Stepping Into My Client’s World—Literally!

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

Take Control of Your Marketing (Before Someone Else Does!)

Hey there, fellow business owners! Let’s talk about something that keeps many of us up at night: marketing our businesses. You know what’s funny? We’re often so eager to hand over our marketing to others before we even know what we want—it’s like asking someone to order food for you without telling them what you like!

Real Talk: A Success Story That’ll Make You Think 🌟 Let me share something that happened with one of my clients recently. She was feeling stuck and about to invest in various marketing services (hello, money drain! 💸). But then, we took a step back. She spent time really getting to know her strategy, her ideal customer (bye-bye, trying to please everyone!), and which channels actually worked for her business.

The result? When she finally decided to hire help, she knew EXACTLY what she needed. She could tell potential partners, “This is my strategy, this is my audience, and this is what I need from you.” Game-changer!

It’s like going shopping with a list versus wandering around hungry in the supermarket—we all know which approach leads to better decisions!

Why This Matters For Your Business 🎯 Think about it: You wouldn’t let a chef cook your signature dish without sharing your recipe, right? The same goes for your marketing. When you understand your own process, you:

  • Save time and money (no more throwing spaghetti at the wall!)
  • Make better hiring decisions
  • Can spot who genuinely gets your business
  • Stay in control of your brand’s voice

Pro Tip: The Coffee Test ☕ A brilliant colleague of mine Renan Nicodemos shared this gem: Before hiring anyone for your marketing, have a coffee with them first. Yes, really! Check the vibe, see if they ask the right questions, and most importantly—do they actually care about what you do?

Remember: You don’t need to become a marketing guru, but you do need to know enough to be the director of your own show. It’s like being a good parent—you don’t need to know how to do everything, but you should know what’s best for your kid!

Your Next Step 🚀 Start by writing down what makes your business special and who your dream customers are. Trust me, this simple exercise will already put you miles ahead of the game!

Subscribe on LinkedIn https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7256830641013444608

#SmallBusinessTips #MarketingStrategy #EntrepreneurLife #BusinessGrowth #MarketingTips

Marketing Trends 2025: The Small Business Owner’s Strategic Playbook

As someone who works with small business owners daily, I see you juggling every role – from CEO to customer service. Here’s your practical guide to 2025’s marketing trends, translated into what actually works for small businesses.

🎯 The Big Shift: Marketing is Becoming More Human, Not More Technical

Key Trends That Matter for Small Business:

  1. Personalization Without the Complexity
  • Small businesses have a natural advantage here
  • Your personal relationship with customers is more valuable than big data
  • Action Step: Start segmenting your email list into just 2-3 groups based on buying behavior
  1. AI & Automation That Makes Sense
  • Focus on time-saving, not fancy tech
  • Use AI for: content ideas, email responses, basic customer service
  • Real Example: A local bakery automated order follow-ups, saving 5 hours weekly
  1. Community Over Advertising
  • Build a loyal customer base instead of chasing new leads
  • Create simple loyalty programs that reward referrals
  • Truth: Your existing customers are your best marketers
  1. Video Content That Works
  • Behind-the-scenes content outperforms polished ads
  • Use your smartphone + basic editing
  • Focus: Product demos, customer stories, quick tips
  1. First-Party Data Made Simple
  • Collect basic customer information through value exchange
  • Build your email list systematically
  • Track what your customers actually buy, not just what they click

🚫 What You Can Safely Ignore:

  • Complex marketing automation systems
  • Expensive influencer campaigns
  • Latest social media platforms
  • Voice/Visual search optimization (for now)

💡 The Strategic Framework: Month 1-3: Foundation

  • Set up basic email system
  • Master one social channel
  • Create simple content calendar

Month 4-6: Growth

  • Implement basic AI tools
  • Start video content
  • Build customer community

Month 7-12: Optimization

  • Scale what works
  • Add automated systems
  • Measure and adjust

🔑 Key Insight: Success in 2025 isn’t about doing everything – it’s about doing the right things consistently.

Real Numbers:

  • 68% of small businesses see better ROI from retention vs. acquisition
  • Basic email automation can save 10+ hours weekly
  • Simple video content gets 48% more engagement than static posts

👉 Your Action Plan:

  1. Choose ONE trend that aligns with your business goals
  2. Implement it using the 80/20 rule (get the basics right first)
  3. Measure results for 90 days before adding anything new

🤔 Question for Fellow Business Owners: Which of these trends feels most achievable for your business right now? Let’s discuss in the comments.

