In this kickoff episode for 2025, Greg Shuey welcomes PPC expert Navah Hopkins to discuss how brands can thrive by understanding their buyers' online behaviors and adapting their marketing strategies accordingly. Navah, a seasoned marketer and evangelist for the PPC management tool Optmyzr, emphasizes the evolving nature of buyer habits, pointing out that platforms like TikTok, YouTube, and even ChatGPT are gaining traction as key discovery tools. This shift demands that brands rethink their approach to search, community engagement, and content distribution to stay competitive in the ever-changing digital landscape.

A major focus of their conversation is the rising importance of video content. Navah explains how creating video campaigns can unlock cheaper placements and drive better engagement, especially on platforms like YouTube and TikTok. She encourages brands to embrace video despite its perceived challenges, highlighting examples of impactful yet cost-effective campaigns. Additionally, they discuss the value of engaging with audiences on forums, both login-based (e.g., Discord) and non-login-based (e.g., Reddit), stressing that authentic interaction builds trust and allows brands to gather valuable feedback. Tools like Google Alerts, SparkToro, and Microsoft Clarity are presented as practical ways to monitor and analyze audience behavior across platforms.

As the conversation concludes, Greg and Navah reflect on the importance of resetting expectations for 2025. They encourage brands to experiment boldly, focus on a few core channels, and prioritize authentic, human-first connections with their audiences. By balancing time and monetary investments, brands can craft strategies that align with their goals and market realities. Both hosts emphasize that giving oneself grace during this period of rapid change is essential for achieving sustainable growth.

Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/

Navah Hopkins LinkedIn: https://www.linkedin.com/in/navahhopkins/

Optmyzr: https://www.optmyzr.com/

https://www.stryde.com/buyer-journey-insights-for-marketing-strategy/