{ "version": "https://jsonfeed.org/version/1", "user_comment": "This feed allows you to read the posts from this site in any feed reader that supports the JSON Feed format. To add this feed to your reader, copy the following URL -- https://businessinaction.com/category/marketing/feed/json/ -- and add it your reader.", "home_page_url": "https://businessinaction.com/category/marketing/", "feed_url": "https://businessinaction.com/category/marketing/feed/json/", "title": "Business In Action", "items": [ { "id": "https://businessinaction.com/marketing/community-and-capital/", "url": "https://businessinaction.com/marketing/community-and-capital/", "title": "Community and Capital", "content_html": "

In the twenty-first century, the way businesses raise capital has evolved dramatically. Traditional methods such as pitch meetings, formal introductions, and financial projections are still important, but they no longer operate alone.

\n

Enter: online communities, potential gold mines that allow business leaders to cultivate trust, demonstrate traction, and attract investors faster than ever before. When used strategically, such platforms can spotlight progress that encourages supporters and investors alike to participate in your company\u2019s growth.

\n
\"\"
\n

\n

Sowing a social media presence

\n

Investors often say they \u201cbet on the jockey, not the horse,\u201d meaning they look closely at the founder just as much as the business model. One of the most significant advantages of social media for business leaders is its ability to amplify personal branding. This tool allows leaders to not only show their expertise and communicate their vision but also build their credibility with the public.

\n

For instance, there are countless examples of home experts who have built large followings by breaking down complex issues into easily digestible content. When you do something similar online, you can position yourself as knowledgeable and trustworthy, making investors more comfortable about a potential partnership because they can clearly see how you think and lead.

\n

Beyond personal branding, social platforms serve as a showcase of traction by providing a live pulse on engagement, customer interest, and community sentiment. When business leaders share milestones like new partnerships and product launches, or even just positive reviews, they provide vital social proof that their business is gaining momentum. For investors who want early indicators of a product-market fit, these real-time signals can be far more compelling than a static PowerPoint slide, demonstrating that people enthusiastically care about what the business is doing.

\n
\"\"
\n

\n

Fostering your virtual village

\n

Community building is another crucial element of securing funding through digital platforms since a strong and engaged community bolsters investor confidence. Whether it\u2019s a LinkedIn following, a Facebook group, a Discord server, or even a subreddit dedicated to the product category, having a group of people who regularly engage with a company\u2019s content and use its products shows that the business has a reliable base of early adopters. A well-known example of such a success is the clothing brand Bombas, which gained a massive following by utilizing and promoting its buy one-give one model of business. Even better, these communities regularly share testimonials, serving as unofficial ambassadors for a brand\u2014all without being prompted.

\n

Just as important, they are often the earliest supporters of fundraising campaigns, especially on crowdfunding platforms like Kickstarter and Wefunder. Such passionate enthusiasm for, and belief in, a business can drive momentum that attracts institutional investors by signaling that demand exists for what the supported company offers.

\n

Because of this, prioritizing engagement within these communities is a must. When you are visible, approachable, and responsive as the lynchpin of the company, you can cultivate trust not only with customers but also with potential investors observing from the sidelines. Host live Q&A sessions, share behind-the-scenes updates, and even consider asking community members for insights into product decisions\u2014whatever keeps the discussion flowing. Such efforts can foster a sense of ownership among followers, compelling them even more to become vocal advocates of your business. In turn, these voices often catch investors\u2019 attention by validating the company\u2019s growth potential.

\n

To that end, many entrepreneurs also announce their fundraising efforts on social media and highlight their progress along the journey. These enthusiastic updates, such as \u201cWe\u2019ve secured 40% of our seed round money!\u201d, create excitement and urgency. And the sense of momentum in the online community often accelerates the fundraising process through sheer enthusiasm and, frankly, a bit of FOMO on an investor\u2019s part.

\n
\"\"
\n

\n

Going straight to the source

\n

Another way you can strategically use social media to secure funding may already be familiar to you: relationship building. Platforms like LinkedIn and X make it exceptionally easy for business owners to connect with investors long before they ever ask for money. By leaving thoughtful comments, sharing your insights, or reacting to industry news on their posts, you can organically enter investors\u2019 spheres of awareness and foster familiarity, potentially leading to more productive conversations and higher chances of investment.

\n

Content creation is also a powerful avenue for demonstrating not only your leadership and firm grasp of your market landscape but also your long-term vision to potential investors, who often are on the lookout for founders with such abilities. Utilizing a tool such as long-form content (blog posts, newsletters, YouTube videos, podcasts, and the like) allows you to articulate your strategic thinking while reinforcing your credibility and commitment.

\n

Through social media and community platforms, today\u2019s business leaders have unprecedented tools at their disposal, including the ability to create an online ecosystem that attracts and accelerates investor interest. At a time when transparency and authenticity matter more than ever, embracing these platforms strategically can uniquely position your businesses to grow and thrive.

\n
\n

TAKE ACTION:
\nBrainstorm the best ways you can engage with your company\u2019s online community to increase your organization\u2019s revenue.

\n

The post Community and Capital appeared first on Business In Action.

