Most people think marketing is something you learn later, hire out, or turn on once a business is already running. In reality, most of us have been doing marketing long before we ever called it marketing.

In this episode of Mastering Local Marketing, Jim and Matt reflect on how their paths into marketing started much earlier than they realized. Matt shares how his interest in marketing began in high school, while Jim talks through wishing he had leaned into it sooner. Together, they unpack a simple but powerful idea: persuasion, storytelling, listening, and gaining support are things we all practice every day.

From trying to prove a point in a conversation, to building momentum around an idea, to paying attention when customers tell you exactly what they want, this episode reframes marketing as a natural human skill rather than a formal discipline. The takeaway is not that everyone is an expert marketer, but that understanding what you are already doing changes how intentionally you can do it.

HAVE A SHOW IDEA?

Do you have an interesting idea for a show topic or a marketing problem that you'd like us to cover in a future episode of Mastering Local Marketing? Email matt@masteringlocalmarketing.com and we'll add it to our future episodes.

Mastering Local Marketing is for small business owners—whether you run a restaurant, retail store, service-based business, or handle marketing on your own—who want proven strategies to grow their customer base, increase the number of customers, and market smarter.

Each episode delivers actionable tips on proven marketing strategies that build awareness through digital marketing, content development, engagement strategies, and networking opportunities like key partnerships – while not wasting your time or money on things that don't work.

Fans of these marketing podcasts will find plenty to binge here: Savvy Marketing for Small Business by Samantha Shephard, Grow Your Local Business by Leslie Presnall, Local Marketing Trends by Gordon Borrell, Marketing Ink: Big Ideas for Local Businesses by Allie Bloyd, The Marketing Millennials by Daniel Murray, and The Goal Digger Podcast by Jenna Kutcher.

People will drive past a local business they have known for years but only give it a try when a stranger on the internet they have never met says it's good. A one sentence review. A TikTok recommendation. A YouTube comment. Somehow, that feels more reliable than anything else these days.

This episode of Mastering Local Marketing explores the strange hierarchy of credibility we have created in the digital age. Why reviews carry so much weight. Why influencers feel more trustworthy than experts. And why social proof often matters more than experience.

We break down how this shift happened, what it means for local businesses, and why trust today is less about who you are and more about who is talking about you.

HAVE A SHOW IDEA?

Do you have an interesting idea for a show topic or a marketing problem that you'd like us to cover in a future episode of Mastering Local Marketing? Email matt@masteringlocalmarketing.com and we'll add it to our future episodes.

Mastering Local Marketing is for small business owners—whether you run a restaurant, retail store, service-based business, or handle marketing on your own—who want proven strategies to grow their customer base, increase the number of customers, and market smarter.

Each episode delivers actionable tips on proven marketing strategies that build awareness through digital marketing, content development, engagement strategies, and networking opportunities like key partnerships – while not wasting your time or money on things that don't work.

Fans of these marketing podcasts will find plenty to binge here: Savvy Marketing for Small Business by Samantha Shephard, Grow Your Local Business by Leslie Presnall, Local Marketing Trends by Gordon Borrell, Marketing Ink: Big Ideas for Local Businesses by Allie Bloyd, The Marketing Millennials by Daniel Murray, and The Goal Digger Podcast by Jenna Kutcher.

If you are new here and just finding the Mastering Local Marketing podcast, welcome. And for everyone who has been here since the early episodes, thank you for sticking with us through one hundred shows. Your support and feedback are the reason we keep building these conversations.

For this milestone episode, Matt and Jim go back through the last year of content and pull the strongest ideas, the most practical lessons, and the episodes that created real results for small businesses. They walk through the recommendations that listeners told us changed their marketing. You will hear why these ideas worked and how you can apply them no matter what size you are.

If you are new to our world, this is the perfect starting point because it gives you a clear overview of the most useful and repeatable marketing ideas we have shared. If you have been listening for a while, it is a great refresh and a look back at the episodes that made the biggest impact.

HAVE A SHOW IDEA?

Do you have an interesting idea for a show topic or a marketing problem that you'd like us to cover in a future episode of Mastering Local Marketing? Email matt@masteringlocalmarketing.com and we'll add it to our future episodes.

