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Marketing and Competitive Advantage
About this episode:
Marketing takes time, costs money, and it doesn’t exist in a vacuum: your competition is ALSO doing it, and the marketplace is confused: where should they place their time, attention, and money?
So how can you “get it right”? In this episode, we are with Randall Craig, who is discussing a new marketing approach that CAN build competitive differentiation for your organization.
Part 1
Part 2
Part 3
Topics Discussed (with timestamps)
• Where do you think leaders need to rethink their approach to marketing? (00:45)
• Where does influencer marketing fit into your Trust Curve™ and marketing strategy? (03:40)
• Referral networks and kickbacks: Does the kickback erode trust with clients? (09:15)
• Successful companies with bad digital assets vs floundering companies with pristine digital assets: Help untangle the organizational profitability vs appealing website and social media disparities (14:17)
• How can organizations incentivize their employees to develop thought leadership and IP?(18:00)
• How do you measure the ROI of your marketing efforts? (20:21)
• How should we measure the ROI (return on investment) of our marketing efforts? (20:21)
• Marketing KPIs and the long sales cycle: How can we assess the effectiveness of our marketing when sales cycles are long? (23:17)
• Randall in the hotseat: You are a savvy business man, yet your company does not offer the services that you recommend to your clients to use. Thus, you are not able to upsell or cross sell services to your clients. Is this a strategic blind spot? (00:11)
• Inbound marketing content strategies for leaders who don't like to write or be on camera (03:32)
• Play to your interests vs stretch yourself: Recommendations for leaders who do not want to create content (06:28)
• Outsourcing content creation: What due-diligence needs to happen to ensure quality?(09:91)
• Brand Loyalty and Brand Preference: Is there a science to hooking clients on preference, or is it unpredictable? (15:57)
• Marketing Experimentation and Business Strategy: Does too much experimentation show a lack of strategy? (21:16)
• Evergreen convent vs up-to-the minute commentary: Using opinion and public conflict to generate attention (24:36)
• Where would you start with a client rethinking their marketing strategy? (00:09)
• How can our marketing content compete with the generative-AI "junkification" of the internet?(04:04)
• Leveraging IP and your internal delivery process into your marketing (11:31)
• Strong on the Inside: How can we portray a positive corporate culture when it's so typical to have internal challenges? (14:45)
• When your brand is "innovation": How much innovation can any one company have? Is there endless innovation to be had? (18:57)
• What takehome message do you have for leaders on marketing and competitive advantage?(23:10)
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