Website Strategy: Mastering SEO To Humanize Your Brand And Navigate Litigation With Michael Buzinski | Ep. 237

COGE 237 | Master SEO

 

In this episode, Eric Anderton engages in a captivating conversation with Michael “Buzz” Buzinski, an expert in website strategy, search engine optimization (SEO), and integrated marketing.

Buzz provides a comprehensive understanding of SEO and its crucial role in enhancing a construction contractor’s website performance, online visibility, and lead generation.

Discover effective techniques for humanizing your brand by leveraging community relationships, building trust, and positioning yourself as a reliable and approachable industry expert.

Gain valuable insights on using SEO as a strategic tool to navigate potential challenges, including litigation, and protect your brand’s reputation in the digital landscape.

Learn how to optimize your website strategy by incorporating SEO best practices, keyword research, content optimization, and user experience enhancements.

Buzz shares practical recommendations for contractors seeking to dive into SEO, whether through DIY efforts using reputable online tools or by partnering with an experienced search engine marketing firm.

Explore the long-term benefits of SEO and the importance of considering the full marketing ecosystem to maximize return on investment (ROI) and drive sustainable business growth.

Connect with Michael “Buzz” Buzinski at Buzzworthy.biz to leverage his expertise in website strategy, SEO, and integrated marketing for your construction business.

Contact Buzz via email at [email protected] or by phone at 907-382-7625.

Connect with Buzz on LinkedIn: https://www.linkedin.com/in/MichaelBuzinski/

Don’t miss this enlightening episode where Eric and Buzz delve into the realm of website strategy and its pivotal connection to SEO. Whether you’re aiming to humanize your brand, optimize your online presence, or effectively navigate potential reputation challenges, their insights will equip you with actionable strategies to elevate your construction business. Tune in now to master the art of SEO and propel your website performance to new heights.

 

Get in Touch with Eric:

Interested in executive coaching? Eric offers invaluable insights and practical advice that can guide your leadership journey in the construction industry. Schedule a quick 10-minute conversation with him through the following link: 10minuteswitheric.youcanbook.me

For more hands-on, practical, and effective leadership advice, be sure to get a copy of Eric’s book “Construction Genius: Effective, Hands-On, Practical, Simple, No-BS Leadership, Strategy, Sales, and Marketing Advice for Construction Companies.” Available on Amazon. The book provides a wealth of knowledge that every construction professional can benefit from. Don’t miss out on the opportunity to elevate your leadership, strategy, sales, and marketing game in the construction sector.

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Website Strategy: Mastering SEO To Humanize Your Brand And Navigate Litigation With Michael Buzinski

Insights And Strategies For Construction Contractors To Boost Their Online Presence And Protect Their Reputation

Your internet presence is a vital part of your marketing approach and many people interact with your business initially through internet searches. They may not buy from you because of your website but they’ll get to know you through your website. That’s why it’s important for you to be able to understand how to maximize the visibility of your website to the right types of people and also manage your reputation online. Those two aspects of internet marketing are the topics of discussion with my guest, Michael Buzinski, a returning guest.

He is the President of Buzzworthy Integrated Marketing. He is an expert at all things internet marketing related. Think of it this way, if you ever go through litigation and that litigation becomes public on one of the projects that you work on and you want to be able to manage your reputation through that litigation, this episode will tell you exactly how to do that. Thank you for reading. Enjoy my conversation with Michael.

Buzz, welcome back to the show.

Thanks for having me back.

I always have experts back on the show if I can because tapping expertise in particular domain areas can be very helpful for my audience. I appreciate you coming back on.

I love sharing.

In this episode, we’re going to talk about a topic that may not be at the top of mind for a lot of contractors. That is SEO or Search Engine Optimization. It has everything to do with people being able to find your company on the internet. Not just people in general but the right types of people. Let me kick it off and hand it over to you. Please explain to our audience what is SEO.

SEO specifically is Search Engine Optimization. What we’re doing here is optimizing your website so that Google’s algorithms will consider putting your website at the top of their search engine results page when searching for keywords most relevant to the services you provide.

