Marketing Episodes

The How of Business Podcast – Marketing Episodes

These episodes of The How of Business podcast are on the topic of Small Business Marketing. Helping you brand, market and advertise your small business, including traditional marketing and digital marketing.

The How of Business
Small Business Marketing Plan Overview. Why you need a Marketing Plan and what it should include, to help you grow your small business, with Henry Lopez. Whether you are planning to launch your first business, or you have been operating your small business for many years, you need a ...
The How of Business
Your Small Business Avatar. Henry Lopez, Host of The How of Business Podcast How to create your small business Avatar profile, a personification of your ideal client or customer, with Henry Lopez. Henry is a serial entrepreneur, small business coach, and host of The How of Business podcast. On this ...
Episode 494: Megan Bennett - Public Relations

Public Relations for Small Business. Public Relations for Small Business with Megan Bennett.  Megan shares her experiences and tips for using Public Relations to promote and grow a small business. Megan has been on the Light Years Ahead Public Relations team for over 20 years. She started working ...
Episode 492: Aleric Heck - YouTube Ads

YouTube Ads for Small Business. How to use YouTube Ads to grow your Small Business with Aleric Heck. Aleric shares his inspirational entrepreneurial journey, and an introduction to YouTube advertisement to help you grow your small business (starting at 17:17). Aleric is a YouTube Ads Expert and the ...
Episode 466: Mary Ann Pruitt - Marketing Media

