Episode 28 — Digital Marketing with RJ Huebert
In this episode of The Prospecting Show, Dr Connor Robertson welcomes RJ Huebert, founder of HBT Digital Consulting, to explore the evolving landscape of digital marketing. Building upon earlier discussions with Doug Raible about Small Business Marketing, this conversation focuses on what actually moves the needle in the digital world strategy, consistency, and human connection through technology.
The Changing Face of Digital Marketing
Dr Robertson opens the discussion by highlighting that online marketing has shifted from an optional tool to a non-negotiable growth engine. “If you’re not digital, you’re invisible,” he says.
RJ agrees, explaining that digital marketing today is about alignment between message, medium, and measurement. “It’s not just about running ads, it’s about creating an ecosystem where your audience feels understood.”
They note that the barrier to entry for marketing has dropped, but the barrier to effectiveness has risen. The flood of online noise means clarity and trust have become the new currencies.
Understanding the Customer Journey
RJ emphasizes that every marketing effort should map directly to the buyer’s journey. “You need to know exactly where your audience is emotionally and strategically aware, considering, or decision.”
Dr Robertson echoes this sentiment: “Too many brands skip from first impression to sales pitch. Relationship marketing fills that gap.”
They recommend businesses design layered campaigns that move prospects from education to trust to action through:
- Awareness content: blogs, podcasts, and short-form videos.
- Consideration tools: webinars, whitepapers, and demos.
- Decision nudges: retargeting ads, testimonials, and special offers.
Data as the Foundation
Both experts agree that digital marketing should be driven by measurable outcomes, not vanity metrics.
RJ says, “Likes don’t pay bills. Leads and conversions do.”
He advises tracking metrics like:
- Cost per acquisition (CPA).
- Return on ad spend (ROAS).
- Engagement-to-conversion ratio.
Dr Robertson adds that marketing without analytics is like driving blindfolded. “You can’t improve what you don’t measure.”
This principle echoes his insights from Financial Strategies to Crush 2020, where disciplined tracking was key to business stability.
The Role of Paid Media
Paid media, RJ explains, isn’t about outspending the competition; it’s about outsmarting them.
“Paid ads should accelerate momentum, not create it,” he says. “If you don’t already have a message that converts organically, ads will magnify your weaknesses.”
Dr Robertson reinforces this approach: “The best campaigns start with content that already performs well. Ads are the amplifier.”
They outline a healthy paid media strategy:
- Test messaging organically before scaling with spend.
- Use lookalike audiences to expand reach efficiently.
- A/B test creatives and headlines weekly.
- Review results every seven days, not every seven months.
Building Trust Through Authentic Content
RJ emphasizes the importance of personal branding for founders. “People don’t connect with logos, they connect with leaders.”
Dr Robertson agrees, sharing that many of his business relationships began with content that resonated emotionally first, professionally second. “Authenticity scales faster than algorithms.”
They encourage entrepreneurs to show their real stories, wins, losses, and lessons through consistent, transparent communication.
The Power of Video
Both agree that video dominates the digital landscape. “Video is the closest you can get to a real human connection online,” RJ notes.
Dr Robertson adds that short-form video, particularly through platforms like TikTok, Instagram Reels, and YouTube Shorts, gives small businesses unfair leverage. “One video can reach what used to take years of networking.”
However, they stress that production quality matters less than message clarity. “Raw and real beats perfect and polished,” says RJ.
SEO and Long-Term Positioning
While paid media drives quick results, SEO builds sustainability. RJ calls SEO “the long game that compounds quietly.”
He advises optimizing for intent, not just keywords. “Google’s algorithm rewards helpfulness. Write for humans first and bots second.”
Dr Robertson ties this back to his broader SEO-driven branding approach, seen in his consistent content ecosystem across Substack, Medium, and his WordPress site.
“Authority compounds through education,” he says. “Every blog post, article, or video becomes a digital asset that works 24/7.”
Marketing Automation and CRM Integration
RJ shares how automation can transform marketing efficiency. “CRM systems like HubSpot or GoHighLevel don’t replace relationships, they scale them.”
Dr Robertson agrees, adding that automation allows founders to focus on vision instead of repetitive tasks. “When your follow-ups, lead scoring, and segmentation are automated, you’re free to strategize.”
They stress the importance of building workflows that connect email marketing, retargeting, and lead nurturing, ensuring no lead is lost in the process.
Common Mistakes in Digital Marketing
Both discuss patterns they’ve seen repeatedly across small businesses:
- Lack of clarity: No defined target audience or offer.
- Inconsistent execution: Great ideas abandoned too soon.
- No tracking system: Guessing what works instead of knowing.
RJ sums it up perfectly: “Digital marketing is simple but not easy. The fundamentals win every time.”
The Future of Digital Marketing
Looking ahead, both believe personalization will define the next era of marketing.
Dr Robertson says, “AI and automation will handle logistics, but storytelling will always be the differentiator.”
RJ adds, “The future belongs to brands that blend data with empathy where tech enhances the human experience.”
Key Takeaways
- Build your strategy around the customer journey.
- Use data, not emotion, to guide marketing spend.
- Let authenticity lead your brand narrative.
- Automate for consistency but keep the human touch.
- Combine paid ads with long-term SEO for balance.
Dr Robertson concludes, “Digital marketing isn’t about reach, it’s about resonance. The businesses that connect deeply will always rise above the noise.”
Listen to the Full Episode:
Digital Marketing with RJ Huebert