Author: Samantha Pyle

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.

Struggling to Hire? Think Like a Marketer to Attract Top Talent

Hiring employees is more challenging than ever—especially in competitive markets and industries. In fact, 90% of employers say it’s hard to find skilled candidates, and 76% of recruiters say it’s the biggest challenge they face. Businesses are starting to realize that the way you market to potential employees is just as important as how you market to customers.

At Green Apple, we’ve helped companies in all kinds of industries tackle their hiring challenges. We’ve used our marketing expertise to create recruitment strategies that bring in top talent while staying true to each company’s culture and values. Here are a few best practices we’ve used to help businesses stand out in a tough hiring market.

The Secret to Attracting Top Talent

1. Highlight What Sets Your Workplace Apart

It’s no secret that every company believes they’re a great place to work. But what truly sets your business apart? What makes you different from other companies fishing in the same talent pool? You can’t hire “unicorn-level” employees if they’re not inspired to submit their applications first. Identifying and communicating your differentiators effectively can be the key to standing out.

Client Example: One of our long-time partners, Maxwell Roofing, needed to elevate their employee recruitment efforts to support their growth. In 2024, we helped them create a dedicated video to highlight their company culture, introduce their values, and explain what makes Maxwell Roofing unique. We also developed marketing assets for career fairs and interviews. These tools made their recruitment strategy more engaging and memorable, helping them connect with high-quality candidates.

2. Let Your Team Do the Talking

Let’s face it: every company’s website claims it’s a “great place to work.” But candidates often look for proof beyond the polished language. Allowing your employees to share their experiences and perspectives can add authenticity and credibility to your recruitment efforts.

Client Example: When we partnered with First Acceptance Insurance Company, we helped them launch the “FAICForward” initiative. This program celebrates employees who exemplify the company’s values, rewarding and honoring standout team members. Beyond strengthening their internal culture, this initiative became a powerful recruitment tool. By amplifying employee voices, they showcased an authentic culture that resonated with job seekers looking for a supportive and values-driven workplace.

3. Fishing for Talent? Build a Pond.

Sometimes, waiting for the right candidates to come to you isn’t enough. Especially in industries like construction, where competition for skilled workers is fierce, creating your own opportunities to attract top talent can make all the difference.

Client Example: We partnered with Charter Construction, a leading commercial concrete contractor in Nashville, to revamp their internship program. By developing a more robust and engaging program, they not only attracted top talent from college career fairs but also integrated interns into their company more effectively. This proactive approach helped them stand out as a company invested in developing the next generation of construction professionals.

Recruitment Success Starts with Good Marketing

Hiring exceptional employees is no small feat, but approaching recruitment like a marketing campaign can yield great results. By focusing on your differentiators, leveraging employee stories, and building intentional pipelines, you can attract the talent your business needs to thrive.

We’ve seen firsthand how marketing strategies can intersect with HR to create meaningful recruitment campaigns. If you’re struggling to find or attract the right employees, we’re here to help.

Learn more about our strategic planning services for employee recruitment and engagement, or contact our team to schedule a discovery call.

Mastering the Launch: How to Successfully Market a Complex Product or Service

Launching a new product or service can be an exciting endeavor. But what if your offering is complex, technical, or simply difficult to explain? How do you capture the attention of your target audience and convince them that your solution is the answer to their problems?

At Green Apple, we understand the excitement and pressure that comes with a new launch. We’ve learned that a successful launch requires more than just a great product; it demands a strategic approach.

So, how do you create a launch plan that generates buzz and drives real results? Let’s explore some key strategies.

Key Ingredients to a Successful Launch

Here are a few marketing tips to help you capture the attention of your audience, make it easy to understand your product or service, and ultimately convert them into a customer:

1. Align Your Team for a Strong Start

A successful launch isn’t solely the responsibility of the marketing team. It requires a collaborative effort across departments. By engaging other departments—such as operations, customer service, and sales—you can ensure that everyone is aligned on launch goals, messaging, and support.

This cross-functional alignment is crucial for scalability. If your product launch drives demand, your operations team needs to be prepared to meet it. At the same time, customer service should be ready to answer questions, and sales should feel confident about communicating the product’s value. Involving these teams early creates an environment for early adoption and long-term success.

