UBCNews - Marketing

According to Forbes, the podcast industry is now so ubiquitous and all-encompassing that over 80% of Americans over the age of 12 are aware of or have listened to at least one podcast. This statistic pales in comparison to another in the very same report: there are now over 2 million individual, recurring podcasts on the market, 1 show for every 400 listeners on the planet. While some see the market as being oversaturated in the face of this growth, others, like entrepreneur Gregory Kirkham, see an opportunity to democratize and liberate a stale, homogenized industry.

According to Kirkham, the sheer scale of the podcast market has obscured, in his opinion, a recent trend in the business community, which has seen many prominent personalities, such as Gary Vee and Tim Ferriss, find their footing in the podcast space. The demand for these podcasts highlights some interesting trends as well; for example, according to Reemi Makari of the British Podcast Awards, over half of all business owners are also daily podcast listeners.

This trend in particular opens up significant possibilities in the B2B market, and for those looking to network and build a community with their peers. However, these possibilities are stymied in part by the rigorous requirements that shows hosted on the major podcasting platforms must adhere to to achieve widespread reach—a fact which led Greg Kirkham to create the fully independent NXC Podcast Network.

In creating the NXC Network, Kirkham hopes to offer a home to podcasts produced by those interested in joining the conversation, but who may also lack the resources to create content for direct release onto streaming platforms. For these shows, his network will handle distribution, hosting, and promotion.

In his own right, Kirkham is a multidisciplinary entrepreneur with several years of experience in the real estate and marketing industries. NexysConnect, Kirkham’s flagship content marketing enterprise, will be hosting the NXC Podcast Network, and will also serve as the promotional engine behind the shows hosted there.

This unified approach was adopted by Kirkham and his team to solve the most significant challenges facing business-focused content, namely reach and visibility. By combining his content marketing expertise with his passion for podcasting, Kirkham has developed a specialized service catering to this underserved niche.

It's not just Kirkham, though; thousands of other independent networks have sprung up in recent years, either to embrace those unable to find a home on the traditional ecosystem, or to unify voices in a specific industry. Gimlet Media, for example, has assembled a stable of podcasts created by leading journalists, while PodcastOne offers a home exclusively to celebrity voices. The network model is utterly dominant, and, as the benefits of these partnerships continue to grow, so too will the industry at large, as Descript theorized in a recent report.

Kirkham counts himself among those who have jumped at the chance to become a part of this growing digital community. As he explains, his interest in podcasting led him to create a weekly show of his own, titled Media Champions. In each episode, he sits down with small business owners, coaches, and digital professionals who share stories about the local impact of their services, their embrace of innovative new technologies, and more.

As he builds the NXC Network, Kirkham has expressed an earnest desire to create a free and open forum for business owners to discuss their ideas without concerning themselves with censorship or algorithm chasing. He, and others like him, hope to see more entrepreneurs adopt the independent podcasting model, one which has the potential to allow for unprecedented inter-connectivity in the world of business.

Click on the link in the description to learn more!

There can be no progress in the marketing world without rigorous testing, but as technology continues to improve, awareness of effective testing methodologies has, unfortunately, dropped off. Complacency in the face of progress is not uncommon, but must be avoided in order to remain relevant. AI tools are gaining more popularity every day, but as any marketer will tell you in 2025, there is much more to the ad testing process than what automation can accomplish.

Ad testing, generally speaking, has become an absolute necessity for those promoting their services online, especially given the expansive suite of tools now available to marketers. One digital visibility expert, VWO, reported that optimization and visibility testing may boost performance by as much as 53%. Behavio Labs goes further, however, suggesting that a good optimization strategy should not only boost performance in the moment, but potentially reshape and evolve a marketer's entire workflow.

As Behavio explains, testing methods exist to gauge the performance of virtually any form of media, from physical ads like billboards and posted, to digital campaigns including a range of content. Testing can be conducted before or after the launch of a given campaign, either to refine the materials for greater impact, or adjust the trajectory of an ongoing effort.

Testing can be conducted using one or more methodologies, depending on what data a given team is interested in collecting. For example, in-person options like focus group and implicit testing are intended to better understand the ways a consumer might respond to a given ad, while surveys and A/B testing are more useful when gauging the potential ROI and conversion rate of a specific placement.

Providing a further example, Behavio Labs shared their own method for ad testing, offering three complete after-action reports. Their system combines Randomized Control Trials, emotional response testing, and implicit association surveys across a large sample size of 500 respondents to provide a substantial dataset across demographics.

Other methods commonly employed by marketers in 2025 include AI-powered A/B testing, which can automatically adjust campaigns to target under-performing niches. Neuromarketing is another nascent field, focusing on improving implicit testing through neuroscience and biometrics. As these fields continue to evolve, the accuracy and utility of ad testing is likely to increase exponentially as well.

In the end, your performance testing methodology should reflect the needs of your team and should integrate seamlessly into your existing workflow. The performance of a given campaign should be measured accordingly against the specific targets that have been laid out by your team in advance. With that in mind, you will be able to remain agile and effective even in this ever-evolving field.

