From Invisible to In-Demand: Andrew Newland on SEO, Trust & Functional Medicine Marketing

In this episode, I sit down with Andrew Newland — founder and CEO of Functional Medicine Marketing. Andrew is a digital strategist who works exclusively with functional and integrative medicine clinics, helping them grow their visibility, attract new patients, and reclaim precious time through sustainable, SEO-driven marketing systems. He’s also the author of Digital Marketing and SEO for Functional Medicine Practices and a sought-after voice in the space, having appeared on shows like The Functional Medicine Nurse and The Junto.

Andrew brings much-needed clarity to an industry where most practitioners didn’t go to med school to become marketers. From reviews to rankings to regulations, he breaks down what actually works — without the hype, the “30 patients in 30 days” promises, or the tech overwhelm.

We cover:

• Why functional and integrative medicine is a uniquely challenging niche to market
• The trust gap: why patients need more time, proof, and education before saying “yes”
• How to ask for reviews without feeling slimy — and what to say word-for-word
• Why Google reviews matter more than you think (for both humans and SEO)
• The 3 pillars of SEO: technical, content, and local — and how clinics often miss 2 of them
• A simple, free test (PageSpeed Insights) to see what Google really thinks of your site
• How to structure “content silos” so your blogs lift your whole site, not just one post
• Using blogs that nobody reads (on purpose!) to improve rankings across your entire site
• How to combine AI with human stories so Google doesn’t treat your content like generic fluff
• AEO (Answer Engine Optimization) and what tools like ChatGPT mean for local clinics
• Optimizing your Google Business Profile: Q&A, updates, geotagged photos, and responses
• How to market “sensitive” services like peptides, PRP, and holistic cancer care without getting flagged
• The “trifecta” of digital marketing: SEO, Google Ads, and Facebook/Instagram ads working together
• Real case studies: from barely-any-patients to consistently closing high-ticket programs
• Why mindset, desperation, and unrealistic timelines can quietly sabotage your marketing

🎯 Key Takeaways:

• SEO is tortoise, not hare: it “solves next year’s problems,” not this week’s panic.
• Social media alone won’t grow a clinic — organic reach is tiny, and SEO is the true foundation.
• Reviews build trust twice: with Google’s algorithm and with anxious, skeptical patients.
• The best SEO blends technical health, rich content, and strong local signals (your Google listing).
• AI is a tool, not a shortcut — your stories, voice, and experience are what make content stand out.
• Paid ads work best as part of a system: awareness (Meta ads), intent (Google Ads), and trust (SEO).
• Knowing your ideal patient avatar doesn’t exclude others — it sharpens your message and results.

🔗 Connect with Andrew:

• Functional Medicine Marketing
• Facebook
• Youtube
• Book: Digital Marketing and SEO for Functional Medicine Practices

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The Digital Marketing Success Plan — Building Predictable, AI-Ready Growth in 2025

In this week’s episode, Sacha sits down with Corey Morris—award-winning marketer, best-selling author, agency CEO, and creator of the Digital Marketing Success Plan®—to break down what most companies get wrong about digital marketing (hint: it’s not the tactics… it’s the lack of a real plan).

From early SEO days and the rise of social to today’s AI-powered search landscape, Corey shares insights from 20 years of building ROI-driven strategies for brands across North America. His work at VOLTAGE, a premier search & web agency, has helped companies align their marketing, analytics, and execution for sustainable, revenue-focused growth.

We dig into:

• Strategy vs. tactics: why most teams jump straight into doing instead of aligning on business outcomes
• The START Planning Process®: the 5-step framework (Strategy, Tactics, Application, Review, Transformation) that makes marketing accountable
• The hidden cost of random acts of marketing: why posting “just because” drains time, clarity, and ROI
• SEO in an AI world: zero-click searches, AI overviews, and why “SEO is dead” is still a myth
• Content overload & quality control: how to use AI without creating junk that damages trust
• Reporting that leaders actually believe: tying marketing → pipeline → profit instead of stopping at clicks
• Trigger events: CEO drive-bys, rebrands, algorithm shifts & how to stay agile without losing direction
• Scaling predictably: why diversified tactics + disciplined planning beat shiny-object growth
• The real risks of tool overload: subscriptions, automation traps, and the false promise of shortcuts
• Building credibility in your niche: how to differentiate, not commoditize, your marketing

🎯 Key Takeaways:

Strategy > tactics:
Most marketing fails because businesses start doing before deciding why or how success will be measured.

