{ "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/tag/marketing/feed/json/ -- and add it your reader.", "home_page_url": "https://businessinaction.com/tag/marketing/", "feed_url": "https://businessinaction.com/tag/marketing/feed/json/", "title": "Business In Action", "items": [ { "id": "https://businessinaction.com/leadership/the-five-minute-business-audit/", "url": "https://businessinaction.com/leadership/the-five-minute-business-audit/", "title": "The Five-Minute Business Audit", "content_html": "

The post The Five-Minute Business Audit appeared first on Business In Action.

\n", "content_text": "The post The Five-Minute Business Audit appeared first on Business In Action.", "date_published": "2026-08-19T08:00:41+00:00", "date_modified": "2026-07-21T22:53:01+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": [ "Audit", "Growth", "Marketing", "Operations", "Staffing", "Leadership" ], "summary": "Cut through the noise and pinpoint the single highest-leverage improvement area in five core domains." }, { "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/leadership/smart-business-moves-for-vacation-season/", "url": "https://businessinaction.com/leadership/smart-business-moves-for-vacation-season/", "title": "Smart Business Moves for Vacation Season", "content_html": "

Daydreams of warm, sandy beaches or mountain escapes are enough to inspire many entrepreneurs to depart the office for a much-needed vacation.

\n

These breaks may seem especially timely if your industry experiences a significant slowdown in summer. But for truly growth-focused small businesses, these quiet weeks offer golden opportunities\u2014with competitors on vacation or running with a skeleton crew of employees, it\u2019s your chance to kick your business into high gear. The following strategic actions can help you build momentum now so you can sprint ahead of them by the time fall arrives.

\n
\"\"
\n

\n

Analyze the competition

\n

Take advantage of this often slow period to conduct a thorough, unbiased analysis of your rivals\u2019 current market position, reviewing their social media activity from the past few months to spot any gaps. What are their customers complaining about in reviews? Which services do they explicitly fail to offer? Such competitive intelligence is invaluable since you can use it to develop new service offerings or marketing messages that directly address what their customers are missing. You may be able to convince these relevant leads to change their allegiance to your business.

\n

Reinforce your customer relationships

\n

Because many clients are on break themselves, the last thing they may want is to hear a sales pitch. Instead of being blatantly salesy in your messaging, turn transactional relationships with customers into more loyal partnerships. For example, send targeted emails and text messages that offer summer greetings or helpful information like market details and enticing discounts (e.g., a quick, free consultation to plan their needs for the upcoming quarter). Such friendly gestures can strengthen their commitment to your business, remind customers of your consistent presence, and spark valuable conversations that your competitors could miss.

\n

Gather feedback

\n

This is some of the most impactful dialogue you can have with your clients. Every owner believes they understand what their customers want, but a slow period offers you the chance to move beyond assumptions and discover the truth through honest, unfiltered feedback. Set up a request for comments on your social pages, and consider emailing recent customers to get in touch or post reviews for constructive criticism. Ask open-ended questions like \u201cWhat did we do well?\u201d and \u201cWhat is one thing we could do to improve your experience?\u201d Look for trends; the insights you gather should directly influence your upcoming growth plans.

\n
\"\"
\n

\n

Create engaging content

\n

Your competitors\u2019 marketing may be on autopilot, relying on things like prescheduled posts. Your strategy should be to do the opposite, flooding the digital space with high-value, eye-catching content that makes your brand stand out\u2014think infographics displaying industry trends, summer-themed tours of your office and team, and quick-tip videos that solve common customer pain points. Scheduling such content will capture the attention of scrollers who are tired of your competitors\u2019 automated communications.

\n

Streamline processes

\n

The biggest enemy of a small business is inefficiency, which can manifest in such money drains as wasted manhours and slowed delivery times. Identify some of the most tedious and repetitive tasks in your business, whether it\u2019s client onboarding, invoice follow-up, or something else entirely. Review the steps of each of these workflows, then research and implement affordable automation tools, such as CRM integration, email sequencing, and/or AI solutions, to streamline them. By fall, you\u2019ll have gained hours of valuable time to focus on more revenue-generating activities.

\n
\"\"
\n

\n

Plan your fall strategies

\n

Autumn\u2019s colors, holidays, and much-anticipated scenery are full of marketing potential. To get ahead of that season and leverage its festivities, plan some appealing initiatives in advance. For example, you could host a pumpkin patch and serve fresh cider at a networking event or theme your social media posts around fall activities like foliage sightings. Additionally, budget now to promote appealing specials you can hold in fall, like a Halloween \u201cSpooktacular\u201d with free first consultations or 10 percent off slow-moving products. Making these efforts early can give you a leg up over competitors who may fail to lay out fall strategies sufficiently early.

