Small businesses and B2B businesses have to be strategic and grow outwards in response to customer interactions.

You need a constantly evolving marketing strategy fed by information from your customers.

Customer interactions are all about learning.

They say – ‘I saw your ad on Facebook.’ Then that’s a learning.

If they say – ‘I dunno where I saw your ad.’ That’s an opportunity.

But don’t then ask ‘On Facebook?’ Because you’ve just tainted the data and they’ll probably say ‘Yes.’

Instead, say ‘I’m going to give you four places we advertise and you tell me the one you spend most time with – Instagram, LinkedIn, Twitter, Facebook.’

And their response to that is a learning.

You’ve just learned where to reach that customer and several million just like them.


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