Marketing Media for Small Business with Mary Ann Pruitt. Understanding the variety of Marketing Media for Small Business with Mary Ann Pruitt. Small Business Owners need to understand and invest in the right mix of marketing media to promote a small business successfully. Mary Ann shares her insights ...
Episode 450: Aaron Weiche - Text Lead Capture
Text Lead Capture with Aaron Weiche. How to use text messages to capture and convert leads with Aaron Weiche. Using SMS (texting) can eliminate friction in your sales process and deliver the responsiveness and speed that many customers expect. Aaron Weiche is the cofounder and CEO of Leadferno, a ...
Episode 441: Mickie Kennedy - Press Releases
 Press Release Publicity with Mickie Kennedy. How Press Release publicity can help you launch and grow your small business, with eReleases founder Mickie Kennedy. Mickie Kennedy share his tips and advice, based on over 24 years of experience as the founder of eReleases, on how to leverage press ...
Episode 373: Elevator Pitch
 Your Small Business Elevator Pitch. How to create an effective Elevator Pitch to help you grow your small business, with Henry Lopez. Henry is a serial entrepreneur, small business coach, and host of The How of Business podcast. Every business owner should have an Elevator Pitch–a brief but ...
The How of Business
 Email Marketing for Small Business. How to use Email Marketing to help you grow your small business, with host Henry Lopez. Henry shares tips and best practices for effective email marketing as an integral part of your overall marketing efforts.  From how to build your email list, to ...
Episode 409: Steven Pope - Selling On Amazon
Selling on Amazon with Steven Pope. How to successfully sell your product on Amazon with entrepreneur and Amazon expert Steve Pope. Steven Pope is the founder of My Amazon Guy. My Amazon Guy is a full-service Amazon Agency that helps their clients growth hack sales through traffic and conversion ...
Episode 331: Leslie Zane - Subconscious Buying Triggers
 Subconscious Buying Triggers with Leslie Zane. Using Subconscious Buying Triggers in Marketing your Small Business (starting at 16:34) with Leslie Zane. She also shares her entrepreneur story, from her successful career in brand marketing and management to launching her own firm. Leslie Zane is an expert on consumer ...
Episode 287: Adam Kirk - Online Marketing Review
Online Marketing Year-End Update with Adam Kirk. Online Marketing Year-End update for small business. What’s new and emerging in online marketing for small business owners. Small business marketing expert Adam Kirk is back on the show to share his insights and tips. It’s all about valuable content with your ...
Allan Dib
1-Page Marketing Plan for Small Business with Allan Dib. 1-Page Marketing Plan for small business with Allan Dib, a serial entrepreneur, marketing and technology expert, business coach, and author. He shares his background and his practical approach to marketing for small business owners with his 1-Page Marketing Plan. June ...
Melissa Forziat
Budget Marketing for Small Business with Melissa Forziat. How to market on a budget for small business owners with Melissa Forziat. She shares tips and techniques to manage your marketing strategy and tactics. Melissa was a guest on our show back in October 2017, on episode 155. Melissa is ...
Pia Silva
Badass Your Small Business Brand with Pia Silva. Branding with Pia Silva, an entrepreneur and author. She helps service business owners improve their branding to grow their business. Pia shares her personal entrepreneurial journey, and her insights on building what she calls a “Badass” Brand for you and your ...
Episode 293: Steve Pacinelli - Personal Video Messaging & Marketing
Personal Video Messaging & Marketing with Steve Pacinelli. How to use Personal Video Messaging to build relationships and market your small business with Steve Pacinelli. Steve shares his personal experiences with using personal videos, and specific tactics and tips for creating effective video messages. He explains whey using “teaching ...
Episode 291: Melva Robertson - Personal Branding
Building Your Personal Brand with Melva Robertson. How to build your personal brand with Melva Robertson. She shares her personal story & how she helps her clients develop their personal branding. Melva Robertson is an experienced publicist, writer, public relations professional, and speaker. She is the founder of the ...
Episode 237: Emily Soccorsy & Justin Foster - Brand Story
 Your Business Brand Story with Emily Soccorsy & Justin Foster. Telling Your Small Business Brand Story (17:37), with branding experts Emily Soccorsy & Justin Foster. Emily and Justin are the co-founders of the branding practice Root + River. They share their entrepreneurial journeys and then we chat about ...
Episode 234: Steve Gordon - Services Business Marketing
Services Business Marketing with Steve Gordon. Marketing for Services Businesses (10:55) with Steve Gordon. Steve is a bestselling author and the founder of The Unstoppable CEO and host of The Unstoppable CEO Podcast. His firm helps services business entrepreneurs create leverage marketing systems so they can spend less time ...
Jason Hsiao
Video Marketing for Small Business with Jason Hsiao. Video Marketing for Small Business with Jason Hsiao. Jason shares his entrepreneur story, and how to use video to market your small business. Video Marketing with Jason Hsiao, an entrepreneur and the co-founder of Animoto – an award-winning online video maker ...
Episode 214: Louis Gudema - Bullseye Marketing
Bullseye Marketing for Small Business with Louis Gudema. Bullseye Marketing strategies for small business with Louis Gudema, an entrepreneur, marketing strategist, keynote speaker, and author. He shares his entrepreneurial journey, and then we discuss highlights from his new book, “Bullseye Marketing – How to Grow Your Business Faster.” Louis ...
Michelle Evans
 Strategic Marketing Funnels with Michelle Evans. Strategic Marketing Funnels with Michelle Evans, an entrepreneur, marketing expert and podcaster. She helps her small business clients develop their effective Strategic Marketing Funnels, and in this episode she breaks this down step by step. Michelle also shares how she transitioned from ...
Episode 204: George Kao - Authentic Content Marketing
