Imperfect Marketing

Kendra Corman
  • 5.0 (18)
  • MARKETING
  • UPDATED WEEKLY

Join Kendra Corman and her guests as they provide small business owners and solopreneurs actionable tips and insights about how to do more effective and efficient marketing that drives results.

  1. 3D AGO

    Stop Tracking These Marketing Metrics (They're Costing You Money!)

    Send us a text Why Vanity Metrics Are So Tempting Clicks, impressions, and giant top-line numbers feel good—and they’re easy to measure. Anthony explains that brands and agencies often lean on these because they make progress look “sexy” in a deck, even when they don’t connect to business outcomes. The Metrics That Actually Matter Kendra presses on what marketers should track instead. Anthony breaks it down by funnel stage and business model: For B2B and lead-gen teams: Lead volume and lead qualityConversion behavior after the click (time on site, page depth, engagement paths)Feeding those quality signals back into ad algorithmsFor e-commerce: Revenue per campaignCost per acquisition (CPA) vs. customer lifetime value (LTV)Target CPA thresholds to ensure profitabilityAnthony’s bottom line: The two most important metrics are CPA and LTV—and every other KPI should support them. When Algorithms Work Against You A huge chunk of the episode is about how campaigns go sideways when the wrong signals are optimized. If you optimize for clicks, the algorithm finds more clickers—not buyers. They dig into how metrics aren’t bad—they’re just often misused. Examples Anthony gives: ROAS is critical for shopping/e-commerce conversion campaigns.Video view-through rate matters for awareness campaigns, since the goal is warm-audience building.Target impression share is valuable in branded search as a defensive move, ensuring competitors don’t steal your brand traffic.  Competitor Bidding: Old Advice vs. Now Kendra asks about the old-school thinking that bidding on competitor names doesn’t work. Anthony clarifies the difference between: Branded defense campaigns (protecting your own name)Competitor conquesting campaigns (showing up as an alternative in a buyer’s search)He argues conquesting can be effective because you only pay on clicks, yet still gain impression value and market-share opportunities. Balancing Short-Term Pressure with Long-Term Growth B2B cycles are long, and clients want fast wins. Anthony recommends a full-funnel budget split: Some spend for the 1% ready to buy now (lower funnel)Significant investment to warm the other 99% (awareness + consideration)Biggest Lesson Learned: Simplicity Scales Anthony closes with his core marketing takeaway:  The best campaigns aren’t the busiest—they’re the clearest. When you focus on the right audience, the right offer, and the right KPIs, everything improves: creative, reporting, and results that compound over time.  If you want to connect with Anthony or learn more about Volo Media, check out the links below.  And if you’ve ever been sold a pretty dashboard full of meaningless numbers… this one’s for you.  Connect with Anthony: Website: https://www.vallomedia.com/ LinkedIn: https://www.linkedin.com/in/anthonychi Looking to leverage AI? Want better results? Want to think about what you want to leverage? Check and see how I am using it for FREE on YouTube. From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain. Watch here