2. Speak Your Customers’ Language

Clear messaging that resonates with your audience is essential, especially for complex products or services. Customers want to understand how your offering will help them succeed or solve a specific problem. But in industries where products may be highly technical or multi-faceted, creating this clarity is often a challenge.

To overcome this, take the time to view your product from your audience’s perspective. Ask yourself: What questions might potential customers have? How does this product directly benefit them? Crafting messaging that answers these questions builds trust and makes your product feel accessible and valuable, no matter how complex.

3. Find Creative Ways to Test the Waters

A pre-launch campaign can be an incredibly helpful way to gather marketing insights before you fully commit. Consider a pilot campaign, beta test, or limited rollout that lets you analyze how well your messaging connects with customers.

This pre-launch phase allows you to gather real-world data on what’s working, what isn’t, and where there are untapped opportunities. Reviewing this data can reveal what resonates most with your audience, allowing you to refine and strengthen your messaging before the official launch.

4. Bring Your Product or Service to Life with Stories

Stories are powerful tools for communicating complex ideas. Facts, features, and technical details are important, but they often don’t grab attention the way a relatable story can. If you’ve struggled to explain your product or service’s value with straightforward explanations, consider integrating storytelling into your marketing.

Whether it’s a customer success story, a behind-the-scenes look at the development process, or a thought-provoking blog post, storytelling can help you connect with your audience on an emotional level.

Are You Launch-Ready? A Quick Checklist

Before diving into your full-scale launch, it’s worth assessing if your marketing efforts are truly ready to support it. Here are some questions to help you evaluate your marketing strategy:

Is Our Messaging Clear and Customer-Focused? Does your messaging clearly convey the benefits of your product in terms that resonate with your audience?

Are All Relevant Teams Aligned and Prepared? Are operations, sales, and customer service teams aligned with your launch strategy and equipped to support customers?

Have We Tested Our Messaging? Have you run a pre-launch campaign or gathered feedback to validate your approach?

Do We Have a Story that Brings Our Product to Life? Can you communicate your product’s value through a compelling story that captures attention?

Is Our Customer Journey Mapped Out? Have you planned for every stage of the customer experience, from initial awareness to post-purchase support?

Answering these questions honestly can reveal gaps or areas for improvement in your launch plan. It also gives your team the chance to refine tactics, ensuring your launch makes the best possible impression.

From Planning to Success: Ensuring a Powerful Launch

Launching a new product or service is an exciting opportunity, but it also requires careful planning and execution. By following these strategies and asking yourself the right questions, you can increase your chances of a successful launch.

If you’re preparing for a product launch and want expert guidance, reach out to Green Apple Strategy. We’d love to discuss how our strategic planning services can support your next launch and help you drive results.

Why Corporate Social Responsibility Should Be on Your Radar in 2025

Corporate social responsibility (CSR) is an important concept for every business to consider in 2025. Over the past decade, many companies have adopted socially responsible policies. One report found that 92% of S&P 500 companies published reports charting their efforts related to CSR and sustainability in 2020. That figure was less than 20% in 2011, indicating huge growth in this area. In addition to helping the community through beneficial services and products, this approach also serves as a powerful marketing strategy and brand differentiator.

Large businesses aren’t the only ones benefiting from creating a corporate social responsibility platform. Many small and mid-sized companies have found creative ways to adopt a socially responsible approach to positively impact others in ways that go beyond jobs or service creation.

During a recent Green Apple Lunch & Learn, our very own Olivia Cooper shared her thoughts on the importance of corporate social responsibility platforms. Here are a few interesting insights she shared that might be helpful for your business to consider this year.

What is Corporate Social Responsibility?

Essentially, corporate social responsibility is a concept in which businesses value activities that benefit society on a local, national, or global scale. It’s an approach in which businesses are equally concerned about bettering society as much as they are profitability and other business functions.

Approaching business with a socially responsible mindset has become an important priority for many of today’s consumers, investors, and employees. According to an Aflac survey, 70% of Americans believe it’s either “somewhat” or “very important” for companies to make the world a better place, while just 37% believe it’s most important for a company to make money for shareholders. With this in mind, it’s easy to see why every business owner and marketing manager could make the case for integrating corporate social responsibility.