Clarity beats chaos:
The START Framework gives teams a documented plan, clear definitions, and unified KPIs that connect to revenue.

SEO isn’t dead—it’s evolving:
AI changes how people search, but the need to be discoverable is timeless.

Data is your truth-teller:
If your reporting stops at impressions and clicks, you’re flying blind.

AI is a multiplier, not a replacement:
Use AI to scale thinking, repurposing, and planning—not to pump out low-value content.

Consistency compounds:
Success comes from disciplined execution, not one-off heroics or sporadic bursts of activity.

Agility matters—but guardrails matter more:
Trigger events should shift priorities thoughtfully, not derail your entire strategy.

🔗 Connect with Corey:

📘 Digital Marketing Success Plan® Website (START Framework + Book)
🧩 Free Strategy Blueprints: https://thedmsp.com/blueprints

⚡ Agency: VOLTAGE — Your digital partner for search & web
LinkedIn: Corey Morris
Company LinkedIn: VOLTAGE

#DigitalMarketing #MarketingStrategy #SEO #ContentMarketing #AIinMarketing #MarketingAnalytics #UncomplicateItPodcast #VOLTAGE #PredictableGrowth #STARTFramework #MarketingPlan #ROI

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From Location to Loyalty — Unlocking Geofencing for Real-World Results

In this week’s episode, Sacha sits down with Chris Seminatore—founder of GetGeofencing.com and a true pioneer in location-based digital marketing—to unpack how geofencing lets you reach the right people, in the right place, at the right moment.

From Navy intelligence and TV production to building a seven-figure agency serving over 1,600+ campaigns and 350+ businesses across the U.S. and Mexico, Chris shares how “unsexy” industries (think plasma centers, funeral homes, political campaigns) quietly crush it when you combine sharp data, empathetic messaging, and relentless experimentation.

We dig into:

• Geofencing 101: what it actually is (beyond Facebook radius ads) and how it works in real life
• The tech behind it: 13-inch accuracy, satellites, WiFi, RFID, and the same backbone Uber relies on
• Conversion zones: tracking who actually walks into your location after seeing your ad
• Why “boring” verticals (plasma centers, hospice, legal, politics) often outperform sexy DTC brands
• The Burger King vs. McDonald’s playbook—and how challenger brands can steal market share with location
• Data as the real edge: which locations work, which creatives hit, and how to reallocate budget fast
• Facebook & search fatigue: why traditional social ads are getting noisier and less trusted
• The power of retargeting + multi-channel: why familiarity and repetition still drive most conversions
• Copy that converts: using questions, emotion, and empathy instead of clever-but-confusing headlines
• Building a 7-figure agency with 0 cold outreach: referrals, responsiveness, and radical honesty
• How Chris uses AI (including video tools like V0/3) as a creative collaborator—not a magic wand

🎯 Key Takeaways:

• Relevance > reach: Where people go is one of the strongest signals of buying intent—geofencing lets you build audiences from real-world behavior, not guesses.
• Clicks are not the finish line: Conversion zones and foot-traffic tracking give you a clearer, more honest ROI than vanity metrics.
• Retargeting is non-negotiable: Most sales happen on the follow-up; pairing geofencing with retargeting multiplies performance.
• Unsexy industries print money: Markets like plasma centers, political campaigns, and local services win big when others are too “cool” to serve them.
• Perfection is the enemy of progress: Launch, learn, and iterate—no one actually knows how a campaign will perform until it’s live.
• Trust is a growth strategy: Transparency, fast responses, and treating clients like partners can build an entire pipeline on word of mouth.

🔗 Connect with Chris:

• Website: GetGeofencing.com
• Company: Get Geofencing – Location-based digital marketing for real-world results
• Linkedin: Chris Seminatore

#Geofencing #DigitalMarketing #LocationBasedMarketing #AgencyLife #PerformanceMarketing #PoliticalCampaigns #UnsexyIndustries #Retargeting #AdTech #UncomplicateItPodcast

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From Setbacks to Strengths — Building Human-Centered Performance in the Age of AI

In this week’s episode, Sacha sits down with Alfredo Borodowski—consultant, keynote speaker, and leading voice in positive psychology—to explore how purpose + strengths can transform leadership, culture, and performance (without the burnout theater).

