Marketing Espresso

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In this episode of Marketing Espresso, I sit down once again with Katrina Collins - founder of a global digital media marketing agency and champion of data-led strategy. If you missed our previous conversation, make sure to catch up, because this follow-up dives even deeper into the power of analytics.

We’re breaking down what makes data not just important, but delicious. Katrina explains how metrics like impressions, engagement rates, and video views are more than vanity numbers - they're the breadcrumbs that lead you to stronger connections and measurable results. Whether you’re on Instagram, LinkedIn, or dipping your toes into TikTok, this episode gives you practical, real-world strategies for turning your content into conversions.

We also cover:

• Why your social media content isn’t landing (and how to fix it)
• How to reverse-engineer your content based on lead generation goals
• The simple engagement strategy that could fast-track your growth
• Why you shouldn’t trust everything platforms like Instagram tell you
• The one underrated metric that tells the real story

Plus, Katrina drops golden insights on outreach, algorithm myths, and the importance of measuring your own activity - not just your post performance.

Key Topics Covered:

• Social media reporting and KPIs
• Engagement strategies for growth
• Data-driven marketing for small business
• Building consistency across platforms
• The reality of “passive posting”

Guest Bio:
Katrina Collins is the founder of Butterfly Media Marketing. A self-taught, globally recognised marketing strategist, she’s helped hundreds of businesses build success online. Her mission is to empower 100,000 small business owners to create their own version of success by harnessing the power of story, strategy, and data.

Connect with Katrina:

• LinkedIn – Katrina Collins
• Instagram: @butterflymediamarketing
• Website: www.butterflymediamarketing.com

Join the Conversation:
I’d love your feedback — what landed for you? What would you like to hear more (or less) of? Leave a review, shoot me a DM, or tag me in your takeaways.

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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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In this episode of Marketing Espresso, I take a deep dive into the concept of below the line marketing and explain how it can be a game-changer for businesses that are tired of chasing likes and views. I also share a few personal anecdotes from my time at a recent networking event and explain how strategic marketing can be simplified and energised, just like your morning espresso. If you’re ready to embrace more intentional, strategic marketing that builds real relationships and drives genuine outcomes, this episode is for you.

What You'll Learn:

• What below the line marketing actually means
• How it differs from above and through the line marketing
• Why direct, personal marketing is essential for all businesses
• Real-world examples of how these strategies work together in a campaign
• The difference between visibility, brand growth, and ROI in your marketing efforts

Resources & Mentions:

• Collaborate Women (Sydney-based networking group)
• Previous Episode: Above the Line
• My free marketing funnel audit (reach out if interested)

Call to Action: If this episode resonated with you, leave a review, rate the show, or share it with a business owner who could use a more grounded approach to their 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

In this episode, I sit down with the brilliant Tahnée Sanders to dive deep into one of the most asked questions in business: how do I get more enquiries?

We cut through the noise and call out the BS advice that's often thrown around online about low-ticket offers, funnels, and quick wins. If you’ve ever felt pressure to launch a $27 product or been told to "just run some ads," this conversation will be a refreshing reality check.

Tanhee and I talk about the long game of business, the actual time it takes to build trust with your audience, and how social media isn't the magic solution it's often made out to be. We also share honest truths about funnels, building an engaged email list, and how most inquiries are a result of consistent, strategic visibility over time - not flashy gimmicks.

We unpack the idea of serving the 90% of your audience who aren't ready to buy (yet) and how that sets you up for long-term success. We also get super practical with strategies you can implement now, including email marketing, diversifying platforms, and clear messaging.

Whether you're just getting started or looking to refine your strategy, this episode is for you.

What we cover:

• Why low-ticket offers aren't the golden ticket
• The truth about modern funnels
• Why your messaging matters more than your follower count
• How long it really takes to convert a cold lead
• What it means to "serve the 90% and monetise the 10%"
• How to diversify your visibility (and where to start)
• Why your email list is your most valuable business asset

Connect with Tanhee: 

Explore more at The Strategy Studio and connect with Tahnee Sanders on Instagram @TheStrategyStudio and LinkedIn.

Tahnée Sanders, (it's pronounced like Renee, with a T) is a former journalist turned messaging strategist and copywriter who helps service-based business owners clarify their messaging, communicate their value, and attract the right clients with ease.

