In this episode of The Paid Media Playbook, Laura and Lisa sit down with Sara Girard and Melissa Grace, the powerhouse duo behind RockitWorks, a social media and marketing agency. Together, they share their journey from event production to running a successful agency, their insights into the evolving landscape of organic and paid media, and their strategies for creating impactful content. Tune in to discover how they approach challenges like audience targeting, balancing paid and organic efforts, and crafting content that converts. Plus, get their best advice for aspiring marketers and entrepreneurs!

Chapters:

• 00:00 – The Journey to RockitWorks
• Sara Girard and Melissa Grace discuss their paths from event production to founding a successful social media agency and how their experiences shaped their approach to marketing.
• 6:50 – Mastering Organic and Paid Media
• Insights into the evolution of social media, the balance between organic and paid strategies, and the importance of targeting the right audience with impactful content.
• 12:11 – Metrics, AI, and Marketing Innovations
• The shift from vanity metrics to actionable goals, the rise of AI in marketing, and how these tools enhance productivity and strategy.
• 17:21 – Actionable Advice for Marketers
• Sara and Melissa share practical tips for entrepreneurs, from aligning paid media with content creation to setting clear goals and leveraging the right platforms.

Links and Resources:

• Subscribe to our newsletter here
• Lisa Wekellis on LinkedIn
• Laura Szczes on LinkedIn
• Double Z Media Website
• Double Z Media on LinkedIn
• RockitWorks on Linkedin
• Sara Girard on Linkedin
• Melissa Grace on Linkedin

Thanks so much for joining us this week. Want to subscribe to Paid Media Playbook? Have some feedback you’d like to share? Connect with us on iTunes and Spotify and leave us a review!

In this episode of The Brand Builder’s Playbook, hosts Laura and Lisa are joined by Ashley Laabs, a LinkedIn coach, personal brand strategist, and the host of the Ripple Podcast. Ashley shares her journey from aspiring teacher to LinkedIn expert, offering valuable insights into how professionals can harness LinkedIn to build thought leadership, connect with peers, and elevate their personal brand. With practical tips for individuals at every career stage, Ashley dives into the common mistakes she sees people making on LinkedIn and how to overcome them. Whether you're just starting your career or looking to amplify your presence, this episode will help you navigate the LinkedIn landscape like a pro.

Chapters:

00:00 – Introduction

Laura and Lisa introduce the episode and welcome Ashley Laabs, LinkedIn coach and personal brand strategist.

02:10 – Ashley’s Career Journey

Ashley talks about her unexpected path from aspiring teacher to becoming a LinkedIn strategist and coach.

05:00 – The Power of Personal Branding on LinkedIn

Ashley explains why personal branding on LinkedIn is essential for career growth and how it differs from traditional corporate marketing.

08:30 – Common Mistakes on LinkedIn

Ashley shares the biggest mistakes she sees people making when trying to build their LinkedIn presence—and how to avoid them.

12:00 – Building Authentic Connections

How to use LinkedIn not just for networking but for building genuine, valuable relationships and thought leadership.

15:30 – Tips for Aspiring Thought Leaders

Ashley offers practical advice for professionals at any stage on how to start sharing their expertise and become recognized as a thought leader.

Links and Resources:

• The Ripple Podcast
• Ashley Laabs on LinkedIn
• Lisa Wekellis on LinkedIn
• Laura Szczes on LinkedIn
• Double Z Media Website
• Double Z Media on LinkedIn

Thanks for joining us this week!

Want to subscribe to The Paid Media Playbook? Have some feedback to share? Connect with us on iTunes and Spotify and leave us a review!

Join Laura and Lisa as they sit down with Erin Moyer, Marketing Director at Laird Norton Wetherby, to explore the intricacies of marketing in the financial sector. In this 10-minute episode, Erin shares her journey from communications to marketing leadership, the strategies behind her firm’s recent rebranding, and the challenges of reaching ultra-high-net-worth clients. Discover valuable insights on content marketing, lead generation, and the importance of trusting your instincts in the ever-evolving marketing landscape. Perfect for marketers looking to gain a deeper understanding of wealth management marketing.

