In this episode, Bradley sits down with Matt Jonza, co-owner of Direct Clicks and longtime digital marketing operator, to talk about what has changed in marketing for small business owners. From the rise of AI-driven ad platforms to shifts in search behavior and lead quality, Matt breaks down what business owners need to understand if they want their marketing to actually support growth.

They discuss how digital advertising has evolved, why SEO and AEO still rely on many of the same fundamentals, and what owners should know about reviews, fresh content, and question-and-answer sections on their online profiles. Matt also explains why direct response and branding need to be approached differently depending on the stage of the business.

This conversation moves beyond tactics and into decision-making. How much should you invest in marketing? What should early-stage businesses prioritize? And how do you balance quantity of leads with quality of leads while still building a business your team can actually support?

If you want a clearer view of what digital marketing should look like for a growing small business, this conversation is for you.

Visit https://workshop.blueprintos.com to register for the upcoming Above The Business workshop.

Connect with Matt: https://www.linkedin.com/in/insurancequotesmn/

Learn more about Direct Clicks: https://www.directclicksinc.com/

Thanks to our sponsors

Coach P found great success as an insurance agent and agency owner, leading a large and stable team of top-performing professionals. Today, he shares the systems, delegation strategies, and specialization methods he developed along the way. Gain access to weekly training calls and mentoring at:

https://www.coachpconsulting.com

Be sure to mention you heard about it on the Above The Business Podcast.

Autopilot Recruiting helps small business owners solve staffing challenges by taking the stress out of hiring. Their dedicated recruiters work on your behalf every business day, optimizing your applicant tracking system, posting job listings, and sourcing candidates through social media and local communities.

https://www.autopilotrecruiting.com

Mention Above The Business Podcast when you reach out.

Direct Clicks is built by business owners, for business owners. They specialize in custom marketing solutions that drive real results. From paid search campaigns to SEO and social media management, they provide comprehensive digital marketing support to help your business grow.

Exclusive offer for listeners:

https://directclicksinc.com/abovethebusiness

Get a free marketing campaign audit and actionable recommendations.

Above The Business is hosted by Bradley Hamner, founder of BlueprintOS, and focuses on helping small business owners transition from Rainmaker to Architect by building systems, teams, and operations that scale.

Marketing plans provide direction, but without the right metrics, it becomes difficult to know whether your strategy is actually working.

This episode is part two of a three-part marketing series. After covering marketing plans in part one, Bradley Hamner now focuses on the core marketing metrics every small business owner should understand. He explains how to measure cost per lead, customer acquisition cost, and lifetime value, and why these numbers are essential for making informed growth decisions.

This conversation moves beyond planning and into measurement. How much should it cost to acquire a customer? What is the relationship between lifetime value and acquisition cost? And how do these metrics influence your ability to scale? If you want to make smarter marketing decisions backed by data, this episode is for you.

Visit https://workshop.blueprintos.com to register for the upcoming Above The Business workshop.

Coach P found great success as an insurance agent and agency owner, leading a large and stable team of top-performing professionals. Today, he shares the systems, delegation strategies, and specialization methods he developed along the way. Gain access to weekly training calls and mentoring at:

https://coachpconsulting.com

Be sure to mention you heard about it on the Above The Business Podcast.

Autopilot Recruiting helps small business owners solve staffing challenges by taking the stress out of hiring. Their dedicated recruiters work on your behalf every business day. They optimize your applicant tracking system, post job listings, and source candidates through social media and local communities.

With their continuous recruiting approach, you can save time, reduce hiring costs, and receive pre-screened candidates without paying hiring fees or commissions.

https://www.autopilotrecruiting.com

Mention Above The Business Podcast when you reach out.

Direct Clicks specializes in digital marketing solutions designed for business owners who want measurable results. Their team supports companies through paid advertising, SEO, and strategic marketing systems that help generate consistent leads.

Exclusive offer for listeners:

https://directclicksinc.com/abovethebusiness

Get a free marketing campaign audit where their team reviews your website, SEO, content, social media, and paid advertising, then provides actionable recommendations. If you partner with them, all setup fees will be waived.

Above The Business is hosted by Bradley Hamner, founder of BlueprintOS, and focuses on helping small business owners transition from Rainmaker to Architect by building systems, teams, and operations that scale without their constant involvement.

In this episode, Bradley sits down with David Barnett, consultant, author, and longtime advisor on buying and selling small businesses. David shares his path from early interest in business to working in Yellow Pages sales, business brokerage, banking, and eventually building a consulting practice focused on helping people buy and sell Main Street and lower middle market companies.

