By Ana Rocha – E-Volving Strategy Consulting

As we settle into Q2 of 2025, two major trends are standing out in the marketing world:

1. The powerful role of marketplaces in business growth.
2. The rapidly evolving, high-tech future of the beauty and wellness industry.

These aren’t just headlines — they’re signs of what small businesses need to pay attention to right now. Let’s break them down.

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🛍️ The Rise (and Reinvention) of Marketplaces

At the recent Marketing Hub 2025 event in Seville, industry leaders from Shein, Gioseppo, and Azzgency discussed how marketplaces are reshaping how we do business. While global platforms are becoming more competitive, they’re also creating new opportunities — especially for small businesses.

What does this mean for you?

If you’re a service provider or product-based business (especially in beauty, wellness, fashion, or home goods), marketplaces can:

• Expand your reach without high upfront costs.
• Test product-market fit in real-time.
• Leverage existing trust from larger platforms while building your own brand.

🔎 Reflection: You don’t need to be on every marketplace. The key is choosing platforms where your ideal audience already shops — and then using that visibility to lead them back to your brand ecosystem (your website, email list, or community).

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💄 Beauty Industry: Where Innovation Meets Personalization

Meanwhile, in a fascinating Vogue Business report, the beauty sector is undergoing a tech transformation — and it’s not just for the big players.

Consumers are looking for:

• Long-term wellness-based routines (not quick fixes).
• Hyper-personalized care driven by data, AI, and even bio-integration.
• Advanced treatments, like stem cell therapies, especially in markets like the UK.

How does this affect small business owners in beauty and wellness?

If you’re like Esther, running a growing nail salon or wellness service:

• There’s space to differentiate with education and care, not just aesthetics.
• Clients are seeking smarter, healthier experiences, which opens doors for new services or collaborations (think: AI skin diagnostics, wellness add-ons, or guided routines).
• Tech doesn’t have to be intimidating — it can start with simple digital tools that elevate the client journey.

💡 Pro Tip: Position your services around self-care with science — even if you’re not using high-end technology yet, your messaging and client experience can still reflect this future-facing trend.

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🎯 So, what’s the takeaway?

Both trends — marketplaces and tech-forward beauty — speak to one major theme:
👉 The future belongs to those who can adapt with intention.

For small business owners, that means:

• Being selective but strategic about where you show up.
• Listening to how consumer expectations are evolving.
• Leaning into education, experience, and trust-building.

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✨ Want to stay ahead of these shifts?
I’m sharing deeper insights and marketing steps weekly — right here on the blog and in mentoring sessions.

📩 Ready to work smarter with your marketing? Book a discovery call with me or DM me on Instagram.
Let’s grow your business with clarity and creativity.

Let’s be honest—strategizing is fun.

You brainstorm, dream big, map goals, choose fonts and colors, imagine the perfect Instagram grid or campaign that finally brings in the right audience.

But then… the strategy sits in a Google Doc.
Waiting.
And waiting.
Until the next quarter sneaks up and you’re like, “Oops. We never launched that.”

Sound familiar?

I once worked with a client who had the most thoughtful brand strategy: crystal-clear target audience, a gorgeous mood board, solid goals. But when it came time to brief her marketing designer, she just forwarded a few voice notes and said, “You get my vibe, right?”

Well… no.
Her “vibe” wasn’t enough to design a high-converting lead magnet or write strong copy. So we had to pause, rewind, and create what should have come first: a proper briefing.

That moment was a wake-up call.
✨ Strategy without execution is like a recipe with no cooking. ✨

And execution starts with clear communication.

Whether you’re working with a freelance designer, a social media manager, or a marketing agency, you need to translate your vision into specifics they can act on. This isn’t about being formal or corporate—it’s about being clear.

So here’s a simple trick I share in mentoring sessions: Before you send anything to your supplier, ask yourself: If someone else read this, could they take action tomorrow—without messaging me 10 times for clarification?

If not, it’s not ready.

That’s where a good briefing comes in. It’s not complicated, but it is powerful. It gives your marketing partner the clarity they need to deliver their best work—and saves you time, money, and headaches later on.

