Imperfect Marketing

Imperfect Marketing

Join Kendra Corman and her guests as they provide small business owners and solopreneurs actionable tips and insights about how to do more effective and efficient marketing that drives results.


September 27, 2022 4 min

This is episode 4 of 6 in a series on the customer journey.

Those who are solution aware are motivated to start looking for solutions. They are investigating to find out how to do it and what might work. 

Case studies are a great way to nurture this group to show them that your solution works. This is not a place to sell. You want to help them in their investigation of options. They probably don't even know about your product yet...

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Carrie LeZotte has a ton of experience as a filmmaker and business owner.  I had the pleasure of meeting her when she was helping so many of us appear camera ready on

Looking to get in contact with Carrie?

@camerareadycoach on Instagram

To learn more and sign u...

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 This Imperfect Marketing Brief is episode 3 of 6 in a series on the Customer Awareness Journey, and we're covering Problem Aware customers today. I'll include links to the previous episodes in the resources section below! 

You need to meet your customers where they are in their process. I love working with customers in the Problem Aware Phase. They are my favorite group because they have a million and a half questions. 

You ...

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International Podcast Day is September 30th, and in honor of this holiday, I decided to share a bit of my journey in podcasting. In this episode, I share many lessons learned along the way and answer some frequently asked questions.

Did you know this isn't my first podcast? Now, let's not go looking for that first one! It was rough. I didn't enjoy it, didn't promote it, and it was clear I wasn't having fun.

This t...

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This Imperfect Marketing Brief is episode 2 of 6 in a series on the Customer Awareness Journey, and we're covering Unaware Prospects today. I'll include links to the previous episodes in the resources section below!

Unaware Prospects are one of the hardest groups to market to. They are not impossible to reach, but you must make them aware of their problem before selling to them. 

The good news is that you CAN create content t...

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Are you intrigued by the episode title? CAN a business survive without maintaining a social media presence?

Well, this Imperfect Marketing episode with Johanna Renoth might seem counterintuitive, but it offers an amazing new perspective on business management.

Yes, it is possible to market your business without relying on social platforms!

I had a fantastic time speaking with Johanna Renoth about her journey, the self-awareness she ha...

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This episode begins a 6 part series focused entirely on the Customer Awareness Journey. 

The stages of the journey, as defined by Eugene Schwartz in his copywriting classic, "Breakthrough Advertising," include:

  • Unaware: this prospect doesn't even know they have a problem.
  • Problem Aware: They are aware of the problem but not the solution
  • Solution Aware: They are interested in figuring out how to solve their problem.
  • Product A...
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    WOW! I knew nothing about Amazon Marketing before my discussion with Annalisa DeMarta, but I learned A LOT during this episode of Imperfect Marketing. I hope you do too!

    We explore different advertising techniques used in the Amazon Marketplace and unpack Amazon's keyword ranking. Here's a hint: reviews and service matter, and it's a pay-to-play world.

    One other fact I found fascinating is that the people who purchase it...

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    In this Imperfect Marketing Brief, I discuss why your email open rates don't accurately indicate engagement rates.

    (P.S. If you want to learn more about that, check out my blog exploring Apple's iOS 15 update here!) 

    So...what should you be tracking? Great question!

    You should track:

  • email list growth
  • total clicks
  • total leads
  • total conversions
  • unsubscribes
  • I hope this episode helps you improve your email tracking techniques! 

    Are you...

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    This week's Imperfect Marketing podcast is full of tips on search engine optimization tips from SEO expert Stephanie Long.

    Whether searching for the perfect keyword ideas or understanding the technical SEO behind your website, this episode provides tips and resources.

    As you may know, I can't get enough of Answer the Public! This tool is a great resource to help you find questions to answer for content. There are many more to...

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    How do you start an email marketing program before you have a website?

    It's easier than you think, and the earlier you start email marketing, the better off your business will be.

  •  Create a "Coming Soon" page and include a form where people can sign up.
  • Leverage all your collateral, including your email signature, to encourage signups
  • Ask your existing contacts
  • Market a lead magnet
  • Leverage social media
  • Most email service prov...

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    I am so excited to have spent time with Jimmy Huynh, Kajabi's Senior Manager of Customer Training!

    In this episode of Imperfect Marketing, Jimmy Huynh and I have a great time talking about his journey into the marketing world—he helped his dad market his business when he was young. We also discuss lead nurturing and generation, the importance of monitoring trends, and his biggest marketing lesson learned.

    Oh—we also talk about em...

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    I am super excited about this episode with Lauren Kelley! Not only is Lauren a podcasting expert, but she has a ton of experience in community management and engagement.

    I genuinely believe that building community is the way we will move forward together.

    I began this podcast to help small business owners and solopreneurs learn from others. For me, community is about giving back and engaging with others.

    I recently read a statement at...

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    One of the reasons people tell me that they don't have an email newsletter or don't use email marketing is because they don't want to send spam. 

    Let's start with defining a spam email. A spam email is any unsolicited email usually sent out in bulk and is irrelevant, annoying, and sometimes malicious. 

    However, those of us who send out email marketing know that we aren't spammers! Instead, we send emails that valu...

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    In this week's interview, I had the pleasure of speaking with Jessica Tutton, a Facebook Ads expert. Jessica Tutton shares her story with me and provides helpful insight into working with Facebook Ads.

    My favorite part about the entire interview?

    She was in her van for nice quiet space, traveling Australia with her husband and children.

    Jessica was so open and shared a ton in this interview; it's a fantastic story. I hope you ...

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    In this week's episode, I speak with Charlotte Balluff, founder of A Place for You. She is a senior care consultant who helps people during tough times. This is the second successful business that she has built and follows the sale of the first one.

    She is a very impressive woman with an amazing network in the senior living space. It was fantastic to talk to her and learn about how she is working to build another company, not j...

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    Throughout my career it has always been about reaching our audience where they are and creating content that would entice them to buy or make them feel good about their purchase or even just so they saw our name and we stayed top of mind.

    Your goals define your strategy and your tactics should come from there.

    Most people start out in marketing with tactics and it should really be driven by your goals and strategy.

    Now, if your goal i...

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    Information is very valuable.

    Google and Facebook have built huge empires just based on information.

    You can get information about your email subscribers many different ways.

  • Surveys- ask questions that you want to know the answers to. Use it as market research. 
  • Ask your email subscribers to update their profiles.
  • Buttons in the email asking them about their interest in different types of information
    Inside Constant Contact, you can cre...
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    Welcome back to Imperfect Marketing. This week I speak with Andrea Walker-Leidy of Walker Publicity Consulting.

    Andrea and I spoke about a ton of marketing and PR topics for your business, including defining your target audience, going viral and how being different is better than being better.

    In this episode:
    00:01:32 How Andrea tells stories
    00:04:46 Where are your referrals really coming from?
    00:09:24 Personal and professional brand...

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    I really don't mean to beware of templates. 

    I LOVE templates and swipe files and like to take inspiration from other sources regularly, BUT... if you don't proof your content or have fallback information in your automation system, you shouldn't bother to send the email.

    Think about an email you have received that clearly had templated information that wasn't filled in. 

    How did that make you feel?

    What did you think ab...

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