Marketing Study Lab - Actionable Marketing Knowledge

Paid, Owned and Earned Media. What are the differences? We’ll talk about that later.

But before we do any of that I cant wait to have a chat with Ryan Holtz. Ryan's digital marketing work has been featured by Twitter, Automotive News, Canadian Auto Dealer Magazine, Huffington Post and several other major publications.

An outspoken and charismatic keynote speaker at various events, schools, conferences and is in high demand so it was humbling when he agreed to come on the podcast and discuss the motoring industry and the importance of a CRM, amongst other things.

Takeaways

- Follow your own path, it will take you where you want to and are supposed to be. More importantly, don’t forget to enjoy the process and the getting there. And of course, this includes your CIM Qualification journey – would love to take it with you.

- CRM (Customer Retention or Relationship Management) is hugely important if you want to stay in touch with your core audience, BUT and this is a massive BUT – The data must be clean and valid – rubbish in - rubbish out, unless you want to target M. Mouse and D. Duck! Think of it as your businesses little black book (for those who don’t know, a little black book used to be the thing ‘metaphorically speaking’ that had all your contacts in – those, personal, intimate contacts *cough* moving on.

- In this fast paced world you need to keep an open mind and always be ready to change on a Dime. Today, we have the opportunity to compete on a level playing field with the giants of our industries and because the small businesses have the flexibility to move fast, this should be taken advantage of wherever possible.

Paid, Earned and Owned Media

This is where I tell you the difference between paid, owned and earned media in a digital landscape. Now this is important for two reasons. 1 – You should know this regardless of where you are at in your career, 2 – It forms the fundamentals for the CIM assignment question we will be discussing after this.

Earned mediais essentially online word of mouth, usually seen in the form of mentions, shares, reposts, reviews, recommendations, likes, retweets or whatever term a platform uses for engagement of any kind.

Owned media is what it says it is, it’s any web property that you are in control of. This can be your own website, a blog or a social media channel.

Paid media is simply what you pay for within the online space. Usually to generate traffic or create further engagement through things like online advertising, paid social (posts and even influencers) and not forgetting PPC (Pay Per Click) and retargeting.

Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

LinksRyan Holtz: Ryan Holtz Podcast: The Ryan Holtz Show: https://itunes.apple.com/ca/podcast/the-ryan-holtz-show/id1167195878?mt=2 www.ryanholtz.ca[email protected]Twitter: https://twitter.com/RyanHoltz1 @ryanholtz1 Instagram: https://www.instagram.com/ryanholtz1/ @ryanholtz1 Facebook: www.facebook.com/ryanholtzmarketing

Books:Ego’s the Enemy – Ryan Holiday:

Ever wondered what SaaS is? No I don't mean to be a bit cheeky, I mean the acronym SaaS. I’ll explain more later.

But first, my guest, Maiten Panella, a doctor of psychology with 15 years’ experience in supporting International organisations with branding, planning, consulting, communications and of course digital marketing.

Takeaways

- Local and international Marketing are majorly different, although they both revolve around the customer, the audience will always be different. Different strategies are required per country or even different parts of a country, depending on the different cultures, history, language and dialect. Speak the language of the customer.

- Maiten says you need to consider the following when Marketing on an international scale:

- Daily life of the customer – the way of living, thinking and day-to-day living - The different business practices in specific countries - Remembering the smaller stuff, particularly around legislation – take GDPR for example – important in the EU, not so in Latin America – But they may still need to know these elements, especially if working on an international scale.

- Algorithms can play a huge part of getting noticed online and these can be different depending on the language and country, as algorithms are now so sophisticated they can track not just the keywords or search terms (which are different anyway), but the intention as well.

SaaS Business - What is it?

You may have heard this acronym a lot more recently as it is very topical.

So what does it stand for: Software as a Service.

And what does it mean: Basically it means that a company or individual is providing some element of software to other individuals or organisations, usually under a licensed model. For example Salesforce or GoToMeeting, which you may have heard of, if not, look them up and you’ll get it.

Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

LinksMaiten Panella: www.maitenpanella.com

Books:Brand Now – Nick Westergaard: https://amzn.to/2JBUFLO

App:Asana: https://asana.com

I want to introduce you to Post-It Marketing, which is posted on all the relevant social platforms, but mainly LinkedIn. These are 30 to 60 second videos about a Marketing topic to give you an insight into the industry and some of its nuances, but more of that later.

But first, let's have a chat with Phil Nottingham, from Wistia the go to chap for Video Marketing, which is integral to consider in todays Marketing communication planning. We’ll find out how to create compelling videos and how they can help with SEO.

Takeaways

- Remember that the story, is all about the story regardless of the production value. It’s the narrative and the message that will win out and putting people front and centre. Phil says that the best videos are those that reduce the barrier that technology has put in our way. A more human way of communicating.

