Marketing Guides for Small Businesses

Why do Boomers, Gen X, Millennials, and Gen Z respond so differently to the same marketing message? In this milestone 250th episode, the Marketing Guides dive deep into the psychology, values, and trust factors that shape how different generations and cultures make buying decisions. What You'll Discover: 🎯 The Trust Gap – Why people trust the government more than the media (and what that means for your marketing) 🧠 Decision-Making DNA – How life experience shapes whether buyers want guarantees or peer reviews, long-form content or 20-second videos 💡 The Personalization Imperative – 71% of consumers expect personalized experiences, and 76% get frustrated when they don't get it ⚠️ One-Size-Fits-All Risks – Why generic messaging wastes ad spend and fails to resonate with anyone 🎨 Tone & Language Strategies – From professional copy to meme-native content, how to speak each generation's language without being fake 🤝 Inclusivity Without Pandering – The fine line between authentic connection and forced diversity that pushes customers away Practical Takeaways: How to structure offers and reduce risk for different age groupsWhy support channel preferences matter (and how AI is changing the game)First steps to adapt your marketing on a reasonable budgetThe power of segmentation in your CRM to deliver targeted messaging Whether you're a Boomer business owner trying to reach Gen Z customers, or a millennial marketer navigating cross-cultural campaigns, this episode gives you actionable strategies to meet your audience where they are—authentically. Ready to transform your marketing strategy? Connect with our expert guides: 🔗 Ian Cantle – Outsourced Marketing: outsourcedmarketing.ca 🔗 Ken Tucker & Paul Barthel – Change Scape Web: changescapeweb.com 🔗 Jeff Stec – Tylerica Systems: tylericasystems.com Don't let generational gaps cost you customers. Subscribe now and discover how to create marketing that resonates across every demographic!

🎙 Episode 259 — The One Marketing Strategy You Need in 2026 The marketing world is shifting faster than most businesses can keep up with. AI-driven search, answer engines, channel fragmentation, rising ad costs, and evolving consumer habits are creating a landscape where old marketing playbooks no longer work. In this episode of the Marketing Guides for Small Businesses Podcast, the team tackles the single most important strategy every business must embrace to grow in 2026: an AI-informed, strategy-first, omni-channel marketing system. Ian, Ken, Paul, and Jeff break down why random marketing activities—social posts, blogs, scattered ads, or dabbling with AI tools—are no longer enough to compete. Instead, businesses need an approach that blends strategic clarity, AI-powered insights, and consistent execution across multiple channels. You’ll hear why AI is no longer optional, how it can accelerate planning and content creation, and how to “train” AI tools to write in your brand voice. The team explains why human oversight is still essential, but also why ignoring AI now puts you at an immediate disadvantage in visibility, relevance, and speed. This episode explores the elements of a modern marketing system, including customer journey mapping, ideal customer profiling, content pillar development, and the importance of showing up everywhere your audience is—search, social, email, long-form content, and more. The hosts reveal how an omni-channel presence increases trust, supports higher rankings, and reduces dependency on paid ads or referrals. You’ll also learn about AEO (Answer Engine Optimization) and why preparing for AI-driven search now will give you a decisive advantage as platforms shift from traditional search results to AI-generated responses. The team emphasizes that the businesses who act early will win—not because the tactics are new, but because the underlying strategy becomes more important than ever. If you’re tired of unpredictable leads, overwhelmed by channel choices, or frustrated by marketing that feels unclear and inconsistent, this episode gives you a practical roadmap for building a system that actually works in 2026 and beyond. ⏱ Timestamped Table of Contents 00:00 – Welcome Back Ian introduces the episode and invites listener participation. 00:27 – The Big Question What is the one marketing strategy businesses must embrace in 2026? 00:52 – The Shift Toward Real Growth Systems Why small businesses need focus—not more noise. 01:04 – What Businesses Must Embrace The foundation: an AI-informed, strategy-first omni-channel system. 01:23 – Why AI Can’t Be Ignored AI isn’t going away—businesses must learn to use it effectively. 01:41 – The Role of AI in Content & Strategy How AI helps with ideas, research, structure, buyer profiles, and brand voice. 02:27 – Human Vetting Still Matters AI amplifies your voice—but you must guide it. 02:38 – Why Omni-Channel Is Essential Relying on a single tactic or channel is too risky in 2026. 02:50 – The Danger of Single-Source Strategies Paid ads and referrals alone won’t sustain growth. 02:56 – Local Search Is Changing Too AI search hasn’t fully hit local SEO yet—but it will soon. 03:11 – Why Preparing Early Matters AEO preparation positions you ahead of competitors. 03:25 – The Benefits of AEO Your optimization becomes the high-quality work you should have done anyway. 🌐 Connect With Your Marketing Guides Ian Cantle — Outsourced Marketing & Dental Marketing Heroeshttps://outsourcedmarketing.cahttps://dentalmarketingheroes.comKen Tucker & Paul Barthel — Changescape Webhttps://changescapeweb.comJeff Stec — Tylerica Marketing Systemshttps://tylericasystems.com/

