Sasha asks, “How far in advance does planning need to begin for seasonal or holiday shifts in a digital marketing strategy?” It depends on the holiday. This is where forecasting software really shines. Each holiday has an inflection point that’s visible in search traffic; find the probable inflection point for an upcoming holiday and then…
Summary In today's episode, I explore how to use an engineer with strong data analysis skills and SEO interest but no marketing background by mapping their core technical capabilities to your marketing needs. Here's what this means for you. You gain a practical framework for turning technical talent into marketing value, which saves you time…
Karalyn asks, “In a situation where the marketing tweet did not have a higher engagement rate, but did have a higher impact, how do you show that community value to a client?” Community value is measured over the long-term, which means first educating the client on the value of a community. The day you plant…
Summary In today's episode, I explain how to demonstrate the long-term value of a marketing community to clients when a single campaign shows higher engagement but lower impact. Here's what this means for you. You gain a framework for proving community ROI using analytics, attribution modeling, and share-of-mind metrics that justify continued investment. You'll also…
Summary In today's episode, I walk through how to diagnose and fix website UX issues using tools like Microsoft Clarity, Hotjar, and Crazy Egg. Here's what this means for you. You gain a systematic approach to improving conversions by focusing first on the pages that already drive revenue rather than tinkering randomly. You'll also learn…
Summary In today's episode, I walk through the six most common mistakes marketers make when building marketing personas and why those mistakes undermine real campaign performance. Here's what this means for you. You discover how to construct data-driven, outcome-calibrated personas that actually reflect your audience instead of becoming fictional constructs based on opinion. You'll also…
Summary In today's episode, I break down how to estimate YouTube ads KPIs and performance for a given budget and time frame. Here's what this means for you. You gain a practical playbook for forecasting video ad costs whether you already have campaigns running or you are starting from scratch. You'll also learn these concepts:…
Summary In today's episode, I explain why screen resolution shows up as "not set" in your Google Analytics reports and walk through the fix using Google Analytics 4 for mobile app tracking. Here's what this means for you. You'll finally see what devices and screen sizes your mobile app users rely on so you can…
