Rebekah Werner runs Unita Marketing, a full-service digital marketing agency that specializes in SEO for small service businesses. Landscapers, plumbers, doctors, and anyone else whose customers start on Google are her core clients. She has grown the agency every year for five years without sending a cold email or making a cold call.
The conversation covers how SEO actually works for local businesses, from keyword research and publishing calendars to technical site health and contact form reliability. Rebekah also addresses what she calls the psychology behind search: people believe the results they see, whether those results come from Google or an LLM, without questioning what put those results there. That same dynamic is why she is watching AI search closely, while being direct that nobody has fully figured out AI-specific optimization yet.
The episode turns practical on content and trust. A client she recently signed had already watched her YouTube series and several podcast appearances before he called. By the time they spoke, the sale was already made. That story runs alongside a candid discussion of how she staffs a four-person team, handles websites that are not worth optimizing, and uses yoga and breathing technique to stay functional when the business gets hard.
Rebekah Werner founded Unita Marketing and has run it for five years, doubling revenue each year. The agency focuses on SEO for small service-sector businesses, handling everything from keyword strategy and content development to technical site work and digital advertising. She is also a yoga teacher and applies mindfulness practice to how she manages the pressures of running an agency.
Full transcript of the conversation, published verbatim. Speaker labels come from the recording itself, not from an automated guess.
Jordan:0:00
Welcome back to the High Ticket Assistance Podcast. Everyone, please welcome the one and only Rebecca Werner. Rebecca, how you doing today?
Rebekah Werner Unita Marketing:0:08
Doing great. Thanks for having me, Jordan.
Jordan:0:10
It's honestly our pleasure. Now, I know you and I connected briefly on a quick phone call before this podcast here, but can you please tell us exactly what you do and who you serve at a very high level?
Rebekah Werner Unita Marketing:0:23
Yeah, we specialize in search engine optimization and we work mostly with small businesses that are in the service sector. So you think anybody that goes to Google and looks for blankety blank service near me, we want them to connect with our clients instead of their competitors. And then we make sure they have a great experience. yeah, there's, know, landscapers, plumbers, hardscapers, doctors, you know, anybody that's found online is a great client for us.
Jordan:0:53
Got you. Okay. And out of curiosity, how did you manage to get into SEO?
Rebekah Werner Unita Marketing:0:58
long and winding road.
I'm like, which part of this long story do I want to tell you? So I spent my whole life, I knew I was going to be in marketing and advertising, no question about it. That's just the brain I was given, you know, no sense in bucking the system. But it became abundantly clear to me with my first internship in college that I was not going to be where I thought I was. I was going to be, I thought I was going to be, you know, in power suits and high heels and some big, you know, office and...
It just wasn't a good fit for me. I know how to sell sugary cereal to children and I know how to make women feel ugly without your makeup and I have no interest in doing either thing. So, you know, I kind of came to this place where I was like, what am I going to do with all of this knowledge that I have? you know, I thought, oh, maybe nonprofit will be my place. Bounced around there, a little bit more fundraising, a little less of my marketing brain was getting used. and ran into an old friend from high school at an ice cream shop. We both had our kids with us and I said, hey, what are you doing up to? And he said, I own a marketing agency. And he said, how about you? And I was like, doing a whole bunch of the wrong things, know, like in the bunch of wrong places. And I said, who do you work with? He said, small businesses. help, you know, we essentially just help small businesses grow. And I was like, that's, that's my jam. That's what I want to do. I said, I want to come work for you. He said, great, come on, I'm actually looking for somebody.
So, you know, that's how we did it. I worked there for many years and that's where I cut my teeth. And essentially, if you want to help a small business grow, especially one in the service sector, that's the best way to do it, in my opinion, is SEO. You know, we layer on digital ads and do all the other things too, but SEO is like the foundation of growing your business, in my opinion.
Jordan:2:53
I cannot agree more because imagine you are the target audience for a plumbing or a plumbing company, right? You have a problem. Where do you go to Google? Like I need, I need to solve this problem right now. Like you are not just thinking about a plumbing company, like on a random Tuesday. You know, I wonder just in case, you know, my, my plumbing goes out. What company am I going to call? It's like, no, my fricking toilet's not working now. We have to get this fixed now. Google who's the best? Like.
Rebekah Werner Unita Marketing:3:02
Right.
Rebekah Werner Unita Marketing:3:07
Nope.
Jordan:3:21
SEO is extremely powerful for that because you're capturing the bottom of funnel audience or potential buyers, right?
Rebekah Werner Unita Marketing:3:29
Yep. And the most interesting part is that people believe what they see. The psychology behind it. You know, people believe chat GPT when you ask for the top 10 plumbers in your area, they believe they are actually the top 10 plumbers in their area. We really, it's just the best top 10 SEO agencies behind the plumbers.
