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Conversations That Move the Construction Industry Forward

The Building Momentum Podcast is where construction leaders share the strategies, lessons, and stories that drive growth. Each episode is hosted by AltCMO principals Ryan Kovach and Perryn Olson, who each brings decades of construction marketing and business development experience to the mic.

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Hiring in construction and the skilled trades is no longer just an HR challenge; marketing should help HR recruit your future employees. In this episode, Ryan Kovach and Perryn Olson dive deep into how digital marketing strategies can attract, nurture, and retain top talent in the construction and trades industry. From geofencing job sites and competitor locations to building long-term candidate pipelines, this conversation breaks down why recruitment and marketing must work together. You will learn how companies are reducing their reliance on job boards and temp agencies, improving candidate experience, and building employer brands that act like magnets for skilled workers. The discussion also explores the role of thought leadership, AI tools, automation, and brand dominance in solving the growing labor shortage. If you are a construction company owner, HR leader, recruiter, or marketer, this episode will change how you think about hiring in the next decade. Key Takeaways - Talent acquisition is a marketing responsibility, not just an HR task - Geofencing is a powerful tool for recruiting workers directly where they already are, such as job sites, supply houses, competitors, and community locations - Direct applicants are typically much higher quality than job board applicants and cost significantly less over time - Candidate experience matters; ghosting or generic rejection emails damage your employer brand - Nurturing candidates over months or years builds a reliable hiring pipeline and reduces future ad spend - Thought leadership content creates a halo effect that attracts both clients and future employees - Strong employer branding can significantly reduce dependence on staffing and temp agencies - AI tools can automate candidate communication, answer HR questions, and improve efficiency - Construction companies that invest early in recruitment marketing will gain a long-term competitive advantage - The skilled labor shortage will intensify even more over the next few years; waiting is not an option. Connect with AltCMO and Learn More Follow AltCMO on social media to stay updated on industry insights and news: LinkedIn: https://www.linkedin.com/company/altcmo/ Instagram: https://www.instagram.com/altcmo/ Blog: https://altcmo.net/blog/ Get in touch or learn more about our team: Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/
Episode 25 - Marketing Meets Recruiting: How to Use Digital Marketing to Fuel Talent Acquisition
The construction industry is in a critical phase, where attracting and retaining skilled talent is the largest challenge for a construction company’s long-term growth. With a large portion of the workforce approaching retirement and younger generations choosing different career paths, contractors must rethink how they position themselves as employers. In this episode, we explore how construction companies can build a truly magnetic employer brand that attracts the right people, repels the wrong ones, and creates lasting loyalty within their teams. We discuss the real impact of workforce shortages, the loss of leadership experience, and why today’s hiring competition goes far beyond other contractors. You will learn how culture, transparency, leadership visibility, and thought leadership directly influence recruitment and retention. We also uncover why vulnerability builds trust, how retention rates signal company strength, and why winning support at home can be just as important as winning talent on the job site. This episode is essential listening for construction leaders, marketers, and HR professionals who want to future-proof their talent acquisition strategies and build a company people are proud to work for. Key Takeaways • Why the construction industry is facing a major talent and leadership shortage • How a magnetic employer brand attracts the right people and filters out the wrong fit • The role of transparency and vulnerability in building trust with employees • Why leadership visibility and thought leadership matter more than ever • How company culture directly impacts retention and long-term loyalty • The importance of tracking and sharing good employee retention rates • Why winning family support strengthens employee retention • How differentiation helps your company stand out in a crowded market Connect with AltCMO and Learn More Follow AltCMO on social media to stay updated on industry insights and news: LinkedIn: https://www.linkedin.com/company/altcmo/ Instagram: https://www.instagram.com/altcmo/ Blog: https://altcmo.net/blog/ Get in touch or learn more about our team: Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/
Episode 24 - Winning the War for Talent: How Construction Companies Build a Magnetic Employer Brand
