Building Momentum

In this episode, Ryan Kovach and Perryn Olson explore a major shift happening in construction and professional services: clients are no longer just using AI to discover companies; they’re now also using it to actively shortlist who they want to work with.The conversation dives into how decision-makers are moving beyond traditional Google searches and using AI platforms like ChatGPT, Claude, and Gemini to evaluate contractors, vendors, and partners based on highly specific criteria. Instead of searching broad keywords, buyers are entering detailed prompts that include location, experience, project types, employee size, industry expertise, and reputation signals to find the best-fit partners.Ryan and Perryn also discuss how AI is beginning to influence procurement and proposal reviews. In industries like construction, where proposals can run dozens or even hundreds of pages, AI is helping clients compare submissions, identify the strongest candidates, and reduce bias in the selection process.The episode then shifts into what companies must do to stay visible and competitive in this new AI-driven environment. From defining a clear ideal client profile (ICP) to publishing transparent, expert-level content, the hosts explain why traditional SEO tactics alone are no longer enough. Companies that clearly communicate their expertise, project experience, employee culture, and differentiators are far more likely to be surfaced by AI and make the shortlist.The conversation covers:How buyers are using AI to research and shortlist contractorsWhy detailed prompts are replacing traditional search behaviorHow AI is changing proposal evaluations and procurement decisionsWhy transparency and authenticity matter more than everHow clearly defined ideal client profiles improve AI visibilityWhy expert content and topical authority are replacing keyword stuffingHow employee tenure, project experience, and company culture influence AI recommendationsWhy businesses can rank well on Google but still be invisible in AI searchHow construction companies can position themselves for the next generation of buyersIf you are a construction leader, business owner, or AEC marketer trying to stay relevant as search behavior evolves, this episode provides practical insights into how AI is reshaping vendor selection, business development, and digital visibility.Key Takeaways:AI is now influencing who makes the shortlist, not just who gets discoveredBuyers are using highly detailed prompts to find best-fit partnersProposal reviews and procurement decisions are becoming more AI-assistedGeneric marketing and outdated SEO tactics are losing effectivenesTransparency around experience, culture, and expertise builds trustIdeal client profiles help both humans and AI identify the right fitExpert-level content is becoming a major competitive advantageAI visibility requires a different strategy than traditional search rankingsCompanies that adapt early will gain a significant market advantageFollow AltCMO for more construction marketing insights.LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Blog: https://altcmo.net/blog/Connect with Ryan: https://www.linkedin.com/in/c-r-kovach/Connect with Perryn: https://www.linkedin.com/in/perryn/

In this episode, Ryan Kovach and Perryn Olson continue their “1 Thing” series with a focused conversation on digital marketing, specifically websites, social media, and content strategy for construction companies. As always, the goal is to deliver quick, practical insights you can apply to your business right away.They start by answering a deceptively simple question: what’s the most important page on your website besides the homepage? The conversation then shifts to trust signals, one of the most overlooked elements on construction websites. Surprisingly, their research found that only a small percentage of contractors actually showcase testimonials, creating a major missed opportunity to build trust and differentiate.They also discuss the growing importance of PR, awards, and third-party validation; not just for credibility with people, but for visibility with AI and search engines. These signals are increasingly influencing how companies rank and are perceived online.Next, they dive into social media strategy. While LinkedIn dominates the construction space, they explore where companies should focus next.The episode also explores the shifting landscape of digital advertising. With changes in search behavior and the rise of AI-driven results, companies are seeing declining performance from traditional Google ads while platforms like Meta continue to grow in influence.They wrap up with one of the most practical segments on content strategy. The episode reinforces a key theme: visibility, trust, and consistency are essential in today’s digital landscape. Companies that invest in the right pages, content, and platforms will have a significant competitive advantage.The conversation covers:Why the careers page is critical for long-term growthHow the About page acts as a key decision-making filterThe most important trust signals for construction websitesWhy testimonials and client validation are underutilizedHow PR and awards impact both credibility and AI visibilityWhere contractors should focus beyond LinkedIn on social mediaWhy Meta platforms are gaining ground in digital advertisingHow changing search behavior is affecting Google Ads performanceThe types of content that drive both recruiting and business growthIf you are a construction leader, business owner, or marketer looking to improve your digital presence, attract better talent, and build stronger trust online, this episode delivers actionable strategies you can implement right away.Key Takeaways:Careers pages are a major driver of traffic and growthYour About page plays a critical role in building trustTestimonials and social proof are often missing, but essentialPR and awards strengthen both brand and search visibilityInstagram and Meta platforms offer strong opportunities beyond LinkedInDigital ad strategies are shifting as search behavior evolvesContent should support both recruiting and brand authorityVisual storytelling is a powerful differentiator in constructionConsistency in messaging and visibility drives long-term successFollow AltCMO for more construction marketing insightsLinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Blog: https://altcmo.net/blog/Connect with Ryan: https://www.linkedin.com/in/c-r-kovach/Connect with Perryn: https://www.linkedin.com/in/perryn/Tagsconstruction digital marketing, construction websites, contractor social media strategy, construction branding, AEC marketing strategy, talent acquisition construction, construction content marketing, trust signals on construction website, contractor SEO, construction business growth

In this episode, Ryan Kovach and Perryn Olson continue their “1 Thing” series, breaking down several of the most common challenges construction companies face as they try to grow and scale. This conversation covers multiple critical areas, including niche market strategy, sales and marketing alignment, missed revenue opportunities, and brand positioning.They start by tackling an important strategic question: how many niche markets should a contractor have? The discussion then shifts to one of the most common internal breakdowns in construction companies: the disconnect between sales and marketing. Through real examples, they highlight how poor communication, lack of follow-up, and unclear processes lead to missed opportunities and internal friction. They also dive into where contractors are leaving money on the table in their day-to-day operations. The episode also highlights how companies unintentionally stall their growth. Many businesses experience strong early success but plateau because they never evolve their strategy, brand, or visibility. The episode emphasizes that sustainable growth comes from balance, balancing markets, aligning teams, investing in people, and clearly communicating value.The conversation covers:How many niche markets contractors should focus on, and whyThe importance of balancing high-growth and stable marketsWhere the disconnect between sales and marketing comes fromWhy lead follow-up and process accountability are criticalHow reactive hiring limits growth opportunitiesWhere contractors lose money by underpricing their valueThe risks of chasing trending markets without diversificationWhy many companies hit a growth plateau after early successHow brand clarity impacts long-term positioning and visibilityIf you are a construction leader, business owner, or marketer looking to improve alignment, increase profitability, and build a more resilient company, this episode provides practical insights you can apply immediately.Key Takeaways:Focus on a few niche markets, not too manyBalance risk by diversifying across market typesSales and marketing must operate as one revenue teamConsistent follow-up is critical to converting opportunitiesHiring should be strategic, not reactiveCompeting on value beats competing on priceAvoid chasing trends without a long-term planGrowth stalls when strategy and brand stop evolvingClear brand identity strengthens market positioningFollow AltCMO for more construction marketing insightsLinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Blog: https://altcmo.net/blog/Connect with Ryan: https://www.linkedin.com/in/c-r-kovach/Connect with Perryn: https://www.linkedin.com/in/perryn/Tagsconstruction marketing strategy, niche markets construction, construction sales and marketing alignment, contractor business growth, construction branding, AEC marketing, contractor leadership, value-based selling construction, hiring strategy construction, business development construction

In this episode, Ryan Kovach and Perryn Olson continue their “1 Thing” series, breaking down the most common issues they see across construction companies. In this conversation, they focus on a critical but often overlooked problem: the lack of a structured approach to hiring, retention, and long-term company value.Most companies believe their hiring challenges come from a shortage of candidates. But Ryan highlights the real issue—there is no clear recruiting strategy. Many construction firms operate in a reactive, transactional way, posting jobs only when there’s an immediate need and ignoring the long-term opportunity to build a talent pipeline.They explain how this approach leads to wasted resources and missed opportunities. Candidates who apply are often ignored after the position is filled, instead of being nurtured for future roles.Perryn adds another major issue: poor internal communication and employee retention. Many companies struggle with a revolving door of employees because they fail to communicate effectively across teams, especially in construction, where workers are spread across job sites. Without clear communication of goals, culture, and direction, employees become disengaged and eventually leave, creating even more hiring pressure.The conversation also explores how retention and stability directly impact business growth and valuation. Companies with long-tenured employees signal reliability and strength to both clients and potential hires, while high turnover creates risk and inconsistency.They further discuss how factors like brand visibility, digital presence, and even company naming can influence valuation. Another key insight is the risk of over-reliance on a single individual, often referred to as the “Atlas Syndrome.” When too much responsibility rests on one person, whether the owner or a key employee, the business becomes fragile and difficult to scale or sell.The episode emphasizes that sustainable growth doesn’t come from quick fixes. It comes from building systems across hiring, communication, branding, and operations that support long-term success.The conversation covers:Why most construction companies lack a true recruiting strategyHow transactional hiring leads to wasted opportunitiesThe importance of candidate experience and ongoing engagementHow nurturing applicants can improve future hiring success leads to employee turnoverHow brand visibility and digital presence impact valuationThe risks of relying on a single key individual (Atlas Syndrome)Common mistakes in company naming and brandingHow strong systems drive long-term growth and scalabilityIf you are a construction leader, business owner, or marketer looking to improve hiring, retention, and overall business value, this episode highlights the systems and mindset required to build a stronger, more resilient company.Key Takeaways:Hiring should be proactive, not reactiveCandidate experience directly impacts employer brandRetention is just as important as recruitmentClear communication reduces employee turnoverStrong teams increase company stability and valueBrand visibility plays a major role in business valuationAvoid over-dependence on key individualsSystems and structure are essential for long-term growthFollow AltCMO for more construction marketing insightsLinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Blog: https://altcmo.net/blog/Connect with Ryan: https://www.linkedin.com/in/c-r-kovach/Connect with Perryn: https://www.linkedin.com/in/perryn/Tagsconstruction hiring strategy, talent acquisition in construction, employee retention construction, construction business growth, employer branding construction, AEC marketing strategy, contractor leadership, construction recruitment, business valuation construction, construction management systems

