If you’re leading a business or organization and want to separate marketing myth from practical strategy, this conversation will give you the clarity—and courage—to build real momentum for growth.
We sit down with returning guest Darlene Ziebell—an accomplished entrepreneur, business consultant, strategy specialist, and multi-book author—to unpack the real story behind successful marketing for small businesses.
As business owners face rising costs, dwindling customer bases, and mounting challenges, the temptation to lean on marketing as a quick fix has never been stronger. But is throwing money at the latest digital tools or platforms really the answer?
Darlene Ziebell draws on more than 30 years of experience, from founding her own seven and eight-figure companies to consulting for both startups and Fortune 1000 giants, to reveal why most companies struggle—not from lack of effort, but from missing strategic alignment.
In this episode, you’ll hear why marketing works best as an integrated ecosystem, not just a checklist of trending tactics; how vanity metrics can lead you astray; and the critical difference between having a real business strategy and chasing every shiny new marketing object.
Darlene Ziebell also shares lessons from her own clients, explains the pitfalls of the “post and hope” approach, and outlines the foundational questions every owner must answer before investing in marketing.
If you like this episode, please let us know. We appreciate the feed back, and your support of offset costs of producing the podcast!
Key Takeaways:
- Strategy First: Marketing tools are just tools—not miracles. Without a foundational business strategy, even the best marketing is just expensive noise. (15:19)
- Measure What Matters: Forget likes and hits—focus on leads, conversions, customer acquisition costs, and revenue. Everything else is just noise. (12:00)
- Narrow Your Niche: Don’t fear choosing your target market. Trying to sell everything to everyone guarantees failure. It’s leaders who define their lane and stick to it that win. (16:12)
Moments
04:24 Entrepreneurship and business consulting experience
07:45 Using tools to drive impact
11:03 Starting in podcast consultancy
13:44 MBA insights for small business
17:39 Knowing your customer
21:37 Rebuilding marketing foundations
25:26 Smart money decisions early
29:01 Misinformation and fake social media stats
31:36 The importance of business strategy
33:26 Getting rejected early on
We would love to hear from you.
Give us your feedback, or suggest a topic, by leaving us a voice message.
Email us at hello@lookingforwardourway.com.
Find us on Bluesky and Facebook.
Please review our podcast on Google!
And of course, everything can be found on our website, Looking Forward Our Way.
Recorded in Studio C at 511 Studios. A production of Circle 270 Media® Podcast Consultants.
https://creativecommons.org/licenses/by-nd/4.0/
Mentioned in this episode:
Listener Disclaimer
The views and opinions expressed by the experts interviewed on this podcast are their own and do not necessarily reflect the views of the podcast hosts or any affiliated organizations. The information provided in these interviews is for general informational purposes only and should not be considered as professional advice. Listeners are encouraged to consult with qualified professionals for specific advice or information related to their individual circumstances. The podcast host and producers do not endorse or guarantee the accuracy, completeness, or reliability of any information provided by the experts interviewed. Listener discretion is advised.
