Author: Samantha Pyle

Getting the Most Out of Your Content

Content marketing might be evolving, but it’s not going away anytime soon. According to the latest research, 82% of marketers report actively using content marketing in 2021, up 70% from 2020. Yet, the constant demand for content can be exhausting for businesses. Finding creative ways to get the most out of your content marketing is often one of the biggest challenges companies face in today’s marketing world.

Recently, our senior content strategist, Skylar Wooden, had an opportunity to educate our team on the latest trends in content marketing. She highlighted specific ways our clients can continue to get more out of their content marketing efforts. We wanted to take a few minutes to share her key insights and takeaways in this post.

How Today’s Audiences Are Consuming Content

Businesses need to know the variety of formats that are driving most of today’s content marketing. A decade ago, most marketers focused primarily on written content, whether online or in print. Today’s businesses must consider the way content marketing has evolved. Here are the three primary ways today’s audiences are consuming content based on statistics from a 2021 Hubspot report:

1. Written Content — This includes content like blogs, e-books, and articles. 61% of marketers are paying more attention to writing these. Of the written content formats, the top 3 content types are social media content (95%), blog posts (89%), and email newsletters (81%).

2. Audio Content — Many businesses have turned to podcasts as a way to reach their audience in recent years and for good reason! In under three years, podcast listening in the United States has increased by more than 60%. The podcast market is expected to reach more than 2 billion by 2023, meaning that marketers are preparing to devote significant time and money to the channel.

3. Video Content — Video is now the primary form of media used within any content strategy. According to the report, video was the most commonly used form of content marketing in 2021, overtaking blogs and infographics. So, how do you get more out of your content marketing efforts in 2021 based on these statistics? Here are a few important insights we encourage clients to consider:

Consider Your Audience’s Preferences — Meet your audiences where they are, not where you want them to be. This is the most important principle to keep in mind when developing content. An estimated 68% of Baby Boomers prefer traditional content formats such as news articles, research reports, blogs, e-books, and email content from commercial brands. If you want your content marketing to make the biggest impact, you need to meet your audience in the channels they use (social, email, etc.) with the types of content they prefer (written, audio, video).
Remember that Video Covers All Three Content Types — One unique aspect of video is that it allows you to diversify your content into all three formats. You can start by posting the video, pulling the audio for a podcast or recording, and formatting the transcript to create a blog post or infographic. As video becomes increasingly important, this is an easy way to reach your audience by repurposing and reformatting.
Know that the Future of B2B Marketing is Audio — While video might be the most popular format of content today, businesses should pay attention to the increased interest in audio content. According to statistics shared at the 2021 Inbound Conference, 57% of the American population listened to podcasts last year and weekly listenership doubled from 2020 to 2021. Additionally, more than half of consumers say they consider buying from brands they hear on podcasts.

How to Diversify and Maximize the Content You Create

With these trends in mind, it’s important to consider all three formats of content in 2022. We also recognize that creating a new piece of content from scratch can be time-consuming. So, how do you diversify and maximize your content?

Supplement Blogs with Audio & Visual Content — Is there a way to include a video or audio podcast into the blog posts you create to maximize content? Find ways to integrate audio and visual content into the online content you’re creating.
Maximize the Reach of Podcasts through Show Notes & Additional Resources — If you’re creating podcasts, leveraging the show notes is a great way to maximize your content and drive your audience deeper into your content marketing funnel. Providing a way for your audience to download additional resources can also supplement your podcast efforts and increase engagement with your brand.
Repurpose Resources into Shorter Audio or Social Content — You can easily repurpose, repackage or expand every piece of content that you produce to get the most out of your investment. For example, if you’ve created a piece of long-form content such as a video or e-book, consider how you can repurpose key ideas and concepts for other channels such as social media or email.

As content marketing continues to evolve, brands need to stay nimble. Remember, the most important way you can get the most out of your content marketing efforts is to ensure you’re meeting your audience where they are. Taking these tips into consideration will help you stay ahead of the trends when it comes to creating content that impacts your bottom line.

Need Help With Content Creation?

Our strategic, full-service marketing firm can help you plan and deploy an innovative content marketing approach to court customers and build brand loyalty. Contact Green Apple Strategy today to schedule a consultation. Our team is happy to sit down with you to discuss your marketing goals and how we can help you achieve each and every one of them.

5 Tools to Manage Your Social Media Marketing Strategy

In the B2B world, social media is a powerful tool for building authority, connecting with customers, and driving revenue. But with the ever-evolving landscape of platforms, algorithms, and user behaviors, staying on top of the trends is overwhelming. You also have to balance content that’s helpful with content that’s sales-oriented. The good news? There are dozens of social media marketing tools that can help you organize ideas, strategize, create images, post content, and measure results. The challenge is identifying the right mix of tools without wasting time or resources.

At Green Apple Strategy, we believe part of our responsibility is to equip you with the essential information you should know. We’ve asked a member of the Green Apple Orchard, Kristina Iaccarino, a global social media strategist, to share her insights on the essential tools and trends shaping the industry in 2025 and beyond.

The New Social Media Toolbox: Essential Tools for 2025 and Beyond

I’ve seen firsthand how much the social media landscape has changed in the past couple of years. Now, posting is centered around strategy, data, and efficiency. Today, almost every platform has AI integrations, and our clients should understand that AI is not just a “nice to have” anymore. It’s a standard expectation for efficiency and personalization.

Here are five categories of tools you need to know about in 2025:

1. All-in-One Social Media Management: Build Your Social Command Center

These platforms streamline your workflow by combining scheduling, publishing, community management, and analytics into a single dashboard.

Agorapulse: This is my platform of choice at Green Apple. It’s popular with agencies and mid-sized teams because of its intuitive scheduling and publishing, unified social inbox, and advanced analytics. It lets me plan, create, and schedule content across platforms, saving time and ensuring consistent messaging.
Sprout Social and Sprinklr: For larger organizations, these platforms offer enterprise-level features and global-scale collaboration. I personally love Sprinklr because it allows me to analyze audience behavior by gauging their mood or identifying specific user traits through their emojis, keywords, and other signals.
Airtable: Airtable is another platform for campaign planning. It’s now enhanced with AI-driven automations, content brief generation, and performance summaries.
Later: Later is also one of my favorite social media management tools because of its user-friendly interface and easily accessible analytics. It’s especially popular with B2C brands that utilize influencer marketing.

