Shows
Building MomentumEpisode 20 - Construction Social Media Strategy for ContractorsIn episode 19, Ryan Kovach and Perryn Olson break down original research analyzing where the ENR Top 400 contractors are active across major social media platforms. The conversation starts with a simple but powerful question: what social channels are contractors actually using, and should everyone just follow the crowd?They walk through this exclusive data platform by platform, highlighting near-universal adoption of LinkedIn, strong use of Facebook and Instagram, and shockingly low adoption of YouTube and TikTok. The discussion delves deeper into why this matters, particularly in recruiting, brand visibility, SEO, and thought leadership.
2025-12-2248 min
Building MomentumEpisode 19 - Difference Between Fractional Marketers & Marketing ConsultantsIn this episode, Ryan and Perryn clarify the distinctions among a Fractional CMO, a Consultant, and an Interim Chief Marketing Officer. They explain why many consultant strategies never get implemented, how true fractional CMOs become part of your internal team, and what red flags to look for when hiring. They also discuss billing models, hiring and firing authority, execution support, and how to avoid underqualified marketers calling themselves “Chief Marketing Officers”.Key Takeaways- Consultants deliver plans, but most companies never execute them.- Fractional CMOs lead the team, drive execution, and operate like...
2025-12-1550 min
Building MomentumEpisode 18 - How Marketing Building Materials Differs from Marketing Construction Services?In this episode of the AltCMO podcast, we welcome AltCMO’s newest fractional CMO, Ben Roberts, to explore how marketing building materials (and construction services) is shifting from product-focused selling to experience-driven storytelling. The discussion covers why traditional sales-heavy approaches are no longer enough, how intentional content creates long-term impact, and where AI fits without replacing authenticity.Rather than chasing trends or vanity metrics, the episode emphasizes clarity, education, and relevance as the drivers of real growth.Key takeaways • Marketing building materials requires understanding architects, contractors, and home...
2025-12-1044 min
Building MomentumEpisode 17 - Why Would a Construction Company Have Multiple Websites?In this episode of Building Momentum, Ryan Kovach and Perryn Olson tackle an important, yet often overlooked question for mid-sized and large contractors: should your construction company have multiple websites or just one?They discuss when it makes sense to create multiple websites for specific services, locations, or campaigns, and how this decision impacts SEO, conversions, and user trust. They cite a recent example of launching a niche website dedicated to horizontal directional drilling to dewater coal ash (https://horizontalcoalashdewatering.com/).From contractor case studies to lessons learned in...
2025-12-0132 min
Building MomentumEpisode 16 - David vs Goliath: How Smaller Contractors Can Outrank Mega ContractorsIn this Building Momentum episode, Ryan Kovach and Perryn Olson reveal insights from their latest research comparing $100 million regional contractors with the top 50 construction companies on ENR’s Top 400 Contractors list – it’s an honest David vs. Goliath battle for construction SEO.They explore where smaller construction companies have surprising advantages, how AI-driven search is reshaping visibility, and what it takes for contractors to build topical authority without massive budgets.Discover how “Davids” in the construction industry can beat the “Goliaths” using smarter SEO, faster sites, local focus, and strong thought...
2025-11-2442 min
Building MomentumEpisode 15 - 10 Reasons Most Construction Websites Fail to Deliver ROIIn this episode of Building Momentum, Ryan Kovach and Perryn Olson break down the Top 10 reasons why construction executives get their websites completely wrong.From outdated mentalities to poor platforms and missing SEO fundamentals, they uncover why many contractors underestimate the power of a professional web presence and how it’s quietly costing them projects, talent, and credibility.Ryan and Perryn share real-life examples of contractors who lost multi-million-dollar bids because their websites lacked proof, visibility, or relevance. They also reveal how the best ENR 400 companies use SEO, thought leadership, and consistent content to dominate se...
2025-11-1759 min
AEC MarketeerEpisode 134: Construction SEO with Perryn OlsonDid you know 95% of people will look up your company online before making a decision? In this episode, we explore the world of construction marketing with Perryn Olson, a fractional CMO who’s helping AEC companies maximize ROI and stay competitive in the digital age. From the surprising findings of the 2025 Construction SEO Report to the game-changing role of AI in search, this conversation is a must-listen for anyone in the industry. Tune in to learn why SEO is no longer optional—and how to make it work for your business!
