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How to Start Thinking Like a PR Pro

1. Think story, not just slogan

What’s your angle? Why now? Who cares?

Action: Draft 2–3 narrative angles for your next campaign (e.g. origin story, customer transformation, community impact), and test which generates the strongest engagement.

2. Earned + Owned + Paid = Full funnel trust

Don’t silo your efforts. Sync your PR and marketing teams early.

Action: For your next product launch, map out a content plan that includes:

• A press release (earned)
• A blog post (owned)
• A paid LinkedIn ad (paid)

Make sure the message is aligned across all three.

3. Audit your messaging

Is it resonant or just reactive? Is it cohesive across platforms?

Action: Conduct a quarterly messaging audit. Choose three key assets (e.g. homepage, nurture email, LinkedIn bio) and check for consistency in voice, tone, and positioning.

4. Build relationships, not just audiences

Whether with media, influencers, or customers — trust builds traction.

Action: Identify three industry journalists, creators, or influencers aligned with your brand values. Engage meaningfully with their content — comment, share, or DM before pitching.

Best Practices for Successful Thought Leader Ads

We have identified key strategies to maximize the impact of Thought Leader Ads:

1. Optimize for Engagement, Not Just Awareness

• Use the engagement objective instead of brand awareness to drive meaningful interactions.

• Hyper-target your ideal customer profile (ICP) to ensure relevance.

• Include an exclusion list to prevent ad spend on irrelevant audiences.

2. Make the Content Feel Organic

• Posts should read like a natural LinkedIn update, not a sales pitch.

• Keep mentions of your product or service subtle—focus on adding value.

• Headlines such as ‘How This Did That’ or ‘Why You Should Be Doing This’ tend to perform well.

3. Use the Right Structure

• Images are best in this ad format and drive higher engagement.

• Directly call out your audience (e.g., “If you’re a B2B founder…”).

• Experiment with sponsoring posts from various team members, not just leadership.

4. Budget and Bidding Strategy

• Set a cost cap lower than LinkedIn’s suggested bid—as low as $1 can be effective.

• Retarget website visitors and LinkedIn post engagers in separate campaigns.

• If a post performs well organically, it will likely succeed with paid promotion.

5. Execute with the Right Content

• Identify internal thought leaders by encouraging executives, employees, and industry advocates to share insights that align with your brand’s messaging.

• Promote valuable content by selecting posts that have already shown strong engagement to ensure better ROI.

6. Ongoing Optimization

• Actively engage with your audience by responding to comments and interactions to build credibility.

• Track key performance metrics like engagement rates, conversions, and audience feedback to refine your strategy.

How to Leverage Escapism for Your Brand

Brands are moving beyond traditional advertising to create immersive, interactive worlds and narratives that invite audiences to engage, explore, and escape. Here are the key methods:

1. AI-Driven Storytelling

With tools like generative AI and interactive chatbots, brands can now deliver personalized, adaptive narratives that take consumers on a journey and deepen emotional connections. Whether through whimsical storytelling, surreal imagery, or lighthearted humor, escapist campaigns like Jacquemus’ AI-generated social media content offer a fun way to captivate audiences and amplify brand identity.

2. Virtual and Augmented Reality

Brands are building AR experiences, virtual stores, and branded metaverse spaces to transport consumers into fantasy-driven environments. Namely, Nike has embraced the metaverse with digital stores like NIKELAND on Roblox and Airphoria in Fortnite, where shoppers can interact as avatars and explore immersive branded collections.

3. Gamification and Branded Entertainment

Gamified marketing turns brand engagement into play. From branded games to digital collectibles, companies are using game mechanics to keep audiences emotionally invested.

For example, Gucci’s Good Game campaign has expanded through collaborations with gaming platforms like Roblox, The Sims, Pokémon Go, Animal Crossing, and more, while also launching Gucci Arcade and Sneaker Garage within their mobile app. These interactive branded environments allow users to engage in gameplay while collecting exclusive digital accessories—seamlessly blending luxury with gamification.

4. Experiential Events & Pop-Ups

Escapism isn’t just digital. Brands are transforming physical spaces into immersive experiences through pop-ups, installations, and themed events. These activations transform real-world spaces through set design, lighting, sound, digital signage, and more to create unforgettable escapist encounters that fuel social media buzz and deepen consumer connections.

Samsung’s Galaxy Experience Spaces were launched worldwide in 2025, offering multi-sensory brand activations. These immersive pop-ups allow attendees to interact with AI-powered product demos, explore gamified experiences, and engage with dynamic digital signage—blurring the line between technology and storytelling.

