<a target="_blank" href="https://www.buzzsprout.com/twilio/text_messages/1974786/open_sms">Send a text</a>In this episode of Imperfect Marketing, I’m joined by Ed Troxell, visibility strategist and organic marketing expert, for a real, practical conversation about showing up online—without overwhelm, perfectionism, or burning yourself out.Ed shares his unexpected journey from stage fright (yes, literal panic attacks) to becoming a trusted guide for business owners who want to increase visibility, attract the right audience, and build a sustainable personal brand. Together, we unpack what visibility really means in today’s noisy digital world.From Fear to VisibilityEd opens up about:<ul><li>His early fear of being seen and heard—and how that shaped his approach to marketing</li><li>Why visibility doesn’t require perfection, polish, or confidence on day one</li><li>How consistency and repetition help you “get over yourself” and show up as you truly are</li></ul>Where to Show Up (and Where Not To)We dive into the overwhelm many entrepreneurs feel around social media and discuss:<ul><li>Why being “everywhere” is the fastest path to burnout</li><li>How to choose platforms based on business goals, not trends or pressure</li><li>The importance of understanding where your audience is actively looking for solutions</li></ul>Creating a Visibility System That Fits Your LifeEd introduces his GPS framework—Goal, Plan, System—and explains:<ul><li>What a visibility “system” actually is (and why it doesn’t need to be complicated)</li><li>How to break marketing into bite-sized, manageable pieces</li><li>Why 15 minutes a day can be enough when you have the right structure</li><li>How content creation, repurposing, and email marketing work together</li></ul>The Role of Video, AI, and AuthenticityWe also explore:<ul><li>Why video remains one of the most powerful tools for building trust</li><li>How AI can support your content without replacing you</li><li>Why AI-generated avatars and videos can hurt credibility if overused</li><li>How to use tools like ChatGPT as a creative partner—not a replacement</li></ul>Common Content Mistakes (and How to Fix Them)Ed highlights one of the biggest mistakes entrepreneurs make:<ul><li>Posting content without a clear call to action</li><li>Why storytelling matters more than ever</li><li>How to guide your audience instead of leaving them hanging</li></ul>Key Takeaways<ul><li>Visibility isn’t about doing more—it’s about doing what matters</li><li>Your personal brand grows when you show up, not just your content</li><li>Messy action beats perfect silence every time</li><li>Systems create freedom, not rigidity</li></ul>Whether you’re relying on referrals that have slowed down, struggling with social media overwhelm, or trying to figure out how to be visible without it taking over your life, this episode offers grounded, honest guidance you can actually use.Ready to stop hiding behind the screen and build visibility that works for your business?Connect with Ed: Website: <a href='https://edtroxell.com/'>https://edtroxell.com/</a> LinkedIn: <a href='https://www.linkedin.com/in/edtroxell/'>https://www.linkedin.com/in/edtroxell/</a>  🎧 Tune in Looking to leverage AI? Want better results? Want to think about what you want to leverage? Check and see how I am using it for FREE on YouTube. From &quot;Holy cow, it can do that?&quot; to &quot;Wait, how does this work again?&quot; – I&apos;ve got all your AI curiosities covered. It&apos;s the perfect after-podcast snack for your tech-hungry brain. <a href='https://youtube.com/playlist?list=PLCw7C-o-rOm0uYoPDeFsuSg2HlVKHUN2z&amp;si=31keH2pIFOvfWWkz'>Watch here</a>