You know, it's like it has nothing to do with who's the best plumber. It's the best agency behind it's getting it going. But there's just that psychology. We just believe it. We believe what Google brings. We believe what Chat-TVT tells us. It works.
Jordan:4:05
No, absolutely. And you know, when I say this name, a lot of people have a knee jerk reaction or people like, yeah, I this guy. But Grant Cardone was like my first, I don't know, salesman term when I first got into the industry, at 18 years old. Now I don't really listen to him too much, but he has this this factor, like this thing that he says, and he says, it's not about the best product. It's about the best known product. Right. Like your product can be average, but If everyone in your market knows you, you will dominate the, the, that area. Because again, everyone simply knows you getting back to what you were saying about as long as you rank top 10 first page, or even in the LLMs, you'll make money, which is, which is, which is awesome. You are bringing up geo and AISCO. This is the company you need a marketing. Yeah, we had a quick laugh. Yeah, we had a quick laugh about that, but does you need a marketing of focus?
Rebekah Werner Unita Marketing:4:54
Good job! You did it!
Jordan:5:02
On that, AISCO and GEO.
Rebekah Werner Unita Marketing:5:04
So there's about three people in the country that are experts in this point, right? Most people will tell you they're experts in focusing on it all day every day. What that means is they're focusing on learning about it. And yes, we are focused on learning about it and we are implementing what we found to be true. We are not throwing spaghetti at the wall to see what sticks. We are not doing that.
Um, what we know to be true is that traditional SEO works for AI SEO works for agent engines, you know, um, that, that what we're doing over here is not hurting over here. It's only helping now. Is that enough? No, it's not. And we know that too. So we are employing extra layers and they are, there are things that we are doing, but Not quickly. Not nearly as quickly as AI is developing. You know, not as quickly as I would like, not as quickly as anybody would like, but...
Nobody's an expert in it just yet. There's a couple people that I trust that I'm learning from and I don't know why they give me all this free information. I appreciate them very much. But yeah, we're learning. We're learning as we go with that. But I do want to say it goes past just being in the right place at the right time. So that's where the other lovely piece of what we do comes in handy where it's like, you can be there, but if you're not attractive, Nobody wants to click on you. Right? So we make sure that like snippet looks good. Right? We make sure it's engaging, draws the reader in, makes, you know, because there's somebody above you and below you all the time. And right? So what makes them click on you versus your competitors, even on that page one, you know, it's beyond just getting there. It's making sure you look good. And then making sure when people click, we've got two to three seconds to give them exactly what they want. And if they don't find it in two to three seconds, if they're under the age of 40, they're gone.
Rebekah Werner Unita Marketing:6:56
You know, people over the age of 40, think we got about five to six seconds. You know, people over the age of 60, we got like 15 minutes, you know, it's like, but you know, most people, got about two to three seconds and it's, you know, if they don't see it, they're out. remember, are you, do you provide the service I'm looking for? Are you in my service area? Are you available? Is it very easy to fill out a form or give a call or an email? Like if those, if all of those areas are not satisfied immediately, they're gone.
Jordan:7:10
That's funny.
Jordan:7:26
What is the psychology that you have in place for making the snippets attractive on Google? Do you use direct response copywriting? Do you use problem awareness sentences, things like that? I guess what do you guys utilize?
Rebekah Werner Unita Marketing:7:42
I don't use any one thing. I don't think there's a hard and fast rule. I think if you're using hard and fast rules, it's probably getting stale and it probably needs to be readjusted. Right place, right time, certainly. But query based, which the bots love the queries, that's got some validity in like a blog post, for example. Never in a page, right? Never in a page title. Page title needs authority.
It needs to tell me exactly what I'm going to see when I visit that page. Sometimes they're ambiguous and they're like just keyword saturated and you're like, wait, what is, I don't even know what that is. Like, you're so cute, but like, what is that? Whatever, I'm confused, I'm going on.
Right? Straight to the point, but at the same time, a little saucy. Like, instead of just saying like real estate agent in blankety blank city, know, like tap real estate agent or premier or, you know, something like just adding that little bit of sauce, you know, into the page title, just to give it that little bit of an edge, but at the same time delivering what is it, you know, and then the meta description. I like to include a call to action when I can, you know, whenever possible, certainly in a blog, but in service pages, in service area pages, we do our best to just simply tell people what it is and make it sound really cool so they want to click on it. It's pretty simple. It got a lot easier recently when search engine results pages started pulling in the business name. That was the best.
Jordan:9:09
Right, right, right.
Rebekah Werner Unita Marketing:9:18
I don't if you know about that, but we used to have to the business name in there all the time. And it was like taking up all the characters, especially my longer named businesses. I'm always like, keep it short, please. It makes my job easier. But yeah, anyway, it's been great because now we don't have to necessarily get the business name in every single snippet.
