The Beacon Way: Recent Episodes
Beacon Media + Marketing
Want to grow your business but not sure how? Wondering when to recruit new team members? Struggling to stay motivated after a setback? Tune in to find out everything you need to know to help your business grow, scale, and thrive, from two people who’ve done it successfully. Adrienne Wilkerson and Jennifer Christensen each have more than two decades of small business experience, and now they’re sharing the story of how they built a seven-figure company to help others do the same. Find out about all the highs and lows, including surprise wins and hard knocks, with plenty of laughs along the way. While you’re here, they’ll give you all the tips and tricks you need to build a winning digital marketing strategy of your own. Ready to get started?
What if building a successful business started with one simple belief: people matter?
In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with Josh Block, author of People Matter at Work, to discuss what it truly means to build a people-first culture without sacrificing accountability, growth, or business performance.
Josh shares his remarkable leadership journey—from moving from sales representative to company president almost overnight after his father stepped down, to helping grow a family business into a thriving organization that was ultimately acquired by Siemens Healthineers and CommonSpirit Health. Along the way, he learned that sustainable business growth isn't just about systems or strategy—it's about creating an environment where people feel safe, seen, and successful.
Together, Adrienne and Josh explore how leaders can hold people accountable with empathy, why thoughtful leadership creates stronger organizations, and how intentional cultures outperform accidental ones.
Whether you're an entrepreneur, executive, healthcare leader, or accidental business owner, this conversation offers practical leadership lessons you can apply immediately.
In This Episode:
• Josh's unexpected journey from sales rep to company president
• Leading a family business at just 29 years old
• Balancing empathy with accountability
• Why clear expectations create stronger teams
• The difference between "me" cultures and "we" cultures
• Josh's Three T's of Leadership
• Creating workplaces where people feel safe, seen, and successful
• Why words shape organizational culture
• Leading through business acquisitions with transparency
• Building businesses people actually want to work for
Key Takeaways:
Leadership starts with serving others.
Great leaders don't simply focus on business performance. They invest in helping people become the best version of themselves while creating accountability that benefits both the individual and the organization.
Accountability and empathy can coexist.
Holding people accountable isn't about punishment. When expectations are clear and leaders genuinely care about their people, accountability becomes an investment in growth rather than a source of fear.
Culture is built intentionally.
Organizations don't accidentally create healthy workplaces. Shared language, clear values, transparency, and thoughtful leadership shape the environment employees experience every day.
The strongest teams feel safe, seen, and successful.
When people know they matter, they're more likely to contribute ideas, take ownership, remain engaged, and stay with the organization long term.
Chapters:
00:00 Welcome to The Beacon Way Podcast
00:47 Meet Josh Block
01:10 From Sales Representative to President Overnight
03:05 Leading Older Employees at Age 29
05:05 Leadership Lessons From Early Mistakes
06:45 Holding People Accountable with Empathy
09:50 Why Clear Expectations Matter
11:05 Helping Employees Feel Safe, Seen & Successful
12:40 The Three T's of Leadership
15:05 Why Shared Language Builds Culture
18:20 Growing a Business Through Acquisition
22:30 Transitioning from President to Advisor
24:05 Building Trust Through Transparency
26:00 Josh's Current Work and Mission
27:15 Where to Find People Matter at Work
28:20 Closing Thoughts
Connect with Josh Block
🌐 People Matter at Work
https://peoplematteratwork.com
📧 Email
josh@peoplematteratwork.com
📖 Book: People Matter at Work Fostering a Culture Where Team Members Thrive and Everyone Wins: https://www.amazon.com/People-Matter-...
Available on:
• Amazon
• Barnes & Noble
• Books-A-Million
• Audible (Audiobook)
In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with Shannon Russell, founder of Build Better Teams Consulting, to explore how LEGO Serious Play can help organizations strengthen communication, uncover new ideas, and create more connected teams.
Shannon began her career as a television producer before leaving the industry to build a STEM education business while raising two young children. After spending more than eight years teaching LEGO and robotics, she discovered LEGO Serious Play, a hands-on methodology that helps adults think, communicate, and solve problems in a more visual and collaborative way.
During the conversation, Shannon explains how building with LEGO can create a more level playing field during meetings. Instead of hearing only from the most vocal people in the room, every team member has an opportunity to build, explain, and contribute their perspective.
Adrienne and Shannon also discuss the challenges of managing remote and growing teams, the importance of regular check-ins, and why leaders need to create more opportunities for genuine human connection in an increasingly digital workplace.
Whether you are leading a small business, navigating rapid growth, managing a remote team, or trying to improve collaboration across your organization, this conversation offers practical ways to help people feel heard, valued, and connected.
In This Episode
• Shannon’s transition from television producer to entrepreneur
• Starting a business while raising young children
• How Shannon’s STEM education company evolved
• What LEGO Serious Play is and how it works
• Why hands-on learning can improve understanding and retention
• Creating space for quieter team members to contribute
• How LEGO can reveal team roles, gaps, and opportunities
• Supporting accidental business owners who suddenly have a team
• Using LEGO Serious Play with remote and in-person teams
• How regular check-ins strengthen team cohesion
• Building stronger relationships in remote workplaces
• Why celebrating wins can create a healthier team culture
Key Takeaways
Hands-on learning creates deeper understanding: LEGO Serious Play encourages people to think with their hands. Team members build their answers, explain their ideas, and create a visual representation that others can better understand and remember.
Every team member deserves an opportunity to contribute: Traditional meetings often favor the most vocal people in the room. A structured building exercise gives quieter or more introverted team members an equal opportunity to share their ideas.
Strong teams require consistent connection: Remote work can leave employees feeling isolated or disconnected from the larger organization. Regular team check-ins and intentional one-on-one conversations can help people understand their priorities, ask for support, and feel valued.
Leaders need to know their people: Team cohesion is not only about productivity. Asking about an employee’s family, challenges, goals, and life outside of work can build the trust needed for stronger communication and long-term retention.
Celebrating progress strengthens culture: Ending the week by recognizing personal and professional wins can help teams focus on what is going well instead of only discussing problems and unfinished tasks.
Chapters
00:00 Introduction and Shannon’s Career Journey
01:14 Transitioning from Television to STEM Education
03:14 Starting a Business with Young Children
08:41 Discovering LEGO Serious Play
10:50 How LEGO Serious Play Improves Team Collaboration
13:24 Tactile Learning and Human Connection
16:26 Building Team Roles and Organizational Plans
17:46 Supporting Accidental Business Owners
19:16 Helping Team Members Understand Their Roles
21:38 Virtual vs. In-Person LEGO Sessions
23:28 Keeping Growing Teams Connected
24:22 Weekly and Individual Team Check-Ins
26:17 Celebrating Wins and Strengthening Culture
28:55 Building Deeper Workplace Relationships
30:23 How to Connect with Shannon Russell
Connect with Shannon Russell:
Build Better Teams Consulting
https://buildbetterteamsconsulting.com
Build Better Teams Podcast
https://buildbetterteamsconsulting.com/podcast
Business growth should not depend on luck, assumptions, or the latest trend.
In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with Hugo van den Biggelaar, CEO of The Bitsing Company USA, to explore a proven methodology for making clearer, more intentional growth decisions.
Hugo spent more than eight years at Nike, working across finance, insights, loyalty, digital marketing, and brand strategy before moving into entrepreneurship. Today, he is helping bring the Bitsing methodology from Europe to the United States.
Bitsing is a business growth framework developed over more than 30 years and used by more than 1,000 organizations. It brings finance, strategy, positioning, marketing, and sales together in one structured plan designed to help leaders focus on the actions most likely to produce measurable growth.
In this conversation, Hugo explains why business owners should stop relying solely on gut feeling, how to identify where growth is already proven, and why the strongest brands give people an emotional reason to choose them.
Adrienne and Hugo also discuss the challenges that businesses face at every size, from small entrepreneurial teams to global organizations, and how leaders can turn scattered ideas into a practical roadmap.
In This Episode
-Hugo’s journey from Nike to entrepreneurship
-How the Bitsing methodology was developed
-Why every business needs a clear growth roadmap
-The difference between a financial goal and a strategy
-How to use revenue data to decide where to invest
-Why businesses often overlook what is already working
-How to balance current revenue with new growth opportunities
-Preparing a business to scale, sell, or exit
-Why rational selling points are easy for competitors to copy
-How emotional positioning creates brand preference
-Three practical steps toward more intentional growth
Key Takeaways
-Set financial goals first.
Brand awareness, website traffic, and sales conversions can support growth, but they are strategies rather than the final business goal.
-Follow the evidence.
Your existing revenue data can help show which services, products, audiences, and markets deserve more of your time and budget.
-Create preference, not just a reason to buy.
Price, speed, and features can all be copied. A strong brand gives people an emotional and distinctive reason to choose you.
Chapters:
00:00 Introduction
00:36 Hugo’s Journey from Amsterdam to Nike and New York
02:48 Leaving Nike and Taking the Leap into Entrepreneurship
05:59 Bringing the Bitsing Methodology to the United States
06:54 How the Bitsing Growth Method Was Developed
09:34 The Seven Principles Behind the Framework
10:19 Building a Business Growth Roadmap
11:47 Why There Is No Secret Shortcut to Growth
12:36 Knowing When to Hire, Expand, or Stay Focused
15:18 Replacing Gut Feeling with Business Data
15:47 The Pencil Methodology Explained
16:46 Deciding Where to Invest Time and Marketing Budget
18:14 Growth Strategies for Scaling, Turnarounds, and Exits
19:48 Why Businesses of Every Size Face Similar Problems
22:32 Three Steps Toward Intentional Growth
23:06 Set Financial Goals Before Choosing Strategies
24:37 Let the Data Guide Your Decisions
25:03 The Three Brand Challenges Businesses Must Solve
26:24 Why Creating Preference Matters Most
26:51 Finding an Emotional Advantage Competitors Cannot Copy
28:03 Why B2B Marketing Is Still Human
28:51 How to Connect with Hugo
30:06 Closing
Connect with Hugo van den Biggelaar:
Bitsing Website
https://bitsing.com
Email
hugo@bitsing.com
LinkedIn
https://www.linkedin.com/in/hugovandenbiggelaar/
Learn More About Bitsing
The Bitsing Company
https://bitsing.com
About the Bitsing method
https://bitsing.com/about
Books
https://www.amazon.com/Seven-Laws-Guaranteed-Growth-Management/dp/906369413X
Every business has a story.
The question is: Are you telling yours?
In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with Bridget Cook-Burch, bestselling author, publisher, book coach, and founder of Your Inspired Story, to explore why storytelling has become one of the most powerful tools for building trust, establishing thought leadership, and creating lasting business impact.
Bridget shares her remarkable personal journey—from overcoming childhood adversity and a life-changing near-death experience to becoming a bestselling author and helping leaders uncover the stories that shape who they are.
Together, Adrienne and Bridget discuss how authentic storytelling helps business owners connect with the right audience, why thought leadership goes far beyond writing a book, and how sharing your story can transform both your leadership and your business.
The conversation also explores AI's impact on marketing, why human connection matters more than ever, and practical ways leaders can begin discovering the stories that only they can tell.
Whether you're an entrepreneur, executive, therapist, or business owner, this episode offers valuable insights into using your experiences to build credibility, inspire others, and create meaningful connections.
In This Episode
• Bridget Cook-Burch's personal journey and near-death experience
• Why storytelling creates deeper human connection
• Thought leadership versus simply writing a book
• How your story becomes your competitive advantage
• Building trust through authentic communication
• Storytelling for therapists and behavioral health professionals
• Marketing in the age of AI
• Why connection is becoming more valuable than content
• The timeline exercise for uncovering your story
• Turning life experiences into lasting impact
Chapters
00:00 Welcome to The Beacon Way Podcast
00:50 Meet Bridget Cook-Burch
01:30 Bridget's Incredible Story
05:00 A Life-Changing Near-Death Experience
08:30 Discovering the Power of Story
10:30 Why Every Leader Has a Story to Tell
12:00 Thought Leadership vs. Writing a Book
15:00 Finding Your Unique Message
16:45 Storytelling for Therapists & Behavioral Health
19:45 Why People Connect With Your "Why"
23:15 AI, Marketing & Human Connection
30:20 How to Discover Your Story
34:30 Bridget's Timeline Exercise
35:00 How to Work With Bridget
37:00 Closing Thoughts
🔗 Connect with Bridget Cook-Burch
Your Inspired Story
https://yourinspiredstory.com
Writing Retreats, Coaching & Publishing
Visit Your Inspired Story to learn more about Bridget's book coaching, writing retreats, and publishing services.
Thinking about starting a business—or building one that stands the test of time?
In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with Dr. Kevin Gazzara, CEO of Magna Leadership Solutions and CoachSultants.com, executive coach, leadership expert, speaker, professor, and author of The Leader of OZ.
Before launching his own consulting firm, Kevin spent 18 years at Intel Corporation, where he held leadership roles in product management, program management, and leadership development. He later led Intel University's management and leadership programs, helping develop more than 40,000 managers across 10 countries. Today, he works with organizations around the world to build stronger leaders, healthier workplace cultures, and high-performing teams.
During this conversation, Kevin shares his 8 Ps of Entrepreneurship, a practical roadmap designed to help entrepreneurs build businesses with intention instead of relying on trial and error.
Together, Adrienne and Kevin discuss:
-The 8 Ps of Entrepreneurship
-Why long-term planning gives entrepreneurs an advantage
-Building a business that can withstand change
-Creating a unique competitive advantage
-Growing your professional network
-Strategic partnerships that accelerate growth
-Why saying "no" to the wrong clients is good business
-The difference between coaching and consulting
-Leadership lessons from decades of developing executives
Whether you're launching your first company, growing an established business, or investing in your own leadership development, this episode offers practical strategies you can begin applying immediately.
Connect with Dr. Kevin Gazzara:
🌐 Magna Leadership Solutions
https://magnaleadership.com
🧠 Positive Intelligence Coaching & Training
https://pqtrainingandcoaching.com/
🤝 CoachSultants
https://www.coachsultants.com/
🌍 Kevin Gazzara's Website
https://kevingazzara.com
📧 Email
kevin@magnaleadership.com
📘 Free Resource
Kevin mentions his book Ready, Set, Get Hired during the episode. Reach out via email to request your complimentary copy!
As AI-generated content floods the internet, one thing is becoming increasingly valuable: authentic human connection.
In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with digital marketing veteran Stephan Bajaio, founder of Vibe Logic and former co-founder of Conductor, one of the world's leading enterprise SEO platforms.
Together they explore how AI is changing digital marketing, why authenticity is becoming one of the biggest competitive advantages for businesses, and what behavioral health practices can do to better connect with the people they're trying to serve.
The conversation dives into content strategy, SEO, therapist branding, patient psychology, evergreen content, and why the best marketing isn't about selling—it's about helping.
Whether you're a practice owner, marketer, or business leader, this episode offers practical insights into creating content that builds trust, creates connection, and serves people before they ever become customers.
In This Episode:
-How AI is reshaping marketing
-Why authenticity matters more than ever
-Creating content that builds trust
-Marketing for behavioral health practices
-Writing for patients instead of search engines
-Evergreen content that continues delivering value
-Human-centered SEO strategies
-Why empathy is your biggest competitive advantage
-Turning expertise into meaningful content
-The future of digital marketing
Chapters:
00:00 Introduction
00:55 Meet Stephan Bajaio
02:00 From Yahoo! to Building a Half-Billion Dollar SEO Company
03:40 Why Behavioral Health Marketing Matters
05:15 Authenticity in the Age of AI
07:10 Why Therapist Bios Often Miss the Mark
10:10 Helping Patients Feel Seen Before They Call
14:20 Marketing Is About Creating Connection
17:00 You're Not Always Marketing to the Patient
20:10 What McDonald's Can Teach Us About Marketing
24:10 Why Therapists Need to Speak Human, Not Clinical
31:00 Creating Evergreen Content That Actually Helps
36:30 Why Expertise Alone Doesn't Build Trust
41:00 Treating Real Problems, Not Bullet Points
47:00 The Lasting Impact of Helpful Content
50:00 Where to Connect With Stephan
51:20 Closing Thoughts
Connect With Stephan Bajaio
Vibe Logic
https://vibelogic.com
LinkedIn
https://www.linkedin.com/in/stephanbajaio/
Leadership isn't about being the loudest voice in the room.
It's about building trust, creating accountability, and bringing people with you.
In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with executive leader, board director, entrepreneur, and bestselling author Victoria Pelletier to discuss her remarkable leadership journey—from overcoming a traumatic childhood and becoming an executive at just 24 years old to leading organizations through mergers, acquisitions, corporate transformations, and cultural change.
Victoria shares how years of being one of the only women in leadership shaped her approach, why she was once known as "The Iron Maiden," and how embracing authenticity transformed both her leadership style and the impact she has on the people around her.
The conversation explores human-centered leadership, accountability, workplace culture, navigating difficult conversations, leading through change, and creating environments where people can thrive while still achieving high performance.
If you're a business owner, executive, manager, or aspiring leader, this episode offers practical insights into building stronger teams and becoming the kind of leader people genuinely want to follow.
In This Episode:
Victoria's journey from adversity to executive leadership
Being the only woman in the room
Why authenticity matters in leadership
The dangers of leadership masks and personas
Building trust through vulnerability
Human-centered leadership vs. command-and-control leadership
Accountability without sacrificing empathy
Leading through mergers, acquisitions, and organizational change
Creating followership instead of compliance
How to know when it's time to leave an organization
Connect With Victoria Pelletier
Website
https://victoria-pelletier.com
LinkedIn
https://www.linkedin.com/in/victoriapelletier
YouTube channel
https://www.youtube.com/@UCpps5pAsPd83Bbn0YnofHRQ
Books, Speaking & Leadership Resources
https://victoria-pelletier.com
Why Most Branded Podcasts Fail (with Roger Nairn, CEO of Jar Podcast Solutions)
Welcome back to The Beacon Way Podcast!
In this episode, host Adrienne Wilkerson sits down with Roger Nairn, Co-Founder and CEO of Jar Podcast Solutions, to discuss what separates successful podcasts from the thousands that never gain traction.
Roger shares why many branded podcasts fail, how organizations should approach podcasting as a strategic business asset, and why every podcast needs a clear purpose before the first episode is ever recorded.
The conversation also explores audience-first content creation, podcast measurement and analytics, podcasting's evolution into video, the role of AI in content creation, and what the future looks like for creators, marketers, and media companies.
Whether you're launching your first podcast or looking to improve an existing show, this episode offers practical insights into building content that creates lasting audience engagement.
In This Episode:
· Why most branded podcasts fail
· The difference between content marketing and podcast strategy
· How to determine your podcast's purpose
· Building audience-first content
· Podcast analytics that actually matter
· Video podcasts and the future of the medium
· AI's impact on content creation and storytelling
· Remote agency leadership and operations
· Why human connection still matters in an AI-driven world
Chapters00:00 Introduction & Meet Roger Nairn
01:01 The Story Behind Jar Podcast Solutions
02:20 Why Most Branded Podcasts Fail
05:32 Podcast Analytics & Measuring Success
08:05 Why Every Podcast Needs a Job
10:35 Different Podcast Formats for Different Goals
13:05 How Long Should a Podcast Be?
15:50 The Evolution of Podcasting & Video Content
17:00 The Human Element of Podcasting
18:30 Podcasting in the Age of AI
21:50 AI Slop, Authenticity & Human Connection
24:40 AI, Hollywood & The Future of Creative Work
33:00 How Jar Uses AI Internally
36:25 AI, Creativity & Agency Operations
41:15 Where to Find Roger Nairn
42:55 Closing Thoughts
Where to find Roger and Jar Podcast Solutions: Jar Podcast Solutions Website
https://jarpodcast.com
LinkedIn
Connect with Roger Nairn on LinkedIn
https://www.linkedin.com/in/rogernairn604/
Resources & Blog
https://jarpodcast.com
On this episode of The Beacon Way Podcast, host Adrienne Wilkerson interviews Deanna Dolecki (President) and Ashley Ruggeri (Account Director) of Blue Duck Agency about their backgrounds, the agency’s services (digital, acquisition email, direct mail, and video), and the emotional weight of marketing in mental and behavioral health.
They discuss why “work-life balance” is better framed as work-life harmony, how Blue Duck has been fully remote for 26 years, and the benefits and challenges of virtual work, including productivity, flexibility for parents and caregivers, and the added effort required for collaboration and feedback—especially for younger employees.
They share culture-building tactics like transparent company updates, intentional Zoom and in-person gatherings, games, meme/GIF chats, and hiring for “intangibles” by focusing interviews on candidates’ stories and motivations.
