# Info You Can Use: Marketing techniques to help your businesses grow profits.

An episode of [Money Making Conversations Master Class](https://invisiblenetwork.ai/podcast/1264705641), 11 Feb 2025, 28 min.

Audio: https://podtrac.com/pts/redirect.mp3/traffic.omny.fm/d/clips/e73c998e-6e60-432f-8610-ae210140c5b1/b1db7263-d1a3-4d00-8976-af62012aab44/4051156c-86dd-45d0-9644-b27e00be5b65/audio.mp3?utm_source=Podcast&in_playlist=35a10561-3e1b-4d05-a529-af62012aab6a

Listen and subscribe to Money Making Conversations on iHeartRadio, Apple Podcasts, Spotify, www.moneymakingconversations.com/subscribe/ or wherever you listen to podcasts. New Money Making Conversations episodes drop daily. I want to alert you, so you don’t miss out on expert analysis and insider perspectives from my guests who provide tips that can help you uplift the community, improve your financial planning, motivation, or advice on how to be a successful entrepreneur. Keep winning! Two-time Emmy and Three-time NAACP Image Award-winning, television Executive Producer Rushion McDonald interviewed Dave Charest. Director of Small Business Success at Constant Contact, shared practical advice for entrepreneurs, small business owners, and startup founders on marketing, customer engagement, business growth, and the future of AI in marketing. Drawing from his experience helping small businesses worldwide, Charest explained why entrepreneurship is booming, how businesses can effectively market themselves with limited budgets, and why building direct customer relationships through email marketing remains one of the most valuable assets a company can own. Purpose of the Interview The interview was designed to: • Explain why more people are starting businesses and pursuing entrepreneurship. • Educate business owners on effective marketing strategies. • Highlight the advantages of email marketing over relying solely on social media. • Discuss common mistakes made by new entrepreneurs. • Help small businesses understand how to build customer relationships. • Explore how AI is transforming marketing and business operations. • Provide actionable guidance for growing a brand through consistency and community engagement. Key Takeaways 1. Entrepreneurship Continues to Grow According to Charest, people are increasingly motivated to start businesses because they want: • Greater independence • Better control over their schedules • Increased financial potential Many entrepreneurs are turning side hustles into full-time businesses and pursuing ownership rather than traditional employment. 2. Email Marketing Is More Valuable Than Most Entrepreneurs Realize One of the strongest themes of the interview is the importance of owning your audience. While social media platforms can help businesses attract attention, email marketing provides direct access to customers without relying on platform algorithms. Charest encourages entrepreneurs to use social media as a discovery tool but move customers into channels they control, such as email and text messaging. 3. The Real Asset Is the Relationship Businesses that own customer contact information have a direct connection that cannot be disrupted by changes in social media platforms. Unlike followers on a social network, email subscribers have chosen to hear from a business directly. The stronger the relationship, the greater the opportunity for future sales and engagement. 4. Small Lists Can Produce Big Results Charest challenges the belief that businesses need massive audiences to succeed. A small, engaged audience often produces better results than a large, passive following. For many local businesses, quality relationships matter more than audience size. 5. Consistency Beats Perfection When marketing a business, consistency is more important than trying every available platform. Business owners should: • Choose channels they can maintain consistently. • Show up regularly. • Stay visible to customers. • Build trust through repetition and reliability. His message is simple: people can't buy from businesses they forget about. 6. New Entrepreneurs Often Try to Do Too Much One of the most common mistakes startups make is attempting to launch every marketing tactic simultaneously. Charest recommends: • Starting small. • Building a solid foundation. • Creating manageable marketing habits. • Avoiding unrealistic expectations. Businesses grow more effectively when they focus on a…

## Transcript

[0:00] Speaker 1: Welcome to Money Making Conversations Masterclass. I am your host,
[0:02] Speaker 1: Rashaan McDonald, a host is weekly every week. I'm here
[0:07] Speaker 1: giving you different information. The information and the interviews that
[0:11] Speaker 1: this show provides off for everyone. It's time to stop
[0:13] Speaker 1: reading other people's success stories and start living your own.
[0:17] Speaker 1: If you want to be a guest on my show,
[0:19] Speaker 1: please visit our website, Moneymakingconversations dot com and click the
[0:23] Speaker 1: be a Guest button.
[0:25] Speaker 2: Let's get started.
[0:26] Speaker 1: My guess is the director of Small Business Success at
[0:29] Speaker 1: Constant Contact, which provides powerful tools to simplify and amplify
[0:33] Speaker 1: digital marketing for businesses. He has good insight into the
[0:37] Speaker 1: entrepreneur boom that is happening right now and tips around
[0:40] Speaker 1: getting new businesses off the ground, which is important, including
[0:44] Speaker 1: mistakes got to learn about that many people make, and
[0:48] Speaker 1: he wants to advise you on what to focus on
[0:50] Speaker 1: first when you're launching your new business. Please welcome the
[0:53] Speaker 1: Money Making Conversations Masterclass. This is not his first, not
[0:56] Speaker 1: his second, but his third appearance on our show. Please
[1:00] Speaker 1: welcome Dave Scharis.
[1:02] Speaker 3: How are you doing, Dave Rashan, I'm doing fantastic.
[1:05] Speaker 4: How great it is to be with you.
[1:06] Speaker 3: Here again. Thank you so much for.
[1:08] Speaker 2: Having me appreciate it.
