Pay to Play: How to Invest in Your Business and Thrive in Today’s Economy with Julie Lokun
The economy is tight, organic reach is shrinking, and hoping for the next client is no longer a strategy. In this solo episode, Julie Lokun breaks down why paying to play is the new normal and exactly how entrepreneurs can invest smarter, stay visible, and grow their business even in uncertain times.
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The economy is shifting, budgets are tighter, and entrepreneurs everywhere are asking the same question: Is it even possible to grow right now?
In this solo episode of The Creative Entrepreneur Podcast, host Julie Lokun addresses the reality many business owners, creatives, coaches, consultants, podcasters, and service providers are facing. Organic reach is no longer enough, going viral is not a strategy, and luck will not build a sustainable business. Today’s entrepreneurs must learn how to strategically invest in their businesses in order to grow, scale, and monetize in an uncertain economy.
Julie breaks down the concept of pay to play marketing and explains why investing in visibility, credibility, and lead generation is now a necessary part of doing business. She shares practical insights on where entrepreneurs should be allocating their marketing dollars and how to avoid emotional spending in favor of intentional, results-driven decisions.
This episode covers key areas where investment matters most, including lead generation platforms, digital advertising, and in-person networking. Julie discusses how platforms like Thumbtack can provide quality leads when used strategically, why advertising on platforms such as Facebook, Instagram, LinkedIn, Google, YouTube, and Pinterest can accelerate growth, and why real-life relationships and networking events continue to be powerful drivers of long-term opportunity.
Listeners are guided through a business self-audit designed to help identify where current leads are coming from, which marketing efforts are producing real return on investment, and what activities may be draining time and money without results. Julie emphasizes the importance of clarity in branding, messaging, and offers, and encourages entrepreneurs to stop chasing trends and start making informed decisions.
The episode also highlights the importance of building a strong email list as a core business asset, optimizing LinkedIn for visibility and credibility, and consistently showcasing testimonials, case studies, and real client wins. Julie shares insights on reinvesting profits back into growth, drawing inspiration from successful creators who prioritize long-term strategy over short-term comfort.
If you are an entrepreneur feeling the weight of today’s economy and wondering how to move forward with confidence, this episode offers a high-level masterclass on tightening your marketing strategy, investing wisely, and building momentum even in challenging times.
Frequently Asked Questions
What does “pay to play” mean in business?
Pay to play means intentionally investing money into marketing, visibility, and lead generation instead of relying solely on organic reach, referrals, or luck. It is about using paid platforms and opportunities strategically to grow your business.
Is it worth investing in marketing during a tough economy?
Yes. Businesses that continue to invest wisely during uncertain economic times often gain market share while competitors pull back. Strategic investment allows you to stay visible, credible, and positioned for long-term growth.
Where should small business owners invest first?
Small business owners should prioritize lead generation platforms, digital advertising, and relationship-based networking. These areas directly impact visibility, client acquisition, and revenue when used intentionally.
Are lead generation platforms actually effective?
Lead generation platforms can be effective when used strategically. The key is creating a strong profile, managing your budget carefully, and treating leads as part of a larger client acquisition system rather than a quick fix.
Do I really need paid ads to grow my business?
While not every business relies solely on paid ads, most entrepreneurs can benefit from allocating part of their budget to advertising. Paid ads allow you to reach targeted audiences faster and more consistently than organic methods alone.
Why is an email list more important than social media?
An email list is an owned asset that gives you direct access to your audience. Unlike social media platforms, your email list cannot be taken away or limited by algorithm changes and typically converts at a higher rate.
Is LinkedIn necessary for entrepreneurs?
LinkedIn is one of the most powerful platforms for credibility and discoverability due to its high domain authority. A well-optimized LinkedIn profile often ranks at the top of Google searches and helps establish trust with potential clients.
How do I know if my marketing is working?
You know your marketing is working when it produces consistent leads, conversations, and revenue. Tracking where leads come from and auditing return on investment helps eliminate guesswork and wasted spending.
How much should I be spending on marketing?
There is no one-size-fits-all number, but most growing businesses allocate a percentage of their revenue toward marketing. The focus should be on intentional spending tied to clear goals and measurable outcomes.
Mentioned in This Episode
Lead generation platforms for service-based businesses
Digital advertising on Facebook, Instagram, LinkedIn, Google, YouTube, and Pinterest
Email list building and audience ownership
LinkedIn optimization and domain authority
In-person networking and live events
Reinvesting in business growth
Creative Icon Awards at Cre8tive Con
Connect with Julie Lokun
Email: julie@cre8tivecon.com
Website: www.cre8tivecon.com
Awards Nominations: www.cre8tivecon.com/awards
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