Links mentioned in today's episode:
blueduckagency.com
Reach out to Ashley: ashley@blueduckagency.com
How Cheque Helps Service Businesses Get Paid Faster with Dynamic Discounting
Adrienne interviews Julia, founder of Cheque, who moved from Sweden to the US after leaving her role at a Stockholm accelerator to start an invoicing platform for service businesses. Drawing on interviews with about 100 service providers, Julia explains how Cheque uses dynamic discounting—letting businesses offer optional discounted net 5 or net 10 terms alongside standard net terms—so clients can pay early for a 1%–3% discount, helping vendors improve cash flow without relying on lines of credit or factoring. They discuss the realities of entrepreneurship, the pain points in existing bookkeeping and invoicing tools, and Cheque’s longer-term vision for a “credit exchange without credit” that could route early-payment demand across the platform. Julia shares how to contact her and notes Cheque’s free plan and QuickBooks integration.
Contact Julia on LinkedIn: https://www.linkedin.com/in/juliadelin/
Cheque Website: https://www.chequepay.co/
Contact Adrienne on LinkedIn: https://www.linkedin.com/in/adriennewilkerson/
Beacon Media & Marketing Website: https://www.beaconmm.com/
Follow Beacon Media & Marketing Social Media
https://www.linkedin.com/company/beacon-media-marketing/posts/?feedView=all
https://www.facebook.com/beaconmm/
https://www.instagram.com/beaconmm/
00:00 Welcome and Introductions
00:18 Julia’s Founder Story
01:29 How Cheque Works
02:37 Taking the Leap
04:02 Entrepreneur Rollercoaster
08:14 Big Vision for SMBs
09:45 Cash Flow Alternative
12:06 Dynamic Discounting Demo
16:35 Proactive vs Collections
19:51 Credit Exchange Vision
21:32 Roadmap and Risk
22:39 Free Plan and Contact
23:58 Healthcare Use Case
27:03 Closing Thanks
On this episode of The Beacon Way podcast, Adrienne interviews Reno-based CPA and business broker Mike Bosma about his path from studying accounting (originally planning on law) to working at Deloitte and Grant Thornton, then launching his own CPA firm in 2007. Bosma shares how a Reno KOH radio show led to a broader advisory platform that later became a podcast, and discusses selling his CPA firm in 2017, why the acquirer struggled with the firm’s consulting-heavy model, and how he reacquired it in 2021 while also building a brokerage practice. He offers guidance on preparing to sell a business: making the founder replaceable, negotiating role clarity before closing, practicing transparency, and keeping accurate accrual-based financials free of personal expenses, along with insights on private equity structures and post-sale transition planning.
Mike Bosma – Keystone CPAs
https://keystone.cpa/bosma-on-business/
775-786-4900
mbosma@keystone.cpa.com
What Are You Paying a Marketing Agency For in 2026 (When AI Can Do 60% of Marketing)? | Part 1
On this solo episode of the Beacon Way Podcast, host Adrienne Wilkerson (CEO and co-founder of Beacon Media and Marketing) tackles the question of what businesses are paying for in marketing as AI now handles up to 60% of marketing tasks, citing a 2025 Anthropic study showing roughly 65% observed AI usage in marketing research and production. She argues AI is primarily a production layer, while agencies provide strategy, judgment, specificity, compliance, and cross-discipline coordination—especially critical for mental and behavioral health practices. Adrianne outlines what AI does well (first drafts, SEO/structure, variations, research synthesis, analytics, production scaling, and workflow automation) and where it consistently fails without humans (positioning, audience nuance, clinical accuracy, HIPAA/compliance judgment, brand voice consistency, cross-channel coordination, stakeholder relationships, and strategic prioritization).
00:00 Welcome to Beacon Way
00:58 The AI Agency Question
01:32 What You Pay For Now
03:17 Anthropic Study Findings
05:35 AI Wins in Marketing
08:29 Where AI Falls Short
14:17 Human Judgment Matters
15:42 Wrap Up and Part Two
In this episode of The Beacon Way Podcast, Alex Smith, Strategy Consultant and Author of "No Bullsh*t Strategy", explains why most businesses lack real strategy, confusing it with sub-strategies like marketing or branding, and argues the core question is what the business does that is both highly demanded and uniquely positioned.
He distinguishes freelancing from building a growth-oriented business, noting many hit plateaus and mistakenly pursue optimization—trying to be “better”—which commoditizes them.
Instead, strategy is finding a “needle in a haystack”: something no one else sells that people want. Alex advises grounding the business in a clear, understood category, then uncovering existing accidental quirks that drive success (“find out who you are and do it on purpose”). He reframes “niching down” as being specific without shrinking the market, discusses hyper-competition and AI’s impact on therapy, and shares a method for creating new value by sacrificing an assumed “good” industry norm and serving those who benefit from that reversal.
Links mentioned in today's episode:
Website: https://basicarts.org/
No Bullsh*t Strategy book: https://basicarts.org/book/
Connect with Alex on Linkedin: https://www.linkedin.com/in/alex-m-h-smith/
Chapters:
00:00 Meet Alex and His Book
01:12 Why Most Businesses Lack Strategy
03:14 Freelancer vs Real Business
05:49 The Optimization Trap
08:38 Find Unique High Demand
10:16 Start With Category Grounding
14:08 Do It On Purpose
17:25 Niche Down vs Specificity
17:57 Hyper Competition and Value
29:10 Flip the Status Quo
31:49 Sacrifice to Differentiate
35:36 Where to Find Alex
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In this solo Beacon Way podcast episode, host Adrienne Wilkerson explains how digital overload is making marketing attribution unreliable as the linear path from seeing an ad to booking a call disappears. She describes the “dark funnel,” where key trust-building touchpoints—reels, blogs, AI overviews, referrals, and podcasts—aren’t captured by traditional analytics, a challenge amplified in behavioral health where decisions are personal and can take months or longer.
Citing shifting attention and non-linear buyer journeys, she shares how Beacon is adapting by prioritizing brand signals over last-touch conversions, pursuing AI citations alongside Google rankings, improving intake questions by asking what prompted outreach, measuring content engagement depth, and evaluating momentum over months. She concludes that the real issue is trust, longer sales cycles, and human-to-human connection.
Chapters:
00:00 Welcome to Beacon Way
00:51 Digital Overload Hits Marketing
02:01 Why Attribution Breaks Down
02:51 The Modern Messy Journey
04:10 Dark Funnel Explained
04:57 Attention Spans and Loops
06:58 Beacon Measurement Reset
07:18 Brand Signals That Matter
08:08 AI Citations Over Rankings
09:16 Trust and Better Intake Questions
11:19 Measure Depth and Momentum
14:37 Trust Wins in Slow Cycles
17:01 Wrap Up and Next Steps
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Early Warning Signs Your Business Is Headed for the ER (and How to Triage Fast) | w/ Maartje of The Business Emergency Room
In this Beacon Way Podcast episode, the host speaks with Maartje of The Business Emergency Room about spotting and navigating business “emergencies.” Maartje explains that symptoms of crisis are similar in small and large organizations, with a key warning sign being stalled decision-making and running the business like “too many tabs open.” She shares how her engineering background and experience in oil and gas frontier projects, disaster recovery, and sailing shaped a scalable crisis framework focused on decision tools rather than domain expertise. They discuss reframing “failure” as learning and forward motion, finding sparring partners to escape the echo chamber, and using “needed conversations” to surface friction early by naming it and inviting perspectives. Maartje also describes triage for fast-growing service practices through clarifying the owner’s core work, delegating operations, and rigorously prioritizing by asking “why now?”
00:00 Welcome and Guest Intro
01:42 Early Warning Signs
05:49 From Engineering to Crisis Work
10:14 Why Business ER Exists
13:12 Reframing Failure
16:52 Finding Support Systems
20:18 Triage for Practices
25:47 Favorite Problems to Solve
29:32 Starting Hard Conversations
35:58 Final Advice and Priorities
38:18 How to Connect
39:38 Closing and Outro
In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with Jen Slusser-MacTernan, Director of Outreach and Talent Development at Horizon Treatment Services, to explore what outreach, storytelling, and community engagement really look like in behavioral health.
Jen shares her journey from graphic design and jail-based addiction education to leading outreach, media production, events, and learning initiatives across Horizon’s multi-location organization. The conversation dives into how Horizon approaches marketing not as promotion, but as community outreach, and how that mindset shapes everything they do.
They discuss:
• Horizon’s nearly 50-year history serving Alameda County and beyond
• Rebuilding and strengthening post-COVID
• Their full continuum of care (youth prevention, sobering centers, detox, residential, outpatient)
• How connecting sobering centers directly to detox reduces treatment drop-off
• Using anonymous feedback kiosks and “heard you did this” boards to improve client and staff experience
• Grassroots outreach strategies (schools, health fairs, law enforcement partnerships, internships)
• The power of storytelling through Horizon’s podcast and upcoming story-driven series
Horizon currently operates sobering centers in Santa Clara, Alameda County, Chico, and Albuquerque — expanding access to care while reducing strain on jails and emergency rooms.
If you’re a behavioral health leader, outreach professional, or someone passionate about addiction recovery and community impact, this episode offers practical insight and real-world perspective.
Links mentioned in today's episode:
🌐 Horizon Treatment Services website-
https://www.horizonservices.org/
📊 Horizon Impact Report-
https://www.horizonservices.org/print/
🎙️ Horizon Podcast:
https://www.horizonservices.org/podcasts/
📱 Follow Horizon on Social Media:
https://www.instagram.com/horizontreatmentservices/
https://www.linkedin.com/company/horizon-treatment-services/
https://www.facebook.com/horizonservicesandtreatment
Host Adrienne Wilkerson welcomes John Sanders of RevKey Digital to discuss how AI is changing Google paid ads, especially for mental health practices. John shares his background managing Google Ads since 2015, how his wife’s testing psychology practice led him into the mental health niche, and how he founded Rev Key in 2018, now supporting mostly mental health clients with a team of nine account managers. They explain the shift from keyword-based exact match search campaigns to intent-driven targeting, noting that search campaign cost-per-click has often doubled in the last 18 months, making traditional search less viable.
John describes using performance max more frequently due to lower CPCs and broader top-of-funnel reach, while emphasizing the need for tight guardrails to prevent low-converting placements like display and to stop auto-generated assets such as poor AI-created videos.
The conversation covers why agencies should avoid letting AI write ad copy in regulated mental health contexts, predictions that ads will eventually appear alongside Gemini and within AI search experiences due to Google’s ad-driven revenue model, and the current AI market dynamics with ChatGPT holding major share. John also offers advice for choosing an agency: clients should own their Google Ads account and expect clear, monthly communication beyond reports to connect ad performance to real business outcomes.
Join Adrienne Wilkerson, host of the Beacon Way Podcast, as she chats with George Swetlitz, Co-founder of Right Response AI, on the importance and nuances of managing reviews in the mental health and behavioral health space.
Discover George's journey from consulting at McKinsey to developing Right Response AI, a tool designed to handle reviews at scale. They discuss the 'conversion gate' concept, the drawbacks of generic AI responses, and how authentic, empathetic engagements can turn a negative review into an opportunity.
Perfect for businesses looking to optimize their reputation management and capitalize on AI advancements.
Navigating Financial Success with Natalia Zacharin
In this insightful episode of The Beacon Way podcast, host Adrienne Wilkerson welcomes special guest Natalia Zacharin from Zacharin Consulting. Natalia, an expert in accounting and fractional CFO services, shares her journey and the innovative ways her firm helps business owners improve their cash flow and profitability. They discuss the common pitfalls of bookkeeping, the importance of accurate financial data, and strategies to address financial emergencies. The conversation also touches on the integration of AI in bookkeeping, the impact of human connection in business, and essential advice for accidental business owners, particularly in the mental health sector. Natalia offers actionable tips for scaling a business effectively, ensuring proper owner compensation, and leveraging technology without compromising quality. Don’t miss the special offers exclusive to The Beacon Way listeners.
00:00 Introduction and Special Guest Natalia Zacharin
00:39 Natalia's Journey into Financial Consulting
01:18 Challenges in Business Finances
04:43 Case Study: Fixing Financial Data
06:43 Helping Businesses Navigate Financial Crises
11:10 Accidental Business Owners and Financial Advice
20:53 Scaling and Growing a Business
22:42 Challenges of Scaling and Hiring
23:35 AI Disruption in the Legal and Accounting Fields
24:43 The Limitations of AI in Bookkeeping
28:33 The Role of AI in Content Generation
35:51 The Importance of Human Connection in Business
41:38 Conclusion and Contact Information
In this episode of the Beacon Way Podcast, host Adrienne Wilkerson discusses the significant impact of AI on social media marketing strategies, particularly in the mental health sector.
Adrienne talks about how AI is transforming search behaviors, enabling more
conversational interactions on platforms like Instagram and TikTok. The episode covers practical tips for optimizing your online presence to match these new search patterns, including the importance of maintaining a human touch in AI-driven interactions. Key takeaways include leveraging AI for content creation, audience behavior analysis, and ethical considerations.
Whether you're managing your social media in-house or through an
agency, this episode provides valuable insights into integrating AI effectively while preserving the compassionate care your patients expect.
In this episode of the Beacon Way podcast, host Adrienne Wilkerson explores the ethical promotion of behavioral health practices on social media. Adrian shares invaluable insights on building genuine connections online through authentic and transparent content, respecting patient privacy, and leveraging technology like AI responsibly. Learn practical tips for creating relatable and engaging content, the importance of empathetic engagement, and how to navigate the rapidly evolving AI landscape in your marketing strategy.
This episode is a must-listen for behavioral health professionals looking to ethically enhance their online presence and foster meaningful connections with potential patients.
In this episode of the Beacon Way Podcast, Adrienne Wilkerson discusses the critical role of internal marketing in healthcare, emphasizing how great patient experiences can lead to referrals and advocacy. She explores strategies for transforming patients into advocates, the importance of gathering feedback, and building trust within the community.
The conversation also highlights the need for consistency in patient experiences and branding across multiple locations, ultimately encouraging healthcare providers to prioritize internal marketing to foster lasting relationships with patients.
Takeaways
- Internal marketing is crucial for patient experiences.
- Great patient experiences lead to referrals and advocacy.
- Marketing should continue even after patients become clients.
- The patient experience is vital for building a strong reputation.
- Asking for feedback should be done thoughtfully and respectfully.
- Trust is essential in mental health and behavioral health.
- Consistency in patient experience is key to advocacy.
- Billing experiences can significantly impact patient satisfaction.
- Cohesive branding helps in building community trust.
- Internal marketing fosters relationships and encourages patient advocacy.
In this episode of the Beacon Way podcast, Adrienne Wilkerson discusses the transformative impact of AI on SEO and the emergence of Generative Engine Optimization (GEO). As search behavior shifts towards AI-driven tools, traditional SEO strategies must evolve to remain effective. The conversation emphasizes the importance of structuring content for AI responses, building topical authority, and maintaining a human connection in marketing. The episode concludes with a call to adapt to these changes while focusing on meaningful connections with audiences.
For more information, visit our blog: https://www.beaconmm.com/2025/12/04/the-future-of-seo-and-ai-in-2026-how-to-stay-visible-in-the-age-of-ai-search/
In our 100th episode of The Beacon Way Podcast, we're celebrating a milestone by digging into something that changed everything for our guest: data.
Host Adrienne Wilkerson sits down with founder and clinical director of the Center for Intimacy & Relationships, Camille Espinoza, to talk about how tracking team metrics and understanding what actually drives success helped her improve client outcomes, boost team morale, and make better leadership decisions.
Whether you're running a clinic, leading a creative team, or just trying to make sense of chaos—this episode will show you the power of data-informed leadership (and how to start small).
Thank you for supporting The Beacon Way through 100 episodes! Here's to the next 100. 🎉
In this heart-wrenching yet inspiring episode of the Beacon Way Podcast, host Adrienne Wilkerson is joined by Jeffrey Johnston, a remarkable individual who shares his deeply personal story of loss, addiction, and finding purpose.
Jeff talks about the devastating loss of his son Seth and wife Prudence and how these tragedies led to the foundation of Brightn, an AI-powered mental wellness app. Jeff's story is a poignant reminder of the power of resilience and the importance of prevention in mental health. This timely discussion is especially relevant during the holiday season, a period that often magnifies our sense of loss and grief.
Join us for this incredibly moving conversation as Jeff shares his journey and how he's working to create a lasting legacy.
- Check out the app here: https://www.brightn.app/
- Connect with Jeff on LinkedIn: https://www.linkedin.com/in/jeffrey-a-johnston/
- Subscribe to his YouTube channel: https://www.youtube.com/channel/UCmGZTTnszWNlkG0sIGcp-YQ
- Buy his book 'This One's For You': https://www.amazon.com/This-Ones-You-Inspirational-Addiction/dp/1735680001
In this episode of The Beacon Way podcast, host Adrienne Wilkerson is joined by Steve Ramona, a prolific podcaster who started his journey in October 2022 and has already completed 850 shows!
Steve shares insightful tips on how to succeed in the podcasting world, the importance of a servant's heart in business, and his experiences that highlight the law of reciprocity. From overcoming initial fears to harnessing the power of relationships, Steve elaborates on his journey and offers valuable advice for aspiring podcasters. Tune in for an inspiring conversation filled with actionable tips and transformative stories.
Links and resources:
Doing Business with a Servant’s Heart Podcast: https://www.servinginbusinesspodcast.com/
IMDB https://pro.imdb.com/name/nm16106884
YouTube
Sign up for his newsletter: https://doing-business-with-a-servants-heart.kit.com/628f9d5962
Follow Steve on socials!
LinkedIn: https://www.linkedin.com/in/steveramona/
Twitter (X): https://twitter.com/oppbroker
Facebook: https://www.facebook.com/steve.ramona/
Instagram: https://www.instagram.com/bizopportunitynow/
TikTok: https://www.tiktok.com/@podcastmentor
Welcome to another episode of The Beacon Way podcast! In this episode, host Adrienne Wilkerson is joined by Courtney De Ronde, founder and CEO of Forge Financial and Management Consulting and the creator of the Simple ScaleUp System.
Courtney shares her journey from founder to CEO, discussing how success
often introduces complexity in business. She talks about her firm's evolution and the decision to split from a traditional CPA firm, focusing on financial, leadership, and management consulting. The conversation dives into the challenges of role alignment, productivity, and leveraging human intelligence within teams.
Courtney offers practical insights and tools for business owners dealing with similar complexities, emphasizing the importance of understanding and aligning team strengths.
LINKS
Tools and Assessments Mentioned:
Kolbe Index (conative assessment – how people take action)
🔗 https://www.kolbe.com
CliftonStrengths (StrengthsFinder)
🔗 https://www.gallup.com/cliftonstrengths/en/home.aspx
Integrative Enneagram (IEQ9)
🔗 https://www.integrative9.com
FREE Simple ScaleUp System Quiz by Forge
🔗 https://assessments.forgeahead.com
(Free tool to assess where complexity is coming from: leadership, finance, productivity, or team)
Learn more about Forge Consulting
🔗 https://forgeahead.com
🔗 https://www.forgeahead.com/simple-scaleup-system/
Connect with Courtney on LinkedIn!
🔗 https://www.linkedin.com/in/courtneyderonde/
In this short and heartfelt episode of The Beacon Way Podcast, CEO Adrienne Wilkerson shares a message of gratitude as the team reflects on
a year of massive change, AI disruption, and renewed purpose.
From marketing shifts to internal transformation, Adrienne offers her thoughts on where we’ve been, what we’re navigating now, and why—despite the uncertainty—there’s so much to be thankful for.
If you're a leader managing disruption or just looking to pause and reflect this holiday season, this episode is for you.
Wishing you a restful, meaningful Thanksgiving from all of us at Beacon Media + Marketing.
Join host Adrienne Wilkerson in this solo episode of the Beacon Way Podcast as she talks about the importance and impact of AI voice search on mental health practices.
Discover why voice search is crucial for your practice, the evolution of AI search behaviors, and comprehensive strategies for optimizing your content for voice AI. Learn about the four primary pillars of modern search behavior, local voice optimization, visual content discoverability, and the shift towards generative engine optimization (GEO).
Adrienne also discusses actionable steps to enhance your digital presence, including understanding your audience, developing quality content, and leveraging analytics. Don't miss this insightful episode that aims to help your practice thrive in the evolving digital landscape.
In this episode of the Beacon Way podcast, host Adrienne Wilkerson welcomes a special guest, Steve Koscik, who has been the fractional CFO at Beacon for the past three years. Steve shares his extensive background, having previously served as a CFO for a Toyota-based material handling company.
