In this episode of Mastering Local Marketing, we debunk the myth that buyer personas start and end with age, gender, or location. Instead, we explore how understanding your ideal customer’s behaviors—where they consume content, what pain points drive them, and their decision triggers—leads to more effective marketing. We share real-world success stories and outline a clear, step-by-step framework for building behavioral avatars: defining media habits, mapping pain points, and designing offers that resonate. Tune in to redefine your customer profiles and boost engagement, conversions, and ROI.

1. Channels and Platforms

2. Content Format

3. Timing and Frequency

1. Top Frustrations

2. Emotional Drivers

3. Decision Triggers

1. Pre-purchase Behaviors

2. Decision Criteria

3. Post-purchase Behaviors

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In this episode of Mastering Local Marketing, we dive into seven proven “try-and-trust” tactics that move prospects from on-the-fence to sold. You’ll learn how simple but powerful offers—like at-home trial kits and iron-clad guarantees—can remove risk, build confidence, and give your small business an unmistakable edge when you find potential customers stuck at the consideration stage. Whether you’re a retailer, service provider, or maker, these strategies will help you cut through noise and turn curious shoppers into loyal customers.

1. At-Home Trial Kits

2. Special Perk Bundles

3. Money Back Guarantee

4. Price Lock or Price Beat Promise

5. Custom Sample or Mini-Size

6. Skip the Line

7. Extended Warranty

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Mastering Local Marketing – Website

Instagram – @MasteringLocalMarketing

YouTube – @MasteringLocalMarketing

If you're finding real value in our episodes, please take a moment to subscribe and leave a review on Apple Podcasts or Spotify Podcasts. Thanks for listening and we'll see you next week with new episodes.

At just 19, Connor Treacy was recruited by Universal Music Group to scout and develop talent. Since then, he’s helped launch a Grammy-winning album, generated over a billion streams, and built a multimillion-dollar nightlife brand. But his story doesn’t stop at music and nightlife—Connor is now at the intersection of culture, politics, and grassroots engagement, curating experiences that unite artists and changemakers. In this episode, we unpack how he uses grassroots marketing, cultural currency, and word-of-mouth to move people—both on the dance floor and at the polls.

Website

LinkedIn

Instagram

TikTok

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If you're finding real value in our episodes, please take a moment to subscribe and leave a review on Apple Podcasts or Spotify Podcasts. Thanks for listening and we'll see you next week with new episodes.

In today’s Mastering Local Marketing episode, we unpack seven high-impact tactics for writing email subject lines that break through the noise and drive opens. From curiosity hooks to data-backed A/B tests, you’ll learn how small businesses—from boutiques to service providers—can instantly boost their open rates and engagement. We’ll share real-world examples, actionable tips, and the “why” behind each approach so you can start writing clickable subject lines today.

1. Curiousity Hooks

2. Personalization

3. Urgency and Scarcity

4. Clarity and Value

5. Emojis and Punctuation

6. Action Oriented Verbs

7. A/B Testing and Data

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Instagram – @MasteringLocalMarketing

YouTube – @MasteringLocalMarketing

If you're finding real value in our episodes, please take a moment to subscribe and leave a review on Apple Podcasts or Spotify Podcasts. Thanks for listening and we'll see you next week with new episodes.

Think your marketing is working just fine? You might be missing critical leaks, wasted ad spend, or underperforming channels. Today we’re joined by Grace Clemens, a seasoned digital strategist and global marketing expert who’s led growth for brands across e-commerce, B2B, nonprofit, travel, and fintech.

Together, we dive into what a digital audit actually is, what it uncovers, and why it should be your first move before spending another dollar on marketing. You’ll hear how she uses data to unlock hidden opportunities, avoid common pitfalls, and help businesses build smarter strategies that truly align with their goals.

If your campaigns feel stuck—or if you don’t even know what’s working—this episode is your roadmap to clarity, optimization, and measurable ROI.

Website

Case Studies

Book a Free Audit

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Mastering Local Marketing – Website

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If you're finding real value in our episodes, please take a moment to subscribe and leave a review on Apple Podcasts or Spotify Podcasts. Thanks for listening and we'll see you next week with new episodes.

It’s not a matter of if—it’s when. Every small business will face a bad review, a salty comment, or a one-star rating that feels personal. In this episode of Mastering Local Marketing, we talk about how to handle negative feedback online like a pro—without tanking your reputation or sanity.

You’ll learn how to respond with strategy (not emotion), when to engage versus ignore, and how to turn public criticism into a trust-building opportunity. Because great businesses aren’t defined by avoiding complaints—they’re defined by how they handle them.

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If you're finding real value in our episodes, please take a moment to subscribe and leave a review on Apple Podcasts or Spotify Podcasts. Thanks for listening and we'll see you next week with new episodes.

Are you ready to get marketing help but unsure where to start? In this episode of Mastering Local Marketing, we break down the three most common options small businesses consider: hiring a student, a freelancer, or a marketing agency. We cover what to expect from each, how to make the most of your budget, and how to avoid the most common hiring mistakes. Whether you’re overwhelmed or just tired of doing it all yourself, this episode will help you find the right fit—without the regret.

Personal Website

LinkedIn

Western Michigan University Digital Marketing Program

Western Michigan University Service Learning Program

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Mastering Local Marketing – Website

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What does it take for a grocery store that opened its doors in the 1950s to not only survive—but thrive—in today’s crowded, convenience-obsessed market?

In this episode of Mastering Local Marketing, we sit down with the Renee Thometz, Marketing Manager of one of the Midwest’s most beloved regional grocers—a 23-location chain that has become a cornerstone of its community over the last seven decades. Far from being a relic of the past, this grocery brand is winning today by blending timeless values with innovative, data-driven marketing.

The secret? A 360-degree integrated marketing communications (IMC) approach that meets customers where they are—physically, digitally, and emotionally.

From in-store signage and product placement to billboards, radio ads, local event sponsorships, streaming TV spots, personalized emails, and even neighborhood-specific food offerings, every touchpoint reinforces the same message: this is your neighborhood grocer. It's not just about groceries—it’s about being part of your life, your culture, and your community.

This episode is packed with actionable insights for business owners, marketers, and entrepreneurs alike. Whether you run a single-location boutique or a growing regional brand, the lessons in this conversation will help you:

• Build a consistent, omnichannel brand presence
• Align your marketing to your community's unique needs
• Track what really matters—not just impressions
• Stay rooted in your values while evolving with your customers

Strack and Van Til Grocery

LinkedIn

Follow us for more local marketing tips at

Mastering Local Marketing – Website

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If you're finding real value in our episodes, please take a moment to subscribe and leave a review on Apple Podcasts or Spotify Podcasts. Thanks for listening and we'll see you next week with new episodes.