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Episode Overview
In this solo episode of the Duct Tape Marketing Podcast, host John Jantsch shares six marketing trends he believes will shape 2026. Rather than speculative predictions, John focuses on developments that are already in motion and gaining momentum. He offers practical advice for businesses—especially local businesses—on how to leverage these trends for growth and visibility.
About the Host
John Jantsch is a marketing consultant, author, and creator of Duct Tape Marketing. With decades of experience helping small businesses grow, John is known for breaking down complex marketing concepts into actionable strategies. He hosts the Duct Tape Marketing Podcast to share insights, trends, and real-world advice for business owners and marketers.
Key Takeaways & Timestamped Highlights
00:00 – Introduction to the 2026 Trends
John sets expectations: these are not radical predictions, but important trends gaining traction that marketers should be preparing for.
01:30 – Trend #1: The Local Advantage Gets Louder
Local SEO and Google Business Profiles remain critical for local businesses. John emphasizes using your profile as a publishing platform—not just a directory listing—to enhance visibility in local search results. Ensure images, services, posts, reviews, and engagement are optimized. Local directories beyond Google can also influence local search signals.
03:48 – Trend #2: Real Is the New Viral
Authenticity wins. AI-generated content increases noise, but real, human stories, behind-the-scenes content, and genuine client experiences cut through the clutter. Avoid stock photos and generic messaging; share what only you can share.
06:13 – Trend #3: Mischief as a Marketing Strategy
Creative, unexpected, and offline experiences can generate buzz. Think handwritten notes, spontaneous events, unconventional collaborations, or local street team activities. These experiences fuel word-of-mouth and online amplification.
07:43 – Trend #4: Retention Is the New Acquisition
Retention and lifecycle marketing unlock profit. Instead of allocating most budget to new customer acquisition, prioritize onboarding, upsells, referrals, and reactivation. Loyal customers are a key source of sustainable revenue.
10:11 – Trend #5: The Rise of Trust Brokers
Move beyond big influencers. Micro-influencers and niche creators—trust brokers—hold sway within tightly engaged communities. Build long-term, reciprocal relationships rather than one-off sponsored posts.
11:30 – Trend #6: Be the Answer
Search is evolving from keyword ranking to fulfilling user intent. Produce content that genuinely answers questions, solves problems, and assists your ideal customer. Useful content attracts engaged visitors rather than fleeting traffic.
Memorable Quotes from the Episode
“If everything from your organization starts to sound like it came from a robot, you’re going to have trouble standing out.”
“Retention isn’t just a marketing technique, it’s where the real money hides in most businesses.”
“Be the answer. Give people content that actually helps them solve problems.”
Actionable Strategies From the Episode
- Audit and update your Google Business Profile this week—treat it as an active content channel.
- Commit to publishing at least one piece of authentic, behind-the-scenes content weekly.
- Brainstorm one unexpected offline marketing activity each quarter to spark word-of-mouth.
- Evaluate your customer journey—identify retention opportunities and lifecycle touchpoints.
- Identify 3–5 niche creators aligned with your audience and develop partnership ideas.
- Create content that answers real customer questions rather than chasing search algorithms.
Connect with John Jantsch
Visit the Duct Tape Marketing website for additional resources, tools, and episode archives. Follow John on LinkedIn for daily insights into marketing strategy and trends.
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