help your kind of overall marketing engine
(15:29):
work a little better too.
Speaker 1 (15:31):
Yes, yeah, sound like that digital PR too. I'm like,
I'm trying to get out to love networking events, but
since the pandemic, it has been so difficult.
Speaker 4 (15:45):
Yeah, it's changed a lot.
Speaker 5 (15:46):
It's funny though, I feel like even more not you know,
I mean it's post pandemic, but with the AI world
where you almost can't believe anything you see on a screen.
Speaker 4 (15:55):
Right, videos, fake audio, it's fake.
Speaker 5 (15:58):
So there's we hear a lot more of this return
to I want to meet up in person, you know,
come visit our office, you know.
Speaker 4 (16:06):
Events, and it's.
Speaker 5 (16:08):
Yeah, maybe full circle thing, but people you know, start
to crave the personal connection again.
Speaker 1 (16:14):
Yes, yes, because I'm definitely there. Like you said, you know,
that's a lot of faith going on. It's wonderful, but
we've got a lot of bad players fortunately, So how
do people contact your company?
Speaker 5 (16:34):
Yeah, so you can visit our website. It's big Leap
l eap dot com and you can learn a lot.
We have a great blog talks about our services things
like that. I also I spend a lot of time
on LinkedIn, so I have a newsletter there where I
try to just share kind of all the stuff happening
in the marketing in AI world. That's sometimes can get technical,
but I try to keep a little bit more high
(16:55):
level informational. So it's really designed for people that maybe
aren't marketers but need to fall along and kind of
get the highlights. You know, what do I need to
know of what's changing? So my personal LinkedIn is up there.
You can search for me there and follow the newsletter
if you're interested.
Speaker 1 (17:11):
Yes, I'll definitely subscribe, definitely and connect on LinkedIn because
I'm always interested to stay in the know about what's
happening in technology to better do what I do. Yes,
because we all need help, and unfortunately, the AI does
(17:33):
take a lot off. It does do a lot for
your company. Things that you would normally be sitting there
for hours working when you no longer have to sit
there for hours.
Speaker 5 (17:45):
Yeah, that's what's the other part I'm excited about is
you know, how can we just be able to focus
on what we're good at and yeah, spend those hours
just doing the manual stuff or trying to figure out
the spreadsheet formula or whatever you know.
Speaker 1 (17:58):
Yes, yes, And so when a business comes to you
to work with you to talk about the services that
you provide companies.
Speaker 5 (18:09):
Yeah, so first of all, yeah, someone comes to talk
to us, we start by trying to understand just you know,
what are your what are your goals for the company,
And so we really align around that of not just
you know, how to how can what does SEO do
and you know, is it a fit? But how does
it really just support what you're trying to do for
your company your company goals? But yes, we go through
kind of a consultation type process that way, and we
(18:30):
talk about really where our focus is. It's everything from
your kind of uh you know, messaging and your brand,
not necessarily like the design and colors, but like who
are you and who who's your ideal audience?
Speaker 4 (18:43):
How do we communicate with them?
Speaker 5 (18:44):
We can help put together kind of a plan to
identify those people, figure out where they spend on time online,
what drives them to make a purchasing decision? And then
we use things like SEO and content and paid ads
on Google and Meta to get your message in front
of them and ultimately drive them to not just convert,
but keep going. Right, how do we help them adopt
(19:05):
your product and evangelize it after the fact, And that
kind of starts the process over again, and it kind
of is this Flywheelhubspot coined that term, I think to
keep the business growing, it's this little machine that keeps pumping.
Speaker 1 (19:18):
Yes, yes, because once a company wants a consumer buys
from you, that's important. But it's also important to keep
them and have them talking about you in such a
way that other people want to buy from you.
Speaker 4 (19:34):
Yeah, And a lot of people, you know, don't think
about that, right.
Speaker 5 (19:37):
You think about a lot of people measure like, oh,
how much does it cost ust to acquire a customer?
And obviously that's great to do, but when one customer
yields one more customer, two more customers, it makes that
whole formula, the whole customer acquisition costs just much much
more impressive and much more realistic. So a lot of
companies are having a hard time getting the numbers to
(19:57):
pencil with how expensive it is to do marketing and
go ads. But when, yeah, when a new customer generates
more for you, it makes it all work a lot
more smoothly.
Speaker 1 (20:06):
Yeah, I mean, because I mean the market is full,
you know, incredibly.
Speaker 5 (20:12):
Full, the kind of a theory that you know, only
about five percent of your audience is in market and
so they're actively shopping and ninety five percent isn't. And
so again that's how we one thing, one way we
look at it help our clients is, you know, we
want to capture that five percent that's actively shopping. How
do we start getting you know, in the minds of
the other ninety five percent so when they do start
(20:34):
to shop, you're already you know, you're going to be
remembered for an option, not just discovered at the you know,
the finish line. So yeah, a study that says about
fifty percent of people in shopping mode already have a
favorite before they start, and so we want our clients
to be the favorite and be able to ultimately you know,
gland that customer.
