Scale Up Your Business Podcast
Brand vs Direct Response
There are two different approaches when you want to reach out to your customers: branding and direct response marketing. Now, when we do our marketing for our business, should we apply one approach only or both?
Don’t get confused with marketing.
In this episode of the Scale Up Your Business Podcast, Nick goes in depth with the two marketing approaches and convinces you to use both. Your business needs to establish its brand and do direct response advertising. You’re not going to get significant results if you only prioritise only one. For a direct response to get more engagements, your brand should be unique to stand out from the competition. And the only way to be unique is to be yourself. Learn more about these when you tune in!
Marketing helps your business to have a predictable income and predictable level of performance.
Before there was any technology, the only way to reach your target audience was to focus on advertising.
2 Categories of Marketing:
Brand – building credibility and trust
Direct Response – conversion
Businesses tend to choose the shortcut to close deals and drive sales using the direct response approach. This is not always correct.
A brand is also about the story, the vision of why you created the business in the first place. Use it to build a relationship with your prospective customer. If they see your brand and decided to choose you, it only means that they resonate with you.
It’s vital that you research and know everything about your market – who they are, what social media they use more often, what are their desires, etc. Nick calls it creating a target persona.
You have to be yourself in marketing your business. Some might not like you. But, rest assured that the people who like you are people who are going to stay longer to support you since they understand you.
Direct response is how you put something in front of your target persona which drives for a call to action. It’s the processes and actions you do for your brand. Examples: PPC campaigns, funnels, lifetime client value, engagement, etc.
Utilise CRMs and as possible, be visible on all social media. Social media are free vehicles to get to your target persona.
Get your branding right. Be smart with your direct response. You’ll get the best output possible when you understand how these two go together.
“If you are great at marketing – which means you like it, you understand it, and you realise the value of it in your business – then you’re gonna have a successful business.”
“You need to build a relationship by your brand with your ideal target customer.”
“If you are in a scaleup, you’re really selling stuff to a market.”
“What is a brand? It’s a process of consistency.”
“If you get the brand right, you’re very clear, and you’re authentic to yourself as part of that – particularly in a small business – that’s how you can really start to take on anyone who’s got a bigger or first-move advantage in your market.”
ABOUT THE HOST
My name is Nick Bradley. I’m an entrepreneur, author, speaker and investor.
My background is in growing and scaling VC and Private Equity backed businesses.
Having successfully built, bought and sold a number of companies, and removed myself from day-to-day operations, my focus now is on helping entrepreneurs get to where they want to be, in business and in life. As well as investing in growth businesses and backing turnarounds - with the ultimate aim of creating value from significant capital events.
I’m passionate about personal and professional development - showing up and being the best version of myself ... every day.
My bigger vision is to help bring entrepreneurial skills, experience and mindset to people in developing nations - so they can follow their dreams, live life more on their terms - utilising entrepreneurship as a global force for good.