\n

Upskill your team

\n

Your people are your greatest asset. While your competitors\u2019 teams are short-staffed during summer, use this quiet time to invest in yours, highlighting growth. Arrange targeted, skill-based training sessions between employees\u2019 vacation days, like seminars on new industry best practices or customer service role-playing based on recent feedback. These initiatives will not only improve their skills but also boost their morale\u2014and maybe even their retention\u2014especially if you listen to their own training requests. Take every opportunity to enrich your team\u2019s talent and engagement, and you can better contend with your rivals.

\n

Keep in mind that even if you are also vacationing this summer, you can still implement these strategies once you return. The key is to strike while the iron (and season) is hot. Use this time wisely, and you\u2019ll have the chance to make foundational changes and strategic moves that will set your business apart in the long term.

\n
\n

TAKE ACTION:
\nSet aside time for these efforts, starting with the ones that best suit your current priorities.

\n
\n

\n

\n

The post Smart Business Moves for Vacation Season appeared first on Business In Action.

\n", "content_text": "Daydreams of warm, sandy beaches or mountain escapes are enough to inspire many entrepreneurs to depart the office for a much-needed vacation.\nThese breaks may seem especially timely if your industry experiences a significant slowdown in summer. But for truly growth-focused small businesses, these quiet weeks offer golden opportunities\u2014with competitors on vacation or running with a skeleton crew of employees, it\u2019s your chance to kick your business into high gear. The following strategic actions can help you build momentum now so you can sprint ahead of them by the time fall arrives.\n\n\nAnalyze the competition\nTake advantage of this often slow period to conduct a thorough, unbiased analysis of your rivals\u2019 current market position, reviewing their social media activity from the past few months to spot any gaps. What are their customers complaining about in reviews? Which services do they explicitly fail to offer? Such competitive intelligence is invaluable since you can use it to develop new service offerings or marketing messages that directly address what their customers are missing. You may be able to convince these relevant leads to change their allegiance to your business.\nReinforce your customer relationships\nBecause many clients are on break themselves, the last thing they may want is to hear a sales pitch. Instead of being blatantly salesy in your messaging, turn transactional relationships with customers into more loyal partnerships. For example, send targeted emails and text messages that offer summer greetings or helpful information like market details and enticing discounts (e.g., a quick, free consultation to plan their needs for the upcoming quarter). Such friendly gestures can strengthen their commitment to your business, remind customers of your consistent presence, and spark valuable conversations that your competitors could miss.\nGather feedback\nThis is some of the most impactful dialogue you can have with your clients. Every owner believes they understand what their customers want, but a slow period offers you the chance to move beyond assumptions and discover the truth through honest, unfiltered feedback. Set up a request for comments on your social pages, and consider emailing recent customers to get in touch or post reviews for constructive criticism. Ask open-ended questions like \u201cWhat did we do well?\u201d and \u201cWhat is one thing we could do to improve your experience?\u201d Look for trends; the insights you gather should directly influence your upcoming growth plans.\n\n\nCreate engaging content\nYour competitors\u2019 marketing may be on autopilot, relying on things like prescheduled posts. Your strategy should be to do the opposite, flooding the digital space with high-value, eye-catching content that makes your brand stand out\u2014think infographics displaying industry trends, summer-themed tours of your office and team, and quick-tip videos that solve common customer pain points. Scheduling such content will capture the attention of scrollers who are tired of your competitors\u2019 automated communications.\nStreamline processes\nThe biggest enemy of a small business is inefficiency, which can manifest in such money drains as wasted manhours and slowed delivery times. Identify some of the most tedious and repetitive tasks in your business, whether it\u2019s client onboarding, invoice follow-up, or something else entirely. Review the steps of each of these workflows, then research and implement affordable automation tools, such as CRM integration, email sequencing, and/or AI solutions, to streamline them. By fall, you\u2019ll have gained hours of valuable time to focus on more revenue-generating activities.\n\n\nPlan your fall strategies\nAutumn\u2019s colors, holidays, and much-anticipated scenery are full of marketing potential. To get ahead of that season and leverage its festivities, plan some appealing initiatives in advance. For example, you could host a pumpkin patch and serve fresh cider at a networking event or theme your social media posts around fall activities like foliage sightings. Additionally, budget now to promote appealing specials you can hold in fall, like a Halloween \u201cSpooktacular\u201d with free first consultations or 10 percent off slow-moving products. Making these efforts early can give you a leg up over competitors who may fail to lay out fall strategies sufficiently early.\nUpskill your team\nYour people are your greatest asset. While your competitors\u2019 teams are short-staffed during summer, use this quiet time to invest in yours, highlighting growth. Arrange targeted, skill-based training sessions between employees\u2019 vacation days, like seminars on new industry best practices or customer service role-playing based on recent feedback. These initiatives will not only improve their skills but also boost their morale\u2014and maybe even their retention\u2014especially if you listen to their own training requests. Take every opportunity to enrich your team\u2019s talent and engagement, and you can better contend with your rivals.\nKeep in mind that even if you are also vacationing this summer, you can still implement these strategies once you return. The key is to strike while the iron (and season) is hot. Use this time wisely, and you\u2019ll have the chance to make foundational changes and strategic moves that will set your business apart in the long term.\n\nTAKE ACTION:\nSet aside time for these efforts, starting with the ones that best suit your current priorities.\n\n\n\nThe post Smart Business Moves for Vacation Season appeared first on Business In Action.", "date_published": "2026-07-17T08:00:42+00:00", "date_modified": "2026-07-09T22:48:40+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/vacationcomp-featured.jpg", "tags": [ "Business Strategy", "Leadership", "Marketing", "Summer", "Team Building" ], "summary": "From marketing moves to improved aptitudes, these steps can make your business more competitive." }, { "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/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/productivity/simple-hacks-for-controlling-your-inbox/", "url": "https://businessinaction.com/productivity/simple-hacks-for-controlling-your-inbox/", "title": "Simple Hacks for Controlling Your Inbox", "content_html": "

