All Marketing Podcast

You have a fixed monthly budget and a long menu of marketing services, so you spread it thin across SEO, ads, content and social, and none of it ever seems to pay off. The problem is not the budget. It is the order you buy in. This week Mark and Charlie lay out the exact sequence a business should follow so a modest budget behaves like a much bigger one.

What you will learn in this episode:

- Why spreading a small budget across five channels guarantees five failures, and what to do instead

- The two things to buy before any channel at all, and why they are non negotiable

- The full order to buy online marketing services in, from measurement through to generative engine optimisation

- Three quick ways to work out how your buyers actually search, so you fund the right channel first

- The one test that decides whether any service earns its place in your budget, month after month

If this gave you a clearer path through the noise, follow the show so you never miss an episode, and share it with a business owner still trying to buy everything at once. Want to know the right order to spend your marketing budget in?

Reach out at allmarketing.com.au, Mark works with a select group of clients across Australia, New Zealand and the South East of Asia each year.

Every business owner has a list of marketing that never gets done, and it is almost always explained as a skills problem or a time problem. It is neither. This episode makes the case that it is a capacity problem, built or lost in the hours before the workload starts, with a Perth agency owner's actual week as the worked example.

What you'll learn in this episode:

• Why marketing is always the first thing to slip, and why buying another course never fixes it
• The four rules for fitting training around a client load, including the one that survives a bad week
• What measurably happens to output and decision quality in the fortnights the training drops
• Why the block straight after training is where the marketing actually ships
• The two moves that free capacity: build more of it, and take the work off your plate that never needed you

Follow The All Marketing Podcast for a new episode every week. Want to know whether AI can actually read your business? Reach out at allmarketing.com.au, Mark works with a select group of clients across Australia, New Zealand and the South East of Asia each year.

Doing your own marketing feels free, because no invoice ever arrives. That feeling is why plenty of good businesses spend years quietly losing money on it.

This episode prices the owner's hour as a budget line, finds the point where DIY starts costing more than it saves, and names the cases where doing it yourself is still the right call.

What you'll learn in this episode:

• How to price your own hour, and why six hours a week is a forty six thousand dollar marketing budget nobody signed off
• The four hidden costs that never appear on a statement and usually outweigh the hourly rate
• Where the break even sits for a Perth owner, and why it moves against you as the business gets busier
• The three honest cases for keeping the marketing in house, and the hybrid that works best
• A worked scenario where sixty thousand dollars of partner time was buying almost nothing

Follow The All Marketing Podcast for a new episode every week. Want to know whether AI can actually read your business? Reach out at allmarketing.com.au, Mark works with a select group of clients across Australia, New Zealand and the South East of Asia each year.

Generative engine optimisation is the newest line on a marketing proposal and the least understood. Some agencies sell it as the thing that replaces SEO, others bolt it on at a premium.

This episode is the buyer's view: what a GEO agency actually does month to month, what a fair price looks like, and who should not be buying it yet.

What you'll learn in this episode:

• The five jobs a real GEO retainer covers, and how to spot a proposal selling a word rather than a service
• Why roughly two thirds of GEO is SEO done properly, and what that means for the price you should accept
• The sorting rule for whether your business is ready to buy the citation layer now or should fix the foundations first
• The one test that proves it is working: are ChatGPT, Gemini, Claude and Grok naming your business, month on month
• A worked Perth scenario where a practice ranked on page one and was never named by a single assistant

Follow The All Marketing Podcast for a new episode every week. Want to know whether AI can actually read your business? Reach out at allmarketing.com.au, Mark works with a select group of clients across Australia, New Zealand and the South East of Asia each year.

A free SEO audit lands in your inbox, scores your site out of a hundred and lists a hundred and forty problems in red. You come away worried and none the wiser about what actually matters.

This episode explains what a real audit checks, what a fair Perth price looks like, and the single test that separates a diagnosis you can act on from a PDF nobody reads.

What you'll learn in this episode:

• The four areas a genuine audit covers, including the AI citation readiness check almost nobody in Perth is running yet
• Why a site with a hundred and forty issues usually has three real problems, and how a human finds them when a tool cannot
• What the free audit really costs you once three months have gone into fixing alt text on pages that were never going to rank
• The ten second tell that an audit came out of a tool rather than a person
• How to work the list afterwards, what to measure, and how long to wait before touching the next tier

Follow The All Marketing Podcast for a new episode every week. Want to know whether AI can actually read your business? Reach out at allmarketing.com.au, Mark works with a select group of clients across Australia, New Zealand and the South East of Asia each year.

Every month two amounts leave your business. The ad spend goes to Google, and everyone understands that one. The management fee goes to whoever runs the account, and almost no owner can say what it bought.

This episode breaks the fee into the five jobs it is supposed to cover, and gives you the one number that tells you whether your manager is earning it.

What you'll learn in this episode:

• The five jobs a genuine Google Ads management fee pays for, and which two cheap management quietly skips
• Why the search terms report is the fastest audit of the person running your account, and the one email that exposes a neglected one
• Percentage of spend versus a flat fee: where each model is fair in the Perth market and where each goes wrong
• The single test of good management, cost per lead trending down while lead quality holds, and why both halves matter
• A worked Perth scenario where a third of the budget was going to searches nobody could ever buy from

Follow The All Marketing Podcast for a new episode every week. Want to know whether AI can actually read your business? Reach out at allmarketing.com.au, Mark works with a select group of clients across Australia, New Zealand and the South East of Asia each year.

