Unlocking Success: The Intersection of Marketing, SEO, and AI with Bernie Ollila

Dive into the dynamic marketing, SEO, and AI realm with our engaging podcast. Bernie Ollila and Corey Berrier explore the synergies between these game-changing fields and learn how to harness their combined potential to drive your business forward. Discover innovative marketing strategies, stay updated on cutting-edge SEO techniques, and gain insights into how AI revolutionizes digital marketing. Stay ahead of the competition by unlocking the secrets of success at the intersection of Marketing, SEO, and AI.

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Transcript

[00:00:00] Corey Berrier: Welcome to the Successful Life Podcast. I'm your host, Corey Berrier, and I'm here with my man, Bernie. I'm gonna mess the last name up for sure. So li like gorilla. Ollila that was so much I should have asked you that before we ever 

[00:00:14] Bernie Ollila: started. People overthink it when they see all the Ls for sure. Yeah.

[00:00:20] No, so it's o yeah. Bernie Oola, VP of special ops here. Well, VP of Strategic Partnerships here at one seo. So, 

[00:00:27] Corey Berrier: Love it, dude. So I do wanna to ask you, so Lance started at W S C O, right? 

[00:00:34] Bernie Ollila: Correct. Yeah, he did in 2009. 

[00:00:36] Corey Berrier: Okay. And is he still, does he still own the company? Is he still 

[00:00:42] Bernie Ollila: Yeah, he's still got a piece of the company.

[00:00:43] He's still very much invested in us, in our success. He's still does a lot in terms of, you know, promoting us and working, you know, with us from a sales and partnership side. So he is pretty much. Involved in that respect. But the head honcho over here is now CJ Bachman. She's like five feet tall and she's I don't wanna say an animal, but she's a firecracker, you know what I mean?

[00:01:07] She gets shit done. She's a boss, so she's the one calling the shots now. 

[00:01:11] Corey Berrier: That, so that's why I asked. Cause I remember last time when we talked when I was on your show, we talked, I think you mentioned something about, you know, Lance had sold part of the company or something and I, I just couldn't remember.

[00:01:23] Bernie Ollila: Yeah. He sold, he's focusing now on his LB capital, some of his his other investments, his other companies that he owns, and he's still very much a part of one SEO just in a very different capacity than he was before. We're still chugging along, man. We're still growing. We're still kicking ass for contractors.

[00:01:39] Lawyers, literally anybody out there that we're working with, we're still doing good. Things haven't changed except for at the very, to be top. 

[00:01:45] Corey Berrier: Yeah, that makes sense. Yeah, that makes total sense. Lance is a lot taller than I anticipated. 

[00:01:50] Bernie Ollila: I know when you talk to him, he seems like he's eight feet tall, but he's like five 10.

[00:01:56] Corey Berrier: I thought he looked at like, it is so funny. Like I thought, I guess cuz I saw him on several podcasts, right? We were sitting down and I thought like he was like five feet tall. Really, I thought he was super short, and then I'm like, wow, I'm 

[00:02:13] Bernie Ollila: gonna click this and send it over to him. He, nah, he is, he's yeah, he's I think he's like 5 10, 5 10, 200 pounds.

[00:02:20] Pretty fit. He's a, he is a good dude to Lance. He knows what he is doing. Yeah he seems incredible. I've heard him speak a couple times. Yeah. So speaking of speaking you're headed down to the American dream. Is that, did I say 

[00:02:32] that right? Yeah, man. I'm gonna be at the American Dream Conference in Houston later on this month, later on in the month.

[00:02:38] I think it's the last week. I got to speak with the founder of it Steven Martinez yesterday. Great guy, young, way younger than I thought he was. We jumped on his Zoom, just kind of get acquainted cause he's gonna be a guest on our podcast too. And I saw him and I was like, Dude, I was like, I'm 35, how?

[00:02:52] He's 23 years old and he's putting together this huge event for a really underserved community. Those being, you know, Latin contractors. So he is got like Tommy Mellow speaking there Ishma Valdez speaking there some other people that are big names in the home services space. So we're honored to be there in the share the stage with guys like that.

[00:03:12] Corey Berrier: That's really cool, dude, that, that's really cool. In fact, I just ran across that guy not long ago probably in a post or something. Now I didn't really know who he was, so I'm glad you 

[00:03:20] Bernie Ollila: said that. Yeah. He's speaking of like glances and as tall as we thought he was. Steve is way younger than we thought he was.

[00:03:27] Me and you don't sound like we know anything, but it's all right. That's alright. 

[00:03:31] Corey Berrier: That's hilarious. That should be a, that should be a pretty dope event, dude. 

[00:03:35] Bernie Ollila: Yeah, it's gonna be awesome. It's in Houston. That's fine. But I think the. The mission of it is what's gonna make it successful and special. You know what I mean?

[00:03:44] Because Latin business [00:03:46] owners, they are underrepresented. When you go to the different events mean you go to a lot of the same events, right? Yeah. So it's not often you see somebody you know with a last name like Martinez, Ramirez or anything like that, speaking on stage or being positioned in some kind of way like anybody else would.

[00:04:00] So I think it's a great opportunity for guys like that to really get out there and, you know, have access to the same resources and stuff that everybody else does. 

[00:04:07] Corey Berrier: I totally agree. I totally agree. And look, there's a, you know, there's a lot of, you know, there's a lot of guy, there's a lot of like Latino people in the trades, a lot of Latino people in the trade.

