Host: Bill White
Guest: Elizabeth Godfrey, Senior Content Manager, OffWhite Marketing
Runtime: ~10 minutes
In this episode of Off Script, host Bill White sits down with Senior Content Manager Elizabeth Godfrey to tackle a common, and costly, mistake B2B marketing teams make: working with multiple agencies that offer the same overlapping services.
Elizabeth draws on her experience as both a marketing director and content strategist to explain why the “a la carte” agency approach quietly undermines brand consistency, inflates workload, and creates communication breakdowns that are hard to untangle. The conversation covers practical steps any marketing manager can take to audit their current agency relationships and move toward a more integrated, partnership-based model.
[0:00] Introduction — Off Script and the Overlapping Agency Problem
[0:38] What “overlapping agencies” actually means and why it matters
[1:21] When multiple agencies make sense & when they don’t
[1:59] The risks in integrated marketing: algorithms, content, and disconnect
[2:43] Why marketing managers hide their agency relationships and what it costs them
[3:38] Brand narrative breakdown: more work, less cohesion, degraded identity
[4:10] The problem with freelancers and no one holding the center
[5:11] Balancing Martech tools, portals, and social across multiple partners
[6:38] When agencies start bidding against each other on ad buys
[7:18] Three steps: audit, consolidate, and centralize
[8:05] Prioritize communication (shared analytics, calendars, and strategy goals)
[8:34] Find a partner, not a vendor
[9:19] How OffWhite works with offshore teams and in-house marketing staff
[9:58] Closing thoughts: content is king, and words matter
[0:02] Intro: Hi again, this is Bill White, and we’re Off Script, talking shop with the OffWhite team about all things marketing here in the digital age. We want you to know more about what we do and how we might be able to make your life a little easier through integrated marketing programs that get results.
[0:22] Bill White: We’re talking today with Elizabeth Godfrey, our Senior Content Manager here at OffWhite. Elizabeth, we’re gonna talk about the concept of overlapping agencies and why that’s not really a good idea. What are your thoughts on that?
[0:38] Elizabeth Godfrey: Well, I think that we see this a lot from an agency perspective with different B2B businesses, especially larger companies. They tend to outsource their marketing needs to multiple different agencies. Really, what we mean by that overlapping concept of agencies though, is when businesses are using agencies that have overlapping services. So, it’s not inherently negative to have multiple marketing partners. The issue really comes from using agencies that directly compete with each other.
[01:21] Elizabeth Godfrey: So really, you’re using agencies that offer those same services. Now, the main problem with this is that while you can have those multiple agencies, if they’re meeting different needs, if they have different solutions under each roof, when you’re doing that with agencies that have shared services, most of the time, businesses do that in kind of an a la carte fashion. It becomes less of that partnership and more of a vendor relationship, and that leads to all sorts of different problems down the road.
[01:59] Bill White: Yeah, what kind of problems we see, especially in an integrated marketing, we, we know that one thing has an impact on other things, and now in the digital world with these algorithms, we get content that has to be tailored to what these search engines are looking for. Where are the risks there?
[02:21] Elizabeth Godfrey: Well, really, the risks are that in a perfect world, you can have multiple agencies who are able to work together in harmony for a shared client, but, again, it really only works if you’re using agencies that don’t have shared services. So, the problem then, I think, becomes from that marketing manager perspective, right? You’re trying to avoid any overt direct competition between the agencies that you’re partnering with. So, what then happens is, they don’t disclose that they’re using multiple marketing partners. That then creates this issue of disconnect. Basically, by not closing that loop and letting these different marketing partners know that you are using multiple different agencies for different solutions, or perhaps those overlapping solutions, it doesn’t give you a leg up. I think sometimes marketing managers think it maybe gives them more diversity as far as creativeness. Maybe it is an issue of trying to have time savings or cost savings. Really, instead, what it does is adds an additional layer of communication issues, an additional layer of project management tasks and all of that comes back to the manager. So, if you’re not disclosing that you’re using these other agencies, you essentially have this breakdown of your brand narrative. It makes it so that, yes, maybe you have a brand guideline, maybe you have some sort of lexicon of information, but each of those different agencies are going to interpret that in a different way. So, it’s more work. But also, it’s potentially degrading your brand.
