Author: Kristen McAvoy
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Are Your Leads Good? How to Track Qualified Leads and the Revenue They Generate
Learn how to track qualified leads with four numbers per channel: spend, inquiries, customers and revenue. No CRM, no lead scoring, no attribution.
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Stop Guessing: How to Tell If Your Marketing Is Working
How to tell if your marketing is working: track five numbers (leads, conversion rate, CAC, CLV, source) in about 30 minutes a month.
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How to Identify Your Target Audience (Without Guessing)
By Kristen McAvoy & John McAvoy Aug 7, 2026 15–20 min read When you ask business owners to identify your target audience, they typically give one of two answers. The first is “everyone”: anyone who might buy. The second is usually a vague description, like “busy professionals,” “people who care about quality,” or “women aged…
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What is a Content Strategy? Why Your Business Needs One
Marketing Content Strategy What Is a Content Strategy? (Why Your Business Needs One) By Kristen McAvoy Jul 6, 2026 11–17 min read Picture of John and Kristen at the Eras Tour, Gelsenkirchen, Germany 2024 Content strategy is kind of like the Eras Tour. Hear me out. Think about it, there’s logistics, choreography, a setlist, etc.…
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Social Media Content Strategy: How to Build One That Works
Stop posting on instinct. Build a social media content strategy that gives your business direction, consistency, and content your audience acts on.
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Maximize Your Website’s Performance with SEO Audits
What a website SEO audit actually checks, which findings are worth acting on first, and how to run the first pass yourself before hiring anyone.