\n", "content_text": "In the twenty-first century, the way businesses raise capital has evolved dramatically. Traditional methods such as pitch meetings, formal introductions, and financial projections are still important, but they no longer operate alone.\nEnter: online communities, potential gold mines that allow business leaders to cultivate trust, demonstrate traction, and attract investors faster than ever before. When used strategically, such platforms can spotlight progress that encourages supporters and investors alike to participate in your company\u2019s growth.\n\n\nSowing a social media presence\nInvestors often say they \u201cbet on the jockey, not the horse,\u201d meaning they look closely at the founder just as much as the business model. One of the most significant advantages of social media for business leaders is its ability to amplify personal branding. This tool allows leaders to not only show their expertise and communicate their vision but also build their credibility with the public.\nFor instance, there are countless examples of home experts who have built large followings by breaking down complex issues into easily digestible content. When you do something similar online, you can position yourself as knowledgeable and trustworthy, making investors more comfortable about a potential partnership because they can clearly see how you think and lead.\nBeyond personal branding, social platforms serve as a showcase of traction by providing a live pulse on engagement, customer interest, and community sentiment. When business leaders share milestones like new partnerships and product launches, or even just positive reviews, they provide vital social proof that their business is gaining momentum. For investors who want early indicators of a product-market fit, these real-time signals can be far more compelling than a static PowerPoint slide, demonstrating that people enthusiastically care about what the business is doing.\n\n\nFostering your virtual village\nCommunity building is another crucial element of securing funding through digital platforms since a strong and engaged community bolsters investor confidence. Whether it\u2019s a LinkedIn following, a Facebook group, a Discord server, or even a subreddit dedicated to the product category, having a group of people who regularly engage with a company\u2019s content and use its products shows that the business has a reliable base of early adopters. A well-known example of such a success is the clothing brand Bombas, which gained a massive following by utilizing and promoting its buy one-give one model of business. Even better, these communities regularly share testimonials, serving as unofficial ambassadors for a brand\u2014all without being prompted.\nJust as important, they are often the earliest supporters of fundraising campaigns, especially on crowdfunding platforms like Kickstarter and Wefunder. Such passionate enthusiasm for, and belief in, a business can drive momentum that attracts institutional investors by signaling that demand exists for what the supported company offers.\nBecause of this, prioritizing engagement within these communities is a must. When you are visible, approachable, and responsive as the lynchpin of the company, you can cultivate trust not only with customers but also with potential investors observing from the sidelines. Host live Q&A sessions, share behind-the-scenes updates, and even consider asking community members for insights into product decisions\u2014whatever keeps the discussion flowing. Such efforts can foster a sense of ownership among followers, compelling them even more to become vocal advocates of your business. In turn, these voices often catch investors\u2019 attention by validating the company\u2019s growth potential.\nTo that end, many entrepreneurs also announce their fundraising efforts on social media and highlight their progress along the journey. These enthusiastic updates, such as \u201cWe\u2019ve secured 40% of our seed round money!\u201d, create excitement and urgency. And the sense of momentum in the online community often accelerates the fundraising process through sheer enthusiasm and, frankly, a bit of FOMO on an investor\u2019s part.\n\n\nGoing straight to the source\nAnother way you can strategically use social media to secure funding may already be familiar to you: relationship building. Platforms like LinkedIn and X make it exceptionally easy for business owners to connect with investors long before they ever ask for money. By leaving thoughtful comments, sharing your insights, or reacting to industry news on their posts, you can organically enter investors\u2019 spheres of awareness and foster familiarity, potentially leading to more productive conversations and higher chances of investment.\nContent creation is also a powerful avenue for demonstrating not only your leadership and firm grasp of your market landscape but also your long-term vision to potential investors, who often are on the lookout for founders with such abilities. Utilizing a tool such as long-form content (blog posts, newsletters, YouTube videos, podcasts, and the like) allows you to articulate your strategic thinking while reinforcing your credibility and commitment.\nThrough social media and community platforms, today\u2019s business leaders have unprecedented tools at their disposal, including the ability to create an online ecosystem that attracts and accelerates investor interest. At a time when transparency and authenticity matter more than ever, embracing these platforms strategically can uniquely position your businesses to grow and thrive.\n\nTAKE ACTION:\nBrainstorm the best ways you can engage with your company\u2019s online community to increase your organization\u2019s revenue.\nThe post Community and Capital appeared first on Business In Action.", "date_published": "2026-08-14T08:00:39+00:00", "date_modified": "2026-07-21T22:17:17+00:00", "author": { "name": "jshaw", "url": "https://businessinaction.com/author/jshaw/", "avatar": "https://secure.gravatar.com/avatar/82c9132115b5cb74c8d4fb20cf990f4e3fb8822fa552fdc3e362ead755a6b041?s=512&d=mm&r=g" }, "image": "https://businessinaction.com/wp-content/uploads/sites/6/2026/07/community-featured.jpg", "tags": [ "Business", "Capital", "Investors", "Social Media", "Social Media Strategy", "Marketing" ], "summary": "Discover how you can leverage social media engagement and loyalty to increase your chances of securing funding." }, { "id": "https://businessinaction.com/marketing/the-power-of-microtrust-marketing/", "url": "https://businessinaction.com/marketing/the-power-of-microtrust-marketing/", "title": "The Power of Microtrust Marketing", "content_html": "

The modern consumer is overwhelmed by a sea of advertising, from promotional social media posts to pre-roll commercials featuring Hollywood and social media elite.

\n

While landing such high-profile endorsements might seem like a recipe for success, bombarding consumers with this lofty imagery has led to an unexpected contrary effect: a crisis of trust. Why should your target audience have faith in recommendations from far-off individuals who don\u2019t use your product organically or engage with your customer service directly?

\n

In the face of many audiences\u2019 growing distrust of business marketing, don\u2019t swell your marketing budget to buy the next big endorsement. Rather, adjust your techniques and return them to a more human scale, where greater dependability can sway more consumers.

\n

Welcome to the age of microtrust, which is effectively handing power back to small businesses over corporate giants. This new landscape prioritizes authenticity, relatability, and personal recommendations in marketing. If you own or lead a small business, delve into some of these key approaches to fostering microtrust.

\n
\"\"
\n

\n

The faith crisis

\n

Until recently, celebrity endorsements were the gold standard of marketing. The theory was simple: If a famous person uses it, then it must be valuable. But modern consumers are acutely aware that these rubber stamps are often transactional and not genuine backings. And hard data reflects this skepticism. While brands continue to invest billions in macro-campaigns, consumer trust in traditional advertising is plummeting. The perceived distance between a global celebrity and the everyday purchaser creates a trust gap that even expensive campaigns simply cannot bridge. This may be positive news for you; after all, forking over funds for prominent endorsements may be financially unfeasible.

\n

Luckily, consumers place more trust in messaging that is far less expensive for you to generate. Local praise and referrals from loved ones may surpass other forms of advertising. So to achieve your marketing goals, the smartest play may be leveraging the trust inherent in being the opposite of a celebrity or mega influencer: a local and relatable voice. Doing so can grant you the kind of authenticity that large corporate competitors can\u2019t touch.

\n
\"\"
\n

\n

Neighborhood impact

\n

The most compelling proof that influence is about resonance, not reach, is the dramatic rise of the microinfluencer: creators with audiences typically ranging from 1,000 to 100,000 followers.

