Stuart Harrison is the founder of Burning Need, a brand strategy consultancy for B2B businesses. Stuart encourages people to forget 'customers' and start creating 'brand fanatics.' Over the years, he's worked in agencies for some of the world's top B2B tech brands, defining brand positioning and developing a content strategy.
First, Stuart reveals what isn't working in the world of marketing. He says that the marketing mix is no longer working. This term perpetuates the idea that we have to use loads of different marketing tactics to see any success. It has put a bit of a blocker in place for small businesses.
Small businesses will try loads of stuff and never see anything significant from it. So, the owner will think they aren't good at marketing, or their strategy isn't working. Stuart says to take away the mix. When you know how to get your customers to your offer, it's time to optimize it. It's a much more effective way to look at marketing for small businesses.
When you can master one marketing tactic, keep going at it. If at any point you feel like it's not working, then look at why it's not working. Perhaps your audience has shifted from Instagram to Facebook. If you find out where your target audience is, then that's where you need to be. Also, it might not even be on social media! Your marketing can thrive in places that are considered old school.
Once you find where your target audience is, it's time to come at them with stuff they care about. Get the message right and understand your audience's need and interests. You need a cohesive message for your target audience. Concentrate on getting one thing right instead of getting loads of things wrong.
Later, Stuart reveals what is working in the world of marketing – listening to your customer. Get your customer actively involved in your business. As a business owner, you shouldn't be afraid to have two-way communication with your customer. If a customer likes your business, then they would be happy to help. Don't be scared to ask your customer what their needs are.
Stay tuned as we give successful and unsuccessful marketing examples that took place during the pandemic.
- “Just focus, do one thing, and do it really well.”
- “Find out where your audience is, but also understand them and come at them with stuff they care about.”
- “Listen to your customer in as many ways as you possibly can.”
- “Find a personal army of people that love everything you do.”
In This Episode:
- [ 3:05 ] About Burning Need
- [ 6:45 ] What isn’t working in the world of marketing
- [ 14:50 ] Your target audience may not be on social media
- [ 18:50 ] Understand your target audience
- [ 20:50 ] What is working in the world of marketing
- [ 25:15 ] Find out what is broken
Links Mentioned:
- Burning Need: https://burningneed.com/
- Stuart’s LinkedIn: https://www.linkedin.com/in/stuartharrison43/
- Stuarts Challenge: https://burningneed.com/hire-customer-challenge/
Popular Podcasts
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!
Las Culturistas with Matt Rogers and Bowen Yang
Ding dong! Join your culture consultants, Matt Rogers and Bowen Yang, on an unforgettable journey into the beating heart of CULTURE. Alongside sizzling special guests, they GET INTO the hottest pop-culture moments of the day and the formative cultural experiences that turned them into Culturistas. Produced by the Big Money Players Network and iHeartRadio.
Crime Junkie
Does hearing about a true crime case always leave you scouring the internet for the truth behind the story? Dive into your next mystery with Crime Junkie. Every Monday, join your host Ashley Flowers as she unravels all the details of infamous and underreported true crime cases with her best friend Brit Prawat. From cold cases to missing persons and heroes in our community who seek justice, Crime Junkie is your destination for theories and stories you won’t hear anywhere else. Whether you're a seasoned true crime enthusiast or new to the genre, you'll find yourself on the edge of your seat awaiting a new episode every Monday. If you can never get enough true crime... Congratulations, you’ve found your people. Follow to join a community of Crime Junkies! Crime Junkie is presented by audiochuck Media Company.