Why is Social Responsibility Relevant for Marketing Your Business?

Here are a few specific ways a corporate social responsibility platform can impact your marketing efforts:

CSR can help you recruit and retain top talent.

Attracting talented and motivated people is essential for your bottom line. A CSR strategy shows a company is compassionate and treats all people, including employees, well.

A survey of nearly 25,000 people aged 18-35 revealed that 40% believe making an impact is one of the most important criteria they consider when choosing a career opportunity, and 55% of employees would choose to work for a socially responsible company, even if it meant a lower salary.

CSR can help attract investors.

Corporate social responsibility has become an increasing priority for investors as well. 73% of investors state that efforts to improve the environment and society contribute to their investment decisions. 41% of Millennial investors put significant effort into researching a company’s role in improving society and the environment before deciding to invest.

CSR shows consumers you care.

A CSR strategy can help you improve your reputation with consumers — earning their trust and loyalty. According to a 2015 survey by Nielsen, more than 50% of consumers are willing to pay more for a product or service if the business prioritizes sustainability.

Consumers admire businesses that take positive steps toward improving the world. A commitment to corporate social responsibility might earn their trust and attention over another business offering similar products or services.

How to Create a Social Responsibility Platform that Works for Your Business

Being socially responsible can mean a lot of different things for various businesses. If you’re interested, here are a few ways you can adopt a social responsibility platform:

Ethical Responsibility — This approach is committed to the ethical treatment of all stakeholders, including leadership, employees, investors, and suppliers. ABLE is a local business here in Nashville that is one of our favorite examples.
Economic Responsibility — This approach isn’t about maximizing profits. Instead, it’s about positively impacting whoever is most important to your business.
Philanthropic Responsibility — This is a corporate responsibility platform that is built on using profits or business functions to make the world a better place. TOMS shoes has been a long-time example of this type of social responsibility.
Environmental Responsibility — This is a commitment to positively impacting the world by adopting an environmentally-friendly and sustainable approach to business. Blueland is one of our favorite eco-friendly brands making a difference in the world.

Not everyone needs a social responsibility platform, but it’s an important concept to consider for your brand. Finding a way to incorporate social responsibility into your business has the potential to completely transform your business (and the lives of others) for years to come.

Plan with Purpose: How to Build a More Strategic Content Marketing Calendar

A well-crafted content calendar is the backbone of any annual marketing plan. By strategically planning and executing your content, you can effectively reach your target audience, build brand awareness, and drive business growth.

At Green Apple Strategy, we believe a content calendar should be more than just a list of topics. It should be a strategic roadmap that aligns with your overall business objectives. By taking a thoughtful, data-driven approach, you can create content that resonates with your audience and impacts your bottom line.

Key Steps to Building a More Strategic Content Calendar

Key 1: Define Clear, Strategic Goals

As with any marketing tactic, it’s essential to understand why you’re investing in it. Are you looking to raise brand awareness, drive sales, or build stronger customer relationships? Knowing your goals upfront makes it easier to create content that directly supports them. And don’t forget to consider your target audience—understanding who they are and what they care about helps you create content that resonates with them.

Key 2: Audit Your Content with a Strategic Perspective

Before creating new content, look at what you already have. What’s working well, and what’s not? Are there any gaps you need to fill? A quick audit of your content helps you focus on what’s driving results and repurpose top-performing pieces into new formats—like turning a blog post into a video. It’s a smart way to build on what you’ve already done rather than starting from scratch every time.

Key 3: Identify New Opportunities to Address Audience Pain Points

Getting to the heart of your audience’s daily life is essential for creating content that adds value. What challenges are they facing? What questions are they asking? When you focus on their pain points, you can create content that offers solutions and shows your brand as a helpful resource.

Keep in mind that your customers’ needs may change over time. Stay aware of those shifts and update your content accordingly—this keeps your messaging fresh and relevant.

Key 4: Make Keywords Work for You

Keywords are more than just a way to improve your search rankings—they help you strategically connect with the right people. Use tools like Google Keyword Planner or SEMrush to find terms your audience is searching for, and use those words naturally in your content. But don’t overdo it—focus on quality content that answers your audience’s needs. This will improve your visibility and ability to engage with the right people.

