Small Businesses: Do THIS to Make Selling Easier | EP13

Is AI Making Smaller Manufacturing Companies Smarter…or More Vulnerable?

Everybody's talking about AI right now. Some people think it's going to solve every problem in manufacturing. Others think it's going to replace everybody's job. I don't buy either argument. That's why I invited manufacturing expert and Smart Plant author Lisa Ryan onto the show. We talked about where AI genuinely helps, where it falls flat, and why the biggest risk may not be the technology at all. It may be the knowledge that's quietly walking out the door every time an experienced employee retires. We also had a lot of fun talking about actual salt mines, a Murder Board for ideas (love this!), and how leaders can avoid making short-term decisions that create long-term headaches. If you're struggling with: deciding where AI belongs in your business preparing for a wave of retirements capturing institutional knowledge making smart automation decisions balancing technology with people leading through change ...this episode is for you. ### You'll learn: ✔ Why AI is an incredible tool, but still needs human judgment. ✔ What manufacturers lose when experienced employees leave without sharing what they know. ✔ Why dashboards don't always tell the whole story. ✔ How small leadership decisions can create expensive problems years later. ✔ One practical thing every CEO should start doing this week. ### Shawna and Lisa discuss: AI in manufacturing automation workforce shortages succession planning leadership knowledge transfer employee retention the future of manufacturing ### Who This Episode Is For Manufacturing leaders. Plant managers. Business owners. Operations teams. And honestly, anyone who's trying to figure out how AI fits into their business without assuming technology has all the answers. ### Final Takeaway AI is going to keep getting better. So will automation. The companies that come out ahead won't be the ones that replace people the fastest. They'll be the ones that figure out how technology and experienced employees make each other better. **Episode Resources: https://www.thebuyerinsider.com/podcast/episode-23 [https://www.thebuyerinsider.com/podcast/episode-23] ### CONNECT WITH SHAWNA Subscribe: https://www.youtube.com/@ShawnaSuckow [https://www.youtube.com/@ShawnaSuckow] Visit: https://www.thebuyerinsider.com [https://www.thebuyerinsider.com] Free Resources for Small Businesses: Get Shawna's Small Business Marketing Non-Snoozeletter and free resources at https://www.thebuyerinsider.com/vault [https://www.thebuyerinsider.com/vault] #Manufacturing #ArtificialIntelligence #Leadership #Automation #ManufacturingLeadership #EmployeeRetention #KnowledgeTransfer #SmallBusiness #FutureOfWork #BusinessGrowth If you found this conversation helpful, subscribe, leave a review, and share it with someone who's trying to make smart decisions about AI.

Why are people visiting my website but not becoming customers?

Have you looked at your website lately... really looked at it? Not as the business owner who already knows where everything is, but as someone who's seeing it for the first time. If it's been a while, you might be surprised by what's helping you and what's quietly driving customers away. In this episode of Underestimated, Shawna Suckow walks through eight simple updates that can make your website work a whole lot harder, from writing a stronger homepage headline to making it ridiculously easy for customers to contact you. She also shares why real stories, real people, and conversational writing are becoming more important than ever. Before you spend money on a website redesign, start here. If you're a small business owner struggling with: • a website that isn't generating enough leads • low website conversions • standing out from competitors • outdated website messaging • building trust online • improving your website without a complete redesign You'll learn: ✔ How to write a stronger hero headline ✔ Why customers care more about outcomes than services ✔ What belongs directly below your hero section ✔ How storytelling builds credibility faster than a list of accomplishments ✔ Why video creates trust faster than text alone ✔ The easiest way to improve your contact page ✔ Why your About Us page matters more than ever ✔ How GEO and AI search are changing website content ✔ Why conversational writing helps both customers and AI understand your business Shawna shares examples for: • Handymen • CPAs • Credit unions • Home service businesses • Professional speakers • Any small business that depends on trust Who This Episode Is For This episode is for small business owners who know their website could be working harder. Whether it's been six months or six years since you really looked at it, you'll walk away with practical ideas you can start improving one page at a time. Final Takeaway You don't need a brand-new website to get better results. Often, small changes to your messaging, structure, and customer experience make a much bigger difference than an expensive redesign. Episode page + full transcript: https://www.thebuyerinsider.com/podcast/episode-22 [https://www.thebuyerinsider.com/podcast/episode-22] CONNECT WITH SHAWNA Subscribe: https://www.youtube.com/@ShawnaSuckow [https://www.youtube.com/@ShawnaSuckow] Visit: https://www.thebuyerinsider.com [https://www.thebuyerinsider.com] Newsletter: https://www.thebuyerinsider.com/newsletter [https://www.thebuyerinsider.com/newsletter] Free Small Business Marketing Resources: https://www.thebuyerinsider.com/vault [https://www.thebuyerinsider.com/vault] #SmallBusinessMarketing #WebsiteMarketing #SmallBusinessWebsite #CustomerTrust #WebsiteDesign #GEO #SEO #MarketingTips #BusinessGrowth #Entrepreneur If you found this episode helpful, please subscribe, leave a review, and share it with another small business owner. Subscribe to Shawna's Small Business Marketing Non-Snoozeletter and get free marketing resources at www.thebuyerinsider.com/vault [http://www.thebuyerinsider.com/vault].