Get Brutally Clear on Who You’re Talking To

You can’t afford to be vague. On a tight budget, every click matters, and you don’t have room to target ‘millennials who like healthy snacks’ or ‘working professionals who like nice shoes’. You need to know their age, what apps they check before getting out of bed, what frustrates them, and their favorite way to spend a Saturday. Dive into the ‘unsexy’ work: Reddit threads, Amazon reviews, Facebook groups. Your goal isn’t just to find your audience—it’s to understand how they think so you can speak directly to them without wasting a cent.

Own Your Real Estate on Google

Before you worry about ads or analytics, make sure you’ve claimed the digital sidewalk outside your door. Setting up a free Google Business Profile puts your company on the map—literally—and ensures that when someone searches your name, they don’t get a blank page or worse, your competitor. It only takes a few minutes, but the impact is lasting: reviews, directions, and quick contact all in one neat little box. Just don’t forget to fill in the essentials—your phone number, address, website, and business hours—so no one’s left guessing how or when to reach you.

Turn Content Into Your Loudest Employee

Maybe you can’t hire a whole sales team, but you can make content work harder for you. That means blog posts that actually help, videos that solve real problems, and emails that feel like a friend checking in, not a robot screaming “BUY NOW!” Consistency beats polish, especially early on. You don’t need a ring light and a production crew; you need honesty, authenticity, value, and a little humor. One well-crafted post, video, or newsletter that gets shared in the right group chat can do more for you than a week of paid traffic.

Leverage Platforms That Favor Effort Over Spend

Algorithms can be cruel, but some still reward hustle. LinkedIn, Pinterest, TikTok—these platforms offer rare windows where creative effort can outperform cash. If your content resonates, you can see incredible organic reach without spending a dime. That means testing formats, jumping on trends (when they make sense), and engaging with other creators like an actual person, not a walking billboard. You’re building presence, not perfection—and that’s a much cheaper game.

Collaborate Like Your Life Depends on It

You may not have a massive budget, but you do have value—and you can trade that. Partner with someone in a complementary niche. Maybe you write a killer newsletter and they have a decent Instagram following. Maybe you host a webinar and they co-promote it. Reach out, be human, be helpful. The right collaboration can double your exposure without costing a cent, and if it’s done right, everyone walks away feeling like they got the better end of the deal.

Measure What Matters, Ignore What Doesn’t

It’s easy to get caught up in vanity metrics—likes, impressions, reach. But when you’ve got limited cash, you can’t afford to chase shadows. Define what success looks like to you. Maybe it’s email signups. Maybe it’s sales. Maybe it’s getting someone to book a call. Set that target early, build your efforts around it, and track only what directly ties into it. Everything else is just noise.

Use Paid Ads, But Only When You’ve Earned It

Don’t burn budget trying to ‘test’ ads before you even know what message works. That’s like lighting money on fire just to see how the flames look. Instead, use organic content to find out what resonates. Which posts got people to reply? Which headline made your friend pause mid-scroll and actually read? Once you’ve found what’s working, then put $50 behind it. Paid media should be fuel, not guesswork.

Adopt the Mindset of a Local Hustler, Not a Global Brand

Big brands market to the masses. You’re just trying to connect with a few people who care about what you have to say. That means thinking like a local musician selling tickets to a basement show, not like a stadium tour. Get in people’s inboxes. Reply to every comment. Show up in unexpected places—local podcasts, niche subreddits, Slack communities. You’re not building a funnel. You’re starting conversations. On a budget, that approach stretches further than you’d believe.

If you’re building something meaningful with less money than most folks spend on lunch meetings, congratulations—you’re in the good fight. You’ll figure out what actually works, you’ll build real relationships, and you’ll get a front-row seat to your own growth. Sure, the path’s harder. But it’s also clearer. Because when you don’t have money to hide behind, you can only rely on what’s real: your voice, your value, and the people you’re building for. And those, thankfully, cost nothing.

Content provided by Julie Morris

Here are Six Essential Steps for Market Entry & Growth

1. Develop a Market-Ready Strategy

Before entering NA, businesses must conduct thorough market research:

• Go-to-market alignment – Define your target audience, value proposition, and best-fit distribution channels.

• Competitive benchmarking – Analyze pricing strategies, positioning, and customer pain points.

• Regulatory groundwork – Ensure compliance with tax, employment, and industry laws.

• Localized messaging – Test brand positioning through focus groups, A/B testing, and regional landing pages.

Example: A European B2B SaaS firm running Canadian focus groups to localize branding and email campaigns, ultimately boosting lead conversation rates and reducing acquisition costs.

2. Build a Strong Local Presence

NA buyers trust businesses with a tangible local presence:

• Partner with distributors, resellers, or local industry groups (e.g., US Chamber of Commerce, TAP Canada).

• Establish a regional team – A local presence—whether through regional reps, a co-working office, or a US-based partner—builds trust.

• Attend top industry events – For example, CES (tech), IWF (manufacturing), or Collision (startups) can provide high-profile networking opportunities in the US and Canada.