[00:04:18] So it makes sense. I you probably will have a 

[00:04:20] Bernie Ollila: really good turnout. Yeah, it's gonna be a good turnout. My Spanish isn't so hot, but you know, we'll see. They're not expecting me to speak in Spanish, thank God. But we'll see. I'm sure it's gonna be awesome. I'll be sure to send out recordings and everything to people after the fact.

[00:04:33] Yeah, 

[00:04:34] Corey Berrier: that'll be cool. Yeah. So alright, so look, what do you guys, I mean, you know, you and I talked a little bit about AI last time we talked and what since we talked, what have you found anything new? Have you found anything that's exciting? Have you guys started implementing anything? 

[00:04:52] Bernie Ollila: As far as I'm concerned, the exciting things I get from AI are when I talk to you, which is twice in the last, like three or four weeks.

[00:04:59] So I feel like I'm pretty Up to date on what it can do. Like you're always showing me shit that, like, I didn't think about like what we were just looking at before we jumped on here and started recording. The capabilities of it are insane, right? And I think from a marketing standpoint, the best way to use it, the most effectively without like really gambling or like having to learn anything else crazy is gonna be on the content side.

[00:05:21] You're making things easier for people on like the actual customer acquisition side, but from a marketing standpoint, you can use it to generate really kick ass content. For your website, for your ads. I mean, I was talking with chat G p T yesterday. I was trying to rename our podcast here at One seo, and I was like, give me a name for a marketing podcast.

[00:05:40] And it gave me 10 of them and I was just playing with it. I was like, make it more serious. And I was like, make it sexy. And now it just kind of shoots out whatever you want. But yeah, it's really good at matching tones. It's good at understanding what you want. So as far as we're concerned, we're using it in content and some other things we're testing and then I'm.

[00:05:56] All ears and trying to get as much as I can about it to maximize its effectiveness. 

[00:06:01] Corey Berrier: Look, I mean, I don't know about you, but you know I'm not a professional copywriter by any stretch of the imagination. So whenever I, plus I think we talked about adhd. Like if you have to read something that I wrote it very well may not make any sense, or it may make sense to me, but not to everybody else.

[00:06:19] So, yes, it helps me to deliver a message that I really want to deliver, that it sounds like I wanna deliver in my head. Yeah, but it helps put that together for me. 

[00:06:31] Bernie Ollila: Yeah, it helps to put together and it's really good. I know you talked about D H D, same over here. It's really good for helping you from a content standpoint, just kind of stay on task, you know what I mean?

[00:06:41] And by on task, I mean like within the copy that you're focusing on, so you're not veering off into like all your little side quest as you're, you know, word saling onto paper like you normally would having a conversation with somebody, you know? So it's really good at. Pull anything out for you. So then you can just take the line by line and expand on whatever idea that you want.

[00:07:00] Yeah, 

[00:07:00] Corey Berrier: totally. And you could change, like you said earlier, you could change the context. You could change whether it's serious, whether it's analytical, whether it's all kinds of stuff. Yeah. And you know, the reason I bring that up is because I think, you know, some people probably are uncomfortable with putting stuff out.

[00:07:18] Not you guys, cause you understand the value behind it. But just to say, an average person that's just now getting into chat, G P T, I think there's. A level of, you know, they may feel a little bit like it's 

[00:07:28] Bernie Ollila: inauthentic. Yeah. They feel like it's inauthentic [00:07:32] and a lot like, aside from like our podcast blew up, right?

[00:07:35] There was like almost 60,000 views on it inside of it being live for two days. A lot of it was from people in business looking to learn a little bit more about how it could help them grow. But a lot of it too is people who were just terrified. You know what I mean? They think it's like Terminator two and you know, Skynet and Miles Dyson and all this other stuff.

[00:07:51] But that's really not the case. It maximizes effectiveness, you know what I mean? The wherever you're gonna deploy it. Do you wanna make, do you wanna do the most that you can with a new resource? Do you just wanna keep doing the same things over and over again? You know? So if I'm an employee somewhere, like I am here and I'm not worried about an AI coming in to replace me, I'm thinking about how can I use this AI to make myself more valuable?

[00:08:15] If you're a business owner, how can I do the same things? How can I increase my customer acquisition? How can I better my close rates? How can I get more people you know, how can I use this to be effective for me instead of being so opposed to it? Cuz it's here, bro. Like nobody, it's not going anywhere.

[00:08:29] It's only gonna get stronger and better. So you're either in or you're out. As far as I'm concerned with the ai. 

[00:08:34] Corey Berrier: Totally. And I'll tell you, I just talked about this on the show that came out today. You know, predictive analytics. So predictive analytics is where, you know, for an HVAC company, for example, I.

[00:08:47] If you've got, and look, I don't know how to deploy predictive analytics. I know people that know how to do it, but, and I know what it is, but I don't, you know, I can't tell you the ins and outs of it, but what it does is it can predict when the system's gonna go down, before it goes down. It can predict whenever you need, let's just say something simple like a filter change, and just send out an alert.

[00:09:08] Those things are gonna improve the customer service, the customer experience. Significantly. If you're the now the contractor going out saying, Hey we're out here just to like help you out. Here's what we're seeing because we got the notice or whatever, opposed to going out there with nothing and trying to sell them a system.

