Marketing Basics: Building Authentic Connections from the Ground Up
Starting a business, especially one rooted in authenticity and genuine human connection, is no easy feat when you’ve spent most of your life avoiding vulnerability. It requires not just a good idea, but mistakes, strategy, and a lot of perseverance. When I launched Stigma Marketing & Development in Missoula, Montana, I knew it had to reflect my journey—both the highs and lows. In part, it started to make me do the kind of things I knew I should be. Drawing from my life experiences—my professional management and development background, my struggles with mental health, GMing an Arby’s, my near-MBA, and the lessons learned from my sobriety journey—I aimed to create a marketing company that wasn’t about gimmicks but about believing in people, their visions, and helping them succeed.
This blog post will walk anyone through the basics of authentic content marketing strategy, leveraging Seth Godin’s approach to “invent, build, story, spread the word, and show up.” We’ll also explore the concepts of the Marketing Funnel versus the Sphere of Influence and discuss how these frameworks can help you develop a strong, genuine online presence.
The 4 P’s of Marketing, The Purple Cow, and Stigma’s 6th P
In traditional marketing, the 4 P’s—Product, Price, Place, and Promotion—have been the foundation for developing marketing strategies. These elements focus on what a business offers, how much it charges, where it sells, and how it promotes. They have stood the test of time for a reason; they provide a reliable framework for understanding the key components that drive business success. But as the marketplace has evolved, something more is needed to cut through the noise and connect with customers on a deeper level.
This is where Seth Godin’s concept of the “Purple Cow” comes in—his idea that to be truly successful, a business must be remarkable, not just good or even great. I prefer to call it the “Purple Llama” but that’s just me. Godin writes, “In a crowded marketplace, fitting in is a failure. In a busy marketplace, not standing out is the same as being invisible.” The “Purple Cow” isn’t about being the loudest or most gimmicky; it’s about being authentically different and memorable. It’s about creating something that catches the eye and sticks in the mind, not because of flashy tactics but because it brings genuine value and a unique perspective.
For Stigma Marketing, I realized there was still a piece missing from this conversation. After years of working with people across industries—from Ph.D. counselors to Paris Fashion Week professionals—I’ve learned that it’s not just about the product or promotion. It’s about the people behind the brand. This realization led me to develop what I call the 6th P: People.
| PEOPLE: Focuses on the human element behind a brand—personal stories, connections, and passion. Emphasizes authenticity and development. | PRODUCT: The goods or services offered that meet customer needs or desires PLACE: The distribution channels where customers can find the product—online, retail, etc. | PRICE: The cost target customers are willing to pay, balancing value and profitability. PROMOTION: The distribution channels where customers can find the product—online, retail, etc. | PURPLE LLAMA: Being unique and memorable in a crowded marketplace. Encourages businesses to differentiate by being authentically remarkable. |
People drive everything we do. It’s the personal stories, the genuine connections, and the passion behind each business that make marketing truly impactful. The 6th P isn’t just an add-on; it’s the core. It’s the human element that brings the other P’s to life. That’s why we emphasize development—helping people build and express their unique vision, rather than just “doing marketing.”
Marketing that is rooted in authenticity isn’t just more effective; it’s more fulfilling. At Stigma Marketing, our goal isn’t just to help you sell more products or services; it’s to help you communicate what’s meaningful about what you do. We focus on understanding the heart of your business, your unique story, and your authentic voice—because that’s what resonates and creates a lasting impression.
Incorporating this 6th P means that instead of simply running ads or posting on social media, we’re developing a brand that speaks to people. It means creating content that builds trust and forms real relationships. It means believing in people, their visions, and helping them succeed with everything we’ve got.
Invent, Build, Story, Spread the Word, and Show Up: The Marketing Fundamentals
Seth Godin, a legendary marketer, lays out a clear path for anyone looking to make an impact in their field: Invent, Build, Story, Spread the Word, and Show Up. Here’s how these steps apply to creating a business that stands out authentically:
- Invent: Start with a core idea that is uniquely yours. What problem are you solving? When I created Stigma Marketing, it was born out of a desire to push back against traditional marketing that felt disingenuous. I wanted to provide something real—something rooted in empathy and understanding.
- Build: Create your solution around that core idea. This means not only having a product or service but ensuring it aligns with your values. When building my business, I relied heavily on my experience working with a diverse range of clients—from PhD counselors to Paris Fashion Week pros. This diversity helped me build a versatile yet value-driven service offering.
- Story: Your narrative is everything. It’s what differentiates you from everyone else. My story, from battling addiction to finding a deeper purpose in helping others, has shaped how I present Stigma Marketing. We don’t just provide services; we build relationships.
- Spread the Word: Once your story is set, it’s time to share it where it will be most impactful. This involves strategic content distribution and understanding your audience’s behaviors. Whether it’s social media, blogs, or emails, each channel is an opportunity to connect authentically.
- Show Up: Consistency builds trust. It’s not just about showing up once but being present for your audience day in and day out. For me, this meant being fully invested in every client’s success, showing up as a mentor, a coach, and sometimes just a listening ear.
The Marketing Funnel vs. The Sphere of Influence
Now, let’s talk about two key concepts in marketing strategy: the Marketing Funnel and the Sphere of Influence.
Marketing Funnel
A marketing funnel is a linear process that helps guide potential customers through stages from initial awareness to final purchase. Each step represents a deeper level of engagement:
- Awareness: The customer learns about your brand.
- Interest: The customer becomes interested in what you offer.
