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Most small business owners do the same thing when they decide they need more customers. They run an ad.

In this episode, Liz sits down with C i Marketing's in-house marketing strategy expert Emily Cook for an honest, practical and at times very funny conversation about why jumping straight to advertising is one of the most common and costly mistakes a small business can make.

Together they break down exactly what a marketing strategy is, why it comes before everything else, and how to start building yours even if you have a limited budget.

In this episode you will learn:

• The difference between a marketing strategy and a marketing plan, and why the order matters.
• How to define your audience as a real person, not just a demographic.
• What a positioning statement is and the three questions it must answer.
• Why understanding your competitors is not optional. 
• How to nail what Emily calls the barbecue pitch, and why every business needs one. 
• Why consistency is the thing that builds trust at every touchpoint.

Emily and Liz also share the real story of how C i Marketing was born just after the Christchurch earthquakes, and what has kept them going ever since.

Whether you are just starting out or have been in business for years, this episode will give you a clear framework to build your marketing on foundations that actually hold.

The Visual Marketing Podcast is brought to you by C i Marketing. Search for us on your favourite podcast app and hit follow so you never miss an episode.

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A single hallway chat can change your whole marketing year. Last time we went to Social Media Marketing World, we expected big ideas and clever social media tactics. What we didn’t expect was how quickly the community would pull us in, how many genuine connections we’d make, and how much confidence we’d gain as two Kiwis showing up in a global room.

We talk through what the event actually is, why founder Michael Stelzner’s tone matters, and the moments that stuck with us long after we left San Diego. From meetups and pre-event groups to spontaneous dinners with strangers wearing lanyards, we share how networking can turn into real friendships, accountability partners, and business momentum. We also get practical about conference ROI, including the sales and human behaviour session that helped us close a $20,000 deal days after getting home.

Now we’re heading to Anaheim, Los Angeles for Social Media Marketing World 2026, staying near Disneyland, and we’re planning the trip differently. You’ll hear how we’re choosing sessions (including AI, psychology, and out-of-comfort-zone topics), what we’re packing for long days, and how we’ll capture content on the go using video podcast clips, transcripts, quotes, and behind-the-scenes stories across Instagram, LinkedIn, Facebook, and TikTok. If you’re building a smarter social media marketing strategy, this is your reminder that the best tactics still start with people.

Subscribe so you don’t miss the post-conference learnings, share this with a mate who loves marketing conferences, and leave a review with your biggest question about Social Media Marketing World or networking.

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If marketing feels like a never-ending list you’re failing to keep up with, you’re not alone and you’re not broken. We’re kicking off the Visual Marketing Podcast to make small business marketing feel doable again, with a practical focus on visual marketing, consistent visibility, and messaging that actually lands with the right people. Visual marketing isn’t just “nice photos” or another round of videos; it’s how your business shows up across your website, social media, emails, and every customer touchpoint, so people recognise you, trust you, and know what to do next.

I’m Liz, founder of C i Marketing in Christchurch, New Zealand, and I’m sharing the real story behind the agency, from losing my dream destination marketing job after the 2011 earthquakes to building a business before I had any idea what running a business really meant. You’ll hear how COVID wiped out our tourism client base overnight, why we chose to reinvent into service-based marketing, and what it took to earn trust in new spaces like healthcare marketing and construction marketing. I also share a personal turning point: taking over my dad’s lift components business after he passed, and how learning a completely new industry built the confidence to adapt again later.

We also tackle the question many owners are asking in a tight economy: should you pull back on marketing spend? I explain why going quiet can be the fastest way to disappear, and how a small, steady budget paired with consistency, clear customer journeys, and customer-first thinking can keep you top of mind. Expect coaching, tips, real stories, and lessons from what we’ve tested, failed at, and made work.

Subscribe, share this with a business mate, and leave a review so more people can find the show. What’s the one marketing thing you know you should do, but keep putting off?