In this episode, Ryan Kovach and Perryn Olson introduce a new format called “1 Thing,” where they break down the most common issues they see across nearly every client engagement. And in this first part, they tackle a foundational problem that holds most companies back: positioning and messaging.Almost every company they work with has marketing activity in place (websites, content, campaigns), but something feels off. They’re not winning the right work, not attracting the right clients, or simply not standing out. The root cause is usually the same: they don’t clearly know who they are, what they stand for, or who they’re actually trying to reach.Ryan and Perryn explain how weak positioning leads to commoditization. When companies sound like everyone else, they compete on price instead of value. Without a clear brand identity, personality, and message, even good marketing efforts fail to deliver results.They also discuss the importance of defining an ideal client profile. Many construction companies try to market to everyone, resulting in poor-quality leads and wasted effort. Instead, the most successful companies narrow their focus, clearly define who they serve best, and build messaging around that audience.Through real examples, they show how unclear targeting can create misalignment, such as commercial contractors receiving residential inquiries because their messaging doesn’t filter out the wrong audience.Another key insight is the idea of iteration in marketing. Many companies expect instant results and abandon strategies too quickly when they don’t deliver perfect outcomes right away. Instead of improving and refining, they shut things down prematurely, missing long-term opportunities.The episode also highlights how top-performing companies think differently. They build structured ways to evaluate and prioritize clients, often using scoring systems to identify the best-fit opportunities. This allows them to focus their efforts on the most valuable relationships instead of chasing every lead.This is Part 1 of the conversation. In Episode 36, they continue the “One Thing” series, diving deeper into additional challenges around sales, growth, and marketing systems.The conversation covers:Why positioning and messaging are the biggest gaps for most companiesHow weak branding leads to commoditizationThe importance of defining a clear ideal client profileWhy trying to serve everyone leads to poor-quality leadsReal examples of misaligned marketing attracting the wrong audienceThe role of iteration and continuous improvement in marketingWhy companies abandon strategies too earlyHow top companies evaluate and prioritize ideal clientsUsing structured scoring systems to refine target marketsIf you are a construction leader, business owner, or marketer looking to improve your results, this episode breaks down the foundational strategy required before anything else can work.Key Takeaways:Clear messaging is essential to stand out in competitive marketsDefining your ideal client improves lead qualityTrying to market to everyone weakens your resultsStrong positioning reduces price-based competitionStructured targeting improves efficiency and growthClarity is the foundation of all successful marketingFollow AltCMO for more construction marketing insightsLinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Blog: https://altcmo.net/blog/Connect with Ryan: https://www.linkedin.com/in/c-r-kovach/Connect with Perryn: https://www.linkedin.com/in/perryn/

When business slows down, most companies point to the same reason: the market is down. But what if the real issue isn’t the economy at all?In this episode, Ryan Kovach and Perryn Olson challenge one of the most common mindsets in construction and B2B industries. Instead of blaming external conditions, they break down why downturns often expose deeper problems in positioning, marketing, and business strategy.Backed by over 100 years of research and real-world case studies, they explain a powerful truth: companies that maintain or increase their marketing during downturns consistently outperform those that cut back. While competitors pull in and operate from fear, the companies that stay visible and aggressive gain market share, attract better talent, and position themselves for massive growth when the market rebounds.Ryan shares a firsthand example from the 2008 recession, where one client chose to double down on marketing while others cut budgets. The result was explosive growth, expanding from just a few locations to nearly twenty, while competitors struggled to survive.Perryn adds another layer to the conversation by highlighting how many businesses fail to build a true marketing engine in the first place. When times are good, work flows easily, and companies rely on referrals and momentum. But when demand slows, the lack of a diversified marketing system becomes painfully obvious.The episode also explores how downturns create unique opportunities. Advertising costs drop, competition decreases, and high-quality talent becomes more available. Companies that stay proactive can capitalize on these conditions while others retreat.Another key theme is the importance of diversification in marketing. Relying on a single channel or strategy leaves businesses vulnerable. A strong marketing engine comprises of multiple channels working together, enabling companies to remain resilient even if one channel slows.They also challenge the industry’s obsession with low pricing. Instead of competing on cost, companies should focus on communicating value. Clients are often willing to pay more for speed, reliability, and better outcomes, especially when those benefits are clearly positioned.Throughout the episode, Ryan and Perryn emphasize that marketing is not a cost center. The conversation covers:Why blaming the economy can hide deeper business issuesData-backed insights on marketing during downturnsReal-world examples of companies that grew during recessionsHow cutting marketing impacts long-term growth and visibilityBuilding a diversified marketing engine across multiple channelsOpportunities created by downturns, including cheaper ads and talent accessWhy companies should invest more when competitors pull backThe risks of relying on one marketing channel or referral flowShifting from price-based competition to value-based positioningHow marketing impacts company valuation and long-term scalabilityIf you are a contractor, business owner, or leader navigating uncertain conditions, this episode will help you rethink how to approach growth when others are pulling back.Key Takeaways:Downturns expose weaknesses in marketing and positioningCompanies that maintain or increase marketing outperform competitorsCutting marketing can slow recovery and reduce visibilityA strong marketing engine requires multiple channels working togetherDown markets create opportunities in advertising and hiringValue-based positioning is more effective than competing on priceConsistency in marketing builds long-term brand strengthProactive companies gain market share when others retreatFollow AltCMO for more construction marketing insightsLinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Blog: https://altcmo.net/blog/Connect with Ryan: https://www.linkedin.com/in/c-r-kovach/Connect with Perryn: https://www.linkedin.com/in/perryn/

AI is no longer a future trend. It is actively shaping how buyers make decisions today.In this episode, Ryan Kovach and Perryn Olson break down a major new statistic from SEMrush: 50% of buyers now use AI in their research before making a purchase. Even more impactful, nearly 70% expect AI to play a bigger role moving forward.This isn’t a slow shift like the early days of SEO or mobile traffic. It’s happening at an unprecedented speed. What took years for mobile adoption is happening in months with AI.Ryan and Perryn explain why this matters for construction companies, trade contractors, and B2B businesses that traditionally rely on referrals, relationships, and bid opportunities. Even in referral-driven industries, buyers are validating decisions online, increasingly through AI platforms, before moving forward.The conversation highlights how AI search differs from traditional Google search. Instead of broad, cluttered results filled with ads and sponsored content, AI delivers cleaner, more personalized answers based on detailed prompts. Buyers can now describe their exact needs and receive tailored recommendations, which significantly influences final decisions.They also explore how small details can determine whether your company gets recommended. Two businesses may appear identical on the surface, but if one has stronger content, clearer positioning, or more relevant proof points, AI is more likely to surface that company as the better fit.A key takeaway from this episode is that AI is not replacing SEO; it is building on top of it. Strong websites, consistent content, social proof, and brand authority all play a critical role in how AI evaluates and recommends businesses.Ryan and Perryn also discuss a less obvious but powerful impact of AI: it doesn’t just generate new opportunities, it can protect existing ones. Buyers are increasingly using AI to evaluate current vendors, compare alternatives, and validate whether they should continue working with a company. If your brand presence is weak, AI may not recommend you at all. If it’s strong, it can reinforce trust and keep clients from switching.The conversation covers:The rise of AI-driven buying behavior and what it means for businessesKey insights from SEMrush data on AI and purchasing decisionsHow AI search differs from traditional Google searchWhy SEO still matters in an AI-driven worldHow detailed prompts lead to more qualified leadsThe role of content, authority, and social proof in AI recommendationsHow AI can influence both new business and existing client retentionWhy referral-based businesses still need strong digital visibilityThe importance of niche positioning in AI search resultsChallenges internal teams face in keeping up with AI optimizationOne of the most important ideas from this episode is simple: if your business is not visible in AI-driven search, you are already being excluded from a growing portion of buying decisions.Key Takeaways:50% of buyers are already using AI in their decision-making processAI adoption is accelerating faster than previous digital shiftsStrong SEO and content foundations are essential for AI visibilityAI delivers more personalized and higher-quality recommendationsSmall differentiators can determine whether your company is recommendedAI can both generate new leads and protect existing client relationshipsReferral-based businesses are still heavily influenced by online validationNiche positioning improves your chances of being surfaced by AIEarly adopters will gain a long-term competitive advantageFollow AltCMO for more construction marketing insightsLinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Blog: https://altcmo.net/blog/Connect with Ryan: https://www.linkedin.com/in/c-r-kovach/Connect with Perryn: https://www.linkedin.com/in/perryn/

