How to Beat Big Brands Using a Small Marketing Budget With Ian Barnard [Ep. 93]

<p><span style="font-weight: 400;">Big brands have large budgets that allow them to harness the power of multiple marketing channels, from digital marketing to mass media.</span> <span style= "font-weight: 400;">Small businesses rarely have this same advantage, so how can they leverage their limited budgets to compete with industry giants?</span></p> <p><span style="font-weight: 400;">Ian Barnard believes the answer lies in targeting future customers. </span></p> <p><span style="font-weight: 400;">Ian is an experienced marketing strategist and the Strategy Director at Creative Business Company, a marketing agency that helps businesses accelerate growth through the power of brand marketing.  </span></p> <p><span style="font-weight: 400;">In this episode, Ian explains how big brands succeed by targeting both current and future customers, ensuring they maintain consistent demand for their products. Small businesses, on the other hand, tend to focus solely on in-market consumers. Ian reveals how small businesses can restructure their budgets to mimic the marketing strategies of big brands. According to Ian, </span></p> <blockquote> <p><em><span style="font-weight: 400;">“The optimal split for your marketing budget is to spend 60% of your money on online video brand-building campaigns. These are wide-reaching campaigns with broad messages that target future customers. Spend the other 40% on digital marketing campaigns targeting existing customers who are in-market.”</span></em></p> </blockquote> <p><span style="font-weight: 400;">We also discuss how to create effective storytelling in modern advertising campaigns, how to maintain authenticity on social media, and the changes Ian foresees in the marketing landscape in the coming years.</span></p> <p><span style="font-weight: 400;">If you want to level up your marketing without breaking the bank, then this is an episode you don’t afford to miss out on!</span></p> <h3>Topics Discussed in This Episode:</h3> <ul> <li><span style="font-weight: 400;">Ian walks us through his