Jonny Ross Fractional CMO

- Welcome to a special live streaming of the "90-Day Website Mastery Podcast" across Facebook, YouTube, and LinkedIn.

- Celebrating our latest program launch and the wrap-up of the Website Best Practice webinar series.

- Discover strategies to elevate your website's performance and how to take pride in your digital presence.

- Listener-driven dilemma tackled: "My business offers various services. Should I have a dedicated website for each?"

- Jonny and Pascal debate the merits and considerations of managing multiple services under one domain versus separate sites, factoring in audience targeting and service interrelations.

- Insightful discussion on John Hall's Forbes article: "How To Future Proof Your Content Strategy In The Age Of AI."

- Explore the intersection of AI advancements and content marketing, including auditing current content and planning for various consumer stages, without losing the human touch.

- Pascal's recommendation: Pika Style, a novel tool for transforming social media accolades into visually appealing website content.

- Jonny introduces Ubersuggest, a robust SEO tool for keyword insights and website optimization, pioneered by Neil Patel.

- Jonny's tip: The strategic use of exit pop-ups to retain visitors and convert them into leads.

- Pascal's advice: Leverage your top-performing 'how-to' content by attaching actionable resources, like checklists or templates, to encourage user action and repeat visits.

Conclusion:

- A recap of the necessity for strategic focus in service offerings and the blending of AI with human creativity for content that resonates.

- Audit your site to refresh or remove content that doesn't serve your SEO goals, ensuring every piece works hard for your visibility.

- For detailed insights and personal guidance, book a discovery call via 90daymarketingmastery.com.

Essential Links & Resources:

- Read the insightful Forbes article: How To Future Proof Your Content Strategy In The Age Of AI

- Enhance your website with Pascal's app pick: Pika Style

- Boost your site's SEO with Jonny's recommended tool: Ubersuggest

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The question of separate websites for different services (00:03:53)

Discussion on whether businesses should have separate websites for different services, considering factors such as audience, complementarity, and differentiation.

Future-proofing content strategy in the age of AI (00:09:46)

An article by John Hall on how content marketers can adapt and future-proof their strategies in the face of AI advancements, emphasizing the importance of human creativity and expertise.

Assessing current content and planning for different stages (00:10:49)

Insights on auditing existing content, planning content for different stages, identifying content value, and focusing on thought leadership in order to enhance content strategy.

The Sweet Spot of AI and Human Content (00:13:44)

Discussion on the importance of finding the balance between AI-generated and human-written content for future-proofing content strategy.

Embracing AI and Future-Proofing Content (00:14:18)

Exploration of the need to embrace AI in content creation and the importance of focusing on quality, originality, and helpfulness in content production.

Exit Pop-Ups for Website Engagement (00:20:42)

Recommendation to implement exit pop-ups on websites to capture users' attention before they leave, potentially offering value, promotions, or assistance.

Creating a Content Calendar and Utilizing How-To Articles (00:23:40)

Content Calendar and How-To Articles

Discussion on the importance of how-to articles and using tools like Ubersuggest to plan content for the upcoming year.

Conducting an Audit and Enhancing Content (00:25:08)

Auditing and Upgrading Content

Advice on studying the performance of content, upgrading well-performing articles with free downloads, and deciding whether to reignite or remove underperforming content.

The Benefits of Separate Websites and Futureproofing Content (00:26:42)

Separate Websites and Futureproofing Content

Exploration of the reasons for having separate websites, the importance of futureproofing content with AI, and the significance of quality over quantity.

🔍 Dive deep into the world of strategic marketing and business growth in this enlightening episode of the Jonny Ross Fractional CMO podcast. Join us as we sit down with Kyle Golding, a seasoned entrepreneur and CEO of The Golding Group.

🔹 What's Inside:

• 🧠 Strategic Mastery: Kyle shares his 37+ years of wisdom, offering a treasure trove of insights on building robust marketing strategies and driving business growth.
• 💡 From Band to Brand: Discover Kyle's unique journey from managing music bands to mastering the art of branding and marketing.
• 🚀 Tackling Today's Market: Learn how to navigate the rapidly evolving digital landscape and use AI to empower your business strategy.
• 🎯 Audience Identification: Understand the art of pinpointing your target audience and why saying 'no' can be your business's superpower.
• 🤝 Human Element in Strategy: Get an expert take on blending technology with human intuition for impactful business decisions.

👨‍💼 About Kyle Golding:

Kyle is not just the mastermind behind The Golding Group's success; he's also a strategic thinker and a creative force in the marketing industry. With a rich background in various business sectors and a passion for innovation, Kyle brings a wealth of knowledge to the table.

📈 Perfect for:

Entrepreneurs, marketing professionals, business leaders, and anyone passionate about understanding the intricacies of strategic growth and effective marketing in the modern world.

