Strategy

How to optimize for AI answers (AEO) in D2C and B2B

Reality check: Nearly 60% of Google searches end without a click, and when AI Overviews appear, clicks to top results drop ~35%. Meanwhile, AI chat/search tools already capture ~5–6% of U.S. desktop search—and growing. If your pages aren’t answer-ready (AEO)—one page per question, concrete sentences, and a small piece of proof—they’re invisible on the queries where users get the answer without visiting a site.

Linda Orr

Oct 316 min read

The Ozempic Consumer: How GLP-1 Drugs Are Quietly Rewriting Desire & Your 2026 Marketing Plan

As GLP-1s quiet cravings, impulse buying drops and funnels built for hype stall. Here’s a CMO framework to win deliberate buyers with proof, faster first wins, and less setup friction.

Linda Orr

Aug 269 min read

McKinsey’s Strategic Planning Framework: Strengths, Weaknesses, and Warnings

Limitations of McKinsey’s 7-S Strategic Planning Framework: Warnings and Implementation Risks

McKinsey’s 7-S framework aligns Strategy, Structure, Systems, Shared Values, Skills, Style, and Staff. While comprehensive and globally credible, it’s rigid, costly, generic, and overly internal. Without tailored analytics and actionable insights, implementation suffers. Carefully consider its limits.

Linda Orr

Jun 618 min read

How to Avoid Wasting $50,000+ on Inefficient Marketing: Why You Need Traditional Marketing Research

Are you stuck in endless cycles of costly A/B tests and digital marketing guesswork? You're not alone. Many startups and healthcare companies skip traditional marketing research—like interviews, surveys, and concept tests—to save time, only to later burn through $50,000 or more fixing avoidable mistakes. Discover why investing upfront in foundational market research can save your budget, sharpen your strategy, and position your brand for lasting success.

Linda Orr

May 2922 min read

Unilever’s Big Bet on Influencers: What It Means for Modern Marketing

"Unilever’s big bet on influencers reflects a fundamental shift in marketing strategy. As traditional digital ad costs soar and consumer trust declines, brands are discovering the unmatched power of authentic, influencer-driven conversations. The marketing playbook for the next decade will be written collaboratively with creators—are you ready to adapt?" — Read more on Orr Consulting's blog.

Linda Orr

May 2819 min read

80% of SMBs Are Overpaying Their PPC Agency—Are You? Here’s What You Should Actually Pay

As a fractional CMO, I'm tired of seeing SMBs stuck with overpriced, underperforming PPC agencies. This guide reveals exactly how much you should be paying for PPC management, provides industry-specific benchmarks (healthcare, legal, SaaS, e-commerce, DTC), and shows you the critical KPIs your agency must track. Stop burning budget and start maximizing ROI—find out if it's time to fire your PPC agency.

Linda Orr

May 238 min read

Complete Guide to Using Reddit for Marketing: Organic and Paid Strategies

ChatGPT now leverages Reddit for Search—are you ready to tap into its potential? Instead of dominating, join the conversation authentically: set up your account, find relevant subreddits, build trust through value-first posts, and use paid ads and analytics tools strategically. By blending community savvy, creative content, and data-driven tactics, you can unlock brand awareness, traffic, leads, and conversions. Approach Reddit with curiosity and helpfulness.

Linda Orr

May 2338 min read

Comprehensive Guide to Hiring Marketing Freelance Roles for Small Businesses

Hiring freelancers gives small businesses cost-effective access to top marketing talent—but managing them effectively can be challenging. This comprehensive guide details common freelance marketing roles, average hourly costs, expert evaluation tips, and shows how a Fractional CMO from Orr Consulting can strategically align and optimize your freelance investments for maximum business impact.

Linda Orr

May 211 min read