<description>&lt;p&gt;&lt;a target="_blank" href="https://www.buzzsprout.com/twilio/text_messages/1974786/open_sms"&gt;Send a text&lt;/a&gt;&lt;/p&gt;&lt;p&gt;In this episode of &lt;b&gt;Imperfect Marketing&lt;/b&gt;, I’m joined by &lt;b&gt;Ed Troxell&lt;/b&gt;, visibility strategist and organic marketing expert, for a real, practical conversation about showing up online—without overwhelm, perfectionism, or burning yourself out.&lt;/p&gt;&lt;p&gt;Ed shares his unexpected journey from stage fright (yes, literal panic attacks) to becoming a trusted guide for business owners who want to increase visibility, attract the right audience, and build a sustainable personal brand. Together, we unpack what visibility &lt;em&gt;really&lt;/em&gt; means in today’s noisy digital world.&lt;/p&gt;&lt;p&gt;&lt;b&gt;From Fear to Visibility&lt;/b&gt;&lt;/p&gt;&lt;p&gt;&lt;b&gt;Ed opens up about:&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;His early fear of being seen and heard—and how that shaped his approach to marketing&lt;/li&gt;&lt;li&gt;Why visibility doesn’t require perfection, polish, or confidence on day one&lt;/li&gt;&lt;li&gt;How consistency and repetition help you “get over yourself” and show up as you truly are&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;Where to Show Up (and Where Not To)&lt;/b&gt;&lt;/p&gt;&lt;p&gt;We dive into the overwhelm many entrepreneurs feel around social media and discuss:&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Why being “everywhere” is the fastest path to burnout&lt;/li&gt;&lt;li&gt;How to choose platforms based on &lt;b&gt;business goals&lt;/b&gt;, not trends or pressure&lt;/li&gt;&lt;li&gt;The importance of understanding &lt;em&gt;where your audience is actively looking&lt;/em&gt; for solutions&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;Creating a Visibility System That Fits Your Life&lt;/b&gt;&lt;/p&gt;&lt;p&gt;Ed introduces his &lt;b&gt;GPS framework&lt;/b&gt;—Goal, Plan, System—and explains:&lt;/p&gt;&lt;ul&gt;&lt;li&gt;What a visibility “system” actually is (and why it doesn’t need to be complicated)&lt;/li&gt;&lt;li&gt;How to break marketing into bite-sized, manageable pieces&lt;/li&gt;&lt;li&gt;Why 15 minutes a day can be enough when you have the right structure&lt;/li&gt;&lt;li&gt;How content creation, repurposing, and email marketing work together&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;The Role of Video, AI, and Authenticity&lt;/b&gt;&lt;/p&gt;&lt;p&gt;We also explore:&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Why video remains one of the most powerful tools for building trust&lt;/li&gt;&lt;li&gt;How AI can support your content &lt;em&gt;without replacing you&lt;/em&gt;&lt;/li&gt;&lt;li&gt;Why AI-generated avatars and videos can hurt credibility if overused&lt;/li&gt;&lt;li&gt;How to use tools like ChatGPT as a creative partner—not a replacement&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;Common Content Mistakes (and How to Fix Them)&lt;/b&gt;&lt;/p&gt;&lt;p&gt;Ed highlights one of the biggest mistakes entrepreneurs make:&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Posting content without a clear call to action&lt;/li&gt;&lt;li&gt;Why storytelling matters more than ever&lt;/li&gt;&lt;li&gt;How to guide your audience instead of leaving them hanging&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;Key Takeaways&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Visibility isn’t about doing more—it’s about doing what matters&lt;/li&gt;&lt;li&gt;Your personal brand grows when &lt;em&gt;you&lt;/em&gt; show up, not just your content&lt;/li&gt;&lt;li&gt;Messy action beats perfect silence every time&lt;/li&gt;&lt;li&gt;Systems create freedom, not rigidity&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Whether you’re relying on referrals that have slowed down, struggling with social media overwhelm, or trying to figure out how to be visible without it taking over your life, this episode offers grounded, honest guidance you can actually use.&lt;/p&gt;&lt;p&gt;Ready to stop hiding behind the screen and build visibility that works for your business?&lt;/p&gt;&lt;p&gt;&lt;b&gt;Connect with Ed:&lt;/b&gt;&lt;br/&gt;&lt;b&gt;Website: &lt;/b&gt;&lt;a href='https://edtroxell.com/'&gt;https://edtroxell.com/&lt;/a&gt;&lt;br/&gt;&lt;b&gt;LinkedIn:&lt;/b&gt; &lt;a href='https://www.linkedin.com/in/edtroxell/'&gt;https://www.linkedin.com/in/edtroxell/&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;br/&gt; 🎧 &lt;b&gt;Tune in&lt;/b&gt;&lt;/p&gt; &lt;p&gt;&lt;b&gt;Looking to leverage AI? Want better results? Want to think about what you want to leverage?&lt;/b&gt;&lt;br/&gt;&lt;br/&gt;Check and see how I am using it for FREE on YouTube. &lt;br/&gt;&lt;br/&gt;From &amp;quot;Holy cow, it can do that?&amp;quot; to &amp;quot;Wait, how does this work again?&amp;quot; – I&amp;apos;ve got all your AI curiosities covered. It&amp;apos;s the perfect after-podcast snack for your tech-hungry brain. &lt;br/&gt;&lt;br/&gt;&lt;a href='https://youtube.com/playlist?list=PLCw7C-o-rOm0uYoPDeFsuSg2HlVKHUN2z&amp;amp;si=31keH2pIFOvfWWkz'&gt;&lt;b&gt;Watch here&lt;/b&gt;&lt;/a&gt;&lt;/p&gt;</description>

Send a text In this episode of Imperfect Marketing, I’m joined by Ed Troxell, visibility strategist and organic marketing expert, for a real, practical conversation about showing up online—without overwhelm, perfectionism, or burning yourself out. Ed shares his unexpected journey from stage fright (yes, literal panic attacks) to becoming a trusted guide for business owners who want to increase visibility, attract the right audience, and build a sustainable personal brand. Together, we unpack ...

330: How Do You Build Visibility When You Hate Being on Camera?