[1:09] Speaker 1: You know, you know, I first of the year, and
[1:12] Speaker 1: I want to get it out. You know, the new administration,
[1:14] Speaker 1: they have different ways they're going to do business. They
[1:16] Speaker 1: say for an entrepreneurial world, this is an administration that
[1:20] Speaker 1: we should be looking at building opportunities.
[1:23] Speaker 2: For people who have that spirit.
[1:25] Speaker 1: Talk about what's really happening right now, not from a
[1:28] Speaker 1: political standflold, but from a business standpoint for entrepreneurs as
[1:32] Speaker 1: we move into.
[1:33] Speaker 2: The new year.
[1:35] Speaker 4: Yeah, you know, I think what was in twenty twenty four,
[1:37] Speaker 4: we saw some record breaking numbers in terms of new
[1:40] Speaker 4: businesses being started. I think it was something like five
[1:42] Speaker 4: point five million, I should say twenty twenty three. Moving
[1:45] Speaker 4: into twenty twenty four, yes, last year, last year around
[1:49] Speaker 4: mid December. We're still waiting for the final numbers to
[1:52] Speaker 4: come in, but what we saw was over four point
[1:54] Speaker 4: seven million new business applications were recorded, so still a
[1:58] Speaker 4: pretty sizable num, right, And I think this comes to
[2:02] Speaker 4: is your point again not to get political, but just
[2:04] Speaker 4: even among concerns right of economic concertainty, really what we're
[2:08] Speaker 4: seeing is just people are determined to become their own bosses.
[2:11] Speaker 4: Whether they're turning side hustles into full time work or
[2:14] Speaker 4: really just you know, taking that step to start their
[2:17] Speaker 4: own business. They're ready to take that step and hang
[2:21] Speaker 4: a shingle out, so to speak.
[2:23] Speaker 1: Now, it's important that I introduced to people who you
[2:26] Speaker 1: are missing. I mentioned Constant Contact. So you are a marketer,
[2:31] Speaker 1: you'll pee if you engage with people. Tell everybody exactly
[2:34] Speaker 1: what Constant Contact does and your role at the business,
[2:37] Speaker 1: so we can really narrow down and get in detail
[2:40] Speaker 1: of how you really have the pulse owned startups and
[2:44] Speaker 1: companies that are actually successful as entrepreneurs and small businesses
[2:48] Speaker 1: and large.
[2:50] Speaker 4: Yeah, so Constant Contact we're celebrating our thirtieth year in business.
[2:54] Speaker 4: We have been around for quite some time really with
[2:58] Speaker 4: the focus on helping small business right.
[3:00] Speaker 3: Our mission is to help.
[3:01] Speaker 4: The small standpall and we do that by providing education
[3:05] Speaker 4: resources along with tools designed to help small business owners
[3:11] Speaker 4: who are typically you know, small business owners first marketers
[3:15] Speaker 4: by necessity. We're providing tools that are easy to use
[3:18] Speaker 4: for them. You don't need to have a technical background,
[3:20] Speaker 4: so you have the same tools that allow you to
[3:22] Speaker 4: compete with the big businesses that are out there. So
[3:25] Speaker 4: we're talking email marketing, social media marketing, SMS, text marketing,
[3:30] Speaker 4: all of those types of things. And of course, now
[3:33] Speaker 4: you know this is a big time I think twenty
[3:35] Speaker 4: twenty five will be a really interesting year in terms
[3:37] Speaker 4: of just integration with like AI for example, and helping
[3:40] Speaker 4: you create content for your marketing pieces and all of that.
[3:45] Speaker 3: But yeah, and so my.
[3:47] Speaker 4: Role at the company, I'm the director of Small Business Success,
[3:50] Speaker 4: as you mentioned, and I'm also the host of our
[3:53] Speaker 4: Bio Marketer podcast, and I travel globally speaking to small
[3:58] Speaker 4: business audiences talking about and helping them make sense of
[4:03] Speaker 4: online marketing and what are the things that they need
[4:05] Speaker 4: to do, what are the steps that they need to take,
[4:07] Speaker 4: and how does it feel manageable?
[4:09] Speaker 3: Right?
[4:09] Speaker 4: I hope to inspire them to do something, move forward
[4:12] Speaker 4: and see some type of results so that they can
[4:15] Speaker 4: then start to build on that and get even more
[4:18] Speaker 4: results from the things that they do.
[4:19] Speaker 3: COOLCT And I also, yeah, I'm sorry, right, I want
[4:22] Speaker 3: to I.
[4:23] Speaker 1: Want to no, no, I wanted to stop you for
[4:25] Speaker 1: a minute because you said social and you said emails.
[4:29] Speaker 2: Now I have email.
[4:30] Speaker 1: I got to I got like sixty five thousand emails
[4:33] Speaker 1: and my membership fan club base and then I have
[4:37] Speaker 1: like a more total of a million social media followers. Now,
[4:42] Speaker 1: for some reason in my mind, I feel these sixty
[4:44] Speaker 1: five thousand has more value than the one million because
[4:48] Speaker 1: these people have registered and they I can send there,
[4:51] Speaker 1: and they can click, they can open. So talk about
[4:54] Speaker 1: if you would talk about the value models of emailing
[5:00] Speaker 1: versus social.
