Growth Experts
Sep 18, 2019

Why Understanding Your Brand is the Best Growth Strategy

Summary

Marketing consultant and podcast host, Benjamin Shapiro talks to Dennis Brown on the Growth Experts podcast.

They talk about Ben’s experience in helping growth stage startups connect their brand goals with their prospects’ needs, and choose the right marketing channels.

3 lessons…

  • Whatever business you’re in, leverage existing assets (eg network) before you start creating content or paying for traffic
  • Figure out what you’re trying to achieve, what your customers want and where they’re looking before deciding on the marketing channel(s)
  • It takes time and resource to cultivate a marketing channel. Don’t expect to jump straight in and get a return. Test and optimize.

Benjamin Shapiro is a brand development & marketing strategy consultant. He left a successful career in business development at eBay to become an entrepreneur that has run a bootstrapped startup, multiple marketing teams at early-stage VC-backed companies, and an independent consulting & content business.

Benjamin specializes in helping growth-stage companies understand how to identify the overlap between corporate identity and customer needs to build an effective marketing strategy. He is also the producer & host of the top-rated MarTech Podcast.

During our interview we discuss:

- Ben shared why he decided to leave corporate America and start up his own business.

- He shares the 1 thing he wishes he knew before he quit his job to become an entrepreneur.

- We talk about one of the biggest mistakes new entrepreneurs make when launching their business. PLUS 2 strategies on how to avoid it.

- Ben shares the #1 strategy he uses to get new clients for his marketing consulting business.

- Why he started his MarTech podcast and the impact it has had on his business.

- Ben shares his thoughts and strategy behind truly understanding your brand to help ensure success.

- He shares an important exercise to make sure all of the leadership and stakeholders are on the same page.

- Why its critical important to ask and understand what your prospective customers want, need as well as where they spend their time.

- The third and final piece is to create a strategy to go to market.

- Should you outsource channel expertise like Facebook advertising, Google ads?

- Ben shares his favorite growth tool/software.

- He shares one of his favorite books.

Ben's websites:

www.benjshap.com

www.martechpod.com

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