Episode Summary

TikTok has officially been sold, and the short-form video landscape is shifting. In this episode, Liz and Mike walk through what the sale means for everyday users, content creators, and small business owners — covering everything from algorithm changes to data privacy concerns and what platforms you should have on your radar.

Key Takeaways

1. TikTok's algorithm is being retrained on American user data, which will cause a period of instability — Expect glitches before things stabilize.
2. The new privacy policy grants TikTok broad rights to collect sensitive user data (including age, gender, health, religion, and immigration status) and to use content — even unpublished drafts — for their own purposes. Read it and decide your comfort level.
3. The Twitter/X sale offers a cautionary tale: rapid ownership changes, mass layoffs, a shift to pay-to-play discoverability, and a toxic atmosphere that drove millions of users off the platform.
4. Diversify now if TikTok is your only platform. At minimum, start reposting content to YouTube Shorts and Instagram Reels to build a presence elsewhere.
5. Smaller platforms like Upscrolled (growing fast) and Skylight Social (decentralized) are worth keeping an eye on for early-mover advantage.
6. SEO on TikTok is going to matter more than ever as the algorithm relearns its audience — make it easy for the platform to know what your content is about.
7. People won't stop consuming short-form content. The question is just where they'll do it.

Platforms Mentioned

1. TikTok / TikTok US
2. YouTube Shorts
3. Instagram Reels / Facebook Reels
4. Threads
5. X (formerly Twitter)
6. Bluesky
7. Mastodon
8. Upscrolled
9. Skylight Social

Connect with Us

1. Liz Bachmann: Wildflower Social Media
2. Mike Albuquerque: Bear Double

In this episode of Marketing From X to Z, Mike and Liz reflect on the marketing strategies and tactics that actually worked in 2025 — and why they mattered. From scalable website builds to serialized social content, email newsletters, paid ads, and hyper-local SEO, this conversation focuses on practical approaches that delivered real results for small businesses.

Rather than chasing every new trend, this episode breaks down how intentional structure, clear perspective, and smart reuse of content helped drive growth across multiple channels.

Lower-barrier website strategies

1. How entry-level, stackable websites helped small businesses establish a professional digital presence without waiting until everything was “perfect.”

Serialized social media content

1. Why short, intentional content series (instead of one-off posts) improved engagement and helped guide audiences through a narrative.

Using your website beyond conversion

1. How websites can support sales teams and operations through private pages, asset libraries, and non-indexed content built specifically for the sales process.

Email newsletters that actually drive conversations

1. How value-focused newsletters led to re-engagement, replies, and new opportunities—without sounding salesy.

Building content to be repurposed from the start

1. Why creating long-form content with reuse in mind made it easier to generate blogs, emails, social posts, and training materials from a single source.

Meta advertising experiments that paid off

1. A look at instant-form lead ads, paid lead magnets, and how reducing friction improved conversion and follow-up opportunities.

Hyper-local marketing and SEO

1. How focusing on specific neighborhoods and localized perspectives helped businesses stand out in crowded industries.

The importance of perspective in marketing

1. Why clearly stating what you believe, how you work, and what you won’t compromise on became a key differentiator—especially in competitive markets.

Key takeaway

You don’t need to do everything to market effectively—but you do need clarity. The strategies that worked best in 2025 were rooted in strong perspective, intentional structure, and making marketing assets work harder across channels.

If you’re deciding where to focus next, start by identifying what makes your approach different—and build from there.

Instagram keeps changing, but the fundamentals are clearer than ever: make content people want, not posts the algorithm might tolerate. Liz (social strategy) and Mike (branding/web) unpack what’s new and what lasts—trial reels, longer watch times, smarter keyworded captions, fewer hashtags, DM-first engagement, and why “comfort creators” are winning over mega-polished feeds.

You’ll learn

1. Why quality beats low-effort trend-chasing (and how AI “slop” is pushing audiences toward real, useful content).
2. Trial reels 101: reaching non-followers on purpose and crafting “if you’re new, here’s what we do” hooks.
3. Followers: social proof and feature unlocks still matter, but engagement and watch time drive reach.
4. Search over hashtags: write keyworded, contextual captions; expect a 5-hashtag ceiling; optimize name/bio fields.
5. Zero-click reality: when to keep people on-platform and when to convert—with ManyChat-style DMs, link stickers, and smart follow-ups.
6. Length and retention: why 60–180s reels can outperform short clips when they hold attention.
7. Community tools: DMs, broadcast channels, and subscriptions for deeper connection.

