{"id":43242,"date":"2025-03-28T23:30:29","date_gmt":"2025-03-29T03:30:29","guid":{"rendered":"https:\/\/www.jandrmarketing.com\/?p=43242"},"modified":"2025-04-08T11:24:59","modified_gmt":"2025-04-08T15:24:59","slug":"stop-guessing-5-marketing-moves-every-business-should-actually-be-doing","status":"publish","type":"post","link":"https:\/\/www.jandrmarketing.com\/stop-guessing-5-marketing-moves-every-business-should-actually-be-doing\/","title":{"rendered":"Stop Guessing: 5 Marketing Moves Every Business Should Actually Be Doing"},"content":{"rendered":"<p><strong>Joe here \u2014<\/strong> I was updating this week\u2019s <a href=\"https:\/\/www.joerussori.com\/ri-business-marketing-insights-updated-weekly\/\" target=\"_blank\" rel=\"noopener\"><em>RI Business &amp; Marketing Insights<\/em><\/a> on my blog, and realized something: the advice I was giving deserved more than just a quick blurb. It was the kind of insight that small business owners\u2014especially here in Rhode Island\u2014could actually use.<\/p>\n<p>So I decided to expand on it, and share it directly here on the J&amp;R Marketing blog.<\/p>\n<p>If we haven\u2019t met, I\u2019m the founder of J&amp;R, and I\u2019ve spent the last decade helping businesses build better brands, generate more leads, and create marketing that actually works. Along the way, I\u2019ve seen what gets results\u2014and what wastes time and money.<\/p>\n<p>This post is about the basics\u2014things every business should be doing, but many aren\u2019t. Think of it like a reset. A chance to tighten up the things that actually move the needle.<\/p>\n<h3><strong>Google Updates Happen. Don\u2019t Just Shrug It Off.<\/strong><\/h3>\n<p>If you\u2019ve ever noticed your website traffic drop for no obvious reason, chances are you\u2019ve been hit by a Google update.<\/p>\n<p>Here\u2019s the thing: Google makes hundreds of small changes a year, but every now and then they roll out a big one. When that happens, it shifts how sites rank in search results. That means your business can lose (or gain) visibility overnight.<\/p>\n<p>So what do you do about it?<\/p>\n<ul>\n<li>First, know when it happens. You can check <a href=\"https:\/\/status.search.google.com\/\" target=\"_blank\" rel=\"noopener\"><strong>Google\u2019s Search Status Dashboard<\/strong><\/a>, blogs like <strong><a href=\"https:\/\/www.seroundtable.com\/\">Search Engine Roundtable<\/a><\/strong> or if you&#8217;re a business owner in Rhode Island, visiting my post (<strong><a href=\"https:\/\/www.joerussori.com\/ri-business-marketing-insights-updated-weekly\/\" target=\"_blank\" rel=\"noopener\">RI Business &amp; Marketing Insights<\/a><\/strong>) that I update every week.<\/li>\n<li>Then, actually read what the update was about. A lot of these updates are just Google trying to give users better results. If they say they\u2019re cracking down on \u201clow-quality content\u201d and you\u2019ve got 50 product pages with no real copy\u2026 it\u2019s time to fix that.<\/li>\n<\/ul>\n<p>The most important takeaway? Don\u2019t just sit back and hope. Your competitors aren\u2019t.<\/p>\n<h3><strong>Running Ads? Stop Letting the Platforms Take Your Money<\/strong><\/h3>\n<p>If you\u2019re running Google Ads or boosting posts on Facebook and wondering why nothing\u2019s happening\u2014welcome to the club. Most business owners either set it up once and forget it, outsource it to someone who&#8217;s not really paying attention or blame the platform when the ads don&#8217;t work. I get it. Ads can be overwhelming. But here\u2019s a simple way to get a handle on it<\/p>\n<ul>\n<li>Look at the ad. Would <em>you<\/em> click on it?<\/li>\n<li>Check the landing page. Does it actually match the message? Is it easy to understand and take action? Is there a contact form?<\/li>\n<li>Set a small daily budget and test <em data-start=\"2752\" data-end=\"2766\">two versions<\/em> of your ad (this is called A\/B testing\u2014yes, it works). Expand on testing with different messages, creative, video and more. Over time small conversions will make a large impact.