Summary: What does your marketing mix look like? Where do you invest most of your marketing budget?<br> Is it all sorts of marketing campaigns that take money out of your pocket, or do you <a style="color: #3366ff;" href="http://www.strengthinbusiness.com/guerrilla-content-marketing-tips/" target="_blank">focus on building modern marketing assets</a>?<br> A couple of days ago I bumped into this short interview with HubSpot CEO Brian Halligan on “Why Right Now Is the Best Time to Start Your Business”. The title of the video didn’t particularly grab my attention, instead what made me have a closer look into it was the guest — business advisor Brian Halligan.<br> What I like most about Brian Halligan is that he often has a different approach to marketing. He doesn’t go with the crowd. When it comes to marketing he definitely has some interesting thinking patterns. This being said, I turned the speakers on and listened to his tips.<br> Before we dive deeper into the marketing mix topic, let me share with you this YouTube video provided by SUCCESS Magazine. Pay close attention to the tips on how to make the most of your marketing efforts.<br> <br> <br> Kudos to host <a href="https://www.youtube.com/user/behindthebrandTV" target="_blank">Bryan Elliott</a> and his show “Behind the Brand”. Great interview sessions with a lot of high-caliber guests.<br> How to Use Your Marketing Mix Intelligently<br> Clever businesses use their marketing budget wisely!<br> They don’t pour most of their money into buying liabilities. Instead they focus on building marketing assets. Remember, it’s better to own stuff (implying it’s the right stuff) than to rent stuff.<br> <br> “Most companies when they look at their marketing budget, 90% of it is on campaigns: PPC, radio, television, you name it. 10% is on their people. Mine’s flipped. I want 90% on the people creating assets, maybe 10% on campaigns, where you can get that math to work.<br> When I say people and assets, its sort of what we were talking about before…<br> Each piece of content you create is this modern marketing asset that pulls customers in through Google, from social media and from blogs, and from other sites.<br> And so I want to build those assets up over time. It’s people who create those assets. I don’t wanna rent stuff, I wanna own stuff. <br> That’s what I advise people. Its the exact opposite of the way marketing has been done forever but I think a proper marketing department actually has a lot of people and a very little advertising budget. – Brian Halligan, CEO HubSpot<br> <br> Let’s say you like the concept of using your marketing mix strategically and putting your efforts into creating sustainable marketing assets.<br> The next question you should be asking yourself is:<br> What can I add to my marketing asset bucket to boost the pulling power of my marketing mix while increasing ROI and onboarding more of the right clients?<br> ***Quick Sidenote: Clever marketing is never about more clients; it’s always about <a href="http://www.strengthinbusiness.com/find-right-prospects/" target="_blank">more of the right clients</a>.***<br> Let’s split the answer to this question into two parts: online and offline.<br> We want to activate both distribution AKA marketing channels and combine the power of the two.<br> 1. ONline Marketing Assets.<br> Start a blog and make sure you <a href="http://www.strengthinbusiness.com/guerrilla-content-marketing-tips/" target="_blank">own the content</a>. Don’t publish all your valuable articles on LinkedIn, Tumblr, or Blogger. Set up WordPress for example and use your website to create high-quality content. Once you’re done with that, use LinkedIn, Facebook, Twitter & Co. to promote your content.<br> If you don’t want to mess around with WordPress, fine.