Chapters:

• Chapter 1: Erin's Journey into Marketing (0:00 - 2:30) Erin Moyer, Marketing Director at Laird Norton Wealth Management, shares her career path from internal communications at Washington Mutual to leading financial communications and marketing.
• Chapter 2: Ideal Clients & Strategy (2:30 - 5:00) Erin discusses targeting multi-generational wealthy families and balancing brand recognition with skepticism of paid media, highlighting content marketing as key to building trust.
• Chapter 3: Rebranding & Content Marketing (5:00 - 7:30) Erin covers the firm’s recent rebrand, emphasizing earned media, paid search, and content marketing, along with plans for a speaker's roadshow to engage the right audience.
• Chapter 4: Marketing Reflections & Career Advice (7:30 - 10:00) Erin reflects on the importance of client referrals, the challenges of measuring ROI, and offers advice to her younger self on trusting instincts and embracing experimentation.

Links and Resources:

• Subscribe to our newsletter here
• Lisa Wekellis on LinkedIn
• Laura Szczes on LinkedIn
• Double Z Media Website
• Double Z Media on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Paid Media Playbook? Have some feedback you’d like to share? Connect with us on iTunes and Spotify and leave us a review!

In this episode of The Paid Media Playbook, hosts Laura and Lisa sit down with Katie Vesbach, the Media Director at Green Rubino, a leading Seattle-based agency. Katie shares her journey from a specialist to a director-level role and offers insights into the ever-evolving world of digital media. From leveraging first-party data and CRMs to optimizing advertising strategies in the age of AI, Katie provides practical tips and wisdom for navigating the complex media landscape. Whether you're a seasoned marketer or new to the field, this episode is packed with actionable advice and industry knowledge.

Chapters:

• 00:00 - Introduction
• Laura and Lisa introduce the episode and guest Katie Vest Bach, Media Director at Green Rubino.
• 02:15 - Katie’s Career Journey
• Katie discusses her path from starting in media to becoming a director at Green Rubino.
• 05:30 - The Evolution of Digital Media
• A look at how digital media has changed over the years and the impact on advertising strategies.
• 7:45 - Leveraging First-Party Data and CRMs
• Katie explains the importance of first-party data and CRMs in creating effective advertising campaigns.
• 10:30 - Tips for Aspiring Media Professionals

Advice from Katie on how to succeed in the media industry and grow into leadership roles.

Links and Resources:

• Subscribe to our newsletter here
• Lisa Wekellis on LinkedIn
• Laura Szczes on LinkedIn
• Double Z Media Website
• Double Z Media on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Paid Media Playbook? Have some feedback you’d like to share? Connect with us on iTunes and Spotify and leave us a review!

In this episode of The Paid Media Playbook, Laura and Lisa sit down with Mike Fleming, founder of Carpet Liquidators. Mike shares his journey from working in his father's flooring business to establishing a thriving company with seven stores. Discover the strategies that propelled his business, including the power of newspaper advertising and the challenges and rewards of expanding a local business.

Chapters:

00:00 - 05:20 - From Family Roots to Entrepreneurial Beginnings

• Mike Fleming discusses his early influences and how working in his father's flooring business set the stage for his entrepreneurial journey. Learn about his initial foray into the business world and the founding of Carpet Liquidators in Tacoma.

05:21 - 7:20 - The Power of Newspaper Advertising

• Dive into the advertising strategies that helped Carpet Liquidators explode onto the scene. Mike shares how traditional newspaper ads, particularly in the Seattle Times, played a crucial role in the company's growth and expansion to seven stores.

10:41 - 12:00 - Growth, Expansion, and Future Plans

• Mike reflects on the expansion of Carpet Liquidators from Tacoma to Seattle and beyond. He discusses the challenges of managing a growing business and shares insights into his future plans, emphasizing why seven stores are just the right number for him.

Links and Resources:

• Subscribe to our newsletter here
• Lisa Wekellis on LinkedIn
• Laura Szczes on LinkedIn
• Double Z Media Website
• Double Z Media on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Paid Media Playbook? Have some feedback you’d like to share? Connect with us on iTunes and Spotify and leave us a review!