What do you mean by keywords?

People utilize search engines to either answer questions, solve problems or find products. It’s pretty much the top three things. For service-based businesses like contractors, construction and all that stuff, they’re looking for answers on how something gets done or who can do it for them. They’re going to use certain keywords to find answers to those. SEO identifies the most commonly used words and phrases because there are keyword phrases as well that are used specifically by users over and over again. We can pinpoint these highly utilized phrases for very specific intents, which leads to why are they looking this up.

There are four types of intent when we talk about search. One is for information so they’re looking for information and want an answer to a question. Another one is navigational. It’s when they’re looking to get somewhere, looking for somebody in a certain location, that type of thing. There’s commercial. It’s when they’re deciding whom to do business with or what options we have for doing business or buying. We then have transactional, people who are ready to buy and trying to figure out who they’re going to buy it from. We can identify the intent for different types of keywords. That’s why it’s important to have SEO focus on those commercial and transactional keywords that are specific to the services you provide.

When we start talking about SEO or Search Engine Optimization, it becomes this fuzzy ball or whatever you want to call it. How do I know what those keywords are?

You have to do keyword research. There are two ways you can do that. There is a free website called AskThePublic.com. That one right there, you type in the topic of what you were talking about so maybe your service. Neil Patel owns that one. He’s a renowned search engine marketing guy. He has a lot of free stuff. He’s got some stuff you can buy and all that good stuff.

The other side of that, while I’m looking this up is to have somebody professional do the research for you. That’s why you can do it yourself. You can identify those. You can take that and plug it into the Google AdWord research tool, which will tell you how many times those terms are being looked up. You’re looking for those that have been searched for on a regular basis.

For individual companies, we don’t want broad terms. If you’re a commercial contractor, say in Miami, you don’t want a commercial contractor. You don’t need to rank for that. You want a commercial contractor in Miami that specializes in something. It could be X type of contractor in Miami. Use that as your starting point, find out what related keywords are being searched there and then find a few. We usually start between 10 and 25 keywords. Start with a small pool because you want to stay focused and then focus on those. What you’re looking for is how to hire one and who are the best ones.

Do you mean how to hire a contractor and who are the best contractors?

Exactly. You want to find those. You don’t need them to have thousands of searches. Just a couple of hundred is fine. Even 100 is great. A conversion rate is how many people reach out to you versus how many people come to the website. Out of 100, if you have a 2% conversion rate, that means 2 people called you for more information. For every hundred people, if you have about a 2% conversion rate, you’re doing okay. That means you’re getting two phone calls. If you have 10,000, that’s a lot of phone calls. That’s 200 phone calls.

You don’t want 200 phone calls coming in because they’re probably not going to be good leads. Also, you can’t handle that many, especially in commercial contracting. If you get somebody that is interested, there’s a lot of work that goes between starting the proposal process and getting the deal. You want high-quality traffic. You want to be very specific on the keywords utilizing and finding certain vernacular that your perfect clientele utilizes to find you or what other people like them will use to find you as well.

My job is probably to outsource all of this because I don’t want to spend my time as a CEO of a construction company thinking about this. Either I need to insource it to a marketing expert that I already hired or take someone from the outside and have them do it.

We work with a lot of in-house marketing firms that are very capable people but SEO is its own little beast. There’s a layer of technical know-how and then another layer of creative know-how. It’s also a lot of numbers. My SEO because our firm offers it. That’s a different breed than my other employees. That whole team talks a little bit differently. Those that geek out on SEO and are passionate about it, that’s the people you want. You don’t want a dabbler or somebody who says, “I read a book about it. I did a little bit of that for the last company I worked for.”

You want somebody who knows what they’re doing. You can go down a lot of rabbit holes and waste a lot of time, energy and money on the wrong keywords. That means that the wrong people come to your website and the wrong people are contacting you and wasting your resources. The worst thing to do is get the wrong phone calls at the end of that process because it’s a long process.