You pay a monthly invoice with "content marketing" on it, a few blog posts appear, and you have no real way to tell whether that money is building an asset or quietly filling a calendar. This week Mark Williamson and Charlie pull a content marketing retainer apart line by line, so you can finally read any quote in the Perth market and know exactly what you are buying.

The difference between content that compounds into leads for years and content that does nothing can carry the same price tag, and this episode shows you how to tell them apart.

What you'll learn in this episode:

• The five jobs you are actually paying for in a content retainer: strategy, briefs, writing, optimisation and distribution, and why cheap content only ever does two of them
• What a fair monthly spend really buys in Perth, and why a "content mill" fills your calendar while moving nothing
• Why AI made the typing free but the strategy, judgement and local knowledge worth more, not less, and how good content now gets you cited inside ChatGPT, Gemini, Claude and Grok
• The single test that separates real content marketing from expensive filler: does it move enquiries and rankings, or just fill a calendar
• A composite Perth scenario showing how the same budget went from fifty posts and no leads to a handful of ranking pages that convert

If you have ever paid for content and quietly wondered whether it was working, this one gives you the questions to ask and the test to apply.

Follow The All Marketing Podcast so you never miss an episode. Want a clear read on what your own content is really returning?

Reach out at allmarketing.com.au, Mark works with a select group of clients across Australia, New Zealand and the South East of Asia each year.

Your marketing feels busy, your provider is flat out, your inbox is full of finished little tasks, and yet the leads have gone quiet. If that sounds familiar, the culprit is probably scope creep, the slow drip of unbudgeted "can you just" requests that never look like much on their own but quietly erode your margin and delay the work that actually brings in enquiries.

In this episode, Mark and Charlie pull apart why the real cost of scope creep is never the free hours you gave away, it is the campaign that shipped a month late because those hours were stolen from paid, scheduled work. Then they lay out the simple, four-part system that protects both the budget and the relationship, without turning every conversation into a fight.

What you'll learn in this episode:

- What scope creep actually is, and why marketing is more exposed to it than almost any other service

- The hidden double cost: the unpriced hours, plus the leads that never arrive because the paid work waits

- Why we say yes at 3pm when our judgement is spent, and why willpower is the wrong fix

- A four-step framework: written scope, an agreed change threshold, a running log of extras, and the calm re-quote

- A composite Perth case study showing how nine lost hours a month flattened a client's leads, and the one conversation that fixed it

If your marketing is busy but your results are flat, this one is a fifteen-minute audit of where your budget is really going.

Follow The All Marketing Podcast so you never miss an episode, and if you want a clearer path through the marketing noise, reach out at allmarketing.com.au, where Mark works with a select group of clients across Australia, New Zealand and the South East of Asia each year.

Your marketing does not suffer because you stopped caring. It suffers because you make your most important, least reversible marketing calls at the worst hour of your day, on the last scraps of your attention, and you make far too many of them.

This episode is about the decisions themselves, how many you make, when you make them, and which ones should never reach you at all.

What you'll learn in this episode:

• Why marketing decisions quietly slide to 3pm every day, and what a tired yes actually costs a Perth business
• The difference between protecting time, protecting energy, and protecting decision quality, and why only one of them fixes this
• The four-move framework to make fewer, sharper calls: cut the count, batch the timing, default the small stuff, delegate the craft
• The simple test for which marketing decisions to keep and which to hand over, so you never lose control by handing off the wrong thing
• A composite Perth worked example showing wasted spend disappear and results improve while the owner touches marketing two thirds less

Follow The All Marketing Podcast for a clearer path through the marketing noise each week. Want help building the rules and defaults so the right decisions reach you at the right time? Reach out at allmarketing.com.au, Mark works with a select group of clients across Australia, New Zealand and the South East of Asia each year.

Your rankings look great and the phone still is not ringing. That is not bad luck, it is zero-click search, and this week Mark opens his own Search Console to prove it: a page-one Perth term with over 3,000 impressions last month and literally zero clicks, an AI Overview sitting on top of it.

If you have watched your traffic slide while your rank tracker stays green, this episode explains exactly where the clicks went and what to measure instead.

What you'll learn in this episode:

• What zero-click search really is, and the three things driving it: AI Overviews, AI Mode and answers consumed on the results page
• Why "we rank well" and "the phone rings" have quietly come apart, and why your rank report is showing you the flattering half
• The four numbers to demand now instead of rankings: impressions as brand reach, AI assistant citations, direct and branded traffic, and enquiries
• How to check in five minutes whether ChatGPT, Claude, Gemini and Grok are naming your business, or a competitor
• The two-track response: keep winning the click where buyers still click, and become the cited answer everywhere else with Generative Engine Optimisation

Follow The All Marketing Podcast so you never miss an episode. Want to know whether AI can actually read your business?

Reach out at allmarketing.com.au, Mark works with a select group of clients across Australia, New Zealand and the South East of Asia each year.