Timothy Davis

Start performance marketing as a baseline requirement because modern platforms are increasingly shifting toward a pay-for-play model where organic visibility is limited.

"Hot take, paid is for everyone. If you look at the way each platform is doing, Google, you have to scroll pretty far down to get to an organic listing. Meta, it's almost a pay for play now."

Choose expansion platforms by analyzing your existing data to identify where organic users are already engaging with your brand.

"Always look at the data that's available to you within your analytics platforms and say, 'Users are already finding us here. How can we turn that knob up to 11?' And you can do that with paid."

Ad performance often drops when content is simply repurposed from one platform to another without accounting for unique user experiences and mindsets.

"We were missing the mark of what we were using on Meta was working, was not working on TikTok. So you can't always just take what is currently working on one platform and apply it to another because i..."

Shift your focus from ego metrics like ranking first in search to reaching high-quality users at the right frequency.

"Instead of thinking about being on top of the page, and that's like ego marketing, I want to be number one. I want to be there all the time. It's about showing to the right person as often as possible..."

Validate new channels by using existing customer data to run low-budget lookalike tests that search for initial signs of life before scaling.

"You can always do a very, very small test. You can just put a little money into a platform, see if there's a sign of life. If there is, then you can pull back and say, 'Okay, we have signs of life. No..."