PASSIONATELY CURIOUS with UpSwell Marketing

Social proof—like reviews, testimonials, and case studies—can make or break your business. In this episode, Kalynn Hicks, Content Strategist at Upswell Marketing, explains how to leverage social proof to build trust and convert potential customers into loyal ones. Why Social Proof Matters People trust other people. A positive review, a success story, or a recommendation carries more credibility th...

First impressions matter. Whether it’s your storefront, website, or team interactions, the way customers perceive your business initially can determine whether they choose to buy from you. In this episode, Kalynn Hicks, Content Strategist at Upswell Marketing, shares tips to create a positive, lasting impact. Tips for a Great First Impression Physical Space If you have a storefront, ensure it’s cl...

Google Performance Max campaigns are gaining traction as a powerful tool for advertisers. In this episode, Matt Courtoy explains what Performance Max is, how it works, and why it’s worth considering for your next campaign. What is Performance Max? Performance Max is a Google Ads campaign type that uses AI to optimize performance across Google’s advertising channels. It’s designed to help advertise...

Ever wondered what your competitors are doing with their Facebook ads? It’s easier to find out than you think! In this episode, Matt Courtoy shares a step-by-step guide to exploring the Facebook Ad Library and gaining valuable insights. How to Spy on Competitors’ Facebook Ads Visit your competitor’s Facebook page through your feed or by searching for it. Scroll to the Page Transparency section on...

Customer feedback is your roadmap to improving experiences and strengthening loyalty. In this episode, Kalynn Hicks explains why feedback matters, how to collect it, and how to use it to drive meaningful improvements in your business. Why Feedback Matters Feedback highlights what’s working, what’s not, and what your customers value most. It’s a tool for continuous improvement and customer engageme...

When starting with digital marketing, it’s easy to get overwhelmed by metrics and lose sight of what truly matters. In this episode, Matt Courtoy breaks down the three foundational KPIs you need to track to ensure your Google Pay-Per-Click (PPC) campaigns are effective. Key Performance Indicators for Google Ads Impressions Impressions measure how many people have seen your ads. A low impression co...

Your point-of-sale (POS) system is more than just a tool for transactions—it’s a treasure trove of customer insights. In this episode, Kalynn Hicks shares how to harness POS data to identify your ideal customers and improve your marketing strategies. Why Use POS Data Your POS system tracks who your customers are, what they’re buying, and how often they return. Analyzing this data helps you fine-tu...

One of the most common questions is the difference between SEO and SEM. While these terms are often confused, understanding the distinction is crucial for leveraging search engines to grow your business. Matt Courtoy, Associate Director of Performance Media at Upswell Marketing, breaks down the key differences and explains how both strategies can enhance your visibility. What is SEO? SEO, or Searc...

Direct mail campaigns can drive significant results, but how do you measure their true impact? In this episode, Kalynn Hicks explains the tools and metrics you need to evaluate the success of your campaigns, including matchbacks, ROI, and lifetime value (LTV). What is a Matchback? A matchback compares the list of customers who made purchases during your campaign to the addresses you mailed to. Thi...

If you think creating professional videos requires a big budget and a production crew, think again. With just your smartphone, you can create engaging, high-quality videos that capture attention and drive results. Matt Courtoy, Associate Director of Performance Media at Upswell Marketing, shares five simple steps to craft the perfect video for Facebook ads. 5 Easy Steps for Professional Videos: Ke...

If you’ve ever wondered how to turn your front desk into a customer service powerhouse, this episode is for you. Learn how small changes in phone etiquette can leave a lasting impression, build trust, and even boost revenue. Kalynn Hicks shares practical tips for training your front desk team to create outstanding customer experiences. Why Your Front Desk Matters The front desk often forms the fir...

If you’ve ever wondered how to maximize the potential of your email list, this is the episode for you. Learn how to save time, generate better leads, and increase the value of your ad spend using this simple yet powerful advertising tool. Matt Courtoy, Associate Director of Performance Media at Upswell Marketing, breaks down the value of Facebook lookalike audiences for small businesses. What Are...

In this season finale of Passionately Curious, hosts Annie Burch and Matt Courtoy sit down with UpSwell Marketing CEO Eric Goodstadt for an unscripted and candid discussion about business insights, entrepreneurship, and the outlook for 2025. What begins as a lighthearted discussion about Taylor Swift's business acumen evolves into a deep dive into practical marketing strategies for small businesse...

Joe Salome, founder of the Georgia Hemp Company, shares his journey from casual cannabis seller to legitimate hemp business owner. Initially motivated by witnessing cannabis help his mother during her battle with ovarian cancer, Salome transitioned from the marketing industry to becoming a vocal advocate for medical cannabis in Georgia. He played a crucial role in pushing for medical cannabis legi...

In this episode, entrepreneur Jon Butts shares his journey from humble beginnings to founding two successful companies. He recounts his early work experiences, including a memorable stint as Chuck E. Cheese's mascot, which helped shape his approach to business leadership. Butts founded Muscle Up Marketing with just $1,000 after leaving a comfortable six-figure job rather than sign a restrictive no...

Greg Sands, founder of Service Street and Mudlick Mail (now Upswell), shares insights from his 30+ years revolutionizing the automotive repair industry. Drawing from his restaurant background, Sands transformed customer service in auto repair by focusing on lifetime customer value, beautiful facilities, and innovative direct mail marketing. He discusses his approach to identifying and developing t...

In this episode of Passionately Curious, we sit down with Kamille McCollum, President and COO of BODYBAR Pilates, to discuss her journey from pilates enthusiast to franchise leader. Kamille shares how she discovered BODYBAR as a marathon runner, initially skeptical but quickly converted after experiencing the intense workout. Starting as a franchise owner in Fort Worth in 2016 while juggling life...

This episode features Alia Alston, founder of Icebox Cryotherapy, the first brick-and-mortar cryotherapy franchise in the US. After suffering spinal injuries from a car accident in college, Alston discovered cryotherapy as an alternative to surgery and pain medication. She opened her first location in 2012, focusing initially on athletic recovery before realizing her broader market included people...

In this Halloween-themed episode, hosts Annie and Matt interview Kelly Knight, founder of Modern Mystic Shoppe in Atlanta. Knight shares her journey from marketing professional to spiritual entrepreneur, detailing how she transformed her tarot reading practice into a seven-figure retail business. She discusses key strategies that led to her success, including becoming "the mayor" of her trade area...

In this episode of Passionately Curious, hosts Annie Burch, Matt Courtoy, and Eric Goodstadt sit down with Hensley Ellefritz, founder of Reboot Consulting. Hensley shares how she started her consulting business during the pandemic, leveraging her experience from leadership roles at companies like Equinox, Pure Barre, and Club Pilates. Reboot Consulting focuses on helping fitness and wellness busin...

Hosts Annie Burch, Matt Courtoy, and Eric Goodstadt sit down with Tim Ross, founder of Mudlick Mail (now UpSwell Marketing), to explore his remarkable entrepreneurial journey. Tim shares how he turned a side project into a multi-million-dollar business, reflects on the challenges of growing a company during the 2008 financial crisis, and offers actionable advice for business owners at every stage...

In this inaugural episode of Passionately Curious, our hosts introduce the podcast and discuss its mission. They dive into the inspiration behind the show’s name, rooted in UpSwell Marketing’s core value of being “passionately curious.” The conversation explores the challenges and triumphs of entrepreneurship, offering listeners insights from their collective experiences and a preview of future ep...