While Sprout Social is still a great option, many teams, including our own, now rely on tools like Agorapulse and Sprinklr.

2. AI-Powered Content Creation and Design: Simple Tools for Making Stunning Content

Images and visuals have become increasingly important in social media content. Luckily, AI is making it easier than ever to create professional and compelling graphics and videos.

ChatGPT: ChatGPT has become one of the most popular AI tools for marketers. When it comes to social media management, we’ve found it can be particularly helpful for idea generation, tone adjustments, and drafting customer response ideas.
Canva: This remains my go-to for design. Its vast library of templates, graphics, and fonts allows our team to create professional visuals quickly. Now, with AI video templates, instant resizing, and content generation, it’s a powerful tool for maintaining consistent branding without a professional designer on staff.
CapCut: As a leading short-form video editor, CapCut is a great tool for creating engaging videos. It now offers AI captioning, trend-based templates, and automated editing features. The Pro account also includes commercial sounds and music, making it easy to create videos for brands without worrying about copyright issues.

3. SEO and Discovery: Mastering the Art of Social Searching

Social platforms like Instagram, TikTok, and YouTube also function as discovery engines. Users now find content through searches in addition to algorithms. It is no longer enough to rely solely on hashtags. With that in mind, tools like Semrush and Flick are crucial for maximizing your social content’s organic reach.

Semrush: Originally an SEO tool, Semrush has evolved into a vital resource for social media. It helps me with keyword research, trend analysis, and understanding how audiences discover content. It helps bridge the gap between social strategy and long-term organic visibility.
Flick: Flick is my favorite tool for social media hashtag and keyword strategy. It also provides AI-powered content ideas and caption suggestions, making it a double win for increased reach and faster execution.

4. Influencer Vetting and Partnerships: Choosing Partners That Deliver Real Results

Influencer marketing continues to grow, with authenticity playing an increasingly important role. It’s important to make sure partnerships are both creative and supported by reliable data.

HypeAuditor: This tool provides detailed analysis of influencer accounts, including audience demographics, engagement quality, and potential fraud detection. HypeAuditor’s insights help brands and agencies ensure they’re working with the right influencers and getting the most out of their partnerships.

5. AI Video Generators: Making Videos on Demand

AI video generators enable the conversion of scripts into polished videos within minutes. These tools can save production time and reduce costs.

Synthesia and Runway: These platforms can transform a script into a professional-looking video with an AI-generated avatar. This technology can be a huge time-saver for producing educational content, explainers, or internal videos. But as I always tell our clients, “It’s important to remember that some platforms, like YouTube, prioritize authentic native videos. Heavily relying on AI video generators has a downside.”

How to Choose the Right Social Media Tools for Your Business

The sheer number of available tools can be overwhelming. But at Green Apple Strategy, we believe the right approach is to choose a tool stack that fits your specific business size, budget, and goals. Think of it like planting a garden: you need the right tools for your specific seeds, soil, and climate.

Define Your Needs: Do you need an all-in-one solution or specialized tools? Are you focused on brand awareness or lead generation? Your goals will determine which tools are best for you.

Consider Integration and Ecosystem: Brands are often overwhelmed by having too many tools, but the best tools work together seamlessly. For example, some management platforms integrate with design tools, and reporting dashboards pull data from a variety of sources. Building a streamlined stack instead of using tools in isolation can give you a better picture of your impact.

Prioritize Performance: Tools should not just make your life easier; they should also help you prove a return on investment (ROI). Make sure the tools you choose offer strong analytics and reporting features that help you connect your social media efforts to specific outcomes.

Beyond the Post: A Guide to What’s Next for Your Brand

At Green Apple Strategy, we recognize you don’t have the time (or even the interest) to keep up-to-date on the latest marketing tools. Our responsibility as a marketing agency is to serve as a trusted guide. We can help you select the right tool stack for your business and build a social media strategy that delivers real results.

Ready to get smarter about your social media? Contact us today to learn how we can help.

The B2B Holiday Client Gifting Strategy Guide

The holiday season is one of the most exciting—and let’s be honest, busiest—times for marketers. Your audience is flooded with messages. Your team is juggling campaigns, content calendars, and Q4 deadlines. And your brand is racing toward those year-end goals.

Whether you’ve already mapped out your holiday marketing plan or you’re still deciding where to focus, this season is full of opportunities to connect in a way that’s memorable and meaningful.

Here are a few practical ways to make the most of the holidays without adding chaos to your calendar.

1. Show Gratitude With a Thoughtful Gifting Strategy

The holidays are a natural moment to say “thank you.” But the most impactful gifts are the ones that feel intentional. Whether you’re sending a simple handwritten note, a small branded item, or a custom gift based on your client’s interests, thoughtful gifting goes a long way in building trust and loyalty.

Pro tip: Start with strategy. Who are you gifting? What’s your budget? Can you personalize it?

We created a free, easy-to-use Client Gift Giving Checklist to help you plan ahead to surprise and delight your clients, customers, and team members in a way that feels intentional and on-brand.

If you’re running short on time, there are plenty of virtual client appreciation gifts that you can send at the last minute.

2. Infuse Some Fun Into Your Holiday Messaging

The competition for attention is at an all-time high during the holidays, but don’t let that stop you from showing your brand’s personality.

This is the perfect time to lighten things up. Run a “12 Days of Giving” campaign, share a holiday blooper reel, or create a digital greeting card with a personal message from your team. The goal? Make people smile and make your brand more memorable.

3. Give Back in a Way That Reflects Your Brand Values

If your team is already supporting a cause or community effort this season, don’t be afraid to share it. Customers increasingly want to support brands that support others and showcase corporate social responsibility.

Whether it’s a donation in clients’ names, volunteering as a team, or gifting from a local nonprofit shop, integrating social impact into your holiday marketing helps you connect in a more meaningful way.

Bonus idea from our checklist: Include a card with your gift that shares how you’re giving back this year, and invite your clients to join you.

