Marketing Field Guides
Quick and painless lessons from an expert in the field to improve your marketing & design IQ.
Marketing Metrics to Measure When Leadership Wants Answers
What marketing metrics should businesses track? The most valuable marketing metrics are those that inform business decisions, not just describe activity. Instead of focusing on decorative metrics like impressions or clicks, companies should track decision-ready metrics tied to business goals. These metrics help leadership understand what marketing is driving growth and what actions to take next.
What Prospects Need to See Before They Reach Out
Buyer confidence is the difference between interest and action. Before prospects reach out, they evaluate trust signals such as clear positioning, transparent process, human proof, and authentic messaging. When brands reduce uncertainty and decision friction, sales conversations become easier and growth becomes more predictable.
Is Your Website Supporting Sales or Slowing Them Down?
Your website is not just a marketing asset. It’s part of your sales infrastructure. It influences how confident someone feels before they ever reach out. If you’re wondering whether your website is helping or hindering, this field guide will clarify it for you. It includes a simple readiness check!
How To Decide Which Marketing Trends To Ignore
Anti-trend marketing is a strategic approach that prioritizes discernment over hype. Instead of chasing every new trend, evaluate what aligns with real business goals, your team’s capacity, and long-term value. Ignore the rest.
How to Choose Marketing Priorities Without Chasing Every Idea
What are marketing priorities? Marketing priorities are the limited number of strategic outcomes marketing is responsible for achieving. They help leaders focus effort, align messaging, and avoid chasing tactics that don’t support business goals. This field guide walks you through how to prioritize with restraint.
Looker Studio: Build an Interactive CEO-Level Dashboard
Looker Studio pulls data in from multiple sources and displays it visually in an interactive dashboard. It can help you see trends in your marketing data and website traffic, and you can share it with key stakeholders who need access to the information. I’ve put together a helpful guide for setting it up and customizing it for your unique business needs. When you’re done, you’ll be all set to keep an eye on your marketing performance with ease and make wise, informed decisions.
Part 3 of The Practical Tracking Toolkit for Small Business Owners
Google Tag Manager: Track Marketing Data Without Touching Code
Google Tag Manager (GTM) is a powerful tool in your marketing tool belt. It can help you track micro-moments that visitors take on your website, like specific button clicks and lead magnet downloads, without touching one piece of code. I’ve put together a helpful guide for setting it up and customizing it for your unique business needs. When you’re done, you’ll be all set to send conversion metrics to GA4.
Part 2 of The Practical Tracking Toolkit for Small Business Owners
Google Analytics (GA4) for Rookies Who Want Real Results
Google Analytics (GA4) is an important tool in your marketing tool belt. It can feel a little like the upside-down, so I’ve put together a super practical guide for setting it up and customizing it for your unique business needs. When you’re done, you’ll be all set to track where your traffic is coming from, how visitors are engaging with your site, what is causing conversions, and more.
Part 1 of The Practical Tracking Toolkit for Small Business Owners
A Freelancer’s Journey
