Digital Marketing Strategies for 2025

Curtis Hays (00:13.07)
and

This looks like our YouTube link.

Curtis Hays (00:32.911)
And it’s not giving me the link. It just says LinkedIn page.

Tom Nixon (01:00.667)
Maybe there’s not an actual link.

Curtis Hays (01:02.862)
I thought there was yesterday.

Tom Nixon (01:12.793)
I think I have it because it came up in my feed.

Curtis Hays (01:18.016)
It did. here it is. Yep.

Tom Nixon (01:19.208)
what now?

But it knows I’m a admin, so I pulled up a wrong link.

Curtis Hays (01:30.093)
I’ve got it.

Tom Nixon (01:31.373)
Okay, I’ll copy link to this post. I got it.

Tom Nixon (01:38.363)
see if this works. Yep.

Tom Nixon (01:44.731)
I’m going to let mine rip then I think.

Curtis Hays (01:49.32)
I’m almost ready for mine.

Tom Nixon (02:11.547)
probably going to get a million unsubscribes because I emailed people three times this week.

but it’s been like almost 12 months since I did last time. I’ve been horrible keeping my newsletter up.

Curtis Hays (02:24.984)
That’s why we need to do it in LinkedIn.

Curtis Hays (02:37.838)
I got your email.

Tom Nixon (02:39.801)
Excellent.

Tom Nixon (02:45.201)
Maybe I’ll post something on LinkedIn too.

again.

Curtis Hays (02:55.662)
I had an event created but obviously it’s not going to go into the event itself. And if you are joining us right now.

Curtis Hays (03:10.574)
We are just, it’s our first time going live, so we are.

Curtis Hays (03:21.24)
Just getting our ducks in a row here.

Curtis Hays (03:45.762)
So I can add a comment here to this.

Curtis Hays (03:55.552)
Join last.

Curtis Hays (04:38.67)
Full beans.

Tom Nixon (04:40.689)
Alright, well, we are live. It’s about 5 minutes until show time. You were telling me you’ve been noodling around with some more AI this week or something new on Notebook LM.

Curtis Hays (04:52.076)
have. Okay, notebook LM, if you don’t know what that is, another AI platform like a chat GPT made by Google, kind of feel like it was because I don’t know the exact story behind it, but it but its premise really is good for people who might be at college, university, they’ve got research papers or

lecture notes and those types of things. take research you’ve been doing all that stuff, throw it into notebook LM and it produces digestible content back to you. let’s say I gave it a research paper and said, build me a list of FAQs that I might use as a study guide or actually study guide is one of the things that would output. So create me a study guide based off of this content that I give you and

You can provide it not only documents, but links to websites, YouTube videos, a whole host of different types of media. But one of the neat things that it does, and I think has really attracted a lot of people to it here recently, is it will generate a podcast, so two AI audio generated, a male voice and a female voice, that will narrate the content.

And you can prompt them to narrate it in any way you want. So give me a summary, highlight the high points, whatever you essentially want. Now you could use this outside of that framework, which was something fun that I did yesterday where I was sitting with a client, was at a client meeting. the

conversation of AI got brought up and I said, let’s run an experiment here. And I threw their website and a script that you wrote, Tom, script that you wrote for them for a commercial, which, which, you know, had, had their sort of their brand platform. We don’t have a, an official brand platform for this client, but we do have a somewhat of a script. have a somewhat of a platform built. So we took that. Actually, I didn’t give the script. I actually just gave it the YouTube video.

Tom Nixon (07:07.568)
Mm-hmm.

Curtis Hays (07:11.79)
and their website and said, create us a narrative that talks about the value that our company provides to our target customer, our ICP, and define briefly who our ICP was.

15 minute podcast gets brought back out that tells this narrative on the company going back to their history and how they were founded and what makes them unique and what the experience is like from customers. It read, literally read some customer reviews that were on the website, like new to pick out what other people were saying about them and actually read them aloud. But there’s a new feature, which is really cool that you can pause the podcast as it’s playing.

Within that notebook LM app and ask. A question. And on the fly. The the AI hosts will digest your question and provide a response. Like you’re like you’re talking to an actual podcast like you’re talking to us today and it. Go ahead.

Tom Nixon (08:04.699)
Hmm.

Tom Nixon (08:20.977)
Well, you sent me, go ahead. I was going to say you sent me an earlier version of this couple weeks ago and I was blown away initially like how real it sounds. How quickly did it take them to generate the episode? Is it instantaneous? Yeah, okay. I mean, it sounds incredibly authentic. It’s not 100%. So, you know, you start to realize but you can hear the like the hosts.

Curtis Hays (08:34.422)
If five minutes. Yeah.

Tom Nixon (08:46.287)
taking a breath like I just did as they’re leading into sentences. It’s so crazy. It’s remarkably accurate and conversational. And so do you only get those two voices or do you get a choice of a voice?

Curtis Hays (08:47.245)
Yes.

Curtis Hays (08:58.59)
There’s only those two voices, but there are third party tools where you can take the transcript that’s generated and do different AI voices. There’s tools where we could have our own voices recorded, Tom. And it’s an AI version of me and an AI version of you. We could also do video where there’s video that like we record video of ourselves and then not only is their voice generated of our voices from a transcript.

but our avatars. So I don’t even remember that like we had, we did a podcast on podcasting. We brought on Alan Borman, who’s our video guy. And one of the conversations is as we were kind of like, where’s AI going? like, could it replace podcasters? Like, could it replace a Joe Rogan? And we were all in doubt that like the authenticity that comes from that and

You know, the ability to ask questions and kind of change things on the fly that there’s no way that AI would be able to do that. And I don’t know now, like you could clone Joe Rogan and it’s pretty darn close.

Tom Nixon (10:03.653)
Yeah. Right.

Tom Nixon (10:10.981)
So, are you saying we’ve invited people here today to do to make our announcement that season two of Bullhorns and Bullseyes will be done by Notebook L.M. and we have the year off.

Curtis Hays (10:22.508)
That could be season three. I don’t think we’re quite there yet, but it wouldn’t take much longer. could do season three. Yeah, that could be AI generated. Now, I don’t know if anyone would want to tune in, but it’s compelling.

Tom Nixon (10:23.611)
You

Tom Nixon (10:34.863)
Right. Well, one thing that AI can’t do, which is kind of a segue into today’s inaugural episode of season two. One thing that AI can’t do currently and perhaps someday will is they can’t go live with human beings doing what we’re doing right now. And that’s one of my sort of looking ahead to how do human brands continue to humanize themselves, differentiate themselves against the, you know, the influx of

AI generated content. And one way to do that is doing what we’re doing now, which is you can see us, you know, the people who know us know what’s us. It’s not avatars and it’s not AI voice generated content. So welcome everyone to this episode. We’re gonna wait for people to straggle in. I’m sure people are just finishing up lunch and they forgot that we were doing this and they’re getting the links that we just prodded them with. So, but this is, episode one, season two bull horns and bulls eyes. Curtis and I are live for the first time.