4. Start Early to Stand Out (and Avoid Shipping Chaos)

Every year, the holiday rush seems to start earlier, and delivery delays are all too real. If you wait until mid-December, you’re competing for attention and for shipping windows.

Our advice:

Finalize your gifting list and budget by early Q4.
Schedule delivery for early December or even late November to beat the rush.
Don’t forget: a well-timed Thanksgiving or New Year’s gift can be just as meaningful and more memorable.

Let’s Make This Holiday Season Count

Whether you’re trying to nurture existing relationships, reconnect with past clients, or finish the year strong, holiday marketing is a powerful way to do it. And with a little planning, it doesn’t have to feel overwhelming.

Want help creating a holiday strategy that feels thoughtful and strategic?

Download our Client Gift Giving Checklist or reach out to schedule a quick strategy session. We’d love to help you finish the year strong and set yourself up for success in the new year.

Surprise & Delight: Creative Client Gift Ideas That Build Loyalty and Lasting Connections

Sqaurespace employee having coffee with a coworker

There’s something undeniably powerful about a well-timed, thoughtful gift. It’s not just the item itself—it’s the message behind it: You’re seen. You’re appreciated. You matter.

In the B2B world, those kinds of moments can be rare. But during the holiday season, you have a unique opportunity to go beyond a standard thank you to create meaningful connections with your clients, customers, and team members.

At Green Apple, we believe great relationships don’t just happen—they’re nurtured. And that’s where an intentional gift-giving strategy comes in.

We put together a free Client Gift Giving Checklist to help you proactively plan holiday marketing ideas that surprise and delight the people who matter most to your business. But if you’re looking for inspiration on what to give (and how to make it meaningful), here are a few of our favorite ideas to spark your creativity—plus tips to make them strategic, thoughtful, and memorable.

Meaningful Holiday Gift Ideas for Clients and Team Members

1. The Experience

For the client who has everything, give them something to enjoy.

Experiences can be more meaningful and more memorable than physical gifts. Consider things like:

A gift card to a favorite local restaurant
A subscription box tied to their interests (coffee, wine, books, wellness, etc.)
A voucher for a virtual cooking or art class
Tickets to a local event they’d enjoy

Strategic tip: Add a personal note explaining why you chose the experience. Maybe it ties back to a conversation you had or something you know they love. This level of thoughtfulness turns a fun surprise into a relationship-building moment.

2. The Practical

For the high-performers and go-getters, give something they’ll use and appreciate every day.

Functional gifts don’t have to be boring. In fact, the right practical gift can show you understand their daily routine and want to make it better. A few go-to options:

A premium notebook and pen set
High-quality wireless chargers, Bluetooth speakers, or desktop gadgets
An ergonomic mouse or keyboard for their home office
Branded gear that’s actually worth wearing (think soft, high-end, and subtle)

Strategic tip: Package it well. A sleek box or reusable tote adds polish and makes the unboxing experience feel special, even if the gift is something simple.

3. The Thoughtful

For those who value the personal touch, make it heartfelt.

If you really want to stand out, personalization is key. These gifts don’t have to be extravagant, but they do need to feel intentional.

A handwritten holiday card with a note of gratitude
A curated list of favorite books (with a few personally recommended titles)
A small care package with cozy items (think tea, socks, candles, and a message that says “You’ve earned a break”)

Strategic tip: Use what you know. Pull from past conversations or shared interests to customize the gift. This is especially impactful for long-term clients or close team members.

4. The Charitable

For people who care deeply, make an impact together.

Want to give back and show your clients or team members you know what matters to them? A donation in their honor can be a meaningful way to surprise and delight.

Choose a cause they’ve mentioned supporting
Support a nonprofit that aligns with your shared values
Invite them to choose from a few causes with a personalized donation card

Strategic tip: Include a printed message with the gift that shares why you chose this cause. It can be incredibly powerful to enclose a note that says, “We donated in your honor to X, because we know it’s something you care about.”

Ready to Plan Your Gifting Strategy?

Whether you’re looking to express gratitude, re-engage dormant clients, celebrate team wins, or make your brand more memorable, gift giving is a smart, strategic way to do it. And when it’s done well, it leaves a lasting impression long after the holidays are over.

Need help getting organized? We created a free Client Gift Giving Checklist to help you:

Clarify your goals
Segment your recipients
Brainstorm meaningful gift ideas
Manage your budget
Stay on top of timing and logistics

Download the checklist here to start planning now—before Q4 gets hectic.

And if you’d like help developing a gifting campaign or end-of-year marketing strategy that feels on-brand, intentional, and engaging, we’d love to connect.

Book a strategy session with our team. We’ll help you finish the year strong.

How Understanding The Enneagram Can Help Your Customers

The modern workplace has no shortage of personality tools and diagnostic frameworks designed to help companies better understand their employees. From DISC and StrengthsFinder to Myers-Briggs and CliftonStrengths, these tools can play a vital role in helping teams collaborate more effectively, leverage their strengths, and achieve better results.

At Green Apple Strategy, two tools have become foundational for how we work and grow together: the Culture Index and the Enneagram. Each offers a unique perspective on human motivation and behavior. In this post, we’re diving into how the Enneagram, in particular, has helped shape our understanding of team dynamics and marketing itself.

What Makes the Enneagram Different?

Unlike many personality assessments that focus solely on external behavior, the Enneagram is a typology rooted in core motivations and fears. It explores why we think, feel, and act the way we do.

Over the past several years, we’ve taken a deep dive into the Enneagram, reflecting on how each type contributes uniquely to our team and the marketing industry as a whole.

Enneagram Types and the Value They Bring to Marketing

Here’s a high-level look at each of the nine Enneagram types, along with the unique perspective and strengths they offer marketing teams:

NOTE: You can also take a deeper look into each number by following the links below.

Type One: The Reformer

Type Ones are principled, responsible, and improvement-oriented. They hold themselves and others to high standards, always striving to do what’s right.

In marketing, they bring integrity, organization, and a sharp eye for detail, making them essential for marketing project management, quality control, process improvement, and ethical branding.