Am I Missing Easy Holiday Marketing Ideas That Actually Get Attention?

Do your holiday promotions look exactly like everyone else's? If every holiday means another stock graphic and another predictable sale, your customers probably aren't giving it a second glance. In this episode of Underestimated, Shawna Suckow shares some of her favorite ways to use both traditional holidays and wonderfully weird national holidays to get customers talking, laughing, participating, and remembering your business. You'll hear practical ideas you can steal, simple ways to involve your customers without spending much money, and why participation almost always beats another discount. If you're looking for inexpensive marketing ideas that actually help your small business stand out, this episode is packed with them. If you're a small business owner struggling with: • holiday promotions that feel repetitive • low engagement on social media • standing out against larger competitors • relying too much on discounts • finding inexpensive marketing ideas • keeping customers engaged throughout the year You'll learn: ✔ Why unusual holidays often outperform major holidays ✔ How to create promotions customers actually participate in ✔ Ways to encourage user-generated content ✔ How collaborations with other local businesses expand your reach ✔ Why memorable marketing builds stronger customer relationships ✔ How AI can help brainstorm creative holiday campaigns This episode also explores: • customer engagement • social media marketing • community partnerships • local business promotion • publicity opportunities • creative content ideas • affordable marketing strategies Who This Episode Is For This episode is for small business owners, entrepreneurs, marketers, retailers, service businesses, and anyone looking for inexpensive ways to stay visible and memorable throughout the year. Final Takeaway Customers remember businesses that give them something fun to participate in. You don't have to wait for Christmas or Black Friday to create meaningful engagement. Sometimes the smallest, strangest holidays become the biggest marketing opportunities. Episode page + full transcript: https://www.thebuyerinsider.com/podcast/episode-21 [https://www.thebuyerinsider.com/podcast/episode-21] Timestamps 00:00 Thank You to Listeners 01:15 Why Holiday Marketing Matters 03:20 Skip the Predictable Promotions 06:30 Creative Fourth of July Ideas 10:05 Weird Holidays That Spark Engagement 14:15 National Dog Month Marketing 18:30 Participation Beats Promotion 22:10 Create Your Own Holiday 25:10 Using Holiday Marketing for PR 28:15 Local Collaborations That Grow Your Audience 31:05 Final Holiday Marketing Challenge CONNECT WITH SHAWNA Subscribe: https://www.youtube.com/@ShawnaSuckow [https://www.youtube.com/@ShawnaSuckow] Visit: https://www.thebuyerinsider.com [https://www.thebuyerinsider.com] Newsletter: https://www.thebuyerinsider.com/newsletter [https://www.thebuyerinsider.com/newsletter] Free Small Business Marketing Resources: https://www.thebuyerinsider.com/vault [https://www.thebuyerinsider.com/vault] If you enjoyed this episode, please like, subscribe, and leave a review. It helps more small business owners discover Underestimated. Subscribe to Shawna's Small Business Marketing Non-Snoozeletter and download free marketing resources at www.thebuyerinsider.com/vault [http://www.thebuyerinsider.com/vault].

How Do I Build Customer Loyalty That Big Competitors Can't Steal?

