Mac Frederick

Here's a lesson shared by Mike Womack at NJMEP during our podcast interview: Trade shows should not be a scan and pray exercise. They redesigned their approach so buyers could say yes right at the booth. The goal was not more scans. The goal was more conversions while the energy was high. Here is the simple checklist I took from Mike’s story: ✅ One clear call to action for the whole campaign ✅ An offer that can be accepted on the spot ✅ A sit down area for real buying conversations ✅ A simple price sheet and terms ready to go ✅ A fast decision path who signs and what you need ✅ Follow up still matters, but capture momentum now If you work events, try this at your next show and measure the lift. How do you turn event energy into revenue? -Ryan

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Sat down with Evan Noll, a fractional CMO out of Philly, and this conversation touched on something a lot of operators learn the hard way. Evan works with ambitious, growth-stage businesses, helping them build marketing processes and clarify brand messaging. What she enjoys most is the part people don’t talk about enough, meeting new founders, learning their real challenges, and understanding the specifics behind how each business actually operates. One of the hardest lessons she shared was learning when to say no. Not every client is the right fit, and not every engagement should move forward. Saying yes to everything can quietly become one of the most expensive mistakes. Her advice was refreshingly simple. Start before you feel ready. Learn on the job. Get reps. Keep moving. Most people don’t get stuck because they lack talent. They get stuck because they wait too long to begin. Appreciate Evan for sharing honest perspective from the work.

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What does it take to build a $28M beverage brand in under two years, without alcohol, and with Shopify at the center? Aaron Nosbisch figured it out. BRĒZ sells a microdose drink that’s part alt-alcohol, part wellness, and somehow legal to ship online... On The Unofficial Shopify Podcast, Aaron breaks down: • How BRĒZ scaled from DTC launch to retail juggernaut • Why brand and performance don’t have to compete • What most ecommerce founders miss about timing • The playbook they used to build a following—and a flywheel Link in comments.

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January reminder: DO NOT REPORT MER ON TOTAL SALES (or net sales). *Shopify default reporting is total sales* Your December returns will deceive you into thinking you're less efficient than you are.

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A minimum viable partnership motion for small agencies... Not all agencies have the means to invest significant resources into partnerships. But we also know that partnerships can be a significant driver of quality leads. At Barrel Holdings, we've been thinking about what a lightweight partnerships program can look like. Some of our agencies have dedicated partnerships managers while others try to make it work with a patchwork of resources. Here are some thoughts: Start with your target partners - Make a short list of partners who already sit near your clients: platforms, complementary agencies, consultants, communities. - Build one relationship at a time. Know what they do. Let them know what you do. Make it easy to refer - Put together an agency one-pager: what you do, who you serve, when to bring you in, proof (case studies, testimonials), etc. - Keep terms simple: e.g., 10% of collected services for 12 months. Paid monthly, net 30. Give before you ask - Route non-fit leads to partners regularly. - Share useful resources or notes that make them look good to their clients. Adopt a simple rhythm - Same-day acceptance of intros, track in CRM or spreadsheet. Keep referrer posted on progress. - Monthly email to partners: wins, what we’re working on, where we can help, shout outs to those who referred. - Quarterly check-ins, in person or on video calls. Compare notes and ask how we can help their clients. Track a few numbers - Commission Payouts: YTD, by quarter, and by partner. - Partner-sourced pipeline and wins. - Leads we gave to partners and any outcomes we hear back. There are definitely more sophisticated ways to do this (e.g., tiering partners, different commission structures, co-marketing, account mapping, etc.), but many agencies lack even these very basic motions mentioned above. Turn these basic activities into non-negotiable habits within the agency and see the results compound over time. As you land more biz and generate more profits, you can invest in building out a more and more robust partnerships practice. == 🟢 Find this useful? Check out our resource for agency leaders at AgencyHabits. If you want to sell your agency, DM me or check out Barrel Holdings.

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You can’t run a $20M business with a $2 brand. Buyers aren’t inside your factory or on your shop floor. They have no idea you’ve doubled capacity, added R&D staff, or landed three blue-chip accounts. What they do see is your website, your proposal deck, and your LinkedIn profile. And if those look like they were last updated when you were half the size you are today, they assume the rest of your business is stuck there too. Your brand is your proxy. It either signals “we’ve evolved” or “we haven’t moved.” Trust me when I say that in industrial markets, there is no middle ground. So, does your brand reflect your actual capabilities? Or does it reflect your capabilities from five years ago?