[04:10] Bill White: It’s diluting the effort, and it’s, I’ve not seen it work well ever, and I’ve been doing this for quite a few years. I think one of the other disconnects is that the, a lot of times you have companies where their marketing person is working with freelancers, people outside the building who are doing their own thing, which, you know, that’s, that’s OK, I, I guess, but when you look at the overall picture, they’re not really saving any time or money, regardless of how talented those third parties might be, and there’s no real cohesion.
[04:51] Elizabeth Godfrey: Exactly, I know from my experience, both from an industry perspective and from being a marketing director, there’s absolutely that breakdown of, like you said, cohesion. But on top of that, it’s just so much harder to balance. There’s this breakdown of who does what by when.
[05:11] Elizabeth Godfrey: Anybody who has worked in marketing or in business in general, we know that when you have Martech solutions or other tools that are spread across different portals, it complicates things. It becomes more difficult to balance that. So, there’s so many different branding tools that say, you know, one, a one-stop solution, right? A one-stop hub for all of these needs. It’s that same concept with using one marketing agency, rather than spreading that through, as you said, freelancers or multiple agencies, right? It’s that concept of balancing all of those different tools, balancing portals, especially if you’re working with social media. If your social media management is in multiple different locations, and you have multiple different marketing channels, that becomes difficult to manage very quickly. So, imagine that then with multiple agencies, right? Multiple agencies that have different teams of people being able to balance out those services and who you’re speaking to and what to do if there is an issue, or maybe there is, you know, a problem where an agency is essentially now bidding against your other agency on ad buys. How do you then solve that situation more easily? It really just makes things more sticky.
[06:47] Bill White: Correct, it can get very messy, and it’s not doing anybody any favors on either side of the equation. So, if you’re a marketing person listening right now, and you’re kind of overwhelmed, and believe me, it’s easy to do, there, it’s getting so sophisticated, especially in the digital side with social and trying to stay up to date on the analytics and respond to the analytics. What do you tell somebody that’s responsible for all this in a company that’s desperate for marketing solutions?
[07:18] Elizabeth Godfrey: Yeah, I really, I would say 3 easy steps. So, start by auditing and consolidating. Take a step back, look at who your external partners are, figure out if there is an overlap, what that is, and what then could be consolidated.
[07:36] Elizabeth Godfrey: Step two would be: figure out that central source, right? Either determine, yes, we have maybe specialty agencies or niche areas. If that’s the case, determine who the lead is. Whether that’s a lead agency who will manage those freelancers or those other partnerships, or if you have some sort of rock-solid project manager who is internal, that can take that on and ensure you have a clear strategy for all of those partners that will ensure that brand continuity. And then the final step would be: prioritize communication. Make sure that you’re not having silos between those agencies, and that they’re sharing analytics, they’re sharing content calendars, their strategy goals, all of that is transparent. I think ultimately, though, the best solution that you can do is: Find a partner, not a vendor. Find a partner in a marketing agency that can provide you with all of the integrated services you need in one place. That way you’re not playing referee.
[08:47] Bill White: It sounds like you’re talking about OffWhite.
[08:49] Elizabeth Godfrey: I think so. I would definitely say that’s, that’s the off-white approach, right? I mean, that’s why we are an integrated marketing agency, and we, I think we’ve partnered in the past very well with other agencies. We’ve done onboarding, as you know, as you know, with marketing professionals to then help out people’s internal teams, I mean, that really is that benefit of a partner, not somebody who just has price sheets and is that, you know, “a la carte” vendor option.