🔗 Tune in now!

Don't forget to subscribe for more insightful episodes!

👉 Follow Kyle Golding for more insights:

• LinkedIn: https://www.linkedin.com/in/kylegolding/
• Website: https://thegoldinggroup.com

💬 We'd Love to Hear from You!

Join the conversation. Share your thoughts on this episode and your experiences in strategic marketing and business growth. Drop a comment below or reach out to us on social media.

The journey to becoming a sound guy and starting a business (00:04:18)

Jonny & Kyle share how they unintentionally started a business as teenagers by becoming sound guys for bands.

Transition from the music industry to marketing (00:08:23)

Jonny & Kyle discuss how they transitioned from the music industry to the marketing side of things and started over in the field of marketing.

Frustrations in corporate marketing departments (00:09:38)

Jonny & Kyle talk about their frustrations in corporate marketing departments, where they faced job eliminations and a lack of direction in marketing strategies.

Understanding Strategy and Marketing (00:10:37)

Jonny & Kyle discuss the importance of understanding strategy and marketing, emphasizing the need for a strategic approach and a focus on audience, differentiation, and educated decision-making.

Common Mistakes in Marketing (00:11:50)

Jonny & Kyle highlight common mistakes organizations make in marketing, such as assuming everyone is their client and assuming their opinions should drive the conversation, and emphasize the importance of market research and understanding one's position in the market.

Identifying Differentiation (00:15:57)

Jonny & Kyle discuss the process of identifying an organization's differentiation, emphasizing the need for honesty, focusing on 1 or 2 core strengths, and comparing strengths to those of competitors to determine true differentiation.

Identifying Strengths and Themes (00:21:17)

Jonny & Kyle discuss the process of identifying strengths and grouping them into common themes.

Understanding the Market and Competition (00:24:01)

Jonny & Kyle explain the importance of understanding the market and competition in order to position oneself effectively.

Focusing on Customer Service vs. Price and Technology (00:27:12)

Jonny & Kyle give examples of how businesses can excel in different areas, such as customer service, price, or technology, and how this affects their target audience and competition.

The importance of customer service (00:31:15)

Jonny & Kyle discuss the significance of paying attention to customer feedback and continuously improving customer service.

The danger of trying to do everything (00:32:11)

Jonny & Kyle explore the negative consequences of trying to cater to every customer need and the importance of focusing on what your business does best.

The future of strategic planning in a digital world (00:38:13)

Jonny & Kyle provide insights on the role of AI in collecting and organizing market information, but the necessity of human intuition and conversation in translating that information into effective strategic planning and execution.

The human factor in business (00:41:27)

Jonny & Kyle emphasize the crucial role of human beings in running a business, as they understand the changing opinions, attitudes, and behaviors of consumers. AI can be used as a tool to assist, but ultimately, human decision-making is essential.

Adopting technology for better research (00:42:27)

Jonny & Kyle discuss how the future of business involves adopting technologies to improve research and decision-making processes, giving more power to businesses. This can lead to better strategies and growth.

Finding The Golden Group online (00:43:21)

The Golden Group can be found on their website, social media platforms (Twitter, Instagram, LinkedIn, and Facebook), and through Google search. They specialize in marketing, strategy, business process development, and business plans in the Midwest and Philadelphia.

🌟 Join us on the Jonny Ross Fractional CMO podcast for an insightful dive into the future of retail marketing with Lewis Rothkopf, Chief Revenue Officer of Pairzon. 🚀

🔍 In this episode, we unravel the complexities of connecting online advertising with offline sales measurement and the incredible potential of AI in reshaping marketing strategies. Lewis shares his extensive experience in digital media and ad tech, offering valuable insights into how retailers can leverage data to supercharge customer acquisition, retention, and overall ROI.

📈 Discover the secrets behind effective online-to-offline marketing strategies and learn how to measure the real impact of your marketing efforts with precision. Don't miss this opportunity to gain expert knowledge on using AI to solve today's biggest marketing challenges.

👉 🔗 Guest Links:

Connect with Lewis Rothkopf on LinkedIn: https://www.linkedin.com/in/lewis/

Discover the power of Pairzon: https://pairzon.com/

Don't forget to subscribe and follow "Jonny Ross Fractional CMO" for more insightful discussions with industry leaders:

🎧 Listen on your favorite podcast platform: https://podcast.jonnyross.com/listen

📺 Watch on YouTube: https://www.youtube.com/c/FleekMarketing/

Grab your headphones, and let's get futuristic with marketing! 🎙️🌟

#JonnyRossCMO #RetailMarketing #AIInnovation #DigitalMedia

The problem of measuring marketing effectiveness (00:01:53)

Lewis discusses the challenge of measuring the effectiveness of marketing efforts and the limitations of click-through rates as a metric.

