Wayfind Marketing, Inc.

Wayfind Marketing, Inc. Making Marketing Easier. We make marketing your business easier. We understand the challenges you face in marketing and growing your business.

So we work with you to create a marketing plan, launch a fantastic website, drive more traffic to your site, and create content that engages and your compels your customers.

Want to know what content your company should create next?Talk to your sales team.Ask them:• What questions are you answ...
09/24/2026

Want to know what content your company should create next?

Talk to your sales team.

Ask them:

• What questions are you answering every week?
• Where do prospects get confused?
• What concerns keep coming up?
• What do buyers misunderstand about our services?
• What causes a good prospect to hesitate?
• What do you wish prospects understood before they ever talked to you?

Those conversations are a gold mine for marketing.

Because your sales team is hearing directly from buyers every day.

They know where your messaging isn’t clear.

They know what information prospects are looking for.

They know which objections slow down the sales process.

And they know which questions your marketing hasn’t answered yet.

That insight should shape your content strategy.

If prospects repeatedly ask about pricing, create content around pricing.

If they don’t understand your process, explain it on your website.

If they struggle to understand the difference between you and another option, create comparison content.

If the same concern keeps slowing down deals, address it before the sales conversation.

That’s what useful marketing content should do.

It shouldn’t exist just because the content calendar says you need another blog post this week.

It should help buyers get informed, build trust, and move through the buying process with fewer unanswered questions.

And it should make your sales team’s job easier in the process.

So before your next content planning meeting, ask sales:

“What are you explaining over and over again that marketing could be answering for you?”

Your next great piece of content may already be sitting in your salesperson’s notes.

09/23/2026

Sometimes a prospect isn’t saying “no.”

They’re saying:

“I’m not sure.”

I’m not sure how this works.
I’m not sure what this will cost.
I’m not sure what happens after I sign.
I’m not sure how long this will take.
I’m not sure you understand a business like mine.
I’m not sure you’re the right fit.

Every unanswered question creates a little more uncertainty.

And uncertainty creates hesitation.

That’s why we think one of the most important jobs of marketing is to reduce uncertainty before the sales conversation ever happens.

Think about the questions your prospects ask over and over again.

Those questions should shape your marketing content.

Your website can explain your process and set expectations.

Your content can answer common questions and demonstrate how you think.

Case studies can show what working with you actually looks like.

FAQs can address concerns around timing, pricing, fit, and results.

Video can help buyers get to know your people and your approach.

Good marketing gives buyers useful information at the point when they’re trying to decide whether to take the next step.

And that matters because today’s buyer is doing a lot of research before they ever reach out.

They don’t necessarily need another campaign telling them how great you are.

They may just need answers.

You don’t have to pressure people into moving faster.

You don’t have to eliminate every objection.

But you can make sure your marketing isn’t creating unnecessary uncertainty by leaving important questions unanswered.

Here’s a practical exercise for your next marketing meeting:

Ask your sales team to write down the five questions they hear most often from prospects.

Then look at your website and content.

How many of those questions are you answering before someone ever talks to sales?

If the answer is “not many,” you’ve probably just found five pretty good content ideas.

09/22/2026

Most companies are pretty good at telling you what they believe about themselves.

“We provide exceptional service.”

“We’re experienced.”

“We care about our customers.”

“We deliver results.”

That’s fine.

But from a marketing standpoint, there’s a problem:

Your competitors are probably saying the same things.

And your buyers are asking a different question:

“How do I know?”

That’s where your marketing has to move beyond claims and start providing proof.

If you say you understand your customers, create content that speaks directly to the problems they’re dealing with.
If you say you have deep expertise, share insights that demonstrate how you think.
If you say you deliver results, show buyers what those results look like through customer stories and case studies.
If your approach is different, explain your process and why it matters.

And if there are difficult questions buyers are asking during the sales process, answer them in your marketing before they ever get to that conversation.

That’s the job of good marketing.

Not just getting attention.

Not just telling people how great your company is.

It’s helping the right buyers understand why they should consider you—and giving them reasons to trust you as they move through the buying process.

Your website, content, email, video, and other marketing should all help build that evidence.

Because saying you’re trustworthy isn’t nearly as powerful as demonstrating why you’re trustworthy.

So take a look at the marketing you’re putting into the world and ask:

Are we mostly making claims about our company—or are we giving buyers the evidence they need to believe them?

The stronger your proof, the less your buyers have to take your word for it.

Watch the full episode here: https://buff.ly/gHqLd8u

09/21/2026

One of the hardest parts of marketing strategy is choosing.

We want more leads.

More awareness.

More website traffic.

Better content.

A stronger brand.

Better sales support.

More customer engagement.

And we’d like all of it right now.

We get it.

The problem is, marketing resources are finite.

Your budget is finite.

Your team’s time is finite.