Did you know that almost half of the world’s population uses social media? Just let that sink in. Having access to a global marketplace like that was unthinkable less than 20 years ago – now it’s the norm. But how do you capitalize on the opportunity social media presents for a local business like yours?

We talked to social media consultants and marketing specialists Social Fuss to understand why failing on social media is failing your business and why outsourcing your content creation and posting campaigns can be a total game-changer.

It’s true, you could do it yourself, but let’s face it, you’re listening to this because you recognize there’s a limit to what you can do. It’s hard enough running a business without having to be a marketer too.

Social Fuss points out that an estimated 5.42 billion people use social media across the globe, while 68% of users have purchased products or services after seeing an advert on social media. With an audience this large, you can’t afford not to engage with it, especially when all your competitors are. Don't get left behind!

Tailored content campaigns and regular posting schedules keep your brand in the public eye and in front of high-intent consumers. But are you running out of ideas for your social media posts? Struggling to find time to juggle marketing with running your business? That’s why outsourcing to experts like Social Fuss is a no-brainer.

They say, “We don’t just post content. We post with a purpose. We turn social media into your super-powered growth engine. You get to stay focused on running your business while we handle the social content posting, calendar, and customer engagement.”

Targeting and engaging customers in specific locations is another important way in which expert agencies can help your online profile and sales. Using the geo-targeting features of major social platform - for example, Facebook’s Ads Manager – means they can focus campaigns according to location as well as demographics and behavioral patterns.

Social Fuss also points out that geo-targeting also means you can leverage local trends and optimize the timing of posts to coincide with events.

Outsourcing your social media actually doesn’t have to cost the earth. Marketing agencies like Social Fuss insist these services should be affordable, recognizing the budget constraints that many small businesses navigate. They are also offering a free 30-day trial for interested parties to experience firsthand the benefits of a dedicated social media campaign.

“Running a local business is tough enough—we take social media off your plate. We create content that connects with your audience, drives results, and helps your brand stand out from your competitors,” the team says.

If you want to experience firsthand the benefits of a dedicated social media campaign, reach out to Social Fuss at the link in the description to request your free 30-day trial.

Hey everyone! Today we're discussing something that's transforming traditional search as we know it. Remember when we used to just "Google" something? Well that's gone! Did you know that 80% of consumers utilize AI-generated content for 40% or more of their searches? That's a significant statistic that's reshaping how businesses need to think about their online presence.

Have you ever wondered why some local businesses seem to dominate search results while others struggle to get noticed? Today, we're delving into organic content creation and its impact on search rankings. Joining us is a digital marketing expert who's aided numerous local businesses in transforming their online presence. Welcome to the show!

Have you ever wondered why some emails grab your attention instantly while others get lost in the shuffle? Here's a mind-blowing stat - viewers who watch doodle videos are 33% more likely to take action compared to those who don't.

Welcome to today's show! You know, I was just thinking about something fascinating - the way people literally run away when they see a salesperson coming. Has that ever happened to you?

Have you ever wondered why your website traffic suddenly decreased after Google's latest update? Today, we're examining content marketing strategies that actually work in the current online environment. Joining us is a digital marketing expert who's guided numerous businesses in recovering and thriving after algorithm changes.

For many businesses, the temptation to piggyback off whatever is trending on social media is just too strong to pass up. Sure, it’s easy and lazy, but just think about the engagement, right? Surely, there’s nothing wrong with making folks laugh with a quickly put-together but clever post.

London: Los Angeles, the award-winning branding agency from El Segundo, says that while this approach may yield quick results, it has an eroding effect on your brand in the long term. This “short-termism” and its negative effects is the subject of its latest in a series of stories on hot-button issues in the world of branding.

London: Los Angeles’s piece first zeroes in on what it calls one of the biggest challenges in modern marketing: short-termism. The agency laments the current prevailing approach of many businesses and brand managers to de-prioritize long-term thinking in favor of “reactionary tactics,” such as flash sales and campaigns that piggyback off whatever is trending on TikTok, for a shot at immediate results.

Brand dilution is just one of the common pitfalls of focusing intensely on “quick wins” that is discussed in the article. “When a company constantly shifts messaging and identity to chase trends, it weakens its brand consistency and recognizability,” London: Los Angeles writes.

Another drawback that can damage both the brand and your company’s future profitability is consumer fatigue. As London: Los Angeles explains, being over-reliant on promos will ultimately condition your customers to engage with your brand only when discounts are on offer—not the most sustainable way of staying afloat.

The second half of London: Los Angeles’s article is all about playing the long game to ensure your brand doesn’t die a quick death from trend chasing. The strategies shared were drawn from the agency’s own experience helping partners across California set their brands apart by establishing a solid and distinct brand identity.

One of the first things it recommends doing is establishing brand pillars, which will serve as the basis for all your branding decisions moving forward. “Establishing core pillars—such as values, tone of voice, and key messaging—ensures that the brand remains cohesive, even as it evolves over time,” the agency explains.