[00:09:27] Does that make sense? Yeah, 

[00:09:28] Bernie Ollila: a hundred percent. So if the guy, like, let's just say it's me, for instance, I get the notification from the predictive analytics system or whatever it is on the contractor's side, right? It tells me, Hey, it's time for a filter change up coming up soon. Or we've detected some water, or you might see some water by your water heater or whatever.

[00:09:44] It's time to get that replaced. So I get that message and I probably got that message from another kind of AI from the company. And then it's just on either the sales guy, the tech, whatever it is to call me and get me scheduled for the maintenance or best case scenario I call them. But no matter what, I'm aware of it, I know I need help, and the person that's sending me the message is gonna be the one that helps me against the business, if I'm understanding correctly.

[00:10:05] Totally. 

[00:10:05] Corey Berrier: And that sets you apart from every other contractor out there right now because? Nobody's really use. I mean, I shouldn't say nobody, but I'm sure there are companies out there using it, but it's few and far between. Yeah. 

[00:10:17] Bernie Ollila: Yeah. I think it's great. Especially if you're like just at your house and you get the text and you're like, oh shit, I need a filter.

[00:10:22] Change out. And then somebody comes in, you know, it's cool. It's good stuff. Yeah, 

[00:10:27] Corey Berrier: a hundred percent. Dude. You know, another thing too, I think the people in our technicians especially are thinking, well, you know, AI's not gonna replace me, and it's not gonna replace I shouldn't say it's not I can't predict the future.

[00:10:41] But most likely it's not gonna replace a technician anytime soon. However, it will make them significantly more efficient. It'll make them significantly more effective in the marketplace because it, but here's the catch. Is they've gotta learn. They've gotta learn how to work with these AI tools. 

[00:11:01] Bernie Ollila: Yeah, they gotta learn how to work with them and they gotta learn how to think about it the right way.

[00:11:05] I believe personally, which is a situation where like we were just talking about how can I use this to just get rid of the stuff I do not wanna do, or that takes up too much time or that is gonna help me generate more money. Cuz [00:11:18] that's what people are in it for. You know what I mean? Is to obviously make money and support themselves and help their customers out.

[00:11:23] So if you can think about it in a sense, instead of just like being scared, it's like trying anything new instead of like being scared of it. Just jump. Fee first in and the different thing about this versus anything else is you can like troubleshoot on your own. Like, how can I, what can this do for me personally?

[00:11:37] How does this make my life easier? Can I use it to send out those texts with my My predictive analytics can I use this to help me write copy? Can I use this to help me follow up with different people I have open quotes with, you know, so I think there's a lot that you could do. And if I was a tech, I'd be super excited to not have to do the BS work.

[00:11:54] I don't feel like doing it anymore. You know, it takes up all my time. A hundred percent. 

[00:11:59] Corey Berrier: You just said something super important. I couldn't have teed that up any better, to be honest with you. You said you mentioned follow up, right? Follow up on the invoices. So the thing I was showing you earlier you know, when I work inside of these companies, I have a specific process that I deploy inside of there.

[00:12:17] I say deployed, not really deployed. I train a CSR to. Send a a vo a ringless voicemail, send an s m s and send an email. And there's a particular way that I do it where it doesn't feel like you're getting three follow ups in one. So with this system I was just showing you before we started, one click of a button will deploy all three of those.

[00:12:42] Yeah. 

[00:12:43] Bernie Ollila: Well that's great cuz it ti it schedules them out too, right? Yes. And it's ai, what we thinking into it adapts I'm sure. Based on all this other stuff we're talking about, I'm sure that it adapts to whatever I say back to it. Right? It'll just have a con, a fluent conversation with me. Well, 

[00:12:57] Corey Berrier: so that's a little bit different, but we'll get into that.

[00:13:00] So imagine that you left an No, you're fine. Left an invoice, right? If you, yeah, these guys look follow up is one of the biggest problems. In this industry, like it is what it is. People drop an invoice and they just forget about it and it's a lot of money as you well know that you've gotta pay to get that customer.

[00:13:22] Toon with 

[00:13:23] Bernie Ollila: follow up is in, it's the most important thing. Speaking as a sales guy, if you're not follow up, somebody else says. So if you can make that dude follow up sucks. Especially if somebody's not responding to you. You know, it just not, it's not fun, but so what? It's a little uncomfortable, but now if you can take that step out of it so you don't have to think about it anymore.

[00:13:41] Like you said, you push the button and then you just handle it as it comes. You know what I mean? You got your nerves, you know, like people aren't gonna be nervous to do it, you know, there's no anxiety there and you know, it's, it kind of eliminates that part, I think, which is a big barrier to someone not following up.

[00:13:57] I personally don't know why you wouldn't follow up if you're. Trying to get business, but I'm not everybody. 

[00:14:02] Corey Berrier: That's fair. Well, it actually takes the hu whole human element out of it because as soon as, let's just say there's a spot in Titan or whatever se, field service software that you're using, that it obviously knows when you have an unpaid invoice and they know when the unpaid invoice, when you dropped it and all that stuff.

[00:14:22] So we can set triggers. To where, let's say it's a 24 hours afterwards, it could say something like, Hey Ms. Smith, I just wanted to say really appreciate coming out to your house. And look, and I really appreciate you coming out to your house. I'm just following up to say if you are gonna get those other estimates I'd be happy to come out there and do a comparison from the estimates that you're gonna get.