Mastering Local Marketing is for small business owners—whether you run a restaurant, retail store, service-based business, or handle marketing on your own—who want proven strategies to grow their customer base, increase the number of customers, and market smarter.

Each episode delivers actionable tips on proven marketing strategies that build awareness through digital marketing, content development, engagement strategies, and networking opportunities like key partnerships – while not wasting your time or money on things that don't work.

Fans of these marketing podcasts will find plenty to binge here: Savvy Marketing for Small Business by Samantha Shephard, Grow Your Local Business by Leslie Presnall, Local Marketing Trends by Gordon Borrell, Marketing Ink: Big Ideas for Local Businesses by Allie Bloyd, The Marketing Millennials by Daniel Murray, and The Goal Digger Podcast by Jenna Kutcher.

Today we break down one of the most important marketing metrics that rarely gets tracked. Customer Acquisition Cost, or CAC, tells you exactly how much it costs to bring in each new customer.

In this episode we explain what CAC is, how it is calculated, and why it matters for any small business trying to grow profitably and understand their marketing results. We also walk through several practical ways to lower your CAC, and why you should know it across all your advertising methods. In addition, we're comparing CAC to Lifetime Value so you understand how these two numbers work together and why your LTV should always be several times higher than the cost to acquire a customer.

We close the episode with average CAC numbers from common consumer industries so you can see where your business stands. This is a simple and helpful introduction to a metric that can completely change how you manage your marketing budget.

HAVE A SHOW IDEA?

Do you have an interesting idea for a show topic or a marketing problem that you'd like us to cover in a future episode of Mastering Local Marketing? Email matt@masteringlocalmarketing.com and we'll add it to our future episodes.

Mastering Local Marketing is for small business owners—whether you run a restaurant, retail store, service-based business, or handle marketing on your own—who want proven strategies to grow their customer base, increase the number of customers, and market smarter.

Each episode delivers actionable tips on proven marketing strategies that build awareness through digital marketing, content development, engagement strategies, and networking opportunities like key partnerships – while not wasting your time or money on things that don't work.

Fans of these marketing podcasts will find plenty to binge here: Savvy Marketing for Small Business by Samantha Shephard, Grow Your Local Business by Leslie Presnall, Local Marketing Trends by Gordon Borrell, Marketing Ink: Big Ideas for Local Businesses by Allie Bloyd, The Marketing Millennials by Daniel Murray, and The Goal Digger Podcast by Jenna Kutcher.

This episode walks small business owners through the essential items they must get in line before the new year so their marketing is ready to perform on day one. Most businesses slide into January without a plan, and the lack of preparation shows for the next six months. Today we look at the areas that matter most. Your customer data, your content plan, your offers, your partnerships, your advertising calendar, and your owned audience all need attention before the year resets. The goal is simple. Remove guesswork, tighten clarity, and step into next year with structure. This episode gives owners a precise checklist that strengthens focus and reduces wasted energy. Strong preparation gives you a faster start and better results in the months ahead.

HAVE A SHOW IDEA?

Do you have an interesting idea for a show topic or a marketing problem that you'd like us to cover in a future episode of Mastering Local Marketing? Email matt@masteringlocalmarketing.com and we'll add it to our future episodes.

Mastering Local Marketing is for small business owners—whether you run a restaurant, retail store, service-based business, or handle marketing on your own—who want proven strategies to grow their customer base, increase the number of customers, and market smarter.

Each episode delivers actionable tips on proven marketing strategies that build awareness through digital marketing, content development, engagement strategies, and networking opportunities like key partnerships – while not wasting your time or money on things that don't work.

Fans of these marketing podcasts will find plenty to binge here: Savvy Marketing for Small Business by Samantha Shephard, Grow Your Local Business by Leslie Presnall, Local Marketing Trends by Gordon Borrell, Marketing Ink: Big Ideas for Local Businesses by Allie Bloyd, The Marketing Millennials by Daniel Murray, and The Goal Digger Podcast by Jenna Kutcher.

Today we explore real examples of marketing presentations that either landed perfectly or fell apart in the moment. Jim and I break down the factors that made each presentation work or fail, including clarity, pacing, confidence, preparation, and the ability to read the room. You will hear how a strong presentation can create instant buy in and how a weak one can lose attention, credibility, and opportunity within minutes.

