Summary: Marketing messages barrage us every day of our lives via email, billboards, commercials, etc. Unfortunately, small businesses seeking to market their own business dip into those avenues without really knowing what they are doing! Don’t pretend, we’ve all been there.<br> Don’t just throw cash at things and hope it sticks. Marketing is an investment, not a cost. You will get a return on your investment if you do marketing the right way for the right people.<br> What is the purpose of your marketing? Figure out who you want to market to and what the outcomes should be. Marketing is to demonstrate to your target market that you understand their current problems and you have ideas to help them. Solve problems for the right people!<br> The right people are those customers who make you the most profit and tend to spend well and often. Get to know them and treat them as friends and someone they will listen to. That is how you build relationships and partnerships. It is all about human-to-human marketing.<br> Businesses often feel the lure of the big number and use marketing to attract large numbers of the wrong people instead of focusing on a smaller number of the right people. Don’t market to the wrong people because that makes for a bad foundation for your company.<br> Instead of focusing on day-to-day tasks and basic “busyness,” focus on your business and the right people for your business.<br> About Jay:<br> 2 x Global Entrepreneur ‘Big Impact to Business’ Award winner, Author and Business Success Coach, Jay Allen helps savvy business owners break free of mediocrity by embedding significant sustainable growth strategies to businesses across the UK.<br> Challenged Issue:<br> In this podcast, we challenge the issue of focusing down on your marketing and the right type of people for your business.<br> Jay’s Actionable Tips:<br> <br> * Know who is your who. Find your top Grade A customers and learn everything you can about them.<br> * Learn how to listen and not just hear. Listen to conversations and learn about what your top customers are saying.<br> * Understand that marketing is about selling change. Understand your customers’ problems and offer solutions.<br> <br> <br> Top Quotes:<br> <br> * “Done well, it (marketing) is an investment.”<br> * “It’s about building relationships with the right people.”<br> * “Success is consistency.<br> * “People assume that their prospects and potential customers care.”<br> * “No one loves your business as much as you do.”<br> * “It’s always best to remember as to who got you to where you are now.”<br> * “The only thing that is unique about all of us or any of us is our DNA.”<br> * “Cause it’s not about you. It is all about them (customers).” <br> <br> Guest Links:<br> <br> * Email (<a href="mailto:jay@jayallen.uk">jay@jayallen.uk</a>)<br> * My True North (<a href="http://www.mytruenorth.uk">www.mytruenorth.uk</a>) <br> <br> Resources:<br> <br> * The Telegraph (<a href="http://www.telegraph.co.uk/news/">http://www.telegraph.co.uk/news/</a>)<br> * The Guardian (<a href="http://www.theguardian.com">http://www.theguardian.com</a>)<br> * 5 Twitter Sins Destroying Your Twitter Credibility (<a href="http://www.excellence-expected.com">http://www.excellence-expected.com</a>)<br> <br> Key Timestamps:<br> <br> * 0:40 Challenged issue<br> * 1:31 Introduction of guest<br> * 1:50 Marketing your business<br> * 2:53 Guest’s background<br> * 4:10 Different types of work<br> * 4:33 Landscape of marketing<br> * 7:30 Being busy<br> * 9:12 Scenario<br> * 10:45 People don’t know you and your business<br> * 12:25 Target audience and grading<br> * 17:38 Equal efforts and partnerships<br> * 19:32 ROI<br> * 20:18 Objectives and strategies<br> * 23:02 Cost per acquisition<br> * 24:07 Global award<br> * 25:47 Understanding your audience<br> * 27:30 Actionable tips<br>