So next time you finish a strategy session, don’t close the laptop and walk away.
Open a new doc.
Write it out.
And get your ideas moving.

Because execution? That’s where the magic happens.
And it starts with clear words.

If you’ve ever hired a freelancer, agency, or even a content creator and felt disappointed with the results… you’re not alone.

But here’s a truth I see all the time in mentoring sessions:

The problem isn’t always who you hired. Sometimes it’s what you hired them to do.

Marketing has become a complex ecosystem. There are so many professionals out there with incredible skills—video editors, social media managers, SEO experts, content creators… the list goes on!

And while that’s exciting, it can also be overwhelming.

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❓Why This Happens

Let’s say you want to grow your presence on Instagram. You might think, “I’ll just hire someone to take care of that.”

But here’s the thing—who exactly should that be?

• A content creator who makes visuals?
• A social media manager who schedules and responds?
• A strategist who helps you plan what to post and when?
• Or an agency that offers all-in-one service?

Each of these professionals plays a different role in your marketing puzzle.

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🧩 Understanding the Landscape

You don’t need to know every detail about every role. But you do need to know what kind of help you’re looking for—so you can find the right fit.

Here’s a simplified overview to help you visualize who does what:

Role	Strategy	Execution	Creative Work
Agency	✅	✅	✅
Freelancer	❌	✅	✅
Video Editor	❌	✅	✅
SEO Specialist	✅	✅	Some
Paid Media Specialist	✅	✅	Some (for ads)
Content Creator	❌	✅	✅
Social Media Manager	❌	✅	Some

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💡 The Takeaway

Before you start reaching out to suppliers, ask yourself:

• What do I need help with right now?
• Do I have a strategy already, or do I need help creating one?
• Am I expecting one person to wear five hats?

When you get clear on your goals, choosing the right supplier becomes much easier—and so does getting the results you’re hoping for.

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🎯 Want help finding the “right fit” for your business?
Book a free discovery call and I’ll guide you through it. Let’s stop wasting time and money on mismatched hires, and start building your marketing intentionally.

Hiring an agency, freelancer, or taking a marketing course should be an investment that grows your business—not a costly mistake that leaves you frustrated.

But too many small business owners jump into hiring without a clear plan, only to realize later that:
❌ They weren’t ready for that level of support.
❌ They hired someone who wasn’t the right fit.
❌ They spent money without seeing real results.

So, how do you avoid these mistakes? By following the right process.

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The 5 Stages of Hiring the Right Marketing Support

Before investing in marketing help, it’s essential to understand where your business stands and what kind of support will actually help you move forward.

1️⃣ Know Your Business

Before you bring in outside help, you need absolute clarity on:
✔ Who your target audience is
✔ What problem your business solves
✔ Your brand positioning and messaging
✔ What makes you different from competitors

💡 Why This Matters: If you can’t explain your business clearly, neither can a marketing expert. And without clarity, you’ll end up with generic strategies that don’t work.

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2️⃣ Define Your Strategy

Marketing isn’t just about being present on social media or running ads. You need a clear strategy that answers:
✔ Which marketing channels make sense for your business?
✔ What kind of content resonates with your audience?
✔ What’s your budget, and how will you measure success?

💡 Why This Matters: A freelancer or agency can execute a strategy, but they can’t define it for you unless you’re paying for strategy development. If you don’t have a clear plan, you might invest in marketing that doesn’t align with your business goals.

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3️⃣ Pick the Right Supplier

Once you understand your business and strategy, the next step is deciding who can best help you execute it.

Some of your options:
🔹 Freelancer – Great for specific tasks (e.g., social media management, content creation, graphic design).
🔹 Agency – Best for businesses that need a full-service solution.
🔹 Mentor/Consultant – Ideal if you need guidance to develop your strategy before hiring execution support.
🔹 Course/DIY Approach – A budget-friendly way to learn and implement marketing yourself.

💡 Why This Matters: Hiring the wrong type of support means wasting time and money on something that isn’t aligned with your needs.

