Marketing Freed

In most markets, it’s becoming increasingly difficult for companies to differentiate on features alone. And even if a business develops a unique feature that’s important for its customers, you can bet that the competition will follow suit quickly. 

A more sustainable advantage is to build a unique position in your customer’s mind, combining the features and benefits of your offering with psychology, creativity, logic and emotion into a brand story that makes your business stand out from the crowd. Yet all too often, marketing teams just accept the bland, undifferentiated position they’re in, and try to outdo the competition by spending more on ads, exhibiting on bigger trade show stands and sending ever more emails. 

In this episode of the Marketing Freed podcast, marketing and advertising expert, Jim O’Connor joins me to share the logical, systematic and simple process that any business can follow to uncover their brand story that sells.

In this episode, we discuss:

• What is a brand story
• The sequence of steps to follow to uncover a brand story for your business
• The one thing that every great proposition should have
• Why talking to people you dislike can help your creativity
• Techniques for switching off your logical mind, and letting your creative subconscious flow
• What to do when you don’t have anything remarkable in your product

CONNECT

Jim O’Connor on LinkedIn - https://www.linkedin.com/in/jim-o-connor-64ba2a1/ or https://storiesthatsell.co.uk/ 

David Richter on LinkedIn - https://www.linkedin.com/in/david-richter-clickpop/ or https://www.clickpop.co.uk/

Jim’s book The Authority Guide to Creating Brand Stories That Sell: https://www.amazon.co.uk/Authority-Guide-Creating-Brand-Stories-ebook/dp/B0756M8QLZ 

LISTEN

Spotify - https://open.spotify.com/show/2rZo9Z5laMfQ9OsY9OVyPq?si=652f6e969f9e42ec

Apple Podcasts - https://podcasts.apple.com/us/podcast/marketing-freed/id1731359462

YouTube - https://www.youtube.com/@MarketingFreedPodcast

Getting your website to the top of Google for relevant search terms is a crucial part of capturing demand for many businesses. While many marketing teams concentrate on ranking for broad online searches, they often ignore their rankings on a local level. But with almost half (46%) of Google’s search traffic believed to have local intent, making sure your business is optimised for local SEO can give even national brands and B2B businesses an advantage.

In this episode of the Marketing Freed podcast, SEO expert Gerry White joins me to share his insights on local SEO gained from a career in search marketing that’s spanned the likes of the BBC, Riverside.fm, Just Eat, Austin Reed and most recently, Mirador, a SaaS local SEO management solution.

In this episode, we discuss:

• The importance of local SEO for businesses beyond local B2C brands
• Good practice for your Google Business Profile so that your business is seen as relevant and accurate
• How effective internal linking architecture gave Just Eat an edge over its competitors
• The role of reviews in local SEO and tactics for getting more of them
• How Google uses third-party review data, not just its own reviews
• What to do if you receive a negative review
• How you can get certain reviews removed by Google
• The evolving role that AI has in local SEO

CONNECT

Gerry White on LinkedIn - https://www.linkedin.com/in/dergal/ or X/Twitter - https://twitter.com/dergal 

David Richter on LinkedIn - https://www.linkedin.com/in/david-richter-clickpop/ 

Find out more about local SEO tool Mirador at https://www.miradorlocal.com/ 

LISTEN

Spotify - https://open.spotify.com/show/2rZo9Z5laMfQ9OsY9OVyPq?si=652f6e969f9e42ec

Apple Podcasts - https://podcasts.apple.com/us/podcast/marketing-freed/id1731359462

YouTube - https://www.youtube.com/@MarketingFreedPodcast

OTHER

Stat about 46% of Google searches having local intent: 46% of Google’s search traffic has local intent: https://www.seroundtable.com/google-46-of-searches-have-local-intent-26529.html 

Are you an ambitious marketer seeking new strategies and inspiration so that you can become an effective marketing leader? Welcome to Marketing Freed, the podcast designed to elevate your marketing game and inspire innovation.

Each week, marketing expert David Richter sits down with a freelance marketing expert, to uncover the marketing strategies and techniques they’ve honed in their specialist field.

Marketing Freed brings you regular inspiration for marketers, whether in-house, freelance or agency, as well as business leaders looking to gain an edge with their marketing so that they can grow their business.

Subscribe today on your favourite podcast platform.

Marketing Freed is a ClickPop podcast. Find out more at http://ClickPop.co.uk.