Here, I’m going to do one more thing to try to catch people’s eye in their social media streams. You’ve got a new hat.

Curtis Hays (11:38.456)
There you go.

Curtis Hays (11:42.68)
So season one, I had a white hat and now I’ve switched to black hat and there’s a pun intended there, white hat, black hat. Yeah, I’ve gone to the dark side.

Tom Nixon (11:44.785)
Correct.

Tom Nixon (11:52.113)
I figured as much. you’ve gone to the dark side.

you can see my hat doesn’t fit over my headphones. So, I’ve gotta hold it right here. Yeah. So, is there significance other than white hat, black hat? I know that’s a thing in the digital programming world but are anything more significant beyond that?

Curtis Hays (12:02.26)
No, this is why I can’t wear headphones. Yeah.

Curtis Hays (12:16.59)
No other than like I feel better about how I look in this hat than I did the other. I actually like the other hat. I really didn’t like the band. I look like a sheriff with the band that was on that one.

Tom Nixon (12:21.041)
You

Tom Nixon (12:25.425)
Right. Yeah. Well, you look like.

Curtis Hays (12:28.366)
So I am, this is a new band for this hat. This hat just came with a black one. So I am getting a new band for the white hat. And I don’t know, this is my style, this is my MO. I told you I might be in the Detroit Free Press here soon. I was in my getup just out and about and some reporter ran over to me and said, can I take your picture? So we’re still working on the slang.

Tom Nixon (12:51.793)
Did she say y’all first? Can I take y’all’s picture?

Curtis Hays (12:57.71)
But this is my MO. I mean, this isn’t just for the podcast. People ask for it. Like I’m at church, I’m at the grocery store. Where’s the hat? People ask.

Tom Nixon (13:10.587)
Well, people ask me too. They’re like, who’s that guy with, you know, if they haven’t met you yet. Most people I know have met you by now, but they’re like, who’s that guy? What’s the deal with the hat? And, I tell them, said, that’s that is kind of how he dresses. mean, he’s not, you know, from, you know, Texas or anything, but he likes the cowboy look. My dad actually liked the cowboy look. So I grew up with it in the household. So I totally get it. But it does fit the brand, which is Bullhorn’s Bullseyes. And that’s why people are here joining us today. And we are brand consistent if nothing else. Correct.

Curtis Hays (13:40.5)
That that we are and I think we might talk about. little bit of branding and authenticity and those types of things today won’t we.

Tom Nixon (13:49.731)
Yeah, we are. We’ve got five topics teed up and we’re to try to get through them quickly. So there’s time at the end for some Q &A. So I’m to kind of watch our time here and hopefully we’ll spend no more than seven to nine minutes on each topic. But if you have questions, feel free to put them into the chat. We’re trying to monitor those as best we can. So if you’re on LinkedIn at a comment, if you’re on YouTube, you’ll see the little area for conversation and chat there and we will.

monitor those. So, feel free to interrupt us mid-topic with the burning pressing question and we’ll get to it as best we can. So, let’s start Curtis in the interest of time and hopefully, everyone’s finding their seats in the virtual room. You just mentioned the shift to authenticity. We just talked a little bit about why that might be important but specifically, when it comes to Gen Z and Gen Z are the after millennials, post millennials, right?

who are the next generation that marketers have their eye on. They will, of course, be shifting trends just like the Millennials did. But one thing that seems to be very common to that generation is this notion of authenticity, buying authenticity, as opposed to buying the way that you and I and our parents did by responding to advertising that we’d see. it’s a big shift. And I think whether you’re marketing specifically to

Curtis Hays (14:43.266)
Mm-hmm.

Tom Nixon (15:10.769)
Gen Z today or may someday in the future. I think there’s it bleeds out into other generations in other applications as well, right?

Curtis Hays (15:18.892)
Yep. Yeah. So you and I are Gen Xers, right? And you had a podcast at one time, a long time ago, didn’t you? Where you talked about the battles between Gen X and millennials working together. Is that true?

Tom Nixon (15:33.905)
it was called the generational fight club and we had a couple of Gen Xers and a couple of Millennials battling it out over everything from music taste to wardrobe to how we consume entertainment. Yeah. So, the differences were stark. We’d bring out some baby boomers.

Curtis Hays (15:50.098)
What did you learn? What did you learn about millennials specific to like marketing? How do they consume? How are they consuming content? And what types of things were they doing a bit differently than than us?

Tom Nixon (16:01.093)
I think millennials and we probably have one Claudia who works on our team in the virtual audience today. So maybe she could chime in the thing that I noticed is I think they were the sort of the pioneers into shifting away from this ad that somebody bought to tell me to buy a product to being more influenced quote unquote by an influencer. So famous people on social media, know, in influencer marketing became a thing.

for that generation and now it’s matured since then. the biggest thing I learned just holistically and as you step back is every generation truly is really, really different and you can’t reach them all the same way like we maybe could, you know, 50 years ago.

Curtis Hays (16:42.007)
with this.

Curtis Hays (16:45.964)
Right. Yeah, and it’s really technology is what I’ve learned affects this a lot. Like I remember growing up and my grandma, you know, called the remote a clicker. And that’s literally because it had two buttons on it, right. And they clicked when you press them and it was like channel up and channel down. You didn’t even turn on the TV with the remote. It was purely to change the channel.

And then more sophisticated cable boxes came out and us young kids knew how to manage the remotes. And then next thing we know, we got, you know, computers and Macs and we had devices in our hand and, but, but that Gen Z is, is like the first generation to literally grow up with technology. Like they were, my kids were as soon as they, maybe even before my daughter could walk, she probably was interacting with an iPad.

you know, touching and doing games and puzzles and different things like that. So we have a generation that grew up entirely with sophisticated technology. And within that too, growing up with social media, and we’ve seen their behaviors with how they use technology, respond to technology, particularly respond to advertising, because they’ve been inundated with it digitally through their entire lives.

playing apps on their devices and ads popping up all over the place or browsing social media and ads popping up all over the place. And so while they’ve embraced technology, I think what they haven’t embraced or don’t respond to the same way that some older generations do is advertising.

What have you experienced any I have some things that I’ve experienced on my end, but what have you experienced from that perspective at least from a bullhorn perspective, you know?

Tom Nixon (18:49.625)
Well, you know, again, going back to reaching mass audiences through a bullhorn used to be really easy, or at least it was intuitive. And now to give you an example, I always like to point out that my Gen Z daughter quote unquote watches TV on her phone. Like my kids are never sitting in front of our TV hardly ever, but they they will binge TV shows. Now, of course, they’re sometimes they’re getting ads because they’re watching ad supported apps and sometimes they’re not. But

The other way that they’re spending their time when they’re not bitching TV is far more often they’re watching their friends stories or they’re, you know, whoever they’re following on Instagram, they’re just, I’m just going to sit here and watch stories. Right. And that’s something obviously we didn’t have access to that. And that really doesn’t appeal to me because I wasn’t brought up that way, but back to like, just so the way that they’re consuming content, how much content they can consume in a given 10 minute period or 60 minute period is different where they’re doing it. All of this stuff. It what’s entertainment to them.

