Favorite Marketing Resources
Marketing is one of those lifelong pursuits with no finish line, and everyone dabbles in these practices at some point in their careers. Entrepreneurs know firsthand that marketing is a must, even if it’s not their primary area of focus.
We were curious about how business founders obtain and build their marketing knowledge with resources old and new, so we asked them about their current favorites. Here’s what they said.
Showcase on Social
Every brand is on social media, that’s for sure. The question you must ask is why your company has a social media presence, and what you hope to accomplish. This is an important step that too many brands overlook.
“Social media is a great way to gain recognition within your market and meet people within your network,” said Olamide Olowe, CEO and Co-Founder of Topicals. “Younger generations, especially our target audience Gen Z, are always on social media platforms like TikTok and VSCO because social media plays a huge role in how people feel about themselves. That’s why it is important to us to create a brand that doesn’t focus on perfection or unattainable beauty standards. We want to transform the way people feel about skin and we do that on social media by showcasing people with visible skin conditions living life in full color.”
Simply having a social media page isn’t enough anymore. You need to make it work for you as a marketing powerhouse.
Classic Reads
What is that one book that you keep returning to, year after year? It seems like every time you crack it open, there’s something new to be discovered.
“The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses by Eric Ries has been key for driving how we organize our operations to fight the market uncertainty of an early-stage startup,” said William Schumacher, CEO of Uprising Food. “Ries gives great advice when it comes to starting your own business. He makes you feel more confident in your decision-making and it’s a great guide for any new entrepreneurs entering the field.”
It’s never unwise to take book recommendations from successful business founders – they know the good ones from the bad.
High-Impact Video
You’ve probably noticed the slow but steady takeover of video on social media and the internet in general. Now that home tech and connection quality have improved drastically, why not make this a central part of your marketing game plan?
“We love to use video to market our products,” said Jing Gao, CEO of Fly By Jing. “We like to take advantage of the popularity we’ve gained on our Instagram page to share our videos we make. We created a video series that highlighted our journey with Sichuanese food, from coming up with the idea and testing ingredients to gaining notoriety and combating negative stigmas about our culture’s food in America. The series gained us new customers, along with newfound respect from our peers and critics. We also love to show off our sauce through videos, of course. We use high quality cameras to capture all the visible ingredients in our sauce, from the chili crisp to the beautiful color.”
You can pick up some pro video skills fairly quickly with experimentation and experience, so get to work and try some stuff out.
Everything is Inspiration
The world’s great entrepreneurs are able to find inspiration in everything. They have that unique problem-solving mindset that is always figuring out better solutions to everyday things.
Furthermore, top business minds love to “chew” on new ideas, no matter what they are.
“I would continuously search for new ideas,” said Tech Entrepreneur and Dallas Mavericks Owner Mark Cuban. “I read every book and magazine I could. Heck, 3 bucks for a magazine, 20 bucks for a book. One good idea that led to a customer or solution and it paid for itself many times over.”
Maybe you should be less selective with the content you consume and just try a little bit of everything?
Conveying Values
Every decision you make in business has a ripple effect, but in marketing, these decisions are almost always customer facing. Everyone will see the fruits of your labor, so you better know what you’re doing.
“Branding is important towards giving consumers an understanding of your company’s values and unique solutions to their needs,” said Chris Vaughn, CEO of Saucey. “Utilizing social media is a great way to build your brand voice. It gives your business a personality, and a way to use that personality to connect directly with consumers. We use social media to share our blog posts, post polls, and share recipes for the perfect cocktails. The best trick to utilizing social media apps is to keep an eye on the competition. What are they doing that you could be doing better? Research is key.”
Marketing isn’t the place to make hasty decisions, so take your time if you must.
The Quest to Go Viral
You can’t plan to go viral – it just sort of happens, right? These days, there is a method to the madness, and you can certainly set yourself up for a super-popular piece of content that spreads like fire on social media.
“We chose to build our brand through social media,” said Kaz Amor, Founder of VoCe Haircare. “The beauty industry has one of the largest online communities, so naturally we would integrate into that. Viral marketing and building your community are really one in the same. Social media creates that sense of community within your consumers, as well as helps us nurture those relationships directly.”
Learn from top content creators and discover the common threads throughout their most popular posts.
Get in the Spotlight
Marketers know that they have limited time to spare when crafting campaigns, and sometimes, you just want to get the word out about your product fast.
Paid ads are the best way to do this, so learn these platforms ASAP.
“PPC ads have been at the forefront of our marketing resources,” said Mike Pasley, Founder of Famous IRL. “It’s a great way to get in front of your customers and to figure out through trial and error who your most loyal customers are. It also increases brand awareness which is important for us as there are many other T-shirt companies. We need to be proactive in showing people how our brand is different, and PPC ads help us accomplish that.”