They discuss how buyers think about business value, why multiples are only the first pass in evaluating a deal, and what separates a business that is merely profitable from one that is actually sellable. David also explains the difference between SDE and EBITDA, why systems matter so much in a sale, and how terms can be more important than headline price.

This conversation moves beyond valuation and into ownership itself. What makes a business attractive to a buyer? How do systems and delegation increase both freedom and enterprise value? And why do so many owners build businesses that only a younger version of themselves could buy?

If you care about building a company that is easier to run, easier to grow, and eventually easier to sell, this conversation is for you.

Visit https://workshop.blueprintos.com to register for the upcoming Above The Business workshop.

Learn more about David Barnett: https://www.investlocalbook.com/

Listen to David Barnett’s Small Business podcast: https://www.investlocalbook.com/p/in-media.html

Find David Barnett’s books on Amazon: https://www.amazon.com/s?k=David+C.+Barnett&i=audible&ref=dp_byline_sr_audible_1

Coach P found great success as an insurance agent and agency owner, leading a large and stable team of top-performing professionals. Today, he shares the systems, delegation strategies, and specialization methods he developed along the way. Gain access to weekly training calls and mentoring at:

https://www.coachpconsulting.com

Be sure to mention you heard about it on the Above The Business Podcast.

Autopilot Recruiting helps small business owners solve staffing challenges by taking the stress out of hiring. Their dedicated recruiters work on your behalf every business day, optimizing your applicant tracking system, posting job listings, and sourcing candidates through social media and local communities.

https://www.autopilotrecruiting.com

Mention Above The Business Podcast when you reach out.

Direct Clicks is built by business owners, for business owners. They specialize in custom marketing solutions that drive real results. From paid search campaigns to SEO and social media management, they provide comprehensive digital marketing support to help your business grow.

Exclusive offer for listeners:

https://directclicksinc.com/abovethebusiness

Get a free marketing campaign audit and actionable recommendations.

Above The Business is hosted by Bradley Hamner, founder of BlueprintOS, and focuses on helping small business owners transition from Rainmaker to Architect by building systems, teams, and operations that scale.

Marketing is one of the most confusing areas for many small business owners. While sales may come naturally, deciding how much to invest in marketing and where to allocate those dollars often feels unclear.

This episode kicks off a three-part series focused on helping business owners build a clearer marketing foundation. In part one, Bradley Hamner breaks down what a marketing plan actually is and how to build one in a simple, practical way. He explains how to determine your marketing budget based on revenue targets, why your budget should inform your strategy, and how to think about allocating dollars across different marketing channels.

This conversation focuses on bringing clarity to marketing decisions. How much should you invest in marketing? Should you prioritize direct response or branding? And how do you create a plan that supports growth without overcomplicating the process? If you want a straightforward framework for building your marketing plan, this episode is for you.

Visit https://workshop.blueprintos.com to register for the upcoming Above The Business workshop.

Coach P found great success as an insurance agent and agency owner, leading a large and stable team of top-performing professionals. Today, he shares the systems, delegation strategies, and specialization methods he developed along the way. Gain access to weekly training calls and mentoring at:

https://coachpconsulting.com

Be sure to mention you heard about it on the Above The Business Podcast.

Autopilot Recruiting helps small business owners solve staffing challenges by taking the stress out of hiring. Their dedicated recruiters work on your behalf every business day. They optimize your applicant tracking system, post job listings, and source candidates through social media and local communities.

With their continuous recruiting approach, you can save time, reduce hiring costs, and receive pre-screened candidates without paying hiring fees or commissions.

https://www.autopilotrecruiting.com

Mention Above The Business Podcast when you reach out.

Direct Clicks specializes in digital marketing solutions designed for business owners who want measurable results. Their team supports companies through paid advertising, SEO, and strategic marketing systems that help generate consistent leads.

Exclusive offer for listeners:

https://directclicksinc.com/abovethebusiness

Get a free marketing campaign audit where their team reviews your website, SEO, content, social media, and paid advertising, then provides actionable recommendations. If you partner with them, all setup fees will be waived.

Above The Business is hosted by Bradley Hamner, founder of BlueprintOS, and focuses on helping small business owners transition from Rainmaker to Architect by building systems, teams, and operations that scale without their constant involvement.

In this episode, Bradley Hamner sits down with Megan Reitz, researcher, speaker, and author focused on dialogue in organizations. Megan shares insights from years of studying why people speak up, why they stay silent, and how leaders influence both through the way they show up.

They explore how leadership presence affects team communication, why most leaders overestimate their listening skills, and how everyday signals can either invite ideas or shut them down. Megan also explains how habits, attention, and curiosity shape whether meaningful conversations actually happen inside organizations.

