How to Create an Effective Marketing Strategy
Episode 120: How to Create an Effective Marketing Strategy, with Corey Morris
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How to create an effective marketing strategy? Listen and learn from Corey Morris on how to create an effective marketing strategy.
My guest on this episode of Sell With Authority has spent nearly 20 years working in strategic and leadership roles focused on growing national and local client brands with award-winning, ROI-generating digital strategies. He knows how to create an effective marketing strategy and that’s what we’ll be sharing with you today.
Corey Morris, President and CEO of Voltage returns for an encore interview.
Corey recently released his new book, The Digital Marketing Success Plan, and I’m thrilled to dive into the insights and strategies he shares.
To set the stage for our conversation, here’s an excerpt from Chapter 10 of Corey’s book where he touches on a significant trend in the digital marketing landscape. Quoting Corey:
“A trend I’m seeing personally and can validate through feedback I see with over two dozen other agency owners — that I believe will continue to grow–is brands having less patience with agencies. On the positive side — companies want to work with agencies that know what they’re doing and are the best at doing it.
That means constantly bringing new ideas and thinking deeply about their business overall.
Unfortunately — many companies have been burned by bad agency relationships.
Whether due to talking big and not delivering, trying to be full service and do everything at a level of deep expertise, not knowing how to create an effective marketing strategy or just not being a right fit for other reasons like niche, price, strategy, etc. — most companies have had a bad experience with agencies at some point.
Combine that with shorter-than-ever tenures for CMOs and the fact that so many agencies sound the same and have similar messaging — agencies are getting fired at a record rate.
That means that being an expert or specialist and owning a niche is important to gain trust early, drive results, and have a quality relationship among all of the people on both sides.
Shortening patience isn’t a one-way street.
Agencies can be different and should be — and accountability will be a factor that wins out more and more in the coming years.”
Corey’s observations are compelling and timely — and they resonate deeply with the challenges and opportunities faced by agencies today.
I want to reinforce the relevance of his insights with some data from the latest Agency Edge research study conducted by Agency Management Institute and Audience Audit. This study aimed to quantify what clients want from their agencies, allowing respondents to choose more than one factor.
Hannah Roth, our resident mad scientist and strategist here at Predictive, delved into the Agency Edge research and shared her thoughts on the implications. She summarized:
“Clients want the strategy, the path, and the overall goal in nearly equal parts. To pack a powerful punch, agencies that want to attract advocates and exacting experts should offer elements of all three.”
I couldn’t agree more with Hannah’s analysis — and it’s fascinating how the data aligns with Corey’s insights.
This synchronicity is exactly why I invited Corey back for an encore and to help teach us how to create an effective marketing strategy.
We explore how his book can serve as a roadmap for your agency to create winning strategies, paths, and goals for your clients.
A big dose of gratitude to our presenting sponsor for the podcast, Conduit Digital. By using their expertise in streamlining, upgrading & scaling your clients…they promise to reduce your risk so you can become the best digital agency in your market in 30-days. You can find Conduit and all their helpful insights and smarts here.
What you will learn in this episode about how to create an effective marketing strategy:
- The importance of having a documented, transparent plan that aligns all stakeholders
- Why chasing the shiny object of AI might be leading you astray from effective, proven strategies
- How focus on strategic planning can help you withstand sudden changes and distractions in the marketing landscape
- Real-life examples of clients who thought they were profitable but were actually losing money — and how you can avoid those pitfalls
- Tips for agencies on how to create an effective marketing strategy by providing strategic guidance and not just project execution
Resources:
- Website: https://voltage.digital
- Facebook Business: https://www.facebook.com/voltagekc
- LinkedIn Personal: https://www.linkedin.com/in/coreymorris/
- LinkedIn Business: https://www.linkedin.com/company/voltagedigital/
- Twitter Personal: https://twitter.com/coreydmorris
- Twitter Business: https://twitter.com/VoltageKC
- Instagram Business: https://www.instagram.com/voltagekc/
- The Digital Marketing Success Plan: https://thedmsp.com
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