[09:19] Bill White: You know, I think some of the most fun we have are with the uh clients that are offshore in Germany, and Sweden, and, and elsewhere, that they have in-house people that, you know, there’s a cultural divide, and it’s always good to have boots on the ground in these offshore locations, and we can work very well with them and complement them, but somebody has to be in charge, and we have to have a clear understanding of, uh, you know, the brand guidelines and things like that, but by and large, it doesn’t get spread around a whole lot, we hold hands with somebody over there, wherever it may be, and off we go.
[09:58] Elizabeth Godfrey: Yeah, absolutely.
[09:59] Bill White: Elizabeth Godfrey, thank you so much. Our senior content manager here at OffWhite. Words matter. And when it comes to these algorithms, and what you’re selling, product or service, those words are gonna pop up somewhere, and we hope it’s in AI and Alexa or Siri or whatever, and when we write this content, we’re mindful of that, correct?
[10:27] Elizabeth Godfrey: Absolutely, yep, content is king.
[10:30] Outro: Thanks for listening. This is Bill White, and we’ve been Off Script. For more information on how we can work together, reach out to us at info@offwhite.com and be sure to put off script in the subject line.
Host: Bill White
Guest: Stacey Pottmeyer, Digital Marketing Strategist, OffWhite Marketing
Runtime: ~29 minutes
In this debut episode of OffWhite Audio, host Bill White sits down with Digital Marketing Strategist Stacey Pottmeyer to unpack one of the most pressing questions facing B2B companies today: how do you get found in a world where AI is changing the rules of search?
With 20 years of experience, Stacey walks through SEO’s evolution, from keyword stuffing to expert content that AI Large Language Models (LLMs) actively surface, and explains why OffWhite’s content-first approach has positioned clients ahead of the curve.
[0:00] Introduction — What is SEO and how does it relate to AI?
[1:22] Stacey’s 20-year journey in digital marketing
[3:23] Why SEO accountability matters—and how AI changes measurement
[5:14] Writing content for AI: quality over keywords
[7:34] Tracking AI visibility: Google Search Console, Analytics, and Semrush
[8:44] Explaining complex products — OffWhite’s core mission
[9:41] Content formats that win in AI: FAQs, how-to guides, white papers
[12:16] Layering information from scannable pages to deep resources
[13:44] Knowing your audience drives better content and faster results
[14:33] It can feel overwhelming—here’s where to start
[16:12] Clients who embrace all channels see the best results
[17:57] How OffWhite shepherds new clients into SEO and digital strategy
[20:38] Using analytics to make every marketing decision smarter
[23:06] Advice for what’s next: embrace AI, invest in your website
[24:55] Voice search: Siri, Alexa, and structured data
[26:12] Why OffWhite: content, design, development, and SEO under one roof
[28:04] Content + Delivery + Discovery = Sales
[0:00] Bill White: This is Bill White on the OffWhite Audio platform, and we’re with Stacey Pottmeyer, our Digital Marketing Strategist, and we’re talking about SEO and AI and how that plays a role in what we do for our clients. Let us know about that, Stacey.
[0:18] Stacey Pottmeyer: Yeah, so, SEO stands for Search Engine Optimization. In the traditional sense, it basically is how websites appear in the search engine results. So that could be Google, who we, we often think of as search engines. There’s also Bing, a few others. So that’s traditionally how SEO is, is how you would rank on the searches engine results, and there’s a lot of different tactics that have been used and are still used today for traditional SEO.
[0:52] Bill White: Whatever we’re doing to optimize SEO through one search engine, would that propagate to all of them?
[01:00] Stacey Pottmeyer: Yes. Google kind of sets the standards for what they consider necessary and what they look at to rank your website, and the same rules apply to all the search engines.
[01:16] Bill White: OK, we’ll come back to all of these acronyms in a minute. How did you get started with SEO?
[01:22] Stacey Pottmeyer: Well, I’ve been working in the industry of marketing, digital marketing specifically, for about 20 years now, and when I first started, things were so different. Clients, businesses, knew they needed a website. Websites were pretty basic, HTML sites, with some flash that was popular then.
