This blog is based on a powerful conversation between Bethany Meadows and longtime digital marketing pro, Rich Brooks, on the Time to Thrive podcast. Rich is the founder of Flight New Media, host of The Agents of Change podcast and conference and author of The Lead Machine. With nearly 30 years in the digital marketing space, he brings a practical, no-fluff perspective to what truly works online, and what doesn't.

Let’s dive into the key takeaways from this value-packed episode!

From Dial-Up to Digital Domination

Rich started marketing businesses online before “digital” was even a buzzword. What’s stayed consistent? The value of content that helps your customer solve a problem. Whether it was blog posts in the early 2000s or YouTube videos today, Rich emphasizes the power of becoming the go-to expert in your niche by simply showing up with value.

Key takeaway: Content marketing never goes out of style, it just changes format. If you educate and guide, you’ll earn trust and loyalty.

Own Your Platform, Own Your Future

One of the biggest mistakes small business owners make? Relying entirely on social media platforms they don’t control. Rich stresses the importance of building your own website and owning your domain, your digital "home base."

While social media can help build awareness, it shouldn’t be the hub of your online strategy. Platforms can change algorithms or restrict reach overnight, but your website and email list are assets you own.

Key takeaway: Don’t build your business on rented land. Start with a website, even if it’s simple, and grow from there.

The SEO That Small Businesses Can Actually Do

SEO may sound complicated, but Rich breaks it down into three manageable pieces:

1. On-page optimization – Use keywords your customers are searching for in titles, headers and page content.
2. Off-page optimization – Build credibility by earning links from trusted sources.
3. Technical SEO – Make sure your site loads fast and is error-free.

And no, you don’t need a massive budget. Tools like Answer the Public and Ubersuggest can help you get started with keyword research and content ideas—no $5,000 monthly retainer required.

Key takeaway: You can absolutely compete in search without a huge budget if you’re consistent, helpful and strategic.

Why Lead Generation Often Fails

Here’s a gem from Rich that every business owner should hear: It’s not enough to get leads, you need to follow up! Rich shared how many businesses miss out on converting prospects because they’re slow to respond or fail to respond at all.

The best leads can come from organic search, but you’ve got to have a clear path for the visitor to take once they land on your site. That includes compelling calls-to-action, easy-to-find contact forms and an intentional follow-up strategy.

Key takeaway: Generating leads is only step one. Conversion happens when you respond quickly and with value.

The Human Touch in the Age of AI

With AI-generated content becoming the norm, Rich advocates for keeping things personal. Use AI tools to enhance your work, but don’t rely on them to replace your voice, experience or insights.

He suggests using AI to brainstorm or format but always bring in your real-life stories, your expertise and your tone. That’s what makes content resonate with people.

Key takeaway: In a world full of AI slop, authenticity is your competitive edge.

Final Thoughts: What Makes You Remarkable?

Rich ends the episode with a mic-drop message: Know what makes you remarkable. Whether it’s your story, your service, your unique process or your personality, own it. That’s the difference between blending in and standing out.

Key takeaway: Discover your “remarkability” and frame your messaging around it. That’s how you’ll rise above the noise.