    27 min

  2. DEC 18

    Turn Words Into Wealth: The Neuroscience of Marketing That Actually Works

    Send us a text In this episode of Imperfect Marketing, I sit down with Aurora Winter—media coach, author, and neuroscience-driven marketing expert—to explore how the brain actually processes messages and why that matters for selling, storytelling, and authority-building. Aurora shares how a neuroscience-focused MBA in Italy shaped her work helping entrepreneurs craft clear, compelling messages that turn words into wealth. We discuss: The Neuroscience Behind Messaging The brain’s 3-part filter: croc brain (hook), midbrain (status/social proof), cerebral cortex (content) Why most marketers skip the midbrain step—and lose trust fast How attention is expensive, so your message needs to re-earn focus every few minutesProgress Over Perfection in Marketing Why waiting until you’re “ready” keeps you stuck How real market feedback beats imagined feedback every time The power of launching messy and refining as you goSkin in the Game Marketing Why totally free offers often get ignored How even a small payment creates commitment and consistency Aurora’s “free book + small shipping cost” test that generated $250K in 90 daysBooks as Business Growth Tools Why being an author instantly boosts perceived status The surprising truth: best-selling authors earn most revenue from back-end offers, not book sales How a book opens doors to speaking, consulting, coaching, and trainingStorytelling That Sticks (and Converts) Why humans are wired to learn and survive through stories Aurora’s “Hell to Heaven” story blueprint for simple, high-impact marketing How stories help handle objections without pushing or over-explainingAurora’s Biggest Marketing Lesson Why a strong YES requires a strong NO The importance of choosing ideal clients you can confidently help get a 10x return Letting go of energy-drainers and misaligned opportunities to protect your businessConnect with Aurora Winter: Gift for Your Audience - Includes your Turn Words-to-Wealth starter library and a video masterclass on how to attract capital, clients, and media coverage.: https://turnwordsintowealth.comAurora Winter Website: https://www.aurorawinter.comSame Page Publishing: https://www.samepagepublishing.comMarketing Fastrack: The Little Book That Launched a New Business by Aurora Winter- on Amazon: https://a.co/d/8xrIglKTurn Words Into Wealth: Blueprint for Your Business, Brand and Book by Aurora Winter - on Amazon: https://a.co/d/7RRkVYbMagic, Mystery, and the Multiverse Book 1 Amazon: https://a.co/d/5cmA6UmLinkedIn: https://linkedin.com/in/AuroraWinterYouTube: https://www.y Looking to leverage AI? Want better results? Want to think about what you want to leverage? Check and see how I am using it for FREE on YouTube. From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain. Watch here

    28 min

  3. DEC 11

    How Is AI Changing Local SEO and Google Maps Rankings?

    Send us a text In this episode of Imperfect Marketing, I sit down with Joshua Thompson, a local SEO specialist with more than a decade of experience helping businesses show up where it matters most: in Google’s local search results and Google Maps. We dive deep into why local SEO is evolving faster than ever, how AI is changing search behaviors, and what businesses should actually focus on instead of chasing shortcuts. From Accidental Marketer to Local SEO Expert Josh shares his unique path—from building websites for financial leads to helping friends and family rank locally to eventually building and selling his own company. His entrepreneurial background shaped the customer-first, no-gimmicks SEO approach he uses today. Understanding Local SEO vs. Traditional SEO Josh breaks down what makes local SEO its own ecosystem: How Local SEO Differs Google Maps and the Local Pack often matter more than organic rankingsLocal SEO relies heavily on trust signals (reviews, name-address-phone consistency, location data)Traditional SEO leans more on authority signals (backlinks, content depth)What Actually Matters for Local SEO Reviews—the biggest local ranking driverAccurate listings (especially high-impact ones like Google, Yelp, Bing)Customer engagement signalsBuilding trust through consistent informationJosh emphasizes that directory listings aren’t about gaming Google—they’re about confirming your legitimacy. Cutting Through the Noise: AI, Voice Search & “Gaming the System” We tackle the recent buzz (and myths) about AI influencing search: AI “Hacks” & Gimmicks Josh calls out trends like having “AI parties” in ChatGPT to influence rankings—explaining why tactics like these don’t create real, lasting visibility. AI Search Is Still Search AI tools still rely heavily on Google’s resultsIf you show up in Google, you’ll show up in AI responsesThe fundamentals haven’t changed: content + trust + authority still winVoice Search Déjà Vu Josh compares today’s AI panic to the voice-search hype a decade ago—reminding us the sky didn’t fall, and SEO fundamentals remained the same. The Rise of No-Click Searches & What It Means for Businesses Local businesses are seeing: More direct calls from Google Business ProfilesFewer website visitsGreater reliance on reviews and verified infoJosh explains why this is good news, especially for service-based businesses where customers want immediate answers—not long website visits. Preparing for What’s Next Josh’s advice for staying ahead is refreshingly simple: Stick to fundamentals: content, relevance, authority, and trustOptimize your Google Business Profile: reviews, photos, accuracyBuild momentum: keep improving in one direction instead of chasing every new trendAvoid shortcuts: they cost more time than they saveAs he puts it: “You don't get time back while you’re searching for shortcuts.” Looking to leverage AI? Want better results? Want to think about what you want to leverage? Check and see how I am using it for FREE on YouTube. From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain. Watch here