\n

While they lack the audience size of an A-lister, they command something far more valuable in the form of intimacy and niche know-how. Their followers view them not as distant icons but as peers, neighbors, and trusted experts. This personal connection results in startlingly high-performance metrics. According to Sales Hub, microinfluencers often achieve engagement rates of 3\u20138 percent or higher than their celebrity macroinfluencer counterparts. This enhanced engagement can directly translate to higher conversion rates for the businesses they promote.

\n

For your small business, partnering with such creators to build a more intimate marketing strategy can offer two critical advantages:

\n
    \n
  1. Higher ROI
    \nMicroinfluencer partnerships are affordable. You can partner with a dozen smaller creators for the price of a single post from a celebrity, allowing you to diversify your message and reach multiple niche communities. The efficiency is undeniable: some reports show that campaigns featuring nano- and microinfluencers deliver an ROI of up to twenty times higher than those sponsored by larger ones.
    2. \n
  2. Hypertargeting
    \nGlobal influencers may have tremendous reach, but a local coffee shop doesn\u2019t need followers in another country; it needs customers within a three-mile radius. Partnering with a local food blogger or a fitness coach who films their morning routine at a neighborhood studio ensures that your marketing budget only reaches relevant customers. Consider how you can apply this potential to suit your specific industry segment.
    3. \n
\n
\"\"
\n

\n

The unbeatable power of the peer

\n

Beyond the digital landscape, peer recommendations (or, simply, word of mouth) remain a foundational pillar of microtrust. This is the single most successful marketing tool for small businesses, and no celebrity campaign can touch its efficacy. Consider the following:

\n\n

Upward of 80\u201385 percent of US small businesses reportedly cite referrals as their most successful marketing tool. This is the organic bedrock of the age of microtrust. Happy customers become authentic advocates, turning their personal experience into credible social proof.

\n

As a small-business owner, your strategy should be built on cultivating these authentic connections. This new age of microtrust is a reminder that the most compelling influence is always found on a human scale, right in your own neighborhood.

\n
\n

TAKE ACTION:
\nResearch at least three local creators who you could contact to arrange a partnership opportunity and at least three avenues for requesting consumer referrals.

\n

The post The Power of Microtrust Marketing appeared first on Business In Action.

\n", "content_text": "The modern consumer is overwhelmed by a sea of advertising, from promotional social media posts to pre-roll commercials featuring Hollywood and social media elite.\nWhile landing such high-profile endorsements might seem like a recipe for success, bombarding consumers with this lofty imagery has led to an unexpected contrary effect: a crisis of trust. Why should your target audience have faith in recommendations from far-off individuals who don\u2019t use your product organically or engage with your customer service directly?\nIn the face of many audiences\u2019 growing distrust of business marketing, don\u2019t swell your marketing budget to buy the next big endorsement. Rather, adjust your techniques and return them to a more human scale, where greater dependability can sway more consumers.\nWelcome to the age of microtrust, which is effectively handing power back to small businesses over corporate giants. This new landscape prioritizes authenticity, relatability, and personal recommendations in marketing. If you own or lead a small business, delve into some of these key approaches to fostering microtrust.\n\n\nThe faith crisis\nUntil recently, celebrity endorsements were the gold standard of marketing. The theory was simple: If a famous person uses it, then it must be valuable. But modern consumers are acutely aware that these rubber stamps are often transactional and not genuine backings. And hard data reflects this skepticism. While brands continue to invest billions in macro-campaigns, consumer trust in traditional advertising is plummeting. The perceived distance between a global celebrity and the everyday purchaser creates a trust gap that even expensive campaigns simply cannot bridge. This may be positive news for you; after all, forking over funds for prominent endorsements may be financially unfeasible.\nLuckily, consumers place more trust in messaging that is far less expensive for you to generate. Local praise and referrals from loved ones may surpass other forms of advertising. So to achieve your marketing goals, the smartest play may be leveraging the trust inherent in being the opposite of a celebrity or mega influencer: a local and relatable voice. Doing so can grant you the kind of authenticity that large corporate competitors can\u2019t touch.\n\n\nNeighborhood impact\nThe most compelling proof that influence is about resonance, not reach, is the dramatic rise of the microinfluencer: creators with audiences typically ranging from 1,000 to 100,000 followers.\nWhile they lack the audience size of an A-lister, they command something far more valuable in the form of intimacy and niche know-how. Their followers view them not as distant icons but as peers, neighbors, and trusted experts. This personal connection results in startlingly high-performance metrics. According to Sales Hub, microinfluencers often achieve engagement rates of 3\u20138 percent or higher than their celebrity macroinfluencer counterparts. This enhanced engagement can directly translate to higher conversion rates for the businesses they promote.\nFor your small business, partnering with such creators to build a more intimate marketing strategy can offer two critical advantages:\n\nHigher ROI\nMicroinfluencer partnerships are affordable. You can partner with a dozen smaller creators for the price of a single post from a celebrity, allowing you to diversify your message and reach multiple niche communities. The efficiency is undeniable: some reports show that campaigns featuring nano- and microinfluencers deliver an ROI of up to twenty times higher than those sponsored by larger ones.\nHypertargeting\nGlobal influencers may have tremendous reach, but a local coffee shop doesn\u2019t need followers in another country; it needs customers within a three-mile radius. Partnering with a local food blogger or a fitness coach who films their morning routine at a neighborhood studio ensures that your marketing budget only reaches relevant customers. Consider how you can apply this potential to suit your specific industry segment.\n\n\n\nThe unbeatable power of the peer\nBeyond the digital landscape, peer recommendations (or, simply, word of mouth) remain a foundational pillar of microtrust. This is the single most successful marketing tool for small businesses, and no celebrity campaign can touch its efficacy. Consider the following:\n\nConversion: Consumers are four times more likely to buy when referred by a friend.\nSales impact: Word-of-mouth impressions drive at least five times more sales than paid advertising impressions.\nLifetime value: Referred customers don\u2019t just buy once; they are more likely to stick around and generate a higher lifetime value for your business.\n\nUpward of 80\u201385 percent of US small businesses reportedly cite referrals as their most successful marketing tool. This is the organic bedrock of the age of microtrust. Happy customers become authentic advocates, turning their personal experience into credible social proof.\nAs a small-business owner, your strategy should be built on cultivating these authentic connections. This new age of microtrust is a reminder that the most compelling influence is always found on a human scale, right in your own neighborhood.\n\nTAKE ACTION:\nResearch at least three local creators who you could contact to arrange a partnership opportunity and at least three avenues for requesting consumer referrals.\nThe post The Power of Microtrust Marketing appeared first on Business In Action.", "date_published": "2026-08-12T08:00:09+00:00", "date_modified": "2026-07-21T22:13:40+00:00", "author": { "name": "jshaw", "url": "https://businessinaction.com/author/jshaw/", "avatar": "https://secure.gravatar.com/avatar/82c9132115b5cb74c8d4fb20cf990f4e3fb8822fa552fdc3e362ead755a6b041?s=512&d=mm&r=g" }, "image": "https://businessinaction.com/wp-content/uploads/sites/6/2026/07/microtrust-featured.jpg", "tags": [ "Marketing", "ROI", "Social Media", "Target Audience" ], "summary": "Sharpen your organization\u2019s marketing tactics with this more intimate approach." }, { "id": "https://businessinaction.com/marketing/how-to-harvest-more-referrals/", "url": "https://businessinaction.com/marketing/how-to-harvest-more-referrals/", "title": "How to Harvest More Referrals", "content_html": "