- How do you create compelling video (regardless of your budget)….

1 – You need to understand your goals and positioning of the brand

2 – The main goals for the video, which links to;

3 – What is your call to action, what are you looking for your ideal clients to do once they’ve watched the video. Remember Channel, Action, Message.

4 – Pre-Production Planning – You’ll need a script, locations, actions, etc

5 – Recording

6 – Editing and Post-Production

7 – Optimise for the channels you intend to use to output your content – Supporting copy, thumbnails and all that intro stuff

8 – Promotion (sometimes forgotten, but to achieve your goals, hugely important 

- Videos can have a big impact on your SEO. Search engines may not be as good at crawling videos as they are images and text, but they are improving all the time and do have an impact, just check out the video search results on Google!

- And check out soapbox, which can help with you own video strategy: www.wista.com/soapbox

Post-It Marketing (Professionally Simple)

I want to bring you as much information to help you with your studies as I possibly can and what I have found is that short sound bites along with long form content (i.e. this podcast) works really well and compliments each other.

So what am I talking about? Well, Post-It Marketing is just that, me with a post-it note creating 30 to 60 second videos about a Marketing topic to give you an insight into the industry and some of its nuances.

From the acronyms we come across to how a chicken dinner can breakdown the differences between omni and multi-channel marketing. I try and cover it all!

Check them out at www.marketingstudylab.co.uk/postit or connect with me on LinkedIn, where these post-its are posted regularly. And remember the Marketing Study Lab Facebook Group for a whole host of other Marketing related stuff.

Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

LinksPhil Nottingham: www.wistia.comTwitter: https://twitter.com/philnottingham @philnottingham [email protected] Soapbox: www.wista.com/soapbox  

Books:Creativity Inc.: Ed Catmull - https://amzn.to/2PErYDp 

App:Runkeeper:

Well, well, well, you may have missed the last few episodes, that time of year, but we just cracked on, soz about that.  Anyway, for those who are joining us for the first time, welcome and for those that are regulars, it’s time to put down the turkey and lets get back to business as its regular programming from here on in.

Just a quick note on a new Facebook Group we’ve launched, aptly named the Marketing Study Lab Facebook Group, so before we move on, head over to Facebook and join the group. The more people that join the better the ‘bants’ will be. But in all seriousness, join us and keep the knowledge flowing.

It’s someone’s birthday, well tomorrow it is, yep, it’s our guest this week, Catherine Gladwyn’s birthday tomorrow. What a present, to be on the Marketing Study Lab podcast. I haven’t got you a card so again, soz about that!

So who is the birthday girl? Catherine is an efficient, self motivated, proactive, dependable VA (Virtual Assistant) who specialises in MailChimp, WordPress and social media management under her own brand – Delegate VA.

Takeaways

- When building any type of mailing list, to engage with your audience you need to focus on not just your idea client and their needs and wants, but also their pain points. What are you helping them with to make their life easier or more manageable? Once you have discovered this you can lead them on a journey to the resolution of that pain point.

- Lead magnets. Use other channels, especially social media as the gateway to gain a following and convert them into subscribers. Try to keep your core audience up-to-date with what is going on and build a reputation for providing good content, content people wont want to miss.

- Once you have a solid mailing list, make sure you are talking to them about relevant, engaging topics (see where all these tips end up – engagement). This doesn't have to be for your entire mailing list, just those the content is relevant to. Make sure you headlines are always interesting (click bait if you like, but for the right reasons) and always respond to any replies, don't leave it to an automation system to do all the work. They are unfriendly, impersonal and, yep you guessed it, not engaging.

Join The Marketing Study Lab Facebook Group

Over the course of this year, I’d like to start to introduce you to a whole host of new (and old) theories, concepts, acronyms and some tips on where to find the best information on Marketing but also to help with your studies a little.

So lets kick this off with reminding you to join the Marketing Study Lab Facebook Group. It’s in its infancy but I intend to create a group that is engaging and informative, so hop over to Facebook and join in!

Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

LinksCatherine Gladwyn https://delegateva.co.uk[email protected] https://www.linkedin.com/in/delegateva/ https://www.facebook.com/DelegateVA @DelegateVA: https://twitter.com/DelegateVA 

Books:Catherine Gladwyn – How to be a Virtual Assistant: https://amzn.to/2QR4bx5 

App:Mailchimp:

HAPPY NEW YEAR!

Wow, we're now into 2019, which is Marketing Study Lab's second year... so old.

The last episode was on Christmas day and this one is on New Years Day, heart timing Pete, great timing.

What better way to kick off 2019 than to take a look back the Marketing Study Labs two top tips of 2018. A look back, to look forward in a way.

Happy New Year Marketing!

As it's supposed to be a 'quite' time of the year, for friends and family, I thought I'd do what came naturally and publish a podcast on Christmas Day...... Nice one!

