Marketing Builder Podcast

Marketing is about finding people with a need and getting them to trust you. And, as such, your job is to get the right information to the right people at the right time.

So, how do people really know that you are an expert that can be trusted?

The answer is teaching. Marketing through teaching. Otherwise known as content marketing.

By using content marketing to show people how you help them, you demonstrate your expertise and build trust with people and, people buy from people they trust.

In this episode, I'll discuss how this approach can do wonders for your business and address common fears and objections.

Enjoy.

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Peter Ring, from Altitude Brands, has been the creative architect of over one hundred brands and brand experiences.

In my hometown of Canberra, Australia, Peter was part of the legendary Zoo Creative Agency and he was part of the leadership team that helped, after it was born from a merger, grow exponentially and very successfully to around 80 staff.

The truth of the matter is, at the time, if you were a big brand in town, you worked with Zoo.

Peter rose to be Managing Director before, in 2009, striking out on his own and starting Altitude Brands, helping many more successful brands.

Peter describes his ideal client as someone who wants to reach their potential and has the desire to make that happen and move to a higher level. That’s because his positioning statement is "Aim High" and, if you do, and you have the motivation, there is no doubt whatsoever Peter can help you build an amazing brand.

Peter has worked with some of Australia’s biggest brands but also SME’s like restaurants and small consultancies. As such, Peter brings not only the depth of knowledge to the chat to you’ll find valuable, but also the breadth.

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Running competitions is a great way to not only build engagement and brand awareness but, more importantly, build your database. That's because a database of directly contactable people is usually the most powerful marketing asset you can have. In contrast, you are only ever renting an audience on social media, the radio, etc because you can’t contact those people.

In this episode, I outline some fundamentals and pro tips for running successful social media competitions.

Enjoy.

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David Pagotto, Founder and Managing Director, at SixGun, is a listener of the show and reached out to me to suggest that sharing the success that they’ve achieved for a client, Detail Central, an automotive, marine, and motorbike detailing service, would be of interest to the rest of you.

I 100% agreed and so we made it happen.

David has a history working for various marketing agencies before founding SixGun in 2017.

David’s approach, and I take this form Six Gun’s website is, quote “Our approach focusses on building relationships with our clients. We take the time to learn about your industry and your ambitions for the future to plan the perfect strategy. No two businesses are the same so we don’t follow a template and ensure that everything we do is unique to your website. This means high-quality content, comprehensive website audits and technical improvements, social media strategies, and Facebook, LinkedIn, Google and Instagram marketing campaigns.”

To be fair, that is what all good marketers should be doing so I knew David was going to be able to offer some great insights and obviously the practical application and examples from their work with Detail Central.

You can find out more about SixGun at sixgun.com.au as well as follow them on Facebook, Twitter, and LinkedIn and connect with David on LinkedIn as well.

You can visit the subject of the case study, Detail Central, at detailcentral.com.au

Enjoy.

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Traditional marketing channels still hold great lessons for us; if you look closely enough.

In this episode, I'll explain how you can use a tactic that magazines have been using forever, to plan your content out into a repeatable process and takes the stress out of the question “What are we going to post or create this week?”.

Be sure to visit this episode's show notes, at marketingbuilder.net, for the free resource to help.

Enjoy.

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Roddy Boyd, owner, and Director at 23 Creative, returns for part two of a two-part series on great business websites.

I invited Roddy on the show because pretty much every business has a website, but not every business has a great website.

Websites can sometimes be a bit of a mystery for businesses. Sure, they know they need one, and they know what a good one looks like, but they don’t know how to take ownership of their site and make that happen.

Most of you have and will use a web developer to build your site but, so often, it can be a frustrating process - whether it is taking too long, not exactly what you wanted, you don’t know how it all works, you don’t have control of and access to the backend, or it isn’t helping your business like it should.

Roddy knows that building a website isn't enough and that you need to make sure it has clear and concise calls to action and is easy for your target market to navigate.

In this second chat with Roddy, we cover off the importance of website speed, usability, compatibility, SEO, hosting, backing up your website, what we need to do when a site goes live, customer relationship systems, how search engine marketing flows into your site, why your website is the lynchpin of your marketing, and a few war stories to make it really interesting.

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Roddy Boyd, owner, and Director at 23 Creative, joins me for part one of a two-part series on great business websites.

I invited Roddy on the show because pretty much every business has a website, but not every business has a great website.

Websites can sometimes be a bit of a mystery for businesses. Sure, they know they need one, and they know what a good one looks like, but they don’t know how to take ownership of their site and make that happen.

Most of you have and will use a web developer to build your site but, so often, it can be a frustrating process - whether it is taking too long, not exactly what you wanted, you don’t know how it all works, you don’t have control of and access to the backend, or it isn’t helping your business like it should.

Roddy knows that building a website isn't enough and that you need to make sure it has clear and concise calls to action and is easy for your target market to navigate.

In the first part of my chat with Roddy, we cover off planning, target audiences, calls-to-action, content management systems, how to pick the right developer, structuring a website, how much they cost, content, and a few war stories to make it really interesting.

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Content creation is adding your voice and value to handpicked content that you know will help your target audience and then sharing it with them.

It is often a super easy tactic to execute and can be executed for no additional budget ... yet have amazing results!

Content curation is a great approach because it is so much easy than creating original content; you simply have to curate it for your audience and provide some context.

The reason it is considered part of your content marketing is not because what you are sharing is content, of course it is, but because content marketing is all about demonstrating your expertise to build trust and be seen as an authority or expert.

So, you can’t simply cut and paste links and flick them on. That's why it is called 'curation' and not simply 'sharing'. 

In this episode, hear about two great examples of content curation that I've used to help boost businesses' marketing.

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Aaron Wild, from Reach Local, joins the show because I speak to a lot of businesses where Google Ads would be a great option for them but they, for whatever reason, shy away from it. Maybe they don’t like spending the money on advertising. Maybe they have had campaigns in the past but managed it themselves and they didn’t have great success and so they don’t think Google Ads are a very good option for them.

It is strange to me because we can

• conduct concrete research to tell us if Google Ads are likely to pay off,
• they are so highly trackable it is not funny so you’ll know your exact ROI each month, 
• we can set our own budget, and
• we can stop and start them with a click of a button.

In the past, I used to offer Google Ad campaign management for people but those were the days when it wasn’t as complex or as competitive as it is today. That’s where Reach Local comes in.

Founded in 2004, Reach Local operates in 5 continents and has had over 19,000 clients, having delivered them over 201 million leads with a lead being a phone call, email, or web event from one of their campaigns.

That’s why, these days, there is no way I’m as smart or as organised as Reach Local so I can’t, in good conscience, charge people to run their Google Ad campaigns.

As such, any of my clients who need Google Ads, I simply introduce them to Aaron and let him and the team do their thing and generate leads.

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When getting serious about content marketing, a lot of businesses start with the vehicle, or asset, and focus on that. They think, “Oh, let’s start a blog” or “Let’s start a podcast”, and then they try and figure out what to fill it with.

That is always a really painful approach and fraught with danger.

Instead, focus on the 'what' and not the 'how'. Focus on what you want to communicate through your content, and how you want to influence the audience, and then decide the how of delivering it?

The beauty of taking a content-first approach, instead of vehicle-first approach, is that you start to open yourself up to all types of repurposing and recutting content.

Repurposing and recutting content is, in my opinion, one of the greatest efficiency tricks in marketing.

In this episode, I'll explain a top-down and a bottom-up way for you you repurpose your content and maximise its value.

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