And your marketing manager can only focus on so many things at once.

So you have to choose.

Do we need to generate more awareness—or do a better job converting the attention we already have?

Do we need more content—or better content for the buyers we’re trying to reach?

Should we invest in SEO, paid media, email, events, or improving the website?

All of those might be good marketing investments.

But they’re not equally important right now.

That’s the job of marketing strategy.

It helps you decide which marketing outcomes matter most based on what the business is trying to accomplish—and then focus your resources there.

If generating qualified opportunities is the priority, your marketing plan should reflect that.

If you’re entering a new market, building awareness and credibility may deserve more attention.

If leads are coming in but not converting, spending more money to generate even more leads probably isn’t the first problem to solve.

Strategy helps you make those tradeoffs.

And maybe more importantly, it gives your marketing team permission to ignore some good ideas so they can execute the most important ones well.

So before adding another campaign, channel, or piece of content to the plan, ask:

What is the most important job marketing needs to do for the business right now?

Get clear on that first.

Then let it determine where your marketing time, attention, and budget go.

09/17/2026

Your competitor launched a podcast.

Should you?

They’re posting videos every week.

Should you?

They redesigned their website.

Should you?

Maybe.

But “our competitor is doing it” isn’t a good reason to make a marketing decision.

It’s easy to look around your industry and start questioning your own marketing.

They’re investing in SEO.
They’re posting more on LinkedIn.
They’re running webinars.
They seem to be everywhere.

So maybe we should be doing those things, too.

But before adding another tactic to the marketing plan, ask:

What are we trying to accomplish with it?

Because you don’t know what marketing problem your competitor is trying to solve.

Maybe they need more awareness.
Maybe they’re trying to reach a new type of buyer.
Maybe their website isn’t converting.
Maybe they’re creating content because their sales team needs more help educating prospects.

And you certainly don’t know what’s actually producing results for them.

Your marketing needs may be completely different.

That’s the distinction I think matters:

Pay attention to your competitors. But don’t let them set your marketing priorities.

Study their positioning.

Look at the messages they’re putting into the market.

Pay attention to the questions they’re answering—and the ones they aren’t.

Look for opportunities to differentiate.

That’s useful competitive intelligence.

But deciding what your marketing team should actually spend time and money on?

That should come back to your business, your buyers, and the marketing problem you need to solve right now.

So the next time a competitor launches something new, don’t immediately ask:

“Should we be doing that, too?”

Ask:

“Would doing that help us accomplish what our marketing needs to accomplish?”

Your competitor can inform your marketing.

They shouldn’t determine it.

If we looked at your company’s business plan…And then looked at your marketing plan…Would we be able to see the connecti...
09/16/2026

If we looked at your company’s business plan…

And then looked at your marketing plan…

Would we be able to see the connection?

We should.

If the business wants to grow a particular service line, your marketing should be reaching the buyers who need that service—and your messaging and content should make the value clear.

If you’re trying to enter a new market, marketing should be building awareness and credibility with the right people in that market.

If you want more of a certain type of client, your website, content, and campaigns should reflect the problems those buyers care about most.

And if customer retention and expansion are priorities, marketing shouldn’t be focused exclusively on generating new leads.

That sounds pretty straightforward.

But it’s easy for marketing to become disconnected from the bigger picture.

The business has a set of priorities.

Meanwhile, marketing is focused on the website, LinkedIn, SEO, email, content, events, campaigns, and everything else on the list.

All of those things might be worthwhile.

But the real question is whether they’re supporting where the business is trying to go.

That’s why one of the first conversations I want to have with a CEO isn’t:

“What marketing are you doing?”

It’s:

“Where are you trying to take the business?”

Once we understand that, the marketing questions get a lot clearer.

Who do we need to reach?

What do we need them to understand about us?

What should we be talking about?

Which channels deserve our attention?

And what results should we actually be measuring?

Marketing shouldn’t operate on an island.

It should be an extension of the business strategy.

So put your top three business priorities next to your top three marketing priorities.

Is it obvious how one supports the other?

If not, we’d start there before adding anything else to the marketing plan.

One of the challenges with marketing is that there are a LOT of good ideas.Start a podcast.Invest in SEO.Run paid ads.Cr...
09/15/2026

One of the challenges with marketing is that there are a LOT of good ideas.

Start a podcast.
Invest in SEO.
Run paid ads.
Create more video.
Build an email newsletter.
Attend more events.
Post more on LinkedIn.

Any one of those might work.

But a good marketing idea isn’t automatically the right idea for your business.

That’s where marketing discipline comes in.

Before adding another tactic to the plan, ask:

What marketing problem are we trying to solve right now?

Do we need more of the right people to know we exist?

Do we need to do a better job of communicating why we’re different?

Do we need more qualified leads?

Do we need better content to help buyers understand and trust us?

