In this episode of The Marketing Factory podcast, host Marissa Candy shares 20 years of expert marketing advice in just 10 minutes. She emphasizes the importance of understanding your core purpose as a business. Marisa argues that effective marketing goes beyond simply selling a product or service; it's about delivering confidence and value to your customers. She discusses the pitfalls of cutting marketing budgets and the necessity of believing in the value of your marketing efforts. Tune in for Marisa's top tips on creating impactful marketing campaigns that truly resonate with your audience. Whether you're a seasoned marketer or just starting out, this episode is packed with insights to help you think differently about your marketing strategies.
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Timestamps:
00:00:00 - Introduction
00:01:14 - The Importance of Planning
00:02:49 - The Value of Marketing Investment
00:03:32 - Know Your Audience
00:04:14 - The Power of Regular Engagement
00:07:29 - Staying True to Your Brand
00:08:22 - Recognizing Milestones Beyond Sales
00:09:35 - Continuous Learning: Evolving as a Leader
You're actually delivering and selling confidence, so make sure
Speaker:you understand your core purpose and what you're actually delivering.
Speaker:It really bugs me when people go, oh, we're going to
Speaker:cut the marketing budget. People only cut things that they don't actually
Speaker:believe gives value or creates an outcome. I know
Speaker:it's really appealing to try to go and be on
Speaker:every single platform that exists, but let me tell you something.
Speaker:Welcome to The Marketing Factory, where we don't blend in. I'm
Speaker:Marisa Candy, founder and award-winning marketer. And for
Speaker:over two decades, I've helped businesses think differently about their
Speaker:marketing and achieve powerful results. In this podcast, I'll
Speaker:share proven strategies so that you can create profitable marketing
Speaker:campaigns that drive real impact. for your business. Ready
Speaker:to turn clarity into action? Let's get started. Hey, hey,
Speaker:and welcome to the Marketing Factory podcast. I'm your host,
Speaker:Marissa Candy. And in this episode, we're going to be
Speaker:talking about 20 years of expert marketing advice
Speaker:in 10 minutes. How am I going to do it? Let's go. The count has
Speaker:already started. I'm going to give you 10 top tips. We're going to
Speaker:focus on them for about a minute each. So if you need to come back and
Speaker:recap this podcast or listen again, please feel free. Number
Speaker:one at the top, the most important thing to do with your marketing is
Speaker:understand your core purpose. Understand why you exist,
Speaker:why your business exists. This is really important.
Speaker:Let's just relate it to a story. If you're a hairdresser, are
Speaker:you selling haircuts? Is that it? If you're a barber, are you just doing
Speaker:a beard shave? Or, what happens if
Speaker:you didn't exist? What do people have to do? We have to
Speaker:go around and cut our own hair, right? So understanding your
Speaker:core purpose, you're actually delivering and selling confidence. So
Speaker:make sure you understand your core purpose and what you're actually
Speaker:delivering. Number two, strategy first always.
Speaker:We need to know what we're doing and how we're going to get there. I'll
Speaker:talk about this a lot throughout the podcast, right? When you listen to
Speaker:me, you'll know that I'm a big, big believer in
Speaker:strategy first. And I'm going to share with you some crazy numbers
Speaker:in future episodes about strategy. We really need to
Speaker:be thinking about how you're going to
Speaker:achieve these outcomes, how you're going to get there. Have a plan,
Speaker:right? Imagine trying to get from one destination
Speaker:to the next without maps, trying to do it the first time.
Speaker:And a lot of times in business, we're doing things for the first time. We're
Speaker:getting to our first hundred customers. We're getting to our first milestone of
Speaker:revenue. We want to have a strategy. of
Speaker:how we're going to get there. Get the team all on board and
Speaker:boom, let's go. Number three, let's be results driven,
Speaker:okay? It really bugs me when people go,
Speaker:oh, you know, I can't afford marketing or we're going to cut the marketing budget.
Speaker:People only cut things that they don't actually believe gives
Speaker:value or creates an outcome. So
Speaker:if we're results driven and we know that for every dollar that we intend
Speaker:to invest into marketing, we're going to see a return from then, hey, happy
Speaker:days. Let's go to the finance department and ask for more money
Speaker:in our marketing budget. So if we are results driven on every
Speaker:single dollar that we spend on our marketing actually produces
Speaker:a return, then, hey, that can really change our
Speaker:view and our impact on business. Number four, know
Speaker:your audience. Now, I don't want people to blanket this.
Speaker:Please don't blanket your target audience into one main
Speaker:group. There are potentially several groups that are
Speaker:buying from you and that need your business. And
Speaker:the way you actually speak to them can be different. OK, so
Speaker:the way that you might speak to one group is very different to
Speaker:how you speak to another group. They've got different pain points. They've got
Speaker:different goals. So make sure you know your audience and
Speaker:you're actually then tailoring your message and tailoring your marketing
Speaker:to appeal to each of them. Marketing segmentation, we
Speaker:can talk about that in the future. Don't have time for it in this episode, but
Speaker:we will touch on it later. Number five, consistency builds
Speaker:trust. Now, I know it's really appealing
Speaker:to try to go and be on every single platform that
Speaker:exists, okay? You want to try this, you want to try
Speaker:that, and I really applaud you for giving things a red hot
Speaker:go. But let me tell you something. How many days do
Speaker:you want to be in business for and operating? Every day? Great.