[5:02] Speaker 4: Yeah, well, well there's a couple of things to talk
[5:04] Speaker 4: about here, right, So we can talk about the stats, right,
[5:06] Speaker 4: Like typically there's like a thirty six dollars return on
[5:09] Speaker 4: it for every one dollar invested in email marketing. But
[5:11] Speaker 4: that doesn't really make it real, right, Like, okay, cool,
[5:13] Speaker 4: that sounds good on paper, but if we think about
[5:16] Speaker 4: what's just been happening recently. Let's talk about TikTok. Right,
[5:19] Speaker 4: TikTok was banned, it's brought back. We still really don't
[5:22] Speaker 4: know what's going to happen with that. The reality is
[5:26] Speaker 4: those people that have built up these followings, that have
[5:28] Speaker 4: had these things, if that goes away, where are all
[5:31] Speaker 4: those Where's all that following now?
[5:32] Speaker 2: Right?
[5:33] Speaker 3: Right? You don't have that immediate access.
[5:35] Speaker 4: And I think that's the thing that's interesting about email marketing,
[5:39] Speaker 4: even text marketing. Those are channels where to your point,
[5:42] Speaker 4: someone raises their hand to say, yes, I want to
[5:45] Speaker 4: be connected to you, and I want to learn more
[5:46] Speaker 4: about your business. You have a direct line to your customer.
[5:50] Speaker 4: I mean, there's that old saying, right, the money is
[5:52] Speaker 4: in the list. If you have context that you can
[5:54] Speaker 4: reach out to and you know, connect with and engage
[5:58] Speaker 4: with and build those relationships with, that is always going
[6:02] Speaker 4: to be more beneficial to you than a kind of
[6:05] Speaker 4: fleeting connection, right, which I often think social media can be.
[6:09] Speaker 3: I think it's great.
[6:10] Speaker 4: Because they can allow you to reach new people, but
[6:12] Speaker 4: your goal should always be trying to move those people
[6:17] Speaker 4: to those channels that you own. One of the things
[6:19] Speaker 4: that we've always seen is those connections and those relationships
[6:22] Speaker 4: that you build with the people that are beneficial to
[6:24] Speaker 4: your business. Those are that's always going to be the same.
[6:28] Speaker 4: Social media channels are going to change an algorithm, they're
[6:30] Speaker 4: going to be banned, they're going to move, they're gonna
[6:33] Speaker 4: you know, something new is going to pop up. Those
[6:35] Speaker 4: are always going to change. But what stays constant is
[6:38] Speaker 4: that direct relationship that you can have with your customers
[6:42] Speaker 4: and prospects.
[6:44] Speaker 1: Yeah, and so that's why I feel comfortable with that
[6:47] Speaker 1: and so as people are listening to the show, I've
[6:50] Speaker 1: always recommended to people who have social media follows to
[6:54] Speaker 1: immediately start email fan base. I always say, you know,
[6:59] Speaker 1: you know, and now you shared with me a story
[7:01] Speaker 1: last time on the show about you don't have to
[7:04] Speaker 1: have large numbers to be effective and if you could
[7:07] Speaker 1: share some examples of how one could be effective with
[7:12] Speaker 1: just a few email band club members versus having hundreds
[7:17] Speaker 1: of thousands. And that's what people get caught up in
[7:20] Speaker 1: when they see the social media engagement.
[7:23] Speaker 4: Yeah, you know, so it's funny that you say this.
[7:25] Speaker 4: I'm actually going to give you a personal example here
[7:27] Speaker 4: real quick, because I know I focus on the channel
[7:31] Speaker 4: that I focus on is on LinkedIn. If any your
[7:33] Speaker 4: listeners want to connect with me, they're happy to do that,
[7:35] Speaker 4: So please to reach out. I'm doing that all the time,
[7:39] Speaker 4: and that's where I'm kind of doing most of my
[7:41] Speaker 4: social activity. So we actually posted a video that talked
[7:44] Speaker 4: about this TikTok thing happening. It was a short clip,
[7:46] Speaker 4: couple of minute video. Somehow that got picked up in
[7:49] Speaker 4: the algorithm and it ended up with close to forty
[7:53] Speaker 4: thousand impressions. Okay, now that's more than any impressions that
[7:57] Speaker 4: I've ever gotten in any posts before bots, if we
[8:01] Speaker 4: actually look at what happened through those impressions, like okay, cool,
[8:04] Speaker 4: you get seduced by that a little bit. But I
[8:06] Speaker 4: only got like maybe three new followers.
[8:08] Speaker 3: And then maybe.
[8:11] Speaker 4: Three or four like engagements with that post. And I
[8:14] Speaker 4: was looking at that compared to smaller numbers of things
[8:18] Speaker 4: where I've had, you know, maybe you know, over a
[8:20] Speaker 4: thousand particular you know, impressions on a post, but I had,
[8:24] Speaker 4: you know, multiple comments, more people following me, right, because
[8:27] Speaker 4: there's a more concentrated and engaged audience at that point
[8:31] Speaker 4: versus something that was being kind of pushed out to the.
[8:34] Speaker 3: Masses, if you will.
[8:35] Speaker 4: Right, that's just the simper example, and you know, not
[8:37] Speaker 4: the difference between email or whatever, but just showing you
[8:39] Speaker 4: the power of a smaller number. It can actually be
[8:41] Speaker 4: more beneficial to you because you have more of the
[8:44] Speaker 4: right people versus a whole bunch of the wrong people.
[8:47] Speaker 4: And I think that's the big difference. And so we
[8:49] Speaker 4: mentioned that idea of somebody raising their hand in a
[8:53] Speaker 4: in an email perspective to give you permission to contact them,
[8:56] Speaker 4: and so that op in is very powerful because they're interested,
[8:59] Speaker 4: they want to hear more from you, and so they're
[9:01] Speaker 4: already one step closer to that place where they may
[9:04] Speaker 4: end up doing business with you. And again it depends
[9:07] Speaker 4: on the nature of your business. Right, So when you
[9:09] Speaker 4: think of I think one of the things that small
[9:11] Speaker 4: businesses have as an advantage over the big businesses is
[9:15] Speaker 4: that you often have those direct relationships with their customers.