[00:14:47] I know it's gonna be a couple of days. You probably wouldn't be that detailed. I kind of got off this track there, but you get the point, like, How much more beneficial is it for the customer themselves, to get that message from you without you even having to ever [00:15:04] say anything to them? 

[00:15:05] Bernie Ollila: It's great.

[00:15:06] And then you just deal with the good stuff at the end, right? When they wanna a hundred percent call and engage. Yeah. 

[00:15:11] Corey Berrier: Right. And usually they're gonna call the office anyway to book the call. So you don't even have to you just go to the call. Like it eliminates the whole follow up process. 

[00:15:20] Bernie Ollila: And then you're hopefully, ideally right.

[00:15:21] Just spending all your time closing. That's right. Exactly. It's a dream man. 

[00:15:27] Corey Berrier: Yeah. Look like 25% is usually left on the table. Yeah. That's astronomical. That's 

[00:15:34] Bernie Ollila: a lot, 

[00:15:35] Corey Berrier: dude. I talked to a guy. Yeah. 25%. Not to mention the money you paid 

[00:15:40] Bernie Ollila: to get them there. Yeah. So you're leaving 25% out there. And think about if you're an HVAC guy, and let's just say even in my field, like in, you know, digital marketing, let's say you're spending 25 grand a month on Google Ads.

[00:15:54] What's 25% of that? And now that's what's on the table just from digital. That's not including your, you know, radio or your billboards or whatever it is. So you're leaving that huge chunk of advertising dollars out on that table. 

[00:16:06] Corey Berrier: That's right. I mean, think if you're only doing 4 million, that's a million dollars.

[00:16:12] Bernie Ollila: It's a shitload of money. Shitload of money. 

[00:16:14] Corey Berrier: That's like $2,800 a day. 

[00:16:16] Bernie Ollila: Like Yeah, that's way better than what I've said. Yeah, that's exactly, that's the way to think about it. That's a million dollars if you're doing four. Yeah. Which 

[00:16:24] Corey Berrier: most of the people that we deal with probably are doing more than that.

[00:16:27] Not doing me wrong, there are some that are not, but for the most part, people are doing more, especially in hvac cause it's such a thriving business. Most people are doing more than 4 million. 

[00:16:37] Bernie Ollila: Yeah. I can't wait to see like a case study on this. After six months worth of data. Yeah. Are you paid then to increase by at least 25% based on the involvement that you have right now with this tool?

[00:16:49] Yeah. Well, let's just say it was 10% even. Whatever, man. Yeah. Any kind of that's also a significant difference. 10%. Just from one little, one 

[00:16:58] Corey Berrier: little process. That's right. Yeah. So, yeah, dude, it, there's so many things that are happening right now with ai and so what you were referring to earlier. Okay, so imagine I'll use train, right?

[00:17:15] Training carrier their, they're competitors, right? So if Train decided to use this system, and Carrier did a post and it had 1500 people that liked it, for some crazy reason, guaranteed those 1500 people. Have an interest in carrier, right? Right. Some rando is not gonna like a carrier post. No shot. No shot, no chance, right?

[00:17:45] So train could go in through this system and with one click of a button extract every single person that liked that post, put it into an automation. And through social media can market to those people. And I'll keep in mind, this is not paid marketing. This is completely free through the system. 

[00:18:06] Bernie Ollila: Right?

[00:18:07] Yeah, I saw it. It's crazy. It's crazy. Yeah. And I mean, even like speaking, like I know that training carrier is good, but even if like it's your competitor and you're a plumber, you know what I mean? Yeah. Or if you're posting, like, let's just say you are unsuspecting competitor across town posts about free inspections or what it costs to join his comfort plan.

[00:18:31] And he has no idea that you got this, you know, ringer in your pocket. You deploy that and you say, Hey, I know you saw that. Can we tell you about ours? Or whatever. Seems like you're interested in this. Have you explored options on this side? Right. So that's kind of a way that as soon as I saw it and you said that that's the example that my mind put together, like right [00:18:50] away was like, oh damn.

[00:18:51] So we could just do something like that, But think about this. What if it's a sponsor to have. Now your competitor paid for you to get 

[00:18:59] that traffic. I was gonna ask you and I didn't get to, if it covers spon like Goo or Facebook and Instagram ads too. Hundred percent. That's crazy, man, because you get like, I dunno if you've ever seen an ad for anything like this or literally anything on Facebook or Instagram, but when it's performing well, you'll see a bunch of interaction on it and people comment interested.

[00:19:19] Can you tell me more interested, whatever it is, right? So then you go in and you pull 'em out and you say, I saw you're interested in X, Y, and Z. Can I tell you about this solution? Yeah, that's 

[00:19:28] Corey Berrier: right. Yeah. And you know, if they're interested, they're not a customer yet. It's up for grabs 

[00:19:36] Bernie Ollila: like bottom funnel.

[00:19:37] That's the interest. All they gotta do now is hear your presentation and buy. Right. 

[00:19:42] Corey Berrier: Yeah. In, in, in the best shot that the person paying for the ads is God, is that they're paying attention to that stuff. Right. And I'm sure there's plenty of people in our industry that does not pay attention to this stuff.