P.S. Save this post for reference – these trends will matter throughout 2025.

Subscribe on LinkedIn https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7256830641013444608

#SmallBusinessMarketing #Marketing2025 #BusinessStrategy #Entrepreneurship #MarketingTrends #SmallBusinessGrowth #DigitalMarketing

From Rush to Purpose: A New Marketing Mindset for Small Businesses in 2025

As a marketing strategist working with small businesses, I’ve observed a common pattern that might sound familiar: the rush to be everywhere, do everything, and chase every trend. It’s what I call the “rush mentality,” and I’ve experienced it firsthand in my own professional journey.

But 2025 calls for a different approach.

Why the Old “Rush” Model Isn’t Working Anymore

The traditional “be everywhere” marketing approach is becoming increasingly unsustainable for small businesses:

  • Rising costs across marketing platforms
  • Increasing audience fatigue with promotional content
  • Growing complexity of digital marketing tools
  • Limited resources and team burnout
  • Diminishing returns on scattered efforts

The Purpose-Driven Alternative

Instead of trying to maintain presence on every platform or jumping on every marketing trend, consider this framework for 2025:

  1. Identity Before Activity Start with your business’s core purpose. What truly matters to your customers? What unique value do you bring to their lives? This clarity will guide every marketing decision.
  2. Quality Over Quantity Rather than posting daily across five platforms, excel on one or two where your ideal customers actually spend time. Build meaningful connections instead of chasing vanity metrics.
  3. Customer Education Over Constant Promotion Share knowledge that empowers your customers. When people understand your product or service better, they make more confident buying decisions and become natural advocates for your brand.
  4. Strategic Patience Good marketing is like planting a garden – it needs time to grow. Focus on building sustainable relationships rather than chasing quick wins.

Practical Steps for Implementation

  1. Audit Your Current Efforts List all your marketing activities Track time spent on each Measure actual returns (not just engagement) Identify what truly resonates with your customers
  2. Choose Your Focus Select 1-2 primary channels Define your core message Plan content that educates and adds value Build a sustainable content calendar
  3. Build Systems Create templates for regular content Develop a resource library Set up measurement tools Plan regular review periods
  4. Engage Meaningfully Respond to comments thoughtfully Create opportunities for customer feedback Build community around your expertise Share customer success stories

The Results to Expect

When you shift from rush to purpose in your marketing:

  • Marketing becomes more sustainable and enjoyable
  • Content quality improves
  • Customer relationships deepen
  • Team stress reduces
  • ROI becomes more predictable
  • Brand authority grows naturally

Looking Ahead

As we navigate through 2025, the businesses that will thrive aren’t necessarily those doing the most, but those doing the right things consistently and purposefully. It’s about creating marketing that matters – to your business, to your team, and most importantly, to your customers.

Remember: Marketing isn’t about being everywhere; it’s about being valuable where it counts.

What’s your experience with marketing overwhelm? How are you planning to make your marketing more purposeful in 2025? Share your thoughts in the comments below.

For more insights, subscribe on LinkedIn https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7256830641013444608

#SmallBusiness #MarketingStrategy #Purpose2025 #BusinessGrowth #StrategicMarketing

The 2025 Marketing Revolution: Beyond Traditional Advertising

[Insights drawn from Think with Google and industry analysis]

As we navigate toward 2025, the marketing landscape is undergoing a fundamental transformation. Here’s your comprehensive guide to the key trends and actionable strategies that will shape our industry’s future.

1. The Evolution of Marketing Measurement

According to Google’s recent analysis, media fragmentation and privacy changes are driving a renaissance in marketing measurement. The Marketing Mix Models (MMMs) of 2025 are evolving to become:

  • More granular with real-time insights
  • Widely accessible through tools like Google’s Meridian
  • Integrated with incrementality testing
  • Capable of providing cross-channel performance views

Action Steps:

  • Align your KPIs across channels
  • Build a structured experiments calendar
  • Prepare for Meridian’s global rollout
  • Implement continuous learning processes

2. AI as Your Strategic Partner

As highlighted by Guillaume Roques, Google’s Senior Director of Marketing for EMEA, 2025 will be the year of AI agents. These intelligent systems will serve as your “Chief Simplifier Officer,” helping to:

  • Process multimodal information
  • Manage complex workflows
  • Break down data silos
  • Enable seamless customer interactions

3. The Rise of Shoppable Content

With social commerce projected to surpass $1 trillion by 2028 (Think with Google), visual commerce is becoming crucial. Your 2025 playbook should include:

  • Making video content shoppable
  • Connecting product feeds to visual content
  • Leveraging creator partnerships
  • Creating seamless purchase pathways

4. Mindful Marketing for the Overwhelmed Consumer

A fascinating insight from Think with Google reveals that search interest in “dopamine fasting” has increased 6X, signaling consumer fatigue. Your response should focus on:

  • Delivering hyper-relevant, personalized experiences
  • Reducing information overload
  • Using consented data thoughtfully
  • Creating meaningful connections over noise

5. Ethics and Sustainability at the Core

According to Google’s research, 85% of people are experiencing climate change effects, and consumers are 6X more likely to purchase from inclusive advertisements. Your 2025 strategy must prioritize:

  • Transparent sustainability practices
  • Clear AI disclosure policies
  • Inclusive marketing approaches
  • Ethical data usage

Preparing Your Team for 2025

Essential Skills to Develop:

  1. AI and data analytics proficiency
  2. Ethical marketing expertise
  3. Community management
  4. Customer success orientation
  5. Technical proficiency in emerging tools

Your 90-Day Action Plan:

Month 1:

  • Audit current marketing measurement capabilities
  • Identify AI integration opportunities
  • Assess team skill gaps

Month 2:

  • Begin implementation of new measurement tools
  • Develop AI adoption roadmap
  • Start team training programs

Month 3:

  • Launch pilot programs
  • Measure initial results
  • Adjust strategies based on learnings

The Road Ahead

As we approach 2025, success won’t be determined by advertising budgets but by how effectively organizations can combine technology, ethics, and human connection. The winners will be those who can harness these trends while maintaining authentic relationships with their audiences.

Looking for more insights? Subscribe to MarketingMap for weekly updates on marketing trends and strategies: Linkedin: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7256830641013444608

#FutureOfMarketing #MarketingTrends2025 #DigitalTransformation

[Article based on insights from Think with Google’s “Digital Marketing Trends 2025” and industry analysis]

Work-Based Learning

Work-based learning (WBL) is a topic I’m passionate about.

Last week, I attended an insightful Riipen workshop, The Power of Work-Based Learning, which reinforced the importance of bridging the gap between education and employment.

The session highlighted how WBL enhances learners’ employability and readiness for the job market. A recent Strada report revealed that 60% of students at four-year institutions cannot participate in internships due to course loads, job commitments, and financial constraints. This points to a critical need for innovative solutions to help students gain real-world experience.

During the webinar, leaders from national organizations and higher education institutions shared strategies to expand access to these opportunities for all learners, especially those who face barriers. They discussed efforts to empower students with the skills and confidence needed for success in both their academic journey and future careers.

Despite the high demand—8.2 million learners sought internships in 2023—only 3.6 million opportunities were available, with just 2.5 million considered quality experiences. Addressing these disparities is key to creating equitable pathways for student success.

For more information, check out these resources and site:
https://lnkd.in/gJ47Up9P
https://www.nactel.org/
https://lnkd.in/gHPVyerF
https://lnkd.in/gmuhxmee
https://cic.edu/
https://lnkd.in/gWsH_9gy
https://lnkd.in/gPvKzwG3
https://www.riipen.com/
https://lnkd.in/gpn_n_Ae

Ways to Build Your Professional Network

Looking to build your professional network and stay ahead in the marketing & communications world?
Joining a professional association can be a game-changer for your career! Whether you’re just starting out or looking to expand your connections, these associations provide valuable opportunities to learn, grow, and connect with industry leaders.
Here are some great options to consider:
✅ Canadian Marketing Association (CMA)
✅ Vancouver Board of Trade
✅ International Association of Business Communicators (IABC)
✅ Canadian Association of Marketing Professionals (CAMP)
✅ Society for Marketing Professional Services (SMPS) – Vancouver Chapter
✅ BC Chapter of American Marketing Association (BCAMA)
✅ Canadian Public Relations Society (CPRS)
✅ Digital Marketing Institute (DMI) – Vancouver Chapter
✅ Canadian Professional Sales Association (CPSA)
✅ Public Relations Society of America (PRSA) – Canada West
✅ Marketing Research and Intelligence Association (MRIA)
✅ International Trade Council (ITC)

Whether you’re into marketing, PR, sales, or business communication, these groups offer resources, events, and a supportive community to help you thrive.
Which ones have you joined, or are considering? Let’s discuss in the comments below!

Book Review: The 1-Page Marketing Plan

If you’re looking for a straightforward guide to effective marketing, The 1-Page Marketing Plan by Allan Dib might be the perfect fit.

