Cover art for podcast Viral Solutions: Your Chief Marketing Officer | Marketing and Business Strategy

Viral Solutions: Your Chief Marketing Officer | Marketing and Business Strategy

355 EpisodesProduced by Thomas von AhnWebsite

On this podcast, we talk about marketing strategies and tactics. Many of our podcast episodes will cover strategic marketing (segmentation, targeting, positioning, market orientation, branding, and offering development), but we will also discuss tactical marketing (Facebook advertising, email market… read more


Why an Outside Perspective Is Essential to Your Company’s Growth & Success

Think back to a time when you received guidance from outside of yourself…

Perhaps it was an essay you wrote in college that you asked someone to edit.

Or maybe it was that time when you went to see a therapist about an issue you were having.

In business, it might have been a consultant that you hired for a specific project.

Whatever it is, you sought that outside perspective because you understand the value in it. Other people’s point of view can be absolutely critical to our success in almost every area of life.

So why do so many small businesses handle almost all of their marketing in-house? According to Clutch’s 2018 Small Business Survey, “in-house help is the most common digital marketing resource (43%), but industry leaders say that small businesses that try to handle everything in-house may overextend themselves.”

It’s not a sign of weakness to seek outside help for your marketing. On the contrary, it demonstrates your understanding of the natural limitations your internal marketing team faces. A well-rounded approach to marketing—one that utilizes your internal talent and an outside perspective—is the formula for a winning marketing strategy.

How an Outside Perspective Impacts Your Company’s Success

In a recent article, we explained that most companies don’t have a marketing strategy that is based on sound evidence, data, and experience. Instead, they read a lot of marketing theory and try a lot of different things. That is not the same thing as having a strategy.

When we try to develop a marketing strategy from within our own company, it is completely different than looking at it from the outside. There simply isn’t any way around this. You are too close to your own perspective and no matter how much you envision yourself in your customer’s shoes, you can’t completely do it from the inside.

There are several reasons for this. Let’s look at them now…

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