<\/li>\n<\/ul>\n<p>And don\u2019t be afraid to pause something that isn\u2019t working. Ads are meant to be tested, tweaked, and optimized over time. That\u2019s the game.<\/p>\n<p>If you&#8217;re not up for the learning curve, that&#8217;s when it <strong><em data-start=\"3018\" data-end=\"3024\">does<\/em><\/strong> make sense to work with a marketing team that knows how to stretch your ad dollars. (You know where to find us.)<\/p>\n<h3><strong>Your Website Isn\u2019t Good Enough (Probably)<\/strong><\/h3>\n<p>Let\u2019s be real\u2014most business owners are too close to their own website to see the problem. You know what you do. You know where your phone number is. You know how to navigate it. But your customers don\u2019t. And if your site isn\u2019t convenient, they\u2019re leaving.<\/p>\n<p>Maybe it\u2019s because this is my job, but nothing drives me crazier than a bad website experience. I can\u2019t tell you how many times I\u2019ve gone to order Chinese food and had to fight through dropdowns or open a menu that\u2019s a crooked, blurry PDF on mobile. Or when the phone number isn\u2019t clickable so I have to copy and paste it. Or worse\u2014I can\u2019t even <em>find<\/em> it.<\/p>\n<p>That frustration? That\u2019s what your customers feel when your site isn\u2019t built with <em data-start=\"1020\" data-end=\"1026\">them<\/em> in mind. And worse; your conversions, leads and sales could be better if you fixed it.<\/p>\n<p>Convenience is what people remember. It\u2019s the difference between \u201cthat place was great\u201d and \u201cI don\u2019t feel like dealing with that right now.\u201d Think about the best customer experiences you\u2019ve had\u2014chances are, they were <em>easy<\/em>. Easy to understand, easy to order, easy to book. Your website should be the same.<\/p>\n<p><strong>Here\u2019s a quick checklist to gut-check your site:<\/strong><\/p>\n<ul>\n<li>Is it mobile-friendly?<\/li>\n<li>Can people call or contact you in one click?<\/li>\n<li>Do your pages clearly explain what you do\u2014and for who?<\/li>\n<li>Are you using real, trust-building photos or outdated stock images?<\/li>\n<li>Can someone land on your site and <em data-start=\"1631\" data-end=\"1642\">instantly<\/em> know what you offer and how to take action?<\/li>\n<\/ul>\n<p>If you\u2019re making them scroll, search, or guess, you\u2019re probably making them leave.<\/p>\n<p>A convenient website isn\u2019t a luxury\u2014it\u2019s the <em>baseline<\/em>. So be polite to your visitors. Make things obvious. Keep things simple. Because if your website doesn\u2019t show you\u2019re thinking of <em>them<\/em>, they won\u2019t think of <em>you<\/em> when it matters.<\/p>\n<h3><strong>Email Marketing \u2013 JUST DO ITTT (BUT\u2026DO IT RIGHT)<\/strong><\/h3>\n<p>Let\u2019s be honest \u2014 as a <em data-start=\"494\" data-end=\"504\">consumer<\/em>, email marketing can feel like spam. Too many emails, irrelevant promos, \u201cLAST CHANCE\u201d subject lines every 48 hours&#8230; it\u2019s exhausting.<\/p>\n<p>So, if your gut reaction is: <em>\u201cUgh, email marketing? I hate it.\u201d<\/em> \u2014 you&#8217;re not alone.<\/p>\n<p><strong>BUT\u2026 as a business owner?<\/strong><\/p>\n<p><img decoding=\"async\" class=\"alignright\" src=\"https:\/\/i.pinimg.com\/originals\/ff\/f1\/c5\/fff1c5ed725b6bfd6ba9dfa5cd02f96f.gif\" alt=\"Shia Lebouf | Just do it!\" \/><\/p>\n<p>Because when it\u2019s done right, <strong>email marketing is one of the most effective and affordable tools you have<\/strong> to stay connected to your audience, drive traffic, and build loyalty. You can:<\/p>\n<ul>\n<li>Set up automated email journeys (thank you emails, welcome series, birthdays, abandoned carts).<\/li>\n<li>Offer time-sensitive promos, limited edition launches, or local events.