Jordan:9:38
Yeah, no, go back to that. What exactly do you mean?
Rebekah Werner Unita Marketing:9:41
So in the search engine result pages, now it shows you what business the search engine result snippet is coming from.
As long as you have your site configured correctly, you know.
Jordan:9:53
Okay. For me, maybe I just, I don't know. I look a lot of things up on Google. I know what, like what business it is based on the URL and what you're, you know what I mean? But like, if you're like a normal consumer, you probably just don't know that. But what you're saying is, I guess, can you like paint a picture so I can like close my eyes and like see, so there's obviously there's the headline. There's the like the meta description underneath that. And you're saying I don't have to put the business name in.
Rebekah Werner Unita Marketing:10:02
Yeah.
Jordan:10:20
the main headline or the meta description, it's already there? Is that what you mean? What do mean?
Rebekah Werner Unita Marketing:10:25
Yeah. Yeah. Like it didn't used to be, but now like I'm looking at a, I'm looking at a search engine result page now. And it's got like the little circle icon, the business name, the URL, and then it has page title, meta description. I'm like, yeah, now of course, you know, when Google changes its mind in three months and takes away that business name, we're going to have some work to do, but, I'm hoping they never do. It looks so much better. Like it's, it was definitely a good move, you know,
Jordan:10:32
Okay.
Jordan:10:41
Okay.
Okay, I see what you're saying.
Jordan:10:53
Right. For sure, for sure.
Rebekah Werner Unita Marketing:10:56
So hopefully it stays that way. We'll see.
Jordan:10:59
Okay, cool. Thank you for the context there. Now, what do you know to be true, getting back to what you said about AISCO and GEO, what do you know to be true about LLM search engines that can be transferable over to traditional SEO?
Rebekah Werner Unita Marketing:11:17
It can be transferred over traditional SEO. It's more like the other way around. You know, what from traditional SEO transfers over, you know, because we're the we're having to employ this new stuff. So don't think I know the answer to that question. I don't know. I don't know who does. It's a good question. But natural language is something they have in common. You know, Google favors natural language. LLMs favor natural language. you know, none of the days of just keyword stuffed content are over. know, keyword density matters. You know, you don't want to be overly saturated with your keyword. And your actual content should be about the keyword, about what you're talking about. So if you're trying to show up for this keyword phrase and you're stuffing it into a different... you know, context, and you're just getting it in there, but it's not really about that. It's going to be harder to rank versus creating a content that's based around what you're trying to rank on. Right? There's a lot more like synonyms and inferences. I mean, it's just getting smarter and smarter. So when you're talking about A and you're trying to rank on B, it's a lot harder than talking about A and trying to rank on A. Right?
Jordan:12:32
How does one rank on A though from like a entire SEO perspective? Like I know very little about SEO.
Rebekah Werner Unita Marketing:12:40
yeah. It's, mean, I can tell you, but then I'm going have to kill you. No, I'm just kidding. No, I'm just kidding. So, so yeah, there's, it's a lot. mean, it's a lot. It's, I haven't been bored in a very long time. So that's good. You know, very busy. We all work really hard. It kind of, starts from SEO strategy. So it's always starts in research. You know, we, we pull, we can, you know, as SEO. professionals, have access to tools where we can figure out. the search volume of different keyword phrases, not only like in the country. You know, some people work with international agencies. I say, I'm sorry, I'm not a good fit because I can barely keep up with United States as it is. But then we kind of get an overall gauge and then we boil it down to geographic specificity for most of our clients because there are trends in different areas. There's different phrases that you, if you don't, if you don't research what's being talked about in your area, like Texas versus New York, I mean, come on.
Right? They say things differently, right? It's different dialect, different words. So anyway, we figure out what to go after and we have just lists and lists and lists. And then we create a publishing calendar based on that. We assign existing pages, the most important ones. We create new pages that need to be done. We create blogs around that. mean, so really all starts in the research sector and then it comes down to content development. optimizing what you've already got and then regularly creating new content that's optimized. Then there's the whole technical side of things too, where
Rebekah Werner Unita Marketing:14:17
We've got to not just, you know, it's not just about choosing a keyword phrase for every piece of content. It's also, is your site fast? Is it working correctly? Is it full of broken links? Do you have internal links, external links? You know, all the other things that go into play, it all matters. But, you know, we don't just do SEO because, and I don't think anybody should just do SEO. And if they are, they can call me and I'll do the rest. But, you know, like, You think about you bring clients all these leads, but what if you're not testing their contact forms and they don't get their forms? You know or then you do test the form and they say I didn't get it and then you're like well now what? I don't know what to do. Well, you should know what to do. Like if you're in the back end of people's websites you should be able to manipulate their contact form and deal with SMTP plugin and troubleshoot these issues. Every day is like, I have this little cute list of things that I'm supposed to think I'm doing that day. then it's usually just like all this just completely technical stuff that my clients are like, what does this mean? And I'm like, don't worry about it. We'll take care of it. It's just.
