There are two different approaches when you want to reach out to your customers: branding and direct response marketing. Now, when we do our marketing for our business, should we apply one approach only or both?

Don’t get confused with marketing.

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KEY TAKEAWAYS

• Marketing helps your business to have a predictable income and predictable level of performance.
  • Before there was any technology, the only way to reach your target audience was to focus on advertising.
• 2 Categories of Marketing:
  • Brand – building credibility and trust
  • Direct Response – conversion
• Businesses tend to choose the shortcut to close deals and drive sales using the direct response approach. This is not always correct.
• A brand is also about the story, the vision of why you created the business in the first place. Use it to build a relationship with your prospective customer. If they see your brand and decided to choose you, it only means that they resonate with you.
• It’s vital that you research and know everything about your market – who they are, what social media they use more often, what are their desires, etc. Nick calls it creating a target persona.
• You have to be yourself in marketing your business. Some might not like you. But, rest assured that the people who like you are people who are going to stay longer to support you since they understand you.
• Direct response is how you put something in front of your target persona which drives for a call to action. It’s the processes and actions you do for your brand. Examples: PPC campaigns, funnels, lifetime client value, engagement, etc.
  • Utilise CRMs and as possible, be visible on all social media. Social media are free vehicles to get to your target persona.
• Get your branding right. Be smart with your direct response. You’ll get the best output possible when you understand how these two go together.

BEST MOMENTS

• “If you are great at marketing – which means you like it, you understand it, and you realise the value of it in your business – then you’re gonna have a successful business.”
• “You need to build a relationship by your brand with your ideal target customer.”
• “If you are in a scaleup, you’re really selling stuff to a market.”
• “What is a brand? It’s a process of consistency.”
• “If you get the brand right, you’re very clear, and you’re authentic to yourself as part of that – particularly in a small business – that’s how you can really start to take on anyone who’s got a bigger or first-move advantage in your market.”

VALUABLE RESOURCES

• HubSpot
• Innocent smoothies
• Gary Vaynerchuk

ABOUT THE HOST

Nick Bradley is a renowned entrepreneur, investor, speaker, and business growth expert.

His background is growing and scaling Venture Capital and Private Equity backed businesses globally. Over the last decade, he has completed 117 acquisitions and 25 business exits with a combined valuation of over $5bn dollars.

His mission is to help business founders build valuable businesses and create life-changing exits so they can realise freedom, wealth, and impact. 

CONTACT METHOD

Nick’s Facebook page: https://scaleup.vip/FB  
Nick’s LinkedIn: https://scaleup.vip/LI  
Nick's Instagram: https://scaleup.vip/IG  
Scale Up Your Business, coaching/consulting: https://suyb.global