[9:18] Speaker 3: So if you have a.
[9:19] Speaker 4: If you have a store, for example, you see these
[9:21] Speaker 4: people coming in and out every day or every week
[9:24] Speaker 4: or whatever it may be. And so that digital becomes
[9:29] Speaker 4: the digital communication becomes an extension of those real relationships
[9:33] Speaker 4: that you have with people. And you know, your big
[9:37] Speaker 4: box stores are going to need the numbers because they're
[9:39] Speaker 4: just playing the averages.
[9:40] Speaker 3: Right.
[9:40] Speaker 4: The more people I have, the more people might really
[9:42] Speaker 4: low you know, percentage rate of people opening and cooking
[9:46] Speaker 4: can come through. But those smaller numbers, those are people
[9:50] Speaker 4: that actually care, they're interested, and they have those connections
[9:53] Speaker 4: with you, and you can you can see you know,
[9:55] Speaker 4: fifty percent open rates, if not more, right, you can
[9:58] Speaker 4: see you know, four to five percent click through rates
[10:00] Speaker 4: and those types of things. Because again it's a concentrated audience,
[10:03] Speaker 4: an audience that either believes in what you're doing, has
[10:07] Speaker 4: a real interest in the products and services that you have,
[10:09] Speaker 4: or has a real relationship with you. And I think
[10:12] Speaker 4: that's really the big difference. You don't really need the
[10:14] Speaker 4: big numbers, especially depending on the nature of your business.
[10:18] Speaker 4: If you've got like a longer sales cycle, for example.
[10:22] Speaker 3: Maybe you're selling a bigger ticket.
[10:23] Speaker 4: Item type of thing, right, it really allows you to
[10:28] Speaker 4: build those relationships and move those people closer and closer
[10:31] Speaker 4: to you as you do that over time, It's almost
[10:35] Speaker 4: like having a salesperson that's working for.
[10:36] Speaker 3: You all the time.
[10:37] Speaker 2: I mentioned as Dave you know, you know I'm talking
[10:40] Speaker 2: to Dave.
[10:40] Speaker 1: He's the director of the Small Business Success at Constant Contact,
[10:44] Speaker 1: and I brought them on to the show to really,
[10:46] Speaker 1: you know, from a market because we always wear about marketing.
[10:48] Speaker 1: We have these ideas, we have these products, and we
[10:51] Speaker 1: don't know what to do. We don't know social media.
[10:54] Speaker 1: We see it out there. We may post a video,
[10:56] Speaker 1: see some engagement. Does the engagement enhance the sale? Doesn't
[10:59] Speaker 1: engagement and have somebody come to your door to buy,
[11:02] Speaker 1: don't know at a pick up your product or or
[11:05] Speaker 1: participate in something you're trying to sell. Why do you think,
[11:08] Speaker 1: because you mentioned this earlier, why is there a spike in.
[11:11] Speaker 2: New business opportunities?
[11:13] Speaker 1: You know, is the forty hour week person becoming past
[11:18] Speaker 1: a talk to us?
[11:20] Speaker 4: Yeah, you know, I think there's a lot of things
[11:22] Speaker 4: going on here. I think you know, we talked to
[11:24] Speaker 4: and this is something that we have a new report
[11:26] Speaker 4: that's going to be coming up.
[11:27] Speaker 3: So this is a little bit of a.
[11:28] Speaker 4: Sneak peek for you, RuSHA. Our findings have found, like
[11:32] Speaker 4: you know, the top three reasons for starting a business.
[11:34] Speaker 4: I'll unpack some of this here, but the top three
[11:36] Speaker 4: are better work life balance, independence, right, they really don't
[11:40] Speaker 4: want to answer to someone else, and then financial potential. Okay,
[11:44] Speaker 4: now you mentioned the forty hour work week, right. I
[11:46] Speaker 4: think anybody that started a small business knows that you're.
[11:50] Speaker 3: Going to be spending more than forty hours.
[11:51] Speaker 4: Yes, right, So it's a bit of a misnomber when
[11:55] Speaker 4: you see like the number one reason is better work
[11:57] Speaker 4: life balance. But let me share a story with you
[12:00] Speaker 4: talking to somebody.
[12:00] Speaker 3: She owns a spa.
[12:02] Speaker 4: And she makes she makes wigs for like cancer patients
[12:05] Speaker 4: and things like that, and when she started her business,
[12:10] Speaker 4: she was working you know, as many hours as possibly.
[12:13] Speaker 4: You know, she could more than her typical nine to
[12:15] Speaker 4: five job that she was working before. And you know,
[12:19] Speaker 4: I asked her, you know, why does she do it
[12:21] Speaker 4: and all this, and she says, well, because.
[12:23] Speaker 3: I wanted a better work life balance.
[12:24] Speaker 4: And I was like, well, help me unpack the disconnect
[12:27] Speaker 4: there when you're saying you're working more hours than you
[12:30] Speaker 4: were working in your nine to five and she's like, yes,
[12:33] Speaker 4: but I was doing that so that I could get
[12:36] Speaker 4: to the point where I am now, where I only
[12:38] Speaker 4: work on Wednesdays and Fridays. Right, Wow, I only work now.