About Perryn Olson, FSMPS, CPSM, CCMP:
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2025-11-0542 min
Building MomentumEpisode 14 - Why Marketing/SEO Agency Model is BrokenIn this episode of the Building Momentum podcast, hosts Ryan Kovach and Perryn Olson dive into the evolving world of SEO and its growing importance for contractors and construction businesses. They unpack why traditional SEO models are failing, revealing the common misconceptions and challenges companies face today. The discussion examines how AI is transforming SEO, the unique needs of different industries, and the shift from keyword-heavy tactics to establishing genuine online authority.Ryan and Perryn also emphasize how a strong digital presence boosts both business growth and talent acquisition, making SEO a vital tool...
2025-11-0343 min
Building MomentumEpisode 13 - Boost Your Construction Company Valuation for M&AIn this episode, Ryan Kovach and Perryn Olson dive into the real-world challenges contractors face when selling their companies. Many “old school” contractors with strong reputations are not getting the value they expect because their business heavily relies on their ability to bring in new work. They discuss the power of digital marketing for small and mid-sized construction companies, particularly regarding the company’s valuation when it becomes a repeatable system independent of the owner.They also talk about the importance of quality content, user experience, and consistency in building long-term visibility. Learn what separates success...
2025-10-2742 min
Building MomentumEpisode 12 - How One Contractor Got 84 Job Applicants in 2 Weeks (No Ads!)In this episode, Ryan Kovach and Perryn Olson share a powerful contractor success story where a company received 84 qualified applicants in just two weeks without spending a single penny on ads. They actually pulled their ads from a major job website.They explain how website optimization, strong SEO, and AltCMO’s Authority Stack system helped transform a simple brochure-style website into a business and recruiting powerhouse.You will also learn:Why A players skip job boards and go directly to company websitesHow updated content and visibility attract to...
2025-10-2247 min
Building MomentumEpisode 11 - Construction SEO Benchmarks 2025In this episode, Ryan Kovach and Perryn Olson dive deep into their latest exclusive SEO research for the construction industry, comparing ENR Top 400 contractors and Top 500 design firms to uncover who is winning in online visibility.They reveal new Construction SEO Benchmark data for 2025 and explore domain authority, backlinks, spam scores, and website speed performance. Whether you are a mid-market contractor, architecture/engineering firm, or construction marketer, this episode gives you data-backed insights and practical takeaways to boost your digital presence.What you’ll learn:Why SEO matters for...
2025-10-1344 min
Building MomentumEpisode 10 - Why Construction Companies Should Showcase Active Projects on Their WebsiteIn Episode 10 of our construction marketing podcast, Ryan Kovach and Perryn Olson discuss why showcasing active projects, milestones, and project updates on your website is powerful for both SEO and AI search visibility. Too many construction companies, general contractors (GCs), and trade contractors only showcase completed projects, missing out on the opportunity to highlight in-progress work, groundbreakings, and significant milestones that attract both clients and talent.We discuss how updating your website content with active projects creates a more dynamic website, boosts topical authority, and provides visitors with a reason to return. From utilizing...
2025-10-0637 min
Building MomentumEpisode 9: StoryBrand, the Missing Piece of Your MarketingIn Episode 9, Ryan Kovach and Perryn Olson discuss StoryBrand messaging and how it transforms the way businesses communicate with their audience, externally and internally.They cover:What StoryBrand is and why it worksHow StoryBrand ties into AltCMO’s Authority Stack content machineUsing AI and streamlined workflows to build authentic, non-spammy thought leadershipReal-world client examples of StoryBrand in B2B and construction industriesWhy StoryBrand shortens sales cycles and positions your company as the obvious choiceIf yo...
2025-10-0238 min
Building MomentumEpisode 8: Topical Authority vs Keywords: The Future of SEO and Content StrategyIn Episode 8, Ryan Kovach and Perryn Olson delve into one of the most significant shifts in SEO and digital marketing: transitioning from keyword stuffing to establishing genuine topical authority.They explain why old SEO strategies, such as repeating “electrician in Pasadena,” no longer work, how AI and search engines now understand topics rather than exact phrases, and why companies need to think like media publishers rather than just service providers.The conversation covers:What is topical authority and why it matters more than keywords.How to build content pillars and a “websit...
