Posts by Jan Hirabayashi
Solving the Marketing Skills Gap: Strategic Team Structures to Drive Growth in 2026
The marketing department of 2020 is obsolete. Not because the fundamentals have changed, but because the skill requirements have evolved so rapidly that most marketing teams are struggling to keep pace. Business owners who built their marketing around traditional advertising, basic social media, and email campaigns are discovering that their current team structure can’t handle…
Read MoreUnlock Marketing Success: 7 Barriers to Hiring an FCMO — And How to Break Through Them
A Fractional Chief Marketing Officer (FCMO) provides senior-level marketing strategy and leadership on a part-time basis—delivering expert guidance without the cost of a full-time executive. This makes FCMOs ideal for growing companies that need seasoned marketing expertise to drive growth, strengthen positioning, and align marketing with business goals. Yet many organizations hesitate to hire an…
Read MoreMarketing Playbooks: The Small Business Owner’s Secret Weapon for Consistent Growth
Your B2C company just had its best month ever after running a promotion that generated 40 new clients. But three months later, when you try to recreate that success with a different campaign, the results fall flat. Or maybe you’re a professional services firm that occasionally hits home runs with referral partner outreach but can’t…
Read MoreThe Power of an Integrated Marketing Plan for Small Business Owners
“Marketing is a process, not an event. It has a beginning, a middle, but never an end. You improve it, perfect it, change it, even pause it. But you never stop it.” From handling daily operations to strategizing for growth, marketing is only one of many priorities on a small business owner’s plate. If you…
Read MoreLive 24/7 Website Chat for Law Firms: Significantly Increasing Website Visitor Conversion
As a partner or marketing executive for a law office, you already know that your website is your most important marketing tool. And you probably have a pretty robust SEO and Google Ads strategy in place to raise awareness and drive traffic to your website. Once people get to your website, there’s surely a phone…
Read More5 Ways to Efficiently Work with Your Designer
Working efficiently with a graphic designer can make a real difference in the success of your project. Clear communication, detailed planning, and mutual understanding are key components of a great collaboration. Below are some five steps to make sure you and your designer stay on the same page and have a smooth and productive collaboration.…
Read MoreA Fresh Look for JaxKids Book Club
Nearly two decades since the inception of the JaxKids Book Club program, an exciting new version has been unveiled for Duval County preschoolers, featuring updated branding and a fresh selection of books. BroadBased originally served as the marketing partner for the City of Jacksonville’s 2004 team, which was responsible for creating, branding, and distributing what…
Read MoreEnhancing Your Brand through Regular Competitive Analysis
Few marketing teams would skip a competitive analysis when launching a new brand, but how often should you perform the research for your established brand? A competitive analysis provides valuable insights to guide the creation of strategic marketing messages, especially in industries experiencing rapid changes, shifts in technology and new competitors. So that pretty much…
Read MoreMaximize Your Budget With a Well-defined Target Audience
In today’s highly competitive digital marketing landscape, defining and refining your target audience is essential to optimize your budget and attract more customers. By employing precision targeting, you can ensure that your advertising budgets are utilized to engage only those who are most likely to become prospective customers. Below, we outline some effective processes used…
Read MoreWhat’s a Fractional CMO and Why Would You Need One?
Think about the trusted advisors you rely on and how you work with them. If you’re a business owner, you probably have at least a CPA and an attorney in regular rotation, and you might also have a CFO advisor and HR advisor on call for special projects. You rely on these partners for strategy…
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