Quick wins

1. Record one trial reel that introduces who you help, the result you deliver, and a soft next step. (check to make sure you have access to this feature)
2. Rewrite one caption with natural keywords your customer would actually search; add up to five precise hashtags.
3. Turn a top-performing reel into a carousel (and vice versa) to see which format drives longer attention.
4. Add one DM automation flow with proper opt-ins (comment keyword → resource → light nurture).
5. Audit your profile: update name and bio for search, swap in seasonally current photos, and pin three evergreen posts.

Key takeaway

Stop chasing every tweak. Tell better stories that serve your audience, use trial reels to meet new people, write captions for search, and build relationships in DMs. Do that consistently, and the algorithm shifts become minor adjustments—not total resets.

Business associations, chambers, and networking groups aren’t just “another small business.” Their marketing lives at the intersection of events, membership, and community value. Mike (branding/web) and Liz (social strategy) break down what actually drives growth: clear goals (events vs. membership), friction-free information, repeatable systems, and simple campaigns that turn event interest into long-term members.

You’ll learn

1. How association marketing differs in practice (committees/boards, volunteers, layered goals) even when strategy looks like B2B.
2. When to prioritize event attendance vs. membership—and how they fuel each other.
3. How to reduce friction: usable event calendars, clear agendas/FAQs/dress code, current photos, and seasonally appropriate visuals.
4. Why your membership value must be visible beyond a $5 event discount (resources, certifications, directories, perks).
5. How to make directories and resource libraries useful (searchable, media-rich profiles, simple contact options).
6. Email that works: monthly “what’s on” + weekly reminders, basic segmentation (e.g., by city), and consistent cadence.
7. Paid ads for events: low-spend campaigns, instant forms to build the list, and nurture flows that convert to membership.

Quick wins

1. Publish a one-glance events page and enable subscribe/reminder options.
2. Add an event FAQ (agenda, who it’s for, what to bring, dress code) and upload 5 recent photos.
3. Send a monthly roundup and a weekly “this week” email; segment by city if possible.
4. List your top three membership perks on the homepage and in every event promo.
5. Run a small event ad with an instant form, then follow up with a short nurture sequence.

Key takeaway

Pick the primary goal (events, membership, or both), remove friction everywhere, and build systems that compound: clear info → fuller rooms → stronger proof → easier membership growth. Consistency beats heroics

SEO can feel intimidating and jargon-heavy, but it does not have to be. Mike (branding/web) and Liz (social strategy) break down what small business owners actually need to know: what SEO is, what it is not, why it is a long-term play, and which few actions move the needle. We cover foundational setup, common myths, “black hat” shortcuts to avoid, how AI is changing search behavior, and simple ways to monitor progress.

You’ll learn

1. What SEO means today and why it is not a one-time checkbox.
2. The difference between SEO and other channels like social and ads—and how they support each other.
3. Foundational moves that work: clear service pages, location pages where relevant, strong page titles and H1s, fast mobile-friendly pages, and an optimized Google Business Profile.
4. Why keyword stuffing and hidden text get penalized, and how to write for humans first.
5. How AI and modern search favor context and useful answers over tricks.
6. Practical ways to track progress using Google Analytics, Search Console, and Google Business Profile insights.

Quick wins

1. Rewrite the main headline and page title on your homepage and top service pages to match what customers actually search.
2. Create or refine one service page and, if it fits your model, one service-plus-location page.
3. Claim or update your Google Business Profile and post an update this week.
4. Turn your top five FAQs into short answers on a page or blog and link them from relevant services.
5. Check page speed on mobile and desktop and note one fix to improve load time.

Key takeaway

SEO is not about gaming Google. It is about creating useful, clearly structured content that answers real questions and loads quickly on any device—then keeping at it. Do the basics well, stay consistent, and your visibility will grow.

It’s a new year, but you don’t need a whole new marketing plan. Mike (branding/web) and Liz (social strategy) break down what’s changing in 2026 and what still works: consumer-first messaging, storytelling that actually educates, smarter use of AI and automation, long-form’s comeback, and the danger of putting all your eggs in one channel.

You’ll learn

- Why consumer-first always wins and how to spot “brand-first” traps in your content.

- Storytelling over listicles: how to teach through narrative without losing clarity.

- Long-form’s return (podcasts, YouTube) and what it means for planning and capacity.

