Because I work almost exclusively with small businesses in my local region of Montgomery and Bucks Counties, I meet a lot of people through networking. In networking, professionals commonly trade advice in our respective areas of expertise. It’s one of the things I really love about getting to know other business owners in my community. Naturally, the advice I get asked for the most is usually related to improving social media performance. Unfortunately, the absolute best advice I can give...

Marketing is always changing and innovating. With that change, there also comes a sense of urgency to go all in on the latest trend. In fact, if you didn’t pour your entire marketing budget into the newest trend three weeks before it existed, you might as well close your doors. Considering the dozens of marketing trends over the last 20 or so years, you know that sentence is barely an exaggeration. The pressure to shift your attention to the latest technology, platform, or tactic is strong....

There are many reasons that small business owners might be hyper vigilant over their marketing budget. Unlike a utility bill that can be reconciled to the exact amount of energy used, marketing costs can’t always be directly linked to user actions that lead to a sale. With today’s digital tools, however, the link between marketing strategy and sales can be easier to verify. It will never be a perfect science, but we can track lead behavior and look for trends that correlate to various...