What Businesses Need To Focus on for an Easier And Better Year

What Businesses Need To Focus on for an Easier And Better Year

Hello to you in 2022!

May this be a better and easier year for you all. And may you find your work compelling.

It’s hard, otherwise, to feel happy and motivated to spend the necessary amounts of time and energy there.

That’s why who you work with is so important. Of course, that’s within your own company. But also, it’s the customers and clients with who you constantly interact.  

When you choose the right customer for you, you create the circumstances for intrinsic motivation – that high-quality motivation that gives rise to the best long-term outcomes. Meaning that your business will be more profitable, and connecting with your customers will be more pleasurable. Choosing the ideal customer for you is essential to making your work and life easier and more rewarding. 

In our case, we work with people when it is clear we can help them, plus they are people who energize us. It’s always a symbiotic relationship. The right clients give our work meaning. In turn, our clients benefit from our heightened levels of creativity, persistence and motivation.

Who you work with is a living thing.

Many businesses develop buyer personas of their ideal customers to help them connect. Be sure to revisit them as your internal and external circumstances change – which, considering the times we are in, is likely to be now! 

We like to imagine what our customer thinks and feels as they go about their day. That way, we can empathize and identify with them. This practice keeps us engaged and ensures we serve them in the best ways possible.

Here’s an example

Meet Sam, a fictional buyer persona we’ve developed which helps us envisage one of our target segments.

Sam runs his own business, something he’s always wanted to do. Good Hydrations designs and manufactures high-end water dispensers. And because they allow more people to enjoy the outdoors in a sustainable way, it’s satisfying work.

Just quietly, Sam dreams of one day passing his business on to one of his daughters. He wants to grow it first, though.

Then again, maybe he’ll end up selling it. Either way, he wants to increase the business’s value.

And that’s what keeps him up at night.

Business is definitely busy. But are the financial rewards reflecting that amount of busyness? Sam has many responsibilities and feels pulled in multiple directions. So he’s not as productive at work as he knows he should be. And Sam’s not spending enough quality time with the other important people in his life. For sure, he needs to be more strategic with his time, but that’s easier said than done.

Mainly Sam feels uneasy because the interest in Good Hydrations isn’t consistent. Surely with all the resources he and his company put into ‘marketing’, they should be seeing better results? But all Sam hears is noise around his marketing. It would be a weight off his shoulders if he had a predictable source of customers. After all, he knows he has a fantastic product – if only more people could see its value!

That said, Sam has no interest in being one of those ‘salesy’, pushy companies. He also distrusts the marketing industry and feels like they’re all out to take advantage of him. (Sam’s not yet aware that he can choose marketing that builds trust instead of eroding it.)

Sam knows that marketing is a crucial aspect of any business and reflects that if he understood more, he’d be able to take full advantage of it. But marketing, especially digital marketing, seems so esoteric to him. If only, as with other aspects of his business, there were clear and proven processes to follow, he’d feel more capable.

As a thoughtful person, Sam considers what success would look like for him. What would give him peace of mind?

Firstly, he wants to be and feel on top of things at work. No more racing to get things done when he’s not even sure they’re the right things to do. No more feeling like he’s missing out because he’s not clear on the best ways to invest his resources.

And he wants to be able to be sure that his suppliers and marketers are delivering on their promises. Because Sam is a perfectionist professionally, he has high expectations from all his suppliers and his own company and staff.

In fact, if all his staff were happy and engaged at work, and business was obviously improving, he’d feel satisfied and take greater pleasure from work.

Sometimes, Sam considers throwing in the towel and finding work with fewer responsibilities. But never for long. Because really, he loves his business; he just needs a better version of it.

Insights into Sam’s thoughts and feelings direct us in several ways. One of those is how we can make his life better.

Sam needs to be less overwhelmed and time-poor, and more in control. We can help by teaching him and his colleagues about effective digital marketing, a transparent step-by-step process. Then we can teach them how to implement it and measure its effectiveness.