🎙 Episode 258 — How to Escape From Random Acts of Marketing in 2026 As AI search engines, answer engines, and consumer behavior shift dramatically heading into 2026, the businesses that win won’t be the ones doing more marketing—they’ll be the ones doing marketing intentionally. In this episode of the Marketing Guides for Small Businesses Podcast, the team tackles one of the biggest challenges facing small and medium-sized businesses today: Random Acts of Marketing. Most businesses aren’t failing because they lack activity—they’re failing because they lack a system. With owners and teams wearing too many hats, marketing becomes reactive, inconsistent, and disconnected from strategy. The result? No predictability. No measurement. No scalable growth. In this forward-looking episode, the team breaks down what a real marketing system looks like in 2026 and why relying on disconnected tactics—social posts, blogs, ads, emails, or AI tools—without an overarching strategy creates chaos instead of results. You’ll learn why a strategic foundation, content silos, consistent execution, and proper measurement matter more than ever. The hosts explain the common symptoms of Random Acts of Marketing: No clear planNo defined goalsNo consistent metricsNo dedicated owner of marketingMulti-vendor chaosNo alignment between activities and outcomes You’ll hear how to develop a system that compounds over time, supports more predictable lead flow, and positions your business to thrive in an AI-first search environment. The team discusses how strategy informs tactics, why measurement creates clarity, and how systematizing marketing reduces overwhelm while strengthening long-term visibility. As AI changes how people search and buy, the companies that rely on random, scattered efforts will lose ground quickly. This episode equips you with simple, practical steps to stop reacting, start planning, and build a marketing engine that works consistently—even when platforms, algorithms, and search behaviors shift. If you want predictable growth, better results, and a smarter approach to marketing in 2026, this episode will show you exactly where to start. ⏱ Timestamped Table of Contents 00:00 – Looking Ahead to 2026 AI search is changing everything—and marketing systems must evolve. 00:10 – The Critical Question Is your marketing system actually a system? 00:27 – Why Businesses Struggle The issue isn’t doing too little—it’s doing too much without strategy. 00:32 – Tactics vs. Strategy Why confusing the two leads to weak results and overwhelm. 00:44 – What a Marketing System Looks Like Predictability, sustainability, measurement, and structured execution. 00:52 – Why Tactics Alone Don’t Work Random activities fail without a strategic backbone. 01:08 – Defining Strategy in 2026 Content silos, directional planning, and structured visibility. 01:25 – Turning Activities Into Results How strategy transforms scattered execution into growth. 02:22 – The Power of Systematization Why systems produce consistency, efficiency, and clearer insights. 02:28 – Marketing Confusion Explained Why many business owners don’t know what’s happening in their marketing. 02:42 – The Need for a Clear Plan Without a roadmap, you can’t measure or improve anything. 03:07 – No Goals = No Success Why KPIs and benchmarks matter more than ever. 03:21 – Measuring What Matters You can’t succeed if you don’t define and track success. 03:29 – The Dedicated Owner Problem Marketing fails when “everyone” owns it—which means no one does. 03:50 – Multi-Vendor Chaos How scattered providers create Random Acts of Marketing. 🌐 Connect With Your Marketing Guides Ian Cantle — Outsourced Marketing & Dental Marketing Heroeshttps://outsourcedmarketing.cahttps://dentalmarketingheroes.comKen Tucker & Paul Barthel — Changescape Webhttps://changescapeweb.comJeff Stec — Tylerica Marketing Systemshttps://tylericasystems.com/

🎙 Episode 257 — Local Search Ranking Factors for 2026 Local search is evolving faster than ever, and 2026 is shaping up to be a defining year for small businesses trying to stay visible in Google Search and Google Maps. In this episode of the Marketing Guides for Small Businesses Podcast, the team breaks down the newest insights from the 2026 Local Search Ranking Factors Report by Whitespark and explains what business owners must prioritize now to stay competitive in an AI-driven, answer-engine world. Paul, Ken, Ian, and Jeff explore what’s changed, what hasn’t, and what matters more than ever for ranking locally. Some fundamentals remain rock-solid—like Google Business Profile optimization and accurate business information—but other elements have surged in importance due to Google’s shift toward AI-generated summaries and conversational search journeys. This episode covers essential ranking factors including category selection, NAP consistency, keywords in your business description, and the rising influence of AI-powered engagement signals. You'll hear why Google Business Profile remains the foundation of local visibility, why categories outweigh keywords, and how choosing the wrong primary category can instantly limit ranking opportunities. The team also explores the growing impact of consumer behavior signals such as clicks, calls, website visits, messaging, and real-world interactions—all of which influence Google’s evolving algorithms. You’ll learn how AI uses these signals to determine whether your business is genuinely relevant to a searcher’s intent. Additional topics include reviews, proximity, link building, and on-page optimization—along with how each fits into a future where answer engines increasingly replace traditional search result pages. The team offers practical guidance on positioning your business for today’s search ecosystem and the AI-driven landscape coming in 2026. If you want clarity on where to invest your time, how to future-proof your rankings, and what truly moves the needle in local search, this episode provides a clear roadmap. ⏱ Timestamped Table of Contents 00:00 – Welcome & Overview Paul introduces the episode and the 2026 ranking factor discussion. 00:12 – What’s Changed and What Hasn’t How AI and search behavior are reshaping local SEO. 00:27 – Importance Levels Are Shifting Why some factors matter more in 2026. 00:30 – AI’s Growing Impact If you’re not using AI tools for optimization, you’re falling behind. 00:39 – Source of the Data Overview of Whitespark’s 2026 Local Search Ranking Factors Report. 00:51 – The Foundation: Google Business Profile Why GBP optimization remains the #1 ranking factor. 01:02 – Most Important Elements of GBP Ownership, accuracy, and the basics every business must get right. 01:15 – NAP Consistency Still Matters Not as critical as before, but still a key trust signal. 01:29 – Preparing for Answer Engine Optimization How AI summaries change local strategy. 02:00 – Ownership & Cleanup First Ensure your business info is correct everywhere online. 02:13 – Categories: Still a Power Factor Why your primary category is your most important choice. 02:40 – Choosing Categories Wisely Less is more—avoid category overload. 02:51 – How Categories Drive Calls & Clicks Maps listings generate most interactions, so accuracy matters. 03:10 – Secondary Categories & Keyword-Rich Descriptions Supporting categories help—but descriptions must be strategic. 🌐 Connect With Your Marketing Guides Ian Cantle — Outsourced Marketing & Dental Marketing Heroeshttps://outsourcedmarketing.cahttps://dentalmarketingheroes.comKen Tucker & Paul Barthel — Changescape Webhttps://changescapeweb.comJeff Stec — Tylerica Marketing Systemshttps://tylericasystems.com/