2025-09-3046 min
Building MomentumEpisode 7: AI vs SEO: How Construction Companies Can Attract Talent & Leads with Digital MarketingIn this episode of Building Momentum, Ryan Kovach and Perryn Olson delve into the future of marketing in a world increasingly dominated by AI. Learn how construction companies can leverage AI without sacrificing quality, build thought leadership, and create content that truly converts.They discuss:How AI search visitors are 4.4x more valuable than traditional search.The importance of human oversight and brand voice in AI-generated content.Strategies to fight generic AI spam and maintain credibility.Real-world examples of AI improving talent acquisition and lead generation.
2025-09-2541 min
Building MomentumEpisode 6: Marketing Strategy for Contractors: Say NO to the Wrong ClientsMarketing is not just about getting clients; it’s also about attracting the right ones and learning to say ‘no’ to the wrong opportunities. In this episode, Ryan and Perryn discuss how construction companies can utilize SEO, digital marketing, and AI tools to target ideal clients while avoiding low-quality projects.Learn how to:Use marketing and SEO to attract high-value clientsIdentify your Ideal Client Profile (ICP) and prioritize profitable projectsLeverage AI tools like ChatGPT for prospect research and lead generationUse website visitor identification tools...
2025-09-2339 min
Building MomentumEpisode 5: Choosing the Right Keywords | SEO Tips for Construction MarketingIn this episode of Building Momentum, Ryan Kovach and Perryn Olson delve into one of the most crucial aspects of digital marketing: selecting the right keywords. They explain how keyword research impacts visibility, lead generation, and long-term growth for construction companies.From understanding buyer intent to balancing high volume and niche keywords, Ryan and Perryn share strategies to target the right audience and stay ahead of competitors. They also cover common mistakes businesses make when picking keywords and how to avoid them.If you want to improve your SEO, attract qualified leads, and maximize your...
2025-09-2048 min
Building MomentumEpisode 4: Recruiters Gone in 6 MonthsIs AI about to end recruiting as a career? In this episode, Ryan Kovach and Perryn Olson dive deep into the bold prediction that AI tools may replace recruiters within the next six months. They discuss how AI is transforming the hiring process, from sourcing candidates and scheduling interviews to enhancing the candidate experience and reducing hiring costs.The conversation examines the rise of AI-powered search, the importance of cultural fit in hiring, and why industries like construction must adapt rapidly. They also share real-world examples of how AI is already being used in staffing, marketing, and...
2025-09-1940 min
Building MomentumEpisode 3: Stop Wasting Your Marketing Dollars | Construction Marketing InsightsIn this episode of the AltCMO podcast, Ryan Kovach and Perryn Olson dive into the top ways construction and trades companies can spot if their SEO and digital marketing agencies are truly delivering value. They discuss common pitfalls, such as paying for services that don't yield results, the importance of website speed, SSL certificates, effective Google Business Profile management, click fraud prevention, and how to optimize landing pages and images for improved SEO results.If you're a construction executive or marketing coordinator, this episode will arm you with practical tips to protect your marketing budget and maximize...
2025-09-1840 min
Building MomentumEpisode 2: Why Contractors Can't Afford to Ignore SEOWelcome to Episode 2 of our podcast, "Why Contractors Can't Afford to Ignore SEO." In this insightful conversation, Ryan Kovach and Perryn Olson delve into the critical role that SEO plays for contractors, particularly those in the trades and construction industries.Discover why many mid-level contractors are missing out on massive opportunities by neglecting SEO and online visibility. Hear real stories about how SEO drives talent acquisition, lead generation, and helps contractors stand out in a competitive market. Discover the evolving digital landscape, including the impact of AI on search and marketing strategies that can enhance your brand...
2025-09-1745 min
Building MomentumEpisode 1: The AI Gold Rush in Construction MarketingWelcome to the first episode of AltCMO’s new podcast, Building Momentum. Our hosts, Ryan Kovach and Perryn Olson, are fractional CMOs with decades of experience marketing construction companies. They discuss the transformative changes reshaping construction marketing today. This episode explores how AI, generative search, and innovative marketing strategies are revolutionizing the way construction and trade companies attract clients and top talent.They discuss generational shifts, the importance of modern digital marketing tools, and how embracing AI-driven technologies can help companies remain competitive in an evolving market. You will learn why traditional marketing methods are no longer en...
