Belief, time and knowledge

We've discussed how challenging it can be to get face time with clients and prospects. Now, we know why. According to a new study by Constant Contact, small business owners (SMBs) struggle to market effectively due to low confidence, lack of time, and lack of knowledge.

In the report, Sarah Jordan, CMO at Constant Contact, says: "Small business owners are usually much more passionate about their products and services than they are about marketing, but they still need to attract and retain customers to grow. Our research shows that while most SMBs recognize the importance of marketing, they often lack the time and expertise to be effective, especially in the rapidly evolving digital landscape."

While some may see that as bad news and another barrier to accessing decision-makers, I've always been a glass-half-full person. I see it as an excellent opportunity to do what we do best. This is another example of what we discussed last week during our live presentation with our RAB March Superuser, James Thomas. We must be a source of business intelligence and resources for our clients. They don’t have the time or knowledge, but we do.

This is why the research we mentioned in last week's live presentation is vital. At RAB, we consider ourselves your research department. Since last week's presentation, many have reached out to inquire further about the research available and how to use it. You can watch the live presentation on demand here. These are just nine of the tools we shared that will help you address the challenges SMBs are facing:

Consumer Behavior by Format Profiles – Helps you understand your audience.

Top Business Trends Report – Identifies when business happens.

The Pitch – Category briefs and a slide deck filled with ideas.

Why Radio microsite – Build custom reports.

Automotive Tool kit – Build automotive customer reports.

Ad-to-Sales Ratio Report – National averages on ad budgets.

Prospecting Report – What's hot for RAB members this week.

Co-op Directory – Helps you find funding for advertiser campaigns.

Misperceptions of Radio – Infographics to debunk myths.

The Constant Contact Survey asked SMBs how they can improve their marketing:

37% said knowing right media mix or channels.

41% plan to increase spending and channel usage.

82% believe an integrated strategy is best for results.

The survey emphasizes our need to provide research and knowledge to our clients and prospects. That will help to build the value and their belief. Bottom line:

They need us now more than ever!

Will you help them overcome their challenges?

Jeff Schmidt is the SVP of Professional Development. You can reach him at Jeff.Schmidt@rab.com. You can all so connect with him on X and LinkedIn.