Marketing Study Lab - Actionable Marketing Knowledge

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Guest and Episode Links Fifi Mason https://fifimason.com https://www.linkedin.com/in/thefifimason/

Link to the vulnerability test Fifi mentioned: https://fifimason.com/comfort-level/

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro This is my first recording since Liverpool won the English Football League for the first time in 30 years. Congratulations to the team, the club and more importantly the fans. You’ll never walk alone.

Are you visible in the business you work for or as part of your own personal branding? If not, it might be time you reconsidered your strategy for this.

And this doesn’t mean using fake, aggressive or exhausting tactics.

Our guest this week, Fifi Mason, helps to inspire introverts to get visible and build a personal brand that aligns with your own personality. Nothing fake, nothing underhand, just emphatically you – with sincerity and style.

Fifi believes there is a true power in being yourself in business as it’s the most effective way to build trust, raise your profile and attract more clients.

In this episode we cover; - The importance of authenticity - Approaches to being authentic - Being comfortable with our true self - Dealing with overwhelm and exhaustion

Watch the episode video: https://youtu.be/pmuVTtrMuHo

Takeaways Top Tip When it comes to personal branding, spend the time getting to know, you! The more time you spend on this and working out the type of person you are, the stronger your personal brand will be and the more authentic you will be to, not only yourself, but also your audience.

Favourite Quote ‘It’s finding that why and knowing it and knowing the true why for yourself and for your clients’ – This is powerful. Spend some time figuring out what gets you out of bed in the morning and gets you motivated and keeps you focused. This is probably where all your efforts should be placed.

And Finally, the Most Important Takeaway from this Episode When faced with an issue, problem, simply overwhelm, try to reframe the scenario you see yourself in and ask these three questions;

- What’s the worst that could happen? - What’s the best that could happen? - What’s the most likely to happen?

And you’ll probably find that the thing that is most likely to happen is that happy medium, it’s never as bad as you think it will be, in fact it could be even better than you were imagining!

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962

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Guest and Episode Links Mark Kingston Jones https://teambuildingwithbite.com https://www.linkedin.com/in/markkingstonjones/

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro Let’s make forced fun part of our businesses culture; - Go on go to the Xmas doo, it will be fun - Come to the family BBQ, we have burgers and a bouncy castle - What do you mean you don’t want to be part of our book club?

This is an all too familiar and disheartening sight for many people. But there are other ways to get your team working closer together with a passion and commitment most football teams would be proud of and Mark Kingston Jones (our guest this week) has just the answer, co-funding Team Building, with BITE.

Mark and his team offer other teams the chance to build items for animals in zoos and sanctuaries, which are then seen being used by the animals themselves. That sounds so satisfying. But how does this help teams improve their communication and connection with what they do?

In this episode we cover; - What makes a good team building session - Engaging with a disconnected workforce - Positive long-term effects of team-building - Why in-house training is never a good idea, or is it?

Watch the episode video: https://youtu.be/CyXn5K6py9o

Takeaways Top Tip Bespoke training or team building is much more successful than the standard ‘one size fits all’ approach, so make sure before setting any type of training up, you do your research and really understand what you will get out of the experience and how it will specifically impact a team.

Favourite Quote ‘they are choosing to get involved rather than being told – you must engage, you must interact’ – no one likes forced fun and is this something you would advocate within your social life, no! So don’t do it for your team, make activities voluntary and if they are beneficial, fun, engaging and exciting, people will want to join in anyway.

And Finally, the Most Important Takeaway from this Episode If you are looking for a team building exercise, make it memorable! This means the impact it has will be felt over the long-term rather than it producing a short, instant boost that is forgotten in a few weeks.

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links Troy Sandidge https://findtroy.com https://www.linkedin.com/in/findtroy/ https://www.youtube.com/channel/UCtUdDIz3eaCdcxYIGRgwSIw

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro What do you do when you want to chat about your favourite topic – Marketing Strategy? You Find Troy!

Troy Sandidge is a Marketing Strategist who has developed a unique formula for helping his clients maxmise their Marketing Plan and like all good Marketers, his formula comes in a nicely packaged acronym – D.A.R.T: Direct Authentic Resourceful Techniques and Tactics

And we’ll cover all these elements, what they mean and how to implement them for your own business as well as taking a look at what organisations are doing or not doing that is stopping them from achieving Marketing success.

