In this podcast episode, I sit down and chat with Amber Gaige, Fractional CMO and Marketing Expert. She took me through an amazing journey about growing up in her family's trades business, and how this molded her to be the strong entrepreneur she is today.
Growing Up in Trades
Growing up in the trade business, some of the experiences Amber had shaped her view on business early on. Growing up with her father as a plumber meant that her family life was inextricably connected to the ups and downs of running a family-owned business, and she remembers that at 8 years-old, she used to call and organize documents from observing her dad. Such hands-on exposure not only taught her about operations but also exemplified the dedication needed to excel in a trade. She watched a living, breathing example of what entrepreneurship can do as the family plumbing business mushroomed into a diverse array of companies covering many different trades. These experiences instilled a great work ethic in her and further developed a multi-faceted perspective on the intricacies associated with managing a business and the hard-won tenacity required to compete.
Choosing My Path
As Amber put it in our conversation: "There was an opportunity to take over the family business; however, my purpose lay elsewhere. I had more interest in empowering other entrepreneurs rather than running an already established business. This realization made me start a marketing agency. Although the family legacy in the trades, built through hard work, is deeply respected by me, I found my calling in innovating strategic approaches to marketing. I wanted to help businesses craft their narratives, connect effectively with their audiences, and scale in ways I had come to understand were essential for success."
The 4Cs Framework for Marketing Success
Having amassed years of experience and observation from family businesses to the wider marketplace, Amber had been able to formulate the “4C Framework” for marketing success. This framework helps businesses work out their marketing strategies:
Clear Copy: Communication is at the heart of all good marketing. Amber drives home in clients the need to create messages that capture attention and, more importantly, drive action. Brands have to position themselves as problem solvers and supportive guides, not the hero of the story in the spotlight.
Consistent Branding: The identity of the brand is important for recognition and, more importantly, trust. This is why it is important that businesses create a coherent image which resonates with consumers through consistency in design elements such as colors, fonts, and logos across all marketing platforms.
Customer Demographics: Understanding your audience allows for targeted marketing efforts. By analyzing customer data, businesses can identify who their services best serves and tailor their marketing to that specific group. This targeted approach enables more effective communication, making it easier to meet customer needs.
Channel Management: Building and maintaining long-term relationships with customers is an inexpensive way of sustaining growth. It is often easier and less expensive to upsell to current clients than to be constantly looking for new ones. Loyalty can be achieved to promote repeat business and referrals that are invaluable to any growing enterprise.
Guerrilla Marketing: The Local Touch
In the digital marketing era, I firmly believe that finding this balance between online presence and grassroots marketing efforts is the best way for local businesses to thrive. At its core, guerrilla marketing is about directly engaging with your community and forming real connections, which builds trust and loyalty. Participating in local events, partnering with other businesses in your neighborhood, and embracing grassroots strategies provide opportunities for meaningful connections, which is often not achievable with digital efforts alone.
Driving Local Business Growth
For entrepreneurs eager to scale their operations, developing a roadmap based on attainable monthly goals is crucial. Understanding your customer avatar and knowing your KPIs allows for a focused approach. It’s essential to start with small, manageable goals, iteratively adjusting strategies based on outcomes. The power of niche marketing cannot be overstated; honing in on a specific market segment can lead to enhanced engagement and a deeper connection with customers.
Embrace the Learning Journey
Amber's experience led to the creation of an ebook available on Amazon and FarBeyondMarketing.com, serving as an approachable guide for new business owners. This resource demystifies marketing concepts by bringing clarity around terminology and practical applications that will help entrepreneurs as they work through the complexities of the business landscape.
Inspiration to Take Action
Amber's mission through her evolution as a business professional has been to arm the entrepreneur with the essential tools for success. By means of her books, courses, and one-on-one consulting, she helps business owners to help achieve their goals and aspirations by providing an understanding of marketing strategies that are deeper.
It was great getting to know her and her work better.
This article was written by Neel from MaidThis Franchise, a remote-local franchise opportunity for people looking to escape the rat race and reach financial freedom. Learn more here.
