{"id":15076,"date":"2014-07-08T13:00:40","date_gmt":"2014-07-08T17:00:40","guid":{"rendered":"http:\/\/smarttan.com\/news\/?p=15076"},"modified":"2014-07-08T11:51:30","modified_gmt":"2014-07-08T15:51:30","slug":"the-small-business-marketing-advantage-relationships","status":"publish","type":"post","link":"https:\/\/news.smarttan.com\/index.php\/the-small-business-marketing-advantage-relationships\/","title":{"rendered":"The Small Business Marketing Advantage: Relationships"},"content":{"rendered":"<p>Owner-operated\u00a0businesses may not have marketing budgets of bigger brands, but that certainly doesn\u2019t mean they can\u2019t compete, the Inc.com article \u201cWhy Small Businesses Have a Natural Marketing Advantage\u201d explains.<\/p>\n<p>&#8220;You are naturally, unbelievably close to your customers,&#8221; Gail Goodman, CEO of marketing firm\u00a0Constant Contact, told her audience at a recent National Small Business Week event. &#8220;You don&#8217;t need focus groups and national research, you talk to them every day. That is easy to translate into revenue growth and more business.&#8221;<\/p>\n<p>Goodman went on to detail these specific advantages that smaller businesses hold:<\/p>\n<p><strong>Ability to create a meaningful experience.<\/strong> The smaller the business, the more flexible and the easier to adapt to each customer to provide a unique \u2018wow\u2019 experience. &#8220;The sad truth is that the customer experience bar is low and small businesses can easily rise above that without it being expensive,\u201d Goodman said. \u201cIt just needs to be real. It&#8217;s all about bringing a smile to the face of your customer.&#8221;<\/p>\n<p><strong>Everyone knows your name.<\/strong> As well as getting to know customers personally, small business owners know the names of their neighbors, community members, and fellow business owners. This provides unique opportunities for cheap cross marketing and promotion through community events. Get involved with the chamber of commerce, and become a staple in your community.<\/p>\n<p><strong>You know your market.<\/strong> You don\u2019t need focus groups and market analysis to tell you how to promote your business\u2026you already know the market like the back of your hand. That doesn\u2019t mean you don\u2019t need to get information from your customers, but you <em>can<\/em> do it in a cheap and natural way.<\/p>\n<p><strong>The view of the customer experience.<\/strong> You have a first-hand view of what\u2019s going on in your business and how clients are responding to it. \u201cYou don&#8217;t need a secret shopper&#8211;or undercover CEO&#8211;to understand what&#8217;s happening today in your business, what&#8217;s delighting your customers, where are the challenges, where the opportunities are to create that great experience. And it&#8217;s these real relationships that make easier marketing,&#8221; Goodman said.<\/p>\n<p><a href=\"http:\/\/www.inc.com\/will-yakowicz\/gail-goodman-small-businesses-natural-marketing-advantage.html\" target=\"_blank\">Click here<\/a> to read the Inc.com article, including specific strategies for leveraging these advantages.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Owner-operated\u00a0businesses may not have marketing budgets of bigger brands, but that certainly doesn\u2019t mean they can\u2019t compete, the Inc.com article \u201cWhy Small Businesses Have a Natural Marketing Advantage\u201d explains. &#8220;You are naturally, unbelievably close to your customers,&#8221; Gail Goodman, CEO of marketing firm\u00a0Constant Contact, told her audience at a recent National Small Business Week event. [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":15077,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-15076","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Small Business Marketing Advantage: Relationships - Smart Tan News<\/title>\n<meta name=\"description\" content=\"Owner-operated\u00a0businesses may not have marketing budgets of bigger brands, but that certainly doesn\u2019t mean they can\u2019t compete, the Inc.com article \u201cWhy Small Businesses Have a Natural Marketing Advantage\u201d explains.  &quot;You are naturally, unbelievably close to your customers,&quot; Gail Goodman, CEO of marketing firm\u00a0Constant Contact, told her audience at a recent National Small Business Week event. &quot;You don&#039;t need focus groups and national research, you talk to them every day. That is easy to translate into revenue growth and more business.&quot;  Goodman went on to detail these specific advantages that smaller businesses hold:  Ability to create a meaningful experience. The smaller the business, the more flexible and the easier to adapt to each customer to provide a unique \u2018wow\u2019 experience. &quot;The sad truth is that the customer experience bar is low and small businesses can easily rise above that without it being expensive,\u201d Goodman said. \u201cIt just needs to be real. It&#039;s all about bringing a smile to the face of your customer.&quot;  Everyone knows your name. As well as getting to know customers personally, small business owners know the names of their neighbors, community members, and fellow business owners. This provides unique opportunities for cheap cross marketing and promotion through community events. Get involved with the chamber of commerce, and become a staple in your community.  