You want to make sure that the site is servicing your client correctly and that it's servicing users correctly as well. Right. I mean, so it's just all got to work together. There's a few other things too that I left out.
Jordan:15:37
For sure, for sure. So it sounds like you also help with websites. I'm not sure if you work with on the paid ad sector of local services, you do? Okay, cool.
Rebekah Werner Unita Marketing:15:46
Yeah, we do. Yeah. Yeah, we're full scale. So we can, you know, we do it all, but we just, most people know us for our SEO. Like that's, that's kind of what we do best.
Jordan:15:57
For sure. I mean, having multiple offers is fantastic for like upsells, cross-sales, increasing lifetime value. know, I'm a firm believer that you should always lead in with your primary core services. And I guess for you, that would be SEO. After you deliver results on SEO, you can upsell them on the website or upsell them on Google ads. I local service businesses love Google ads as opposed to Meta. So yeah, I feel like that's a very strategic way. to do things. In regards to, I guess, help with fulfillment, are you do you have help you have contractors? Do you have a small team in place? What does that look like for you in the company?
Rebekah Werner Unita Marketing:16:33
Yeah, we've got two full-time staff members. We have like an IT guy who does all the stuff that makes me get tired. Hosting, domain management, network security, firewalls and daily backups, plugin updates, technical SEO audits, all that. That's like all his wheelhouse.
Jordan:16:37
Nice.
Jordan:16:44
Bye bye.
Rebekah Werner Unita Marketing:16:58
And then I have a full-time designer who also has her own client load too, because we don't have, know, we design work in the agency world is like an add-on, you know, it's like, oh, cool, you need a website, great. But most of our...
Most of our revenue comes from recurring revenue from clients that we've worked with for years and years, and we build relationships with our clients. You know, maybe five years, every five years or so we'll build them a site. You know, maybe we'll refresh their branding every 10 years or whatever it may be. And we do all that work in-house, but what we're doing all the time is SEO strategy, you know, audits. content development, all that stuff's kind of just ongoing. And then we also have, we also have, she's basically full time, but she's technically a contractor on staff too. And she has a nice healthy client load herself too. So, and then we outsource a little bit as needed to, know, if the plate starts to fill up, but yeah, we make it work. The four of us work pretty hard.
Jordan:17:40
Right.
Jordan:18:04
Absolutely, No doubt there. How many times when you are speaking with a potential client, you say, yeah, I definitely do want SEO. I want SEO. But you look at their website and it's like, man, this website is not going to be good. Even if we do optimize SEO, we're not going to get any leads because your website sucks. How often does that happen and what do you do when that happens?
Rebekah Werner Unita Marketing:18:29
how often? I would say like maybe one out of every five to six.
Jordan:18:36
Okay.
Rebekah Werner Unita Marketing:18:37
maybe closer to 10 if I'm thinking about all the, you I get the whole range. get the, get the, hey, I have an idea. I don't even have a business name yet. Like I've heard I should work with somebody like you on naming the business. And I'm like, thank you. You know, let's not do the long, long business names that are fruity and don't tell us anything about you, know, whimsical, whatever. Like, you know, I love helping people name their business and then, you know, we build them the logo and we just build it from the ground up. That's like my favorite.
But yeah, most people come to me with a hot mess. And there are like 20 different people that each have like five possible logins for seven different platforms. And some guy named John that they haven't spoken to in four years is in charge of his hosting. And there's a website access that I think this guy over here, Tim, I mean.
It's like, come on guys. you know, and just, it takes a while to like, just figure every, access to everything can be a challenge and everything in between, you know? But when I, I, when I see something, I say something like, yeah, if it's, if it's, if it's a hot mess that I can fix, I can, I'll say that. I'll say, Hey, this, the design works not bad. We've got a lot of work to do. do you want me to do that or do you want to start over? Or I'll say, this is a teardown. And they're like, but I worked so hard. I'm like, it's clear that you worked on it. You're not a designer. Or that AI created it for you or the guy from Fiverr or whatever. It's very clear that it was not done correctly and it's not going to work for you and I'm not going to work on it.
I mean, it's just not happening. If it's going to be a challenge, there's a lot of times I'll say to clients, I can work on this, but it's going to cost you less in the long run to just start over. Because it's going to take less time to maintain you, number one, and you're going to pay a ton of money in site updates.
Rebekah Werner Unita Marketing:20:45
you know, versus just like, let's just start with a clean slate. Sometimes it doesn't take any longer to do that. I mean, it doesn't cost any more in the long run. So.
