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Month: May 2025

Why Strategy Should Be Every Marketing Student’s Superpower

Posted on by evolving_ana

Earlier this week, I had the opportunity to return to Cornerstone College (CICCC) — not as an instructor this time, but as a guest speaker. It was a full-circle moment. Cornerstone was my first teaching home, and stepping back into that environment reminded me of why I do what I do: to empower others through strategy.

In my talk, I focused on a topic that’s core to my work and often overlooked: strategy.

The Missing Piece in Most Businesses

After years of working with small business owners and entrepreneurs, I can confidently say that the biggest gap isn’t usually creativity, tools, or even budget. It’s clarity. And clarity comes from strategy.

Too many businesses operate in reaction mode — posting content just to stay visible, running ads without a clear offer, or hiring marketing help without first knowing what they really need.

And that’s where students come in.

Students as Strategic Catalysts

Today’s marketing students have the power to change that dynamic. They’re learning the technical skills — design, content creation, social media management — but what truly sets them apart is strategic thinking.

When students understand how to align marketing activities with business goals, they become more than task-doers. They become value creators. They can walk into a company, ask the right questions, and build marketing that actually drives results.

That’s the mindset I encouraged in my talk: don’t just do marketing. Understand the why behind it.

From Classrooms to Real Impact

At CICCC, I saw the same energy I remember from when I first started teaching — curiosity, ambition, and a desire to make a difference. My hope is that students walk away with more than just new knowledge; I hope they feel empowered to lead with strategy.

Because when you understand the big picture, everything you do becomes more impactful.

To the students:
You are the next wave of marketers, creators, and consultants. Don’t underestimate your ability to lead with insight, even early in your career. Learn the tools, yes — but master the thinking behind them. That’s where your power lies.

To CICCC:
Thank you for having me back. I’ll always be grateful for the role you’ve played in my journey.

#MarketingStrategy #CICCC #CornerstoneCollege #DigitalMarketing #GuestSpeaker #StudentSuccess #MarketingEducation #StrategicThinking

More Than a Photoshoot: The Intention Behind My Brand Images

Posted on by evolving_ana

When people see the final images of a personal brand photoshoot, they often think it’s all about visuals — colors, poses, outfits. But for me, this shoot was about something deeper: creating alignment between how I show up online and the experience I offer my clients in real life.

As a mentor and marketing strategist, my goal isn’t just to help entrepreneurs with visibility — it’s to guide them toward clarity, confidence, and connection. I wanted every image we captured to reflect that energy. The calm. The encouragement. The strategy behind every decision.

This behind-the-scenes video offers a glimpse into that creative process. The laughs, the outfit changes, the intention behind every frame.

Because personal branding is not about perfection — it’s about being authentic, memorable, and true to the value you bring.

If you’re in the process of defining your own brand, I hope this inspires you to approach it not just as a task to check off, but as an opportunity to express your mission with clarity and heart.

Thanks for being part of this journey.

Reinventing My Career Through Marketing Strategy: A Conversation on Conexão & Carreira

Posted on by evolving_ana

Reinvention is never easy—especially when it involves starting over in a new country. In this episode of Conexão & Carreira by the Women’s Club of Canada (CMNLP), I had the pleasure of reflecting on my journey as a Brazilian marketing strategist navigating a new market in Canada.

This post highlights key moments from the interview and expands on the insights I shared about using marketing tools to rebuild and reposition a career with clarity and intention.

Why Marketing Isn’t Just for Brands

Marketing is often associated with products, campaigns, or social media. But what if I told you the same principles that help businesses grow can help you grow your career too?

In the interview, I shared how applying strategic marketing thinking helped me:

     

      • Clarify my value proposition in a new context

      • Identify my audience (employers, clients, collaborators)

      • Communicate my story with confidence

      • Build visibility and create meaningful professional connections

    From Transition to Transformation

    When I moved to Canada, I brought with me over 25 years of experience—but no local network. Instead of viewing that as a barrier, I treated it as a branding challenge.

    I began volunteering, teaching, and showing up consistently in strategic spaces. I reframed networking as relationship building with purpose. And I leaned into storytelling as a way to connect across cultures.

    Key Takeaways from the Interview

    Here are some of the main insights we explored:

    ✅ Use marketing tools (positioning, storytelling, visibility) in your career
    ✅ Volunteer work can unlock unexpected doors
    ✅ Your brand is your story—own it and adapt it to your audience
    ✅ Strategic networking isn’t about numbers; it’s about alignment
    ✅ Reinvention requires clarity, courage, and consistency

    Final Thoughts

    If you’re navigating a career shift, know this: you’re not starting from scratch—you’re starting from experience. When you approach your journey with strategy, the results become intentional, not accidental.

