Kaleigh Moore

The worst trait you can have when starting Meta ads is analysis paralysis. Overthinking every little detail. Thinking you need to spend weeks researching before launching. In reality, you only need 3 things: 1. Strong ad creatives with crystal clear messaging (Statics and videos both work) 2. Let Meta handle the targeting The algorithm is smarter than most people think — it will find the right audience for you. 3. An automatic follow up system SMS + email nurturing to convert leads fast. Meta ads work extremely well. Most businesses just haven’t had them done correctly by their current agency. Killfiredigital.com

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When you run digital marketing campaigns for clients, staying ahead is not just beneficial—it's essential. 🚀 Consider this three-tier system as your solid foundation for industry leadership. 1. Algorithm Alerts: Setting up alerts for algorithm changes can be your first line of defense. These alerts function like a lighthouse, letting you that change could be coming. Document each change meticulously. Note its immediate impacts and potential long-term effects. 2. Competitor Testing: Keep your competitors close, but their strategies closer. 🫂 Keep an eye on their tactics. Document the variations and outcomes, honing your own approach based on what hits and what misses. Set the trends, don't follow them. 3. Audience Sentiment Tracking: The voice of your audience is a goldmine of insight. Monitor this sentiment to preempt shifts in demand or preference. Create a feedback loop to document these insights and guide your strategy adjustments early. By focusing on these ties early, you can act on the undercurrents that dictate market trends, rather than react when it's too late. This proactive approach not only positions you as a leader but gives you the agility to pivot as needed. What’s an early signal you've noticed in your industry recently? Share it with us in the comments! 👇

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If the first time your prospects remember your brand is after they land on your website, you're too focused on direct response and not enough on branding. Brand equity is real. You're going to hear a lot more about this now that Google has turned off the tap on organic traffic.

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I posted about divisive content online. Got called a "paid PAP stooge" in the comments. But I guess what most people missed is the structure that made it work (and where it didn't). Let me break down the 3-act framework I used: Act 1: The Hook "Some posts look harmless... until you realise they're engineered to provoke you." Pattern interrupt. Creates curiosity. Positions you as someone who can decode what others miss. Act 2: Context + Stakes MHA action → Studies on discrimination → "Here's the uncomfortable truth" This is where I anchored credibility with official sources and data. The goal was that I wanted to show this isn't just opinion but rather, it's documented reality. Act 3: Education + Empowerment Signs to watch for → Call to action Taught pattern recognition: content that removes nuance, frames entire groups as the problem, pushes you to pick sides fast. Ended with: "You have the power to protect our peace." Here's the thing though... Not everyone saw it as education. Some saw it like I was taking sides. Why? Because I led with a specific case study (MHA blocking an account). That meant people focused on whether *that action* was justified, not the broader lesson about divisive content mechanics. What I learned: When teaching about sensitive topics, the example you choose becomes the message. If I wanted pure education, I should've led with the framework first, *then* used multiple examples across different communities. Instead, I led with one case and that became the debate. The real lesson for creators: Structure matters. But so does sequencing. You can have the perfect 3-act breakdown, solid data, empowering CTA and still trigger defense if your example choice overshadows your teaching intent. Next time? Framework first. Case study second. Multiple examples to show pattern, not pick sides.

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Want some fascinating podcast insights? Podscribe has released its new benchmark report, which takes a deep dive into the effectiveness of podcast advertising. But honestly, I thought the infographic in their email was the most fascinating. I posted it here, though it's a bit hard to read. The takeaway that got me? YouTube's dominance as the number one podcast platform in the U.S., followed by Spotify, then Apple. I knew it was the dominant platform, but not by that much. #podcasting #podcastmarketing #digitalmarketing #youtube #spotifyforpodcasters https://lnkd.in/gi_ai3RA