Jordan:20:54
Do you internally bill based off hours or guess like services like a package?
Rebekah Werner Unita Marketing:21:04
More A, but not A. Like more the first choice. We are, we're boutique by in every, in every regard. Like I don't have packages. So definitely not packages. But I do look at what the client needs and I make recommendations to them. and we work within their budget and tailor down or up the recommendations. the way I basically, I sit down and say, what's your pain point? Why did you call me? Nobody calls me when everything's great. my business is growing and everything's working really well. It's all great. Nobody ever says that. So it's like, what's working, what's not working? Are you looking to scale? Are you looking to start?
Jordan:21:28
Okay.
Rebekah Werner Unita Marketing:21:48
is everything broken? It's usually one of the three, you know? so it really just depends. The setup depends. Sometimes it's, you know, if I've got a hot mess and everything's here, there and everywhere, it's going to take me a lot longer and that's going to cost you more money versus when you, start from the ground up.
Sometimes it doesn't, even though we're doing all the branding and the web design, sometimes it doesn't cost anymore because everything's we, everything's handled by us and we can create it all, you know, versus trying to meet with all these different people and, know, get all these logins and all this. It's just like, sometimes it's really dumb, you know, it's like, man. Yeah.
Jordan:22:26
It's a nightmare. for sure. No, I kind of getting back to what you said about no one calls me or no one calls any business really whenever everything's going all right. And I think all businesses that I think definitely for sure all businesses have one thing in common and it's that they solve problems. Like that's it. You know, like that is literally the foundational pillar of all businesses ever. Like that's what they do. They solve problems. So
Rebekah Werner Unita Marketing:22:45
Yep.
Jordan:22:51
Chances are people are coming to you or me because they need a problem solved, right? Whether it's an unmet desire or an actual pain that they're going through that they need, that they need to solve. So yeah, like definitely agree with you there. Let's see here. Do you work like because you help local service businesses, do you work with businesses in your own backyard or do you work nationally?
Rebekah Werner Unita Marketing:23:18
Yes and yes. would say, know, what the work we do is not confined. It doesn't have to be regional. It doesn't have to be local. But it just is because I network locally. You know, yeah. I mean, you know, I'm meeting people out in the field and then, you know, the more clients you have, the more they're referring you to their friends that are also locally. So I would say probably 80 % of my clients are local that I could see in person if I wanted to. But
Jordan:23:30
Makes sense.
Rebekah Werner Unita Marketing:23:47
I have clients across the country and it doesn't make any difference, professionally speaking, how we're able to do our job. So you don't have to be local, but most of them are.
Jordan:23:59
On that topic of local or just local businesses in general, do you find it easier? A two part question. Do you find it easier to rank locally for city like best? I don't know HVAC company in Utah because I live in Utah. Best HVAC company in Utah or is it easier to rank by even more locally than that? Best HVAC company in Salt Lake City?
Rebekah Werner Unita Marketing:24:27
Fitty, definitely, Wait, Easier or more effective?
Jordan:24:28
in the city.
Jordan:24:34
That was the second part, more valuable. what is easier? And the second question is which one is more valuable?
Rebekah Werner Unita Marketing:24:37
Okay.
Rebekah Werner Unita Marketing:24:42
I don't even know which is easier because I know what's more valuable and that's what we go after. Cities are more valuable. Yeah, yeah, yeah. Because people are certain, people aren't even searching city names often. They're searching near me. You know, they'll start blankety blank near me.
Jordan:24:59
Okay.
Jordan:25:02
And it goes off your location.
Rebekah Werner Unita Marketing:25:04
Mm-hmm. Yeah. Yeah. Because, you know, most of the clients that we work with, it's like you don't want one that's four hours away. They might be in your state. But yeah, I mean, I could see some instances where it might be appropriate, but I...
You know, like I know like a mortgage broker that was that was interesting working with a mortgage broker. was like, woo, it's like 20 different cities and you know, all of us is like, okay, this is search engine optimization is not going to be the way that we grow your business. We're going to have to get creative here. You know, like we're not going to beat out rocket mortgage, right? I mean, like it's just not going to happen. Yeah. Yeah. So.
Jordan:25:33
you
Jordan:25:41
sure in that particular case I guess what other what other channels do you utilize? Would it be advertisements ads?
Rebekah Werner Unita Marketing:25:50
Yeah, yes. mean, and we would certainly go after SEO because I will say that's something like, you know, kind of going back to your question before, AI is using all the SEO efforts that you're doing to pull in who are the top mortgage brokers in my area. They're less likely to pull in just Rocket Mortgage and, you know, just like Go Prime and like all the giant companies. They're more likely to pull in actual names.
