**404 Why Marketing Feels Harder Than Ever for Small Business Owners in 2026**

**Episode 404:** Rain or Shine Podcast
**Hosts:** Stacie Millard and Kelsey Reidl

How Female Entrepreneurs Can Grow Without Doing Everything

Episode 404: Rain or Shine Podcast
Hosts: Stacie Millard and Kelsey Reidl

Quick Summary

If marketing feels more confusing than ever, you’re not imagining it.

In this episode, Kelsey breaks down why so many female entrepreneurs feel overwhelmed by modern marketing, what “scatterbrain marketing” is costing your business, and why community-based strategies are making a major comeback.

She also shares how AI search is changing discoverability, why your digital footprint matters, and how to simplify your next growth season.

In This Episode

Why marketing feels harder in 2026
The trap of scatterbrain marketing
Why old-school relationship marketing works again
How to choose the right platform for your business
Using 90-day marketing experiments
Why your website + online presence still matter
How ChatGPT is changing business visibility
Finding the right keywords naturally
Why community builders will win the future

Key Takeaways

More tactics do not equal more growth.
Start with your goal before choosing platforms.
Use 90-day tests instead of emotional overcommitment.
AI rewards clear positioning and trust signals.
Relationships are becoming your greatest marketing asset.

Memorable Quotes

“The future belongs to community builders.”
“You do not need to do everything. You need to do the right things.”
“People are tired of the information economy. They want the connection economy.”

Resources Mentioned

Kelsey’s Instagram: @KelseyReidl
Kelsey’s Website: kelseyreidl.com
ChatGPT
Google Search Console
Google Analytics
LinkedIn
Instagram

About the Hosts

Stacy Millard is a CPA, entrepreneur, and the founder of Thrive Accounting, a firm dedicated to helping entrepreneurs experience more joy and freedom in business through strategic financial guidance. After successfully scaling and selling her first accounting firm for seven figures, Stacy returned to entrepreneurship to build a values-aligned business focused exclusively on serving fellow business owners. She hosts the Small Business School podcast and is passionate about community, financial transparency, and helping entrepreneurs understand the real numbers that drive business success.

Kelsey Reidl is an entrepreneur, fractional CMO, and host of Rain or Shine (formerly Visionary Life). She's been podcasting for 8 years, helping entrepreneurs show up consistently and build sustainable businesses. She runs the Wave Mastermind and specializes in marketing strategy, website design, and business growth. Kelsey is a mom to a 2-year-old, an avid mountain biker, and a firm believer in the "rain or shine" mentality.

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Episode 404 — Why Marketing Feels Harder Than Ever (And What’s Working Now)
Kelsey Reidl:
You’re listening to the Rain or Shine podcast. I’m your host, Kelsey Reidl.
Rain or Shine isn’t just a cute motto you slap on a coffee mug. It’s an operating system that has guided me through the highs and lows of entrepreneurship for over a decade.
Because here’s the truth: we all face rainy days. But instead of wallowing, what if we planted seeds, splashed in puddles, and trusted that sunshine is on its way?
On this show, I share conversations and solo episodes on marketing, entrepreneurship, and living a visionary life.
So whether it’s raining or shining in your world right now, let’s dive in.
[TIMESTAMP] Why Marketing Feels So Confusing Right Now
Kelsey Reidl:
Marketing feels harder than ever for many small business owners.
There are more platforms, more tactics, more opinions, and more pressure than ever before.
You’re told to be on Instagram, build an email list, start a podcast, post blogs, use Pinterest, optimize for AI search, grow on LinkedIn, and stay visible everywhere.
It’s overwhelming.
I call this scatterbrain marketing—when you’re trying to do everything, so you make very little meaningful progress anywhere.
The real issue isn’t that you need more tactics. It’s that you need more clarity.
[TIMESTAMP] What Marketing Used to Look Like
Kelsey Reidl:
Twelve years ago, I worked in experiential marketing for a wellness brand.
We hosted in-person activations, gave out product samples, talked to real people, learned their goals, and connected them to products that could genuinely help.
That experience taught me something important:
Marketing has always been about connection.
It’s about understanding someone’s needs, creating trust, offering value, and helping them take the next step.
Those principles haven’t changed.
Only the platforms have.
[TIMESTAMP] Why Old-School Marketing Is Working Again
Kelsey Reidl:
I believe we are returning to community-based marketing.
People are tired of the information economy. They’re craving the connection economy.
They want relationships, trust, recommendations, real experiences, and human energy.
That means the businesses who know how to gather people, create trust, and build community will win in the years ahead.
This can happen online or offline.
But the human element needs to come back.
[TIMESTAMP] The First Question to Ask Before Choosing a Platform
Kelsey Reidl:
Before choosing any platform, ask:
What is my goal for the next three to six months?
If your goal is visibility, then content platforms like Instagram, podcasts, YouTube, or LinkedIn may be smart moves.
If your goal is five local clients this month, then community partnerships, referrals, workshops, and networking may be far more effective.
Different goals require different strategies.
Too many entrepreneurs copy someone else’s tactic without defining their own objective first.
[TIMESTAMP] Use 90-Day Marketing Experiments
Kelsey Reidl:
Instead of going all-in emotionally on every strategy, run 90-day experiments.
At the end of 90 days, evaluate two types of data:
Quantitative data:
- Followers gained
- Website clicks
- Leads generated
- Sales made
Qualitative data:
- Did I enjoy this platform?
- Did it energize me?
- Did it feel sustainable?
- Did I dread every second?
Both matter.
Because if a strategy technically works but drains your energy, it may not be the right fit long-term.
[TIMESTAMP] Why Your Digital Presence Still Matters
Kelsey Reidl:
Even if local relationships fuel your business, people still validate you online.
They’ll Google your name. They’ll check your Instagram. They’ll visit your website.
Your digital presence builds trust.
Think of it as owning digital real estate:
- Website
- Google Business profile
- Instagram
- LinkedIn
- Podcast appearances
- Articles
- Reviews
- Press features
You don’t need to dominate every platform.
But credibility grows when people can find evidence of your expertise in multiple places.
[TIMESTAMP] AI Search Is Changing Marketing
Kelsey Reidl:
People are increasingly using tools like ChatGPT instead of traditional search engines.
They ask nuanced questions like:
- Why isn’t my Instagram growing?
- Who is the best small business accountant in Canada?
- What marketing strategy should I use in 2026?
AI tools scan the internet to recommend trusted experts.
That means your job is to make your expertise visible online.
Talk clearly about what you do, who you help, and what problems you solve.
The clearer your positioning, the easier you are to recommend.
[TIMESTAMP] How to Find the Right Keywords
Kelsey Reidl:
Start simple.
Ask yourself:
“If I were my dream client, what would I type into Google or ChatGPT?”
Write down 10 to 20 real questions your audience might ask.
Then review your website, content, and social media.
Do you answer those questions clearly?
If not, there’s your content plan.
[TIMESTAMP] The Future Belongs to Community Builders
Kelsey Reidl:
I believe the future belongs to business owners who know how to create real connection.
Events. Workshops. Gatherings. Partnerships. Referrals. Relationships.
That’s where trust accelerates.
That’s where deals happen.
That’s where momentum builds.
The internet can open the door.
But community often closes the sale.
[TIMESTAMP] Final Thought
Kelsey Reidl:
You do not need to do everything.
You need to do the right things, consistently, with clarity.
Choose fewer platforms. Build deeper trust. Stay human.
That’s how marketing works now.
And honestly, that’s how it has always worked.

404 Why Marketing Feels Harder Than Ever for Small Business Owners in 2026