Marketing is often the most challenging and complex aspect of growing a business. For many companies, the temptation is to follow trends or emulate what others are doing, hoping that the same tactics will bring similar results. But, as Kacy Maxwell, CMO of Provisions Group, shared in his podcast conversation with Aaron Witt, CEO of BuildWitt, the key to marketing success is doing what truly works for your brand without falling into the trap of trying to replicate others.
In the podcast, Kacy draws valuable lessons from Aaron's experience, offering practical advice on how businesses can stop playing it safe and create marketing strategies that align with their unique strengths. Let’s break down the main takeaways from this conversation and how they can help you unlock your business's full marketing potential.
One of the key points Kacy highlights is that marketing success starts with understanding what sets your brand apart. BuildWitt’s success wasn’t built on a traditional marketing strategy; Aaron focused on creating authentic content and delivering consistent value. There was no fancy blueprint, just a commitment to connecting with the audience through meaningful stories.
Kacy emphasizes, "Your marketing should be as unique as your business." Trying to mimic competitors' actions can cause you to lose sight of what makes your brand special. Rather than copying tactics, ask yourself: What do we have that others don’t? BuildWitt didn’t follow a standard marketing approach; they focused on what resonated with their community, which made all the difference.
Many businesses fall into the trap of chasing every new marketing trend, driven by the fear of falling behind. But Kacy cautions against getting caught up in the latest buzzwords or tactics that don’t truly align with your brand. This fear of missing out can lead to sterile, "safe" marketing that doesn’t engage or inspire.
Kacy points out that larger companies often make this mistake, producing bland, overly cautious content and failing to connect with people. Instead of playing it safe, Kacy advocates staying authentic and sticking to what you know works. "The more authentic and consistent you are, the better your results will be."
While many businesses focus on vanity metrics like impressions or clicks, Kacy advises businesses to build genuine relationships with their audience. Marketing should be about engaging with people, not just ticking off metrics. Your connections with customers, employees, and partners drive long-term success.
As Kacy puts it, "Marketing isn’t just about selling; it’s about creating conversations." Those conversations, whether in person, online, or through content, ultimately build the trust and loyalty that fuel your business.
Finally, Kacy advises businesses to be open to stepping outside the traditional marketing "box." Aaron’s experience with BuildWitt shows that you don’t need to follow a conventional plan to build a successful brand. Instead of sticking to a rigid, formulaic approach, businesses should tell authentic stories, engage with their audience, and continually refine their efforts.
Kacy stresses that marketing is an ongoing learning process. "Be willing to experiment, take risks, and see what works." Over time, you’ll fine-tune your approach to meet your business's and audience’s needs, and that’s where true marketing success lies.
The key takeaway from Kacy's podcast conversation with Aaron is clear: successful marketing is not about following the crowd, checking boxes, or chasing the latest trends. It’s about leveraging what makes your brand unique, staying authentic, and focusing on building genuine connections with your audience. By being true to your brand and continuously delivering value, you’ll create a marketing strategy that works for you.
To hear more about these insights and how to avoid the pitfalls of traditional marketing approaches, check out the full podcast conversation with Kacy Maxwell and Aaron Witt.