[01:46] Stacey Pottmeyer: But mobile was not really a thing, blogs were not much of a thing at that time. Search was really about keywords. That was the name of the game. Stuffing those keywords in your website content to try to rank in Google. Social was not much of a thing then, not part of the strategy. Facebook was around, but we had no idea at the time how that was going to impact our everyday lives and specifically marketing. MySpace was actually still a thing back in the early 2000s. Google Ads was becoming a new thing that the clients were interested in, things we were exploring. I was learning a lot about Google Ads back then. They were primarily search text ads.
[02:36] Stacey Pottmeyer: Which we were focusing on getting those clicks and focusing in on the cost per click, but not really focused on conversions then. And Google Analytics was just coming on scene. And so, learning more about how users interact with your website, and the traffic that was coming to websites, that was becoming part of marketing. But all of this was very basic at the time.
[03:02] Stacey Pottmeyer: But SEO was something new that I was able to be mentored by someone that had a good knowledge of it at the time for the agency that I worked for. And so, it just kind of became a little niche that I got interested in and have tried to keep up with over the years as it has been changing a lot over the last 20 years.
[03:23] Bill White: So, it’s a reality our clients absolutely have to have a robust program that manages SEO. It’s just a matter of fact today, we, as marketers, we often think that we’ve finally gotten what we’ve always wished for, and that’s accountability in terms of what we produce, and now we can measure it if we do things the right way. And certainly, AI is having an impact on this all the way around. What’s that look like?
[03:53] Stacey Pottmeyer: Yeah, so, like I mentioned, things have changed so much over the last 20 years, and now AI has become a major buzzword. Companies and businesses are not really sure how to approach it. They know that we have to embrace it. They want to know more about how. And so that’s something that, you know, needs to be a part of their overall digital marketing strategy. So, we can talk more about that traditional versus AI. But you know, over the last several years, we’ve seen mobile become such an important part of digital marketing. Your website has to be mobile-friendly. That’s how users search. That’s where a lot of your audience is. So that’s a big part of SEO. Keyword stuffing is no longer a thing—that’s been banned a long time ago, where Google is so much more savvy now and then in talking about AI is extremely savvy, where they are not looking at just keywords. They are much more looking at the end user and what their intent is and trying to match answers with those searches. So, it’s way more focused on the user experience. AI seeks to get to that user intent and be more a conversation than just producing website results.
[05:14] Bill White: So, we talk about content here. We’re all about content and we talk about writing content for AI, but it’s not us using AI to write content; it’s us writing content that AI will, to use a better word, will appreciate or respond to.
[05:34] Stacey Pottmeyer: Yes, that has been a major part of our strategy as long as I’ve been at OffWhite, where we have been focused on good quality content and a lot of our clients are B2B, so we try to position them as experts in their industry and we have some amazing writers who can write in that expert voice and we produce quality content for the end user in mind, so you know, I think we do things a little differently here. We have in the past, and we continue to, but it’s proven to actually benefit, and it’s embracing AI because we write for the end user first, and then I take that content, and we make some tweaks, we make some changes to make it SEO friendly so that it also will show up in the search results. That is essentially what AI is looking for. They are scanning content, they’re scanning websites, and trying to find those good resources for what the user is actually looking for, and then they’re producing those answers within the results themselves. So, one major thing that has been a shift with, you know, analytics is a big part of what I do, we’re not necessarily seeing the clicks back to the website that clients used to see, and that can make some people a little bit weary, like, well, where’s my organic traffic? Why is it declining? And that’s not necessarily happening for all clients. Some, it depends on what industry they’re still getting a lot of clicks through Google, but it is expected that we will see a decline in clicks to the website from organic search because users are served that answer to their question right within the search results. You know, Google has its own AI model in the search results, ChatGPT, Bing has their own. So, users don’t necessarily need to click through to the website if they’re getting their answer right within the AI results.
[07:34] Bill White: It sounds like a real labyrinth with all of these different producers of software and platforms; keeping up with it is an enormous problem. How do we track the visibility that we’re trying to achieve through AI?
