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Marketing and Competitive Advantage
Marketing and Competitive Advantage
About this episode:
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?
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.
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
Questions Raised
Questions Raised
• Where do you think leaders need to rethink their marketing approach? (0:43)
• Where do you think leaders need to rethink their marketing approach? (0:43)
• Why is influencer marketing absent from your usual examples? (3:37)
• Why is influencer marketing absent from your usual examples? (3:37)
• Distinction between B2C and B2C regarding marketing and the faces of the companies or influencers are important. Where would you put that in your trust curve framework? (7:04)
• Distinction between B2C and B2C regarding marketing and the faces of the companies or influencers are important. Where would you put that in your trust curve framework? (7:04)
• Why do we see successful companies with bad websites and bad social? Is it luck? (14:46)
• Why do we see successful companies with bad websites and bad social? Is it luck? (14:46)
• What would incentivize them to create material that they don’t own and can’t bring with them? (17:59)
• What would incentivize them to create material that they don’t own and can’t bring with them? (17:59)
• How do you measure the ROI of your marketing efforts? (20:21)
• How do you measure the ROI of your marketing efforts? (20:21)
• How do we tease out and measure the difference between suboptimal marketing and long sales cycle? (23:16)
• How do we tease out and measure the difference between suboptimal marketing and long sales cycle? (23:16)
• Why build your career as an educator on this topic when you can’t further monetize it? Is it altruism? (0:09)
• Why build your career as an educator on this topic when you can’t further monetize it? Is it altruism? (0:09)
• For people who don't like to write like you, what recommendations or alternate ways that their trust curve could look like for their inbound marketing? (3:23)
• For people who don't like to write like you, what recommendations or alternate ways that their trust curve could look like for their inbound marketing? (3:23)
• Different partners/leaders have different preferences in doing their work. Would you recommend to someone to practice the job until it feels more natural? (6:27)
• Different partners/leaders have different preferences in doing their work. Would you recommend to someone to practice the job until it feels more natural? (6:27)
• What due diligence can an entrepreneur do when they don’t know what a quality content funnel looks like? (9:51)
• What due diligence can an entrepreneur do when they don’t know what a quality content funnel looks like? (9:51)
• Do you think that people are different and they will just prefer different brands for superficial or psychological reasons? OR is there more science to it and there are core ingredients? What would you include here to gain “preference”? (15:57)
• Do you think that people are different and they will just prefer different brands for superficial or psychological reasons? OR is there more science to it and there are core ingredients? What would you include here to gain “preference”? (15:57)
• If there is too much experimentation, does that show a lack of defined strategy? Or is the marketing experimentation separate from the business strategy? (21:15)
• If there is too much experimentation, does that show a lack of defined strategy? Or is the marketing experimentation separate from the business strategy? (21:15)
• Talk to me about those prompts, those good questions – for someone who feels a lack of focus, or is worried that their marketing needs a refresh, what prompts should they start with? (0:08)
• Talk to me about those prompts, those good questions – for someone who feels a lack of focus, or is worried that their marketing needs a refresh, what prompts should they start with? (0:08)
• How do we compete with the junkification of the internet? (4:04)
• How do we compete with the junkification of the internet? (4:04)
• Why did you bring frameworks and internal processes up in the context of marketing? (11:25)
• Why did you bring frameworks and internal processes up in the context of marketing? (11:25)
• What does it mean to be strong on the inside when in reality we see a lot of chaos and emotion inside? (14:44)
• What does it mean to be strong on the inside when in reality we see a lot of chaos and emotion inside? (14:44)
• What would you like to leave everyone with? (23:06)
• What would you like to leave everyone with? (23:06)
Curious? Questions? Interested in exploring the possibilities?