As I reflect on the last decade of my marketing journey, I’m struck by how much has changed and how much has stayed the same. So, I thought I’d jot down the top 10 lessons I’ve learned along the way, the ones that have truly shaped how I approach this ever-changing world.
1. Technology might change, but marketing principles remain the same
I remember when I started (10+ years ago), it was all about Google Analytics, social media ads, and YouTube being the go-to marketing tools. And now we have AI-powered everything. It’s incredible how these tools have transformed our understanding of the customer journey, our audience, and how we reach them.
But, you know what? At the end of the day, we’re still applying the same principles we did back then.
Customer journey maps, target personas, audience explorations—these have been around forever, and for good reason. They’re the foundation of everything we do, no matter how advanced the tools get.
2. Branding is more important than your budget
I’ve worked with clients with massive budgets, and, sure, they see a decent ROI. But then there are the smaller clients who invest just as much in branding and end up beating the odds with even higher returns.
I’ve said this before, and I’ll say it again: Branding is where it’s at.
We live in a world with millions of brands, and unless you’ve got some groundbreaking invention, someone else is probably offering what you do. So, how do you stand out? It all comes down to your brand. It’s more important than ever to carve out a unique identity that resonates.
3. Marketing can’t work in a silo; it simply can’t
Marketing doesn’t happen in isolation. I’ve learned this the hard way. Even when clients outsource their marketing to us, we need to know what’s happening across their entire organization. What are their business goals? What’s their sales strategy?
I can’t tell you how many times we’ve planned entire strategies based on one concept, only to find out that their internal departments are working on something completely different.
That’s why I’m all about partnerships and collaborations over traditional outsourcing. We need to be in sync to make it work.
4. On that note, marketing isn’t the same as business strategy
I wish more people understood this: marketing is not a business strategy. So many times, clients come to us expecting us to handle everything from business development to sales funnels. But that’s not what we do. We’re here to amplify your message, not design your sales cycle. There’s a big difference between supporting and being responsible for your business strategy.
5. There are no shortcuts to effective marketing
Even with all the AI in the world, there are no shortcuts in marketing. I’ve always been a firm believer in doing the work—researching, discovering, and planning. This foundational process sets the tone for everything that comes after. We can’t just skip to the fun parts like design and campaign launches.
And believe me, I’m not saying this to pad hours onto a retainer. It’s just the way marketing works. Slow and steady does win the race. I’ve seen it time and time again—going viral might feel good, but slow and steady wins the day.
6. High-quality content requires commitment and trust
“Content is king, and distribution is queen.” I learned this early on, and it’s still true. But let me tell you, keeping up with content takes commitment. It’s not just about shooting pretty photos and videos. It’s about reviewing blog posts, doing the research, briefing writers, and committing to the entire process. Only those who stick with it and stay committed to producing high-quality content reap the biggest rewards.
7. Campaign success rates can’t be guaranteed
Every time I see ads promising guaranteed results, I cringe a little. “Guaranteed #1 rank on Google”—yeah, right. The truth is, nothing in marketing is guaranteed.
There are just too many variables at play.
It’s normal for some campaigns to perform better than others, and that’s just how it is. Even if you run the same campaign twice, the results will be different. The key is to manage expectations and work with upfront and honest marketers about the process.
8. Simple is always better
I’ve definitely learned that less is more. Back then, it was all about being everywhere—on every platform, in every space—without really thinking about whether it was a fit.
These days, I know better. It’s not about being everywhere; it’s about being where your audience is. Focus your efforts, and you’ll see much better results.
9. There’s a lot of BS coming in from self-proclaimed gurus
It’s tough sometimes, keeping a straight face during discovery calls when I hear the things other agencies have told clients, or when they start quoting so-called “gurus” from podcasts. The amount of BS and fear-mongering out there is ridiculous
If you’ve ever fallen for the “do this and get this” trap, I’m sorry.
The reason it doesn’t work is simple: they’re not you. You are not them. Your business isn’t their business. Marketing is personal, and when you try to copy-paste someone else’s strategy without doing the legwork to understand your own business, you’re just wasting time and money.
10. Strategy and agency hoping is damaging your website
This one hits close to home because I’ve seen it happen so many times. People get impatient with marketing. They expect instant results, and when that doesn’t happen, they start hopping from strategy to strategy, agency to agency. It’s like changing your entire marketing department every three months. How can you expect to thrive like that? You can’t. It leads to a disconnect, and believe me, your audience can tell when something’s off.
If you’ve got your own marketing lessons, I’d love to hear them. Or maybe you’re ready to stop hopping from one strategy to another and want to work with someone who’s been there, done that, and learned a few things along the way. Send us an email; we’re always available to chat!
