Latest / Be Locally Loved / 015 - How Marketing Works (Part4 of 4) : Marketing is a System, Not a Campaign

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015 - How Marketing Works (Part4 of 4) : Marketing is a System, Not a Campaign · Be Locally Loved

• 0:00
  SPEAKER_00: They're they're chasing shiny objects, they're doing random acts of marketing, you know, they're they're going to a networking event or a chamber meeting and they're learning about the newest, latest, this or that.
• 0:10
  SPEAKER_00: And they they end up running campaigns in silos, you know, trying things for a day or a week or a month, and and then it doesn't work.
• 0:18
  SPEAKER_00: You're inside the jar, you can see your life uh the inside of the label because you're inside the jar.
• 0:24
  SPEAKER_00: And then I come in and I'm able to see you inside the jar and I'm able to give you a different perspective.
• 0:30
  SPEAKER_00: Today we're featuring a special conversation that previously aired on our sister podcast, The Unbridled Creative, because its themes align beautifully with what we explore here on Be Locally Loved.
• 0:42
  SPEAKER_00: We hope you enjoy it.
• 0:43
  SPEAKER_00: Moving to a new town can feel overwhelming.
• 0:46
  SPEAKER_00: You don't know where to go, you don't know what to do, you don't know who to trust.
• 0:51
  SPEAKER_00: That's where BeLocal comes in.
• 0:53
  SPEAKER_00: Like a best friend, BeLocal personally welcomes newcomers and connects them to the best local businesses, restaurants, community events, so they can feel at home faster.
• 1:03
  SPEAKER_00: And for local business owners, BeLocal is like a matchmaker, introducing them to new families who are ready to form long-lasting and local relationships.
• 1:14
  SPEAKER_00: To grow your business by reaching newcomers, visit reachnewcomers.com.
• 1:20
  SPEAKER_00: Okay, this is our final creative spark in a series called How Marketing Works.
• 1:24
  SPEAKER_00: Today we're talking about marketing as a system, not a campaign.
• 1:29
  SPEAKER_00: What does that mean?
• 1:30
  SPEAKER_00: Well, it's probably one of the biggest reasons that marketing feels frustrating for a business owner is that they're they're chasing shiny objects, they're doing random acts of marketing, you know, they're they're going to a networking event or a chamber meeting and they're learning about the newest, latest, this or that.
• 1:47
  SPEAKER_00: And they they end up running campaigns in silos, you know, trying things for a day or a week or a month, and then it doesn't work.
• 1:55
  SPEAKER_00: And then they say it doesn't work.
• 1:56
  SPEAKER_00: But what they actually need is a system, something that puts it all together so that they're they're actually running a marketing strategy and not just doing random acts of marketing.
• 2:07
  SPEAKER_01: And you know what?
• 2:07
  SPEAKER_01: I do understand being a marketer, being a brander, being a business owner, I get inundated with ads all the time that make me feel like I'm not doing it right.
• 2:18
  SPEAKER_01: Right.
• 2:18
  SPEAKER_01: That make me feel like this thing over here is better.
• 2:21
  SPEAKER_01: Yeah, but this person says this thing's better, and then you get that all day long, and then all of a sudden you have information overload, and there's there's a syndrome or whatever I you may know what the name is, Laura, but when you can't make any decision anymore because you're afraid any decision you're gonna make is not gonna be right.
• 2:41
  SPEAKER_00: Well, you're kind of in a state of chaos, and I mean, honestly, that's why people like I exist in the world.
• 2:47
  SPEAKER_00: It's like my job is to see you inside the jar.
• 2:51
  SPEAKER_00: You're inside the jar, you can see your life, uh, the inside of the label, because you're inside the jar.
• 2:56
  SPEAKER_00: And then I come in and I'm able to see you inside the jar and I'm able to give you a different perspective.
• 3:02
  SPEAKER_00: And also, you know, it's not your job, business owner, to be an expert in marketing.
• 3:07
  SPEAKER_00: It's your job to be an expert in your industry and be the best version of you and your business that you can be.
• 3:14
  SPEAKER_00: So we want you to understand that if you're feeling frustrated in your marketing, if you feel like you're trying this, you're trying that, you're throwing spaghetti against the wall, it's not working.
• 3:23
  SPEAKER_00: You've just got caught up in a system, a syndrome that we call random acts of marketing.
• 3:28
  SPEAKER_00: And the first thing to do is to just stop, yeah, step back and say, Who's my ideal client?
• 3:35
  SPEAKER_00: Again, I go back to the four M's.
• 3:37
  SPEAKER_00: Who's my ideal client?
• 3:39
  SPEAKER_00: Where are they?
• 3:40
  SPEAKER_00: How am I gonna reach them?
• 3:42
  SPEAKER_00: How am I gonna, you know, share a message that resonates with them to attract them to me?
• 3:48
  SPEAKER_00: And what moment do I need to be in front of them so that I have the greatest chance of doing business with them?
• 3:54
  SPEAKER_00: So I don't want you to feel bad if you're feeling frustrated because this is something Trent and I see probably, I think I've seen it for my entire career.