Example: A European clean-tech firm opening a satellite office in Canada to qualify for local grants while using a US virtual address to streamline sales.

3. Adapt Your Marketing Strategies

Companies must adapt to NA’s fast-moving sales cycles:

• Sales – Shift from consultative, research-heavy selling to a direct, results-driven strategy.

• Cold outreach – Value-driven cold emails, calls, and LinkedIn messages can generate high conversation rates.

• Targeted prospecting – Leverage communications professionals to target and refine audience segmentation for quality leads.

• Digital-first marketing – Local SEO, geo-targeted paid ads, and influencer partnerships drive visibility. With 7% of US and 73.3% of Canada total ad spend going digital in 2024, a strong online presence is essential for visibility and lead generation.

• Messaging preferences – US consumers respond to bold, high-energy branding; Canadians value authenticity and community-driven narratives.

Example: A European retail brand using a geo-targeted digital campaign and partnering with Ontario-based micro-influencers to boost engagement and conversion rates.

4. Navigate the Legal and Regulatory Landscape

Compliance missteps are costly—avoid them by:

• Understanding employment laws – The US follows ‘at-will’ employment; Canada enforces stricter termination policies.

• Comply with evolving privacy laws – GDPR (EU), PIPEDA (Canada), and US state regulations like CCPA in California by working with legal experts.

• Monitoring trade regulations – In an uncertain economic climate with potential protectionist trade policies, staying updated on USMCA trade agreement changes is critical to mitigating import/export cost fluctuations.

• Hiring legal experts – Work with specialists in NA employment, law, tax compliance, and industry regulations.

Example: A European e-commerce firm avoiding costly import duties by consulting US trade lawyers to classify products under the correct HS code.

5. Prioritize Customer Experience & Service

NA customers expect fast response times, clear communication, and excellent post-sale support:

• AI-driven chatbots – Improve response times and ensure 24/7 service availability.

• Proactive issue resolution – Delayed responses can lead to negative reviews. Ensure under 24-hour response times to improve retention.

• Personalized post-sale engagement – Follow-up emails, product recommendations, and loyalty programs help maintain customer relationships and encourage repeat business.

Example: A European skincare brand reducing cart abandonment by introducing real-time AI-powered assistance at checkout.

6. Identify Opportunities for Cost Efficiency

Businesses can cut costs strategically by:

• Outsourcing to Canadian firms – Leverage Canada’s favorable exchange rate for consulting services to reduce costs while retaining NA market expertise.

• Exploring financial incentives – Both the US and Canada offer grants and tax incentives for international businesses, but with the shifting trade landscape and evolving economic policies, companies should consult experts to stay informed on available opportunities and potential restrictions.

Example: A European tech startup reducing expansion costs by outsourcing content production and ad management to a Canadian firm.

How to Optimize for AI-Powered Search: 11 Essential GEO Strategies

To increase your chances of being featured in AI-generated search results, businesses can implement these GEO strategies:

1. Structure content for AI-readability – Use clear headings, concise summaries, and bullet points to match AI processing patterns.

2. Optimize for semantic search – AI interprets meaning and intent, so content should include natural language, topic clusters, and related concepts rather than rigid keyword structures.

3. Target AI-driven queries – Analyze AI-generated search responses to identify frequently cited sources and query structures. Adapt your content to match AI’s preferred answer format, increasing the chances of being referenced.

4. Answer long-tail, conversational queries – AI favors natural, FAQ-style content that aligns with user intent (e.g., “What are the best eco-friendly laundry detergents for sensitive skin?” rather than “best laundry detergent”).

5. Strengthen E-E-A-T – Prioritize content from recognized industry experts, trusted publishers, and verified professionals. Demonstrate expertise by providing original research and in-depth insights.

6. Leverage internal linking – Develop comprehensive content clusters on key industry topics and ensure pages are well-linked to establish topical authority.

7. Use data and statistics – AI favors quantifiable insights that provide factual, up-to-date information.

8. Monitor search trends & predictive analytics – Track AI-generated search patterns in your industry to anticipate trending topics and proactively create relevant content. Use tools like Google Trends, Google Search Console, and AI-driven SEO platforms to analyze how AI ranks and cites content.

9. Enhance visibility across multiple platforms – AI pulls from websites, social media, and digital publications, so maintain a consistent, authoritative presence.

10. Encourage engagement and backlinks – AI evaluates how widely content is referenced and interacted with to determine credibility. Focus on earning high-quality backlinks and fostering engagement through social shares and discussions across platforms.

11. Optimize for AI engagement signals – AI tracks user interactions with AI-generated results, including dwell time, scroll depth, and interactions with AIOs (e.g. expanding summaries and link clicks). The more users interact with your content, the stronger the relevance signals AI receives, increasing its visibility.