 Authentic Content Marketing with George Kao. Authentic Content Marketing for solopreneurs and small business owners with George Kao, an entrepreneur and trusted conscious marketing adviser. George shares his journey from traditional online marketer, to his current authentic approach to online marketing and helping people through coaching and affordable ...
Nicole Holland
 On-Line Messaging with Nicole Holland. On-Line Messaging for small business with Nicole Holland, an entrepreneur, on-line marketing expert, and recognized authority on podcast guesting. She shares her unique and challenging journey, from dropping out of high school and quitting her correctional officer job, to becoming a popular podcaster ...
Jesse Cole
 Stand Out & Get Noticed with Jesse Cole. How to stand out and get noticed with Jesse Cole, owner of two college summer baseball league teams, author, speaker, and an expert on standing out and getting noticed to grow your small business. Instead of traditional marketing methods, Jesse ...
Episode 176: Tabitha Carro - Smart Phone Marketing
 Smart Phone Marketing with Tabitha Carro. Smart Phone Marketing with entrepreneur Tabitha Carro, a former school teacher turned small business owner. She shares her experiences transitioning from her full-time teaching job, to selling teaching aids on the side, and then developing her smart-phone marketing business. Tabitha shares practical ...
Melissa Forziat
 Marketing On A Budget. Small business marketing on a budget with Melissa Forziat, an entrepreneur, marketing consultant, event planner, and founder of Melissa Forziat Events & Marketing. She shares her interesting journey, from gymnast to small business owner. She shares specific tips & techniques for small business marketing ...
Episode 121: Ben Bilbrough - Advertising
Small Business Advertising with Ben Bilbrough. Advertising tips for small business owners with Ben Bilbrough, a serial entrepreneur and expert on local media advertisement. He shares his interesting journey and background, and marketing & advertisement tips & advice for small business owners. Ben is a serial entrepreneur and a ...
Episode 337: Dr. James Richardson - Ramping Your Consumer Goods Brand
Ramping Your Consumer Goods Brand. How do you realize exponential growth with your consumer brand, and yet not try to grow too quickly and fail? Dr. James Richardson shares his unique insights and approach to ramping your CPG brand, and the story of how he leveraged his Ph.D in ...
Episode 340: Jordan West - Scaling an eCommerce Brand
Scaling an eCommerce Small Business Brand. How to scale an eCommerce Small Business Brand with Jordan West (starting at 15:32). From paramedic career to online marketing expert, Jordan shares his journey. Jordan West is an entrepreneur who started his career as a paramedic. He is currently the co-owner of ...
Episode 360: Kira Hug - Conversion Copywriting
 Conversion Copywriting for Small Business with Kira Hug. Generating sales and driving results for your small business using conversion copywriting with expert copywriter Kira Hug. Regardless of how we communicate and offer our product or service to our customers or clients, it typically includes a written communication of ...
Episode 326: Meagan Williamson - Pinterest
 Pinterest for Small Business with Meagan Williamson. How to use Pinterest to help grow your small business (starting at 17:08) with Meagan Williamson. She also shares her interesting entrepreneur journey, from school psychologist, to blogger, to full-time Pinterest Strategist. Meagan Williamson is a Pinterest Strategist and online marketing ...
The How of Business
Social Media Basics for Small Business with Adam Kirk Social Media Basics for Small Business with Adam Kirk. In this episode Henry Lopez and Adam Kirk discuss Social Media marketing basics for small business. Their conversation includes an introduction to social media marketing. Social Media is here to stay, ...
The How of Business
Online & Social Media Marketing for Small Business. Henry Lopez and David Begin discuss Online and Social Media Marketing and how they have used it to promote their small businesses.
Episode 109: Neil Berman - Email Marketing
Email Marketing for Small Business with Neil Berman. Email Marketing for small business with Neil Berman, an entrepreneur, speaker, and blog author. Neil shares his entrepreneurial journey, and how to use e-mail marketing to grow your small business (starting at 19:40). Neil is an entrepreneur, speaker, blog author and ...
Paul Hurley
Video Content Marketing for Your Small Business with Paul Hurley. Video Content Marketing for your small business with Paul Hurley, a business owner, author and social media expert. He is the founder of HandFace, one of the UK’s leading viral content companies. Paul shares his journey to starting his own business, ...
Erika Montgomery
Online Marketing for Small Business. Online Marketing for small business owners with Erika Taylor Montgomery, entrepreneur, author and founder of Three Girls Media. She shares stories from her career, and the events that led her to start her own business. She also shares tips & advice on public relations, ...
Episode 049: Heather Havenwood - Small Business Marketing
 Small Business Marketing with Heather Havenwood. Small Business Marketing with Heather Havenwood, a serial entrepreneur. She shares stories from her entrepreneurial journey, internet marketing for small business, and other tips & advice for entrepreneurs. Heather Havenwood is a Serial Entrepreneur, Sales and Marketing Coach, Copywriter and Small Business ...
Daryl Urbanski
 Lead Generation for Small Business. Lead Generation for Small Business with Daryl Urbanski, an entrepreneur, speaker, business coach, author, lead generation expert. He shares his interesting journey to becoming his own boss. Daryl is an entrepreneur, martial artist, speaker, marketing expert, business coach, podcaster, and author. He is ...
Episode 258: Adam Sand - Roofing Business Marketing
? Roofing & Contractor Business Marketing. Grow your Roofing & Contractor Business with the right Marketing with Adam Sand. Adam is an entrepreneur and roofing business owner. He shares his entrepreneurial journey, from starting a tanning salon to venturing into the roofing business. Then we chat (18:13) about his ...
Episode 512: Maxwell Frost - Brand Films

