Things No One Wants To Talk About In Business

In the world of online growth, certain truths are universally acknowledged but seldom openly discussed.

Last issue I shared some interesting conversations I had and thought I'd add a few more hot takes, shedding light on overlooked realities that can shape the path to success.

A Brand Can Build a Following, But a Following Can't Build a Brand

A strong brand is the architect of its own success, while a following alone is merely a crowd without an aligned direction.

True brand power lies in intentional creation, not in the passive accumulation of fans.

• A brand is built on a foundation of vision, values, and identity. It is more than just a name or logo; it encompasses the mission, story, and values that resonate with its audience.

• A following supports and amplifies a brand, but it does not create the foundational elements that define a brand.

• Followers engage with, promote, and advocate for a brand, but they do so based on the brand’s pre-existing identity and values.

The Myth That B2B Buyers are Purely Rational is Irrational

B2b buyers crave emotional connections just as much as B2C buyers, which drive their buying decisions.

Emotional connection is a critical component of successful B2B marketing.

• B2B buyers are still humans who make decisions based on emotions as well as logic.

• Building emotional connections can lead to stronger relationships, higher customer loyalty, and increased sales.

• What must always be rememberd in B2B is that the person you connect with emotionally is not always the same person who can authorize the purchase.

Vanity Metrics are Sabotaging Your Business: Educate the C-Suite on What Really Matters

Chasing vanity metrics is like applauding yourself in the mirror – it feels good but doesn’t drive real growth.

To truly succeed, educate the C-suite on distinguishing between superficial numbers and impactful marketing metrics.

• Vanity metrics are superficial indicators that look good on paper but don't necessarily correlate with business growth or profitability. You can have an audience of 1 million people, but if only 5% of them interact with you regularly, it means nothing.

• Real marketing metrics provide actionable insights that help in optimizing campaigns and improving ROI. These include conversion rates, customer acquisition cost (CAC), and customer lifetime value (CLV).

• Need to prove how useless vanity metrics are? Start tying revenue to every metric and you’ll quickly see which ones matter and which ones just look good.

That covers part 2 of my hot takes from conversions with real business owners experiencing real growth challenges.

Some may consider these a little controversial, but my goal is always to help your business navigate the complexities of online growth with greater insight and achieve lasting success.

Got a challenge you’re struggling with… you can always feel free to reach out to me to discuss your online growth needs.