Key 5: Plan Ahead and Stay Organized

The purpose of a content calendar is to help you stay organized and productive. Prioritize topics that align with your business goals and schedule them in a way that makes sense for your audience.

A consistent publishing schedule and process-oriented approach will keep you organized. By planning in advance, you are setting the stage for smoother execution and reduced stress in the future.

Key 6: Think About How You’ll Promote it, Not Just What You’ll Share

Great content is only effective if people see it. Share it across the forms your audience consumes—social media, email, blogs, videos, and more. Don’t just post it and hope for the best. Instead, use data-driven strategies to boost engagement! You may even consider using paid ads to extend your reach and make sure your content is reaching the right people at the right time.

Key 7: Pre-Determine How You’ll Measure and Adjust

Once your content is out there, don’t forget to measure how it’s performing. Track metrics like traffic, engagement, and conversions. Analytics will give you a clear picture of what’s working and what isn’t. Use these insights to adjust your strategy. Maybe you’ll want to double down on topics that are resonating or tweak areas that need improvement. Keeping an eye on your results lets you stay flexible and responsive to what your audience wants.

Your Roadmap to Content Success Starts Here

Building an effective content calendar is about more than filling up a schedule. It’s a way to ensure that every piece of content you create is working toward your business objectives.

If you’re ready to take your content planning to the next level, Green Apple Strategy is here to help. Contact us today to see how our strategic planning services can help you create an approach that drives meaningful results.

Why Your Marketing Isn’t Hitting the Mark (And How to Fix It)

As a marketing agency, we have the opportunity to constantly meet business leaders who have questions about marketing or are curious about our work. Almost every conversation starts with a similar refrain: “Our marketing strategy isn’t working,” or “We’re investing in marketing, but we’re not sure it’s making a difference.”

If you’re reading this and nodding along, you’re not alone. Many small and mid-size companies share this frustration. They’ve tried a bit of everything—social media, email marketing, paid ads—but nothing seems to move the needle. They’re left wondering why all that effort doesn’t seem to pay off.

After working with businesses in various industries, we’ve discovered a common theme: Most companies struggling with their marketing are thinking about tactics instead of strategy. Without a solid strategy to guide your efforts—no matter how many tactics you try—your marketing will likely fall flat. So, let’s dive into why this happens and what you can do about it.

The Misunderstanding That Might Be Holding You Back

When most businesses say their “marketing strategy” isn’t working, they typically mean that the tactics they’re using aren’t effective. But marketing is about more than just tactics. It requires a step back to assess the overall strategy—the larger plan that ties everything together. In many cases, a specific marketing strategy isn’t working because there wasn’t a true strategy in place to begin with.

So, what’s the difference between strategy and tactics?

Strategy: This is your overarching plan. It defines where your business chooses to engage and how it plans to win in the market. Your strategy focuses on long-term goals and sets the direction for all your marketing efforts.
Tactics: These are the tools and specific actions you use to execute your strategy. Tactics include things like email marketing, social media, account-based marketing, or running a Google Ads campaign.

Think of it this way: A strategy is like a roadmap, guiding you towards your destination. Tactics are the vehicles you use to get there. If your roadmap is flawed or incomplete, no matter how fast or fancy your vehicle is, you’re unlikely to reach your destination.

Stop Guessing: How to Develop a Marketing Strategy That Works

At Green Apple, we’ve had the privilege of developing marketing strategies for dozens of B2B and B2C clients over the years. Based on our experience, we’ve identified several best practices that can help businesses resolve the issue of “marketing not working.”

Here’s how to get started:

1. Define Your Target Market and Buyer Personas

One of the biggest reasons marketing efforts fail is because companies aren’t sure who they’re trying to reach. By identifying your target market and creating detailed buyer personas, you can ensure your marketing message is speaking to the right people. This clarity helps shape everything from the content you produce to the channels you focus on.