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4️⃣ Ask the Right Questions

Before signing a contract or making a commitment, ask yourself:
❓ Does this supplier have experience in my industry?
❓ Do they understand my business goals?
❓ Are they offering what I actually need at this stage?
❓ Do I have clear expectations about deliverables and ROI?

💡 Why This Matters: Many business owners hire based on hype or big promises instead of evaluating whether the supplier is the right fit. Asking the right questions ensures you make an informed decision.

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5️⃣ Evaluate the Results

After hiring, don’t just “set it and forget it.” Track the impact:
📊 Are you seeing an improvement in brand awareness, leads, or sales?
📊 Is the strategy being executed as planned?
📊 Do you need to make adjustments?

💡 Why This Matters: Marketing isn’t an overnight success story—it’s a process. If you don’t track progress, you won’t know if your investment is paying off.

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So, What Stage Are You In?

Over the next few days, I’ll be diving deeper into each of these 5 stages on Instagram so you can identify exactly where your business stands and what steps you need to take next.

✅ Not sure where you are in the process? Let’s figure it out together!
📅 Book a discovery call with me, and I’ll help you navigate the right path for your business.

#MarketingStrategy #SmallBusinessGrowth #SmartHiring #MarketingHelp

Marketing is constantly evolving, but one thing remains the same—businesses that connect with their audience on a deeper level will always have a competitive edge. In 2025, two key trends are shaping the way brands build relationships and drive growth:

✅ Community-Based Marketing
✅ Customer Experience as a Priority

Let’s dive into what these trends mean and how small businesses can leverage them for success.

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Community-Based Marketing: The Power of Connection

More than ever, customers want to feel like they belong. That’s why brands are shifting from traditional marketing tactics to community-driven strategies—creating exclusive online spaces where customers can interact, share experiences, and feel valued.

Why This Matters

When people feel connected to a brand, they are more likely to trust it, recommend it, and remain loyal over time. Platforms like Facebook Groups, Discord communities, and private membership forums are becoming essential tools for brands to build these deeper relationships.

How Small Businesses Can Leverage This Trend

1️⃣ Create a Space for Your Audience – Whether it’s a private Facebook group or a WhatsApp community, having a dedicated space for your customers fosters a sense of belonging.
2️⃣ Engage Authentically – Focus on conversations, not just promotions. Encourage discussions, ask for opinions, and offer exclusive content.
3️⃣ Turn Customers into Advocates – A strong community naturally leads to word-of-mouth marketing. Happy members will spread the word about your brand.

💡 Example: A small nail salon owner can create a private group for loyal clients, sharing nail care tips, early access to new services, and exclusive discounts.

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Customer Experience as a Priority

In a world full of choices, customers don’t just buy products—they buy experiences. A smooth, consistent journey across all touchpoints (website, social media, in-store, email, etc.) is becoming a must for any business.

Why This Matters

Customers expect fast, seamless, and personalized interactions. A confusing website, slow response time, or inconsistent messaging across platforms can drive them away.

How Small Businesses Can Improve Customer Experience

1️⃣ Align Marketing, Sales & Support – Ensure your messaging, offers, and service are consistent across all channels.
2️⃣ Optimize for Mobile – Many customers engage with businesses on their phones. Make sure your website, booking system, and customer service work seamlessly on mobile.
3️⃣ Leverage Automation for Efficiency – Use chatbots, automated emails, and AI-powered tools to provide quick responses without losing a personal touch.

💡 Example: A small business selling handmade jewelry can use automated Instagram DMs to answer FAQs, offer personalized recommendations, and guide customers smoothly through the purchase process.

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Final Thoughts

Both community-based marketing and customer experience optimization are key to business success in 2025. Small businesses that prioritize these strategies will build stronger customer relationships, increase retention, and stand out from the competition.

#MarketingTrends #CommunityMarketing #CustomerExperience #SmallBusinessGrowth

The marketing landscape is evolving rapidly, and two major trends are shaping the future: Artificial Intelligence (AI) & Automation and Interactive & Immersive Content. These innovations are no longer exclusive to big brands—they’re accessible to small businesses, opening new opportunities for efficiency and engagement. Let’s dive into how they work and what they mean for your business!