This book helps small business owners create a concise and actionable marketing strategy, focusing on three stages: before, during, and after a customer interaction. It emphasizes understanding your target audience, nurturing leads, and building lasting relationships with customers.

Dib’s simple, one-page approach is especially useful for those who find traditional marketing plans too overwhelming.

For more details, you can read the full review here: https://lnkd.in/ghw6ecee

Your Most Asked Marketing Strategy Questions – Answered

Recently, I received some insightful questions from my social media followers about marketing challenges, from creating effective marketing plans to choosing the right channels and defining brand personality. These are common pain points for entrepreneurs, so I decided to share my thoughts and advice to help you refine your marketing strategy.

1. Platforms for Creating and Tracking Your Marketing Plan

Planning and tracking a marketing strategy is key to staying organized. Here are the tools I frequently use:

  • Popular Platforms: Google Sheets and Excel are my go-to tools for organizing strategy steps. If you’re looking for task management, Trello and Asana work great for setting deadlines and tracking progress.
  • Specific Marketing Tools: For social media scheduling and performance tracking, I rely on Hootsuite and Later. Another useful tool is Meta Business Suite, which centralizes management of social platforms.
  • Pros and Cons: Google Sheets is free and collaborative, though it lacks project management features. Tools like Hootsuite and Later are powerful for scheduling across multiple platforms but are paid services.

2. Importance of Brand Personality in a Marketing Strategy

  • Brand Personality Defined: Your brand personality is what sets you apart. It reflects your business’s values, mission, and culture, helping you stand out in the market.
  • Connection with the Target Audience: A well-crafted brand personality not only differentiates your business but also forms an emotional bond with your audience. This connection helps build customer loyalty.
  • A Thought to Consider: If you’re in the early stages of your business, take some time to experiment with your brand’s voice online. Figure out what resonates with your audience before committing to a fully defined brand personality.

I plan to dive deeper into this topic in an upcoming article—stay tuned!

3. Selecting and Prioritizing Channels When Launching New Products

Launching a new product requires a thoughtful approach to channel selection:

  • Audience Analysis: The first step is understanding your audience—what social platforms they use and how they consume content. This knowledge will guide you in choosing the most effective channels.
  • Marketing Objectives: Your objectives play a crucial role in selecting channels. For instance, Instagram ads may be perfect for reaching younger demographics, while LinkedIn is a better fit for B2B marketing.
  • Practical Considerations: Always consider your budget and resources when choosing channels. For those with limited budgets, prioritize platforms with high return on investment (ROI) and robust tracking capabilities.

4. Conducting Market Research Without Premium Tools

If you don’t have access to premium tools, you can still gather valuable data:

  • Free Resources: Tools like Google Trends, Pew Research Center, and free reports from Statista provide excellent insights into market trends.
  • Qualitative Methods: Consider conducting interviews or focus groups to gain deeper insights into your target audience’s needs—these can be just as effective as paid tools.
  • Social Media Monitoring: Observing conversations on platforms like Facebook groups, LinkedIn groups, and Reddit can offer invaluable insights into customer behavior and preferences.

5. Providing an Exceptional Customer Experience

To stand out, customer experience must be a priority:

  • Know Your Client: Understanding what great service means to your customers is the first step to exceeding their expectations.
  • Personalization: Offering a tailored service based on individual customer preferences and history creates a unique and memorable experience.
  • Customer Service: Being responsive and efficient is crucial. Whether it’s through chat, email, or phone, quick and thoughtful communication can make a big difference in how customers perceive your brand.
  • Feedback: Always ask for feedback and, more importantly, act on it. This shows customers that their input is valued and helps you continually improve.

6. Best Call to Action in a Marketing Strategy

Your call to action (CTA) should align with your campaign goals and target audience. Here’s what to keep in mind:

  • Clarity and Relevance: A simple and direct CTA like “Buy Now” or “Learn More” is often the most effective. It should make sense within the context of your communication.
  • Urgency and Scarcity: Adding a sense of urgency to your CTA, such as “Limited Time Offer” or “Exclusive Discount,” can encourage faster conversions.
  • Testing and Optimization: A/B testing different CTAs helps you understand which ones perform best. Based on the results, continuously optimize.

These are just some of the many marketing challenges that entrepreneurs face, but with the right tools and strategies, you can overcome them.

If you’d like to learn more, be sure to check out the Instagram Live session at @evolvingconsulting.ca, which I did on September 26th, where I covered some of these topics in greater depth. Stay tuned for more in-depth articles coming soon!