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Most businesses are marketing constantly. But few stop to ask whether their marketing strategy actually supports the wider goals of the business.
In the latest episode of the Leaders in Strategy Podcast (Season 4 Episode 17), we sit down with returning guest - marketing strategist, presenter and LinkedIn expert - Gus Bhandal.
Together we explore how businesses can use digital marketing more effectively to build relationships, strengthen their brand and attract more customers.
A mantra that Gus loves is: "Good thoughts, good words, good deeds."
Inspired by the Freddie Mercury in the recent biopic, it's about being a good person and attracting like-minded individuals.
Gus is the founder of "The M Guru" (where "M" stands for marketing) and brings nearly three decades of experience, having transitioned from working with large corporations to launching his own agency in 2017 with a mission to help others succeed.
The M Guru focuses on social media, digital marketing strategy, and particularly, LinkedIn. Specialising in social media and digital marketing strategy proved to be the key to unlocking effective growth.
Gus's journey into marketing is a testament to finding one's true calling. After exploring diverse career paths he discovered marketing, a field that felt intuitive and natural.
Experiences that taught him to leverage social media for tangible business results, provided invaluable, real-world insights. This hands-on approach, coupled with formal qualifications from the Chartered Institute of Marketing, has equipped him to navigate the ever-evolving landscape of digital marketing.
But what is Digital Marketing? As Gus explains, marketing has transformed dramatically. What once involved billboards and television commercials has morphed into a dynamic digital realm encompassing platforms like Facebook, Instagram, and crucially, LinkedIn.
This fragmentation means businesses often struggle to implement effective marketing strategies on their own, leading them to seek out specialists.
In today's hyper-connected world, how customers discover and engage with businesses has fundamentally shifted. Potential clients are found through a multi-step process that builds rapport over time:
This journey, from initial search to final sale, is often initiated and completed entirely online. This highlights the critical need for a robust digital marketing ecosystem, encompassing SEO, effective email marketing systems, and active social media channels.
“Most people will find you because they've gone to a search engine, most likely Google. So they go to Google, they search for a particular thing that they need, they might find your website, they'll find your Google Business Profile, then they'll go on to your social media channels...” Gus
So, what exactly constitutes a "digital marketing strategy"? It's the crucial "guiding light" that directs a business's efforts to reach and convert consumers into loyal customers.
A well-defined strategy considers:
Random social media posts without a strategic foundation are unlikely to contribute to long-term success. A truly effective strategy ensures that every marketing activity, from a social media post to an email campaign, is a calculated step towards achieving long-term objectives.
While the digital marketing landscape is vast, LinkedIn emerged as a core focus for Gus and The M Guru. The platform's algorithm, though complex and ever-changing, offers a unique opportunity to curate your audience. By connecting with the right people and creating content that resonates with them, businesses can build trust, which is the ultimate precursor to sales.
This is illustrated by his own branding. Initially, his planned purple and silver branding felt "awful." A designer suggested orange, inspired by a workshop exercise using Terry's Chocolate Orange to teach marketing segmentation.
This led to a distinctive orange and black colour palette, with orange signifying warmth and black representing luxury – a combination that, while uncommon, effectively reinforces his brand.
He even experimented with lead magnets, discovering that offering a chance to win a limited-edition chocolate orange Twirl was far more effective than a simple PDF, attracting 200 subscribers compared to a mere 3.
This illustrates how a strong brand identity, reinforced through consistent messaging and even creative giveaways, can significantly impact customer acquisition.
For businesses looking to elevate their marketing efforts, the podcast offers the following practical advice:
"One thing that I always talk to businesses about is step back and look into your business plan and does your marketing strategy actually adhere to that business plan?" Gus
By implementing these strategies, businesses can move beyond scattered marketing efforts and build a cohesive, effective approach that drives sustainable growth. The journey from discovery to purchase is now predominantly digital, and a well-crafted strategy is your compass in this exciting new frontier.
Here are 5 key takeaways from the podcast:
Please let me know your thoughts on this episode. Have you been inspired by Gus’ advice?
We are really interested to hear what you have to say. You can message Mike directly on LinkedIn (obviously!), he loves receiving your comments and having great dialogue with you. Or you can email him directly on the Strategus Consulting email address.
Thank you for joining us today. Hopefully you enjoyed it and you'll return next time for another blog, We'll see you then.
LinkedIn: https://www.linkedin.com/in/mguruuk/
Website: https://www.themguru.co.uk/
The Squeeze: https://www.themguru.co.uk/the-squeeze/
"The Squeeze" is The M Guru’s LinkedIn-focused membership designed to provide accountability and consistent implementation.
Mike Harris is an experienced business leader and founder & lead consultant at Strategus Consulting. With 40 years of experience, Mike offers a unique opportunity for readers to learn and grow as strategic leaders.
To find out more, visit his website www.strategusconsulting.co.uk
Follow him on LinkedIn: http://linkedin.com/in/mike-harris-095b4775
The Leaders In Strategy Podcast is brought to you by Strategus Consulting, a management consultancy that works with organisations and individuals to achieve their ambitions by focusing on their strategic plans and providing leadership, guidance & support.
You can watch the full video here:
https://youtu.be/MNT6PmMOdjI?si=PF0FY7MS37pM8izx
Mike Harris is an experienced business leader and founder & lead consultant at Strategus Consulting. With 40 years of experience, Mike offers a unique opportunity for readers to learn and grow as strategic leaders. He is also the host of the Leaders In Strategy Podcast, which can be found on Podbean, Spotify, Amazon Music, Apple Podcast and YouTube.
The Leaders in strategy blog is brought to you by Strategus Consulting, a management consultancy that works with organisations and individuals to achieve their ambitions by focusing on their strategic plans and providing leadership, guidance & support.