With a new season ahead and fresh referral opportunities ripe for the taking, heed these insights from Peter Fournier, founder and owner of All Things Insurance Group, who explores how to make more of these lucrative contacts fall into place.

\n
\"\"
\n

\n

\u201cI had to lower my company\u2019s cost per acquisition, and the main way to do that was by prioritizing referrals.\u201d

\n

Fournier acknowledges a foundational fact of running a business: investing in earning more referrals is generally far less expensive than marketing to cold leads and trying to generate more business out of the blue. In fact, if you establish a smooth referral process, these contacts can become practically organic. This means that, with little ongoing effort on your part, new and highly relevant leads can continue to find their way to you.

\n

\u201cStatistically, referrals will close 50 percent higher than cold leads based on your business\u2019s closing ratio.\u201d

\n

Fournier\u2019s fact underscores the importance of prioritizing referrals over virtually any other lead source. Although your marketing and sales strategies should include cold and warm outreach, honing in on how you can maximize your referrals can tip some serious numbers in your favor. Whether your organization\u2019s goal is to boost sales rates in a specific area, achieve certain revenue goals by the end of the year, or improve customer retention in an attempt to rein in your customer acquisition costs, focusing on your referral rates could be your most straightforward route to success this season.

\n
\"\"
\n

 

\n

\u201cStaying in front of clients is one of the best ways to harvest referrals from them.\u201d

\n

For a client to refer your business to their loved ones, they have to remember you exist. While it\u2019s an excellent idea to ask recently onboarded customers, or those who just made a repeat purchase, to share your name with their circle, don\u2019t just request referrals on day one. Instead, your process should establish regular, consistent contact.

\n

Consider Fournier\u2019s strategy: reaching out to his entire client list every six months or so. This can include happy birthday text messages, holiday mailers, and follow-up emails (e.g., \u201cWe miss you! Let\u2019s work together soon.\u201d) Scheduling both promotional and personal touchpoints, and automating them where possible, can help prevent your loyal clientele from forgetting about you.

\n

Additionally, maintaining an active presence and loyal following on your socials, which you should saturate with educational, entertaining, and endearing content, helps keep you top of mind with your client list. So if a client has a loved one or business contact who needs your products or services, they\u2019ll instantly think to pass on your name.

\n
\"\"
\n

 

\n

\u201cRequesting referrals is sometimes simpler than making a big ask.\u201d

\n

In other words, there are more ways to ask for a referral than outright stating, \u201cPlease tell your friends about us!\u201d While this is a helpful tactic, there are subtler, more incisive approaches you could take to make the request.

\n

Take the tactic Fournier uses within his own insurance company. When his team signs a new client, it requests that they list at least three beneficiaries for their policy. It tells the policyholder that a rep will be reaching out to each of those beneficiaries, explaining what it will share with each of these individuals, and then asking the client to text each beneficiary immediately to let them know that someone will be in touch.

\n

Afterward, his team reaches out to the client\u2019s contacts to start conversations. These are not overt sales calls but, rather, valuable discussions, notifying the client that they were listed as a beneficiary and by whom. But the discussions don\u2019t end there. Fournier\u2019s team then asks the client about their own insurance coverage: \u201cBy the way, do you have a similar plan in place?\u201d If not, then this transitions to a straightforward pitch. If they do have a policy, the caller then asks if they can help review the individual\u2019s existing plan for opportunities to maximize their coverage or save them money. Fournier recalls that he has never had anyone say no to this request.

\n

Through this innovative approach, each conversation with a new client organically evolves into multiple value-rich discussions with the enrollee\u2019s loved ones. These touchpoints can lead to an immediate sale or, at least, brand awareness that Fournier and his team can continue nurturing. It\u2019s a tactic that\u2019s applicable across industries, and you could very well develop such a tool to add to your team\u2019s arsenal for the months ahead.

\n
\n

TAKE ACTION:
\nConsider how you can optimize the referral tactics in your organization, tracking their efficacy with detailed metrics.

\n

The post How to Harvest More Referrals appeared first on Business In Action.