SEO is key in terms of being found when people are looking for my construction services. One of the things that has come into public consciousness is AI. How does AI affect SEO optimization for commercial construction companies specifically?

AI is Artificial Intelligence. It’s not human. There are a lot of people out there going, “When we talk about SEO, we usually have to take into account that you have to have content for the search engines to chew on to understand whether or not you are the person that the searcher is wanting to talk to.” A lot of what we do is help our clients with authority building and that means there’s content. The easiest one is blogging because it’s all text. It’s something that the search engines can chew on and it’s easily consumable by the user.

Video is part of that but Google can’t listen to audio to tell you what it is. Unless you have the transcript of your video, it doesn’t know how. There is optimization for videos on YouTube and that’s a different beast altogether there but the same concepts matter. When we talk about blogging, there are a lot of people who say, “We’ll have AI write our blogs for us.” Even if you’re good with prompts, if you’ve ever read what AI, like ChatGPT, will spit out for you, you’re probably not going to want to have anybody read that and then have your name at the end. It’s not that good.

What we see is utilizing ChatGPT and other AI tools to accelerate the human process of writing and creating content. I’ll give you an example. When I write blogs for my business, the worst part of writing a blog is the first word on the page. Blank page syndrome bites me every single time. I’ve been writing for decades. Just getting started. I have found going to ChatGPT and I tell the computer who I am. “I’m Michael Buzinski”

The worst part of writing a blog is the first word on the page. Share on X

They can go search for my expertise that’s already there. That’s for me. Either way, you can say, “Pretend you are this.” They’ll then be able to create that context. “I’m writing a blog. I need an outline to highlight these main points.” It then spits out this outline. We copy that outline and put it on that blank page. We don’t have blank pages anymore. We just have to fill in each of those.

Another way that I’ve found in writing blogs is sometimes I need to get technical. I hate writing technical pieces because you have to do so much fact-checking. ChatGPT doesn’t always get it right so you need to fact-check their facts. If you have something technical that you need to write about, have them write that paragraph and then you go through and edit it. That’s a lot faster. If you can get it 80% of the way there, that 20% human interaction is all that you need to make it yours and very consumable by other human beings.

Let me summarize that because you bring up some important points. Typically, the stuff that ChatGPT spits out is pretty soulless but using it as a starting point is very good. Getting that outline and then adding in your expertise, correcting ChatGPT when it’s not doing what you want it to do or you know it’s incorrect or you fact-check it and find out it’s incorrect. As you do that, you can use it as a real tool, not as a complete substitute for yourself but as an aid and a tool. Is that what I’m hearing?

I call it an accelerator. AI optimized as one of my friends calls it. You have to keep that human element in it. Otherwise, you are only regurgitating what everybody else is regurgitating that’s using AI because what is AI doing? Taking what’s already out there from 2021 and before. Pretty soon, Google will have its AI called Bard that’ll be live and not telling people to run bridges.

ChatGPT got an upgrade. You can search on the web as well within ChatGPT.

That was brand new. That’s right. Google will then have it but Google’s plugging theirs into Google Sheets. You can use ChatGPT in Google as well so there are extensions for that as well. Whoever engine you want to use is fine because there’s going to be that competition. Whose robot is the smartest? We have to remember that these robots are children’s brains that have been programmed to learn things that it’s told. The early AI we were looking at is regurgitating what it can find in a database. Now, we can teach it skills.

One of the platforms that we offer our clients is Client Relations Management or CRM. What we’re doing with it is plugging in an AI that allows our users to talk to the platform and say, “I want to be able to do XYZ,” and then it goes in there. We also have a chat that we’ve taught the platform too that then can talk to somebody else who’s trying to program things in the CRM. It walks them through it in regular speech. All they have to do is chat with it. It’s like having a human being but they can think a lot faster and they don’t have to reference anything that they might not be as familiar with automatically.

You can also have these chatbots start conversations. “Do you do XYZ?” You can answer all these frequently asked questions and anything beyond that, “You need to get on the horn with an actual human being. Let me set that up for you.” All of these mundane actions that are happening online are getting replaced by AI. I’d say 80% of the things that a lot of people have offshored for the last several years are going to start getting replaced by AI.

