Episode Eight - Stuart Harrison - Get Out Of The Marketing Mix

Stuart Harrison is the founder of Burning Need, a brand strategy consultancy for B2B businesses. Stuart encourages people to forget 'customers' and start creating 'brand fanatics.' Over the years, he's worked in agencies for some of the world's top B2B tech brands, defining brand positioning and developing a content strategy.

First, Stuart reveals what isn't working in the world of marketing. He says that the marketing mix is no longer working. This term perpetuates the idea that we have to use loads of different marketing tactics to see any success. It has put a bit of a blocker in place for small businesses. 

Small businesses will try loads of stuff and never see anything significant from it. So, the owner will think they aren't good at marketing, or their strategy isn't working. Stuart says to take away the mix. When you know how to get your customers to your offer, it's time to optimize it. It's a much more effective way to look at marketing for small businesses. 

When you can master one marketing tactic, keep going at it. If at any point you feel like it's not working, then look at why it's not working. Perhaps your audience has shifted from Instagram to Facebook. If you find out where your target audience is, then that's where you need to be. Also, it might not even be on social media! Your marketing can thrive in places that are considered old school. 

Once you find where your target audience is, it's time to come at them with stuff they care about. Get the message right and understand your audience's need and interests. You need a cohesive message for your target audience. Concentrate on getting one thing right instead of getting loads of things wrong. 

Later, Stuart reveals what is working in the world of marketing – listening to your customer. Get your customer actively involved in your business. As a business owner, you shouldn't be afraid to have two-way communication with your customer. If a customer likes your business, then they would be happy to help. Don't be scared to ask your customer what their needs are. 

Stay tuned as we give successful and unsuccessful marketing examples that took place during the pandemic.

-      “Just focus, do one thing, and do it really well.”

-      “Find out where your audience is, but also understand them and come at them with stuff they care about.”

-      “Listen to your customer in as many ways as you possibly can.”

-      “Find a personal army of people that love everything you do.”

In This Episode:

• [ 3:05 ] About Burning Need
• [ 6:45 ] What isn’t working in the world of marketing
• [ 14:50 ] Your target audience may not be on social media
• [ 18:50 ] Understand your target audience 
• [ 20:50 ] What is working in the world of marketing 
• [ 25:15 ] Find out what is broken 

Links Mentioned: 

• Burning Need: https://burningneed.com/
• Stuart’s LinkedIn: https://www.linkedin.com/in/stuartharrison43/
• Stuarts Challenge: https://burningneed.com/hire-customer-challenge/