🎙 Episode 256 — Special Guest Emma Rainville: Marketing Magic Meets Operational Mastery — Turning Leads into Loyal Clients In this powerful episode of the Marketing Guides for Small Businesses Podcast, the team welcomes Emma Rainville, a 30-year operations veteran known as the Wizard of Ops. Emma brings a rare blend of operational expertise and marketing insight, revealing the hidden reasons why many businesses fail to convert leads—even when their marketing is working perfectly. Emma explains the often-overlooked truth: operations, fulfillment, and internal processes determine whether leads become loyal, high-value clients. Marketing can generate demand, but without an optimized backend, businesses lose sales, damage retention, and stunt growth. This episode uncovers the root causes of lead drop-off, such as unclear delivery processes, misaligned expectations, poor onboarding, and internal gaps between marketing, sales, and fulfillment. Emma walks through how to diagnose these issues, how to ensure handoffs don’t fall apart, and how to build a seamless customer journey that delivers consistency, confidence, and repeat business. You’ll learn why listening to current customers is the key to improving your offerings, how fulfillment insights can inform better marketing, and why many businesses don’t know what problem they actually solve—because the process has never been mapped. Emma also shares how she helps businesses find “operational magic” by identifying missing or broken systems that directly impact revenue. The team digs into the practical side too: effective communication, expectation setting, quality control, and building processes that scale. Emma explains how even small improvements can dramatically improve close rates and lifetime value. Her perspective bridges the gap between the promise marketing makes and the experience fulfillment delivers—creating alignment that fuels growth. If you’ve ever wondered why leads don’t convert, why customers don’t stay, or why your business feels harder than it should, this episode will give you clarity and a roadmap for stronger, more profitable operations. ⏱ Timestamped Table of Contents 00:00 – Welcome & Introduction Ken introduces special guest Emma Rainville and sets up the focus on operations. 00:12 – Why This Conversation Is Different Marketing is only half the puzzle—operations complete the picture. 00:27 – Meet Emma: The Wizard of Ops Emma shares her background and how she earned her nickname. 01:00 – Why Leads Don’t Convert The hidden operational issues that sabotage sales. 01:28 – Mapping the Customer Journey Why businesses struggle when their delivery process isn’t defined. 01:42 – Listening to Existing Customers How customer feedback reveals what to fix and what to sell next. 02:07 – Bridging Marketing and Fulfillment Aligning promises with delivery to build trust and loyalty. 02:28 – Identifying Gaps in Process Where most businesses lose momentum and clients. 02:59 – Improving Sales Funnels Through Operations Operational clarity increases conversion and long-term value. 🌐 Connect With Your Marketing Guides Ian Cantle — Outsourced Marketing & Dental Marketing Heroeshttps://outsourcedmarketing.cahttps://dentalmarketingheroes.comKen Tucker & Paul Barthel — Changescape Webhttps://changescapeweb.comJeff Stec — Tylerica Marketing Systemshttps://tylericasystems.com/

🎙 Episode 255 — Is Your Website Sabotaging Your Success? Your website is the digital face of your business—but is it secretly driving customers away, lowering your Google rankings, and quietly sabotaging your success? In this episode of the Marketing Guides for Small Businesses Podcast, the team breaks down the hidden issues that cause even “good-looking” websites to underperform or outright fail. Ian, Ken, Paul, and Jeff explore one of the biggest myths they see in the small-business world: owners believing their website is fine because it looks fine. The truth? A beautiful website can still destroy rankings, kill conversions, and block qualified leads from ever reaching your inbox. This episode reveals the most common website blunders—from structural problems to missing content to poor user experience—that silently hurt businesses every day. You’ll learn why design alone isn’t enough, why Google cares deeply about what’s behind the scenes, and how technical mistakes can tank your visibility without you ever knowing. We cover the fundamentals every business must get right: site architecture, clean navigation, fast load times, mobile usability, security, content strategy, and clear calls to action. You’ll hear why overly complex directories and deep page hierarchies confuse both users and search engines, and how simplifying your structure can immediately improve rankings. You’ll also learn how small-but-critical issues like outdated plugins, bloated builders, and missing schema markup reduce your competitiveness in search results. The team explains how to diagnose these problems and what steps to take to turn your site into the sales and ranking engine it should be. Whether you’re a DIY website builder, working with an agency, or managing an older site that’s “just been sitting there,” this episode will help you bust myths, spot hidden pitfalls, and finally get your website working for you instead of against you. If you’ve ever wondered why your website isn’t performing—or you suspect something is off—this is the episode that will clarify what’s happening and show you how to fix it. ⏱ Timestamped Table of Contents 00:00 – Welcome & Episode Setup Why this topic is critical for business owners. 00:19 – Is Your Website Hurting Your Rankings? Introducing the idea that many websites secretly sabotage success. 00:29 – The “Looks Good = Works Good” Myth Why design alone is misleading—and often dangerous. 00:44 – When Site Designs Hide Serious Problems Real examples of sites owners thought were great but were actually disasters. 00:54 – The Blunders Holding Your Website Back What Google sees that owners don’t. 01:07 – Turning Your Website Into a Sales Machine Fundamentals that transform performance and rankings. 01:15 – Ideal Listeners for This Topic From DIYers to long-time site owners, this episode has value for all. 01:29 – Technical Website Issues That Hurt SEO Ken breaks down structural, organizational, and foundational mistakes. 02:04 – “Pretty” Websites That Perform Poorly Why attractiveness doesn’t equal effectiveness. 02:14 – The Importance of Proper Website Structure How the underlying foundation influences rankings. 02:29 – Businesses With Different Needs When a simple site is acceptable—and when it’s not. 02:42 – Behind-the-Scenes SEO Essentials Why hidden elements matter as much as what users see. 02:57 – Overly Complicated Architecture How deep directories and messy hierarchies confuse Google. 03:03 – Creating Logical, Simple Navigation A better way to organize your pages for humans and search engines. 🌐 Connect With Your Marketing Guides Ian Cantle — Outsourced Marketing & Dental Marketing Heroeshttps://outsourcedmarketing.cahttps://dentalmarketingheroes.comKen Tucker & Paul Barthel — Changescape Webhttps://changescapeweb.comJeff Stec — Tylerica Marketing Systemshttps://tylericasystems.com/