[00:19:54] They're 

[00:19:54] Bernie Ollila: not paying attention to shit, man. I, yeah. Well, I'll jump in sometimes to even customers I work with and I'm like, you know, we set up these notifications for you where you can see people interested in what you're doing. Has anyone from your side gotten back with 'em and not my customers? I've only had a couple do that, but when I look at somebody else's stuff too, I'll ask like, Hey, does your agency, are they reporting on this kind of thing back?

[00:20:11] Do you see this? What's happening here? They don't look at it. They just run the ad and expect it to, I don't know, throw money into their front door. They ain't how it works, but something like this, you could probably even monitor your own and pull it out too, right? And then just respond right back to people that way.

[00:20:26] A hundred percent. Now you got two things covered. What's that? Now you got two things covered. You're taking care of your own stuff that you're putting money behind, and you're taking it from other people based on what their audience's interaction is. 

[00:20:39] Corey Berrier: Yeah, totally. Think about this now. I'll take it a little bit, step further or a big different scenario.

[00:20:46] I just thought about this morning. I'm like, wait a minute. Like I can grow this podcast even more. You know, you're not, and that you're not even doing anything malicious because if you know somebody, it's got a similar podcast in the same industry, you're not stealing anybody, but you're allowing them to know about your brand.

[00:21:07] Yep. I guess genius. 

[00:21:09] Bernie Ollila: So did you just think of that? 

[00:21:11] Corey Berrier: I thought about it this morning. It hit me this morning. I'm like, wait a minute. 

[00:21:15] Bernie Ollila: This jump, everybody that listens to any kind of business coaching podcast or whatever it is, dude, just bang, you got 'em. Hey, check out the latest episode of A Successful Life with Corey Barrier.

[00:21:27] It's got content that you like. Yeah, that's great, man. Or better. Yeah. Well, 

[00:21:32] Corey Berrier: you could even sh you could even do a podcast specifically for that audience and then run it to it. 

[00:21:39] Bernie Ollila: Yes, we should take it and all the people that interacted with our first podcast and follow up with this one. Yeah, you're absolutely right.

[00:21:47] Corey Berrier: In fact, we will do that. We will absolutely do that and see what 

[00:21:51] Bernie Ollila: happens. Yeah, I bet you we get a couple of good people that we wanna talk to and then like a lot of crazies that are scared of robots, but we're sure that you Anything though. 

[00:22:01] Corey Berrier: Yeah. I mean, look, downloads are downloads. Yeah. Dude. 

[00:22:04] Bernie Ollila: Eyes are Eyes.

[00:22:05] Yeah, 

[00:22:05] Corey Berrier: a hundred percent. So, yeah, dude, it's super, super exciting. And I'm excited for, you know, I'm excited for the people in our industry to, to really take hold of this. I did a couple of posts inside of the HVAC Masters group. Yeah. And I had, I created this guide, and of course I did it in chat, G P T based on my.

[00:22:31] My knowledge, right? And on, on sales and marketing. Now, it wasn't giving [00:22:36] them exact sales and marketing stuff, but it was explaining what you could look for from AI in sales and market. You would not believe the interaction that I got from that. The second one was follow up. I got almost the exact same amount.

[00:22:51] Two or 300 comments. It was crazy. Wow. Yeah. What group? What group is, I see your stuff everywhere. Masters. Masters of the Hustle with Ja, Jasons group. Jason Walker. 

[00:23:03] Bernie Ollila: I don't know Jason Walker. I'll have to join that one. Yeah, you 

[00:23:05] Corey Berrier: should. I'll send you an invite. Yeah. He's yeah he's a, seems like a good dude.

[00:23:10] I don't know him personally. I think he's gonna come on the show here before long. Oh, nice. Yeah. But it was pretty interesting. How many, you know, I was actually shocked because. You know, from our knowledge, most people are, especially in our industry, are not super excited about AI yet. Why, man? I know.

[00:23:31] Because they don't understand it. Yeah. 

[00:23:34] Bernie Ollila: Well this is what they get the education side of it right here. Right. This is how you use it. It's not rocket science, dude. It's ai. Yeah. And it's not, you know, building your refrigerator or replacing your family or your workers. It's just making your life easier.

[00:23:50] Corey Berrier: Well think about fireflies. 

[00:23:52] Bernie Ollila: Do you use fireflies? I don't, but you do. And I know a couple people hear that do too. Dude. 

[00:23:57] Corey Berrier: Fireflies. So fireflies is ai and yet it record, we've got it in here today. It record, it'll record everything that we've talked about. It will break down a summary. If I ask you a question, it will, it it'll segment all the questions that were asked under my name and under your name like it is.

[00:24:15] Ridiculous for people like you and me with a D h D, like, that's pretty badass. Cause I can't sit here and write down stuff while we're talking or I would never get done. 

[00:24:24] Bernie Ollila: I never take notes. I don't even look at 'em. I would look at Firefly notes, so if they wanted to spit them out for me, I could get a summary that way.

[00:24:30] Corey Berrier: Yeah. Yeah. Dude, it's wild. It's wild. That's just one, one other way. Alright, so there's one more thing I was gonna ask you about. I'm trying to remember what the hell it was. Of course I didn't write it down. Be right. I'm trying to think. There was something else I felt like I was gonna ask you.

[00:24:51] So right now I did wanna ask you like who is your, let me see how to say this. Who pays the most for digital marketing? What industry? And that's just, I'm just curious. 