- Consideration: The customer considers buying from you.
- Intent: The customer shows intent to purchase.
- Evaluation: The customer evaluates their options.
- Purchase: The customer makes a purchase.
While this model is great for planning and measuring efforts, it is tempting to think of marketing today as linear and just check boxes. It isn’t. I prefer to think of marketing as growing and maintaining a Sphere of Influence.
Leveraging the Marketing Sphere of Influence
A Sphere of Influence consists of individuals who already know, like, and trust your personal brand. By focusing on nurturing this group, you’re not merely guiding them toward conversion; you’re cultivating authentic, lasting relationships. This is especially vital for personal brands, where genuine connections are the foundation of growth.
The aim is not only to convert new followers into loyal supporters but to deepen the bond with those who already appreciate your unique value. I’ve observed how this strategy can significantly impact personal digital marketing, whether it’s enhancing the online presence of a bespoke home company or helping a therapist build a more authentic digital footprint. By fostering these meaningful relationships, you set the stage for sustainable growth and deeper engagement with your audience.
- Personal Network: Connect with colleagues, industry peers, mentors, friends, and business contacts. Leverage SEO-optimized content on your website and craft strategic social media posts to highlight your expertise. Collaborate on projects and contribute to industry discussions to build credibility and create new opportunities. Additionally, actively participate in local networking events such as the Missoula Business Exchange or the Missoula Chamber of Commerce events. These gatherings provide valuable opportunities to build relationships, gain insights, and expand your professional circle.
- Professional Network: Connect with colleagues, industry peers, mentors, and business contacts. Utilize SEO-optimized content on your website and craft strategic social media posts to highlight your expertise. Collaborate on projects and contribute to industry discussions to build credibility and create new opportunities.
- Industry Influencers: Engage with thought leaders and influencers in your field through social media interactions and direct outreach. Partner with them for guest blogging opportunities, joint webinars, or social media collaborations. Their endorsement and expansive network can significantly enhance your visibility and lend credibility to your personal brand.
- Media and Publications: Cultivate relationships with journalists, bloggers, and media outlets. Produce valuable, SEO-friendly content such as press releases, guest articles, and expert commentary. Pitch these pieces for media coverage to increase your brand’s exposure and establish yourself as an authority in your niche.
- Community Engagement: Participate actively in local organizations, clubs, and community groups. Sponsor or attend local events and share these experiences through your website and social media channels. This not only builds trust within your local community but also fosters goodwill and supports brand recognition.
Content Marketing Strategy: Streaming Value to Your Audience
Content marketing is at the heart of any authentic marketing strategy. It’s about providing valuable, relevant content that speaks to your audience’s needs and interests, and it’s not static—it’s a flow.
- Plan Your Content: Develop a content calendar that keeps your messaging consistent and valuable. If you’re a business owner like the nail tech we work with, this might involve sharing behind-the-scenes videos or client success stories.
- Diversify Your Content Types: Use blogs, videos, podcasts, infographics, and social media to reach different segments of your audience. With social media, make sure your content variety catches all the aspects that make your business what it is. Avoid repetitive posts with similar feelings.
- Distribute Strategically: Know where your audience spends time and meet them there. For Stigma Marketing, this means a mix of local SEO for Missoula-based businesses and broader strategies for clients operating on an international scale.
- Measure and Adapt: Use tools like built-in engagement and analytic reports, Google Analytics, HubSpot, or free tools like AnswerThePublic to understand what content is resonating and adjust your strategy accordingly.
Web Presence and SEO: Building Trust and Visibility
A strong, authentic web presence is essential for any brand. Local SEO is imperative for local businesses hoping to get found by local people. It’s not enough to have a website; your site needs to be a reflection of your brand’s values, mission, and story. Here are some practical tips for building an authentic web presence that works:
- Optimize for Local SEO: Tools like Google My Business and Google Search Console are essential for local businesses, especially if you’re trying to capture attention in a specific area like Missoula. Make sure your business is listed, and keep your information accurate and up-to-date.
- Use Alt Tags: Alt tags aren’t just for accessibility; they also help with SEO by giving search engines more information about your images. Make sure your alt tags are descriptive and include relevant keywords.
- Create Authentic Content: Blogs, podcasts, documents, web pages, and videos are highly effective for SEO and building a genuine web presence. Share your expertise and personal perspective on your subject matter. For example, if you are a local business in Missoula, write about the local culture, your involvement in the community, and unique insights from your industry.
- Focus on User Experience (UX): Your website needs to be optimized for search engines but also provide a seamless and intuitive user experience. We focus on making websites that not only rank well but also tell a compelling story.
- Keep Content Quality & Fresh: Regularly update your website content to keep it relevant and engaging. Whether it’s new blog posts, updated service pages, or fresh testimonials, fresh content helps keep your audience engaged and signals to search engines that your site is active.
I’ve personally coached many clients on developing a web presence that resonates. For instance, we helped a Ph.D. counselor build a site that wasn’t just informative but emotionally engaging, attracting new clients who felt a connection before even making contact.
Conclusion: Authenticity is the New Currency in Marketing
Marketing today isn’t about the loudest voice; it’s about the deepest connection. My journey through sobriety and the creation of a business I truly believe in has underscored the importance of authenticity. At Stigma Marketing & Development, the focus isn’t just on crafting marketing plans but on creating spheres of influence that foster trust and build real, sustainable growth. Embrace authenticity and watch as it transforms your business from the inside out. It may even change you.