Right? So you definitely want to do the SEO, but thinking that that's going to grow your business, that and that alone is like not true. You're to have to layer on advertising. You're going to have to layer on webinars, you know, all these other like sales funnels to draw people in. Yeah.
Jordan:26:36
I did hear about AISCO and GEO having more benefits when it's attached to a personal brand and like your name opposed to the company name. I wonder why that is.
Rebekah Werner Unita Marketing:26:45
Yeah.
Rebekah Werner Unita Marketing:26:49
Well, because you're looking for top mortgage broker in my area. If you're asking for top mortgage brokerage companies, it's going to give you companies. If you ask mortgage broker, it's going to give you names.
Jordan:27:02
Right, right.
Rebekah Werner Unita Marketing:27:03
Right? So it's, it's pretty intuitive with that. Like it's like, you want a name? You want a person. And if that person's been on, you know, Jordan's podcast, they're more likely to show up. Right? Yeah. If they've got webinars, you know, out there, you know, AI needs to trust you. AI needs to feel like you're a credible source before they give you name.
Jordan:27:27
Yeah. And the difference between, like you said, people believe Google, like whenever they read it on Google. But it's interesting from my understanding, AI, LLMs work a bit differently. It's like Google, you can say we're the best without necessarily like proving that you're the best. And LLMs are on LLMs. It's like, okay, you say you're the best, but like prove it like has major domains.
Rebekah Werner Unita Marketing:27:31
yeah.
Jordan:27:54
stated or backlinked your specific website. Have you been featured in like the number one publication for XYZ industry? Do you have any awards or accolades to your name? Like that's what AI or chat GBT means when it says like prove it. Like, okay, like who else is saying you're the number one besides you, you know, which I think is kind of interesting.
Rebekah Werner Unita Marketing:28:15
Yeah, yeah.
Yeah, it is interesting. it's, you know, that's why you see more and more people going after publications and video content and all the things as they can become credible sources for AI bots. But it's also not just for AI bots, it's also for humans. I mean, I just recently obtained a new client and before he ever reached out to me, he watched several videos like I do educational series for small business owners. He watched some of that content. It was on my YouTube platform. He watched several podcasts, side films. By the time he called me, already knew me, already trusted me. It was like the ease. I didn't have to sell anything. I was just, he was like, let's do this. Let's do some business. I was like, great.
You know, he trusted me and, I love that. I mean, it worked out great for me, but I'm not used to it. Usually I have to, you know, it's kind of an investment and I kind of have to say, Hey, you're taking a chance on me. I appreciate it. You know, I'm going to, I promise I'll do a good job, you know, but like, unless it's a direct referral, you're just, you're just asking them to take a chance on you essentially. so it works both ways.
Jordan:29:24
Yeah, no, that is probably the biggest benefit with long form assets, you know, is you condense the time of I know, trust you.
You know, and now there are other ways, if you're taking the ads specifically, there are ways to condense time. Typically, if you're meta ads, okay, you have a, let's just use a call funnel as an example. So they see a direct response video ad, they click on the ad, they fill out the type form application, and then they book a demo typically within three days. Now, I mean, if you think about this, that's a complete stranger. And you're asking them to purchase a $5,000 plus, you know, ticket item as an example.
How in the world, what is the probability of that person actually converting from a Facebook ad to maybe like a five minute video sales letter to a high ticket 5K product or service? The probability is really, really freaking slow, right? No.
From a marketer's perspective, right? That's actually kind of what we do. How can we condense that time? I think the answer is content, right? What are the top FAQs that people ask live on a sales call? Let's front load that in between them watching the VSL and the live consultation. Let's send them like maybe two to three videos max that are really, really condensed and concise, not condensed, well, condensed and concise that just kind of give away all the information.
Here are the case studies. Here's exactly what we do. Here are the FAQs. And that you would want to take all these assets and create deliverables where people consume it. People consume content in different mediums. People like to watch videos. People like to read. People like to do other things with content. So you would want to create videos and email marketing or maybe even text, whatever the case is. Kind of getting lost in the weeds here, but
Jordan:31:16
What you brought up is really important that I think business owners should adopt. You said that the person who found you through content came in so well-framed. He didn't have any questions. He's like, yeah, I'm sold. How much is it? Let's do it. And I think we all business owners should replicate that strategy through content. Hence, mean, sure, I have a podcast to help me with that. I mean, obviously, it's cool to speak with people. But at the same time, it's great to build trust with your prospects. You know what I mean?
Rebekah Werner Unita Marketing:31:28
Do it. Yeah.
Rebekah Werner Unita Marketing:31:46
Yeah, yeah.
Jordan:31:47
I've got that to be true.
Rebekah Werner Unita Marketing:31:49
Yeah, and I appreciate you having me on. Thank you, Jordan.