This episode gives small business owners a clear look at what separates a winning pitch from one that misses the mark. We discuss how presenters can connect with their audience, simplify their message, and guide decision makers toward action. We also highlight common breakdowns that local businesses rarely notice until it is too late. Strong marketing presentations help you earn trust, shorten sales cycles, and stand out in a crowded market.

HAVE A SHOW IDEA?

Do you have an interesting idea for a show topic or a marketing problem that you'd like us to cover in a future episode of Mastering Local Marketing? Email matt@masteringlocalmarketing.com and we'll add it to our future episodes.

Mastering Local Marketing is for small business owners—whether you run a restaurant, retail store, service-based business, or handle marketing on your own—who want proven strategies to grow their customer base, increase the number of customers, and market smarter.

Each episode delivers actionable tips on proven marketing strategies that build awareness through digital marketing, content development, engagement strategies, and networking opportunities like key partnerships – while not wasting your time or money on things that don't work.

Fans of these marketing podcasts will find plenty to binge here: Savvy Marketing for Small Business by Samantha Shephard, Grow Your Local Business by Leslie Presnall, Local Marketing Trends by Gordon Borrell, Marketing Ink: Big Ideas for Local Businesses by Allie Bloyd, The Marketing Millennials by Daniel Murray, and The Goal Digger Podcast by Jenna Kutcher.

In this episode, we dive deep into how marketing bias can undermine your local marketing efforts and overall marketing strategy. Many small business owners create marketing campaigns based on their own daily habits and preferences, but this approach often leads to missed opportunities and weak results. We discuss why you are not your customer, how your target audience consumes local marketing differently than you, and why relying solely on personal assumptions can limit your success.

You'll learn practical strategies for stepping out of your marketing bubble by analyzing real customer behavior and using data-driven insights to build more effective campaigns. This episode is designed to help you identify blind spots in your marketing approach and provide a solid framework for stronger, results-driven local marketing decisions.

HAVE A SHOW IDEA?

Do you have an interesting idea for a show topic or a marketing problem that you'd like us to cover in a future episode of Mastering Local Marketing? Email matt@masteringlocalmarketing.com and we'll add it to our future episodes.

Mastering Local Marketing is for small business owners—whether you run a restaurant, retail store, service-based business, or handle marketing on your own—who want proven strategies to grow their customer base, increase the number of customers, and market smarter.

Each episode delivers actionable tips on proven marketing strategies that build awareness through digital marketing, content development, engagement strategies, and networking opportunities like key partnerships – while not wasting your time or money on things that don't work.

Fans of these marketing podcasts will find plenty to binge here: Savvy Marketing for Small Business by Samantha Shephard, Grow Your Local Business by Leslie Presnall, Local Marketing Trends by Gordon Borrell, Marketing Ink: Big Ideas for Local Businesses by Allie Bloyd, The Marketing Millennials by Daniel Murray, and The Goal Digger Podcast by Jenna Kutcher.

Most small businesses spend their time and money focused on generating awareness for their business, but real growth comes from understanding every stage of the sales funnel. In this episode, we break down ways to look at awareness, consideration, and conversion, but also introduce two new areas you need to focus on: trial and lifetime value.

Simple data and a little analysis may uncover some new ways to look at your business and also uncover some areas you need to pay a little more attention to in the new year.

HAVE A SHOW IDEA?

Do you have an interesting idea for a show topic or a marketing problem that you'd like us to cover in a future episode of Mastering Local Marketing? Email matt@masteringlocalmarketing.com and we'll add it to our future episodes.

Mastering Local Marketing is for small business owners—whether you run a restaurant, retail store, service-based business, or handle marketing on your own—who want proven strategies to grow their customer base, increase the number of customers, and market smarter.

Each episode delivers actionable tips on proven marketing strategies that build awareness through digital marketing, content development, engagement strategies, and networking opportunities like key partnerships – while not wasting your time or money on things that don't work.

Fans of these marketing podcasts will find plenty to binge here: Savvy Marketing for Small Business by Samantha Shephard, Grow Your Local Business by Leslie Presnall, Local Marketing Trends by Gordon Borrell, Marketing Ink: Big Ideas for Local Businesses by Allie Bloyd, The Marketing Millennials by Daniel Murray, and The Goal Digger Podcast by Jenna Kutcher.