\n", "content_text": "With a new season ahead and fresh referral opportunities ripe for the taking, heed these insights from Peter Fournier, founder and owner of All Things Insurance Group, who explores how to make more of these lucrative contacts fall into place.\n\n\n\u201cI had to lower my company\u2019s cost per acquisition, and the main way to do that was by prioritizing referrals.\u201d\nFournier acknowledges a foundational fact of running a business: investing in earning more referrals is generally far less expensive than marketing to cold leads and trying to generate more business out of the blue. In fact, if you establish a smooth referral process, these contacts can become practically organic. This means that, with little ongoing effort on your part, new and highly relevant leads can continue to find their way to you.\n\u201cStatistically, referrals will close 50 percent higher than cold leads based on your business\u2019s closing ratio.\u201d\nFournier\u2019s fact underscores the importance of prioritizing referrals over virtually any other lead source. Although your marketing and sales strategies should include cold and warm outreach, honing in on how you can maximize your referrals can tip some serious numbers in your favor. Whether your organization\u2019s goal is to boost sales rates in a specific area, achieve certain revenue goals by the end of the year, or improve customer retention in an attempt to rein in your customer acquisition costs, focusing on your referral rates could be your most straightforward route to success this season.\n\n \n\u201cStaying in front of clients is one of the best ways to harvest referrals from them.\u201d\nFor a client to refer your business to their loved ones, they have to remember you exist. While it\u2019s an excellent idea to ask recently onboarded customers, or those who just made a repeat purchase, to share your name with their circle, don\u2019t just request referrals on day one. Instead, your process should establish regular, consistent contact.\nConsider Fournier\u2019s strategy: reaching out to his entire client list every six months or so. This can include happy birthday text messages, holiday mailers, and follow-up emails (e.g., \u201cWe miss you! Let\u2019s work together soon.\u201d) Scheduling both promotional and personal touchpoints, and automating them where possible, can help prevent your loyal clientele from forgetting about you.\nAdditionally, maintaining an active presence and loyal following on your socials, which you should saturate with educational, entertaining, and endearing content, helps keep you top of mind with your client list. So if a client has a loved one or business contact who needs your products or services, they\u2019ll instantly think to pass on your name.\n\n \n\u201cRequesting referrals is sometimes simpler than making a big ask.\u201d\nIn other words, there are more ways to ask for a referral than outright stating, \u201cPlease tell your friends about us!\u201d While this is a helpful tactic, there are subtler, more incisive approaches you could take to make the request.\nTake the tactic Fournier uses within his own insurance company. When his team signs a new client, it requests that they list at least three beneficiaries for their policy. It tells the policyholder that a rep will be reaching out to each of those beneficiaries, explaining what it will share with each of these individuals, and then asking the client to text each beneficiary immediately to let them know that someone will be in touch.\nAfterward, his team reaches out to the client\u2019s contacts to start conversations. These are not overt sales calls but, rather, valuable discussions, notifying the client that they were listed as a beneficiary and by whom. But the discussions don\u2019t end there. Fournier\u2019s team then asks the client about their own insurance coverage: \u201cBy the way, do you have a similar plan in place?\u201d If not, then this transitions to a straightforward pitch. If they do have a policy, the caller then asks if they can help review the individual\u2019s existing plan for opportunities to maximize their coverage or save them money. Fournier recalls that he has never had anyone say no to this request.\nThrough this innovative approach, each conversation with a new client organically evolves into multiple value-rich discussions with the enrollee\u2019s loved ones. These touchpoints can lead to an immediate sale or, at least, brand awareness that Fournier and his team can continue nurturing. It\u2019s a tactic that\u2019s applicable across industries, and you could very well develop such a tool to add to your team\u2019s arsenal for the months ahead.\n\nTAKE ACTION:\nConsider how you can optimize the referral tactics in your organization, tracking their efficacy with detailed metrics.\nThe post How to Harvest More Referrals appeared first on Business In Action.", "date_published": "2026-08-07T08:00:24+00:00", "date_modified": "2026-07-21T22:06:23+00:00", "author": { "name": "jshaw", "url": "https://businessinaction.com/author/jshaw/", "avatar": "https://secure.gravatar.com/avatar/82c9132115b5cb74c8d4fb20cf990f4e3fb8822fa552fdc3e362ead755a6b041?s=512&d=mm&r=g" }, "image": "https://businessinaction.com/wp-content/uploads/sites/6/2026/07/referrals-featured.jpg", "tags": [ "Autumn", "Customers", "Fall", "Marketing", "Outreach", "Promotion", "Referrals" ], "summary": "Get innovative strategies for enhancing your referrals this season." }, { "id": "https://businessinaction.com/marketing/how-to-win-the-holiday-season/", "url": "https://businessinaction.com/marketing/how-to-win-the-holiday-season/", "title": "How to Win the Holiday Season", "content_html": "

Holiday marketing success is rarely about demand. It is about timing, clarity, and execution discipline. Businesses that prepare early, commit to a single clear message, fund what converts, and protect their teams consistently outperform competitors who wait for urgency to force action.

\n

Most businesses fall short because planning starts after competitors are already executing.

\n

By the time festive visuals appear and discounts roll out, customer attention is already fragmented and advertising costs are already climbing. At that point, even strong ideas struggle\u2014not because they lack merit, but because timing is working against them. Late entry forces louder messaging into a crowded market, where attention is scarce and tolerance is low.

\n

Holiday marketing rewards early preparation and sharper choices. The businesses that win do not try to out-shout competitors at the peak. They arrive earlier with a clear point of view and allow familiarity to do part of the work. If the goal is measurable revenue rather than seasonal noise, you must make decisions before urgency peaks and options narrow.

\n
\"\"
\n

 

\n

Blending destroys holiday results

\n

Shoppers behave differently during the holidays than they do the rest of the year. They browse outside their usual brands, compare faster, and make decisions under time pressure. This creates opportunity, but only for businesses that are abundantly clear about why they matter immediately.

\n

Seasonal visuals alone do not earn attention; red and green do not differentiate anything. What cuts through is a single, concrete reason to choose you during the holiday window. And that reason must be obvious within seconds. If clarity requires effort, most shoppers will not invest it.

\n

The strongest holiday offers usually anchor on one advantage: price, speed, convenience, or reduced risk. The most common mistake is trying to communicate all of them at once. When everything is emphasized, nothing lands. Focus sharpens recall, and recall drives conversion when buyers are scanning quickly for certainty.

\n

Value still matters during the holidays, but only when it is specific. If you offer discounts, rewards, or bundles, show the math: \u201cSave 20 percent\u201d feels abstract, yet \u201cSave $120 on your year-end order\u201d feels concrete. Precision reduces hesitation, which kills holiday conversions.

\n

For products or services that are not naturally giftable, reframing is essential since holiday buyers respond to immediacy. A long-term benefit rarely converts on its own, but a short, defined offer that solves a current pain does. During a high-stress season, customers gravitate toward relief, control, and peace of mind, not distant future outcomes.

\n
\"\"
\n

 

\n

Early execution builds leverage

\n

Once your message is defined, timing becomes a multiplier, so draft emails, social ads, landing pages, and direct mail well before November. Early visibility builds familiarity, lowers acquisition costs, and warms audiences before urgency peaks. That way, by the time competitors flood inboxes and feeds, your message feels known rather than intrusive.

\n

Waiting until December does not create excitement. It forces you to sell in the most competitive, expensive moment of the year, when attention is fragmented and experimentation is risky. Early execution allows you to be present without shouting, which often converts better during a noisy season.