2. Identify Your Unique Value Proposition

What sets your business apart from the competition? Why should customers choose you over others? A strong marketing strategy starts with a clearly defined unique value proposition (UVP). If your marketing isn’t resonating, it may be because your UVP isn’t clear. Make sure your marketing communicates your strengths and tells customers why your business is the best solution for their needs.

3. Align Marketing with Business Objectives

An effective marketing strategy doesn’t operate in a vacuum. It should support your larger business goals. Whether you’re trying to increase revenue, enter new markets, or raise brand awareness, your marketing efforts should be aligned with these objectives. Without this connection, it’s easy for marketing to feel disjointed or irrelevant to your business’s overall success.

4. Evaluate Your Marketing Funnel

It’s easy to focus on driving traffic or engagement, but what happens once potential customers are in the funnel? An effective strategy considers every stage of the buyer’s journey. Take time to assess each part of your marketing funnel. Are there areas where leads are getting stuck or falling off? Are there opportunities to strengthen the bridge between your marketing and sales efforts?

5. Pivot Without Starting Over

If your marketing isn’t delivering results, don’t panic and throw out everything. Instead, look for ways to pivot without abandoning your approach entirely. Maybe it’s time to refine your messaging or shift focus to a different channel. Adjusting your tactics can help you course-correct while still building on the strategy you’ve established.

6. Equip Your Team for Success

Even the best strategy will fall short if your team doesn’t have the tools and skills to execute it effectively. Are you confident in your team’s ability to manage your marketing efforts? If not, it might be time to reconsider your expectations, hire additional staff, or bring in an external agency for support.

7. Create a Marketing Sandbox

Marketing is constantly evolving, and it’s important to leave room for experimentation. A “marketing sandbox” allows you to test new ideas and explore emerging trends in a controlled environment. This could involve experimenting with a new social media platform, trying out a different content format, or testing innovative ad strategies. The key is to learn what works without overhauling your entire marketing plan.

Ready to Refine Your Marketing Strategy?

If your marketing efforts aren’t delivering the results you want, don’t worry—you’re not alone. The good news is that by taking a step back and focusing on strategy rather than just tactics, you can turn things around.

At Green Apple, we’re passionate about helping businesses build effective marketing strategies that lead to real, measurable results. If you’d like to learn more about how we can help your business succeed, connect with our team today. We’d love to help you create a marketing strategy that works for you.

The Modern Blog Playbook: What Every Post Needs to Stand Out

Blogging has been a cornerstone of digital marketing for years. Companies of all sizes have used it to build brand awareness, generate leads, and drive sales. But with the pace of technological advancements, it’s essential to stay updated on best practices to ensure your blogs remain effective.

Here are a few compelling statistics to consider:

Companies with blogs produce 67% more leads monthly than those that don’t blog (DemandMetric).
Businesses that blog generate 55% more website visitors (HubSpot).
70% of people prefer learning about a company through articles instead of advertisements (DemandMetric).

These numbers highlight why blogging is a smart marketing investment. But rapid changes in digital marketing make it harder for companies to keep up with best practices. In this post, we aim to demystify some of these shifts and share key elements that can help businesses create more effective blog content.

The Evolution of Blogging: What’s Changing and Why It Matters

Over the last two decades, blogging has gone from a niche hobby to a mainstream marketing tool. However, recent trends and changes have made it increasingly difficult to navigate, especially for businesses trying to maximize their blog’s effectiveness.

Here are three key changes that businesses need to consider in 2025:

1. Artificial Intelligence (AI) in Content Creation

Artificial intelligence has transformed how businesses approach content marketing. It’s now easier than ever to use AI to generate blog post ideas and outlines. However, while AI can save time, it also runs the risk of stripping away the human touch that readers crave. Blogs that rely solely on AI often lack the personality and unique voice that build trust and authenticity with readers. While AI can assist in the writing process, it’s crucial for brands to add a human element that resonates with their audience.

2. Google SEO Algorithms

Google’s search algorithms are constantly evolving, and this has significantly impacted how blogs rank in search results. Recent updates, like the introduction of Google Gemini, have altered how content is indexed and displayed. Businesses now need to be more strategic about keyword usage, meta descriptions, and overall content quality. Blogging is no longer about simply stuffing posts with keywords—it’s about delivering genuinely valuable, well-structured content that aligns with Google’s latest ranking factors.