With that said, be very careful what you’re replacing humans with AI for because you want to make sure your customer service is human. Computers can emulate human emotion but they don’t understand it. They can make it seem like they are being empathetic but all they understand is input and output. It’s still a computer.

I can then use ChatGPT in a variety of different ways in my business. One of them is to help me as I’ve optimized my SEO to create articles that are blog posts and other content that is optimized for the keywords so that I can be seen as far as search is concerned. How then can I go about identifying what would be my most profitable clients or leads that I need to target through my search engine optimization?

I call it the Perfectly Profitable Prospect or PPP. When we’re talking about a company that is established, we don’t go online. We go to our already profitable clients. We make profiles of them and interview them directly. “Why did you pick us? What did you like about doing business with us? What could we have done better?” You can do a lot of different things all at the same time as far as doing that market research because that’s all it is. Market research is going out there and asking questions. “Who better than your currently most profitable clients or your past profitable clients?”

All of that’s good but then you also want to start asking questions like, “Where do you hang out? Where do you consume content? What social media platforms do you hang out on? What television do you watch? What kind of radio do you listen to?” I’m asking all of those questions because when we’re going to look for traffic, we’re going to utilize the commonalities between those interviews and go, “Here’s a correlation. All of our perfect clients do X. All of our perfect clients like to read this. They listen to these podcasts. They read these publications, watch these TV shows and listen to this radio.” You’re creating that perfectly profitable prospect’s profile.

If I’m a commercial contractor, what do I care about? What podcasts do they listen to or have that personal aspect of it? Isn’t it just all business?

I don’t think so. Human beings buy from other human beings and we’re not always thinking about business. We are building authority much like we are doing. We’re talking about what we were passionate about. When we are in business, sometimes we’re listening to other people’s stories, triple over an expert and go, “I didn’t even think about XYZ.” They don’t know what they don’t know and then all of a sudden, you’re there. When you’re advertising and pushing traffic to your website, let’s go this way. Local hospitals. Do you think hospitals need to advertise?

No.

They do. Why? It’s because they’re humanizing their existence in the community. Commercial contractors can get big and yes, we get to see their names on the side of the skeletons of buildings as they’re going up or on the cyclone fence around the perimeter of a new construction site. That’s great. We know that you do that. What are you doing for the community? It’s the humanity that your prospects are going to remember. Not always just the sign. The sign says you mean business but when you find ways to connect with people when they’re not even thinking about construction, that humanizes your brand and you as a community member and people do business with people.

COGE 237 | Master SEO
Master SEO: It’s the human that your future prospects are going to remember, not just the sign that says you mean business. When you find ways to connect with people when they’re not even thinking about construction, that humanizes your brand and you as a community member. And people do business with people.

 

Let’s talk a little bit more about humanizing your brand. Many people who are reading this show are like, “SEO is cool in terms of lead generation.” I have people calling me, “I don’t lack leads,” but there’s this idea of humanizing the brand. Why is that important, do you think, for a commercial contractor?

Contractors in general and general contractors that probably have it the worst don’t have a good reputation. They just don’t. The industry doesn’t. As a marketer, I run into the same thing. There are a lot of bad marketers out there. They don’t play nice or do what they’re supposed to do. They leave jobs half-done. Marketing isn’t construction. When you are able to make your differentiation that you are part of the community, what are the chances you’re going to leave a job half done? What are the chances you’re going to short somebody on a deal? You’re part of the community. You’re creating trust because you’re approachable. “I can find you. I can relate to you as a person.”

If you have two RFPs sitting there and all you see is black and white, white paper, black ink, numbers at the bottom and the numbers are close, especially when you’re talking tens of millions of dollars. Who are you going to go after? We know that constructions are about whom you know and not how good you are a lot of times. When it comes down to it, “Whom do you know?”