Remember to balance PPC with other tactics, but it’s smart to learn this method nonetheless.
Master Key Platforms
It seems like a new social media app or networking platform pops up every day. Should you hop around from one trend to the next, or focus strictly on the most popular ones?
This will depend on your industry and which sites simply yield the best results for you.
“Over time we’ve used social media increasingly more often to post about job ads,” said Brittany Dolin, Co-Founder of Pocketbook Agency. “It’s a great method for us because although people can also look for our job ads on platforms such as LinkedIn, virtually everyone has a Facebook or Instagram account as well. Furthermore, people have been spending more time on social media during quarantine. We recognize that people are not randomly scrolling through basic job platforms as often as they are through their social media feed, and even if someone who follows our page sees a job ad and is not necessarily looking, they may know someone who is.”
It can’t hurt to dabble in different platforms, but you’ll want to be the master of a few big websites first and foremost.
Diverse Influences
You’ll find that the more entrepreneurs you talk to, the more you discover their appetite and appreciation for all things interesting and novel.
They find a way to extract value from everything they read, even if there isn’t a relevant connection on its face.
“Almost everything I have read has been useful to me – science, poetry, politics, novels,” said Sidney Harman, Co-Founder of Harmon Kardon. “I have a lifelong interest in epistemology and learning. My books have helped me develop a way of thinking critically in business.”
Start to seek knowledge in everything you encounter, finding inspiration in every moment.
Love the Pod
Everyone has their favorite podcast, but we’re always in search of the next great show to put on our earbuds at the gym or during a commute.
Even the best business minds love podcasts because they are brilliant capsules of information, plus a lot of fun to listen to.
“We enjoy podcasts and have learned to utilize podcasting ourselves,” said Ben Teicher, President and CEO of Healthy Directions. “We post audio discussions between our medical experts and guest professionals to address complex health-related topics such as understanding genes, managing screen time, and dealing with the pandemic in hopes of educating people, especially people seeking information on these specific issues.”
Whether you produce a podcast of your own or just follow a few favorites, this is a great format that will be around for a long time.
New Content Types
Speaking of interesting formats, what is going to be the next big thing in content? As it relates to marketing, brands are always pushing the envelope with bold new innovations.
“Creating professional and engaging videos of our wheels and tires in action is one of our marketing go-to’s,” said Matt Seaburn, President and Partner of Rent-a-Wheel. “I feel that allowing our viewers to get a glimpse of what it would actually be like to have these quality additions to their cars is a useful way to attract more customers. There’s something about seeing the whole package at once rather than just the wheels and tires alone that can really pull people in.”
Video, audio, augmented reality – it’s all coming together in exciting new ways, and you won’t want to miss a beat with these trends.
Ancient Wisdom Applied
We sometimes need to turn back the pages of history to get some key insights about our modern world. Read some ancient classics and you’ll see just how relevant their findings can be today.
“My favorite book is The Art of War by Sun Tzu,” said Ben Cook, Jr., Vice President and General Counsel of Cook Capital Group which owns Printed Kicks. “As a lawyer, business owner, and entrepreneur, I’ve found it to be extremely effective. It assists you in analyzing what competitors are doing. The book also offers tools to help adapt to situations quickly as well as be able to manage information.”
Some of these very old books will really show their age, but it’s your goal to find those powerful nuggets of wisdom that set the stage for a breakthrough of your own.
Foundational Lessons
When you’re feeling overwhelmed with decisions or you’re just not sure about your next best move, it can be so refreshing to refer back to a book you know and love. These are the books that bring you back down to earth and remind you why you started your mission in the first place.
“Start with Why by Simon Sinek is one of the most valuable business books I’ve read in business,” said Dan Potter, Co-Founder of CRAFTD London. “I go back to it often. He explains that making money is not a ‘why’, but rather that you must discover a niche that you’re passionate about, ensure there is a shared world view and community around the topic, and make a unique product. Then strive to make a business that makes money while customers feel that they are getting value. It’s provided a foundation for me to build brands from.”
There must be a book that always stays bookmarked on your shelf – which one is it?
Blogs from the Best
Some will say that blogs are a thing of the past, but we believe the opposite is true. Some of the most timely and relevant content is posted to blogs in 2021, and the format will stay with us for countless years to come.
“Its name may be a little on-the-nose, but the Ecommerce CEO Blog is a wonderful resource for ecommerce CEOs, whether you’ve been in the game for decades or are just starting out,” said Vincent Bradley, CEO and Co-Founder of Proper Wild. “Its greatest strength is in its ability to simplify complicated concepts surrounding ecommerce tech like building online stores, and using online tools, choosing the best platforms. It also shares marketing strategies for finding leads and boosting conversions. They have a great section on customer loyalty programs and tips for maintaining recurring customers that feels very relevant to my company, Proper Wild, which recently launched a subscriber box program.”
