EP1: The Marketing Layer

“If you don’t have a good product, you can spend millions of
dollars and a lot of time in marketing, but it won’t work.”
 


- Timothy Dick


 


Marketing is not a trendy advertising method.



A lot of people think marketing is business. We have a lot of
‘experts’ and ‘gurus’ out there teaching ‘marketing.’ What
they’re actually teaching is an advertising method. People often
look at a certain tactic and mistake it for marketing. When you
break it down, the layer of marketing is all about helping people
and solving a problem. It’s that simple.



In order to have an effective marketing strategy, there are a few
key questions to ask:


What are you offering?
Does it solve a problem?
Most importantly, does your market recognize the problem that
you’re solving?
You could have an excellent product, and spend millions in
advertising, but if your market doesn’t see the problem, they
aren’t going to give you their money.



It can be easy to get distracted by the array of marketing
platforms available. Each platform serves a purpose, but it may
not serve you. Everything may work in the proper context, but
it’s important for you to determine what is the most effective,
least expensive, and fastest path to getting your product in
front of your target audience.



“The two major metrics I look at are the cost per acquisition and
the return on ad spend.” - Timothy Dick



Broaden your scope. Enhance your marketing.


 


As business owners, it can be easy to default to a trendy
marketing strategy or zero in on one platform or channel. One of
the worst situations we see is a client who may be doing millions
per month, but they are only utilizing one platform. Everything
is changing all the time. Anyone who tells you that you can put
all of your focus on one platform is ill-informed. Algorithms and
trends shift regularly. If all of your marketing eggs are in one
proverbial basket, a single algorithm change could set you back
at square one. Having multiple channels will ensure that your
profits will remain unaffected in the midst of ever-changing
marketing algorithms.



“I’ve seen people optimize optimize optimize… but it’s not
actually what they should be optimizing for if they want a
healthy business. What is good for cheap leads, won’t be good for
profit.”


- Nic Peterson


 


This week, take a step back and make a list of all of your
marketing channels. Where are all of the places you get your
business? Take an objective look at that list and ask yourself,
are you comfortable with the number of marketing channels you are
utilizing? Take this list a step further. Add the sources of
random clients that you didn’t gain through intentional
marketing. You may have some channels working for you that have
been underutilized and could be strong marketing channels for
your product or service.



How to get involved
If you would like more information about Timothy Dick, and the
success businesses have gained through work with him, please
visit his website.


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