Adriana Lane

At Firestarter SEO, we’re not just experts... We're fans of local businesses just like yours! Starting as a local Denver business ourselves, we've learned a thing or two about scaling SEO from the ground up. 🚀 Whether it's a cozy mom-and-pop shop or an international company, the heart of SEO remains the same. But here's the real magic ✨ It's about how you tailor those SEO principles to fit your unique needs. For local businesses, we focus on creating a hyper-targeted website structure and hone in on city-specific keywords. This strategy isn’t about competing on a national level... It’s about shining in your local community, making sure when people search for what you offer, they find you first and fast. 🏙️💼 Want to see how a tailored local SEO strategy can transform your business? Follow us @firestarterseo today!  #seo #marketingstrategy #seotools #localseo #seoexpert #localseotips #seotips #websitetraffic #keywords #searchengineoptimization #googlesearch #seostrategy #seoservices #googleseo #websiteseo

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The most common mistake I see from local businesses... Not claiming and managing their Google Business Profiles! This is a FREE service and directly impacts your customers' ability to do business with you. Just yesterday, I found two businesses in Spokane with incorrect hours on their Google listings. This is like sawing off the branch you're sitting on. #SmallBusiness #marketing #Google

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When you're a "client side" marketing professional, diving into a full rebrand isn't a daily thing. I'm so proud of my team here at Direct Energy and the many folks who've put in countless hours to make this change happen across so many channels and customer touchpoints. Direct Energy has been serving Albertans now for 20 years, and was actually founded in my hometown of Toronto in 1986. So why a rebrand? Why now? Direct Energy is truly unique for this category in that we operate across Canada and the US under a number of very different regulatory frameworks. We needed a shared but flexible brand identity that would ensure we can serve and communicate to our varied audiences - in what can be a very complex industry to understand. When I joined this company just over two years ago, I was really impressed by the team here in Alberta. Because utilities are a "necessary evil", I joke that I went from one industry people love to hate (banking) to another. But ever since, we've been on a journey to help educate Albertans while providing the best service possible, especially when times are tough like they are right now. Things aren't what they used to be, and this is also true of Direct Energy. We were also just named a Top 80 Employer in Alberta! Our new brand identity is a reflection of our commitment to be there for Albertans. We are here to talk through whatever issues you have and provide competitive pricing and promotions to make your energy plan more rewarding. The future is bright, and the innovations that are coming to our industry in Alberta will give customers more control, more information and less to worry about. Utilities aren't something you want to, nor should you be thinking a lot about. It's better when things are just more...Direct 😉. Check out our newly refreshed website at directenergy.ca!

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Shout out to Lauren Hodgson for including a video about the role! This kind of transparency is exactly what candidates need. Hearing directly from the hiring manager adds so much clarity—you get a real sense of the team, the culture, and even a bit about what it’d be like to work together. It’s a game-changer for job seekers trying to asses if they’re a good fit. Thank you, Lauren Hodgson, for making the hiring process more personal and approachable. Here’s hoping more leaders follow your lead! #hiring #corporateculture

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So looking forward to my conversation next week on Brand Marketing with these two amazing brands and speakers! Hope to see you there! RSVP link below.

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The other week I was at a networking dinner, chatting with a CMO about retention strategies. When I told her she needs to invest budget in retention initiatives, her response was, “So you're telling me after spending all this money to acquire the customer, we have to spend more to keep them?” My simple answer is, Obviously (said in my best Alan Rickman impression). Just because you put a ring on it doesn’t mean you can stop putting in effort to the relationship! Retention and CRM are often used interchangeably, but all too often the focus is on the transaction and never on the relationship. Those that view retention/CRM as purely transactional will never build successful retention programs. The ones that succeed understand you’re in a relationship with the customer, and nurturing that connection is what builds long term loyalty and value.

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I’m always perplexed as to why most of the companies I’ve worked for or with do NOT include renewals as Marketing sourced (or at least partially Marketing sourced) when looking at attribution, targets/goals, etc.   When I had my own business, bringing in customers that renewed was of paramount importance. Sure, it was great to close a one-off big deal, but far more useful to me when I was able to land a repeat client. And furthermore, if/when someone renewed and actually paid their bill, that was VERY important to me (much more so than any other numbers 😊).   Which would you rather have: a $500k customer for one year, or a customer paying $200k that renews five years in a row? Wouldn’t it be in a company’s best interest to get the Sales and Marketing teams to identify and target customers with the best “lifetime value (LTV)” and/or highest “annual recurring revenue (ARR)”? And as such, shouldn’t we consider renewals then as fulfilling goals in some way, however it is you break up “credit”?  

