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Most small business owners do the same thing when they decide they need more customers. They run an ad.

In this episode, Liz sits down with C i Marketing's in-house marketing strategy expert Emily Cook for an honest, practical and at times very funny conversation about why jumping straight to advertising is one of the most common and costly mistakes a small business can make.

Together they break down exactly what a marketing strategy is, why it comes before everything else, and how to start building yours even if you have a limited budget.

In this episode you will learn:

• The difference between a marketing strategy and a marketing plan, and why the order matters.
• How to define your audience as a real person, not just a demographic.
• What a positioning statement is and the three questions it must answer.
• Why understanding your competitors is not optional. 
• How to nail what Emily calls the barbecue pitch, and why every business needs one. 
• Why consistency is the thing that builds trust at every touchpoint.

Emily and Liz also share the real story of how C i Marketing was born just after the Christchurch earthquakes, and what has kept them going ever since.

Whether you are just starting out or have been in business for years, this episode will give you a clear framework to build your marketing on foundations that actually hold.

The Visual Marketing Podcast is brought to you by C i Marketing. Search for us on your favourite podcast app and hit follow so you never miss an episode.