Speaker 1 (20:52):
And that's so true because I mean we see commercials
on TV, for example, over and over and over and
over over and over again, and when the opportunity presents
itself to buy, they the first people to come up.
Speaker 4 (21:13):
Yeah, I think.
Speaker 5 (21:14):
I mean, you know, it's a big example and you
don't have to have million dollar budget to do this.
But I think the car industry is a good example.
I mean, you see car ads all the time, and
they don't don't always talk.
Speaker 4 (21:24):
About the features and the sales and promotions.
Speaker 5 (21:26):
I mean they do sometimes, but they are constantly, you know,
in front of you. And again you go to that
alignment side. You know, they start to align with you know,
maybe who they represent in their ads. Does that align
with me and my situation or you know, you know,
how does all that work? And so they're starting that
process early. And so when it does sometime come time
(21:48):
to buy a car, you probably already have a favorite
in mind.
Speaker 1 (21:52):
Yes, absolutely. So that takes me to the repetition part.
Do you help your clients determine how often they need
to shout it out? So to speak?
Speaker 5 (22:07):
Yeah, I don't. I wish we had a magic formula
to figure out the exact number. There's some stuff have
been done, but our goal we talk about is, uh,
you know, if you've Obviously most people have seen this
marketing funnel.
Speaker 4 (22:19):
We kind of flip it and it's a bow tie.
Speaker 5 (22:21):
You can there's a bow time model if you if
you look into that, and so our goal is that
to all those different stages, we want to be in
front of those clients.
Speaker 4 (22:28):
And every company is different.
Speaker 5 (22:30):
You know, you buy a car, some people buy a
carve ten years, so there's gonna be a lot of
touch points.
Speaker 4 (22:35):
Some things obviously happen.
Speaker 5 (22:36):
Faster, but we try to align, you know, through that
funnel our messaging as well. So at the top of
the funnel, you know, again if you're in shop, not
in shopping mode, or maybe more aligning to who you
are as a person and you know your values and
things like that. As you get down the funnel and
you're more in shopping mode, the messaging is going to change.
It's going to be more about features of the product
(22:58):
or sells and prems and so we don't have a
magic number, unfortunately, but we just try to align our
clients messaging with where their buyers are at the right time,
right message, right time.
Speaker 1 (23:10):
Yes, yes, And how do you go about kind of
knowing where they are because that's also for most companies
a mystery.
Speaker 4 (23:21):
Yeah, that's that's a great question.
Speaker 5 (23:22):
So we we use the different tools and channels to
target people, Yeah, at different times. So for example, we'll
use HR software since I started there mbuhr. You know,
probably I don't know this for a fact, but you
know there, they know their audience, right, it's gonna be
a lot of you know, HR professionals, and so they
may run ads that you know, to that audience regardless
(23:47):
of where they are in the funnel. But when someone
starts that search, right they type in HR software, best
HR software or an AI they you know, this is
my business, who's the best product? That's when you kind
of start to know where they are ultimately in that funnel.
So we try to match kind of target the right
right channels at the right time. That tells us where
(24:08):
they are in the funnel.
Speaker 1 (24:11):
Yeah, because I know, like with TV, for example, during
the day, it's a bunch of medication or actually all
day more so it's the funeral stuff in the middle
of the day and the medication, So they are more
or less targeting seniors, retires, Yeah, people like that that
(24:35):
are in front of the TV pretty much all day.
So does your company kind of have that same type
of not same type, but think on the same linds
as that in terms of times.
Speaker 5 (24:51):
And yeah, as we understand the audience, that one of
our next steps is understand, Okay, where do they spend
time online? Or or it could be even TV. There's
you know, digital TV ads that we can run. And
so if we understand, yeah, the audience and then where
they spend time online, we're going to align our our
advertising or whatever it may be at the right place,
(25:12):
you know, at the right time. So that's I mean
a great example. I like to golf, so I have
Golf channel running sometimes and I'll see the ads and
you know, some of them are relevant, some of them
aren't to me, but you can you can kind of
see that like you just described of like how the
targeting makes sense for the general broad demographics.
Speaker 4 (25:31):
So we like to try to go a.
Speaker 5 (25:33):
Little layer deeper, often of a little bit more targeted.
So sometimes for example, things like LinkedIn or Facebook groups,
you know, we can target people that are in certain
groups because we know a little bit more about them
than just like age and maybe interests. Like we try
to get a little little little deeper. But for brands
with huge budgets, you know, the medical industry and the
(25:55):
investment industry. I see that a lot on you know,
the golf channel. Then I'll you know, they'll they'll blast
that message out a lot more broadly.
