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Musings, Things We’ve Learned, & Other Bits Of Knowledge We’ve Gleaned Along The Way. AKA…Our Blog Section.

Why Renting Your Brand on Social and Search Ads Alone Is Killing Your Growth

Relying only on social and search ads means renting your brand. Algorithms shift, clicks disappear, and you’re left competing for shrinking attention in a zero‑click web. Real growth comes from building a brand people seek out directly — through top‑of‑funnel awareness, community presence, and a balanced mix of direct, paid, and organic traffic. Diversify your marketing, own your reputation, and stop building on borrowed platforms.

Google Is Removing Existing Reviews: Here’s Our Breakdown

No matter what you’re selling, reputation matters! And today, that’s reflected most directly in Google reviews. Google has quietly shifted the rules on Google Business Profiles, and if you rely on your team to request reviews, you might want to pull up a chair. It’s time to implement some changes in the way reviews are gathered to make sure you’re staying on Google’s good side

A Place to Thrive: Why I’m So Proud to Be Part of Wabash & Lake Consulting

Finding a workplace where your daily efforts align with your core values is a truly special feeling. I am thrilled to be a member of this incredible marketing team, and as I reflect on my time here so far, I am overwhelmed with gratitude for the opportunity to work alongside such a wonderful group of people.

Connected TV Advertising for Small Businesses: The Streaming Trend That Actually Works on a Budget

Streaming has replaced cable for most people from college students to grandparents looking to keep up with the latest shows. If you are still thinking about traditional broadcast TV ads as your only video option, you are already two steps behind.

How Small Businesses Are Using AI to Scale Marketing (Without Replacing Their Brain)

AI isn’t a replacement for human judgment; it’s an accelerator for it. When used correctly, AI allows small businesses to execute in days what used to take weeks. But an advanced tool without an expert behind it is just a fast way to generate noise or do damage.

The $160K Reality of Hiring a Marketing Director (And What to Do Instead)

You’ve hit the ceiling. Doing marketing yourself — or splitting it among your sales and ops team — is costing you time, focus, and probably real revenue. The obvious next move feels clear: hire a Marketing Director.

Summer Marketing Prep: Getting Ready for the Slow Season

For many small businesses, particularly in service, home improvement, legal, financial, and B2B industries, summer brings a predictable softening in demand. Decision-makers are on vacation. Budgets are under review. The sense of urgency that drives Q1 and Q2 activity tends to ease up. Maybe you are familiar with this summer marketing seasonal swing?

Wabash and Lake - Questioning the Customer Funnel

Building Marketing Funnels for Richmond Businesses: What Actually Moves the Needle

Richmond is a genuinely competitive market. You’ve got national brands with deep pockets, regional players with established reputations, and local competitors who know the same customers you’re trying to reach. Competing in that environment requires more than running ads.

Handling the “Functional but Fragile” Consumer

We’re not talking about consumers who CAN’T afford to spend. These are real people who are tired of spending and waiting for the other shoe to drop. Two months since we first ran into this idea, the data from our clients in Home Improvement, Auto Repair, and SaaS is clear: if you want to win today’s consumer, you have to lean into the M.O.M. Method.

Wabash and Lake - Janna behind the curtain graphic

The Truth About Marketing Agencies: An Inside Look from Someone Who Started One to Fix the Industry

I want to be upfront about something: I own a marketing agency. So when I say the traditional advertising, media, and marketing agency models are broken, I’m not throwing stones from a safe distance. I’m saying it as someone who spent years inside it, watched it up close, and eventually decided the only way to fix it was to build something different from the ground up.

Wabash and Lake - Joe and Malorie graphic

Fractional Marketing Director vs. Full-Time Marketing Director: The Small Business Owner’s Guide

This guide breaks down the differences between a Fractional Marketing Director and a Full-Time Marketing Director, with a practical focus on cost, flexibility, and real-world business needs, especially for growing companies in the Richmond area.

Wabash and Lake - company members talking

2026 Marketing Predictions: What Small Businesses Need to Know

Here’s what we see shaping the future of marketing in 2026, and how small businesses can prepare without overextending budgets or teams.

Wabash and Lake - company members talking holidays

Holiday Marketing for Small Businesses: What Works (And What’s a Waste of Money)

At Wabash & Lake Consulting, we’ve guided numerous Richmond-area businesses through successful holiday campaigns. As your fractional marketing partner, we’ve seen firsthand what drives real results versus what simply drains budgets. Here’s what you need to know about holiday marketing that actually works.