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The marketing space is changing fast. AI is everywhere. Writing captions, generating graphics, even doing strategy. Some agencies are replacing team members with tools. Others are quietly scaling with skeleton crews and automation. The results are still unfolding. But I’ve got a question: As a business owner, does this make you more or less likely to trust an agency? → Does the use of AI make you think "smart and efficient" or → "They’re cutting corners"? Personally I think AI has its place, but when it replaces people entirely, that's where something gets lost. Tone. Nuance. Soul. But I’m curious what you think. → Drop your take in the comments

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Two types of YouTube funnels that work really well: 1) Direct VSL + Application (optimal for viewers ready to buy now) Use this funnel when your viewers already trust your expertise and are looking for a clear way to work with you. They’ve watched enough of your content to understand your system and now need a direct path to buy. Send these viewers to a landing page with a short VSL (5–10 minutes long) followed by a Typeform application. This setup lets you qualify prospects, increase commitment, and convert high-intent viewers while their attention is still fresh. 2) Lead Magnet + Newsletter Sequence (for viewers who need nurturing) Use this funnel when your audience is earlier in the journey and needs more proof before making a buying decision. They’re engaged but still researching or comparing options. Send these viewers to a valuable lead magnet that aligns with your video topic, then move them into an email sequence that builds trust through case studies, behind-the-scenes content, and actionable insights until they’re ready for a call.

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Devyn Merklin just pivoted X-Scale back to services after 6 months of trying brand acquisition. But the lessons from that "failure" are brutal gold. After scaling Living Good Daily to 7-figures, Devyn thought he'd cracked the code. Buy supplement brands, apply his growth playbook, profit. Reality had other plans. "We quickly humbled ourselves and turned back around," But here's what came out of that humbling... We spent an hour breaking down the scaling truths most 7-figure brands miss: → Why obsessing over lower CAC is killing your growth (spend MORE to outbid competitors) → The giveaway strategy that took them from $6K to $22K MRR in 45 days   → How "ugly" websites convert better than pretty ones → Why subscription retention is about education, not discounts And ultimately, how strategic pivots aren't failures—they're course corrections. Episode posted this morning. Check replies for links.

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If your content starts with "Here are 5 best practices," Google's about to filter you out. Marketers and AI both love that phrase. That's the problem. Google's new EEAT standard (Experience, Expertise, Authority, Trust) means generic listicles don't cut it anymore. You need real experience. Not templates AI could write in 3 seconds. Your open rates are about to drop. Adapt now or get buried. #EEAT #ContentMarketing #GoogleAlgorithm #AIContent

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Most people overcomplicate media pitching. It’s not rocket science. Identify the story. Isolate the newsworthiness. Distill it into one clear sentence (your subject line). Reach out like a human, not a marketer. Follow up a couple of times. Repeat. The hard part isn’t the pitching. It’s the distillation. Knowing what actually matters, then expressing it in a single sentence that earns attention. That’s communications judgment. And it takes years to learn.

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Here are the 3 things I'd be focused on if I were running a $5-10M DTC brand right now. (I’m helping run growth for 17) 1. Free or cheap traffic is no longer optional. Years ago Gary Vee told us that Facebook ads were like Malibu oceanfront property in the 50’s: cheap now, but just wait. He was right, and the brands that took that seriously and built organic audiences while paid was still affordable are in a completely different position today. The window to build owned channels before you desperately need them is always closing. Organic content, LLM visibility, email list growth, whatever form it takes for your brand, start now. Don’t want to begin until CAC forces you to. 2. LTV is a product problem, not a marketing problem. This one is hard to hear but it's true. If you sell one thing and your customers only need to buy it once, the cake is already baked. No email flow or loyalty program is going to save you. Real LTV growth happens in the product roadmap: - What else does your ICP actually want? - What's the natural next purchase? - What problem do they have that you're uniquely positioned to solve? The hard work of marketing is done in product development, and you need to really embrace that if you want to stop playing defense on retention and start playing offense on expansion. 3. Get lean before you're forced to. Whether we’re talking about tariffs, rising ad costs, or rising labor costs, the pressure on margins is coming from every direction at once right now, and that’s not going away any time soon. The brands that are going to make it through the next three years are the ones who keep themselves as lean as possible. That means using AI to do more with less. It means auditing overhead honestly. It means equipping your current team to be more productive instead of adding headcount. Mean and lean is a mindset that you probably need in order to survive right now. I broke all of this down in detail on the latest episode of The Bottom Line with Chris H. of Ecom Cowboy, one of the sharpest, most honest conversations I've had about the current state of DTC and what it actually takes to build something that lasts. Chris has played every side of this game. His perspective on where the industry is heading is worth your time. Link in comments.