We’ll guide him to create his strategy. And his business will know which tactics to direct time to each day. He won’t feel ‘salesy’ and won’t have to commit to huge overheads. He’ll gain confidence. And his staff will value his leadership even more.

With all that marketing noise gone, Sam feels present at work and with family and friends. Riding to work, working productively, enjoying weekends away with family – he feels good about life.

We help our target client reach their target customer. So they can feel free like Sam. And that’s what makes our work compelling.

Marketing Consulting

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Easy Does It. Reflections for a Better Year Ahead

Easy Does It. Reflections for a Better Year Ahead

What a year 2021 has been!

For most people, it’s been a bit of a shocker, in one way or another. Even for those who’ve managed to achieve great results, it’s come at a price. 

So let’s relax, recuperate, and perhaps reflect on how we can make 2022 better.

What if ‘better’ is also easier? What if we’re making things harder than they need to be?

What could happen in your life if the easy but pointless things became harder, and the essential things became easier?’ asks Greg McKeown, author of the books, Essentialism and Effortless.

So we asked ourselves; From a business’s perspective, what’s essential? The answer: Customers.

Which begged the question; How do we make it easier to have customers? The answer: Knowing them well.

So as you relax, soaking up the sun and those festive vibes, you might like to take a look at the people around you. And ask yourself, who would you be excited to work with? Who would you enjoy connecting and interacting with? Who could benefit most from what you offer? Indeed, who would you love to be your ideal customer?

Muse about the life they lead – their story. What do they do for work and play? How do they relax? What keeps them awake at night? Do they play sport, go to the theatre? What are their pet peeves, and what do they love? Where do they go on holiday, and where do they go to be informed and entertained? Who influences them, and who, in turn, do they influence?

For now, let your story steep, giving you more of a feel for your customer. And that’s enough.

After the break, we’ll dig into more marketing-specific aspects of your target audience. Because once we’ve understood what is essential (our customer), we’ll know how to approach them, communicate with them. We’ll know what they truly want.

The last couple of years has rubbed our noses in the fact that there is much that we can’t control. But why not be intentional about what we can? Let’s not make things harder than they need to be.

Once you know your customer, your impact and effectiveness will be optimized. Or, to put it another way, everything will be easier.

So here’s to making things easier for ourselves and others in 2022!

Wishing you all a happy Christmas and revitalizing holidays,

Aleks & Deborah


Marketing Consulting

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Privacy Policy

Privacy Policy

Oktorise Pty Ltd is committed to providing quality services to you and this policy outlines our ongoing obligations to you in respect of how we manage your Personal Information.

We have adopted the Australian Privacy Principles (APPs) contained in the Privacy Act 1988 (Cth) (the Privacy Act). The NPPs govern the way in which we collect, use, disclose, store, secure and dispose of your Personal Information.

A copy of the Australian Privacy Principles may be obtained from the website of The Office of the Australian Information Commissioner at www.aoic.gov.au

What is Personal Information and why do we collect it?
Personal Information is information or an opinion that identifies an individual. Examples of Personal Information we collect include: names, email addresses, company and phone and numbers.This Personal Information is obtained in many ways including interviews, correspondence, by telephone, by email, via our website www.oktorise.com, from your website, from cookies and from third parties. We don’t guarantee website links or policy of authorised third parties.

We collect your Personal Information for the primary purpose of providing our services to you, providing information to our clients and marketing. We may also use your Personal Information for secondary purposes closely related to the primary purpose, in circumstances where you would reasonably expect such use or disclosure. You may unsubscribe from our mailing/marketing lists at any time by contacting us in writing or opting out in any of the emails we sent you.

When we collect Personal Information we will, where appropriate and where possible, explain to you why we are collecting the information and how we plan to use it.

Sensitive Information
Sensitive information is defined in the Privacy Act to include information or opinion about such things as an individual’s racial or ethnic origin, political opinions, membership of a political association, religious or philosophical beliefs, membership of a trade union or other professional body, criminal record or health information.