He discusses the substantial benefits of fractional CFO services, including financial clarity, KPI setup, cash flow optimization, and strategic decision
support. Steve explains the differences between fractional and full-time CFO roles, emphasizing mentorship and efficient financial systems. Additionally, the conversation covers how AI and tools like Giraffe are revolutionizing financial management. The episode concludes with insights on preparing effective business budgets and tips for financial planning.
Don't miss out on understanding the significance of a fractional CFO and how it can transform your business!
Links mentioned in today's episode:
Think CFO: https://www.thinkcfo.net/
Connect with Steve on LinkedIn: https://www.linkedin.com/in/steve-koscik-cpa-mba/
Email Steve at: steve@thinkcfo.net
Most organizations focus on ROI—but what about VOI?
In this episode, CRO Ken Okonek breaks down the concept of VOI (Value on Investment) and why it’s essential for behavioral health organizations and mission-driven businesses to understand it.
While ROI tracks dollars in vs. dollars out, VOI looks at the real-world impact of your marketing: community trust, patient engagement, reputation, and long-term outcomes. If your marketing efforts are about more than just revenue, this episode is for you.
To learn more about measuring your VOI, check out our blog: https://www.beaconmm.com/2025/09/09/measuring-voi-in-behavioral-health-marketing-a-guide/
Join Ken Okonek, CRO of Beacon Media + Marketing, on this episode of the Beacon Way Podcast as he delves into the crucial subject of calculating a true ROI in digital marketing.
Ken discusses common misconceptions, important metrics, and practical
strategies for understanding and maximizing ROI beyond simple revenue calculations.
Learn about the significance of baseline business metrics, the complexity of multi-touch attribution, and the impact of factors like customer lifetime value and brand lift. Don't miss insights on how to navigate operational inefficiencies, leverage AI tools, and connect ROI to broader business goals for sustained growth.
For more information, visit our blog: https://www.beaconmm.com/2025/10/08/how-we-calculate-true-roi-for-our-clients/
In this episode of The Beacon Way Podcast, host Adrienne Wilkerson sits down with Dr. Monica Estes, a Navy veteran, endodontist, and founder of a rapidly growing dental group with three South Carolina locations.
Dr. Monica shares her journey from dental school to military service to launching a practice straight out of residency—an uncommon but intentional leap. Together, they unpack the mindset shifts required to grow from solo practitioner to multi-location leader, the business skills dental school doesn’t teach you, and how to build a practice that’s both clinically excellent and scalable.
If you’re a dentist, specialist, or healthcare entrepreneur looking to grow your practice without losing your passion, this episode is for you.
In this episode of The Beacon Way podcast, host Adrienne Wilkerson sits down with Scott and Brian Seideman to discuss their innovative new app, Theo, which leverages AI to support teens struggling with mental health issues.
Brian, a licensed therapist, shares his extensive background working with a variety of populations, while Scott explains the personal experiences that led to the development of Theo. They dive into the creation process, the urgent need for teen mental health resources, and how Theo provides real-time support between therapy sessions.
You’ll also hear how Theo is being built with HIPAA and SOC 2 compliance, clinician-approved scripts, and guardrails to ensure teens get emotionally safe, appropriate support. Plus, Theo is fully customizable to meet the unique needs of each user.
The app is fully developed and currently in pre-launch mode.
Beta testing begins at the end of September with broader testing through October.
If you're a clinician, parent, school, or organization interested in participating in the beta or learning more, reach out directly to the founders:
Brian: brian@pathwaywellnessinc.com
Scott: scott@pathwaywellnessinc.com
In this episode of the Beacon Way podcast, host Adrienne Wilkerson welcomes Loralyn Mears, co-founder of HELPipedia. They delve into HELPipedia's initiatives in transforming education for high school students, especially those with special needs.
Loralyn shares the story behind the creation of HELPipedia, its mission to provide safe spaces and resources for youth development, and their pivot to focus on empowering parents and caregivers. They also discuss the importance of community events and small business involvement, and how these contribute to creating supportive environments for youth.
Tune in to learn about the innovative solutions HELPipedia offers and how you can get involved in their mission.
Links mentioned in today's episode:
https://www.youtube.com/ @Midlifesuccess
https://www.meetup.com/helpipedia-it-takes-a-community/
https://helpipedia.org/events/
https://steer.us/marketplace
Connect with Loralyn on LinkedIn:
https://www.linkedin.com/in/loralynmears/
Donate here:
https://donate.stripe.com/6oEbLAaZqdW0dTaeUY
In this episode of the Beacon Way Podcast, CEO Adrienne Wilkerson is joined by CRO Ken Okonek to discuss exciting updates at Beacon Media + Marketing.
They announce the transition of co-founder Jennifer Christensen to her new passion projects and share their enthusiasm for the future of Beacon. The discussion covers the company's renewed mission and vision, their commitment to quality in the rapidly changing AI marketing landscape, and their focus on deepening expertise in the behavioral health space.
Tune in to hear about the new directions Beacon is taking and how they are aiming to foster deeper human connections through innovative marketing strategies.
In this episode of the Beacon Way Podcast, host Adrienne Wilkerson welcomes Josh Troche, owner of Pedal Stomper Productions, to discuss the intricacies of podcasting and video production for business marketing.
Josh shares his journey from starting a YouTube channel at a semi-truck dealership to running a full-fledged production company specializing in photo, video, and podcast content. The conversation delves into essential tips for creating impactful video content, overcoming camera shyness, understanding the importance of preparation, and maintaining audience engagement with structured content.
Whether you're a podcast newbie or looking to refine your skills, this episode is packed with valuable insights to help you succeed. Don't miss out on Josh's expert advice on setting up your own podcast studio, leveraging intentionality in content creation, and navigating the challenges of pod fade.
In this episode of the Beacon Way podcast, Adrienne Wilkerson welcomes Gerry Gadoury, a 25-year veteran of the tech professional services industry. Gerry discusses his diverse career, which includes roles as a recruiter, salesperson, manager, consultant, trainer, executive, speaker, author, and business owner. He shares insights about his Destination Employer Methodology, aimed at helping startups and scaling companies attract and retain top talent. Gerry emphasizes the critical role of culture in building high-performing teams and discusses the importance of intentionality in business decisions. He also introduces the industry's first cybersecurity and tech-focused Recruitment and Retention as a Service (R-A-A-S) platform.
Tune in to learn how to create a thriving culture in your tech company and achieve business success.
Connect with Gerry on LinkedIn: https://www.linkedin.com/in/gerrygadoury/
Be sure to check out his podcast: https://www.youtube.com/@GerryGadoury
Purchase a copy of his book, Destination Employer: https://www.amazon.com/dp/B0CR352P8M?ref=cm_sw_r_ffobk_cp_ud_dp_PC8459TN8BN3R8F94SRP&ref_=cm_sw_r_ffobk_cp_ud_dp_PC8459TN8BN3R8F94SRP&social_share=cm_sw_r_ffobk_cp_ud_dp_PC8459TN8BN3R8F94SRP&bestFormat=true&csmig=1
Join host Adrienne Wilkerson in this solo episode of The Beacon Way podcast as we explore the critical role of authenticity and consistency in branding for behavioral health clinics.
Learn how a strong, reliable brand presence can boost revenue, build trust, and connect with patients meaningfully. Discover practical tips on leveraging personal stories, digital marketing, and AI tools to enhance brand authority and recognition.
Don't miss this insightful conversation that delves into why branding matters more than ever in the crowded mental health marketplace.
In this episode of The Beacon Way Podcast, host, Adrienne Wilkerson welcomes special guest Peter House, CEO & Founder of DeepTree, a managed IT and cybersecurity service provider.
With a history dating back to fourth grade, the two professionals discuss the transition from wearing multiple hats as a founder to becoming a CEO. Peter shares his journey, including the pivotal moment of a traumatic brain injury that greatly impacted his career and life. They talk about the importance of empowerment within organizations, the synergy between technology and business processes, and the balance necessary to ensure both security and functionality in IT solutions.
The discussion also touches on the challenges of starting a business, the value of character in forming partnerships, and the need to continually assess and adapt to new technologies and market demands. This episode is a must-watch for entrepreneurs, business owners, and anyone interested in leadership and the evolving landscape of technology and cybersecurity.
Welcome to another episode of the Beacon Way Podcast! In this episode, host Adrienne Wilkerson dives deep into how Artificial Intelligence (AI) can revolutionize personalized marketing, making it accessible for small and medium-sized businesses.
Learn about AI-driven strategies like predictive analytics, dynamic content creation, and advanced customer segmentation. Adrienne also discusses the importance of ethical AI use, data minimalization, and emerging trends.
Whether you're new to AI or looking to enhance your current marketing efforts, this episode offers invaluable insights to help your business thrive in today's data-driven marketplace.
Join the award-winning executive team of Beacon Media + Marketing on The Beacon Way Podcast as they host Mitchell Beinhaker, a seasoned business law and estate planning attorney with over three decades of experience.
In this episode, Adrienne and Mitchell discuss the vital aspects of legal considerations for business owners, from drafting contracts to handling commercial leases and structuring multi-generational family businesses. Mitchell sheds light on the importance of having legal documents in place, the pitfalls to avoid, and how to ensure smooth business operations.
Whether you're a startup or an established business, this episode offers invaluable insights to help you avoid common legal mistakes and grow your business successfully. Don't miss this engaging conversation packed with practical tips and professional advice!
Check out Mitchell's podcast: https://mitchbeinhaker.com/podcast
Get a copy of his book: https://a.co/d/gcLvj7e
The way people search is changing fast — and if your content isn’t keeping up, you’re already falling behind.
In this solo episode of The Beacon Way, Adrienne breaks down the best practices for SEO and GEO optimization in 2025, and how AI is completely reshaping the game. Whether you’re a business owner, content creator, or marketer, this episode will help you understand how to stay relevant in search — and in front of the right audience.
From smarter algorithms to the rise of Generative Engine Optimization (GEO), Adrienne shares practical tips you can apply now to future-proof your content strategy.
You’ll learn:
-Why traditional SEO isn’t enough anymore
-How to write content that sounds human and ranks well
-The role of AI in search visibility (and what to watch out for)
-How to structure your site and blog content for GEO
-Real-world examples from Beacon’s clients and industries
Check out our blog post for more insights: https://www.beaconmm.com/2025/07/16/b...
Your website is more than a digital storefront—it’s often your only shot at winning a customer’s trust. But what really makes a website memorable (and effective)? In this solo episode of The Beacon Way, Adrienne Wilkerson breaks down the power of UX/UI design and why it’s absolutely essential for small business growth.
From boosting conversions to shaping your brand message, Adrienne shares practical insights into what makes a website work—and what makes visitors bounce. Plus, she dives into real-world examples from industries like mental health, home services, and tourism, straight from the Beacon portfolio.
Tune in for a straight-talking, insight-packed episode that will change the way you think about your website.
Join us for this dynamic episode of The Beacon Way Podcast, where host Adrienne Wilkerson sits down with Josh Pitchford, Principal at Sandler Training Atlanta – Sales Engine. Known for his practical, no-fluff approach to selling and leadership, Josh shares what really moves the needle in modern sales teams, and what holds most of them back.
Discover how Josh uses the Sandler Selling System to help sales leaders stop chasing activity and start building impact-driven cultures rooted in coaching, clarity, and accountability.
Learn more about Sandler here: https://sandler.com/
Connect with Josh on LinkedIn: / josh-pitchford-6163274
Join us for an inspiring episode of the Beacon Way podcast, featuring Stephanie Sweeny, the founder of Women's Mental Health Specialists and a certified nurse midwife. Stephanie shares her journey, challenges, and the unique care model she has developed to address gaps in women's mental health care.
From her personal experiences with depression and anxiety to her approach to holistic, compassionate care, Stephanie's insights are profound. She discusses the importance of sleep, exercise, and community support in cultivating mental well-being. Don't miss this enlightening conversation about empowering women's health at every stage of life.
Women's Mental Health Specialists serve patients in Tennessee, Kentucky, Florida, and Oregon.
Learn more about the clinic here: https://womensmentalhealthspecialist.com/
Navigating Wealth Management with Dustin Serviss
Welcome to another episode of the Beacon Way Podcast, hosted by Adrienne Wilkerson. In this episode, Adrienne is joined by Dustin Serviss, the founder of Service Wealth, who shares his journey and insights into wealth management. Established in 2005, Service Wealth focuses on helping business owners and successful families navigate the complexities of wealth and insurance. Dustin discusses the evolution of the financial planning industry, the importance of lifestyle design, and how he helps clients achieve their financial goals. Tune in to hear valuable advice on personal branding, work-life harmony, and financial strategies for business owners.
https://a.co/d/4lJPrOd Dustin's book
https://www.servisswealth.com His company
https://www.thepictureofwealth.com/podcast His podcast
https://a.co/d/70NaHCl Why Greatness Cannot be Planned: The Myth of the Objective
00:00 Introduction and Guest Welcome
02:04 Dustin's Journey to Starting Service Wealth
03:23 The Reality of Entrepreneurship
06:01 The Importance of Work-Life Harmony
08:30 Personal Branding and Authenticity
13:05 Evolving Financial Planning for Business Owners
16:38 Lifestyle Design and Financial Planning
24:20 The Impact of News and Stress on Financial Decisions
29:47 Spending Accelerator Exercise and Final Tips
34:25 Conclusion and Farewell
From Newsroom to Purpose-Driven Storytelling | Michael's Journey with Bipolar Advocacy & Media Entrepreneurship
In this episode of The Beacon Way: Founders Edition, we sit down with Michael, co-CEO of Pizzetta Media, who shares his remarkable transformation from a seasoned news professional to a purpose-driven entrepreneur amplifying mental health voices.
Michael opens up about his diagnosis with bipolar disorder, his journey through stigma in the corporate world, and how he turned personal struggles into a mission to uplift others. This conversation dives deep into mental health in the workplace, entrepreneurship with a cause, and finding harmony between family life and business.
🔥 Whether you're a therapist-turned-business-owner, a creative entrepreneur, or someone navigating mental health challenges, this episode is for you.
🔗 Connect with Michael:
- Website: https://pizzettamedia.com
- YouTube: https://youtube.com/pizzettamedia
🧠 Topics Covered:
- Mental health advocacy in business
- Starting a business after corporate burnout
- Building trust as a solo media entrepreneur
- Juggling creativity, family, and self-care
- Advice for aspiring founders with mental health considerations
⏱️ Timestamps:
00:00 – Intro: Meet Michael from Pizzetta Media
01:45 – Michael’s media background & mental health journey
03:40 – The moment he chose to become a mental health storyteller
06:20 – Facing stigma in the workplace
08:15 – Embracing vulnerability to help others
10:00 – Feedback from the community on sharing his story
11:20 – The challenge of building trust as a small media business
13:10 – Overcoming fear: Why the mission outweighs nerves
15:00 – On-camera fears & the importance of authenticity
18:00 – Work-life harmony & being present with family
21:30 – Creativity outside 9-to-5: When inspiration strikes
24:10 – Advice for new entrepreneurs: Believe in your mission
26:00 – What’s next: Collaborations, speaking, and nonprofit work
27:50 – Managing bipolar while running a business
29:45 – Practical mental health tools Michael uses
31:30 – Leveraging the Chamber of Commerce for founder support
33:00 – The value of transparency and community in entrepreneurship
35:10 – Final thoughts & how to connect with Michael
Empowering Men's Mental Health: A Conversation with Justin Garber
In this episode of the Beacon Way podcast, we are joined by Justin Garber, a clinical psychologist with over a decade of experience in various settings, including the Department of Veteran Affairs.
Justin, who specializes in the relationship between psychological stress and the body's response system, shares his personal journey into the field of psychology and the founding of Restorative Psychological Services. The discussion delves into the unique challenges and strategies for engaging men in psychotherapy, as well as the importance of mental health awareness across different generations.
Justin also shares insights into managing work-life balance as an entrepreneur and highlights the importance of focusing on core values and mission in business. Tune in for an enlightening conversation on mental health and entrepreneurship.
00:00 Introduction and Guest Welcome
01:44 Justin's Journey into Psychology
04:20 Veterans Affairs and Personal Connection
06:54 Starting Restorative Psychological Services
08:37 Challenges and Rewards of Entrepreneurship
12:54 Focus on Men's Mental Health
17:56 Balancing Work and Personal Life
24:47 Empowering Employees and Final Thoughts
Books referenced in today's podcast:
https://www.aileadership.com/book
https://www.amazon.com/Who-Not-How-Accelerating-Teamwork-ebook/dp/B0867ZJ151
https://www.amazon.com/Myth-Revisited-Small-Businesses-About/dp/0887307280
https://www.amazon.com/ONE-Thing-Surprisingly-Extraordinary-Results/dp/1885167776
Learn more about Justin and Restorative Psychological Services:
https://restorativepsychservices.com/justin-garber-psyd/
_____________________________________________________________________
Beacon Media + Marketing is an Alaska-based digital marketing agency with a proven track record of success, harnessing the power of data and award-winning creative to deliver outstanding results for our clients.
It all starts with data, because data drives results! We are a data-driven agency because we know that in the business world, success is measured by the numbers. We pride ourselves in award-winning work that marries the best of data analytics with stunning creative to deliver the right message, at the right time, to the right demographic. Our power lies in the clicks, leads, engagement, and conversions we produce for our clients!
Learn more about us at BeaconMM.com
The Beacon Way Podcast: Navigating Wellness for First Responders with Dr. Carrie Steiner
Welcome back to the Beacon Way podcast! In this episode, we continue our founders' edition with special guest Dr. Carrie Steiner, founder of the First Responders Wellness Center and a licensed clinical psychologist with 13 years of experience as a Chicago police officer. Dr. Steiner shares her journey from the police force to establishing a wellness center dedicated to helping first responders. She discusses the critical need for mental health support in the community, the challenges of finding the right clinicians, and how her center provides specialized care for police, firefighters, and paramedics. Dr. Steiner also highlights the importance of self-belief and community support when starting a business. Tune in for an insightful conversation about the intersection of mental health and first responder culture.
00:00 Introduction and Guest Welcome
01:54 Inspiration Behind First Responders Wellness Center
03:21 Challenges and Realizations in the Field
05:40 Establishing the Wellness Center
10:34 Growth and Expansion
19:00 Balancing Roles and Responsibilities
26:48 Advice for Aspiring Entrepreneurs
27:23 Conclusion and Contact Information
In this episode of The Beacon Way Podcast, host Adrienne Wilkerson welcomes James Barry, founder, and CEO of Pluck Superfood Seasonings. James shares his journey from being a professional chef in Hollywood for nearly 20 years to founding Pluck. He explains the initial inspiration behind Pluck, which began with his desire to find nutritious food for his family, particularly organ meats. James elaborates on the challenges he faced, such as starting his business during COVID, the lessons learned from his previous meal delivery service, and the importance of incorporating health and family into his business plan. He discusses the efficacy of Pluck in providing nutrient-dense foods easily and the positive impact it has had on its customers. James also touches on his podcast 'Everyday Ancestral,' the importance of valuing one's journey, and respecting others' progress in their entrepreneurial paths.
Website - https://eatpluck.com/
Amazon- https://www.amazon.com/pluck-organ-meat-seasoning/s?k=pluck+organ+meat+seasoning
Podcast -https://eatpluck.com/everydayancestral/
Company Socials - @eatpluck
Personal Social - chefjamesbarry
00:00 Welcome to the Beacon Way Podcast
00:31 Meet James Barry: From Hollywood Chef to Entrepreneur
00:58 The Birth of Pluck Superfood Seasonings
10:06 Overcoming Challenges and Finding Success
12:26 Balancing Health, Family, and Business
18:19 Launching a Business During COVID
20:58 The Power of Podcasting in Marketing
22:02 The Vulnerability of Entrepreneurship
22:42 Overcoming Imposter Syndrome
25:52 The Importance of Honoring Your Experience
30:16 Balancing Growth and Sustainability
36:51 Effective Customer Service Strategies
40:49 Conclusion and Where to Find Us
Welcome to another insightful episode of the Beacon Way Podcast! In this episode, Adrienne is joined by Chris Maliszewski, founder of the Walking Tall Movement. Together, they discuss Chris's journey as a survivor of the tragic Highland Park mass shooting in 2022, how this experience inspired the creation of the Walking Tall Movement, and the challenges of navigating mental health while running a business.
Chris and Adrienne dive deep into topics like vulnerability, the importance of human connection, and the struggles of being an entrepreneur. They explore how trauma can be transformed into a force for good, the challenges of founding a movement, and why it's essential to talk openly about mental health. They also reflect on the power of community, relationships, and small businesses to drive change.