How do you build customer loyalty so strong that customers stay with you even when larger competitors show up with lower prices? In this episode of Underestimated, Shawna Suckow sits down with Sandy Hendrick, Marketing Manager at HTC, an Internet Service Provider in Conway, SC, to talk about what it takes to stay community-focused while growing a business. Sandy shares how HTC competes against national brands like Google Fiber, Verizon, and more, without racing to the bottom on price; why authentic local connections create lasting loyalty; and how simple community partnerships can generate trust, visibility, and customer retention. If you're looking for ways to stand out without a massive marketing budget, this conversation is packed with practical ideas. If you're a small business owner struggling with: * Competing against larger competitors * Customers who only care about price * Building customer loyalty * Standing out in a crowded market * Limited marketing budgets * Creating meaningful community connections * Keeping your brand human as you grow You'll learn: * Why competing on price creates the wrong kind of customer * How community involvement builds long-term loyalty * The difference between visibility and connection * Why consistency beats perfection * Simple event ideas that create big results * How growing businesses can stay true to their identity Shawna and Sandy discuss real examples including: * Business member spotlights * Community partnerships * Local event activations * Customer loyalty strategies * Social media engagement tactics * HTC's "out-of-the-blue" events * The Real Kids community program Who This Episode Is For This episode is for small business owners, entrepreneurs, marketers, and business leaders who want to create loyal customers, stronger community connections, and a sustainable competitive advantage that isn't based on being the cheapest option. Episode page + full transcript: https://www.thebuyerinsider.com/podcast/episode-20 [https://www.thebuyerinsider.com/podcast/episode-20] Timestamps 00:00 Introduction 01:42 Meet Sandy Hendrick 05:18 Biggest marketing mistakes 12:37 Building stronger partnerships 18:55 AI and the future of marketing 28:14 Key takeaways 34:40 Final advice CONNECT WITH SHAWNA * Subscribe: https://www.youtube.com/@ShawnaSuckow [https://www.youtube.com/@ShawnaSuckow] * Visit: https://www.thebuyerinsider.com/https://www.thebuyerinsider.com [https://www.thebuyerinsider.com] * Newsletter: https://www.thebuyerinsider.com/newsletter [https://www.thebuyerinsider.com/newsletter] * Free Small Business Marketing Resources: https://www.thebuyerinsider.com/vault [https://www.thebuyerinsider.com/vault] Please like, subscribe, and share this episode if you found it helpful! Subscribe to Shawna's Small Business Marketing Non-Snoozeletter and get free marketing resources here: www.thebuyerinsider.com/vault [http://www.thebuyerinsider.com/vault]

How Do I Get My First Customers With No Marketing Budget? | Small Business Growth Tips 2026

How do I get my first customers with no marketing budget? If you're a new business, building trust can feel impossible when you don't have reviews, referrals, testimonials, or a track record. In this episode of Underestimated, Shawna Suckow shares creative ways small business owners can attract customers, build credibility, and generate buzz without spending a fortune on advertising. You'll hear real examples from a trade show startup, a roofer, a painter, a chiropractor, and beauty service providers who use experiences, stories, and social proof to stand out. If you're wondering how to get customers when nobody knows who you are yet, this episode is packed with ideas you can put to work immediately. If you're a small business owner struggling with: * getting your first customers * building trust without reviews * standing out from established competitors * generating referrals and word of mouth * creating marketing content people actually notice * attracting customers without discounting * growing a business with a limited marketing budget this episode will help you rethink how you build credibility when you're starting from scratch. You'll learn: ✔ How do I get customers when nobody knows my business yet? ✔ What can I do instead of spending money on advertising? ✔ How can I build trust before I have reviews? ✔ What types of experiences create word-of-mouth marketing? ✔ How do I turn customers into testimonials and referrals? ✔ Why do some businesses become memorable while others get ignored? ✔ What marketing assets should every new business be collecting? ✔ How can I stand out in a crowded local market? Who This Episode Is For This episode is for small business owners, entrepreneurs, and marketers who are trying to attract customers without a large advertising budget. It is especially relevant if you are launching a new business, entering a competitive market, struggling to gain visibility, or trying to build trust before you have an established reputation. Episode page + full transcript: https://www.thebuyerinsider.com/podcast/episode-19 [https://www.thebuyerinsider.com/podcast/episode-19] CONNECT WITH SHAWNA: Subscribe: https://www.youtube.com/@ShawnaSuckow [https://www.youtube.com/@ShawnaSuckow] Visit: https://www.thebuyerinsider.com/https://www.thebuyerinsider.com [https://www.thebuyerinsider.com] Newsletter: https://www.thebuyerinsider.com/newsletter [https://www.thebuyerinsider.com/newsletter] Free Small Business Marketing Resources: https://www.thebuyerinsider.com/vault [https://www.thebuyerinsider.com/vault] #SmallBusinessMarketing #MarketingStrategy #CustomerTrust #BuyerBehavior #EntrepreneurMarketing #SmallBusinessTips #Marketing2026 #BusinessGrowth #CustomerExperience #BrandTrust #DigitalMarketingStrategy #MarketingForSmallBusiness Please like and subscribe to help Shawna reach more small business owners! Subscribe to Shawna's Small Business Marketing Non-Snoozeletter, and get free marketing resources here: www.thebuyerinsider.com/vault [http://www.thebuyerinsider.com/vault]