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I’m Dave Charest. My career’s been built on conversations with small business owners about what makes marketing work. Take this quiz and see how your marketing instincts compare.

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What is the most significant advantage of using opt-in marketing channels like email and SMS over relying solely on social media?

They offer more advanced and detailed analytics than social media platforms. Creating content for email and SMS is significantly less time-consumin than for social media. They are the only channels that allow for collaboration with other local businesses. The business owns the contact list and has direct control over communication.

What is a recurring piece of advice for small business owners regarding the frequency and rhythm of their marketing efforts?

Only market when the business is slow to attract new customers. Outsource all marketing to an agency to avoid inconsistency. Market heavily only during peak sales seasons to maximize ROI. Create a consistent schedule for marketing to stay top of mind.

When it comes to the content of their marketing, what customer-centric approach is repeatedly recommended for small businesses?

Use complex industry jargon to establish expertise and authority. Announce sales and promotions in every communication. Primarily showcase the owner's personal achievements and success. Focus on educating the audience and providing value.

What is described as one of the biggest marketing superpowers or unique advantages a small business has over larger corporations?

The ability to secure larger budgets for national advertising campaigns. Access to more advanced technology and automation tools. A larger team dedicated exclusively to market research. The owner's personality and the ability to create personal human connections.

For a small business owner who is new to marketing, what is the recommended starting point for identifying which marketing channels to use?

Copy the exact marketing mix used by the largest competitor. Determine where their ideal customers are 'hanging out' online and offline. Select the channels that require the least financial investment. Choose the newest and most trending social media platform.

According to the '80/20 rule' where does the majority of a small business's revenue typically come from?

New customers acquired through expensive advertising. A single, highly successful social media campaign each year. Repeat business from existing customers and their word-of-mouth referrals. Strategic partnerships with large national brands.

What is a key reason that building relationships within the local community is so vital for many small businesses?

Local regulations require a certain number of community service hours. It generates powerful word-of-mouth marketing and builds trust. It's the only way to get approval for a small business loan. It replaces the need for any form of digital marketing.

When starting out, rather than trying to be active on all marketing channels, what is the suggested approach for a small business with limited resources?

Post the exact same message across ten different platforms daily. Focus on mastering one or two channels that work well for their audience. Concentrate only on traditional, offline methods like print mailers. Avoid all marketing until the business has enough revenue to hire a large team.

What role do customer testimonials and reviews play in a small business's marketing strategy?

They provide a way for people to tell your story and build trust. They are primarily useful for internal team motivation only. They are a minor part of marketing that has little impact on new customers. They are an epensive form of advertising that must be paid for.

What is the recommended first step before a small business owner starts creating marketing content or campaigns?

Set clear business and marketing goals. Purchase a large list of email contacts to save time. Design a perfect logo and brand guide. Select and purchase all the marketing software they might ever need.

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