<\/li>\n<li>Stay top-of-mind with helpful info, reminders, and even just personality-packed brand touchpoints.<\/li>\n<\/ul>\n<p>The best part? You can do all this <strong>automatically<\/strong>, with the right tools and setup. And it doesn&#8217;t have to cost a fortune. BUT \u2014 and this is where most businesses go wrong \u2014 <strong>if your emails are just nonstop sales pitches<\/strong>, they\u2019re going to get ignored. Or worse\u2026 unsubscribed.<\/p>\n<p>Let\u2019s go back to something we said earlier about websites: <em>put yourself in your customer\u2019s shoes. <\/em>Same rule applies here.<\/p>\n<ul>\n<li><strong>Would you open this email?<\/strong><\/li>\n<li><strong>Does this feel helpful or pushy?<\/strong><\/li>\n<li><strong>Is this giving value\u2026 or just asking for something?<\/strong><\/li>\n<\/ul>\n<p>The best emails tell a story, make people smile, solve a problem, or make someone\u2019s day easier. Sometimes it\u2019s a special offer, yes \u2014 but sometimes it\u2019s just <em>\u201cHere\u2019s a helpful tip,\u201d<\/em> or <em>\u201cWe thought of you,\u201d<\/em> or <em>\u201cThis might be useful.\u201d<\/em><\/p>\n<p>That\u2019s how good email marketing works. It\u2019s not about blasting your list \u2014 it\u2019s about <strong>connecting with the people on it<\/strong>.<\/p>\n<p>So yeah&#8230; <strong>DO IT. But do it right.<\/strong><\/p>\n<h3><strong>Traditional Marketing Isn\u2019t Dead\u2014But Don\u2019t Let It Kill Your Business<\/strong><\/h3>\n<p>Billboards. Mailers. TV ads. Radio spots. They\u2019re not dead. Let me say that first.<\/p>\n<p>But if you\u2019re a small business and you&#8217;re blindly diving into traditional marketing just because the big brands are doing it\u2014or because your competitor put their face on a bus stop bench\u2014you might be lighting money on fire.<\/p>\n<p>I\u2019ve seen this over and over: a business owner sees a billboard or hears a radio ad and thinks, <em>\u201cWe should do that too.\u201d<\/em> But they never stop to ask: <em>Why?<\/em> What\u2019s the strategy? Who are we targeting? And how does this fit into our bigger marketing plan? Is this an ego thing?<\/p>\n<p>Here\u2019s the hard truth: traditional marketing can work, but only if it\u2019s part of a <em>complete<\/em> strategy. A billboard on its own isn\u2019t going to move the needle unless it\u2019s backed by brand recognition, digital support, and a clear call to action. Same goes for a mailer\u2014sure, it might get a 1% response rate <em>if<\/em> it\u2019s well-designed, targeted, and timely.<\/p>\n<p><em>(And yes, I say this as someone who buys media, offers direct mail, manages campaigns, and knows how to make them work.)<\/em><\/p>\n<p>But the number of times I\u2019ve seen businesses dump thousands into one billboard, one mail drop, one radio ad\u2014with no way to track ROI\u2014is too high to count.<\/p>\n<p>Social media ads, on the other hand? You can start with a tiny budget. Test different versions. A\/B test headlines and images. Adjust based on real-time data. Track actual leads. That\u2019s a smarter spend for most businesses.<\/p>\n<p>So, no\u2014traditional isn\u2019t dead. But don\u2019t let it <em>kill<\/em> your business.<\/p>\n<p><strong>Before signing a big contract or chasing someone else\u2019s marketing, ask yourself:<\/strong><\/p>\n<ul>\n<li>Who are we trying to reach?<\/li>\n<li>Is this the best way to reach them?<\/li>\n<li>How will we track whether it works?<\/li>\n<li>And what else are we doing to support it?<\/li>\n<\/ul>\n<p>Marketing isn\u2019t about doing everything\u2014it\u2019s about doing the <em>right<\/em> things, at the <em>right<\/em> time, for the <em>right<\/em> reasons.<\/p>\n<p>And if you\u2019re unsure, don\u2019t be afraid to ask someone who lives and breathes this stuff (you know where to find me).