From a storied journey across law, theology, and clinical therapy to guiding leaders at companies like Motorola and nonprofits across the Americas, Alfredo reveals a science-backed playbook for resilient teams and sustainable growth. His upcoming book, The Human Upgrade: The Future of Leadership in the AI Revolution, shows why the most valuable asset in a tech-saturated world is still deeply human.

We dig into:

• The 4-stage operating system: Fix → Strengths → Psychological Capital → Becoming
• Why “soft skills” are the hard skills—and the research that proves they drive results
• Strengths blindness: 70% don’t know their top 5; knowing → 9× potential, applying → 18×
• The 3:1 positivity ratio (and why it’s the manager’s secret weapon)
• Perseverance as the #1 predictor of sustained performance
• Busting myths: burnout ≠ badge of honor, pressure ≠ excellence, “cut the weak link” ≠ culture
• Purpose first, results follow: rediscovering mission to prevent silent founder burnout
• AI & leadership: why the human edge—empathy, meaning, connection—becomes premium
• Practical workshops, games, and case-based coaching teams can replicate immediately

🎯 Key Takeaways:

• Clarity > complexity: align purpose, strengths, and objectives before optimizing metrics.
• Managers multiply performance: lead with wins, coach to strengths, close on a high note.
• Invest in Psych Capital (confidence, hope, optimism, resilience) to unlock durable execution.
• Human > hype: as AI scales, cultures that feel human win trust, talent, and outcomes.

🔗 Connect with Alfredo:
Text “Positive” to 33777 to get the 24 strengths + exercises, and to book a short intro chat.
LinkedIn: Alfredo Borodowski
Book: The Human Upgrade (coming soon)

#Leadership #PositivePsychology #PeakPerformance #AIandLeadership #OrganizationalCulture #ResilientTeams #FounderJourney #ManagerToolkit #TheHumanUpgrade #UncomplicateItPodcast

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From Biochemistry to Billions — Engineering Smarter, Data-Driven Marketing Systems

In this week’s episode, Sacha sits down with Justin Rashidi, Co-Founder and Chief Strategy Officer at SeedX, to explore how an engineer’s mindset can eliminate waste and unlock real business growth.

From pivoting out of medicine to leading a multi-million-dollar consultancy that’s generated over $1B in client revenue, Justin breaks down what it means to make marketing scientific again—rooted in data, not hype.

We dig into:

• The hidden marketing tax and where brands lose millions in ad spend
• B2B vs. B2C attribution: fixing the broken data pipeline
• The metrics that actually move the needle (LTV, CAC, new customers)
• Incrementality testing and why platform ROAS lies
• The sales ↔ marketing black hole—and how to close it
• AI’s real role: freeing humans from the tedious, not replacing them
• Scaling without chaos—why 30–50% growth beats “hypergrowth” every time

🎯 Key Takeaways:
Clarity beats complexity—simpler metrics scale faster.
Marketing is an investment, not an expense.
Real growth happens when data, people, and strategy finally align.

🔗 Connect with Justin: SeedX.com

LinkedIn: Justin Rashidi

#DataDrivenMarketing #Attribution #B2BMarketing #EcommerceGrowth #MarketingAnalytics #UncomplicateItPodcast #MarketingStrategy #AIinMarketing #Leadership #BusinessGrowth

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From Family Ties to Thriving Teams — Building Healthy, High-Performing Family Businesses

In this week’s episode, Sacha sits down with Brandi Marek—former Magnolia Gardens Nursery leader and now Business Advisor at Ferguson Alliance—to unpack how aligned strategy, clear roles, and people-first leadership turn family dynamics into a competitive advantage.

We explore how honest assessments, transparent financials, and courageous conversations help family enterprises reduce friction, empower middle managers, and scale without losing the heart that made them special.