I have clients who are like, “I don’t do half the RFPs because I know who’s going to get that job already. I already know who they know. It’s that person. I can’t get over the relationship they have. I still have to work that network to be able to get that net worth.” That’s where that humanization of your brand comes where it’s not just business. You’re a community member. The more community you know, the more people are going to approach you.

How do you recommend a contractor go about identifying the community members who are not necessarily directly related to construction but would be the ones that you want to build relationships with so that when people are thinking about those companies, they associate you with them in the same bucket of thought?

It’s not about the community members that are going to connect you to construction again. It’s going to be about community members who can work towards something bigger than yourself. I’m going to go back to the hospital. I was talking to a friend of mine who is a business development at HSHS, St. John’s Hospital here in Springfield, Illinois where I live. The big wig said, “They’re not going to sponsor this certain community event this year.” He was like, “Wait a second. That’s my big place to be in the community.”

That top-of-mind awareness where it’s like, John in HSHS and this nonprofit or event giving back to the community or whatever that is. That juxtaposition is the humanizing element. Even if it’s just by name, HSHS, as a hospital is getting humanized but the humans who work for them are also getting that same benefit by being at the event and they have their HSHS hospital embroidery on their shirt or they have the hat or their name tag.

That transcends all industries, especially construction because it impacts the community. Every project you do has an impact on your community and how you handle that is also a part of humanization. If you don’t take care of the neighbors of your construction sites, you know you’re going to make a bad reputation. Donald Trump is a good example of that. A lot of people got burned by that guy and there’s a lot of people who have nothing good to say about him because of it. Regardless of whatever else he’s done in his life, when it comes to those real estate deals and how he handled contractors and construction sites, reputation is everything.

COGE 237 | Master SEO
Master SEO: Every project you do has an impact on your community and how you handle that is also a part of humanization. If you don’t take care of the neighbors of your construction sites, you’re going to make a bad reputation.

 

When we’re trying to pick out who in the community we should be getting ourselves connected with, I say follow your heart and what you find most important in your community. What can you get passionate about? The authenticity of whatever that is is the most humanizing factor that you can get and you can’t synthesize that.

That takes a great deal of thought in terms of that humanizing part of marketing. Some people might be reluctant to even allocate time and budget towards that. What’s your recommendation for the first steps in terms of that broader marketing approach that a larger company should be taking on?

If you don’t want to do the homework yourself, bring in a consultant that can shortcut the process, somebody who’s done it over and over again and has a methodology that you can walk through in a short amount of time. They then can take some of that, do a little bit of research in the background and then come back and help you with a strategy moving forward that meets your criteria of bandwidth, budget and all those things.

If you don't want to do the homework yourself, bring in a consultant that can shortcut the process. Share on X

How should I be thinking about an ROI here? I understand if I spend $10,000 on pay-per-click advertising and hope to see some sort of ROI there. If I’m doing this general marketing, which we know a lot of larger corporations do, how do I justify that to myself in terms of an ROI?

There are a couple of ways of approaching it. If you worked with a public relations company, their whole gig is about how many impressions you get. When we talk about SEO, it’s about how many visits you get. There’s always going to be some level of measurement that you can put forth or put against your efforts. When we talk about branding, it’s fuzzy math because branding gets interlaced with everything you do. The homework you do with your branding strategy upfront permeates through all of those tactics. Unfortunately, there’s no way to say, “That branding brought that project.” No. It’s your ecosystem of marketing working together that creates the end output of sales or whatever you’re measuring.

That ecosystem of marketing is something where there’s a degree of vagueness to it. There isn’t like if you spend $1 on this, you will get $2 in return in this amount of time. Let me ask you this. Sometimes what we kick around about is how can I protect my brand in the marketplace when I’ve associated myself directly or indirectly with other brands that may be tainted.

Before I answer it, can I go back to the last?

Please do.

When we talk about your integrated marketing ecosystem, we have to think about the long game. What you’re doing in branding will take up to a year to have as effectiveness and then exponentially can create a return on investment over the next few years after that until you decide to do a rebrand. We can’t think about branding like an NA NB out. It is part of an eco.