Sensitive information will be used by us only:

  • For the primary purpose for which it was obtained
  • For a secondary purpose that is directly related to the primary purpose
  • With your consent; or where required or authorised by law.

Third Parties
Where reasonable and practicable to do so, we will collect your Personal Information only from you. However, in some circumstances we may be provided with information by third parties. In such a case we will take reasonable steps to ensure that you are made aware of the information provided to us by the third party.

Disclosure of Personal Information
Your Personal Information may be disclosed in a number of circumstances including the following:

  • Third parties where you consent to the use or disclosure; and
  • Where required or authorised by law.

Security of Personal Information
Your Personal Information is stored in a manner that reasonably protects it from misuse and loss and from unauthorized access, modification or disclosure.

When your Personal Information is no longer needed for the purpose for which it was obtained, we will take reasonable steps to destroy or permanently de-identify your Personal Information. However, most of the Personal Information is or will be stored in client files which will be kept by us for a minimum of 7 years.

Access to your Personal Information
You may access the Personal Information we hold about you and to update and/or correct it, subject to certain exceptions. If you wish to access your Personal Information, please contact us in writing.

Oktorise Pty Ltd will not charge any fee for your access request, but may charge an administrative fee for providing a copy of your Personal Information.

In order to protect your Personal Information we may require identification from you before releasing the requested information.

Maintaining the Quality of your Personal Information
It is an important to us that your Personal Information is up to date. We  will  take reasonable steps to make sure that your Personal Information is accurate, complete and up-to-date. If you find that the information we have is not up to date or is inaccurate, please advise us as soon as practicable so we can update our records and ensure we can continue to provide quality services to you.

Policy Updates
This Policy may change from time to time and is available on our website.

Privacy Policy Complaints and Enquiries
If you have any queries or complaints about our Privacy Policy please contact us at:

Oktorise Pty Ltd
152 Elizabeth Street
VIC 3000
[email protected]
+61 3 9191 7111

About Us

We think of ourselves as (marketing) DJs

Like DJs who play gem tracks, we use the best marketing theories, frameworks, and tools and mix them with our experience. We will help you to tune in to your crowd and play the best tracks at the perfect time to create a beautiful experience for them.

We met one perfect Summer’s night on Crete. Of course, we decided that the music was just right. And to make a very long story, which also involved creating three beautiful children, short; we created Oktorise.

The idea was if we combined Aleks’s considerable marketing experience with Deborah’s rounded perspective from a background in healthcare and a love of the written word, we could make the most difference. Plus, we got to work together!


Just like us, your ‘life’ is entwined with your work-life. That’s why it’s so important, not only that your business succeeds, but that you enjoy the process.

But there’s an elephant in the room!
That’s the ‘yuck’ factor around marketing. There are so many wonderful and interesting things in this world. But one of the things that we’re NOT interested in is manipulative, tricky marketing. And we don’t have to be because quality marketing is neither. And it works better.

When marketing is done in a principled way and has measurable results, it’s enjoyable. That’s why we break down marketing so that leaders have a clear understanding of it, lose their aversion to it, then use it to change the course of their businesses.

Because music is our spice in life, we like to think of ourselves as marketing DJ’s. Like DJ’s who find gem tracks to play, we use the best marketing theories, frameworks and tools and mix them with our experience. Top DJs understand and tune in with their crowd and we’ll help you to tune in to your crowd and play the best tracks at the perfect time to create a beautiful experience for them.

We specialize in supporting leaders to set up their business’s digital marketing foundations. We also help them create and run their marketing functions, especially with our practical marketing plans and digital marketing. These services help to consistently grow sales while spending the least bandwidth possible on marketing. At the same time, they are clear guides to making the most of each precious resource, so businesses can grow sustainably into the future.

People really love their businesses. And we see with what pleasure they go to work when their customers love them. We want to help your business provide for the life you dream of.

Who do we work with?

We work with business leaders who feel that their businesses could be doing better. Our guidance is suitable for any company; however, we have the most experience working with mid-sized businesses and they have the muscle to execute their plans. We’ll make your business stronger and your life easier.