We cover:

• Business-first vs. family-first: choosing a model and living it
• The assessment playbook: strategy, finances, and the human layer
• Middle managers in the “vice” (and how to get them out of it)
• Sharing numbers wisely so teams can own outcomes
• Delegation without ego—freeing founders and multiplying value
• Conflict resolution as a culture non-negotiable
• Succession planning and defining the legacy you actually want

🎯 Key Takeaways:

• Clarity beats assumption: name your operating model and align decisions to it.
• People power performance: seen, informed teams execute better.
• Delegation is design, not abdication—document, equip, then get out of the way.
• Speak the hard truths early; the unsaid silently erodes culture.
• Strategy is a promise—if you can’t measure progress, you don’t have one.

🔗 Connect with Brandi:
Ferguson Alliance
LinkedIn

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From Counterintelligence to Clicks — The Art of Pattern Recognition in Marketing

In this week’s episode, I sit down with a guest whose career journey is anything but ordinary — from counterespionage in the U.S. Air Force to building high-performing marketing engines for fintech brands.

We explore how lessons from intelligence work — like pattern recognition, behavioral analysis, and curiosity — laid the foundation for his success in digital marketing and lead generation. As the founder of Kaleidico and Bill Rice Strategy Group, he’s helped companies generate over 500,000 leads a year and navigate evolving market shifts, from the dawn of Google to the rise of AI.

We cover:

• The connection between counterintelligence and marketing pattern recognition
• How the first internet-only bank scaled to $1B before “fintech” was a word
• Why downturns are the best time to innovate and build momentum
• The biggest mistakes businesses make in demand generation
• How predictive and generative AI are transforming lead systems and SEO
• Why marketing shouldn’t be the first department cut when times get tough
• The future of marketing roles in an AI-driven world

🎯 Key Takeaways:

• Pattern recognition is the marketer’s superpower — know your data, know your audience.
• In chaos lies opportunity: downturns reward the curious and the agile.
• Marketing drives oxygen into a business — cutting it starves growth.
• AI isn’t replacing marketers; it’s amplifying the creative ones.
• Keep iterating — progress is built on movement, not perfection.

🔗 Connect with Bill:
BillRiceStrategy.com
Kaleidico.com
LinkedIn
X (Twitter)
YouTube

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In this episode, I sit down with Pete Duche — founder and principal consultant of Houston Leadership Consulting. Pete brings over 25 years of leadership experience, starting in law enforcement where he commanded a major city’s crisis negotiator team. Those high-stakes moments — requiring calm under pressure, rapid decision-making, and deep trust in people — shaped the foundation for his approach to leadership today.

With dual graduate degrees in Public Administration (Villanova University) and Industrial Organizational Psychology (Harvard University), Pete blends real-world frontline leadership with academically grounded insight. At Heusian, he and his team co-create practical, tailored solutions that strengthen workplace culture, empower leaders, and guide organizations through complexity and change.

We cover:

• The journey from patrol officer to commanding crisis negotiator teams — and the leadership lessons learned along the way
• How undercover work and crisis calls informed his philosophy of trust, mistakes, and resilience
• Why he launched Heusian Leadership Consulting to bridge the gap between research and practice
• The myth of the “tough” leader — and why authenticity is today’s biggest leadership challenge
• How organizational psychology tools like personality inventories, culture assessments, and emotional intelligence testing uncover hidden dynamics in teams
• Why most change management efforts fail — and how communication and trust can make them succeed
• The difference between executive coaching vs. leadership coaching — and how both play out in practice
• The ideal team size (4.6 people!) and what research says about preventing groupthink and social loafing
• Co-creating solutions with clients and why a one-size-fits-all approach fails
• The importance of psychological safety, accountability, and transparency in shaping high-performing teams

🎯 Key Takeaways:

• Leadership is a skill, not a title — and it can always be improved.
• Authenticity is today’s leadership challenge: you can be both kind and effective.
• Communication is at the root of most organizational failures (or successes).
• Trust isn’t built in grand gestures, but in everyday actions and follow-through.
• Organizational psychology provides the research-backed tools to measure culture, improve accountability, and build psychological safety.
• Leaders must embrace a growth mindset: as Michelangelo said, “I am still learning.”
• Small wins in leadership often start with transparency and listening.

🔗 Connect with Pete:

hesionleadership.com
LinkedIn

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