The need to bridge the gap between online and offline marketing (00:03:20)

Lewis explains the difficulty of connecting online ad exposure to in-store purchases and the limitations of geolocation as a proxy metric.

Using AI to understand the customer journey (00:06:24)

Lewis discusses how AI and machine learning can track the entire customer journey, from online interactions to offline purchases, and eliminate guesswork in measuring advertising effectiveness.

The consumer experience and wasted advertising spend (00:11:20)

Discussion on the negative experience of seeing repetitive ads and the wastefulness of advertising to consumers who have already made a purchase.

Targeting and anti-targeting based on consumer pools (00:12:23)

Explanation of how marketers can use consumer pools to target or anti-target their ads based on reach, frequency, response frequency, and monetary value.

The role of a customer data platform (CDP) and alternatives (00:14:12)

Comparison between Pozen's marketing data platform and traditional customer data platforms (CDPs), highlighting the benefits and cost-effectiveness of Pozen's solution.

The power of AI in understanding user search behavior (00:23:23)

AI can predict what users will search for next based on data analysis and autocomplete suggestions.

Using lookalike audiences to drive customer acquisition (00:24:59)

Lookalike audiences help expand the customer base by targeting similar individuals based on first-party data.

The importance of data integration for actionable insights (00:29:19)

Having all the data in one place allows for immediate actionable insights and better decision-making in marketing strategies.

Bridging the online and offline sales gap (00:33:36)

Lewis discusses the importance of using data and AI to bridge the gap between online and offline sales.

AI-driven success (00:33:36)

Lewis talks about how AI can drive success in marketing by leveraging data and optimizing the consumer journey.

The future of marketing with AI (00:33:36)

Lewis and Johnny wrap up the episode by discussing the potential of AI in marketing and encourage listeners to use their data effectively.

Keypoints:

• Problem of bridging the gap between online and offline advertising
• Use of AI algorithms to analyze data from retailers' POS systems and transaction logs
• Eliminating guesswork and providing accurate insights into the effectiveness of marketing campaigns
• Poor return on ad spend for big retailers and the need to focus on accurate measurements of campaign success
• Tracking and analyzing consumer behavior to optimize marketing strategies
• Targeting and anti-targeting consumers based on defined pools
• Preventing consumers from seeing ads for products they have already purchased
• Pozen's compatibility with retailers
• with loyalty programs and ability to act as a customer data platform for
• retailers without loyalty programs
• Differentiation of Pairzon from other companies in terms of cost-effectiveness and quick implementation
• Use of AI in predicting consumer behavior and the effectiveness of lookalike audiences

🎙️ Episode Overview:

In this enlightening episode, we dive deep into the debate surrounding the use of social media icons on websites, the art of building shopper confidence, and the must-have tools for every website owner. Join Jonny Ross and Pascal Fintoni as they unravel the intricacies of these topics, backed by behavioral science insights and real-world examples.

🔍 Key Takeaways:

Social Media Icons - To Use or Not to Use?

• The importance of having a clear purpose for every element on your website.
• How to effectively integrate social media icons without distracting from the main website journey.
• The debate: Does the mere presence of a LinkedIn or X (formerly Twitter) icon add value or divert attention?

Building a Gold Star Website:

• The journey from bronze to gold - optimising landing pages for maximum impact.
• Behavioral science insights: The power of social proof, cognitive ease, and emotional priming.
• The paradox of choice: How offering too many options can paralyze decision-making.

Essential Website Tools Spotlight:

• SlideShare: The YouTube of professional presentations. An oldie but a goodie, perfect for showcasing your expertise.
• Hotjar: A behavior analytics and user feedback tool that offers heatmaps, session recordings, and surveys. A must-have for understanding user interactions.

💡 Actionable Tips:

• Enhance Your Search Box: Implement an advanced filter search to guide users seamlessly through your content.
• Listen to Your Team: Organize meetings with customer-facing teammates to gather frequently answered questions. This can be a goldmine for content ideas.
• Trust Your Instincts: While it's essential to stay updated with trends, always trust your understanding of your customers when making decisions.
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❓ Questions to Ponder:

• Are your social media icons serving a clear purpose on your website?
• How can you apply behavioral science to enhance user experience and boost conversions?
• Which tools can you integrate today to better understand and serve your website visitors?

🔗 Links & Resources:

• Connect with Jonny Ross and Pascal Fintoni on LinkedIn.
• Dive deeper into the world of behavioral science with this recommended read.

📱 Reminder:

For the best listening experience, grab your headphones, and if you find value in our chat, don't forget to share it with a friend or colleague. We appreciate every share and feedback!

