Duct Tape Marketing

The New Kind of Invisible: AI Can t Find Your Business written by John Jantsch read more at Duct Tape Marketing Try this right now. Open ChatGPT, Perplexity, or Claude. Type three questions your best customer would ask before hiring someone like you. Does your business show up? I ve run this test with dozens of small business owners in the last year. Most of them disappear completely. Some show up but get described in ways that would make a prospect walk the other direction. A handful get it right. The ones who get it right aren t doing anything exotic. They ve just built a presence that works the way presence has to work now, which is different from how it worked five years ago. Presence used to have one job For the first 20 years of the commercial web, presence meant one thing: Google could find you. Get the SEO right, show up in search, done. That s still necessary. It s just not sufficient anymore. A working presence in 2026 has to pass three tests, and most small businesses are failing at least one of them without realizing it. Job 1: Findable Can the right customer, searching for the right thing, actually find you? The mechanics have shifted. Less about keywords stuffed into pages, more about genuine topical authority built over time. But the test is the same. Here s the part most people miss: findable now means findable in three places. Traditional search (Google, Bing). Social search (people searching inside platforms). And AI-mediated search, ChatGPT, Perplexity, Google s AI Overviews, and the vertical AI tools your customers are quietly starting to use for research. Each one pulls from different signals. Build for only one and you ve got gaps. Job 2: Credible When a prospect lands on your site, does the site do its job? Does it speak to their situation in their language? Does it show real proof that you ve done this work for people like them? I see beautiful websites every week that fail this test completely. Design isn t the problem. Most of them look great. The problem is there s nothing there. Generic copy, stock photos, and a contact form. A plain site with deep, specific proof of real work outperforms a polished site with nothing behind it every time. Job 3: Retrievable This is the new one, and it s the one catching businesses off guard. When an AI assistant answers a question your customer asks, who should I hire to do X in Y city or what should I look for in a contractor for Z, does your business come up? And when it does, is the description accurate? AI systems build their answers from whatever you ve put out publicly. Thin website. Generic content. Missing structured data. Weak third-party presence. The AI either won t find you or won t know how to describe you. Being un-retrievable is just the new version of being un-findable. The customer moves on and you never know it happened. Three things to fix first Your website Most small business websites are expensive brochures. They describe the business but don t sell it. Four things fix most of them: a clear core message above the fold, the ideal client named in their own language, specific proof material, and one obvious next step. Not contact us. One low-friction action for the person who s ready to move. Hub pages A hub page is a deep, authoritative page built around one specific topic: a core service, a core customer problem, a category you want to own. Not a blog post. A real resource that earns its place as the best answer on that topic. Search engines rank them. AI systems cite them. And they give your content something to cluster around instead of floating independently. If your site doesn t have hub pages, you re competing on a level playing field with everyone else in your category. Hub pages tilt that field. Your presence beyond the site AI doesn t build its picture of your business from your website alone. It pulls from your Google Business Profile, industry directories, third-party reviews, and mentions across the web. Most small businesses treat this as low-priority busywork. It s actually the scaffolding holding everything together. A business with a solid website and strong third-party presence will beat a business with a great website and weak external presence in AI-generated answers. Every time. Do the test today Open an AI assistant. Type three questions your ideal customer might ask before hiring someone in your category. Screenshot what comes back. That s your baseline. That s what your prospects are seeing right now. It tells you exactly where to start. Online presence is one of the seven steps in the framework I ve been refining for over 20 years. The full system is in my new ebook, 7 Steps to Small Business Marketing Success. Get it at dtm.world/7steps.

