Move Beyond Random Acts of Marketing

In a lively and insightful discussion, the latest episode of a the Twinning Strategy podcast features Lori Bower, president of Bowercomm, who shares her experiences in navigating the challenges of business marketing and personal accountability. The podcast opens with Lori reflecting on the importance of following the advice we give to others, likening her situation to the "cobbler's children" who often lack shoes. This sentiment resonates with many small business owners who find it difficult to practice what they preach.

Lori speaks candidly about her struggles to adhere to her own marketing strategies, despite being an expert on the subject. She acknowledges that even seasoned professionals can fall prey to "random acts of marketing" – efforts that lack a cohesive strategy and can lead to disorganization. The conversation quickly shifts to the importance of planning and having a process in place, which Lori emphasizes as essential for both business growth and personal success.

As Lori dives deeper into her business development, she expresses her desire to position her agency not just as service providers but as mentors to their clients, creating a done "with you" experience rather than a transactional relationship. This approach has emerged from her recognition of the overwhelming sense of isolation many small business owners face when trying to lead their teams and make strategic decisions.

Throughout the episode, the hosts and Lori explore the common pitfalls of ineffective marketing practices, such as relying solely on social media platforms without a broader strategy. The discussion highlights how small businesses and nonprofits often lose sight of their target audience, a point that sparks reflections on the importance of understanding and addressing the needs of the community they serve.

One memorable analogy revolves around utilizing coaching—just as athletes have coaches to help them perform better, so too should business owners view mentorship and coaching as valuable investments. This assistance can keep small businesses on track, much like hiring a personal trainer keeps individuals accountable in their fitness journeys.

The hosts encourage listeners to remain mindful of their marketing practices, reminding them of the necessity to avoid "kitchen sink" approaches where everything is thrown in, leading to confusion rather than clarity. Emphasizing the importance of intentional communication, Lori notes that successful marketing should resonate with the audience by addressing specific pain points rather than aiming for broad, vague messages.

This venture into the nuances of marketing concludes with a call to action for business owners to seek mentorship and invest in process-oriented strategies, reinforcing the central theme: effective marketing is not about spontaneity. Instead, it is about being deliberate, strategic, and accountable in every marketing endeavor.

As the episode wraps up, the audience is left with quintessential takeaways: prioritize planning, cultivate personal connections with clients, and recognize the power of collaboration and mentorship in ensuring both personal and business growth.

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