In this episode of The Paid Media Playbook, hosts Laura and Lisa sit down with Ashley Coates, the Marketing Director for Loyalti. With an impressive 18-year career in marketing and communications, Ashley shares her journey from agency to client-side, offering invaluable insights into the unique challenges and benefits of each role. Tune in to hear her discuss her diverse experiences, the importance of understanding both sides of the marketing equation, and tips for anyone looking to navigate a career in this dynamic field.

Chapters:

00:00 - 05:20 - The Journey to Loyalti

• In this chapter, Ashley Coates shares the story of her extensive 18-year career in marketing and communications. From starting out as an account executive at an advertising agency to working in the marketing department at the Seattle Repertory Theater, Ashley's journey is filled with diverse experiences. She discusses the valuable lessons learned from her time on both the agency and client sides, and how these experiences prepared her for her current role as Marketing Director at Loyalti.

05:21 - 10:40 - Navigating Pivots

• Ashley delves into the dynamic nature of her role at Loyalti, a company that has undergone several significant pivots. She explains the strategies and adaptations required to keep up with these changes, and how her broad skill set has been crucial in steering the company through various transitions. From rebranding efforts to shifts in target markets, Ashley provides insights into the challenges and triumphs of managing marketing communications in a constantly evolving environment.

10:41 - 16:00 - Embracing Paid Media and Words of Wisdom

• In this final chapter, Ashley discusses the critical decision to incorporate paid media into Loyalti's marketing strategy. She explains how she identified the right moment to make this shift and the impact it has had on the company's growth. Additionally, Ashley offers valuable advice to her younger self and to aspiring marketers, emphasizing the importance of gaining diverse experiences, staying adaptable, and continuously learning in the ever-changing landscape of marketing and communications.

Links and Resources:

• Subscribe to our newsletter here
• Lisa Wekellis on LinkedIn
• Laura Szczes on LinkedIn
• Double Z Media Website
• Double Z Media on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Paid Media Playbook? Have some feedback you’d like to share? Connect with us on iTunes and Spotify and leave us a review!

Join Laura and Lisa from Double Z Media as they sit down with Steve Fawthrop, a seasoned expert in sales and digital marketing. In this episode, Steve shares his journey from print media to digital advertising, working with top brands like Toyota and Hilton Hotels. Dive into insightful discussions on the evolving landscape of AI in marketing, the integration of sales and marketing strategies, and the potential impact of AI on job markets. Whether you're a marketer, entrepreneur, or curious about the future of advertising, this episode offers valuable insights into harnessing AI for business growth.

Chapters:

(0:00 - 5:00) - Steve's Marketing Journey

(5:01 - 10:00) AI in Marketing: Integration and Impact

(10:01 - 16:04) Ethical Implications and Future Trends

In this episode of The Paid Media Playbook, Laura and Lisa sit down with Travis Baker, a long-time partner and multi-talented creative force. Travis shares insights from his career as an Associate Creative Director and Senior Motion Designer, discussing the evolution of design in marketing, the importance of nimbleness in creative work, and the surprising similarities between quick projects and large campaigns. From his beginnings in web development to judging prestigious marketing awards, Travis offers valuable advice and entertaining stories from his extensive experience. Join us for a fascinating conversation that highlights the intersection of creativity and strategy in the ever-changing world of marketing.

Chapters:

00:00 - 05:20 - From Web Development to Motion Graphics

Travis discusses his career journey, his education in animation, and his experience at Wizards of the Coast working on major brands.

05:21 - 10:40 - Creative Challenges and Client Expectations

Exploring the similarities between small and large projects, the importance of responsiveness, and the evolving demands of modern marketing, including the shift to multi-platform design.

10:41 - 16:00 - Industry Insights and Advice for Aspiring Creatives

Travis shares his experiences navigating the complexities of working in creative roles, and his advice for aspiring creatives about focusing on collaboration and not sweating the small stuff.

Links and Resources:

Subscribe to our newsletter here

Lisa Wekellis on LinkedIn

Laura Szczes on LinkedIn

Double Z Media Website

Double Z Media on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Paid Media Playbook? Have some feedback you’d like to share? Connect with us on iTunes and Spotify and leave us a review!