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The Marketing Continuum: From Brand Awareness to Direct Sales - Ep. 49
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The Marketing Continuum: From Brand Awareness to Direct Sales - Ep. 49
In this episode, Erica and Alex discuss the balance between brand building and lead generation in marketing strategy. They explore how businesses at different stages should approach their marketing efforts and provide insights on tailoring strategies based on specific business needs and goals.
Key Points Discussed:
1. The difference between brand building and lead generation activities
2. How to tailor marketing strategies based on business stage and needs
3. The importance of understanding your target audience and their behaviour
4. Leveraging personal networks for startup marketing
5. The role of social media in marketing strategy
6. Measuring ROI on brand awareness activities
7. Using LinkedIn for both brand building and lead generation
Episode Highlights with Timestamps:
[00:01:38] - Discussion about a potential client's marketing challenges
[03:13] - Exploring the concept of brand marketing and its importance
[04:43] - Debate on when to focus on brand awareness vs. lead generation
[07:18] - The balance between brand and lead gen activities in marketing strategy
[10:52] - Starting point for marketing in a new business
[12:20] - Misconceptions about branding and its various forms
[14:05] - Challenges in measuring ROI for brand awareness activities
Quotable Moments:
"I think it's not an either-or because they're just two sides of the same coin." - Alex Bilney
"Ultimately branding and lead generation is all you're doing is building trust with somebody." - Erica Mackay
Actionable Tips:
1. Assess your business needs before investing in marketing activities
2. Consider spending 10 minutes a day on LinkedIn for both branding and lead generation
3. Leverage your personal network when starting a new business
4. Balance your marketing efforts between brand awareness and lead generation based on your current business situation
5. Think of marketing activities on a continuum rather than as separate entities
Call-to-Action:
Evaluate your current marketing strategy and consider how you can balance brand-building and lead-generation activities. If you found this episode helpful, please share it with fellow entrepreneurs and leave us a review on your favourite podcast platform.
Erica: https://www.linkedin.com/in/erica-mackay/
Alex: https://www.linkedin.com/in/alex-bilney/
Get in touch with us at The Marketing Detective Agency - www.themarketingdetectiveagency.com
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