S2-B2. Bonus tip on Marketing Strategy from the Host Bee Shiva

Be Empactful

Welcome to Season 2 of the Be Empactful Podcast.

Today’s episode is dealing with the Marketing journey of a company.

Like any other journey we take, there is the preparation we need to do before we start the journey. And once the journey has begun, we have milestones in our journey which we need to know how far we have come and where to go next.

Most startups and small & medium businesses focus on sales and how to get revenue. They question the need for marketing, often saying that marketing does not get them customers and revenue – it is Sales that do so. The issue here is that companies often try to measure Marketing with Sales measures – something akin to measuring the number of oranges plucked with a liter measure can.

The preparation for marketing does not begin once a product or service is ready to go to market. It begins when the idea is birthed – to be validated against market needs. Market validation is required in various ways through every stage of product development till the launch.

The launch is when the marketing journey begins. And with any journey, we need to know the following:

- Where do you want to go – the target market

- Why do we want to go there – the outcome we want

- By when do we want to reach and how much are we willing to spend – the budget and timelines

- How do we want to get there – the brand messages and channels to choose

The Where and Why are key to developing the specific measures of success for the marketing program.

The marketing program then goes through a journey of 5 key milestones – marked by the vowels of the English alphabet – A, E, I, O, U:

- Awareness

- Education

- Interest

- Opportunity

- Ubiquity

More details on these in the podcast…

I welcome our listeners to share their thoughts on the need for a focussed marketing program for their business and how they are planning and executing for the same.

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See with your Heart, Listen with your Mind. Spread your wings far and wide

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