Business is marketing. Lots of business people seem to be proud that they are carrying on just fine without doing any marketing. You might be getting on fine but without any kind of marketing strategy, you can’t be growing effectively as a business. In this episode, Rob talks through why everyone needs to start thinking about marketing strategically. Testing your strategies so when you go for the big launch you’re able to know that your marketing works. If you’re not using marketing properly and thinking about a marketing strategy effectively this is the podcast for you.
Some business people come to me and say they are proud of the fact that they don’t do any advertising. This is not something that you should be proud of. Some business tick over, through accidental referrals but haven't grown in years. Surely there is an untapped market out there for these companies if they did a bit of marketing. Although it might feel like saving money, your not able to grow, and scale your business.
On the other side of the coin, I see companies paying a lot of money, for advertising on facebook but they don’t track any of it. Consequently, they don’t know what works. They aren’t testing it or checking what is working and what isn’t. There are these two types of business owners.
There are some key things that are everyone needs to know about marketing: You should always be A.B.T - Always Be Testing. Don’t go and spend a £1,000 a month before testing those facebook ads. Start now by doing small ads, £50 per week, something that you can afford to lose. Test every single aspect in the marketing process, the copy, the audience and the engagement. In 3-6 months you will have a proven product marketing campaign.
I’m amazed by the number of people who aren’t leveraging social media. A lot of people are so focused on the art on the product, that they forget to sell. Instead of getting on social media they rely on accidental referrals. For example, Linkedin is the only platform not restricting the reach beyond your connections. You can’t do that without paying on Facebook.
Be disruptive. Be disruptive in your industry. There are so many free and low-cost marketing platforms out there from Linkedin to Patreon. If no one in your industry is on a platform use that as a platform to be disruptive. Look to other industries to learn things not just your own.
People don’t put themselves out there too much because they think they are being too pitchy. I probably sell 1 in 150 posts, which is hardly anything in terms of percentage. I know that other people are selling more but I do more content marketing like videos, podcasts and webinars. Sales are easier when you have built that trust. Don’t moan about others selling to much, embracing marketing as a key to growing your business.
If all your business comes from one client/lead then you have a high level of risk. What if things change. We might be hit by a recession soon or legislation might change. How common is it that business goes under because they had one supplier. As well as having multiple streams of income you need multiple lead sources as well.
Start testing before you go big. Don’t spend a lot of money at first. Are you selling your old clients with new products? Try and set a target this year for new marketing platforms. After that scale up with your tested marketing strategy. Some of them won’t work and that’s fine. Some of them will work for you, however.
‘Marketing is all about the ABT - Always be testing.’
‘People are so focused on the art of the product that they forget to market.’
‘Business people forget marketing.’
‘It’s nothing to be proud of that you don’t spend your
‘You need multiple streams of leads.’
‘Start testing before you go big.’
‘Without marketing, you have no business.’
‘Visibility is credibility.’
‘You have to be seen to be the best.’
‘Track your numbers. Test everything before you fo big.’
ABOUT THE HOST
Rob Moore is the host of the UK’s no. 1 business podcast “The Disruptive Entrepreneur,” as well as an entrepreneur, property investor, property educator, and holder of 3 world records for public speaking. He is also the author of 9 business books, 5 UK bestsellers, and the global bestseller, Life Leverage.
“If you don't risk anything, you risk everything.”
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