    27 min

  4. DEC 4

    Why Your Social Posts Aren't Filling Your Events (And What Actually Will)

    Send us a text In this episode of Imperfect Marketing, host Kendra Corman dives into a common challenge many businesses face—getting people to actually register for events. From galas to webinars, it’s easy to assume that a few social posts will do the trick. But as Kendra reveals, likes don’t equal registrations, and engagement doesn’t always lead to action. She shares a real-life client story that sparked this conversation—one where a business expected 150 signups but only had three, just two weeks before the event. Through this story, Kendra breaks down what went wrong and how to fix it. The Problem with Relying on Social Media Why social engagement doesn’t translate to registrationsHow algorithms limit visibility even when people “love” your brandThe danger of assuming that posting equals invitingThe Power of Direct Communication Why email marketing still delivers the highest ROIThe unmatched impact of showing up in someone’s inboxHow physical invitations can cut through the noise of the digital worldWhy you own your email list, but not your social audienceCreating an Effective Event Promotion Strategy How to balance social, email, and direct mail for maximum impactThe importance of storytelling and multiple touchpointsWhy you should think of event promotion as relationship building, not just announcement makingHow to plan and audit your 2026 event communications strategyKey Takeaways for Marketers Stop treating social media as your main event driver—it’s a support channelUse email to reach your audience where they actually take actionCraft a holistic plan that combines storytelling, repetition, and relevanceWhether you’re planning your next gala, golf outing, or webinar, this episode is a wake-up call to rethink your promotional approach.  Are you ready to turn your next event from under-attended to unforgettable?  Tune in to learn how to create a strategy that connects—and converts.  Looking to leverage AI? Want better results? Want to think about what you want to leverage? Check and see how I am using it for FREE on YouTube. From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain. Watch here

    9 min

  5. NOV 27

    What's the Secret to Sustainable Growth Without Burnout?

    Send us a text In this episode of Imperfect Marketing, host Kendra Corman sits down with Dr. Christiane Schroeter — marketing professor, wellness advocate, and TEDx speaker — to explore how intentional, bite-sized actions can help entrepreneurs and professionals create lasting change without burnout. Dr. Schroeter shares her journey from a fascination with advertising in Germany to teaching marketing, innovation, and entrepreneurship in the U.S., blending her academic expertise with her passion for wellness. Together, she and Kendra dive into how mindful, structured habits — what Dr. Schroeter calls petite practices — can transform not only your business but your life. 🌱 The Power of Petite Practices Why sustainable change comes from small, intentional steps — not all-nighters and burnoutHow 15-minute bursts of focus can create real momentumPractical tools to manage time and avoid distraction (including Dr. Schroeter’s favorite timer hack!)How to infuse joy and balance into your workday to stay aligned and productive🎙️ The 3P System: A Framework for Visibility Dr. Schroeter’s 3P System — Podcasting, Publishing, and Presenting — as a roadmap to greater visibilityHow to turn your ideas into impact, starting with simple writingWhy sharing your story authentically (not perfectly) helps you connect and growBuilding confidence from writing → guest podcasting → public speaking🔥 The TEDx Experience: Turning Your Story Into a Message What it really takes to prepare for a TEDx talk — and why it’s more intense than you thinkHow to craft a story that resonates with an audience and inspires changeThe key mindset shift every aspiring speaker needs: it’s not about you, it’s about who you help💡 Marketing Lessons You’ll Want to Steal The importance of a runway before and after every launchWhy behind-the-scenes storytelling matters just as much as the final revealHow visibility, vulnerability, and consistency build trust and connectionThe reminder every marketer needs: people don’t buy products — they buy storiesConnect with Christiane Schroeter: LinkedIn: https://www.linkedin.com/in/christianeschroeter/ Whether you’re building your brand, preparing to share your message, or simply trying to balance business and wellness, this episode is full of actionable insight and inspiration to help you grow with purpose — one petite practice at a time. 🎧 Tune in to learn how small, intentional steps can lead to powerful, sustainable change in both your business and your life. Looking to leverage AI? Want better results? Want to think about what you want to leverage? Check and see how I am using it for FREE on YouTube. From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain. Watch here

    27 min

  6. NOV 20

    What's the Secret to Using AI Without Getting Overwhelmed?

