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In this episode of The Moss HR Minute, Nicole Moss, Co-Founder of Moss Consulting HR Services, sits down with Ryan Leddy, Head of Partnerships and Senior Digital Strategist at Hoopless Marketing. Ryan leads client strategy for a fractional digital marketing firm dedicated to eliminating the "hoops" and vanity metrics often found in the agency world, focusing instead on ROI-driven results for local industries.

The conversation focuses on how business owners can stop spending money on marketing that doesn't tie back to revenue. Ryan breaks down the critical difference between "vanity metrics" like impressions and "bankable metrics" like phone calls and conversions. They also explore the shift from hiring a marketing vendor to embedding a fractional strategist who shares a fiduciary responsibility to the business's bottom line.

Key topics discussed in this episode include:

• Evaluating Real ROI: Why your agency should be eager to prove how many times your phone actually rang.
• The Power of the Map Pack: Why being in the top three local search results is crucial for capturing 75% of page clicks.
• Navigating AI Search: Understanding "zero-click" searches and why core SEO fundamentals still dictate AI visibility.
• Vendor vs. Partner: Why a true partner leads with strategy and "leads and drives" rather than simply following tasks.
• The Role of Radical Honesty: Why business owners must expose the "skeletons" in their business to help fractional partners provide the best support.

This episode provides a practical framework for founders and operators to audit their current marketing efforts and ensure their visibility strategy is future-proofed against changing technology—all explained within one Moss Minute.

Guest Information Ryan Leddy, Hoopless Marketing Email: ryan@hoopless.com Website: www.hoopless.com LinkedIn: https://www.linkedin.com/in/ryan-leddy-01b27292/

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www.mossconsulting.com

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