[00:25:10] Bernie Ollila: Oh, it's tough. I don't think I could answer that, but I could tell you where I see the most money being spent. Okay. By far in Phoenix, Scottsdale Tucson down that part of the country.

[00:25:23] In the summertime, air conditioning gets insane. LA does too. So does New York. But like that's. Just per click down there for Google Ads is outrageous. And then the other one is like personal injury law, medical malpractice. You gotta think of the size of the ticket on that for the lawyer. You know what I mean?

[00:25:41] Who picks up that case? I, in Sacramento, I was auditing somebody's account. This is like six months ago. I was looking at like what keywords would cost, cause I was trying to put together a good PPC program for him and he had a budget that he didn't want to go over. We unfortunately couldn't work together because I showed him the cost per click just for personal injury lawyer in that area was $800 for the click.

[00:26:01] Not even the lead for the click dude. Yeah. So the most money, I mean, it's gonna be in the people, the circles that we're running in is gonna be in that part of the country for air conditioning in the summertime. And then you know, but a lot of guys too, they don't have the same kind of budget, but they're successful because they do like specific targeting.

[00:26:21] They pay for those [00:26:22] clicks. But they only go after like intent-based things. So maybe even if you taught an AI bot, what an intent-based keyword looks like, you could have it pull those out of a planner for you or something like that just to tie back to what we're talking about. But in terms of paying, it's, you're gonna pay no matter what, but where you spend your money is what's gonna make the difference between succeeding and failing and leaving that 25% on the table.

[00:26:44] Yeah, if you follow up. I love, dude. Yeah, right. Think about that, man. You spent 600 bucks for a click or $340, whatever it's for a click for air conditioner repair near me. How many? How many clicks you got? You say your budget was $30,000 a month, you spent that money and then you leave it on the table because there's no follow up from the rep.

[00:27:02] So now you have another tool where you can go in with you guys and the things that you were showing me and eliminate that process. You're not taking the human element out. You're taking the human error out. And there's a big difference there, I think. And that's what a distinction that's important to make for what we're talking about.

[00:27:15] Corey Berrier: A hundred percent. Absolutely. You know, you just got, you just completely blew my mind just now with that $800 a click. Cuz based on what we were talking about earlier. Now imagine you're that other personal injury attorney that's watching his competitor spend $800 per click. He just sucks those people right outta there.

[00:27:38] Ooh. That is tough, 

[00:27:39] Bernie Ollila: dude. That would that's a burn. That is a burn. Fucking terrible frustration. I'm sorry I cursed so much, Corey, I apologize. 

[00:27:47] Corey Berrier: Oh no, dude, you're fine. I dropped, I cuss all the time. I've gotten better at it. I really have gotten better. Cuz at one point, like I was dropping an FBO every three seconds and it was hard for me to listen to.

[00:27:59] Bernie Ollila: Nice. Yeah. Nah, dude, you're right with that. It's crazy. Somebody comes and takes it from you. But yeah, man that's why I think, that's why I'm interested in. And what you guys are doing. Cause like I just said, you can you eliminate that follow up and incorporate it into what you're doing. When you're spending that kind of dollars on ads and budgets and leads, it's like a no-brainer to invest a little bit more to help your salespeople close.

[00:28:20] It's tough enough out there to be a salesperson. If you can help them out and get them over the edge, everybody wins. 

[00:28:26] Corey Berrier: Yeah, because look, most salespeople are just like, you mean they have a D h D, you know, some of most are not super, super organized. So all you're doing is helping your own establishment by implementing a process like this.

[00:28:40] And I think a lot of people think that their people follow up. Or maybe they tell 'em they follow up or maybe they just assume they follow up. But the truth of the matter is they just, a lot of people just don't 

[00:28:51] Bernie Ollila: guarantee. Not everybody follows up, but they, and 

[00:28:54] Corey Berrier: if they do, it's one 

[00:28:55] Bernie Ollila: email. Yeah. And it's not, cuz a lot of times they're lazy or whatever they're doing other things.

[00:28:59] Yeah. 

[00:29:02] Corey Berrier: Yeah, get distracted. You there's, you know and lots of times we chase the new lead, right? If we don't close this one and there's a new lead, then of course you're gonna go towards the new lead and then 

[00:29:15] Bernie Ollila: you just forget, hun, I'm guilty of that personally. A hundred percent. Yeah. 

[00:29:20] Corey Berrier: But if you really look at the amount of money you have to spend for that new lead, You know, you could recoup a lot of, you wouldn't have to spend as much on a new lead if you would just follow up with the ones you've already got.

[00:29:32] Looking 

[00:29:33] Bernie Ollila: Right. Would be better. Yeah. It wouldn't be a volume game anymore. Right. 

[00:29:38] Corey Berrier: Well, like reactivation campaigns, right. I know you all are pretty familiar with that, right? Yeah. So you know how many people come to you and they're like, they've never even heard of that. And they've got a database full of customers that they've never 

[00:29:53] Bernie Ollila: reactivated.

[00:29:54] I talk to people like that. I'm like, have you gone into your service title? First off, if you're not using a crm, I'm gonna, I'm gonna insist that you use one. You have to have your stuff organized. I'll go back and I'll say, how's your data segmented? You have all the people [00:30:08] that are in your comfort plan here.

[00:30:09] You have all the people that you have an open quote with. Is that segmented in your data? Why not? You can go back, pull them out and target them literally everywhere with what Corey and his team has going on. You can do it on Facebook and Instagram and YouTube and Google all the people that you served last year that you know, were due for some kind of maintenance.