Most construction companies approach marketing reactively. A storm hits, a major project gets announced, or a conference begins, and only then do contractors start thinking about how to promote themselves. By that time, the opportunity had already started to pass.In this episode, Ryan Kovach and Perryn Olson discuss a different mindset: building proactive marketing campaigns that are ready before the opportunity even appears.The conversation begins with a real-world example of a roofing contractor preparing an entire marketing campaign in anticipation of a potential hailstorm. The campaign may never run, but if a storm does occur, the client is ready to deploy immediately. Digital ads, targeted outreach, and even direct mail campaigns are already planned. Instead of scrambling to react after the damage occurs, the company can activate a full marketing strategy within hours.Ryan and Perryn explain why this type of preparation is uncommon. Many companies build campaigns only after something happens, leaving them already behind competitors who have prepared in advance.The discussion then expands beyond natural disasters into other creative ways businesses can run proactive marketing campaigns. One example includes targeting major construction projects by purchasing search ads around the project name. When people search for information about that project, your company appears, creating brand visibility even if you are not directly involved in the build.They also explore marketing opportunities around conferences and industry events. Through geofencing, targeted advertising, and strategic outdoor placements near convention centers or airports, companies can capture their ideal audience's attention during key industry moments.Another major theme in this episode is the untapped potential inside a company’s own CRM. Many contractors collect thousands of contacts through door knocking, proposals, or past inquiries, but rarely use that data strategically. Ryan and Perryn explain how remarketing, follow-ups, and preemptive communication campaigns can turn existing contacts into a powerful source of new business.The conversation also highlights the importance of bold marketing. Too many companies play it safe, often resulting in messaging that blends in. Ryan and Perryn discuss how brands that confidently highlight industry pain points, contrast themselves against common failures, and communicate clear differentiation are far more memorable in crowded markets.Throughout the episode, they challenge business owners to stop thinking of marketing as a reactive response to events and start building campaigns that anticipate opportunities before they happen.The conversation coversProactive marketing campaigns for storms, disasters, and seasonal eventsHow to prepare advertising campaigns before opportunities ariseUsing project-specific keywords to capture search trafficMarketing strategies around industry conferences and eventsThe power of geofencing and targeted location-based adsWhy most contractors underutilize their CRM dataTurning past prospects and leads into future opportunitiesRemarketing strategies that keep your brand top of mindThe importance of bold messaging in competitive industriesHow proactive marketing creates long-term brand visibilityOne of the core ideas from this episode is simple but powerful: the companies that win are rarely the ones reacting the fastest. They are the ones who prepared long before the opportunity arrived.If you are a construction leader, contractor, or business owner looking to improve your marketing strategy, this episode explores how proactive thinking and alternative campaign ideas can create a major competitive advantage.

Many construction companies start the same way: one rainmaker founder whose relationships, reputation, and hustle bring in all the work.But what happens when that founder steps away?In this episode, Ryan Kovach and Perryn Olson unpack one of the biggest challenges in construction businesses today: transitioning from founder-led sales to a scalable team-driven system built on sales processes, marketing infrastructure, and brand authority.Many companies unknowingly build a ceiling into their growth because everything flows through the owner. When the founder retires, the company often becomes difficult to scale, sell, or even sustain.Ryan and Perryn discuss how leaders can begin transforming their company from a personality-driven business into a systems-driven organization. The conversation explores how companies that invest in systems, branding, and digital visibility become far more attractive to buyers, employees, and future leadership. Strong domain authority, SEO visibility, and brand recognition don’t just generate leads; they directly increase company valuation and improve talent acquisition.They also highlight a growing shift in workforce expectations. Today’s skilled professionals research companies before joining them. A strong brand, culture, and digital presence signal stability, opportunity, and long-term growth, while founder-dependent companies often struggle to attract top talent, forcing them to pay more to hire talent.The episode also delves into the mindset shift leaders must make to scale beyond themselves. Instead of being the single rainmaker, founders must learn to build teams, delegate responsibility, and create systems that multiply their impact.The conversation covers:Founder-led sales and the risks of relationship-dependent companiesWhy many construction companies hit a growth ceilingHow CRM systems help institutionalize client relationshipsTransitioning from individual rainmakers to team sales structuresWhy marketing is often the missing system in construction companiesHow brand visibility impacts company valuation in acquisitionsThe role of SEO, domain authority, and digital presence in M&AWhy strong brands attract better talent and improve retentionHow companies can begin building sales and marketing infrastructureThe difference between lifestyle businesses and scalable companiesThey also challenge leaders to ask a simple but powerful question: If you stepped away for four weeks, would your company keep running, or would everything stop?The answer often reveals whether a business is truly scalable or still dependent on one person.If you’re a construction founder, executive, or leader thinking about growth, succession planning, or long-term company value, this episode breaks down the systems and mindset shifts needed to transition from a founder-driven company to a scalable organization.Key Takeaways:Founder-led companies often hit a natural growth ceilingDocumenting relationships in CRM systems is critical for scaleSales and marketing systems increase company valuationDigital visibility strengthens both sales pipelines and hiringBrand authority compounds over timeStrong brands attract better employees and partnersSystems allow founders to step back without risking operationsFollow AltCMO for more construction marketing insights:LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Blog: https://altcmo.net/blog/Connect with Ryan: https://www.linkedin.com/in/c-r-kovach/Connect with Perryn: https://www.linkedin.com/in/perryn/

“What should our marketing budget be?”It’s one of the most common questions construction leaders ask, and one of the hardest to answer.In this episode, Ryan Kovach and Perryn Olson break down real benchmarks from the AEC industry and explain why percentages alone don’t tell the full story. From 5–6% of net service revenue for typical AEC firms to 7–10% for high-growth companies, the numbers vary widely depending on margins, goals, and market position.But the real question isn’t just “What should we spend?” It’s “What happens if your competitor is spending double?”They unpack the difference between maintaining position and fueling growth, and why a 2% marketing investment can dramatically outperform 1% when executed strategically. Visibility compounds. Authority compounds. Talent pipelines compound.The conversation covers:Industry benchmarks from Zweig, Gartner, and SMPSThe difference between maintenance budgets and growth budgetsWhy GCs and trade contractors have very different margin realitiesHow to separate marketing from business development spendingWhy events, sponsorships, and swag are not pure marketingHow stronger marketing improves talent acquisitionWhy recruiters, temp agencies, and job boards inflate hidden costsHow to renegotiate staffing costs using marketing authorityThe impact of focus, ideal client profiles, and message clarityHow to reverse engineer your marketing budget from revenue targetsThey also challenge leaders to rethink budgeting entirely. Instead of starting with a percentage, start with revenue goals. Define how many qualified leads you need each month, then determine how marketing and sales share ownership of that number.From cutting underperforming spend to reallocating dollars into digital visibility, this episode reframes marketing not as an expense, but as a revenue and talent engine.If you are a contractor, executive, or marketer trying to balance growth, margins, and hiring, this episode will help you think more strategically about where your marketing dollars actually go.Key Takeaways:5–6% may maintain position, but growth often requires moreMarketing and business development budgets must be separatedVisibility compounds over time and fuels both sales and hiringTalent acquisition is marketing, not just HRFocused positioning outperforms generic messagingRevenue targets should determine marketing investmentStrategic reallocation often beats simply increasing budgetConnect with AltCMO and Learn MoreFollow AltCMO for more construction-focused marketing insights:LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Blog: https://altcmo.net/blog/Connect with Ryan: https://www.linkedin.com/in/c-r-kovach/Connect with Perryn: https://www.linkedin.com/in/perryn/

