Marketing Study Lab - Actionable Marketing Knowledge

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 John Espirian https://www.linkedin.com/in/johnespirian/ https://espirian.co.uk

Content DNA: https://amzn.to/3cD3yCh

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

It takes a long time to be known for your craft and we shouldn’t look for hacks, cheats or quick fixes, we need to build slowly and correctly.

It’s an honour to welcome back to the podcast, John Espirian, the relentlessly helpful copywriter, Johns first appearance was way back in episode 32, but now he has a new book out called Content DNA which is packed with ideas and helpful tips on how to get noticed, remembered and preferred through being the same ‘shape’ everywhere you show up.

In this episode we focus on 3 chapters of the book;

Chapter 5 – Being known for one thing and how we do this Chapter 12 – Social media bad practice. What should we avoid doing? Chapter 23 – Writing and finding the right content ideas

Watch the episode video: https://youtu.be/FeN1ymkJ9SM

Takeaways

- You need to find that one thing you want to be known for. Got it? No? Well follow Johns steps to get there – What do you enjoy doing most and what brings the most value? Finding one without the other just won’t work or it’s going to make you miserable, so it’s worth taking the time to work this out.

- John took us through the bad practices he sees on LinkedIn. These are; Engagement pods, Generic invitations, Don’t ignore people – make sure you’re engaging, The follow, unfollow, Tag walls – no one wants to be another brick in a wall!

- Don't have a 1 month plan, or even a 12 month plan. Focus on 30 months. This gives you the time to build up a reputation or as Mark Schafer puts it – being ‘known’. This can seem daunting, but will pay off as there are no shortcuts here, so rewind, listen to Johns wise words and go implement.

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 Joe Glover https://www.linkedin.com/in/josepheglover/ The Marketing Meetup: https://themarketingmeetup.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 Well this is a first for Marketing Study Lab, we’ve ran out of guests! Of course not – but over the next three episodes we’ll be chatting to some familiar faces. So let’s meet our first two timer - Mr. Joe Glover, the Founder of the Marketing Meetup amongst other things.

I’m delighted to welcome Joe back to the show after initially appearing on episode 96 where we discussed what it takes to put on amazing events…. But what happens when you can’t put on those events? When circumstances out of your control determine that your whole business model is thrown out of the window.

Joe had a decision to make, does he pause what he has been building over the past few years, or does he look for other ways to provide value to his thriving community? Well it wouldn’t be much of a podcast if it was the pause option would it!

So what does this look like and how do you transition from what is seen as a threat to your business model to generating opportunities to be even better than before.

In this episode we chat about; - The first thing to do when circumstances change - Transitioning from offline to online events - What is needed to do this both emotionally and physically

Watch the episode video: https://youtu.be/XUj_6II2P_Y

Takeaways - It’s OK to go through the stages that change brings, in your own time as you need to be in the right frame of mind to tackle what is needed to be done. Joe spent some time coming to terms with basically needing to change his whole business model, but when ready he created something that was even better than before!

- If the poop does hit the fan you need to gather your thoughts and start to take actionable steps to resolve these issues. Consider things like; - Software and hardware required - What can you bring across from what you are currently doing, what needs tweaking and what needs a complete change - Look to technology and how this can be utilised to offer a better service - Don’t forget the Marketing and comms!

- And finally, look for the opportunities. Joe took his sign up functionality from an external source to having full control of the process. So where can you bring something in-house to make your customer journey even better.

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

Dan Gingiss

https://www.dangingiss.com

You can also download Dan’s ebook from his website: 4 Things Every Marketer Must Know About Customer Experience

Dan’s Podcast: https://www.dangingiss.com/podcasts/

Dan’s articles on Forbes: https://www.forbes.com/sites/dangingiss/

iFlix: https://www.iflix.com

Enjoy the Episode - Happy Marketing!

www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 (@cousinp81)

 Intro

Customer experience is one of those tasks that we all feel should be a number one priority for a company that we are having that experience with. But do we put the same amount of effort into our own businesses CX?

Dan Gingiss is a customer experience coach who believes that a remarkable customer experience is your best form of marketing. Building on his previous work within three Fortune 300 companies as well as a library of real-life examples, Dan now offers us his expertise in building an amazing customer experience.

In this episode we cover the main points that Dan’s free ebook (link in the show notes) uncovers; 4 Things Every Marketer Must Know About Customer Experience, including;

- Getting everyone to focus on customer experience - The basics of creating a great experience - The digital platforms that could improve these experiences - The tools and skills will we need in the future

Watch the Episode Video:

https://youtu.be/aA6ZB62VT14

Takeaways

- Complainers, complain because they care. Listening to your customers is so vital because of this. The ones that provide feedback and are complaining are the ones that want you to succeed, get better, improve on what you have already build. So listen to them.

