{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"Creating Purposeful Marketing with Lauren Tilden","description":"Brian Thompson chats with Lauren Tilden, host of the Making Good podcast and a marketing coach dedicated to helping creative small business owners who want to get out of their own way and start making an impact. After 8 years in corporate marketing, Lauren left her corporate career and began her winding journey to owning and supporting small businesses. She offers insights into defining one\u2019s ideal customer, creating goal-oriented marketing plans, and staying consistent with your message. Episode Highlights Mission-driven businesses are motivated by more than money. Growing up, Lauren felt she had to choose between making a living and doing meaningful work. But once she entered the small business world, she realized she could achieve both purpose and profit by being intentional and putting her values first. \u201cI always sort of felt like I had to choose between making money ... and doing something I cared about," Lauren said. \u201cIt wasn\u2019t really until I got into the small business space that I realized you can do both at the same time.\u201d Get clear on your marketing goals. Impactful marketing starts with a well-defined goal. Lauren advised small business owners to pinpoint what they need from their marketing efforts, such as increasing brand awareness, generating sales, or expanding a specific client base. Knowing your goal can help you create a campaign that helps you achieve it. \u201cThe first place that most people overlook is to get really, really clear on what your goal is,\u201d Lauren said. \u201cMarketing can do so many different things for us. If I didn't know my goal, I could end up spending my time all wrong.\u201d Don\u2019t let a niche box you in. Instead of solely focusing on servicing a niche, Lauren encouraged entrepreneurs to understand their ideal customer\u2019s motivations, challenges, and values. By getting clear on these psychological details, business owners can create messaging that resonates with target customers on a deeper level. \u201cWhat unites the people that buy from me and that are part of my community are their psychographics and what they care about,\u201d Lauren said. \u201cI know my ideal customer super well.\u201d Design a marketing plan that meets your time requirements. Small business owners are busy, which is why it\u2019s especially important to realistically assess the time you have available to dedicate to marketing. Lauren advised entrepreneurs to create achievable marketing plans they can follow consistently, even if it means starting slow and with just one or two platforms. \u201cWhen you set yourself up for a plan you can\u2019t actually stick to given your bandwidth, that is a recipe \u2026 for feeling bad about yourself and your ability to follow through,\u201d Lauren said. \u201cThere is no upside to biting off more than you can chew, so create a marketing plan based on the time you have available each week.\u201d Resources + Links Making Good Podcast with Lauren Tilden Lauren Tilden: Website, Instagram, Pinterest, LinkedIn Brian Thompson Financial: Website, Newsletter, Podcast Follow Brian Thompson Online: Instagram, Facebook, LinkedIn, X, Forbes About Brian and the Mission Driven Business Podcast Brian Thompson, JD\/CFP, is a tax attorney and Certified Financial Planner\u00ae who specializes in providing comprehensive financial planning to LGBTQ+ entrepreneurs who run mission-driven businesses. The Mission Driven Business podcast was born out of his passion for helping social entrepreneurs create businesses with purpose and profit. On the podcast, Brian talks with diverse entrepreneurs and the people who support them. Listeners hear stories of experiences, strength, and hope and get practical advice to help them build businesses that might just change the world, too. ","author_name":"Mission Driven Business","author_url":"https:\/\/btfinancial.com\/podcast","html":"