\n

It also creates room for adjustment. Campaigns launched in advance can be refined based on engagement and response instead of being rushed into market with no margin for correction. Small improvements made early routinely outperform large changes made under pressure.

\n
\"\"
\n

 

\n

Fast payback channels require funding

\n

Strong messaging only works when supported by disciplined investment. Holiday marketing often requires increased spend, but spending without constraint is one of the fastest ways to erode returns and experience postholiday regret. Not every channel earns the right to scale during a compressed buying window.

\n

Increase investment only in channels with a proven ability to convert before year-end. For example, retargeting, email, high-intent search, and known customer segments consistently perform best when timelines are short. Broad awareness campaigns rarely pay back fast enough during the holiday window, regardless of creativity.

\n

Budget planning must also account for operational reality. Inventory, fulfillment, and customer support capacity directly influence conversion. Scarcity messaging can motivate buyers, but running out of product or missing delivery expectations ends the relationship entirely. Adequate stock and reliable fulfillment ensure that demand is captured instead of wasted when customers are ready to commit.

\n
\"\"
\n

 

\n

Teams need capacity

\n

Holiday performance is not driven by marketing alone. Execution breaks down when teams are exhausted, unclear on priorities, or reacting instead of following a plan.

\n

Chaos shows up as inconsistent messaging, missed deadlines, and avoidable errors, none of which customers forgive during peak season. Pressure does not create clarity. Preparation does.

\n

Set expectations early. Define timelines, approvals, and ownership before volume increases. Clarity reduces stress and speeds decision-making when pressure rises. Visible progress toward goals and regular sharing of campaign wins reinforce momentum without adding unnecessary strain.

\n

When teams understand how their work connects directly to revenue and customer experience, quality improves. That consistency is often the difference between a one-time holiday transaction and a customer who returns in January with trust already established.

\n

Holiday marketing success comes down to timing and execution discipline. Businesses that prepare early, commit to one clear message, fund what converts, and protect their teams tend to finish the season with stronger revenue and momentum that carries into the new year.

\n
\n

TAKE ACTION:
\nCreate a simple holiday marketing strategy board now, defining one core message, key dates, channels, budget limits, and ownership.

\n

The post How to Win the Holiday Season appeared first on Business In Action.

\n", "content_text": "Holiday marketing success is rarely about demand. It is about timing, clarity, and execution discipline. Businesses that prepare early, commit to a single clear message, fund what converts, and protect their teams consistently outperform competitors who wait for urgency to force action.\nMost businesses fall short because planning starts after competitors are already executing.\nBy the time festive visuals appear and discounts roll out, customer attention is already fragmented and advertising costs are already climbing. At that point, even strong ideas struggle\u2014not because they lack merit, but because timing is working against them. Late entry forces louder messaging into a crowded market, where attention is scarce and tolerance is low.\nHoliday marketing rewards early preparation and sharper choices. The businesses that win do not try to out-shout competitors at the peak. They arrive earlier with a clear point of view and allow familiarity to do part of the work. If the goal is measurable revenue rather than seasonal noise, you must make decisions before urgency peaks and options narrow.\n\n \nBlending destroys holiday results\nShoppers behave differently during the holidays than they do the rest of the year. They browse outside their usual brands, compare faster, and make decisions under time pressure. This creates opportunity, but only for businesses that are abundantly clear about why they matter immediately.\nSeasonal visuals alone do not earn attention; red and green do not differentiate anything. What cuts through is a single, concrete reason to choose you during the holiday window. And that reason must be obvious within seconds. If clarity requires effort, most shoppers will not invest it.\nThe strongest holiday offers usually anchor on one advantage: price, speed, convenience, or reduced risk. The most common mistake is trying to communicate all of them at once. When everything is emphasized, nothing lands. Focus sharpens recall, and recall drives conversion when buyers are scanning quickly for certainty.\nValue still matters during the holidays, but only when it is specific. If you offer discounts, rewards, or bundles, show the math: \u201cSave 20 percent\u201d feels abstract, yet \u201cSave $120 on your year-end order\u201d feels concrete. Precision reduces hesitation, which kills holiday conversions.\nFor products or services that are not naturally giftable, reframing is essential since holiday buyers respond to immediacy. A long-term benefit rarely converts on its own, but a short, defined offer that solves a current pain does. During a high-stress season, customers gravitate toward relief, control, and peace of mind, not distant future outcomes.\n\n \nEarly execution builds leverage\nOnce your message is defined, timing becomes a multiplier, so draft emails, social ads, landing pages, and direct mail well before November. Early visibility builds familiarity, lowers acquisition costs, and warms audiences before urgency peaks. That way, by the time competitors flood inboxes and feeds, your message feels known rather than intrusive.\nWaiting until December does not create excitement. It forces you to sell in the most competitive, expensive moment of the year, when attention is fragmented and experimentation is risky. Early execution allows you to be present without shouting, which often converts better during a noisy season.\nIt also creates room for adjustment. Campaigns launched in advance can be refined based on engagement and response instead of being rushed into market with no margin for correction. Small improvements made early routinely outperform large changes made under pressure.\n\n \nFast payback channels require funding\nStrong messaging only works when supported by disciplined investment. Holiday marketing often requires increased spend, but spending without constraint is one of the fastest ways to erode returns and experience postholiday regret. Not every channel earns the right to scale during a compressed buying window.\nIncrease investment only in channels with a proven ability to convert before year-end. For example, retargeting, email, high-intent search, and known customer segments consistently perform best when timelines are short. Broad awareness campaigns rarely pay back fast enough during the holiday window, regardless of creativity.\nBudget planning must also account for operational reality. Inventory, fulfillment, and customer support capacity directly influence conversion. Scarcity messaging can motivate buyers, but running out of product or missing delivery expectations ends the relationship entirely. Adequate stock and reliable fulfillment ensure that demand is captured instead of wasted when customers are ready to commit.\n\n \nTeams need capacity\nHoliday performance is not driven by marketing alone. Execution breaks down when teams are exhausted, unclear on priorities, or reacting instead of following a plan.\nChaos shows up as inconsistent messaging, missed deadlines, and avoidable errors, none of which customers forgive during peak season. Pressure does not create clarity. Preparation does.\nSet expectations early. Define timelines, approvals, and ownership before volume increases. Clarity reduces stress and speeds decision-making when pressure rises. Visible progress toward goals and regular sharing of campaign wins reinforce momentum without adding unnecessary strain.\nWhen teams understand how their work connects directly to revenue and customer experience, quality improves. That consistency is often the difference between a one-time holiday transaction and a customer who returns in January with trust already established.\nHoliday marketing success comes down to timing and execution discipline. Businesses that prepare early, commit to one clear message, fund what converts, and protect their teams tend to finish the season with stronger revenue and momentum that carries into the new year.\n\nTAKE ACTION:\nCreate a simple holiday marketing strategy board now, defining one core message, key dates, channels, budget limits, and ownership.\nThe post How to Win the Holiday Season appeared first on Business In Action.", "date_published": "2026-08-05T08:00:17+00:00", "date_modified": "2026-07-21T22:00:38+00:00", "author": { "name": "jshaw", "url": "https://businessinaction.com/author/jshaw/", "avatar": "https://secure.gravatar.com/avatar/82c9132115b5cb74c8d4fb20cf990f4e3fb8822fa552fdc3e362ead755a6b041?s=512&d=mm&r=g" }, "image": "https://businessinaction.com/wp-content/uploads/sites/6/2026/07/winholiday-featured.jpg", "tags": [ "Holiday", "Marketing Plan", "Marketing Tips", "Promote", "Sales", "Summer", "Marketing" ], "summary": "Plan appealing holiday campaigns well ahead of the season." }, { "id": "https://businessinaction.com/marketing/marketing-lessons-from-major-2026-events/", "url": "https://businessinaction.com/marketing/marketing-lessons-from-major-2026-events/", "title": "Marketing Lessons From Major 2026 Events", "content_html": "