📣 Join the Conversation:

Are you team Twitter Bird or team X? Let us know your thoughts and any questions you might have. We're always eager to engage and learn from our community. Drop us a comment below or reach out on social media.

Remember, in the ever-evolving world of digital marketing and website management, staying informed and proactive is the key. Until next time, keep optimising, testing, and iterating!

The importance of social media icons on websites (00:04:43)

Discussion on whether social media icons are a distraction or a way to build trust and connect with customers.

Updating social media icons on websites (00:09:04)

The need to update social media icons to stay current and avoid appearing outdated.

Challenging the suggestion to remove social media icons (00:10:08)

Inviting the speaker who suggested removing social media icons to explain their viewpoint and engaging with viewers to share their opinions on keeping or changing social media icons.

The importance of boosting shopper confidence (00:10:45)

Discussion on the article from Think with Google about building a gold star website that boosts shopper confidence.

Improving the decision-making process on websites (00:11:49)

Exploration of using behavioral science to support the decision-making process on websites, including social proof, cognitive ease, and emotional priming.

Optimizing landing pages and boosting confidence (00:14:54)

Tips for optimizing landing pages and boosting confidence, including addressing delivery concerns, limiting choices, and investing in new photography regularly.

The social media icons debate (00:20:20)

Discussion on whether social media icons should be removed from websites and the impact on user experience.

Hotjar: Behavior analytics and user feedback tool (00:21:30)

Introduction and features of Hotjar, a tool that provides insights into user behavior on websites through heatmaps, session recordings, and surveys.

Slideshare: The YouTube of professional presentations (00:23:21)

Explanation of Slideshare as a platform for sharing and embedding professional presentations, and the benefits it offers in terms of extending website engagement and generating leads.

The importance of customer behavior (00:30:49)

Discussion on the need to question whether customer reactions are based on actual behavior or urban myths.

Taking action on key points (00:31:20)

Encouragement to implement 1 or 2 key takeaways from the episode within the next seven days.

Closing remarks and call to action (00:32:00)

Information about the podcast series and a request for feedback on changes made based on the episode's suggestions.

In this insightful episode, Jonny Ross dives deep into the intricacies of retention marketing with industry expert, Josh Tay of "No Limit Email." They discuss the importance of customer enablement, the nuance of offers, and how to bridge the gap between brand voice and customer desire.

Show Highlights:

The Shift in Retention Marketing

• Why retention starts even before customer acquisition.
• The importance of customer experience from the get-go.

Offers and Their Impact

• Dangers of running too many offers and the urgency dilution.
• Balancing the allure of quick cash with sustainable revenue.

Product Movement and Offer Testing

• Utilising apps like 'Cogs' to monitor product movement.
• How to strategise offers based on product performance.

Balancing Brand Voice and Customer Needs

• Understanding the balance between brand objectives and customer objectives.
• Why thinking from a customer's point of view is pivotal.

Customer Enablement: Beyond Retention

• The shift from just selling to truly enabling the customer.
• How to create enablement content to move customers closer to purchase.

Advertisements & Their Effectiveness

• The role of education and learning in ad content.
• Real-life examples of impactful ad content.

Topics:

• What is customer enablement in retention marketing?
• Dangers of running frequent offers in e-commerce.
• How to monitor product movement using Cogs app?
• Strategies for balancing brand voice and customer needs.
• Importance of enablement content in retention marketing.

Connect & Dive Deeper:

• Josh Tay on LinkedIn
• No Limit Email

Timestamps:

Retention Marketing and its Importance [00:01:24]

Explanation of what retention marketing is and why it has become important in today's digital landscape.

The Role of Zero Party Data [00:05:22]

Discussion on the concept of zero party data and how it helps in creating customized messages for customers.

Balancing Questions and Conversion [00:10:09]

Exploration of the balance between asking too many questions and getting valuable information from customers without putting them off.

The importance of retention marketing [00:11:38]

Discussion on the significance of retention marketing in generating revenue and the use of post-purchase communication to make up for lost acquisition.

Customizing messages based on customer data [00:13:10]

Exploration of how beauty brands can ask specific questions to understand customer goals and concerns, and tailor messages and product recommendations accordingly.

Using multiple channels for communication [00:18:36]

Explanation of how SMS, email, and direct mail are used together in retention strategies, with examples of welcome flows and win back flows.

The importance of content within emails [00:23:35]

The speakers discuss how the content within emails, such as entertaining and educational content, can make customers look forward to receiving emails and improve brand perception.

The danger of running too many offers [00:26:02]

The speakers talk about how running too many offers can train customers to expect more discounts, leading to decreased urgency and lower margins.

Customer enablement as a marketing strategy [00:31:17]

The speakers highlight the importance of creating enablement content that helps customers make better buying decisions, increasing trust and moving them closer to a purchase.