You might be wasting 30–50% of your Google Ads budget and not even know it.In this episode, Ryan Kovach and Perryn Olson break down two of the most overlooked and most expensive gaps in paid search: negative keywords and click fraud protection.Too many PPC campaigns are set up once and left alone. Budgets get maxed out every month. Click numbers look strong. But when you dig deeper, a large percentage of that spend may be going to bots, competitors, out-of-market clicks, or searches that were never qualified to begin with.They unpack a real-world example of a contractor spending $100,000 per month on Google Ads. After installing click fraud software and properly building out negative keywords, ad spend dropped to $60,000 without losing lead volume.That’s a $40,000 monthly savings with the same business output.The conversation covers:What click fraud actually is (bots, competitors, VPN abuse, foreign traffic)Why Google doesn’t fully eliminate fraudulent clicksHow click fraud software protects your ad budgetWhat negative keywords are and why they must be constantly updatedHow broad keywords quietly drain commercial contractors’ budgetsWhy residential searches can crush commercial-only campaignsHow geography settings can waste thousands overnightThe broken PPC model of percentage-based ad managementHow AI is improving keyword refinement and filteringWhy most construction marketers don’t even know this problem existsThey also explain the dangerous math behind PPC. If only 4,000 real people are searching, but you’re paying for 10,000 clicks, where did the extra 6,000 clicks come from?From commercial roofers accidentally paying for residential leads to HVAC contractors getting clicks for car AC repairs, this episode exposes how easily ad budgets get burned.If you’re running paid search campaigns, especially in construction, mechanical, electrical, roofing, or specialty trades, this episode could immediately save you money.Key Takeaways:Click fraud can silently eat 30–50% of your ad budgetNegative keywords must be actively managed, not set onceGeographic targeting mistakes are common and expensiveCommercial contractors must aggressively filter residential searchesFlat-fee PPC management reduces incentive misalignmentAI can accelerate keyword refinement, but still needs human oversightLower ad spend with the same leads is the real winConnect with AltCMO and Learn MoreFollow AltCMO for more construction-focused marketing insights:LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Blog: https://altcmo.net/blog/Connect with Ryan: https://www.linkedin.com/in/c-r-kovach/Connect with Perryn: https://www.linkedin.com/in/perryn/

Website traffic is down. Revenue is up.How does that make sense?In this episode, Ryan Kovach and Perryn Olson unpack a major shift happening in digital marketing: why less traffic can actually mean better results.With AI summaries reducing clicks and search behavior evolving, many companies are panicking over declining website visits. But as they explain, traffic alone is a vanity metric. What actually matters is attracting the right audience, your Ideal Client Profile (ICP), and eliminating the wrong one.They break down the real-world example of HubSpot’s reported traffic drop while revenue increased, and why that same principle applies directly to contractors, engineers, and AEC firms. From toxic backlinks and spam scores to outdated content and misaligned keywords, they explain how websites quietly attract the wrong prospects and waste your time.The conversation covers:Why AI overviews are reducing clicks but not necessarily reducing revenueHow high traffic can hide low-quality leadsWhy auditing old blog content can increase profitabilityThe danger of generic positioning for contractorsHow negative keywords in Google Ads save money and improve lead qualityWhy toxic backlinks and spam scores damage credibilityHow domain history can tank performance after a rebrandWhy long-tail keywords convert better than broad searchesHow to use AI tools to test your digital perceptionThe difference between vanity metrics and profit-driving metricsThey also challenge a common fear: “Our traffic dropped.” Sometimes that drop means you finally eliminated the 16,000 wrong visitors and kept the 4,000 right ones.From industrial contractors filtering out residential leads to firms accidentally ranking for “drug testing” instead of building labs, this episode reframes SEO as a precision tool, not a volume game.If you are a contractor, executive, or marketer in the AEC space, this episode will help you shift from chasing traffic to driving revenue.Key Takeaways:Traffic volume is not the same as business growthAI search is filtering low-intent clicksQuality leads outperform high-traffic websites Negative keywords prevent wasted ad spendToxic backlinks and malware can distort performanceYour website must clearly reflect your ICPLess traffic with higher conversion is the winConnect with AltCMO and Learn MoreFollow AltCMO for more construction-focused marketing insights:LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Blog: https://altcmo.net/blog/Connect with Ryan: https://www.linkedin.com/in/c-r-kovach/Connect with Perryn: https://www.linkedin.com/in/perryn/

Most construction companies treat their career page like a digital job board: list the openings, paste a generic job description, and hope someone applies.That approach is outdated.In this episode, Ryan Kovach and Perryn Olson break down what it actually takes to build a career page that converts, not just collects resumes. Coming off their presentation at the SMPS Southern Regional Conference in San Antonio, they unpack why your website is your first interview, how spouses often influence job decisions, and why shortening your application could dramatically increase qualified applicants.They challenge the idea that “we get plenty of applicants” and instead focus on attracting A-players, the kind of talent that elevates culture, drives growth, and expects excellence from the companies they join.The conversation covers:- Why mediocre career pages attract mediocre talent- How bounce rates are an easy indicator of poor performing career pages- How long, clunky applications silently kill conversions- Why nurturing rejected candidates builds a powerful future talent bench- The difference between inbound applicants and low-performing outbound recruiting blasts- How storytelling frameworks like StoryBrand can transform boring job descriptions into compelling invitations- Why culture transparency, including core values, leadership style, safety standards, and project quality, filters the right people in and the wrong people outThey also explore a powerful mindset shift: The applicant who is not a fit today could be your rockstar hire in five years if you nurture them instead of discarding them.From DISC transparency to project galleries, safety pages, spouse-driven applications, and AI-assisted career storytelling, this episode reframes recruiting as a marketing discipline, not just an HR function.If you are a contractor, executive, marketer, or recruiter in construction, this episode will challenge how you think about employer branding and show you how to reduce recruiting costs while building a stronger talent pipeline.Key Takeaways:- Your career page is your first interview; treat it like a conversion asset- Shorter applications increase completion rates and reduce bounce- A-players expect excellence, great digital presence is the baseline- Spouses often research construction companies, speak to them, too- Nurturing past applicants builds a long-term talent bench and lowers future recruiting spend- Culture clarity repels the wrong fit and attracts the right oneConnect with AltCMO and Learn MoreFollow AltCMO on social media to stay updated on industry insights and news:LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Blog: https://altcmo.net/blog/Get in touch or learn more about our team:Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/

AI has flipped the script on recruiting in construction and the skilled trades. Candidates are now using tools like ChatGPT, Grok, Gemini, and others as "super Google" to run hyper-targeted, sniper-style job searches-factoring in relocation, company size, revenue, specialization (e.g., data centers), and more-often bypassing job boards entirely.Meanwhile, forward-thinking employers are leveraging AI to attract hidden talent, speed up response times, automate nurturing, ghostwrite thought leadership, and build long-term talent pipelines from existing applicants.In this episode, Ryan Kovach and Perryn Olson break down real-world examples: senior estimators relocating, international applicants moving continents, candidates arriving ultra-prepared for interviews thanks to AI briefings, and why your website must now be the ultimate "source of truth" for AI-powered searches.They also cover the flip side-how HR and marketing teams use AI for content repurposing, brand voice consistency, instant candidate engagement agents, FAQ generation, ATS mining for future hires, and turning overlooked applicants into a high-yield talent bench.If you're in construction, trades, or talent acquisition, this episode reveals why ignoring AI in recruiting will cost you top talent-and how to get ahead before the labor shortage intensifies even further.Key Takeaway:- Candidates are using AI for precise, multi-criteria job searches (location + relocation + company age/size/revenue/specialization), creating "sniper" applications from outside your market- Relocation is a massive untapped opportunity-AI surfaces motivated movers (spouse-driven, family needs, etc.) that traditional job boards miss- Your website is now the "source of truth" for AI-ensure it reflects accurate details on projects, safety, culture, leadership, awards, and thought leadership, or you'll get filtered out- AI briefings help candidates arrive over-prepared for interviews; unprepared applicants stand out negatively- Response time is everything-AI agents can auto-respond, schedule interviews, and answer policyConnect with AltCMO and Learn MoreFollow AltCMO on social media to stay updated on industry insights and news:LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Blog: https://altcmo.net/blog/Get in touch or learn more about our team:Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/

