Coastline Maketing Group Aug 2017

831-759-2273 www.CoastlineMarketingGroup.com MONTHLY August 2017 BUSINESS MARKET ING

MARKETING 101: BE AMAZING Are You Playing to Your Strengths?

For years, we at Coastline Marketing Group did everything we could to be a one-stop shop for anything and everything marketing-related: radio and TV advertisement buys, postcard mail blasts, logo design, printing direct mail campaigns, search engine optimization, web design, social media management … the list went on. We were solid at everything we were doing, but there’d be occasional falters in certain areas. Not only that, but I could clearly see the avenues in which we were exceptional — as opposed to simply good — as the business evolved.

So, we stripped away a majority of our auxiliary services and began to focus exclusively on digital marketing. Specifically, we focus on the three big fields: web development, SEO, and social media management. By concentrating on these, we were able to get rid of everything that we had been outsourcing to other companies. This has allowed us to keep absolutely everything in-house, and we have redirected our resources entirely to our strengths. In addition, it’s streamlined our processes and opened up new opportunities for collaboration among our team members. Every week, we sit down together at the office and bounce ideas off each other, with everyone contributing to the campaigns of particular clients. It’s a more dynamic, generative way to work, and it gets results.

over and over, to the point that it’s even on my personalized license plates. It’s not enough to provide an adequate customer experience or a serviceable product. Not only is that unsustainable in a business sense, but it’s a waste of time, talent, and effort. Instead, every company should zero in on its true passion and work to be the best in that highly specific field. Trying to do it all at once is like spreading a teaspoon of cream cheese over an entire bagel: it’s going to end up tasting mostly like plain bread. I wish I could have taught this lesson to my earlier self, circa 2012 — it would have avoided a lot of trouble. Don’t be like me back then. Ask yourself, “What am I amazing at?” Then, pursue it, doggedly, until you’re miles ahead of your competitors.

After extensive number- crunching, data analysis, and good old deliberation, I was forced to ask myself the question: Did I want my agency to be ‘good’ at a whole array of things, or great at a few things?

In early 2016, I took a step back and really gave Coastline a long, hard look. After extensive number- crunching, data analysis, and good old deliberation, I was forced to ask myself the question: Did I want my agency to be “good” at a whole array of things, or great at a few things? It’s a question that more business owners should ask themselves — and one with a pretty obvious answer.

Anybody who knows me knows my mantra: “Be Amazing.” I say it

– Phil Fisk

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