<a target="_blank" href="https://www.buzzsprout.com/twilio/text_messages/1974786/open_sms">Send us a text</a>In this episode of Imperfect Marketing, I sit down with Virginia Elder, podcast strategist and founder of a podcasting-for-business agency. We talk about how podcasting builds trust, drives leads, and becomes a powerful growth tool—without chasing perfection.We cover:Why Imperfection Builds Trust<ul><li>How over-editing hurts connection</li><li>Why pauses, breaths, and authenticity matter</li><li>The danger of sounding “too polished”</li></ul>Podcasting for Business (Not Just Downloads)<ul><li>Why podcasts should support your core business</li><li>How podcasting turns listeners into leads</li><li>Why sponsorships aren’t the best fit for most service businesses</li></ul>The C.R.A.F.T. Framework<ul><li>Content: Speak directly to your ideal client’s real concerns</li><li>Repurpose: Turn episodes into video clips, emails, blogs, and posts</li><li>Ask: One clear call to action—every time</li><li>Feature: Guests who serve your audience and business goals</li><li>Track: Measure leads, referrals, speaking gigs, and opportunities</li></ul>Practical Podcasting Advice<ul><li>Start monthly if weekly feels overwhelming</li><li>Use tools like Riverside or Descript to simplify production</li><li>Choose a podcast name people actually search for</li></ul>If you’re using (or considering) a podcast as part of your marketing strategy, this episode will help you stop overthinking and start using it intentionally.Connect with Virginia Elder: Website: <a href='https://podcastabundance.com/'>https://podcastabundance.com/</a> LinkedIn: <a href='https://www.linkedin.com/in/virginiaelder/'>https://www.linkedin.com/in/virginiaelder/</a> Facebook: <a href='https://www.facebook.com/podcastabundance'>https://www.facebook.com/podcastabundance</a> Looking to leverage AI? Want better results? Want to think about what you want to leverage? Check and see how I am using it for FREE on YouTube. From &quot;Holy cow, it can do that?&quot; to &quot;Wait, how does this work again?&quot; – I&apos;ve got all your AI curiosities covered. It&apos;s the perfect after-podcast snack for your tech-hungry brain. <a href='https://youtube.com/playlist?list=PLCw7C-o-rOm0uYoPDeFsuSg2HlVKHUN2z&amp;si=31keH2pIFOvfWWkz'>Watch here</a>

<description>&lt;p&gt;&lt;a target="_blank" href="https://www.buzzsprout.com/twilio/text_messages/1974786/open_sms"&gt;Send us a text&lt;/a&gt;&lt;/p&gt;&lt;p&gt;In this episode of &lt;em&gt;Imperfect Marketing&lt;/em&gt;, I sit down with Virginia Elder, podcast strategist and founder of a podcasting-for-business agency. We talk about how podcasting builds trust, drives leads, and becomes a powerful growth tool—without chasing perfection.&lt;/p&gt;&lt;p&gt;&lt;b&gt;We cover:&lt;/b&gt;&lt;/p&gt;&lt;p&gt;&lt;b&gt;Why Imperfection Builds Trust&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;How over-editing hurts connection&lt;/li&gt;&lt;li&gt;Why pauses, breaths, and authenticity matter&lt;/li&gt;&lt;li&gt;The danger of sounding “too polished”&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;Podcasting for Business (Not Just Downloads)&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Why podcasts should support your core business&lt;/li&gt;&lt;li&gt;How podcasting turns listeners into leads&lt;/li&gt;&lt;li&gt;Why sponsorships aren’t the best fit for most service businesses&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;The C.R.A.F.T. Framework&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;&lt;b&gt;Content&lt;/b&gt;: Speak directly to your ideal client’s real concerns&lt;/li&gt;&lt;li&gt;&lt;b&gt;Repurpose&lt;/b&gt;: Turn episodes into video clips, emails, blogs, and posts&lt;/li&gt;&lt;li&gt;&lt;b&gt;Ask&lt;/b&gt;: One clear call to action—every time&lt;/li&gt;&lt;li&gt;&lt;b&gt;Feature&lt;/b&gt;: Guests who serve your audience and business goals&lt;/li&gt;&lt;li&gt;&lt;b&gt;Track&lt;/b&gt;: Measure leads, referrals, speaking gigs, and opportunities&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;Practical Podcasting Advice&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Start monthly if weekly feels overwhelming&lt;/li&gt;&lt;li&gt;Use tools like Riverside or Descript to simplify production&lt;/li&gt;&lt;li&gt;Choose a podcast name people actually search for&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;If you’re using (or considering) a podcast as part of your marketing strategy, this episode will help you stop overthinking and start using it intentionally.&lt;/p&gt;&lt;p&gt;&lt;b&gt;Connect with Virginia Elder:&lt;/b&gt;&lt;br/&gt;&lt;br/&gt;&lt;b&gt;Website:&lt;/b&gt; &lt;a href='https://podcastabundance.com/'&gt;https://podcastabundance.com/&lt;/a&gt;&lt;br/&gt;&lt;b&gt;LinkedIn:&lt;/b&gt; &lt;a href='https://www.linkedin.com/in/virginiaelder/'&gt;https://www.linkedin.com/in/virginiaelder/&lt;/a&gt;&lt;br/&gt;&lt;b&gt;Facebook: &lt;/b&gt;&lt;a href='https://www.facebook.com/podcastabundance'&gt;https://www.facebook.com/podcastabundance&lt;/a&gt;&lt;/p&gt; &lt;p&gt;&lt;b&gt;Looking to leverage AI? Want better results? Want to think about what you want to leverage?&lt;/b&gt;&lt;br/&gt;&lt;br/&gt;Check and see how I am using it for FREE on YouTube. &lt;br/&gt;&lt;br/&gt;From &amp;quot;Holy cow, it can do that?&amp;quot; to &amp;quot;Wait, how does this work again?&amp;quot; – I&amp;apos;ve got all your AI curiosities covered. It&amp;apos;s the perfect after-podcast snack for your tech-hungry brain. &lt;br/&gt;&lt;br/&gt;&lt;a href='https://youtube.com/playlist?list=PLCw7C-o-rOm0uYoPDeFsuSg2HlVKHUN2z&amp;amp;si=31keH2pIFOvfWWkz'&gt;&lt;b&gt;Watch here&lt;/b&gt;&lt;/a&gt;&lt;/p&gt;</description>

