Building Momentum

AltCMO
  • 5.0 (1)
  • MARKETING
  • UPDATED DAILY

Building Momentum is the podcast for construction leaders, marketers, and industry professionals who want to stay ahead of the curve. Hosted by fractional CMOs Ryan Kovach and Perryn Olson, we explore how AI, digital strategies, and modern marketing tools are transforming the way construction and trade companies win clients and attract top talent.

  1. Episode 28 - Quality SEO Over Quantity

    3D AGO

    Episode 28 - Quality SEO Over Quantity

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 From toxic backlinks and spam scores to outdated content and misaligned keywords, they explain how websites quietly attract the wrong prospects and waste your time.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

    32 min
  2. Episode 27 - Construction Career Pages That Convert: Recruitment Marketing Best Practices That Actually Work

    FEB 9

    Episode 27 - Construction Career Pages That Convert: Recruitment Marketing Best Practices That Actually Work

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

    43 min
  3. Episode 26 - AI and the Future of Hiring in Construction

    FEB 2

    Episode 26 - AI and the Future of Hiring in Construction

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

    42 min
  4. Episode 25 - Marketing Meets Recruiting: How to Use Digital Marketing to Fuel Talent Acquisition

    JAN 23

    Episode 25 - Marketing Meets Recruiting: How to Use Digital Marketing to Fuel Talent Acquisition

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

    41 min
  5. Episode 24 - Winning the War for Talent: How Construction Companies Build a Magnetic Employer Brand

    JAN 19

    Episode 24 - Winning the War for Talent: How Construction Companies Build a Magnetic Employer Brand

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

    42 min
  6. Episode 23 - Stop Chasing AI Detectors. Start Thinking Like a Human

    JAN 12

    Episode 23 - Stop Chasing AI Detectors. Start Thinking Like a Human

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

    33 min
  7. Episode 22 - How Contractors Can Maximize ChatGPT's New E-commerce Feature

    JAN 5

    Episode 22 - How Contractors Can Maximize ChatGPT's New E-commerce Feature

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

    52 min
  8. Episode 21 - Only 1 in 5 SMBs Feel “Very Confident” in Their Marketing

    12/30/2025

    Episode 21 - Only 1 in 5 SMBs Feel “Very Confident” in Their Marketing

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

    45 min
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About

Building Momentum is the podcast for construction leaders, marketers, and industry professionals who want to stay ahead of the curve. Hosted by fractional CMOs Ryan Kovach and Perryn Olson, we explore how AI, digital strategies, and modern marketing tools are transforming the way construction and trade companies win clients and attract top talent.

Information

  • Creator
    AltCMO
  • Years Active
    2025 - 2026
  • Episodes
    28
  • Rating
    Clean
  • Copyright
    © AltCMO
  • Show Website
    Building Momentum