Marketing Espresso

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The full question was:
When balancing where to spend your marketing $$ which do you recommend to outsource, what do you recommend to keep in-house?

So lets talk about this balance of what to outsource and what you can keep on your own plate, or build talent up internally.

I believe in outsourcing highly technical tasks like AdWords, SEO, and website creation to specialists while leveraging internal resources for content creation when feasible. 

I'm a huge believer in finding talent in your team - train your internal staff interested in marketing, like receptionists, or customer-facing positions for cost-effective skill development. 

I cannot stress however the importance of having a solid marketing strategy before making any of these decisions...

Remember, as you scale and outsource specific marketing functions you SHOULD be ready to level-up your reporting game so that you have a true and accurate understanding of ROI in your business.

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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

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There aren't many industries tech hasn't revolutionised... Including the world of CFOs, accountants, bookkeepers and numbers ninjas.

So today I have Hilary O'Dwyer and we're chatting how  to better understand and manage their finances using tools like Xero and Hubdoc.

Hilary shares insights on self-serving financial management, running essential reports, and organising data effectively.

Key takeaways include the importance of seeing accurate financial data, the benefits of using software features for budgeting and transaction tracking, and practical tips for utilising Hubdoc and other financial apps to save time and improve financial literacy.

Hilary O'Dwyer is a numbers ninja and the founder of Titian Consulting, a virtual CFO offering.

After 25 years working and managing the finance teams for large and listed organisations in Australia and the UK, Hilary now helps business owners & CEOs of start-ups look after the hard stuff, understand their numbers and create and execute strong business plans. Working in the business, she makes sure everything is up to scratch so there are no nasty surprises down the line.

Numbers tell a compelling story, but most business owners aren’t trained to interpret the data in a way that benefits their bottom line. As a finance professional, Hilary helps people streamline their processes and create business plans based on accurate information and not a gut feeling.

www.titian.consulting
Connect with Hilary on LinkedIn 

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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

Send us Fan Mail

Another great question from my awesome listeners and the answer is as always... it depends! Or Yes & no.

There are challenges in creating content that works across all platforms because not all platforms want the same kind of content.

However, in the essence of time... sometimes if your strategy isn't heavily reliant on social media repurposing cross-platform works well.

Always remember you must align your content strategy with your customer's needs, and understand the platform demographics.

Want more of my thoughts on Social Media & Marketing?

Download my White Paper
"Social Media Won't Save Your Marketing"

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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

Send us Fan Mail

There is nothing more I love talking about than content and AI... Because I find so much sh*t content online at the moment, adding to the noise that people are putting out to just be in peoples feeds.

But is it worth just adding to the noise with content that isn't engaging, thought provoking or even interesting?

I am joined by my fav content unicorn, Charlotte Lane.

We're diving into AI's capabilities in automating tasks like research and customer profiling, while also addressing its limitations in replicating human creativity and emotional storytelling.

Our convo covers the potential risks, ethical concerns, and how to thoughtfully integrate AI into business strategies.

Charlotte emphasises the importance of understanding AI's impact on business branding and maintaining authenticity.

Charlotte started The Copy Unicorn (originally named Copy Fox Content) back in 2020 - she quickly realised that her human focused approach aligned with years of writing experience quickly led to marketing magic for her clients. And it was these clients that bestowed the name of the The Copy Unicorn upon her.

Since 2020 she has been helping business owners find the human stories behind their success. The stories that we often discount as “everyday life”, are usually the ones that inspire and connect us the most to our clients. Which is why Charlotte's skill set lies specifically in uncovering those stories and tying them back to your services, or everyday actions that your clients can take to get them closer towards their success.

Because magical marketing isn’t about buzz words, the biggest ad-spend or spending hours learning 20-second dance routines, magical marketing happens when connection allows you to stand out not as the number 1 choice, but the only choice.

Email: [email protected]
Connect on LinkedIn with Charlotte Lane

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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

Send us Fan Mail

When did marketing become "social media?"

Well today I am here to remind you that social media shouldn't make up more than 15% of your overall marketing strategy...

Want more of my thoughts on social media marketing and where it should fit, then download my White Paper "Social Media Won't Save Your Marketing"

Get your copy here.

DOWNLOAD MY 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

Send us Fan Mail

Passive income, either you've been living under a rock or you've heard the hype about Passive income - hell maybe you've been trying to chase this elusive dream.

Today I have a real-life master of "passive income" on the show to talk about the realities of it, and is it Reeeaaalllllyyyy passive? Does it live up to the I am laying on a beach and doing no work and earning seven figures hype?

Kate shares her experiences and insights on creating successful passive income streams, emphasising the importance of persistence, audience building, and practical steps before launching whatever your passive dream might look like - we chat about that too, detailing various models like courses, memberships, and masterminds.

Our conversation balances practical tips with personal anecdotes, offering a realistic view on creating sustainable business success.

I love my chats with Kate, she is a straight-talking, no bullshit, what you see is what you get human... & this episode doesn't disappoint on honesty, vulnerability, and the reality of what it takes to build the incredible business that Kate has built.

Kate Toon is a real-life human, doing her best to help other humans on their merry way to business success. She is all about substance over style. And keeping it real and relatable.

She's a misfit. A motivator. An entrepreneur. An educator.

Kate Toon is an award-winning business mentor and digital marketing coach. She’s a down to earth human on a mission to demystify the realities of running a successful online business. 

Her Stay Tooned group of companies includes the Digital Marketing Collective, The Clever Copywriting School, and The Recipe for SEO Success. 

Kate’s helped more than 20,000 other businesses demystify digital marketing, grapple the Google Beast, and find their own version of success. Kate is a renowned speaker, podcaster and author, and was named Australia’s Most Influential Small Business Woman (2022), one of Australia’s Top 50 Small Business Leaders (2022), and Businesswoman of the Year and Training & Education Provider of the Year at the national My Business Awards (2020).

She’s the author of Six Figures in School Hours: How to run a successful business and still be a good parent (2023), and a resident expert on Kochie’s Business Builders. 

She’s also the founder of The Digital Marketing Collective Conference, The Digital Marketing Collective Retreat and The Digital Marketing Collective Mastermind. 

On top of this Kate hosts three podcasts, speaks at events around the world and is learning to rollerskate. 

All this from the Toon Cave in her backyard, accompanied by her very own CFO (Chief Furry OfficeDog) Pomplemousse and assisted remotely by a small team of talented humans.

https://www.katetoon.com/

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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

Send us Fan Mail

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

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

Send us Fan Mail

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

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

Send us Fan Mail

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

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

Send us Fan Mail

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.

Connect with Aleyx on LinkedIn

DOWNLOAD MY 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