Tune in for a candid conversation on resilience, healing, and making a positive impact in the world.
👉 Links to check out:
- Visit the Walking Tall Movement website: walkingtallmovement.com
- Connect with Chris on LinkedIn: Chris Maliszewski
- Follow Chris on Instagram: @Chris Maliszewski
Don't forget to like, subscribe, and click the notification bell for more inspiring conversations!
Show Notes:
Guest: Chris Maliszewski, Founder of the Walking Tall Movement
Key Topics Discussed:
- Chris's Story: Surviving the Highland Park mass shooting in 2022 and how it led to the creation of the Walking Tall Movement.
- Mental Health and Entrepreneurship: The emotional challenges of starting a new organization and how vulnerability can be a strength for both founders and employees.
- The Importance of Human Connection: How human connection and relationships are key to mental health, small business success, and community impact.
- Turning Trauma Into Purpose: How Chris has used his traumatic experience to fuel positive change and inspire others to share their stories.
- Small Business Ownership: Why small businesses can provide more connection and agility compared to large corporations, and the importance of staying grounded in your mission.
Additional Insights:
- Support Systems: The role of peer support and mentors in navigating the entrepreneurial journey.
- Grief and Recovery: Chris shares his personal journey through grief after losing his job and how that led him to start his own business, Hail Hail Auctions.
- Breaking Barriers: The importance of empowering men, particularly in vulnerable demographics, to openly talk about mental health challenges.
Resources Mentioned:
- Walking Tall Movement: walkingtallmovement.com
- Chris Maliszewski on LinkedIn: Chris Maliszewski
- Hail Hail Auctions: hailhailauctions.com
Tune in and find out how Chris has turned his traumatic experiences into an opportunity for growth, advocacy, and connection.
Navigating Entrepreneurship & Parenthood with Dr. Melvin Varghese | Beacon Way Podcast
Join Adrian Wilkerson on The Beacon Way Podcast as he chats with Dr. Melvin Varghese, a licensed psychologist and founder of the Selling the Couch podcast. Dr. Varghese shares his journey of transitioning from a traditional clinical career to creating a top-rated podcast aimed at helping therapists build online income. They delve into the challenges and dynamics of being a working dad, especially in the context of navigating a premature birth and childcare, and discuss the evolving roles of working parents in today’s society. The conversation also touches on the cultural nuances of caregiving, with Dr. Varghese discussing his plans to offer executive coaching to Indian founders and executives. An inspiring and insightful episode for anyone balancing career and family!
Melvin Varghese, PhD is a licensed psychologist in Philadelphia, PA.
In 2015, Dr. Varghese founded Selling The Couch, a podcast to help therapists move from clinical to online income.
On the podcast, he interviews successful practitioners about how they've built their practices, social media/marketing experts, and shares lessons as he uses our clinical skills to create an online business powered by podcasting + online courses.
The podcast is one of the top Career podcasts in Apple Podcasts, has been downloaded over 1.8 million times, and is heard in over 125 countries.
Dr. Varghese also founded several resources for therapists transitioning from the therapist chair to online income including a podcasting community for therapists that’s supported over 240 therapist podcasters, an online course mastermind for therapists launching their first online course (50+ students), and a mastermind for veteran course creators to find support growing and scaling their course.
00:00 Introduction and Guest Background
01:37 The Journey to Podcasting Success
02:52 Balancing Parenthood and Career
06:34 Navigating Work-Life Harmony
23:45 Cultural Insights and Executive Coaching
32:30 Conclusion and Future Plans
Welcome to the Beacon Way Podcast! In this episode, we have the incredible Sean and Angie Taylor joining us to discuss niche marketing, business entrepreneurship, their founder's journey, and how their Christian counseling service, Cornerstone, came to be. Discover their inspiring story of overcoming stigma in mental health, navigating the challenges of entrepreneurship, and integrating faith with clinical expertise to transform lives. Learn about their struggles, the importance of having an abundance mindset, and how they balance marriage and business. Tune in for an enlightening and uplifting conversation!
00:00 Welcome to the Beacon Way Podcast
00:47 Sean and Angie's Entrepreneurial Journey
03:52 Founding Cornerstone and Overcoming Stigmas
07:46 The Role of Faith in Counseling
12:07 Challenges and Growth in Business
25:36 Balancing Marriage and Business
29:28 Conclusion and Final Thoughts
The Future of Mental Health: Insights from the 2025 State of Mental Health Report
In this episode of The Beacon Way Podcast, Jennifer hosts Brandon and Sanjana to discuss the findings of the 2025 report on mental health insurance and marketing trends. Sanjana, co-founder of Thrizer, and Brandon, owner of BG Copywriter, provide an overview of the report's key insights, including the challenges faced by clinicians with insurance, the growing trend of private pay, and potential innovations to improve the mental health industry's sustainability and accessibility. The conversation also covers the significant frustrations clinicians experience with insurance hurdles, the necessity of better data and stories behind the statistics, and potential improvements for future reports and industry practices.
00:00 Welcome and Introductions
00:56 Overview of Thrizer and the 2025 Report
02:12 Challenges with Insurance in Mental Health
03:24 Insights from the 2025 Report
03:36 Brandon's Perspective and Surprising Findings
07:28 Feedback and Reception of the Report
10:07 Future Directions and Improvements
14:44 Addressing Out of Network Benefits
21:43 Concluding Thoughts and Next Steps
In this episode of The Beacon Way podcast, we're joined by Daniel Sorochkin, the founder and CEO of TakeOne. TakeOne is revolutionizing the way service providers create professional introduction videos, focusing on authenticity and trust in the digital world. Daniel shares insights from his previous venture, Tiny Giraffe Pictures, his transition to TakeOne, and the importance of maintaining customer service excellence. He also discusses overcoming early challenges, leveraging AI, and educating the next generation in an AI-influenced world. Join us as we explore these topics and more with Daniel.
https://www.takeone.video/
00:00 Welcome to the BeaconWay Podcast
00:13 Meet Daniel from TakeOne
00:54 The Story Behind Tiny Giraffe Pictures
03:09 The Birth of TakeOne
05:36 Challenges and Early Days
09:41 Ensuring Authenticity in the AI Era
21:21 Transitioning from Tiny Giraffe to TakeOne
26:02 Evolving as a CEO
28:56 Final Thoughts and Reflections
Join host Jennifer on the Beacon Way Podcast as she converses with Melissa Rosenthal about navigating market pivots, the challenges of being a woman entrepreneur, current market trends, and the impact of AI on marketing and business. Melissa shares her journey from media to B2B SaaS, her experience building Outleaver, and the importance of trusting your gut in career and market shifts. This episode dives into the shifting paradigms of marketing in today's world, the balance between human interaction and AI integration, and the evolving dynamics of business relationships.
Melissa Rosenthal: linkedin.com/in/melissarosenthal5
Outlever: https://outlever.com/
00:00 Welcome and Introduction
00:27 Guest Introduction: Melissa Rosenthal
01:21 Melissa's Background and Career Journey
02:21 The Concept of Outleaver
04:54 The Importance of Trusting Your Gut
08:01 Challenges and Pivots in Business
14:12 The Role of AI in Marketing
20:32 Women in Leadership and Entrepreneurship
27:31 Conclusion and Parting Words
The Mental Health Business: You Must Do Well – To Do Good
Welcome to the Beacon Way Podcast Executive Series! In this insightful episode, we sit down with Christina Zampitella, owner of a successful mental health and behavioral health practice, to discuss her journey from launching her own practice to building a thriving group practice with the help of Beacon's marketing strategies.
Christina shares her compelling story about the challenges and triumphs of starting a new business during the uncertainties of COVID-19, finding the right marketing partner, and the importance of having a balance between helping people and ensuring financial stability. We dive deep into her experiences of leveraging Beacon's tailored marketing efforts, tracking feedback, and making pivotal decisions to maximize her impact on helping the community.
Discover the transformative power of authenticity, collaboration, and resilience from Christina’s personal anecdotes of overcoming hurdles in both professional and personal life, including her battle with cancer. She touches upon the significant role her podcast has played in expanding her reach and impacting more lives.
This episode is rich with valuable lessons on growth, partnership, and the meaningful pursuit of making a substantial impact in the mental health world. Whether you own a business or are looking for inspiration to fuel your passion, this discussion is not to be missed!
Guest name: Dr. Christina Zampitella, FT
Founder & Licensed Clinical Psychologist, Fellow of Thanatology
Bio: I'm a thanatologist, which is a psychologist that specializes in trauma, death, loss, and grief. I've worked in mental health for almost 30 years in a variety of settings, working with bereaved individuals as well as people who are processing things like depression, anxiety, relationship issues, and more. I use an individualized approach that takes each persons' mind, body, and spirit into account. I also value diversity and enjoy working with people from all cultures, backgrounds, genders, and religions. I started Center for Grief and Trauma therapy in 2019 after experiencing loss and discovering a passion for thanatology. I realized there was a need for specialist grief and trauma support. Expertise and creativity are at the core of my practice and I lead the team with authenticity, vision, and passion.
Links: https://www.centerforgrieftherapy.com/
https://www.youtube.com/channel/UC-jU_InSFb-lXZhRkWaDDIw
00:00 Welcome to the Beacon Way Podcast
00:57 Christina's Journey with Beacon
02:00 Navigating Business and Marketing Challenges
03:59 The Impact of Effective Marketing
06:02 Collaboration and Continuous Improvement
10:09 Personal and Professional Growth
19:30 Overcoming Challenges and Building Relationships
28:15 Unexpected Podcast Success
29:18 Embracing Authenticity
30:12 Balancing Personal Disclosure
31:47 The Power of Storytelling
32:57 Navigating Professional Boundaries
35:17 Impact of Authenticity
37:20 Podcasting and Community Building
38:09 Finding Meaning in Loss
39:32 Challenges and Growth
41:43 Rediscovering Purpose
53:05 Advice to My Younger Self
Building Resilience and Disrupting HR with Chrissy Myers | The Beacon Way Podcast
In this episode of The Beacon Way Podcast, host Adrian welcomes Chrissy Myers, CEO of AUI and Clarity HR, and author of 'Reluctantly Resilient'. Chrissy shares her journey of taking over and scaling her family business, starting a new venture, and leading through personal and professional challenges. They discuss the importance of resilience, authenticity in leadership, and navigating the evolving HR landscape. Tune in to hear Chrissy's insights on managing generational businesses, the impact of the pandemic on work environments, and the critical role of peer groups for business leaders.
About Chrissy Myers:
Chrissy is the author of Reluctantly Resilient and the CEO of AUI and Clarity HR which serve small and medium sized businesses in both for profit and non-profit sectors in the areas of Human Resources and Employee Benefits. Chrissy describes herself as the chief cheerleader setting direction, steering marketing content, and finding creative ways to disrupt two established business sectors. Chrissy is also the author of AUI Gives Back & Clarity Cares two community impact programs where employees serve in the community, track their impact and share what they are doing on behalf of their customers.
Around Akron Chrissy works to leave her community a better place. She is a graduate of Leadership Ohio, Torchbearers, Leadership Akron, Goldman Sachs 10,000 Small Businesses, Sclaerator NEO and Community Leadership Institute. She has received the 30 for the Future Award from the Greater Akron Chamber and an Achievement on Excellence Award from National Sales and Marketing Executives.
As an advocate for families struggling with addiction and mental health issues, Chrissy currently serves as Chair for the County of Summit Alcohol, Drug Addiction, and Mental Health Services Board, and is a member of the Board of Directors for the Greater Akron Chamber and Goodwill Industries of Northeast Ohio. Previously Chrissy has served on the Board or Committees for Jobs for Ohio Graduates, Red Oak Behavioral Health, Community Partnership of Summit County, and Social Venture Partners.
Chrissy received her bachelor’s in business administration from John Carroll University and her MBA from the University of Akron. When she is not plotting world domination of the insurance industry or volunteering in the community Chrissy can be found at home with Team Awesome Sauce including Steve, her husband, two kiddos - Maddy & Caleb.
Purchase Chrissy’s Book Here: https://www.amazon.com/dp/B0D4RHL17L?ref=cm_sw_r_ffobk_cp_ud_dp_4FJ68Q15WSE8XVMMHHCQ&ref_=cm_sw_r_ffobk_cp_ud_dp_4FJ68Q15WSE8XVMMHHCQ&social_share=cm_sw_r_ffobk_cp_ud_dp_4FJ68Q15WSE8XVMMHHCQ&bestFormat=true
00:00 Introduction to the Beacon Way Podcast
00:46 Chrissy Myers' Background and Journey
01:57 Generational Business and AUI's History
04:11 Launching Clarity HR
07:07 Navigating HR Challenges During COVID-19
14:54 Resilience and Leadership as a CEO
18:16 Navigating Entrepreneurial Challenges
18:40 The Myth of Perfection in Business
19:25 Authenticity in Leadership
20:08 Balancing Transparency and Leadership
20:56 Building Resilient Teams
23:05 The Reality of Startup Life
24:53 Managing Growth and Transitions
26:41 The Entrepreneurial Mindset
34:32 The Importance of Peer Groups
In this episode of the Beacon Way podcast, host Jennifer is joined by Colin Jeffries to delve into various aspects of marketing within the healthcare and behavioral health sectors. They discuss Colin's podcast, the 'Rethink Marketing Podcast,' which has reached six successful seasons. Colin shares his journey in healthcare marketing, starting from his tenure at an orthopedic sports medicine practice to his current leadership role at BrightView Health. They talk about the transformative influence of telehealth and the evolving marketing strategies in the addiction treatment industry. Colin emphasizes the importance of optimizing conversion rates and collaborating with other providers to enhance the overall industry. They also touch on the impact and ethical considerations of AI in marketing. The episode concludes with insights into Colin's book 'Collecting Jelly Beans' and how to connect with him.
Unmasking the Behavioral Health Crisis: An In-Depth Discussion with TPN Health's Trevor Colhoun
Join your host Jennifer on The Beacon Way Podcast as she chats with Trevor Colhoun from TPN Health Trusted Provider Network. In this episode, they delve into the complexities of the behavioral health market, discussing issues with insurance, matching patients with the right care, and the role of marketing. Trevor shares the foundation and mission of TPN Health, aiming to bring transparency, connectivity, and value to the behavioral health ecosystem. Learn about the current frustrations, the disconnect between providers, insurance companies, and patients, and discover innovative solutions that TPN Health is implementing to drive better outcomes in behavioral health.
From Battle to Balance: A Veteran's Journey Through EMDR and Therapy
Join Jennifer on The Beacon Way Podcast as she delves into an enlightening conversation with Christopher Brown of Peak Psychotherapy. Christopher shares his compelling journey from military service and battling PTSD to becoming a licensed therapist specializing in EMDR (Eye Movement Desensitization and Reprocessing). Learn about the profound impact of EMDR on trauma recovery, the science behind its effectiveness, and its connections to ancient healing practices. Additionally, discover how psychedelic-assisted therapy is emerging as a powerful complementary tool in the realm of mental health. Christopher provides a deep dive into these therapeutic modalities and emphasizes the importance of integration and community support in the healing process. This episode is a must-listen for anyone interested in innovative approaches to mental health and trauma recovery.
Guest Christoper Brown
linkedin.com/in/cdbrownvet
Websites
- peakpsychotherapy.co (Company)
- growingveterans.org (Company)
chris@peakpsychotherapy.co
https://www.peakpsychotherapy.co/
https://growingveterans.org/
Overcoming Trauma and Thriving in Uncertainty with Johnny Crowder
In this empowering episode of The Beacon Way Podcast, host Jennifer welcomes Johnny Crowder, a mental health advocate, speaker, and founder of Cope Notes. Johnny shares his inspiring journey from a tumultuous childhood and severe mental illness to becoming a beacon of hope and mental wellness. He discusses the challenges and breakthroughs of living authentically, the importance of taking responsibility for one's healing journey, and how Cope Notes delivers daily text messages to foster healthier thoughts. Johnny also opens up about the recent loss of his home to a hurricane and his ongoing efforts to find strength in uncertainty. This episode is filled with profound insights on resilience, anti-fragility, and living a life of true freedom.
Johnny Crowder Contact Info:
linkedin.com/in/johnnycrowder
Websites
- johnnycrowder.com (Personal)
- copenotes.com (Company)
johnny@copenotes.com
In this episode of The Beacon Way Podcast, Adrienne Wilkerson dives deep into LegitScript certification, detailing its importance for healthcare businesses. She explains how it enhances credibility, ensures compliance with industry regulations, and is essential for marketing healthcare services online. Adrienne highlights the rigorous certification process, including application submission, on-site inspections, and ongoing monitoring, to ensure high standards are maintained. The discussion also covers the specific benefits for addiction treatment providers, challenges in obtaining certification, and how to leverage LegitScript in marketing efforts. This comprehensive guide is crucial for any healthcare business looking to elevate its trustworthiness and visibility in the competitive online marketplace.
In this episode of the BeaconWay podcast, Adrienne Wilkerson delves into the impact of AI on content marketing, particularly in the behavioral health sector. Addressing the question of whether AI signifies the end of content marketing or a new frontier, Adrienne explores how AI enhances personalization, streamlines processes, and improves efficiency for behavioral health clinics. Despite these advancements, she emphasizes the importance of human creativity, empathy, and emotional connection in content marketing. Adrienne highlights the increasing accessibility of AI tools, the need for effective prompting, and the critical balance between AI-generated data and human touch to create impactful marketing strategies. Join us to discover how AI can be an asset rather than a threat to content marketing and learn practical tips for integrating AI into your marketing efforts.
Key Points
-
Introduction to AI's impact on content marketing with host Adrienne Wilkerson.
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Examination of whether AI is a threat or an opportunity in content marketing.
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AI's potential to transform behavioral health clinics' approach to marketing and patient engagement.
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Benefits of AI: enhancing personalization, streamlining processes, and improving efficiency.
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Discussion on the importance of humanizing AI-generated content.
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Accessibility of AI tools for businesses of all sizes, including small practices.
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Key ways AI improves content marketing: data analysis, trend identification, initial drafts, and automation.
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The necessity of correct prompting when using AI tools.
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Shift in consumer behavior: from search engines to AI models for information.
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The role of AI in automating routine tasks, freeing up time for creativity and strategy.
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AI's role in enhancing patient engagement through interactive channels like chatbots and personalized emails.
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Challenges of AI: struggling to replicate empathy and emotional connection.
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Emphasis on human oversight and customization to ensure effective and appropriate content.
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Recommendations for balancing human creativity with AI assistance for optimal content marketing.
In this episode of The Beacon Way Podcast, the host welcomes SEO and copywriting expert Krista Walsh. They discuss the complexities and myths around SEO, especially in the context of AI's growing influence. Krista shares insights into effective SEO practices, cautioning against quick-fix methods, and highlights Google's recent updates targeting AI-generated content. They explore the importance of user experience (UX) and clear messaging in converting website visitors, particularly in the mental health sector. Krista also shares her personal journey into SEO, her focus on healthcare and mental health, and practical ways she uses AI to enhance, but not dominate, her content creation. The conversation includes thoughts on content strategies and the beneficial use of LinkedIn for B2B engagement.
Krista Walsh Copywriter Links:
https://kristawalshcopywriter.com/website-agency
https://www.linkedin.com/in/krista-walsh-aa1b8a1a9/
https://www.instagram.com/kristawalshcopywriter/
SEO and AI in Marketing
- SEO remains confusing for many, especially practice owners and marketers unfamiliar with its intricacies.
- AI has added new complexities, often tempting businesses to use it as a quick fix to rank high on Google, similar to outdated "black-hat" SEO tricks.
- Recent Google algorithm updates target AI-generated content to demote low-quality, unhelpful content, reinforcing the need for user-focused, valuable information.
Sustainable SEO Strategies
- SEO should be viewed as a long-term strategy, aiming for steady, quality results instead of quick fixes.
- SEO’s value lies in bringing relevant users to websites, but effective user experience (UX) and compelling content are essential to convert visitors.
- Examples of valuable SEO approaches include optimizing content for clarity, ensuring helpful navigation, and refining titles or headlines to maintain user engagement.
Balanced Use of AI for Content Creation
- Krista outlines her approach to AI:
- AI is useful for tasks like summarizing studies or rewriting specific sections but not for generating complete or first drafts.
- Using AI sparingly in editing or research can streamline work while avoiding penalties from Google’s algorithms.
- The ultimate goal remains creating high-quality, user-centered content that AI alone cannot produce effectively.
The Power of Niche SEO and Personal Motivation
- Krista shares her journey into SEO, emphasizing her commitment to healthcare and mental health industries, driven by her personal experience and the desire to make a positive impact.