You know your market. You don\u2019t need focus groups and market analysis to tell you how to promote your business\u2026you already know the market like the back of your hand. That doesn\u2019t mean you don\u2019t need to get information from your customers, but you can do it in a cheap and natural way.  The view of the customer experience. You have a first-hand view of what\u2019s going on in your business and how clients are responding to it. \u201cYou don&#039;t need a secret shopper--or undercover CEO--to understand what&#039;s happening today in your business, what&#039;s delighting your customers, where are the challenges, where the opportunities are to create that great experience. And it&#039;s these real relationships that make easier marketing,&quot; Goodman said.  Click here to read the Inc.com article, including specific strategies for leveraging these advantages.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/news.smarttan.com\/index.php\/the-small-business-marketing-advantage-relationships\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Small Business Marketing Advantage: Relationships - Smart Tan News\" \/>\n<meta property=\"og:description\" content=\"Owner-operated\u00a0businesses may not have marketing budgets of bigger brands, but that certainly doesn\u2019t mean they can\u2019t compete, the Inc.com article \u201cWhy Small Businesses Have a Natural Marketing Advantage\u201d explains.  &quot;You are naturally, unbelievably close to your customers,&quot; Gail Goodman, CEO of marketing firm\u00a0Constant Contact, told her audience at a recent National Small Business Week event. &quot;You don&#039;t need focus groups and national research, you talk to them every day. That is easy to translate into revenue growth and more business.&quot;  Goodman went on to detail these specific advantages that smaller businesses hold:  Ability to create a meaningful experience. The smaller the business, the more flexible and the easier to adapt to each customer to provide a unique \u2018wow\u2019 experience. &quot;The sad truth is that the customer experience bar is low and small businesses can easily rise above that without it being expensive,\u201d Goodman said. \u201cIt just needs to be real. It&#039;s all about bringing a smile to the face of your customer.&quot;  Everyone knows your name. As well as getting to know customers personally, small business owners know the names of their neighbors, community members, and fellow business owners. This provides unique opportunities for cheap cross marketing and promotion through community events. Get involved with the chamber of commerce, and become a staple in your community.  You know your market. You don\u2019t need focus groups and market analysis to tell you how to promote your business\u2026you already know the market like the back of your hand. That doesn\u2019t mean you don\u2019t need to get information from your customers, but you can do it in a cheap and natural way.  The view of the customer experience. You have a first-hand view of what\u2019s going on in your business and how clients are responding to it. \u201cYou don&#039;t need a secret shopper--or undercover CEO--to understand what&#039;s happening today in your business, what&#039;s delighting your customers, where are the challenges, where the opportunities are to create that great experience. And it&#039;s these real relationships that make easier marketing,&quot; Goodman said.  Click here to read the Inc.com article, including specific strategies for leveraging these advantages.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/news.smarttan.com\/index.php\/the-small-business-marketing-advantage-relationships\/\" \/>\n<meta property=\"og:site_name\" content=\"Smart Tan News\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SmartTan\" \/>\n<meta property=\"article:published_time\" content=\"2014-07-08T17:00:40+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/news.smarttan.com\/wp-content\/uploads\/2014\/07\/handshake-7-8-14.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"440\" \/>\n\t<meta property=\"og:image:height\" content=\"334\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"smarttannews\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@SmartTan\" \/>\n<meta name=\"twitter:site\" content=\"@SmartTan\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"smarttannews\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/news.smarttan.com\/index.php\/the-small-business-marketing-advantage-relationships\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/news.smarttan.com\/index.php\/the-small-business-marketing-advantage-relationships\/\"},\"author\":{\"name\":\"smarttannews\",\"@id\":\"https:\/\/news.smarttan.com\/#\/schema\/person\/722dc7049af55e0ed743d67ce9ed4819\"},\"headline\":\"The Small Business Marketing Advantage: Relationships\",\"datePublished\":\"2014-07-08T17:00:40+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/news.smarttan.com\/index.php\/the-small-business-marketing-advantage-relationships\/\"},\"wordCount\":368,\"publisher\":{\"@id\":\"https:\/\/news.smarttan.