Article by NOW Marketing Group

“Looking ahead to the new year, we talked to Ross Quintana, founder of, to gain his perspective on how people can do great marketing in 2018.
Marketing is all about delivering value. Many marketers get hung up on embracing new technologies and the latest trends. But who cares about that except marketers? Your customers certainly don’t, unless whatever you are doing is providing them with value.

That’s what Ross Quintana says will be the most important factor in marketing next year. Providing value should be your number one focus, according to the founder of Ross Quintana is a thought changer, growth hacker, secret sauce analyst, social media trainer, and futurist, and he even has his own Quintana University!

Quintana joined us during our #TrainingTuesday live stream to talk about the things business owners can do to make 2018 a great year for marketing. Here is what he had to say.

1. Know Your Business
You need to know your business and its core competencies. What is your goal? Whether you choose influencer marketing, use marketing automation and AI, or to create virtual reality content, how is your marketing delivering value to your customer? If it’s not working toward your goals, it’s not worth doing. So axe anything that’s not, and stop trying to be good at the wrong things. You’ll need to do the research and an audit to find out what things are working and what things aren’t.

Sometimes you can adapt your strategies to make them more successful. Maybe you’re in the right area of marketing, but you’re doing it wrong. Many businesses have tried social media and decided it didn’t work after 30 days. But they’re not seeing results because they’re not putting the time in letting it grow. So, adapt and find things you need to do better.

Finally, adopt new strategies. Do some R&D, fund some projects that don’t matter but are focused on being cutting edge. It doesn’t always have to work. But you have to try something different, without an expectation of ROI. Otherwise, you’ll be left behind.

They think they know what they are doing but that is never the case after an audit.

2. Know Your People
Culture destroys digital transformation, and culture destroys everything, but it fits in line with content marketing. What happens when there is competition? Average stuff never stands out, it just becomes part of the noise. We have to move to really know our people, to get a familial culture. In a family, everyone has a defined role and they stick around.

But most businesses run with a factory mind-set, where a worker does one job and is easily replaceable.

Mistakes happen. You can’t fire grandma. We need to be more like a family. Find the right people, recognize their individual talents and unique offerings. Every person becomes important, their quality and development really matters. Ultimately, your people will be your brand, so it’s smart to hire for personality over specific skills. You can train someone in skills, you can’t change their personality to match your brand culture.”

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