Type Two: The Helper

Twos are caring, generous, and relational. They’re tuned into the needs of others and naturally offer support.

In a marketing context, Twos thrive in client-facing roles, bringing warmth, empathy, and deep listening skills that build strong relationships and uncover meaningful insights.

Type Three: The Achiever

Threes are driven, adaptable, and success-oriented. They’re natural motivators and high performers who set and crush goals.

On a marketing team, Threes bring energy and vision. They’re ideal for business development, leadership, and campaign execution, always looking for ways to align marketing goals with the big picture.

Type Four: The Individualist

Fours are creative, introspective, and emotionally intuitive. They seek authenticity and meaning in everything they do.

Fours contribute unique, emotionally resonant ideas that help brands stand out. Their creativity and vulnerability bring depth to storytelling and design.

Type Five: The Investigator

Fives are analytical, curious, and independent. They value knowledge and are energized by deep thinking.

In marketing, Fives offer research-driven insights, smart strategies, and thoughtful problem-solving. They’re invaluable for creating a data-driven culture and long-term planning.

Type Six: The Loyalist

Sixes are responsible, loyal, and security-oriented. They’re vigilant and thoughtful, always preparing for what might go wrong.

On a marketing team, Sixes are your risk managers and process builders. They anticipate challenges, create contingency plans, and work hard to keep things running smoothly.

Type Seven: The Enthusiast

Sevens are optimistic, spontaneous, and full of ideas. They bring a sense of fun and adventure to everything they do.

Sevens shine in brainstorming sessions and during the creative ideation process. They’re great at coming up with your next great marketing idea or keeping campaigns fresh and relevant.

Type Eight: The Challenger

Eights are confident, assertive, and protective. They stand up for what they believe in and aren’t afraid to take charge.

In marketing, Eights make strong leaders and advocates. They bring bold thinking, clear direction, and the ability to challenge assumptions and push projects forward.

Type Nine: The Peacemaker

Nines are calm, supportive, and agreeable. They see multiple perspectives and often serve as mediators.

On a team, Nines bring cohesion and balance. They’re natural collaborators who boost employee morale and make sure everyone is aligned. That alignment can be especially important when teams are working under tight deadlines and juggling input from multiple stakeholders.

How to Leverage the Enneagram for Marketing Teams

As with any tool, the Enneagram isn’t a magic fix. But when used thoughtfully, it can serve as a powerful resource for building stronger teams and doing better work. Here are a few ways we’ve found it particularly helpful:

Cultivating Empathy

Recognizing the distinct lenses through which each Enneagram type views the world and the core values they prioritize can foster greater empathy and understanding within your team. This awareness can improve communication, reduce conflict, and create a more inclusive and collaborative environment.

Strategic Role Alignment

By understanding the natural strengths and tendencies of each Enneagram type, you can strategically align individuals with roles that best suit their inherent abilities and talents. For example, the goal-oriented nature of Threes can make them an asset for business development, while the detail-oriented focus of Ones can be invaluable for quality control and project management.

Enhancing Collaboration and Communication

Recognizing different communication styles and potential conflict triggers associated with each type can lead to more effective collaboration. Remembering a Six’s need for reassurance or a Four’s desire for authentic expression can improve team dynamics and project workflows.

Tailoring Client Interactions

Incorporating the Enneagram types of your clients (even intuitively) can provide valuable insights into their motivations and communication preferences, leading to more compelling marketing strategies and stronger client relationships.

Fostering Creative Innovation

The unique perspectives and creative approaches of different Enneagram types can spark innovation and drive new ideas. Encouraging the intuitive insights of Fours, the problem-solving abilities of Fives, and the enthusiastic brainstorming of Sevens can lead to more original and successful marketing campaigns.

Using the Enneagram to Unlock Your Team’s Inner Marketing Genius

At Green Apple, we’ve found the Enneagram to be a powerful tool. It’s helped us better understand ourselves and each other, making us a more cohesive, creative, and supportive team.

It reminds us that great marketing doesn’t come from one-size-fits-all thinking. It comes from leveraging the diverse strengths of individuals who see the world—and the work—differently.

Want help exploring how your team’s strengths can align with your marketing goals? Let’s talk.

A Behind-the-Scenes Look at Green Apple’s Approach to Strategic Planning

Let’s be honest. The world of marketing can sometimes feel like a whirlwind of trendy tactics and must-have services. You’ve probably been pitched everything from the latest social media craze to the shiniest new website design. But what if you could step back, take a breath, and build a marketing strategy that makes sense for your entire business?

That’s the idea that sparked Green Apple Strategy more than a decade ago.

We weren’t founded on pushing specific marketing services. Instead, we envisioned an agency that thinks like a business owner, understanding that marketing isn’t a solo act. It’s deeply intertwined with everything you do – from sales and operations to customer service and even your company culture. We want to be the partner that helps you strategically connect those dots, crafting marketing plans that fuel your overarching business goals, not just chase immediate marketing metrics.

At Green Apple, we believe in building a solid foundation through strategic planning, then carefully selecting the right tactics to bring that strategy to life. And that’s exactly what we help our clients do. In this post, we’re pulling back the curtain to show you what makes our approach to strategic planning different—and why it works.

Step 1: Deep Dive Discovery – The Foundation of Strategic Planning

Every marketing strategy we build begins with understanding. Before we ever pitch an idea, we immerse ourselves in your brand, your culture, your goals, and your current efforts. We want to know what makes you tick—and what’s holding you back.

Here’s how we do it:

1. Think Big Picture: Recognize Marketing’s Role in Your Ecosystem

Marketing isn’t an island. It ripples across every facet of your business, and conversely, what happens in other departments significantly impacts your marketing effectiveness. A new product launch? A shift in operational protocols? These all have marketing implications. We ensure your marketing activities are designed not just to generate leads but to seamlessly support and amplify your broader business objectives, from increasing brand awareness to improving customer loyalty.

2. Know Thyself (and Thy Enemy): A Deep Dive into Your Marketing Landscape

At Green Apple, we dig deep to uncover hidden strengths you might not even realize you have, identify potential blind spots that could be hindering your growth, and address existing challenges head-on. Understanding your competitive landscape is just as crucial. We analyze what your competitors are doing well (and not so well) to identify opportunities for you to stand out and carve your unique path.

