Marketing Espresso

Whenever I ask for questions for the poddy Email Marketing questions come at me the most... so lets talk email marketing - I know there's been a few eps on it, but to save you scrolling and because in the past three years there's been shifts, lets talk about it again.

I'm covering:

• What content should be included in EDMs, emphasising making them client-focused and personal. 
• The ideal frequency for sending EDMs, advocating for a balance between not spamming and maintaining regular touchpoints. 
• Plus insights on how to achieve high open rates by crafting engaging and relevant subject lines, and provides tips on avoiding spam filters. 

This episode is full of practical advice!

DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/

Instagram @bec_chappell
LinkedIn – Bec Chappell
If you're ready to work together, I'm ready to work with you and your team.

How to work with me:
1. Marketing foundations and strategy consultation
2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders
3. Book me as a speaker or advisor for your organisation
4. Get me on your podcast

This podcast has been produced and edited by Snappystreet Creative

Yes you need a website, and yes if it is optimised correctly it WILL drive leads (and therefore sales.) There are plenty of business owners who will happily boast about how they built their business without a website, but imagine how much money they left on the table!!

Don't believe me? I have Belinda Irvine back in the hot seat today to talk through how to optimise your home page (aka your digital store front) to meet your customer's needs.

Belinda shares valuable insights on creating conversion-friendly homepages, the importance of user experience, and integrating systems for accurate reporting.

Belinda also gifts us the common pitfalls she sees such as overly complex website designs and the critical role of communication in maintaining client relationships.

Belinda Irvine is a Google Ads Specialist helping business owners increase sales and revenue, making the most of marketing budgets by returning a positive ROI.
 
Bel offers the opportunity to get eyes through Google Ads. The more effective and driven solution than social advertising which can be clunky & costly.
 
If online advertising is something you have considered, Bel has kindly offered all Marketing Espresso listeners a FREE 30 min strategy call to assess Google Ads viability for your business.

DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/

Instagram @bec_chappell
LinkedIn – Bec Chappell
If you're ready to work together, I'm ready to work with you and your team.

How to work with me:
1. Marketing foundations and strategy consultation
2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders
3. Book me as a speaker or advisor for your organisation
4. Get me on your podcast

This podcast has been produced and edited by Snappystreet Creative

I’ve never really understood, but always been fascinated by just how enthused people get with their sporting teams… Like why would you cry if they don’t win? Seriously it’s just a game.

In my corporate career, I was always getting free tickets to games, and of course, I would go.

I went to countless NRL games several swannies matches (AFL) and even a few Sydney Kings matches (basketball)

I always loved the AFL matches over the NRL as they were so fast-paced and the player's athleticism was just something else…

In 2023 I started going to a couple of matches again with friends who were Swannies fans… And I started to GET IT.

Then January 2024 rolled around and a friend asked me “Do you want to be members?” and I thought why the hell not…

Fast forward Saturday night - 7th September, finals footy, home game SCG, sold out crowd and as I found myself starting a “Sydney” chant I thought… ok, I get it.

At its core the Sydney Swans, or any sporting team has created a brand.
(Yep folks the AFL/NRL whatever your sporting obsession - and all the teams are businesses)

And to be able to get people so damn passionate about your brand that their entire mood is changed for a week after the game, what a powerful brand.

So how do they do it?

In this episode I am chatting all things how businesses can build powerful legacy brands by learning from the brand loyalty seen in sports teams. 

Using my own personal experiences and observations, I am discussing the importance of aligning personal brands with organizational values and the significance of having a solid brand strategy. 

A successful brand is built on strong foundations and the commitment of everyone in the organisation to uphold core values. 

And let's not forget what these sporting legacy brands do best - manage to retain their legacy (and fan base) irrespective of player changes, offering valuable lessons for businesses aiming to achieve similar brand loyalty. 

DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/

Instagram @bec_chappell
LinkedIn – Bec Chappell
If you're ready to work together, I'm ready to work with you and your team.

How to work with me:
1. Marketing foundations and strategy consultation
2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders
3. Book me as a speaker or advisor for your organisation
4. Get me on your podcast

This podcast has been produced and edited by Snappystreet Creative

We know storytelling impacts marketing, but today I have the expert in this, Aleyx Ward joining me to reiterate this fact and hopefully convince you - and give some useful insights as to how to story tell in your marketing.

Aleyx shares insights on the importance of crafting effective brand stories, understanding your ideal clients, and the impact of personal branding. 

The conversation covers practical strategies for positioning your brand, creating engaging content, and balancing personal and business narratives. 

