How To Turn Brand Voice and Strategy Into Measurable Marketing Goals

In this episode of Marketing That POPs, Olivia Johnson and Michele Ringelberg interview Grace Clemens, Founder and CEO of SGC Marketing, about creating authentic digital marketing strategies. Grace talks about platform selection, trend adaptation, and how audits uncover hidden opportunities for growth.

Grace Clemens is the Founder and CEO of SGC Marketing, a strategy-first digital marketing agency. With over 14 years of experience in copywriting, digital strategy, and multichannel marketing, she has scaled startups and built high-performing campaigns for global brands. Before founding SGC, Grace helped grow SilkFred’s revenue 5x and managed the marketing strategy for the $100M XPRIZE Carbon Removal initiative.

Here’s a glimpse of what you’ll learn: 

• [0:58] Grace Clemens shares her career journey from studying consumer psychology to founding SGC Marketing
• [4:43] Why going viral is a poor metric for marketing performance and how to leverage micro-influencers instead
• [7:30] What led Grace to niche her services and launch her agency?
• [13:05] Examples of shifting tone and personality in copy to boost engagement and revenue
• [17:20] The most effective platforms for audience engagement
• [20:17] How defining values and mission early enables authentic online brand presence
• [22:15] Trends Grace enjoys and how brands can respond to viral moments in relevant ways
• [26:54] Lessons Grace learned from rebranding her agency
• [32:06] Advice for launching a business and integrating AI into workflows

In this episode…

Many businesses struggle to build a strong digital presence that translates into measurable results. From chasing viral trends that don’t lead to conversions to using a one-size-fits-all approach across platforms, companies often miss opportunities to connect authentically with their audiences. How can brands refine their strategy to focus on meaningful engagement, consistent messaging, and sustainable growth?

Digital marketing strategist Grace Clemens suggests focusing on strategy, growth, and communications. Brands should define their values and mission early, adapt copywriting tones and content to specific platforms, and leverage data-driven audits to identify performance boosters. Grace also urges brands to use trends selectively to prioritize authenticity and create consistent value-driven content. 

In this episode of Marketing That POPs, Olivia Johnson and Michele Ringelberg interview Grace Clemens, Founder and CEO of SGC Marketing, about creating authentic digital marketing strategies. Grace talks about platform selection, trend adaptation, and how audits uncover hidden opportunities for growth.

Resources mentioned in this episode:

• Michele Ringelberg on LinkedIn
• Olivia Johnson on LinkedIn
• ThrivePOP
• Grace Clemens: LinkedIn | Instagram | TikTok | YouTube 
• SGC Marketing 

Quotable Moments:

• "Going viral just isn't a solid KPI to base success on overall."
• "Is it going to be in the best interest of your company? Is it going to make a lasting impact?"
• "If your audience cannot solve their problem with AI, make sure you have an option to get in touch with a human."
• "You really can't see the full view when you're the one inside of the house."
• "Most CEOs and most teams already have a deep understanding of their audience, so we can use that to our advantage."

Action Steps:

1. Define your brand values and mission early: Establishing these foundations aligns marketing efforts with your core identity and purpose. This clarity allows for consistent messaging and stronger audience connection across every platform.
2. Tailor content to each platform’s audience: Adapting tone, style, and format for different channels maximizes engagement and relevance. A one-size-fits-all approach risks alienating followers and missing opportunities for deeper connections.
3. Conduct regular digital marketing audits: Reviewing performance data helps identify high-impact tactics, eliminate underperforming strategies, and uncover overlooked growth opportunities. Data-backed decisions lead to more efficient use of time and budget.
4. Balance trend participation with authenticity: Leveraging relevant trends can boost reach, but staying true to your brand voice ensures long-term trust and loyalty. Random trend-chasing risks diluting your message and confusing your audience.
5. Maintain human connection when using AI: While AI can enhance efficiency and automate processes, personal interaction strengthens customer relationships and brand perception. Providing a human touch where needed prevents audiences from feeling like just another number.

Sponsor for this episode...

This episode is brought to you by ThrivePOP, the #1 cannabis marketing agency for B2B and B2C companies. 

We are a women-led team of strategists, graphic designers, social media specialists, and web developers who work with dispensaries and cannabis service businesses to implement marketing strategies in a regulated industry. 

ThrivePOP creates unique marketing campaigns to inspire, create, and grow cannabis-focused businesses.

To learn more, visit https://thrivepop.com/ or book a meeting with a dedicated marketing strategist at https://thrivepop.com/contact-us.