In today’s digital world, standing out as a small business feels harder than ever. Between endless noise, flashy marketing tactics, and conflicting advice, many business owners are left frustrated with wasted time and money. But what if narrowing your focus could actually unlock growth?
In this episode of The Business Behind Your Business, Paul Sweeney sits down with Jennifer Christensen, Co-Founder and CMO of Beacon Media + Marketing, to unpack the power of niche marketing. Jennifer shares why focusing on a specific audience doesn’t limit you—it liberates you. She explains how to build trust with the right customers, remove barriers in their buying journey, and stop wasting money on ineffective tactics.
Listeners will learn:
- Why niche marketing creates stronger, more authentic connections with customers
- How to identify your “perfect match” clients and what messaging resonates with them
- Practical steps to increase conversions by improving your website and customer experience
- Common mistakes small businesses make with marketing—and how to avoid them
- How to ethically use AI as a supportive tool (without replacing your expertise)
If you’ve ever felt overwhelmed by marketing or struggled to get real results, this episode will give you the clarity and confidence to focus your efforts where they matter most.
Jennifer Christensen is the Co-Founder and CMO of Beacon Media + Marketing, a national digital agency they've grown over the past 13 years with a mission to help small businesses thrive. At Beacon, they specialize in ROI-driven marketing campaigns that deliver measurable impact for both businesses and non-profits. Jennifer's journey as an entrepreneur began in her early 20s with a company that ultimately failed — an experience that shaped her profoundly. She didn’t plan to start another company at 40, but that failure taught her the humility, character, and resilience that have fueled Beacon’s success. Today, Jennifer has the privilege of partnering with visionary leaders to grow authentic, sustainable brands. Their team now serves clients across the country with locations coast to coast. The work they do has purpose, and that purpose drives everything they build. Outside the office, Jennifer is a proud wife of 30 years, mom to three amazing adult kids, and a passionate traveller who loves time with family and friends.
https://thebusinessbehindyourbusiness.com/
Connect with us:
Facebook
LinkedIn
Twitter
Instagram
Popular Podcasts
CrimeLess: Hillbilly Heist
It’s 1996 in rural North Carolina, and an oddball crew makes history when they pull off America’s third largest cash heist. But it’s all downhill from there. Join host Johnny Knoxville as he unspools a wild and woolly tale about a group of regular ‘ol folks who risked it all for a chance at a better life. CrimeLess: Hillbilly Heist answers the question: what would you do with 17.3 million dollars? The answer includes diamond rings, mansions, velvet Elvis paintings, plus a run for the border, murder-for-hire-plots, and FBI busts.
Crime Junkie
Does hearing about a true crime case always leave you scouring the internet for the truth behind the story? Dive into your next mystery with Crime Junkie. Every Monday, join your host Ashley Flowers as she unravels all the details of infamous and underreported true crime cases with her best friend Brit Prawat. From cold cases to missing persons and heroes in our community who seek justice, Crime Junkie is your destination for theories and stories you won’t hear anywhere else. Whether you're a seasoned true crime enthusiast or new to the genre, you'll find yourself on the edge of your seat awaiting a new episode every Monday. If you can never get enough true crime... Congratulations, you’ve found your people. Follow to join a community of Crime Junkies! Crime Junkie is presented by audiochuck Media Company.
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.