So often I’m told by marketing experts about brand personality and new advertising techniques and I wonder to myself, “Does any small business, even my business, have the capacity to build a brand amongst the noise in the market and really outshine everyone else?”.
Well, the answer is surely, “no!”.
Marketing is all about having a strategy. If you’ve hired a 23 year old blonde with big boobs to do your marketing, then keep dreaming mate…
So that’s where I come into the equation. Although I may somewhat have the man-boobs (although I’d like to think not…), I am definitely not blonde and am definitely not a bimbo. You can’t simply run a few ads here and there, print a few brochures, build a new website, run a paid search campaign or pay someone to do your branding – and last but not least, if you think cold calling works, then please do me a favor and click the little cross at the top of your browser. You have to have the strategy behind your marketing to make it work.
Marketing, especially for small business, is about building a foundation whereby the marketing can continue to automate itself. It’s about building a substantial platform and adding to it: being found, being persuasive and converting cold leads into luke-warm or hot ones. Yes, there’s branding involved, and it’s great to have a good understanding of a brand and it’s unique selling propositions before building your strategy, but without a clear cut goal, niche or gold client, then save yourself the bother and hire another blonde bimbo to grab the coffees.
Please, let me know your thoughts!
[Also, don't take offence to this post - the blonde bimbo really is a generalization; but a good one...]
So what Marketing Strategy are you using to get started?