In this weeks video I had a fascinating conversation with a client during one of our My True North business consultancy sessions. This particular client owned a healthy snack company and was struggling with improving their marketing effectiveness. Now, the client was running advertisements and pushing out content but wasn't seeing the engagement or sales conversions they had hoped for. This resonated with me as it tied back to a fundamental aspect of our Add A Zero podcast that we focus on: understanding what metrics truly matter for your business.

During our consultation, we delved into the intricacies of their marketing strategy. I introduced them to a concept I like to call "Metric Shift Awareness." Often, as business owners, we get caught up in measuring success by revenue alone. However, as discussed in episode 78 of the podcast, marketing's effectiveness isn't just about pounds and pence. The real metric is engagement—how well are we connecting with the right type of client?

With this new perspective, the client began to accurately measure the impact of their campaigns by tracking the number of inquiries, the types of inquiries, and online engagement rather than just immediate sales. The client realized their efforts were reaching a wider audience, sparking more inquiries, and, over time, translating into sales. It's akin to planting seeds and nurturing them to grow into a flourishing garden.

This approach clearly highlighted the importance of patience and proper analysis in marketing, emphasizing that true success isn't immediate but cultivated over time through consistent and engaging interaction with your audience. So, we dubbed this shift in focus "Engagement Cultivation." By focusing on cultivating authentic relationships through meaningful engagement, the client was able to see a significant uptick in their long-term customer base and brand loyalty.

To sum it up, if you're looking to grow your business effectively, embrace Engagement Cultivation. Look beyond immediate revenue and start focusing on how well you're connecting with your audience. Remember, marketing's true job is to make the phone ring or prompt an inquiry. Apply this methodology, and let me know the difference it makes in your business journey.

Forget measuring marketing success by cash alone. It's all about attracting the right customers by tuning into crucial metrics, creating engagement, and making those phones ring. Remember, marketing's role is to set the stage for sales by building relationships and sparking meaningful conversations.

Here's what you can learn:

👉 Measure the Right Metrics: Marketing is not about instant cash returns. Instead, focus on engagement metrics. How many inquiries are you getting? Is your phone ringing? These are the real indicators of successful marketing.

👉 Know Your Audience: To communicate effectively, it's essential to understand your target client. What do they need to hear or see from you? Tailoring your message to resonate with them can make all the difference.

👉 Marketing is Storytelling: Beyond features and benefits, your marketing should be about creating an emotional connection. Inform, educate, and engage your audience through "edutainment" to build trust and awareness.

Jay’s insights are all about helping you craft a marketing strategy that attracts your ideal clients and fuels sustainable growth 📈.

Tune into this episode to learn how to make your marketing efforts truly impactful. 🎧 #MarketingStrategy #BusinessGrowth #SMEs

Feel free to let us know your thoughts or reach out if you need guidance with your marketing!

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