Human Connection Is a Growth Tactic written by John Jantsch read more at Duct Tape Marketing The Duct Tape Marketing Podcast with Johnathan Grzybowski In this episode of the Duct Tape Marketing Podcast, I interviewed Jonathan Grabowski, co-founder and Chief Marketing Officer at Penji, a leading on-demand design platform offering unlimited design services. Jonathan shares how Penji scaled from a small agency to a 500-person organization by centering its approach on customer experience, empathy in business, and a highly streamlined design process. We explored the critical role human connection plays in delivering standout creative services and how businesses can blend technology, like AI in design, with genuine human interaction to create lasting brand value. Whether you’re trying to build a more strategic brand identity, improve visual branding, or just make smarter hires, Jonathan’s insights are a blueprint for real, human-centric business growth. Key Takeaways: Empathy Drives Loyalty: Great design isn’t just visual—it’s emotional. Businesses that prioritize empathy and connection in their creative workflow deliver more impactful results. <strong data-start="1309" data-end="1342"

Why Knowing Yourself Is Your Greatest Asset written by John Jantsch read more at Duct Tape Marketing The Duct Tape Marketing Podcast with Suzy Welch In this episode of the Duct Tape Marketing Podcast, I interviewed Suzy Welch, New York Times bestselling author, business strategist, professor at NYU Stern, and creator of the Becoming You methodology. Known for her deep insights on leadership and personal transformation, Suzy brings decades of experience in journalism, corporate strategy, and education to help individuals align their values, aptitudes, and interests with their professional lives. Suzy shared how Becoming You was born from both personal upheaval and professional research. Drawing on her time at NYU and her own journey of reinvention, she offers a data-driven framework for anyone seeking a more authentic life and career purpose. Especially relevant for entrepreneurs and professionals navigating rapid change, Suzy’s method offers not just inspiration but real tools for self-discovery and meaningful direction. Key Takeaways: Personal development starts with clarity: Understanding your core values isn’t optional—it’s foundational to every career and life decision. <strong data-start="1413" data-end="145

Give Your Marketing Strategy a Smart Upgrade written by John Jantsch read more at Duct Tape Marketing The Duct Tape Marketing Podcast with Keith Lauver In this episode of the Duct Tape Marketing Podcast, I interviewed Keith Lauver, a seasoned entrepreneur, marketing strategist, and the founder of Atomic Elevator, the company behind Ella—an AI-powered marketing platform. Keith has helped launch over six companies and raised more than $34 million in product funding. In our conversation, we unpack the concept of High Definition Marketing and explore how AI is transforming traditional marketing strategy into a precise, scalable, and execution-ready system. Keith challenges the “more is better” mindset of many digital marketing tools and explains how Ella was built to augment, not automate. The goal? Better marketing, not just more marketing. With a focus on enhancing the roles of both seasoned marketers and fractional CMOs, Ella becomes a smart, always-on marketing team member that brings brand messaging, customer journey mapping, and tactical execution into full alignment. For small businesses that often lack in-house resources, this new marketing framework can drive significant business growth and improve sales enablement across the board.</p

5 Ways Google Search Console Can Help Your SEO Strategy written by John Jantsch read more at Duct Tape Marketing The Duct Tape Marketing Podcast with John Jantsch In this episode of the Duct Tape Marketing Podcast, I interviewed myself—John Jantsch, founder of Duct Tape Marketing, in a solo episode where I dig into one of the most misunderstood and underutilized SEO tools: Google Search Console. While many marketers chase rankings and expensive tools, they often overlook this free, data-rich platform that can radically enhance your search visibility, content strategy, and overall digital marketing performance. I break down five practical ways to use Google Search Console to improve your SEO metrics, better understand keyword performance, and build an organic traffic engine rooted in real user intent. Whether you’re a seasoned SEO or a small business owner just starting out, these tips will help you rethink how to approach search engine optimization—with a focus on visibility, trust, and conversion. Key Takeaways: Discover User Intent Through Performance ReportsGoogle Search Console helps you see the exact search queries bringing users to your site. By filtering for pages with high impressions but low click through rate, you can identify missed opportunities for content optimization and adjust your metadata or headlines to boost engagement. <p class="" data-start

