With almost 20 years working in marketing roles, Fiona knows the brilliant tactics from the BS. In this coaching podcast episode, she discusses what marketing actually is, what it isn’t and shares a tool to help you understand how your marketing is impacting your business and its connection to your audience. Listen now as she shares the basics, how marketing is a strategic plan for your business, her book recommendations and what you need to learn about the buyer cycle. 

Topics discussed in this episode: 

Introduction [1:18]

Marketing - And Why It Matters [2:10]

The Changes in Marketing [4:55]

What Marketing is and isn't [6:35]

The Know, Like, Trust Principle [9:36]

Marketing As A Spectrum [11:51]

Marketing As A Strategic Plan [15:51]

Getting A Clear Idea Why You're Marketing [17:28]

What Is Your Marketing Doing [18:46]

Fiona's Recommendations [19:35]

Marketing As A Framework [21:20]

The Buyer Cycle [22:29]

The Stages of The Buyer Cycle [24:11]

The AIDA Model [26:33]

Conclusion [31:01]

Resources mentioned in this episode:

Group Coaching

Marketing For Your Small Business

Episode 4

Milan Kundera

Seth Godin's This Is Marketing

Passion. Purpose. Profit.

Zig Ziglar

Jim Collins

Episode transcript:

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