Isaac Morey
At this year’s Chicago Build Expo, Lorenzo Costa, Founder & CEO of Link Creative, delivered a standout session titled “The Power of Partnerships: Identifying Key Marketing Channels for Strategic Growth.” With a background in branding and business development, Costa presented Link Creative as more than just a traditional marketing company. Instead, the agency positions itself as a growth partner, dedicated to helping brands navigate the complex digital landscape by understanding their unique needs and offering tailor-made solutions.
OmniChannel Marketing: Creating Seamless Experiences
Costa opened the session by emphasizing the importance of omnichannel marketing, where brands create a unified experience across all platforms—social media, websites, emails, and more. This strategy allows businesses to meet their audience where they are, creating consistent messaging that builds trust and fosters long-term loyalty. As Costa noted, omnichannel marketing ensures that brands maintain a seamless customer journey, ultimately leading to deeper connections and stronger conversions.
Harnessing the Power of Key Platforms
Costa also highlighted the essential role that various platforms play in digital marketing strategies. Platforms like YouTube—now the second-largest search engine—underscore the growing importance of video in engaging audiences. LinkedIn, while often overlooked, is becoming a key player for B2B marketers, with immense potential for generating leads and fostering professional connections.
Some notable statistics Costa shared include:
- Facebook: 3.05 billion monthly users, with a strong demographic of ages 25–34.
- Instagram: 2.3 billion users, ideal for visual marketing.
- YouTube: 2.5 billion users, with 51% of homebuyers using the platform to search for properties.
- LinkedIn: An underutilized resource in real estate and B2B marketing, with 48% of realtors using it to drive leads.
Consistency is Key to Building Momentum
Throughout his talk, Costa stressed that consistency is the foundation for long-term growth. Regular, quality content builds momentum, which drives engagement and strengthens a brand’s position over time. Once brands identify what’s working, Costa advised, they should amplify those efforts. Using the attention and visibility gained from successful campaigns, brands can cultivate relationships with customers, influencers, and partners—creating opportunities for mutual growth.
Client Success Story: JP Acquisitions and the Power of Marketing
A key part of the session was a special appearance by Tedi Nati and Jaynish Patel from JP Acquisitions, a client of Link Creative. JP Acquisitions had reached an inflection point where they realized they needed external marketing expertise to take their business to the next level. After starting as a small shop and rapidly growing, they turned to Link Creative to help leverage their resources for greater exposure and growth.
The duo shared how their philosophy on growth has evolved along with their firm. While sales are essential, marketing has a magnifying effect that can elevate a company’s impact beyond what sales alone can achieve. The way you portray your property defines its value. Effective marketing doesn’t just sell properties—it helps prove value to tenants, investors, and even vendors. This strategic approach not only attracts potential buyers but also builds credibility among key stakeholders.
Marketing Builds Team Morale and Company Culture
Tedi and Jaynish also emphasized how marketing can highlight the excellent efforts of people on your team and project your company’s true values. By telling your story authentically, marketing not only builds rapport with customers but also helps attract employees who are the right cultural fit. When your marketing reflects your core values, it naturally draws in team members who resonate with the company’s mission and vision. This, in turn, creates a stronger, more cohesive team that contributes to the growth and success of the business.
Turning Challenges into Opportunities
The discussion between Costa and the JP Acquisitions team also highlighted how even challenges—such as responding to a damaged unit—can be turned into opportunities for growth. When a company does an outstanding job solving a problem and tells that story effectively, it builds trust and credibility. These moments of transparency show customers that the brand is capable, reliable, and ready to go the extra mile. Handling adversity with grace and sharing that journey through marketing can often do more to enhance a brand’s reputation than its day-to-day successes.
Balancing Budget with Goals
Costa also emphasized the importance of balancing budget with goals. While the temptation to be present on all platforms is strong, he advised brands to avoid spreading themselves too thin. It’s crucial to focus on the platforms and strategies that drive the most value and align with long-term goals. Whether it’s increasing visibility, generating leads, or driving sales, brands should prioritize their marketing spend in areas that will yield the highest return.
Implement, Test, and Optimize for Success
The importance of A/B testing was another critical takeaway from the session. Costa stressed that both organic and paid campaigns benefit from testing and optimizing, whether it’s experimenting with different headlines, images, or ad formats. By continuously refining strategies through testing, brands can make smarter, data-driven decisions that improve performance over time.
The key to sustained growth is not just launching a campaign but implementing and optimizing it. As Costa explained, monitoring metrics like engagement, reach, impressions, and conversions allows brands to understand what works and what doesn’t. With each iteration, campaigns become more effective, resulting in better ROI and more focused growth strategies.
Staying Ahead of Trends
In today’s fast-paced digital landscape, staying up to date on trends is essential. Costa advised that businesses must keep a close eye on evolving technologies, algorithms, and consumer behaviors to remain competitive. Whether it’s the latest advancements in AI, shifts in platform algorithms, or emerging social media trends, brands that stay informed and adapt quickly are best positioned for success.
Conclusion: The Value of a Strategic Growth Partner
Lorenzo Costa’s session provided valuable insights for brands looking to grow in the digital age. Whether it’s through omnichannel marketing, A/B testing, or the power of strategic partnerships, Costa’s approach reinforces the idea that successful growth requires more than just sales—it requires a comprehensive marketing strategy that amplifies a brand’s message and identity.
For attendees at the Chicago Build Expo, the takeaway was clear: by partnering with an agency like Link Creative, brands can unlock the full potential of their digital marketing efforts and achieve sustained, scalable growth.