Everything’s different than our generation.

Curtis Hays (19:50.156)
Yeah, so you think about this, they’ve been growing up with social media, the tools and platforms and apps that they use is different than us. Like I grew up with Google. I remember being 22 years old when Google came out and I used it to look up Unix commands and it helped me be a better systems administrator on a Unix server.

and it evolved over time from there, right. And I’ve evolved in using it, but now I’ve found finding myself not going to Google with search queries, which I’ve done my entire career. I’m using chat GPT. Now what I’m actually observing from a behavior perspective of millennials in gen Z is they’re not using Google either. I don’t know as if they’re necessarily using AI and simple queries, but

I thought about this the other day. was like a simple restaurant, for example, like let’s say I’m going to look up the hours or location for a restaurant. Where do I personally go? And I think a lot of people in my generation go, they go to Google and they look up the Google business listing. They look up the address. Maybe you might use Safari maps, but we’re typically using a maps platform. What are Gen Z doing? They’re going to that. They’re looking up that restaurant in Instagram.

They’re looking up that restaurant and Facebook or Tik TOK and, and their expectation is, especially if it’s an establishment they want to go to that there’s recent posts, recent content, the hours and the information is there. Right? So if I’m a restaurant and I want to appeal to who are really now, you know, twenties and 30 year olds, which I think a lot of restaurants that is who you’re trying to appeal to in most cases, like I’d be putting.

I’d be posting every day. I’d be putting my, daily specials. I’d be posting every day. If there’s, know, any, any sort of entertainment, live music where I would make sure every single day I have a post and I’m active and it’s going to do two things. One, that’s where that, that demographic is consuming content. but two, because you’re staying updated in current.

Curtis Hays (22:07.426)
You’re providing them value information. They’re more likely to interact with your brand. They’re going to probably be more likely to visit. If they see stuff that’s stale and hasn’t been posted forever, they might go on to a competitor. Is this place even still open? Number two, because you’re engaging, they might be more likely to leave a review, take photos themselves, and post their meal and those types of things, which that generation is apt to do. They take pictures of their food and post their experiences.

Tom Nixon (22:20.101)
Right.

Curtis Hays (22:35.82)
And so that grows your channel, right? So you’re using your brand and then ambassadors. We’ve talked about the funnel. You’re using the people who come in and visit to like be part of that experience. And then they go out and they be your ambassadors and they do your marketing for you. So again, your buyer is changing and you can’t, what I’m basically trying to say is, look, you can’t rely solely on Google anymore.

to reach your target audiences because you’ve got a generation now of buyers who aren’t using search engines. They are finding answers on other platforms.

Tom Nixon (23:14.033)
they won’t go to your website either by the way. I mean the most logical place would be to go to someone’s website and find out their hours or if they have entertainment. They don’t do that. I don’t even do that anymore. I’m like if it okay.

Curtis Hays (23:16.78)
Yeah.

Curtis Hays (23:24.002)
Well, I got a statistic for you, Tom. The 65 % of searches that happen in Google do not lead in a click.

Curtis Hays (23:36.302)
So you have to think of all the billions of queries that happen and only 45 % are no, 35%. If I do my math, you basically have a third of those searches actually lead to a click. And I’ve got companies who are like, why is our search traffic down? Well, impressions aren’t down. It’s because there’s AI-generated responses. People’s questions are answered right inside the search engine.

Tom Nixon (23:36.539)
So it ends up.

Tom Nixon (23:44.337)
35.

Tom Nixon (24:02.661)
Well, that topic is not on our list today, but I think 2025 is going to be the year that search changes forever. It is going to be significant. It’s going to happen fast. That’s what I’m predicting and I’m not even in search, but you’re nodding your head. I’m going to move us along as the curator of our content queue here. How was that for alliteration curator of our content queue? Here I am. Okay. The power of video marketing.

Curtis Hays (24:05.547)
Yeah.

Curtis Hays (24:10.54)
Mm-hmm.

Curtis Hays (24:23.427)
He

Tom Nixon (24:30.679)
So this kind of dovetails off the authenticity angle and what we’ve mentioned on the outset for people joining us late. Part of the reason that we’re going live is A to not only experiment B to kick off season two of Bullhorn’s Bulls Eyes. C we’re doing it hopefully in a week that there’s a little bit of downtime and you have some availability for us, but also because like I mentioned earlier, Curtis going live and using video as one way to keep yourself and your brand authentic because

You’re demonstrating who you really are as opposed to having chat GPT or notebook LM spit out some content for you. So with respect to video marketing, how do you see video marketing changing in 2025?

Curtis Hays (25:11.79)
Yeah, if I could dovetail off of our previous conversation into video, there was a phrase I shared with you that I heard that too many companies are hiding behind their logo. They’re hiding behind their brand. They’re not humanizing their brands. I just had this experience with a company in the construction space, 30 years in business. They’re doing great work. We built them a new website.

structured the right way. Why, how, what, know, all those best practices. And then we’re almost at the finish line. And I’m like, where are you? Where’s your team? Where’s the owner? There’s no, there’s no often authentic photos. I’m doing business with people. Yeah, you’re going to make me a product, but I’m doing business with you. And I don’t even see you on this website. We’ve lost that authenticity that I think this millennial and Gen Z appreciates and they want.

Tom Nixon (25:59.483)
Right.

Curtis Hays (26:12.152)
They’re not going to do business with a brand. They’re going to do business with people they feel connected to. And one great way of doing that is with video. So then we say, OK, people aren’t using Google, or they are using Google, but they’re not clicking. One thing they are using and clicking and engaging with is YouTube, which is the second largest search engine. And so if you’re not creating video content,

that could either live on your social media or is inside of YouTube where people are doing searches. I think you’re missing out on a huge opportunity to connect with your target audience and be authentic.

Tom Nixon (26:56.559)
Yep, agreed and I’ve been being a similar drum for years because so many of my clients are B2B and you know they they will sometimes reflexively dismiss certain things out of hand because well that that’s for consumer brands. We’re a B2B company. People don’t do business that way. It’s so they think that you know a business does business with another business and of course the reality is people within a business do business with people at another business.

So, I’m trying to get not only like you said to humanize it but to also put the names and the faces and the specific expertise of a John and a Jill and a Sue and a Ken get them out there as the experts that represent the brand way better than the logo does to your point, right? And I think that is what is differentiating these B2B brands that operate almost as if it’s

P2P, baby, person to person, right? Think of that’s how you do business.