AI detection tools are everywhere, but are they actually accurate? In this episode, we break down why popular AI detectors flag content written long before AI even existed, including the Bible, Shakespeare, and the U.S. Constitution. We discuss how these tools really work, why they often mislabel high-quality writing, and what this means for AEC marketers, construction owners, and content creators today. You will learn how to use AI responsibly as a creative assistant (known as AI-assisted content) instead of a shortcut, how brand voice and originality protect your content, and why obsessing over banned words and phrases actually lowers content quality. If you are worried about AI penalties, content authenticity, or how search engines truly evaluate content today, this conversation will change how you think about AI forever. Key Takeaways • AI detection tools rely on pattern recognition, not authorship verification • High-quality writing often gets flagged because it follows a strong linguistic structure • Older texts and formal English are more likely to be misidentified as AI • Eliminating “AI sounding” words reduces clarity and weakens content • AI should act as a ghostwriter assistant, not an automatic content generator • Thought leadership, originality, and brand voice matter more than detection scores • Search engines care about topical authority, not AI detection percentages • If content feels rushed or automated, it usually is • Authentic expertise combined with AI assistance scales content without penalties Connect with AltCMO and Learn More Follow AltCMO on social media to stay updated on industry insights and news: LinkedIn: https://www.linkedin.com/company/altcmo/ Instagram: https://www.instagram.com/altcmo/ Blog: https://altcmo.net/blog/ Get in touch or learn more about our team: Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/
Episode 23 - Stop Chasing AI Detectors. Start Thinking Like a Human
In Episode 21, Ryan Kovach and Perryn Olson dive into one of the biggest shifts underway: the rise of AI-powered e-commerce through tools like ChatGPT, and what it means for construction, trade contractors, and B2B companies. They explore how AI-driven purchasing experiences differ from traditional Google searches by offering cleaner results, real-time comparisons, availability, reviews, and shortlists all in one place. While construction companies may not sell products online in the traditional sense, Ryan and Perryn explain why services, procurement, emergency work, and even commercial projects are already becoming e-commerce-like transactions. The conversation expands into changes in buyer behavior, AI-to-AI interactions, voice assistants, and how future customers will shortlist vendors without ever making a phone call. They also discuss why using AI and optimizing for users now is like getting into SEO early, the importance of experimentation, and how companies that embrace innovation today will own visibility tomorrow. Key Takeaways - ChatGPT e-commerce changes how B2B & home services buyers compare, shortlist, and purchase. - AI delivers more thorough decisions in a cleaner format than traditional search results. - Construction and trades can sell services like e-commerce products. - Procurement and emergency services are ideal use cases for AI-driven buying. - AI search traffic is growing rapidly and is already at double-digit percentages. - Buyers increasingly prefer frictionless, no phone call interactions. - Businesses must feed AI engines just as they once fed search engines. - Early adopters gain a long-term “king of the hill” advantage. - Not all innovation has to work; experimentation is essential. - AI will impact operations, marketing, sales, HR, and customer experience. Connect with AltCMO and Learn More Follow AltCMO on social media to stay updated on industry insights and news: LinkedIn: https://www.linkedin.com/company/altcmo/ Instagram: https://www.instagram.com/altcmo/ Blog: https://altcmo.net/blog/ Get in touch or learn more about our team: Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/
Episode 22 - How Contractors Can Maximize ChatGPT's New E-commerce Feature
In Episode 20, Ryan Kovach and Perryn Olson unpack a surprising industry report showing that only 18 percent of small business leaders feel very confident in their marketing. Drawing from real client conversations, research data, and hands-on experience, they explore why confidence has dropped sharply and what is driving widespread frustration. The discussion examines unclear ROI, poor reporting, vanity metrics, broken agency models, rising costs, and the growing confusion caused by AI and algorithmic changes. Ryan and Perryn stress that marketing may be working, but without clear metrics, leadership direction, and honest accountability, it often feels rudderless. They also explain why specialization matters, why generic agencies fail construction and trade businesses, and how tracking the right leading indicators can rebuild confidence. The episode closes with practical guidance on momentum, focus, and how companies can stop checking boxes and start seeing real progress. Key Takeaways - Only 18% of small businesses feel very confident in their marketing efforts. - A lack of clear metrics and accountability erodes trust in marketing. - Many agencies hide poor performance behind vanity metrics and selective reporting. - AI has added complexity, not simplicity, when used without strategy and oversight. - Tracking leading indicators helps predict results before revenue is impacted. - Confidence increases when businesses focus on specialization instead of going generic. - Branding and momentum are critical, even when results are not immediately visible. - Marketing should be predictive and proactive, not reactive after problems appear. - High-volume agency models often sacrifice quality and attention. - Consistency and clarity outperform shortcuts and automation. Connect with AltCMO and Learn More Follow AltCMO on social media to stay updated on industry insights and news: LinkedIn: https://www.linkedin.com/company/altcmo/ Instagram: https://www.instagram.com/altcmo/ Blog: https://altcmo.net/blog/ News: https://altcmo.net/news/ Get in touch or learn more about our team: Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/