[07:52] Stacey Pottmeyer: Yeah, there still lacks a lot of tracking for our AI visibility. There are some metrics we can look at in Google Search Console and Google Analytics, but there are more software that’s available to track visibility. The one we personally use is Semrush. It has mentions and AI visibility, and so we’re starting to track that more for clients. Businesses that are, are looking at their analytics regularly, and they want to see where they’re showing up, you know, that’s an important metric to be looking at, because you could be getting frustrated with maybe traffic going down from your organic search. So, if you’re able to track the visibility and your mentions and how your site is showing up in AI, it can account for the difference you’re seeing between organic search click-throughs going down.
[08:44] Bill White: OK, I look at all of this as a marketing person, as a secondary or third level function to the whole business of a business enterprise, and that’s to make something or provide a service and sell it. At some point, money needs to exchange hands. There’s a producer and a consumer of either information, the service, or the product. So, if I’m developing a new phase-changing refrigeration compressor, and I have the content people write the content, the copy that’s going to explain how it works and why it is beneficial, then it seems to have to go through some sort of a cleansing process to make it compliant for what the reality is in terms of how people search for solutions. It seems like we need a map to do this.
[09:41] Stacey Pottmeyer: Yes, and that’s kind of been our tagline at OffWhite is we can explain it, where we deal with clients who have very complex solutions, complex products that are sometimes very scientific, very technology oriented, and it’s very hard to explain, but that’s what we try to do with our content through the use of white papers, through how-to guides. We use a lot of FAQ, and that type of content does really well in AI. A lot of those searches may be, you know, how to do this. It’s a lot of questions that are being asked in AI. That’s AI’s goal is to provide those answers right within the search results. And so, if you structure your content in a way that explains it and you are positioned as an authoritative site, you are a trustworthy brand, you absolutely will show up in those AI search results. So, our strategy has not changed a lot when it comes to embracing AI because it’s really what we’ve been doing all along. We’re trying to provide expert educational content that is of real value to the end user, and maybe we’ve changed the way we structure the content on the website itself, the web page itself, and I’ll talk about that soon, but, you know, we haven’t really changed the overall strategy and we’ve found that that actually is working well for our clients by providing the best quality content. So, things we’ve changed as far as the website structure, what we’ve learned is that AI likes to, and the same with Google traditional search too, they like to scan, they’re scanning the content on your website. And so not many users are gonna spend a lot of time on your web page. It’s gotta be easily scannable. And so, we apply graphics, we apply lists, headings, and we’ve kind of walked away from some of that extreme copy that is like paragraph after paragraph after paragraph. Well, that can be useful the deeper you dive into your website, at first glance, to provide those initial answers, we want to provide easily scannable content with a nice layout on the web page that makes it very easy for Google to scan, very easy for AI to scan. And then, as users want to find out more, they may click through to a case study, they may click through to how to guide or infographic, and those are like secondary resources when users want to find out more.
[12:16] Bill White: So, it seems like the entire process is building layers of information that go from general to specific and that the search engines are reaching very deep into that content through the content that’s on the website, and to even through white papers, even blogs.
[12:38] Stacey Pottmeyer: Yes, blogs are a very important piece, especially if you are trying to position yourself as an expert in your particular industry or market. It’s a great way to explain things. We like to write blogs in a way that answers those questions. So, when I’m doing research, I will look at those questions within Google. I will look at questions that are asked, you know, within ChatGPT or answer the public, things like that, resources that I use to kind of see what kind of questions are being asked, and then we try to provide blog posts that answer those questions. Yes, blogs are very relevant and are frequently used in AI search results. It’s just all about how you structure the content. Again, I would emphasize keeping the end user in mind when you’re writing that content, because we want to provide valuable content, not just trying to show up in search results or show up even in AI results. Write your content for the end user in mind, what is actually of value to them.
[13:44] Bill White: And that helps when we know the customer, the intended customer that our client is trying to attract, simply because we can anticipate their questions and write the content in a way that they might be able to find it sooner rather than later. Ultimately, we have to sell something, the customer, the client has to sell something, and the customer has to, has to pay for it. That’s the whole reason we come to work. It is very difficult for someone that doesn’t do this every day to even understand all the pieces. I think that’s probably where we can claim that OffWhite comes into play and the value that we can provide to help sort this out and put it into, put it into play.