In this episode of the Marketing Guides for Small Businesses Podcast, we welcome Stewart Cohen, award-winning photographer, filmmaker, and founder of SC Pictures. Stewart shares valuable insights from decades of working with major brands and agencies, highlighting the power of personal connection, relationship-building, and authentic storytelling in today’s fast-moving marketing landscape. Stewart explains why first-time clients often hire based on work or price, but long-term clients return because of the connection you build. He describes how nurturing relationships over months or even years is essential in industries with long sales cycles. We discuss practical strategies for staying top-of-mind without overwhelming prospects, including personal outreach, industry visibility, and thoughtful content that positions you as a trusted authority. As the conversation expands, Stewart outlines how constant industry change—from mergers to shifting buyer roles—makes platforms like LinkedIn essential for staying informed and maintaining relationships. He also shares why he still reads print media and industry reports daily, and how surprising insights often lead to meaningful client touchpoints. Naturally, the discussion turns to AI. Stewart is candid about how AI tools are transforming creative work—from pre-production to content ideation—and why the genie isn’t going back in the bottle. We explore the gray areas of AI-generated content, copyright concerns, and the global differences in how companies are already using AI at scale. Stewart emphasizes that creatives must evolve with technology, just as they did with digital cameras, Photoshop, and mobile photography. The episode also dives into branding lessons. Stewart shares why brands often get tired of their own identity long before customers even recognize it—meaning frequent rebrands often destroy hard-earned equity. We compare small-business identity to big-brand campaigns and discuss why evolution beats revolution in long-term brand building. Next, we explore how video production is changing. Stewart talks about the shift toward vertical formats, low-budget video options, and storytelling that works in today’s fast-scroll environment. He explains how small businesses can use simple, authentic video to create meaningful engagement without massive production budgets. Other topics include: Staying authentic in a world full of overproduced brandingHow industry consolidation affects small service providersWhy clear expectations improve client satisfactionWhat consistency in deliverables means for production teamsThe importance of respecting clients’ spaces and time during shootsThe rising cost of paid media and what small businesses must consider before investing in Google or LinkedIn adsHow to reverse-engineer advertising budgets based on customer acquisition costWhy licensing existing content can be a smart, cost-effective option Stewart closes the episode by sharing where listeners can explore his work—at stewartcohen.com, on LinkedIn, on Instagram @scpictures, or through his stock media platform superstock.com. This episode is packed with practical, real-world wisdom for marketers, creators, and small-business owners who want to level up their storytelling, build stronger relationships, and navigate the rapidly changing world of video and content creation. 🌐 Connect With Your Marketing Guides Ian Cantle — Outsourced Marketing & Dental Marketing Heroeshttps://outsourcedmarketing.cahttps://dentalmarketingheroes.comKen Tucker & Paul Barthel — Changescape Webhttps://changescapeweb.comJeff Stec — Tylerica Marketing Systemshttps://tylericasystems.com/

Digital PR has become one of the most powerful SEO multipliers for small businesses—but most owners still think PR is just press releases. In this episode of the Marketing Guides for Small Business Podcast, the team breaks down how modern digital PR drives rankings, E-E-A-T authority, brand visibility, and trust at scale. Ken, Paul, Ian, and Jeff dive into real-world tactics including media outreach, expert sourcing platforms like HARO/Help a Reporter Out, link-earning strategies, data-driven storytelling, thought leadership, and how AI is transforming both the PR pitch process and newsroom workflows. You’ll learn how Google evaluates authority, the role of high-quality backlinks, what makes journalists actually respond, and the PR assets every small business should develop right now. If you want more organic traffic, stronger brand credibility, and more people talking about your business—this episode is a must-listen. ⏱ TIMESTAMPED TABLE OF CONTENTS 00:00 – Welcome & Episode Overview The hosts introduce the topic of digital PR, why it's misunderstood, and how it connects to SEO, trust, and visibility. 00:30 – What Is Digital PR? Ken explains how digital PR differs from traditional PR and why online media coverage matters more today. 00:52 – Press Releases vs. True PR Why a single press release isn’t enough—and what modern PR campaigns actually look like. 01:40 – Why Digital PR Matters for SEO How earned media, backlinks, and branded mentions signal authority to Google. 02:40 – High-Value Links, Brand Mentions & E-E-A-T Discussion of link quality, topic relevance, and how PR contributes to Expertise, Experience, Authority, and Trust. 03:10 – Building Brand Authority Through Thought Leadership How small businesses can position themselves as go-to experts in their niche. 04:20 – Tactics: How to Earn Links & Media Coverage Story mining, sourcing platforms, journalist relationships, pitch structure, and leveraging unique data. 06:30 – The Role of Storytelling in Digital PR How compelling angles increase journalist response rates. 08:45 – Social Proof & Reputation Signals Using PR wins to improve conversions, trust, and brand perception. 10:00 – AI and the Future of Digital PR How AI tools can help build media lists, tailor pitches, and analyze journalist interests. 12:00 – Common PR Mistakes Small Businesses Make And how to fix them fast. 14:30 – How to Measure PR Success KPIs including link quality, DR/DA, referral traffic, brand search lift, and media pickup. 16:00 – Final Takeaways & Action Steps Where small businesses should start with digital PR today. 🎧 Perfect for You If… You want higher Google rankings without pumping money into paid adsYou need credible backlinks that actually move the SEO needleYou want to build brand authority and be seen as the expert in your local marketYou’ve heard of PR… but never knew how to make it work for small businesses 🌐 Connect With Your Marketing Guides Ian Cantle — Outsourced Marketing & Dental Marketing Heroeshttps://outsourcedmarketing.cahttps://dentalmarketingheroes.comKen Tucker & Paul Barthel — Changescape Webhttps://changescapeweb.comJeff Stec — Tylerica Marketing Systemshttps://tylericasystems.com/