Curtis Hays (27:54.37)
Yeah. We just did market research for a very large e-commerce company that is sort of B2B. But what did everybody say when we looked at their reviews and we made the phone calls? We love Debbie. Debbie’s our go-to, right? It wasn’t… Yeah, they knew this specific customer service person by name. She was the most helpful person.

Tom Nixon (28:12.581)
Yeah, exactly. They knew her by name. Yeah.

Curtis Hays (28:24.0)
And they did business with this company because Debbie had the right answers and they felt comfortable with a purchase because they spoke to Debbie.

Tom Nixon (28:33.393)
Great. This is an e-commerce company where you can put something in a cart. can put your credit card in, get out the door for 100 bucks or whatever it is, and you don’t ever need to talk to a person if you don’t want to, but they did want to. It’s so again, Debbie’s a real person. That is a real name. We won’t give out her last name or what the company is, but this is a real going back to your thing. This is authentic person representing the brand and you know, Dr. Telltale’s out of school, but we’re going to recommend that they lean into that even more, right?

because that’s a differentiator at a time when most companies are trying to be anonymous and trying to be automated. authenticity, the third day is probably the where people we’re still humans, right? We’re still humans looking for human experiences, even as consumers of B2B or B2C types of products. And until as purchasers were replaced by automatons, we’re still good. I still think we’re still going to crave the human interaction with other people.

Can I segue real quick to, cause it’s sort of on topic, this idea of chat bots, as a customer service or even a sales medium. I think this is one of those ideas that when it started, it sounded like a great idea that it revealed itself to be kind of a horrible idea. And now maybe it’s going to be back in favor with people like Curtis Hayes as a good idea if done correctly. So how is it going to be done correctly going forward? Because nobody likes to talk.

to do an automated, right logic tree.

Curtis Hays (30:03.902)
No, I mean, whether you’re calling in, I mean, I can’t tell you how many times I’ve heard Stephanie in the other room, yelling at a phone when she’s called, you know, some service, talk to an operator, you know, and it’s because the decision tree inside that phone system, whatever AI they have built, which is all if thens, you know, it’s like, if this, then we go this way, and they take you down a decision tree. And that’s not helpful. It really isn’t.

Tom Nixon (30:13.539)
You

Yay!

Tom Nixon (30:25.924)
Mm-hmm.

Curtis Hays (30:32.43)
What’s helpful is Stephanie calling, let’s say DTE because we have a problem with our bill and she asks a question, not who do I want to speak to billing, but she can say, I have a specific charge that I don’t understand. This is the charge in the dollar amount. Can you explain it to me? And AI can go and grab that information and give it to her.

So if we think about the evolution of chat bots, I sign up for a demo for a piece of software and I’ve got a trial of, not a demo, let’s say I do a trial, 15 day trial. I really don’t get a chance to experience the trial because I get busy with some other things. My trial runs out, I jump on the website, I want to talk to somebody to see if I can get my trial extended. A chat bot comes up and I say, can I extend my trial? The chat bot is so intelligent.

That it can understand my plight. has empathy for me and it can solve my problem. It could literally go into my account and give me an extra week on my trial. Like that’s the type of intelligence that we’re moving towards. That’s the type of AI that’s available. And if you’re going to do chat on a website or something inside of a phone system, let’s say.

Do not do these decision tree if then statements. It has to be either manned by a person. So you actually have to have Debbie who’s either on the other end of the chat or is the one picking up the phone. It has to be an intelligent live human being who knows how to find answers or. It has to be a complex AI system that’s built on really good data and that will help your business move forward.

Tom Nixon (32:26.353)
and what it can’t be and what it I think started out as was can we create enough logic to just have the automation handle everything for us. I don’t want my people bothered with phone calls and getting back to emails and let’s just automate customer service and then I think the world discovered that’s horrible. That’s no better than you know, press one for sales press two. It’s the same thing, right? It’s just a different technology. So I agree.

Curtis Hays (32:51.0)
Yeah.

Tom Nixon (32:55.555)
I just said anecdotally, I can say as a consumer, went from I’m picking up the phone. I want to talk to somebody to, ooh, I don’t need to wait on hold. I’m going to start chatting right away to I get, you know, through 10 minutes of chat. Then it’s let me connect you with a representative. And I’m like, geez, why did I waste the 10 minutes to now? Hopefully the future holds what Debbie provides or really sophisticated. I can provide that. So let me go get the answer for you instead of like, let me help you find it. Let me go get it for you.

Curtis Hays (33:20.334)
Mm-hmm.

Tom Nixon (33:24.721)
and give it to you. I just wanted to pause real quick. We have a question from David who is watching us live on YouTube and David asked Tom, what if I was an auto mechanic shop? So local business, older cars are my target. So I’m thinking he’s, you know, services, older targets. How would you spend your marketing focus? Which is, you know, pretty general question. And I’m sure David, we can see that, but I think the question is, how do you figure out

how to spend your marketing focus, which is where we help.

Curtis Hays (34:00.642)
Yeah, well, I think you first start with your ICP, your ideal customer profile. So who is your customer? Now understand those demographics. My assumptions would be if he’s classic cars, older cars, he’s dealing with a older demographic, probably not millennials and Gen Zs. And so.

I would put some marketing focus towards Google, but also, you know, he’s, he has a very visual product, you know, or service, right? The outcomes are aspirational. I want my car to look like that. I want my car to run like that. So the, audio and visual components, it leads me back to video.

that I wouldn’t just post pictures, I would do video, would do problem solve, how you’re repairing things, I would get that content on Facebook, Instagram, I would have a YouTube channel and be trying to post that content. I’ll just add that like what everybody values these days is the, again, the authenticity. Spend more time on being authentic than you are on production value.

Tom Nixon (35:18.031)
Yes.

Curtis Hays (35:18.254)
It doesn’t need to be amazing footage. You don’t need to spend thousands of dollars to on equipment and high end cameras. If you just take a cell phone and flip it around and point and talk, I think people, you have a good message to say that resonates with people, they’ll tune in.

Tom Nixon (35:39.461)
Yeah. Yeah. Just to add to that two things. One is my guess would be similar to yours. My guess would be that group maybe skews older than say forty. Who knows? but you mentioned that YouTube, I just want to reiterate, YouTube is the second largest search engine in the world. When people go to solve problems or fix things, they generally go to YouTube because they can see it demonstrated right in front of their eyes. Having said that, where we always start, Curtis, is we don’t guess.

We don’t say, I think you would be this. We’d say, let me talk to 10 of your best customers or 20, or let’s do a survey of a thousand of them, whatever’s appropriate. Let’s ask them. Where do they go for information? How do they decide who to work with? What motivates them to say yes to one and no to another? What, was the experience like once they started working with you, my client? what would they tell a friend? All of these things are what should inform your marketing. And that sounds simple. Sounds obvious. It sounds intuitive.