Hiring in construction and the skilled trades is no longer just an HR challenge; marketing should help HR recruit your future employees.In this episode, Ryan Kovach and Perryn Olson dive deep into how digital marketing strategies can attract, nurture, and retain top talent in the construction and trades industry. From geofencing job sites and competitor locations to building long-term candidate pipelines, this conversation breaks down why recruitment and marketing must work together.You will learn how companies are reducing their reliance on job boards and temp agencies, improving candidate experience, and building employer brands that act like magnets for skilled workers. The discussion also explores the role of thought leadership, AI tools, automation, and brand dominance in solving the growing labor shortage.If you are a construction company owner, HR leader, recruiter, or marketer, this episode will change how you think about hiring in the next decade.Key Takeaways:Talent acquisition is a marketing responsibility, not just an HR taskGeofencing is a powerful tool for recruiting workers directly where they already are, such as job sites, supply houses, competitors, and community locationsDirect applicants are typically much higher quality than job board applicants and cost significantly less over timeCandidate experience matters; ghosting or generic rejection emails damage your employer brandNurturing candidates over months or years builds a reliable hiring pipeline and reduces future ad spendThought leadership content creates a halo effect that attracts both clients and future employeesStrong employer branding can significantly reduce dependence on staffing and temp agenciesAI tools can automate candidate communication, answer HR questions, and improve efficiencyConstruction companies that invest early in recruitment marketing will gain a long-term competitive advantageThe skilled labor shortage will intensify even more over the next few years; waiting is not an option.Connect with AltCMO and Learn MoreFollow AltCMO on social media to stay updated on industry insights and news:LinkedIn: ⁠https://www.linkedin.com/company/altcmo/⁠Instagram: ⁠https://www.instagram.com/altcmo/⁠Blog: ⁠https://altcmo.net/blog/⁠Get in touch or learn more about our team:Connect with Ryan on LinkedIn: ⁠https://www.linkedin.com/in/c-r-kovach/⁠ Connect with Perryn on LinkedIn: ⁠https://www.linkedin.com/in/perryn/⁠ 

The construction industry is in a critical phase, where attracting and retaining skilled talent is the largest challenge for a construction company’s long-term growth. With a large portion of the workforce approaching retirement and younger generations choosing different career paths, contractors must rethink how they position themselves as employers.In this episode, we explore how construction companies can build a truly magnetic employer brand that attracts the right people, repels the wrong ones, and creates lasting loyalty within their teams. We discuss the real impact of workforce shortages, the loss of leadership experience, and why today’s hiring competition goes far beyond other contractors.You will learn how culture, transparency, leadership visibility, and thought leadership directly influence recruitment and retention. We also uncover why vulnerability builds trust, how retention rates signal company strength, and why winning support at home can be just as important as winning talent on the job site.This episode is essential listening for construction leaders, marketers, and HR professionals who want to future-proof their talent acquisition strategies and build a company people are proud to work for.Key Takeaways• Why the construction industry is facing a major talent and leadership shortage• How a magnetic employer brand attracts the right people and filters out the wrong fit• The role of transparency and vulnerability in building trust with employees• Why leadership visibility and thought leadership matter more than ever• How company culture directly impacts retention and long-term loyalty• The importance of tracking and sharing good employee retention rates• Why winning family support strengthens employee retention• How differentiation helps your company stand out in a crowded marketConnect with AltCMO and Learn MoreFollow AltCMO on social media to stay updated on industry insights and news:LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Blog: https://altcmo.net/blog/Get in touch or learn more about our team:Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/ 

AI detection tools are everywhere, but are they actually accurate?In this episode, we break down why popular AI detectors flag content written long before AI even existed, including the Bible, Shakespeare, and the U.S. Constitution. We discuss how these tools really work, why they often mislabel high-quality writing, and what this means for AEC marketers, construction owners, and content creators today.You will learn how to use AI responsibly as a creative assistant (known as AI-assisted content) instead of a shortcut, how brand voice and originality protect your content, and why obsessing over banned words and phrases actually lowers content quality.If you are worried about AI penalties, content authenticity, or how search engines truly evaluate content today, this conversation will change how you think about AI forever.Key Takeaways• AI detection tools rely on pattern recognition, not authorship verification• High-quality writing often gets flagged because it follows a strong linguistic structure• Older texts and formal English are more likely to be misidentified as AI• Eliminating “AI sounding” words reduces clarity and weakens content• AI should act as a ghostwriter assistant, not an automatic content generator• Thought leadership, originality, and brand voice matter more than detection scores• Search engines care about topical authority, not AI detection percentages• If content feels rushed or automated, it usually is• Authentic expertise combined with AI assistance scales content without penaltiesConnect with AltCMO and Learn MoreFollow AltCMO on social media to stay updated on industry insights and news:LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Blog: https://altcmo.net/blog/Get in touch or learn more about our team:Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/ 

In Episode 21, Ryan Kovach and Perryn Olson dive into one of the biggest shifts underway: the rise of AI-powered e-commerce through tools like ChatGPT, and what it means for construction, trade contractors, and B2B companies.They explore how AI-driven purchasing experiences differ from traditional Google searches by offering cleaner results, real-time comparisons, availability, reviews, and shortlists all in one place. While construction companies may not sell products online in the traditional sense, Ryan and Perryn explain why services, procurement, emergency work, and even commercial projects are already becoming e-commerce-like transactions.The conversation expands into changes in buyer behavior, AI-to-AI interactions, voice assistants, and how future customers will shortlist vendors without ever making a phone call. They also discuss why using AI and optimizing for users now is like getting into SEO early, the importance of experimentation, and how companies that embrace innovation today will own visibility tomorrow.Key Takeaways-ChatGPT e-commerce changes how B2B & home services buyers compare, shortlist, and purchase.AI delivers more thorough decisions in a cleaner format than traditional search results.Construction and trades can sell services like e-commerce products.Procurement and emergency services are ideal use cases for AI-driven buying.AI search traffic is growing rapidly and is already at double-digit percentages.Buyers increasingly prefer frictionless, no phone call interactions.Businesses must feed AI engines just as they once fed search engines.Early adopters gain a long-term “king of the hill” advantage.Not all innovation has to work; experimentation is essential.AI will impact operations, marketing, sales, HR, and customer experience.Connect with AltCMO and Learn MoreFollow AltCMO on social media to stay updated on industry insights and news:LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Blog: https://altcmo.net/blog/Get in touch or learn more about our team:Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/

In Episode 20, Ryan Kovach and Perryn Olson unpack a surprising industry report showing that only 18 percent of small business leaders feel very confident in their marketing. Drawing from real client conversations, research data, and hands-on experience, they explore why confidence has dropped sharply and what is driving widespread frustration.The discussion examines unclear ROI, poor reporting, vanity metrics, broken agency models, rising costs, and the growing confusion caused by AI and algorithmic changes. Ryan and Perryn stress that marketing may be working, but without clear metrics, leadership direction, and honest accountability, it often feels rudderless.They also explain why specialization matters, why generic agencies fail construction and trade businesses, and how tracking the right leading indicators can rebuild confidence. The episode closes with practical guidance on momentum, focus, and how companies can stop checking boxes and start seeing real progress.Key TakeawaysOnly 18% of small businesses feel very confident in their marketing efforts.A lack of clear metrics and accountability erodes trust in marketing.Many agencies hide poor performance behind vanity metrics and selective reporting.AI has added complexity, not simplicity, when used without strategy and oversight.Tracking leading indicators helps predict results before revenue is impacted.Confidence increases when businesses focus on specialization instead of going generic.Branding and momentum are critical, even when results are not immediately visible.Marketing should be predictive and proactive, not reactive after problems appear.High-volume agency models often sacrifice quality and attention.Consistency and clarity outperform shortcuts and automation. Connect with AltCMO and Learn MoreFollow AltCMO on social media to stay updated on industry insights and news:LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Blog: https://altcmo.net/blog/News: https://altcmo.net/news/Get in touch or learn more about our team:Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/ 

In episode 19, Ryan Kovach and Perryn Olson break down original research analyzing where the ENR Top 400 contractors are active across major social media platforms. The conversation starts with a simple but powerful question: what social channels are contractors actually using, and should everyone just follow the crowd?They walk through this exclusive data platform by platform, highlighting near-universal adoption of LinkedIn, strong use of Facebook and Instagram, and shockingly low adoption of YouTube and TikTok. The discussion delves deeper into why this matters, particularly in recruiting, brand visibility, SEO, and thought leadership.Ryan and Perryn also unpack common objections leaders have around social media, including ROI, time investment, production costs, and fear of mistakes. They explain how a consistent strategy, clear content pillars, and practical use of tools like AI and smartphones can remove friction and make social media sustainable. The episode wraps with a strong case for treating social media as long-term brand infrastructure rather than a short-term sales tactic. Key TakeawaysNearly all ENR Top 400 contractors are on LinkedIn, but engagement there is often low.Facebook and Instagram remain widely adopted, primarily for recruiting and culture.Less than half of contractors actively use YouTube, despite it being the second-largest search engine.TikTok adoption is extremely low, even though much of the skilled labor workforce is already there.Visibility and consistency matter more than being on every platform.YouTube and TikTok offer massive untapped opportunities for education, recruiting, and SEO.AI and smartphones have removed most barriers to creating usable video content.Social media ROI should be viewed as cumulative brand touchpoints; not one post equals one lead.Clear content pillars help teams stay consistent without overthinking execution.Authenticity beats polish, especially in construction and B2B industries.Connect with AltCMO and Learn MoreFollow AltCMO on social media to stay updated on industry insights and news:LinkedIn: https://www.linkedin.com/company/altcmo/Blog: https://altcmo.net/blog/Get in touch or learn more about our team:Contact Us: https://altcmo.net/contact-us/Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/ 