    Let this be your reminder that reinvention is not only possible—it can be powerful.

    Marketing Minute: What Small Biz Owners Should Know This Week – May 5, 2025

    Posted on by evolving_ana

    Every week, I round up marketing and business news that matters to entrepreneurs—not the kind that makes you scroll past, but the kind that makes you stop and say, “Hmm… I should think about this.”

    Here are two stories that got me thinking this Monday.

    💸 Let’s Talk Retention (or… Should We?)

    For as long as I can remember, we’ve been taught that retaining customers is cheaper than acquiring new ones. Right? Build loyalty. Keep them coming back. Offer points, perks, and the occasional “10% off just for you” email.

    But a new analysis by James Hurman, using data from Overdose Digital, Klaviyo, and Andzen, challenges that idea. Looking at $1.2 billion in transactions from 1.7 million eCommerce customers, the study found something surprising: brands that focused on their highest spenders grew more than three times faster than those focused on broad customer retention.

    Even more intriguing? Businesses without loyalty programs outperformed those who had them.

    The takeaway? Maybe it’s time to stop treating all customers the same and start giving your top-tier clients the VIP experience they actually deserve.
    📖 Read the full article on The Australian

    🛒 Walmart’s “Grow with US” Program Could Be a Game-Changer

    If you’re a product-based business owner, this might be the most exciting thing you’ll hear this month. Walmart just launched a new program called Grow with US—a four-step initiative to help U.S.-based small businesses bring their products to shelves nationwide.

    It includes access to training, mentorship, and a massive pitch opportunity called the 2025 Open Call, where you get to present your product directly to Walmart and Sam’s Club buyers. That could mean instant national visibility, more credibility, and yes—more sales.

    Applications open June 24, and Walmart is holding events all through May to support businesses who want to apply.
    📖 Read the full story on Axios

    💭 So, What Can We Take From This?

    Here’s the through-line between both stories: not every strategy fits every stage of business.

    For service providers and coaches: it might be time to look at who’s actually driving your revenue. How can you better serve your highest-value clients? Maybe it’s time to build offers specifically for them, rather than spreading yourself thin.

    For product-based businesses: Walmart’s initiative reminds us that big opportunities do exist—but you’ve got to be ready. If you’ve got something great, this could be your shot to grow beyond your city or Instagram following.

    As always, marketing isn’t just about tactics. It’s about choosing the right focus at the right time.

    Want help figuring out what strategy makes sense for your business stage? That’s exactly what I do in my mentoring sessions. Let’s connect and find your right fit. 💬

    Stop Begging for Sales—Start Building Real Connections

    Posted on by evolving_ana

    If you’ve ever caught yourself writing a post that says “Please support my small business!” or “Don’t forget to buy from me this week 🙏”… this one’s for you.

    I get it. You’ve poured your heart into your product or service, and you need those sales to make things work. But here’s the hard truth that many entrepreneurs learn the long way: desperation doesn’t drive conversions. Connection does.

    The Reality Check No One Talks About

    People don’t buy because you asked them to. They buy because they trust you, relate to your story, or see clear value in what you’re offering. Constantly asking for support without creating real engagement feels like someone knocking on your door every day just to sell you something—without ever saying hello.

    Whether it’s Instagram, email, WhatsApp groups, or even in-person chats, if your message is all about what you need (sales, support, engagement), you’re missing what your potential clients need.

    So, What Should You Do Instead?

    Here’s what works way better:

    1. Share Stories, Not Just Products
    Tell us why you started. Share a behind-the-scenes moment. Talk about the real people behind your business. That’s what creates emotional connection.

    2. Teach Something Useful
    Even if you’re selling a product, you can share tips, insights, or how-to’s that empower your audience. Value first, then the offer.

    3. Create Two-Way Conversations
    Ask questions. Post polls. Invite feedback. People want to feel seen, not sold to.

    4. Position the Sale as a Solution
    Instead of “please buy this,” try “here’s how this can help solve a problem you’ve been facing.”

    5. Be Consistent, Not Just When Sales Are Low
    Build connection when you don’t “need” it, so it’s there when you do.

    A Loving Reminder

    If sales feel hard, it’s not always about your offer—it might be about how you’re communicating it. People want to support small businesses. But they also want to feel like they’re buying from someone who sees them, gets them, and genuinely wants to help.

    Instead of asking for the sale… show them why you’re the right fit.

    And if you’re not sure how to shift your messaging or build a real strategy behind your marketing, I’d love to help. 💛 Book a free discovery call and let’s talk about how you can go from begging for sales to building a brand people believe in.