[00:30:26] Now, have you put them in a campaign? You know, anybody that you know is in a certain neighborhood or whatever it is, you know that their unit is a certain amount of years old and it's probably time for a flip. Do you have them in a campaign? And most of the time they don't. Right. 

[00:30:42] Corey Berrier: Well that's interesting you say that.

[00:30:43] That's exactly what I was telling this guy yesterday. I'm like, look, if you know, like my house was built in 2000, so you know, it's 2023. We'll, probably due for an air conditioner at some point and most people in the neighborhood probably are, but just imagine that it was built in that 10 to 15 year mark, so I think, or 2023.

[00:31:04] So 2013. So in that 20 2008, 2009 area, you know that they're gonna be due for an AC unit. You know they are. So you could canvas that whole neighborhood if you just knew when the houses were built and like, 

[00:31:22] Bernie Ollila: it, it is crazy to me. It's only gonna cost you a little bit of your time and then some, a couple obviously some money to help get that off the ground.

[00:31:31] But it's worth it because that's like, that's your prospect right there. It's like me going to somebody's website and saying, yo, you don't even have. Optimize content on this web page. You don't even have a med description or medic keywords here. You know, it's just a layout if they need it. Yeah. Don't even know.

[00:31:47] It's 

[00:31:47] Corey Berrier: the little things. It's the little things that make such a difference in whether goes back to what you said, whether you're successful or whether you fail. Yeah. It's a massive dude. Yeah, this has been great. So. I do want you to, if you don't mind, if you will tell, I want you to tell us a little bit about what SEOs that you're on here and that's the 

[00:32:10] Bernie Ollila: company you work for.

[00:32:12] Yeah. Probably should have done that at the top, so I apologize for that. Everybody being a bad, but we're a full service digital marketing company and we're out in Philadelphia. We do all our work under one roof, so we don't outsource to Canada, Germany, India, nothing like that. It's all done right here.

[00:32:28] We're Google Premier partners. Which I mean, you know, you have to be, to have the access to reps over there. We get that cuz of the results we get for people and obviously the amount of money we spend with Google, same deal with Facebook, Bing, Yelp. At the end of the day, our whole thing is helping people reach their revenue goals online.

[00:32:46] So it's a consultative approach. We're a month to month company too. There's no long-term commitments, but somebody comes to us, says, Hey, I did two and a half million last year. I wanna get to three and a half right now cause that's what I'm pacing at. And ultimately I wanna be at five. My job is to come in and take a look at what you're doing now, figure out how we can help you get there with the right seo, paper play, local service ads, email, whatever those campaigns you're gonna be.

[00:33:09] It's different for everybody. So we helped you grow the business at the end of the day. Yeah You said something to all that and I now I've completely forgot what it was. Oh, and I think I know what it was. So are you seeing are you seeing good return? Like return on like Facebook ads right now. Are you, well, te tell me about that because I think, I don't know, man. I hear that, you know, from what I understand, the people that I work with, the Google's typically gonna be your best bet.

[00:33:47] Corey Berrier: But I am curious from a digital marketing side, which you know, what kind of results that you're getting from that? Oh, month to month, [00:33:54] that's what it was. Sorry, I didn knew you were month to month. That's cool as shit, dude. That's 

[00:33:58] Bernie Ollila: awesome. I don't want, we don't want a lot of people into anything and we want them to, I mean, we are in the, we're in the business every month.

[00:34:05] No. Nothing for us, cuz we know we're gonna do a good job, we're gonna do the right things. So that's why we keep him month to month. But with Facebook for a contractor, I would say your expectation needs to be the things that we were just talking about, pulling audiences out for. That's what you can go after.

[00:34:19] It's really good for branding too. If like Dan Antonelli and Kick Charges did a kick ass new brand for you and you're driving it through the town and people are calling you because they see your trucks or whatever, and then you know, drop pins on Facebook in that area with your new brand saying, Hey, we're here to serve you X, Y, and z.

[00:34:33] That's what you would use Facebook for. I would never say Facebook is gonna help you reach your goals. It's good to support other things you have going on. And it's also good to hire in some cases too. We can do that for people too. But Facebook's good if you have the expectation right, and you do it the right way.

[00:34:49] Corey Berrier: So would you say, so I guess Facebook more for branding really. And look, if you will just talk about, you know, cuz I'm sure you've had people come to you, they're like, yeah, you know what I do Facebook ads. And you're like, well what does that mean exactly? Well I mean I boost post like how effect that cannot be effective.

[00:35:07] And 

[00:35:08] Bernie Ollila: the same thing cuz in the, I mean, boosted posts are good in some cases too, but that's, it's not for the people that are gonna be listening to something like this, like your Facebook ads. You can go in and you can target people based on like the kind of car they drive, like, you know what I mean? The age, how many kids they have, what age their kids are, what kind of content they interact with.

[00:35:27] You know, you can target them based on who they are. It's a difference between Google and social. Social. You're going after people based on who they are and on search, you're doing it based on what they want. So that's kind of the distinction. So if you can, if you have something that you know is gonna resonate with people of a certain age and make a certain income live in a certain area.