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🚀 AI & Automation: The Power of Efficiency

AI is transforming how businesses create content, engage with customers, and optimize marketing strategies. From AI-generated copy to automated email sequences and chatbots, businesses can now provide faster, smarter, and more personalized experiences without adding extra workload.

Why It Matters for Small Businesses:

✅ Saves Time – Automating repetitive tasks like email marketing and social media scheduling frees up time for strategic planning.
✅ Improves Customer Experience – AI-driven chatbots and personalized recommendations make customer interactions smoother and more engaging.
✅ Boosts Marketing ROI – AI helps analyze customer behavior, optimize campaigns, and refine targeting—ensuring your marketing budget is well spent.

💡 How to Apply It:

• Use AI-powered tools like ChatGPT for content creation and chatbots for customer service.
• Automate email marketing with platforms like Mailchimp or ActiveCampaign to nurture leads efficiently.
• Leverage AI analytics tools (e.g., Google Analytics, HubSpot) to gain deeper insights into customer behavior.

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🎭 Interactive & Immersive Content: Next-Level Engagement

Consumers are craving more interactive and engaging experiences. Augmented Reality (AR) and Virtual Reality (VR) are no longer futuristic concepts—they’re becoming mainstream in marketing. From virtual product trials to 360-degree experiences, these technologies help businesses connect with customers in new, exciting ways.

Why It Matters for Small Businesses:

✅ Increases Engagement – Interactive content keeps users involved and encourages longer interactions with your brand.
✅ Enhances Customer Experience – Virtual try-ons and AR filters give customers a unique way to explore products before purchasing.
✅ Differentiates Your Brand – Using AR/VR makes your business stand out from competitors still relying on traditional content.

💡 How to Apply It:

• Try Instagram or Snapchat AR filters to showcase your products in a fun, interactive way.
• Use 3D product visualization tools like Shopify AR to let customers explore products before buying.
• Offer virtual store experiences using platforms like Matterport to create an immersive shopping journey.

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🔥 Final Thoughts: Stay Ahead of the Game

AI-driven marketing and immersive content are no longer optional—they’re becoming essential for businesses that want to stay competitive and connect deeply with their audience. The good news? Even small businesses can adopt these trends using accessible tools and platforms.

#MarketingTrends #AIinMarketing #SmallBusinessGrowth #ARMarketing #MarketingAutomation #DigitalMarketing

Beyond the Classroom: My Journey as a Marketing Instructor and Mentor

When people think of teaching, they often picture a professor standing in front of a classroom, delivering lectures and grading assignments. But for me, being an instructor is so much more than that. It’s about designing experiences, adapting to different learning styles, and continuously evolving alongside my students.

Wearing Many Hats: Instructor, Mentor, and Content Creator

My teaching journey spans across multiple spaces. I teach marketing at Langara College, instruct remotely for programs in the United States, and mentor professionals and aspiring marketers. Each of these roles requires a different approach, but they all share one common goal—helping people navigate the world of marketing in a way that’s practical, relevant, and empowering.

Beyond delivering lessons, I spend a significant amount of time designing programs, developing content, and tailoring materials to suit different audiences. Some of my students are complete beginners, just stepping into the field, while others come in with experience and knowledge that sometimes surpasses my own. This dynamic keeps me on my toes and forces me to stay ahead of industry trends, refining my own expertise along the way.

The Art of Teaching Different Learners

One of the biggest challenges—and rewards—of being an instructor is working with students at varying skill levels. Some come to class without any prior marketing knowledge, while others are professionals looking to refine their strategies.

This means I have to constantly adapt my teaching style. A one-size-fits-all approach doesn’t work in marketing education. Instead, I focus on bridging gaps, making complex concepts digestible, and providing real-world applications that make the learning process meaningful.

More importantly, teaching isn’t just about me delivering knowledge. It’s about fostering discussions, encouraging critical thinking, and creating an environment where students can challenge ideas, experiment with strategies, and apply what they learn in real time.

Learning Goes Both Ways

One of the things I love most about teaching is that it’s a two-way street. While I’m guiding students, I’m also learning from them—whether it’s through fresh perspectives, insightful questions, or real-world experiences they bring to the table.

