Karl Craig-West, a marketing specialist recently spoke to The Networking Group’s online meeting about the ABC of Marketing, and how to implement them correctly.
The right foot
By way of introduction, Karl explains that to do marketing well, one has to make it systematic by doing “a bit of marketing every day.” Not only does this help in a practical sense, but it also allows you to constantly polish your marketing skills.
He goes on to explain that many start off on the wrong foot by approaching marketing “backwards.” What does Karl mean? Well, many start marketing on various channels (the C in ABC) when they should be learning about their audience (the A) first.
A is for Audience
When it comes to your audience, or “demographic,” Karl explains that it’s all about information. What is your audience’s age, location, gender, business size, life stage, religion, ethnicity, problems, stresses, frustrations, desires, and what kind of “person” are they?
In short, you need to know who you’re selling to. Karl notes that you can’t sell everything to everyone. If you try, you’ll end up selling nothing.
You need to take a specific approach based on who you’re selling to. You can have more than one audience, but be sure to segment your approaches, and tailor them with their differences in mind.
B is for Broadcast
Next, Karl explains that once you know who your audience is, you can begin creating your broadcast, also known as a brag or boast.
You must work on getting across your MDSA (measurable difference specific advantage). Karl notes that unique selling points (UPS) are a fool’s errand. While there are very few unique products or services, you can explain why your approach is different. Why your delivery of a
specific product or service will benefit your audience more than your competition. What the measurable difference and specific advantage of your delivery is.
Karl cautions against focusing on your identity. Instead, focus on what’s in it for your customers, and how your business, and it alone, can give it to them. Naturally, this broadcast must be tailored to the audience in mind.
C is for Channels
Last but not least are channels. As Karl explains at the beginning of his talk, this is often the step many approach first. They open as many channels as they can, without having the information needed to utilize them, leading to wasted time and resources.
You can’t, Karl explains, open any channels if you don’t know where your audiences hang out, or what broadcasts they’ll be receptive to.
You need to figure out where your audience is. Social media platforms have clear demographics. Young people tend to hang out on TikTok, while older people tend to use Facebook. Those closer to the general young adult age are mostly on Instagram. You should focus on the channels where your audiences linger.
Karl cautions against immediately hopping on new trends… unless of course, you’re certain your audience likes hopping on new trends too.
As a final note on channels, Karl points out that it’s important to maintain tried and tested ones too, such as email marketing, and search engine optimized websites, and most crucially, to make sure each channel supports the other and your overall strategy. Nothing must stand alone.
The aggregation of marginal gains
Karl ends off with a reference to Dave Brailsford, the most successful cycling coach in history. Brailsford’s strategy relied in part on the aggregation of marginal gains. Rather than making massive improvements in one area, the focus should be on making a lot of small improvements in many areas.
You can do this by following the ABC template, and making sure you do just a little bit of marketing every day.
See the whole presentation on (8) Karl Craig – West on “The ABC of Marketing” – YouTube
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