#AskTheExperts Marketing Must-Haves: Top Advice (and Tools) From the ESS Team
When it comes to marketing, there’s a lot of noise and moving parts out there. Everyone has advice, new tools are popping up constantly, and it can be hard to know what’s actually worth your time. At Express Strategic Services, we’ve seen firsthand that success usually comes down to the basics, such as being authentic, building relationships, and sticking to a strategy that makes sense.
Sarah, our VP of Business Development, puts it simply: “Be authentic! Know your branding voice and speak it consistently across all platforms. Strong branding builds trust.” She also stresses the importance of networking, but not in the old-school, business-card-handout kind of way. “People do business with people they know and trust,” she says. “Building genuine relationships matters more than any sales pitch.” Of course, one of her biggest recommendations is making sure your marketing has a purpose. “Have a strong strategy! Every post, page, or piece of print material should have a reason behind it.”
One thing Sarah says every business should include in their marketing plan, no matter the industry, is attainable goals. “Goals and clear direction are everything. Without them, it’s so easy to get lost in the noise,” she explains. That’s really what we try to do every day with our clients—help them cut through the noise and focus on what drives results.
Of course, having the right tools makes the process a lot easier. Around here, there are some apps we truly couldn’t live without. “I want to say ClickUp and all the social apps, probably,” Sarah laughed. “But really, I can’t live without ClickUp now.” Robi, our Project Manager, agreed, adding, “ClickUp helps our team stay organized, and SocialPilot makes scheduling calendars so much easier.” Ashley, our Account Manager, is also team ClickUp all the way. “Managing multiple social media accounts means staying organized is a must, and ClickUp helps me do exactly that. It keeps me on track, ensures I never miss a deadline, and helps me stay focused.”
Savannah, our Content Strategist, jumped in with her personal favorite: “Canva Pro is a lifesaver because it gives us a space for all of our brand tools, lets us create content, and collaborate in one place.” For Alison, inspiration is everything. “I breathe on Pinterest,” she admits. “Need a color palette? Pinterest. Logo design inspo? Pinterest. Any design inspo? Pinterest. And I swear by Adobe as well.” When it comes to visuals, our photographer, Emily, swears by Lightroom. “It helps me enhance the natural beauty of every shot, whether it’s adjusting lighting, sharpening details, or fine-tuning color, so our clients always get images that feel polished, authentic, and true to their brand.”
At the end of the day, marketing doesn’t have to be overwhelming. With a little authenticity, some solid relationship building, clear goals, and the right tools, you’ll have everything you need to build a strong foundation. Of course, if you’d rather not juggle it all on your own, let ESS help! From branding and websites to content creation, photography, and social media strategy, our team is here to help you grow confidently and authentically.
Our Team's Top 3 Marketing Must-Haves
Be authentic. Know your brand voice and use it consistently across every platform. Strong branding builds trust, and trust is what keeps customers coming back.
Build genuine relationships. Networking isn’t about handing out business cards—it’s about investing in connections that actually matter.
Have a strategy with goals. Every piece of marketing should have a purpose. Intention is what sets you apart.
The Tools We Can’t Live Without
ClickUp – Keeps us organized and on track when juggling multiple clients and calendars.
SocialPilot – Simplifies and streamlines scheduling across social platforms.
Canva Pro – Our go-to for content creation, branding tools, and collaboration.
Pinterest + Adobe – Alison’s design duo for endless inspiration and polished visuals.
Lightroom – Emily’s favorite for editing photography while keeping it authentic and true to each brand.