3. Getting Your Entire Company in Harmony: The Power of Cross-Departmental Insights

Getting everyone on the same page is paramount. We intentionally bring key stakeholders from different departments into the conversation early on. While your CEO might not need to know the intricacies of your latest social media algorithm, their perspective on how marketing investments impact the bottom line is invaluable. We often host “listening sessions” to share our initial thoughts and gather feedback. This cross-departmental collaboration ensures marketing isn’t operating in a vacuum, allowing us to uncover insights from sales, operations, and leadership that can spark your next big marketing idea.

Helpful Marketing Analysis & Planning Resources:

Client Success Story: When Charter Construction initially approached us about updating their website, our “Deep Dive Discovery” revealed a broader challenge: attracting new talent in a competitive market. This led to a strategic partnership where we not only enhanced their online presence but also collaborated on developing a comprehensive internship program, directly addressing their hiring needs through targeted marketing initiatives.

Step 2: Collaborative Strategy Session

Once we’ve absorbed the ins and outs of your business, we roll up our sleeves and get to work with you. Our strategy sessions bring together key stakeholders to collaboratively build a marketing plan that isn’t just handed down, but one that truly aligns with your overarching business goals and has buy-in from the people who will be instrumental in its success. Here’s a peek into our approach to collaborative planning:

1. Assembling Your Strategic Dream Team: Who Needs a Seat at the Table?

Building a marketing campaign in isolation is a recipe for misalignment. Imagine crafting a brilliant social media strategy that clashes with the sales team’s current focus or creates logistical nightmares for your operations department. By involving important stakeholders – from the CEO who needs to approve the vision to the sales manager who will be on the front lines – we ensure the strategy supports every area of the business. Defining “the right people” is unique to each company, but it always involves those who have a significant impact on or are impacted by the marketing plan.

2. Illuminating the Path: Connecting Your Team to Your Target Audience

One of the most rewarding moments in our strategy sessions is witnessing the “aha!” moment when everyone grasps how the various marketing ideas and tactics work together as a cohesive whole to drive your company forward. Whether it’s gaining clarity on your ideal customer profile or recognizing the power of an omnichannel presence to reach today’s multifaceted buyers, this shared understanding creates synergy and empowers everyone to see the bigger picture and their role within it.

Helpful Resources for Collaborative Marketing Planning:

Client Success Story: Our partnership with First Acceptance Auto Insurance to develop an employee engagement campaign demonstrates effective cross-departmental teamwork. This coordinated effort involved HR, marketing, and operations working together to reinforce the company’s commitment to its claims professionals. By bringing these stakeholders together, we ensured the campaign resonated authentically and supported the company’s internal culture and external brand.

Step 3: Actionable Roadmap

A brilliant strategy is only as good as its execution. That’s why we’re passionate about creating a strategic marketing plan that’s aspirational and realistically achievable. We take into account your current capabilities, resources, and timelines to build an actionable roadmap that sets you up for success. Here’s how we equip our strategy clients with the best possible plan:

1. From Pie in the Sky to Feet on the Ground: Practical Marketing Planning

Unless you have the vast resources of a major corporation, your marketing budget and team size will have limitations. It’s easy to get swept away by the excitement of endless marketing possibilities, but we ground our strategies in reality. We help you set appropriate expectations by clearly outlining the resources, budget, and timeline required for each element of the plan. This ensures you’re not chasing “pie in the sky” tactics but focusing on what you can realistically implement and sustain.

2. The Agile Advantage: Building a Marketing Strategy That Bends, Not Breaks

The marketing landscape is constantly evolving, and a rigid plan can quickly become outdated. We build our strategies with agility in mind, incorporating a process of continuous learning and optimization. We’re not afraid to revisit the plan, analyze the results, and say, “We’ve identified a better way to do this.” This flexibility allows us to adapt to unexpected changes, capitalize on new opportunities, and ensure your marketing strategy remains a dynamic and effective tool for growth.

Helpful Resources for Marketing Plan Implementation:

Client Success Story: When we partnered with Urban Sweat during their acquisition efforts, we understood the critical need for timely and strategic messaging for both their existing team and new franchisees. Our “Actionable Roadmap” involved not just developing the communication plans but also equipping their internal team with the tools and resources they needed to execute effectively, allowing them to focus on the complexities of the acquisition while we managed the heavy lift of communications assets.

Discover the Green Apple Difference in Strategic Planning

At Green Apple Strategy, our competitive advantage isn’t just our marketing expertise – it’s our fundamental approach to strategic planning. We believe in taking the time to truly understand your business, collaborating closely to build a shared vision, and crafting actionable plans that set you up for sustainable success.

If you’re tired of marketing that feels disconnected and are ready for a strategic partner who thinks like a business owner, we’d love to connect. Reach out to our team to explore how our unique approach can help you achieve your business goals.

Branding That Sticks: 5 Key Principles for a Lasting Impression

When someone hears your company’s name, what pops into their head? Do they instantly get your brand and what you’re all about? Or do you fade into the background, lost in the sea of competitors?

Brand identity isn’t just about logos and color schemes—it’s about creating that spark, that emotional connection that makes people think, “Yeah, I like this company!”

A strong brand identity builds trust, creates loyalty, and sets your business apart from the noise. Consider these stats:

Brands that lead with a clear purpose grow at twice the rate of those that don’t. (Kantar)
Consistent brand presentation increases revenue by up to 23%. (Forbes)
59% of customers prefer to buy from brands they trust. (Edelman)

At Green Apple Strategy, we see branding as the sweet spot where your business goals, your marketing strategy, and your messaging all come together. If you want to build a strong, recognizable brand, these five principles will set the foundation.

1. Find Your “Why” (Seriously, It Matters)

Before you even think about a logo or a tagline, you have to figure out your purpose. As the wise Simon Sinek once said, “People don’t buy what you do; they buy why you do it.”