[12:42] Speaker 4: I get to choose my schedule. And so there's a
[12:44] Speaker 4: big difference between working your fingers to the bone for
[12:49] Speaker 4: whatever your salary is going to be and at the
[12:51] Speaker 4: end of the day you don't get that. Again that
[12:55] Speaker 4: third reason, the financial potential that you know that other
[12:57] Speaker 4: people are getting, and so there's a big difference to
[13:00] Speaker 4: going out on your own and putting that the blood
[13:03] Speaker 4: and sweat and time into it so that you know
[13:06] Speaker 4: you're going to get to another place that is a
[13:08] Speaker 4: more comfortable and a better balanced lifestyle for you.
[13:12] Speaker 2: Now, Dave, that's a great story.
[13:14] Speaker 1: Now, but if we make mistakes because because we see
[13:17] Speaker 1: that you know what I'm saying, we yeah, and that
[13:19] Speaker 1: is and your intro I talked about tips on launching
[13:24] Speaker 1: business or mistakes. Let's talk about a couple of mistakes
[13:29] Speaker 1: that you constantly see. The reason I say that because
[13:32] Speaker 1: that's what you do in constant contact. People come to you,
[13:34] Speaker 1: they get for education and talk about mistakes that individuals
[13:39] Speaker 1: can make when they just jump out there with an
[13:42] Speaker 1: idea and just no marketing concepts in place.
[13:46] Speaker 2: But let me not steal the headline. The floor is yours.
[13:49] Speaker 4: Sure, So I think one of the big things is
[13:53] Speaker 4: really trying to do too much all at once, right,
[13:55] Speaker 4: That's one of the big things that we see. It's
[13:57] Speaker 4: really about doing a couple of things, about doing your
[14:01] Speaker 4: homework right, make sure that you understand you have a
[14:03] Speaker 4: good idea right, you're you know you've got something that
[14:06] Speaker 4: will work as a market for and all of that.
[14:08] Speaker 4: But then it's really about starting small. And so I
[14:11] Speaker 4: think it's about getting that foundation in place. And so
[14:15] Speaker 4: again we've been talking a lot about this idea of
[14:17] Speaker 4: reaching your audience directly, and so that's what it's one
[14:19] Speaker 4: of the things I like about email marketing, for example,
[14:22] Speaker 4: then you can start small. It just means building that
[14:25] Speaker 4: list and then maybe saying Okay, I'm going to send
[14:27] Speaker 4: an email once a week or every other week, or
[14:30] Speaker 4: finding some consistency and that will do something for you.
[14:33] Speaker 4: I think the other mistake that you see there is
[14:36] Speaker 4: sometimes you feel like okay, yeah, you get really excited
[14:38] Speaker 4: and you start to pick, oh, I'm going to send
[14:40] Speaker 4: an email like every other day, or you can get
[14:43] Speaker 4: you do something that's actually not something that you can
[14:46] Speaker 4: do consistently, right, So I think that's something that.
[14:48] Speaker 3: We see that as a mistake.
[14:50] Speaker 4: I think the other thing is, oftentimes and this is
[14:54] Speaker 4: I think more prone to digital businesses, but like we
[14:58] Speaker 4: do everything from behind these screams, that you often forget
[15:02] Speaker 4: about community and the importance of real connections, particularly if.
[15:08] Speaker 3: You are in a local business. Right.
[15:10] Speaker 4: So you're right, the businesses that we see that are
[15:13] Speaker 4: successful really do focus on building those strong community relationships.
[15:18] Speaker 4: And that's with other businesses around them, with their customers,
[15:23] Speaker 4: it's with you know, just people within the local economy
[15:27] Speaker 4: in general.
[15:28] Speaker 3: Right, It's they're building those relationships.
[15:31] Speaker 4: The other thing that I think is a thing that
[15:34] Speaker 4: we see is that folks actually don't adopt the tools
[15:38] Speaker 4: right right, So I start thinking about automation tools for
[15:41] Speaker 4: example marketing.
[15:42] Speaker 2: What hold an idea right there?
[15:43] Speaker 1: Because I want to go to break and I want
[15:44] Speaker 1: to come back and I want to make sure you
[15:45] Speaker 1: complete that thought. We're talking to Dave Tyris. He's the
[15:50] Speaker 1: Small Business Director of Small Business Success at Content Constant Contact, and.
[15:55] Speaker 2: We will hear more of him.
[15:56] Speaker 1: We will come back with more money Making Conversations Class.
[16:01] Speaker 5: Please don't go anywhere, We'll be right back with more
[16:04] Speaker 5: money Making Conversations Masterclass. Welcome back to the Money Making
[16:14] Speaker 5: Conversations Masterclass hosted by Rashan McDonald. Money Making Conversations Masterclass
[16:20] Speaker 5: continues online at Moneymakingconversations dot com and follow money Making
[16:25] Speaker 5: Conversations Masterclass on Facebook, Twitter and Instagram.
[16:29] Speaker 2: Hey there, everybody, and let me bring everybody up the speed.
[16:31] Speaker 1: We're talking to the director a Small Business Success a
[16:35] Speaker 1: Constant Contact. He provides powerful tools to simplify and amplify
[16:39] Speaker 1: digital marketing for businesses. The reason I brought them on
[16:42] Speaker 1: because a lot of people make mistakes and launching their business,
[16:45] Speaker 1: they'll know how to market their business, and so I
[16:47] Speaker 1: wanted to bring an expert, especially they have email marketing.
[16:50] Speaker 1: They have a social media and I delve into that.
