Dave talks to Gab Leonetti about what business owners can do to better relate to their customers. Hear how Gab uses data and analytics to inform key marketing decisions and how to get hyper-targeted in your messaging so you reach the right audience.
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Episode Highlights
Inflection points from the show
[01:06] The truth about best practices: General best practices aren’t necessarily for you and your business, says Dave Charest. General best practices should serve as guidelines.
[04:31] From ultrasound to marketing: Gab went to school to learn to do ultrasounds. She talks about switching from medical to marketing and how she landed her first marketing role.
[07:48] Overcoming self-doubt: It wasn’t easy for Gab to leap into marketing. The voice in her head kept telling her you don’t have a degree in this. People won’t listen to you. People won’t respect you. She discusses what helped her overcome those thoughts.
[09:36] Getting your foot in the door: Gab shares a story from her time in the asphalt industry, where she took relationship building to a unique level by sending a toy truck to a potential customer.
[14:46] Typical day: “My cheese is always moving on my plate,” as Gab puts it. Hear her talk about a typical day as marketing director at WCRE.
[15:58] Strengths as a marketer: Being strategic and numbers-driven are some traits that have helped Gab excel in her role.
[18:00] Taking a step back: One of the first things Gab did in her role was scale back on social media. The company was posting way too much and in a way, hurting itself. She used this as an opportunity to reassess and get back to basics.
[20:00] Scary times: The economy plays a huge role in many industries, especially real estate. When the market is tough, Gab uses that to educate herself and discover more potential avenues for success.
[25:57] Saturating new markets: Expansion is always a goal for WCRE. Gab talks about the role marketing plays in raising brand awareness in new territory.
[28:49] Be open about your core values: WCRE supports several charities that connect to their company’s core values. They make it a point to share these stories on their marketing channels to draw a deeper connection with new communities.
[29:27] Plug and play: Gab shares some of her favorite Constant Contact features, including Canva integration, reporting, and testing.
[36:56] Best marketing advice: Gab gives her best marketing advice and explains why you need to understand where you fit in your customer’s puzzle.