• 4:04
  SPEAKER_00: Business owners being, they feel like they're in a pinball machine and they're going from this to that.
• 4:10
  SPEAKER_00: And I tried it and that didn't work.
• 4:12
  SPEAKER_00: And the biggest thing when you're feeling like you've tried something and you didn't work is remember what we've already talked about in this series is that a lot of people they don't give it enough time to work.
• 4:23
  SPEAKER_00: They don't understand the ROI of how it's supposed to work, right?
• 4:28
  SPEAKER_00: They're not understanding that it needs to be a part of a bigger system.
• 4:32
  SPEAKER_00: When I say system, here's what I mean: marketing's job is to help you find, attract, engage, and retain an ideal client.
• 4:42
  SPEAKER_00: That's marketing's job.
• 4:44
  SPEAKER_00: It can touch every area of your organization.
• 4:47
  SPEAKER_00: It is not just the job of your director of marketing or your marketing manager or your social media manager because every part of the business touches that system, right?
• 4:58
  SPEAKER_00: Maybe you're a specialty fitness store and you're selling treadmills, ellipticals, bikes, home gyms.
• 5:04
  SPEAKER_00: Your marketing department is out there trying to build brand awareness for your store, but it's your job to take that phone call when they call.
• 5:13
  SPEAKER_00: It's your job to be friendly and helpful and not salesy.
• 5:18
  SPEAKER_00: It's your job to let them know what's going to happen next before that equipment gets delivered.
• 5:23
  SPEAKER_00: It's the job of your delivery team to make sure they don't track mud in the shoes or leave parts or, you know, scuff the walls.
• 5:30
  SPEAKER_00: Like all of us contribute to the client experience.
• 5:34
  SPEAKER_00: And part of that is understanding that marketing is really trying to manage that entire client experience from awareness, interest, desire, action.
• 5:44
  SPEAKER_00: And we haven't dove into this yet, but retention.
• 5:46
  SPEAKER_00: Like we don't just want them to buy one time, we want them to keep coming back to us for life.
• 5:52
  SPEAKER_00: We did touch on the lifetime value of a customer in the last episode, is we also have to be thinking as marketers about retention.
• 5:59
  SPEAKER_00: What can we do to surprise and delight?
• 6:02
  SPEAKER_00: What can we do to call them back?
• 6:04
  SPEAKER_00: What can we do to get them or encourage them to give us a review or leave us a recommendation or leave us a referral?
• 6:11
  SPEAKER_00: And that's what I mean by system.
• 6:13
  SPEAKER_00: You really have to look at how marketing touches the entire operation.
• 6:18
  SPEAKER_01: You know, I had a thought earlier when you mentioned that what your job has always been is to me, the business owner, I'm in a jar.
• 6:25
  SPEAKER_01: And for you to see me and what my job is.
• 6:29
  SPEAKER_01: Well, that's right.
• 6:30
  SPEAKER_01: The image I got in my head was, you know, I used to collect lightning bugs and I put I put them in a jar, and and then I imagine myself, okay, I got this one lightning bug in the jar.
• 6:40
  SPEAKER_01: I imagine myself as that lightning bug, but I don't know I'm a lightning bug.
• 6:44
  SPEAKER_01: And then your job was to say, hey, Trent, you know what?
• 6:48
  SPEAKER_01: You are being a light to people in the world in your own creative way.
• 6:53
  SPEAKER_01: Your jar isn't for you to be stuck.
• 6:56
  SPEAKER_01: Your jar is for you to be a light.
• 6:59
  SPEAKER_00: That's right.
• 7:00
  SPEAKER_01: And to use that in a way that empowers other people.
• 7:03
  SPEAKER_01: So if if you feel tense, if you feel intimidated with all of this information we talk about, especially in the past episodes, as well as this one, just remember you are to be a light to the world around you, an unbridled creative light to guide other people, to light their path towards what you're able to serve them with.
• 7:22
  SPEAKER_00: That's right.
• 7:23
  SPEAKER_00: And we're going to keep today's episode really short.
• 7:25
  SPEAKER_00: I just want you to be thinking, what's the difference between a campaign and a system?
• 7:29
  SPEAKER_00: A campaign is short term, it's single channel, it's one effort, and you're quickly saying, did it work?
• 7:36
  SPEAKER_00: You're looking for a very quick hit on that.
• 7:39
  SPEAKER_00: Systemic thinking is long-term with multiple touch points.
• 7:44
  SPEAKER_00: It's omnichannel, it's a connected experience.
• 7:47
  SPEAKER_00: And the question is, is it building momentum?
• 7:49
  SPEAKER_00: So this goes back to our ROI conversation.
• 7:51
  SPEAKER_00: We're not saying, did this deliver a transaction in a minute, a day, a week, a month, or a year.
• 7:58
  SPEAKER_00: We're saying, is it building momentum for our business?
• 8:00
  SPEAKER_00: Are we growing?
• 8:01
  SPEAKER_00: Are we having more awareness?
• 8:03
  SPEAKER_00: More people talking about us, more people looking at our website, all of those things.