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Google Ads or Facebook Ads for local businesses? Harrison Jack Hepp Jack says: 👉 Google = better lead quality & foot traffic 👉 Facebook = great for low-budget event promos & engagement Smart choices = better results. 💡 Watch the full episode for expert insights: https://lnkd.in/gaUWT6R2 #LocalMarketing #GoogleAds #FacebookAds #SmallBusiness #DigitalMarketing

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Most businesses are still approaching AI search the same way they approached SEO five years ago and that’s where the disconnect starts. Traditional SEO is focused on rankings. Keywords, backlinks, page speed, and technical structure designed to help your site appear in search results. It’s still important, but it’s no longer the whole picture. GEO is different. Generative engine optimization isn’t about where you rank. It’s about whether your content is understood, trusted, and reused by AI systems that summarize answers for users before they ever click a link. If your content isn’t structured clearly or doesn’t provide real substance, AI skips it entirely. AEO sits between the two. It helps your content become the direct answer for specific questions through featured snippets, voice search, and People also Ask results. SEO gets you found. AEO helps you get selected. GEO helps you get cited. Going into 2026, businesses need all three working together, not competing with each other. Pages built only for rankings often fail in AI experiences. Content written only for AI summaries often fails to convert real people. The brands pulling ahead understand the difference and build content with intent. They know when to optimize for search visibility, when to optimize for direct answers, and when to structure content so AI can confidently reference it. At Clark & Co, we help businesses move beyond outdated SEO playbooks and build search strategies designed for how discovery actually works today. If you want your content to rank, answer, and show up inside AI experiences, let’s talk.

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"We get 100K downloads per month but no sponsors want to work with us." This DM hit my inbox yesterday. And it perfectly illustrates the biggest misconception in podcasting right now. Download numbers don't equal influence. I've seen podcasters with 10K downloads land better sponsorship deals than those with 100K downloads. Why? Because sponsors don't just buy your audience size. They buy your personal brand presence. When a sponsor Googles your name, what do they see? → Just a podcast on Apple/Spotify? → Or a recognized thought leader across all platforms? Here's what actually gets sponsors excited: ✓ Viral clips showcasing your expertise ✓ Posts with thousands of engagements ✓ Speaking gig announcements ✓ Media mentions and features ✓ A personal brand that extends beyond audio One of our clients landed 3 sponsors in 60 days not because her downloads suddenly exploded, but because we helped her become the face of her niche online. We took her best podcast moments and turned them into authority-building content across every platform. Now when sponsors Google her name, they don't just see a podcast host. They see an industry leader. Your expertise is already in your episodes. We just help the world see it.

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A $4.01 fee just turned into a public brand conversation — and the brand probably doesn’t even know it. Saw this in my large local community group today. Someone ordered Jersey Mike’s delivery and noticed a new $4.01 “service fee” described as: “This helps offset the costs of digital convenience.” Not delivery. Not tip. Not tax. An extra line item. Whether that fee is coming from the brand, a franchise, or the delivery platform… the bigger point is this: The conversation is happening publicly — and the brand may have no idea. Local community groups are basically modern-day Yelp + customer service + brand reputation management… all rolled into one thread. And these posts spread fast. A few takeaways (not picking on Jersey Mike’s - love their Sammies — this is happening everywhere): • Customers don’t mind paying for convenience… • They hate surprise fees. • Vague labels like “digital convenience” create immediate distrust: “What exactly am I paying for?” • Once trust is questioned, people change behavior fast (pickup, different restaurant, stop ordering altogether). If you’re a brand leader, this is also a reminder: If you’re not monitoring local chatter spaces, you’re reacting late. Curious: Are you seeing more “service” / “convenience” fees show up in your area? And on the brand side — would you rather: 1. bundle it into pricing 2. show it clearly upfront 3. waive it for pickup/loyalty 4. eliminate it and absorb the cost Would love to hear how others are handling it.

