Marketing Isn't Just About More Traffic
I walked into that coffee chat thinking I needed more traffic. I walked out realizing I'd been asking the wrong question.
When I told Annie I didn't know where to start with marketing, she didn't talk tactics. She talked about shelves.
The Three-Media Framework That Actually Makes Sense
Annie started by breaking down what she calls the "three types of media," and honestly, this was the clearest explanation I've heard of how marketing actually works:
1. Owned Media (Your Digital Storefront)
Think of this as your shelf space—your website, social media accounts, email list, all the channels you directly control. Annie's point hit hard: "You need to set up your shelf properly before anyone can recommend what's on it."
This isn't about making things perfect. It's about making sure when someone does find you, they can actually understand what you do and how it helps them. Your owned media is like having a well-organized store—people need to be able to find what they're looking for quickly.
2. Paid Media (Traditional Advertising)
This is your Google Ads, Facebook advertising, sponsored content—basically paying to get in front of people. Annie mentioned this is "old-school SEO thinking," and honestly, she's right. It's straightforward but expensive, and it's becoming less effective in the AI age.
3. Earned Media (The Holy Grail)
This is when other people talk about you—customer reviews, word-of-mouth recommendations, mentions in other content. It's the most valuable because people trust other people way more than they trust ads.
The insight that stuck with me: earned media only works if your owned media is solid first. If someone recommends you but your website doesn't clearly explain what you do, you've lost that opportunity.
The Targeting Reality Check I Needed to Hear
I mentioned wanting to focus on getting more followers or broader reach, and Annie stopped me right there. Her response was something I needed to hear: "You don't need more followers who just want free content. You need the right people who actually need your solution."
This hit differently because it's true. I've been getting caught up in vanity metrics instead of focusing on reaching people who would actually benefit from what I'm building.
Her advice: Get crystal clear on your target customer and user profile first. Everything else is just noise until you nail that down.
B2B vs B2C: Why Context Changes Everything
Annie shared something about B2B marketing that I hadn't really considered: B2B customers are primarily looking for solutions to specific problems. They're not browsing for entertainment—they're actively searching for ways to fix something that's not working.
This means if you can solve their problem and they can find you when they're searching for that solution, they're much more likely to convert. It's less about brand building and more about being findable when they need you.
Tools like LinkedIn, email marketing, and CRM systems become more important in B2B because the sales cycle is longer and relationship-based.
AEO: The New SEO (And Why Voice Matters More Than Keywords)
Here's where things got really interesting. Annie talked about how traditional SEO is evolving into AEO (Answer Engine Optimization) as people shift from typing search queries to asking AI directly.
The key insight: It's not about gaming algorithms anymore—it's about having enough "voice" and authority that AI systems recognize you as credible.
This voice comes from:
- Your own content across owned media
- Discussions about your product on social platforms
- Customer reviews and testimonials
- Third-party coverage and mentions
- Industry discussions where your name comes up
The more legitimate mentions and discussions you have across the internet, the more likely AI systems are to surface your content when people ask related questions.
Why Owned and Earned Media Are Winning
Annie's prediction really stuck with me: in an AI-driven search world, paid media is becoming less effective. When people ask ChatGPT or Claude for recommendations, they're not seeing traditional ads—they're getting synthesized information from across the web.
This means your owned media (website, blog, social content) and earned media (what others say about you) become incredibly important. AI systems are pulling from these sources to form their responses.
The actionable takeaway: Focus on creating genuine value and getting real people to talk about what you've built, rather than just buying ad space.
The Mental Health Reality of Entrepreneurship
One thing Annie said really resonated: "When your execution can't keep up with your ideas, that's when you get into mental exhaustion."
God, that's accurate. I think every entrepreneur knows this feeling—your brain is constantly generating new ideas and possibilities, but you can only execute so much. The gap between ideas and action creates this constant background anxiety.
Her point was simple: Pick fewer things and execute them well, rather than trying to act on every idea.
The 4A Agency Reality Check
Annie also mentioned something that was oddly reassuring: don't mythologize big advertising agencies. Even the prestigious 4A agencies are "just figuring it out as they go along."
The implication: you don't need to be a huge company with a massive budget to do effective marketing. You just need to understand the core principles and apply them consistently.
What This Means for AI-Era Marketing
Despite all the technological changes, Annie emphasized that human psychology hasn't changed. People still need to trust you before they'll buy from you. They still want to understand what problem you're solving for them. They still rely on recommendations from people they trust.
The tools and channels are evolving, but the fundamental principles remain the same: solve real problems, communicate clearly, and build genuine relationships.
My Key Takeaways (And What I'm Doing Next)
Here's what I'm walking away with from this conversation:
1. Fix Your Foundation First
Before focusing on growth or reach, make sure your owned media clearly communicates what you do and why it matters. If someone lands on your website, they should understand your value proposition within 30 seconds.
2. Quality Over Quantity
Stop chasing follower counts and start focusing on reaching the specific people who need your solution. Better to have 100 engaged potential customers than 10,000 passive followers.
3. Build for AI Discovery
Create content and generate discussions that help AI systems understand what you do and when to recommend you. This means being active in your community, getting customer testimonials, and consistently sharing valuable insights.
4. Embrace the Long Game
Earned media takes time to build, but it's more valuable than paid advertising. Focus on creating genuine value and building real relationships rather than looking for quick wins.
5. Execute Consistently
Pick a few marketing activities you can sustain and do them well, rather than trying to be everywhere at once.