Marketing Director Daily
Marketing Director Daily
What's Your Brandwidth?
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There's an important term in marketing you need to know:
Brandwidth
Listen in to learn what it is and how to create it.
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This is the Marketing Director Daily, and I'm Tim Parkin. Let's talk about brandwith, which is a term you must know and should be using so you can get your prospects to trust you faster and easier. Marketing is all about trust. When people trust you, they'll listen to you, they'll engage with you, and they will do business with you. But typically building trust takes time and it takes effort and it's hard to do. But brandwid is a new way to think about this, a better way to think about how to build trust with your prospects. As the name implies, brandwid, we want to use the bandwidth of your prospect and fill it with your brand so they can consume and be surrounded, enveloped with your brand. Because it doesn't take time, it takes consumption, it takes bandwidth. And the question for you is what are your prospects consuming? And is it your stuff? This is why content marketing has become so invaluable. This is why founder-led marketing has become more prominent. People connect with people, but more so they want information, they want help, they want to be entertained. And people consume content that is helpful and entertaining. And the more you create that type of content, the more you distribute that type of content and create this world that your prospect can live in and be surrounded by you and see you everywhere, that's how you drive brandwid. It's exposure to your brand in a multitude of ways and areas over time. But when you do this correctly and effectively, time is not the limiting factor. I'll give you a really good example, which is my podcast, The Marketing Director Daily. I release a daily podcast, 15-minute episodes or less. And if you're listening to this right now, this is the podcast. If you're watching this, this is the video form of the podcast. And the reason I do that is very simple. It's an effective way to create brandwidth, to create lots of exposure in a short amount of time. The episodes are short, so you can binge them. They're accessible because they're not very long, so it's easy to commit to listening or watching one. And because it's consistent and daily, you can keep listening or watching or consuming it every single day. And that builds affinity, that builds relationship. If you've listened to the podcast for a while, you know a lot about me. You know the things that I like, you know the things I don't like, and you know my perspective on a lot of things. It feels like I'm having a conversation with you every day. And I enjoy that. And hopefully you enjoy it as well. That's just one simple example of how to create brandwidth. Another example is I have a daily email newsletter. I send out an email every single day to my list. Does everybody get those emails? Probably not. Maybe they don't open some of them, maybe they're in different segments, but I send out a daily email, which means people are hearing from me through email almost every single day. And some of those people are also listening to my podcast. Some of those people are also seeing my daily posts on LinkedIn. I'm surrounding the people who are in my audience. And they're seeing me and hearing from me in a variety of ways every single day. On top of that, I host the Marketing Leader Roundtable, which is a monthly event where we bring together a bunch of marketing leaders. And every month, we have a bunch of new people who show up, but guess what? We also have a bunch of people who've been there before, who've been to one round table or two roundtables or five roundtables. And this is what community building is about. It's why communities are so effective, because they create brandwid. So think about the ways that your brand is showing up in front of your prospects. How are you building relationships? How are you creating brandwidth with your communication? Do you have the distribution, the channels to do that? And more importantly, do you have the velocity and the tenacity, frankly, to create that much content, to put it out into the world? I do it because it's necessary, because it creates brandwidth. And I think it's a more enjoyable way to do marketing. I can create content that's useful, that's valuable, that's entertaining, that's fun to make because I believe marketing should be fun. But most importantly, marketing must create trust. And the fastest and easiest way to create trust is to do it with brandwidth. How are you showing up for your audience? What does your brandwidth look like? Is it a little or is it a lot? And what's one thing you can change in the next week to start to create more brandwidth? So you can build trust easier and faster with your prospects.