[14:33] Stacey Pottmeyer: Yes, what we’re navigating this day and age with our digital platform, our digital footprint that we have, it can feel overwhelming, and it feels like it’s ever-changing. When I think back on how much it has changed over the last 20, 10, 5 years, it’s hard to really wrap your head around. Social media is such a major player in everything we do and how we consume information. Mobile is just a way of life now, so it can feel very overwhelming. I would say for you know, the small business or even your medium-sized businesses, get help if you can, if you can afford to get professional help, because that will relieve some of that stress on trying to keep up with the newest trends, trying to, you know, make sure your website is optimized the way it needs to be.
[15:18] Stacey Pottmeyer: But if you are not able to afford that, do what you can. Try to put out the best brand that you can for your business. That matters more than anything. Be a trustworthy brand, and you’ll do well in search. So, you know, just try not to do everything at once. Maybe, see what you can do and then outsource what you, what you can’t do so you can focus on what’s important to you, which is your business.
[15:44] Bill White: And you can counsel clients into where that balance might be. We like to say you can’t buy your way into the market, you need to think your way into it, and we have firsthand experience of clients who are spending a great deal of money with Google and others, and the results just weren’t there. And by refining how we approach that part of the pathway, the collection of pathways, we can get better results for a lot less money.
[16:12] Stacey Pottmeyer: Yes, the clients that we see do the best are embracing all of it. They’re embracing YouTube, they’re embracing Facebook and LinkedIn, and they embrace traditional SEO and AI. They are not against frequent website updates to keep their website fresh and up to date. They are not opposed to new content and blog posts, and embracing all of it gives them the best impact, and I know that’s not reality for everyone, but those are the clients that we have seen be the most successful, and it just depends. I mean, we’ve seen clients just really take off on YouTube. They’re putting content out there with videos, how-to videos, explaining things on YouTube, and that is a huge place to be. So, and that also helps SEO. Their videos are ranking in search engine results. We have clients who they want to be competitive in the sponsored results on Google, they’re willing to put the budget behind it because they know how important it is to be at the top of Google search results. So, you know, it depends on your situation, but even with a smaller budget, we certainly can try to stretch that as far as we can and recommend putting it where it’s going to be the best bang for your buck. You know, we work with all kinds of clients, some that have large budgets for marketing, some that don’t. And so, we just try to utilize their budget the best way we can where it helps. The best thing about SEO is it’s free. You don’t have to pay to show up in organic search results. You don’t have to pay to show up in AI search results. You can update your content, and you absolutely can rank well on Google. You can appear within search results on AI, so it’s all free if you have the right content in place.
[17:57] Bill White: So, what is someone to do, the people that don’t do this every day, how do we get them started, and how do we shepherd them through this process?
[18:12] Stacey Pottmeyer: Yeah, so one of the first things we would do is take a look at their current online presence. What is their website? Your website is still the hub of your brand. What does that look like? What does the content look like? Perform a site audit, see what problems exist on your website. What’s your social presence? What are you doing currently for organic SEO? What are you doing currently for updating content on your website, do you have analytics tracking in place? Are you spending any money on digital advertising or traditional advertising? Looking at the whole picture and also asking the question, what is your goal? Because every business has a different goal. We don’t apply the same conversion metrics for every client. Everyone has a different client. If you’re talking to a company who sells tennis shoes online, well, their marketing efforts are going to look very different from a scientific company who sells product all over the globe. So, you know, we’re gonna apply different marketing strategies based on what your goals are, and some may be more traditional SEO focused and others AI-focused. We definitely can work with any kind of clients, and we have those expertise in place here at OffWhite. We have designers, we have developers, social experts, SEO experts, we’ve got fantastic content writers. Bill, you’re one of our best. And so, we can make recommendations based on your individual situation. It’s not a one-size-fits-all. We want to make sure we customize our recommendations based on your goals for your company.