[16:53] Speaker 1: My company kind of does that, kind of it does
[16:55] Speaker 1: that as well from a standpoint of customers come to
[16:58] Speaker 1: us and asked us how to amplify their businesses through
[17:03] Speaker 1: these particular platforms, email marketing and social media. Now, Dave,
[17:09] Speaker 1: I built up my brand, and like I said, it's
[17:13] Speaker 1: all about trust, it's all about reaction. I do have
[17:15] Speaker 1: a LinkedIn account. I I think I have ten thousand
[17:18] Speaker 1: followers on my LinkedIn account. But each audience plays a
[17:22] Speaker 1: different role for insince Instagram. We know it's a little
[17:25] Speaker 1: younger than Facebook. And then you have x which used
[17:29] Speaker 1: to be Twitter and so all, and then you have,
[17:32] Speaker 1: like you mentioned earlier, TikTok. How do you sit down
[17:35] Speaker 1: as a person who's trying to market their brand make
[17:38] Speaker 1: a decision on where to go.
[17:43] Speaker 4: So, I think there's a couple of things here. So
[17:44] Speaker 4: to your point, each of the channels, they're a little
[17:47] Speaker 4: bit different, right, Like each channel has its own kind
[17:49] Speaker 4: of audience and has its own quirks and things that
[17:52] Speaker 4: work on those channels. And so I think it's twofold.
[17:55] Speaker 4: It's one really figuring out, like Okay, where is my audience? Right,
[18:00] Speaker 4: And that could just be from asking your customers like, hey,
[18:03] Speaker 4: do you hang out here? Do you hang out there?
[18:04] Speaker 3: Do you do that thing?
[18:05] Speaker 4: It's also about kind of getting your feet wet in
[18:07] Speaker 4: each of them and trying them. But then also you
[18:10] Speaker 4: have to couple that with doing or using a channel
[18:14] Speaker 4: in terms of marketing that you're going to be comfortable
[18:16] Speaker 4: doing on a consistent basis. I think this is the
[18:19] Speaker 4: big thing that we've learned time and time again since
[18:22] Speaker 4: the dawn of marketing, right is consistency is the big thing.
[18:26] Speaker 3: That makes it work.
[18:27] Speaker 4: And so that means you're showing up, you're there, people
[18:29] Speaker 4: are seeing you all the time. You know that. What's
[18:31] Speaker 4: that old thing, right, If you're out of site, you're
[18:33] Speaker 4: out of mind. And so really marketing at its simplest
[18:36] Speaker 4: level is about just keeping your business top of mind
[18:39] Speaker 4: so that when people are looking for what you offer,
[18:42] Speaker 4: they're going to think of you first.
[18:43] Speaker 3: Or if somebody asks.
[18:45] Speaker 4: Them, hey, do you know somebody does such and such,
[18:47] Speaker 4: you're also going to come to mind first. And so
[18:49] Speaker 4: when you start looking at those different channels, right, So
[18:51] Speaker 4: I mentioned LinkedIn is the one that I like to use,
[18:54] Speaker 4: and so that's really more of a professional network. Right,
[18:57] Speaker 4: So I'm talking about business. I'm talking about other busines
[19:00] Speaker 4: this is and sharing the things that they've done so
[19:02] Speaker 4: to see success and how you can start to implement
[19:05] Speaker 4: that for yourself.
[19:06] Speaker 3: Right.
[19:06] Speaker 4: Whereas if I was on TikTok, where that's like kind
[19:09] Speaker 4: of like a more entertaining, fun type of you know,
[19:11] Speaker 4: short short form video type of thing, well, I might
[19:16] Speaker 4: think of ways to do that, but do it in
[19:18] Speaker 4: a completely different way, and that's really not my style,
[19:21] Speaker 4: Like I don't have the time to be investing in
[19:23] Speaker 4: that to think of it like that, right, And so
[19:25] Speaker 4: that's not something I'm going to do. So that's not
[19:27] Speaker 4: going to be where I'm going to invest that energy. Instagram,
[19:31] Speaker 4: I think, is you know, a place where it's also
[19:33] Speaker 4: more visual. You can do some of the video stuff,
[19:36] Speaker 4: but I like to use that as a way to
[19:38] Speaker 4: share maybe where I'm going, where I'm speaking next, right,
[19:41] Speaker 4: take some pictures out on the road, like where things
[19:43] Speaker 4: are happening there. And so I'm meaning into kind of
[19:46] Speaker 4: the strengths of each of those channels so that I'm
[19:49] Speaker 4: reaching people with the message that I'm trying to get across,
[19:51] Speaker 4: but in slightly different ways. And so I think it's
[19:53] Speaker 4: about looking at where your audience is and then where
[19:57] Speaker 4: do you feel most comfortable, Because if you are not
[20:00] Speaker 4: feeling comfortable about it, guess what, it's going to be
[20:02] Speaker 4: very easy for you not to do it.
[20:04] Speaker 2: Right, you know, cause cause I tell you, I don't
[20:07] Speaker 2: I have an X account. I don't.
[20:09] Speaker 1: I rarely use it because I don't feel comfortable over there,
[20:11] Speaker 1: you know. And then but it's really interesting because it's
[20:15] Speaker 1: all about building your brand.
[20:17] Speaker 2: And like a lot of people know, I love to bake.
[20:20] Speaker 1: I love to cook, and I am I would tell you, Dave,
[20:24] Speaker 1: I could be at the airport, I could be walking
[20:26] Speaker 1: in the store and people will come up to me
[20:28] Speaker 1: because I bake, not because I managed famous talent, not
[20:32] Speaker 1: because I've done extraordinary things in the entertainment business as
[20:36] Speaker 1: a Hollywood writer or produced shows in Las Vegas. You
[20:40] Speaker 1: that guy at bake right, I like your Okay, can
[20:44] Speaker 1: you give me a recipe? So I do know that's
[20:47] Speaker 1: if you do it consistently, you can build a brand
[20:50] Speaker 1: and the relationship with your audience.