Year-End Promotions That Drive Sales: Strategies from October Through New Year’s Quarter 4 is the biggest revenue opportunity of the year for many small businesses—and in this episode, your Marketing Guides team breaks down exactly how to capitalize on it. From October urgency to Black Friday momentum, from December holiday traffic to New Year’s buying cycles, this episode reveals battle-tested promotional strategies that turn browsers into buyers during the most competitive season. You’ll hear Ken, Ian, Paul, and Jeff dissect what actually works in Q4 marketing, including time-sensitive offers, budget-year purchasing behavior, seasonal alignment, loyalty incentives, bundling, omnichannel messaging, and how to plan campaigns that stack on each other for maximum sales impact. If you want to finish the year strong and create momentum rolling into Q1, this is your tactical blueprint. ⏱ TIMESTAMPED TABLE OF CONTENTS 00:00 – Cold Open & Welcome Quick banter before the team jumps into the high-stakes topic of Q4 promotions. 00:04 – Why Q4 Is a Critical Season for Small Businesses Ian lays out why October–January has unique buying triggers and outsized revenue potential. 00:23 – The Purpose of the Episode This is not just about discounts — it’s about strategy for sustained momentum through the end of the year. 00:47 – Setting Up Year-End Promotions That Actually Work The team previews the pillars of successful Q4 campaigns. 00:59 – Why October Through December Is a Hotbed for Promotions Ken explains seasonal buying psychology and market forces. 01:12 – End-of-Year Budgets & “Use-It-or-Lose-It” Spending A critical insight: many businesses MUST spend money before the year ends. 01:32 – Examples of Vendor-Driven Promos How manufacturer incentives (like Pella Windows) can fuel your own promotions. 01:40–… Additional transcript continues (If you'd like a full expanded timestamp table, I can build one—just say the word!) 🎧 Perfect for You If… You want to increase Q4 revenue without discounting your brand into oblivionYou struggle to plan seasonal promotions that actually convertYou want a clear, actionable framework for October → New Year’sYou want to go into Q1 with momentum instead of the usual slowdown 🌐 Connect With Your Marketing Guides Ian Cantle — Outsourced Marketing & Dental Marketing Heroeshttps://outsourcedmarketing.cahttps://dentalmarketingheroes.comKen Tucker & Paul Barthel — Changescape Webhttps://changescapeweb.comJeff Stec — Tylerica Marketing Systemshttps://tylericasystems.com/

Episode 253 – Your Brand Is a Vibe: Small Business Marketing in the AI Era Forget features—today, it's all about the feeling. This week, discover why your brand’s true power isn’t just in what you say, but in the vibe you create—and how AI makes shaping that emotional connection faster, smarter, and more accessible than ever. If you want your small business to outshine competitors, build loyalty, and stand out in a noisy world, this is the episode you can’t afford to miss. 🎧 Why Listen? – The Benefits See why today’s most successful brands win hearts (and wallets) by selling a feeling, not just a product.Tap into the latest trends where aesthetics, emotions, and immediate “vibe” beat hard data and features.Learn how even the smallest business can create share-worthy, buzzworthy moments using AI as your creative co-pilot.Avoid the most common pitfalls—like losing your soul to over-automation or trending too hard. 📚 What You’ll Learn The roots, science, and evolution of vibe marketing—from ancient marketplaces to TikTok trendsHow brands (big and small) use emotional resonance to drive loyalty and growth, with real-world case studies (Duolingo, Cadbury, Hydrate Medical, and more)Why AI tools make it easier than ever for small businesses to create, test, and amplify a brand vibe without big-agency budgetsA playbook for pinpointing your "emotional anchor," expressing it consistently, and scaling it across every touchpoint (social media, website, real-world events, and more)How to use feedback, A/B testing, and analytics to measure what feelings actually drive engagement and sales—so you can refine and scale what works 🛠️ How To Put It Into Action Identify the core feeling you want your customers to associate with your brand (comfort, empowerment, excitement, etc.).Audit your brand’s visuals, tone, and experiences—do they align with your desired vibe?Use an AI tool to quickly create mood boards, test different ad styles, or draft new copy that fits your vibe.Experiment on social media: post variations, ask your audience for feedback, and watch for themes in comments and shares.Commit to consistency: once you find a “vibe” that resonates, run with it everywhere—then keep listening and evolving as culture shifts. 🌐 Need expert help to vibe higher? Connect with our Marketing Guides: Ian Cantle — Outsourced Marketing & Dental Marketing Heroes https://outsourcedmarketing.ca https://dentalmarketingheroes.comKen Tucker & Paul Barthel — Changescape Web https://changescapeweb.comJeff Stec — Tylerica Marketing Systems https://tylericasystems.comMore resources at: https://marketingguidesforsmallbusinesses.com Remember: In the AI era, your vibe isn’t just your “look”—it’s the emotional experience you deliver, and it’s what your audience will never forget. Listen to level up your brand’s vibe—and your bottom line!

