Business Strategy

Today, we're challenging you to conduct a Professional Presence Audit—a critical look at how you appear across the digital landscape to ensure your professional image remains consistent, current, and compelling. This is Part 2 of our Digital Brand Checkup series on Rooted in Revenue. Our last episode covered the essentials of managing your digital real estate—from domains to infrastructure. 
Essential action items from this episode:
Google Audit:
Search yourself/company in an incognito window
Review up to page 8 of the search results
Document outdated or incorrect listings
Look for unauthorized or outdated profiles
NAP (Name, Address, Phone) Consistency:
Ensure the company name format is identical across all platforms
Standardize address formatting (abbreviations, punctuation)
Use consistent phone number format (preferably with hyphens)
Document the exact format to be used by all team members
Professional Profile Management:
Review all directory listings (industry, membership groups, associations)
Update bios across all platforms
Verify current memberships and certifications
Remove or update outdated affiliations
Create platform-specific bios for different purposes
Website and Landing Pages:
Create specific landing pages for different audiences/purposes
Ensure all domain redirects lead to valuable content
Update professional credentials and certifications
Review and refresh all bio pages
Call-to-Action Consistency:
Define 1-2 primary destinations for all profile links
Maintain consistent messaging across platforms
Ensure all CTAs lead to current, working pages
Document preferred CTAs in your asset depot
Bio Management:
Create a master bio document with variations
Include links to where each bio appears
Update bios to reflect current focus and achievements
Have others review bios for clarity and impact
Consider professional help for bio writing/updating
Documentation:
Create an "Asset Depot" to store all digital presence information
Document all profile locations and login credentials
Please keep track of all bio variations and their purposes
Set up regular review schedules (quarterly/annual)
Regular Maintenance:
Schedule annual comprehensive audits
Set quarterly review reminders
Update profiles when significant changes occur
Regularly test all links and redirects
Remember to resist the urge to use AI for writing bios. While it can help with organization and redundancy checking, your authentic voice and personality should shine through in your professional profiles.

Your business runs on digital - but when was the last time you gave it a proper checkup? This week on Rooted in Revenue, we're getting real about the nuts and bolts of your digital foundation. Susan Finch and Lany Sullivan share their hands-on experience managing domains (including those late-night wine-inspired purchases we've all made), keeping backups current, and yes - discovering that even storage facilities need retention policies. No fluff, just practical advice on protecting your digital assets and organizing them in a way that actually makes sense. Whether you're a tech pro or still figuring out what DNS means, we've got you covered with straightforward talk and simple solutions for keeping your business's digital world running smoothly.
Here are the key points from the episode:
Domain Management Essentials:
Consolidate all domains to one account/provider
Document registration and renewal dates
Verify owner, admin, and tech contacts are current
Have a clear purpose for each domain
Make every domain work for you - forward unused ones to active properties
Never respond to mail-based domain renewal solicitations (they're scams)
Export and document DNS settings as a backup
Website Security:
Ensure SSL certificates are current and test your site in incognito
Verify site works securely with and without 'www'
Keep security protocols updated
Documentation & Organization:
Create an "Asset Depot" to store all digital asset information
Include backend links, affiliate info, products/services details
Keep all access credentials organized and updated
Document all processes and systems
Backup Systems:
Implement regular backups not stored on the same host
Verify backups are actually working
Test restoration process periodically
Organize files for efficient backup
Retention Policies:
Understand your industry's specific retention requirements
Only retain what's legally required
Create organized folders with destruction dates
Set calendar reminders for data destruction
Be careful with development/test data retention
Regular Auditing:
Make this a yearly review process
Get an outside perspective on systems and processes
Test all systems and access points
Verify all contact information is current

Susan Finch and Lany Sullivan plunge into the muck of a crucial but often overlooked aspect of business operations: the client intake process. Coming fresh from their previous episode on intellectual property, they explore how even successful businesses like Susan's (with 20 years of experience) can benefit from implementing structured intake systems.
Whether you've been in business for six months or two decades, this episode reveals why having a clear, systematic approach to onboarding clients isn't just about organization – it's about increasing revenue, saving time, and working with clients who bring you joy. You'll learn practical tips for creating effective intake forms, structuring service packages, and avoiding common pitfalls that lead to scope creep and revenue loss. If you're tired of "winging it" with clients or want to streamline your business processes, this conversation offers actionable insights to transform your client onboarding experience.
Get a peek at Lany's here.