The post Marketing Lessons From Major 2026 Events appeared first on Business In Action.

\n", "content_text": "The post Marketing Lessons From Major 2026 Events appeared first on Business In Action.", "date_published": "2026-05-04T08:00:02+00:00", "date_modified": "2026-04-27T19:07:32+00:00", "author": { "name": "jshaw", "url": "https://businessinaction.com/author/jshaw/", "avatar": "https://secure.gravatar.com/avatar/82c9132115b5cb74c8d4fb20cf990f4e3fb8822fa552fdc3e362ead755a6b041?s=512&d=mm&r=g" }, "tags": [ "2026", "Business Owners", "Marketing Tips", "Small Business", "Marketing" ], "summary": "Turn your everyday promotions into memorable experiences using the strategies behind America\u2019s 250th anniversary and the World Cup." }, { "id": "https://businessinaction.com/marketing/why-calls-to-action-are-crucial/", "url": "https://businessinaction.com/marketing/why-calls-to-action-are-crucial/", "title": "Why Calls to Action Are Crucial", "content_html": "

The post Why Calls to Action Are Crucial appeared first on Business In Action.

\n", "content_text": "The post Why Calls to Action Are Crucial appeared first on Business In Action.", "date_published": "2026-04-29T08:00:38+00:00", "date_modified": "2026-04-27T18:39:54+00:00", "author": { "name": "jshaw", "url": "https://businessinaction.com/author/jshaw/", "avatar": "https://secure.gravatar.com/avatar/82c9132115b5cb74c8d4fb20cf990f4e3fb8822fa552fdc3e362ead755a6b041?s=512&d=mm&r=g" }, "tags": [ "Marketing", "Promotion", "Sales", "Website" ], "summary": "Get to know what makes these sentences so impactful. " }, { "id": "https://businessinaction.com/marketing/gear-up-your-enterprise-with-golf/", "url": "https://businessinaction.com/marketing/gear-up-your-enterprise-with-golf/", "title": "Gear Up Your Enterprise with Golf", "content_html": "

The post Gear Up Your Enterprise with Golf appeared first on Business In Action.

\n", "content_text": "The post Gear Up Your Enterprise with Golf appeared first on Business In Action.", "date_published": "2026-03-25T08:00:06+00:00", "date_modified": "2026-02-11T15:48:42+00:00", "author": { "name": "strexler", "url": "https://businessinaction.com/author/strexler/", "avatar": "https://secure.gravatar.com/avatar/bfdad1d0f4bb8763ecd0c9f9672e8f2d9b9ed5aa5d22def1bf6d02656996176c?s=512&d=mm&r=g" }, "tags": [ "Communication", "Golf", "Golf Course", "Networking", "Team Building", "Marketing" ], "summary": "Get tips from a sales professional on how to handle customer conflict." }, { "id": "https://businessinaction.com/marketing/build-a-better-business-website/", "url": "https://businessinaction.com/marketing/build-a-better-business-website/", "title": "Build a Better Business Website", "content_html": "

The post Build a Better Business Website appeared first on Business In Action.

\n", "content_text": "The post Build a Better Business Website appeared first on Business In Action.", "date_published": "2026-03-18T08:00:41+00:00", "date_modified": "2026-02-11T15:47:22+00:00", "author": { "name": "strexler", "url": "https://businessinaction.com/author/strexler/", "avatar": "https://secure.gravatar.com/avatar/bfdad1d0f4bb8763ecd0c9f9672e8f2d9b9ed5aa5d22def1bf6d02656996176c?s=512&d=mm&r=g" }, "tags": [ "Digital Marketing", "Marketing", "Small Business", "Website" ], "summary": "Get tips from a sales professional on how to handle customer conflict." }, { "id": "https://businessinaction.com/marketing/find-your-competitive-advantage/", "url": "https://businessinaction.com/marketing/find-your-competitive-advantage/", "title": "Find Your Competitive Advantage", "content_html": "

The post Find Your Competitive Advantage appeared first on Business In Action.

\n", "content_text": "The post Find Your Competitive Advantage appeared first on Business In Action.", "date_published": "2026-01-12T08:00:52+00:00", "date_modified": "2025-12-29T15:42:44+00:00", "author": { "name": "strexler", "url": "https://businessinaction.com/author/strexler/", "avatar": "https://secure.gravatar.com/avatar/bfdad1d0f4bb8763ecd0c9f9672e8f2d9b9ed5aa5d22def1bf6d02656996176c?s=512&d=mm&r=g" }, "tags": [ "Business growth", "Business Owners", "Business Strategy", "Competition", "Marketing", "Marketing Plan", "Small Business" ], "summary": "Get tips from a sales professional on how to handle customer conflict." }, { "id": "https://businessinaction.com/marketing/marketing-alternatives-to-social-media/", "url": "https://businessinaction.com/marketing/marketing-alternatives-to-social-media/", "title": "Marketing Alternatives to Social Media", "content_html": "

The post Marketing Alternatives to Social Media appeared first on Business In Action.

