Websites don’t convert because they’re pretty—they convert because they’re clear and customer-focused. In this conversation, Mike (Gen X, branding/web) and Liz (Gen Z, social strategist) dig into what actually moves a visitor to act: messaging, structure, and simple changes that remove friction.

You’ll learn

• Make it about the customer: lead with problems solved, outcomes, and “what’s in it for me,” not a bio dump.
• Clarity wins: say exactly what you do and how to get it—avoid the “curse of knowledge.”
• Content vs. design: strong copy is the engine; good design supports attention, trust, and flow.
• Speed + UX matter: balance visuals with page speed and a clean path to action (especially for ad landing pages).
• Reviews that work: showcase third-party testimonials for credibility; a Google reviews feed can help.
• FAQs that convert: answer real buyer questions on product/service pages (and let SEO be a bonus).
• About page, rethought: second-most visited page; use it for alignment—values, team, proof, process.
• Case study thinking: show transformation and make long journeys (multi-step forms, e-comm) pleasant.
• Measure and improve: watch analytics/search data and real-world feedback; keep the site “living.”

Quick wins you can do this week

• Pick one primary CTA (call, book, buy, contact) and make it the default button across key pages.
• Add 5 FAQs to your top service/product page—short questions, clear answers.
• Run a page speed check on your homepage and main landing page; compress oversized images.
• Update your About page for alignment: who you help, how you work, proof (accreditations, a standout testimonial).
• Read your homepage out loud—can a first-time visitor tell what you do in 10 seconds? If not, simplify.
• Open Search Console/analytics to see which pages and queries bring traffic; refine those pages first.

AI isn’t your strategy—it’s a tool. In this conversation, Mike (Gen X, branding/web) and Liz (Gen Z, social strategist) dig into how small businesses can use AI to work smarter without losing their voice, judgment, or trust.

You’ll learn

• AI as partner, not pilot: Treat it like an intern—you remain the decision-maker.
• Hype vs. reality: Where AI truly saves time (research, summarizing, outlining) and where humans must lead (strategy, judgment).
• Beat blank-page syndrome: Use AI to brainstorm, structure, and refine—then edit for truth and tone.
• Prompting that works: Chain prompts, ask for critiques, and move one step at a time instead of one mega-ask.
• Protect your voice: Build a reusable context prompt and feed examples (transcripts, posts) so outputs sound like you.
• Authenticity matters: Why fully synthetic video/images can undercut trust—and when to avoid them.
• Tools with intent: Pick tools to solve real bottlenecks, not because they say “AI” on the box.
• Guardrails for safety: Fact-check, mind permissions/licensed media, and don’t outsource legal or high-risk calls to a model.
• Differentiation > automation: Your brand and strategy are the moats AI can’t provide—you supply the wisdom.

Quick wins you can do this week:

• Create a one-page context prompt (who you help, tone, dos/don’ts) and paste it at the top of new chats.
• Upload 2–3 transcripts or past posts; ask AI to summarize your voice, then rewrite one caption in that voice.
• Run a three-step chain: outline → devil’s-advocate critique → revised draft. Edit for accuracy and tone.
• Make two lists: “Safe to assist” (research, outlines, captions) and “Do not automate” (pricing, legal, sensitive comms).
• Pick one bottleneck (e.g., meeting notes or clip cutting), try a single AI tool for it, and document the workflow you’ll repeat.

Social media isn’t just a task. It’s a system. In this conversation, Mike (Gen X, branding/web) and Liz (Gen Z, social strategist) break down how small businesses can use social without letting it run their lives: what to ignore, what to focus on, and how to build a workflow that actually sticks.

You’ll learn

• Social ≠ personal: Your feed isn’t a journal; day-in-the-life works only when it serves a clear goal.
• Trends aren’t strategy: Virality is an outlier; preparedness + opportunity beats chasing gimmicks.
• The 4-day workflow: Plan → prep assets/briefs → produce/review → schedule to cut context switching.
• Pick platforms on purpose: Go where your audience behaves like buyers—and only where you’ll show up.
• Personal vs. company brand: Be human without making it a diary; build with your long-term plan in mind.
• From “billboard” to value: Stop posting only promos; use process, case studies, and before/after stories.
• Short-form that works: Beginning–middle–end with useful VO; use licensed audio (no ripping trends).
• Organic → paid: Let organic winners inform Meta ads to lower costs and increase relevance.
• Metrics that matter: Tie KPIs to goals—awareness (reach/impressions), consideration (interactions), interest (profile visits/link clicks).
• Community > spikes: Consistency and repetition (those 7–12 “touches”) create steady results.