Jordan:31:52
Yeah, of course, of course. I think we're both winning them in this particular instance. with, sure, I guess we can talk about marketing. Typically what I do for marketing and how I get in front of my ideal customer is actually through emails. We like to utilize like an AISDR. Basically we send a hyper-personalized email. We send a free lead magnet, like, hey, do you want this free thing that I know you want to get a benefit in the business?
You're like, yeah, of course I want that. Once we, once we provide value on this free thing, at the end, there's like a call to action to speak with me. And if someone goes through that entire process, like saying yes to the email, saying yes to the league magnet, consuming the league magnet, and then speaking with me, they close at a pretty high frequency, like 30, 35%. Definitely not 100%. That's just not realistic, but you know, pretty, pretty high in my opinion. Thank you.
Rebekah Werner Unita Marketing:32:47
Pretty nice, yeah.
Jordan:32:49
So that's what we do internally and also on behalf of clients as well. Do you only utilize networking events? like, I guess what does that look like for you? And you need a marketing.
Rebekah Werner Unita Marketing:32:59
Yeah, it's interesting because we also utilize SEO and a lot of people find us online.
Jordan:33:07
Are you ranked for local, like in your own backyard? I feel like that's super smart, know, why not?
Rebekah Werner Unita Marketing:33:09
Yeah, yeah. And we show up in AI too. So a lot of people have found me through AI. So that's been great. I've been able to benefit in the same way that our clients are able to benefit. yeah, primarily, I would say my number one driving lead source is boots on the ground. That's where I'm at. This is my fifth year.
Jordan:33:16
sick.
Rebekah Werner Unita Marketing:33:35
And I've still got my boots on the ground, you know, and I know that that day will come where I don't do that anymore, but I really enjoy it. I'm a people person and I really enjoy solving problems.
You know, so I like hearing people's stories and you know, I'll go to networking events and I'm essentially just listening out for the one that I think would be a good fit and I'll reach out and I'll say, hey, I think it would be a great fit. If you ever want to, you know, if you're ever looking to grow or scale your company or need help with any one-off project, whatever you need, I just want you to consider me. And a lot of times they will. And a lot of times they'll come to me for something like social media.
They're like, you're marketing? You do social media? You know, that's like a very, that's a very wide door that people will call me for social media help.
And then I'll have the conversation of, do you want to grow your business? Is that why you want me to post on your social platforms every day? Because maybe we could look at some other strategies and, you know, to kind of open the door to some new possibilities. And it's just, they didn't know about it and they weren't thinking about it. And social media is certainly a part of SEO. It does work together. But in my opinion, it's not the whole thing. It's a part.
So yeah, networking events, referrals, a lot of people come to us referred by other people that we don't have, we have like really good client retention. The people that we lose, we lose them because they're doing so well, they're developing an in-house marketing team. That's happened before. People have retired, people have sold their business.
Rebekah Werner Unita Marketing:35:11
People have realized why in the world did I get into that corporate franchise in the first place? That was a disaster. Thank you for your help, but I'm out of here. I'm moving to California or whatever. You know, that's actually it. I can think of them on a short, you know, on one hand. Those are the stories of the people that we've lost.
And, and really proud of that, you know, so we work with these people for years and years. And so if they're talking to one of their friends that own a business, they think of us. so that's, that's another big referral source, but no, we don't do any, I have somehow five years of business. We've. We've doubled revenue every year with, I've never made one cold call and never would send one cold email in my whole life. Yeah, I have, I have, talk a lot.
Jordan:35:55
That's pretty impressive. You should be proud.
Rebekah Werner Unita Marketing:35:59
I'm very social and I have a lot of friends and lot of connections and it's worked okay. And it's also helpful that I'm not trying to be like some giant agency either. We're not trying to get 20 leads a week. I'm looking for the right partners. And we don't onboard five, six, seven clients at a time. When we get a new client, it's a really big deal. Yeah, yeah, so.
Jordan:36:24
No, for sure.
On the topic of condensing the no-like and trust factor, I cannot think of a better way besides shaking someone's hand in person. I don't know if it's grabbing drinks with them or just like speaking about business, speaking about your personal life at this networking event where it's like, yeah, like I like this person. And plus I'm a big believer in energy. You know, I'm a little like metaphysical or whatever. Like, but picking up someone's energy in person, it's like, I like this person. I'm vibing with this person. Like that trust, like it's real, you you can't make that
Rebekah Werner Unita Marketing:36:36
to bed.
Rebekah Werner Unita Marketing:36:55
Yep.
Jordan:36:58
you don't.
Rebekah Werner Unita Marketing:36:59
Yeah, you're exactly right. I don't know if you researched me enough to know I'm a yoga teacher too on the side.
Jordan:37:04
You know, I think we did talk about that briefly on our initial phone call. I didn't want to bring it up on this call, but we can definitely, we can definitely explore it for sure.
