Finding the Right Marketing Strategy

(Photo by The Marketing Beacon)

Twenty years ago, William
Russell was working as the senior marketing manager for the multibillion-
dollar engineering company Fluor, when he saw that small and midsize companies
were not reaching their potential because of a lack of marketing. From his
experience at Fluor, to working at a small home furnishings company, he learned
what marketing strategies worked well in a small and large business lens. 

So, he founded The Marketing
Beacon, and two decades later, has been able to reach underserved businesses as
far away as Washington state. In a recent interview, Russell highlighted the
competition, challenges, his business approach, and other factors that have led
to his success. 

After eight years with Fluor,
he had insights into marketing strategies. When he decided to start his own
business, he pulled a classic move, making his former employer his first
client. The Marketing Beacon’s clientele has mainly been technology and industrial
services. In more recent years, they have worked with nonprofit organizations.
However, “the kind of marketing approach we take really applies to anyone,”
Russell said. 

In this economy, it can be
difficult to stay competitive year after year. Skills can be forgotten about,
and businesses slip under the cracks. For Russell, the key to staying ahead is
having a personalized approach. “You either fill a niche or create one, and I
think we’ve done a little bit of both,” he says. The Marketing Beacon has no
set rules or guidelines to follow, so they don’t need to adhere to a formula.
This freedom allows for flexibility in their business approach, which provides
them with a competitive edge. 

With staying in the game,
there will always be challenges. The market changes, supply and demand
fluctuates, but the main challenge for Russell has been adaptation. The market,
economy, and technology are constantly evolving, especially from a public relations
perspective. It can be difficult to keep up if you’re not careful. For his
company, Russell says it is crucial to have the willingness to adapt to new
technologies. Russell said he considers that ability to adapt his greatest
achievement. 

A different kind of challenge
Russell has faced, beyond cash flow and adaptability, involves the balancing of
new and existing clients. It is all about “knowing how to prioritize and do
just as well with existing clients as if they were new clients,” Russell
said. 

The Marketing Beacon’s
geographic reach extends mostly to the Upstate. However, with the advantage of
technology, it could be anywhere. Russell used his client in Washington as an
example. They worked together for several years but rarely talked. That, he
said, is one of the advantages of his company.

While William Russell is the
face of the company, he has a team working behind him. The majority of his team
are freelance, back-office kind of people. They prefer to stay out of the
spotlight, not talking to clients. These people are handpicked based on their
talent set and experience, how well they match up with the company’s clientele,
and certain markets. To the client, the market, and the world, The Marketing
Beacon is all one team. 

Russell’s advice to anyone
looking to start a career in marketing is to prioritize adaptability and
personalizing the relationship with your clients. “Consider the clients as real
people. I treat them and try to establish a relationship so that it’s to the
level where I would treat them as a family member,” Russell says. This approach
builds trust and ensures the client feels valued. 

As for the vision and future
of The Marketing Beacon in the next 10-15 years, Russell doesn’t know yet. He
predicts for the next 10 years the company will stay on its current track, and
can’t see it going in any dramatic new direction. Once he reaches the next 10
years, he’ll determine the next steps for the company. “The older you get, you
kinda go, ‘Now what?’” which is fitting for a business that is constantly building
and adapting.