[19:58] Bill White: We’ve talked often about stranded technology and the concept of having a really great product or an innovation and not being able to explain it, and not being able to sell it, and then watching it die on the side of the road. We have often believed that if we can integrate these efforts, and it’s not so much about money, it’s more about putting the pieces together and putting them in play in a sequence, and then watching the results and dealing with the feedback that the analytics are going to serve up to us, which you have a very good command of.
[20:38] Stacey Pottmeyer: Yeah, I feel like reviewing your analytics regularly will help give you the best idea of where you are on the different channels. You can’t make solid marketing decisions without the analytics. So, it’s something we take very seriously as far as having the analytics support the marketing decisions and recommendations that we make for clients so that’s one of the first things we do is make sure we’re tracking the activity on the website and we wanna see it all the way through if we’re able to track conversions, whether that is requesting a quote, placing a phone call on your website through mobile, whether that is filling out a form like we wanna track it all the way through from the ad to taking that action on your website. So, that is a big part of my job is trying to provide those metrics back like, hey, this worked, this didn’t, we recommend continuing down this path, or we tried this, this didn’t really work well, what can we tweak? Is it testing different ads? Is it testing different landing pages? Where is it getting hung up in the process? You know, a lot of times we will, we’ll get the traffic to the website and then users may not be taking the action that we want them to do. So that’s when we have to assess as a team, like what is happening here, and we can use our analytics to make those decisions, like this is the problem on the website where the user is not taking that next step. So, it might be a tweaking of the web page, it might be tweaking of the ad, or trying a whole new page altogether to see if we can get that conversion action that the client is wanting on their website.
[22:22] Bill White: And we are truly living in the, in the world of integrated marketing communications. That’s what this is all about. The only difference is that the pathways have evolved. It used to be print, and paid ads, and magazines, and now, as you said, the website is central to all of these marketing efforts, and anything that we can do to get people to that website and to build some sort of a relationship with a customer and then track it all the way through is going to be a benefit to our client, and we’ve been able to watch that and grow with it. What’s the next step?
[23:06] Stacey Pottmeyer: Yeah, we don’t know what the, what the next big thing is going to be. We don’t necessarily chase all the trends. I mean, we’re not going to recommend TikTok to some of her clients. So, it may be a great fit, but just because it is a trend that’s we’re seeing, it’s not necessarily a good fit. My best advice is to embrace AI. It’s an amazing tool. We’re seeing it unfold right before our eyes.
[23:33] Stacey Pottmeyer: Me personally, I feel like I use AI search more than I do Google these days. From a business standpoint, I would say embrace it. You don’t have to have it all figured out. I still go back to write good content, have your website laid out in a professional manner. That’s something else that if you are saying, well, I don’t really have the budget for SEO. I don’t have the budget for Google Ad.
[24:00] Stacey Pottmeyer: I would say, well, invest in your website, invest in your website design, your layout, because that’s important, you know, we use WordPress a lot for our website rebuilds because they’re easy to navigate. They’re easy for any user to use. So, you know, we may do that initial design for clients. We train them where they, they’re able to make updates to the website themselves. They’re able to create the blog post because we’ve put the structure in place for them to do so, you know, if you’re limited on budget, I would say definitely invest in your website. I think that’s the most important because, you know, these AI LLMs are savvy enough where they recognize a good structured website, you know, you can’t trick them. So that, that would be the most important thing I would say you could do with your marketing budget is make sure you have a well-structured website that it’s easy to navigate and then take it from there and figure out what your next steps are.
[24:55] Bill White: Let’s talk for a second about who people are asking for this information, or more importantly and more accurately, what people are asking. For example, I’m looking on my desk right now and I have Siri and Alexa, and I hope she doesn’t start talking to me because I mentioned, but how do we position ourselves to be there when we ask through those media?