We talked about being able to measure different outputs or returns on investment in different tactics. That’s okay. Just make sure that you put it in the full spectrum of your marketing. Not just always, “This one tactic didn’t have quite the 1.4% or 4.2%.” Whatever it is you are looking for your ROI, you got to look at that in the longer scheme of things and then also take a look at what is the length of time it takes for certain things to permeate through your marketing.

Back to juxtaposed with a tainted brand. The best thing to do is bury the relationship. We do this in SEO as well because sometimes reputation management is part of search engine optimization. When you get a bad review in reputation management, the only thing you can do is bury it with other reviews of five stars. If you get a 1-star review, the only thing you can do is bury it with a bunch of 5-star reviews.

I know tons of terrific contractors who get into litigation. That’s part of the gig sometimes and then that litigation hits the newspapers. As soon as you read a newspaper and you see that someone’s in litigation, you assume they’ve done something wrong. When it comes to that sort of dynamic, what should a construction company be doing when they have been unable to avoid litigation but still want to be able to protect their brand, particularly when the full story has not been told?

You hit the nail on the head. Start telling your side of the story. I had an unfortunate financial issue come up. It was an internal financial issue. It wasn’t public but it affected our outward capabilities. I got under this, “Everybody knows but nobody knows.” Not as many people know about the litigation as you think either. For the people who are paying attention, which are going to be the people who could do business with you or maybe stop doing business with you, you need to start telling your story immediately.

When I say that, you can’t be the finger pointer. Take zero notes from politicians. Getting ahead of it is telling your story and telling it candidly. Do not put your emotions into it. You don’t point fingers at anybody. You don’t call anybody a liar. You just say, “Unfortunately, we’re going through this litigation. We were in this project here.” You talk about the things that your lawyer will allow you to talk about publicly. You got to listen to your lawyer because you’ve got more money probably in the litigation on the line immediately than you do on your reputation. You want to be released from that.

COGE 237 | Master SEO
Master SEO: Start telling your story immediately. You can’t be the finger pointer, take zero notes from politicians. Try getting ahead of it, start telling your story, and telling it candidly.

 

Let’s say I am in some litigation and it gets resolved one way or the other but all of that information is still out there on the web. I’m assuming after the litigation’s been resolved and I’m freer to speak, I may need to go into one more proactive burying approach. Can you talk about that a little bit?

This is cool because the amount of competition for the keywords around that litigation is very low. We can create an SEO campaign that targets the keywords that news articles and everything are ranking for that bring up that court case. We create a short campaign where we bury the anti-press down. Even though you’re going up against the press, the local press is not as powerful as your national press.

If you get national, you have to get a good PR firm and do what you do. Let them do what they do. If you’re local litigation and it’s a pissing contest, then turn around, make it a non-pissing contest and bury it. You bury it by telling the facts and being candid about it. The thing is only 2% of the people are going to get to the second page. If you can get anything that’s working against you past the first page, you have a 98% chance of nobody ever seeing anything negative when it comes to that case specifically.

We’ve talked about what SEO is and how I can use AI to optimize my SEO. We’ve also talked about using SEO as part of my marketing strategy to humanize my brand. It’s interesting. SEO can also be used to help me with any kind of crisis management around issues of litigation.

Your PR. The whole point of SEO is exposure. You want to be at the top of the page when people are looking for something. You’re controlling the message top page, positive or negative. You ask the question, “What happens when you are associated with a bad brand?” We talked about burying it. What we’re going to do is start burying it by giving the search engine other things to look at when it comes to our name. Anything that we did with them, we’ll take off the internet because we can control that. If it’s not on the internet anymore, then they can’t search for it.

Do you mean pages on the website where I’ve been building with this guy, this gal or something like that? That’s what you’re saying.

Yeah. Any links that you have to their website, get them off. You disassociate yourself there. You then create another relationship and start promoting the heck out of it. Everything you do for about 3 to 6 months is about this new relationship and how you love doing it. This is a great time to lean into any community relationships you already have, any upcoming events that are there and make that the narrative. You ignore that other connection because it’ll disappear. Time erases all. This too shall pass.