The Emergency Marketing Situations That Can’t Wait Until Monday

Marketing emergencies happen outside business hours. Website crashes, social media crises, urgent competitive responses, and sudden opportunities that demand immediate action. When your agency tells you to “submit a ticket” or “wait until our Monday team meeting,” you’re not just losing time, you’re losing revenue, reputation, and market position.

Wabash and Lake - person at desk with laptop

Why Small Businesses Are Replacing Their Marketing Agencies (And What They’re Doing Instead)

Small businesses across Richmond and beyond are firing their traditional marketing agencies after years of overpromises and underdelivery. They’re replacing them with fractional marketing teams that provide strategic leadership, transparent pricing, and actual results—all without the bloated agency fees.

Wabash and Lake - marketing funnel graphic with Janna

Why We Refund Every Commission (And Why Other Agencies Don’t Want You to Know This)

If you’re paying commissions, you’re losing part of your marketing spend that could be driven directly to leads.

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The $50K Marketing Mistake Every Small Business Makes (And How to Avoid It)

At Wabash & Lake Consulting, we’ve seen this story play out dozens of times. But we’ve also seen businesses turn it around dramatically by avoiding one fundamental mistake that underlies most marketing waste.

Wabash and Lake - team mere working on ideas graphic

The Marketing Agency Red Flags Your Business Needs to Know

Let us help you find and maintain green flags in your marketing department. Here are the warning signs that should make you run, not walk, away from any marketing agency.

Wabash and Lake - CFBOC School Pantry Program kickoff

Proud Marketing Partners in Fighting Hunger: Our Journey with CFBOC

Most people associate marketing with increased sales, revenue growth, offers, and tactics. Most times that is correct but in our roles as long-term partners for all of our clients marketing means so much more. There is no better example of this than our partners at Chesterfield Food Bank Outreach Center.

Wabash and Lake - marketing funnel graphic

Building a Proper Marketing Funnel: Insights From The Frontline

One of the most critical tools in any business’s growth strategy is the marketing funnel. A properly constructed marketing funnel ensures you’re meeting and influencing customers where they are in their buying journey while maximizing your marketing budget.

Wabash and Lake - bringing 3 business together for a video shoot

Why a Fractional Marketing Director is the Smart Solution for Small Businesses

I get asked all the time where I think small businesses struggle the most. The answer is clear: marketing leadership. In my experience, it is absolutely essential for growth and sustainability in today’s competitive landscape.

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RECENT

BLOG POSTS

Why Renting Your Brand on Social and Search Ads Alone Is Killing Your Growth

Google Is Removing Existing Reviews: Here’s Our Breakdown

A Place to Thrive: Why I’m So Proud to Be Part of Wabash & Lake Consulting

Connected TV Advertising for Small Businesses: The Streaming Trend That Actually Works on a Budget

How Small Businesses Are Using AI to Scale Marketing (Without Replacing Their Brain)

The $160K Reality of Hiring a Marketing Director (And What to Do Instead)

Summer Marketing Prep: Getting Ready for the Slow Season

Building Marketing Funnels for Richmond Businesses: What Actually Moves the Needle

Handling the “Functional but Fragile” Consumer

The Truth About Marketing Agencies: An Inside Look from Someone Who Started One to Fix the Industry

Fractional Marketing Director vs. Full-Time Marketing Director: The Small Business Owner’s Guide

2026 Marketing Predictions: What Small Businesses Need to Know

Holiday Marketing for Small Businesses: What Works (And What’s a Waste of Money)

The Emergency Marketing Situations That Can’t Wait Until Monday

Why Small Businesses Are Replacing Their Marketing Agencies (And What They’re Doing Instead)

Why We Refund Every Commission (And Why Other Agencies Don’t Want You to Know This)

The $50K Marketing Mistake Every Small Business Makes (And How to Avoid It)

The Marketing Agency Red Flags Your Business Needs to Know

Proud Marketing Partners in Fighting Hunger: Our Journey with CFBOC

Building a Proper Marketing Funnel: Insights From The Frontline

Why a Fractional Marketing Director is the Smart Solution for Small Businesses

Our 360-degree approach brings human values, real experiences, and authentic language to your marketing, creative, advertising, and overall operational strategy from the very beginning.

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RECENT

BLOG POSTS

Our 360-degree approach brings human values, real experiences, and authentic language to your marketing, creative, advertising, and overall operational strategy from the very beginning.​

Monthly Musings Newsletter

Marketing & Advertising Intel

Get in Touch

Ready to Outshine Your Competitors?

Our 360-degree approach brings human values, real experiences, and authentic language to your marketing, creative, advertising, and overall operational strategy from the very beginning.