- AI and automation in 2026: where they truly help and where authenticity matters more.

- Diversification basics: stop relying on one platform; build owned assets (email, site).

- Evolution vs. overhaul: use audits and KPIs to iterate, not reboot.

Quick wins

- Rewrite one post this week from “about us” to “what’s in it for them.”

- Repurpose a top video into a 60–120s story and a carousel; compare results.

- Add one owned touchpoint: a simple email signup and a monthly send.

- Pick one trend to test this quarter (not five) and set a single success metric.

- Kill one unused tool and document one repeatable workflow.

Key takeaway

Treat 2026 as an evolution. Know your customer, tell better stories, diversify beyond a single channel, and let simple systems keep you consistent. Consistency compounds; shiny objects fade.

Happy New Year! Mike (branding/web) and Liz (social strategy) unpack the biggest small-business marketing lessons from 2025 and how to apply them right away. We cover the rise of AI and AI-SEO, why storytelling beats listicles, when quantity vs. quality matters by industry, why putting all your eggs in one channel is risky, and how to simplify tools, automation, and audits so you can grow with less chaos. We close with our own 2026 intentions: more consistent, higher-quality content.

You’ll learn

1. How AI and AI-SEO changed discovery, what original content signals look like now, and why human context still wins.
2. Storytelling over dry tips: ways to embed narrative into educational content.
3. Quality vs. quantity: how to choose your emphasis based on your market luxury vs. utility.
4. Diversify your mix: risks of single-channel dependence ads, TikTok, SEO and what owned assets to build.
5. Automation vs. AI: where automation tagging, drip, follow-ups actually saves time and where to stay human.
6. Tools sanity check: pick software to solve a bottleneck, not to collect subscriptions.
7. Audit, then adjust: set goals and KPIs, review top, mid, and bottom-funnel signals, and evolve, not overhaul, your strategy.

Quick wins

1. Pick one channel and define its single KPI for Q1; align content to it.
2. Repurpose two strong posts as new formats for example, video to carousel; carousel to short.
3. Add one automated follow-up instant form to email or text nurture and measure conversions.
4. Diversify once: mirror your best content to a second platform and add one owned asset touchpoint email or signup.
5. Remove one unused tool; document one simple workflow you will repeat weekly.

Key takeaway

Treat 2026 as an evolution, not a reset. Tell better stories, pick the right quality-vs-quantity balance, diversify beyond one channel, and let audits and simple systems guide your next step. Consistency will compound.

An audit is not a full strategy overhaul—it is a clear-eyed check of what worked, what didn’t, and what to adjust. In this episode, Mike (branding/web) and Liz (social strategy) share a practical end-of-year (or any-time) marketing audit you can actually finish. We cover which metrics matter at each funnel stage, how to avoid common audit traps, and when to double down versus pivot—without blowing up what already works.

You’ll learn

• Why an audit comes before strategy changes, and how it differs from a full overhaul.
• Which metrics to review by stage:
• Top of funnel: reach and impressions (especially when you’re starting from zero).
• Middle of funnel: context-aware engagement (saves, shares, comments) and on-platform behavior.
• Bottom of funnel: link clicks, calls, messages, and other conversion actions.
• How to evaluate ROI and avoid gut-reaction pivots (look for quick wins and red flags first).
• How to set or reset KPIs so you are measuring what you meant to achieve.
• When trends warrant tweaks (e.g., AI/LLM search for SEO) versus staying the course.
• What to review annually beyond metrics: messaging, visuals, and service pages so your site matches what you actually offer.
• Why content channels (social/email) need more frequent pulse checks than static assets.

Quick wins

• Write one sentence for each channel: “This year, its job was _______.” If the blank isn’t clear, set a KPI before you look at data.
• Pull a 1-page snapshot: monthly revenue, leads, closes, average time to close. Circle outliers and note one hypothesis each.
• List three keep actions, three fix actions, and three stop actions for Q1.
• Republish two top-performing posts with light tweaks, and retire one underperforming series.
• Update any outdated offers or pricing on your website and Google Business Profile.

Download

• Marketing Audit Checklist: Coming Soon

Key takeaway

Audit first, adjust second. Define what each channel was supposed to do, review the few metrics that prove it, and make focused tweaks. Reach builds the pipeline, contextual mid-funnel signals explain behavior, and conversions (clicks, calls, messages) tell you what to scale.