- Someone has to be accountable for customer experience, although everyone should be involved in it and feel like they should be part of it. Dan gave the example of invoicing and how this can be an important part of the experience, which most companies flippantly pass off as a basic admin task.

- And finally, think about and remember ALL the touch-points your customer has with your organisation and make these memorable and true to your brand. As Dan stated, they don’t have to be expensive. Some the of best experiences are brought about through simple, practical and inexpensive changes.

 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: http://getpodcast.reviews/id/1375904962

Guest and Episode Links Naira Perez https://www.springhilldigital.com [email protected] https://www.facebook.com/springhilldigital/ https://www.linkedin.com/company/springhilldigital/

Enjoy the Episode - Happy Marketing! www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 (@cousinp81)

Intro Facebook Ads are a topic we probably all know a little about and we certainly all consume them on some level, passively or actively. But do we really understand what goes on behind the scenes here?

Our guest on this episode Naira Perez is a Facebook Ads Expert and is with us to go through all the elements we need to know to start effectively engaging with our audience. Naira, the founder of Springhill Digital is a data geek that is committed to brand building through paid social media.

On this episode we go through the most important Facebook Ad actionable tips you need to get your campaign going and getting results, including; Building an audience and targeting, Bidding strategies, What makes a good ad, And the metrics we need to be analyzing.

Watch the episode video:https://youtu.be/7OCAuxV4eqw

Takeaways - Did you know how detailed you can get with Facebook targeting? Even if you aren’t using the platform to target customers it can be a great way to gather insight and develop an understanding as to the profile of those you seek to serve

- When creating an actual Facebook ad, its important to remember ALL the key components to stand the best chance of success. These are;

- Make sure you have an offer - Provide a message that highlights your solution to a problem - Make sure your image or video coordinates with your copy - Be clear on what you want people to do (your call to action or CTA)

- And finally, if you are using videos, make sure the first three seconds and the first frame is engaging enough to gets someone’s attention. Always think about how quick you scroll through your own feed and what catches your attention while doing this. It’s a great starter to becoming a whiz at Facebook Ads.

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: http://getpodcast.reviews/id/1375904962

Guest and Episode Links Winnie Sun http://winniesun.com

Enjoy the Episode - Happy Marketing! www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 (@cousinp81)

Intro This episode is all about finance, which is something that can be a difficult topic to discuss from a business or personal perspective.

So in this episode we’re chatting to Winnie Sun, found of the Sun Group Wealth Partners but more importantly for us, Winne makes money talk relatable.

A contributor for Forbes and having appearances on CNBC, ABC, CBS and Fox Business, Winnie is committed to helping anyone with their finance from those with millions to invest to the smaller $100 savings.

Some of the actionable tips that we discuss are; - What should we be doing with our money now - What not to do - And what we should be doing in times of change or even crisis Check out the episode video: https://youtu.be/W5k94RqhS0E

Takeaways - You need to start taking money seriously…. And start talking about it! So many comparisons with going the gym here. You need to be consistent, take it seriously and work on it daily. Don’t expect to know everything as soon as you walk through those financial doors either. Take your time and learn, build and grow.

- Make sure you have a purpose, work out how this can make money and do the back tracking to figure out where to start. You have so much more chance of winning if you are passionate about what you do and what brings the money in.

- And finally, have a plan! But not just one plan, many. In a world where we are told to niche down, go deep and own this space (which is so true), there is no reason you can’t do this for multiple spaces and multiple niches. As Winne said, which is so prevalent to the times we live in, make sure you have a plan B, C, D and E – if plan A isn’t working, you still have 4 plans to fall back on.

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: http://getpodcast.reviews/id/1375904962

Guest and Episode Links Chris Strub https://www.teamstrub.com https://twitter.com/ChrisStrub https://www.instagram.com/chrisstrub/ https://www.linkedin.com/in/chrisstrub/

Enjoy the Episode - Happy Marketing! www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 (@cousinp81)

Intro Is not-for-profit Marketing different to for profit? We’re going to find out on todays episode.

If you think about it, the comms channels are the same and we would go through the same Marketing planning or strategy, but there must be some differences by way of using the rational and emotional to influence how we think and feel.

To help us understand all this we’re chatting to Chris Strub. Chris helps non-profits make a huge impact by leveraging the power of video to create meaningful change. Partnering with Big Brothers Big Sisters of America and The Salvation Army to name just two charities Chris has worked with, he is currently focused on hands-on training sessions and live-streamed event hosting in communities around the world.

