Marketing Playbook with Joshua Ramsey

Summary

In this episode, Joshua Ramsey, a fractional CMO with over 20 years of experience, unpacks his marketing strategy playbook. He discusses how business owners can create clarity, accountability, and performance through narrative-based marketing, strong KPIs, ethical client relationships, and honest agency partnerships. Joshua also critiques common pitfalls in the marketing world—like overpriced management fees, poor tracking, and rigid agencies—and shares his insights into when to hire a CMO, how to vet agencies, and how to identify truly effective marketing strategies.

Highlights

Start with Perception, Not Just Message
Joshua emphasizes that in today’s digital age, it’s not just what you say or how you say it — it’s what your audience perceives. Brands must craft clear, emotionally-resonant narratives that align with their Unique Selling Proposition (USP) and audience psychology.
Narrative as the Foundation of USP
Your brand’s story, especially drawn from personal life experiences, should form the core of your USP. Business owners often overlook this emotional dimension, but it’s essential for building trust and authenticity.
Ethical Marketing & Avoiding Agency Red Flags
Joshua explains how many agencies sell what they’re good at rather than what the business actually needs. He highlights red flags:

  • Agencies that own your data or ad accounts
  • Rigid, one-size-fits-all contracts
  • Overpriced management fees (e.g., $5,000/month for $1,000 in ad spend)
  • Lack of agility in adapting strategy over time

    • CRO Over Vanity Metrics
    A website with heavy traffic but 23-second average session times isn’t working. Joshua advises focusing on Client Retention Optimization (CRO) — designing web pages to retain visitors longer and improve conversions.
    Fix Lead Response Times
    Businesses lose thousands by not responding to form fills fast enough. Joshua illustrates how slow lead follow-up (e.g., 3–4 hours later) drastically reduces conversion, urging companies to aim for under 5 minutes response time.
    Real Role of a CMO vs. Consultant
    He breaks down the difference between:

  • Ad agency owners calling themselves CMOs (digital-only)
  • Consultants (who only offer a plan)
  • Real CMOs who set KPIs, oversee implementation, build internal teams, and step out after sustainable growth is established.

    • Metrics, Benchmarks, and Strategy
    Joshua stresses knowing industry-specific benchmarks for cost per lead and marketing ROI. He encourages agencies and businesses to track the full funnel, not just final conversions.
    Education & Transparency
    His approach is based on educating business owners through 2-hour free consults, local workshops, and simplified strategy documents. He believes the best clients are the ones who understand enough to appreciate real strategy but want experts to execute.

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