The challenge I faced was how to educate small businesses and entrepreneurs to use new media marketing tools to expand their reach. I learned that these businesses and entrepreneurs were concerned about their reputation when using social media and often conflated social media with marketing when new media marketing involved many different channels (video, audio/podcasts, as well as social media). After COVID-19 hit before I could test my prototype, I pivoted to focus on how to deliver new media training virtually to small businesses and entrepreneurs. My initial pilot was a marketing video I created and tested with individual entrepreneurs and founders of small businesses to see what marketing strategies resonated, and what my new media marketing consultancy should focus upon.
