Expertise & Services
Let’s get into the details. What can I actually help you with?
Paid Advertising
The most classic marketing approaches typically involve some level of advertising spend. Some channels are going to be better for you than others though!
Here is some info about what channels I typically like to emphasize the most.
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Proficiency level: Expert
I believe that most companies would benefit from some level of spend on paid search, because the best time to get in front of someone is when they are looking for you.
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Proficiency level: Advanced
Meta advertising can surprisingly effective, even for industries that you wouldn’t think could advertise properly on social media.
The strategy often hinges on having a good audience, which can require either existing customer data or very clear ICP segments.
I am not a top tier designer, so I may need to lean on you for creative (images and video).
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Proficiency level: Intermediate
LinkedIn is a very expensive channel and in my experience, it only works for certain business types.
Audience selection can be incredible for certain industries.
Ad types are incredibly varied, so it’s important to pick the right format!
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I have intermediate proficiency in several other platforms including:
Pinterest, Reddit, Google Discovery/Youtube
These are much more situational channels and if they make sense for your business I’d be happy to discuss, but they probably should not be a primary focus.
Analytics & Tracking
Whether you are a complex business with a 50+ page website and a thorough blog, or something simple like a car wash business that realistically can’t track online interactions reliably, you should have some level of analytics insight.
Sometimes that’s just getting GA4 and some basic conversion actions set up, or it can look like setting up custom triggers in code to submit data into your CRM or other 3rd party tools.
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Most websites should have GA4 set up on their website so that you can monitor your website’s traffic types and assess what’s going on.
Online conversions are incredibly important to track and measure back to their sources, but even if you don’t have clean online conversions to track, we should get an idea of where your traffic is coming from.
Google Tag Manager is typically how I like to install this because it allows me to also set up other conversion tracking tools!
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This is only needed if you’re going to run Meta Ads but if you are, we definitely need to get this set up on your site properly with some clean conversion set up!
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I’ve done work in a few different CRMs so I should be able to help you sort out the piping here!
Moving leads down the pipeline automatically, setting up drip campaigns based on behaviors, adding attribution to individual leads, these are all things I can help with if you use a CRM!
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Reporting can be a bit more complicated than it sounds, but I’ll work with you to try to determine what makes sense for your marketing stack.
Attribution can get messy so a dashboard doesn’t always tell the full story, but I’ll do what I can to make things digestible at a glance.
Content Strategy
This is a broad topic. “Content” can mean written content on your website, outgoing emails to prospects, partnership concepts, videos or images on social media, even LinkedIn posts - everything is content.
I can help you focus on the types of content that matter for you. In some cases that can mean creating it myself (website tweaks, blog posts, a structured email campaign), in others that may mean giving you some key topics to focus on.
Other Odds & Ends
I’m primarily a marketer with some operations or project management skills. But in the end, I like using critical thinking and pragmatism to solve problems.
Those problems are often marketing-adjacent, but they don’t need to be! If we hop on a call and it’s clear you might need some project management or operations cleanup, I’m happy to get my hands in there too.