We also cover the elephant in the room - AI - we talk about the limitations of AI in storytelling and the significance of quality over quantity in marketing efforts.

Aleyx Ward is a Brand Storyteller and Founder of Core Story. She’s worked in strategic marketing roles in the UK and Australia, from global manufacturing and legal software companies, to local recruitment and mental health firms. She’s a big believer in the power of story for both businesses and individuals.

DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/

Instagram @bec_chappell
LinkedIn – Bec Chappell
If you're ready to work together, I'm ready to work with you and your team.

How to work with me:
1. Marketing foundations and strategy consultation
2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders
3. Book me as a speaker or advisor for your organisation
4. Get me on your podcast

This podcast has been produced and edited by Snappystreet Creative

The full question gifted to me for this episode was:
"If you have next to no marketing in place, of all the places to start, what is the number 1 starting point"

Well... I think given my background you can assume that I am going to answer this with "a well-thought-out strategy."

However hear me out, I am going to give you actionable pointers as to how to create a simple strategy, nothing too difficult to kick this off.

So instead of just throwing social media posts at a wall and hoping something sticks I am going to say it again louder for those in the back... outline and articulate your product or service, identify your target audience and understand their pain points. 

Choosing appropriate marketing channels based on where your audience is and having a basic website to establish an online presence. (It is after all your shop front.)

But let's not forget the importance of thinking about your business uniquely, never following a one sized fits all approach and the necessity of a cohesive strategy to ensure effective and measurable results. 

DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/

Instagram @bec_chappell
LinkedIn – Bec Chappell
If you're ready to work together, I'm ready to work with you and your team.

How to work with me:
1. Marketing foundations and strategy consultation
2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders
3. Book me as a speaker or advisor for your organisation
4. Get me on your podcast

This podcast has been produced and edited by Snappystreet Creative

Don't believe women lead differently than men? Think again...
Today I have Ros on the show and she has spent years researching the different ways women lead and how to nurture those ways to make better leadership teams, but more than that increase your profits!
We're going deep on how the Industrial Revolution changed the way we work... and not for the better (for men or women!)
So how do we get back to feminine and masculine energy leading in harmony, for the greater good of the business? (OR businesses you work with!)

Ready to know what Archetype you are?
Find out here
You get 50% off for being a Marketing Espresso listener! How good!

When she was growing up, Ros wanted to be a vet or a scientist, but her fascination with human behaviour and neuroscience led her to a career in organisational development, specialising in improving business outcomes by developing individuals, teams, and organisations.

After more than 20 years in corporate human resources and organisational development roles, a successful battle with cancer gave Ros the nudge to take her passion for transforming leaders and improving how individuals and organisations cope with change in a new direction.

Leaving her senior corporate role in 2012, Ros established her consulting business, Shaping Change, to achieve her goals.

Ros is a solution and results-oriented facilitator, with expertise spanning strategic planning, leadership development, organisational culture, change management, emotional intelligence and employee engagement.

She is also a talented and multi-award-winning executive and leadership coach, with coaching clients at executive and senior levels in Government agencies, private enterprise, and the community sector.

In 2016, Ros felt compelled to look deeply at the differences in the leadership styles of men and women. The result was the Women’s Leadership Archetypes model, now being used worldwide by women to discover how they can better leverage their natural strengths to lead with purpose, authenticity, and integrity. In 2022 Ros was recognised with a World of Difference Award by the International Alliance for Women (TIAW) for this work. Ros now licences other women coaches, facilitators, mentors, and trainers to use the WLA in their work, creating a ripple effect across the globe.

Ros is a blogger and the author of The Resilient Employee. In addition, she contributes regular articles to Leaders in Heels, The Huffington Post, and People Development magazine.

Connect with Ros: https://www.shap

DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/

Instagram @bec_chappell
LinkedIn – Bec Chappell
If you're ready to work together, I'm ready to work with you and your team.

How to work with me:
1. Marketing foundations and strategy consultation
2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders
3. Book me as a speaker or advisor for your organisation
4. Get me on your podcast

This podcast has been produced and edited by Snappystreet Creative

Ahhh yes the age-old debate and constant battle between sales and marketing continues.

But this time I really want to dive into what actually is marketing vs what is sales (and why they HAVE to work together.)

I am highlighting the importance of integrating marketing and sales efforts, particularly in engaging potential customers and moving them through the funnel to conversion. 

Tune in to understand why seamless coordination between these two functions is crucial for business success.

DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/

Instagram @bec_chappell
LinkedIn – Bec Chappell
If you're ready to work together, I'm ready to work with you and your team.

