Latest news with #KyleArteaga
Forbes
08-08-2025
- Business
- Forbes
Why Your Company Isn't Showing Up In AI Search Results
Kyle Arteaga is CEO of The Bulleit Group. He helps founders get seen in AI search by building visibility in the model's memory. Search used to start with Google. Now it often begins with prompts on AI platforms like ChatGPT, Perplexity and Claude, and half the time, your company's name isn't in the answer. Not because your company isn't strong, but because the models haven't read about you. GEO, or generative engine optimization, flips the script on what drives visibility: It's no longer keywords or backlinks. It's whether you're being talked about with authority in places that matter. Here's the thing: Most large language models don't crawl your site in real time like search engines do. They regurgitate what they remember from their training data. This could include media, transcripts, investor decks, analyst notes and podcast episodes. If you're not part of their memory, you're invisible. And invisibility kills momentum. At my company, we help founders stop hoping to be discovered and start showing up in AI-powered answers. Just last month, a founder of a powerful AI platform asked us the right question: "How do I get ChatGPT to surface us when customers are looking for what we do?" He had the traction. He had the product. However, he lacked visibility in the model's memory—its corpus. I've seen this story on repeat across dozens of early-stage companies. Founders used to treat public relations like the evil queen's mirror in Snow White: something to tell them they looked good to the outside world. But that's changed. The smartest leaders I know, especially in deep tech, now understand that narrative isn't a vanity metric. It's how you recruit, fundraise and establish category leverage in the public eye. The data supports it. And so does my inbox. Narrative is a growth engine and a risk reducer. It shapes how you're discovered, how you're trusted and how you're remembered—not just by people, but by models that surface you to them. Think of it as presence compounding: The more places you show up in trusted language, the more those signals accumulate across models. That is text-based authority. And it is the only SEO that matters now. LLMs generate answers based on what they have read—their corpus. That is just a fancy word for everything they have been trained on: press, blogs, transcripts, product documents and investor decks. If your company is not in that pile of training data, the model will not remember you, and will not surface you when it matters. You don't need more blog posts. You need more people mentioning you. That means: • Getting quoted by journalists, not ghostwriters • Showing up in podcasts, roundups and market maps • Publishing with structure so that models can parse you And most importantly, you need a system to keep that flywheel moving. The Visibility Flywheel Start with one sharp point of view. Publish it on a third-party site with real domain authority, such as Forbes or Fast Company, where your target audience is likely to be found. Then: • Rework it for your Substack, newsletter or blog. • Turn it into native posts on LinkedIn (no links, just clarity). • Say it out loud on a podcast—yours or someone else's. • Cut a transcript, post it to YouTube and build a blog post from it. • Slice it into short-form for social, newsletters and decks. You're making the same point, but it takes different shapes. Now your voice travels—and the models start to remember. And don't overlook platforms like Reddit, Hacker News, HackerNoon, Quora, Discord and Stack Overflow. Participating in virtual events and webcasts also extends your reach. These formats often produce transcripts or recaps that feed back into AI models. Showing up there doesn't just raise awareness in the moment—it builds memory in the corpus. These may not be polished PR channels, but they are part of the web's semantic layer—real questions, real answers and model-ingested memory. Appearances at industry events or on executive webcasts, especially those hosted or distributed on high-authority platforms like YouTube or trade association websites, also create lasting visibility. Visibility in these forums reinforces trust and discoverability, especially for technical and early adopter audiences. Checklist: How To Build Founder Visibility In LLMs • Get third-party coverage and be featured in expert roundups. • Use structured language in your owned content. Structured language refers to writing content in a format that is easy for AI models to interpret. That includes using clear headers and consistent terminology, and making direct connections between your company, category and key differentiators—especially in places with high domain authority or schema markup. • Make appearances on podcasts and in written guest features. • Answer real questions—not just SEO queries. • Engage in high-signal community platforms like Reddit, Quora, Discord and Hacker News to appear in authentic, model-ingested dialogue. If your name doesn't appear in the model's answer, people won't be talking about it in meetings. Again and again, we're seeing it happen: A startup gets mentioned in enough credible places, and suddenly venture capitalists start reaching out preemptively—not just to express interest, but to offer term sheets before the founder even opens a round. Visibility isn't just about getting found. It's about shifting leverage at the moment it matters most. $1 million in credibility beats $10 million in paid awareness every time. Want to raise funds? Show up in the LLMs' corpus. Want to hire? Own the category label. Your visibility now impacts more than discovery—it shapes belief. Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
Forbes
15-07-2025
- Business
- Forbes
Launching A Company In Uncertain Times? 17 Marketing Tips For Founders
Starting a business is never easy, and launching amid economic unpredictability adds an extra layer to the challenge. New founders must be both bold and adaptable in how they position and promote their brands, considering tightened consumer spending and fast-changing market signals. Here, 17 members of Forbes Agency Council share marketing tips to build trust, drive value and create lasting customer relationships from day one. Check out their insights below to launch a new business with confidence, no matter the economic climate. 