3. Changing Consumer Preferences

Consumer behavior has also shifted, with shorter attention spans becoming the norm. Today’s readers prefer content that is easily digestible, concise, and actionable. Long, text-heavy posts without visuals or interactive elements struggle to hold readers’ attention.

Companies that don’t adapt to these changing preferences risk losing their audience. To stand out in 2025, blogs need to be scannable, engaging, and offer immediate value to the reader.

The Anatomy of an Effective Blog Post in 2025

Given these changes, there are several key elements every blog post should include in order to remain effective and resonate with today’s audience. Incorporating these elements into your blog will help you navigate the evolving digital landscape and ensure your content remains relevant.

1. Valuable Content Your Audience Cares About

The foundation of any successful blog post is content that matters to your audience. In 2025, this goes beyond basic keyword research. Your content should address your audience’s pain points, answer their questions, and provide actionable insights.

Readers are bombarded with information every day, so your blog needs to offer a compelling reason for them to spend time on your page. By prioritizing high-quality, relevant content, you’ll not only improve your SEO but also foster a deeper connection with your audience.

2. Compelling Images

Images do more than break up text—they enhance engagement. Studies show that blog posts with images get 94% more views than those without.

In 2025, visual content is essential for maintaining reader interest, especially considering shorter attention spans. A well-placed infographic, photo, or chart can provide a visual explanation of complex ideas, making your content more accessible and enjoyable to read.

3. Engaging Headlines and Subheads

Your headline is the first—and sometimes only—chance you have to capture a reader’s attention. With so much content competing for clicks, your headline needs to be both compelling and concise.

Subheads also play a crucial role in keeping readers engaged. They make your blog post easier to scan, which is especially important for readers who skim before committing to reading the full article. Well-crafted headlines and subheads can boost your click-through rates and help guide readers through your post.

4. Links to Other Forms of Content

An effective blog post doesn’t stand alone. It should serve as a gateway to other forms of content, whether that’s additional blog posts, case studies, videos, or social media channels.

Internal links can help drive traffic to other parts of your website, improving your site’s overall SEO. External links to reputable sources can also enhance your credibility, showing readers that your blog is well-researched and grounded in industry knowledge.

5. Clear Call to Action (CTA)

Every blog post should have a purpose, whether that’s to educate, inspire, or persuade. A clear CTA at the end of your post ensures readers know what to do next.

Whether it’s subscribing to your newsletter, downloading a free resource, or contacting your sales team, your CTA should guide readers toward the next step in their journey. An effective CTA not only drives engagement but also helps convert readers into customers or leads.

Let’s Keep the Conversation Going

Blogging in 2025 is more complex than ever, but by incorporating these key elements into your posts, you can create content that engages your audience, supports your marketing goals, and adapts to the latest trends.

At Green Apple Strategy, we’re continually evaluating the effectiveness of our clients’ content marketing strategies, including blogging. We’re also committed to sharing what we learn with our community.

Want to learn more about effective digital marketing strategies? Subscribe to our newsletter for the latest tips and trends.

From Neighborhoods to Networks: How Local PR Agencies Build Stronger Connections

Public relations isn’t what it used to be. Gone are the days when simply sending out a press release was enough to generate buzz. The evolution of digital PR strategies and the rise of AI-driven tools have transformed the landscape into something far more complex—and far more exciting. According to the Muck Rack’s “State of PR” report, 73% of public relations professionals don’t think the term “public relations” as it’s defined today will describe the work they’re doing in five years.

Despite the rapid changes, the fundamental goals of PR remain the same: building relationships, shaping perceptions, and driving engagement. In fact, PR is as crucial as ever. And as technology advances, the benefits of partnering with a Nashville PR agency have only grown stronger.

For small to mid-size businesses, especially in rapidly growing cities like Nashville, a local PR agency can be a game-changer. At Green Apple, we offer a unique combination of expertise, relationships, and personalized attention that can significantly elevate your brand’s visibility and reputation.

