With almost 20 years working in marketing roles, Fiona knows the brilliant tactics from the BS. In this coaching podcast episode, she discusses what marketing actually is, what it isn’t and shares a tool to help you understand how your marketing is impacting your business and its connection to your audience. Listen now as she shares the basics, how marketing is a strategic plan for your business, her book recommendations and what you need to learn about the buyer cycle. Topics discussed in this episode: Introduction [1:18]Marketing - And Why It Matters [2:10]The Changes in Marketing [4:55]What Marketing is and isn't [6:35]The Know, Like, Trust Principle [9:36]Marketing As A Spectrum [11:51]Marketing As A Strategic Plan [15:51]Getting A Clear Idea Why You're Marketing [17:28]What Is Your Marketing Doing [18:46]Fiona's Recommendations [19:35]Marketing As A Framework [21:20]The Buyer Cycle [22:29]The Stages of The Buyer Cycle [24:11]The AIDA Model [26:33]Conclusion [31:01]Resources mentioned in this episode:Group CoachingMarketing For Your Small BusinessEpisode 4Milan KunderaSeth Godin's This Is MarketingPassion. Purpose. Profit.Zig ZiglarJim CollinsEpisode transcript: Special thanks to our sponsor, Vanta AI. Get $1000 off at vanta.com/mydailybusiness Want to get your #smallbusiness sorted in 2026? Check out our 1:1 business coaching packages from a one-off session to 6-months of coaching. Want to know more about AI and how to harness it for your small businesS? Join our new monthly AI chat for small business owners. You can join anytime at www.mydailybusiness.com/AIchat Try out my fave AI tool, Poppy AI here and use discount code FIONA. We also love Descript. Connect and get in touch with My Daily Business via our shop, freebies, award-winning books, Instagram and Tik Tok.

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