So what can I possible have to say. We'll quite a lot actually, or my guests do as I have decided to make this a recap show of my journey into podcasting and some of the amazing guests I've had on already.

In this episode we say hello again to:

Tracey Tait Spencer Waldron PR Smith Dave Chaffey Dr Carl Marci Luke Southern John Espirian

But I'd like to thank EVERYONE who has listened or taken part in any way shape or form in this or any other podcast. I am truly honoured to speak to each and everyone of you and humbled that each and every one of you are listening.

Happy Marketing

I want to get right into introducing our guest who holds a Ph.D, is a Professor, Digital Learning Consultant, Educator Entrepreneurship consultant, speak and blogger. Recently featured in Forbes, Ai Addyson-Zhang has a fascinating story to tell about how social media can be taught…. Using social media as the platform to teach in!

This episode is a belter and blew me away a little.

Takeaways

- So to recap, Social Media Pedagogy (Ped-a-Goge-ee) – Nailed it! is coaching people how to use social media, using social media as the training tool, making it practical and insightful from the start. It’s amazing to hear stories of students saying even this way of learning can be hard which goes to show that sometimes what we think is basic, can actually be quite complicated. 

- Let’s Globalise the classroom! What a great statement and one that may sound impossible, but in reality, isn’t! Using the different platforms practically may be hard to implement in a society that has used the same methods of education for many decades, but if it is the right fit, why aren’t we trying it? I certainly intend to in my workshops, 

- Learn – Do – Teach. Simple, yet effective. Practice what you preach, understand it better than anyone by doing and then pass on your knowledge. Learn – Do – Teach.

Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

LinksAi Addyson-Zhang [email protected] https://www.linkedin.com/in/aiaddysonzhang/ https://www.facebook.com/AiAddysonZhang/ @aiaddysonzhang - https://twitter.com/aiaddysonzhang https://www.instagram.com/aiaddysonzhang/

Books:Mark Schaefer – Known: https://amzn.to/2BZgYZT Theory:Howard Gardner's Theory of Multiple Intelligences: https://www.tecweb.org/styles/gardner.html

Let's meet Dan Charles, who is the Owner of Be Fair Marketing who doesn’t believe in trying to blind his clients with the ‘dark arts’ of SEO or charging a customer for what is essentially an automated PPC report. Dan is of the opinion that being open and honest is just good business sense.

Takeaways- There are so many unethical practices out there, many leading to poor customer communications and service. Dan explained the following as things to watch out for:

- Ryanair website UX patterns - Fake urgency - Upsells that are automatically added to a shopping cart - The false positives to get you to do something (i.e. click a button’) - Pop-ups that have negative or positive connotations

- Dan highlighted how to create a great PPC strategy: - Create a customer persona (which you can hear more about in episode 30 with Tracey Tait) - Make sure you know a list of ‘negative’ keywords (one’s you don’t want to rank for) and you’ll find, this on top of a persona will make your PPC very targeted - TEST, always test, using A/B testing - Review the big things, then refine the smaller elements - Make sure you have clear and transparent reporting

- And finally, re-marketing – which is targeting those consumers who already know about you. Those that are interested in what you have to offer due to their previous digital actions and using the likes of Facebook and Google to specifically target them with the appropriate creative. Which should in theory, cut down costs as you are targeting those that are already engaged.

Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

LinksDan Charles – befairmarketing.co Instagram: https://www.instagram.com/befairmarketingco/ LinkedIn: https://www.linkedin.com/in/dancharles/ Twitter: https://twitter.com/befairmarketing Facebook: https://www.facebook.com/befairmarketingco/ Books:How to Win Friends and Influence People – Dale Carnegie: https://amzn.to/2Rd2kUc

App:Clear Focus:https://play.google.com/store/apps/details?id=personal.andreabasso.clearfocus&hl=en_GB Method:(P)RACE Model: https://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/ (P)RACE Episode: https://marketingstudylab.co.uk/episode-8-the-prace-to-digital-success-dave-chaffey-digital-marketing-guru/ Google Doodle: 20 Years: https://www.google.com/doodles/googles-20th-birthday

I don't like to over promise and under deliver and I don't think I have with yet another special episode. This wasn't supposed to be a special, but as its all about podcasting, I think I got a bit caught up in the whole discussion and that was so easy to do with my guest today, John Lim.

John is an Entrepreneur, no doubt. A TEDx and public speaker, podcast host and author, which includes an adult colouring book! Check it out (links in the show notes as usual) to all the good stuff)

John is the executive producer and host of the podcast series, Moving Forward, which has reached listeners in over 50 countries, where John speaks to entrepreneurs, artists, and influencers, so he is in the perfect position to give us the low-down on podcasting and why it needs to be part of your comms mix.