The importance of ad creative [00:32:28]

Discussion on the significance of creating informative and valuable ad creative to attract and engage customers.

The concept of customer enablement [00:33:21]

Exploration of the idea that retention marketing should start before acquiring customers and the role of customer enablement in connecting brand voice with customer stories.

Contact information and conclusion [00:34:05]

The host asks for the contact information of the guest and concludes the episode by summarizing the key takeaways and expressing gratitude.

🎙 Hosts: Jonny Ross & Pascal Fintoni

🎧 In This Episode:

1. Revisiting the Basics - How to harness your mission statement and brand values to enhance website engagement.

2. Lead Magnets:

- The evolution and future of lead magnets.

- Alternative names to consider: Value offer? Exclusive content? Premium content?

- Crafting effective lead magnets by listening to customer queries.

3. Landing Pages:

- Importance of focusing on pain points rather than merely sectors.

- App recommendations for landing page enhancements.

4. SEO & Alt Text - The significance of alt text for images and ensuring web accessibility.

5. B2B Sales Automation - Quick dive into tools and strategies.

6. Other Call to Actions

- Favicon - What is it, and why is it important?

- Manifesto page: A one-pager detailing your mission and values, inspired by high street brands.

7. Audience Power - Accepting and understanding that your audience drives your website strategy.

8. 90 Day Website Mastery Program - Introducing the audio companion to the 90-day Website Mastery Program.

🔗 Links & Resources Mentioned:

- 90 Day Marketing Mastery - Learn more about the program and book your discovery call with Jonny and Pascal.

💡 Top Quotes:

- "Your why is just so important. It helps tell the story. It helps you stand out, and it brings the authenticity." - Jonny Ross

- "Your audience literally are in charge of your website strategy because every single important decision is informed by your audience." - Pascal Fintoni

📣 **Feedback & Shoutouts**:

- We'd love to hear from you! Share your thoughts on alternative names for lead magnets, your favorite apps, and any changes you've made to your website based on our tips. You might get a shoutout in our next episode!

🎥 **Up Next**:

Stay tuned for a fun video and audio montage! Revisit your notes, take actions, and prepare for our next episode.

👋 Sign-Off:

Thanks for tuning in to Episode 16 of our podcast. Don't forget to visit our https://90daymarketingmastery.com for more information, and we'll see you soon!

Remember, always prioritise audience engagement and alignment with your core values for a successful website strategy!

The launch of new program and completion of webinar series [00:00:15]

Celebrating the launch of a new program and the completion of a website best practice webinar series.

Discussion on lead magnets and examples of compelling content [00:02:30]

Explaining the concept of lead magnets and providing examples of compelling content to attract website visitors.

Making industry landing pages engaging for B2B companies [00:09:50]

Jason Dodge discusses how to make industry landing pages engaging for B2B companies in a Whiteboard Friday video.

The B2B Landing Page [00:10:59]

Discussion on how to make a B2B landing page engaging by understanding the audience's challenges and pain points.

The Importance of Pain Points [00:12:40]

Emphasizing the need to focus on the pain points and solutions when creating a winning landing page.

Using Novio for Sales Automation [00:17:59]

Introduction of Novio, a B2B sales automation platform, and its features for lead generation, cold outreach, and email campaigns.

The importance of favicons [00:23:02]

Discussion on the significance of having a favicon on a website and the potential negative message it sends if it is missing or incorrect.

Creating a manifesto page [00:25:04]

Exploration of the idea of creating a manifesto page on a website to clearly communicate the company's mission, values, and purpose.

Lead magnets and landing pages [00:27:18]

Explanation of lead magnets and suggestions for alternative names, as well as tips for creating valuable content and focusing on pain points in landing pages.

Unlock the mysteries behind experiential marketing and its ROI in this deep-dive episode with the luminary Brook Jay of All Terrain. With a knack for creating moments that matter, Brook shares her insights on crafting authentic experiences that resonate deeply with consumers.

🔍 Episode Highlights:

The Evolution of Experiential Marketing: From food and beverage festivals to hyper-targeted in-stadium experiences, discover how experiential marketing has evolved to cater to savvy and discerning consumers.

The Power of Authenticity: Brook stresses the value of authentic brand moments that connect with consumers without overwhelming them.

Integrating Experiential Early On: Dive into the pitfalls brands face when they leave experiential marketing as an afterthought. Discover why it should be part of the conversation from the get-go.

Case Study: Cosmopolitan of Las Vegas: Learn how All Terrain helped the Cosmopolitan Hotel boost its footfall in a unique and emotional manner, using in-flight experiences.

🛍️ Product Mentions:

• The Cosmopolitan of Las Vegas: A game-changer in the realm of hospitality, this brand managed to reshape the Las Vegas hospitality scene with its unique branding approach. Check it out here.

