OA 600: Marketing & Discoverability in the Age of AI Search with Andrew Kokes of Pivot AI Global

I think as individual BPO's think about how are they going to be discovered themselves? Are they going to create their own inbound funnel? I think there's this necessary requirement that people need to focus on around clarity and in a way that you never had to in the past.

As a marketer, I was as guilty as anybody.

Every time I stood up a new website or every time we acquired a new company, just kind of rolled it together.

And these, these websites became kind of like Frankenstein monsters.

And I recently just went through a rebranding with, with the last company that I left and the agents we agency we work with, we all kind of made the same joke a little bit that a website refresh is kind of like a hotel refresh.

You stand up a new lobby, a new homepage, maybe a new pool or a restaurant or a bar or whatever.

The places that people are going to congregate, but the rooms, the rooms maybe get a coat of paint.

They don't really get overhauled.

And that's kind of how websites have been treated for, well, maybe as long as websites have existed from the time they were, you know, basically your company's brochure to even the e-commerce cash register.

I think that's how we sort of viewed websites.

You just had to really make sure that the human experience on the front end was good and the deeper stuff.

Frankly, most people never got that deep.

AI goes into all of it.

It goes into the dusty closet.

It sees the cobwebs.

It sees all of it.

It sees the inconsistencies from the top page to the deeper pages.

And when it sees that stuff, it starts to discount.

It starts to write companies off and say, that's not a good answer to the question people are asking.

And so that's where I see the opportunity as people think about how am I going to be found? I think one, it starts with get your own domain, your own message really clear.

I think the old days of pretending I can cover everything.

you know, 12 or 15 different industries as a 20, 30, $40 million company are probably, I mean, we can try that, but I don't think it's going to be as successful as for example, you know, the company that I worked with recently, we spun off two or three years ago, one vertical company who was at that time, $400 million and two or three years later is now going to be a billion dollars.

So focus on your, focusing on your niche doesn't mean you have to be small.

It just means you're really good and you understand what you do and you understand the value you offer and you're good at communicating that value.

Yeah, that's interesting.

I think as individual BPO's think about how are they going to be discovered themselves? Are they going to create their own inbound funnel? I think there's this necessary requirement that people need to focus on around clarity and in a way that you never had to in the past.

As a marketer, I was as guilty as anybody.

Every time I stood up a new website or every time we acquired a new company, just kind of rolled it together.

And these, these websites became kind of like Frankenstein monsters.

And I recently just went through a rebranding with, with the last company that I left and the agents we agency we work with, we all kind of made the same joke a little bit that a website refresh is kind of like a hotel refresh.

You stand up a new lobby, a new homepage, maybe a new pool or a restaurant or a bar or whatever.

The places that people are going to congregate, but the rooms, the rooms maybe get a coat of paint.

They don't really get overhauled.

And that's kind of how websites have been treated for, well, maybe as long as websites have existed from the time they were, you know, basically your company's brochure to even the e-commerce cash register.

I think that's how we sort of viewed websites.

You just had to really make sure that the human experience on the front end was good and the deeper stuff.

Frankly, most people never got that deep.

AI goes into all of it.

It goes into the dusty closet.

It sees the cobwebs.

It sees all of it.

It sees the inconsistencies from the top page to the deeper pages.

And when it sees that stuff, it starts to discount.

It starts to write companies off and say, that's not a good answer to the question people are asking.

And so that's where I see the opportunity as people think about how am I going to be found? I think one, it starts with get your own domain, your own message really clear.

I think the old days of pretending I can cover everything.

you know, 12 or 15 different industries as a 20, 30, $40 million company are probably, I mean, we can try that, but I don't think it's going to be as successful as for example, you know, the company that I worked with recently, we spun off two or three years ago, one vertical company who was at that time, $400 million and two or three years later is now going to be a billion dollars.

So focus on your, focusing on your niche doesn't mean you have to be small.

It just means you're really good and you understand what you do and you understand the value you offer and you're good at communicating that value.

Yeah, that's interesting.