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
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
Are You A Charlotte?
In 1997, actress Kristin Davis’ life was forever changed when she took on the role of Charlotte York in Sex and the City. As we watched Carrie, Samantha, Miranda and Charlotte navigate relationships in NYC, the show helped push once unacceptable conversation topics out of the shadows and altered the narrative around women and sex. We all saw ourselves in them as they searched for fulfillment in life, sex and friendships. Now, Kristin Davis wants to connect with you, the fans, and share untold stories and all the behind the scenes. Together, with Kristin and special guests, what will begin with Sex and the City will evolve into talks about themes that are still so relevant today. "Are you a Charlotte?" is much more than just rewatching this beloved show, it brings the past and the present together as we talk with heart, humor and of course some optimism.
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.