Speaker 1 (26:04):
Absolutely. Wow. So the digital world is here in the stet.
So what are some action on little tips for building
practical trust based marketing systems.
Speaker 5 (26:18):
So a couple of things that I think have existed
of course for a long time, but are becoming more
and more important right now with AI search, and that
align with what you just described with trust signals, as
AI search looks more closely at things like case studies,
especially you know, if you're a B to B brand
or maybe I'm in B two C works as well,
and the recency and quality of your reviews. So Google
(26:42):
reviews or Yelp or whatever platform that you might have reviews.
You know, Google's always looked at that stuff, but we've
seen that AI looks at, you know, how many reviews
you've gotten in and takes into account a little bit
more the quality of the reviews. So they may if
you have a bunch of recent bad reviews, AI might
stop recommending you because they think, of course that's a
(27:02):
problem so we've always talked to clients about you know,
building trust signals like that, but it feels like it's
it's definitely become more important.
Speaker 4 (27:10):
If you want to show up in the AI search world.
Speaker 1 (27:13):
Yes, yes, yes, because I use that the Google thing
to get testimonials for the podcast, and you know, I
try to make sure I respond within forty eight hours,
you know, things like it, and I try to make
it personal to the interview because I had set up
the AI thing to respond and I would have to
(27:38):
teach you so much. So I'll just decided, you know what,
there is too much teaching. I'm just going to go hey,
because each person is different, yeahbody interview is totally different.
Speaker 5 (27:52):
I heard someone describe, you know, using AI and the
training like you just described that requires it's you almost
have to think of it is like you're bringing on
an intern. And so if you think about it that way,
it's like how much time do you want to spend
training it? And you know, sometimes that's the right answer,
but not always. So it's again it's that personalization. Of
course AI is trying to solve that too, but you know,
(28:14):
I don't know. I think in some situations, I'm sure
people have figured that out a little bit, but I
think that's still one of the gaps in the AI
world right now.
Speaker 1 (28:23):
Yeah, yeah, because I have to I'm personal. You know,
if I felt some kind of way within the interview,
I don't want to put it in there. You know,
if you made me, you really brought up run it,
I want to put it in there, you know. So Yeah,
I played with that for a short period and then
I said, you know what, this is not going to
(28:44):
work for me, at least not right now.
Speaker 4 (28:48):
I think we talked about this the other day.
Speaker 5 (28:51):
I'm trying to remember the exact like kind of quote
or saying, but it basically boiled down to effective effectiveness
versus efficiency. Right, is very efficient, Like if your only
goal is to respond to reviews, I'm sure it can
do that, But is that most effective? And sometimes those
are at odds, right, and the most effective thing isn't
Usually probably isn't the most efficient thing.
Speaker 1 (29:14):
Yes, you're right about that. So the companies that you
typically work with what industries?
Speaker 5 (29:23):
Yeah, we've worked across a lot of industries over the
last golf fifteen years or so that we've been around,
but I'd say one area we really shine is working
with multilocation businesses, so people that serve like a local,
you know, market, but maybe have multiple markets. So everything
as large as like Avis car Rental we work with
and of course all in North America. We help them
(29:46):
thousands of different cities that they serve us. But we
also work with you know, maybe a law firm that's
statewide and has you know, a few different offices throughout
that market as well, So people that you know, and
if your audience goes and searches for a city and
a service, you know, that's where we really shame.
Speaker 1 (30:04):
Okay, okay, So again, how do people connect with you?
Speaker 5 (30:09):
Yeah, definitely checks out big Leap dot com. And then
I'm always happy to continue chatting on LinkedIn and my
newsletter up there on LinkedIn.
Speaker 1 (30:19):
Absolutely, so you heard it, ladies and gentlemen LinkedIn. I know,
I love LinkedIn. So that's one good spot. And Brian
seems to be very interactive and willing to talk. So
reach out because that marketing thing is critical for any
type of business because if you don't let people know
(30:44):
then but they say you're best kept secret. So I
appreciate you Brian for stopping by and sharing your wisdom
and your company big.
Speaker 4 (30:54):
Leap right right?
Speaker 5 (30:56):
Oh no, but happy to happy to chat again or
again on if you have questions. You know we're always
just happy to give some advice and point you in
the right direction. So please reach out and I appreciate
the opportunity it It was fun.
Speaker 1 (31:09):
Absolutely I enjoyed and you dropped a lot of great knuggets,
so I appreciate you taking time. Yeah, an audience, you
know I always love you as well, So thank you
so much. Thank you to our guests and you our
value audience.
Speaker 2 (31:30):
Let's stop you by. We truly appreciate you. Many blessings
to you and yours.
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