Send us a text In this episode of Imperfect Marketing, I sit down with Virginia Elder, podcast strategist and founder of a podcasting-for-business agency. We talk about how podcasting builds trust, drives leads, and becomes a powerful growth tool—without chasing perfection. We cover: Why Imperfection Builds Trust How over-editing hurts connectionWhy pauses, breaths, and authenticity matterThe danger of sounding “too polished”Podcasting for Business (Not Just Downloads) Why podcasts should sup...

329: How Do You Turn Podcast Listeners Into Paying Clients?

<a target="_blank" href="https://www.buzzsprout.com/twilio/text_messages/1974786/open_sms">Send us a text</a>In this episode, Kendra Corman shares a powerful classroom story that turned into a real-world lesson on integrated marketing communications. What started as a nonprofit fundraising case study became a master class—taught by her students—on how marketing channels work best when they work together.Kendra walks through how three student teams tackled a struggling nonprofit gala and what their insights reveal about building a smarter, more intentional marketing mix.The Classroom Experiment That Changed the ConversationStudents were asked to defend one of three fundraising strategies for a nonprofit facing rising costs and declining attendance:<ul><li>Keep the traditional annual gala</li><li>Pivot to digital-first campaigns</li><li>Replace the gala with smaller community events</li></ul>Each team had to consider donor segments, demographics, and capacity—and challenge one another’s assumptions. The surprising outcome wasn’t which strategy “won,” but what the students realized next. The Big Insight: It’s Not Either/OrThe breakthrough moment came when a student asked: Why do we have to pick just one? That question reframed the entire exercise.The final recommendation combined:<ul><li>A smaller, more focused gala for older donors and sponsors</li><li>Community events to engage younger and niche audiences</li><li>Digital marketing to expand reach and accessibility</li></ul>Instead of abandoning what worked, they built around it.  What Integrated Marketing Actually Looks LikeKendra connects the classroom lesson to real client work, sharing how successful nonprofits:<ul><li>Keep core efforts that still serve a specific audience</li><li>Add complementary channels based on donor segments</li><li>Grow intentionally without overwhelming their teams</li></ul>The key isn’t doing everything—it’s choosing the right mix and scaling with purpose. A Simple Framework to Evaluate Your MarketingKendra offers three questions to help evaluate whether your current marketing mix makes sense:<ol><li>Is it working—or just comfortable? Signs of “comfortable but not working” include declining results, increasing effort, and doing things out of habit.</li><li>If it’s working, do you have capacity to grow? If you do, consider one small addition that reaches an audience you’re currently missing.</li><li>Is it working, but exhausting you? If you’re drowning to maintain it, something needs to change—working smarter matters.</li></ol>This framework helps you decide whether to refine, add, or replace parts of your strategy without burning everything down. Key Takeaways<ul><li>Don’t abandon what works just because something new appears</li><li>Don’t rely on one channel if it leaves you vulnerable</li><li>Be intentional about your marketing mix—not reactive</li><li>Capacity is a constraint, not a strategy</li></ul>Kendra closes by inviting listeners to reflect on their own “why pick one?” moment and consider how their marketing channels could work better together.If you’ve ever felt stuck choosing between what’s familiar and what’s new, this episode offers a smarter Looking to leverage AI? Want better results? Want to think about what you want to leverage? Check and see how I am using it for FREE on YouTube. From &quot;Holy cow, it can do that?&quot; to &quot;Wait, how does this work again?&quot; – I&apos;ve got all your AI curiosities covered. It&apos;s the perfect after-podcast snack for your tech-hungry brain. <a href='https://youtube.com/playlist?list=PLCw7C-o-rOm0uYoPDeFsuSg2HlVKHUN2z&amp;si=31keH2pIFOvfWWkz'>Watch here</a>

