EP035 – Why Marketing Matters with Grant LeBoff from The Sticky Marketing Club

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Marketing – by textbook definition it is the activity, set of institutions and processes for creating, communicating, delivering, and exchanging of offerings that have value for clients, partners, and society at large.

But many of us in business know that marketing is not as simple as that, in fact it has a variety of definition, yet the more important question is: Why does marketing matter?

In today’s episode we are joined by Grant LeBoff from The Sticky Marketing Marketing Club. He is one of UK’s leading Sales and Marketing Experts. He wrote a number of successful books on the topic of Sales and Marketing in fact his fourth one entitled “Digital Selling” debut at #1 on the Amazon charts even before being published. In this episode we talk about how important marketing is, and why it matters! We also covered some useful tips and tricks that you can use in your own businesses!

We started this episode with Grant talking about one significant change in marketing communications (Marcomms) which is that everyone now has a channel so it is easier to reach out to your potential and existing clients. We also talked about how can be a double-edged sword.

Grant shares how the changes in the media channels (going virtual) is affecting the older mediums such as the TV, radio, and newspaper channels.

He talks about some of the top mistakes that entrepreneurs make when they start marketing, and that includes:

  1. How people think too TACTICALLY, and not STRATEGICACLLY enough.
  2. Getting their target market wrong.

Grant shares how marketing is actually the process of determining, communicating, and delivering value in order to obtain and retain a customer.

In this episode we discussed how marketing fails because the strategy used is wrong. Grant also shares some key points you need to consider when you are marketing:

  1. Who is your target market?
  2. Why would they buy from you?
  3. What can you offer?
  4. What differentiates you from the competition? And how should you message that in such a way that makes it appealing?
  5. What is the buying journey?
  6. What are the touchpoints throughout that buying journey?

Grant is also generous enough to share with us the 4 steps to effective marketing:

  1. Product/Services
  2. Pricing
  3. Distribution
  4. Channels

He talked about the importance of understanding your marketing analytics adding that you don’t have to understand everything, you just have to understand what matters to you.

Lastly, Grant shares some tips and tricks on how people can stand out in social media.

Golden Nugget Round

Question 1 – What would you tell your 25 Year Old Self?

You don’t have to achieve everything all at once.

Question 2 – What would you lecture at University today?

First would be media, we have to understand how media works. Second is the basics of Psychology.

Question 3 – What was your biggest investment or financial decision?

Investing in a flat.

Guest Details

To contact Grant, feel free to visit his site at http://www.stickymarketing.com/

Links and Resources

http://www.stickymarketing.com/

Quotes

Marketing is the process of determining, communicating, and delivering value in order to obtain and retain a customer. – Grant LeBoff

Marketing fails normally because the strategy is wrong. – Grant LeBoff

Measure the things that matter to you! – Grant LeBoff

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