Speaker:Then your potential audience and your potential customers need
Speaker:to see you operating every day. They're only going to know that
Speaker:you exist if you are built and you are there every
Speaker:single day on that platform. So I like to give an advice that
Speaker:stick to two platforms and do two things really
Speaker:well. nail it, okay? Nail it and then
Speaker:go and add something else on another arm in your marketing. But
Speaker:nail those two things first because when you go somewhere
Speaker:and you're somewhere and you're doing something for a couple of months or a week or two, then you disappear. It's
Speaker:like, hey man, where did they go? It's like, so again, consistency
Speaker:builds trust. People need to see you. They
Speaker:need to see you there often. You keep showing up.
Speaker:You're like the best employee that keeps turning up and
Speaker:showing up and giving them what they are expecting, and
Speaker:that builds trust. Just quickly, if you're a business owner
Speaker:struggling to see results from your marketing, or you're overwhelmed by
Speaker:the thought of marketing your business, we can help. Book in a
Speaker:call with my team using the link in the show notes, and let's get your
Speaker:brand thriving without the struggle. Now, back to the episode. Number
Speaker:six, we need to stay agile and adaptable. Things change.
Speaker:Life changes. Business changes. People
Speaker:change within it. So if we expect
Speaker:to go through this business that you started and nothing's going
Speaker:to change, then that's unrealistic, right? A great leader,
Speaker:a great marketer can be agile and adaptable to
Speaker:change because change itself is an
Speaker:opportunity because something's changing form, right? It's changing
Speaker:form. So a great marketer will actually see the
Speaker:opportunity and change and go with it. But if we go through life
Speaker:and thinking nothing's going to change, Everything's going to remain. And
Speaker:if anything goes wrong, the sky is falling. The
Speaker:sky is falling. Chicken little. Oh, my God. OK, so
Speaker:we need to be agile and adaptable. A big one, if you want to grow,
Speaker:if you want to grow, number seven is collaborate. Don't
Speaker:be afraid to collaborate. And you know where the best collaborations happen?
Speaker:With people that you think might be, in fact, your competitor when they're
Speaker:not. They actually are there to add amazing
Speaker:value. Here's some tips on collaborating that
Speaker:you'll be able to go away and apply now. Think about your business. Think about who
Speaker:you do business with, number one. And if you go
Speaker:after the same target audience as another business, perfect
Speaker:collaboration. Just like, let's give an example of
Speaker:us. We love talking to business owners. We
Speaker:love helping people with their marketing. So anyone
Speaker:else, whether it be Anyone else
Speaker:that talks to business owners to try to get a result for
Speaker:a business owner like accountants would be a great collaboration and
Speaker:a great partner for us. Number eight, really important
Speaker:is to stay true to your brand. Be authentic.
Speaker:What's that old saying? Everyone else is taken, so you may as well be
Speaker:you, right? Trust is built through authenticity.
Speaker:You might be able to hold up some sort of facade, And maybe
Speaker:you think this energy of mine will only be here for a couple of episodes, but it's not. Unfortunately,
Speaker:this is me. Or fortunately, in fact. Your difference is
Speaker:your superpower. And we can talk about this in future episodes as
Speaker:well. But stay true to your brand. Look
Speaker:at all the big brands of our time and
Speaker:how they've stayed true to who they are. One of the great ones
Speaker:out there is Apple. Apple know who they are. They know
Speaker:what business they're in. They're here to connect you and they
Speaker:are here to embrace you with all the leading power of technology and
Speaker:being a visionary, giving us things before we even know
Speaker:that we need them. So stay true to who you are and
Speaker:stay true to what your business does. Nine, we
Speaker:need to celebrate and measure success beyond sales
Speaker:alone. This is really important, guys, especially if
Speaker:you are in a startup stage. The
Speaker:big successes might not be there yet, but there's all
Speaker:these little micro moments along the way that you have to celebrate and
Speaker:not just for you, but for your team if you have one.
Speaker:If you've got people, bring them with you along the ride. Look,
Speaker:in our office, we have known to be having bells, musical
Speaker:instruments. We come in and someone comes back for a meeting and
Speaker:they're pumped. And we want to share that. We want to share
Speaker:that. You know, like, if you believe in universal energy
Speaker:or not, I do. I think that we're all pieces
Speaker:of energy that's walking around in this skin and we have a
Speaker:vibration. When we move, we vibrate and that's where
Speaker:this law of attraction, this magnetic force, we attract
Speaker:what we give. So again, if you can share those
Speaker:celebrations through your team and not keep them bundled up into one
Speaker:person or yourself, celebrate along
Speaker:the way because it's all about enjoying this journey and
Speaker:having fun. And the last point that I'm going to leave you with
Speaker:is to keep learning and evolving. As the
Speaker:busy business owner, who's actually conducting your annual
Speaker:review? What KPIs are you giving yourself? When
Speaker:was the last time you invested in
Speaker:your own development? So don't think of it as
Speaker:being selfish. Think of it as a great investment, because
Speaker:if you invest in yourself, you are going to be the best
Speaker:leader. You are going to be the best at what you do. And
Speaker:let me be honest with you, as someone that has gone on a very steep
Speaker:steep professional and personal learning journey as
Speaker:of late, the rewards go far beyond
Speaker:business. They exude into your personal life and
Speaker:it really brings a lot of meaning to your work and
Speaker:to your purpose here. So I hope these tips have been helpful.
Speaker:To recap, love you to give me some feedback on what you've
Speaker:learned, what you've loved. And again, look forward to speaking with
Speaker:you again soon in the next episode of The Marketing Factory
Speaker:Podcast. Stay cool. Thanks for tuning into The
Speaker:Marketing Factory. If today's episode helped bring clarity to
Speaker:your marketing strategy, please leave a five-star review on
Speaker:Apple Podcasts or Spotify. And don't forget to subscribe on
Speaker:your favorite platform. Stay connected with us on the socials
Speaker:at The Marketing Factory or at The Marketing Factory AUS