We progress because we can build upon the knowledge of those who came before us. As we learn from other people’s successes and failures, we identify what works best for us. The same is applicable for growing a business. Expert advice from mentors, cultivated from years of experience, can help you get to where you want faster. This week, we have the honor of learning from a genius marketing strategist.
In this episode, Tyler Garns shares what it takes to grow your business to success. We learn about the different phases of a business and where you should focus your attention. We also find out what it takes to build a good company culture and manage your team effectively. Tyler also discusses the value of writing good copy as part of a marketing strategy and how you can start writing better messages today.
If you want to make an impactful marketing strategy to grow your business, this episode is for you!
3 Reasons Why You Should Listen to This Episode
- Discover the different stages of a business and the challenges you may face along the way.
- Find out why you need to build a company culture that examines how your company serves your employees.
- Understand the power of one and how it allows you to write powerful copies for your marketing strategy.
Resources
- Connect with Tyler: Website | LinkedIn | Twitter
- Box Out Marketing
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- Do you want to know more about how to apply a successful marketing strategy for more conversions? Get the free 18 Keys To Getting Results with Infusionsoft ebook to learn more!
- Infusionsoft
- Crossing the Chasm by Geoffrey A. Moore
Episode Highlights
How Tyler Got Started
- Tyler’s dad worked in commercial photography, which is more adjacent to advertising than marketing.
- In college, he got a job at an internet company in Utah. There, he dabbled in web development and coded for their product called Community Architect.
- After briefly working in pharmaceutical sales, Tyler joined Infusion Software in 2007. Eventually, he became the company’s Vice President of Marketing.
- In 2014, Tyler left Infusionsoft to start his own business, Box Out Marketing. This company offers businesses an automated marketing strategy.
The Role of Coding for Online Businesses
- Coding has played a big part in Tyler's success.
- However, as a business owner, he recognizes that his responsibilities lie in building and growing the business.
- If you’re running an online business, you don’t necessarily need to be writing code. Instead, familiarize yourself with what’s possible.
- Your understanding of the different software and their possibilities allows you to dream bigger.
- Through this, you’re better able to explore opportunities and direct your vision.
Challenges that Business Owners Face
- When starting a business, the challenges you face include securing revenue, generating consistent leads, and fulfilling orders.
- After this, you may encounter complex finance problems such as retention issues, among others.
- The rate at which you solve these challenges depends on your business model, background, skill, and team.
Challenges in Tyler’s Business
- Tyler shares that he left Infusionsoft without a plan.
- The first struggle that he faced was figuring out his vision.
- At first, he helped business owners develop a marketing strategy. However, he quickly realized how this setup would not help as many people as he would like.
- As a business owner, Tyler also struggles with the operational side of things. In particular, he’s still learning to build, train, and delegate tasks to his team.
- Despite the challenges, he’s still optimistic about the path that his company is taking.
On Building a Company Culture
- When thinking about company culture, you need to ask how the company is serving its employees.
- Jobs have to serve people’s personal lives and desire for growth. They also need to feel connected to the mission and vision of the company.
- Meanwhile, when you focus on how employees serve your company, you’re more likely to have resentful employees who don’t feel supported.
The Three Key Metrics Model
- This model identifies the three key metrics that each employee needs to accomplish. They are then graded based on these criteria.
- Through this, they’re consistently aware of their performance.
- For example, the marketing team's metrics may include leads, prospects for sales, and visitors to the website.
- There’s no one criterion you need to follow when determining the metrics for each team. Have an open dialogue with your members to determine what works best for everyone.
- When looking at productivity, you can look into the percentage of tasks completed on time.
Writing Copy as a Marketing Strategy
- Automated marketing used to be enough for a marketing strategy.
- The increased volume in internet traffic now necessitates business owners to develop a more impactful marketing strategy to set themselves apart.
- Writing copy as a marketing strategy sends your clear and persuasive message to a well-defined target audience.
The Right Type of Messaging for Your Marketing Strategy
- Power positioning has four key pieces of power positioning that can help you develop your messaging.
- These are: who you’re talking to, what you’re offering them, the big problems they have that you can solve, and what makes you unique.
- The clearer you are on the messaging in your marketing strategy, the more conversions you’ll be able to get.
- If your marketing strategy is laser-focused on one target, you can still hit others in the general vicinity. Gain a solid foothold first before you spread out.
Characteristics of Successful Business Owners
- First, the most basic habit for success is tracking the key metrics in your business.
- Second, invest wisely—don’t forget to track the ROI of your investments.
- Third, segment to the power of one. You’ll get better results if you have one-on-one conversations with leads.
- Fourth, test for success and make sure you’re continuously optimizing. Stick to what works, and don’t get distracted by shiny new trends.
- Finally, model success. Instead of trying to copy, figure out successful business strategies and try to implement these.
Tyler’s Current Projects
- Clients who purchased high-end services from Tyler’s company can get access to the W Sales Club. They’re getting ready to launch this club to the public.
- This club gives business owners access to modules, tools, and a community of people who will help them grow their businesses.
- Tyler’s company is also focusing on providing campaign services for Infusionsoft users. They follow up every 30 days to optimize and give their clients the best possible results.
Using the Power of One in Your Marketing Strategy
- When you’re writing copy for your marketing strategy, think of one ideal customer, preferably someone you know.
- Write the first draft of your copy addressed to them. Through this, your writing becomes more personal.
- Then, segment based on meaningful marketing groups. You can get this data by having people fill out forms that ask questions, such as their biggest challenges and goals.
- Once you know what resonates with your target audience, you can write a copy geared towards them.
- Vulnerability is also crucial. People are much more likely to connect with your message if you open up.
Two Powerful Quotes
“If you can dream it, you can build it. That's really where I find the value of understanding the tech for a business owner.”
“You’re competing on a global scale with everybody else on the internet. And so, you’ve got to have solid messaging, you’ve got to have a good way to get in front of your audience. If you don’t, then you’re dead in the water.”
About Our Guest
Tyler Garns is a digital marketing expert, speaker, coder, and the founder and CEO of Box Out Marketing. He is best known for his work from 2007 to 2012 as a Marketing Director and VP of Marketing at Infusionsoft. There, he learned and build great strategies in lead generation, conversion, and sales.
Currently, Tyler is a small business coach and consultant. He helps business owners break barriers and achieve great results. Through Box Out Marketing, Tyler and his team provide Infusionsoft users with strategic coaching and campaign implementation services.
Are you interested to know more about Tyler and his work? You can see more of what he does at Box Out Marketing. You can also connect with Tyler on LinkedIn and Twitter.
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P.S.
- Do you already have a successful business, meaning you’re up, running, and paying your bills with some profit left over?
- Are you interested in growing your business, automating/streamlining things, and staying one step ahead of your competition?
- Visit https://www.members.bestbusinesscoach.ca/problems-we-fix/ to see if we can fix what’s holding you back.
📨 If you can answer YES to all three questions, please reach out to me through Facebook: https://www.facebook.com/daryl.urbanski, and describe your situation, goals, and the best time/way to contact you.
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