By Bethany Meadows

For more than three decades, marketing has been my livelihood. But according to my mom, my love for marketing started much earlier. She swears that even as a toddler, I refused to leave the room during commercials. I’d only run to the bathroom during the show so I wouldn’t miss the ads.

By age 9, I launched my first business: Bethany’s Road Runner Service. I created hand-drawn flyers promoting my offer to “run to the store” service for older residents in our condominium community. It was my first lesson in understanding an audience, crafting a message and delivering value.

Early in my career, I worked in corporate marketing for a large insurance company. That’s where I learned the fundamentals of direct mail, telemarketing and affiliate marketing. But as those channels became saturated, the internet began to shift how businesses reached their audience.

In the past, these media transitions evolved slowly. Trends took years to gain traction, usually led by a few pioneers while the rest caught up. But now? Change happens in months or even weeks, not years. And most business owners are frozen, unsure what will move the needle for growth. It's a bit like choosing what to eat at The Cheesecake Factory. The menu is so overwhelming that you eventually settle on the burger because it feels safe.

That’s why understanding the basics of Marketing 101 is more important than ever. Amid constant change, your foundation is what gives you clarity and direction.

1. Know your ideal customer.

Not just a general gender or age range. Get specific! Build a full customer profile. Understand what drives them, what motivates them and what keeps them up at night. And let’s be honest: your ideal customer is not “everyone.” Just because anyone could buy from you doesn’t mean they will. Narrow your focus to those most likely to become customers, and you’ll improve your marketing ROI significantly.

2. Understand the problem you’re solving.

We’re no longer selling products or services. We’re offering solutions to specific problems. If you don’t understand what problem your customer is trying to solve, your marketing won’t connect. Features don’t sell. Relief from frustration does.

3. Know your brand differential.

This one is tough for many business owners. Customers can likely get what you offer somewhere else. You have to know what makes you the better choice and be able to communicate that clearly and convincingly.

4. Elevate your touchpoints.

Want repeat business and loyal fans? Then surprise and delight them. It’s not about grand gestures. It’s the small, thoughtful touches that leave a lasting impression. Map your customer’s journey and find ways to create memorable moments at every interaction.

The bottom line? The pace of change isn’t slowing down. That’s the new normal. But when your marketing foundation is strong, you can move forward with clarity and confidence, no matter how noisy and crowded the marketplace gets.