Author: evolving_ana

Ever felt the pressure to just post something on Instagram — anything — so you don’t “disappear”?
If so, you might be falling into a common digital marketing trap: using random holidays without any real strategy behind them.

Not Every Holiday Deserves a Post

From Friendship Day to National Asteroid Day, many small businesses rely on holiday calendars to fill their content schedule. But here’s the issue:
If the date has no real connection to your brand, values, or audience, it can do more harm than good.

You risk confusing your followers, sounding generic, and missing the chance to stand out with intentional content.

Good Intention, Poor Execution

Let’s be honest — staying consistent on social media is tough. And holiday calendars look like an easy way out. But here’s where it goes wrong:
🔸 Jumping from one random date to another.
🔸 Trying to please everyone.
🔸 Using any excuse to post, without a clear message.

What could’ve been engaging ends up as noise.

So What Should You Do Instead?

Instead of trying to leverage every holiday, choose a few that genuinely align with your business.

Before posting, ask yourself:

• Does this date mean something to my audience?
• Is it aligned with my brand values?
• Do I actually have something relevant to say?

If the answer is “not sure” or “probably not,” let that one go.
Your time — and your audience — deserves content with purpose.

Let’s be honest.

A lot of people approach trade shows and seasonal campaigns like they’re doing a last-minute school assignment:
→ “Let’s just show up and see what happens.”
→ “I’ll post something quick on Instagram and call it a day.”
→ “We’ll figure it out there.” 😅

And guess what? The results usually reflect that same level of improvisation.

Here’s what I’ve seen:

• People spending hundreds (sometimes thousands) on booths and materials… with zero strategy.
• Businesses treating a major holiday as just another day in the feed.
• Great products and services being completely overlooked — not because they’re bad, but because the planning was.

I get it. Running a business is intense. Marketing takes time.
But what if I told you that trade shows and seasonal dates could actually lighten your load — if done right?

Seriously. These are pre-built opportunities to connect with your audience.
They’re not the time to go “meh, I’ll wing it.”

So if you’ve been coasting through fairs or half-posting on special dates, maybe this is your nudge.

I’ll be talking more about how to shift from “let’s just show up” to “let’s make this count” — over on my Instagram, LinkedIn, and right here on the blog.

Stick around. Let’s make your marketing work smarter — not just harder.

If you’re trying to grow your business, find collaborators, or explore new career paths, there’s one strategy that consistently opens doors: networking.

Not the awkward, forced kind—but the genuine, strategic kind. The kind where you walk away with new ideas, aligned partnerships, and that spark of motivation that reminds you why you started.

Networking is where growth really begins. Here’s why:

• It connects you with people who can challenge, support, or even join your journey.
• It’s a fast-track to learning—through conversations, not just content.
• It creates visibility. When the right people know what you do, your next client or opportunity might be just one chat away.

Still, for many of us, traditional networking events feel overwhelming or unproductive. That’s why we created something different.

Introducing: Speed Networking Café
A fresh take on networking in Vancouver—designed for small business owners, marketers, and career-changers who want meaningful connections (without the small talk fatigue).

Here’s what makes it different:

• Fast-paced, guided conversations inspired by the “business speed dating” format
• Over 40 potential connections in one evening
• A cozy, curated atmosphere with artisan coffee and real conversation
• A special panel on AI and marketing, featuring expert Fernanda Ave

Event Details
Date: June 19
Time: 5:30 PM to 8:30 PM
Location: 978 Granville St, Vancouver
Organized by: E-Volving Consulting + People’s Resource Hub
Tickets: $30 (Early Bird)

This event is ideal for:

• Small business owners
• Marketing professionals
• Students and career-changers
• Anyone looking to expand their network with purpose

Let’s make networking more intentional—and more impactful.

Reserve your spot now: Register here

We’d love to welcome you. Come for the connections, stay for the conversations that might just shift everything.

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

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.

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. 💬

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.

🛍️ 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).

💄 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.

🎯 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.

✨ 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.