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Most brands pick influencers based on follower count. Then wonder why the campaign flopped. Here's the one question that predicts if an influencer will actually convert. 👇 I've run dozens of influencer campaigns for prop firms. Some with 100K+ followers that generated almost nothing. Others with 5K followers that brought hundreds of paying customers. The difference? Authority vs Entertainment. Here's what most people get wrong: They think: Big audience = Big results. Reality: Influence ≠ Entertainment. The Real Question: 🎯 "Does this person's audience see them as someone to LEARN from—or just someone to watch?" That's it. That's the entire filter. Entertainment doesn't convert. 📺 An influencer can have millions of followers. Viral videos. Huge engagement. Everyone loves them. But if their content is pure entertainment? Their audience isn't in "buying mode." They're scrolling for a laugh. A distraction. A moment of fun. When that influencer promotes a product, the reaction is: "Cool, but I'm here for the memes." Authority converts. 🎓 Now take a smaller creator. 5K-15K followers. But their audience watches every video to learn something. Strategy breakdowns. Market analysis. Real trading insights. When THAT creator recommends a prop firm? The audience thinks: "If they trust it, I should check it out." That's authority. And authority drives action. How to spot the difference: 👀 Look at the comments. See the difference? One audience is passive. The other is engaged and learning. The math is simple: 📊 100K entertained followers = low intent audience 5K followers who see you as a teacher = high intent audience I'd pick the 5K every single time. What this means for your campaigns: 💡 Stop chasing follower counts. Start asking: ✅ Does their audience come to learn or to be entertained? ✅ Do they teach or just entertain? ✅ When they recommend something, do people act on it? A small influencer with authority will outperform a massive entertainer every time. The Takeaway: 🔑 Entertainment gets views. Authority gets conversions. Pick the one that matches your goal.

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Skeptical marketer: “Reddit Ads didn’t work for us.” Me: "You'd be surprised how often I hear that, but I've found that it’s often based on outdated assumptions." Skeptical marketer: "How do you mean? It either worked or it didn't." Me: "Well, I can tell you that Reddit Ads performs on par with Meta for over half of our clients. But there are four common issues we're found that confound most Reddit experiments." Skeptical marketer: "OK, I'm curious. Hit me." Me: "Love you for asking. Let's start here: 1. Outdated impressions of the platform ↪️ Reddit’s ad tech used to lag far behind Meta and Google, but it’s caught up in a big way." Skeptical marketer: "Preach. It was bad. Glad it's not so bad anymore." Me: "Me too. Next: 2. Copy-pasting Meta strategies ↪️ Reddit isn’t Meta. It demands a more nuanced, context-aware approach. Treat it like Meta, and you’ll burn your budget fast." Skeptical marketer: "Meta is our primary channel, so we're probably biased that way. Plus, we just don't know much about Reddit - not a ton of examples out there." Me: "Ain't that the truth. On that topic: 3. Poor measurement frameworks ↪️ A huge chunk of conversions happen as view-throughs or outside the reach of the Pixel or CAPI. If you're only tracking last-click or on-site events, you're missing the full picture. Skeptical marketer: "We track everything last-click. It's the only way we get any kind of marketing certainty." Me: "You and everyone else. That's why Meta CPMs keep rising - it knows data addiction will keep CFOs demanding dollar accountability for marketing unless you can convince them otherwise." Skeptical marketer: "That's truth and it hurts." Me: "But back to Reddit: 4. The “Reddit is bots” myth ↪️ Sure, there are bots—like every platform. But Reddit’s CPMs are low enough to make results competitive if you’re tracking properly and optimizing toward the right goals." Skeptical marketer: "Makes sense. So if we take advantage of new Reddit Ads features, get our off-platform tracking right, and build a ground-up Reddit strategy, we should have a much better chance of making it work?" Me: "That's it, brother. If you weren't impressed with your first foray into Reddit Ads, it might have been the playbook, not the platform."

