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Companies are moving away from a global focus to smaller, regional concentrations. This is something where small businesses have an advantage, because you’re already attuned to the needs and interests of your customers and community. Look at information like your sales data (who’s buying what and when), social media (what types of posts are prompting the most engagement), and email newsletter open rates (what’s getting customers’ attention) to get the full picture of your audience. Use this information to tailor more personalized messaging to shoppers.