As the founder of The Strategy Studio, Tahnée brings a real-world, results-driven approach to marketing—helping business owners craft messaging that not only connects but also positions them to charge what

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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

Let's chat marketing Jargon! 

In this solo episode of Marketing Espresso, I unpack the marketing jargon we don’t talk about enough anymore - "Above the Line" marketing. As someone with deep experience across both corporate and SME environments, I’m here to help you understand what this term means, why it still matters, and how it fits into a broader marketing strategy that includes both digital and traditional elements.

What You’ll Learn:

• What "Above the Line" marketing really means
• The difference between traditional and digital ATL strategies
• Why brand building still matters (even if ROI isn’t instant)
• How to balance ATL, BTL, and TTL approaches
• How to ensure high-spend campaigns are measurable and strategic

Who This Is For:
If you’re a business owner, new marketer, or even someone who's “nailed it” with social media but wants to understand the bigger marketing picture - this one’s for you.

Links and Resources:

• Got a marketing question? Send me a voice message or fan mail on Buzzsprout!
• Want a Yeti Keep Cup? Tell me why you deserve one.

Subscribe & Review:
Loving the show? Please leave a rating or review on your podcast app and share this episode with a friend or colleague who’d benefit from it!

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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

Have you ever found yourself following some online trend for your brand, because everyone else is doing it, and you're worried that if you don't, you'll miss out on some new followers or engagement or whatever everyone else is getting from doing it?

In this episode, I’m joined again by brand strategist and friend Bec Hughes, and we're chatting all things Fast Content (as she has coined these trends), including the pitfalls, plus the performative nature of trend-driven marketing. We revisit the Barbie AI trend and dissect what it revealed about how brands approach social media visibility, pressure to perform, and the true meaning behind engagement.

We explore the ways marketers and creatives can break free from the content hamster wheel by focusing on meaningful brand storytelling and developing a strong, ownable point of view. Bec shares why having a clear brand perspective is one of the most powerful tools in your content strategy, and how it allows you to leverage trends in a smarter, more strategic way.

If you’ve ever felt like you’re creating content just to stay relevant, this episode will help you reframe your approach and give you practical tools to start creating with purpose.

What We Cover in This Episode:

• Why fast content rarely converts into actual leads
• The pressure to “be everywhere” on social media
• How trend-chasing dilutes brand messaging
• The illusion of engagement and vanity metrics
• What thoughtful content actually looks like
• The importance of brand perspective and finding your “TED Talk”
• Ways to critically assess your content before posting

Key Takeaways:

• Posting more doesn't automatically mean more impact.
• Trendy content may get likes, but that doesn't mean it's working.
• The most powerful brands are those with a strong, recognisable point of view.
• Your brand should offer something deeper than just fun or aesthetic value.

Resources & Links:

• Bec Hughes on Instagram: @bechughesbranding
• Website: www.bechughes.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

Have you guerrilla marketing? 

Probably not because all we hear about these days are digital marketing channels!

Well, I am taking it back to a time when creativity and marketing went hand in hand.

How do you stand out in a crowded channel? Create a new channel! 

In this episode of Marketing Espresso, I am exploring the concept of guerrilla marketing and why it still holds power in today's crowded marketing landscape.

Drawing on the early days in my career I am revisiting the bold and creative campaigns that broke the mould - but how can you do this?

Well luckily, I am going to give you some practical ideas on how you can adapt these tactics for your own business - regardless of your budget.

Whether it's creating an unexpected moment in public, collaborating with local businesses, or using playful promotional tactics, this episode will get you thinking differently about how you reach and connect with your audience.

In this episode, you’ll learn:

• What guerrilla marketing actually is (and what it’s not)
  
  
• Why unconventional marketing tactics can still make a huge impact
  
  
• Real examples of guerrilla marketing, including campaign collaborations and creative giveaways
  
  
• How to approach these ideas in a way that aligns with your business and audience
  
  
• Simple ways to scale ideas for different budgets and brand personalities

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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

It's one of my favourite topics to discuss because so often it is a business's missing link in their marketing - a siloed marketing team that is disconnected from the sales team, and more often than not, the other teams that are customer-facing also.

So you know, when I am passionate about something, I'll bring in an expert to chat about the topic with me.