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Did you know that 88% of agency founders aren't driven by financial pressure when considering an exit? Median agencies show strong revenue and EBITDA margins, with teams of 11-25 employees. This isn't a failing business; it's a profitable operation where founders strategically choose their next chapter. If you're an agency founder contemplating an exit, you're in good company. Over half of your peers sell from a position of strength. An exit can be a smart strategic move, but it requires early planning—6, 12, or even 24 months ahead. Optimize your EBITDA, clean financials, and reduce key-person risk. Entering negotiations with leverage is crucial; waiting until burnout leaves you powerless. The market currently favors sellers, with 1.7 buyers for every seller. Don't miss this opportune moment. #AgencyLife #BusinessStrategy #ExitPlanning #FounderJourney #EBITDA

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Podcast rankings don’t build trust. People do. If you're still chasing Top 100 lists without a content infrastructure, you're missing the point. Vertical video isn’t just trendy, it’s trust-building at scale. It's how you show up consistently in front of your audience and keep them coming back. It's not about being a content factory. It’s about thinking like a media company. Imagine if you said, “we’re a media company that sells software” wait what? It changes how you think about your content. Right? Great content doesn’t just get heard. It gets remembered. It gets shared. If you want your show to work harder for your business, focus less on the mic and more on the media engine behind it.

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Quick tip to get ad copy ideas if you're in-house: (if you don't have access to customers or prospects) Company win emails. I'd get them weekly at my last few companies. I'd read them like a hot goss column. Reading them, I'd discover:    - Why our most recent customers chose us  - Customer pain points we solved with our solution  - What we could deliver that our competitors didn't At the very least, it would validate (or invalidate) what we were already claiming. And of course, put those on the landing pages too. In the absence of access to the customer, your copy will mean more coming directly from recently closed deals than from stakeholder 5. 

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Most agencies gatekeep creator deals. We don’t. In the past year alone, we’ve activated hundreds of creators across dozens of projects: From 1K starters to very established KOLs. Paid, tracked, repeatable. We care more about getting the right content in the right hands than doing it the ‘cool’ way. Because real reach comes from networks that actually convert. This doesn’t necessarily come with follower count.

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Why most podcast editors are actually hurting your business: Had a discovery call yesterday where a potential client said: "My editor is great, but my content isn't generating any leads." This is the most common disconnect I see in the industry. Technical skill ≠ Strategic thinking Most editors are optimizing for audio quality when they should be optimizing for business impact. Here's what traditional editors focus on: → Removing "ums" and awkward pauses → Balancing audio levels → Adding intro/outro music → Creating clean, professional-sounding episodes Here's what strategic repurposing focuses on: → Identifying authority-building moments → Extracting lead-generating insights → Creating platform-specific versions → Positioning content to attract ideal clients Both are valuable. But only one grows your business. I've seen podcasters with "perfectly" edited shows get zero business results, while others with average audio quality generate six-figure revenues from their content. The difference? Strategic content positioning. When we work with clients, we're not just making their content sound better. We're making it work harder for their business. Every clip we create asks: → Does this build authority? → Does this attract ideal clients? → Does this move people toward a buying decision? Your editor should understand your business goals, not just your audio preferences. If they can't explain how each piece of content serves your business strategy, you're paying for a technical service when you need strategic support.

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