5 Benefits of Partnering with a Local Nashville PR Agency

From hyper-local expertise to personalized service, here are five reasons why a local PR agency might be your best bet:

1. Hyper-Local Expertise: We Know the Neighborhood

A local agency doesn’t just understand the city—they live in it. Our hyper-local expertise gives us a unique edge. We know what resonates with the community because we’re part of it. We’ve got our ears to the ground, always listening for the latest trends, events, and stories that could benefit your brand.

Whether it’s a music festival, a new business opening, or a community initiative, we’re in tune with what’s happening in Nashville and the surrounding area. This deep understanding allows us to craft PR strategies that are not only timely but also culturally relevant.

2. Stronger Relationships: We’ve Got the Connections

PR has always been a relational industry, and in a world where trust and credibility are everything, relationships are gold. A local Nashville PR agency brings a strong network of industry connections to the table—relationships with local media outlets, influencers, community leaders, and more. These connections aren’t just names on a list; they’re built on years of collaboration and mutual respect. Whether helping you secure a media placement or collaborate with a local influencer, our Nashville connections enable us to achieve results more quickly and effectively than a distant agency might.

For example, we partnered with United Communications to help plan an event to celebrate their Project UNITE initiative. Leveraging our deep-rooted connections and experience, we successfully drove earned media coverage of the event. The event gathered over 90 attendees, including government officials, partners, and media members, and generated an impressive $300,000 in average paid advertising value for each news segment or article.

3. Personalized Attention: We’re Right Here When You Need Us

One of the standout benefits of working with a Nashville PR agency is the personalized attention you’ll receive. We’re not just a voice on the phone or an email in your inbox—we’re here, in your community, ready to meet with you face-to-face. This proximity allows us to build deeper, more meaningful relationships with our clients. When you work with a local agency, you get strategies tailored specifically to your business, not a one-size-fits-all approach.

Our commitment to personalized attention is evident in our work with clients like The Factory in Franklin. We recently partnered with them to create and promote the grand opening event for their new Skylight Bar. Our on-the-ground presence allowed us to manage every aspect of the PR strategy, from developing a creative event concept that resonated with locals to leveraging our media connections to promote the event. This hands-on approach ensured that the grand opening was a resounding success, aligning with The Factory’s specific goals and objectives.

4. Agility and Responsiveness: We’re Quick on Our Feet

In the fast-paced world of PR, things can change in an instant. Whether it’s a sudden crisis or an unexpected opportunity, being able to react quickly is crucial. A local Nashville PR agency offers the agility and responsiveness that larger, non-local agencies often can’t match.

Because we’re right here in your market, we can adapt to changes on the fly and implement creative PR tactics that you need. Whether it’s a last-minute media event or a timely response to a local issue, we’re always ready to act. This agility ensures that your brand stays ahead of the curve and can capitalize on opportunities as they arise.

5. Long-Term Partnership: We Grow with You

When you partner with a local PR agency, you’re not just getting a short-term service provider—you’re building a long-term relationship. We see ourselves as an extension of your team, committed to growing alongside your business over time. As your needs evolve, we adapt our strategies to ensure that we’re always aligned with your goals.

This long-term partnership approach means that we’re invested in your success. We take the time to understand your business inside and out, and we’re always looking for ways to help you thrive. Whether you’re launching a new product, entering a new market, or simply looking to build your brand, we’re here for the long haul.

Let’s Build Stronger Connections Together

At Green Apple, we’ve built a strong reputation as one of the best PR agencies in Nashville. With decades of experience, we’re passionate about helping our clients leverage our expertise and relationships to elevate their brand.

If you’re seeking a local PR agency that understands the nuances of your market and can provide personalized, results-driven strategies, we invite you to learn more about our approach. We’d love to connect and discuss how we can help you build stronger connections and achieve your business goals.

Beyond the Vanity Metrics: 4 Marketing KPIs CEOs Should Know

As a CEO or business leader, you’re responsible for a lot. Leading your company requires a working knowledge of each area of your business. Because of this, it’s essential that you focus on the metrics and key performance indicators that are truly propelling your business forward. After all, marketing is the lifeblood of your business, driving customer acquisition and revenue growth.