This conversation looks at what prevents honest dialogue and how leaders can create space for it. How do you encourage feedback without intimidating your team? What signals are you sending in meetings? And how do you address the “elephant in the room” before silence turns into resentment?

If you want to improve how your team communicates, invite better feedback, and create an environment where people feel safe to speak up, this conversation is for you.

Visit https://workshop.blueprintos.com to register for the upcoming Above The Business workshop.

Learn more about Megan Reitz: https://www.meganreitz.com

Connect with Megan Reitz on LinkedIn: https://www.linkedin.com/in/meganreitz/

Check out her latest book – Speak Out, Listen Up: https://a.co/d/090esprL

Thanks to our sponsors

Coach P found great success as an insurance agent and agency owner, leading a large and stable team of top-performing professionals. Today, he shares the systems, delegation strategies, and specialization methods he developed along the way. Gain access to weekly training calls and mentoring at:

https://www.coachpconsulting.com

Be sure to mention you heard about it on the Above The Business Podcast.

Autopilot Recruiting helps small business owners solve staffing challenges by taking the stress out of hiring. Their dedicated recruiters work on your behalf every business day, optimizing your applicant tracking system, posting job listings, and sourcing candidates through social media and local communities.

https://www.autopilotrecruiting.com

Mention Above The Business Podcast when you reach out.

Direct Clicks is built by business owners, for business owners. They specialize in custom marketing solutions that drive real results. From paid search campaigns to SEO and social media management, they provide comprehensive digital marketing support to help your business grow.

Exclusive offer for listeners:

https://directclicksinc.com/abovethebusiness

Get a free marketing campaign audit and actionable recommendations.

Above The Business is hosted by Bradley Hamner, founder of BlueprintOS, and focuses on helping small business owners transition from Rainmaker to Architect by building systems, teams, and operations that scale.

Many people start a business because they want freedom and flexibility. The ability to decide what to work on, when to work on it, and who to work with is a powerful motivator for entrepreneurs.

In this solo episode, Bradley Hamner explores a tension many small business owners experience as their company begins to grow. The same people who started a business to avoid being told what to do often find themselves responsible for building structure, systems, and processes inside the organization.

Bradley explains why this tension becomes especially noticeable in the $300K to $1M stage of business growth. At this point, the business owner is no longer just selling and producing results. The team is growing, expectations increase, and the business begins asking for clarity, consistency, and routine.

This episode offers a mindset shift for business owners who feel caught between the desire for freedom and the responsibility to build structure. The discipline to create systems and processes is not what limits freedom. It is what eventually makes it possible.

Visit blueprintos.com/assets to register for the upcoming Above The Business Quarterly and access the Above The Business Toolkit.

https://blueprintos.com/assets

Buy Back Your Time by Dan Martell

https://www.amazon.com/Buy-Back-Your-Time-Unstuck/dp/059342297X

The E-Myth Revisited by Michael E. Gerber

https://www.amazon.com/E-Myth-Revisited-Small-Businesses-About/dp/0887307280

Traction by Gino Wickman

https://www.amazon.com/Traction-Get-Grip-Your-Business/dp/1936661837

Coach P found great success as an insurance agent and agency owner, leading a large and stable team of top-performing professionals. Today, he shares the systems, delegation strategies, and specialization methods he developed along the way. Gain access to weekly training calls and mentoring at:

https://coachpconsulting.com

Be sure to mention you heard about it on the Above The Business Podcast.

Autopilot Recruiting helps small business owners solve staffing challenges by taking the stress out of hiring. Their dedicated recruiters work on your behalf every business day. They optimize your applicant tracking system, post job listings, and source candidates through social media and local communities.

With their continuous recruiting approach, you can save time, reduce hiring costs, and receive pre-screened candidates without paying hiring fees or commissions.

https://www.autopilotrecruiting.com

Mention Above The Business Podcast when you reach out.

Direct Clicks specializes in digital marketing solutions designed for business owners who want measurable results. Their team supports companies through paid advertising, SEO, and strategic marketing systems that help generate consistent leads.

Exclusive offer for listeners:

https://directclicksinc.com/abovethebusiness

Get a free marketing campaign audit where their team reviews your website, SEO, content, social media, and paid advertising, then provides actionable recommendations. If you partner with them, all setup fees will be waived.

Above The Business is hosted by Bradley Hamner, founder of BlueprintOS, and focuses on helping small business owners transition from Rainmaker to Architect by building systems, teams, and operations that scale without their constant involvement.

In this episode, Bradley sits down with Amy Sandler, principal coach at Radical Candor, podcast host, and former chief marketing officer. The conversation explores how emotional intelligence, self-awareness, and communication shape leadership, especially for business owners who are trying to lead well under pressure.