\n", "content_text": "The post Marketing Alternatives to Social Media appeared first on Business In Action.", "date_published": "2025-09-26T08:00:56+00:00", "date_modified": "2025-06-17T17:12:15+00:00", "author": { "name": "ajimenez", "url": "https://businessinaction.com/author/ajimenez/", "avatar": "https://secure.gravatar.com/avatar/370fd3ef5b2313c7465c0026a4c2af9d14c7c1f31fb160ddbba3f572f8b74842?s=512&d=mm&r=g" }, "tags": [ "Business Owners", "Email", "Entrepreneur", "Marketing", "Marketing Tips", "Networking", "SEO" ], "summary": "Here\u2019s how to strengthen your business with traditional marketing approaches." }, { "id": "https://businessinaction.com/marketing/spotlight-your-brand-on-substack/", "url": "https://businessinaction.com/marketing/spotlight-your-brand-on-substack/", "title": "Spotlight Your Brand on Substack", "content_html": "

The post Spotlight Your Brand on Substack appeared first on Business In Action.

\n", "content_text": "The post Spotlight Your Brand on Substack appeared first on Business In Action.", "date_published": "2025-09-18T08:00:05+00:00", "date_modified": "2025-06-17T17:04:18+00:00", "author": { "name": "ajimenez", "url": "https://businessinaction.com/author/ajimenez/", "avatar": "https://secure.gravatar.com/avatar/370fd3ef5b2313c7465c0026a4c2af9d14c7c1f31fb160ddbba3f572f8b74842?s=512&d=mm&r=g" }, "tags": [ "Email", "Marketing", "Newsletter", "Social Media", "Substack" ], "summary": "Here\u2019s how a relatively new platform is rife with promotional opportunities." }, { "id": "https://businessinaction.com/marketing/the-marketing-potential-of-sponsorships/", "url": "https://businessinaction.com/marketing/the-marketing-potential-of-sponsorships/", "title": "The Marketing Potential of Sponsorships", "content_html": "

The post The Marketing Potential of Sponsorships appeared first on Business In Action.

\n", "content_text": "The post The Marketing Potential of Sponsorships appeared first on Business In Action.", "date_published": "2025-06-04T08:00:56+00:00", "date_modified": "2025-03-18T15:02:48+00:00", "author": { "name": "ajimenez", "url": "https://businessinaction.com/author/ajimenez/", "avatar": "https://secure.gravatar.com/avatar/370fd3ef5b2313c7465c0026a4c2af9d14c7c1f31fb160ddbba3f572f8b74842?s=512&d=mm&r=g" }, "tags": [ "Charity", "Donations", "Marketing Tips", "Philanthropy", "Sponsorship", "Marketing" ], "summary": "Aligning your organization with altruistic ones could be mutually beneficial." }, { "id": "https://businessinaction.com/marketing/leveraging-social-media-algorithms/", "url": "https://businessinaction.com/marketing/leveraging-social-media-algorithms/", "title": "Leveraging Social Media Algorithms", "content_html": "

The post Leveraging Social Media Algorithms appeared first on Business In Action.

\n", "content_text": "The post Leveraging Social Media Algorithms appeared first on Business In Action.", "date_published": "2025-05-21T08:00:45+00:00", "date_modified": "2026-05-01T22:13:54+00:00", "author": { "name": "ajimenez", "url": "https://businessinaction.com/author/ajimenez/", "avatar": "https://secure.gravatar.com/avatar/370fd3ef5b2313c7465c0026a4c2af9d14c7c1f31fb160ddbba3f572f8b74842?s=512&d=mm&r=g" }, "tags": [ "Algorithm", "Marketing Tips", "Promotion", "Small Business", "Social Media", "Marketing" ], "summary": "Learn how to apply social media\u2019s mechanics to your advantage." }, { "id": "https://businessinaction.com/marketing/outsource-your-way-to-top-notch-social-media/", "url": "https://businessinaction.com/marketing/outsource-your-way-to-top-notch-social-media/", "title": "Outsource Your Way to Top-Notch Social Media", "content_html": "

The post Outsource Your Way to Top-Notch Social Media appeared first on Business In Action.

\n", "content_text": "The post Outsource Your Way to Top-Notch Social Media appeared first on Business In Action.", "date_published": "2025-05-15T08:00:43+00:00", "date_modified": "2025-02-26T17:03:47+00:00", "author": { "name": "ajimenez", "url": "https://businessinaction.com/author/ajimenez/", "avatar": "https://secure.gravatar.com/avatar/370fd3ef5b2313c7465c0026a4c2af9d14c7c1f31fb160ddbba3f572f8b74842?s=512&d=mm&r=g" }, "tags": [ "Digital Marketing", "Marketing", "Marketing Tips", "Social Media", "Social Media Marketing" ], "summary": "Uncover the benefits of delegating your social media to experts." }, { "id": "https://businessinaction.com/marketing/content-ideas-for-the-customer-journey/", "url": "https://businessinaction.com/marketing/content-ideas-for-the-customer-journey/", "title": "Content Ideas for the Customer Journey", "content_html": "

The post Content Ideas for the Customer Journey appeared first on Business In Action.

\n", "content_text": "The post Content Ideas for the Customer Journey appeared first on Business In Action.", "date_published": "2025-04-25T08:00:31+00:00", "date_modified": "2025-01-22T15:39:45+00:00", "author": { "name": "ajimenez", "url": "https://businessinaction.com/author/ajimenez/", "avatar": "https://secure.gravatar.com/avatar/370fd3ef5b2313c7465c0026a4c2af9d14c7c1f31fb160ddbba3f572f8b74842?s=512&d=mm&r=g" }, "tags": [ "content marketing", "Marketing Plan", "Marketing Tips", "Social Media", "Target Audience", "Marketing", "Small Business" ], "summary": "This framework can help you make sense of your target audience and write more appealing marketing messaging." } ] }