🔗 Relevant Links:

• All Terrain: This is where the magic happens. Dive deeper into the world of experiential marketing with Brook Jay's esteemed agency.
• Connect with Brook Jay on LinkedIn: If her insights struck a chord with you, feel free to reach out and pick her brain further.
• Jonny Ross' LinkedIn: Stay updated with the host's latest thoughts, strategies, and episodes.

🙏 Wrap-up:

A big thank you to Brook Jay for unraveling the intricacies of experiential marketing. Her depth of experience and passion for the craft shines through every anecdote and insight. Don't forget to hit that subscribe button for more enlightening episodes.

Tune in, learn, and elevate your brand's experiences. Until next time! ✌

The secrets to measuring ROI in experiential marketing [00:01:20]

Brook Jay discusses the challenges of measuring ROI in experiential marketing and the importance of collaboration between sales, marketing, and agency teams.

Creating experiences that drive sales and customer loyalty [00:02:35]

Brook Jay explains how All Terrain ensures that their experiences not only create lasting memories but also drive sales and customer loyalty through promotional activities and tracking sales.

The misconception that experiential marketing has to be expensive [00:08:31]

Brook Jay debunks the misconception that experiential marketing has to be expensive and shares a successful campaign example that achieved strong KPIs without a massive spend.

The power of immersive brand experiences [00:12:31]

Discussion on the purpose and impact of experiential marketing in creating two-way interactions and driving word-of-mouth marketing and content generation.

The virtual launch of Ferrari Roma [00:14:21]

Explanation of how the COVID-19 pandemic forced a pivot from live experiences to a virtual launch of the Ferrari Roma, including the involvement of Adam Levine and Behati Prinsloo, and the success of the campaign.

Creating the ultimate Cheez-It road trip destination [00:19:02]

Details about transforming a local gas station into the Cheez-It Cheese Stop, the overwhelming response from snack lovers, and the massive online exposure and merchandise sales generated.

The power of an immersive experience [00:22:37]

Brook Jay shares a successful experiential marketing campaign that generated viral attention and over a billion impressions.

Creating strong emotional connections [00:24:11]

Brook Jay explains how All Terrain operates as cultural anthropologists and how understanding consumer behavior helps in creating emotional connections.

Driving loyalty through an in-flight experience [00:28:06]

Brook Jay discusses a successful campaign for the Cosmopolitan of Las Vegas, where in-flight gifts led to enduring loyalty and increased visits to the property.

LinkedIn and avid linking [00:33:33]

The speakers discuss their love for LinkedIn and their enthusiasm for connecting and dominating the platform.

Cracking the code of experiential marketing ROI [00:33:47]

The episode dives deep into dissecting the strategies, trends, and magical goings-on behind impactful experiential marketing campaigns.

Thank you and farewell [00:34:25]

The episode concludes with gratitude for the guest's time, appreciation for the discussion, and a reminder to subscribe and stay tuned for future episodes.

🎙️ Dive into another exhilarating episode of the "Jonny Ross Fractional CMO" podcast!

Join us as we delve deep with Kyle Hoffman, the powerhouse behind Wellow's soaring growth and Director of Growth Strategy at Function Growth.

In this episode, we uncover:

- 🚀 The Wellow growth story: Bamboo compression socks, sustainability, and big business numbers.

- 🧠 Behavioural science's pivotal role in D2C brand strategies.

- 💡 Pro tips on scaling Direct-to-Consumer brands sustainably.

- 🤖 The tech, resources, and teams D2C brands need to scale exponentially.

If D2C, Ecommerce, Marketing, Entrepreneurship, and Behavioural Science are your jam, this episode is tailored for you! 🎉

Remember, the best brands don't just sell; they tell stories, invoke emotions, and build connections. Kyle's experiences offer a rich tapestry of insights on doing just that! 🌟

Key Takeaways:

• Understanding customer behavior is vital for successful e-commerce marketing.
• Using real-world data combined with behavioral science can lead to effective marketing strategies.
• Behavioral science isn't just theory; it's based on actual real-world studies.

Highlights & Discussion Topics:

a. Maximum Purchase Limit: A case study where setting a maximum limit on purchase influenced customer behavior positively.

b. Behavioral Science Training: Function Growth Co.'s training program on behavioral science equips teams with actionable insights.

c. Real-World Studies vs. Brand Testing: The importance of testing behavioral science concepts tailored to a specific brand or product.

d. Richard Shotton's Contributions: Reference to books on behavioral science and its practical applications.

e. Choice Paralysis: The idea that limiting options can sometimes enhance user experience and decision-making.

f. Pratfall Effect: A fascinating concept where showcasing brand weaknesses authentically can be turned into strengths. Case in point: Guinness's ad campaign

Resources & Recommendations:

Books: Works by Richard Shotton on behavioral science.