[25:19] Stacey Pottmeyer: Yeah, so a lot of times to show up in voice search results, you’re asking questions, so you want to be an answer to that. A lot of times we use Siri, Alexa, those types of things like, what is this song that’s playing, or, you know, what are the closest restaurants. So, if that’s what you’re trying to do, it show up in those kind of resorts, you want to structure your data, we call it structured data, and it’s kind of a fancy way of coding your content on the website where it’s going to show up in those kinds of results. And you can also do this in the back end of WordPress, so you don’t necessarily have to have HTML skills to do this. But yeah, having your content on your website, structured in a way that it’s going to show up in those voice search results is important. And we, we have the developer on, on staff that can help guide those content needs that you may have to show up in the voice search results.
[26:12] Bill White: Stacy, what makes OffWhite a good choice for a company that wants to put all these resources to work for them.
[26:24] Stacey Pottmeyer: Yeah, so, as we know, everything is kind of connected together. So, your website design and development that impacts SEO, your social impacts SEO, and obviously the content that’s on your website greatly impacts SEO. So that it all connects together and when you choose OffWhite, you are getting the entire package, and that differentiates us from other web developers who may be able to do the web side of things, even SEO side of things, but they may not be able to have the resources to create the kind of content that you need. So, the fact that we have just amazing writers here on staff who can explain literally anything, we’ve seen some major content pieces that our staff has written for major global companies all over the world, that continue to come back to us because they need the writing capabilities that we have, the content that we’re able to produce. It’s not just what’s written; it’s our designers taking that content and being able to produce this fantastic piece that is able to be used all over the different digital channels. So that is what sets us apart, I think, is that content piece that we’re so focused on, and we always have been OffWhite, and now we’re just embracing it in a new way for AI and I feel like we’re already kind of ahead of the curve because of that, where a lot of other companies who haven’t maybe laid the foundation for the content on their website are now trying to figure out how to keep up with this new emerging technology because they don’t have that content in place.
[28:04] Bill White: We’ve always talked about OffWhite capability with content and then delivery, and now we’re adding discovery. So, if we can put those three together, which we do, somebody’s going to sell something and money will change hands, and we’ll have happy clients.
[28:21] Stacey Pottmeyer: Yes, I agree. Yeah, I mean, it’s why we’ve formed relationships with some of the clients that we have, because we’ve built that trust with them. We know their products in and out, things that, you know, to be honest, when I first started OffWhite, I am not from a scientific background. I still, a lot of it is way over my head, but when you really dive into what our clients do, the solutions that they provide the products that they provide, and you’ve had enough experience with that, you’re able to explain it in a way where you, you know their target audience, you know how to help them, and you don’t have to have, know the ins and outs the way the client does, but spending that time kind of researching who the audience is that they’re after has been really beneficial to figuring out which channels are going to serve them best.
[29:13] Bill White: We’ve been with Stacey Pottmeyer, the OffWhite Digital Marketing Strategist. For more on how we can put Stacey and our entire team to work to optimize your SEO needs, let us know. Send us a note at info@offwhite.com.
Technical, on-page, and off-page optimization to improve organic visibility, increase search rankings, and capture high-intent traffic from Google and other search engines.
Creation and management of highly efficient paid advertising campaigns on platforms like Google and Bing, focusing on quality score, bid strategy, and cost-per-acquisition (CPA).
Developing and executing organic and paid strategies across platforms (e.g., Facebook, Instagram, LinkedIn) to build community, generate awareness, and drive traffic.
Designing and managing email campaigns, segmenting lists, and implementing automation sequences to nurture leads and retain customers throughout their lifecycle.
Planning, creation, and distribution of valuable content (blogs, guides, videos) designed to attract and engage your target audience at every stage of the funnel.
Setting up and managing platforms (like HubSpot, Pardot) to automate repetitive tasks, personalize communications, and score leads for sales handoff.
Comprehensive tracking setup, regular performance analysis, and data-driven insights to measure ROI and inform future strategic decisions.
Systematic testing (A/B testing, multivariate) of landing pages, forms, and calls-to-action to increase the percentage of visitors who complete a desired goal.