Education is not static, especially in a field as fast-moving as marketing. The digital landscape is constantly evolving, and what worked yesterday might not work tomorrow. That’s why I see my role as not just an educator, but a lifelong learner who is continuously adapting, experimenting, and refining my approach.

Final Thoughts: More Than Just a Job

Being an instructor and mentor isn’t just a career path for me—it’s a passion. It’s about helping students build confidence, develop skills, and see marketing not just as a set of strategies, but as a powerful tool for growth and impact.

For those stepping into marketing—whether as students, career changers, or entrepreneurs—what’s one thing you wish someone had taught you earlier? I’d love to hear your thoughts. Let’s keep the conversation going.

How AI & Influence Maps Are Changing Marketing in 2025 🚀

Marketing is evolving faster than ever, and small businesses need to keep up to stay competitive. Two major trends are reshaping the industry:

1️⃣ Influence Maps—a new way to understand consumer behavior.
2️⃣ AI-Driven Media Buying—transforming how businesses reach their audience.

In this post, we’ll break down what these trends mean for your business and how you can leverage AI and strategic mapping to grow.

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📍 Trend #1: Influence Maps—Rethinking the Customer Journey

For years, marketers relied on the traditional funnel—awareness, consideration, and conversion. But today’s consumers are moving through a non-linear journey, switching between:

🔹 Streaming (watching videos, YouTube, TikTok)
🔹 Scrolling (social media feeds, recommendations)
🔹 Searching (Google, product reviews, competitor comparisons)
🔹 Shopping (direct purchases, influencer recommendations)

Google and BCG’s influence maps provide a new framework to track these shifting behaviors and help businesses identify where their customers are making key decisions.

💡 What This Means for Small Businesses

Instead of guessing where to focus your marketing efforts, influence maps help you pinpoint the most effective touchpoints. For example:

✅ If your audience engages most with short-form video, investing in YouTube Shorts or Instagram Reels could drive more sales.
✅ If they discover brands through social media recommendations, partnering with micro-influencers might be a better strategy.

AI plays a huge role in helping businesses analyze these maps and optimize content accordingly.

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🤖 Trend #2: AI-Driven Media Buying—Smarter Ads, Bigger Impact

A new report from Madison and Wall, commissioned by Google, highlights how AI is transforming the way businesses buy ads. Instead of manually choosing ad placements, AI can:

🎯 Analyze data in real-time to optimize campaigns
📍 Identify the best-performing channels for your audience
💰 Maximize ad spend efficiency to improve ROI

💡 Why This Matters for Small Businesses

AI levels the playing field, allowing small businesses to compete with larger brands without huge advertising budgets. With AI-driven tools like Google Performance Max and Demand Gen, businesses can:

✅ Reach the right audience at the right time
✅ Test different ad creatives without extra costs
✅ Improve conversions with data-backed optimizations

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🚀 The Future: AI + Influence Maps = Smarter Marketing

If you’re not using AI or influence maps yet, 2025 is the time to start. Here’s how you can apply these trends to your business:

✅ Audit your customer journey—Where do they discover, engage, and buy?
✅ Test AI-powered tools—Use automation to optimize your campaigns.
✅ Focus on high-impact channels—Streamline your marketing with data-driven decisions.

Want to dive deeper into AI-powered marketing strategies? Keep following for more insights!

The digital landscape is evolving, and small businesses and marketers need to stay ahead of the curve. This week, we’re diving into two major trends shaping online behavior in 2025: the rise of voice and visual search and the transformation of YouTube content formats. Understanding these shifts can help businesses refine their strategies, improve visibility, and engage with their audience more effectively.

The Rise of Voice and Visual Search

With tools like Google Lens and virtual assistants such as Alexa and Google Assistant, consumers are changing the way they search for information and products. Instead of typing queries into search engines, they’re increasingly using voice commands and image-based searches for faster, more intuitive results.

