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Marketing Essentials for Small Business Growth
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The marketing landscape is constantly evolving, but what actually works for small businesses with limited time and resources? Dave Charest, Director of Small Business Success at Constant Contact, reveals the surprising truth: despite all the technological advancements, success still comes down to building authentic relationships.
Drawing from Constant Contact's extensive research with thousands of SMBs, Dave shares eye-opening statistics: 56% of small business owners have less than an hour daily for marketing, 73% feel uncertain about their strategy, and over half regularly procrastinate on marketing tasks. These challenges create a perfect storm where business owners know marketing matters but struggle to implement effective approaches.
What's truly fascinating is the generational shift happening right now. Gen Z and millennials are actively seeking out small businesses at nearly twice the rate of baby boomers. They're deliberately choosing to support companies that align with their values and create authentic experiences. This presents an incredible opportunity for SMBs willing to showcase what makes them unique.
While social media remains important, Dave cautions against over-reliance on these "rented" platforms where algorithms can change overnight. Instead, he advocates building assets you actually own—particularly your email list, which he describes as "pure gold" for small businesses. Unlike social followers that can disappear with algorithm changes, your email list represents a tangible business asset that adds significant value.
The conversation takes an exciting turn when discussing AI's potential for time-strapped business owners. Dave highlights Constant Contact's AI-powered campaign builder that can create comprehensive multi-channel marketing strategies based on simple prompts about your business goals. These technologies don't replace human connections but rather free up owners to focus on creating the personal experiences that increasingly differentiate them in today's marketplace.
Looking for practical marketing guidance that cuts through the noise? This conversation delivers actionable insights on building customer relationships, leveraging automation effectively, and finding the right balance between technology and human connection for your small business.
An Acxiom podcast where we discuss marketing made better, bringing you real...
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Chapters
1. Marketing Essentials for Small Business Growth (00:00:00)
2. [Ad] Real Talk About Marketing (00:14:04)
3. (Cont.) What Gen Z Wants From Your Small Business (It's Not What You Think) (00:14:50)
432 episodes
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