[20:52] Speaker 4: Correct, absolutely, I mean I think that's the big thing.
[20:56] Speaker 4: And I think you know to your point about you know,
[20:57] Speaker 4: baking and things like that, like it's those things that
[21:00] Speaker 4: make us human, that connect us all. And I think
[21:03] Speaker 4: there's there's ways. I mean, it's called social media for
[21:05] Speaker 4: a reason, right, We're trying to find people that we like.
[21:09] Speaker 4: I often describe it kind of like I call it
[21:12] Speaker 4: the party principle, right, But think about social media as
[21:15] Speaker 4: this big party. There's a lot of people out there,
[21:17] Speaker 4: and what we're really trying to do is find the
[21:20] Speaker 4: people that we like. So if you think about if
[21:22] Speaker 4: you went to a party, you do the same thing.
[21:24] Speaker 4: There's a big group of people there, You say hello
[21:26] Speaker 4: to the people that you recognize, you might meet somebody
[21:28] Speaker 4: new and have a conversation with those people. And then
[21:31] Speaker 4: when you start to think about like, okay, like if
[21:33] Speaker 4: our goal as marketers is to move people closer, right, well,
[21:37] Speaker 4: after the party dies down, there might be some people
[21:39] Speaker 4: that hang around, right, It's kind of like the after party, right. Well,
[21:42] Speaker 4: that's like your email list, right, those people that move
[21:44] Speaker 4: a little bit closer to you. And then you know,
[21:46] Speaker 4: maybe when you're leaving, you know, like you exchange phone
[21:49] Speaker 4: numbers with people, these are people that you want to have,
[21:51] Speaker 4: you know, stay connected to, you have instant access to.
[21:54] Speaker 4: That's like the SMS channel. Right, that's the VIP party
[21:57] Speaker 4: because people are giving you instant access to them in
[21:59] Speaker 4: that and so it's really, yeah, it's doing those things
[22:03] Speaker 4: that connect us as humans, but also sharing and letting
[22:06] Speaker 4: them know that, hey, these are the ways that I
[22:08] Speaker 4: can help you professionally as well that really allow you
[22:12] Speaker 4: to open up those opportunities.
[22:13] Speaker 1: They You know, we've been sharing a lot of good
[22:15] Speaker 1: news when you came out of twenty twenty three. You
[22:18] Speaker 1: talk about twenty twenty four, the explosion of the entrepreneurs
[22:22] Speaker 1: in twenty twenty five, But what challenges when new entrepreneurs
[22:25] Speaker 1: face this year they weren't on the radar in twenty
[22:29] Speaker 1: twenty four.
[22:31] Speaker 4: Well, you know, it's interesting. I think a lot of
[22:35] Speaker 4: them are still, but I think things are going to
[22:37] Speaker 4: happen a lot quicker. And I think, right, you know,
[22:39] Speaker 4: one of the things that where people get left behind
[22:42] Speaker 4: is really by not paying.
[22:44] Speaker 3: Attention to what's happening. Right, And I'm just.
[22:46] Speaker 4: Talking just in terms of technology even right, I think
[22:49] Speaker 4: this is going to be a really big year for AI,
[22:51] Speaker 4: as I think I mentioned, But I think if you're
[22:53] Speaker 4: not paying attention, you don't have to do all the
[22:56] Speaker 4: things right. You just have to be paying attention enough
[22:58] Speaker 4: to know, like, hey, you're just open to continually educating
[23:02] Speaker 4: yourself to what's coming up in terms of new technologies.
[23:05] Speaker 4: What can you know you start doing to better adapt
[23:08] Speaker 4: to changes in the in the landscape. And it's really
[23:11] Speaker 4: about being proactive and that really allows you to overcome
[23:15] Speaker 4: those challenges with what's happening out there. And I think
[23:18] Speaker 4: that's a big thing that that that needs to happen.
[23:20] Speaker 4: And I think the thing that we've learned time and
[23:23] Speaker 4: time again, no matter what happens, no matter what changes
[23:26] Speaker 4: come up, small business owners are resilient and they find
[23:29] Speaker 4: a way to keep going because these folks often don't
[23:32] Speaker 4: there isn't a plan be the plan A is to
[23:35] Speaker 4: own this business and they'll be they'll be Uh, they'll
[23:38] Speaker 4: they'll they'll stay with it until that you know, something
[23:41] Speaker 4: really makes them have to stop now and they adopt
[23:45] Speaker 4: right now.
[23:46] Speaker 1: And then Dave, as we close up, you mentioned your podcasts. Uh,
[23:49] Speaker 1: where we can find that and what do the type
[23:52] Speaker 1: of information do you deliver from your podcast that will
[23:55] Speaker 1: help out my my fans who listen to my show.
[23:59] Speaker 4: Yeah, the the name of the show is the Be
[24:01] Speaker 4: a Marketer Podcast. You can find that wherever you listen
[24:03] Speaker 4: to your podcast, if you just search to be a
[24:05] Speaker 4: marketer podcast, that will come up as well. And really
[24:08] Speaker 4: the premise of the show is we talk to successful
[24:12] Speaker 4: small business owners so you can find out what it
[24:14] Speaker 4: really means to market your business, even if marketing isn't
[24:17] Speaker 4: your thing. And so, yeah, it's a It was a
[24:20] Speaker 4: twenty twenty four Web Award hon a Ree, and we're
[24:23] Speaker 4: very proud of it.