Programmatic Advertising for Small Business: How to Target Smarter and Get Better Results (with Dan Kraus) Think advanced digital ads are just for big brands with big budgets? Think again. In this episode, the Marketing Guides for Small Business welcome programmatic advertising pro Dan Kraus, Managing Director at Shift Advertising, to bust the myths holding SMBs back from smarter, more precise, and more profitable digital ads. 🚀 Why Listen? (Benefits) Learn how to reach YOUR perfect customers—wherever they spend time online—with technology that was once only available to the biggest brands.See what your competitors don’t: local geotargeting, cross-device campaigns, and real-time data-driven results you can actually use (even on a shoestring budget).Walk away with clarity about digital ad options you didn’t know you had—and the confidence to finally stop wasting money on guesswork! 📚 What You’ll Learn What programmatic advertising really is (and how it’s different from Google, Facebook or “boosted” posts)Where your ads can run—desktop, mobile, streaming TV, even down to a single block in your neighborhoodBudget realities: how much you really need, and tips to compete with bigger advertisersHow tracking, reporting, and compliance are simpler (and smarter) than you thoughtWhen (and why) to use programmatic instead of—or alongside—Meta and Google AdsThe nuts and bolts: how fast you can launch, how to use geofencing, how small you can target, and what pitfalls to avoid 🛠️ How to Put It Into Action Evaluate your current digital ads—are you just “boosting posts” or relying on Social/Google? If so, compare your results with what’s possible using programmatic targeting.Start small: pick ONE local or event-based use case from the episode (e.g. neighborhood targeting, flash sales, specific customer segments) to test a programmatic campaign.Talk with your team: how precise do you actually need to be? What reporting or ROI would prove an ad channel is working for you?Reach out to a programmatic specialist (like Dan from Shift Advertising or one of our guides) for a no-pressure consultation—finally bringing clarity to your 2024 digital marketing! 🌐 Connect with Your Marketing Guides Ian Cantle – Dental Marketing Heroes https://dentalmarketingheroes.comKen Tucker and Paul Barthel – Changescape Web https://changescapeweb.comJeff Stec – Tylerica Marketing Systems https://tylericasystems.comDan Kraus – Shift Advertising https://www.shiftadvertising.io/ Don’t let your digital ads blend into the background. Listen now to learn how programmatic can put your brand in front of the right audience—every time, on any budget. Ready to take your advertising further? Hit play, subscribe, and connect with the guides for your next step!

Special Guest - Perry Belcher Unleashed: Beyond Funnels: Building AI-Driven Ecosystems That Adapt, Convert, and Scale Are your funnels stuck in the past—or ready to evolve alongside your smartest competitors? This week, the Marketing Guides for Small Business podcast goes next-level with digital marketing legend Perry Belcher. Whether you’re funnel-fatigued or curious about real-world AI marketing, this conversation will open your eyes to what’s possible—and profitable—in 2024 and beyond. 🚀 Why Listen? Discover how the world’s top marketers adapt to new buying behavior and AI disruption instead of just tweaking outdated funnels.Unlock moves you can implement NOW, from lead “laundering” to creating automated, newsletter-powered revenue streams.Get exclusive insights from Perry’s years at the cutting edge—Direct from the source! 📚 What You’ll Learn What’s killing traditional funnels—and why the AI-powered ecosystem is the new must-have asset for growing businessesStep-by-step: How small businesses can set up their own adaptive, AI-fueled marketing machines without getting overwhelmedThe secrets behind Perry’s Primal Offer, Lead Laundering, and 4-Box Business Model—built to maximize value at every customer touchpointReal talk: Mistakes to avoid when “bolting on” automation and AI the wrong wayThe new customer journey: How AI brings personalization, agility, and conversion lift to every interactionPractical tools, strategies, and smarter data handling in a privacy-first eraPerry’s forecast for the next five years—spoiler: it’s not about killing the funnel, but building something that can thrive in a changing world! 🛠️ How to Put It Into Action Map out just one process or piece of your customer journey that could benefit from more automation or integration—then test an AI tool this month!Review your current funnel: Where do prospects drop off? Now imagine if data and tech could answer their next question before they ask.Don’t do it alone: Take Perry’s challenge to start a newsletter or create a “mini-experience” in your marketing today.Keep learning: Visit Perry’s site or check out the Growth Hacking Summit for even deeper dives and step-by-step playbooks.Connect with our guides below for hands-on tips (and automation help) tailored to your business! 🌐 Connect With Your Marketing Guides Ian Cantle — Outsourced Marketing & Dental Marketing Heroes https://outsourcedmarketing.ca https://dentalmarketingheroes.comKen Tucker & Paul Barthel — Changescape Web https://changescapeweb.comJeff Stec — Tylerica Marketing Systems https://tylericasystems.com/The Marketing Guides For Small Business Podcast https://marketingguidesforsmallbusinesses.com

Want to attract better leads, higher prices, and loyal customers—without outspending the competition? This week, the Marketing Guides for Small Business break down why becoming the authority in your field is hands-down the most powerful marketing strategy for small and midsize businesses today. 🚀 Why Listen? Find out how expertise, not deep pockets, lets you stand out and win more loyal clients.Discover proven, practical ways to boost credibility and trust—even on a shoestring budget.Cut through the noise and learn what really works to become the go-to name in your niche. 📚 What You’ll Learn: The real definition of “authority” and why small businesses must own it nowKey psychological reasons why customers instinctively trust and remember experts over “vendors”Where to start (and how to affordably accelerate) your authority journey: content, PR, social proof, partnerships, and moreHow local events, testimonials, referrals, and even awards can change—and charge up—your businessWays to recognize early wins (like more referrals, less price pressure, and media requests)How to keep your expert status fresh and protected—even when copycats or trends threaten your leadWhy diversifying your channels isn’t just smart—it’s essential against changing algorithms and habits 🔧 How to Put It Into Action: Pick one tactic—add a credibility signal to your website, ask for a new testimonial, or pitch yourself as a podcast guestMake building authority a weekly habit: update proof-points, share expertise, or network locallyWatch for early results: higher lead quality, easier sales, or organic “inbound” attentionDon’t go it alone—share your success and tap into our Guides below for expert support 🌐 Connect With Your Marketing Guides Ian Cantle — Outsourced Marketing & Dental Marketing Heroes https://outsourcedmarketing.ca https://dentalmarketingheroes.comKen Tucker & Paul Barthel — Changescape Web https://changescapeweb.comJeff Stec — Tylerica Marketing Systems https://tylericasystems.com/

