For this episode of IHAQ, we welcomed back Jason Highland to talk about desired outcomes for a marketing campaign.

Jason talks about the strategy that goes into a successful marketing campaign. You should know who your campaign attracts and where the best return for your energy is.

For many years, Jason chased an aspirational client instead of a realistic one. It takes experience and failure, but Jason began to find a lot more success marketing when he clearly defined his ideal client and targeted people who value his approach to business.

Once Jason knew who exactly he wanted to work with, he shifted his marketing campaigns to attract more of those clients.

To achieve your desired outcomes with any marketing campaign, it has to be strategic and not just reactionary.

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