Tom Basgil

11/29/2023

2024 is swiftly approaching – and Q4 will be over before you know it. 😰

Is your marketing strategy ready for the new year? 🎆

Are you up-to-date on the latest, most effective marketing & sales tactics?

And, even if you are... Are you ready to implement them?

This past year, I was bullish on social listening, employee advocacy, and podcasting.

Next year?

I expect much of the same (with a huge reduction in the efficacy of Twitter/X).

✅ Social Listening

✅ Employee Advocacy

✅ Podcasting

But, I've been adding a few new tools to my toolbelt.

✅ Google/Bing SEM (Been doing this bespoke for years, but finally productizing it)

✅ Programmatic Display/Video/Native (Tested with 2 clients over the past 2 years –happy to share case studies)

My team and I have some limited availability starting in January of 2024. Interested?

Hit me up below, or email [email protected].

04/22/2023

"You do not need a diploma to make a difference; everyone is qualified to save the planet."

- Wangari Maathai

(Wangari was a Kenyan social, environmental, and political activist – and the first African woman to win the Nobel Peace Prize.)

04/05/2023

First week on the job as a marketer?

Here's what you gotta do.

As someone who has a bunch of "first weeks" with new clients and who has worked in-house and in agencies...

The first thing you need to do is talk to Sales. 👇

03/24/2023

How do you a/b test? 🤓

I focus on a single variable* and test drastic differences.

Like a graphic vs. a picture.

Or a story vs. a statistic.

In most cases, you shouldn't waste time on whether a mustard yellow button performs better than one that's banana yellow.

You're a marketer. You don't have time to find that 1% increase in performance.

Look for that 30%. 👀

Find the levers that give drastic improvements. Then, refine them if you've got the time.

(*Multivariate testing is messy – and most platforms don't do it well. I avoid it whenever possible.)

03/14/2023

"There's no monoculture anymore."

Meme librarian, ex-Tumblr Head of Editorial, and XX Artists' trend expert Amanda Brennan dove deep into internet culture, cottage-core girlies, algorithms, and audience-building.

And how identifying and leveraging niche audiences can lead to massive payoffs for brands in any industry. 💥

Check out our chat on The Sticky CMO podcast: https://open.spotify.com/episode/2OCCiHCprkQegCYG8g7s5h?si=0265973b36344619&nd=1

02/21/2023

"Focus on the fundamentals."

Easier said than done.

This week on The Sticky CMO podcast, I spoke with Quentin Muhlert.

Founder of Muhlert Digital, Quentin has been working with SEO, Analytics, and Optimization before they even were established practices!

Listen: https://podcasts.apple.com/gb/podcast/marketing-fundamentals-for-cmos-w-quentin-muhlert/id1669831912?i=1000600814604

02/06/2023

The first episode of The Sticky CMO podcast launches tomorrow! 🎉

Stay tuned...

Spotify: https://open.spotify.com/show/62AKvnZNV1WpzlhM2JeTGm?si=cb72cd802b724e3c
Apple Podcasts: https://podcasts.apple.com/gb/podcast/the-sticky-cmo/id1669831912

12/06/2022

"Platforms would need 14 to 20 ads to generate the same level of attention as Snap AR Lenses do for the same brand."

It's rare that brands in my industry use augmented reality for anything other than as a trade show gimmick.

However, there are non-marketing use cases.

Some of the more interesting uses I've seen are visualizing CAD designs and training employees (though I've heard of some exciting options in real estate, consumer products, and healthcare).

"Accessing an AR experience might not be as commonplace as watching a video, but those consumers who use AR engage with the format for far longer and have deeper and more immersive experiences."

Marcomm professionals need to be aware of the latest tech uses – you're in B2B like me, B2C, or a blend of the two.

Have you considered using AR for your clients? Any early successes?

When it comes to engagement metrics, there's no comparison.

11/18/2022

My new medical ID has my new address on it!

It's amazing how it used to feel like such a burden. I'd wake up in the middle of the night panicking, feeling choked by the chain.

