Edwin Dearborn

4 years ago · 3 min. reading time · ~10 ·

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How To Scale Your Brand’s Impact and Attract New Customers In 2020

How To Scale Your Brand’s Impact and Attract New Customers In 2020

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Without engaging content, social media is a waste of effort. Without paid advertising, your content will reach very few people. Emailing people is more effective that social media as a top distribution channel for your best content. 

“Content is fire. Social media is gasoline.” – Jay Baer

Yes, there are a handful of brands and influencers who have found a way to generate buzz and new customers without using paid advertising. But these are the exceptions, not the rule. Hoping your content “goes viral” is not a pragmatic strategy for the vast majority of brands. 

Content is your brand’s foundation for connecting with hearts and minds. 

And this connecting is what builds trust and brand loyalty. Examples of this proven concept are all around us. Great brands not only understand this concept, they are executing it with consistency, intelligence, empathy, and creativity. 

“Content builds relationships. Relationships are built on trust. Trust drives revenue.” – Andrew Davis, bestselling author

The Days Of Avoiding Marketing Reality Are Over

I speak to many business professionals who attempt to avoid these facts: that one must create engaging content and then one must push that content out through paid means. Then they wonder why their sales stagnate or worse, crash. 

Facebook, Instagram, and YouTube are showing your non-paid content to less of your followers. Estimates are that about 3% of your current followers see your content. Their reason is to force brands like yours to pay so as to get their content seen, even to those who already follow them.

Life is not fair and social media channels are living proof.

Now the good news: social media advertising can be leveraged strategically (reaching specific audiences) on a budget friendly basis. Small brands with real small budgets can get started for a few dollars per day. 

Stop Your Bitching, Start Playing The Game

Look, my parents were paying over $1,500 per month in 1983 to be on the front page, within the Yellow Pages, when they owned a travel agency in Orange County, CA. That’s like spending $5,000 in today’s money. 

They did that because that’s where the audience was looking for brands in those days. Today, similar audiences search Google and YouTube, as well as discover new brands on Facebook and Instagram.

As my father always told me, “Eddie, you have to fish where the fish are.” 

“People shop and learn in a whole new way compared to just a few years ago, so marketers need to adapt or risk extinction.” – Brian Halligan, CEO of HubSpot

Saving money at the expense of halting your brand’s reach and growth is small-minded. Stop thinking like a small town accountant, and start executing like an ambitious entrepreneur. 

In the dictionary, Entrepreneur is defined as, “a person who organizes and operates a business or businesses, taking on greater than normal financial risks in order to do so.”

Without taking risk, you’re not being an entrepreneur. You’re an overworked, underpaid slave to your “business.” Playing it safe will find you shutting down your operation sooner than later. 

Business Begins With Marketing

Thinking and performing in correct sequences in vital to survival.

We begin to learn this when we are children. “Wash your hands before you eat.”, “Lock the door before you leave.”, “Look both ways before crossing the street.”

In business, thinking and executing in sequences are vital to growth and profitability. How can someone trust you, let alone buy from you, if they do not know about you?

Well, they can’t. Without marketing and advertising as you first step to success, your brand is a cold vacuum of empty nothingness. You being the spark of life with great content, which reaches and engages the hearts and minds of your target audiences. 

Great marketing, advertising and publicity begins before great sales numbers are seen. 

10X Growth Funds, Not Budgets

Several years ago, I made a truly eye-opening observation. It hit me like a BIG epiphany train. 

The word Budget triggers negative concepts and conjures up our self-limiting demons. “It’s not in the budget” is said so often, that people no longer question if it is true or even ask to see the budget. 

I asked a group of business people that I was talking to at a workshop to switch the word Budget for “10X Growth Fund.” Everyone brightened up - instantly! I then asked them, “How many of you wished you had a 10X Growth Fund to propel your brand and sales?”

Without hesitation, 100% of the people raised their hand high. 

People want growth strategies, not budgets. 

I then demonstrated that if they placed 10% of their profits (not gross sales) back into their marketing and advertising, they would be creating their own 10X Growth Fund. This made sense and inspired a new way at how to grow versus figuring out how to cope beyond the endless struggle. 

Regardless of the amount of 10X Growth Fund you launch with, even more money would soon be available to be invested back into your growth. As your profits grow further, so does the size of your 10X Growth Fund.

Growth is now fueling growth.

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