Marketing Plans

Practical Marketing Plans
Evergreen Results

Digital Marketing

Certified Digital Marketers
World-class Frameworks & Tools

General Consulting

General Consulting for
Concrete Results

Home with New footer

Marketing Consulting &
Digital Marketing Coaching

For Business Leaders of Mid-sized Businesses

Running a business is hard, especially without a solid marketing function to show you the way forward. That’s why we break down marketing for you to understand, enjoy, and grow your business. Our marketing is clear and jargon-free to make leading your business easier and more rewarding.

Every business needs excellent marketing to build a meaningful and prosperous workplace. We provide senior marketing help without burdening you with steep overheads.

We think of ourselves as (marketing) DJs

Like DJs who play gem tracks, we use the best marketing theories, frameworks, and tools and mix them with our experience.
We will help you to tune in to your crowd and play the best tracks at the perfect time to create a beautiful experience for them.


Marketing Plans

Practical Marketing Plans
Evergreen Results

Digital Marketing

Certified Digital Marketers
World-class Frameworks & Tools

Marketing Consulting

Marketing Consulting for
Concrete Results

Who do we work with?

We work with business leaders who feel that their businesses could be doing better. Our guidance is suitable for any company; however, we have the most experience working with mid-sized businesses and they have the means to execute their plans. We’ll make your business stronger and your life easier.

Practical Marketing Plans
Evergreen Results

Our marketing plans will guide you through the best actions you can take to reach your goals and grow your business. They are designed to evolve with your business, so you are ready for anything.


Certified Digital Marketing
Proven Frameworks & Tools

If you’re unsure about digital marketing, it’s understandable. But you’re missing out. We can help you generate happy clients consistently with our clear, easy-to-understand processes. Let digital marketing be your friend.

Marketing Consulting
for Concrete Results

If something is preventing you from achieving your goals, it might be because you can’t see the forest for the trees. As consultants, we’ll give you a different perspective, pinpoint problems and identify exciting opportunities for your business.

Latest Articles

Marketing Consulting

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Oktorise Pty Ltd

152 Elizabeth Street
Melbourne, Australia
(appointment only)
[email protected]
+61 3 9191 7111​

Marketing Consulting


Oktorise Blog

A weekly blog – written to help you navigate your work-life. It’s sure not to overwhelm but to energise.

What is a Marketing Plan?

Even when you know about marketing, it can still seem abstract and overwhelming when you try to apply it to your business. With so many balls in the air, most business owners prefer to spend the least bandwidth possible on marketing. At the same time, you want to feel confident that what you’re doing is highly effective…

Read More »
Marketing Consulting

Subscribe to Oktorise Weekly, an energizing blog that will make leading your business more rewarding.

Marketing Consulting

Strategic Marketing Consulting for Concrete Results

Fresh Perspective, Expert Marketing Consultant with Practical Help & Advice.

If something is preventing you from achieving your goals, it might be because you can’t see the forest for the trees. As consultants, we’ll give you a different perspective, pinpoint problems and opportunities, and provide practical recommendations for a thriving business.

Our process is collaborative and straightforward. Join us in Melbourne’s CBD, or we can come to you.

The responsibilities of running a business can be overwhelming, but you’re not alone, and people have been there before you. Talk to us, and together we’ll sort out your marketing function, so you can skip the potholes and reach your goals faster.

I’ve had the good fortune to lead marketing departments of mid-sized businesses, both from within and as a marketing consultant. It’s been a pleasure to see, time and again, how well-functioning marketing can change a business’s entire outlook.

Our Strategic Marketing Consulting

How can we help you?

  • We’ll help you uncover what’s holding you back and show you how to overcome it.
  • With a combination of traditional and digital marketing, you’ll attract loyal customers and build resilience into your business.
  • You’ll have a clear path going forward that will unify and motivate your team.

We’ve got the dynamite of digital marketing to back up our years of classic marketing experience. We’re fully licensed and certified by DigitalMarketer, the authority on digital marketing worldwide.

