The Miami Lakes Chamber of Commerce brought together three marketing experts for a panel at its April luncheon.
The executives - Carlos A. Vazquez, owner, Miami Marketer; Joe Hernandez, founder, SOHK Creative and Michael Campos, brand strategy consultant, Campos Consulting - shared tips for refining how to approach customers and how to use Artificial Intelligence to create authentic ads and messages.
Moderator Jisbely Jimenez asked them, “What is the biggest mistake small businesses make when it comes to marketing?”
“Chasing vanity metrics, likes, views,” said Hernandez. “All those impressions are nice, but they don’t pay the bills.”
He also said without knowing where leads are coming from or tracking sales, a business doesn’t have a solid foundation.
“Focus on one or two [platforms], do a good job and start building from there,” Campos said.
Asked what the best platforms are, Hernandez said, “Use software to post on on all the platforms and see where the engagement is the best.”
Vazquez said it was important for an owner to know what they’re willing to spend to get a customer or referrals. Is it attending events or paying for marketing?
Campos said, “use your first party data, email customers twice a month, upload to Meta and target them on social media too.”
Hernandez used the example of a gym owner with $1,000 for marketing who partners with makers of supplements, attire and food, then has an event and networks with everyone’s customers. Bonuses for salespeople who close deals helps, too.
Jimenez asked how AI has affected marketing.
Hernandez warned chamber members to beware of “AI slop. ... Be authentic in the way you communicate with people.
Also, avoid what he called “‘Commission Breath.’ People can smell that a mile away when you’re trying to sell them something.”
Campos recommended using the Claude app.
“I love Claude,” he said. “... In the way that it writes, in the way that it thinks and strategizes, it’s for business.”
They also said they used AI tools such as Firefly, Granola, Voice Notes or Fieldy to transcribe their meetings. The programs can summarize conversations, prioritize the top points and create content and processes.
Lawyers at the meeting warned the audience that recording meetings without notifying participants was illegal in Florida, and it was best to alert everyone involved when they’re being recorded.