EP #31: From SEO to AIO: How Jacki DeVries Rebuilt Around How AI Decides Who to Recommend

EP #34: Stop Being the Face. Start Building the Empire with Sarah Mariano

Sarah Mariano built The Stretch Therapists into a global certification company while traveling the world as a digital nomad. Then she made a decision that most founders dread: she stepped back from being the face of the brand she had built from scratch. Not because things were falling apart. Because she had a bigger goal in mind.   In this episode: •       Why stepping back as the face of your brand can feel like grief — and why Sarah says that process was worth it •       Building a personal brand on Instagram at the right moment, and what happens when the platform shifts and your strategy has to shift with it •       The four-year journey to paid ads: wrong coach, right coach, six months running her own campaigns, then finally hiring an agency •       What it takes to build a team that reflects the representation you want to see in your industry •       Why transparency with your team during the hard moments changes the company culture more than any policy ever will •       The book that changed how Sarah thinks about scaling: 10x Is Easier Than 2x by Dan Sullivan [https://amzn.to/3SsCobb]   Find Sarah: •       Instagram: @thestretchtherapists •       LinkedIn: The Stretch Therapists •       Website: thestretchtherapists.com [http://thestretchtherapists.com]   Resources mentioned: •       10x Is Easier Than 2x by Dan Sullivan [https://amzn.to/3SsCobb] Tools I use and recommend. These are affiliate links, so I earn a small commission at no extra cost to you. Flodesk — email marketing: https://flodesk.com/c/LYONCREATIVES [https://flodesk.com/c/LYONCREATIVES] HoneyBook — client management: https://share.honeybook.com/svenja7629354 [https://share.honeybook.com/svenja7629354]   Ready to see what your brand is actually communicating? Take the Brand Audit Scorecard at lyoncreatives.com/brand-audit-scorecard [http://lyoncreatives.com/brand-audit-scorecard]. Audio Production Huge thanks to Mike at Nielsen Audio Solutions for editing this episode. If you have a podcast and you are doing your own editing because you cannot find someone you trust, Mike is the answer. He has been editing every episode of This Might Get Creative and the difference shows. Reach out to him at nielsenaudiosolutions.com [http://nielsenaudiosolutions.com] 00:00 Sponsor Flowdesk 01:17 Meet Sarah Founder 02:56 Letting Go Clients 06:08 Instagram Face Era 10:22 Certification Model 11:35 Inclusion Mission 14:59 Hiring Growing Pains 21:32 Vision Mission Shifts 28:46 Marketing Pivot Ads 33:28 CEO Mindset 10X 39:10 Leaps Vulnerability 41:16 Wrap Up Connect

EP #33: Family-Owned vs Private Equity with Dan Keller

Episode 33. Dan Keller runs George J. Keller and Sons, a third-generation family roofing, siding, and windows company in Flanders, NJ. For the past three years, private equity firms have been offering family-owned roofing companies 15 times EBITDA to sell out and roll into a national conglomerate. Dan said no. We talk about what changes the day after a family company gets bought, the marketing playbook he runs down to the lead source, and where AI fits in a business that still needs a person on the roof.   What You Will Hear •     How private equity moved from HVAC into roofing and what a 15x EBITDA buyout offer really looks like •     What changes for employees and customers the day after a family business sells •     The drone walks, hover reports, and project manager touch points Dan uses on every job •     The Facebook moms group referral program (paying past clients to recommend the company) •     Where AI is showing up in roofing offices, and where it cannot replace a human Time Stamps 00:00 Introduction 01:10 Meet Dan Keller 02:45 Private Equity Offers 07:05 How PE Takes Over 11:19 Client Experience Changes 16:01 Tech That Stands Out 20:17 Joining The Family Business 24:45 Corporate Vs Ownership 28:07 Switching to Entrepreneurship 28:42 Owning Mistakes and Lessons 30:03 Tracking Leads That Matter 32:31 Ditching Tracking Numbers 34:15 Facebook Referrals Strategy 36:47 TV Streaming Ad Challenges 38:40 AI Search and AEO Shift 41:58 AI for Office Efficiency 44:55 Design Creativity vs AI 45:52 Jingle and Human Touch 47:47 Wrap Up and Contact Info   Connect With Dan Website: gjkeller.com [http://gjkeller.com] Phone: 973-927-0963 Connect with Me Website: lyoncreatives.com [www.lyoncreatives.com] Email: svenja@lyoncreatives.com Instagram: lyon.creatives [https://www.instagram.com/lyon.creatives/] LinkedIn: svenja-lyon [www.linkedin.com/in/svenja-lyon] Audio Production Huge thanks to Mike at Nielsen Audio Solutions for editing this episode. If you have a podcast and you are doing your own editing because you cannot find someone you trust, Mike is the answer. He has been editing every episode of This Might Get Creative and the difference shows. Reach out to him at Nielsen Audio Solutions. [https://www.nielsenaudiosolutions.com/]

