The role of marketing in your business -EP 003 of “The Marketing Hub”
On this episode of the The Marketing Hub we have marketing consultant Lissa McPhillips from dynamicmarketing.ie giving an overview of what marketing does, what you need to think about and a great analogy of it’s role in your business.
The Marketing Hub series has experienced marketing professionals sharing their expertise, helping you to improve your marketing knowledge and grow your business. The host, Paul McDermott, owner of video agency, Social Video HQ is right there with you learning and hopefully demystifying marketing along the way.
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Today on The Marketing Hub
we’re going to talk about
what good marketing actually
accomplishes for businesses,
and I’m delighted to say
we have marketing consultant,
Lissa McPhillips from Dynamic Marketing here.
Hello, how are you Paul?
Thanks for having me on today.
Thanks for joining us, Lissa.
So, Lissa, I’m going to
get straight into it.
Lissa, what is marketing?
Well, for me, Paul,
marketing is about
bringing people to your front door
and having them interested
enough in you to ring your doorbell.
And then sales takes over
and sales brings
those people into the kitchen,
makes them a cup of tea,
makes them all comfy.
And then together, sales
and marketing work again
to bring them into the living room, light
the fire, open that bottle of wine,
get the nibbles out.
And they are never leaving you.
They are in for the night.
That’s what marketing is.
And Lisa, I love that
analogy, by the way.
It’s really good!
And how are you seeing businesses
using marketing at the moment?
Well, that’s a great question, Paul.
And to be honest with you,
from talking to business owners,
I really do think a lot of businesses out
there aren’t maximising
marketing to the best.
And again, from talking
to business owners, I think a lot of
it is around a
as to what marketing actually is.
So at a very high level,
good marketing will help you
identify who your target audience is
and what their challenges are,
what their pain points are
so that you can provide
a good solution to them.
It will also help you identify
who your competitors are,
which is very important. Right.
So who are they talking to?
What are they saying?
So that, again, you can
stand out from them.
You can set yourself apart.
And it’s about putting all that together
into a really good marketing plan
that will attract prospects
into your sales funnel,
brings them through, convert them
through into leads,
into paying customers.
And then again, a trick a lot of business
owners are missing out on
is that retention.
So how can you make sure that
they’re always going to remain customers
with you for life?
And marketing really is about finding
a good mixture of different activities
that will help you achieve all that.
And again, I’m seeing a lot of businesses
focus in on one specific area,
maybe social media,
or maybe they do ad
hoc tactical campaigns.
you can’t put all your
eggs in one basket.
A good marketing plan
will have a mix of digital,
social and traditional methods
that have the long term goal
of helping you achieve your
overall business goals and objectives.
So is that adding
revenue to the bottom line?
Is it increasing your brand awareness?
It’s very important that, you know,
ahead of time what those goals are.
And then you can run your marketing
to to deliver on those.
But another key thing to remember is
really for the best results,
marketing needs a long term approach.
If you’re going to kind of do ad hoc,
short, quick, sharp,
you’re not going to get the long
that good marketing can give you.
And that sums it up very well, actually,
that you have to be in for the long term.
That’s fantastic, Lissa.
And Lissa, just before we
go, could you tell us a little bit
about dynamic marketing
and the clients that you have
and how people can contact you?
Thanks so much. So.
Yes. Dynamic marketing.
I’m available at Lissa
My website is dynamicmarketing.ie
I’m also on LinkedIn.
So please do reach out
and connect with me.
I work with clients
of all different sizes,
predominantly in the I.T.
and financial services space.
But I do have clients
in other areas as well,
and I offer a range of facilities.
I can work, I can act
as your outsource CMO, which
a lot of my clients like.
They don’t have in-house marketing
or maybe they’ve got junior staff
who need a little bit of guidance
every now and then.
And I can come in and again, be that
liaison between senior management
and the marketing team to make sure,
as I spoke about before,
the overall business goals
and objectives are being delivered upon.
I can also work on a project
by project basis.
And I also have some retainer clients.
So it really is about
finding the mixture
that works best for each business owner
and delivers for the business
that’s great Lissa.
Thanks very much for joining us today.
Thanks a lot, Paul, for having me.
I really enjoyed it.
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