<description>&lt;p&gt;&lt;a target="_blank" href="https://www.buzzsprout.com/twilio/text_messages/1974786/open_sms"&gt;Send us a text&lt;/a&gt;&lt;/p&gt;&lt;p&gt;In this episode, Kendra Corman shares a powerful classroom story that turned into a real-world lesson on integrated marketing communications. What started as a nonprofit fundraising case study became a master class—taught by her students—on how marketing channels work best when they work &lt;em&gt;together&lt;/em&gt;.&lt;/p&gt;&lt;p&gt;Kendra walks through how three student teams tackled a struggling nonprofit gala and what their insights reveal about building a smarter, more intentional marketing mix.&lt;/p&gt;&lt;p&gt;&lt;b&gt;The Classroom Experiment That Changed the Conversation&lt;/b&gt;&lt;/p&gt;&lt;p&gt;Students were asked to defend one of three fundraising strategies for a nonprofit facing rising costs and declining attendance:&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Keep the traditional annual gala&lt;/li&gt;&lt;li&gt;Pivot to digital-first campaigns&lt;/li&gt;&lt;li&gt;Replace the gala with smaller community events&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Each team had to consider donor segments, demographics, and capacity—and challenge one another’s assumptions. The surprising outcome wasn’t which strategy “won,” but what the students realized next. &lt;br/&gt;&lt;br/&gt;&lt;b&gt;The Big Insight: It’s Not Either/Or&lt;/b&gt;&lt;/p&gt;&lt;p&gt;The breakthrough moment came when a student asked: &lt;em&gt;Why do we have to pick just one?&lt;/em&gt;&lt;br/&gt; That question reframed the entire exercise.&lt;/p&gt;&lt;p&gt;&lt;b&gt;The final recommendation combined:&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;A &lt;b&gt;smaller, more focused gala&lt;/b&gt; for older donors and sponsors&lt;/li&gt;&lt;li&gt;&lt;b&gt;Community events&lt;/b&gt; to engage younger and niche audiences&lt;/li&gt;&lt;li&gt;&lt;b&gt;Digital marketing&lt;/b&gt; to expand reach and accessibility&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Instead of abandoning what worked, they built &lt;em&gt;around&lt;/em&gt; it. &lt;br/&gt;&lt;br/&gt;&lt;/p&gt;&lt;p&gt;&lt;b&gt;What Integrated Marketing Actually Looks Like&lt;/b&gt;&lt;/p&gt;&lt;p&gt;Kendra connects the classroom lesson to real client work, sharing how successful nonprofits:&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Keep core efforts that still serve a specific audience&lt;/li&gt;&lt;li&gt;Add complementary channels based on donor segments&lt;/li&gt;&lt;li&gt;Grow intentionally without overwhelming their teams&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;The key isn’t doing everything—it’s choosing the &lt;em&gt;right&lt;/em&gt; mix and scaling with purpose. &lt;br/&gt;&lt;br/&gt;&lt;b&gt;A Simple Framework to Evaluate Your Marketing&lt;/b&gt;&lt;/p&gt;&lt;p&gt;Kendra offers three questions to help evaluate whether your current marketing mix makes sense:&lt;/p&gt;&lt;ol&gt;&lt;li&gt;&lt;b&gt;Is it working—or just comfortable?&lt;/b&gt;&lt;br/&gt; Signs of “comfortable but not working” include declining results, increasing effort, and doing things out of habit.&lt;/li&gt;&lt;li&gt;&lt;b&gt;If it’s working, do you have capacity to grow?&lt;/b&gt;&lt;br/&gt; If you do, consider one small addition that reaches an audience you’re currently missing.&lt;/li&gt;&lt;li&gt;&lt;b&gt;Is it working, but exhausting you?&lt;/b&gt;&lt;br/&gt; If you’re drowning to maintain it, something needs to change—working smarter matters.&lt;/li&gt;&lt;/ol&gt;&lt;p&gt;This framework helps you decide whether to refine, add, or replace parts of your strategy without burning everything down. &lt;br/&gt;&lt;br/&gt;&lt;b&gt;Key Takeaways&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Don’t abandon what works just because something new appears&lt;/li&gt;&lt;li&gt;Don’t rely on one channel if it leaves you vulnerable&lt;/li&gt;&lt;li&gt;Be intentional about your marketing mix—not reactive&lt;/li&gt;&lt;li&gt;Capacity is a constraint, not a strategy&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Kendra closes by inviting listeners to reflect on their own “why pick one?” moment and consider how their marketing channels could work better together.&lt;/p&gt;&lt;p&gt;If you’ve ever felt stuck choosing between what’s familiar and what’s new, this episode offers a smarter &lt;/p&gt; &lt;p&gt;&lt;b&gt;Looking to leverage AI? Want better results? Want to think about what you want to leverage?&lt;/b&gt;&lt;br/&gt;&lt;br/&gt;Check and see how I am using it for FREE on YouTube. &lt;br/&gt;&lt;br/&gt;From &amp;quot;Holy cow, it can do that?&amp;quot; to &amp;quot;Wait, how does this work again?&amp;quot; – I&amp;apos;ve got all your AI curiosities covered. It&amp;apos;s the perfect after-podcast snack for your tech-hungry brain. &lt;br/&gt;&lt;br/&gt;&lt;a href='https://youtube.com/playlist?list=PLCw7C-o-rOm0uYoPDeFsuSg2HlVKHUN2z&amp;amp;si=31keH2pIFOvfWWkz'&gt;&lt;b&gt;Watch here&lt;/b&gt;&lt;/a&gt;&lt;/p&gt;</description>

Send us a text In this episode, Kendra Corman shares a powerful classroom story that turned into a real-world lesson on integrated marketing communications. What started as a nonprofit fundraising case study became a master class—taught by her students—on how marketing channels work best when they work together. Kendra walks through how three student teams tackled a struggling nonprofit gala and what their insights reveal about building a smarter, more intentional marketing mix. The Classroom...