EP #32: Katie Dooley on Branding as a System: Why Consistency Beats Pretty

In this episode, I sit down with Katie Dooley, founder of Paper Lime Creative in Edmonton, Canada, to talk about what branding really is, why a logo is the wrong place to start, and why consistency matters more than pretty design. Katie has been running her brand strategy and print studio for almost a decade, working with service-based businesses past the startup phase. We dig into the wedding photographer who built a brand for himself instead of his brides, why your branding guide should work like a standard operating procedure, and how print done well is one of the most underrated investments a business owner can make. If your brand feels inconsistent, or you are about to spend money on a new logo before doing the strategy work, this conversation will save you from a costly detour. In this episode: * Why a brand is every impression your business makes on every person, not just a logo * The wedding photographer mistake: building a brand for yourself instead of your ideal client * Why consistency beats pretty, and an ugly logo used consistently outperforms a beautiful one used inconsistently * The flower shop story that shows what inconsistent branding does to your customer's experience * Why branding guides are a standard operating procedure, not a creative restriction * How to think about print as a business investment, from heavy business cards to memorable mailers * Why local printers are worth finding and what kind of work they can take on Connect with Katie: * Website: paperlime.ca [http://paperlime.ca] * Email: katie@paperlime.ca [katie@paperlime.ca] * LinkedIn: linkedin.com/in/katiedooley [http://linkedin.com/in/katiedooley] * Instagram: @paperlimecreative Audio production: Huge thanks to Mike at Nielsen Audio Solutions for editing this episode. If you have a podcast and you are doing your own editing because you cannot find someone you trust, Mike is the answer. He has been editing every episode of This Might Get Creative and the difference shows. Reach out to him at Nielsen Audio Solutions [https://www.nielsenaudiosolutions.com/]. This episode is brought to you by Flodesk. Get 25% off your first year at flodesk.com/c/LYONCREATIVES [http://flodesk.com/c/LYONCREATIVES]. Want to know if your brand is doing its job? Take the free Brand Audit Scorecard at lyoncreatives.com/brand-audit-scorecard [https://lyoncreatives.com/brand-audit-scorecard?utm_source=podcast_apple&utm_medium=podcast&utm_campaign=shownotes_scorecard]. Ten questions, five minutes, and you will know exactly where you stand.

EP #31: From SEO to AIO: How Jacki DeVries Rebuilt Around How AI Decides Who to Recommend

Search is changing in real time, and most business owners are still optimizing for the version that doesn't exist anymore. Jacki DeVries spent 15+ years in digital marketing (including time alongside Neil Patel's team) before she pivoted her business from FireUp SEO to FireUp AIO last year. The shift came after a conversation with CTOs telling her that visibility would no longer be about rankings. It would be about whether AI platforms could understand, trust, and recommend your brand. In this episode we talk about: * The real difference between SEO and AIO and why your old optimization playbook is working against you * Why AI builds a profile of your business across the entire web, not just your website * The trust signals AI looks for (and how testimonials, FAQs, and consistent profiles are doing the heavy lifting now) * Why one of her clients saw a 68% increase in AI recommendations after updating reviews on a single page * How being intentional about your audience now matters more than getting massive traffic * The FireUp framework: foundation, intent, response strategy, engagement, performance Connect with Jacki: * Website: fireup-aio.com [http://fireup-aio.com] * LinkedIn: linkedin.com/in/jackidevries [http://linkedin.com/in/jackidevries] * Instagram: @jldevries23 Want to know where your business stands in the new AI search landscape? Take Jacki's free AI Visibility Scorecard at fireup-aio.com [http://fireup-aio.com]. This episode is brought to you by Flodesk*. Get 25% off your first year: flodesk.com/c/LYONCREATIVES* [http://flodesk.com/c/LYONCREATIVES*] Think your brand could use some work? Take the free Brand Audit Scorecard at lyoncreatives.com/brand-audit-scorecard [https://lyoncreatives.com/brand-audit-scorecard?utm_source=podcast_apple&utm_medium=podcast&utm_campaign=ep42_brand_strategy]and find out where you stand.

EP #30: Andrea Klunder on Podcasting as Brand Strategy: Why Your Show Has to Match Your Business

In this episode, I sit down with Andrea Klunder, founder of The Creative Impostor Studios, to talk about what podcasting really does for a business when it is working, and why so many shows stall out before they start delivering. Andrea has spent over a decade producing podcasts for arts organizations, cultural institutions, and changemakers, and she has watched the industry shift from "how do I start a podcast" to "is this one still working for me." We cover the pivot she sees happening with established podcasters, why brand alignment matters more than audience size, and the framework she uses to help business owners differentiate their show. If you have a podcast you are quietly losing faith in, or you are thinking about starting one, this conversation will give you a clearer picture of what to do next. In this episode: •       Why podcasting is one of the slowest, most effective trust-building tools in your marketing mix •       How to tell when your podcast and the rest of your business are out of alignment •       The five-pointed star framework Andrea uses with her clients, starting with differentiation •       Why solo episodes matter more than you think for booking clients •       The "100 episode ideas" exercise Andrea recommends before launching any new show •       Andrea's story: from a brick-and-mortar yoga studio that ended in bankruptcy to running a podcast production agency Connect with Andrea: •       Website: thecreativeimposter.com [http://thecreativeimposter.com] •       Free 30-minute podcast strategy call: bit.ly/behind-the-brand-pod [http://bit.ly/behind-the-brand-pod] •       Private podcast (Peace, Love and Podcasting): subscribe via thecreativeimposter.com [http://thecreativeimposter.com] •       LinkedIn: linkedin.com/in/andreaklunder [http://linkedin.com/in/andreaklunder] •       Instagram: @thecreativeimpostor Huge thanks to Mike at Nielsen Audio Solutions for editing this episode. If you have a podcast and you are doing your own editing because you cannot find someone you trust, Mike is the answer. He has been editing every episode of This Might Get Creative and the difference shows. Reach out to him at Nielsen Audio Solutions [https://www.nielsenaudiosolutions.com?utm_source=&utm_medium=&utm_campaign=].   This episode is brought to you by Flodesk. Get 25% off your first year at flodesk.com/c/LYONCREATIVES [http://flodesk.com/c/LYONCREATIVES].   Want to know if your brand is doing its job? Take the free Brand Audit Scorecard at lyoncreatives.com/brand-audit-scorecard [https://lyoncreatives.com/brand-audit-scorecard?utm_source=instagram&utm_medium=social&utm_campaign=evergreen_bio_scorecard]. Ten questions, five minutes, and you will know exactly where you stand.