Case Study: First Acceptance

When First Acceptance, an auto insurance company, approached us for an employee engagement and recruitment campaign, we knew their “why” had to be the foundation. We conducted in-depth interviews with employees across all levels to uncover what made First Acceptance unique. The result? A core messaging framework rooted in purpose and values that resonated with customers and with First Acceptance employees, driving engagement and brand loyalty from the inside out.

2. Give Your Brand Some Personality!

A brand without personality is like a robot at a party—forgettable. Are you bold and innovative? Or warm and friendly? Your brand’s personality should shine through in everything you do.

Case Study: Silicon Ranch

When leading solar energy provider Silicon Ranch needed a brand refresh and a new website, we helped them craft a personality that positioned them as an industry leader. Instead of blending in with competitors, we defined a brand voice that was authoritative yet down to earth in order to resonate with their target audience across the Southeast. This brand personality became the backbone of their refreshed identity, setting them apart in a rapidly growing industry.

3. Get to Know Your Ideal Customer

If you’re trying to talk to everyone, you’re basically talking to no one. You need to know who your customers are, what they need, and how they like to interact with you. Tapping into the power of customer personas is key to marketing success.

Case Study: CaringWays

As CaringWays prepared to launch a crowdfunding platform for medical expenses, they realized an opportunity to shift the target audience. By reevaluating their buyer personas, they changed their messaging and presence to better connect with healthcare providers, companies, and non-profits. This strategic pivot allowed them to build a brand that spoke directly to the needs and emotions of their ideal audience.

4. Be Consistent (Everywhere!)

Your brand should be instantly recognizable—no matter where a customer encounters it. Consistency strengthens brand recognition and trust, and it requires a coordinated effort across websites, social media, email, and advertising.

Case Study: Survivor Fitness

GivingTuesday is one of Survivor Fitness’s biggest fundraising days. To stand out in a crowded space, we developed a compelling campaign theme to use across all channels—email, social media, influencer marketing, and more. The result? A cohesive, eye-catching campaign that resonated with their audience and drove meaningful engagement.

5. Don’t Forget Your Team!

Your employees are your biggest brand ambassadors. If they don’t understand or believe in your brand identity, neither will your customers. A strong internal marketing strategy ensures that your team embodies the brand’s mission and values.

Case Study: Urban Sweat

When Urban Sweat acquired 10+ new franchises, they faced a challenge—how to maintain a strong brand identity while integrating new team members. We developed internal communication strategies that introduced each franchise to the Urban Sweat brand, creating alignment across all locations. This not only helped with employee buy-in but also ensured a consistent experience for customers, no matter which location they visited.

Turn Your Strategy into Identity and Impact

Building a strong brand is about more than just looking good. It’s about purpose, personality, and consistency. When you get it right, your brand becomes an experience people love.

If you think your brand could use a little TLC, we’re here to help! At Green Apple Strategy, we love crafting marketing plans that make a real impact.

Learn more about our unique process or connect with our team to discuss how we can help your brand shine!

Google Search in 2025: Stats You Need to Know

Google search is a living, breathing entity, constantly evolving and adapting. What worked last year might not cut it in 2025. The rise of AI-powered search results has shifted how we think about content creation. Staying ahead of the curve is crucial for any business looking to thrive in the digital landscape.

At Green Apple Strategy, we understand that navigating SEO changes can feel overwhelming, especially for small and medium-sized businesses with limited marketing resources. That’s why we’re passionate about distilling the most important digital marketing trends and helping our clients incorporate them into their overall marketing strategy.

In this article, we’re highlighting some of the most impactful Google search statistics you need to know for 2025, tailored for both B2B and B2C businesses.

2025 Google Search Statistics for B2B Companies

1. 66% of B2B buyers in the US search online for products or companies before making a purchase. (SEOProfy)

FACT: Your potential B2B clients are doing their homework online before they even pick up the phone. They’re using search engines to actively research products and companies to find the best fit. This means a strong online presence is a necessity. If your website isn’t informative, easy to navigate, and optimized for search, you’re missing out on a huge chunk of potential business.

2. 30% of B2B companies prioritize SEO and place it as the second most popular marketing investment. (Statista)

SEO is not just about getting your website to rank higher; it’s about making sure the right people find you when they’re actively searching for what you offer. That’s why so many B2B companies are putting their money where their mouth is and investing in SEO. It’s a long-term play, but the payoff can be huge, attracting qualified leads and driving sustainable growth.

3. 57% of B2B businesses believe their SEO and content strategy generates more leads than any other marketing channel. (Gitnux)

Here’s a stat that really speaks to the power of SEO and content: over half of B2B businesses see SEO as their top lead generator. That’s because when you combine solid SEO with valuable, relevant content, you’re creating a magnet for potential customers. When people are searching for solutions, your content can position you as the expert, building trust and driving them further down the sales funnel.

4. Video is the media format that has the highest ROI, followed by images, blog posts, podcasts, or other audio content. (HubSpot)

In today’s fast-paced world, B2B buyers are looking for information they can consume quickly and easily. That’s where video content can shine. It’s engaging, informative, and can convey complex ideas in a digestible format. Whether it’s product demos, explainer videos, or customer testimonials, video content can significantly boost your ROI. And don’t forget about images, blog posts, and podcasts! They all play a role in creating a well-rounded content strategy that resonates with your B2B audience.

5. Businesses experience an average close rate of 14.6% from search engine leads, significantly higher than the 1.7% from traditional outbound methods. (LeadForensics)

Potential customers who are searching on Google are actively looking for solutions; they’re raising their hands and saying, ‘I need this!’ So, when they find you through search, they’re already primed to buy. It’s like having a pre-qualified audience knocking on your digital door, ready to do business. That’s why investing in SEO can be a game-changer for your bottom line.

2025 Google Search Statistics for B2C Brands

1. 46% of all searches on Google are for a local business or local service. (Search Engine Roundtable)

Think about your own search habits for a second. How often are you typing in ‘restaurants near me’ or ‘plumbers in [your town]’? As it turns out, nearly half of all Google searches are people looking for something local. That’s a massive opportunity for B2C businesses! If you’re not optimizing for local search, you’re missing out on nearly half of your potential customers.