Episode 21 - Only 1 in 5 SMBs Feel “Very Confident” in Their Marketing
In 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. Ryan and Perryn also unpack common objections leaders have around social media, including ROI, time investment, production costs, and fear of mistakes. They explain how a consistent strategy, clear content pillars, and practical use of tools like AI and smartphones can remove friction and make social media sustainable. The episode wraps with a strong case for treating social media as long-term brand infrastructure rather than a short-term sales tactic. Key Takeaways: - Nearly all ENR Top 400 contractors are on LinkedIn, but engagement there is often low. - Facebook and Instagram remain widely adopted, primarily for recruiting and culture. - Less than half of contractors actively use YouTube, despite it being the second-largest search engine. - TikTok adoption is extremely low, even though much of the skilled labor workforce is already there. - Visibility and consistency matter more than being on every platform. - YouTube and TikTok offer massive untapped opportunities for education, recruiting, and SEO. - AI and smartphones have removed most barriers to creating usable video content. - Social media ROI should be viewed as cumulative brand touchpoints; not one post equals one lead. - Clear content pillars help teams stay consistent without overthinking execution. - Authenticity beats polish, especially in construction and B2B industries. Connect with AltCMO and Learn More Follow AltCMO on social media to stay updated on industry insights and news: LinkedIn: https://www.linkedin.com/company/altcmo/ Blog: https://altcmo.net/blog/ Get in touch or learn more about our team: Contact Us: https://altcmo.net/contact-us/ Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/
Episode 20 - Construction Social Media Strategy for Contractors
In 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 marketing plans, but most companies never execute them. - Fractional CMOs lead the marketing team, drive execution, and operate like internal executives. - Avoid hourly or block-time billing with fractionals, as it limits communication and slows results. - Watch out for posers; real marketing executives understand business, budgets, hiring, and revenue. - Interim roles are temporary, while fractionals are long-term and ongoing. - Companies scale faster when strategy and execution converge under a single team. Connect with AltCMO and Learn More Follow AltCMO on social media to stay updated on industry insights and news: LinkedIn: https://www.linkedin.com/company/altcmo/ Instagram: https://www.instagram.com/altcmo/ Blog: https://altcmo.net/blog/ Get in touch or learn more about our team: Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/
Episode 19 - Difference Between Fractional Marketers & Marketing Consultants
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 homeowners as distinct audiences • Authentic story-driven, video-first content cuts through crowded feeds • Niche-focused messaging continuously outperforms broad, generic campaigns • AI enhances efficiency, but cannot replace real stories or trust • Education and value-driven content build long-term loyalty An insightful listen for construction and building materials brands looking to sharpen their marketing strategy and stand out with purpose. Connect with AltCMO and Learn More Follow AltCMO on social media to stay updated on industry insights and news: LinkedIn: https://www.linkedin.com/company/altcmo/ Instagram: https://www.instagram.com/altcmo/ Explore our latest articles and news: Blog: https://altcmo.net/blog/ News: https://altcmo.net/news/ Get in touch or learn more about our team: Contact Us: https://altcmo.net/contact-us/ Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/ Connect with Ben on LinkedIn: https://www.linkedin.com/in/bwroberts/
Episode 18 - How Marketing Building Materials Differs from Marketing Construction Services?
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 building topical authority, Ryan and Perryn share real-world strategies that can help you dominate search results and improve lead quality. Key Takeaways: - When to create secondary or niche websites - Landing pages vs full websites: which drives better results - How multiple domains affect SEO and keyword density - The long-term benefits of specialization for conversions - Why residential and commercial audiences need different messaging If you’re a contractor, marketer, or business owner juggling multiple services under one domain, this episode will give you the clarity to make smarter digital decisions. Connect with AltCMO and Learn More Follow AltCMO on social media to stay updated on industry insights and news: LinkedIn: https://www.linkedin.com/company/altcmo/ Instagram: https://www.instagram.com/altcmo/ Explore our latest articles and news: Blog: https://altcmo.net/blog/ News: https://altcmo.net/news/ Get in touch or learn more about our team: Contact Us: https://altcmo.net/contact-us/ About Ryan Kovach: https://altcmo.net/ryan-kovach/ Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ About Perryn Olson: https://altcmo.net/perryn-olson/ Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/
Episode 17 - Why Would a Construction Company Have Multiple Websites?
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