Is your website ready for the next era of Google? Search is evolving, and the new Google Web Guide—powered by Gemini AI—is rewriting the rules for getting found online. In this episode, the Marketing Guides for Small Business Podcast panelists explain what Google Web Guide is, why Google is taking a more semantic, concept-driven approach, and what it means for your SEO strategy. You’ll learn why connections, topical authority, and AI-friendly content clusters now matter as much as keywords and links. Tune in for: A plain-English breakdown of how Google Web Guide and Gemini AI reorganize the search experience to prioritize meaning and relevancePractical examples of how content will be grouped, ranked, and presented—from comprehensive guides to real world business casesCritical SEO shifts—what’s changing, what stays the same, and how to optimize your content for both people and AIA deep dive into Answer Engine Optimization (AEO) vs. Generative Engine Optimization (GEO)—and how both will shape your strategyExpert insights on whether this is a threat or opportunity for small businesses, and what you must do now to get ahead Resource Mentioned: Search Engine Journal – Google Web Guide: Reshaping the SERP and What It Means for Your SEO Strategy Don’t get left behind. Join our guides and start building SEO that works for tomorrow’s search, not just today’s! 🌐 Connect with Your Marketing Guides Ian Cantle – Outsourced Marketing & Dental Marketing Heroes https://outsourcedmarketing.ca https://dentalmarketingheroes.comKen Tucker & Paul Barthel – Changescape Web https://changescapeweb.comJeff Stec – Tylerica Marketing Systems https://tylerica.com

The Top Excuses That Kill Your Marketing (and What to Do Instead) What’s REALLY stopping you from marketing your business—and what’s it costing you? Every business owner has heard (or made!) the excuses: “I don’t have time.” “It’s too expensive.” “It didn’t work for me.” But the truth is, those excuses don’t just stall your growth—they hand your future customers to the competition. Before you hit play, ask yourself: Am I telling myself “I just don’t have time to market”—and what am I truly risking by putting it off?Does my budget excuse hold up, or am I confusing investment with expense?Have I written off “marketing” just because one tactic failed—without having a real plan or strategy? In this no-nonsense episode, the Marketing Guides break down: Why the “I don’t have time” mindset is the fastest path to an empty pipeline—and how to make marketing a permanent, practical part of your routine.The truth about marketing “costs”—and how top-performing small businesses transform spending into an investment that pays for itself, again and again.What’s really happening when you say, “I tried marketing and it didn’t work”—and how to diagnose, fix, and finally get results.Why relying on word-of-mouth alone is dangerous, even if it’s worked before (and what must be part of your growth plan in today’s market).How doing “random acts of marketing” without a system or plan wastes time, burns cash, and sets you up to be beaten by more strategic competitors—and what to do instead. You’ll learn: Data-backed stats on how (and why) time, budget, and planning impact growthExpert tips for breaking marketing paralysis, structuring your first steps, and investing smarter (not harder)Confidence-boosting ways to move past fear, get out of your own way, and finally build momentum Meet your Marketing Guides: Ian Cantle – Outsourced Marketing Inc.Ken Tucker – Changescape WebPaul Barthel – Changescape WebJeff Stec – Tylerica Marketing Systems Each week, your Guides deliver powerful, honest marketing insight—no jargon, just actionable advice that grows your business. Ready to silence the excuses and put your business back on the growth track? Hit subscribe, leave a review, and share this episode with anyone ready to quit procrastinating and start getting results—or reach out to our Marketing Guides at their websites above for custom advice and resources. It’s time to stop making excuses and start making progress. Listen now and let’s grow, together!

The 12 Hottest Marketing Trends You Can’t Ignore in 2025 (And How to Leverage Them) Are you ready for the future of marketing—or will you get left behind? The world of marketing is changing at a breakneck pace, and 2025 is set to redefine how small businesses connect, convert, and grow. Before you dive in, ask yourself: Am I leveraging AI, personalization, and answer engine optimization—or am I still marketing like it’s 2015?Are my customers already shifting their attention to new places and platforms (like short-form video, social commerce, or voice search) without me?Which trends are all hype, and which ones are actually making small businesses money right now? In this must-listen episode, our Marketing Guides break down the 12 most impactful trends for 2025—including: The game-changing power of generative AI and agentic marketingHyper-personalization: delivering the right message, in the right place, at the right timeAnswer engine optimization and the rise of platforms like ChatGPT, Gemini, and voice assistantsShort-form video dominance—and why YouTube Shorts, Instagram Reels, and TikTok aren’t optional anymoreMicro and nano influencers, AR/VR for immersive experiences, social commerce, AI-driven paid media, and more! You’ll hear: Real stats and stories proving what works (and what to avoid)Where to focus if you have a small budget but big ambitionsBest practices for staying ahead—even when the digital landscape feels overwhelming Meet Your Marketing Guides: Ken Tucker — Changescape WebPaul Barthel — Changescape WebJeff Stec — Tylerica Marketing SystemsIan Cantle — Outsourced Marketing Inc. Every week, your Marketing Guides deliver field-tested insights to help small businesses thrive—no jargon, just practical advice that gets results. Ready to future-proof your marketing and crush it in 2025? Subscribe, leave a review, and share this episode with your business network. Then visit our Guides’ websites for more resources, personalized strategy sessions, and actionable marketing toolkits. Don’t stand still—grab these trends and get growing. Listen now!

THINK LIKE A MARKETER, HIRE LIKE A PRO Are you treating hiring as strategically as you market your services or products? More importantly—is your business attracting the right talent, or repelling them before they even apply? Before you hit play, ask yourself: Would your dream employee be excited to work for your company based on what’s visible on your website, Google listing, and social media today?Are you making the critical mistake of only “marketing” your business to customers—while great candidates just breeze by?How could applying your customer marketing playbook to hiring result in better people, less stress, and faster growth this year? In this episode, we reveal how to think like a marketer and hire like a pro: Why your employer brand matters as much as your customer brand, and how to align both for authenticity that attracts—not just applicants, but the right people.Proven ways to “out-story” your competition and use reviews, social proof, and candid team content to build trust and culture.The marketing funnel approach to hiring: from nurturing a talent pipeline and optimizing job pages for SEO, to automating touchpoints with CRM and email lists—so you’re never scrambling when that critical position opens up.Real stories from the front lines (including a few hiring misadventures) that highlight what works, what doesn’t, and how marketing tactics can build a sustainable, scalable hiring process. Meet Your Marketing Guides: Ian Cantle – Dental Marketing HeroesKen Tucker – Changescape WebPaul Barthel – Changescape WebJeff Stec – Tylerica Marketing Systems Each week, your Marketing Guides bring you hard-earned wisdom and practical tools you can use right now to outsmart your competition—whether you’re building a customer base or a team. Ready to build a brand that attracts top talent—not just more customers? 🎧 Listen now, subscribe, leave us a review, and share this episode with your fellow business leaders. Visit our Guides’ websites for more exclusive tips, resources, and a custom marketing/pipeline assessment. Don’t just fill seats—build a company people want to join. Hit play and let’s make hiring your new secret weapon!

