Task Versus Impact Value with Jason Ciment, Karl Pontau, and Bruce La Fetra

Karl Pontau is the Owner of Squash and Stretch Productions. They help established startups and small enterprise companies grow and succeed by creating high-quality, custom animated videos and motion graphics. So when companies need to explain complex concepts, generate more revenue, or strengthen their brand presence online, Karl and his team help them do so by telling unique stories through animated content.

According to CEOs and professional firm leaders, Bruce La Fetra goes by the nickname ‘The Client Whisperer’ because he takes the guesswork out of marketing services. He is the Managing Partner and Growth Strategist at Eastwood Strategy Advisors. By going to the source and asking the right questions, Bruce believes you need to “think like your best clients” to attract more of your best clients.

Jason Ciment is the Founder and CEO of Get Visible, a digital marketing agency with local and national clients. Jason helps companies with their website so it adds revenue to their bottom line. His agency creates unique websites and promotes them with search engine rankings, online ad campaigns, and social media channel engagement.

Here’s a glimpse of what you’ll learn:

• Jason Ciment talks about the impact value of SEO
• Why most SEO efforts hit a fault line
• What are task-based values and impact values?
• Bruce La Fetra explains why companies struggle with their impact value
• The most important question to ask when differentiating your brand
• Karl Pontau goes into detail about impact value
• A case study of task vs. impact value
• Why storytelling matters in communicating value

In this episode…

Most people think about the services they render — which often inform their marketing communications — as the value they provide. However, that is only their task-based value. By focusing on your task-based value, you miss the chance to differentiate your services and show your clients your impact value.

What is your impact value, and how does it define how clients perceive you and decide to work with you? For starters, impact value is client opportunity in relation to your services. But there is more. Jason Ciment, Karl Pontau, and Bruce La Fetra are here to share the details and explain how you can communicate impact value.

Listen to this episode of the Inspired Insider Podcast with Dr. Jeremy Weisz featuring Jason Ciment, Founder and CEO of Get Visible, Karl Pontau, Owner at Squash and Stretch Productions, and Bruce La Fetra,  Managing Partner and Growth Strategist at Eastwood Strategy Advisors. They explain the difference between task value and impact value, how impact value serves your brand better, how to communicate impact value, and lots more!

Resources Mentioned in this episode

• Get Visible
• Squash and Stretch Productions
• Eastwood Strategy Advisors
• Jason Ciment on LinkedIn 
• Karl Pontau on LinkedIn
• Bruce La Fetra on LinkedIn

Books Mentioned:

• Predictably Irrational, Revised and Expanded Edition: The Hidden Forces That Shape Our Decisions by Dr. Daniel Ariely
• Radical Relevance: Sharpen Your Marketing Message – Cut Through the Noise – Win More Ideal Clients by Bill Cates

Related Episode(s):

• “5 Types of Content You Should Be Creating Now (But Probably Aren’t)”

 

Episode Transcript

Jeremy Weisz 0:19

Dr. Jeremy Weisz here we are live right now, if you’re listening, you could be listening on the podcast later on. But we are live on social media. And I am the founder of Inspired Insider.com where I talk with and interview some of the most inspirational entrepreneurs and leaders, I have three amazing people today, which I’m going to introduce in a second. And we’re going to be talking about task value versus impact value. And that’s not something I came up with, we were chatting before we hit record here. And so I cannot take credit for that. And but we’ll explain what that means, which is looking in the eyes of your clients and customers and showing them the benefits of what you do. Okay, and so we’re going to go through that. And I have three really smart people to go through that with me today. Before we get into it. This episode is brought to you by Rise25 at Rise25 we help businesses give to and connect to their dream 100 relationships and partnerships by helping you run your podcast. So it generates you amazing relationships, and hopefully referrals to your business. And you know, as everyone here knows, the number one thing in my life is relationships, I’m always looking at ways to give to my best relationships. And over the past over 10 years, I’ve found no better way to do that then profile some of the smartest and, you know, companies and people I admire on the podcast to share what they do. And so without further ado, you can check out Rise25.com to learn more. If you’ve thought about creating a podcast or doing a podcast and today’s guests, I’m gonna introduce one by one. We have Karl Pontau, he’s owner of Squash and Stretch Productions. And you know, when companies need to explain complex concepts, generate more revenue and strengthen their brand presence online. Karl and his team produce these exceptional stories using high quality and custom animated content. And we’ll hear from him on exactly how they do that. And Bruce La Fetra, you know, he is called as you can see The Client Whisperer and because he takes the guesswork out of marketing services, and he goes to the source, ask the right questions, and he helps people reveal how to think like their best clients. So they think like your best clients, you know, Bruce, you, they attract more of those same clients, which is amazing. So we’re gonna talk about that. And Jason Ciment is the Founder of Get Visible, which is a digital marketing agency. They have offices in Beverly Hills, Phoenix, and people call Jason, if you want a website, not just a website, but actually as revenue to your business as revenue and as bottom line to your business. So they create remarkable websites that convert and that they promote in, you know, so you know, search engine rankings, online, ad campaign, social media, and all of that. Thank you all for joining me today. Thank you. Jason, I kind of want to start with you. I know you’re a busy man with a busy schedule. So you may have to pop off early. But you know, we’re talking about task value versus impact value, and how do you demonstrate not just the features, not even just the benefits, but you know, the results? And I’ll I’m gonna let you just go from there and share your screen. And I think you may, yeah, and share a little bit about your wisdom with us.