If I want to take a little more of an intelligent dive into SEO as a construction company owner and I know I don’t have the time to do that myself, nor necessarily the interest or the capacity, what are some next steps that I should be taking to get my arms around this and leverage it for the benefit of my business?

There are two ways you can do it. One is to do it yourself. There are a lot of tools out there. There are some DIY things like SEMRush.com. There are different platforms to do it but almost everybody reading the show is going to go no. You’re talking about finding yourself a reputable search engine marketing firm. Not just any ad agency.

Do not go to your TV rep and ask them about SEO because they’re going to hire it out to somebody else. It’s going to be a third party that’s made a deal with their conglomerate and it’s systemized. You want somebody who will take you on in your market alone exclusively. Most TV and those bigger firms or the national firms won’t do that. For my firm, if we’re going after a group of keywords, we will not go after that group of keywords for anybody else.

Tell me why that’s important.

It’s because you can only have one winner. You have a firm that’s getting paid by two companies. The Yellow Pages used to be bad at this and I would call them out on it. They would say, “You should use us.” I’m like, “If I bring one of my clients to you to do this and you have another client that’s already doing it, who are you going to rank number one?” “Whoever pays the most.”

“That’s not how I do business. My people come to me because they want this. If I’m exclusive to them, that means I have one master.” You cannot serve two masters. If a firm’s already working with one of your big competitors, they’re not going to be a good servant to you because they’ve got two masters. We work with companies nationwide so that we can have multiple contractors across the nation and not have any competition.

Tell me how we can get in touch with you, Buzz. Tell us a little bit more about your company.

Buzzworthy.biz is our website. We are an integrated marketing firm. If you called us and said, “We read about you on the Construction Genius.” I’m going to say, “That’s great. We can talk about SEO but we’re going to talk about the big picture because we want to make sure SEO fits for you. We’re doing it for the right reasons.” That’s what we do.

When somebody comes to us, usually they’re coming to us for questions on a tactic. We are a strategy-first firm. That doesn’t mean tens of thousands of dollars to figure out who your profitable client is. It just means that we need to look at your strategy first and find out what tactics are going to work for you in your situation, your part of the industry and your location. We’re very specific on that.

How can people get in touch with you?

They can go to Buzzworthy.biz or if you want to contact me directly, you can find me on LinkedIn at Michael Buzinski and my email is [email protected].

Buzz, thanks for coming back to the show.

Thanks so much.

Thank you for reading my conversation with Michael. I hope you enjoyed it. I know I did. I thought it was particularly interesting to talk about reputation management, the humanizing of your brand online and the importance of who you associate with. Think about that a little bit. Whom is your brand associated with? Perhaps that’s not even in construction.

How can you influence that as you go forward and build your reputation? Feel free to connect with Michael through his website or LinkedIn. Share this episode with other people who you think would benefit from reading it. Finally, give me a review, a rating or both wherever you get your show. Thank you for reading.

 

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About Michael Buzinski

COGE 237 | Master SEOMichael “Buzz” Buzinski is a life-long entrepreneur, a digital marketing thought leader, an author, and the Chief Marketing Officer of Buzzworthy Integrated Marketing. He has worked with over 1200 service-centric businesses and helped their digital marketing deliver more predictable and profitable clients through their website. Using the Rule of 26, Michael can double any business’s website revenue. Michael’s sole mission is to help entrepreneurs avoid the time drain and frustration of managing profitable digital marketing campaigns and reduce the prevalence of entrepreneurial poverty across the country.
Michael’s passion for helping entrepreneurs sparks from his own 15 years of struggle in his own business. Buzz honorably separated from the US Air Force after 10 years of service to open a media production studio in 2005. Over the years, the studio grew into a multi-million dollar creative agency with a 13,000 square-foot facility and 25+ employees.
Unfortunately, Michael had grown himself broke. At the end of 2018, he shut the doors on Buzzbizz Creative, reimagined his business, and launched Buzzworthy Integrated Marketing in 2019.