While it admits that your brand strategy may change in response to shifting consumer expectations, adapting to these changes can still be done without diluting the identity you’ve established.

Want to keep your branding fresh while not overdoing it? London: Los Angeles suggests doing periodic audits to make things exciting yet consistent with what your brand stands for.

The agency adds that playing the long game in terms of brand building has been proven to result in higher brand value and customer loyalty. “Those who prioritize long-term vision over short-term gains will stand the test of time.”

If you want to know more, click the link in the description.

Let’s be honest. For so many local business owners, "digital marketing" can feel… well, heavy. It’s that sigh, that tightening in your chest. Maybe even a flashback to a jargon-filled sales pitch that left you more confused than confident. You know you need to be online, you understand your customers are searching there every single day. But actually getting noticed? Turning those searchers into loyal patrons? It can feel like wading through a swamp – sticky, unclear, expensive, and with no guarantee you’ll ever reach solid ground.

And the traditional agency model? It often adds to the anxiety. Long-term contracts that feel like a ball and chain. Hefty setup fees that drain your budget before you’ve seen a single result. And that nagging feeling that you're not entirely sure what you’re actually paying for, month after month. Transparency? It can feel like a rare, almost mythical creature in this landscape. As a local business owner, pouring your heart, soul, and savings into your venture, you deserve better. You deserve clarity. You deserve a partner as invested in your success as you are. You deserve… honesty.

And that’s exactly where a company like Honestly Marketing steps in. Their very name feels like a breath of fresh air, a mission statement in two simple words. What if digital marketing wasn’t about trapping you in confusing commitments, but about genuinely lifting your business up? What if the singular focus was on delivering measurable, data-driven results? With the incredible freedom for you to choose to continue the partnership because it works, not because a piece of paper dictates you must? This isn't some far-fetched dream. It's the foundational philosophy behind everything at Honestly Marketing.

Their entire approach is built to tackle the exact pain points that plague so many small and local businesses. The most striking difference? Absolutely no setup fees. And no long-term contracts. Let that sink in. In an industry where those are the norm, this isn't just a gimmick. It’s a bold declaration of confidence. It's them saying, "We believe unequivocally in the value we provide, and we are prepared to prove it to you, month in and month out." This simple, profound policy instantly removes a massive barrier and a huge source of stress for business owners who need every dollar to count.

But this freedom is just the beginning. Honestly Marketing's commitment deepens with data-driven digital marketing strategies, meticulously tailored for local businesses. No generic, one-size-fits-all templates here. They start by understanding your community, your ideal customers, your unique goals. It's about crafting a bespoke roadmap for your online success.

Imagine a "smoking hot," high-converting website that doesn’t just look fantastic but loads fast and is designed to turn visitors into paying customers. All without you feeling pressured into things you don't understand. Picture your business showing up exactly when local residents search for what you offer, thanks to savvy optimization and a perfectly tuned Google Business Profile.

Honestly Marketing digs deeper: ensuring your business info is consistent everywhere online. Building your online authority. Keeping your audience engaged on social media. And crucially, helping you generate more of those vital positive customer reviews across Google, Facebook, and Yelp – cornerstones of trust in today’s world.

And turning clicks and views into actual business? They've got that covered with precision. Targeted email and SMS campaigns. Automated follow-up systems so no lead falls through the cracks. A central platform to manage all your prospects. And perhaps most importantly in this "honest" ecosystem, you're never left guessing. With robust, easy-to-understand ROI tracking, you see the numbers. You witness the growth. You understand exactly how your marketing investment is performing. It’s marketing that finally makes sense, because it’s marketing you can see, verify, and trust.

Why is this so revolutionary for local businesses? Because local owners are the ultimate multitaskers. You don't have time for corporate jargon or spare cash to gamble on strategies that might work. You need partners who are straightforward, accountable, and genuinely dedicated to your tangible success. No lock-in contracts build a relationship based on mutual respect and continuous value. If the results aren’t there, you’re free to explore other options – a powerful incentive for Honestly Marketing to always bring their A-game.

This isn't just theory. The proof is in the pudding. One local business, partnering with Honestly Marketing, landed a $75,000 project in the first week their new website went live. Six months on, they're getting 7 to 10 qualified calls every single week, with customers finding them online. That’s not marketing spin. That’s a business fundamentally changed for the better. It’s what happens when genuine expertise meets unwavering integrity.

In a digital world that can feel complex and impersonal, Honestly Marketing is carving out a much-needed space built on transparency, genuine partnership, and real results. They are living proof that effective digital marketing doesn't need to be a confusing, contract-bound ordeal. It can, and should, be a clear, empowering engine for growth, especially for the local businesses that form the vibrant backbone of our communities.

If you’re a local business owner tired of the usual marketing runaround, ready to experience a refreshingly honest and effective approach to growing your business online… it might be time to see what a partnership with Honestly Marketing could look like for you.

Take the first step towards clearer, more effective marketing. Explore their services and unique philosophy at Honestly.Marketing. That's H-O-N-E-S-T-L-Y dot Marketing. Because your business deserves marketing that works. Honestly.