The eCommerce Marketing Podcast walks you through everything that goes into ecommerce marketing — from inbound marketing to paid advertising to conversions. Learn the strategies top marketing experts use to grow their businesses.
Jennifer Sutton, a marketing and advertising expert, discusses the challenges businesses face in navigating the fragmented marketing industry. She emphasizes the importance of choosing the right marketing partner and aligning marketing strategies with business objectives. Sutton also advises businesses to focus on their brand’s why and what, and to be intentional in their marketing efforts. She suggests planning marketing strategies based on the target audience and choosing the right platforms to convey the brand’s message. In this conversation, Jennifer Sutton discusses the importance of strategic planning in marketing and business growth. She emphasizes the need for businesses to reach their target audience multiple times with clear and aligned messaging. Sutton also provides advice for business owners who are looking to scale their operations, suggesting that they join accelerators and utilize free resources such as small business development councils. She highlights the significance of hiring individuals who complement the business owner’s strengths and values. Sutton shares a marketing success story where her team was able to sell high-ticket items within a short timeframe through a strategic digital plan. She concludes by mentioning her passion for DC comics and the influence of media in shaping culture and storytelling.
Key Episode Takeaways:
- The marketing industry has become fragmented, making it difficult for businesses to navigate and find the right marketing partner.
- Businesses should focus on their brand’s why and what, and align their messaging with their target audience’s pain points and needs.
- Choosing the right marketing platforms and being intentional in marketing efforts is crucial for success.
- Businesses should plan their marketing strategies based on their objectives and the platforms where their target audience consumes information. Strategic planning is crucial in marketing and business growth.
- Businesses need to reach their target audience multiple times with clear and aligned messaging.
- Joining accelerators and utilizing free resources can help business owners scale their operations.
- Hire individuals who complement the business owner’s strengths and values.
- A strategic digital plan can lead to successful marketing campaigns.
- Media has a significant influence on culture and storytelling.
If you feel Jennifer and her team at Bright Marketing can help your business, you may visit: https://www.brightcomarketers.com
For show transcript and past guests, please visit https://www.ecommercemarketingpodcast.com
Or on YouTube at:
https://www.youtube.com/channel/UC3PgT0NOGzpdPGQtBK0XLIQ
Follow Arlen:
In this episode of the Ecommerce Marketing Podcast, Arlen Robinson interviews Jennifer Sutton, a three-time founder and accomplished marketing expert with over two decades of experience. Jennifer shares her journey from working in large advertising agencies to founding Bright Marketing, which has grown into a multimillion-dollar venture. The discussion covers the evolution of marketing, key trends, and the challenges businesses face today, particularly in navigating the fragmented landscape of marketing agencies and tactics.
Jennifer emphasizes the importance of clarity in brand messaging and strategic marketing. She discusses how to effectively plan marketing efforts, identify target audiences, and avoid the common mistake of following trends without intention. She also provides valuable advice for startups and small businesses looking to scale, offering insights on how to prioritize efforts and make smart hires to fill skill gaps.
Key Takeaways
- Navigating Marketing Fragmentation (05:05)
Jennifer explains the fragmentation in the marketing industry, with specialized agencies for SEO, social media, PR, and more. She advises businesses to find partners that understand their big picture and align with their goals. - The Three Business Objectives (06:26)
Every business has three macro objectives: generate more sales, acquire more customers, or improve margins. Jennifer stresses that marketing should be focused on achieving one or more of these. - Planning with Intention (15:18)
For small businesses or startups, Jennifer recommends taking time to plan and understand their “why” and “what” before jumping into trends like TikTok or Facebook ads. - Maximizing ROI with Strategic Advertising (31:02)
Jennifer shares a case study where her team sold 15 high-ticket items worth $200K+ during the holiday season by developing a clear product message and executing a strategic digital marketing plan.
Guest Information
Jennifer Sutton
- Founder and CEO of Bright Marketing
- Website: gobrightnow.com
- LinkedIn: Jennifer Sutton
- Twitter: @JJMediaMaven