<\/p>\n<h3><strong>Your Reputation Is the Front Door to Your Business<\/strong><\/h3>\n<p>Reviews can feel like a blessing <em>and<\/em> a curse. You get a great one, and it\u2019s like the marketing gods gave you a gold star. You get a bad one\u2026 and suddenly your entire day is thrown off.<\/p>\n<p>As a business owner, I get it. The negative ones sting\u2014especially the ones that are exaggerated, petty, or just flat-out wrong. But here\u2019s the thing most people miss: responding to reviews isn\u2019t really for the person who left it&#8230; it\u2019s for the <em>next<\/em> person reading it.<\/p>\n<p>Think of your Google Business Profile, Facebook reviews, Yelp, or wherever your business is listed as your virtual front door. If it\u2019s messy, outdated, or covered in unanswered complaints, people are going to keep walking.<\/p>\n<p><strong>So here\u2019s what I always recommend:<\/strong><\/p>\n<ul>\n<li><strong>Make sure your listings are cleaned up.<\/strong> That means updated hours, accurate contact info, photos that aren\u2019t from 2013, and clear descriptions of what you offer.<\/li>\n<li><strong>Respond to every review.<\/strong> Yes, <em>every<\/em> one. Good or bad. A short \u201cThanks so much for the kind words!\u201d on the good ones, and a professional, calm response on the bad ones. You don\u2019t need to bend over backward\u2014just acknowledge, explain (if necessary), and keep it moving.<\/li>\n<li><strong>Don\u2019t argue in public.<\/strong> Even when a review is unfair. Respond like everyone is watching (because they are). Readers will spot unreasonable people, and if your response is respectful and honest, you\u2019ll still win.<\/li>\n<\/ul>\n<p>The truth is, you <em>can\u2019t<\/em> control what everyone says about your business\u2014but you <em>can<\/em> control how you show up. And people notice when you care.<\/p>\n<p>Your reputation isn\u2019t just a line on your website or something that lives in your head\u2014it\u2019s a public asset. And just like your physical storefront, it needs upkeep, attention, and pride.<\/p>\n<h3><strong>Final Thought: Don\u2019t Do Everything. Just Do the Right Things.<\/strong><\/h3>\n<p>You don\u2019t need to be everywhere. You don\u2019t need to master every tactic. But you <em data-start=\"5632\" data-end=\"5636\">do<\/em> need to be strategic.<\/p>\n<p>Whether you\u2019re a solo business owner, leading a team, or just trying to get out of the weeds\u2014start small, focus on what drives results, and build from there.<\/p>\n<p>If this helped you think differently or gave you something to work on this week, feel free to share it with another business owner.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you&#8217;re a business owner, this one&#8217;s for you. From websites that drive people away, to ad budgets that go nowhere\u2014this post dives into the real mistakes most businesses are making (and how to fix them). No fluff, no jargon. Just practical advice from someone who\u2019s been in the game and built a business doing this stuff every day.<\/p>\n","protected":false},"author":1,"featured_media":40496,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"rop_custom_images_group":[],"rop_custom_messages_group":[],"rop_publish_now":"initial","rop_publish_now_accounts":[],"rop_publish_now_history":[],"rop_publish_now_status":"pending","footnotes":""},"categories":[256,279,260,259],"tags":[31,327,326,328,330,232,329],"class_list":["post-43242","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-business","category-seo-resources","category-small-business","tag-design","tag-email-marketing","tag-marketing-advice","tag-marketing-mistakes","tag-reputation-management","tag-rhode-island","tag-traditional-advertising"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Stop Guessing: 5 Marketing Moves Every Business Should Actually Be Doing<\/title>\n<meta name=\"description\" content=\"Candid insights from J&amp;R\u2019s founder on websites, advertising, email marketing, and more. 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