228. Targeting Isn't Enough: An Overlooked Driver of Rising Customer Acquisition Costs
Customer acquisition costs are rising—but the problem isn't always your media buying, targeting, or ad spend.
In this episode of Frictionless Growth Lab, growth marketing strategist Sonia Thompson explores an often-overlooked driver of rising customer acquisition costs: the gap between how precise…
229. How to Improve Conversions With Better Messaging Across the Customer Journey
Customer journeys are no longer linear—and even the right brand message can fail to convert if customers don’t encounter it when and where they need it.
In this episode of Frictionless Growth Lab, Sonia Thompson explores how better messaging across the customer journey can reduce friction and impr…
230. Why the Target Halloween Costume Controversy Could Happen to Most Brands
Target is facing backlash over a children’s Halloween costume consumers said resembled racist minstrel imagery. But the controversy reveals a bigger marketing problem that could happen at many brands.
In this episode of Frictionless Growth Lab, Sonia Thompson explores what the Target controversy c…
231. How to Catch Costly Marketing Mistakes Before Your Customers Do
Marketing mistakes that make it through the approval process can lead to customer backlash, damaged brand reputation, and costly rework.
In this episode of Frictionless Growth Lab, Sonia Thompson explores what the Callaway and Good Good Golf ad controversy reveals about a problem many brands face:…
232. The Most Powerful Message You Can Deliver to Your Customers
What is the most powerful message you can deliver to your customers?
“We see you.”
But delivering that message takes more than saying the right words. Your customers need to see evidence that people like them were considered in your marketing, customer experience, and the way your brand serves th…
Ep 39: Why your personalization isn’t actually personal
Your product might be perfect for your customer. But if they can’t see that it’s for someone like them, they’re probably not going to buy.
In this episode of Heart Before Cart, I sit down with Sonia Thompson, founder of Frictionless Growth Lab, to talk about one of the most important questions cust…
233. What Really Influences the Effectiveness of Your Brand Messaging—and Conversions
Your brand messaging doesn’t exist in a vacuum. Every customer brings years of societal programming, experiences, and beliefs that influence how they interpret the messages your brand sends—and whether those messages actually resonate and convert.
And your customers aren’t the only ones who have b…
234. Is Your Marketing Only Working for a Fraction of Your Ideal Customers? | Mosaic Marketing
Is your marketing working for all of your ideal customers—or only a fraction of them?
Your customers aren’t one-size-fits-all. Their identities, experiences, preferences, priorities, decision-making questions, and even the societal programming they’ve received all influence how they experience you…
235. Your Brand Values Are an Asset. Here’s How to Use Them Like One.
Brand values should do more than sound good on your website. They should help your team make better decisions, navigate competing priorities, and build a company culture that supports your customers and your business.
In this episode, Sonia Thompson explores how to turn brand values into a practic…
236. 6 Types of Campaigns to Convert Customers General-Market Campaigns Miss
General-market marketing doesn't work equally well for all your ideal customers. So how can you improve your marketing strategy to reach and convert the customers your existing campaigns miss?
In this episode of Frictionless Growth Lab, Sonia Thompson introduces the Six Jobs of Mosaic Content & Ca…
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