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/news.smarttan.com\/index.php\/the-small-business-marketing-advantage-relationships\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/news.smarttan.com\/wp-content\/uploads\/2014\/07\/handshake-7-8-14.jpg\",\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/news.smarttan.com\/index.php\/the-small-business-marketing-advantage-relationships\/\",\"url\":\"https:\/\/news.smarttan.com\/index.php\/the-small-business-marketing-advantage-relationships\/\",\"name\":\"The Small Business Marketing Advantage: Relationships - Smart Tan News\",\"isPartOf\":{\"@id\":\"https:\/\/news.smarttan.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/news.smarttan.com\/index.php\/the-small-business-marketing-advantage-relationships\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/news.smarttan.com\/index.php\/the-small-business-marketing-advantage-relationships\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/news.smarttan.com\/wp-content\/uploads\/2014\/07\/handshake-7-8-14.jpg\",\"datePublished\":\"2014-07-08T17:00:40+00:00\",\"description\":\"Owner-operated\u00a0businesses may not have marketing budgets of bigger brands, but that certainly doesn\u2019t mean they can\u2019t compete, the Inc.com article \u201cWhy Small Businesses Have a Natural Marketing Advantage\u201d explains. \\\"You are naturally, unbelievably close to your customers,\\\" Gail Goodman, CEO of marketing firm\u00a0Constant Contact, told her audience at a recent National Small Business Week event. \\\"You don't need focus groups and national research, you talk to them every day. That is easy to translate into revenue growth and more business.\\\" Goodman went on to detail these specific advantages that smaller businesses hold: Ability to create a meaningful experience. The smaller the business, the more flexible and the easier to adapt to each customer to provide a unique \u2018wow\u2019 experience. \\\"The sad truth is that the customer experience bar is low and small businesses can easily rise above that without it being expensive,\u201d Goodman said. \u201cIt just needs to be real. It's all about bringing a smile to the face of your customer.\\\" Everyone knows your name. As well as getting to know customers personally, small business owners know the names of their neighbors, community members, and fellow business owners. This provides unique opportunities for cheap cross marketing and promotion through community events. Get involved with the chamber of commerce, and become a staple in your community. You know your market. 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That is easy to translate into revenue growth and more business.\"  Goodman went on to detail these specific advantages that smaller businesses hold:  Ability to create a meaningful experience. The smaller the business, the more flexible and the easier to adapt to each customer to provide a unique \u2018wow\u2019 experience. \"The sad truth is that the customer experience bar is low and small businesses can easily rise above that without it being expensive,\u201d Goodman said. \u201cIt just needs to be real. It's all about bringing a smile to the face of your customer.\"  Everyone knows your name. As well as getting to know customers personally, small business owners know the names of their neighbors, community members, and fellow business owners. This provides unique opportunities for cheap cross marketing and promotion through community events. Get involved with the chamber of commerce, and become a staple in your community.  You know your market. You don\u2019t need focus groups and market analysis to tell you how to promote your business\u2026you already know the market like the back of your hand. That doesn\u2019t mean you don\u2019t need to get information from your customers, but you can do it in a cheap and natural way.  The view of the customer experience. You have a first-hand view of what\u2019s going on in your business and how clients are responding to it. \u201cYou don't need a secret shopper--or undercover CEO--to understand what's happening today in your business, what's delighting your customers, where are the challenges, where the opportunities are to create that great experience. And it's these real relationships that make easier marketing,\" Goodman said.  Click here to read the Inc.com article, including specific strategies for leveraging these advantages.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/news.smarttan.com\/index.php\/the-small-business-marketing-advantage-relationships\/","og_locale":"en_US","og_type":"article","og_title":"The Small Business Marketing Advantage: Relationships - Smart Tan News","og_description":"Owner-operated\u00a0businesses may not have marketing budgets of bigger brands, but that certainly doesn\u2019t mean they can\u2019t compete, the Inc.com article \u201cWhy Small Businesses Have a Natural Marketing Advantage\u201d explains.  \"You are naturally, unbelievably close to your customers,\" Gail Goodman, CEO of marketing firm\u00a0Constant Contact, told her audience at a recent National Small Business Week event. \"You don't need focus groups and national research, you talk to them every day. That is easy to translate into revenue growth and more business.