Ep #4 | Marketing that Works: How to Get Your Offer in Front of the Right People

"Marketing is the communication bridge between your business and your potential customers."

In this fourth episode of the Roadmap to Business Success series, hosts Kate and Sam explore the next layer in the Revenue Generation quadrant of the Thriving Business Wheel: Marketing Strategy.

Now that you've nailed your business identity and crafted your irresistible offer, it's time to take it to market. But marketing is one of the most misunderstood, and misused, areas of business. In this episode, Kate and Sam cut through the noise and give you a practical, grounded framework for marketing your business without burning out or burning through your budget.

In this episode, you will learn:

• Why foundations come first: If you haven't nailed your business identity and your irresistible offer, your marketing will struggle, no matter how much you spend. Kate shares the story of a client who spent $60,000 on a failed marketing campaign without a single sale, and exactly what went wrong.
• The three channels of marketing: Traditional (TV, print, letterbox drops), relational (networking, referrals, strategic partnerships), and digital (social media, SEO, email), and why you should never rely on just one.
• The truth about social media: Why organic social media posting builds visibility and brand awareness but rarely converts to sales on its own, and what to do instead.
• How to choose the right platform for your business: LinkedIn for B2B and professional services, Instagram for visual brands, Facebook for community-based businesses, and TikTok for reaching younger audiences. Sam shares a practical tip: start with the platforms you already use and understand.
• Inbound vs outbound marketing: The difference between pushing your message out (social media, ads) and drawing customers in (SEO, Google Business Profile, AI search), and why both matter.
• Getting found by AI: Why SEO is still the foundation of AI search, and how Sam's brand-new business was recommended by AI simply by being specific and optimising the basics.
• The power of email marketing: Why the money is still in the list, why you own your email list in a way you'll never own your social media following, and how to build a list that actually converts.
• Lead magnets and list building: How a free quiz, ebook or guide can bring in new subscribers consistently, even years after you create it.
• Email open rates and list hygiene: What good open rates look like, when to clean your list, and why you should never be offended by an unsubscribe.
• Sam's closing framework: Why marketing must be a multi-pronged approach. Choose one channel from each of the three categories and build from there.

Kate and Sam also discuss the rapidly changing landscape of AI search, why "AI junk" is flooding social media and how to stand out, and why just having the tools (AI, Canva) doesn't mean you know how to use them effectively.

Join the Workshop: Kate and Sam are hosting their Revenue Breakthrough Workshop on Wednesday 15 April — a live Zoom session where you can bring your real questions on marketing, business identity, branding, and revenue generation and get coaching directly from bot

Connect with Your Hosts:

Kate De Jong, PhD | Inspired Business 🌐 Website: https://katedejong.com/ 📱 Instagram: @katedejong.inspiredbusiness ✉️ Email: [e-mail]

Sam Morris | The O8 🌐 Website: https://www.theo8.com/ 📱 Instagram: @the_o8crew ✉️ Email: [e-mail]

Thriving Business Podcast 🌐Website: https://www.thrivingbusinesspodcast.com/