We look forward to engaging with you. Simply;

  • Get in touch to see if we’re a good fit.
  • Arrange a meeting and bring your key people.
  • Enjoy taking action and see the results.

You don’t have to continue to feel like you’re missing out. If your marketing function isn’t up to scratch, every day is a missed opportunity. You can put a stop to that now.

Get in touch to see if we’re a good fit.

Digital Marketing Strategy Condensed – the fundamentals leaders need to know

Powerful Digital Marketing | oktorise.com | Marketing Consulting & Digital Marketing Coaching

Digital Marketing Strategy Condensed – the fundamentals leaders need to know

When your business is strong, and the outlook is promising, you can feel on top of the world. But if you’re like most people, you know your business could always do better, and you’re uneasy about the future.

Although we can’t control the future, you as a business leader want to have the greatest positive impact on how your company handles whatever comes your way.

One of the best actions a leader can take to strengthen their company is to learn the key principles behind effective digital marketing.  

Consider this:

Businesses need clients or customers. You could even say that a business without customers is not a business at all. I’d call it a pricey dream.

So, if customers are so crucial to your business, wouldn’t you want to know precisely how to find and keep these treasures?

Digital marketing has become the most effective way to attract customers, make them happy and keep them coming back. As digital marketing increasingly becomes THE way to remain relevant, it follows that business leaders need to be on top of it. 

Of course, this doesn’t mean you need to have a working knowledge of all the marketing tactics and implementation. That’s what marketing professionals are for. It means that when you, the leader, thoroughly understand its fundamentals, your business’s digital marketing will have more power to do good for your business.

It’s up to you, as a leader in your business, to proactively rally your whole organization behind digital marketing.

Not convinced it’s the best use of your time right now?

Usually, you can’t get stronger unless you build on your weakest muscle. 

Is digital marketing knowledge your weak muscle? If it is, no doubt you want to strengthen it. But perhaps you’re only resisting wholehearted engagement with digital marketing because you’re unsure of what exactly it involves.

We know that uncertainty is paralyzing, particularly when you have many other things on your plate that need addressing. So we’re going to give you a head start by outlining the powerful keys to digital marketing. 

When the fundamentals are clear, you’ll be on track to communicating clearly and consistently with: 

  • your executive team
  • the rest of your organization
  • external marketing professionals

A leader who understands how their marketing translates into strategic digital marketing is better equipped to help everyone in their business feel like they’re on the same page. And thus, they create much-needed stability.

In this post, we’ll define what digital marketing actually is (as opposed to what most people think it is). And then, we’ll lay out the core of what every business leader must know if they want to take full advantage of digital marketing. 

But you’re not sure if digital marketing is relevant for your business?

Just in case you think that other businesses need digital marketing, but not yours, consider the last important purchase you made. You’ll probably remember doing some online research before buying. Whether you needed an accountant, new packaging for your business or a lawnmower, chances are, your purchasing decision started online.

Every business needs digital marketing, regardless of industry, product or service. 

What is Digital Marketing?

Digital marketing is all about meeting your business goals with the help of online marketing tactics. Social media, search marketing and email marketing are the prime examples.

To put it another way, digital marketing has the same core principles as traditional marketing. Still, it uses different tactics so that your business can connect with today’s customers.

Why bother?

Digital marketing done well will allow you to be at the same places online that your customers are. 

And, not only does it remove any hurdles for your customers, it allows them to interact with you. People are no longer satisfied to be told by businesses what they should or shouldn’t buy. They demand the agency of a two-way conversation.

Lastly, an excellent digital marketing strategy will prevent you from making ineffective and costly tactical decisions. It eliminates endless choices and protects you from Shiny Object Syndrome.

Free Glossary for Business Leaders

The Digital Marketing Terms You Can’t Do Without

Start at the heart

Most leaders know that their customers are the heart of their businesses. Whether traditional or digital, all good marketing is built around them. So the good news is, you’re off to a good start if you’ve already thought deeply about whom you serve. You need to nail it before you begin because effective digital marketing is exceptionally targeted.

