Children\u2019s Chorus leader marks 20 years, sets sights on the world<\/a><\/p>\nCharest said uncertainty often causes businesses to pull back, but staying present can be the difference between being forgotten and being chosen.<\/p>\n
\u201cWhen things do open up again, you\u2019re gonna be the person that was there and staying top of mind with them all the time,\u201d he said.<\/p>\n
The \u201cone-two punch\u201d: social media plus email<\/p>\n
Charest said Constant Contact data continues to show two channels driving the most success for small businesses: social media and email marketing.<\/p>\n
\u201cThe two top marketing channels that people are really paying attention to and actually seeing success with are social media and email marketing,\u201d he said. \u201cTo me, these really come across as the one-two punch.\u201d<\/p>\n
The reason is control. Social media can help businesses reach new audiences, but the relationship is fragile.<\/p>\n
\u201cIf you are just relying on social media, oftentimes you\u2019ll hear people talk about social media as rented land,\u201d Charest said. \u201cIt\u2019s all run on algorithms\u2026 and at any moment, you could lose that access based on what that particular platform\u2026 decides they wanna do that day.\u201d<\/p>\n
Email, on the other hand, is permission-based \u2014 and more predictable.<\/p>\n
\u201cWe call email marketing an opt-in channel,\u201d he said. \u201cSomebody goes beyond just scrolling\u2026 and actually says, yes, I wanna hear more from your particular business.\u201d<\/p>\n
That matters because big social numbers don\u2019t always translate into paying customers.<\/p>\n
\u201cSomebody liking a post on social media\u2026 helps you with reach,\u201d Charest said. \u201cBut ultimately, those interactions don\u2019t necessarily equate to dollars in the bank account.\u201d<\/p>\n
Don\u2019t let trends drain your budget<\/p>\n
Charest said many owners get pulled into what\u2019s trendy \u2014 and spread themselves too thin.<\/p>\n
\u201cYou feel this overwhelming sense of FOMO\u2026 fear of missing out,\u201d he said. \u201cWhat happens is you end up spreading yourself too thin\u2026 and you\u2019re not taking into account the nuance of each channel.\u201d<\/p>\n
His advice: pick one channel, work it consistently, and grow from there.<\/p>\n
\u201cWe recommend that people\u2026 pick one channel where you think your audience is\u2026 and then sit there for a while,\u201d Charest said. \u201cEngage\u2026 so that you actually see a result. Then you can start to add something else to the mix.\u201d<\/p>\n
Why retention is winning right now<\/p>\n
A key takeaway from the discussion: keeping customers may be more valuable than chasing new ones in this economy.<\/p>\n
\u201cYour existing customers already know you,\u201d Charest said. \u201cThey know that you are for a quality product or service.\u201d<\/p>\n
With consumers watching their spending, he said they tend to stick with what they trust.<\/p>\n
\u201cThey\u2019d rather spend it with known quantities\u2026 than have to take the chance,\u201d he said. \u201cYou\u2019re gonna probably spend more money trying to get the new people in.\u201d<\/p>\n
AI can help \u2014 but authenticity still matters<\/p>\n
Charest said AI is becoming a major tool for small business marketing, particularly for content creation and spotting opportunities in data. But he warned against letting automation flatten a brand\u2019s voice.<\/p>\n
\u201cWe all have access to AI,\u201d he said. \u201cIf you just use it on its face value\u2026 you run the risk of sounding like everybody else.\u201d<\/p>\n
Instead, he recommends giving AI clear guidance.<\/p>\n
\u201cIf you can say, this is my voice, this is the audience that I\u2019m trying to reach\u2026 that\u2019s gonna give you something closer to something that\u2019s unique to you,\u201d Charest said. \u201cYou really wanna think of AI\u2026 as a creative partner.\u201d<\/p>\n
Three priorities for the rest of 2026<\/p>\n
Charest offered three practical moves business owners can focus on right now:<\/p>\n
Stop trying to be everywhere\u201cYou have permission to just choose something and then stick with it,\u201d he said.<\/p>\n
Use AI to save time and create consistently\u201cDoing something is better than doing nothing,\u201d Charest said.<\/p>\n
Automate the basics so marketing runs when you\u2019re busy\u201cIf it\u2019s only working when you were working, that\u2019s a problem,\u201d he said, pointing to welcome emails and scheduled posts as easy wins.<\/p>\n
One more trend to watch: real-life connection<\/p>\n
Even with technology accelerating, Charest said the next competitive advantage may be surprisingly human.<\/p>\n
\u201cI think what we\u2019re also going to see is the reality of human nature wanting to be together with real people,\u201d he said. \u201cDon\u2019t overlook real experiences\u2026 bring people to your store\u2026 create events that bring people together.\u201d<\/p>\n
Because at the end of the day, he said, relationships still win.<\/p>\n
\u201cNo one is thinking about your business as much as you are,\u201d Charest told small business owners. \u201cThe consistency gets them remembering you.\u201d<\/p>\n
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