• 8:07
  SPEAKER_00: So the shift is to stop asking, what should I try next?
• 8:12
  SPEAKER_00: Like, you know, if you're out there going, I don't know how to work in my business, what should I try next?
• 8:16
  SPEAKER_00: I want you to start asking, what part of my system is missing?
• 8:20
  SPEAKER_00: Where are people checking out?
• 8:22
  SPEAKER_00: Like, where am I losing them in that funnel?
• 8:25
  SPEAKER_00: Like, am I getting that brand awareness, but they're not going to my website?
• 8:29
  SPEAKER_00: Like, you're gonna need to look at it as a system and see where people are falling off, how the pieces work together.
• 8:35
  SPEAKER_00: Because when we're able to see it as a system and look at the parts that are weak, then we can build a system that's strong and marketing stops feeling random and it starts feeling reliable.
• 8:47
  SPEAKER_01: Love that.
• 8:47
  SPEAKER_01: We could stop right there, even.
• 8:51
  SPEAKER_00: Well, let me bring it back to a place of peace and calling for our unbridled creatives because this is the moment that you're going to move from chaos to clarity.
• 9:00
  SPEAKER_00: This is the moment that you're going to move from guessing to building something intentional.
• 9:06
  SPEAKER_00: And again, you're the business owner.
• 9:08
  SPEAKER_00: Focus on your business.
• 9:09
  SPEAKER_00: You don't need to do everything.
• 9:11
  SPEAKER_00: You just need to understand how it's all connected and rely on someone, you know, maybe you do bring in an outside marketing consultant to consult with you and just make sure that you feel confidence and clarity in your marketing.
• 9:24
  SPEAKER_00: Uh, Trent and I are both here to help you do that.
• 9:27
  SPEAKER_00: But again, we're we're not here to sell you.
• 9:29
  SPEAKER_00: We're here to educate you.
• 9:30
  SPEAKER_00: We're here to inspire you.
• 9:32
  SPEAKER_00: We're here to equip you and help you, you know, do this for yourself.
• 9:36
  SPEAKER_00: Let's just recap what we've done in this series.
• 9:38
  SPEAKER_00: At the top, we kicked off a conversation called how marketing works, because we want you to understand to be successful in marketing, you need to understand how marketing works.
• 9:47
  SPEAKER_01: There's a lot of stuff in that one.
• 9:49
  SPEAKER_00: There's a lot of stuff in that one for sure.
• 9:51
  SPEAKER_00: And then we dove into these little mini episodes that we called Creative Sparks for You.
• 9:56
  SPEAKER_00: The first one was about stop chasing leads.
• 10:00
  SPEAKER_00: Because if you don't understand where leads fit in the funnel, like you're going to make yourself crazy chasing the wrong, yeah, hitting the wrong target, climbing the wrong ladder, all of that.
• 10:10
  SPEAKER_00: In the in the second creative spark, we talked about give it time.
• 10:14
  SPEAKER_00: Don't forget about how Napoleon Hill and that story, they were digging for gold and they gave up and walked away.
• 10:20
  SPEAKER_00: And the next person came in with fresh energy and fresh ideas and fresh work ethic and found the gold.
• 10:26
  SPEAKER_00: Give it time.
• 10:27
  SPEAKER_00: Understand how it works, give it time to work.
• 10:30
  SPEAKER_00: And then episode number three is about ROI and measuring the right things, understanding we're not trying to measure a transaction.
• 10:37
  SPEAKER_00: That's what sales does.
• 10:38
  SPEAKER_00: We're marketing, we're trying to measure the brand impact of our efforts.
• 10:43
  SPEAKER_00: We're trying to look at the cumulative effect over time.
• 10:47
  SPEAKER_00: And it's something that builds momentum.
• 10:50
  SPEAKER_00: So let's make sure we're remembering that ROI means return on impact.
• 10:54
  SPEAKER_00: And that is a big concept.
• 10:56
  SPEAKER_00: So you might want to listen to that episode again.
• 10:58
  SPEAKER_00: And then this last one, we talked about our marketing is not a campaign, it's a system.
• 11:03
  SPEAKER_00: And just to remind you that it touches all areas of the organization and it should be connected inside your operation.
• 11:10
  SPEAKER_00: So again, you're you're achieving your goal of finding, attracting, engaging, doing business with and retaining your ideal clients.
• 11:21
  SPEAKER_00: Because now that you've been through this series with us, you don't just, you know, understand marketing, you understand how it actually works.
• 11:30
  SPEAKER_00: And that's going to empower you to grow your business.
• 11:32
  SPEAKER_00: So we thank you all for joining us today.
• 11:35
  SPEAKER_00: Remember to be bold, break free, and live unbridled.
• 11:38
  SPEAKER_00: Thanks, everybody.
• 11:39
  SPEAKER_01: God bless.
• 11:39
  SPEAKER_00: Thank you for joining us for Be Locally Loved.
• 11:42
  SPEAKER_00: If you enjoyed this episode, please subscribe, leave us a review, and share it with someone who cares about building thriving communities as much as we do.
• 11:50
  SPEAKER_00: Until next time, love where you live.