To be laser-sharp on your business’s target customer, carefully consider these questions:

  • Who is your target customer?
  • What are their demographics?
  • What are their goals and values?
  • What are they trying to achieve?
  • What challenges do they face?
  • Where do they get their information?
  • What stands in the way of them purchasing your product?
  • Who influences their purchase decision?

Pay close attention to the last question. If you’re in a more complex business environment, like some B2B companies, don’t forget those who influence a purchase decision but may not be the paying customer.

Your most important investment is the time and thought you put into your customer in this first stage. It will prevent all your other investments from falling on fallow ground.

Of course, your business can have more than one target customer.

Next, look after that heart

If understanding and articulating WHOM you serve is the first step in your strategy, defining WHAT value you give them is the second.

WHY would your customer choose your product or service? This value proposition is a combination of the product and all the other benefits you offer your customer. Digital marketing is particularly good at adding benefits, generally in the form of content and convenience.

Think about what your product will ultimately achieve. It’s easy to forget the drill and hole concept, so we need to revisit it at every point in our digital marketing strategy.

For best results, make sure the value you provide is unique, answers a specific need and is clearly communicated and delivered.

The Customer Journey

To take us to the fundamentals that are more specific to digital marketing, we’ll defer to Ryan Deiss, the CEO of DigitalMarketer and author of Digital Marketing for Dummies. He writes, “The role of your digital marketing is to assist in moving a prospect, lead, or customer from one stage of the customer journey to the next.”

oktorise-customer-journey | Powerful Digital Marketing | oktorise.com | Marketing Consulting & Digital Marketing Coaching
DigitalMarketer’s Customer Journey Canvas

Understanding the customer journey is key to understanding digital marketing. It may sound like jargon, but it’s just the path a person takes from first becoming aware of you to becoming your customer and even your actively promoting fan.

Just as you don’t make a marriage proposal on your first date, you don’t offer your product/service before building a good relationship with your customer. Many companies make this mistake. Sequence matters because right now, only 3% of your market is actively buying, 57% are not ready, and 40% are poised to begin. That means, taking the time to understand your customer’s journey will allow you to provide them with the right information at the right time. Then you won’t get dumped prematurely.

This procedure can be daunting. Thankfully, you can use Digital Marketer’s proprietary and straightforward 8-step process called the Customer Value Journey. Used by the experts, it’s a tried and true tool for crafting your digital marketing strategy.

Stages in summary

Aware: People can’t buy from you if they don’t know you exist, so you need to get on their radar. To get their attention, entertain or inform them, you can use advertising, blog posts, social media, etc.

Engage: This is where you start building an emotional relationship with your customer. They don’t know, like or trust you yet. It’s best to use multiple channels at this stage, which will allow you to deepen your relationship with them. Emails, online communities and customer support are good examples. Engagement doesn’t stop here – it must continue throughout the customer journey.

Subscribe: You’ve built up some trust and now it’s time to ask for a small commitment. When a prospect subscribes to you, they consent for you to email them. Be sure to offer something they want; otherwise, you probably won’t hear from them again. Consider giving a webinar, a free sample or a report, for example.

Convert: Some of your subscribers like and trust you to the extent that they’re happy to make more of a commitment to you (in the form of time or a small amount of money). The key to this critical stage is to give your prospects plenty of value without asking them to put much skin in the game. It’s not about profit here; you might even lose money. The conversion stage is where you aim to transition your subscriber/follower to a customer. You could offer a webinar, a free strategy session, or an entry point offer.

Excite: Your small transaction with your new customer has created excitement by giving them a memorable experience. Now is the time to build up that excitement, inspiring amity and trust. Actually, this is the stage where customers often have their ‘ah-ha moment’. You need to engineer an experience for your customers, where they go from thinking your product would be nice to have to where they must have it. So, to make customers especially happy and move them to the next stage where they will make more valuable purchases, offer tips for getting more value from their purchase or a quick, tangible win.