2025-09-1638 min
Bold Brand ShowWhat a Fractional CMO Can Do for Your Construction Firm – Perryn Olson, Alt.CMOhttps://boldbrand.show - SUBSCRIBEOn today’s episode, we’re chatting with an AEC marketing pro who I’ve known for years, Perryn Olson.Perryn Olson, FSMPS, CPSM, CCMP is a fractional CMO with Alt.CMO, providing marketing strategy and leadership to construction and construction technology companies. Previously, he was the CMO for the REX.one brands, REX Construction, REX Engineering, and REX Technology, which includes SuperDroid Robots. Before REX, Perryn led the marketing, sales, and client relations teams at My IT as their Chief Strategy Officer. I met Pe...
2025-08-011h 08
Build Your SuccessMarketing Mastery in Construction with Perryn OlsonIn this episode of the Build Your Success podcast, hostBrian welcomes Perryn Olson, a fractional CMO with two decades of experience in construction marketing. Perryn shares his journey from a general marketing consultant to specializing in the construction industry. They discuss the importance of niching down, leveraging technology in construction, and effective ways to use LinkedIn for marketing and employee engagement. Perryn also sheds light on leadership principles, emphasizing teamwork and trust. The conversation wraps up with insights into SEO for construction companies and how even top contractors focus on optimizing their online presence.
2025-05-1329 min
Verify In Field: The Millwork PodcastNavigating Marketing in the Construction Industry: Insights from Alt CMOText us your feedback on the podcast!In this episode of Verify in Field, we delve into the world of fractional marketing tailored specifically for the construction industry. Our host, Jacob Edmond, is joined by experts from Alt CMO, Ryan Kovach, Chief Marketing Officer, and Perryn Olson, a fractional CMO for hire. Together, they explore the concept of fractional marketing, how it provides executive-level insights without the cost, and why specializing in the construction niche is crucial for impactful marketing. Discover how Alt CMO's expertise helps companies in the construction sector navigate the complexities of modern marketing...
2025-03-191h 05
Specified: Building Materials & Construction Growth PodcastUnderstanding Your Ideal Client (With Perryn Olson)Perryn Olson is a Fractional CMO for Hire at AltCMO. In this episode of Specified Growth Podcast, Perryn talks about how he found his way into the construction industry. He also discusses utilizing account-based marketing, the importance of understanding your ideal client when it comes to your marketing strategy, how we should be using AI, and more. Don’t miss this episode of Specified Growth Podcast! Please reach out if you have any feedback or questions. Enjoy! Twitter: @TatsuyaNakagawaInstagram: @tats_talksLinkedI...
2025-02-0343 min
The Veterans Who Build Show03 Ryan Kovach - Artillery operator, Rockstar (literally), 1st Degree Jui-Juitsu Black Belt, AEC CMO, Author.Summary
Ryan Kovach shares his journey from growing up in a small town in Texas to serving in the military as a 13 Mike MLRS operator in Germany. After leaving the military, Ryan joined his mother's staffing company and eventually started his own marketing agency. He emphasizes the importance of marketing in the construction industry, particularly in attracting talent and building a strong brand. Ryan also highlights the need for companies to view marketing as more than just generating leads, but as a way to tell their story and attract top talent. This conversation covers the importance of...
2024-03-2558 min
The Art Of More With Chris Lee“Fractional Leadership” with CR KovachIn this episode I'm stoked to welcome CR Kovach!
CR is a Fractional CMO, and Chief Marketing Officer and CEO of AltCMO.
He has 20+ years experience in marketing & talent acquisition for the construction and engineering industries, is a 5 Time American Staffing Association Voice Award Winner..and has a black belt in Brazilian jiu jitsu!
We'll talk about:
The need for Fractional Leadership
The cost of ignoring talent acquisition
The power of branding
Lessons from Brazilian jiu jitsu
Living a debt-free life
His upcoming book "How To...
2024-02-1352 min