How to work with me:
1. Marketing foundations and strategy consultation
2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders
3. Book me as a speaker or advisor for your organisation
4. Get me on your podcast

This podcast has been produced and edited by Snappystreet Creative

In this episode, I am welcoming back Zora Artis, an expert in alignment, communication, and brand strategy.

We're discussing the responsible and effective integration of AI in business, focusing on its potential to enhance alignment with organizational goals.

Zora is sharing her insights from her experience, including her collaboration work with other AI experts in their fields.

Listen to this episode if you want to understand how to better implement and use AI in your business whilst understanding the risks involved and ethical implications.

As Australia’s leading Alignment, Communication and Brand Strategist, Zora teaches and advises Executive and Senior leaders to unlock the value in their people, brands and organisations to build high-performing organisations that deliver positive impact and strategic outcomes.

she's been in the business of strategic alignment all her life. her family immigrated three times before she was 13, so she was always the ‘odd one out'. It’s impossible to thrive when you don’t know the language, lack awareness of cultural norms, and question your own identity and value in a place - and it’s no different in organisations. This experience forged courage, resourcefulness, and intuition, setting her up for success in guiding governance, coaching leaders, and uniting teams in enabling alignment.

In her early career as a strategic adviser in agency, brand, and communication, she was frustrated seeing gaps and missed opportunities at the leadership level that hampered work due to misalignment.

This inspired her global-first study with Wayne Aspland, examining alignment, leadership, and communications, and she's never looked back.

Combining an award-winning career with vast commercial and board director experience and her alignment methodology, she now guides clients to optimise simplicity, process, and team contribution. The outcomes are stronger leadership and cultures, clarity, and organisations aligned to purpose and strategy.

Connect with Zora here:
artisadvisory.com
LinkedIn

DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/

Instagram @bec_chappell
LinkedIn – Bec Chappell
If you're ready to work together, I'm ready to work with you and your team.

How to work with me:
1. Marketing foundations and strategy consultation
2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders
3. Book me as a speaker or advisor for your organisation
4. Get me on your podcast

This podcast has been produced and edited by Snappystreet Creative

I get asked this question a lot, because I think everyone is aware of the importance of moving people into your email list to help deepen the relationship.

So how do you grow your email list?

I cannot emphasise enough the importance of offering high-value content and nurturing relationships with your audience. 

In this episode I am talking lead magnets, the importance of respectful and high-quality email marketing practices, and why oversaturating your audience with emails can be detrimental. 

I cannot stress enough the value of personalised and genuine engagement through email campaigns.

DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/

Instagram @bec_chappell
LinkedIn – Bec Chappell
If you're ready to work together, I'm ready to work with you and your team.

How to work with me:
1. Marketing foundations and strategy consultation
2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders
3. Book me as a speaker or advisor for your organisation
4. Get me on your podcast

This podcast has been produced and edited by Snappystreet Creative

Ever thought about writing a book? Then you should probably listen to this episode.

I've got Susan Dean back and she is sharing the story of starting her publishing company and why she wanted to work with great minds to share their story in written form.

We're discussing the importance of writing a book, not just for entrepreneurs but for anyone with a valuable story or expertise to share.

We chat through various aspects of book publishing, including marketing strategies, the impact of personal stories, and the significance of book covers. After all a book can be a powerful tool to connect with the right audience, elevate one's profile, and create a lasting legacy.

Everyone has a book inside them waiting to be shared.

Susan started her own publishing company because she wanted to share people’s stories; she truly believe it changes the lives of so many people around the world.

She started her publishing company in her garage. Fast forward through blood,
sweat and tears, and she now owns and operates a publishing house at Dean Manor
on a five-acre property in Macedon Ranges. With a team of 12, two of whom
are her adult daughters. We publish hundreds of stories of inspiration, including
business success, personal triumph and charity development.

A huge part of Susan's ‘Why’ is giving back my time and resources and she is a part
of many wonderful give back projects, such as Buy1Give1, Rotary Club, BNI
Business Network Industry and Hands Across the Water.

She is a life and business coach, workshop and training facilitator, publisher and
entrepreneur. With her help, coaches, authors, mentors and many other business
professionals have been able to share their knowledge and exponentially raise
their profile, brand and business.

Instagram
Facebook
Website

DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/

Instagram @bec_chappell
LinkedIn – Bec Chappell
If you're ready to work together, I'm ready to work with you and your team.

How to work with me:
1. Marketing foundations and strategy consultation
2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders
3. Book me as a speaker or advisor for your organisation
4. Get me on your podcast

This podcast has been produced and edited by Snappystreet Creative