In this episode, Ryan and Perryn clarify the distinctions among a Fractional CMO, a Consultant, and an Interim Chief Marketing Officer. They explain why many consultant strategies never get implemented, how true fractional CMOs become part of your internal team, and what red flags to look for when hiring. They also discuss billing models, hiring and firing authority, execution support, and how to avoid underqualified marketers calling themselves “Chief Marketing Officers”.Key Takeaways- Consultants deliver plans, but most companies never execute them.- Fractional CMOs lead the team, drive execution, and operate like internal executives.- Avoid hourly or block time billing, it limits communication and slows results.- Watch out for posers, real CMOs understand business, budgets, hiring, and revenue.- Interim roles are temporary and full time, fractionals are long term and ongoing.- Companies scale faster when strategy and execution come together under one team.Connect with AltCMO and Learn MoreFollow AltCMO on social media to stay updated on industry insights and news:LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Blog: https://altcmo.net/blog/Get in touch or learn more about our team:Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/ 

In this episode of the AltCMO podcast, we welcome AltCMO’s newest fractional CMO, Ben Roberts, to explore how marketing building materials (and construction services) is shifting from product-focused selling to experience-driven storytelling. The discussion covers why traditional sales-heavy approaches are no longer enough, how intentional content creates long-term impact, and where AI fits without replacing authenticity.Rather than chasing trends or vanity metrics, the episode emphasizes clarity, education, and relevance as the drivers of real growth.Key takeaways • Marketing building materials requires understanding architects, contractors, and homeowners as distinct audiences • Authentic story-driven, video-first content cuts through crowded feeds • Niche-focused messaging continuously outperforms broad, generic campaigns • AI enhances efficiency, but cannot replace real stories or trust • Education and value-driven content build long-term loyaltyAn insightful listen for construction and building materials brands looking to sharpen their marketing strategy and stand out with purpose.Connect with AltCMO and Learn MoreFollow AltCMO on social media to stay updated on industry insights and news:LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Explore our latest articles and news:Blog: https://altcmo.net/blog/News: https://altcmo.net/news/Get in touch or learn more about our team:Contact Us: https://altcmo.net/contact-us/Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/ Connect with Ben on LinkedIn: https://www.linkedin.com/in/bwroberts/ 

In this episode of Building Momentum, Ryan Kovach and Perryn Olson tackle an important, yet often overlooked question for mid-sized and large contractors: should your construction company have multiple websites or just one?They discuss when it makes sense to create multiple websites for specific services, locations, or campaigns, and how this decision impacts SEO, conversions, and user trust. They cite a recent example of launching a niche website dedicated to horizontal directional drilling to dewater coal ash (https://horizontalcoalashdewatering.com/).From contractor case studies to lessons learned in building topical authority, Ryan and Perryn share real-world strategies that can help you dominate search results and improve lead quality.Key Takeaways:When to create secondary or niche websitesLanding pages vs full websites: which drives better resultsHow multiple domains affect SEO and keyword densityThe long-term benefits of specialization for conversionsWhy residential and commercial audiences need different messagingIf you’re a contractor, marketer, or business owner juggling multiple services under one domain, this episode will give you the clarity to make smarter digital decisions.Connect with AltCMO and Learn MoreFollow AltCMO on social media to stay updated on industry insights and news:LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Explore our latest articles and news:Blog: https://altcmo.net/blog/News: https://altcmo.net/news/Get in touch or learn more about our team:Contact Us: https://altcmo.net/contact-us/About Ryan Kovach: https://altcmo.net/ryan-kovach/Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ About Perryn Olson: https://altcmo.net/perryn-olson/Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/ 

In this Building Momentum episode, Ryan Kovach and Perryn Olson reveal insights from their latest research comparing $100 million regional contractors with the top 50 construction companies on ENR’s Top 400 Contractors list – it’s an honest David vs. Goliath battle for construction SEO.They explore where smaller construction companies have surprising advantages, how AI-driven search is reshaping visibility, and what it takes for contractors to build topical authority without massive budgets.Discover how “Davids” in the construction industry can beat the “Goliaths” using smarter SEO, faster sites, local focus, and strong thought leadership.Key Takeaways:How $100M contractors outperform mega firms in website speed and agilityWhy backlinks alone no longer define success in the AI search eraThe growing importance of topical authority and thought leadershipHow smaller construction companies can dominate local SEO by owning local marketsUsing niche content to attract both clients and top talentWhy “owning your pond” beats trying to “boil the ocean”Ryan and Perryn also discuss how AI browsers, topical authority, and local optimization are transforming the way construction companies attract leads, establish credibility, and recruit talent.Additional resources:David vs Goliath SEO Infographic - https://altcmo.net/wp-content/uploads/2025/10/AltCMO-Infographic-SEO-Comparison-ENR-400-vs-100M-2025.pdf David vs Goliath SEO blog post - https://altcmo.net/speed-trumps-size-in-construction-seo/How Small Construction Companies Beat Mega-Contractors at SEO blog post - https://altcmo.net/how-small-construction-companies-beat-mega-contractors-at-seo/Connect with AltCMO and Learn MoreFollow AltCMO on social media to stay updated on industry insights and news:LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Substack: https://altcmo.substack.com/ Explore our latest articles and news:Blog: https://altcmo.net/blog/News: https://altcmo.net/news/Get in touch or learn more about our team:Contact Us: https://altcmo.net/contact-us/About Ryan Kovach: https://altcmo.net/ryan-kovach/Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ About Perryn Olson: https://altcmo.net/perryn-olson/Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/ 

In this episode of Building Momentum, Ryan Kovach and Perryn Olson break down the Top 10 reasons why construction executives get their websites completely wrong.From outdated mentalities to poor platforms and missing SEO fundamentals, they uncover why many contractors underestimate the power of a professional web presence and how it’s quietly costing them projects, talent, and credibility.Ryan and Perryn share real-life examples of contractors who lost multi-million-dollar bids because their websites lacked proof, visibility, or relevance. They also reveal how the best ENR 400 companies use SEO, thought leadership, and consistent content to dominate search results and attract top talent.Key Takeaways:Why the “websites don’t sell construction projects” mindset is wrongThe difference between placeholder sites and performance-driven websitesUse case for WordPress over Wix/Squarespace for SEOHow poor technical SEO wastes your marketing budgetUsing your website to recruit top talent and win more bidsBuilding topical authority and thought leadership contentExclusive research insights on what top contractors do right with their SEOIf you’re in construction, engineering, or the trades and want to future-proof your marketing, this episode is packed with real data, stories, and proven strategies.Connect with AltCMO and Learn MoreFollow AltCMO on social media to stay updated on industry insights and news:LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Substack: https://altcmo.substack.com/  Explore our latest articles and news:Blog: https://altcmo.net/blog/News: https://altcmo.net/news/Get in touch or learn more about our team:Contact Us: https://altcmo.net/contact-us/About Ryan Kovach: https://altcmo.net/ryan-kovach/Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ About Perryn Olson: https://altcmo.net/perryn-olson/Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/ 

In this episode of the Building Momentum podcast, hosts Ryan Kovach and Perryn Olson dive into the evolving world of SEO and its growing importance for contractors and construction businesses. They unpack why traditional SEO models are failing, revealing the common misconceptions and challenges companies face today. The discussion examines how AI is transforming SEO, the unique needs of different industries, and the shift from keyword-heavy tactics to establishing genuine online authority.Ryan and Perryn also emphasize how a strong digital presence boosts both business growth and talent acquisition, making SEO a vital tool beyond just lead generation. They encourage listeners to rethink their SEO strategies, adapt to the rise of AI, and stay ahead in an ever-changing digital landscape.Key Takeaways:SEO drives visibility, credibility, and growth in today’s market.Many SEO agencies still rely on outdated, ineffective business models.AI can enhance SEO performance, but it still requires extreme human insight.The construction industry has unique SEO goals and challenges.The focus has shifted from keywords to authority and trust.Strong SEO can cut recruiting costs and attract top talent.For contractors, a credible online presence is non-negotiable.SEO supports long-term business sustainability, not just leads.Connect with AltCMO and Learn MoreFollow AltCMO on social media to stay updated on industry insights and news:LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Substack: https://altcmo.substack.com/ Explore our latest articles and news:Blog: https://altcmo.net/blog/News: https://altcmo.net/news/Get in touch or learn more about our team:Contact Us: https://altcmo.net/contact-us/About Ryan Kovach: https://altcmo.net/ryan-kovach/Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ About Perryn Olson: https://altcmo.net/perryn-olson/Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/ 