Agencies need to walk the talk: Building and growing their brand is crucial.

The significance of varied creative assets in marketing.

🔗 Guest Links:

- Function Growth - https://functiongrowth.co

- Kyle Hoffman on LinkedIn - https://www.linkedin.com/in/kyle-hoff...

Listen & Watch:

- 🎧 Audio on your favourite podcast platform - https://podcast.jonnyross.com/listen

- 📺 Watch on YouTube -   

 / fleekmarketing  

The Willow's growth story [00:01:24]

Kyle discusses the background of Willow, a brand created by Function Growth, and their decision to launch their own product company.

Strategies for explosive growth [00:05:12]

Kyle shares the secrets behind Willow's rapid growth in its first 12 months, including consumer research, branding, pricing strategy, and creative advertising.

Diversifying advertising channels [00:10:55]

Kyle talks about how Willow diversified its advertising channels, including using Google ads, YouTube ads, and CTV (Connected TV), while still relying heavily on meta (Facebook) advertising.

Finding product market fit [00:12:19]

Discussion on the importance of finding product market fit and the role of pricing strategy in scaling a DTC business.

Listening to consumers and achieving product market fit [00:14:30]

The significance of listening to consumers, understanding their needs, and using their feedback to achieve product market fit.

Creating effective ad and website content [00:20:12]

The challenges of creating effective ad and website content, including the need for a messaging strategy and producing a variety of creative content.

Behavioral Science and Decision Making [00:22:46]

The speakers discuss the use of behavioral science in guiding decision making and strategy for companies, with a focus on the subconscious factors that influence consumer behavior.

Artificial Limits and Increased Purchases [00:23:43]

The concept of artificial limits in behavioral science is explained, where setting a maximum amount that customers can buy can actually lead to increased purchases. An example is given where this strategy was implemented during a promotion and resulted in a 20% increase in average order value and products per cart.

Applying Behavioral Science Concepts [00:26:09]

The speakers discuss how behavioral science concepts can be applied to understand and improve marketing strategies. They mention various concepts such as choice paralysis, social proof, and the pratfall effect, which can be used to optimize brand messaging and customer engagement.

Jonny Ross and Pascal Fintoni are back with another dose of actionable insights to make your website an unparalleled success. In today's episode, they dive deep into the significance of website accessibility, the implications of AI in SEO, and introduce tools that can transform your website game.

Segments Overview:

1. You Ask, We Answer: The duo tackles the timely question of website accessibility, illuminating its benefits and providing a roadmap to integrate it seamlessly.
2. Website Stories: Dive into Google's evolving stance on AI-generated content and what it means for content creators.
3. The Website Engine Room: A segment packed with recommendations, today's focus is on file optimization tools to streamline your web processes.
4. Website Call to Action: Get the singular, transformative change you should be incorporating into your site right now.

Deep Dive:

1. You Ask, We Answer: Jonny and Pascal break down website accessibility, focusing on critical elements like alt text for images, using high-contrast colors, and crafting meaningful link text. They also discuss text sizes, alignment, and the strategic use of lists. Their go-to resource? Google's guide on making websites more accessible, which can be found here.
2. Website Stories: The episode hones in on Google's latest update on its SEO playbook concerning AI-generated content. The verdict? It's all about quality. Learn about the changing landscape of AI-written content and the importance of prioritizing genuine, high-quality articles over AI-rehashed ones.

• Read more on the story here.

1. The Website Engine Room: Today's tool recommendations? Pascal introduces us to Tinywow - the ultimate file converter and editor that's free to use. Meanwhile, Jonny swears by Smush, a WordPress plugin that optimizes images without compromising on quality.
2. Website Call to Action: Elevate your site's ranking and user experience with Jonny's advice on the strategic use of internal links. Meanwhile, Pascal urges you to give your visuals a quick audit. It's time to enhance the 'alt text' for optimal performance.

Conclusion:

Join Jonny and Pascal next time for more industry secrets and action steps to master your website in just 90 days. Your hosts would love to spotlight your website transformations, so be sure to share your updates!

Connect & Explore:

• 90-Day Website Mastery Programme: Unlock comprehensive website mastery insights here.
• Reach out to the experts: Connect with Jonny Ross and Pascal Fintoni on LinkedIn or visit their websites (Jonny | Pascal) for more industry wisdom.

Remember, a powerful website awaits those willing to take action! Until next time.

You Ask, We Answer [00:03:04]

Discussion on how to make a website more accessible and the importance of considering accessibility for all users.

Website Stories [00:12:05]

Introduction to the segment where the hosts discuss interesting stories related to websites.