And now it's a source of comfort. If anything were to happen to me, any stranger would know what meds to use and who to call.

I'll be safe.

It's the only thing I wear always. (Yes, and the only thing I wear when weighing myself – because it's part of me.)

11/12/2022

Mocha met the local chickens!

I officially moved to Jersey City about a week and a half ago – after a long back-and-forth with myself over whether to move to San Diego.

Ultimately, either location would be the “right” decision. But for now, Jersey City seemed like the better one.

Mocha is adjusting well. She’s barking a bit more than usual, getting used to the new sounds of the building. She has a backyard now so there’s lots of exciting things to explore.

As for me, I’m doing a little exploring, too. And reconnecting. I haven’t been this close to midtown in years, and I’m surprised by how fervently I missed NYC.

11/10/2022

As a freelancer, leaking your client's confidential info could be a financial disaster – for both you and your client.

I consult with companies, and they've taught me a few things.

Here are the 10 tips I use to protect my business:

1. Create Strong, Unique Passwords 🗝️

Yes, you hear this all time. That's because it's important.

Use 12-character passwords with upper- and lowercase letters, numbers, and symbols.

Keep passwords unique to each account. Use a password manager to remember them all.

2. Use Two-Factor Authentication ✌️

2FA requires you to enter a code from your phone or a code generator in addition to your password.

This makes it much harder for cybercriminals to gain access – even if they have your password.

It's a pain, but it'll save your butt.

3. Keep Your Software and Devices Up to Date 🖥️

Exploiting outdated software is an easy way hackers get access to your systems and data.

Keep all your software – including your computer operating system, web browser, and mobile devices like your phone or tablet – up to date.

4. Be Wary of Public WiFi Networks ☕️

Public WiFi is super convenient – and also super insecure.

I use my phone as a hotspot whenever I'm out and about.

If that's not feasible, use a VPN. It'll help hide your data from bad actors.

5. Use a Firewall 🧱

This is an easy one. Your computer and internet router probably both have a built-in firewall.

Some folks disable them to get faster internet.

Don't do that.

6. Setup Security Software 🔐

Remember Norton Antivirus? Or MacAfee? Those endless popups?

Well, there are other options now – and they can protect you from viruses, spyware, and malware.

7. Back Up Your Data 💽

Back, back, back it up – with a hard drive or cloud storage.

I use both.

That way if I find ransomware or a virus bricks my computer, I can wipe it and recover quickly.

(Or if my computer breaks, I can get back to work fast. That's happened a few times – and I've been able to easily recover.)

8. Educate Your Team (+ Clients) 🧑‍🏫

If you have subcontractors, educating them about cybersecurity threats and best practices is important.

This includes using strong passwords and being cautious when clicking links.

(And yes, sometimes you need to educate your clients, too.)

9. Don't Be a Phish 🎣

Some things to look out for:
- Misspellings or grammatical errors
- Requests for account information or passwords (your bank already has that info and doesn't need to ask)
- A sense of supreme urgency

Don't get caught.

10. Remember Physical Security 💪

Cybersecurity isn't only digital.

Consider:
👉 Hiding physical backups or using a safe deposit box
👉 Shredding physical documents that have confidential info
👉 Locking desk drawers when the plumber is over

What would you add? Let me know below.

Looking for more tips? Check out the full deets on my blog:

As a freelancer, it's important to take precautions to protect your clients' data. Follow these 10 tips to help keep your business safe from cybersecurity threats.

07/31/2022

My personal recession indicator has lit up. 🚨

Ad spending is slowing down.

One big example? Meta's quarterly revenue is down for the first time in a decade.

Why is ad spending slowing?
📈 Inflation
🦠 Pandemic
🇺🇦 War in Ukraine
⚡️ Semiconductor Shortage

And, of course:
🍪 Loss of 3rd-Party Cookies

Marketers and Founders: How are your industries holding up?

Are you concerned – or is this just another part of the ongoing revenue rollercoaster?

Cutbacks aren't just a problem for publishers and broadcasters, which is normal during economic slumps. Online media owners are now starting to feel the crunch too.