In this episode, Ryan Kovach and Perryn Olson dive into the real-world challenges contractors face when selling their companies. Many “old school” contractors with strong reputations are not getting the value they expect because their business heavily relies on their ability to bring in new work. They discuss the power of digital marketing for small and mid-sized construction companies, particularly regarding the company’s valuation when it becomes a repeatable system independent of the owner.They also talk about the importance of quality content, user experience, and consistency in building long-term visibility. Learn what separates successful contractors who rank high on Google from those who struggle to get noticed.You will also learn:What potential buyers are looking for The most common sales & marketing mistakes contractors makeHow Google’s local algorithm impacts construction companiesWhether you are a general contractor, roofer, remodeler, or trades professional, this episode gives you a clear roadmap to increase your valuation when it’s time to sell and retire.Connect with AltCMO and Learn MoreFollow AltCMO on social media to stay updated on industry insights and news:LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Explore our latest articles and news:Blog: https://altcmo.net/blog/News: https://altcmo.net/news/Get in touch or learn more about our team:Contact Us: https://altcmo.net/contact-us/About Ryan Kovach: https://altcmo.net/ryan-kovach/Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ About Perryn Olson: https://altcmo.net/perryn-olson/Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/ 

In this episode, Ryan Kovach and Perryn Olson share a powerful contractor success story where a company received 84 qualified applicants in just two weeks without spending a single penny on ads. They actually pulled their ads from a major job website.They explain how website optimization, strong SEO, and AltCMO’s Authority Stack system helped transform a simple brochure-style website into a business and recruiting powerhouse.You will also learn:Why A players skip job boards and go directly to company websitesHow updated content and visibility attract top talentWhat makes the Authority Stack approach different from AI-generated blogsHow poor SEO practices waste your budgetWhy AI search, such as ChatGPT, Perplexity, and Gemini, is the next big opportunityIf you are a contractor or construction leader who wants to improve online visibility, attract skilled employees, and build brand authority, this episode is for you.Connect with AltCMO and Learn MoreFollow AltCMO on social media to stay updated on industry insights and news:LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Explore our latest articles and news:Blog: https://altcmo.net/blog/News: https://altcmo.net/news/Get in touch or learn more about our team:Contact Us: https://altcmo.net/contact-us/About Ryan Kovach: https://altcmo.net/ryan-kovach/Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ About Perryn Olson: https://altcmo.net/perryn-olson/Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/ 

In this episode, Ryan Kovach and Perryn Olson dive deep into their latest exclusive SEO research for the construction industry, comparing ENR Top 400 contractors and Top 500 design firms to uncover who is winning in online visibility.They reveal new Construction SEO Benchmark data for 2025 and explore domain authority, backlinks, spam scores, and website speed performance. Whether you are a mid-market contractor, architecture/engineering firm, or construction marketer, this episode gives you data-backed insights and practical takeaways to boost your digital presence.What you’ll learn:Why SEO matters for construction and design firms in 2025Domain authority benchmarks for ENR 400 and 500 firmsKey website performance metrics such as speed, backlinks, and spam scoresHow mid-size contractors can compete with mega firmsThe connection between SEO, AI visibility, and talent acquisitionCheck out the 2025 Construction SEO Report here:https://altcmo.net/news/2025-construction-seo-report/Connect with AltCMO and Learn MoreFollow AltCMO on social media to stay updated on industry insights and news:LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Explore our latest articles and news:Blog: https://altcmo.net/blog/News: https://altcmo.net/news/Get in touch or learn more about our team:Contact Us: https://altcmo.net/contact-us/About Ryan Kovach: https://altcmo.net/ryan-kovach/Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ About Perryn Olson: https://altcmo.net/perryn-olson/Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/

In Episode 10 of our construction marketing podcast, Ryan Kovach and Perryn Olson discuss why showcasing active projects, milestones, and project updates on your website is powerful for both SEO and AI search visibility. Too many construction companies, general contractors (GCs), and trade contractors only showcase completed projects, missing out on the opportunity to highlight in-progress work, groundbreakings, and significant milestones that attract both clients and talent.We discuss how updating your website content with active projects creates a more dynamic website, boosts topical authority, and provides visitors with a reason to return. From utilizing Company Cam feeds to creating milestone videos, leveraging QR codes on job sites, and establishing a robust PR schedule, Ryan and Perryn share actionable strategies that construction firms can use to stand out in today’s competitive market.Key topics include:Why showcasing active projects improves SEO and AI search resultsHow to document milestones (groundbreakings, topping outs, etc.) for visibilityUsing video content and docu-series for storytelling in construction marketingLeveraging QR codes for on-site engagement and extra press coverageBuilding news sections and separating them from blogs for fresh contentHow active project updates support talent acquisition marketingThe importance of cleanliness, safety, and professionalism in project showcasesCreating a PR calendar to win awards like “Best Places to Work” and local business recognitionsWhether you’re in construction marketing, running a marketing firm, working in an ad agency, or leading a general contracting company, this episode is packed with insights to help you turn your website into a living yearbook of your best work.Stay ahead in 2025 and beyond by turning your construction company into a media company first. Visibility, content, and fresh updates are the keys to attracting clients, employees, and industry recognition.Connect with AltCMO and Learn MoreFollow AltCMO on social media to stay updated on industry insights and news:LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Explore our latest articles and news:Blog: https://altcmo.net/blog/News: https://altcmo.net/news/Get in touch or learn more about our team:Contact Us: https://altcmo.net/contact-us/About Ryan Kovach: https://altcmo.net/ryan-kovach/Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ About Perryn Olson: https://altcmo.net/perryn-olson/Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/ 

In Episode 9, Ryan Kovach and Perryn Olson discuss StoryBrand messaging and how it transforms the way businesses communicate with their audience, externally and internally.They cover:What StoryBrand is and why it worksHow StoryBrand ties into AltCMO’s Authority Stack content machineUsing AI and streamlined workflows to build authentic, non-spammy thought leadershipReal-world client examples of StoryBrand in B2B and construction industriesWhy StoryBrand shortens sales cycles and positions your company as the obvious choiceIf you’ve ever struggled with messaging, brand clarity, or converting website traffic into customers, this episode will show you why StoryBrand is the missing piece of your marketing strategy.Connect with AltCMO and Learn MoreFollow AltCMO on social media to stay updated on industry insights and news:LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Explore our latest articles and news:Blog: https://altcmo.net/blog/News: https://altcmo.net/news/Get in touch or learn more about our team:Contact Us: https://altcmo.net/contact-us/About Ryan Kovach: https://altcmo.net/ryan-kovach/Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ About Perryn Olson: https://altcmo.net/perryn-olson/Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/ 

In Episode 8, Ryan Kovach and Perryn Olson delve into one of the most significant shifts in SEO and digital marketing: transitioning from keyword stuffing to establishing genuine topical authority.They explain why old SEO strategies, such as repeating “electrician in Pasadena,” no longer work, how AI and search engines now understand topics rather than exact phrases, and why companies need to think like media publishers rather than just service providers.The conversation covers:What is topical authority and why it matters more than keywords.How to build content pillars and a “website library” that positions your brand as a trusted resource.Examples from industries like construction, electrical contracting, and IT.How AI tools can help scale authentic content creation without falling into the trap of spammy ChatGPT blogs.Why Google’s upcoming algorithm updates will punish low-quality, generic AI-generated content.The power of repurposing blogs, videos, podcasts, and social posts into a content engine (their “Authority Stack”).If you’re a construction owner or A/E/C marketer looking to rank higher, generate leads, and future-proof your SEO strategy, this episode is packed with insights on content marketing, AI, topical authority, SEO strategies, and building thought leadership online.Connect with AltCMO and Learn MoreFollow AltCMO on social media to stay updated on industry insights and news:LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Explore our latest articles and news:Blog: https://altcmo.net/blog/News: https://altcmo.net/news/Get in touch or learn more about our team:Contact Us: https://altcmo.net/contact-us/About Ryan Kovach: https://altcmo.net/ryan-kovach/Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ About Perryn Olson: https://altcmo.net/perryn-olson/Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/

In this episode of Building Momentum, Ryan Kovach and Perryn Olson delve into the future of marketing in a world increasingly dominated by AI. Learn how construction companies can leverage AI without sacrificing quality, build thought leadership, and create content that truly converts.They discuss:How AI search visitors are 4.4x more valuable than traditional search.The importance of human oversight and brand voice in AI-generated content.Strategies to fight generic AI spam and maintain credibility.Real-world examples of AI improving talent acquisition and lead generation.How thought leadership can attract top talent and build stronger client relationships.Whether you’re a construction executive, project manager, or an A/E/C marketer, this episode shows you how to use AI strategically to gain a competitive edge.Visit our website for more resources: https://altcmo.net/Connect with AltCMO and Learn MoreFollow AltCMO on social media to stay updated on industry insights and news:LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Explore our latest articles and news:Blog: https://altcmo.net/blog/News: https://altcmo.net/news/Get in touch or learn more about our team:Contact Us: https://altcmo.net/contact-us/About Ryan Kovach: https://altcmo.net/ryan-kovach/Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ About Perryn Olson: https://altcmo.net/perryn-olson/Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/ 