In this episode we cover; - How to use the D.A.R.T Marketing Methodology™ - What organisations are doing wrong when it comes to formulating a Marketing Strategy

Watch the episode video: https://youtu.be/zKq91MiTcE4

Takeaways Top Tip When it comes to the tactical elements of your marketing plan, you need to make sure that your communications are the three C’s: - Consistently produced - Consideration for who it is created for and why - Connection to the right audience

Favourite Quote ‘If you don’t have the financial resources, or the knowhow, or the manpower, let’s scale it back and let’s look at… What resources do we have to work with?’ So true, but sometimes we are suspectable to overreaching and not being able to make the impact we want. Start small (the smallest viable audience as Seth Godin would say) and build from there.

And Finally, the Most Important Takeaway from this Episode No one has a finite budget and what budget you have will have a detrimental effect on what you can or can’t do, so be resourceful. Look at what you want to achieve in the relevant timescales and apportion accordingly.

If it’s content you need to create in the first instance, focus on doing this before pushing this out to your audience, or perhaps content isn’t the issue and project managing a campaign is where you need to pay attention? Regardless, always focus on those elements that will help achieve your main goals and objectives.

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links Karen Porter https://undergroundcomms.com.au

B Corp Certified: https://bcorporation.net B Impact Assessment: https://bimpactassessment.net/ (B Corp Certification is a global certification so it's relevant for everyone).

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro What do these words mean to you? Sustainable, Ethical, Environmentally Friendly. Many use these as buzz words that are thrown about like used paper in the wrong bin!

What if you want to make a real impact and not just pay lip service to these words? Taking it further than just corporate social responsibility and create real social impact and purpose. What does it take and how can we make sure its meaningful?

Karen Porter is a strategic communications specialist who helps to deliver communication strategies with a positive social impact. But this doesn’t mean just saying how many paper cups you’ve recycled, this is about being true to your brand, actively making a difference and supporting what is important to you and your business!

In this episode we uncover; - How do you develop a social purpose (I foolishly call this Corporate Social Responsibility which isn’t exactly correct)? - Being seen as credible - Getting internal buy-in - The pitfalls that companies usually fall foul to

We also cover becoming a certified B Corporation (more about this in the episode). If you are interested in becoming a certified B Corporation, it’s a wise move to take the B Impact Assessment which will show you how far off you are, here's the link: https://bimpactassessment.net/ (link is in the show notes).

With all this kindness floating around in need to know first off - Karen, what is your most memorable selfless act?

Watch the episode video: https://youtu.be/gtFzlQSFiLg Top Tip If you are going to talk the talk, then you need to walk the walk. Taking the B Impact Assessment and subsequently striving to become B Corp Certified show you are doing exactly that and you are not just typing words onto recycled paper.

Favourite Quote If you want buy-in from your team, they all need to contribute to how (as an organisation) you are going to show up in the world and you are going to do good.

And Finally, the Most Important Takeaway from this Tpisode Even if you are not looking to become B Corp Certified there are multiple other ways to establish you credentials within your own industry’s, through accreditations and partnerships. Just make sure that these are true to your brand and meaningful to what you believe in.

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links Teresa Heath-Wareing https://teresaheathwareing.com https://teresaheathwareing.com/podcast/ Check out the training; https://teresa-heath-wareing-b3a9.mykajabi.com/mtc-academy

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro Selling online should be easy. After all we can all sell our - let’s call it stuff – on eBay, why should doing it our own way be any different.

Well for starters you don’t have the infrastructure, awareness, budget, online presence or any form of credibility. But, fortunately for us Teresa Heath-Wareing is joining us this week who has a passion for online sale and marketing (as well as gin – both are covered here) and runs the very successful ‘Marketing that Converts’ Academy that helps people build their business online.

Teresa is here to help us with some actionable tips to help us start to build an online business, without the hardship.

In this episode we cover; - The basics to selling online - The differences between marketing an online business rather offline - Where social fits in - Why email marketing is still relevant - The fundamental mistakes people make

Watch the episode video:https://youtu.be/A1Gwr2WzlFQ

Takeaways Top Tip – Using social doesn’t have to be time sapping or arduous. Follow Teresa’s guidance here; Pick your platform, Show up consistently, Add value.

Favourite Quote – ‘Your competitors aren’t your competitors online’ you are dealing with a whole host of other influences that you need to consider – what this means is that it’s really easy to get online, but so difficult to be heard. But you need to start, so start now!