    Send us a text In this episode of Imperfect Marketing, host Kendra Corman sits down with Nathalie Doremieux, co-founder of a family-run tech and e-learning business, to discuss how artificial intelligence can help accelerate business results and amplify impact—without losing the human touch. Nathalie shares her 20-year entrepreneurial journey from Silicon Valley software engineer to e-learning innovator, and how she began integrating AI into her business long before it became mainstream.  Together, she and Kendra explore: AI as a Problem-Solving Tool Why you should start with identifying the problem before choosing a toolHow Nathalie and her husband created an AI tool to make course replays searchable—boosting engagement and client resultsThe importance of focusing on outcomes and client success, not just shiny new techFinding the Gaps in Your Business How to spot inefficiencies and pain points in your customer journeyUsing data, testimonials, and client feedback to identify opportunities for AI integrationWhy success metrics should focus on transformation and retention—not just revenueHuman + AI: A Powerful Partnership How to combine AI’s analytical power with human creativity and empathyWhy AI works best when used to personalize and connect rather than replace human interactionNathalie’s “Podcast Lead Flow” tool—using AI to analyze podcast episodes, generate personalized listener follow-ups, and turn audiences into leadsMarketing Lessons Learned The importance of running structured marketing experiments—test, measure, and iterateWhy “imperfect action” beats waiting for perfectionHow clarity in what you measure helps drive smarter marketing strategiesKey Takeaways for Entrepreneurs Start with the why—AI is only as good as the problem it’s solvingUse AI to enhance, not replace, human experience and connectionEmbrace experimentation: marketing and innovation are both art and scienceWhether you’re an online course creator, podcaster, or small business owner curious about integrating AI, this episode will help you reframe how to use technology strategically—without losing the heart of your business. Connect with Nathalie: Website: https://themembershiplab.com/ LinkedIn: https://www.linkedin.com/in/nathaliedoremieux/ Facebook: https://www.facebook.com/profile.php?id=61568147271872 🎧 Tune in to learn how to combine AI’s power with your human creativity to scale faster and smarter. Looking to leverage AI? Want better results? Want to think about what you want to leverage? Check and see how I am using it for FREE on YouTube. From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain. Watch here

    24 min

  7. NOV 13

    How Can AI Scale Innovation 10x Faster in Your Business?

    Send us a text In this episode of Imperfect Marketing, host Kendra Corman sits down with Amir Elion, founder of Think Big Leaders and a global expert on innovation and AI strategy. Together, they unpack how artificial intelligence is transforming innovation, marketing, and the way businesses think about creativity and efficiency. Amir shares his journey from leading innovation initiatives at Amazon Web Services to helping organizations around the world use AI to scale ideas faster and smarter. 🚀 The New Face of Innovation AI as a Catalyst for Innovation – Why Amir believes AI doesn’t replace creativity—it amplifies it.Systematic Innovation – How innovation is more science than magic, with best practices, methodologies, and even ISO standards.Scaling Creativity with AI – How AI tools like ChatGPT, Claude, and Gemini can help teams ideate, prototype, and role-play with personas 10x faster.💡 AI in Marketing and Business Amir shares real-world examples of how companies are applying AI to streamline marketing processes and drive efficiency: Automating SEO and Content Workflows – How a gaming company now processes and localizes thousands of new titles using AI-powered workflows.Smarter Marketing Research – Why tools like ChatGPT, Perplexity, and Claude have become Amir’s personal “research assistants.”Avoiding the ‘AI Slop’ Trap – The importance of human oversight, editing, and providing examples to teach AI your brand’s tone and standards.⚠️ The Risks and Responsibilities of AI “Human in the Loop” Principle – Why every AI workflow still needs human review, editing, and approval.Ethical and Compliance Challenges – How organizations can balance innovation with data privacy and risk management.Three-Tier Risk Model – Amir’s framework for identifying low-, medium-, and high-risk AI use cases to guide safe adoption.🧰 Tools and Tips for Getting Started Don’t try every AI tool—pick one or two and learn them deeply.Master your tools before scaling: tweak settings, explore model options, and learn how to “squeeze the lemon.”Start small, focus on use cases that save time and amplify creativity, not replace human input.🧭 Lessons from Amazon on Innovation Drawing from his time at Amazon Web Services, Amir reveals how Amazon’s “Working Backwards” approach fuels innovation: Start with the customer, not the product.Write an imaginary press release describing your future product before you build it—if it’s not clear and compelling, you’re not ready to launch.Always focus on delighting the customer, not just building something new.🎯 Amir’s Biggest Marketing Lesson Amir admits his biggest mistake was falling in love with the product instead of the customer. Early in his VR/AR startup days, he focused on selling technology rather than solving customer pain points—a mistake that taught him the importance of clarity, audience insight, and consistency. 🔑 Key Takeaways Looking to leverage AI? Want better results? Want to think about what you want to leverage? Check and see how I am using it for FREE on YouTube. From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain. Watch here