- Both hosts agree that having a niche and providing value within it attracts ideal clients, fosters credibility, and enables sustained business growth.
LinkedIn and Social Media in Professional Networking
- Krista highlights LinkedIn as a valuable platform for B2B marketing, offering a less video-intensive format compared to other social media platforms.
- The hosts discuss ethical concerns about TikTok, particularly for professionals in sensitive fields like mental health, and the potential risks of providing advice on such platforms.
- Instagram remains effective for targeting specific demographics like teens and parents, especially in contexts like addiction recovery.
Future Goals and Professional Growth
- Krista plans to continue refining her business offerings rather than expanding into new services, aiming for excellence and long-term impact.
- She values simplicity and focuses on producing high-quality, effective solutions tailored to the needs of h
In this episode of The Beacon Way Podcast, CEO Adrienne Wilkerson dives into one of the biggest challenges entrepreneurs face: the transition from founder to CEO. Adrienne shares her personal journey with Beacon Media and Marketing, revealing the key traits and strategies needed to navigate the unique challenges of startup growth and leadership. Are you considering stepping into the CEO role, or maybe debating whether to hand off the reins? This episode is packed with insights on what it takes to lead, grow, and build resilience as a founder.
Chapters:
· 0:00 – Welcome to The Beacon Way Podcast
· 1:15 – The Founder to CEO Transition: A Unique Journey
· 2:45 – Sobering Stats: Why Most Founders Don’t Become CEOs
· 4:30 – The Two Types of Founders
· 7:00 – Key Traits for Successful Founders: Innovation, Flexibility, & Adaptation
· 9:30 – Getting Scrappy: Building with Limited Resources
· 11:15 – Innovation & Creativity: Thriving in a New Market
· 13:00 – Grit & Perseverance: Overcoming Startup Hurdles
· 15:10 – Vision & Passion: The Real Why Behind Founding a Company
· 17:50 – Founder Blind Faith: Embracing Naivety and Belief
· 20:00 – Can a Company Outgrow Its Founder?
· 21:30 – What’s Next? Preview of Part 2 on Transitioning Roles
Key Points:
·The Founder to CEO Transition: Adrienne reflects on the personal and professional journey founders take when stepping into a CEO role, including the challenges and growth involved.
·Statistics on Founder Longevity: Many founders don’t remain CEOs; Adrienne shares insights from a Harvard article, with only 25% of founders leading their companies to IPOs.
·Two Types of Founders:
·Technician Founders: Focus on craft and production, leveraging technical skills and product expertise.
·Visionary Founders: Focus on solving big problems, often driven by a desire to create change.
·Traits of Successful Founders:
·Innovation: Constantly creating new ideas to keep up with or stay ahead of market trends.
·Flexibility: Adapting to shifting demands and unexpected challenges.
·Adaptation: Continually testing, learning, and adjusting in response to market feedback.
·Scrappiness: Adrienne shares the importance of resourcefulness, especially in the early days, like tackling office renovations on a tight budget.
·Importance of Innovation in a New Market: As one of Alaska's first digital agencies, Adrienne explains how Beacon’s creativity, like offering free marketing classes, helped them educate clients and build credibility.
·Grit & Perseverance: Emphasizing resilience, Adrienne notes that startup life comes with many challenges, and perseverance is key to overcoming them.
·Vision & Purpose: For most founders, having a strong "why" is critical to staying committed through difficult times—money alone isn’t the driving force.
·Founder’s Blind Faith: Founders often need a certain level of faith and optimism, believing their vision will succeed despite the odds.
When a Company Outgrows Its Founder: Adrienne introduces the idea that some companies eventually evolve beyond what the founder alone can provide, leading to decisions about leadership transition.
**THE BEACON WAY PODCAST: EPISODE 55
Workaholism and Its Hidden Toll: Recognizing and Rebalancing for Healthier Lives**
In this comprehensive episode, host Ken Okonek along with special guest Carmen Paredes, the first Latina vice president at a leading telecom company in Alaska, discuss the multifaceted issue of workaholism and the journey towards preventing burnout. The conversation explores the stark differences between being a hard worker and a workaholic, the role of dopamine, and the personal stories and underlying motivations behind excessive work habits. Key topics include recognizing work addiction early, the impact of upbringing on coping mechanisms, and practical strategies for setting professional boundaries and self-care. The episode also delves into the high costs of burnout on personal and organizational levels, emphasizes the importance of self-awareness and healthy behaviors for leaders, and offers insights into balancing work with personal well-being. Additionally, the speakers elaborate on the global epidemic of workaholism, the serious health risks it encompasses, and the importance of quality time with loved ones and setting boundaries for holistic recovery.
About Our Guest: Carmen Perez
As the visionary behind Exceptional Leadership Solutions, Carmen’s mission is to elevate leaders and organizations maximize return on investment. Her intuitive and intentional leadership techniques are designed to transcend the existing inefficient dynamics in interactions between leaders and employees.
She’s passionate about sharing the leadership principles and actionable skills she refined in over two decades as a successful executive and passionate leader. These very skills have enabled her to achieve remarkable results, fostering high performing and engaged teams in even the most demanding and challenging environments.
As a Latina leader recipient of the Volunteer Presidential Award, 2X TEDx speaker, award winning keynote speaker and best selling author, Carmen seamlessly integrates a diverse background, including an Engineering degree, an MBA, and a coaching certification accredited through the National Board of Certified Counselors.
Key Points
· Personal Journeys and Challenges: Stories of becoming high achievers and the struggles of maintaining a balanced life while dealing with work addiction.
· Recognizing Workaholism: Insights into identifying the signs of workaholism and its origins as a coping mechanism for emotional neglect.
· Impact on Relationships: Exploration of how prioritizing work affects personal relationships and the importance of self-reflection and pruning social circles.
· Overcoming Burnout: Strategies for recognizing and combating burnout, including setting boundaries, managing energy, and finding mentors.
· Achieving Balance: Tips on enjoying leisure time, engaging in self-care, and realizing that external achievements don't equate to lasting happiness.
· Practical Advice: Discussions on the benefits of managing workplace communications, shifting focus to outcomes over hours worked, and understanding personal peak energy times for better productivity.
· Global Perspective: Addressing workaholism as a global issue and sharing strategies for safeguarding against it, including taking quality time off and creating accountability systems. Through personal anecdotes and professional insights, this episode offers a comprehensive look at how to achieve a healthier work-life balance and overcome the hustle mentality.
Join us in this insightful episode of The Beacon Way Podcast, where host Jennifer Christensen sits down with Sanjana, Co-Founder of Thrizer. Discover how Thrizer is transforming the therapy landscape by making out-of-network services straightforward and accessible for both therapists and clients. Dive into the origins of Thrizer, the challenges they've overcome, and the innovative solutions they're bringing to the mental health industry.
What you’ll learn:
· Insights into the bootstrap approach, product development phases, and strategic decisions that have shaped Thrizer.
· How Thrizer has achieved growth without venture capital and learn about their unique market approach and customer-centric focus.
· Valuable insights and advice for aspiring entrepreneurs looking to make a significant impact in their industries.
Key Points:
· Inspiration for Thrizer: Personal challenges that led to the founding of Thrizer and its mission to improve the therapy process.
· Mission and Impact: How Thrizer simplifies the out-of-network therapy experience for both therapists and their clients.
· Product Development: Initial stages of building Thrizer, including key decision-making and the bootstrap approach to funding.
· Growth Strategy: How Thrizer has grown organically without venture capital and their customer-centric focus.
· Feedback and Market Response: The positive feedback from therapists and clients and how it has influenced Thrizer’s services.
· Expansion Plans: Future goals for expanding Thrizer’s services into other therapeutic areas beyond mental health.
· Advice for Entrepreneurs: Insights and practical advice for budding entrepreneurs on navigating challenges and enjoying the startup journey.
Join us for an enlightening episode of The Beacon Way Podcast, where host Jennifer Christensen explores the multifaceted journey of Peter House, Founder + CEO of DeepTree – an IT support service in Palmer, Alaska. Jennifer and Peter discuss real-world implications of starting and scaling a business, the critical importance of listening to the market, and how to leverage community and mentorship to propel business growth. Peter shares his personal experiences and the strategic decisions that have defined DeepTree's success, offering listeners a blend of motivational stories and practical advice.
Key Points:
· Early Insights into IT and Education: Peter discusses his initial foray into the tech world, detailing how financial needs during his education led him to a tech support job.
· The Leap into Entrepreneurship: Exploration of Peter's decision to start his own IT firm after recognizing the limited job opportunities in academia.
· Challenges in Establishing DeepTree: Challenges faced and strategies employed in the initial stages of starting DeepTree, aligning IT services with evolving market demands.
· Adopting a Customer-Centric Business Model: The significance of adapting services to meet customer needs and strategies for building long-term relationships.
· Integrating Cybersecurity in Business Services: Discussion on the growing importance of cybersecurity within IT services and how DeepTree has responded.
· Resilience and Adaptability in Business: How overcoming operational challenges and strategic decisions have played a crucial role in DeepTree’s success.
· Leveraging Market Feedback for Business Adaptation: How DeepTree uses customer and market feedback to refine and adapt business services.
· Strategic Risk Management in IT: Insights into managing risk and uncertainty within the tech sector and the strategic thinking behind DeepTree’s operations.
· Mentorship’s Impact on Business Growth: The role of mentorship and professional communities in supporting Peter’s entrepreneurial journey and business growth.
· Anticipating Future IT Trends: Predictions for technological advancements and preparing businesses to adapt to forthcoming changes in the IT landscape.
· Entrepreneurial Advice for Aspiring Business Owners: Peter shares critical advice on adaptability, vision, and perseverance for success in the competitive IT industry.
Welcome back to The Beacon Way Podcast starring our Executive Team! Join Co-Founders Adrienne Wilkerson and Jennifer Christensen, and Partner, Ken Okonek as they unpack how successful executives harness the power of downtime to enhance their leadership and operational efficiency. Discover strategies from seasoned leaders who prioritize well-being to drive company success. Tune in as we explore the undeniable benefits of integrating rest into a demanding schedule, providing you with actionable insights to transform your approach to work and life balance.
· Discussion on the scientific and psychological benefits of downtime.
· Insights into how downtime contributes to enhanced decision-making and creativity.
· Adrienne, a CEO, shares her journey towards incorporating downtime into her busy schedule. Specific changes she made and the positive impacts on her leadership and personal satisfaction. The challenges she faced in admitting the need for rest and how she overcame them.
·Jen recounts the health issues that arose from continuous work without breaks. The serious consequences she faced and the wake-up call that led her to prioritize her health. Steps she took to integrate downtime and the improvements in her health and work performance.
· Ken discusses the concept of "selfishness" in the context of self-care and why it is beneficial for the team and the organization as a whole. His views on how personal well-being impacts professional responsibilities and team dynamics.
· Specific tips and strategies shared by the hosts for integrating downtime into a demanding schedule. Examples of small changes that can lead to significant benefits in both personal well-being and professional efficacy.
We’re back with another episode of The Beacon Way Podcast! In this executive series episode, Co-Founders Adrienne Wilkerson and Jennifer Christensen, and Partner, Ken Okonek delve into the advanced hiring strategies essential for any forward-thinking leader. This discussion provides a roadmap to securing top talent, crucial for a thriving workplace culture. Explore the art of hiring as we dissect practical insights influenced by notable leaders like Steve Jobs and Barbara Corcoran and integrate cutting-edge tools such as the Predictive Index.
Key Points:
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Introduction to Hiring Excellence: Exploring the transformative approaches and importance of hiring top-tier talent for fostering a thriving workplace culture.
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Leveraging Steve Jobs' Legacy: How adopting Steve Jobs' strategy of hiring A-players at Apple can elevate company performance.
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Recruitment Strategies: Techniques and innovative solutions for attracting and engaging the best candidates in today's competitive job market.
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Automating Candidate Engagement: The impact of implementing automated systems to enhance communication with potential hires.
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Revitalizing Company Culture: Lessons from past mistakes and strategies to overcome a toxic workplace environment.
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Balancing Skills and Culture: Navigating the intersection of professional abilities and cultural fit in hiring decisions.
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Coaching for Peak Performance: How effective coaching can transform good employees into great ones and sustain high performance.
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Using Predictive Index: How this tool helps optimize hiring decisions by aligning candidate profiles with job requirements.
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Skill Matching in Recruitment: Addressing the challenges of aligning specific job roles with the right candidate skills.
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Continuous Improvement in Hiring: Strategies for refining hiring processes based on feedback and practical insights.
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Harnessing Soft Skills: The importance of emotional intelligence and soft skills in complementing technical abilities in the workplace.
Tune in to the second episode in our Executive Series of The Beacon Way Podcast with CEO/Co-Founder, Adrienne Wilkerson, CMO/Co-Founder, Jennifer Christensen, and CRO/Partner, Ken Okonek. Today, they’re talking about the vital role of constructive conflict in building resilient teams and fostering a culture of open communication. Learn from top executives as they share their personal experiences, the challenges they've faced, and the strategies that have transformed their approach to leadership. Whether you're a seasoned leader or aspiring to manage a team, this episode offers valuable insights into turning conflict into a tool for growth and innovation.
Key Points:
· Introduction to Constructive Conflict: Exploring the fundamental concepts and benefits of engaging in constructive conflict within teams.
· Overcoming the Fear of Conflict: Strategies for addressing and alleviating common fears associated with conflict in professional settings.
· The Role of Conflict in Organizational Strength: How conflict, when managed well, contributes to the resilience and growth of an organization.
· Book Insights: Five Dysfunctions of a Team: Lessons and takeaways from the book that relate to harnessing conflict for team improvement.
· Implementing Conflict Positively in Team Dynamics: Practical approaches to foster a culture where conflict leads to positive outcomes.
· Real-Life Examples of Conflict Leading to Innovation: Case studies demonstrating how conflict has driven innovation and improvement.
· Building Trust Through Healthy Conflict: Techniques for building and maintaining trust through the process of constructive disagreement.
· Conflict Resolution: Offering practical tips and techniques for resolving disputes effectively.
· The Importance of Perspective in Conflict Situations: Understanding different viewpoints to enrich the resolution process.
· How to Encourage Constructive Disagreements: Encouraging team members to engage in healthy debates without damaging relationships.
· Leadership and Conflict: Guidance for leaders on embracing conflict as a tool for personal and organizational growth.
· Q&A Session: Addressing common questions and concerns about managing conflict in the workplace.
Join us in this enlightening episode of the Beacon Way Podcast as Adrienne Wilkerson, CEO and Co-Founder of Beacon Media and Marketing, discusses the transformative journey of becoming an entrepreneurial powerhouse. Discover the core values and dynamic strategies that have shaped Beacon's success in the ever-evolving world of digital marketing. Whether you’re a budding entrepreneur or a seasoned business owner, this episode offers valuable insights into cultivating a thriving, innovative company.
Key Points:
· Entrepreneurial Spirit at Beacon: Adrienne discusses her personal journey and the core values that define Beacon as an entrepreneurial company.
· Inspirational Insights: A revelation from Dan Sullivan's book that redefined Beacon's approach to entrepreneurship.
· Learning by Doing: Emphasizing the importance of hands-on experience over theoretical knowledge in digital marketing.
· Adaptability in Workflows: How Beacon embraces adaptable workflows and results-focused objectives to stay competitive.
· Flexibility Over Rigidity: The strategic advantage of embracing ambiguity and versatility in a rapidly changing industry.
· Prioritizing People: Beacon’s commitment to putting people over profit, emphasizing employee well-being and a supportive culture.
· Valuing Contributions from All: Recognizing and valuing input from team members at all levels to foster innovation.
· Cultivating Relationships: The importance of building strong, genuine relationships both within the company and with clients.
· Commitment to Innovation: Rejecting the comfort of the status quo by continuously seeking innovation and embracing change.
· Knowledge Sharing: Advocating for a culture of openness and transparency in sharing knowledge, benefiting the entire industry.
· Encouraging an Abundance Mindset: Promoting a culture where knowledge is shared freely, fostering an environment of growth and mutual benefit.
This week, we’re diving deep into the evolving world of AI in marketing with host Jennifer Christensen and special guest Michelle Williams in this engaging episode of The Beacon Way. We unpack the exciting and sometimes daunting aspects of AI, how it's being integrated into marketing strategies today, and what ethical challenges arise. This episode is packed with forward-thinking ideas, practical advice from industry insiders, and a peek into the future of digital marketing. Perfect for marketers, business owners, and anyone intrigued by the intersection of technology and marketing.
Key Points:
· Introduction to AI in Marketing: Exploring the role and impact of AI technologies in current marketing strategies.
· Insights from Macon Marketing AI Conference: Key takeaways and lessons from a major AI conference attended by industry leaders.
· AI Policy Development: How different departments at Beacon are creating specific AI guidelines to streamline their operations.
· Human Creativity vs. AI Automation: Balancing technological efficiency with the need for human creativity and intuition in content creation.
· Ethical Use of AI: Discussing the ethical implications and responsibilities of using AI in marketing.
· Future Predictions for AI: Speculations and expert opinions on the future developments in AI and its effects on marketing practices.
· AI’s Impact on Jobs and Business Operations: How AI is transforming job roles and business processes within the marketing industry.
· Interactive Q&A: Addressing audience questions and concerns about implementing AI in marketing strategies.
· Conclusion: Summarizing the discussion and providing thoughts on responsible AI use in marketing going forward.
This week, we’re diving deep into the evolving world of AI in marketing with host Jennifer Christensen and special guest Michelle Williams in this engaging episode of The Beacon Way. We unpack the exciting and sometimes daunting aspects of AI, how it's being integrated into marketing strategies today, and what ethical challenges arise. This episode is packed with forward-thinking ideas, practical advice from industry insiders, and a peek into the future of digital marketing. Perfect for marketers, business owners, and anyone intrigued by the intersection of technology and marketing.
Key Points:
· Introduction to AI in Marketing: Exploring the role and impact of AI technologies in current marketing strategies.
· Insights from Macon Marketing AI Conference: Key takeaways and lessons from a major AI conference attended by industry leaders.
· AI Policy Development: How different departments at Beacon are creating specific AI guidelines to streamline their operations.
· Human Creativity vs. AI Automation: Balancing technological efficiency with the need for human creativity and intuition in content creation.
· Ethical Use of AI: Discussing the ethical implications and responsibilities of using AI in marketing.
· Future Predictions for AI: Speculations and expert opinions on the future developments in AI and its effects on marketing practices.
· AI’s Impact on Jobs and Business Operations: How AI is transforming job roles and business processes within the marketing industry.
· Interactive Q&A: Addressing audience questions and concerns about implementing AI in marketing strategies.
· Conclusion: Summarizing the discussion and providing thoughts on responsible AI use in marketing going forward.
Welcome to the first episode of the Beacon Way Exec Series! Join Beacon Media and Marketing co-founders Jennifer Christensen and Adrienne Wilkerson, along with partner Ken Okonek, as they dive deep into the nuances of effective communication and conflict management within business leadership. Discover actionable insights on fostering a collaborative environment, utilizing personal growth for business success, and mastering the art of communication diversity to enhance team dynamics.
Key Points:
·Diverse Communication Styles: Discussion on managing different communication styles among business partners and their impact on company dynamics.
·Strengths and Communication Profiles: The implementation and benefits of using Gallup Strength Profiles to enhance team understanding and performance.
·Emotional Intelligence: The crucial role of emotional intelligence in leadership and its influence on company culture and success.
·Personal Growth for Professional Success: The intertwined relationship between personal development and professional advancement.
·Healthy Conflict: Strategies for navigating disagreements constructively and the importance of trust in fostering productive conflicts.
·Building Trust and Respect: How establishing trust and respect among partners is foundational to successful business operations.
·Impact of Personal Experiences on Professional Growth: How personal backgrounds and experiences influence professional behaviors and decisions.
·Closing Thoughts on Trust and Authenticity: Reflections on the importance of authenticity and trust in building a successful team and business.
Dive into the depths of Google Ads with host Jennifer Christensen and Emily Miles, a seasoned paid ads and reporting specialist, in this insightful episode of the Beacon Way podcast. Learn actionable strategies to boost your ad performance, understand crucial metrics, and leverage branding for higher conversions. Whether you're a small business owner or a marketing professional, this episode will equip you with the knowledge to optimize your digital campaigns effectively.
Key Points:
·Important Metrics for Google Ads: Discussion on various metrics like reach, clicks, impressions, cost per click (CPC), and cost per lead (CPL), focusing on how to measure the success of ads based on campaign goals.
