In Episode 1 of the Business Made Smarter Podcast, hosts Ed Nell from The Media Insiders and Doug D’Aubrey, founder and managing director of Executive Training and Consultancy, discuss how small businesses can market themselves effectively in a competitive landscape. Doug shares ETC’s 8-step framework for budget-friendly marketing, offering actionable strategies for understanding target audiences, creating clear messages, building loyalty, and refining approaches. Whether you’re a start-up or a growing enterprise, this episode provides practical insights to help your business thrive.

Key Takeaways

Marketing on a Budget: Small businesses don’t need big budgets to market effectively. Targeted, data-driven strategies can outperform costly campaigns.

Understanding Your Customer: Defining your target audience is critical to tailoring your messaging, products, and services. Start by analysing your current customer base and identifying profitable segments.

Creating a Clear Message: Simplify your communication so a 14-year-old can understand it. Avoid industry jargon and focus on clarity to attract and retain customers.

Building a Database: Maintain a central, organised list of contacts to streamline communication and marketing efforts. Categorise contacts to tailor campaigns, ensuring GDPR compliance when collecting and managing customer data.

Loyalty Matters: Retaining existing customers is more cost-effective than acquiring new ones. Use loyalty programs and excellent service to encourage repeat business.

Regular Monitoring: Continuously evaluate marketing efforts to identify what works. Track the origins of leads to optimise spending and maximise results.

Key Moments

“Understanding who your customer is changes the language, messaging, and channels you use in marketing.”

“Your marketing message should be simple, clear, and free of industry jargon—it needs to speak directly to your audience.”

“Building loyalty is about creating a positive first experience and maintaining strong relationships with your customers.”

“Expensive marketing isn’t always the most effective—track your results to ensure you’re investing in the right areas.”

About the host

Doug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.

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