The Fractional 
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Marketing Strategy Series – Week 7 Businesses spend a lot of time thinking about what they want to say. We develop taglines, write website copy, describe services, create presentations, and look for ways to explain what makes a business different. But good messaging isn't really about how much a business has to say. It's about how easily the right audience can understand it. I've seen businesses with great products, experienced teams, and strong customer relationships struggl

Marketing Strategy Series – Week 6 If someone recommended your business tomorrow, what would you want them to say about you? I think that's one of the simplest ways to start thinking about positioning. Your customers probably aren't going to repeat your mission statement or list every service you offer. They're going to remember something about your business and what made it different from the other options available to them. Maybe you're known for making a complicated proces

Marketing Strategy Series – Week 5 One of the first steps in almost any marketing strategy is defining the audience. We identify things like age, location, job title, company size, income, or industry and use that information to create a picture of the people we're trying to reach. That information can be useful, but I've learned that knowing who someone is on paper doesn't necessarily mean you understand them as a customer. Two people can have the same job title, work at sim

Marketing Strategy Series – Week 4 Marketing teams create a lot of things. Websites, social media posts, email campaigns, advertising, events, and videos are all part of the work. But over the years, I've learned that creating more marketing isn't really the goal. The bigger question is what all of that work is helping the business accomplish. Good marketing can create clarity, help businesses make smarter decisions, build trust with customers, and even create demand where it

Taking the time to build a strategy may feel slower at the beginning, but it often creates clarity that makes every decision afterward much easier.

After working with organizations across different industries, I've noticed the same marketing mistakes appear again and again. They're rarely caused by a lack of effort. More often, they're caused by solving the wrong problem.

If you asked ten people what marketing is, I wouldn't be surprised if eight of them answered, "Advertising."

Co-authored by: Tyler Riddell , Andrew Sosa , and DallasMeetup As many of you know, I’m one of the Executive Organizers of DallasMeetup...