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UNmiss
  • 5.0 (3)
  • Marketing

Actionable conversations about SEO, marketing, business growth, and the people building what comes next.

  1. Feb 23

    Marketing Strategy in 2026 (#863)

    Marketing strategy often looks simple on the surface, but understanding why it works is what separates strong companies from the rest. Rich M. Smith, MBA, joins the conversation to share lessons from more than 30 years in marketing leadership, including roles as CMO, advisor, investor, and founder. Throughout his career, Rich has helped companies in financial services, healthcare, mortgage, and technology industries generate billions in revenue by combining behavioral science with practical marketing execution. As the founder of Rich M. Smith Growth Studio and host of The Revenue Science Podcast, Rich focuses on helping CEOs and leadership teams understand the psychology behind growth, positioning, and decision-making. His work bridges the gap between marketing teams and the boardroom by translating strategy into clear, measurable business outcomes. In this episode, Rich explains why many organizations struggle not because they lack ideas, but because they do not fully understand what drives customer decisions or how marketing strategy connects to revenue. In this episode, you will learn: → Why behavioral science plays a critical role in modern marketing strategy → How leaders can align marketing decisions with business outcomes and revenue goals → What differentiates companies in competitive markets beyond product and pricing → How messaging and positioning influence customer perception and trust → Why predictable growth comes from systems, not isolated tactics This conversation is especially valuable for founders, executives, and marketers who want to move beyond tactics and understand the deeper drivers behind sustainable business growth.

  2. Feb 18

    How Amazon Became My CPG Brand’s Biggest Growth Lever (#862)

    Your Shopify store is a vanity metric. Your Amazon listing is a bank account. Nik Hall, founder of Vitafive and now a partner at 1984 Ventures, learned this the hard way. When he launched his gummy vitamin brand, he followed the standard playbook: expensive Facebook ads driving traffic to a custom D2C site. The result? High Customer Acquisition Costs (CAC) and low retention. Then he flipped the script. He stopped treating Amazon as a "secondary channel" and made it his primary growth lever. In this episode, Nik breaks down how he used Amazon’s massive traffic stream to lower his CAC by 40-60% compared to direct ads. He explains that for CPG brands, Amazon isn't just a marketplace—it's a paid discovery engine where the customer "intent to buy" is already at 100%. In this episode, you will learn: The "Subscribe & Save" Valuation: Why recurring revenue on Amazon is the single most important metric for investors looking to buy your brand (and how to maximize it). The "Pack Size" Pivot: How changing his packaging from "custom daily packs" to "monthly pouches" specifically for Amazon logistics unlocked his profitability. Review Velocity: The specific launch strategy Nik used to get hundreds of compliant reviews in the first 90 days, burying competitors who had been there for years. Agency vs. In-House: Why Nik eventually fired 7 different agencies to build his own internal team, and the specific KPIs he tracks daily. Stop burning cash on "brand awareness." Start building a machine that prints cash flow. This diagram illustrates how Amazon's "Subscribe & Save" program creates a compounding revenue loop, which is central to Nik Hall's strategy for increasing brand valuation.

  3. Feb 16

    The old B2B content playbook is dead, here's the new one (#861)

    The "Publish and Pray" era is over. Welcome to the era of Distribution. Lars Lofgren, former Director of Growth at KISSmetrics and I Will Teach You To Be Rich, has a brutal reality check for B2B marketers: The "HubSpot Playbook" (write generic SEO posts gate with an ebook nurture via email) is dead. Why? Because the supply of "How-To" content has exploded while demand has flattened. In a world where AI can write a standard blog post in seconds, "informational" content is now a commodity with a value of near zero. In this episode, Lars breaks down why most B2B blogs are "digital graveyards" and outlines the New Playbook: shifting from a "Content Marketing" function to a "Media Company" mindset. In this episode, you will learn: The Saturation Crisis: Why doubling your publishing volume will likely decrease your qualified leads in 2026.Opinion Information: Why "Point of View" (POV) content is the only moat left against AI search engines. The Distribution Flip: Why you should spend 20% of your time creating and 80% promoting (and the exact channels that still work).The "Barbell Strategy": How to balance high-effort thought leadership with low-effort programmatic pages, ignoring the "messy middle. "If you are still measuring success by "words written per week," this episode will change your entire operating system.

  4. Feb 13

    Luxury Design Meets Systems: Scaling Brands with Alisa Sparks (#860)

    In this episode of the UNmiss podcast, host Anatolii Ulitovskyi sits down with Alisa Sparks, the powerhouse behind Linden Creek. We’re stripping away the "fluff" to look at the gears behind a luxury brand. Alisa breaks down how she simultaneously scaled a high-end design aesthetic while building a rigorous operational ecosystem through the Linden Creek Shoppe and Archd. For the SEOs, marketers, and AI enthusiasts watching, this is a masterclass in brand authority. You’ll learn how to bridge the gap between creative vision and the technical infrastructure—AI-driven or manual—that keeps a business profitable. Key Takeaways from Alisa Sparks \t The Dual-Engine Model: Why you must build your operational "back-end" with the same precision as your customer-facing "luxury" brand. \t Ecosystem Expansion: Insights into how the Linden Creek Shoppe and Archd serve as functional pillars that support and scale the core design business. \t Infrastructure for Growth: How creating a repeatable system allows you to implement AI and automation without losing the "human touch" required in luxury markets. \t Authority & SEO: Why a strong operational foundation is the secret weapon for building a brand that Google (and humans) actually trust. \t Modern Marketing Mindset: Moving beyond surface-level tactics to build a business that is "unmissable" through consistency and technical excellence.