But how often is that the case? How companies approach that? We know it’s hardly ever right because they don’t want to slow things down. Yeah, we don’t have slow things that we think we know we think we know we know our customer. We deal with them all the time until we talk to them and then magically they tell us something completely different. So anyways, David, that’s your answer is to in some way or another, find this mechanics. Ideal client, get a bunch of them and have some interviews and ask the right questions and they will give you the answers.

Curtis Hays (36:43.522)
Yeah, we guess. Yeah, we guess.

Tom Nixon (37:07.281)
to all the exactly. Yeah. Where do you go?

Curtis Hays (37:08.131)
and ask them how they consume content.

And there’s another question I think everyone should ask. Whether your ecommerce or not. Which is essentially in a post purchase survey of some sort. What led you to your purchase today? So so often we’re focused on like how did you find us? But how you found us. Isn’t a mindset. It was just the path. Getting which you’ve taught me times like getting into their decision making.

It’s like, no, what took you over the top? Like what really compelled you to say, I’m choosing you over a competitor? And you had, cause you had options, but you chose me. I think really understanding why they chose you is so valuable.

Tom Nixon (38:00.207)
Yeah. And I think you want the marketing to show up in in front of the prospect as early as possible in their journey to acquire a product or a service. Usually there’s a why that predates the how, right? The why is, man, you know, I remember the glory years when I used to have my, you know, 1968 GTO getting older. I’d love to go back in time and relive those days.

That why is what precedes the what, is eventually old Tom decides, you know, I might be in the market for an old beater that I could fix up with my son. Right. And so then I start going to look for the Watts and then maybe, right. So, but at the core, there’s a motivation for every purchase. It’s either an aspiration or it’s a pain of some point. and typically pain is, is quicker in, in more urgent for the person to solve. So

If you can show up there, this is why people buy Super Bowl ads. This is why people put their names on the football arenas. It’s not because they think doing so is going to motivate somebody to buy a cell phone. It’s to always be in front of that prospect no matter at any point when they start moving into this. Why? Which is I’m thinking of changing my life in some way. So anyways, that’s where you want the marketing to live, Dave and everywhere along the way until they convert at the end.

I’m going to move along real quick unless you have something to add on David’s question. We did have a comment, by the way, that somebody knows Debbie in our viewing audience. Yes.

Curtis Hays (39:31.576)
Somebody knows Debbie. Well, we did say that season two would be more hows than whys for the content that we’re providing. I want to add a quick how to two things. First, the video, which is sort of a how, but think shorts. Like it doesn’t have to be long form content. The attention span.

of most of these millennials and gen Z’s is like 45 seconds. Right? And if you think tick tocks and shorts and what they were used to consuming, you can give them 30 to 45 second bytes of information. They’ll consume it, but then they move on, but they did consume it. So create these bite-sized chunks of content. However you do that, you go about it, make sure you create good short form content. And by good, I mean more in the content and not the production quality. And then

As far as chat bots go, if you’re going to, well, whether it’s chat bot or live, if you’re going to institute some sort of chat on your website, first do the research. this dovetails off of what you said, Tom, about doing research about your customers too. Understand the frequent inquiries or questions that customers have before you go down that road, right? So if you go and build

You invest thousands of dollars in an AI chat bot to solve questions about the features and functionality that your platform has. When 65 % of the questions are from existing customers who have billing questions. They’re like, you missed the boat because you built a chat bot that isn’t helpful because it doesn’t answer the questions that most people have. Right. So understand.

Tom Nixon (41:21.508)
Yeah.

Curtis Hays (41:24.398)
Either either the prospects questions or if you’re helping existing users existing customers what their most frequent questions are and then build your AI or train your live team members to be helpful and to be able to answer those specific questions and do your integrations and those types of things off of that. Alright, let’s move on unless you have some of that.

Tom Nixon (41:43.001)
Yep. And just my little tagline to that is customer service and marketing are merging by the way. So a great customer experience is your best marketing because that’s what people rave about and tell others about. So and it’s why they come back. So anyways, I’m not the first one to coin that but I’m the only one.

Curtis Hays (42:00.75)
Well, we’re going to talk about that in our last point too. think I’m going to touch on.

Tom Nixon (42:04.421)
Well, let’s go into that then. So this idea of attribution because technology has gotten more sophisticated on markoms, right? Is we can we think we can track every click, every movement, every desire all the way down to the point where somebody hands you their money and it’s perfectly visible, transparent and isn’t this great? I can report it back to the C-suite and get my promotion. Not so fast, my friend, as they say on Sports Center.

Curtis Hays (42:06.414)
Okay. Yeah.

Curtis Hays (42:28.462)
Yeah.

Tom Nixon (42:29.681)
because it doesn’t always work that way. And again, my clients are B2B and a purchase doesn’t take seconds. It takes months usually for my clients. But anyway, let’s talk about what we call in our world marketing attribution and how that’s going to maybe get smarter in 2025 and beyond.

Curtis Hays (42:45.292)
Yeah, it is getting smarter, but I would say as marketers, my concern and what I’m going to be focused on this next year is I feel like we’ve gotten a little bit of tunnel vision, right? Like you said, like we want to try to measure everything. We’re measuring either a first click attribution or a last click attribution, which we have the classic seven touch points to a conversion, the 711 for rule that Google has. And we want we want to try to measure every interaction along like.

every conversion has a commonality and a path to something and why do we want to measure that? So we know where to allocate budget. That’s why we’re trying to do it. However, the reality is, and I think this ties back to our first point, who our target buyers are, our new target buyers, who are these millennials and Gen Zs, don’t follow the paths that we expect them to or not.

Tom Nixon (43:23.665)
Yeah, makes sense.

Curtis Hays (43:44.398)
maybe want them to, and they seek out because they’re looking for authenticity and sort of this, this humanization that they seek out peers. They seek out, you know, third parties, they seek out Reddit. They seek out all of these other places to get validation, to, you know, determine whether or not they can trust a brand and

then they’re not following paths that we can track. Like I, if I say, Tom, have you, go into our Slack channel and say, Hey, Tom, have you used this software before? What are your thoughts? And then you say, yeah, you know, actually I loved it. was, it was great. It’s working perfect for me. And then, and then I turn around and type that website back into my browser and buy. That company has no idea that you and I just had that interaction. Zero. There’s no attribution there. But if you ask the question, what led you to the

your purchase today at the end of my purchase. And I say, referred by a friend. Now there’s, there’s a whole piece of insight that you get that you understand that you have brand ambassadors who are talking about you. And maybe you see quantifiably a large percentage of people doing that. You now change your marketing to figure out how you go and get more brand ambassadors or how you equip existing users to go and talk about the brand. Your marketing shifts.

differently because and I would say just speaking slack as an example slack. Gru significantly through those organic means and not through traditional advertising.

