08 November 2022 |

119 – Why a Strong Brand Matters in Performance Marketing, Cody Plofker

By Daniel Murray

Once upon a time, Cody believed marketing was stupid. Now he’s obsessed with it. Find out what changed.

Cody is the CMO of Jones Road Beauty and writer of a weekly marketing newsletter. He and Daniel dive into his early experience as a coach trying to drum up business, why every marketer should know finance inside out, and why analyzing the basics gives you the most accurate answers.

And if you’re looking to scale your ads profitably, try Northbeam. Developed by data scientists, media buyers, and marketers with decades of experience scaling brands, Northbeam is more than an ecommerce analytics platform – it’s your guide to profitable growth.

Visit northbeam.io to request a demo now.

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Follow Cody:

LinkedIn: linkedin.com/in/cody-plofker-47a29b120

Twitter: https://twitter.com/codyplof

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LinkedIn: linkedin.com/in/daniel-murray-marketing

Sign up to The Marketing Millennials newsletter: workweek.com/brand/the-marketing-millennials

Daniel is a Workweek friend, working to produce amazing podcasts. Find out more, visit: www.workweek.com


0:00 Intro

02:06 The Fun Part

06:15 What The Modern Marketer Needs

08:27 Start With The Basics

12:43 The Marketing Hill I Would Die On

16:02 Core Commitment To Content

18:19 Looking Up To Nik Sharma

19:14 Where to Find Cody

3 Marketing Strategies For Small Businesses

Are you a small business on a budget? If so, creating a marketing strategy probably feels like you have to choose between marketing and operations.

But effective marketing is key to growing your business without blowing your budget. With the right marketing strategy, small businesses can grow just as fast as large corporations.

Unfortunately, many people think of marketing as something only big companies can afford. They assume it’s too expensive and complicated for small businesses. But that’s not true! Marketing is something every business needs to thrive. When done correctly, marketing helps you attract more customers and sell more products at a profit.

What Makes Good Marketing Strategies For Small Businesses?

Small businesses can create large-scale marketing campaigns. They just need to follow a few key strategies. The first step is to identify your target market. What type of people do you want to buy your products or services? You can’t make a sale to everyone.

Therefore, you need to narrow down your audience. This makes it easier to create an effective marketing strategy. Next, create a marketing plan. You don’t want to jump right into promoting your business. Instead, think about the message you want to get across. Decide how you want to reach your audience. How much money do you plan to spend on marketing? What marketing channels do you want to use? You don’t have to use big-company marketing strategies. But you do have to make sure your efforts are effective.

Decide On A Marketing Strategy

Consider where your customers are and what channels they are likely to use. Are most of them on social media? Do they read newspapers and magazines? Are they online shoppers? Make a list of all possible marketing channels.

Then decide which are best for your business. Remember, you don’t have to use all of these. It’s common for small businesses to focus on just a couple of marketing strategies at a time. As your business grows, you can add more strategies later. Here are a few examples of marketing strategies you could use.

1. Email marketing: Email is still one of the most effective ways to reach your customers. But many people neglect email marketing. Use email to build relationships with your customers. Then use those relationships to sell to them

2. Social media marketing: Many people use social media as their main source of news and entertainment. These days, social media is a competitive marketplace. That makes it an excellent place for small businesses to promote themselves.

3. Business partnerships: Partner with other businesses that serve your target audience. This helps increase your exposure without requiring any extra effort on your part. – Offline marketing: Although online marketing is growing, most people still make purchases in person. That gives you the opportunity to reach customers you can’t find online.

Create A Great Customer Experience

A great customer experience is essential to successful marketing. It’s also something every small business can do. How do you create a great customer experience? You do it by understanding your clients and meeting their needs. You need to know what your customers want. What are their biggest problems?

What keeps them up at night? Once you know that, you can solve those problems. You can also answer the questions your customers have about your products or services. You can make it easy for clients to find the information they need. This helps build brand loyalty. Customers who like your business are more likely to buy from you again. They’re also more likely to tell their friends about you.


Marketing doesn’t have to cost a fortune. Nor does it take a lot of time. The key is to focus your efforts on things that will have the most impact. That means looking for low-cost ways to reach your audience. At the same time, make sure your marketing efforts are tailored to your customers’ needs. If you do that, you’ll reach more customers and sell more products. You’ll also reduce the amount of time you spend on marketing. Everyone wins!