The Beacon Way

Beacon Media + Marketing
  • 5.0 (10)
  • Marketing

Welcome to The Beacon Way Podcast, your guide to Inspiring Leaders + Elevating Businesses. Hosted by Adrienne Wilkerson, a founder and the CEO of Beacon Media + Marketing, this podcast is designed for small and medium-sized business owners ready for growth. Each week, we share real-time insights, actionable tips, and powerful stories from a diverse range of industry professionals. With a conversational and educational tone, Adrienne dives deep into the challenges we face every day, tackling tough topics to foster genuine connection and improvement. Whether you're navigating team dynamics, scaling operations, or seeking fresh strategies, join us for honest conversations that will encourage and equip you on your entrepreneurial journey. New episodes drop every Thursday. Hit subscribe and follow along!

  1. 1d ago

    The Marketing Strategies AI Can't Replace with Stephan Bajaio

    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/

    53 min

  2. Jun 25

    Why Authentic Leaders Build Stronger Teams with Victoria Pelletier

    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

    28 min

  3. Jun 18

    Why Most Branded Podcasts Fail (And How To Turn It Around) with Roger Nairn

    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

    44 min

  4. Jun 12

    Work-Life Harmony in a 100% Remote Agency with Blue Duck Agency

    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

    51 min

  5. Jun 4

    How Cheque Helps Service Businesses Get Paid Faster with Dynamic Discounting

    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

    29 min

  6. May 28

    Selling a Business (and Buying It Back): Exit Readiness, PE Deals & Clean Financials with Mike Bosma

    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

    41 min

  7. May 21

    What Are You Paying a Marketing Agency For in 2026 (When AI Can Do 60% of Marketing)? | Part 1

    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

    17 min

  8. May 8

    No Bullsh*t Strategy: How to Differentiate, Create Value, and Win with Alex Smith

    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 Turn on notifications so you don't miss our weekly podcast drops. If this episode resonated with you, give it a thumbs up, drop a comment, and be sure to subscribe to follow along.

    37 min
See All (117)

5
out of 5
10 Ratings

About

Welcome to The Beacon Way Podcast, your guide to Inspiring Leaders + Elevating Businesses. Hosted by Adrienne Wilkerson, a founder and the CEO of Beacon Media + Marketing, this podcast is designed for small and medium-sized business owners ready for growth. Each week, we share real-time insights, actionable tips, and powerful stories from a diverse range of industry professionals. With a conversational and educational tone, Adrienne dives deep into the challenges we face every day, tackling tough topics to foster genuine connection and improvement. Whether you're navigating team dynamics, scaling operations, or seeking fresh strategies, join us for honest conversations that will encourage and equip you on your entrepreneurial journey. New episodes drop every Thursday. Hit subscribe and follow along!

Information

  • Creator
    Beacon Media + Marketing
  • Years Active
    2021 - 2026
  • Episodes
    117
  • Rating
    Clean
  • Copyright
    © 2026 The Beacon Way
  • Show Website
    The Beacon Way