328: Why Pick Just One? Lessons from the Classroom on Integrated Marketing

<a target="_blank" href="https://www.buzzsprout.com/twilio/text_messages/1974786/open_sms">Send us a text</a>In this episode of Imperfect Marketing, I sit down with Danielle Hayden, founder of Kickstart Accounting, to talk about healthy business spending—and how investing in the right places can actually improve your profitability (instead of living in “cut back” mode forever). Danielle shares her journey from hairstylist to corporate accounting to building Kickstart Accounting, and breaks down the benchmarks business owners under $500K/year can use to spend smarter and grow sustainably. We discuss:The Truth About “You Have to Spend Money to Make Money”<ul><li>Why entrepreneurs often assume the answer is always “spend less” (and why that’s not usually the fix)</li><li>How money stories from personal life can mess with business decisions</li><li>What “healthy spending benchmarks” reveal about what’s normal—and what’s not</li></ul>Healthy Spending Benchmarks That Support Growth<ul><li>Advertising + marketing: why you should group everything visibility-related together (including podcasts + marketing tools)</li><li>Outside services: when hiring experts (bookkeeping, tax, attorney, VA, ops) becomes essential</li><li>Payroll + paying yourself: why not paying yourself creates resentment (and can impact relationships at home)</li></ul>Cash Flow + Systems That Keep You in Business<ul><li>Why “bill early, bill often” is a CEO-level move</li><li>How better tools and automations can reduce chaos and stabilize cash flow</li><li>Why relying on manual invoicing and checks keeps businesses stuck in survival mode</li></ul>Profit, Growth, and the Reality of Seasons<ul><li>What it means if you’re highly profitable but exhausted (and why that’s a red flag)</li><li>Why breaking even can be okay for a season—but not forever</li><li>The long-term goal: building a healthy business with 10–15% profit after expenses</li></ul>Biggest Marketing Lesson Learned<ul><li>“Do it anyway”: how showing up imperfectly builds confidence and momentum over time</li></ul>Whether you’re trying to grow, hire support, or simply stop feeling tense every time you look at your numbers, this episode will help you rethink spending as a strategy—not a punishment. Connect with Danielle Hayden:LinkedIn: <a href='https://www.linkedin.com/in/danielle-hayden-kickstartaccounting'>linkedin.com/in/danielle-hayden-kickstartaccounting</a> Looking to leverage AI? Want better results? Want to think about what you want to leverage? Check and see how I am using it for FREE on YouTube. From &quot;Holy cow, it can do that?&quot; to &quot;Wait, how does this work again?&quot; – I&apos;ve got all your AI curiosities covered. It&apos;s the perfect after-podcast snack for your tech-hungry brain. <a href='https://youtube.com/playlist?list=PLCw7C-o-rOm0uYoPDeFsuSg2HlVKHUN2z&amp;si=31keH2pIFOvfWWkz'>Watch here</a>

<description>&lt;p&gt;&lt;a target="_blank" href="https://www.buzzsprout.com/twilio/text_messages/1974786/open_sms"&gt;Send us a text&lt;/a&gt;&lt;/p&gt;&lt;p&gt;In this episode of &lt;em&gt;Imperfect Marketing&lt;/em&gt;, I sit down with Danielle Hayden, founder of Kickstart Accounting, to talk about &lt;b&gt;healthy business spending&lt;/b&gt;—and how investing in the right places can actually improve your profitability (instead of living in “cut back” mode forever). &lt;br/&gt;&lt;br/&gt; Danielle shares her journey from hairstylist to corporate accounting to building Kickstart Accounting, and breaks down the &lt;b&gt;benchmarks business owners under $500K/year&lt;/b&gt; can use to spend smarter and grow sustainably. We discuss:&lt;/p&gt;&lt;p&gt;&lt;b&gt;The Truth About “You Have to Spend Money to Make Money”&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Why entrepreneurs often assume the answer is always “spend less” (and why that’s not usually the fix)&lt;/li&gt;&lt;li&gt;How money stories from personal life can mess with business decisions&lt;/li&gt;&lt;li&gt;What “healthy spending benchmarks” reveal about what’s normal—and what’s not&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;Healthy Spending Benchmarks That Support Growth&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Advertising + marketing: why you should group &lt;em&gt;everything&lt;/em&gt; visibility-related together (including podcasts + marketing tools)&lt;/li&gt;&lt;li&gt;Outside services: when hiring experts (bookkeeping, tax, attorney, VA, ops) becomes essential&lt;/li&gt;&lt;li&gt;Payroll + paying yourself: why not paying yourself creates resentment (and can impact relationships at home)&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;Cash Flow + Systems That Keep You in Business&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Why “bill early, bill often” is a CEO-level move&lt;/li&gt;&lt;li&gt;How better tools and automations can reduce chaos and stabilize cash flow&lt;/li&gt;&lt;li&gt;Why relying on manual invoicing and checks keeps businesses stuck in survival mode&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;Profit, Growth, and the Reality of Seasons&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;What it means if you’re highly profitable but exhausted (and why that’s a red flag)&lt;/li&gt;&lt;li&gt;Why breaking even can be okay for a season—but not forever&lt;/li&gt;&lt;li&gt;The long-term goal: building a healthy business with &lt;b&gt;10–15% profit&lt;/b&gt; after expenses&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;Biggest Marketing Lesson Learned&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;“Do it anyway”: how showing up imperfectly builds confidence and momentum over time&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;Whether you’re trying to grow, hire support, or simply stop feeling tense every time you look at your numbers, this episode will help you rethink spending as a strategy—not a punishment. &lt;/p&gt;&lt;p&gt;&lt;b&gt;Connect with Danielle Hayden:&lt;/b&gt;&lt;/p&gt;&lt;p&gt;LinkedIn: &lt;a href='https://www.linkedin.com/in/danielle-hayden-kickstartaccounting'&gt;&lt;b&gt;linkedin.com/in/danielle-hayden-kickstartaccounting&lt;/b&gt;&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;br/&gt;&lt;/p&gt; &lt;p&gt;&lt;b&gt;Looking to leverage AI? Want better results? Want to think about what you want to leverage?&lt;/b&gt;&lt;br/&gt;&lt;br/&gt;Check and see how I am using it for FREE on YouTube. &lt;br/&gt;&lt;br/&gt;From &amp;quot;Holy cow, it can do that?&amp;quot; to &amp;quot;Wait, how does this work again?&amp;quot; – I&amp;apos;ve got all your AI curiosities covered. It&amp;apos;s the perfect after-podcast snack for your tech-hungry brain. &lt;br/&gt;&lt;br/&gt;&lt;a href='https://youtube.com/playlist?list=PLCw7C-o-rOm0uYoPDeFsuSg2HlVKHUN2z&amp;amp;si=31keH2pIFOvfWWkz'&gt;&lt;b&gt;Watch here&lt;/b&gt;&lt;/a&gt;&lt;/p&gt;</description>

