Once your studio, agency, or business is properly positioned – meaning you feel confident that you’re communicating the right message to the right audience – now its time to get in front of that audience. That’s where marketing comes in.
This video is an excerpt from the Marketing Course in the Butler Box. I share some of the most important takeaways when it comes to marketing. There are three primary pitfalls to marketing:
1) The first is what I call the Shotgun approach. This is where you try a little bit of everything, throwing everything you can to the window and hoping something sticks. The benefit of the shotgun approach is that you’re busy and active with marketing.
The negative is that even though you’re busy, you’re not productive. You spin your wheels trying anything and everything, and IF something somehow happens to work, it’s really difficult to narrow down what it was. Rather than the shotgun approach, I recommend spending a couple hours developing a strategy to help prioritize the efforts that are going to have the biggest impact, with the least amount of resources.
One way of doing this is by creating an X and Y axis, with the vertical line being “IMPACT” (meaning how much of an impact a marketing effort will have on your business) and the horizontal line being “Doability” (meaning how doable is an effort with the budget, time and resources you have at hand).
The items that have the highest impact and are highly doable are the ones you need to do now. These are your immediate action items.
Your long term action items include things that are highly impactful, but a little more difficult, as well as things that are extremely doable, but may have mid-level impact.
The things that are low impact and not very doable – you can probably avoid for a while.
2) The second pitfall related to marketing is not keeping up with the market. If your marketing strategies and tactics are not changing at the same rate of consumer behavior, you will be left in the dust. What is your market asking for? What are their felt needs as it relates to your brand? Where is their attention? Ask these questions continually –not just in your preliminary strategy. Markets change. Make sure you’re watching your market closely to see when, where and how you may need to pivot.
This is an excerpt from the Agency Scaling Webinar available FOR FREE Here: https://agency.butlerbranding.com/
In the marketing course, I lay out strategies and frameworks to help you develop your own marketing strategy. Once you adopt it on yourself, you can duplicate the process for your clients, which opens up the ability to sell marketing strategy to clients. Use yourself as the greatest case-study for your services.
The Brand Positioning Course can be purchased here: https://agency.butlerbranding.com/marketing/
Butler Branding is a full-service branding and marketing agency. Learn about our company, see our work or start a project on our website: https://butlerbranding.com
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