Jason Ciment 3:37

Okay, so I’m going to share it. I’m giving a presentation later this week. So I’m giving you a sneak preview before anyone else has seen this. And I’m just going to give three slides from the presentation. So our agency, we design websites, as you said before, and we get traffic to the websites, which is the majority of the work that we do. And so I want to just focus for today on search engine optimization, and explain how we’ve distilled it down to three things. There’s content, which is you have to have the keywords in the content. These are all different types of content you can create in the website, you have to do the coding, which in our world, we call on page, which is make sure that the websites fast that it passes Google’s speed tests, and it’s mobile friendly tests. But you also have to make sure that the experience of the website keeps people on there for a longer time. And that it’s just a good has good conversion concept. And then the last thing is called connections here, which is another way of saying backlinks and getting websites that people on their websites to post content which has a link back to your website, which could also include social media mentions. So when you talk about what when somebody says oh, I have an optimized website, it’s not a point in time. It’s an ongoing like turtle versus the hare type of thing. You never win the race, but your goal is to always be ahead in the race. So One of the slides I want to show you is the steps behind what we call on page optimization, I’ll get there in a second shouldn’t have this, here we go. So this is called technical SEO. These are 12 different things that contribute to rankings, I’m not going to go through all 12. I just wanted to give you an idea that when you talk about optimization, I gave you three things content, community connections, and coding, this is what’s behind the scene of all of that. So I’m going to explain on one website, what we did for a client of ours that produced a significant ranking. And it’s something that you can do for your own website, because that’s ultimately the idea is we want to teach people to do what they can on their own and hire us because they don’t have the time or they’re lazy. So this is a website that sells sewing machines and sewing machine parts. And it’s

Jeremy Weisz 5:53

very sexy industry

Jason Ciment 5:54

very sexy, right? So what we did was we you can see here, this is January 20 2020 versus January 2021. So we got his keywords, just alone in the on the top three positions of Google went from 371 to 703. And then from 1600, to 2600. So the amount of keywords made overall 14,000 to 24,000. But really, it’s just the first page that matters, he went from 2000 to 3300. It’s over 100% growth in the rankings, which produced 114% growth in traffic, but a 200% growth in sales. So he went from 4200 transactions to almost 13,000 transactions in one year. So what was the cause of doing that? So what we did is what we call aggressive content creation and optimization. So first, we created for blogs a month. And what we do is we hire people that are experienced in that industry, we used to have a professional writer on staff to write for a bunch of clients. But it became more efficient to find people that are retired, or that are looking for a side hustle, have a second job and hire them to write blogs. Then we also created tutorials on how to use the machines, how to use how to put your finger into a thimble and use it so you don’t jam a needle into your finger, just different things important. It’s very important, right? And then figure out what are the terms Now there’s two types of keyword phrases that you should know about. I’ll share another slide for a second because this came up. There’s something called reputational keywords that’s for someone knows the brand. And they’re just looking to sort of validate your credibility. So someone would type in something related to goldstar, they want to be found. But the ones for e-commerce and more often lead oriented, they don’t know your brand. And they want to discovery that you want them to discover you online. So for example, here, this is a company that’s a consulting firm, if you type in the name of their firm, they show up here, but they also show up on the right side, which is called your Google My Business listing. But let’s assume that you knew the person who was at the company, all of a sudden you type in her name, the Google My Business listing is not showing up. So this person forgot, or didn’t know that she could also attach her name to her listing. And so from a reputational standpoint, there’s a gap here, but from others pretty cool. Yeah, so from a lead standpoint, which is really related to e-commerce, because most people are not checking out the brand, they’re really trying to find a product, they just don’t know where to buy it from. So here, it’s not an e-commerce link. But again, this is the preview of the presentation. Look at all the different types of listings that can come up in terms of content. So someone’s looking for a coach in Silicon Valley, they don’t know this lady named Christie, here, a LinkedIn profile comes up that people also have, which are questions about executive coaches, then you have an actual for listings, which are actually coaching sites. And then a fifth one is an information like Cora. So which is not a coaching site, but they have content. So if we come back to this goldstar tool, we created all sorts of different types of content between blogs and tutorials. And then here are social media postings that we did, when you put it all together, we increased page one visibility, like I said, by 1200 94 keywords which produced, I say, I don’t know if you say twice to sales, or three times the sales, but it went from you know, 4200 to 12,000. So bottom line is we added all this content. And if you remember I showed you that there’s this chart here of all the different things you have to do for technical content is just stage one, then you have to do all the other things to optimize that content to make Google really respond to it. So you’re sort of the SEO thing and under five minutes.

Jeremy Weisz 9:51

No, I like what you said. Because really, essentially what it is, is you want to just get as much real estate on the first page of Google as possible and so I Like how you broke down, there’s different elements of that there’s paid elements. There’s SEO elements. There’s even the Google My Business listing elements, which seems like a low hanging fruit that probably most people are not even doing, and trying to capture as much real estate. And obviously, from what you described, you know, there could be areas or real estate of blogs or questions, and there’s other for the actual site, which be on site. So you’re basically trying to help people capture as much real estate on that first page as possible.

Jason Ciment 10:29

Correct you you have made a great point, because that is true that they that there isn’t just the the normal ranking that you would think of of just a content page, it could be if you rank

Jeremy Weisz 10:41

a content page, Well, great. Now you don’t have paid or you don’t have some of those other things that you’ve you showed that are built out. Right.