What Our Summer Webinar Series Taught Us About Better Marketing

Marketing keeps changing, but the questions behind effective marketing remain remarkably human: How do people find you? What makes them trust you? What gives them a reason to choose you, return and tell someone else about the experience?

Kinetic’s summer 2026 webinar series explored those questions from three complementary perspectives. Our team looked at how social media supports visibility across search and AI, how meaningful customer experiences build loyalty and why audience understanding must come before marketing tactics.

Together, the sessions point to three things brands should be thinking about as they plan for 2027: Be found. Be remembered. Be relevant.

If you missed a session or want to share one with your team, catch up with the recordings below or visit Kinetic’s webinar landing page.

From Scroll to Search: Strengthening Visibility Through Organic and Paid Social

Presented by Megan Pullins, Digital Director, and Cam Wiest, Digital Marketing Specialist

Customers no longer follow a simple path from a Google search to a company website. They may discover a business through a social post, search its name, read reviews, visit its website or consult an AI platform before taking action. 

Megan and Cam explain how organic and paid social contribute to that larger visibility system. Organic content helps demonstrate that a business is active, credible and relevant. Paid social can extend the right message to a defined audience and encourage a specific next step. Neither replaces a strong website, foundational SEO, accurate listings or reviews. Instead, they work together when every channel tells a consistent story.

The session also introduces Kinetic’s four-part visibility framework:

• Clarify: Define what you want to be known for and make sure your core brand and business information is consistent.
• Publish: Create useful, authentic content that reinforces your expertise and trust signals.
• Amplify: Use paid media to bring the right message to the right audience.
• Measure: Track what is working and refine the strategy over time.

The central takeaway: Visibility is built, not simply posted. When your website, social profiles, listings, reviews and paid campaigns reinforce the same message, your business is easier for people and emerging search tools to understand and trust.

Watch the webinar: From Scroll to Search

The Business of Belonging: Building Loyalty in a Lonely World

Presented by Katryna Eastwood, Greenhouse Director

As people encounter fewer opportunities for genuine connection, even brief interactions with a business can carry more weight.

Technology and automation can make the customer journey faster, but efficiency should not come at the expense of the relationship. Katryna offers a simple principle for finding that balance: Automate the task, not the relationship.

She encourages businesses to map the full customer journey, identify where customers may feel uncertain or emotional and intentionally add a human touch where it matters most.

It does not require an elaborate loyalty program or more work at every step. It may mean writing one personal sentence in an email, explaining what happens next, making a thoughtful introduction or checking in after a purchase. The strongest ideas feel authentic to the business and memorable to the customer.

Through examples from brands such as Nespresso, Chewy and Buc-ee’s, the session shows how attention, care and recognizable experiences can turn routine transactions into reasons to return.

Ask yourself: What part of your customer experience could become the thing people remember about your business?

Watch the webinar: The Business of Belonging

Why Good Marketing Doesn’t Work

Presented by Dana Pulis, Principal Partner

A campaign can look polished, follow best practices and still fail to connect.

Dana uses a beekeeping analogy to show why organizations can misunderstand their own value. People may see honey, while beekeepers understand that pollination is where much of the value lives. In the same way, a business may focus on its products, services and capabilities while its audience is thinking about time, money, family, health or the future.

Closing that gap begins with primary research. Dana encourages organizations to talk with five or 10 customers, prospects, lost customers, employees or referral sources and listen for repeated language, misconceptions, emotional themes and unexpected insights. Those patterns help replace assumptions with evidence and create positioning that explains why an organization matters to the people it wants to reach.

Audience understanding is only part of the equation. The message must also fit the person’s current stage in the journey. A relevant message delivered at the wrong time can create apathy, while the right message at the right stage can move someone toward a reasonable next step. No single campaign takes an audience from awareness to advocacy; that progress requires consistency, relevance, reinforcement and time.

Key takeaways from the session:

• Stop assuming and start asking: Even a small number of purposeful conversations can uncover what people know, value and misunderstand.
• Position around relevance: Connect what your organization does to the outcomes your audience cares about, such as saving time, reducing risk or getting back to the life they value.
• Match the message to the moment: Ask who you are trying to move, where they are now and what the next reasonable step should be.

Watch the webinar: Why Good Marketing Doesn’t Work

What Are You Taking Into 2027?

Being found gets you into the consideration set. Being remembered gives people a reason to come back. Being relevant helps turn attention into action.

As you look ahead to 2027, consider how those three ideas show up across your own marketing:

• Are you showing up where and how your audiences are looking for you?
• Are you creating an experience people will remember?
• Do you understand what your audiences actually value and need from you?

The tactics may look different for every organization. What matters is how well they work together to build visibility, strengthen relationships and connect with the people you want to reach.

Ready to strengthen your marketing for 2027? Contact Kinetic Marketing & Creative to start the conversation.