[00:35:44] Then you should start using Facebook to get in front of them so they know who you are. But you're not gonna sell a $20,000 new, you know, air conditioner and furnace from Facebook. I mean, maybe you will, but it doesn't happen that often. Yeah. But that's, that would be my expectation. That's the way I would explain it to people.

[00:36:01] That 

[00:36:02] Corey Berrier: makes sense. Plus, you know, obviously if you're running ads, then that helps your Google ranking. Right. I would imagine. 

[00:36:11] Bernie Ollila: If you're running ads on Facebook, no, 

[00:36:12] Corey Berrier: I don't think so. No. On 

[00:36:14] Bernie Ollila: Google. Sorry. Oh, well, yeah. Google's not gonna admit that, but yeah they want you playing in their sandbox.

[00:36:19] Like if you're spending money on Google ads and if you're, you know, doing Google My Business the right way, and you're marking your local service ads stuff booked and you're doing the right things, then yeah they call themselves an ecosystem. But what it means to somebody like me is, okay, if I pay money here, I should also do well over here.

[00:36:35] Right. Right. I would say is there proof on that? No, but like, just think about it. It's makes 

[00:36:40] Corey Berrier: sense. Yeah. I mean, if somebody's paying me money, then I would support them more than I would somebody that wasn't paying me money. Just common sense. 

[00:36:48] Bernie Ollila: My album would favor you all day long. I'd be like, great court keep giving me money.

[00:36:52] Right. Of course. Man, you wanna rank on in maps too. No problem, buddy. So 

[00:36:58] Corey Berrier: have you, do you know, I don't know if you would know this or not, but in terms of search, like, you know, I'll be honest I go to chat if I wanna know something, if I just want an answer to something, I go to chat, I use chat for my search engine more than I do Google.

[00:37:14] Hands down at this point. Yeah. Now I don't go on there searching for a service company. But if, yeah. Does that 

[00:37:21] Bernie Ollila: make sense? Yeah, you use it to ask questions, right? Yep. Yeah. I would use, yeah, Google's good for that too. But chappy like chat, G p t's also good. I think I, most people are, I think, do the same thing that I do, which is like, it varies depending on what's at hand.

[00:37:38] You know? Sometimes it's Siri, [00:37:40] if I'm at my desk during the day, it's gonna be Google. And it depends on like how, like intricate it is. If I'm like, yo, how do I change the, you know, the wire on my weed wacker, I'm gonna go to Google. You know what I mean? But if it's like, A simple question like, who's leading the majors in home runs right now?

[00:37:53] I'll just ask like Alexa or something like that. 

[00:37:58] Corey Berrier: So you bring up an interesting point and I know we gotta get rolling, but how much are you seeing the difference in somebody typing in a request or using Siri to find, let's just say a plumber company or whatever? Yeah. Is that is 

[00:38:17] Bernie Ollila: the thing, correct.

[00:38:18] Yeah. And like a couple years ago, for multiple years in a row, it was always voice search is coming, voice search is coming, and it never, people still just type in their phones. You know, people don't wanna be walking around all day on the subway, hey you know, whatever, that it's not happening. At home what you can do is, you know, there's certain things like Apple maps.

[00:38:42] I believe Apple, Yelp, and Amazon are all kind of the same. Thing there with voice search. So like, whatever you're searching on your Alexa is gonna pull in the info from Apple Maps and Yelp and things like that. So that's kind of how it plays in together. But yeah, voice isn't, nobody's done it. Right?

[00:39:01] People do it the same way they do it now, same as it was back then when it first came out. It's cool, but it's not. But 

[00:39:07] Corey Berrier: can you pay for is voice search and regular search two different things in terms of like paying for digital marketing. 

[00:39:17] Bernie Ollila: Oh, no, I don't think so. I know you can do ads in on Amazon.

[00:39:24] I would say that's probably where it's the biggest difference, but on Google, you're not gonna get different results from voice than you are from typing something into a search bar. Okay. 

[00:39:33] Corey Berrier: I just didn't know if that would potentially be two different, two different structures. Like I could, cuz I, I use voice.

[00:39:40] I use voice for everything. Yeah. And so it, it would make sense that, I mean, anything that I wanna look up, I use voice for it cuz I'm just, you know, I just too impatient type of, I think 

[00:39:51] Bernie Ollila: everybody thought it was gonna be back in the day, but it never happened. That's weird. Yeah. It's really weird.

[00:39:58] Corey Berrier: Because it's an easier way. Well, and I don't know if you've used anything with Whisper. Whisper is like that inside of chat. Well, it's inside of the developer side of it. But dude, that thing picks up and even if you don't complete what you're seeing, it completes it for you and it's pretty damn spot on.

[00:40:16] Yeah, it's pretty cool. It's wild. Yeah. So, well listen, my man, I really appreciate you coming on today. It's been a great conversation. 

[00:40:26] Bernie Ollila: Dude, anytime. It's a pleasure. I love it. And if anybody out there needs can I plug real quick? Yeah, please do. Anybody out there if you need help with your marketing, if you want me to just take a look at your SEO paper, click social media, just hit me up.

[00:40:39] It'll be a free consultation. Be just message you're coming from Corey. And we'll talk. It's one seo.com. 

[00:40:45] Corey Berrier: Perfect. And yeah, reach out to Bernie. He's good dude. He'll do you right. 

[00:40:51] Bernie Ollila: Same dude, Corey, appreciate you. Pleasure. See you man. See you later, 

[00:40:55] Corey Berrier: brother.