Chris’s notoriety came in the summer of 2015, when he quit his job to take a solo, unsponsored road trip to all 50 US states, over 100 days visiting and helping charities along the way – inspiring the book ‘50 states, 100 days’

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

Takeaways - Think about the emotional connection you can create. Take a look at some of the most successful brands in the world – Apple, Coca-Cola, Disney, they all use emotion to make a connection with their audience and stay front of mind. Be it through lifestyle, innovation and latest tech or imagination. So how will you spark emotional connections with your audience?

- Use video to show the impact your service is having. It’s not about what you do, no one really cares, it's the problems you solve (this we found out on the special episode recorded with Ryan Foland back in October 2019 - https://bit.ly/39dSMA9) and showing this through video content can work amazingly well.

- Finally, go behind the scenes. Consistency in content is key and we all need to be thinking like a TV station and producing quality content on a regular basis that goes behind the scenes of what we actually do. Letting people in, being authentic, open and honest can resonate much better than the standard corporate business ‘this is what we’re all about’, staged video can – so let’s be seeing the real you, the real business and the problems that you are solving.

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: http://getpodcast.reviews/id/1375904962

Guest and Episode Links Jim Fuhs https://www.linkedin.com/in/jimfuhs/ https://twitter.com/FuhsionMktg Tim and Jim Show: https://www.youtube.com/channel/UCnn36obQRil327wFGA756UQ

Tools Canva: https://www.canva.com Adobe Spark: https://spark.adobe.com Linktr.ee: https://linktr.ee Smartbio: https://www.tailwindapp.com/smartbio Metricool: https://metricool.com Social Jukebox: https://www.socialjukebox.com Periscope: https://www.pscp.tv Streamyard: https://streamyard.com Tweetdeck: https://tweetdeck.twitter.com Gilphy: https://giphy.com

Book: Age of Influence – Neal Schaffer: https://amzn.to/2J6MOpV

Enjoy the Episode - Happy Marketing! www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 @cousinp81

Intro Twitter has around 330 million active users and is sometimes see as the watercooler of the social channels (one for the older listeners that one). It can easily be dismissed as trash and full of negative comments, but look below this surface and there is a wealth of value in being active and using the platform.

In this episode we’re chatting with Jim Fuhs of Fuhsion Marketing, a full service social media marketing company. Jim is known for his social expertise and personal training to get your rocking on multiple platforms.

In this episode we strip it right back and discuss the all the Twiiter fundamentals you need to maximise your influence on this channel.

Jim also mentions so, so, so many apps and tools that I’m not even sure if I caught them all for the show notes!!! (Let me know if I haven’t).

Watch the episode video: https://youtu.be/f-pf0qpW9Mw

Takeaways - Lets cover the first steps again – Get your Bio and your header right. Don’t use a logo, use a picture of yourself (that can be used across multiple platforms) and make sure you utilize your bio and username to add engaging elements such as keywords and hashtags

- Have a Hashtag of your own (that people can use, follow or engage with) or use the hashtag of a live event to engage with those there and those that can’t make it! For example Social Media Marketing World used #SMMW20, which Jim was at AND was in the top Tweeters while there.

- And finally, Jim’s four E’s to guarantee growth on Twitter that we should all be using right now; - Education - Entertain - Empower people - And last but most importantly Engage (this is what the platform was built on and a fundamental for any success now and in the future)

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: http://getpodcast.reviews/id/1375904962

Guest and Episode Links Kate Walling https://www.katewalling.com/ https://www.tractionhero.com https://www.facebook.com/tractionhero

Traction Hero Links: https://www.instagram.com/tractionhero/ https://twitter.com/tractionhero https://www.linkedin.com/company/tractionhero/

The Information: https://www.theinformation.com Uncanny Valley: A Memoir - Anna Wiener: https://amzn.to/2J1PpSj

Enjoy the Episode - Happy Marketing! www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 @cousinp81

Intro The ever-changing world of Marketing needs to be constantly reassessed which I why I’m always keen to try and get those in the know on the podcast to discuss what is coming up in the near future and provide you with some ‘take action now’ steps.

This is why I had to chat to Kate Walling. Kate is a Marketing Consultant for technology companies. Known for creating edgy brands, aggressive growth plans, and for building powerful marketing teams that know how to GSD (get shit done), which is why I wanted to speak to Kate about what we should be focused on for the rest of 2020.

Kate also runs Traction Hero, a tech-savvy marketing agency that solves high growth companies’ most pressing marketing challenges so they can get on with being growthy!

Some actionable takeaways from this episode include the need for quality content and some tools that can help here as well as a look at the effectiveness of social advertising.