In this episode of Marketing Espresso, I am joined by Karen, VP of Marketing at Val and a seasoned marketing leader with over 25 years of experience in the space where creativity, media, and data meet. Karen shares why breaking down silos between sales, marketing, and customer success is critical for growth – not just in large organisations, but for small businesses too.

We explore the rise of the Chief Revenue Officer role and how unifying these traditionally separate departments creates better communication, brand alignment, and measurable results. Whether you're building a small team or scaling a larger business, this episode is packed with practical insights on building synergy across your revenue-generating efforts.

What We Cover in This Episode:

• Why traditional marketing and sales silos don’t work anymore
• The importance of shared goals across sales, marketing, and customer success
• The emerging role of the Chief Revenue Officer and how it changes team structure
• How integrated teams lead to more effective campaigns and better customer experiences
• The mindset shifts marketers and creatives need to thrive in a revenue-first model
• How small business owners can adopt this model early to scale more sustainably

You can connect with Karen 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

Is AI Going to Take Over Marketing? Let’s Talk About It

Lately, I’ve been having a lot of conversations with business owners and marketers who are wondering the same thing - is AI going to take over marketing? And more importantly, should we be worried about our jobs?

In this episode of Marketing Espresso, I’m sharing my honest thoughts on the rise of AI in marketing. Yes, it’s a powerful tool. It can speed things up, help us brainstorm content ideas, and even write a first draft or two. But here’s the thing: AI doesn’t have your lived experience, your memories, or the stories that connect you with your audience. And that’s what truly sets your marketing apart.

We’re seeing a shift away from overly polished, generic content and back toward real connection. People are craving authenticity. They’re showing up at in-person events again. They’re spending less time on social media and more time building relationships. So no, AI won’t replace marketers - but it will challenge us to get clearer on what makes our brand actually stand out.

Tune in now and ask yourself: how are you using AI in your business? Is it enhancing your creativity - or dulling it?
I’d love to hear your thoughts - DM me or send in a question for the podcast!

Thanks so much for listening to Marketing Espresso. If you’re enjoying the episodes, hit follow and leave a review so more people can find the show. And hey - if you’re keen for a hoodie or coffee mug, let me know. Merch might be brewing…

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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

Why Brand Marketing Isn’t Dead (And Might Just Be Making a Comeback)

You know that feeling when you know you’re onto something, but the whole industry seems to be sprinting in the opposite direction? That’s been me with brand marketing lately. I’ve been shouting into the LinkedIn void about how we’ve lost touch with the art (and power) of building a brand.

So I called in back-up - Stephanie Brown. She's a career coach for marketers and creatives, ex-Nike and Apple, and she knows the ins and outs of what’s actually going on inside marketing teams right now. Spoiler: if you’re feeling disillusioned by the performance-first, always-track-everything world of modern marketing... you’re not alone.

In this episode, we dive deep into where brand marketing went, why performance took over, and why the pendulum is finally swinging back.

Here’s what we covered:

• The rise (and fall?) of performance marketing: Why marketing became all about numbers—and the downside of only chasing short-term ROI.
• Brand roles are disappearing—and that’s a problem: Steph shares insights from inside the industry about how many traditional marketing roles have vanished... and what that means for the next generation of marketers.
• Why great brand marketers are more needed (and rare) than ever: If you've been trained in brand strategy, storytelling, and human connection—you might just be in high demand again.

Let’s keep the convo going

If you loved this episode, I’d really appreciate a rating or review. It helps me know what’s landing and keeps the good stuff coming your way.

Steph helps ambitious Marketers and Creatives identify their career purpose and land their next perfect role faster.

Connect with Stephanie:

LinkedIn

Website

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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

Brand marketing - yep, despite being inundated for years with digital marketing trends, brand marketing is coming back! (And so it should!)

Today I am discussing the resurgence of influencer marketing and how it's being influenced by current digital trends. I am going to chat through some recent specific campaigns that have been launched, which use brand marketing and influencer marketing incredibly well together - bonds anyone?

So what matters when you're finding the intersection of brand marketing, digital marketing and influencer marketing? Well the importance of cohesive branding and strategic alignments. 

Bonds' recent campaign leveraging Australian icon Robert Irwin and Nike's female empowerment run are great examples of effective brand marketing strategies beyond traditional digital metrics. 

Think creatively about collaborations and community engagement to amplify your own brand's presence. 

Tune in for insightful tips on making your brand stand out in a saturated market.

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