The post Simple Hacks for Controlling Your Inbox appeared first on Business In Action.

\n", "content_text": "The post Simple Hacks for Controlling Your Inbox appeared first on Business In Action.", "date_published": "2025-12-29T15:39:17+00:00", "date_modified": "2025-12-29T15:39:17+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", "Email", "Inbox", "Marketing", "Office", "Productivity" ], "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/sales/qr-codes-marketings-secret-weapon/", "url": "https://businessinaction.com/sales/qr-codes-marketings-secret-weapon/", "title": "QR Codes: Marketing\u2019s Secret Weapon", "content_html": "

The post QR Codes: Marketing\u2019s Secret Weapon appeared first on Business In Action.

\n", "content_text": "The post QR Codes: Marketing\u2019s Secret Weapon appeared first on Business In Action.", "date_published": "2025-08-27T08:00:41+00:00", "date_modified": "2025-08-12T19:44:36+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": [ "Marketing", "QR code", "Sales" ], "summary": "Leverage this tool to connect with customers and track campaign success effortlessly." }, { "id": "https://businessinaction.com/leadership/marketing-reimagined-with-ai/", "url": "https://businessinaction.com/leadership/marketing-reimagined-with-ai/", "title": "Marketing Reimagined with AI", "content_html": "

The post Marketing Reimagined with AI appeared first on Business In Action.

\n", "content_text": "The post Marketing Reimagined with AI appeared first on Business In Action.", "date_published": "2025-08-14T08:00:37+00:00", "date_modified": "2025-06-18T16:32:51+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": [ "AI", "Finance", "Marketing", "Target Audience", "Technology", "Leadership" ], "summary": "Learn how the co-owner of finance marketing company WealthFeed leverages intelligent technology." }, { "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/culture/storytelling-the-secret-to-a-memorable-brand/", "url": "https://businessinaction.com/culture/storytelling-the-secret-to-a-memorable-brand/", "title": "Storytelling: The Secret to a Memorable Brand", "content_html": "

The post Storytelling: The Secret to a Memorable Brand appeared first on Business In Action.

\n", "content_text": "The post Storytelling: The Secret to a Memorable Brand appeared first on Business In Action.", "date_published": "2025-04-17T08:00:38+00:00", "date_modified": "2025-01-22T14:48:26+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": [ "Branding", "Culture", "Marketing" ], "summary": "Discover why storytelling is key to building a favored brand, fostering emotional connections, and creating loyal customers." }, { "id": "https://businessinaction.com/marketing/unlock-the-potential-of-mobile-marketing/", "url": "https://businessinaction.com/marketing/unlock-the-potential-of-mobile-marketing/", "title": "Unlock the Potential of Mobile Marketing", "content_html": "

The post Unlock the Potential of Mobile Marketing appeared first on Business In Action.

\n", "content_text": "The post Unlock the Potential of Mobile Marketing appeared first on Business In Action.", "date_published": "2025-03-26T08:00:01+00:00", "date_modified": "2025-02-25T20:55:51+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": [ "Cell Phone", "Marketing", "Mobile", "Phone" ], "summary": "Mobile-marketing strategies to help attract consumers and close more deals." } ] }