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Dear Agency CEO, I see you. Standing at the end of another unpredictable, bouncy year. I see you because I’ve met 189 of you this year. And while your offerings, markets, and teams may be completely unique, so many of your challenges are the same. I see the part of you that’s fighting on, fueled by passion, grit, and sheer determination. I see the part of you that’s thinking ‘is this actually worth it?’ tempted by the idea of stopping. I see the part of you that believes your agency offering is unique. I see the part of you that’s looking over at an eeeerily similar competitor. I see the part of you that’s unsure what’s next, navigating the unknown with equal parts hope and hesitation. I see the part of you that stands tall, confidently pointing the way forward for your team and your clients. I see the part of you that looks back, longing for the simpler, easier days. I see the part of you that’s being asked for your expert opinion on everything from AI to the latest trends. (And make you wonder how you’ve ended up on a panel chatting about it. 🤪) I see the part of you that’s wondering if you’re keeping up. I see the part of you that feels unstoppable, yet sometimes fragile. I see the part of you that is thriving—and the part that feels like it’s just surviving. Here’s the thing: there will always be parts of you in conflict. I feel it the whole time. That’s the nature of leadership, of running an agency, of being you. But what I know for sure: something remarkable about you got you here. Something about you sparked trust, belief, and momentum in others—enough for them to follow your lead. That spark, that light, is still glowing inside of you. But… To move forward, you have to let go of the things that weigh you down. The doubts. The unnecessary layers. The distractions. What got you here might not be what gets you to the next level. It’s time for addition by subtraction. This month, I’m asking my CEOs: • What are you letting go of as this year comes to a close? • And what are you doubling down on as you prepare for the next? Because clarity comes when we stop carrying the things we don’t need and give attention to the things we do. Subscribe to hear what a bunch of CEOs said to the q’s 👇

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Are you looking to bring on a Senior VP of Marketing? Let's set up a time to speak with this candidate! 💠 FlanStaff Passive Candidate - CMO - Reno/Remote 💠   🔹 23+ years of global brand and product marketing leadership experience with Fortune 10 companies and industry leaders in mobile, audio, music, automotive, and early-stage startups1 🔹 Proven track record of driving growth and innovation as CMO at Auto-Tune®, where they doubled YoY revenue, launched new tiers, and reduced churn by 20% 🔹 Expertise in strategic product marketing, SaaS, and digital marketing, with successful leadership roles at companies like Smule, Inc. and USA TODAY, driving user growth and brand awareness 🔹 Strong background in loyalty and retention marketing, having established award-winning programs at Ooredoo that increased subscriber revenue by 15% and kept customer churn below 15% 🔹 International experience and multicultural marketing proficiency, demonstrated through successful market entries in India and Germany, managing multi-million dollar budgets 🔹 Innovative leader with a track record of pioneering new strategies, including influencer marketing in the Middle East and the first online-to-offline experiential marketing platform for urban commuters #ChiefMarketingOfficer #MarketingLeadership #BrandStrategy #DigitalMarketing #SaaSMarketing #GrowthMarketing #ProductMarketing #GlobalMarketing #Innovation #Entrepreneurship #CustomerExperience #LoyaltyPrograms #ContentMarketing #MusicIndustry #DiversityInMarketing

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Does your ABA company create content and run ads on platforms beyond Google? People searching Google represent a small, competitive piece of the market, since people searching Google typically have higher intent to purchase. Google knows it, so it raises minimum bids, and your competitors know it, so they're all bidding and creating content on the same terms. It gets messy, fast. But a sizable percentage of your potential clients and staff aren't browsing Google.... Instead, they're on social media--from Meta, Reddit, to forums on websites. Many ABA companies leave countless leads, clients, and new hires on the table by not creating content and ads on other digital platforms beyond Google. The channels you should use--and content you should create for ads or organic posts--really depend on your goals and your target audience. For example, content-driven ads on Meta work well to attract more clients (parents of clients), and posting helpful organic content in Facebook ASD support groups work very well for getting in front of more parents. Creating organic content and running ads on Facebook/Instagram works well for attracting and vetting (Registered) Behavior Therapists, and LinkedIn organic content (and prospecting) works well for connecting with new BCBAs. These channels will revolutionize your ABA company's marketing by delivering tailored offers and information to each type of customer. Are these channels part of your strategy? Drop a comment and let me know!

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Why do people struggle with the word failure? Would love to hear your thoughts below! 🤔 Steve Arntz and I explore this question as he opens up about getting fired, missed opportunities to join the most successful companies in Utah's history, and how he defines success. His thoughts were SO INSIGHTFUL. Steve shares the influence of Dave Grow, Brock Blake, and Johnny Hanna💭 in his career journey. Link to the Real F Word podcast on all platforms in comments below 👇 🎙 ▶ . Listen, like, subscribe, and comment if you think this is interesting. Amplēo. Campfire.

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Agencies over-rely on two new business activities: prospecting for short-term leads and entering competitive pitches. This comes at the expense of other points along the buying cycle that offer opportunities to build stronger relationships with prospects, assume more control, and leverage your strengths. How to better lead through your agency’s new business buying cycle -- https://lnkd.in/ep2QnPBv #smallagency #agencygrowth #agencynewbusiness #businessdevelopment #newbusinessstrategy

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It's #MEMEmonday! Dealers burning 70-80% of their marketing dollars on AdWords and 3rd party inventory sites while not having a high-quality SEO partner is CRAZY WORK. SEO should be the foundation for your digital marketing efforts. On top of that, if the user experience on your website is abysmal, you're essentially spending all that money to drive traffic just for users to have a negative experience. Talk to me and lets fix it before you waste another dollar. #digitalmarketing #SEO #userexperience

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