Website Accessibility and Google [00:05:19]

Exploration of the connection between website accessibility and Google's new algorithm, emphasizing the importance of accessibility for better search rankings.

Google updates its SEO playbook [00:12:39]

Discussion on the change in Google's verbiage from "content written by people" to "content created for people" and the implications for AI-generated content.

Using AI for content creation [00:15:58]

Exploring the role of AI in content creation and the importance of creating resourceful, helpful, and readable content for people.

Website engine room: Smush and Tiny [00:19:49]

Introduction of the Smush plugin for image optimization and the Tiny website as a file converter and repair tool.

Internal Links and their Importance [00:24:30]

Explanation of internal links and their role in helping Google understand and index website content.

Creating Internal Links Strategically [00:25:10]

Discussion on how to strategically create internal links to increase rank and traffic on key pages.

Website Call to Action: Accessibility and Alt Text [00:26:23]

Call to action to check alt text on images for accessibility and use the Smush tool to reduce image file size without losing quality.

🎙️ Welcome back to another thrilling episode of Jonny Ross Fractional CMO! Today, we're stepping into the world of social-first video, video strategy, and the magic of Video AI with our incredible guest, Adam Chandler, Founder of Reel Film. 🌟

Episode Highlights

💡 The Rise of Social-First Video

• Dive into the dynamic realm of social-first video content and why it's a game-changer for engagement.
• Discover the secrets to crafting captivating social-first video strategies.

📈 The Power of Video Strategy

• Explore the essential components of a successful video strategy that leaves a lasting impact.
• Uncover the role of storytelling and brand personality in effective video marketing.

🤖 Unleashing Video AI

• Get a sneak peek into the world of Video AI and its revolutionary potential in video marketing.
• Learn how AI can supercharge content creation, audience targeting, and decision-making in video marketing.

In-Depth Discussion

• 📽️ Social-First Video Secrets
• Adam shares his insights into the world of social-first video and how it's transforming audience engagement.

📹 Crafting an Effective Video Strategy

• Explore the art of crafting a video strategy that not only grabs attention but also converts viewers into enthusiasts.

🤯 The Game-Changing Role of Video AI

• Uncover the AI-driven innovations that are reshaping video marketing and taking it to new heights.

Key Takeaways

📌 Social-first video is the future of audience engagement, and understanding its dynamics is essential for marketers.

📌 A well-crafted video strategy, enriched with storytelling, can be a potent force for brand success.

📌 Video AI is a game-changer, offering data-driven insights and automation that can skyrocket marketing effectiveness.

Final Words

🎉 Thank you for joining us on this exhilarating journey into the world of social-first video, strategy, and Video AI with Adam Chandler. A huge shoutout to Adam for sharing his expertise and insights with us today! 🙏

Connect with Adam Chandler

🔗 Guest Links

LinkedIn Profile

Explore the world of Reel Film

🔊 Listen & Subscribe

Catch all our episodes on your favorite podcast platform.

Watch the video version on YouTube.

Stay Tuned for More!

Feel free to use these show notes as your guide through this enlightening episode. Happy listening! 🎧

The importance of understanding the "why" and objectives of video strategy [00:03:38]

Adam discusses the importance of understanding the purpose and objectives of a video project before determining the strategy.

Considering the longevity of video content and repurposing opportunities [00:06:39]

Adam explains the importance of planning for the long-term use of video content and how it can be repurposed for various platforms and purposes.

Audience profiling and understanding where they hang out [00:08:28]

Adam emphasizes the need to identify the target audience and understand their preferences and engagement platforms to tailor the video content accordingly.

Using Video for Multiple Channels [00:10:23]

Discussion on repurposing videos for different platforms like YouTube, LinkedIn, newsletters, and emails.

The Importance of Marketing Strategy [00:11:27]

Highlighting the role of marketing strategy in utilizing video effectively for business objectives.

Understanding Social First Video [00:12:30]

Explanation of creating videos specifically for social media platforms, considering the audience and platform requirements.

Standing out in a saturated video market [00:20:24]

Tips for creating compelling social first videos and strategies to differentiate yourself in a saturated video market.

Using creativity to make videos stand out [00:21:24]

An example of a successful social media campaign that stood out by taking a different creative approach.

Making service videos visually stunning [00:23:47]

How to make service videos for B2B businesses stand out by showcasing the product and using creative visuals.

The importance of subscribing [00:31:25]

Jonny emphasizes the importance of subscribing to the content and not wanting viewers to miss out on future episodes.

Reminder to subscribe [00:31:36]

Jonny reminds viewers to subscribe and mentions different platforms like YouTube and Apple Podcasts.

Closing remarks and goodbye [00:31:53]

Jonny bids farewell and says goodbye to the audience.