LOCAL SEO – A DEEPER DIVE Are you truly leveraging the power of local SEO, or just scratching the surface? This episode takes you beyond the basics—unpacking the strategies, hidden features, and common pitfalls that determine whether your business shows up (or stays invisible) in your local market. Whether you’re a service-area business, brick-and-mortar retailer, or local professional, the rules are changing and the competition is only getting sharper. Before you listen, ask yourself: Do I really know how Google decides which businesses appear at the top of local results—and what’s holding mine back?Am I making critical mistakes with my Google Business Profile, or missing out on simple tactics that drive more calls and visits?With AI and changing search habits, am I prepared for the next wave of local SEO, or am I about to be left behind? In this episode, you’ll learn: The truth behind “near me” searches versus geo-targeted queries—and why your content needs to serve both.Why Google Business Profile (GBP) is more than just a listing—and how to optimize every corner of it (categories, Q&As, reviews, and ongoing engagement).How proximity, relevance, and prominence drive results—and practical steps to improve all three for your business.The critical role of reviews, reputation, and ongoing profile management—plus what to do when you get hit by fake reviews or platform glitches.What’s new with local search in the age of AI and Large Language Models (LLMs)—and why SEO fundamentals aren’t dead (yet).Agency-level tips for grid reporting, heat maps, multiple branches, and troubleshooting why you’re not ranking. Meet your Marketing Guides: • Ian Cantle – Dental Marketing Heroes • Ken Tucker – Changescape Web • Paul Barthel – Changescape Web • Jeff Stec – Tylerica Marketing Systems Together, they bring decades of hands-on local SEO and digital marketing expertise, helping small and midsize businesses outsmart competitors and get found where it matters most. Ready to stop guessing and start winning at local SEO? Smash that subscribe button, share the show with your colleagues and local business friends, and connect with our Guides at their websites above for more resources, free tips, and a custom SEO review! LISTEN NOW to unlock the strategies that drive local leads and revenue in 2025/26—and keep your business a step ahead.

🎙️ Episode 240 – The Top Reasons Your Marketing Isn’t Working—and What to Do About It Is your marketing falling flat? 🚫📉 You’re not alone—and there are real reasons behind it. In this no-fluff episode, the Marketing Guides break down the most common (and costly) marketing mistakes small businesses make—and what you can do right now to fix them. Whether you’re doing it yourself, managing vendors, or working with an agency, this episode is packed with insights you can’t afford to ignore. You’ll learn: ❌ Why “doing more” isn’t always the solution🎯 How lack of strategy kills results📉 The hidden cost of poor messaging and weak calls-to-action🔍 Why visibility without conversion is just noise💡 Simple shifts to boost your ROI fast🧠 Real examples of what does work for small businesses Plus: 🚫 The myth of overnight success—and how to create momentum that lasts⚙️ How to align your marketing with your customer’s journey This is the marketing reality check every small business owner needs. If you’re tired of wasting time and money, this episode will help you get clarity, control, and results. 👉 Listen now and get your marketing working smarter—not just harder. 📎 Visit our websites: Jeff Stec | Tylerica Systems Marketing → https://tylericasystems.comPaul Barthel & Ken Tucker | Changescape Web → https://changescapeweb.comIan Cantle | Outsourced Marketing → https://outsourcedmarketing.ca 🔖 #MarketingFails #MarketingStrategy #SmallBusinessGrowth #FixYourMarketing #ROI #DigitalMarketingTips #MarketingGuidesPodcast

🎙️ Episode 239: 2025 Video Trends — What Small Businesses Must Do to Stay Relevant Video is no longer optional—it’s essential! In this forward-looking episode of Marketing Guides for Small Business, our expert panel explores the emerging video marketing trends for 2025 and what small businesses must do to stay ahead of the curve. From the rise of short-form content to AI-generated video and new distribution strategies, we break down what’s changing—and how to leverage these shifts to grow your brand and connect with customers. 💡 You’ll discover: Why authenticity will win over perfection in 2025How AI tools are reshaping video production and personalizationThe growing dominance of short-form and vertical videoWhy silent video (with captions) matters more than everWhere to post your videos to get the most impactTools and tips to streamline your video content creation Whether you’re new to video or ready to level up your strategy, this episode delivers the clarity and confidence you need to create compelling video content that works. 🎯 Don't Just Listen, Act On It: Connect with our expert Marketing Guides and take your video marketing to the next level: Jeff Stec – Strategic marketing systems expert🔗 https://tylericasystems.com/Ken Tucker & Paul Barthel – SEO, local marketing & analytics experts🔗 https://changescapeweb.comIan Cantle – Fractional CMO & video-first content strategist🔗 https://outsourcedmarketing.ca 📣 Like what you hear? Subscribe, leave a review, and share this episode with anyone looking to modernize their marketing in 2025 and beyond! #MarketingPodcast #VideoMarketing #2025MarketingTrends #SmallBusinessMarketing #VideoContentStrategy #ShortFormVideo #AIinMarketing #DigitalMarketing #ContentMarketing #MarketingGuidesPodcast #VideoForBusiness #VideoTrends2025