Boot on the Ground

Marketing is tough. Especially digital marketing.

Often, there's little feedback, making it feel like you're shouting into the void.

Sure, there's analytics. You can look at the numbers. But that can only take you so far.

Better yet, get boots on the ground. Go out and talk to people. Build relationships.

Think about it, if we spent the same amount of time talking to our ideal customers vs creating digital campaigns that may or may not get the job done, what kind of impact could that have on our business?

"Bigger number better." When we can send out mass emails, or reach thousands on social media, it's easy to fall back on that belief.

But what's really best is building a relationship with your audience. The people who will get the word out about your business. The ones who have already bought in. Focus on making their experience great, and they'll get the word out for you—and what they say carries a lot more weight than anything Instagram post or newsletter.

Tanner Garniss-Marsh, RGD, is a brand strategist and designer working with business owners to bring their envisioned brand to life with strategic and practical solutions.

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