Explore the forefront of marketing strategy on Marketing Champions with Howard Wolpoff. Meet industry leaders and discover the secrets behind their most successful campaigns, from digital innovations to timeless branding principles. Today, Howard spoke with Chad Sims of SMaac Digital
Transcript:
Howard:
Welcome back to Marketing Champions. I’m Howard Wolpoff, your host, and this episode is brought to you by Teal the Agency. We’re excited to have Chad Sims from Smac Digital joining us today. Chad, welcome to the conversation.
Chad:
Hey, thanks for having me. I really appreciate it.
Howard:
We’re glad you’re here. I’m excited to learn more about what you’re doing, because you really approach marketing through a more modern lens than most. When clients come to you looking for that next edge to grab their prospects’ attention, what kinds of conversations are you having with them?
Chad:
It almost feels like it did about 15 years ago when SEO was the hot topic—that’s actually where I started. Back then, SEO was still the wild west, and in many ways, it feels similar today. The digital space is more crowded than ever, and AI has become the new buzzword that’s replaced SEO in a lot of conversations.
What we’re really seeing is businesses looking for ways to simplify marketing while still using powerful automation tools to stay competitive.
Howard:
AI can be incredibly helpful for those who understand how to use it—but it can also be dangerous if they don’t. When used correctly, it allows companies to grow and visualize opportunities in ways they couldn’t before. How are you using AI to drive growth and help companies increase their presence so they’re easier to find?
Chad:
Right now, we’re developing our own AI sales agents that we can deploy for many of the companies we work with. Chatbots themselves aren’t new, but we’re focused on advancing them beyond what most businesses are currently using.
We strongly believe a company’s website is still its heart and soul. In many ways, it replaces brick-and-mortar locations. Because of that, we’re integrating AI directly into websites in a way that represents the company’s culture, personality, and voice—so it feels like a real extension of the team, not just a tool.
Howard:
It’s incredible how these AI-driven conversations are evolving. They’re far more effective than the automated systems people were stuck with in the past. Search has changed too—people are now searching through tools like ChatGPT instead of Google, and Google itself is displaying information differently than it used to.
How can businesses still be found, and what should they be doing to improve that process?
Chad:
It really comes back to content. We’re strong believers in high-quality, organic content—it matters no matter what platform or search method someone is using. That includes how content is written, the keywords being used, and also trust signals.
For service-based companies, we incorporate tools like TrustIndex to bring reviews directly onto their websites. Those reviews update dynamically as new ones come in, which adds credibility and helps search engines better understand and surface that content.
Chad:
We’re essentially helping search engines find what they’re looking for within a website—not in a negative or manipulative way, but in a strategic way that improves organic search visibility and benefits everyone involved.
Howard:
Reviews are incredibly important, but getting people to actually leave them can be challenging. Are there ways AI helps motivate customers to follow through and write a review?
Chad:
Absolutely. AI can help respond to reviews, but even more importantly, many CRM and LRM systems now build review requests directly into the customer journey.
Think about an auto dealership—by the time you check in, the review process has already started. As soon as the service is complete, customers are prompted right away while the experience is still fresh. We’re helping bring that same process into more service industries.
Chad:
TrustIndex is one platform we really value, but there are plenty of options out there. What matters most is having a strong review system in place that’s easy and intuitive for customers to use.
Howard:
That makes a lot of sense. People often hesitate because they feel like they have to sit down and write something thoughtful, even if they had a great experience. Making that process easier can really drive results for businesses.
Chad:
Exactly. We’re big believers in simplicity. We joke about the old KISS principle—“Keep it simple.” That mindset guides how we approach AI and marketing tools overall.
Howard:
Simplicity is definitely what’s needed right now, especially as marketing becomes more complex and robust. It’s great that you’re helping guide your clients toward simple solutions that still deliver real results. Chad, thank you so much for joining us today and sharing your insights.
Chad:
Thank you for having me. This was fun—I really enjoyed it.
Howard:
And thank you to everyone watching. Keeping things simple is important, but you also need a full understanding of the opportunities available to help your company grow and reach the right prospects.
Be sure to check out what Chad and his agency are offering, and remember—things are always changing. Stay curious, stay informed, and we’ll see you next time. Thanks for joining us.
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