·Significance of Quality Ad Scores: Explaining the importance of Google's quality ad scores and how they impact ad performance and algorithm interactions.
·Impact of Landing Pages on Ads: How well-designed landing pages that match ad content can significantly improve ad performance and user engagement.
·Branding and Its Influence on Ads: The substantial role of branding in ad recognition and conversion, including statistical insights on the effectiveness of branded content.
·Ad Optimization Tips: Practical advice on optimizing ads for better performance, including the use of descriptive headlines, unique descriptions, and relevant extensions.
·Favorite Aspects of Ad Management: Emily shares her personal enjoyment in identifying opportunities for improvement through data analysis.
·Starting with Google Ads on a Budget: Tips for small businesses or individuals looking to start with Google Ads without a significant initial investment.
·Future of Digital Advertising: Thoughts on the evolving landscape of digital advertising, including the role of generative AI and the increasing importance of brand trust.
Join our host Jennifer Christensen and special guest Brandon Dixon, our Lead Paid Ads Specialist, as they delve into the intricacies of Meta and Google Ads. This episode is packed with actionable strategies and expert insights designed to help both novice and advanced marketers enhance their ad performance and drive better results.
Key Points:
- Key Meta Ads Metrics: Importance of metrics like cost per lead and click-through rates for tracking ROI. Detailed explanation of which metrics matter and why.
- Meta vs. Google Ads: Comparison of the strengths of Meta and Google Ads. Strategies for integrating both platforms to enhance overall marketing efficacy.
- Optimizing Click-Through Rates: Tips on how to improve click-through rates using creative adjustments and precise targeting. Examples of successful creative strategies and common pitfalls.
- Understanding Meta's Relevance Score: Explanation of what the Relevance Score is and its significance in ad campaigns. Impact of ad relevance on campaign performance and audience engagement.
- Use of Instant Forms in Meta Ads: Discussion on the effectiveness of using instant forms on Meta, tailored to specific industries. Insights on when to keep potential customers on Meta for forms versus directing them to a website.
- Client Involvement in Campaign Success: The importance of client collaboration and accurate lead tracking for campaign success. How clients can help optimize advertising strategies through feedback and engagement.
- Listener Q&A: Interactive session where Brandon answers specific listener questions about digital advertising. Practical advice on common advertising issues and effective strategies.
Join host Jennifer Christensen on the Beacon Way Podcast as we delve into the transformative power of technology in business growth. This episode features CJ, a HubSpot specialist and the COO of 4Cast, who shares her expert insights on making HubSpot a cornerstone of business success.
Key Points:
- Introduction to Technology's Role in Business: Emphasizing how integrating technology can streamline operations and solve organizational problems.
- Choosing the Right Technology: Guidelines on how to evaluate and select the appropriate technologies that align with specific business needs.
- Avoiding Common Mistakes: Discussion on typical pitfalls in tech adoption and how to avoid them for more effective technology integration.
- Deep Dive into HubSpot: Insights into maximizing the use of HubSpot in various business environments, especially focusing on its impact in healthcare.
- Strategies for Effective Implementation: Key strategies to ensure successful adoption and implementation of new technologies across teams.
- The Importance of Specialization: Benefits of specializing in specific platforms like HubSpot over broader, less focused solutions.
- Future of AI in Business: Exploring how artificial intelligence is changing the business landscape and what businesses need to do to stay competitive.
- Expert Advice from CJ: Personal insights and professional strategies from CJ, a seasoned HubSpot specialist, on harnessing technology for business growth.
Join host Jennifer and Databox expert Fedor Simic as they dive deep into the power of benchmarking. Discover how businesses can leverage real-time data to set performance standards, optimize strategies, and achieve unparalleled success. Whether you're in marketing, sales, or finance, this episode has something valuable for you!
Key Points:
- Introduction to DataBox and Benchmarking: Fedor Simic from DataBox explains the significance of benchmarking in modern business operations.
- Roles and Experiences at DataBox: Fedor shares his journey through various roles at DataBox, highlighting his transition from support roles to a partnership manager.
- Overview of Benchmarking Tool: An in-depth look at DataBox's benchmarking tool, which offers broad and narrow real-time benchmarks for different industries.
- Specific Application in Mental Health Industry: The episode discusses how benchmarking has revolutionized performance indicators for businesses specializing in mental health.
- Benefits of Benchmarking for Business Owners: Fedor discusses how benchmarking answers crucial performance questions and helps in setting realistic goals.
- Diverse Integrations for Comprehensive Benchmarking: The integration possibilities with DataBox, including Google Ads, Facebook Ads, HubSpot, Salesforce, QuickBooks, and Xero, are explored.
- Popular Trends in Benchmarking: Insights into the most utilized aspects of benchmarking, focusing on marketing, sales, and financial data.
- Creating Custom Benchmarks and Surveys: How businesses can use DataBox to create bespoke benchmarks and conduct surveys to gather industry-specific data.
- Using Data to Attract and Retain Clients: Strategies for using benchmark data to generate valuable content, establish thought leadership, and attract new clients.
- Real-world Impact of Benchmarks: Case studies and examples illustrating how companies have used benchmarks to make informed decisions and improve business outcomes.Accessing and Using DataBox: Guidance on how to start using DataBox, including free access options and the process of connecting data sources to gain insights.
Links Mentioned in Today’s Episode:
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing @beaconmm
Join host Jennifer and guest expert Bob Hutchins as they delve deep into the transformative power of AI in business and marketing. In this episode of The Beacon Way podcast, they explore the intersection of technology, marketing strategies, and the future of business agility. Learn how businesses of all sizes can leverage AI for data-driven growth, enhance customer personalization, and navigate the ethical landscape of digital marketing. Whether you're a marketer, business owner, or AI enthusiast, this conversation is packed with insights and actionable strategies.
Key Points:
- Introduction to AI in Business: Overview of how AI is transforming business processes and marketing strategies.
- Rapid Evolution of AI: Discussion on the accelerated pace of AI development and its impact on various industries.
- Historical Lessons from Tech: Comparisons drawn from the dot-com bubble to current AI advancements.
- Data and AI Integration: The significance of integrating AI with business data for enhanced decision-making and operational efficiency.
- Ethical Considerations and Data Privacy: Importance of establishing a governance framework for ethical AI usage and ensuring robust data privacy measures.
- Small Language Models: How businesses are using small language models to refine their marketing efforts and communication.
- Practical Steps for AI Adoption: Guidance on where businesses can start with AI implementation and the importance of data literacy.
- Future of Marketing: The potential for hyper-personalization at scale and how AI can enable businesses to tailor experiences uniquely to each customer.
- Cultural Shifts in Business: Encouraging a culture of AI adoption within organizations to foster innovation and strategic advancement.
Links Mentioned in Today’s Episode:
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing @beaconmm
Bob Hutchins LinkedIn
Human Voice Media Website
Join us in this enlightening episode of The Beacon Way as we dive deep into the world of SEO with expert Zoe Ashbridge from Forank. Discover advanced SEO strategies, understand how to measure your SEO success, and explore the evolving role of AI in search engine optimization. Zoe shares invaluable insights and real-world examples that will help you elevate your SEO game. Whether you're an SEO beginner or a seasoned professional, this episode is packed with actionable advice and cutting-edge knowledge.
Key Points:
- Introduction to Zoe Ashbridge: Insight into Zoe's background and her role at Forank, her company.
- Measuring SEO Success: Discussion on different metrics to measure the effectiveness of SEO strategies, including clicks, impressions, revenue, and conversions.
- Advanced SEO Tactics: Exploring deeper SEO strategies used by experts to enhance visibility and engagement.
- Impact of AI on SEO: Zoe's perspective on the integration of AI in SEO practices, including the benefits and potential drawbacks.
- Real-world SEO Case Studies: Zoe shares specific examples and outcomes from her professional experience to illustrate successful and unsuccessful SEO strategies.
- SEO Tools and Resources: Recommendations for essential tools and resources that can aid in improving SEO efforts, such as Google Search Console and SEO Ranking.
- Ethical Considerations in SEO and AI: Discussion on maintaining integrity and ethical practices while using advanced technologies like AI in SEO.
Explore insights on leveraging AI for marketing with Austin Armstrong, focusing on his tool Syllaby for video content and tackling industry challenges.\
Show Notes
- Austin Armstrong, a digital marketing expert with a focus on AI and video marketing, shares insights from his experience.
- Discussion on Armstrong's AI tool, Syllaby, designed for video marketing, emphasizing its features like generating video scripts and scheduling content.
- Addressing common issues like video resistance and content consistency, and how Syllaby helps overcome these.
- Syllaby's primary users include service-based businesses like therapists and real estate agents, aiming to resonate with their audience's pain points.
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Plans for Syllaby include more personalization and features to enhance user engagement and content creation.
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AI in Marketing: The broader impact of AI on marketing and content creation, with a focus on ethical considerations and future potential.
Links Mentioned in Today’s Episode:
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing @beaconmm
linkedin.com/in/austinarmstrong90
https://socialtypro.com/
https://syllaby.io/
https://www.linkedin.com/company/mentalhealthmarketingconference/
https://wefunder.com/
Explore work-life balance strategies with Robert Fukui on The Beacon Way podcast, focusing on family dynamics and personal growth in entrepreneurship.
Key Points This Episode:
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Introduction of Robert Fukui as a coach working with entrepreneurs, particularly in family business dynamics.
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The concept of "family business" extends beyond direct family involvement in the business operations.
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Emphasis on balancing business growth with personal life, particularly family time.
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The challenge many entrepreneurs face in becoming too engrossed in their business at the expense of personal freedom and family time.
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The importance of delegating and focusing on one's strengths.
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The role of identity and work ethic in personal and business development.
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Strategies for achieving work-life balance and ensuring family priorities are maintained.
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The impact of business decisions on personal relationships and family dynamics.
Links Mentioned in Today’s Episode:
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing @beaconmm
linkedin.com/in/robertfukui
https://marriedentrepreneur.co/
marriedentrepreneur.co//blog
thetandembook.com/
Jennifer Christensen explores Olya Clem's journey in mental health, her adoption of Brainspotting in therapy, and her insights on running a successful practice on The Beacon Way.
Key Points From This Episode:
-
Introduction to Olya Clem, CEO and founder of Common Thread Counseling.
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Olya's journey from Russia to the U.S. and her passion for helping people with childhood trauma.
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Discussion on the importance of incorporating culture and personal experiences into therapy.
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Introduction to Brainspotting as a modality for deep healing.
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The unique approach of Brainspotting and its benefits for both clients and therapists.
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Olya's experience in private practice and the transition to group practice.
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The impact of specializing in a niche on business success.
Links Mentioned in Today’s Episode:
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing @beaconmm
Olya Clem on LinkedIn
Improve your therapy marketing with Omar Ruiz, an experienced marriage and family therapist and Psychology Today marketing expert. Boost your private practice with essential strategies and tips for your Psychology Today profile optimization and effective social media use.
Show Notes
- Omar Ruiz's expertise as a licensed therapist specializing in couples therapy and infidelity issues.
- The transition from insurance-based to private pay practice: insights and impacts
- Self-education journey: learning marketing through YouTube University
- Business creation: coaching services for therapists focused on online private practice
- Optimizing a Psychology Today profile: importance of profile image, opening lines, additional photos, and introduction video
- Crafting an effective Psychology Today profile: strategies including using leading statements, offering value, inspiring hope, and incorporating a call to action
- The highlight feature on Psychology Today: the significance of keyword usage
- Online resource: Omar Ruiz's YouTube channel "Online Private Practice" for therapists seeking marketing support and profile reviews.
Links Mentioned in Today’s Episode:
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing @beaconmm
linkedin.com/in/omar-a-ruiz-lmft-ab1b8738
talkthinkthrive.com
Online Private Practice, LLC
https://www.youtube.com/@onlineprivatepractice
Join Jennifer Christensen and LinkedIn expert, Andy Pondillo, as they share success strategies & valuable tips for digital marketing.
Key Points from This Episode:
- Andy Pondillo, a LinkedIn enthusiast and expert, concentrates on LinkedIn for his consulting work.
- Became proficient with LinkedIn during the COVID-19 pandemic, finding success with his approach.
- Advocates for the significance of immediacy in social media content, to grab audience's attention.
- Stresses the importance of testing and experimentation in successful marketing.
- Advises the allotment of 5-10% of budget to test new strategies and platforms.
- Appreciates the unique perspectives and collaboration between different generations and roles in the marketing industry.
- Available on LinkedIn for queries and assistance.
- Runs a podcast named "The Making of a Marketer" discussing various marketing topics.
Links Mentioned in Today’s Episode:
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing @beaconmm
linkedin.com/in/andy-pondillo
Jennifer Christensen explores Sales Recruitment alongside Dan Fantasia. Together, they delve into the evolving landscape of recruitment while emphasizing the significance of human capital.
Links Mentioned in Today’s Episode:
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing @beaconmm
FACEBOOK (PERSONAL): https://www.facebook.com/dan.fantasia
FACEBOOK (BUSINESS): https://www.facebook.com/TreelineInc
LINKEDIN: https://www.linkedin.com/company/treelineinc/
INSTAGRAM: https://www.instagram.com/treelineinc/
TWITTER: https://twitter.com/TreelineInc
YOUTUBE: https://www.youtube.com/@TreelineInc
Jennifer Christensen and Valerie Van Galder discuss the journey of the Depressed Cake shop, promoting mental health awareness through community bake sales and sharing experiences.
Key Points From This Episode:
- Introduction to Valerie Van Galder, founder of Depressed Cake Shop, a unique initiative using pop-up bake sales to raise both funds and awareness for mental health.
- A brief overview of Valerie's professional background, including her experience in corporate marketing and the film industry.
- Personal connection to mental health issues: How Valerie's father's struggle inspired her advocacy and creation of a platform for sharing stories.
- Details about the Depressed Cake Shop: How it is a community-driven project, allowing people to host their own bake sales, with proceeds benefiting local mental health charities.
- Valerie's belief in the power of community and connection as tools to fight loneliness and foster mental well-being.
- Encouragement for individuals to tap into their passions as therapeutic outlets, with examples such as art and baking.
- The potential of small and grassroots movements to make major impacts on mental health issues.
- A call to action from Valerie: pushing for increased advocacy, research, and improved treatments for mental illnesses, such as bipolar disorder.
- Emphasizing the intersection of mental health and basic needs, including housing and safety.
- Final words of encouragement from Valerie, urging listeners to take proactive steps such as reaching out to others, participating in community events, and supporting mental health initiatives.
Links Mentioned in Today’s Episode:
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing @beaconmm
linkedin.com/in/valerie-van-galder-a5737943
depressedcakeshop.com
depressedcake
The Beacon Way talks with Shelby Robbins, founder of Antelope Recovery, about her virtual mental health program for teens and the journey of bootstrapping growth.
Show Notes:
- Antelope Recovery, a virtual intensive outpatient program for teens with substance use and mental health struggles, is founded by Shelby Robbins.
- Located in Boulder, Colorado, Antelope Recovery is bridging the gap between once-a-week therapy and residential treatment for teens.
- The program offers support for teens following recent mental health crises without long-term care options and also those in need of preventative care.
- The adoption of the virtual care model in the mental health sector has increased, especially due to the COVID-19 pandemic.
- Antelope Recovery strives to maintain high-quality care while reaching as many teens as possible.
- The program uses innovative virtual products to engage teens, including therapy groups in a Minecraft space and conducting group sessions during walks.
- The issue of teens not completing treatment is a major challenge in mental health care; Antelope Recovery is specifically addressing this problem.
- The organization is founded on transparency and is focused on building a robust startup team.
- Antelope Recovery has successfully raised a small friends-and-family round of investment, with considerations of a series A round in the future.
Links Mentioned in Today’s Episode:
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing @beaconmm
https://www.anteloperecovery.com/
linkedin.com/in/shelbyrobbins1
Unlock your business potential with Karie Kaufmann, Action Business Coach. Learn to overcome challenges and scale up with insights from her journey.
Key Points From This Episode:
- Karie Kaufmann, a Scaling Up certified business coach with a rich experience of 18 years.
- Known for her expertise in working with scale-up businesses and helping them unlock their potential.
- Winner of the 'Coach of the Year' award, reflecting her dedication to the field.
- Her mantra: Business should enrich your life, not drain it.
- Identifies and addresses the common issue of businesses getting stuck on a growth plateau.
- Strong advocate for mindset shifts among business owners for better outcomes.
- Recognizes the significant impact small businesses have on community and economy.
- Karie's mission: Empowering leaders and businesses to reach their full potential.
- She highly values winning, personal growth, and the journey of building a business.
- Karie, the "vitamin coach", is dedicated to aiding her clients in achieving their vision and elevating their business.
- Ideal clientele: Confident, humble, coachable individuals who prioritize their executive education.
- Karie underscores the significance of community and connections in business success.
- Promotes challenge acceptance among business owners and encourages them to view these as lessons to grow.
Links Mentioned in Today’s Episode:
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing @beaconmm
https://kariekaufmann.com/
https://scalingup.com/
linkedin.com/in/kariekaufmann
@CoachKarie
Discover how Wired for Addiction explores biopsychosocial aspects of addiction, the role of mental health in criminal cases, and the power of preventative testing in this powerful episode.
Key Points From This Episode:
- Wired for Addiction is an organization focusing on the biological aspects of addiction, providing home test kits and individualized support to help people understand and manage their conditions.
- They focus on mitigating physiological pain points of addiction and work closely with biomarkers discovered by renowned organizations such as NIH, NIDA, and NIAAA.
- Their approach goes beyond traditional Western medicine, empowering individuals by identifying genetic defects and providing support specific to personal biochemical pathways.
- Recommendations made by Wired for Addiction may include various therapies, behavioral changes, and medication, paving the way for a holistic treatment approach.
- The organization also provides objective documentation of conditions related to alcohol, sex, drugs, gambling, and mental health in criminal cases, contributing to fair and informed sentencing.
- A significant part of their work involves advocating for the humane treatment of individuals with behavioral health issues, emphasizing the role of mental health in criminal history.
- They believe that supporting mental health during and after sentence reduces recidivism rates, benefiting not only the individual but also the economy, families, and communities.
- Wired for Addiction stands for the integration of proactive biomarker testing into routine physical checkups for early diagnosis of potential behavioral health issues.
- Their objective is to highlight the importance of early diagnosis and management of conditions like ADHD, underscoring the need for a shift in the way we understand and explain feelings for more diverse diagnoses and treatment plans.
- They emphasize treating the root cause of problems rather than just the symptoms, cautioning against the sole reliance on medication.
- A major part of their advocacy is breaking the stigma around addiction, encouraging the understanding of the disease from a scientific perspective and pushing for biological support in addiction treatment.
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing @beaconmm
https://www.wiredforaddiction.com/
linkedin.com/in/jacqueline-hall-91067112a
Wiredforaddiction.com
https://www.amenclinics.com/
Supporting mental health in Minnesota schools, Prairie Care Fund provides crucial funding for resources, training, and peer-to-peer initiatives.
Key Points From This Episode:
- Introduction to Prairie Care Fund, a mental health nonprofit boosting mental health initiatives in Minnesota schools.
- Overview of how the funds can be used including curriculum, books, fidgets, HeartMath monitors.
- Highlighting the impact of Prairie Care Fund: $1.4M awarded, over 80,000 students and staff impacted.
- Tackling the challenge: 69 grant applications in 2023, $1.5M requested, only $220,000 awarded.
- Unfolding the success stories: mental health first aid training, peer-to-peer training, and early onset mental illness identification skills.
- Striving to reduce mental health stigma and provide coping mechanisms.
- The imperative need for mental health resources and support in schools.
Links Mentioned in Today’s Episode:
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing @beaconmm
linkedin.com/in/michael-moody-800b5b187
https://www.linkedin.com/company/prairiecare-fund/
https://www.prairiecarefund.org/
This informative 29th episode of The Beacon Way podcast explores the transformative insights on homelessness and mental health through Interfaith Sanctuary. Interfaith Sanctuary is a low-barrier homeless shelter in Boise, Idaho, providing a safe haven for everyone. Discover how they challenge misconceptions about homelessness and the intersection with mental health.
Key Points From This Episode:
- Interfaith Sanctuary is a year-round homeless shelter that began as a mobile winter shelter.
- The shelter welcomes all individuals, regardless of background, sobriety status, or sexual orientation.
- A new building has been purchased to expand the facility from its current 10,000 square feet.
- The shelter provides for approximately 170 guests each night with an additional 97 accommodated in a hotel during the pandemic.
- On-site programs include mental health services, a homeless art collective, a newspaper, and a food service training program.