  5. Feb 11

    Build for Bots, Create for Humans (#859)

    Ian Lurie, founder of Portent and a 30-year veteran of the digital trenches, believes the industry is panicking for the wrong reasons. While everyone is clamoring to "automate everything" with AI, Ian argues that the most discoverable sites in 2026 are actually leaning harder into human psychology. In this episode, Ian breaks down his "Golden Rule" for the modern web: Technical SEO is for discovery (Bots), but Content is for conversion (Humans). If you mix these up—trying to trick bots with content or bore humans with technical jargon—you lose. Ian shares specific, data-backed tactics on how to structure your site so that AI "Answer Engines" can easily parse it, without sacrificing the narrative flow that keeps humans reading. In this episode, you will learn: "Chunking" Optimization: Why breaking content into logical "chunks" is the #1 tactic for winning both Passage Ranking algorithms and human attention spans. The AI Collaborator: How to use AI for high-volume "grunt work" (like generating alt text for 27,000 images or writing regex) without letting it touch your brand voice.Metric Shift: Why "Click-Through Rate" is becoming a vanity metric and why you must switch to measuring "Brand Lift" in a zero-click world.The "Viability" Checklist: The specific technical signals (speed, rendering, structure) that ensure you are even invited to the game before you start playing. Stop trying to out-robot the robots. Learn how to be the signal in the noise.

  6. Feb 9

    SEO in 2026: What is working? (#858)

    While the enterprise giants fight over AI agents, local businesses just need the phone to ring. Shannon Kinney, Founder of Dream Local Digital and a veteran of the newspaper-to-digital transition, argues that for 90% of businesses, "Global SEO" is a distraction. In 2026, the battle for local dominance isn't won by keywords—it's won by Trust Signals. With AI Overviews (SGE) now handling the majority of "near me" queries without ever sending a user to a website, Shannon explains why your "Digital Footprint" matters more than your domain authority. She breaks down her agency's "HoneyBadger" approach: a tenacious, multi-channel mix that forces Google to see your business as a legitimate entity, not just a set of keywords. In this episode, you will learn: The "Trust" Metric: Why Google's 2026 algorithm favors businesses with consistent "offline" signals (reviews, local news mentions, community events) over those with perfect on-page SEO. The New Homepage: Why you should spend 50% of your optimization time on your Google Business Profile (GBP) and Apple Maps, rather than your actual website. "Near Me" Nuance: How to win the hyper-local queries that AI agents prioritize (and why "generic" content is invisible to them). The Multi-Channel Safety Net: Why relying solely on organic search is dangerous for SMBs, and how to use low-budget paid ads to "feed" your organic data. Stop optimizing for robots that don't buy from you. Start building the local authority that human neighbors (and AI agents) actually trust. This diagram visualizes how off-site signals (Reviews, Mentions, GBP) now outweigh traditional on-site factors for local search visibility.

  7. Feb 6

    AI SEO in 2026 (#857)

    Google is no longer just a library of links—it's a child that needs to be educated. Jason Barnard, the "Brand SERP Guy" and CEO of Kalicube, argues that the traditional SEO model is broken. In 2026, we have entered the era of Brand Entity SEO, where algorithms don't just match keywords; they "understand" who you are. If you aren't a trusted entity in the Knowledge Graph, you are invisible to the AI agents that now control search. In this episode, Jason reveals why "traffic" is the wrong KPI for the AI era and introduces his Algorithmic Trinity (Search Engines, LLMs, and Knowledge Graphs). He explains that your goal isn't to trick the bot, but to teach it—using a consistent "Entity Home" that acts as the single source of truth for every AI model from Google to ChatGPT. In this episode, you will learn: The "Trinity" Strategy: How to optimize simultaneously for the three gatekeepers of 2026: The Search Engine (Discovery), The Knowledge Graph (Fact-Checking), and The LLM (Conversation). The Kalicube Process: The 3-step framework (Understandability, Credibility, Deliverability) to take control of what AI says about your brand when you're not in the room. Entity Home: Why having a fragmented digital footprint confuses the "child" (Google) and how to consolidate your signals into one irrefutable truth. Beyond the Click: Why you must stop obsessing over website visits and start optimizing for the "Zero-Click" brand impressions that actually drive revenue. Stop playing hide-and-seek with algorithms. Start handing them your business card.

  8. Feb 4

    SEO in 2026: What changed? (#856)

    Adrian Newman, President of Numero Uno Web Solutions and a 25-year veteran of the digital trenches, has a warning for 2026: If you are still chasing "search volume," you are fighting a losing war. With AI Overviews and ChatGPT now acting as "Answer Engines" (AEO), the metric that matters most is no longer traffic—it is trust. In this episode, Adrian dissects why traditional "keyword stuffing" strategies are now actively hurting rankings. He explains that 2026 is the year of Conversational Relevance. Just as a shopkeeper in New Market succeeds by answering specific customer questions rather than just shouting product names, your website must pivot from "matching words" to "providing solutions" if you want to be cited by the AI.In this episode, you will learn: The "Kill" Strategy: Why Adrian says the #1 mistake businesses make is prioritizing generic keywords over long-tail questions.AEO vs. SEO: How to structure your content so it gets picked up by ChatGPT and Gemini (the new "Position Zero"). The Trust Signal: Why Google’s algorithms are weighting "Trustworthiness" higher than backlinks in 2026.Mobile Reality: Why "responsive" isn't enough anymore and how "thumb-friendly" design impacts your SEO score. Stop optimizing for robots that no longer exist. Start optimizing for the answers people actually need.

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