Tom Nixon (45:21.969)
Yeah. Well, the paths aren’t always singular and they’re not always a straight line. mean, we orchestrate these chain of events in our own sort of desire, right? Is that I want to create a what’s called a lead magnet and I’m I don’t mean any of this to sound like I’m speaking the pejorative. These are things that we do, but we have to take them with a great assault that we have to learn from them and get smarter along the way. So but all right, I’m going to create a lead magnet. I’m going to put it up on social media. My prospects going to click on it.

It’s going to be so good. They’re going to fill out a form and they’re going to give me their actual email address, and then I’m going to take that information and I’m going to then follow up with them with an automated email. And that was going to convert in a purchase. That’s what I want to happen. Well, what if the client doesn’t want the prospect doesn’t want to do that? Like, for example, I even had a client who was selling to governments, right? Large budget items that literally the process I just described can’t ever happen.

because everything needs to be bid, right? You need to get three bids. You need to form a committee. It needs to go out. There needs to be an RFP process and a review. This literally cannot happen the way that you just not only is unlikely to it just can’t but yet they were tempted to because they listened to, you know, marketers of the world. So this is how it’s done. So my point to this client would be let’s set up a lot of those that sound like the intuitive path. But to your point, let’s actually measure the behaviors.

that really happen, then actually orient our marketing towards what’s really going to happen as opposed to what we wish would happen because it sure seems easy and intuitive.

Curtis Hays (46:58.508)
Yeah. Yeah.

Tom Nixon (46:59.907)
It’s lot of that attribution is invisible by the way, going back to why you need to talk to the ICPs of the world is to tell me your experience. How did you do this? Right? And so you’ll get way better intelligence not to dismiss any of the, you know, the conversion tracking and all the stuff that you’re doing. There’s intelligence in there, but it’s not the only source of intelligence.

Curtis Hays (47:21.674)
I totally agree. And I think we, when we’re trying to measure everything and we’re trying to like build systems and take people down a path, I think we get caught up in the systems and we lose creativity. Right? So like marketing used to be so creative, know, pitching and,

Like stuff you didn’t know was going to work and you weren’t going to be able to measure it, but they just seemed like good ideas and you sort of like worked intuitively on the good ideas. And maybe you did a focus group and you, you know, certainly got some idea of how a consumer might respond to that marketing. But you know, now it’s like everything’s so systemized, especially when it comes to digital marketing that I do feel like we’re losing some creativity and it’s.

The creative brands that tend to win, that aren’t necessarily measuring every activity, they’re actually going back to the drawing board and saying, how can we be unique? How can we be authentic? How can we do something different and then get that out into our marketplace?

Tom Nixon (48:34.065)
And that’s why focus groups existed so much more prevalent in the advertising space back in the 60s is because you couldn’t track anything other than ask. You know, you find somebody who bought the product and said, why did you buy it? How did you find it? Why do you like Coke better than Pepsi? All this stuff, which is kind of what we’re getting back to advocating for because we’re not saying don’t do any of those other things, but you just can’t like totally defer to their their insights and say, well, I know everything I know based on all of this data on paper, numbers, facts and figures. So

Curtis Hays (48:41.431)
Mm-hmm.

Curtis Hays (48:47.694)
He

Tom Nixon (49:03.856)
Curtis Hays (49:03.948)
Yeah, so here’s my advice. I would say as we go into 2025 here, we have a major concern with privacy. Everything that’s in Europe and EU GDPR, all that stuff, it’s going to hit the United States here. Eventually it already is in certain states. We’re going to be able to track less. It’s going to get more difficult to track things while there are smart technologies to do tracking.

And to do attribution, they are now coming at a cost. You can’t just put on a Google Analytics pixel and think that you’re going to understand a customer’s journey. So you really have to go into this first, really understanding what privacy means and how it affects your business, but then also understand, again, what is important, really important to measure. And then stick with that.

you know, figure out what you can measure and what it means. But then I’d like to try to get a bit more creative. I’d like to get out of the systems we’ve been in and say, now, how could we reach our target audience a bit differently, even if we can’t measure it specifically, and still measure things off of say, marketing efficiency ratio, can we find a budget to put towards something, and then we’ll measure total revenue, total new customer acquisition, those types of things.

and not necessarily how many people converted from a specific campaign.

Tom Nixon (50:34.051)
Yeah, that’s the holy grail metric, I think is the how much are you spending? So, total marketing spend, the ratio to total revenue, right? That margin or that ratio should improve over time and if it’s not, that’s when you know you’re doing something wrong. You gotta figure out where to fix it. Last topic, if then we can open it up to even more questions. I haven’t seen any new ones pop in yet but the concept of this is not my idea.

Curtis Hays (50:42.798)
Mm-hmm.

Tom Nixon (51:03.977)
But the concept of you have to build on rented land, meaning we historically have thought about our own properties in terms of marketing. Let’s drive everyone to the website, drive everyone to the website and the places where people spend the majority of their time, social media, all of the algorithms are designed to not drive people to a website, right? They want to keep all that activity and that traffic on their own site. So

We’ve been espousing over the years about, you know, creating content native in LinkedIn, say, so LinkedIn posts or, you know, a whole content strategy might be around, like you mentioned YouTube, right? That’s not necessarily designed to drive people to website, but it’s to inform and answer questions there. One that we’re going to, going to experiment with, I actually already started is the LinkedIn newsletters. So the traditional way would be got the real traditional way would have been dropping newsletters in the mail, but

Curtis Hays (51:56.746)
Mm-hmm.

Tom Nixon (52:03.128)
Most of our audience probably doesn’t remember that. But so now email newsletters, right? Where we have a list of names and we email them once a month, twice a month, whatever it might be. That’s certainly a good owned media strategy. But then there’s this rented media strategy of LinkedIn newsletters. So they’re exactly what they sound like. Right. It’s a newsletter that goes out to a brand’s following. Right. And you can also publish it elsewhere. So have you done any experiment with LinkedIn newsletters and what intrigues you about LinkedIn newsletters?

Curtis Hays (52:27.298)
Yep.

Curtis Hays (52:32.855)
I haven’t done anything yet. So this is on my radar for 2025. I love the rented land analogy and we’ve set this all up in the previous conversations we’ve had. Like Google, people are doing searches there, but 65 % of those searches aren’t going to people’s websites. So if you’re publishing a blog, you’ve got less people now who are visiting your website that might come across this blog. Or if you have…

Tom Nixon (52:52.123)
Great.