- The future shelter plans to be a national model, focusing on de-escalation, continuous safety, and a secured space for progress.
- Homelessness is primarily due to system failures and limited housing availability.
- Mental health and addiction issues are generally a consequence of homelessness, not the root cause.
- Common triggers for homelessness include loss of income, health problems, inaccessible benefits, and loss of required documentation.
- Emphasis is placed on the importance of empathetic listening and assistance in mental health care.
- Interfaith Sanctuary offers several programs to help individuals reintegrate into the community.
- Former guests of the shelter are encouraged to take part in mentorship programs and support groups.
- Private funds sustain general operations while diverse funding streams support specific programs.
- Despite facing opposition and legal setbacks, a capital campaign is underway to finance the new shelter.
- The local community significantly contributes to the funding of Interfaith Sanctuary's operations.
Links Mentioned in Today’s Episode:
linkedin.com/in/jodi-peterson-stigers-a845548
interfaithsanctuary.org
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing @beaconmm
Join The Beacon Way podcast as host Ken Okonek sits down with Peter Caputa, CEO of Databox, for a deep dive into the world of data. Learn about Databox's integrations, capabilities, and how it uses machine learning to forecast results and identify trends. Discover how generative AI can boost your company's knowledge and insights. Tune in to understand how Databox can help improve your business's performance and visit benchmarks.databox.com to see where you stand compared to other companies.
Show Notes:In this enlightening 28th episode of The Beacon Way podcast, host Ken Okonek welcomes Peter Caputa, the CEO of Databox. Peter underscores the significance of data in making informed business decisions. He opens about Databox's functionality, detailing its integration with over 70 tools for comprehensive business data monitoring. The platform enables companies to construct dashboards, track conversions, bridge with CRMs, and more. Peter highlights the potential of machine learning algorithms in predicting outcomes using historical data and pinpointing shifts in metrics like sales call volume or PPC costs. Lastly, he stresses Databox's primary objective – aiding businesses in interpreting and enhancing their performance data
Key Points from This Episode:
- The Beacon Way podcast hosts Peter Caputa, CEO of DataBox.
- DataBox is a software system that helps businesses gather crucial data.
- Data from DataBox aids in measuring business performance and operations.
- DataBox aims to support small businesses by offering data free of charge.
- Users participate in surveys or share tool access to acquire the data.
- This system promotes smarter decision-making in business through data utilization.
Links Mentioned in Today’s Episode:
linkedin.com/in/pc4media
pc4media on Twitter
www.databox.com
linkedin.com/in/ken-okonek
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing @beaconmm
In episode 27 of The Beacon Way podcast, host Jennifer Christensen welcomes Chris Maliszewski, one of the founders behind the Walking Tall movement. Chris shares his personal journey as a mass shooting survivor and how it led to the creation of Walking Tall—a mental health movement aimed at turning tragedy into triumph. The episode explores the importance of vulnerability, storytelling, and the power of human connection in overcoming trauma and promoting mental well-being. Chris and Jennifer discuss the challenges faced in today's society, the worsening mental health statistics, and the need for a different approach. This episode is a source of inspiration and hope for anyone navigating trauma or mental health struggles. It reminds listeners that they are not alone and that healing and growth are possible.
Key-points in the episode:
- Guest: Chris Maliszewski, one of the founders of the Walking Tall movement
- The Walking Tall movement aims to create a mental health movement based on severely traumatizing experiences.
- Chris is a mass shooting survivor, having experienced a mass shooting on July 4th, 2022
- Todd Blyleven, another mass shooting survivor, reached out to Chris and they collaborated to start the Walking Tall movement.
- The movement believes that vulnerability is strength and aims to help others through their experiences.
- The Walking Tall podcast is the first part of their movement, where they share stories of people walking through trauma and turning tragedy into triumph.
- The podcast covers various mental health issues, not limited to mass shootings.
- The movement encourages people to use the hashtag #WalkTall on social media to identify as part of the movement and show support.
- They are recruiting ambassadors who are willing to share their stories and be resources for others.
- The movement aspires to expand its efforts through charitable work and technology initiatives to improve access to therapy.
- Chris and Todd emphasize the importance of vulnerability, caring, kindness, and listening to help reduce mental health crises and support those in need.
Links Mentioned in Today’s Episode:
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing @beaconmm
linkedin.com/in/chris-maliszewski-cprp-20190061
https://www.linkedin.com/company/walking-tall-movement/
linkedin.com/in/todd-blyleven
linkedin.com/in/vanetta-larosa-91157b44
Episode description: In The Beacon Way Episode 26, host Jennifer Christensen interviews Lexi Trainor of Yaaruin Consulting about integrating personal values into business, authentic self-awareness, and overcoming negative stereotypes of Alaska Native people. Learn how to celebrate cultures in business with this engaging podcast episode.
Key Points From This Episode:
• Lexi Trainor is the CEO of Yaaruin Consulting, a business whose name derives from the traditional Yup'ik women's story knife used to pass down traditional knowledge.
• Lexi has worked diligently to hone in on her self-awareness and offer value to others through her business.
• As an Alaska Native woman, she experienced difficulties growing up due to negative stereotypes and a lack of exposure to higher education opportunities.
• She draws inspiration from Gloria O’Neil, the CEO of Cook Inlet Tribal Council, as well as her own culture’s emphasis on connection and community.
• Jennifer Christensen values differences between people and celebrates how unique perspectives can enhance one another.
• Jennifer Christensen posed the question of how to celebrate and embrace differences and also uplift women as a community.
• Lexi Trainer shared her experiences of feeling like women's appreciation is countercultural, but hopeful that it is changing.
• She described that when putting together her business values, empathy and understanding everyone's life story was a priority.
• Lexi believes that recognizing the struggles of others, even if they are not shared publicly, is the best way to support one another in the community.
• Specifically, she suggests ways such as providing specific help or opportunities for one-on-one or group communication and listening/learning each other’s stories. Ada's story about “ability without visibility not being worth anything” was used as an example.
• Lexi Trainer is a storyteller and strategic communications expert who specializes in Alaskan Native cultural consulting.
• Her services include helping people strategize their branding, social media management and photography.
• She encourages others to be vulnerable and form strong connections with one another through sharing experiences.
• Lexi’s passion lies in providing outreach and education campaigns for people in rural Alaska.
• Jennifer Christensen recommends Lexi’s services, noting her openness and ability to make a difference.
Links Mentioned in Today’s Episode:
Lexi Qass’uq Trainer
yaaruinconsulting.com
lexi@yaaruinconsulting.com
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing @beaconmm
CIRI Foundation
Join hosts Adrienne Wilkerson and Jennifer Christensen in episode 25 of The Beacon Way podcast, as they chat with Paul Roetzer, founder of Marketing AI Institute, about the state of AI for marketers. Discover how AI is revolutionizing the marketing landscape and what businesses can do to stay ahead of the game. From automating content creation to optimizing user experiences, explore the benefits and challenges of implementing AI in your marketing strategy. Tune in now to stay ahead of the rapidly-evolving digital landscape.
Key points from the Episode:
- Paul Roetzer, CEO of Marketing AI Institute, discusses the history and evolution of AI in marketing.
- AI can help marketers understand the needs and preferences of their customers better by analyzing data and predicting their behavior.
- Marketers need to ensure that they are using AI ethically, transparently, and responsibly, to avoid biases and maintain customer trust.
- Automation is likely to play a more significant role in marketing as AI technologies continue to develop and improve.
- The future of AI in marketing may involve the increased use of chatbots and other conversational interfaces to provide more personalized marketing experiences.
- There is a trend of advising companies to use AI for the first draft of content.
- It is possible for AI to generate content for clients under a work-for-hire agreement, but there may be copyright issues to consider.
- AI can assist in generating ideas or providing insights for content creation.
- AI-generated content can be used as a starting point, but editing and revisions are still necessary to ensure quality and accuracy.
- Human input and creativity are still essential in the content creation process to maintain authenticity and engagement.
- Podcasts, videos, events, and opinion pieces with clear points of view are all great forms of marketing content.
- Authentic branded content is becoming increasingly important, as it helps consumers connect with the people behind the content.
- The utility is important in marketing content; it should answer a question or provide some value to the reader or viewer.
- Efficiency tools can help reduce costs and improve the quality of content over time, making it difficult for competitors to keep up.
- Efficiency improvements of 10-30% can be achieved through the use of technology across various areas such as writing, advertising, video production, and graphic design.
- Competitors who are slow to adopt technology risk falling behind quickly in the next 12 months.
- The game is evolving rapidly, and the use of technology is no longer just an incremental improvement but a game-changing differentiator between firms.
- Catching up with firms who have already started to infuse technology into their services will become increasingly difficult over time.
- Continuous evolution in technology makes keeping up with emerging trends and innovations is essential for businesses to remain competitive.
Marketing AI Institute
LinkedIn: Paul Roetzer
Twitter: paulroetzer
I(n this episode of the Beacon Way Podcast, Beacon CMO Jennifer Christensen speaks with Kelly Farrell, founder of Design Room, about the power of branding. Kelly shares her expertise in the field and explains why branding is so crucial to the success of businesses. As a specialist in branding, Kelly offers insights into niching your business, a tactic that can help you stand out in a crowded market. She shares her journey of discovering her passion for branding, and how Design Room has become a goto agency for healthcare branding, with a focus on behavioral health. Don't miss this episode to gain key insights into the importance of branding and what sets businesses apart.
Key Points From This Episode:
- An introduction of our guest, Kelly Farrell of Design Room
- Branding is crucial for the success of
businesses. - Branding is not well understood by most
clients. - Design Room specializes in branding, while Beacon is a digital marketing
company. - Kelly explains why niching your business is
important. - All aspects of a business should work together to remove barriers and provide a seamless customer experience.
- Don't be afraid to embrace a more brand minded mindset moving forward.
- Take small steps and make sure your values, vision, mission, and culture reflect what you say.
- Competition is no longer an issue, it's the clutter from all the noise options that people have.
- Take a consistent position in the market so your light can shine through.
- Utilize experts within the business to create rich content that supports digital efforts.
Links Mentioned in Today’s Episode:
- linkedin.com/in/kellydrc
- designroom.com
- https://twitter.com/designRoom
- Jennifer Christensen on LinkedIn
- Jennifer Christensen on Twitter
- Beacon Media+Marketing
- BeaconMedia+Marketing@beaconmm.com
In this episode of The Beacon Way, Jennifer Christensen interviews Steve Turney, the organizer of the Mental Health Marketing Conference. Steve shares his insights into the challenges and opportunities of scaling a business, and the role that conferences can play in driving growth.
Key Points From This Episode:
- The conference started as a more localized event and transitioned to a national event.
- Private equity frothiness, technology and innovation changes, and health systems awakening have helped mental health gain more attention in recent years.
- Mental health is the last bastion of Biocare and is critical to address.
- Trends in technology, economics, and societal changes are creating a giant wave that needs to be navigated.
- Steve Turney is actively working to create an inclusive conference experience.
- He has included affinity groups for solo travelers and implemented a policy to ensure no one feels like a second-class citizen.
- The goal is to create a true melting pot of people, regardless of their ticket type or perceived status.
- Steve Turney suggests creating a room setting that encourages comfort with leaning forward and backwards, indicating important or divisive conversations.
- He advocates providing content in advance via fractional work groups to accommodate different paths up the mountain.
Links Mentioned in Today’s Episode:
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing Twitter @beaconmm
linkedin.com/in/steveturney
https://www.linkedin.com/company/mentalhealthmarketingconference/
https://youcanpym.com/
https://www.penguinrandomhouse.com/authors/164027/will-guidara/
https://www.harpercollins.com/products/setting-the-table-danny-meyer?variant=32122420363298
Today we take a deep dive, continuing with what we discussed in our previous episode, into the field of mental health. The conversation today is with a special guest, Avivit Fisher, a marketing consultant who founded REdD Strategy. Her mission is to help mental health private practice owners understand, plan, and enjoy marketing. She wants to educate therapists and clinicians who are starting with what they need, how to structure their messaging, and what language to use so that they are targeting and attracting the appropriate clientele. As listeners tune in, they’ll hear about what brought Avivit to the field of mental health, the problem with the messaging being sent out by therapy marketers, and how she helps therapists remove barriers to reach the right people. She shares her catalyst for pursuing therapy and what lead her to start her own business. For some key insights and great resources, don’t miss this episode! Enjoy.
Key Points From This Episode:
- An introduction to our guest, Avivit Fisher.
- What brought her to mental health field.
- The problem with the messaging sent out by therapy marketers.
- How Avivit helps therapists to break down barriers and get to the right language point to reach the right people.
- We talk about the specific things people are looking for and who your message should target.
- The catalyst that pushed Avivit in her journey, to want to go and talk to somebody.
- When Avivit started her business and started helping other therapists.
- The difference between strategy, tactics, and marketing language.
- Avivit’s vision for expanding and growing her business.
- Jen talks about the process of finding a business partner.
Links Mentioned in Today’s Episode:
Avivit Fisher on LinkedIn
Avivit Fisher on Instagram
Avivit Fisher on Twitter
REdD Strategy
Therapy Business Brief
Adrienne Wilkerson on LinkedIn
Adrienne Wilkerson on Twitter
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing @beaconmm
Gender-based violence (GBV) is a pandemic that has sat with us throughout the ages and, sadly, the trend seems set to continue in the foreseeable future. Victims of GBV are often silenced, and forced to sit with their trauma within the harsh confines of their minds. Today’s guest, musician, life coach, and entrepreneur Hana Kahn, has broken the shackles and freed her voice as she speaks about the difficult situations she’s been forced to overcome. She shares a potentially triggering account of the abuse and sexual violence she endured as a teenager and an adult, and how those experiences drove her to pursue a career in mental health. Then, we take a look at her other professions as we find out about her love for marketing and the impressive array of musical instruments that she plays. Hana explains why she can’t see herself living a life without therapy, a necessary component in dealing with the extreme levels of GBV that we see in Alaska and across the country. On a lighter note, our guest names the people that have helped shaped her career, and she gives some uplifting advice for those who are ready to embark on a journey of healing and recovery. We are grateful that women of all ages are starting to speak up more about their horrible experiences, and we applaud Hana Kahn for being so brave in her vulnerability. As you listen to and engage with the difficult topics explored in this episode, please do so with care.
Key Points From This Episode:
- Today’s special guest, Hana Kahn, tells us why she enjoys being on podcasts.
- TW: For listeners wishing to avoid Hana’s accounts of abuse and rape, please skip audio between [02:08] and [03:37].
- The personal traumas that drove Hana to get involved in the mental health industry.
- Where Hana’s love for marketing stems from.
- Why she can’t see herself living a life without therapy
- The instruments she plays as a musician.
- Discussing the daunting state of gender-based violence in Alaska and everywhere else.
- Hana’s day-to-day activities and what she’s currently working on.
- The people in her life who helped shaped her professional journey.
- Hana shares some wholesome advice for those who are starting their healing process.
- Exploring the age groups of her clientele.
- The beauty of being able to have difficult conversations more openly and across all generations.
Links Mentioned in Today’s Episode:
Hana Kahn
Hana Kahn on Instagram
Hana Kahn on YouTube
Hana Kahn on TikTok
Hana Kahn on Spotify
Hana Kahn on Apple Music
This Is My Brave
We are Golden Stars
The Limitless Life Course
Taylor Rae
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing @beaconmm
Today we have a very powerful tool at our disposal to attract and recruit talent and build an incredible company culture: digital marketing! In today’s episode of The Beacon Way Podcast, we are telling you how you can make use of this tool! You will hear about why you need to be as bold as possible, the importance of celebrating and connecting with your employees, why the way you respond to reviews is critical, how you can take advantage of an internal digital communication tool, and how to inspire employees. We also give you four key areas to focus on when recruiting online, and show you a great example of a company who has made the brave decision to use their own staff on their website! Finally, we talk about why it is essential to move towards having a remote/hybrid working environment. So, to step up your digital marketing and recruitment game, tune in now!
Key Points From This Episode:
- A webpage that uses marketing to showcase culture, help with recruitment, and attract talent.
- How you can safely use your staff in marketing to connect with clients.
- The importance of being bold in marketing.
- Why you need to celebrate your employees and care about their lives on a personal level.
- A fun thing we do at the beginning of every week to connect with our employees.
- Four key areas to focus on when marketing for recruitment online.
- Looking at your website, about page, and social media.
- Reading your reviews and direct messaging your employees or people who know you.
- Why you should not avoid nor be afraid of your reviews.
- The importance of having an internal digital communication tool.
- How being consistently inspiring towards your staff helps everybody in the long-run.
- Why you should have a remote/hybrid work environment if you can, and why it matters.
Links Mentioned in Today’s Episode:
Ellie Mental Health
Slack
Microsoft Teams
Adrienne Wilkerson on LinkedIn
Adrienne Wilkerson on Twitter
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing @beaconmm
We’re back with our digital marketing theme, and today we will be taking a closer look at recruitment marketing in particular. There are four stages of adopting trends, and we learn why the early adoption phase is the best one for a business to operate in. We’ll take a closer look at how the adoption phase you’re in affects the logistics of a company, including turnover, money, time, and candidate response. The bottom line is you do not have to reinvent the wheel when it comes to recruitment marketing; all you need is to integrate it into your normal marketing strategy and allow it to piggyback on your already-set methods.
Key Points From This Episode:
- Today, we will be exploring the ins and outs of recruitment marketing.
- Recapping our last episode on digital marketing, recruiting, and culture development trends.
- Why the early adoption phase is the best one for a business to be in.
- Statistics on how the adoption phase affects the logistical pieces of a company.
- How attracting talent through your brand reduces turnover, costs less and takes less time.
- The reasons why you’re likely to attract more qualified candidates through brand recruiting.
- Why you don’t have to reinvent the wheel to develop your culture through marketing.
- How the same methods used for attracting new clients also work in attracting candidates.
- Why it’s wise to integrate recruitment marketing with your usual marketing plan.
- A note to tune into next week’s episode as we explore specific tools and techniques.
Links Mentioned in Today’s Episode:
Adrienne Wilkerson on LinkedIn
Adrienne Wilkerson on Twitter
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing @beaconmm
Did you know that you can use digital marketing to not only market your business but attract talent and maintain and enhance your company culture, even after you’ve hired people? Join us for this episode of The Beacon Way as we share some key insights from the past 10 years and track how digital marketing and recruitment marketing has evolved. We take a look at some of the disruptions that have taken place in the advertising industry and unpack why it is important to be able to use your digital platforms for so much more than just sales. As the world of digital marketing and social media expands, we need to expand with it in order to stay in front of it. This episode will help you do just that, so make sure to tune in today!
Key Points From This Episode:
- How digital marketing disrupted the traditional advertising industry.
- The transparency that comes with social media and digital marketing.
- Why it’s important to meet consumers and talent where they’re at.
- Ways that communication styles have evolved with technology.
- Recruitment strategies that yield success for employers.
- Tips for engaging with potential talent on social media.
- Stay tuned to learn how to utilize the digital marketing tools you already have!
Links Mentioned in Today’s Episode:
Adrienne Wilkerson on LinkedIn
Adrienne Wilkerson on Twitter
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Welcome to part 2 of building out your strategy here on The Beacon Way Podcast. Today, we are going to get into the nitty-gritty of how to put together your marketing calendar. You first need to ascertain how much time you’re going to give to marketing by weighing up your company’s goals, checking how much time and money you have available, and being clear on your strengths and weaknesses. Then, you’ll need to outsource tasks with the understanding that digital marketing is a specialized field and nobody is an expert in all roles. It’s wise to focus on video and content when it comes to marketing, and isolating one or two social media platforms will help streamline your path to success. Finally, you’ll learn why LinkedIn is a business’s best friend and why consistency is the only currency that matters. We thank you for joining us!
Key Points From This Episode:
- How to ascertain how much time you need to designate to marketing.
- Plotting your company’s goals, checking money against time, and marking your strengths.
- Why outsourcing is vital.
- Understanding that digital marketing is a specialized field and nobody can do everything.
- The main marketing focal point for any startup.
- Video and content as marketing essentials.
- Why only focusing on one or two social platforms may be the best way to start.
- LinkedIn as a business must-have.
- Always being consistent and staying in your lane to make it easier.
- Choosing the right time to start: when you are not overwhelmed.