1. Lead With A Customer-Centered Story In uncertain times, it's important to lead with a clear story that makes your customer the hero. You need to show why your business exists, how you help customers win, and build real relationships around that. Clarity, connection and trust cut through noise, and they're more durable than hype. - Ted Raad, Trend 2. Repeat One Clear Message In Many Formats In unpredictable markets, don't wait for the perfect launch. The key is to build systems that make your story stick. Smart entrepreneurs publish one clear message in multiple formats, including press releases, podcasts, social media and community engagement. Repetition builds memory, and in an AI-first world, memory drives trust, traction and discovery. - Kyle Arteaga, The Bulleit Group 3. Stay Lean, Be Reliable And Stay The Course I launched my company at the height of the economic downturn from the banking crisis, and it taught me several lessons. First, you must stay very lean. Second, you should position yourself as a relief, or the 'safe choice,' to solve an end-user pain point. Third (most importantly), you need to stay the course. Fifteen years post-launch, I have weathered several economic storms. Remember who you are and why you are doing this, then dig in. - Rebecca Brooks, Alter Agents 4. Trust Your Instincts And Take The Leap There's no such thing as the 'perfect time'—so don't wait for it. You must take the leap, trust yourself and follow your instincts. You've got more power within you than you think. One of my favorite quotes from Zig Ziglar says it best: 'If you wait until all the lights are green before you leave home, you'll never get started on your trip to the top.' Success is on the other side of fear. Let's go! - Hernan Tagliani, Tagliani Multicultural Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 5. Deliver Outstanding Experiences When has the economy not been unpredictable? There will always be forces working against your business. So, regardless of when you launch, you must focus on delivering an outstanding experience for your customers. As a founder, you need to treat your employees so well that they willingly serve as your most enthusiastic brand ambassadors and provide as much sincere value to your community as possible. Then, you can tell that story. - Scott Greggory, MadAveGroup 6. Build Trust Early Founders need to focus on building trust early. You can start by sharing your story, being transparent about your values and listening closely to your audience. In uncertain times, people gravitate toward brands that feel real and reliable. You should start small, stay consistent and let your customers shape the direction with real feedback. - Guy Leon Sheetrit, Guac Digital 7. Differentiate Through Education-Led Marketing In a volatile market where consumers are spend-conscious, they gravitate toward brands that feel essential, not optional. Here, differentiation is everything, and utilizing education-led marketing strategies can clearly position your brand, plus build trust and relevance. You must give people a reason to choose you, which comes from solving a real need and connecting emotionally through shared values. - Kim Lawton, Enthuse Marketing 8. Prioritize Data-Driven, Measurable Campaigns Founders must prioritize data-driven, measurable marketing that demonstrates immediate value. Every dollar spent must contribute to revenue. You should avoid wasting ad spend on highly targeted campaigns. Your efforts need to show tangible ROI and always be driving leads and sales. Founders should be opportunistic in adopting new technologies and strategies that offer better results and provide real value to prospects. - Ajay Gupta, Stirista 9. Use Authentic Storytelling To Build Trust In uncertain times, clarity and authenticity are your greatest marketing assets. You can't just say you're different; you have to show it. Founders should lean into storytelling that reflects who they are and what they solve, and back it up with results (even early ones). You can demonstrate your impact by highlighting client wins, beta feedback or your team's expertise to build trust before the market is ready to buy. - Natalie Nathanson, Magnetude Consulting 10. Identify Opportunities And Be Ready To Pivot In any environment, there are opportunities. Our agency specialized in travel and tourism when the pandemic hit, but we had one healthcare client, so we leaned into healthcare. Now, we are leaning into automation and brand development. You should be looking for the 'blue sky' where you can bring the most value, lean in and be ready to pivot. Starting a new business is risky in any environment, but don't let it stop you. - Kami Watson Huyse, Zoetica 11. Focus On Authentic Relationships And Community New founders must remain flexible and focus on providing real value. Instead of pushing for big, flashy campaigns, you should focus on building strong, authentic relationships with your customers. Some strategies are utilizing content marketing channels and listening to what your audience is saying, adjusting your messaging as needed and staying connected with them to build a loyal, engaged community around your brand. - Uri Samet, Buzz Dealer 12. Lead With Conviction And A Bold POV The key is to lead with conviction, not caution. In uncertain times, lukewarm brands get ignored. You have to pick a bold point of view, say it loudly and say it often. Fear is ambient, so cut through it with clarity. People don't want 'safe;' they want someone who sounds sure. - Curtis Priest, Pixelcarve Inc. 13. Build A Strong Online Presence Across Channels Building a strong online presence by tapping into SEO, influencers, partnerships and PR is the way to go. You should create an ecosystem that covers different groups of your target audience in the widest possible channels where they can be 'caught.' In addition, in times of crisis, when paid performance tools fade into the background, a strong brand and reputation will work for you. - Michael Kuzminov, HypeFactory 14. Embrace Change, Self-Reliance And Resilience There's never a perfect time to launch, but when you do, be prepared for constant change. These times will teach you resilience, self-reliance and the ability to appreciate that change brings opportunities. Evolution is natural, and those who embrace it will survive to grow stronger. 'Adapt, flee or die' are words that embody true leaders who know change is inevitable. Authenticity and tenacity are keys to success. - Terry Zelen, Zelen Communications 15. Enforce Lean Marketing; Validate Data With Testing Founders should enforce lean marketing tactics, such as focusing on A/B testing combined with a lower ad spend. Once you're able to validate the data, you can allocate further ad spend and expand marketing efforts with influencer partnerships that resonate with those audiences. - Jordan Edelson, Appetizer Mobile LLC 16. Build A Marketing System, Not Just A Campaign It's crucial to build a marketing system, not just a campaign. In uncertain times, campaigns fade fast, but systems scale. You can set up a repeatable engine that aligns brand strategy, content, SEO, AI tools and lead generation so you can adapt without starting from scratch every time the market shifts. That's how you create stability in a volatile world. - Don Dodds, M16 Marketing 17. Move Quickly To Seize The Moment Usually, in 'great' times, it's very hard to find the 'needs' of consumers that lead to new ways to solve problems because the status quo is so good for them. Challenging times uncover the issues to be solved: billion-dollar problems in need of million-dollar solutions. Founders don't have the baggage of legacy holding them to a status quo and can move quickly to seize the moment. - Josh Yudin, The Academy of Marketing