    24 min

  8. NOV 6

    You Can't AI Your Way Out of Not Knowing Your Audience

    Send us a text In this episode of Imperfect Marketing, host Kendra Corman tackles one of her biggest marketing pet peeves — believing that artificial intelligence can replace truly knowing your audience. With AI tools like ChatGPT, Claude, and Gemini becoming everyday marketing helpers, many professionals are skipping the fundamentals of understanding their customers. Kendra explains why that shortcut leads to bland, ineffective content and what to do instead. The Problem with Skipping the Basics Many marketers use AI to generate content without doing the essential groundwork of understanding their audience.AI tends to “make you happy” — it tells you what you want to hear, not necessarily what your target market is actually thinking.When you rely solely on AI, you end up with generic, emotionless copy that fails to connect.Understanding Your Audience: The Real Marketing 101 Knowing your audience isn’t just about demographics — it’s about visualizing the person you’re talking to.Kendra shares a story about working with a local business that used detailed data to build realistic customer personas—down to shopping habits, lifestyle, and motivations.You don’t need expensive software to do this. Start by thinking about your favorite client and what makes them unique.How to Really Learn About Your Audience Skip the surveys—people edit themselves when writing responses.Have real conversations with your audience instead. Ask questions like: What’s keeping you up at night?What frustrates you most about your business or life?What do you wish you had a solution for?These conversations give you the exact words and emotions that resonate with your audience — words you can later feed into AI for far more powerful results. Using AI the Right Way Once you understand your audience, AI becomes a powerful tool — not a replacement for human connection.AI can help you: Brainstorm ideas and refine your voiceDraft faster and polish existing contentCreate consistent, audience-specific messagingThe difference between “Write me an email” and “Write me an email for this audience, in this voice, about this problem” is night and day. Key Takeaways for Marketers AI isn’t the enemy — but it’s not magic either.You are the strategist. AI can only amplify what you already know.Know your audience better than anyone else, and your marketing will never sound forced or fake.Whether you’re a business owner, marketer, or content creator, this episode will challenge you to return to the roots of great marketing: understanding people. 👉 Grab Kendra’s free “Define Your Dream Audience” guide and start using real audience insights to make your AI tools work for you — not the other way around. Looking to leverage AI? Want better results? Want to think about what you want to leverage? Check and see how I am using it for FREE on YouTube. From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain. Watch here

    15 min
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About

Join Kendra Corman and her guests as they provide small business owners and solopreneurs actionable tips and insights about how to do more effective and efficient marketing that drives results.

Information

  • Creator
    Kendra Corman
  • Years Active
    2022 - 2025
  • Episodes
    323
  • Rating
    Clean
  • Copyright
    © 2025 Imperfect Marketing
  • Show Website
    Imperfect Marketing