Send us a text In this episode of Imperfect Marketing, I sit down with Danielle Hayden, founder of Kickstart Accounting, to talk about healthy business spending—and how investing in the right places can actually improve your profitability (instead of living in “cut back” mode forever).    Danielle shares her journey from hairstylist to corporate accounting to building Kickstart Accounting, and breaks down the benchmarks business owners under $500K/year can use to spend smarter and grow sustai...

327: How Much Should Small Businesses Spend on Marketing?

<a target="_blank" href="https://www.buzzsprout.com/twilio/text_messages/1974786/open_sms">Send us a text</a>In this episode of Imperfect Marketing, host Kendra Corman sits down with Audrey “Tech Diva” Wiggins—an early tech adopter with deep marketing instincts—to talk about how entrepreneurs can use technology without losing the human touch.  Audrey shares how her love of innovation started long before today’s tools, and how business owners can stay focused, credible, and authentic while navigating constant change. We discuss:The Tech + Human Balance in Modern Marketing<ul><li>Why you should evaluate what you’re already using before chasing the “next shiny thing”</li><li>How to keep the “human factor” front and center through messaging and real customer access</li><li>Why customer service is still a core marketing strategy—inside companies and out</li></ul>How to Avoid Getting Overwhelmed by Trends<ul><li>The “pick 1–2 things and work them hard” approach (then automate as you grow)</li><li>Why choosing platforms you actually enjoy helps you stay consistent and authentic</li><li>When to delegate to tech vs. when it’s time to bring in a VA or support team</li></ul>A Real Transformation Example<ul><li>The “Frankenstein website” problem: patchwork sites that look old, cluttered, and confusing</li><li>Why a modern website isn’t just prettier—it’s functional, cleaner, and improves the customer journey</li><li>The importance of mobile-friendly design (because your clients live on their phones)</li></ul>Branding Mistakes That Quietly Cost You Business<ul><li>Why using Gmail/Yahoo/AOL for a business email hurts credibility—and what to do instead</li><li>How a clean email signature supports your brand without being “chunky” or overwhelming</li><li>The self-promotion gap: why many entrepreneurs hesitate to post their own content (even when their audience is already engaged)</li></ul>A Hard Marketing Lesson Learned<ul><li>How choosing the wrong advertising channel can waste money fast</li><li>Why “liking the salesperson” isn’t a strategy—knowing your market and ROI is</li><li>When advertising does make sense without ROI: “passion investments” that support causes you care about</li></ul>If you’ve ever felt torn between keeping up with tech and staying authentic—or you’ve been tempted by marketing opportunities that don’t actually match your audience—this episode will give you a sharper, calmer way forward.Connect with Audrey: Subscribe to her weekly newsletter:  <a href='https://www.altogether.biz'>https://www.altogether.biz</a> Her weekly newsletter, packed with actionable marketing insights, tech trends, and resource tools designed to sharpen their skills and fuel business growth. Looking to leverage AI? Want better results? Want to think about what you want to leverage? Check and see how I am using it for FREE on YouTube. From &quot;Holy cow, it can do that?&quot; to &quot;Wait, how does this work again?&quot; – I&apos;ve got all your AI curiosities covered. It&apos;s the perfect after-podcast snack for your tech-hungry brain. <a href='https://youtube.com/playlist?list=PLCw7C-o-rOm0uYoPDeFsuSg2HlVKHUN2z&amp;si=31keH2pIFOvfWWkz'>Watch here</a>