Blogs can vary widely in quality, of course, so be selective and pick a few top performers.
Incentivize Yourself
What is the best way to stay inspired while combating burnout and striking that elusive work-life balance? Give yourself small rewards that motivate you day after day and don’t distract from your mission.
“My favorite resource is simple: I schedule time every day for something I look forward to that’s fun and makes me happy, healthy, or all of the above,” said Daniel Snow, Co-Founder of The Snow Agency. “A long bike ride, dinner with my girlfriend, savoring time near Miami’s crystal blue water. Having something to look forward to each day makes even the most demanding days worth it, and it never feels like a grind.”
Incentives don’t need to be extravagant to work – they just need to be consistent.
Psychology and Research
Have you ever read a book that gave you such deep insight into the human mind that you just never saw the world in the same way afterwards? That’s truly the mark of a great read, and one that you’ll want to revisit in the future.
“Outliers by Malcolm Gladwell is a phenomenal read for anyone looking to dissect the reasons behind one’s success,” said John Berry, Co-Founder and Managing Partner at Berry Law. “It is not inexplicable and arbitrary, as many believe. Gladwell states that popular explanations of high achievement are often wrong. Rather, success can be studied, and the reasons for it can be explained by using successful individuals as examples. It mentions how an outlier is a truly exceptional individual who, in his or her field of expertise, is so superior that he defines his own category of success.”
These paradigm-shifting books are definitely rare, so savor them when you read them for the first time.
Keep Browsing
It’s not the most inspiring insight, but sometimes, the best discoveries just come from browsing the web and making everyday connections with people in your industry.
“My favorite marketing resources are usually found when perusing LinkedIn,” said Heidi Robinson, Chief Operating Officer of Because Market. “People often forget that so many innovative ideas were formulated on this platform, and it continues to be a great source for a little brainstorming for new strategies and campaigns. Be sure to keep your eye on the events offered as well, where you can learn actionable tips and more!”
This is the tried-and-true way to network and make strides in your career, so don’t forget about it by any means.
Get With a Group
Back in the day, internet groups had a weird reputation, to say the least. Now, the tables have turned, and certain groups are fantastic resources for inspiration, guidance, and support.
“Joining online groups is one of my favorite ways to learn about new marketing resources and innovative strategies, while also networking and discovering mutually beneficial ways to collaborate,” said Travis Killian, Owner and CEO of Everlasting Comfort. “Whether it’s a Slack group or a community board, it can be extremely insightful to see how other companies are managing their campaigns, and what is successful and what is not.”
There are still some questionable groups out there for sure, so do your research before hopping in.
Tune into Experts
Maybe you’ve had to attend a webinar as a part of a work obligation, or perhaps you’ve organized one of your own. We believe the golden age of webinars is now, so hop on the bandwagon if you haven’t yet.
“When I’m looking for some real marketing resources, I like to attend webinars,” said Rachel Jones, Head of PR at Hope Health. “One great thing that came out of the pandemic was the number of informational webinars on just about every topic you can imagine. And the big plus is that they’re hosted by industry experts – professionals you would most likely never catch for a meeting or a call. So, the opportunities are endless, and taking part in niche webinars on a regular basis can be the best move you can make to bolster your marketing efforts.”
Webinars are so varied and cover nearly every topic imaginable, so there’s bound to be one out there for you.
Establish Best Practices
Digital marketing might still be relatively new, but it has certainly grown out of its infancy and starting to evolve. There are best practices you should know by heart, whether it’s paid ads, SEO, social media, and beyond.
“Understanding how to best use social media for your marketing efforts will help it become one of your greatest resources,” said Jared Zabaldo, Founder of USAMM. “In fact, social media can be harnessed to help your business grow in so many different ways. One of the most straightforward marketing strategies that can be implemented on multiple platforms is to use your social media to attract a wider audience. With each post, your products or services will be placed in front of new demographics and potential customers.”
Best practices are still being formed, so you’re the pioneer! This is also a great exercise for branding, which must be consistent across platforms, new and old.
Subscribe Wisely
Even though social media has come a long way, there are still a lot of time-wasters and sources of negativity in certain corners of the web. Do your best to avoid these things and focus strictly on the positive and productive.
“I find it useful to subscribe to certain social media accounts and block out the rest of the noise, making sure I get nothing but value when I open up any app,” said Michael Fischer, Founder of Elite HRT. “These days, with so much noise online, you need to curate the content you consume and make sure it doesn’t distract you or waste your time. Don’t just read or watch anything that comes across your screen, because most of it is useless.”
Marketing resources are abundant in our modern world, and you could never absorb them all in one life! Take these tips from entrepreneurs so you know what to look for and make the most of your time.
