Welcome to another episode of Ask The Expert. On this episode, we’re joined by Anna Anderson, the Owner and Visionary of A-Squared Marketing. We had the pleasure of working with Anna and her team The Experience this year in Las Vegas while they spearheaded the strategy and execution. We discuss marketing hype and marketing hustle and how they impact your business differently. There are key takeaways you won’t want to miss in this episode, and they include:

• The importance of staying fluid when it comes to social media. At The Experience this year, Anna and her team followed their original minute-by-minute plan, but after a full day of posting and reviewing the data, they suggested a pivot for days two and three. The real-time adjustments changed the projected reach and engagement significantly.
• Hustle is what helps you and your team beat your original plan. Anna shares a story about a disaster response campaign they created for a contractor in less than 24 hours. They built it through quick execution, not a rigid plan. The campaign gained significant visibility, including a repost from Elon Musk, because the team had a powerful message and moved quickly.
• Understanding the difference between “trending” and “real results” comes down to the outcome. Don’t just focus on vanity metrics like impressions and clicks. Measure whether your marketing is driving actual leads, conversions, signed contracts, and making your business profitable.
• Implementing hustle into your business takes practice. It starts with you documenting your strategy, sharing accountability, and your willingness to pivot when the data or marketing conditions change. Good marketing is proactive, measurable, and always focused on your business goals.
• If you’ve never audited your marketing or don't know how, it starts with access and visibility to your platforms. That matters the most. You need to know what tools you use for tracking, what social media channels you have, if you’re using a Google Business Profile, and make set up your systems to alert you.
• Anna shares common audit gaps and blind spots that restorers should put at the top of their list. The number one common issue is not having a set budget. Then comes the lack of lead attribution, and a “set it and forget it” mindset. Companies that address these issues by defining clear goals, tracking their leads, and partnering with someone who can actively manage their marketing will get ahead.