Outsmarting AI: Secrets to Human-Centered Marketing written by John Jantsch read more at Duct Tape Marketing The Duct Tape Marketing Podcast with Mark Schaefer In this episode of the Duct Tape Marketing Podcast, I interviewed Mark Schaefer, futurist, bestselling author, and marketing strategist, about his new book Audacious: How Humans Win in an AI Marketing World. Mark is a thought leader in digital and content marketing, and in this conversation, he explores the intersection of AI marketing and what it truly means to be human in an increasingly automated landscape. We dive deep into why human-centered marketing is more essential than ever, how shared experiences and emotional marketing can outperform cold performance metrics, and why creative branding—especially the bold and unexpected kind—is the antidote to the AI-generated noise. If you’re wondering how your business can stand out in the age of AI and shifting consumer behavior, this conversation is for you. Key Takeaways: Human-centered marketing is the competitive edge in the AI era. While AI marketing tools are powerful, they can’t replicate genuine human connection, emotional marketing, or brand ex

How to Think Strategically About AI Tools written by John Jantsch read more at Duct Tape Marketing The Duct Tape Marketing Podcast with Dan Sanchez In this episode of the Duct Tape Marketing Podcast, I interviewed Dan Sanchez, an AI marketer, consultant, and the creator behind AI-Driven Marketer. Dan has a deep passion for exploring how artificial intelligence can be used not just for automation, but as a co-pilot in crafting better strategies, solving complex business challenges, and enhancing marketing productivity. During our conversation, Dan shared powerful insights on how AI is transforming the role of marketers and why approaching AI with a clear strategic mindset is more essential than ever. We explored the pitfalls of chasing the newest shiny tool and instead emphasized focusing on core business problems where AI can truly add value. Whether you’re overwhelmed by the flood of new tools or just starting out, Dan’s advice is rooted in the philosophy of strategy before technology—an ethos that’s been central to Duct Tape Marketing for over two decades. Dan’s grounded approach to integrating artificial intelligence into marketing underscores the importance of bein

Build Trust by Saying What Others Won’t written by John Jantsch read more at Duct Tape Marketing The Duct Tape Marketing Podcast with Marcus Sheridan In this episode of the Duct Tape Marketing Podcast, I interviewed Marcus Sheridan, renowned speaker, author of They Ask, You Answer, and a leading voice in the world of content marketing and business transparency. Marcus built the most visited swimming pool website in the world and has delivered over 750 keynotes, including TEDx appearances. His revolutionary marketing strategy focuses on one central idea: businesses that earn trust win, and they do it by saying what others won’t. During our conversation, Marcus unpacked core principles from his latest book, Endless Customers, including how to dominate your market by becoming a known and trusted brand. We explored how customer trust, video marketing, and self-service tools aren’t just trends—they’re necessities in today’s AI-influenced digital landscape. From debunking lazy content tactics to reimagining how businesses present pricing, Marcus delivers actionable insights that challenge conventional wisdom and demand transparency at every level of the buyer journey. If your inbound marketing feels stale or you

The New SEO Playbook for Business Growth written by John Jantsch read more at Duct Tape Marketing The Duct Tape Marketing Podcast with John Jantsch In this episode of the Duct Tape Marketing Podcast, I do a solo deep dive into the fast-changing world of SEO and what it means for small businesses, marketing consultants, and agencies alike. Is search engine optimization (SEO) still worth it? What do zero-click searches and AI content mean for your online strategy? If you’ve seen a dip in organic traffic or keyword rankings lately, it’s time to stop panicking and start rethinking your approach. I unpack a new, modern SEO framework designed to boost search visibility, attract high intent traffic, and drive real business results. Whether you’re focused on local SEO, creating strategic content, or looking to optimize Google Business Profile, this episode gives you an actionable blueprint to level up your SEO for small businesses. Key Takeaways: SEO Isn’t Dead—It’s Just EvolvedDwindling clicks and changing algorithms mean we need a new playbook—one focused on search presence</s