According to a survey by Deloitte, 80% of CEOs acknowledge the importance of marketing, but nearly half feel they lack the understanding needed to evaluate its effectiveness. This is where the right metrics come into play. By understanding key performance indicators (KPIs), you can gain valuable insights into your marketing efforts and make data-driven decisions.

While you don’t need to dive into every detail of your company’s marketing efforts, there are a few key metrics that should be top of mind. At Green Apple, we work closely with CEOs and business leaders of small to mid-size companies to help them identify these essential metrics. Understanding these data points can empower you to make more informed decisions.

Metrics Every CEO Should Know

Conversion Rate Through the Marketing and Sales Funnel

The conversion rate is a fundamental metric that tracks how effectively your business turns prospects into paying customers. From the first impression to closing a sale, understanding the conversion rate at each stage of the funnel is critical.

This metric not only helps you evaluate the health of your sales pipeline but also sheds light on where potential customers may be dropping off. By identifying strengths and weaknesses in the customer journey, you can make strategic improvements to drive higher conversion rates and increase revenue.

The Cost to Acquire a New Customer (CAC)

Knowing how much it costs to acquire a new customer is crucial for measuring the return on investment (ROI) of your marketing efforts. To calculate CAC, add up all marketing and sales expenses and divide by the total number of new customers acquired during the same period.

This figure gives you insight into whether your customer acquisition strategy is cost-effective and sustainable. Breaking down CAC by specific activities—such as conferences, inbound marketing, or advertising—can further pinpoint where your budget is best spent. For CEOs, understanding CAC is not just about numbers; it’s about ensuring your business is growing efficiently.

Customer Lifetime Value (CLV)

Customer Lifetime Value (CLV) estimates the total revenue you can expect from a customer over the entirety of their relationship with your business. This metric is vital for determining how much you should invest in acquiring new customers and retaining existing ones.

A higher CLV indicates that your customers are more valuable, justifying more substantial investments in customer acquisition and retention efforts. CEOs who keep an eye on CLV can better assess whether their marketing strategies are building long-term, profitable customer relationships.

Return on Marketing Investment (ROMI)

Return on Marketing Investment (ROMI) measures the revenue generated from your marketing activities relative to the costs involved. It’s a straightforward but powerful metric that tells you if your marketing budget is being used effectively.

A high ROMI indicates that your marketing campaigns are not only covering their costs but also driving significant profits. For CEOs, ROMI is a key indicator of marketing efficiency and effectiveness, helping you allocate resources where they’ll have the most impact.

Practical Advice and Insights for CEOs

Knowing these numbers is one thing, but applying context and understanding how to use them is crucial to making wise decisions. Here are some essential best practices we encourage business leaders and CEOs to consider when evaluating their marketing metrics:

Establish a Regular Measurement System: Implement a consistent marketing process for tracking and analyzing your key metrics. This will provide you with a reliable baseline for measuring progress and identifying trends.
Give Things Time to Work: Avoid making hasty judgments based on short-term results. Many marketing initiatives require time to yield results. Be patient and allow campaigns to run their course before evaluating their effectiveness.
Consider How You Can Tweak or Pivot: If a campaign is not performing as expected, don’t be afraid to make adjustments. Whether it’s adjusting your target audience, refining your messaging, or reallocating your budget, small changes can often have a big impact.
Keep Evolving and Learning: The marketing landscape is constantly changing. Stay informed about industry trends, emerging technologies, and changing customer behaviors to ensure your strategies remain relevant.
Integrate Marketing with Other Business Functions: Marketing doesn’t exist in a vacuum. It’s an integral part of your overall business strategy and should be coordinated with other areas such as operations, HR, and sales. Effective marketing can drive improvements across your entire business, from enhancing employee engagement to boosting sales productivity.

Unlock Your Marketing Potential with Green Apple

By understanding and leveraging these essential metrics and best practices, you can make informed decisions, improve your marketing ROI, and drive sustainable business growth.

If you’re struggling to measure the effectiveness of your marketing efforts or need guidance on developing data-driven strategies, Green Apple Strategy can help. Our team of experienced professionals can assist you in identifying key metrics, tracking performance, and optimizing your marketing initiatives for maximum ROI.

Learn more about our unique approach or reach out to our team for a free consultation about how to develop marketing strategies that will drive your company forward.