2. After searching on a smartphone for something nearby, 76% of people end up visiting the business within one day. (Google)

This stat highlights the importance of mobile optimization and a strong local presence. If your website is slow or your information is hard to find on mobile, you’re losing out on immediate foot traffic. You want to be that top result searchers find on their phone so that they visit your business on the same day.

3. People are 70% more likely to visit a business with a complete Google Business Profile. (GPO)

Your Google Business Profile is like your digital storefront. And just like a physical storefront, you want it to look its best! That means filling out all the details, adding photos, and keeping your information up-to-date. Think of it as an online handshake. A strong, complete profile builds trust and encourages people to take that next step and visit your business.

4. Updating your existing content with new images and rewritten text can increase organic traffic by 111.3%. (SEOProfy)

You don’t always have to create brand-new content to see a boost in your SEO. Sometimes, a little refresh is all it takes. It’s like giving your old content a facelift, making it more relevant and engaging for both search engines and your audience. So, don’t forget to revisit your old blog posts and web pages—a little TLC can go a long way.

5. 73% of B2C marketers use keyword research tools for search engine optimization while working on content creation. (Content Marketing Institute)

When it comes to creating content that actually gets seen, keyword research is your best friend. This ensures that your content is not only valuable but also discoverable. It’s like speaking the same language as your potential customers, making it easier for them to find you online.

Your SEO Advantage: Partnering for Digital Success

Staying informed about the latest Google search statistics is essential for any business looking to succeed in the digital age. As a full-service marketing agency, we’re committed to helping our clients leverage every available tactic to achieve their growth goals.

The Orchard, our freelance team of specialists, includes seasoned SEO experts who can help local companies enhance their brand visibility and improve their online presence. If you’re looking to maximize your SEO efforts or improve your Google ranking, our team has the experience and tools to help. Contact us today to learn more about how we can help you achieve your marketing goals.

How to Build a Customer-Focused Culture That Drives Real Results

Customer experience isn’t just a buzzword—it’s a proven driver of business success. Companies that prioritize their customers see higher revenue, increased brand loyalty, and greater customer satisfaction. In fact:

84% of companies that improve customer experience report higher revenue. (Source)
73% of consumers say a good experience influences their brand loyalty. (Source)
Poor customer service costs U.S. businesses a staggering $1.6 trillion annually. (Source)

A customer-focused culture means embedding customer-first thinking into every aspect of your organization. So, how can your business create a culture that puts customers at the center of everything you do? In this article, we’ll explore everything you need to know about building a customer-focused culture—from the key factors that set the foundation to practical strategies for overcoming common B2B challenges.

Key Factors for Creating a Customer-Focused Culture

Customer-focused companies are built on foundational values and actionable strategies that turn customer experience from an afterthought into a business priority. Here are four common traits they share:

1. Leadership Buy-In Across the Organization

A customer-focused culture starts at the top. If leaders and stakeholders across every department recognize the importance of putting customers first, it becomes ingrained in the company’s DNA. Your CFO should understand how financial policies impact customers. Marketing should craft campaigns with customer needs in mind. Your operations team and your customer service team need to collaborate to scale your business without causing any major breakdowns. Every leader should champion client satisfaction and find ways to strengthen customer relationships.

2. Compelling Brand Values That Are Lived Out

Many companies claim to value customer satisfaction, but fewer put systems in place to support that claim. Businesses like Zappos stand out because they empower employees to do what’s right for the customer instead of following rigid policies. If customer-centricity is part of your values, ensure that it’s reflected in your operations, employee training, and decision making.

3. Engaged Employees Who Care About Their Work

Customer satisfaction starts with engaged employees. When employees feel valued and invested in their work, they are more likely to care about a brand’s reputation and go the extra mile for customers. Investing in training, collaboration, and employee satisfaction ultimately leads to better customer interactions.

4. A Deep Understanding of What Customers Want

To improve the client journey, you must first understand what customers want and need. Take time to gather insights, listen to feedback, and analyze customer pain points. Be intentional about your customer journey and onboarding experience. Strong emotional connections with customers are built on listening, understanding, and responding to their needs.

How to Build a Customer-Focused Culture in Your Business

Once you have the right foundation in place, it’s time to take action. Here are five practical steps to help you implement a customer-first mindset in your organization:

1. Empower Your Team to Deliver Exceptional Service

Your employees are the front line of your customers’ experiences. Hiring people who value customer relationships and ensuring they feel supported is critical. Customer service shouldn’t fall solely on one department—it should be a shared responsibility across all teams. Encourage collaboration between departments to ensure a seamless and unforgettable customer experience.

2. Foster Empathy for Your Customers

Customers want to feel heard and understood. Yet only 38% of U.S. consumers say the employees they interact with truly understand their needs. Training your team to respond with empathy—by listening actively, addressing emotional needs, and showing genuine care—can differentiate your brand and create loyal customers.

3. Solve Customer Problems Before They Arise

Anticipate common customer challenges and address them proactively. Identify past frustrations, FAQs, and miscommunications, and create solutions before customers even ask. Whether it’s through improved processes, self-service resources, or proactive outreach, staying ahead of customer pain points builds trust and loyalty.

4. Prioritize Relationships Over Transactions

Customers with positive experiences are five times more likely to recommend your brand. Long-term success is about building relationships. Whether through personalized interactions, responsive customer service, or engaging content, show customers that you prioritize their needs and satisfaction over short-term gains.

5. Turn Customer Feedback into Meaningful Change

Listening to customers is essential, but acting on their feedback is what truly makes a difference. Regularly collect and analyze customer feedback and then use it to make meaningful improvements. Demonstrating that you value customer input not only strengthens relationships but also ensures continuous growth and improvement.

Customer-Focused Strategies for Complex B2B Companies

At Green Apple, we have a lot of experience working with leaders who want to change the culture within their small and mid-size B2B businesses. We know that creating a customer-focused culture comes with unique challenges for these companies. Longer sales cycles, multiple decision-makers, and resource constraints can make it harder to deliver a seamless experience. Here are some strategies we’ve implemented to help our clients overcome these challenges, set their businesses apart, and strengthen client relationships.