Rebekah Werner Unita Marketing:37:12
Yeah, well, to say that I am into the metaphysical and read people's energy. Yes, I feel, you know, it's important that you jive with somebody. mean, because we really do partner together and we work together for a long period of time. And I'm going to help you whether I like you or not, but it's so much more fun when I like you and vice versa. You know what I mean? So much more fun. So.
Jordan:37:37
On that topic, how do you feel like, you know, practicing yoga, being a yoga teacher, how has that helped you in your business from like a mindset? Sure. but calm, like operating from a calm place. Like, how has that helped you just in life and in business? If you don't mind.
Rebekah Werner Unita Marketing:37:55
Ooh.
Rebekah Werner Unita Marketing:38:02
immensely to say the least. To me it changes everything. When I begin to feel overwhelmed rather than getting overwhelmed, I recognize that I'm feeling overwhelmed and I sit back in my chair and I put my feet on the floor and I put my hands on my thighs and I take a large breath into my belly. and I take a small, purse lips out, you know, like there's certain breathing techniques that I have access to that other people don't. I'm so lucky that I know what I know. But I can literally take everything from here to here in a matter of five breaths. You know, where you're feeling this creep up and then it's just, you know what? Here we are. We're back. We're back on the ground. and we're gonna put one foot in front of the other now. We're gonna do the next thing. I'm gonna take the next step, the next action, whatever that, know, whatever's needed. We come into this like this place of a witness, you know, where you're just in a really stressful environment and you're aware of it, but you don't become it. You know, it's very helpful. It's kind of hard to explain, but.
Jordan:39:12
You're not your thoughts, you're not the stress. You are witnessing the stress. You're witnessing your thoughts.
Rebekah Werner Unita Marketing:39:17
Yes. Yeah, you are not your thoughts. You are the one having the thoughts. Yes. Yes.
Jordan:39:23
Yeah, it's really open with you. I played baseball for a long time, but I was going to sure make it get your out there, whatever. Didn't suffer a great, great depression, became an alcoholic, went to rehab. And this is where I learned like yoga and mindfulness meditation and like Reiki energy healing, all that fun stuff that I now utilize on the daily. And like you said, it has helped me immensely, not only become a better person to live more mindful, but obviously in business because that's, that's be real.
Business is stressful sometimes.
Rebekah Werner Unita Marketing:39:55
Yes, it is. Yes, it is. Yeah. Yeah, it's incredibly helpful to just be able to zoom out. I call it zooming out where you're just like, okay, hold on a second. This feels bad. Sometimes that's like all you can identify. This feels bad. There is a problem. Like what is going on? You kind of zoom out and go, okay, what can, what do I have control over and what do I need to let go of in this situation? Right? You know, it's That's Serenity Prayer. don't know if that came in for you with your recovery, but I mean, that's a huge, I'm a huge believer in, you know, control what you can, hustle, work really hard, and then let go of what you cannot control. Like, let it go. There's a lot that we can't control. So.
Jordan:40:38
There's more things we cannot control than we can.
Rebekah Werner Unita Marketing:40:41
Yes, yes, yes. And some of the things, some of the times that we get really frustrated and stressed out is when we're trying to control things that we can't control. You know, I can't control Google's algorithms and the search engine results snippets change, know, search engine result pages changing every day and Google ads refreshing its dashboard every five minutes. I can't control any of that, you know, and Facebook, the meta, good gracious, like how the navigation changes every day, you know.
Jordan:41:10
Sure, no for sure, for sure.
Rebekah Werner Unita Marketing:41:11
You know, in our industry, you learn to let a lot go because everything changes all the time and you just do your best to stay on top of all of it.
Jordan:41:20
No, absolutely. And then we'll end on this question here. Rebecca, you looking over your career in marketing, what is one thing that you wish you knew or one thing that you would tell to the younger generation that is looking to become successful in this field?
Rebekah Werner Unita Marketing:41:34
Ooh, okay. It is not about your certifications or your degrees. It's about following your passion. It's about the people that you meet, the connections that you meet, the experiences that you've had that have sharpened you into the person that you are. Use every experience that you've had, good, bad, ugly, pretty, all of them, and fully embrace who you are and swim with the current, not against the current.
Jordan:42:04
Amen. I like that. Rebecca, it was a pleasure having you. I appreciate the conversation. As you can see, I'm smiling. I laughed a bunch of times. We'll have to have you back on the next like nine to 12 months or whatever to see how things are going. And with that being said, audience, we love you. We'll talk to you soon.
Rebekah Werner Unita Marketing:42:16
Love it.
Rebekah Werner Unita Marketing:42:20
Thanks everybody.
Jordan:42:23
gonna find my mouse here. There we go.
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