Marketing is not just about getting clients; it’s also about attracting the right ones and learning to say ‘no’ to the wrong opportunities. In this episode, Ryan and Perryn discuss how construction companies can utilize SEO, digital marketing, and AI tools to target ideal clients while avoiding low-quality projects.Learn how to:Use marketing and SEO to attract high-value clientsIdentify your Ideal Client Profile (ICP) and prioritize profitable projectsLeverage AI tools like ChatGPT for prospect research and lead generationUse website visitor identification tools to discover hidden opportunitiesSay yes to the right clients and no to the wrong onesIf you are a general contractor, trade contractor, or construction business, this episode provides actionable strategies to help you grow your business efficiently.Learn more at https://altcmo.net/Connect with AltCMO and Learn MoreFollow AltCMO on social media to stay updated on industry insights and news:LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Explore our latest articles and news:Blog: https://altcmo.net/blog/News: https://altcmo.net/news/Get in touch or learn more about our team:Contact Us: https://altcmo.net/contact-us/About Ryan Kovach: https://altcmo.net/ryan-kovach/Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ About Perryn Olson: https://altcmo.net/perryn-olson/Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/ 

In this episode of Building Momentum, Ryan Kovach and Perryn Olson delve into one of the most crucial aspects of digital marketing: selecting the right keywords. They explain how keyword research impacts visibility, lead generation, and long-term growth for construction companies.From understanding buyer intent to balancing high volume and niche keywords, Ryan and Perryn share strategies to target the right audience and stay ahead of competitors. They also cover common mistakes businesses make when picking keywords and how to avoid them.If you want to improve your SEO, attract qualified leads, and maximize your marketing ROI, this episode will give you practical steps to build a smarter keyword strategy.Learn more at https://altcmo.net/Connect with AltCMO and Learn MoreFollow AltCMO on social media to stay updated on industry insights and news:LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Explore our latest articles and news:Blog: https://altcmo.net/blog/News: https://altcmo.net/news/Get in touch or learn more about our team:Contact Us: https://altcmo.net/contact-us/About Ryan Kovach: https://altcmo.net/ryan-kovach/Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ About Perryn Olson: https://altcmo.net/perryn-olson/Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/ 

Is AI about to end recruiting as a career? In this episode, Ryan Kovach and Perryn Olson dive deep into the bold prediction that AI tools may replace recruiters within the next six months. They discuss how AI is transforming the hiring process, from sourcing candidates and scheduling interviews to enhancing the candidate experience and reducing hiring costs.The conversation examines the rise of AI-powered search, the importance of cultural fit in hiring, and why industries like construction must adapt rapidly. They also share real-world examples of how AI is already being used in staffing, marketing, and sales to eliminate repetitive tasks and focus on what truly matters.If you want to understand how AI could disrupt talent acquisition, recruiting, and the construction industry, this episode is for you.Learn more at https://altcmo.net/Connect with AltCMO and Learn MoreFollow AltCMO on social media to stay updated on industry insights and news:LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Explore our latest articles and news:Blog: https://altcmo.net/blog/News: https://altcmo.net/news/Get in touch or learn more about our team:Contact Us: https://altcmo.net/contact-us/About Ryan Kovach: https://altcmo.net/ryan-kovach/Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ About Perryn Olson: https://altcmo.net/perryn-olson/Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/ 

In this episode of the AltCMO podcast, Ryan Kovach and Perryn Olson dive into the top ways construction and trades companies can spot if their SEO and digital marketing agencies are truly delivering value. They discuss common pitfalls, such as paying for services that don't yield results, the importance of website speed, SSL certificates, effective Google Business Profile management, click fraud prevention, and how to optimize landing pages and images for improved SEO results.If you're a construction executive or marketing coordinator, this episode will arm you with practical tips to protect your marketing budget and maximize ROI. From avoiding geographic bidding errors to ensuring your website is both fast and secure, they cover essential strategies for optimizing the effectiveness of your digital marketing efforts.Visit https://altcmo.net/ to learn more about Alt CMO's fractional CMO services, customized specifically for the construction industry.Topics covered:Identifying SEO firms that don’t deliver resultsWhy website speed and mobile optimization matterImportance of SSL certificates for user trust and Google rankingUsing click fraud software to save ad budgetProper Google Business Profile ownership and managementThe role of landing pages in PPC campaign successOptimizing images for SEO and web performanceThe new llms.txt file for AI and search enginesHow to audit vendors and hold them accountableSubscribe for more expert insights in construction marketing and growing your business.Connect with AltCMO and Learn MoreFollow AltCMO on social media to stay updated on industry insights and news:LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Explore our latest articles and news:Blog: https://altcmo.net/blog/News: https://altcmo.net/news/Get in touch or learn more about our team:Contact Us: https://altcmo.net/contact-us/About Ryan Kovach: https://altcmo.net/ryan-kovach/Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ About Perryn Olson: https://altcmo.net/perryn-olson/Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/ 

Welcome to Episode 2 of our podcast, "Why Contractors Can't Afford to Ignore SEO." In this insightful conversation, Ryan Kovach and Perryn Olson delve into the critical role that SEO plays for contractors, particularly those in the trades and construction industries.Discover why many mid-level contractors are missing out on massive opportunities by neglecting SEO and online visibility. Hear real stories about how SEO drives talent acquisition, lead generation, and helps contractors stand out in a competitive market. Discover the evolving digital landscape, including the impact of AI on search and marketing strategies that can enhance your brand and attract top talent.If you are a contractor or work in the construction industry and want to grow your business, build your brand, and recruit effectively, this episode is a must-listen.Connect with AltCMO to elevate your marketing game with industry-specific fractional CMO services built for construction and trades: https://altcmo.net/Timestamps and key topics covered:The "gold rush" of AI and SEO in 2025How blue collar workers find jobs through Google search and why SEO is more critical than everCommon misconceptions about SEO in the trades industryWhy mid-sized contractors particularly suffer from ignoring SEOThe importance of storytelling and culture on contractor websitesReal-life success stories of SEO winning deals and clientsHow AI is reshaping SEO and search behaviorTips for contractors to start leveraging SEO and digital marketing nowStay tuned for more episodes and subscribe for expert insights tailored to the construction industry.#ConstructionMarketing #SEOforContractors #DigitalMarketing #ContractorSEO #ConstructionIndustry #AIinMarketing #LeadGeneration #TalentAcquisition #ConstructionBusiness #AltCMOConnect with AltCMO and Learn MoreFollow AltCMO on social media to stay updated on industry insights and news:LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Explore our latest articles and news:Blog: https://altcmo.net/blog/News: https://altcmo.net/news/Get in touch or learn more about our team:Contact Us: https://altcmo.net/contact-us/About Ryan Kovach: https://altcmo.net/ryan-kovach/Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ About Perryn Olson: https://altcmo.net/perryn-olson/Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/ 

Welcome to the first episode of AltCMO’s new podcast, Building Momentum. Our hosts, Ryan Kovach and Perryn Olson, are fractional CMOs with decades of experience marketing construction companies. They discuss the transformative changes reshaping construction marketing today. This episode explores how AI, generative search, and innovative marketing strategies are revolutionizing the way construction and trade companies attract clients and top talent.They discuss generational shifts, the importance of modern digital marketing tools, and how embracing AI-driven technologies can help companies remain competitive in an evolving market. You will learn why traditional marketing methods are no longer enough and how data, personalization, and reputation management play critical roles in today’s construction business landscape.Ryan and Perryn share insights on talent acquisition challenges, the decline of traditional job boards, and why marketing is essential not only for lead generation but also for building stronger pipelines and attracting top talent. Whether you are a construction business owner, A/E/C marketer, or industry professional, this episode provides valuable knowledge to prepare for the future of construction marketing.Visit us at https://altcmo.net/ to discover how our fractional CMO and SEO services can help build momentum for your construction brand.#ConstructionMarketing #AIinConstruction #FractionalCMO #DigitalMarketing #TalentAcquisition #AltCMOConnect with AltCMO and Learn MoreFollow AltCMO on social media to stay updated on industry insights and news:LinkedIn: https://www.linkedin.com/company/altcmo/Instagram: https://www.instagram.com/altcmo/Explore our latest articles and news:Blog: https://altcmo.net/blog/News: https://altcmo.net/news/Get in touch or learn more about our team:Contact Us: https://altcmo.net/contact-us/About Ryan Kovach: https://altcmo.net/ryan-kovach/Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ About Perryn Olson: https://altcmo.net/perryn-olson/Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/