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When two SEO agencies merge, it’s not just about revenue. It’s about people, process, and culture. Tyson Stockton, COO and co-founder of Previsible, recently led the acquisition of Internet Marketing Ninjas. In our latest episode of The Page 2 Podcast, Tyson shares: 🧩 How to blend teams without losing identity 🗺️ Why they kept the Ninja brand intact 📈 What SEO agencies need to evolve in an AI-first world 🤝 And how he's scaling leadership while stepping away from the day-to-day He also opens up about something many leaders don’t admit: the org chart is never done, and adaptability is the real skill in M&A. If you’re leading growth - or even thinking about a merger - this episode is a must-listen. 🎧 https://lnkd.in/e_BYjWnT 📺 https://lnkd.in/ejE5MV8s 💬 What’s one lesson you’ve learned from integrating two teams?

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Here’s the uncomfortable truth: Your best customers don’t live on platforms. They live in partnerships. If you’re willing to spend $50, $80, even $100 for a lead through an ad. Why not pay that to someone who already has your customer’s trust? Now imagine this instead of bidding against 10 other companies on Google. You get a warm intro from someone your customer already trusts. This is where real growth happens not by shouting louder, but by thinking smarter. Operational efficiency. Customer trust. Strategic partnerships. This is how the top 1% grow while everyone else spins their wheels. So ask yourself: Are you building your business for today’s clicks, or tomorrow’s referrals?

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What can <£100k actually deliver on TV? For Fiverr in March this year: 📈 Their second highest ever conversion rate from ATL 📉 Lowest registration CPA on record 🚀 +58% uplift in signups year-on-year Not through scale. Through smart, challenger planning. At MNC, we help brands unlock TV’s potential by dismantling five expensive myths: 💰Myth 1: “We need millions to make TV work.” Wrong. We’ve driven results off sub-£100k budgets by compressing activity into tight bursts that build frequency fast. 📺 Myth 2: “Cheap DRTV will do the job.” Daytime-only plans feel efficient but stall reach. We always include peak airtime to drive memory and performance. 🌐 Myth 3: “One broadcaster is simpler.” It’s limiting. We diversify across broadcasters and VOD to balance cost, control, and audience quality - not media-owner interests. 🎬 Myth 4: “Cut the creative to save.” 10s and 20s rarely land for brands with lower awareness. 30s consistently outperform when you need to educate and convert. 📊 Myth 5: “Just optimise to CPA.” Too narrow. We track both response and brand impact, avoiding the trap of chasing cheap slots that don’t scale. Challenger brands often think TV is too big, too opaque, or too risky. But the problem isn’t TV. It’s how most people plan it. Thanks to Colette Bloom and the Fiverr team - a long-standing partnership built on doing things differently.

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The easiest way for video production companies to land high-ticket video sales on LinkedIn (Our client closed a $35K deal using this!) If you run a video production company and struggle to land high-value video clients, read this. We recently helped Jordan Lung from JL Video close a $35K deal using this video prospecting strategy. Here’s an outline of the process we used for JL Videos: 1. Build a list of ideal video clients Use Sales Navigator to filter decision-makers who need video marketing (CMOs, Marketing Directors, Founders, etc). Save their details in Google Sheet. 2. Craft a clear narrative and an appealing offer Focus on them. Look at their websites. Find what they may be missing. It’s not just ‘we create videos’. Be more specific. Think: - How does your video solve a specific business problem? - What ROI does your video marketing deliver? - Why should they invest in professional video production? 3. Start conversations, not sales pitches - Ask questions about their marketing challenges. - Show interest in how they use video content. - Let them do the talking. 4. Prove your value with video case studies and get them on a call When they mention a challenge, share how your videos solved it for others. “We worked with [similar company] and helped them [achieve result] with our [deliverable].” 5. Identify their real video needs before offering your solution If they don’t see a need, don’t force it. But if they do, restate how you’ve helped others just like them. 6. Close the deal Make it easy for them to say YES. Give them an offer they’d be stupid to ignore. How can you sweeten the pot even more? Build a relationship that is not based on you selling but on filling the gap for them. Position yourself as the natural go-to. Build trust. The deals will follow. Curious if you’ve ever landed a high-ticket client for your video production company on LinkedIn? Let me know in the comments! P.S. Bonus points in the comments section!

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