Curtis Hays (53:01.742)
you know, essentially you have good answers to questions that your target audience would have that those questions are answered either within a chat bot or within the AI generated responses within Google and then nobody ever clicks, right? So if people are within the platforms and the platforms are trying to keep people there, there’s this idea that like, hey, if you’re spending time there, creating content, posting videos, whatever, and you’re building a following,

Then why send them also to your website to also subscribe to a newsletter? Like that part doesn’t make sense. Let’s if, and I think LinkedIn recognizes this, if we’re growing followers and we’re growing an audience within the platform, let’s learn, take some of the tools that we were using previously that were funneled through our own land, our website, and let’s utilize the platform. And so when you go to make a post,

And you say write article, which is going to be next to where you create the post that’s going to open up a new page and you could start writing your article, but you’ll see your names up in the top left. can switch to a specific brand. So your company page and, and then on the right hand side, there’s a dropdown where you can select the type of content and you would choose newsletter there. Now that feature becomes available once you have 150 followers and then you go through a little approval process, which takes a couple of days.

We just got that for bull horns and bulls eyes. So our audience should hopefully see a couple of newsletters from us here soon. we’re going to be experimenting with this where we can, send out content within the platform because that’s where we’re publishing our shorts and our episodes and those types of things. And instead of, look, I had a newsletter sign up on our website, Tom, you want, you want to take a stab at how many people subscribe to our newsletter that I had on the website for the last 14 months? Yeah.

Tom Nixon (54:56.123)
for bullhorns and bulls eyes? let’s see. My mom, my dad, my wife, my kids. Six. this is my mom.

Curtis Hays (55:03.226)
One. And I don’t even know who that person was. It wasn’t even people in our network. Honestly, just some random person signed up. Hopefully it was legit. I don’t know. But yeah, only one person. But here we’ve got, yeah. But just the expectation that I would create that place for somebody to subscribe and knowing that we are pushing people there, that wasn’t an action people wanted to take. They didn’t.

Tom Nixon (55:17.359)
Well, the good news is we don’t have a newsletter, so that’s good.

Curtis Hays (55:32.79)
Nobody’s interested in subscribing there. But if I’m in LinkedIn and I’m consuming your shorts and then you’ve got a digest of an episode that you’re publishing in an article, which is your newsletter, I might look at that. I don’t know.

Tom Nixon (55:48.197)
right? Yeah, exactly. And LinkedIn is probably not of the mind to suppress that content based on their algorithm because it’s not taking people away from LinkedIn. In fact, it’s actually keeping them there longer. So we’re constantly playing the games. It sounds like, you know, if I was a listener, like, boy, there’s a lot of stuff marketers need to do. And I guess one of the things I would do in summation is just to remind. It’s not that you need to do all of these things, right?

And it’s not that you should be doing all of these things. I wrote a whole book up there about simplifying your marketing. But it’s understanding what are the most appropriate, most effective things to do and leaning into those and just knowing that, you know, the algorithms that run our lives are constantly going to cause us or force us to sort of reiterate and rethink things. And that’s kind of just what we’re doing in this episode is what’s happening next year that

might look different to us. And, know, we’re always curious, you and I, I mean, this, we’re, paid to be curious, right? To go out and find these solutions and best practices and deliver them for our clients. So that’s what we hoped to do today.

Curtis Hays (56:53.446)
People are getting a window into conversations that I’m having with clients. mean, basically that’s this episode is these are all conversations I’m having with clients and saying, these are things that need to be on your radar. And if we don’t start paying attention to these things, your competitors likely are. those who are first to these, any new trends typically gain traction.

And, you know, look, it’s, go ahead.

Tom Nixon (57:25.733)
Well, was just going to say I am old enough to remember when I was pleading for my clients to get a website. Why would I do a website? And I’m old enough to remember when I was pleading my clients to create a blog. Why would I create a blog? You know, I’m not a I don’t want to have a diary.

I shouldn’t have called it blog maybe. and dragging my clients onto social media. Why would I want to be on social media? No one wants to know what I had for lunch. Going back to what you said at the beginning about gen Z’s loves to take pictures of their lunches. and I guess the point is, is that we don’t always predict the future, but when we’re recommending that people take a look at things, it’s because we have it on pretty good authority that it’s going to be the future of

Curtis Hays (57:58.872)
Hehehe.

Tom Nixon (58:13.009)
marketing communication. So to your point, I think the early adopters and the creative that you said earlier tend to win. Those are the winning brands. So I’m going to just open it up to questions. We’ve got about 10, 11 minutes left. So.

Curtis Hays (58:24.942)
So they’re actually we’re not seeing them through our feed here, but there are some comments we’ve got in LinkedIn that have come up. First of all, Claudia and Stephanie both say people buy from people. Right, so what Dave Teer taught me was people buy from people whom they trust. And you know you can’t. How do you establish trust if I don’t know who you are?

Tom Nixon (58:32.337)
Okay.

Tom Nixon (58:41.851)
Mm-hmm.

Curtis Hays (58:54.446)
I don’t know who I’m doing business with, right? So, I mean, especially in professional services, like if you’re hiding behind your brand in professional services, that’s gonna be a struggle. And you’ll see it. I mean, that’s why financial advisors to attorneys, you know, they’ve got faces. know, faces are on billboards, faces are in their commercials because that’s who you’re.

Tom Nixon (58:56.165)
Right. Yep.

Curtis Hays (59:16.718)
In some cases you might be not be doing business with those specific people. I don’t know if you hire Mike Morris He’s actually gonna represent you he might be giving you to another attorney within the firm, but You know that the same could be said for a deck builder the guy who started the business 30 years ago Might not be the person who’s building your day deck and has the most experience But he’s been training the other project managers who are gonna take care of your deck for you, right? So it’s

Tom Nixon (59:28.218)
Or another firm even.

Curtis Hays (59:44.94)
You know, it’s, still that connection to, this is a guy who’s got good values that I hold and those types of things that I trust.

Tom Nixon (59:51.823)
Yep. And experience. And I know if there’s something goes wrong, I’m not dialing and what any other number I’m calling Jeff, right? The guy I hired to do my deck. Yeah, I know he’s not pounding the nails into the wood, but I hired Jeff. Right. So, yeah, it’s a good point. What other comments have we gotten that you want to share with us?

Curtis Hays (01:00:05.836)
Yeah, so, two, two comments here on the, on really some, things that have to related to search. So first Katie, wants to hear more insights this season on changes that are happening in search, how user behavior is changing across the platforms and what people need to think about there. So these are things that we’re staying on top of. We’ll definitely talk more on. I am actually going to be, I haven’t told you this, Tom, but, if you remember Chris,

man, I’m butcher his last name. Langale? Langile?

Tom Nixon (01:00:41.999)
Yeah, something like that. I’m not even gonna try. I’m gonna let you fumble through it, but I remember Chris quite well. Yep.

Curtis Hays (01:00:46.766)
I sometimes struggle with these Italian names, but he’s got a podcast now called Rise and Bind. And these are smart strategies for growth focused insurance advisors. So again, he works in the insurance space, but he has invited me on this Friday. I don’t know if it’ll air, we’re recording this Friday, but we’re going to do a multi-part series on what’s happening with Google search and more particularly what’s happening with Google search for local businesses.

