“Once you figured out the foundation of your business, then the other pieces fall in place because you’re very clear on your company’s purpose,” says host Deevo. As owners of a creative agency, hosts Deevo and Lisa understand that social media can be confusing for businesses to navigate. With this in mind, the hosts answer the most common question their clients ask them: What is the difference between brand and direct marketing?
Before you can successfully market your business, you need to understand the foundation of your business. You can think your product is incredible, but if your brand doesn’t have a clear message or purpose, consumers will not understand what you’re doing or why they should give you their money. Although it may seem that all you need to do is design a logo or dump money into Google ads, there is a lot more to brand and directing marketing for a company to last.
Tune into this week’s episode of A Little Impolite Podcast for a clarifying conversation on business marketing. Learn more about the order of an effective marketing plan, why you need to hone your company’s voice, and how you need to partner with the right people to see results.
- “It’s like going into a marriage. You need to make sure that you’re partnering with the right person and that your voice is still coming out.” (9:40 – 9:46) [Lisa]
- “The logos and all those things that people are selling you, that’s your brand design. Those do have critical functionality for your business. Still, those don’t come until you’ve sorted out your brand messaging, value proposition, purpose, and problems you’re solving. Once you figured out the foundation of your business, then the other pieces fall in place because you’re very clear on your company’s purpose.” (11:33 – 12:01) [Deevo]
- “Just because you love it and think it’s perfect doesn’t necessarily translate to what your buyer wants. You have to be able to craft a message that resonates with the person buying your product.” (19:40 – 19:52) [Deevo]
- “I think many people lose focus because it’s the long game, and not a lot of people have patience for the long game. So the con of it, depending upon the perspective, is that if you don’t have the patience to wait around to establish a social media channel, whether it’s Instagram, LinkedIn, Facebook, TikTok, whatever channel you’re using, you have to be able to invest time and energy into it. And what you put into it is what you’re going to get out of it. So again, it’s not really a con to me, but one of the cons of brand marketing is that it takes a lot longer to see results. And unfortunately, a lot of small business owners who have put a lot of blood sweat equity into their business already don’t have the patience to wait that out. They think their product is so great that everyone else should think it’s so great. But if I don’t know about your product, and I’ve never seen it, and I don’t see its value, I don’t know how great it is. So you have to spend some time investing some energy into that.” (20:06 – 21:04) [Deevo]
- ‘If you’re only putting your money into direct marketing, and you don’t have any brand messaging or clarity or purpose behind it, it’s not a sustainable model.” (25:07 – 25:16) [Deevo]
- “We’re in a time frame where we can use all of the great social media aspects at our disposal, branding, direct marketing, all those things that have the opportunity to launch our businesses quickly. And if done right, we can be in that productive stage right away.” (35:21 – 35:39) [Lisa]
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