Ascend: This stage is about repeat purchases and real profits. Until now, you have been investing in your future by converting prospects to customers. Now you want to really look after your customer, so they’ll keep coming back. So this is the time to offer your business’s core offer. You can make their experience with you even better with simple up-sells, add-ons, etc.

Advocate: You now have a happy, multi-buying customer. Satisfied customers generally enjoy sharing their positive experiences. Still, at this stage, they are passive when it comes to telling others how good you are. Therefore, encourage them by asking them to write a review or share a post, for example.

Promote: In this stage, we aim to move your loyal customers from passively to actively promoting your product or service. For their audience of family, friends, fans and followers, they are a trusted source of information. Therefore, their recommendations are precious for your business. These special customers may promote you just because they feel like sharing their great experience or because you’ve also given them an incentive. If ethical and appropriate, consider forming an affiliative or commission-based relationship with these people.

The Final Key to the Customer Journey

You need marketing campaigns to prevent your prospects and customers from falling by the wayside between stages. Because each is unique, it doesn’t work to have one campaign for all the stages. Your marketing campaigns need to purposefully address each stage separately and strategically unite them to optimize the overall journey.

You know your digital marketing is doing beautifully when you see people moving swiftly and smoothly through each of the eight stages of your customer journey.

Some Tips to Wrap Up

  1. Regularly measuring helps you establish what is working for your business and needs to be optimized. Be sure to gather, evaluate, understand and act on the correct data.
  2. Be consistent. If your digital marketing, or any marketing for that matter, is seasonal or campaign driven, you won’t get traction. So your efforts will be discouraging and wasteful. And perhaps more importantly, inconsistency often results in people mistakenly judging a valuable tactic to be ineffectual, then discarding it. So remember to deliver steady, quality information, carefully coordinated with marketing campaigns across different platforms.
  3. Make sure an expert leads your digital marketing. Even though traditional and digital marketing fundamentals are the same, digital marketing is a particular skill set. Unless your excellent marketing colleague has learnt digital marketing, their digital marketing results will usually be unimpressive.

People talk about how digital marketing is constantly evolving and how hard it is to keep up. But really, it’s just technology changing with tactics responding. The fundamentals remain the same. Taking the time to understand our customers, how they communicate, why they would buy our product or service, and meeting them where they are is what it’s about. Gurus and ‘quick fixes’ are just red herrings.

As a business leader, one of the most empowering things you can do is to learn the foundations of digital marketing. This knowledge will give you the confidence to decide what your business does or doesn’t need if a marketing services provider recommends. Moreover, it will equip you to sort the good from the bad when you invest in digital marketing expertise. And you’ll have the know-how you need to rally your organization behind it.

oktorise-024 | Powerful Digital Marketing | oktorise.com | Marketing Consulting & Digital Marketing Coaching
Open new doors and discover customers where you haven’t been before. Never look back.

Digital marketing is part of business strategy. You don’t want to lie in bed at night hoping that someone else has got it covered.

If you’re only as strong as your weakest muscle, it’s great to understand how to build it up. And when you work on it, your business will thank you.

Free Glossary for Business Leaders

The Digital Marketing Terms You Can’t Do Without

What Marketing Actually is and Why Businesses Should Care?

What Marketing Actually is
and Why Businesses Should Care?

Marketing is the function of your business responsible for creating value, communicating value, delivering value, and exchanging value with your customers.

In this post, we’ll demystify marketing. What it is, what it definitely is not, and why knowing this will help you.

Our businesses can provide for the life we dream of and be so valuable to our customers that working is a pleasure. Your business can be irreplaceable, even adored. And this level of gratification very much depends on the quality of your business’s marketing function.

It’s like this

If you picture your business as a plane, your products/services are its elegant wings. You, your people and your other investments fuel the flight. And your marketing is your plane’s engine.

Even as you need wings for flight, marketing is the function of your business that will lift you higher and propel you forward. As a business, you can glide along on wings for a while. But a quality engine will move you faster and put your business on a surer footing into the future.