And this will be for anyone, even if you’re not an insurance agent. But if you’re a local business of some sort and you rely on search for customer acquisition, these are going to be some episodes you’re going to want to see. So I’ll be a guest on that show with Chris, and it’ll be fun.

Tom Nixon (01:01:31.569)
Can you imagine what life is like if you work in the search division of Google right now? Like I can see very clearly and very easily the death of the SERP in 2025 in a SERP. For those who don’t know, it’s a search engine result page. So when you do a search and you do hit enter, right, you don’t wait for the auto whatever to to just answer the question before you even hit enter. It’s that page that you land on with the blue links and it’s got advertising on the side. People pay to be at the top of that.

I don’t when but I can see a day where there’s no such thing as a surf and then what’s then what is Google’s? You know, you’re no longer going to be saying, hey, I’m going to Google it. You’re going to be like, I don’t know. I’m going to chat GPT it or whatever.

Curtis Hays (01:02:16.226)
Yeah, that’s what I’m doing now. If I have an error on a website and I can’t figure it out, I don’t go and search that error in Google anymore like I used to. I use chat GPT and then it goes to search engines and its other knowledge base and not only provides me an answer, but provides me with step by step and then I can continue the conversation. Well, I tried step one and it didn’t work. What should I do next? Or I tried this and now I get a different error. What should I do next? Right? So I’m actually having a conversation. I mean,

Tom Nixon (01:02:38.789)
Yeah. Right.

Curtis Hays (01:02:45.09)
You know, and actually there’s, could have the conversation. mean, you can enable the audio version of chat GPT if you’re paying for it on your phone and, or on my computer. And I could literally dialogue like it’s a colleague sitting next to me. So a hundred percent search is going to change.

Tom Nixon (01:03:01.369)
Well, and that’s what just just to dwell on that for a second, that’s going to change the way that people interact with content generally, not only can you query chat GPT to go out there into the universe and consider all the knowledge bases, somebody could have a conversation with our podcast, right? You were talking about this offline. If you wanted to, let’s say, all right, well, they’ve got I listen to one episode. I don’t have time to listen to all these others right now. But what do they think about?

the future of search. You could like ask AI, right, to query our entire database and give us an answer. And that’s going to, so in that case, you’re not even going to Google, but that’s what the power of AI is going to do is you’re going to be able to have conversations with content inventories in knowledge bases. And it’s crazy.

Curtis Hays (01:03:49.39)
So these are custom GPTs. So something I’m working on is a custom GPT for Bullhorns and Bullseyes, where all of our content, every transcript of every episode gets uploaded into a prompt. And then we can publicly make that prompt accessible that essentially people could ask questions to Tom and Curtis. And that content or responses is based off of the content that lives within the conversations that we have within our podcasts.

Tom Nixon (01:03:52.209)
Mm-hmm.

Curtis Hays (01:04:18.702)
So this is where the power of chat really comes into play, that it’s more accessible for companies to create basically their own search engines, right? I mean, we called it chat, but it’s almost like you could take a company with all the educational content, all the resources that’s on the website. And yeah, there’s a search now on the website or it’s indexable within search engines and people can find content. But what if you have a custom GPT that’s built for all your knowledge?

and you make that accessible free or paid to a market that allows people to query your methodology, to query your thought process and how you approach things and get answers to questions that they have that, you know, again, are personalized and unique to your brand and the subject matter experts and the people that exist within the brand. That’s pretty powerful. And we’re there. I we’re literally there.

Tom Nixon (01:05:18.993)
Cool. Well, like we said at the beginning, this is the first episode of season two of Bullhorns and Bullseye. It sounds like it’s gonna be the last because we’re just gonna outsource this to AI for season three, right? Just turn it on and let it rip.

Curtis Hays (01:05:24.952)
Yeah.

Curtis Hays (01:05:28.501)
Yeah.

Curtis Hays (01:05:33.262)
So Liz here, we spoke about this earlier. So Liz, when the recording comes out, we did talk about YouTube being the second largest search engine. So she mentioned that and she said she’s looking at YouTube and her 2025 strategy it looks like. And it is the second largest search engine. We definitely think you need to be creating content there if your target audience is there. So she would like to hear more about how SEO

words apply in YouTube and how to label content and have it searchable. So it sounds like we need to maybe have an episode this year on how to do SEO within YouTube, which is quite different than optimizing content. It’s a different algorithm. mean, let’s just… It’s a search engine. It’s its own search engine. Certainly YouTube is, and it has completely different algorithm than…

Google itself. so while the concepts are similar, good titles, good descriptions, and different things like that, there are some nuances and differences. And I would say, most importantly, YouTube puts a higher preference to user engagement to your ranking than does something that falls into a search result page.

Things that go viral obviously are going to get higher visibility in something like YouTube than say inside of Google. But yeah, no, does definitely something that we can talk about here this next season, Liz.

Tom Nixon (01:07:15.249)
Great topic, great topic. Anything else before where it’s 228?

Curtis Hays (01:07:16.91)
Mm-hmm.

No, I don’t see anything else in LinkedIn. mean, we had quite a few comments here and, you know, I’d say for our first go live, some good engagement on both YouTube and LinkedIn. And we’ll definitely take the recording and publish these, as well as listen in. I mean, this hour long episode will be available on Spotify, Apple, Amazon, everywhere that you can consume.

podcasts will make it available.

Tom Nixon (01:07:50.597)
Yes, we do eat our own dog food as they say. it will be we’re going to multipurpose this content. It will be a short blog post that goes out. We’ll probably put it in our email newsletter. Like you mentioned, we’ll put it up on social media. We will cut it up into bite sized chunks and do shorts both for YouTube and LinkedIn. So we will practice what we preach. If you want to see how would a company, a small business leverage the power of podcasting video marketing, then you can get a window into our methodologies just by following this podcast. So

Alright, well, it’s almost 2.30.

Curtis Hays (01:08:22.256)
Yeah, one last thing I would say, open to suggestions on guests as well as topics. So feel free to reach out to Tom and I if you want to be a guest or you know somebody who would make a good guest and a good topic. We’re going to be lining up guests and we’re going to be lining up season two here as we go into the new year and.

My goal is to do at least another 40 episodes like we did last year. So, what do think? Are up for it, partner?

Tom Nixon (01:08:55.629)
especially we can outsource it to AI. Absolutely. No, seriously, definitely up for it right after the first of the year. We’ll start producing more episodes and so keep those ideas coming topics, guests, etc. So, would love to hear them. Cool. Alright. Well, that’s it. We are going to let people go. Thank you everyone for attending and watching and chiming in and we’ll see you next season for next year for Bullhorns and Bullseyes. Have a great holiday season everyone and Merry Christmas, Curtis.

Curtis Hays (01:09:08.494)
Yep. All right.

Curtis Hays (01:09:23.874)
Merry Christmas.