Quick wins you can do this week

• Audit your bio: Who you help, how, where you are, and how to contact—clean, clear, and current.
• Block the month: Put four dates on the calendar—plan, prep, produce/review, schedule.
• Repurpose a winner: Take your best recent post and remake it as a clip, carousel, or text overlay.
• Focus your effort: Choose one primary channel; claim handles elsewhere and pause the rest.
• Set success metrics: Pick 1–2 KPIs that match your goal and review them weekly.

Branding isn’t your logo—it’s the gut feeling people have about your business. In this conversation, Mike (Gen X, branding/web guy) and Liz (Gen Z, social strategist) dig into what brand really means for small businesses and how to make yours memorable without a Fortune 500 budget.

• Brand ≠ logo: Voice, values, experience, and how you communicate are the brand; visuals support it.
• Experiential branding in the wild: Why Red Bull and Liquid Death resonate—and what small businesses can borrow.
• Local proof: How places like Marietta Coffee Co. lean into space and vibe to attract the right people.
• Make it stick: The role of repetition and consistency (those 7–12 “brand hits”).
• Stand out vs. fit in: When to choose industry norms and when to intentionally disrupt (colors, tone, presence).
• Refresh or rebrand?: Signs you need a visual tune-up vs. a ground-up reset.
• Test, don’t guess: Getting feedback from ideal customers (and weighting input wisely).
• Storytelling that converts: Show life before and after your brand—the simple “status quo → transformation” arc.

• Commit to consistency: Pick a primary + secondary color palette and apply it everywhere (site, socials, slides, signage).
• Tighten your introduction: Craft a repeatable 1-line pitch/tagline you actually use at networking events.
• Audit your touchpoints: Invoices, emails, proposals—do they reflect your voice (casual vs. formal, playful vs. polished)?
• Logo toolkit check: Ensure you’re using related logo variations (horizontal/stacked/mono), not unrelated marks.

We dive into the patterns that trip up small business owners—and how to avoid them. From launching multiple ventures at once to picking the wrong marketing partner, we unpack why these mistakes happen, how to spot them early, and what to do instead. We draw the line between personal brand and company brand, warn against chasing “viral” at any cost, and share the unglamorous truth: systems and runway matter as much as logos and likes.

WHAT YOU’LL LEARN

• Why “many passions” can confuse one audience—and how to pick one plate to spin first

• Personal brand vs. company brand (without muddying your message)

• Ask for help sooner: legal structure, taxes, ops—then branding/social

• Choosing the right-fit marketing partner

• Brand safety on social: views ≠ the right attention

• Websites aren’t invitations—you still need distribution

• Systems + CRM + automated invoicing = time back

• Runway basics: buffers and “worry dates” that prevent panic decisions

• Audits and the “Why Test”: if you can’t explain why you posted it, rethink it

ACTION STEPS

1. Audit your last 5 posts—write the why for each.
2. Interview 2–3 providers (web/branding/social) for fit, not prestige.
3. Choose one offering to push to momentum before adding another.
4. Calculate a simple runway and set a “worry date.”

Have a question or a mistake we should cover? Send it in — we may feature it in a future episode. If this helped, follow/subscribe and share with a fellow business owner.

Welcome to the very first episode of Marketing from X 2 Z! 🎙️ Hosts Mike Albuquerque (Bear Double Design Studio) and Liz Bachmann (Wildflower Social Media) kick things off by sharing their journeys from corporate life to entrepreneurship—and why they launched this podcast for small business owners.

In this episode, you’ll hear:

• How our backgrounds shaped our approach to marketing.
• Why market research matters for finding the right fit.
• Practical ways to build a brand and social presence from scratch.
• Common marketing pitfalls (and how to avoid them).
• Real client stories and lessons you can apply today.

Whether you’re just starting out or looking to refine your strategy, this episode is packed with actionable insights to help you cut through the noise and grow your business.