Join Susan Finch and Lany Sullivan in this eye-opening episode of Rooted in Revenue as they dive into the crucial topic of intellectual property. Discover what IP really means for your business, how to protect your creations, and why holding someone's intellectual property hostage is a major business faux pas. Whether you're a content creator, business owner, or working with contractors, this episode offers valuable insights to help you navigate the complex world of IP.
Disclaimers: Lany and Susan are not giving legal advice and are not attorneys. They are sharing what they have learned from their experiences and that of their clients.
Tips/Recommendations:
Lany:
Intellectual property includes anything you create, not just patents and trademarks.
Consult with an attorney about protecting your IP through trademarks and copyrights.
Include clear IP ownership clauses in contracts with contractors and clients.
Don't put sensitive intellectual property into open-source AI tools.
Susan:
Be cautious when using services like Fiverr for logos - ensure you get vector files and ownership rights.
When rescuing clients from IP hostage situations, try to hear both sides of the story.
For creatives, consider retaining copies of client files as an archive, not to hold hostage.

Rediscovering your forgotten skills and experiences can be a game-changer for personal and professional growth. In this insightful episode of Rooted in Revenue, Lany and Susan dive deep into the importance of reflecting on your past accomplishments and leveraging them for future success. They share personal anecdotes, practical tips, and actionable strategies to help you uncover hidden talents and capitalize on your unique experiences.
We dare you to go through this list:
Reflect on past experiences and skills you may have forgotten about
Review old resumes and portfolios
Ask family, friends, and former colleagues about your strengths
Update your professional profiles and resumes regularly
Share stories about your past experiences and skills
Reconnect with old contacts and mentors
Create one-page case studies for your accomplishments
Record video or audio of yourself telling your stories
Identify pivotal moments in your life and career
Look back at all your jobs, even early ones, for valuable experiences
Share your reflections on social media and tag Lany and Susan

In this continuation of their discussion on managing your online presence, Lany and Susan hit you over the head with the importance of conducting thorough tech assessments and making informed decisions about your business software. They emphasize the value of consulting with experts before making significant changes to your tech stack and warn against common pitfalls like lifetime software subscriptions and poorly integrated tools.
Action Items:
Conduct a comprehensive tech assessment of your business
Review all software subscriptions and their actual usage
Avoid lifetime software subscriptions
Check software integration capabilities before purchasing
Set calendar reminders for subscription renewals
Research software reliability and developer support before committing
Utilize existing tools and services to their full potential
Consult with experts before making major tech changes or purchases
Regularly review and update your website and online presence
Be cautious of custom solutions that may create dependence on specific developers

Susan and Lany are fired up in this episode, tackling the infuriating world of tech blunders, compliance nightmares, and security fails that plague businesses. From email marketing mishaps to clickbait disasters, they're not holding back on the ways people unknowingly sabotage their operations. This is part one of their conversation, so prepare for some straight talk filled with cautionary tales and a healthy dose of 'what were they thinking?' Stay tuned for part two, where they'll continue their mission to save you from yourself in the tricky terrain of business tech. Remember, sometimes doing nothing is the best move – especially when it comes to messing with stuff you don't understand!
Action items (or inaction items):
Stop using personal Gmail accounts for business; set up Google Workspace instead.
Don't buy domains from cheap or suspicious sources.
Ensure your email marketing is compliant with new laws (as of February 2024).
Use secure file transfer methods for sensitive client information.
Be cautious of scams and verify legitimacy before giving out information or access.
Freeze your credit reports to protect your information.
Don't touch or change technical settings if you're not sure what you're doing.
Implement proper security measures and compliance procedures in your business.

In this episode, Susan shares valuable insights on how podcast hosts can elevate their shows and create more engaging content. Whether you're a seasoned podcaster or just starting out, these tips will help you improve your guest interactions, streamline your workflow, and ultimately produce better content that resonates with your audience. Get ready to take your podcasting skills to the next level!
List of Tips:
Research potential guests by listening to their appearances on other shows.
Schedule a quick meet-and-greet with guests to establish rapport and assess conversation chemistry.
Use a guest information form to collect essential details like social handles, name pronunciation, and current title.
Always request an up-to-date headshot from your guests.
Ask guests for evergreen promotional content or commercials.
Connect with guests on LinkedIn and gather their company's social media information.
Follow the 70/30 rule: let your guest speak 70% of the time.
Create a highlight reel of your best episodes to showcase your show's style to potential guests.
Consider producing short commentary episodes or topic-based collage episodes.
Invite team members to practice being interviewed to boost their confidence in presentations.
Use your interviewing skills to help professionals craft compelling bios.
Leverage AI tools to enhance podcasting efficiency and creativity.

