Effective Marketing

Jason is a plane crash survivor, a Texan and a LinkedIn lea generation expert. He produced the best LinkedIn Profile that I have ever seen and that's how come we ended up talking.

It was a really interesting chat. If you are interested to be better at generating leads on LinkedIn you should definitely give it a listen.

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Wherever you sit on the conspiracy scale it is hard to argue that the way we are consuming is having a dangerous effect on the environment that we depend on. It is perhaps an uncomfortable realisation for marketers that we are driving that consumption. Michelle has invested a huge amount of time and energy in addressing this issue. If you are in marketing and you are interested in the environment you should check this out.

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If you are thinking about being an entrepreneur; and lets face it in 2022 everybody is thinking about being an entrepreneur, you should check this out.

My experience is that running a business is unnecessarily and unpleasantly difficult but you dont have to have that experience because now you know about Piers, The Entrepreneur's Coach.

You are very welcome :)

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Martin Henley: Okay, so question number one, how are you qualified? So I think firstly, you need to kind of let us know which reviews we're talking about, and then how you're qualified to talk to us about that.

Scott Baker: That's a really good segmentation. And because there are so many different areas for reviews, and often people think our Google reviews are the same as product reviews. But like, I will be talking specifically about reviews and testimonials. So Google reviews as opposed to product reviews. Facebook Ads and Google AdWords I don't know much much about that.

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Andy Gwynn has a wealth of experience supporting businesses going all the way back to 2003. For the last 10 years he has been focussed on supporting businesses to get the very best value out of LinkedIn marketing. I don't think there is anyone who has put more thought into this and come up with more practical ways to market on LinkedIn. If you are looking to generate B2B leads from LinkedIn you should check this out.

If you like it you can subscribe on the Effective Marketing Blog, you will find that at www.effectivemarketingcompany.co.uk

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Tony Morris is an absolute legend. His sales superpower is cold calling the audiences prospects on stage. Think about that - people are reportedly more scared of public speaking than dying, people are petrified of cold calling. Tony Morris does it on stage.

You should listen to this.

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Martin: How are you, James, qualified to talk to us about PPC?

James: Well, I think really you needs to look back at the thirty odd years prior to me doing PPC, because I learned cold calling, and direct marketing and runing advertising, full page magazine advertising, and practiced those skills are all those years prior to discovering the internet. I built my first website in 1998 and optimised it for Alta Vista, and grew a business from that. So I was already on the internet building websites commercially. At that time, there was a tool available to us from a company called Overtures which was  a keyword research tool, so we used that keyword research tool to find keywords for SEO for websites.

Now, cutting a very, very long story short, not implicating any commercial improprieties along the way, because they certainly were a few. But Google launched a programme which was then called AdWords in Australia, in, I think, late 2001, somewhere around there, and I'd heard about it, and I had a little look at a bit of a look at it. I went to an internet marketing seminar that was held up on the Sunshine Coast about an hour and a half's drive north from where I live and one of the guest speakers that seminar was Perry Marshall, who, at that time was already laying claim to being an an AdWords guru. I listened with, literally, with bated breath, and hung on every word he said.

I realised that at last after all those years of of waiting that we finally had a tool available to us that gave us absolute empirical data. So we could see at a glance, how many people searched for a certain keyword, for a certain business, we could see very definitely which adverts worked in terms of the relative number of clicks they got compared with other adverts, and we could also track the actions that people took in terms of making contact with businesses once their click led to the website because we could track the number of people who made cell phone calls or the number of people that filled out inquiry forms on your website. So we had real numbers, I mean, real numbers. So you can absolutely say to somebody, I'll give you a case study about this, if you want, you can actually say to somebody, this is where your best market approach is, these are the keywords, these are the headlines, and you can take this stuff into the offline world, and use it in practice, and make quick and easy sales.

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Martin Henley: Your business is called The Brand Bucket. I know that there is a process that you've put together and I know that you're a huge believer in brand. Maybe, for the sake of people who haven't seen the first one of these, maybe you can give us a sense of what your definition of brand is and what your approach to brand is?

Barnaby Wynter: Yeah, great. I think it's great, exactly the right place to start Martin to be fair. In 1999, I  became the youngest MD of top 200 Agency, as you said in the introduction, and that was an agency that had at its heart, The Brand Bucket as a methodology. My first board meeting I walked in, I said, Okay, guys, I kind of understand what a bucket is, it's pretty self evident what a bucket is, what's, what's a brand. That day, we had over 148 person years of experiences around the board table, creating very famous brands, from SO, to AA, to Carlsberg to, you know, FedEx all those sorts of brands had gone through The Brand Bucket process.

Barnaby Wynter: We spent about 15 minutes filling six sheets of a1 flip chart paper with what we thought brand was. This is a question I've asked many 1000s of Marketing Directors ever since and one of the one of the big first things we need to get clear, is the difference between brand and branding. A lot of agencies muddle up the word branding, or they mix branding and brand simultaneously, all of the time. The concern that you would have is that it means they fundamentally don't understand what a brand is, because branding emanates from where it comes from, you know, using a branding iron to brand a cow so you knew it belonged to somebody, even though it was running wild in the wilderness.

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Talk Marketing of the week with the brilliant Simon West.

Simon specialises is providing custom developed sales and marketing systems to his customers that provide them with the feedback they need to make  data based marketing decisions. If you are looking to understand your marketing performance better and improve on it you will find this conversation useful.

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Episode number 34 of the Talk Marketing series with the brilliant Grant Leboff. Grant is one of the UK's leading marketing thinkers and authors and this conversation was a wide ranging conversation about marketing, why marketing is such a mess, how marketing goes wrong and you might give yourself a better chance of getting your marketing right.

If you like it you can subscribe on the Effective Marketing Blog, you will find that at www.effectivemarketingcompany.co.uk

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