Do we need to help sales turn more opportunities into customers?

The answer should influence where you spend your marketing time and money.

Because every new initiative has a cost.

Not just dollars.

It takes your team’s time, attention, and capacity.

And that’s especially important for companies with a small marketing team. Your marketing manager can’t realistically do everything well at the same time.

So strategy isn’t just about deciding what marketing you’re going to do.

It’s also about deciding what you’re not going to do.

Sometimes that means looking at a perfectly good marketing idea and saying:

“That could work. It’s just not what we need most right now.”

That’s not a missed opportunity.

That’s focus.

So when the next good marketing idea comes up, don’t just ask whether it could work.

Ask:

Is this the most important marketing problem for us to solve right now?

If the answer is no, it probably doesn’t belong at the top of the list.

09/14/2026

Here’s something that might sound strange coming from a marketing guy:

Marketing shouldn’t start with marketing.

It should start with the business.

Where are we trying to grow?

What are we trying to accomplish over the next 12 months?

Which customers do we need more of?

What problems are we best positioned to solve for them?

Those answers should drive your marketing.

Because once you know where the business is going, you can make much better decisions about your message, your content, your website, and the channels you invest in.

Too often, though, we reverse the order.

“We need to post more on LinkedIn.”

“We should invest more in SEO.”

“We need more content.”

“We should be doing something with AI.”

Maybe.

But what are those activities supposed to accomplish?

If the business needs to grow in a particular market, your marketing should help you become known and trusted there.

If you need more of a certain type of client, your messaging and content should speak directly to the problems those buyers are trying to solve.

If you’re generating leads but they’re not converting, creating more awareness may not be the priority. The problem may be further down the buyer’s journey.

That’s why we're always hesitant when the marketing conversation starts with a tactic.

The tactic might be perfectly good.

It just might not be what the business needs right now.

Good marketing isn’t about doing more marketing.

It’s about making intentional choices about where marketing can have the greatest impact on the business.

So the next time someone says, “We need to do more ______,” don’t dismiss the idea.

Just ask one more question:

What are we trying to accomplish with it?

The answer should tell you whether that tactic belongs on the marketing plan—or whether it’s just another thing to do.

09/11/2026

One of the things I've observed in 25+ years of marketing is that new technology has a funny way of bringing us back to the fundamentals.

And AI is certainly the biggest example I've seen in my career.

There's no question AI is changing how people find and evaluate companies.

And yes, there are specific things you can do to increase the likelihood that your company shows up when buyers are using AI to research their options.

But here's what I find interesting...

A lot of what AI rewards is simply good marketing.

Clarity.

Expertise.

Authority.

Trust.

Can someone quickly understand what you do?

Who you help?

What problems you solve?

Why you're different?

Why they should trust you?

Those questions mattered long before ChatGPT.

And they still do.

The difference is that now your buyers aren't the only ones trying to make sense of your marketing.

AI is too.

If your website is vague about what you do, AI isn't going to magically figure it out.

If your content sounds like everyone else's, making your website technically perfect for AI isn't going to solve the underlying problem.

If you don't demonstrate real expertise and give people reasons to trust you, there's only so much an AI optimization strategy can accomplish.

So I wouldn't knee-jerk and throw out your marketing playbook because AI has changed the game.

Pay attention to what's changing. Learn the new tactics. Adapt where you need to.

But start with the fundamentals.

Is your positioning clear?

Does your website answer the questions buyers actually have?

Does your content demonstrate real expertise?

Are you giving people enough evidence to trust you?

Because one of the biggest technological changes I've seen in 25+ years of marketing is reinforcing something that's been true all along:

If your marketing isn't clear to your buyers, it's probably not going to be clear to AI either.

09/10/2026

Here's one way we encourage marketing teams to think about AI:

Treat it like a new marketing employee.

You wouldn't hire someone on Monday and expect them to understand your customers, positioning, services, brand voice, and marketing strategy by Tuesday.

They need context.
They need examples.
They need guidance.

AI isn't that different.

If all you give it is:

"Write a LinkedIn post about our service."

Don't be surprised when the result sounds like something any company in your industry could have written.

If you want AI to create better marketing, give it the context your marketing team needs to do good work.

• Who are your best customers?
• What problems are they trying to solve?
• What questions do they ask during the buying process?
• Why do customers choose you instead of the alternatives?
• What messages do you want your market to understand?
• What does your brand actually sound like?

Then give it examples.

Your positioning and messaging.

Customer insights.

Sales conversations.

Past content that sounds like you.

Information about your products, services, and point of view.

And then review what it produces.

Correct it.

Refine it.

Give it better direction.

AI can help your marketing team execute faster.

But it can't replace the strategic context that makes your marketing relevant and differentiated in the first place.

Before blaming AI for generic marketing, ask:

Have we given it enough of our marketing strategy to produce anything better?

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