“The purpose of business is to create a customer. The business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”
My area of specialization is strategic marketing for entrepreneurs and small business owners. But what is strategic marketing?
Marketing strategy is defined by David Aaker as a process that allows an organization to concentrate its resources on optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage.
Or in simple terms: the thought process that drives sales.
Having worked with all types and sizes of companies around the world over the last 26 years, I have personally seen what works and what does not work. I believe that the reason most entrepreneurs and business owners struggle is because they do not have the right strategic marketing SYSTEMS in place.
A system is something that allow you to
A SYSTEM is something that runs without conscious input and produces predictable results. I can show you the marketing systems you need to install in your business to get your business back on track.
What I teach and preach is how to SYSTEMATIZE your business marketing so all your marketing activities work together and produce predictable and consistent results. All the Fortune 500 companies that I have worked for have grown consistently year after year, irrespective of the economy, even in depressions and recessions. Why? Because they have plans and SYSTEMS that produce predictable results. And having been part of their strategic planning teams I have first hand experience of how strategy is the key to business growth.
Marketing has changed significantly over the last ten years, more than it has changed in the history of marketing. Today the buzz is all about social media, Twitter | Facebook | U Tube | LinkedIn | etc. These are all impressive communication platforms, but, at the end of the day, they are just tools, and they need to be used very strategically if they are to impact your marketing performance in a meaningful way.
The problem is that most marketers teach you how to use these tools as silos or as independent marketing vehicles, when the true power of these come when they are used strategically and together to build a database that you can market to on a consistent basis.
The key to your business success is strategy and systematization: having a plan and systems in place to execute your plan. This is what my marketing practice specializes in. Helping you think critically about your business and how to put in the right marketing systems to achieve your goals.
Most entrepreneurs and business owners are “doers” by nature. This is what makes you successful in the short term, but it is strategy that makes you successful in the long term.
I can help you systematically analyze your business and help you understand where the bottlenecks are in your marketing. I can then work with you to unblock the limiting elements. Having worked with high level consulting companies such as McKinsey and Bain & Company, I’ve learned that every business problem can be broken down, measured, and subsequently improved. What can’t be measured cannot be improved. The key to marketing is the two M’s. Measurement and Metrics.
As an entrepreneur and small business owner you most probably cannot afford the high-end fees that the top consulting companies charge. Their typical fees range from several hundred dollars per hour or a few hundred thousand dollars per month for a strategic marketing project. And Fortune 500 companies are more than happy to pay these as they see great value in getting strategic advice. Nearly all of the Fortune 500 companies have, at some point, brought in strategy consultants.
Developing the right marketing strategy for your business is the key to business success. And the quicker you get the training, coaching, or professional advice, the more likely you are to be successful.
My marketing practice goal is to provide affordable, quality, strategic marketing coaching, and consulting services to entrepreneurs and business owners like yourself. As the old saying goes: if you want to get to the right destination you need the right directions. Based on my nearly three decades of strategic marketing experience I can provide a road map for you.
Most traditional marketing plans looks like this:
Basically pointing out all the marketing things you need to do to become successful. This results in most business owners trying a few of these activities all at once. The results in look something like this:
i.e. They end up chasing two rabbits at once. They may be doing Twitter and Facebook at the same time, without understanding why they are doing this, or how these sites can work strategically together to help grow a business. This is a concept I call “Marketing Rabititas.” Chasing two rabbits at once. But there is an old Chinese proverb that says that a man that chases two rabbits catches neither of them.
In reality your marketing plan should be strategic and well thought out, with each step logically leading to the next. It should look something like this:
A defined strategic marketing process to attract prospects, develop leads, convert leads into one time sales, and one times sales into repeat sales, and lifelong clients etc.
The pictorial is my proprietary strategic marketing system, and is how your marketing process should work if you are thinking strategically. If your business is not growing or is stuck, using the above pictorial I can show you why: it’s because one of your sub-systems has broken down.
As you can see, there is a lot more to my system. I would like to invite you to join my FREE one hour-webinar during which I walk through my strategic marketing process and show you why and where your business is stuck. I also show you how to finally figure out how to turn your marketing from a cost to an investment so you can stop spinning your wheels.
Please click here to register for the next upcoming Power Marketing Webinar.
In this fast-paced webinar I will turn decades of marketing advice into one hour of solid marketing training. You will leave with enough information to insure you begin thinking strategically about your business instead of chasing the next best marketing opportunity. I promise you, it will be an eye opening experience.
If you need immediate help, I also offer limited marketing coaching and consultation for FREE to business owners that are serious about growing their business. If you would like to apply for one of these, please register here:
I look forward to the opportunity to serve you in the near future.
Your Friend & Trusted Marketing Advisor,