And finally, the most important takeaway from this episode – When building a business offline (the traditional way) it is all about building those relationships and keeping them strong. While the same can be said for any online business, you need to see your audience very differently – keep your content consistent, build a database of clients and get those lead magnets sorted.

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links Nick Diakanastasis https://www.linkedin.com/in/nick-diakanastasis/

https://www.theintrovertmentor.com

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro You start to sweat, heart racing, adrenaline kicks in, knees tremble….. and then press record and….. nothing. You just can’t get that video recorded.

If any of this sound familiar to you when you go to record your own videos, this week’s chat with Nick Diakanastasis is defo for you. Nick is a Public Speaking Coach and a Trained Actor who is going to help us conquer those pre-recording nerves about speaking on camera as well as some amazing tips on how to feel more comfortable and natural in front of the camera. Especially now we are all using online chat A LOT more!

In this episode we cover; - What should we do before going on camera - Getting rid of those nerves - Tips on body language and vocals - The stupid (sorry main) things people are getting wrong.

Watch the episode video: https://youtu.be/DE8Fll8DDT4

Takeaways - Did you know you were breathing incorrectly? Now you’re checking out how you breathe right? This should come from your stomach, not your nose or throat. Try using this technique before and during a recording and see if you notice a difference in how you are coming across on camera.

- When you are pumped full of adrenaline everything is quicker, you speak quicker, you try to get to the finish quicker and your processing speed is quicker. Is this a good or a bad thing… well it can be both, but be cautious that this doesn't affect the conversations you are having or the answers you give to questions. Slow down, as what you feel might be a slower speed will look more natural and will probably be much closer to the natural you.

- And finally, you need to give more than you think. Not for reciprocity, although you should be doing this anyway, but when on camera, always give more than you think. In fact, if you feel comfortable, you’re not giving enough – stretch yourself and give that little bit extra and move out of your comfort zone.

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes) Guest and Episode Links Lee Rowley http://leerowley.com https://www.copybrandu.com https://www.linkedin.com/in/theleerowley/

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro Buy my stuff, go on, buy my stuff.

If you don’t think this type of content works as its simplistic, intrusive and adds no value…. You’re right.

Persuasive content is key to engaging with your audience, guiding them to purchase the right solution to fix their problems. That is why Lee Rowley is joining us for a little chat about how he does this for his clients. As his LinkedIn profile states – ‘I ride shotgun in your buyer's subconscious. Then I use what I find to create refreshingly human marketing that makes your competition irrelevant’ – If this isn’t enough to get your ears pricked I don’t know what is.

In this episode we cover;

- How to generate persuasive content - How to stand out and find the unique you - Creating content that resonates with your ideal customers - What errors we need to avoid in developing content

Lee also introduces us to CopyBrand University. Lee’s own online platform which helps you develop the type of persuasive content you really need to be creating.

But before all this I need to know - Lee, what is the most powerful

Watch the episode video: https://youtu.be/H1PASNHB2vY

Takeaways - Lee showed us where we all need to start with our persuasive content – looking at the desired results – from the customers perspective. Sounds simple, but can be tricky when you are too close to your own business. Remember, your business is not for you, it’s made for your customers.

- We live in the connection economy. Focus on building those connections. Threading that needle that ties everything together first and foremost – not your bank account.

- And finally, my favourite line from this chat – Assumption kills copy! Never assume you know what your customers are thinking. Ask, research and test. Your customers don’t stand still and neither should our content.