\"  Goodman went on to detail these specific advantages that smaller businesses hold:  Ability to create a meaningful experience. The smaller the business, the more flexible and the easier to adapt to each customer to provide a unique \u2018wow\u2019 experience. \"The sad truth is that the customer experience bar is low and small businesses can easily rise above that without it being expensive,\u201d Goodman said. \u201cIt just needs to be real. It's all about bringing a smile to the face of your customer.\"  Everyone knows your name. As well as getting to know customers personally, small business owners know the names of their neighbors, community members, and fellow business owners. This provides unique opportunities for cheap cross marketing and promotion through community events. Get involved with the chamber of commerce, and become a staple in your community.  You know your market. 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Click here to read the Inc.com article, including specific strategies for leveraging these advantages.","og_url":"https:\/\/news.smarttan.com\/index.php\/the-small-business-marketing-advantage-relationships\/","og_site_name":"Smart Tan News","article_publisher":"https:\/\/www.facebook.com\/SmartTan","article_published_time":"2014-07-08T17:00:40+00:00","og_image":[{"width":440,"height":334,"url":"https:\/\/news.smarttan.com\/wp-content\/uploads\/2014\/07\/handshake-7-8-14.jpg","type":"image\/jpeg"}],"author":"smarttannews","twitter_card":"summary_large_image","twitter_creator":"@SmartTan","twitter_site":"@SmartTan","twitter_misc":{"Written by":"smarttannews","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/news.smarttan.com\/index.php\/the-small-business-marketing-advantage-relationships\/#article","isPartOf":{"@id":"https:\/\/news.smarttan.com\/index.php\/the-small-business-marketing-advantage-relationships\/"},"author":{"name":"smarttannews","@id":"https:\/\/news.smarttan.com\/#\/schema\/person\/722dc7049af55e0ed743d67ce9ed4819"},"headline":"The Small Business Marketing Advantage: Relationships","datePublished":"2014-07-08T17:00:40+00:00","mainEntityOfPage":{"@id":"https:\/\/news.smarttan.com\/index.php\/the-small-business-marketing-advantage-relationships\/"},"wordCount":368,"publisher":{"@id":"https:\/\/news.smarttan.com\/#organization"},"image":{"@id":"https:\/\/news.smarttan.com\/index.php\/the-small-business-marketing-advantage-relationships\/#primaryimage"},"thumbnailUrl":"https:\/\/news.smarttan.com\/wp-content\/uploads\/2014\/07\/handshake-7-8-14.jpg","articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/news.smarttan.com\/index.php\/the-small-business-marketing-advantage-relationships\/","url":"https:\/\/news.smarttan.com\/index.php\/the-small-business-marketing-advantage-relationships\/","name":"The Small Business Marketing Advantage: Relationships - Smart Tan News","isPartOf":{"@id":"https:\/\/news.smarttan.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/news.smarttan.com\/index.php\/the-small-business-marketing-advantage-relationships\/#primaryimage"},"image":{"@id":"https:\/\/news.smarttan.com\/index.php\/the-small-business-marketing-advantage-relationships\/#primaryimage"},"thumbnailUrl":"https:\/\/news.smarttan.com\/wp-content\/uploads\/2014\/07\/handshake-7-8-14.jpg","datePublished":"2014-07-08T17:00:40+00:00","description":"Owner-operated\u00a0businesses may not have marketing budgets of bigger brands, but that certainly doesn\u2019t mean they can\u2019t compete, the Inc.com article \u201cWhy Small Businesses Have a Natural Marketing Advantage\u201d explains. \"You are naturally, unbelievably close to your customers,\" Gail Goodman, CEO of marketing firm\u00a0Constant Contact, told her audience at a recent National Small Business Week event. \"You don't need focus groups and national research, you talk to them every day. That is easy to translate into revenue growth and more business.\" Goodman went on to detail these specific advantages that smaller businesses hold: Ability to create a meaningful experience. The smaller the business, the more flexible and the easier to adapt to each customer to provide a unique \u2018wow\u2019 experience. \"The sad truth is that the customer experience bar is low and small businesses can easily rise above that without it being expensive,\u201d Goodman said. \u201cIt just needs to be real. It's all about bringing a smile to the face of your customer.\" Everyone knows your name. As well as getting to know customers personally, small business owners know the names of their neighbors, community members, and fellow business owners. This provides unique opportunities for cheap cross marketing and promotion through community events. Get involved with the chamber of commerce, and become a staple in your community. You know your market. You don\u2019t need focus groups and market analysis to tell you how to promote your business\u2026you already know the market like the back of your hand. That doesn\u2019t mean you don\u2019t need to get information from your customers, but you can do it in a cheap and natural way. The view of the customer experience. You have a first-hand view of what\u2019s going on in your business and how clients are responding to it. \u201cYou don't need a secret shopper--or undercover CEO--to understand what's happening today in your business, what's delighting your customers, where are the challenges, where the opportunities are to create that great experience. And it's these real relationships that make easier marketing,\" Goodman said. 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