Brand Films to Grow Your Business. How to create and use Brand Films to grow your business, with award-winning filmmaker Maxwell Frost. Maxwell shares his entrepreneur journey, and his current focus which is teaching businesses how to make 3-15 minute “brand films” with your smart phone, that grows ...

5 Things Small Business Owners Should Consider When Marketing Their Small Business

To remain relevant, seen and competitive, small business owners must always evolve and experiment to market and promote their businesses as effectively as possible.

As Seth Godin insightfully puts it, “Marketing is no longer about the stuff that you make, but about the stories you tell.” This perspective is essential for small business owners striving to navigate the complexities of marketing with limited resources. Here are five considerations for small business owners when marketing their business:

  1. Understand Your Target Audience:A successful marketing strategy starts with a thorough understanding of your target audience – also known as your Avatar or Ideal Client. This means going beyond basic demographics to grasp their behaviors, preferences, pain points, and motivations. By tailoring your marketing messages to align with your audience’s needs, you enhance engagement and conversion rates. Use surveys, social media interactions, and customer feedback to continually refine your approach.
  2. Leverage the Power of Digital Marketing:In our digital age, an online presence is indispensable. Digital marketing offers cost-effective and measurable ways to reach your audience. This includes search engine optimization (SEO), social media marketing, email marketing, and content marketing. Gary Vaynerchuk, a digital marketing expert, emphasizes the importance of content: “The number of people you can reach with your business message is directly related to the attractiveness and relevance of the content you put out.” This underscores the need for compelling and relevant online content.
  3. Focus on Building Relationships, Not Just Sales: 

    Marketing should be about building lasting relationships with customers, not just closing sales. Engage with your audience, listen to their feedback, and make them feel valued. Relationship marketing leads to customer loyalty, repeat business, and referrals. Foster a strong community around your brand through customer reviews, social media interactions, and loyalty programs.

  4. Measure and Analyze Your Marketing Efforts 

    One of the most critical aspects of marketing is tracking and analyzing the effectiveness of your efforts. As HubSpot, a leader in inbound marketing, states, “You can’t improve what you don’t measure. Tracking your marketing efforts is the first step towards making informed decisions and getting better results.” Utilize tools like Google Analytics, social media insights, and email marketing reports to understand what’s working and what needs improvement. And create and track a Marketing Budget to help you stay focused with your marketing spend for the year. This data-driven approach is essential for refining your marketing strategies and achieving better outcomes.

  5. Be Consistent and Authentic 

    Consistency is crucial in marketing to build brand recognition and trust. Ensure that your messaging, branding, and quality are consistent across all channels. Authenticity is also key in today’s market. Customers are drawn to brands that are genuine and transparent. As you craft your Elevator Pitch, be sure to include your business’s story, values, and the people behind it to set your small business apart in a crowded marketplace.

Effective marketing for small businesses involves understanding your audience, leveraging digital channels, building relationships, analyzing your efforts, and being consistent and authentic. By focusing on these key areas, small business owners can create impactful and cost-effective marketing strategies that drive growth and success. Remember, as Seth Godin, Gary Vaynerchuk, and HubSpot suggest, marketing is about storytelling, creating relevant content, and making data-driven decisions to connect with and grow your audience.