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Your Audience: The Key to Unrivaled Marketing

With Grant LeboffEP 109

Are you spending enough time targeting your most qualified leads? Many businesses leave aside this part of the marketing strategy and focus on other factors like budget, visual designs , messaging, etc. While those are also crucial, segmentation and targeting are the first steps to creating a booming campaign.

In this week’s episode, our guest is Grant Leboff, one of the U.K’s leading Sales and Marketing experts and the CEO of Sticky Marketing Club; a sales and marketing consultancy that provides companies with meaningful strategies and resources to prosper in the competitive world. He is the author of 5 well-known books such as ‘Sales Therapy’, ‘Sticky Marketing’, ‘Stickier Marketing’,  ‘Digital Selling’, and ‘Myths of Marketing’.

In our interview, Grant discloses why some campaigns fail and the small, but significant, changes that can turn a failed campaign into a successful one. He dives into segmentation, targeting, and how much you should invest in your marketing and brand. He also provides insights about the Superbowl ads and explains why they can be meaningful to your business.

If you want gain a deeper understanding of why and how to market your business more successfully,  this episode is for you!

Transcript

[00:01 – 04:52] Opening Segment

Here’s what you will learn from my interview with Grant Leboff
Let’s get to know Grant’s story
His sales and marketing journey, the author of 5 books, behavioral psychology background

[04:53 – 22:27] Earn the Right to Have a Little Bit More of Someone’s Time.

Marketing and sales concept
Brand communication or company communication
Human communication and marketing channel
How much people should invest in marketing
Attention spans are small, but you can earn attention
Digital media gives you is…it gives you scale
Pay close attention to your audience
Engage, build and retain the audience

[22:28 – 34:59] Good Marketing Starts with Segmentation and Targeting

Steps people should do to get the focus of who they would market to
Understand the difference between segmentation and targeting
Demography, thermography, behavioral, and psychographics.

[35:00 – 53:06] The Role of Branding for Small Businesses

You always want to go to your smallest viable market
If you want to win 100 new customers in the next 12 months, you probably need to attack a marketplace of about 10,000
Where branding play a role for the small business owners
The process of taking an indistinguishable product or service, and giving it meaning.
Using a brand mitigates the feeling of risk
Grant’s insights about the Superbowl ads
It’s the most expensive advertising in the world
Immediately build salience, it’s immediately impressive
Make sure that you have the proper connection to the end consumer

[53:07 – 55:28] Closing Segment

Connect with Grant
Links below
Learn more about Grant with the Rapid Fire Questions!

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Guest Bio
Person Image
Grant Leboff

Grant Leboff is one of the U.K’s leading Sales and Marketing experts. His fourth book, ‘Digital Selling’, debuted at #1 on the Amazon charts prior to being published in September 2016. This follows the success of Leboff’s previous titles. ‘Stickier Marketing’ (2014) went straight to #1 in the Amazon Sales & Marketing Chart, and was in the top 10 overall Business Chart, on publication. ‘Sales Therapy’ (2007) and ‘Sticky Marketing’ (2011) were both in Amazon’s top 10 Business Books, and #1 in the Sales & Marketing bestsellers chart. Grant Leboff’s fifth book, ‘Myths of Marketing’ was published in 2020.

Having built a successful direct marketing company, which he started in 2002, Leboff sold it in 2008. As well as undertaking work as a Non Executive Director, he now has a number of other business interests. Sticky Marketing Club® Ltd., is a sales and marketing consultancy providing companies with the strategies to thrive in an increasingly competitive world. He is a highly sought after consultant, mentor and speaker, and constantly makes presentations at conferences and events all over the world.

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