They discuss why feedback can feel threatening, why leaders often get defensive in the moment, and how asking for feedback can build trust before giving it. Amy also explains how mindfulness, curiosity, and emotional regulation help leaders show up more effectively in conversations with their teams.

This conversation moves beyond communication techniques and into the awareness behind them. What does it mean to challenge directly without shutting people down? How can leaders create safety while still being clear? And how do you build a culture where feedback becomes part of growth instead of something people avoid?

If you care about leading with more clarity, giving better feedback, and building a healthier culture inside your business, this conversation is for you.

Visit blueprintos.com/assets to register for the upcoming Above The Business Quarterly.

https://blueprintos.com/assets

Learn more about Radical Candor here: https://www.radicalcandor.com/

Join the Radical Candor community: https://community.radicalcandor.com/

Connect with Amy Sandler on LinkedIn: https://www.linkedin.com/in/amysandler/

Coach P found great success as an insurance agent and agency owner, leading a large and stable team of top-performing professionals. Today, he shares the systems, delegation strategies, and specialization methods he developed along the way. Gain access to weekly training calls and mentoring at:

https://www.coachpconsulting.com

Be sure to mention you heard about it on the Above The Business Podcast.

Autopilot Recruiting helps small business owners solve staffing challenges by taking the stress out of hiring. Their dedicated recruiters work on your behalf every business day. Optimizing your applicant tracking system, posting job listings, and sourcing candidates through social media and local communities. Save time, reduce hiring costs, and receive pre-screened candidates without paying traditional hiring fees or commissions.

https://www.autopilotrecruiting.com

Mention Above The Business Podcast when you reach out.

Direct Clicks is built by business owners, for business owners. They specialize in custom marketing solutions that drive real results. From paid search campaigns to SEO and social media management, they provide comprehensive digital marketing support to help your business grow.

Exclusive offer for listeners:

https://directclicksinc.com/abovethebusiness

Get a free marketing campaign audit where their team reviews your website, social media, SEO, content, and paid advertising, then provides actionable recommendations. If you partner with them, all setup fees will be waived.

Above The Business is hosted by Bradley Hamner, founder of BlueprintOS, and focuses on helping small business owners transition from Rainmaker to Architect by building systems, teams, and operations that scale without their constant involvement.

In this solo episode, Bradley Hamner explores a powerful idea he first encountered in The Road Less Stupid by Keith Cunningham: the Bathrobe Theory of Business. The concept is simple. One size does not fit all. What works for one business may not work for another, especially when companies are operating at different stages of growth.

Bradley breaks down the four stages he commonly sees in small business growth, from startup through acceleration, and explains why the blueprint for running a business must evolve at each stage. The role of the owner, the structure of the team, and the systems that support the company all change as revenue grows.

He also shares a real example from a conversation with a $100M exterior remodeling company and explains how smaller businesses can learn from much larger organizations without trying to copy their strategies directly.

This episode is a reminder that the goal is not to replicate another company’s playbook. The goal is to extract the principles that apply to your stage of business and build a blueprint that fits your own organization.

Visit blueprintos.com/assets to register for the upcoming Above The Business Quarterly.

https://blueprintos.com/assets

The Road Less Stupid by Keith Cunningham

https://a.co/d/0dP23yXZ

Coach P found great success as an insurance agent and agency owner, leading a large and stable team of top-performing professionals. Today, he shares the systems, delegation strategies, and specialization methods he developed along the way. Gain access to weekly training calls and mentoring at:

https://coachpconsulting.com

Be sure to mention you heard about it on the Above The Business Podcast.

Autopilot Recruiting helps small business owners solve their staffing challenges by taking the stress out of hiring. Their dedicated recruiters work on your behalf every business day. They optimize your applicant tracking system, post job listings, and source candidates through social media and local communities.

With their continuous, hands-off recruiting approach, you can save time, reduce hiring costs, and receive pre-screened candidates without paying hiring fees or commissions.

https://www.autopilotrecruiting.com

Mention Above The Business Podcast when you reach out.

Direct Clicks is built by business owners for business owners. They specialize in custom marketing solutions that drive real results. From paid search campaigns to SEO and social media management, their team provides comprehensive digital marketing support to help your business grow.

Exclusive offer for listeners:

https://directclicksinc.com/abovethebusiness

Get a free marketing campaign audit where their team reviews your website, social media, SEO, content, and paid advertising, then provides actionable recommendations. If you partner with them, all setup fees will be waived.

Above The Business is hosted by Bradley Hamner, founder of BlueprintOS, and focuses on helping small business owners transition from Rainmaker to Architect by building systems, teams, and operations that scale without their constant involvement.