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Episode Summary
Welcome to Homegrown Hustle, where local brilliance takes center stage. In this episode, host Matt Eickman sits down with Kyle Scott (NorthWing Digital) and Tracy Kelly (Paperboy Marketing)—two of Minnesota’s top marketing minds—to discuss what really drives business growth. From the power of kindness in business to the changing landscape of digital and paper marketing, this episode is packed with actionable insights for entrepreneurs looking to scale their businesses.
We uncover why marketing success isn’t just about strategy—it’s about relationships, pricing transparency, and adapting to evolving consumer attention. Whether you’re running a home service business or a digital agency, this episode will challenge your thinking and give you the tools to rethink your marketing approach for 2025.
Key Takeaway
- Kindness pays off: Your reputation in business is everything, and being kind is the best long-term strategy.
- Digital marketing isn’t the only answer: Print and offline strategies still have a massive impact when used correctly.
- Pricing transparency matters: Avoid agencies that can’t explain how their pricing works.
- Test and iterate: Marketing is about trial and error—don’t be afraid to experiment.
- Your business is a puzzle: No one marketing channel should be the entire strategy—diversification is key.
Chapters:
00:00 – Introduction
- Welcome to Homegrown Hustle! Meet Matt, Kyle, and Tracy.
- Why this episode is a must-listen for business owners and marketers.
01:25 – The Power of Kindness in Business
- How treating people with respect pays off in business.
- The importance of long-term relationships in a small market.
- The unexpected benefits of goodwill in marketing and networking.
03:39 – Digital vs. Traditional Marketing: Where Do They Fit?
- Kyle discusses NorthWing Digital’s role in online business growth.
- Tracy introduces Paperboy Marketing’s unique approach to flyer distribution.
- Why print marketing isn’t dead—it’s evolving.
10:23 – The Hidden Pitfalls of Digital Advertising Costs
- Why Google Ads costs are skyrocketing and how it’s affecting small businesses.
- The case for diversification: why relying solely on digital is risky.
- How to blend online and offline marketing for maximum ROI.
17:30 – Pricing Transparency: The Dirty Secrets of Marketing Agencies
- How most agencies price their services (and what they don’t tell you).
- The shift towards effort-based pricing: paying for work, not fluff.
- Why understanding your agency’s pricing model is critical for business owners.
28:00 – Lessons from Growing a Business: The Entrepreneur’s Journey
- How business owners can navigate marketing failures.
- The importance of tracking data and setting realistic expectations.
- Building a marketing strategy for 2025: key takeaways.
41:00 – Final Thoughts & Key Takeaways
- The one thing every entrepreneur should focus on when scaling.
- Why relationships will always outweigh algorithms.
- A special offer for listeners (mention this episode for a free consultation!).
Guest Resources:
Tracy Kelly:
Linkedin: https://www.linkedin.com/in/tracypaulkelly/
Facebook: https://www.facebook.com/paperboymarketingflyers
Instagram: https://www.instagram.com/paperboymarketing/
Website: https://www.paperboymarketing.com/
Kyle Scott:
Linkedin: https://www.linkedin.com/in/kyle-scott-0b89b553/
Facebook: https://www.facebook.com/NorthWingDigital
Instagram: https://www.instagram.com/northwingdigital/
Website: https://northwingdigital.com/
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