Links Mentioned in Today’s Episode:
Adrienne Wilkerson on LinkedIn
Adrienne Wilkerson on Twitter
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing on Twitter
Today, we will be breaking ground on a new topic: building out your strategy. We all know that having a brilliant, brand-aligned, audience-driven marketing strategy will give you the best chance of achieving your goals. So, in part one of this episode series, we discuss why your business’ foundation is the key element of your strategy document and we break down exactly why it’s so important. Digital marketing relies heavily on market response and it’s important to go back to the basics and ensure that you are catering to your desired audience. You’ll learn how to use your truth north to differentiate constructive feedback from noise, why the only feedback that matters is that of your audience, and how to let go of personal preferences to serve the greater goal. Be sure to tune in!
Key Points From This Episode:
- Introducing today’s topic: part one of building out your marketing strategy.
- The key element of your strategy document.
- Why your foundation is so important.
- How digital marketing relies heavily on market response.
- Going back to basics.
- Using your true north to distinguish constructive feedback from noise.
- Only accepting feedback from your followers, users, and target audience.
- As an owner, letting go of personal preferences to serve your target market.
- Being open to ideas that don’t resonate with you but align with your brand and values.
Links Mentioned in Today’s Episode:
Adrienne Wilkerson on LinkedIn
Adrienne Wilkerson on Twitter
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing @beaconmm
Welcome to The Beacon Way Podcast! Today we have our fourth and final episode on websites. This episode is all about your support pages, and why you shouldn’t forget them! Although they seem like something that should get the least focus, your support pages are more important than you think. We discuss your blogroll, your Frequently Asked Question (FAQ) page, and your contact page to help you to better understand why it deserves more attention than you may be giving it. By building trust, using backlinks and call-to-action functions, providing visual resources, creating sectioned questions, and using chatbots, you will learn why your support pages can be leveraged as an effective tool for customer service!
Key Points From This Episode:
- A welcome to the final episode on websites!
- A look at the changes in blogrolls (blog pages).
- How a blog role can be an effective and important tool for your website.
- Why search engine optimization (SEO) is perfect for blogrolls.
- What questions and information you should have on your blogrolls.
- The importance of backlinks and using a call to action function.
- Why you should never overpromise on your FAQ page.
- A comparison of how smaller versus larger companies should structure their FAQ page.
- Thinking from a customer’s perspective.
- Using technology to enhance customer service rather than putting customers off.
- What you should have on your contact page.
- How to structure your contact page that allows customers to have multiple options.
- How customer service is not only for new customers.
- Jennifer’s opinions on having and using a chatbot.
Links Mentioned in Today’s Episode:
Adrienne Wilkerson on LinkedIn
Adrienne Wilkerson on Twitter
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing @beaconmm
Welcome to The Beacon Way Podcast! Today is our third episode on websites, and we’re talking specifically about why we think you should put your prices on your website, although it seems controversial! We will guide you through the ways to avoid awkward price conversations, get the best traffic from online ads, remove barriers to entry, and cultivate a connection with your clients. We’ll also cover what to have on your service page: from visuals, infographics, detailed information, and blogs, to before and afters. Listen in for some important do’s and don’ts, advice on being open and transparent, why to highlight your vendors, and more!
Key Points From This Episode:
- A welcome to the third episode on websites!
- A look at how much deeper you should go when advertising on a website.
- Defining a good potential lead.
- Why you cannot overshare information on your service pages.
- Why an educational sharing style is best for a service that does not convert easily.
- When you should use visuals, links, and customer reviews on your website's service page.
- Why 2000 words per service page are ideal.
- Breaking up your service page with visuals, infographics, detailed information, blogs, and before and afters.
- How to manage your service page (be specific!) to get the best out of Google ads.
- Why you should put prices on your service pages.
- How to get more traffic on your service pages.
- The power of being open and transparent.
- Why you shouldn't bait and switch, but rather be honest about your prices.
- Highlighting your vendors to get more clients.
Links Mentioned in Today’s Episode:
Google ads
Wendy’s
Adrienne Wilkerson on LinkedIn
Adrienne Wilkerson on Twitter
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing on Twitter
Welcome to another exciting episode of The Beacon Way Podcast! Today, our hosts Jennifer Christensen and Adrienne Wilkerson continue our series about websites. For our second episode in July, we are focussing on building a Home and About page that people want to read. We kick off by discussing what above-the-fold and below-the-fold mean and what you need to do in order to get them right: establish your unique selling position, credibility, reputation, and brand. Then, we find out that simple navigation works best, and our hosts provide a few tips on how you can accomplish this. You’ll learn why calls to action are essential, how to rank well on Google, why it’s important to answer pertinent questions on your Home and About pages, how to best build your About page, and why it is that your About page is actually your relationship-building page. Finally, our hosts tell us how Beacon has structured its About page and why, and how having many of your company’s staff on your About page can help create familiarity and build instant trust. You don’t want to miss this one!
Key Points From This Episode:
- Introducing today’s topic: “Build a Home and About Page people want to read.”
- Above and below the fold: what they mean and why they’re still applicable today.
- Your Home page as your website’s prime real estate.
- What you need to accomplish in the above-the-fold spot.
- The unique selling position and establishing credibility, reputation, and brand.
- Making navigation as easy as possible and guiding your clients through your website.
- Some tips on how to provide simple navigation.
- What below-the-fold content looks like and how to rank well on Google.
- Providing a call to action during page/content breaks.
- Why it’s important to answer questions and be helpful through your website’s navigation.
- The best practices when building your About page.
- Jennifer explains why your About page is actually your relationship-building page.
- Beacon’s About page and why they have set it up that way.
- Key elements that your About page should have.
- Why having as many staff members on your About page is a good idea.
- Creating familiarity and instant trust.
- Breaking down barriers by making it personal.
- Creative ways to solve the barrier issue.
- Upcoming topics: your Services and/or Products page.
Links Mentioned in Today’s Episode:
Adrienne Wilkerson on LinkedIn
Adrienne Wilkerson on Twitter
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Ivan Misner on LinkedIn
BNI
Beacon Media + Marketing
Beacon Media + Marketing @beaconmm
Beacon Media + Marketing Email
Welcome to another engaging and informative episode of The Beacon Way with our hosts, Adrienne Wilkerson and Jennifer Christensen. We are sticking with the theme of building your brand and how to make sure that your marketing cultivates connection with your clients, and today and for the rest of the month we’re honing in on Websites because your website is the hub of all your marketing. As a start, we talk about what the goals of your website should be and the reason why your website needs to be effective. Then, we take a closer look at 5 goals, including your website as a means of clients getting to know you, the experience your website provides for its visitors, creating content that is geared towards your target market and having full knowledge of yourselves as a business and indeed your desired audience. We discuss why it’s essential to remove barriers and the type of research you need to be doing on the back end, before explaining what conversions are through some examples. Adrienne gives us her version of the history of websites, and one thing we know now is that, in 2022, a website validates your business: if you don’t have one, you probably don’t exist! Finally, we take a look at some upcoming topics, as well as a quick rundown of website navigation and your website’s basic foundation pages. Be sure to tune in!
Key Points From This Episode:
- What the goals of your website should be.
- Why you need an effective website.
- Goal 1: your website as the foundation for clients to get to know more about you.
- Goal 2: the twofold experience your website provides: visual and ease of access.
- Why it’s important to remove barriers.
- Goal 3: driving website content toward answering the questions of your intended audience.
- Goal 4: understanding who you are and who your target market is.
- Doing the research on the back end.
- Goal 5: conversions.
- A website as your digital salesperson.
- What conversion means, and some examples.
- Taking the pre-qualification workload away from the internal staff and giving it to the website.
- Adrienne gives us her perspective and a very brief history of websites.
- How websites validate businesses: if you don’t have one, you probably don’t exist!
- COVID, remote work, and online businesses.
- Taking a look at upcoming topics: online reviews and putting prices on your website.
- Website navigation: keep it simple.
- The basic foundation pages of your website.
Links Mentioned in Today’s Episode:
Adrienne Wilkerson on LinkedIn
Adrienne Wilkerson on Twitter
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Amazon
Beacon Media + Marketing
Beacon Media + Marketing @beaconmm
Beacon Media + Marketing Email
Welcome to a new, captivating episode of The Beacon Way Podcast! This episode is the finale of a four-part series, covering all things brand messaging. Our hosts, Adrienne Wilkerson and Jennifer Christensen tackle the last topic of the series: “How to practically use your information to boost your brand on social media.” This episode wraps up the series by taking everything we have learned, from building your brand, profiling your target audience, to understanding your industry, and combining it all together to form your position in the digital marketing place. We start by understanding the differences between organic content versus PPC (pay per click), and why Beacon Media values organic social. We learn that organic content creates brand awareness, and Adrienne and Jen dig deep into the crux of social media platforms, from Facebook to Pinterest and LinkedIn, to uncover the reasons behind their fluctuations in popularity. To add to it all, we look at stereotypes, interesting statistics, and the power of reusing and repurposing content as a means to grow your business. We hope you join us for the final episode that ends off this series with a bang!
Key Points From This Episode:
- Today’s episode covers topic four: “How to practically use your information to boost your brand on social media.”
- Understanding your client’s position in the digital marketing place.
- Digging into the social media platforms and organic social.
- Organic content versus PPC (pay per click).
- Looking at the reasons for the increasing growth in popularity of LinkedIn.
- The decrease in popularity of Facebook, its pros and cons, and use of messenger.
- Talking about the value of Pinterest and touching on Twitter and Instagram.
- Looking at typical stereotypes relating to social media platforms.
- Understanding the target market using TikTok and the complexities of using the platform.
- Reusing and repurposing social media content.
- Identifying the questions in your industry and being willing to share your content on all platforms.
- The importance and power of sharing your information and secrets on social media.
Links Mentioned in Today’s Episode:
They Ask You Answer
Etsy
eBay
YouTube
TikTok
Snapchat
Adrienne Wilkerson on LinkedIn
Adrienne Wilkerson on Twitter
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing on Twitter
Beacon Media Email
Welcome to another gripping episode of The Beacon Way Podcast! This episode is the third of a four-part series, covering all things brand messaging. Our hosts, Adrienne Wilkerson and Jennifer Christensen, tackle the third topic of the series: “What problem does your product or service solve for your target audience?” and ”What makes you different from your competition?” We start by understanding how we can, and should, stand out in our industry. We learn how to identify desirable marketing channels, how we can remove our growth barriers, and how to solve problems without complicating things. We take a deep look at whether there can be a balance of price, speed, and quality and how you can evolve and interchange between the three. We are lucky enough to hear personal examples from Jen and Adrienne about the evolution of Beacon Media, how they created a business model based on their clients, and their core values of growth, scaling, and thriving. Plus, we take a look at how, although it's frustrating, asking deeper and difficult questions sets you in good stead for the future. We hope you can join us!
Key Points From This Episode:
- Today’s episode covers question three: “What problem is your product or service solving?”
- Recognizing the difference between a pain point and problem-solving.
- How to be aware of your ego and the barriers it may place on your business.
- The business model Beacon Media uses as an example of how to recognize pain points.
- Identifying, and then deepening your understanding, of your customers' pain points.
- What to consider when solving your clients’ problems, and how you may be uncovering more problems during this process.
- Why clients struggle with internal marketing or the internal side of sales.
- Understanding what makes your business unique and different from your competition.
- The importance of understanding your industry.
- The triangle of a balance of quality, speed, and price and some applicable examples.
- Niching in your company and the potential evolution.
- Deciding if you want to make money out of quality or quantity.
- How to be introspective about your company values and be successful from that.
Links Mentioned in Today’s Episode:
McDonald’s
Burger King
Wendy’s
Coca-Cola
Pepsi
Airbnb
Donna Karan
DKYN
Adrienne Wilkerson on LinkedIn
Adrienne Wilkerson on Twitter
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing on Twitter
Beacon Media Email
Welcome to another exciting episode of The Beacon Way Podcast! This episode is the second of a four-part series, covering all things brand messaging. Our hosts, Adrienne Wilkerson and Jennifer Christensen tackle the second topic of the series: “Who is your target audience and why is it important to know them?” Despite being scary, we begin to understand the significance of asking tough questions. Luckily, Adrienne and Jen give us methods of dealing with the feedback and how, through research and breaking away from traditional methods, we can connect our passions with our target market's needs. Using this to go beneath our preconceived ideas of our target audience, we gain a deeper understanding of their pain points, what they care about, and how to solve their problems. Join us to put all this information together and begin to understand the importance of intentionality and authenticity when advancing our business and targeting our ideal audience.
Key Points From This Episode:
- This is the second episode of a four-part series.
- Today’s episode covers question two: “Who is your target audience and why is it important to know them?”
- Where Jen starts the process of walking a client through identifying their target audience.
- Start by looking at your target audience's point of view and the problems you want to solve.
- Understanding your target audience's needs as interrelating to their issues.
- How to match your unique point of view to solve a problem for your target market.
- How people love to buy from someone they know, like, and trust.
- Solving marketing barriers by creating connections and niching down.
- The flaws of broadening your marketing messages.
- What inspired Adrienne and Jennifer to break away from traditional marketing methods.
- Defining your target market and audience to better understand and fulfill your goals.
- Why Jennifer advises staying away from politics and religion in your marketing.
- Authentic messaging to deepen connections and advance your business.
- Identifying pain points and narrowing messaging down to meet these.
- Forming a relationship with your clients and interviewing for feedback for improvement.
- The importance of research, watching trends, and networking.
- Adjusting your business based on feedback from clients and focus groups.
Links Mentioned in Today’s Episode:
Adrienne Wilkerson on LinkedIn
Adrienne Wilkerson on Twitter
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing on Twitter
Beacon Media Email
Welcome to a new and exciting episode of The Beacon Way Podcast! This episode is the first of a four-part series, covering all things brand messaging. Our hosts, Adrienne Wilkerson and Jennifer Christensen, ask the first big question of the series: “Who are you as a company?” They discuss the importance of being self-aware, sticking to your values, and practicing authenticity in all things related to your business. They go on to explain why you need to acknowledge and embrace your story to establish what your business stands for. Plus, we get a sneak peek into how Adrienne and Jen manage their business, Beacon Media + Marketing, and how they coach clients to discover their brand. From throwing away vanity numbers to asking yourself the hard questions, we hope you can join us for a constructive and informative episode!
Key Points From This Episode:
- This is part one of a four-part series.
- Explaining the ideas of four questions for a company to ask about their brand messaging.
- Today’s episode covers question one: “Who are you as a company?”
- The importance of self-awareness, values, and authenticity.
- Why we need to remember our story and articulate it to our customers.
- The fear and downplaying of needing to make money when managing your business.
- The importance of having knowledge of what your company is worth.
- The significance of asking yourself “What am I for?” and “What am I against?”
- How Pia Silva influenced Jen’s business journey.
- The questions Beacon Media + Marketing asks their clients to help them discover their brand.
- How and why Beacon Media + Marketing is against vanity numbers to build a marketing plan.
- A brief look at part two: target markets.
Links Mentioned in Today’s Episode:
Pia Silva
Badass Your Brand
Adrienne Wilkerson on LinkedIn
Adrienne Wilkerson on Twitter
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing on Twitter
Beacon Media Email
Welcome back to part two of our conversation about the buying process! In the previous episode, we explored customer expectations throughout the buying process, so make sure to and check out Episode 6 to learn more about that. Today, we further expand on how a company should interact and create an important relationship with its customers during all stages of the buying process. We’ll guide you through the different stages that customers go through, from research all the way to purchasing a product/service, and take you on a personal tour of The Beacon Way’s business model as a perfect example of how to help your clients understand their customer's goals. Next, we give you a guide to begin your own customer support journey by looking at how The Beacon Way helps with identifying problems, providing examples, and removing barriers. Tune in today to learn how to cultivate personal relationships and values, all while providing consistency, transparency, and customer autonomy!
Key Points From This Episode:
- The aim of this podcast: identifying different stages of the marketing and buying process.
- The problem stage: a risky topic that feels furthest away from a company’s goal of purchase.
- How educational content is provided when customers research their identified problems.
- Why customers need to be self-selecting without feeling forced to make decisions.
- How the Beacon Way can help identify problems, provide examples, and remove barriers!
- The research and evaluation stage; the importance of consistency within your branding.
- How, with your help, customers must move from identifying a problem to identifying a need.
- Giving enough information and resources so customers independently choose your product.
- The purchase stage: building a positive relationship and buying experience.
- The value of transparency, responding to reviews, and honesty about your target market.
- A look into how The Beacon Way helps you cultivate a personal relationship with clients.
Links Mentioned in Today’s Episode:
Episode 6: What is the Customer Buying Process?
Adrienne Wilkerson on LinkedIn
Adrienne Wilkerson on Twitter
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing on Twitter
Beacon Media Email
Is there a way you can get ahead in the world of digital marketing to ensure that you are your customers’ first choice? In this episode of The Beacon Way Podcast, we break down the five stages of the customer buying process. First, we discuss how you can grab your target market at the stage of them identifying a need for something. We then talk about how ensuring that the information you provide about your product makes the customer feel secure during the research phase of their purchase. Next, we give you tools to be their first choice when evaluating options before delving into the actual purchase of the product. Finally, we talk about the importance of the post-purchase follow-up service. Join us today to put your best digital foot forward!
Key Points From This Episode:
- Breaking down the stages of the customer buying process.
- One: identifying the problem.
- Two: research.
- Three: evaluating options.
- Four: client making the purchase.
- Five: the post-purchase follow-up service.
Links Mentioned in Today’s Episode:
Adrienne Wilkerson on LinkedIn
Adrienne Wilkerson on Twitter
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing @beaconmm
Google review
Clutch UpCity
Yelp
Welcome to another episode of The Beacon Way Podcast, a show that focuses on the current trends and the dynamic world of digital marketing for small businesses. Digital marketing has created many exciting avenues for businesses to reach potential clients, but what are the potential negative aspects of digital marketing? In today’s episode, we discuss the importance of identifying and removing barriers to digital marketing to help your business reach its full potential. We discuss breaking-down complex clients to their basic components, why it is important to focus marketing efforts, and some common challenges that businesses experience with digital marketing. We also learn how some barriers can be beneficial, how to cultivate connections with clients, lessons that Jennifer and Adrienne learned over their professional careers, and much more! Tune in to learn insider tips and tricks and how to help your business reach its full potential with The Beacon Way Podcast!
Key Points From This Episode:
- How to solve complex problems by breaking them down into simple components.
- Jennifer gives us some examples of complex problems in the digital space.
- Why it is essential to address potential questions that potential clients might have.
- We find out some simple methods to increase trust with your customer base.
- The importance of focusing efforts on your ideal client and not everyone.
- Understanding who your client is in order to remove barriers.
- Some of the challenges that come with client retention.
- How some barriers can actually help you identify your ideal clients.
- Adrienne explains the financial and emotional costs associated with new and old clients.
- The lessons that Jennifer and Adrienne learned early in their career journeys.
- Start your business from a general perspective and then identify the niche clients.
- Examples of the common barriers that businesses face in the service industry.
- Jennifer gives us some tips and tricks to breaking some simple barriers.
- More examples of common challenges that businesses are currently faced with.
- How breaking-down complex client needs visually to communicate concepts effectively.
- Adrienne explains the approach to cultivating connections with the clients.
Links Mentioned in Today’s Episode:
Adrienne Wilkerson on LinkedIn
Adrienne Wilkerson on Twitter
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
The Beacon Way Email
Oftentimes with digital marketing, there’s a lack of human-to-human contact, but the connection with your potential clients is crucial when it comes to marketing. The Beacon Way ensures that you, as a company, cultivate conversations and connections with your ideal clients. Welcome back to another episode of The Beacon Way Podcast, this is our first episode talking specifically about The Beacon Way, what it is, and why we believe it's going to revolutionize and help a lot of amazing people and companies out there. Join us as we share more on the details of The Beacon Way, how to bring back human-to-human connection into digital marketing, how important your website is to convert visitors into clients, and so much more. Make sure not to miss out! Enjoy!
Key Points From This Episode:
- Jennifer shares more about the Beacon Way and how it helps cultivate connections with a company's ideal clients.
- How social media and digital marketing have transformed marketing as a whole.
- How bringing back human-to-human connection into digital marketing transforms the whole buying process.
- We discuss how the Beacon Way is formulated: tone, body language, and words.
- The most important things for clients to see or experience when visiting your website.
- Jennifer takes us through an example of how to evaluate your website.
- The importance of removing barriers to converting a visitor to a client on your website.
- We end with a recap of the important principles of cultivating connections with ideal clients.
Links Mentioned in Today’s Episode:
Adrienne Wilkerson on LinkedIn
Adrienne Wilkerson on Twitter
Jennifer Christensen on LinkedIn
Jennifer Christensen on Twitter
Beacon Media + Marketing
Beacon Media + Marketing @beaconmm