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA   Review: Share the love and leave a 5* review From your phone: http://getpodcast.reviews/id/1375904962   (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)   Guest and Episode Links Casper Pedersen https://www.linkedin.com/in/caspped/ [email protected]   https://www.twentythree.net   Backlinko: https://backlinko.com   Enjoy the Episode - Happy Marketing!   Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81   Intro Video SEO is one of those Marketing techniques that can very easily be missed off the agenda in a ‘post it and see what happens’ culture. But it is this type of thinking that will limit your exposure and overall success within Video Marketing.   Casper Pederson is a Video Marketing Strategist for TwentyThree, a company that helps you run video and generate inbound, social and demand generation successfully. And this all comes about from analysing the data and not just creating video content, but also focusing on the bits you don’t see to maximise each videos potential, including the use of SEO to do just that.   In this episode we cover; • How to squeeze as much from each video as possible  • What elements other than quality video content should we be focusing on? • Why you shouldn't use YouTube embeds • How to protect your websites SEO and attract more visitors • The time you have on each platform to keep someone’s attention   Watch the episode video: https://youtu.be/lsLRw3VfgvM   Takeaways - Video should never be just a ‘click and share’ piece of content and a distribution plan will help you get as much exposure in front of the right people as possible. Remembering to focus on the media that you control as well. More control means you have more undivided attention.   - Think about video creation like you would a blog. This can be used in multiple ways right through the sales funnel – Snackable content at the top, detailed, long-form content at the bottom.    - And finally, the SEO part. Remember to focus on these four key elements; The title The description The tags The thumbnails   Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA   Review: Share the love and leave a 5* review From your phone: http://getpodcast.reviews/id/1375904962   (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)   Guest and Episode Links May King Tsang @MayKingTea on all the socials: https://twitter.com/MayKingTea https://www.instagram.com/maykingtea/ https://www.facebook.com/maykingt/ YouTube: https://bit.ly/2XDU9nS LinkedIn: https://www.linkedin.com/in/maykingtsang/   Enjoy the Episode - Happy Marketing!   Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81   Intro Do you ever fear missing out. It can be a Marketing tactic that can be used for good…… and evil. Remember when everyone was buying a ton of toilet roll at a time. The coverage this was give sparked huge FOMO. Might not be directly associated with marketing, but you get the point.   May King Tsang is the original social media reporter and #FOMOCreator. As you’ll hear later, there is a lot of social media posting going on here.   May King uses this superpower of being able to consume information, digest it and post it to help conferences and events (online and offline) build awareness and sell out. She does this by focusing on those that matter, the audience.   In this episode we’ll cover; • How to create that fear of missing out? • What to do pre and post event • The tools you need / or don’t need to make this happen • And why you can’t tweet often enough   Important to note that when we are chatting about ‘Traditional Marketing’ we are discussing the way we traditionally use social platforms.   Watch the episode video of May King and me having a giggle and chatting #FOMO:   https://youtu.be/utuZba0XezE   Takeaways - When focusing on selling out an event, you need to focus on what matters – the attendees (and to some extent the speakers and sponsors), so why not use them within your Marketing. Not the lame stock images, but actually discussing why they are at the event and what the event is like. Remember Seth Godins phrase ‘people like us, do things like this’.   - You don’t need totally new content for every social post. Try repurposing your content. One video could be chopped up and used 2,3 or even 10 times. Look to be more efficient and maximise value from all your content.   - And finally. Get going, be it video, audio or the written word. You don’t need all the kit, you just need a phone to start. Don’t have all the gear and no idea, be different. Have all the ideas and one piece of gear.   Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Instagram Strategy for Business Growth: Dot Lung Online Course: https://bit.ly/3dOg5TK

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review From your phone: http://getpodcast.reviews/id/1375904962

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links Dot Lung http://www.dotlung.com

@dotlung on all social channels

Previous episode 99: https://bit.ly/2WEPqDj

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro Social media can be viewed as the second internet, it’s got its own place in our Digital Strategies, but how do you succeed on these platforms. It isn’t a case of show up, use it like you would if you were talking to family. It needs to be seen as and used as a business tool.

When I chatted to Dot Lung back in episode 99 we discussed (amongst other things) her DRANGONS formula for social success. I felt it didn’t get the airtime it deserves as it was stuck at the back of our conversation rather than front and centre.

Now with an online course to accompany the formula, I’m delighted to share this section of the episode with you all as it is truly Actionable Marketing Knowledge.

No random question, no back story, just straight into the DRANGONS formula and how it can lead to social success.

So here is Dot Lung to talk you through it.

Takeaways If you want to have a strategy for your social content, look no further than Dot Lungs DRAGONS formula. Here is a recap;

Dialogue – You need to be saying the right things. Make sure you are having human to human contact by concentrating on the conversation.

Relatability – Can you create content that sparks emotion and ‘like-ability’. Try telling stories that are relatable to your audience.

Authenticity – Stay true and stay you! Be authentic and true to your brand.

Giving Value – You must be delivering value consistently and give before your take. The more you give, the more you get.

Opinion – This can be a great conversation starter and generates engagement. You will find your true fans by sharing your opinion.

Niche – Find your niche and be specific. Trying to speak to everyone means you are speaking to nobody. Dot says this is around 250 people.

Scaling - As every dragon has scales :) but your gonna have to talk to Dot to uncover this one!

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License