Watch the episode video: https://youtu.be/RVYty2DkL9Y

Takeaways - Kate mentioned that the competition is high when it comes to valuable content, so make sure your is of the highest standard. Kate also mentioned Canva, which is a powerful tool to help you develop such content quickly.

- Don’t have FOMO (fear of missing out) when it comes to your software. It’s easy to sign up for the latest shiny object, but think about what the future holds. What you are using now, you may not be using in 12 to 24 months, so make sure it is fully flexible and you are not locked into any agreement you can’t get out of.

It can take a while to really understand now tech, so take your time before committing. Use the free trial, test it out, learn about the software and work out if it’s right for you.

- And finally, think about how your MarTech all fits together. Kate said that there is a trend for using more than one CRM system and this can be seen in other genres as well – creative and social apps, multiple email accounts, even diaries! The efficiencies that can be generated by using multiple systems cannot be ignored.

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: http://getpodcast.reviews/id/1375904962 

Guest and Episode LinksJohn Wall Twitter: @johnjwall - https://twitter.com/johnjwall https://www.trustinsights.ai https://www.marketingovercoffee.com

Cheese Forecast: https://www.trustinsights.ai/blog/2019/06/fun-with-forecasting-cheese-of-the-week-predictive-analytics/

Search and Analysis Tool ahrefs: https://ahrefs.com 

Enjoy the Episode - Happy Marketing!

www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 (@cousinp81)

Intro

Grab a brew and let’s look to the future. If you love your data, or don’t know what to do with it. This is the episode for you.

It’s time to get your geek on.

John Wall has been co-host of the popular Marketing Over Coffee podcast for the past 13 years, with over a half million downloads annually and look at the developments in both Marketing and technology.

John also runs Trust Insights, helping companies understand Marketing Analytics and Data, which means he is the perfect person to ask about the ever changing world of Technology and how this is effecting Marketing as whole and what we can do to make sure we are at the sharp end of these changes.

Actionable tips include; the tools we should be using in Marketing right now (and how you should be applying them) and those that will be important in the future.

Takeaways

- John says that a data set of 30 is your minimal viable option. With a data set of 30 you can start to make decisions – but the more data the better. But remember to look for the losers, not the winners. Pause, remove or delete those elements that aren’t working for you and focus on the ones that are.

- Data, data, data. Throughout my whole conversation with John, it was abundantly clear that he is putting data that is readily available to us to good use. Data is all around us, but it’s using programs (a lot are free by the way) to make good use of this data that really counts – such as Google Analytics or Facebook Ad analysis – where we should be establishing our goals and tracking these for success.

- And finally. Keep on innovating! John’s five areas for future growth that we all need to be considering are:

Text mining, Network graphing, Data clustering, Attribution, Predictive.

Enjoy the future people!

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: http://getpodcast.reviews/id/1375904962

Guest and Episode LinksMark Bowden https://truthplane.com

Enjoy the Episode - Happy Marketing!

www.marketingstudylab.co.uk https://www.linkedin.com/in/petersumpton/ https://www.facebook.com/groups/marketingstudylab/ https://twitter.com/cousinp81 (@cousinp81)

IntroAre you sitting comfortably. You may not be after we chat to our next guest as he is one of the top body language experts in the world. If you were ever to watch a podcast on video… this is the one (link is in the show notes).

Mark Bowden is a body language expert, keynote speaker and best-selling author. As a global authority on nonverbal communication, Mark trains people how to use their body language to stand out, win trust and gain credibility through his company TRUTHPLANE®, the name will become apparent later.

In this episode we’ll learn a whole host of actionable tips that we can utilise straight away to make our body language impactful in the way we want t be seen.

Takeaways

- Love Marks take on making assumptions about body language and how making these stick subconsciously can cause lasting effects (or thoughts) that are incorrect. Always be asking … maybe, allowing you to consider the future possibilities that these feelings may change, from a negative to a positive. Always have an open mind.

- I’ve been reading this all wrong in thinking that crossed arms are a negative signal! I’m a stickler for crossing my arms and have always been told it’s defensive and now we know, it’s a sign of comfort. Maybe I was comfortable in my defense. Either way, it just highlights how important it is to read and know your audiences non-verbal behaviours

- And finally, don’t overcomplicate things. It’s easy to fall into the trap of overthinking the smallest, micro gestures and making them into something they’re not. Stick to the obvious, the gestures you can easily recognise that allow you to move the conversation forward in a positive way – Arms folded, I wish you a good day – I actually do have my arms folded - and now you’re either thinking about folding your arms, or they are folded as well….. I’m in your mind!

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