[24:24] Speaker 3: Thank you so much, Thank you.
[24:26] Speaker 4: We talked to really great people that you know, really
[24:30] Speaker 4: have seen some success and share a lot of great
[24:31] Speaker 4: tips that are beneficial to any other business owner.
[24:34] Speaker 2: Now you mentioned AI.
[24:35] Speaker 1: I can't let you get off this phone because you
[24:37] Speaker 1: kind of like whispered it down in the beginning. Need
[24:39] Speaker 1: you dropped it in the middle of any view? A
[24:42] Speaker 1: how does AI players role in marketing?
[24:47] Speaker 4: Yeah, so if I start thinking about some of the
[24:49] Speaker 4: ways that Constant Contact is using it today, sir, this
[24:53] Speaker 4: is a this is a great way to start thinking
[24:55] Speaker 4: about you know, again, I mentioned a lot of small
[24:57] Speaker 4: business owners aren't marketers, and so it becomes like al
[25:00] Speaker 4: page part like what do I.
[25:01] Speaker 3: Say in this email? Right? Like?
[25:02] Speaker 4: How do I write that content? We have a content
[25:05] Speaker 4: generator that you give it a few ideas of what
[25:07] Speaker 4: you're trying to do, and then it will create something
[25:10] Speaker 4: for you that you can edit if you need to,
[25:12] Speaker 4: but you're going to have a decently written email right
[25:14] Speaker 4: that can help you can. Then you can then take
[25:16] Speaker 4: that content and then summarize it for social media, you
[25:19] Speaker 4: can use it for text marketing. And I think where
[25:22] Speaker 4: things are going to start to get I mean, we
[25:23] Speaker 4: even have a content generator, I should say, a campaign
[25:27] Speaker 4: builder that allows you to say, hey, I'm trying to
[25:29] Speaker 4: do this type of thing, and it will create a
[25:33] Speaker 4: basically a marketing strategy across you know, social email, whatever
[25:37] Speaker 4: it is that you're trying to do, and give you
[25:39] Speaker 4: the timeline and start to help you schedule those things
[25:42] Speaker 4: so you have a full marketing campaign that you can
[25:44] Speaker 4: get out there.
[25:45] Speaker 3: And so this is all stuff that's just going to
[25:46] Speaker 3: save you time so that.
[25:48] Speaker 4: You can get back to those things that you would
[25:50] Speaker 4: rather be doing. I think what's most interesting and I
[25:52] Speaker 4: think this is where we're going to start to see
[25:54] Speaker 4: things go, is what you can start to do with
[25:57] Speaker 4: the data that you have in your account, soor you
[25:59] Speaker 4: think of you think of your sixty five thousand email
[26:01] Speaker 4: subscribers are doing certain things.
[26:04] Speaker 3: You start to learn more about them. They have certain
[26:05] Speaker 3: interests beyond just you and your.
[26:07] Speaker 4: Business right right, And if you can AI can really
[26:11] Speaker 4: analyze that information much faster than we can as humans,
[26:16] Speaker 4: and then start to look at that recognize patterns and
[26:19] Speaker 4: then make recommendations to you as to next steps or
[26:23] Speaker 4: things that you should do, and really open up new
[26:26] Speaker 4: avenues for your business that you never would have found otherwise.
[26:29] Speaker 4: And I think that's what's really exciting and really interesting.
[26:31] Speaker 4: As we move into the new year.
[26:32] Speaker 1: They kill about how to reach you. May you just
[26:35] Speaker 1: I should have started out with that question. May you
[26:37] Speaker 1: got me?
[26:37] Speaker 2: Hype that?
[26:38] Speaker 1: Because I got sixty five thousand people, I don't know
[26:40] Speaker 1: what to do with them sometimes because sometimes they open
[26:43] Speaker 1: up my emails, sometimes they don't open up my emails.
[26:46] Speaker 1: So this d consistency is all I'm trying to get.
[26:48] Speaker 1: But again, you came through with a lot of great information,
[26:51] Speaker 1: And thank you again and Dave for coming on Money
[26:53] Speaker 1: Making Conversations, Master Glad, and you know I'm going to
[26:55] Speaker 1: bring you back.
[26:57] Speaker 4: Yeah, it's always a pleasure. I hope you will.
[27:00] Speaker 3: You know, please check.
[27:01] Speaker 4: Out Constant Contact and find out more about the resources
[27:03] Speaker 4: and the tools that we have and if you want
[27:04] Speaker 4: to connect with me, you can find me on LinkedIn.
[27:06] Speaker 4: It's Dave Chasta, that's c h A r E. S. T.
[27:10] Speaker 4: So thanks again, Rashana, hope to see you again soon.
[27:12] Speaker 2: Ah my friends, stay safe now.
[27:14] Speaker 6: This has been another edition of Money Making Conversation Masterclass
[27:17] Speaker 6: hosted by me Rushaun McDonald. Thank you to our guests
[27:20] Speaker 6: on the show today and thank you listening to your
[27:23] Speaker 6: audience now. If you want to listen to any episode
[27:25] Speaker 6: I want to be a guest on the show, visit
[27:28] Speaker 6: Moneymakingconversations dot com. Our social media handle is money Making Conversation.
[27:33] Speaker 6: Join us next week and remember to always leave with
[27:35] Speaker 6: your gifts.
[27:36] Speaker 2: Keep winning.

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