Takeaways

- Podcasting can be a powerful tool as it allows you to learn and share. If it wasn't for the power of the podcast, I wouldn't have had the pleasure in talking to John and you wouldn't have the honour of listening to him.

Podcasting can also help with brand awareness in many different ways. It can provide proof of knowledge, status, culture, beliefs, word of mouth, passive listening, credibility and also that all important awareness.

- Podcasting can fit into your comms mix at any stage of a customer journey, it can connect you to strangers that may never have heard of you at the top of the funnel, through engaging and developing a relationship of know, like and trust, through to cultivating the customer by providing a call to action in a none intrusive way.

- And remember, the key to a good podcast is the make sure the topic is something you love talking about. Most podcasts don't get past 20 to 30 episodes, so plan it out and make sure you can be consistent and more importantly, loving it!

Top Tip

John was gracious enough to share a top tip of how to maximise your time when you feel you are mega busy and can’t fit anymore into your day!

Do a time audit on every part of your day, do this for a week or two and then look back to see how much time your are apportioning to every element of your life and is this time being used wisely?

In doing this you will start to see gaps where time spent is inefficient and how much time you can devote to your studies… and then plan ahead, get a plan and map out your studies.

Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

LinksJohn Lim https://www.bemovingforward.com LinkedIn: https://www.linkedin.com/in/johnhlim/ Twitter: https://twitter.com/bemovingforward @bemovingforward Instagram: https://www.instagram.com/jlim0025/ jlim0025 Facebook: https://www.facebook.com/JLim0025

Books:Corporate Cliches – John Lim, Jen L, Brian B: https://amzn.to/2JD8j1cPrincipals - Ray Dalio: https://amzn.to/2Jzwhu3 

App:Good Reads: https://itunes.apple.com/gb/app/goodreads-book-reviews/id355833469?mt=8

What is your bedtime ritual? Hopefully it’s not as bad as most peoples? How many hours sleep should you be getting? Do you get them? In this weeks top tip that’s what we’ll be talking about, sleep.

But now its time to introduce our guest, Jono Alderson from Yoast.com, now I have to say at this point the first few minutes there audio isn’t as good as it usually is but we resolve this issue very early on so just stick with it as you really don’t want to miss this one. Jono has over a decade of experience in web development, SEO, analytics, brand and campaign strategy, lead generation, eCRM, conversion rate optimisation and helping companies deliver SEO, content, analytics and brand strategies at an international level.

Jono is also a keynote speaker with a passion that oozes through in everything he does. With this passion itching to come through in this interview I thought I would start by asking Jono, what is your favorite toast condiment?

Takeaways

- Let’s get SEO right. Its more than keywords, we are more advanced than that now. As Jono stated; its technology, marketing, psychology, branding and it’s copywriting. You need to go further than just words…. But the best rule of thumb is….. just don’t be a d*ckhead! Consider your customer and what they search for as at some point in the purchase process they will search!

- It is massively important that we invest time into digital communication channels, including websites. Good is just not…. Good enough anymore, it needs to be exceptional. If the channels you are using to communicate messages aren’t great, you can be your competitors are and that gives them an advantage.

- Jono spoke about being device agnostic and making the point that not everything should be made ‘mobile first’. We should never make assumptions over what hardware customers as using.

- Lead generation today is much more than a contact us form. We need to be solving people’s problems, without being salesy, pushy or demanding. Compelling, useful and interesting content will always win in the long term as it creates an engagement that is more powerful than consistent sales offers, which only serve to drive prices down, with short term, short lived success.

Top Tip – A Good Nights Sleep

What are the affects on getting a really bad night’s sleep. If you have a bad sleep ritual or don’t think you’re getting enough sleep this tip will show you how important it is to get your regular 6, 7, 8  9hours?

Before we find out how many hours you should be getting and provide you with some simple yet effective tips for a better nights kip, the results of poor a sleep pattern can reduce the success you with have within your studies as it can cause:

- Memory issues

- Trouble concentrating

- Mood changes

- Weakened immunity

The National Sleep Foundation suggest that adults should be getting between 7 to 9 hours, so that’s a great start if you are getting in-between this number of hours, but to really to pave the way for better sleep, you can follow these simple yet effective tips:

- Stick to a sleep schedule, always

- Create a relaxing bedtime ritual

- Exercise daily

- Create the ideal temperature, removing all sound and light

- Sleep in comfort

- Try not to drink alcohol and avoid caffeine (anything that can steel sleep from you)

- Turn off electronics before you enter the bedroom

Good night.

Happy Marketing Everyone! Peter www.marketingstudylab.co.uk www.linkedin.com/company/marketing-study-lab/ www.facebook.com/marketingstudylab/ https://twitter.com/mktstudylab (@mktstudylab) Music Featured on this Podcast: Sleepy