The 7 Minute Mentor

510 - Strategic, Tactical or Some Other Type of Marketer?!

October 8, 2018

Hey, how are you doing? Welcome to episode 510 of The 7 Minute Mentor, with me, Mark Asquith. And today I'm going to talk a little bit further around founders becoming marketers. It's something I'm very passionate about, I believe all founders of all businesses in 2018 and beyond should actually have a solid grasp, and a very fair understanding of basic marketing principles, know what to look for, know how to implement base level marketing. And know how to measure base level marketing. Because ultimately we live in an age now where marketing, I wouldn't say it's more important than it ever has been, I just think it is more transparent than it ever has been. And there's no denying that as a personal brand, as a business, where you are the founder, you are ultimately held accountable for everything that your brand does, both online and offline.

So, today I'm going to talk about are you a strategic? Are you a tactical? Are you some other kind of marketer? So, I'm going to do that in just one moment. But just a quick reminder guys, remember I will be live on Friday this week, 4PM UK, 11AM Eastern, 8AM Pacific, with my free coaching. So, look if you've got any questions for me, as a founder, if you've got any questions for me on a marketing angle, on a podcasting angle, maybe you want to talk about blogging. We've talked about all sorts of things, work life balance, how you celebrate your wins. Ultimately, I help you to define, challenge, and conquer your biggest issues in business every single Friday.

So, please, come and join the session. I had a great one last week. And the week before that I did one live from Fin Con with my great friend, and community member, Felicia Jones. It was great to do that with Felicia, and have a co-host for a change. So, please come along this Friday, 4PM UK, 11AM Eastern, 8AM Pacific, at excellence-expected.com/freecoaching.

Don't forget as well that the team at AWeber are still giving you a 90 day chance to try AWeber for free. Now, you might be thinking all right Mark, listen, we can try all sorts of things for free. We've got MailChimp for free. Correct. Email marketing doesn't have to be expensive, but here's why AWeber stand out. It's because they believe in you, they believe in your business. Just like they believe in me and my business. It's the reason why I can jump on a call with them, why I can spend time talking and looking through things with them. In fact just this week coming up I've got a call with their UX Team to talk about some new features. Now, what other company does that?

Business is about people, and AWeber are your people for email marketing. So, get and get the 90 day free trial, and build that email list. Start to earn some money from that email subscription. Go and get everything you need at excellence-expected.com/AWeber.

Okay, you know what, it took me a long time to understand how my brain worked, and in particular a lot of people called me a marketer way before I even considered myself one, back in my old SEO days. So, my first ever business that was in the digital space was at a web design company, and a friend of mine, Coby, she said to me, "Do you know what Mark, you should really focus on search engine optimization, because you've got a real knack for marketing."

And I mean this was a long, long time ago, way, way, way over a decade ago. And what I've come to realize over the last few years, particularly the last six or seven years, is that strategy is my forte. So, what I want to do today is just really clear up when I'm talking about when I say that founders need to be good marketers.

Now, when you are a marketer, in my opinion, you are either excellence at tactical implementation, that is the doing of things, you are great at the creation, so the content side of things, you've got a creative writing side. Or, you're a strategist. Now, to be a fair marketer, to be a founder who can market, I believe that you've got to do have a firm grasp of each of these three disciplines. Yes, of course, creating video content, creating podcasting content, let's put that underneath the writing and creative side of things.

I believe that as a founder, it's your responsibility to have a solid grasp of strategic marketing. Where do we want to go? What is our vision? How broadly are we going to get there? But also you've got to be able to tactically implement these things, and you've got to be able to create the content and do the doing as well.

Now, as you get a little bit bigger, you can focus on where your strengths lie a little bit more. So, for me right now, as we've got a team at Podcast Websites, and we start to develop more and more products and push further into the podcasting ecosystem and marketplace, I focus on strategy. I don't do the doing, we've got a great team of people who do the doing. I don't do that, I'm better at strategy. And you've got to understand where you are better. What are your strengths when it comes to marketing?

But guess what? You can't figure those out until you've done everything. Until you've been the person who's running the marketing department of your business. And this is the core point that I'm trying to make here, is that you will never understand where you need to hire in. You will never, ever understand whether you need strategic, whether you need tactical, or creation help. You will never understand that unless you do all three of these, for a year, for six months, for two years, whatever it takes to get you that understanding.

Now, I've done this for a long time in my businesses. I was doing a hell of a lot of the marketing for our business, I was doing everything. The problem was that I couldn't keep up with that, I just couldn't do it to the level that the business required. But I was able, because I'd done all these things, I was able to step back from each of these things and say well actually, do you know what, I do seem to be better at strategy, so we'll hire in on tactical.

The great thing about this is that when you come to hire that first VA, that first employee, that first freelancer, that consultant, that contractor, you know exactly what you want them to do. You know exactly how they will work with you, and you know exactly what their deliverables are, and what they will be measured upon. Whereas if you've not done this in your business, you'll just be like well, you know, marketing. Under one big broad banner, you'll just tell people, yeah, we just want a marketer. Yeah, but what type of marketer are you looking for? And that's how you end up with a bad hire. That's how you end up with a bad hire.

And life's too short, business is too difficult for bad hires. So, like I said, it took me a long time to understand how my brain works, and in particular, a lot of people called me a marketer before I even considered myself one. Strategy, like I said, is my forte. And you've got to understand what is yours too. And you've got to do that by being the marketer in your business. Because remember, not all marketers are created equal, but you have to understand the moving parts of your business. What that business requires as a marketer. You've got to understand exactly what's going to work, what your messaging is, how that ties to your brand.

And ultimately, you've got to know where, do you know what, I'm not interested in doing this. I'm not interesting in doing the Facebook Ads, I'm not interested in doing the blogging, or the podcasting, or the video. I want to do the strategic stuff. Or I do want to do the video stuff, because it's fun. What do I like doing? You'll not know that until you become a decent base level marketer.

Try it in your business, you'll be surprised. And remember, all founders should be marketers. Until tomorrow guys never forget, the more you expect from yourself, the more you will excel.