Susan Finch sits down with Brandon Leibowitz, President of SEOoptimizers.com, to unpack the evolving landscape of search engine optimization. For small and mid-size businesses, especially those in B2C and brick-and-mortar sectors, this conversation is a goldmine of actionable strategies.
Brandon and Susan dive into the nitty-gritty of local SEO, discussing the critical importance of consistent NAP (Name, Address, Phone number) directory listings and the power of Google Business Profiles. They shed light on often-overlooked tactics like optimizing image file names and alt text, which can significantly boost your visibility in search results.
The episode also tackles common pitfalls, such as the dangers of frequent URL changes and the potential risks of relying too heavily on AI-generated content. For business owners feeling overwhelmed by the technical aspects of SEO, Brandon offers insights on how to effectively collaborate with SEO professionals and what questions to ask to ensure you're getting real value.
Whether you're a seasoned business owner looking to refine your digital strategy or a newcomer trying to establish your online presence, this episode provides a roadmap for navigating the complex world of SEO in 2024 and beyond.
Links from this episode:
SEO Optimizers - and the gift from Brandon
Susan Finch on LinkedIn
Susan Finch Solutions

Steve Hazelton, CEO of Sturdy.ai, challenges the norm of churn prevention, advocating instead for organization-wide retention strategies. He introduces Sturdy.ai, a tool that consolidates fragmented customer data into actionable insights. Hazelton reveals counterintuitive truths about customer loyalty, such as why complaining customers often stick around longer. He explains how to transform scattered emails, chats, and support tickets into a unified customer intelligence system, enabling every team member to contribute to retention. This episode offers practical strategies for leveraging data to enhance customer relationships and drive sustainable growth, making it essential listening for CSOs and customer success leaders aiming to revolutionize their retention approach.
About Steve Hazelton:
Steve Hazelton is a three-time SaaS founder and revenue intelligence guru. Steve initially founded Newton Software, which was purchased by Paycor, the 4th largest payroll provider in the United States. 
 
Steve launched Sturdy in 2020 and acts as its CEO and Head of Product. Sturdy is a business intelligence solution that orchestrates information trapped in customer-facing systems like Emails, Tickets, Chats, Phone Calls, CRMs, and CSPs so that every team can access, search, and discover the knowledge they need to protect and grow revenue.
 
Links from this episode: Sturdy.ai, Steve's LinkedInSturdy's LinkedIn

When you think of chatbots, you may picture frustrating loops, keyword failures, and overly cheerful automated responses. But what if AI-powered conversations could revolutionize how audiences engage with content and brands? In this episode, Susan Finch sits down with Nick Martin, Co-Founder and CCO of Direqt.ai, to explore the cutting-edge world of conversational AI for content creators and publishers. Nick shares insights on how sophisticated chatbots can enhance user experiences, provide valuable data for editorial teams, and even monetize content innovatively. From proactive engagement based on article context to seamless integration across social platforms, learn how AI reshapes audience interactions. Whether you're a CMO looking to boost engagement or a CTO seeking to implement advanced AI solutions, this conversation offers a glimpse into the future of digital content consumption and brand-audience relationships.
About our guest, Nick Martin, Co-Founder, Direqt.ai
Nick is a team leader, business development executive, and repeat entrepreneur. Under his leadership, Direqt has become a leader in its field, known for its commitment to excellence and customer satisfaction.

In the ever-changing landscape of small business, resilience is not just a virtue—it's a necessity. Pyper and Jarrod from Joyride Jewelry exemplify this, transforming their business from art fair favorites to online retail successes.
Their journey offers valuable insights for any small business owner facing unexpected challenges. We'll explore how they turned potential setbacks into opportunities for growth, strategically pivoting to e-commerce while maintaining artistic integrity and customer connections.
From humble garage beginnings to navigating a global pandemic, Joyride Jewelry's story demonstrates how creativity, flexibility, and embracing change can help small businesses thrive in adversity.
Join us as we unpack the key elements of resilience that can elevate your small business, regardless of your industry or the challenges ahead.