What marketing is not

Are you put off by the ‘M’ word?

Marketing is a crucial factor in the success of nearly every business. Still, at the same time, it’s become almost a dirty word. So why the disconnect?

Maybe it seems a bit opaque and inexact.

Or maybe you associate marketing with advertising, manipulation and tricks. This is understandable and very common.

Actually, when business owners question the value of marketing, they usually confuse it with lesser marketing communications tactics. Advertising, selling, a website with SEO, social media, etc., are just small parts of marketing. And manipulation should have nothing to do with it.

What is it then?

True marketing creates positive outcomes for both you and your customers. Even if you love your product and service, customers will only turn up for you if they see the value for themselves.

And value is the key word here, so what is it?

Unfortunately, ‘value’ has become a victim of its own success and is now a business buzzword. Like all business buzzwords, it gets watered down by misuse. Put simply, benefit minus cost equals value. And these costs and benefits are often not monetary. It’s been said, ‘There’s no such thing as too expensive; it’s just that things either have value or don’t have value.’

Therefore, how can you knock your customers’ socks off? What do you need to do for the value to be so apparent to your customers that they wonder why they wouldn’t come to you?

Consciously creating value is a central marketing principle. And without it, business owners are leaving money on the table all the time.

If you think it’s all about you, you’re missing out.

Beware of creating a product then looking for ways to sell it. Called ‘product concept’, this is the traditional but dated way of operating that requires lots of hard selling. The job is not to find the right customer for your product, but the right product for your customer. This is a marketing concept that results in both a more prosperous and a more gratifying working life.

Therefore, one of the responsibilities of a marketing function is to help your business understand your customers’ needs and desires, both unspoken and explicit. Everyone in your business can gather the information that will allow you to be relevant to your customer and to communicate with them effectively.

But at the heart of any successful value creation is a great product or service. Everything that happens before your customer or client starts using your product or service is just a marketing promise.

The aim is an honest win-win, where there’s positive value for both your business and your customers. This is how you build trust and long-term relationships.

Marketing in the real sense of the word helps businesses purposefully create an entire customer experience that your customers are happy to invest in repeatedly and to tell others about. Your whole organization unites to contribute to this value. Which, in turn, creates an engaged and meaningful workplace.

Sounds good, doesn’t it? It’s yours for the taking.

Dream often, dream big! But also, read this

Dream often, dream big! But also, read this

‘Life’s greatest regret is not to reach your full potential.’


I think this quote applies as much to companies as to individuals.

Some people are happy just to make a living out of their business.

Others aim to pass their business on to the next generation or to build their businesses’ value to sell it, all while making a real difference to other people’s lives.

The quote above will probably resonate with those who want their businesses to do more than simply pay their bills.

So what is potential? It’s the capacity to develop capability and traits with effort over time.

Where does capacity come from?

Many things, but the root of capacity is a dream. To be clear, this is not related just to dollars – dreams like that lead to dead ends. Similarly, they must be compelling enough to elicit effort over time.

So, with your dream in mind, set a goal that’s specific and measurable. And then create a plan that sets out how you are going to achieve it.

As Stephen Covey explains so well in his The 7 Habits of Highly Effective People, “All things are created twice; first, the mental conceptualization and visualization and a second physical, actual creation. Becoming your own creator means to plan and visualize what you’re going to do and what you’re setting out to accomplish and then going out and creating it.”

All things are created twice; first, the mental conceptualization and visualization
and a second physical, actual creation.

Stephen Covey

We intuitively understand that most dreams worth having require plenty of effort for actual creation. Thankfully, if the steps to achieving that big dream are mapped out clearly, you won’t need to put in as much effort.

And as much as anything, planned steps deal with the overwhelm innate in big dreams. You could just be procrastinating because you’re overwhelmed!

Give your dreams a chance. Give them structure and the focus of a plan.

If you want your business to reach its potential, start with an audacious dream.

Make it clear and make it wild. Then make a plan and enjoy your work.

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