1. Aligning Sales & Customer Support

Customer experience shouldn’t stop when a deal is closed. Yet, in many B2B organizations, sales and customer support operate in silos—leading to miscommunications, unmet expectations, and frustrated clients. To ensure a smooth transition from prospect to long-term partner:

Create a handoff process. Document key client details, expectations, and previous conversations so the support team can pick up where sales left off.
Encourage cross-team collaboration. Regular check-ins between sales and support teams help maintain a shared understanding of customer needs.
Measure post-sale satisfaction. Follow up with customers after implementation to ensure they’re seeing value from your product or service.

2. Handling Complex Decision-Makers

B2B purchases often involve multiple stakeholders, each with different priorities. A customer-focused approach means understanding and addressing their unique concerns:

Map out key decision-makers. Identify who influences the buying process and tailor your messaging accordingly.
Provide relevant content for each stakeholder. A CFO may care about ROI, while an end user wants ease of use. Create resources that speak to their specific needs.
Stay engaged beyond the sale. Continue building trust by offering insights, training, and proactive communication to keep all stakeholders aligned.

3. Scaling Customer Experience with Limited Resources

Smaller B2B companies often struggle to balance customer experience with operational efficiency. While you may not have the budget of a large enterprise, you can still prioritize customers in practical ways:

Leverage automation wisely. AI tools such as chatbots, email workflows, and self-service resources can enhance efficiency without losing the human touch.
Focus on the highest-impact touchpoints. Identify the most critical moments in your customer journey—such as onboarding or renewals—and invest in making them seamless.
Turn your best customers into advocates. Encourage referrals and testimonials to build credibility without a massive marketing budget.

Overcoming these challenges requires intentionality, but the payoff is worth it. By aligning teams, navigating complex deals with a customer-first mindset, and using resources effectively, your business can create a standout customer experience no matter its size.

Commit to Customers, Elevate Your Business

Creating a customer-focused culture requires commitment, strategy, and action. If you’re ready to align your marketing with customer experience in a way that drives real results, we’d love to help. Check out some of the success stories we’ve helped create or explore our approach to strategic planning to see how we can do the same for you.

Setting Your 2025 Marketing Goals: A Guide

Setting the right goal is the backbone of an effective inbound marketing strategy. It can provide a foundation for how you develop your marketing approach. It can also help you identify milestones to track as you make progress toward important business objectives.

While business leaders and marketing managers recognize the importance of setting marketing goals, defining them is often easier said than done. Where do you start? Which goals will truly help you move the needle? How much should you stretch while still identifying SMART marketing goals that are attainable? These aren’t easy questions to answer.

7 Steps to Identify The Right Marketing Goals for 2025

After hundreds of conversations over the years, we’ve discovered a few best practices that can help you set marketing goals that align with your overall business objectives. Whether you’re just starting the process of defining your goals or finalizing your marketing plan, here are a few helpful steps to ensure you set the right marketing goals for the year:

Step #1: Evaluate and Analyze This Year’s Goals

Taking time to reflect on your experience over the past year is the best place to start. What were your goals at the beginning of the year? Were they helpful in moving you toward your ultimate business goals? Were you too ambitious in some areas? Were there certain obstacles that kept you from achieving your goals? Which goals would you keep and which would you jettison?

These are all incredibly helpful questions to help you develop smarter marketing goals for the following year. At Green Apple, we often encourage our clients to include other stakeholders in the process of evaluating goals. Whether it’s capturing anecdotal feedback or conducting a thorough SWOT analysis, it’s important to approach the conversation with honesty and candor.

You won’t be able to improve if you don’t take the time to identify your current reality. This leads to the next step.

Step #2: Define Your Current Position and Barriers to Growth

Defining the proper marketing goals requires an accurate understanding of your current reality. It’s important to consider your current growth level. You shouldn’t expect to grow by double digits (without a significant shift in budget or strategy) if you’ve averaged 2-3% growth. This also means making an honest assessment of your limitations. Every marketing tactic requires time, energy, and resources. One of the worst mistakes you can make is to set audacious marketing goals without the ability to make the necessary investment to achieve them.

Step #3: Incorporate Your Business Goals and Initiatives into Your Marketing Goals

One of the best ways for your marketing efforts to impact your business is to ensure your goal supports the overall direction of your company. This is an often overlooked but essential step in setting your marketing goals. As we partner with clients to develop their marketing strategy, we take time to identify any business objectives marketing should support. Often, this requires collaboration between the C-suite, marketing team, business development team, and even customer service and operations.

The point is to understand what your company is trying to achieve so that you know where to invest your marketing budget.

Step #4: Identify Your Priorities

If you could only focus on three or four marketing goals for the year, what would they be? If you could only focus on one, what would it be? Asking these two questions can help you define your priorities. Biting off more than you can chew is a common mistake when it comes to setting the right marketing goals.

Ranking your priorities can ensure you focus on what’s most important. It can also provide clarity if you’re forced to make budget cuts or other business decisions that might impact your overall marketing campaign.

Step #5: Set Clear, Written Objectives and Key Results

Based on the insights you gain from the first four steps, you’re ready to define your marketing goals. Writing your goals down is also important. According to research from CoSchedule, marketers who write down their goals are 376% more likely to report success than those who don’t.

It’s important to have a timeline for each goal or objective. For example,

Goal: Grow our social media following
Objective: Increase social media audience by 30% by April 1, 2025

Step #6: Detail Your Milestones and Metrics for Success

The best way to drive your results and keep your team motivated is to break down your annual goals into quarterly and monthly milestones. This can also be helpful if you work in an industry where certain times of year are busier than others.

For example, if you have a Q2 sales goal that’s higher than normal, you might want to set a Q1 lead generation goal that can support it.

Step #7: Determine How to Translate Metrics into Actionable Insights

If you want to achieve your end goal, it’s important to be able to translate your marketing results into actionable insights. This shift in the way you approach marketing metrics can make a huge difference.

If you’re struggling to identify the right marketing goals for your business, you’re not alone. We’ve worked with businesses in a variety of industries, and each has its own unique set of challenges when it comes to setting the right goals.

Let Us Help You Achieve Your Goals

If you need help setting the right goals or designing a marketing strategy to help you achieve your business goals, our team is here to help.