<description>&lt;p&gt;&lt;a target="_blank" href="https://www.buzzsprout.com/twilio/text_messages/1974786/open_sms"&gt;Send us a text&lt;/a&gt;&lt;/p&gt;&lt;p&gt;In this episode of &lt;em&gt;Imperfect Marketing&lt;/em&gt;, host Kendra Corman sits down with Audrey “Tech Diva” Wiggins—an early tech adopter with deep marketing instincts—to talk about how entrepreneurs can use technology &lt;em&gt;without&lt;/em&gt; losing the human touch. &lt;br/&gt;&lt;br/&gt; Audrey shares how her love of innovation started long before today’s tools, and how business owners can stay focused, credible, and authentic while navigating constant change. We discuss:&lt;/p&gt;&lt;p&gt;&lt;b&gt;The Tech + Human Balance in Modern Marketing&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Why you should evaluate what you’re already using before chasing the “next shiny thing”&lt;/li&gt;&lt;li&gt;How to keep the “human factor” front and center through messaging and real customer access&lt;/li&gt;&lt;li&gt;Why customer service is still a core marketing strategy—inside companies and out&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;How to Avoid Getting Overwhelmed by Trends&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;The “pick 1–2 things and work them hard” approach (then automate as you grow)&lt;/li&gt;&lt;li&gt;Why choosing platforms you actually enjoy helps you stay consistent and authentic&lt;/li&gt;&lt;li&gt;When to delegate to tech vs. when it’s time to bring in a VA or support team&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;A Real Transformation Example&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;The “Frankenstein website” problem: patchwork sites that look old, cluttered, and confusing&lt;/li&gt;&lt;li&gt;Why a modern website isn’t just prettier—it’s functional, cleaner, and improves the customer journey&lt;/li&gt;&lt;li&gt;The importance of mobile-friendly design (because your clients live on their phones)&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;Branding Mistakes That Quietly Cost You Business&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Why using Gmail/Yahoo/AOL for a business email hurts credibility—and what to do instead&lt;/li&gt;&lt;li&gt;How a clean email signature supports your brand without being “chunky” or overwhelming&lt;/li&gt;&lt;li&gt;The self-promotion gap: why many entrepreneurs hesitate to post their own content (even when their audience is already engaged)&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;b&gt;A Hard Marketing Lesson Learned&lt;/b&gt;&lt;/p&gt;&lt;ul&gt;&lt;li&gt;How choosing the wrong advertising channel can waste money fast&lt;/li&gt;&lt;li&gt;Why “liking the salesperson” isn’t a strategy—knowing your market and ROI is&lt;/li&gt;&lt;li&gt;When advertising &lt;em&gt;does&lt;/em&gt; make sense without ROI: “passion investments” that support causes you care about&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;If you’ve ever felt torn between keeping up with tech and staying authentic—or you’ve been tempted by marketing opportunities that don’t actually match your audience—this episode will give you a sharper, calmer way forward.&lt;/p&gt;&lt;p&gt;&lt;b&gt;Connect with Audrey:&lt;/b&gt;&lt;br/&gt;&lt;b&gt;Subscribe to her weekly newsletter:&lt;/b&gt;  &lt;a href='https://www.altogether.biz'&gt;https://www.altogether.biz&lt;/a&gt;&lt;br/&gt;Her weekly newsletter, packed with actionable marketing insights, tech trends, and resource tools designed to sharpen their skills and fuel business growth.&lt;/p&gt;&lt;p&gt;&lt;br/&gt;&lt;/p&gt; &lt;p&gt;&lt;b&gt;Looking to leverage AI? Want better results? Want to think about what you want to leverage?&lt;/b&gt;&lt;br/&gt;&lt;br/&gt;Check and see how I am using it for FREE on YouTube. &lt;br/&gt;&lt;br/&gt;From &amp;quot;Holy cow, it can do that?&amp;quot; to &amp;quot;Wait, how does this work again?&amp;quot; – I&amp;apos;ve got all your AI curiosities covered. It&amp;apos;s the perfect after-podcast snack for your tech-hungry brain. &lt;br/&gt;&lt;br/&gt;&lt;a href='https://youtube.com/playlist?list=PLCw7C-o-rOm0uYoPDeFsuSg2HlVKHUN2z&amp;amp;si=31keH2pIFOvfWWkz'&gt;&lt;b&gt;Watch here&lt;/b&gt;&lt;/a&gt;&lt;/p&gt;</description>

Send us a text In this episode of Imperfect Marketing, host Kendra Corman sits down with Audrey “Tech Diva” Wiggins—an early tech adopter with deep marketing instincts—to talk about how entrepreneurs can use technology without losing the human touch.    Audrey shares how her love of innovation started long before today’s tools, and how business owners can stay focused, credible, and authentic while navigating constant change. We discuss: The Tech + Human Balance in Modern Marketing Why y...

326: How to Balance Marketing Tech and Authenticity

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