In this episode of INcorporate, Susan and Jordan are joined by digital marketing expert Cassie Conroy and immigration attorney Julie Kruger. Together, they dive into what’s working in digital marketing right now, how to create authentic content, and how small business owners can cut through the noise to reach the right audience.

Topics Discussed:

• How to identify the right platform for your audience

• Using SEO and content strategy to build long-term visibility

• Trial-and-error in social media: what to expect and how to improve

• Creating a content calendar around client pain points and hot topics

• Leveraging AI tools like ChatGPT to enhance, not replace, your voice

• Why authenticity trumps perfection in digital marketing

• Repurposing content efficiently for maximum impact

Whether you're ready to start posting or just figuring out where your customers are, this episode is packed with actionable insights to help your business stand out online. Check out CazMethod and Kruger Immigration Law Presented by UB School of Management’s Center for Entrepreneurial Leadership and Lemur Studios

In this episode of INcorporate, Susan and Jordan are joined by Michael Krupski and Cassie Nguyen, Clinical Assistant Professors at the University at Buffalo School of Management, to explore the innovative Projects Clinic. Designed to bridge the gap between academia and small business, the Projects Clinic pairs student teams with real companies to tackle real challenges—from data and operations to marketing and strategy.

You’ll hear how this program empowers students with hands-on experience while delivering tangible results to businesses, often at no cost. The discussion busts myths about academia being out of touch, highlighting how deeply embedded UB faculty and students are in Western New York’s entrepreneurial community.

Topics Discussed:

• What the Projects Clinic is and how it works

• Types of businesses and projects that participate

• How student teams are selected and matched with companies

• Real-world success stories from local businesses

• The role of experiential learning for students and business owners

• Insights into UB’s broader efforts to support entrepreneurs

• How even solopreneurs can benefit from university partnerships

• The value of fresh perspectives and multidisciplinary student teams

Whether you’re overwhelmed by your to-do list or looking to level up your operations, this episode will show you how to turn student talent into real-world impact. Presented by UB School of Management’s Center for Entrepreneurial Leadership and Lemur Studios

In this episode of INcorporate, Susan and Jordan dive into the often-overlooked world of financial and estate planning with guests Dan Cavaretta of Cornerstone Capital Wealth Management and Dan Schuller, an estate planning attorney from PB Elder Law. Together, they break down what business owners need to know to protect their wealth, legacy, and family.

Topics Discussed:

• Why financial and estate planning go hand-in-hand for business owners

• The importance of updated wills, powers of attorney, and healthcare proxies

• How beneficiary designations can override your will (and create unintended consequences)

• Common mistakes business owners make with business accounts, personal assets, and documentation

• Protecting business assets through proper titling and legal agreements

• Key financial planning strategies to ensure a smooth business transition or sale

• How often to review and update your documents (spoiler: at least every 3–5 years)

Whether you're scaling up, winding down, or just getting started, don't wait until it's too late. Get organized, consult the right professionals, and protect what you’ve built. Subscribe to INcorporate and start securing your future today! Learn more about Cornerstone Capital Wealth Management Learn more about PB Elder Law Presented by UB School of Management’s Center for Entrepreneurial Leadership and Lemur Studios