Why This Matters for Small Businesses and Marketers

1. SEO Needs to Adapt – Traditional keyword strategies must evolve to accommodate more natural, conversational language, as people tend to speak differently than they type. Instead of short, fragmented phrases, businesses should optimize for long-tail, question-based keywords (e.g., “Where can I find a local bakery that delivers gluten-free cakes?”).
2. Content Optimization is Key – Websites and product pages should include detailed descriptions, alt text for images, and structured data markup to ensure search engines can interpret and display them properly in visual and voice searches.
3. Local Businesses Benefit Most – Many voice searches have local intent (e.g., “coffee shop near me”). Optimizing Google Business Profiles and ensuring accurate location details can significantly improve visibility in these searches.

With these shifts, businesses that fail to adapt risk losing out on a growing audience that prefers hands-free, quick search experiences.

YouTube’s Changing Content Landscape

According to Think with Google, YouTube is evolving in three major ways:

• Digital franchises are shaping entertainment – Original online series like The Amazing Digital Circus are generating massive followings, demonstrating the power of creator-driven storytelling.
• YouTube Shorts are revolutionizing music discovery – Short-form content is now a key driver of viral music trends, turning local hits into global sensations.
• Gaming culture is expanding beyond consoles – Platforms like Roblox and Minecraft are no longer just games; they’re interactive entertainment ecosystems that influence fashion, music, and social trends.

What This Means for Small Businesses and Marketers

1. Video Marketing is Essential – With YouTube Shorts and long-form content dominating engagement, businesses need to integrate video into their marketing strategies. Even short, behind-the-scenes clips, tutorials, or customer testimonials can drive engagement.
2. Niche Communities Matter – The success of digital franchises and gaming culture highlights the power of targeted communities. Businesses should identify and engage with specific interest groups relevant to their brand.
3. Short-Form Video is a Growth Opportunity – Leveraging YouTube Shorts, TikTok, and Instagram Reels can help businesses reach younger audiences and increase visibility, especially when using trending sounds and challenges.

The Bottom Line

Both voice/visual search and evolving YouTube trends underscore the shift toward more conversational, interactive, and community-driven content. Small businesses and marketers that embrace these changes—whether by optimizing for new search methods or integrating video into their strategies—will be better positioned for success in 2025 and beyond.

Looking for more insights? Check out our full blog and stay ahead of the latest marketing trends!

A strong marketing strategy starts with a deep understanding of the business—not just from the owner’s perspective but also from the customer’s experience. That’s why, before creating a strategy, I take the time to study my client’s business. But sometimes, going beyond research and experiencing it up close makes all the difference.

That’s exactly what I did with Elaine Davies at her office, where she helps people heal and thrive through Spinal Flow Technique, Chromotherapy, and Reiki.

Here’s a glimpse of Elaine in her space, where she works with clients to support their healing and well-being.

Why Seeing the Business Firsthand Matters

Elaine’s work is deeply personal and transformative, and I wanted to fully understand how her clients experience her services. Observing her space, the way she interacts with clients, and the atmosphere she creates helped me gather insights that go beyond what any document or questionnaire could provide.

🔍 I stepped into the customer’s shoes—seeing the space, the experience, and the journey from their perspective.
🤝 I connected with Elaine in person—discussing her challenges, goals, and how her expertise is best communicated to her audience.

This kind of hands-on understanding allows me to refine a marketing strategy that truly aligns with her brand, values, and the unique experience she provides.

Beyond Strategy: Creating Authentic Marketing

Marketing isn’t just about tactics or following trends—it’s about alignment. When your brand message accurately reflects your values and connects with the right audience, that’s when real engagement and growth happen.

For businesses like Elaine’s, where trust and connection are key, authenticity in marketing is everything. This visit gave me a clearer vision of how to translate her passion and expertise into a strategy that speaks directly to those who need her services.

Bringing Marketing Strategy to Life

If you’re a small business owner struggling to bridge the gap between your expertise and your audience, sometimes an outside perspective can make all the difference. That’s why I take the time to not only research but, when possible, experience businesses firsthand.

🚀 Ready to create a marketing strategy that feels true to you and attracts the right clients?

Book a Discovery Call!

#MarketingMentorship #SmallBusinessMarketing #MarketingStrategy #BrandGrowth #CustomerExperience #SmallBusinessGrowth