Marketing Study Lab - Actionable Marketing Knowledge

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Helen’s Free e-Book ‘I Just Don't Know Where To Start’: https://thecontentdoc.com/go/get-your-non-fiction-book-written/

Guest and Episode LinksHelen Pollock https://www.linkedin.com/in/helenpollock/ https://thecontentdoc.com

Grammarly: https://www.grammarly.com/ Hemmingway: http://www.hemingwayapp.com Yoast: https://yoast.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

What can we learn from writing a book? Let me rephrase that. What actionable tips can we take from an Amazon-bestselling ghostwriter and non-fiction book coach.

Turns out, there are a lot of actionable steps to help us with our writing. Helen Pollock has transitioned from writing lively and engaging copy for businesses in a whole host of sectors to helping business people to write better books and content through her business - The Content Doc.

Helen believes that everyone can become a better writer and that creating a

simple framework for content creation is the key to great business writing.

But first, everyone needs this type of intro in their lives – Helen, what is Marketing Study Lab in Mandarin?

Takeaways

- Never write for you! Always write for your customer. Their pain points are probably different to yours and should be the focus of what you are writing. Unsure what these are – ask!

- Keep it simple. Just like no one wants to be sold to, no one wants to try and decipher what you’re going on about. Cut the jargon and write in an easy to understand way, but don't be afraid to add variety to your sentences. This will help to keep your audience engaged.

- And finally, read it aloud. There is no better way to find out how your copy actually sounds than reading it back, or even getting someone else to read it to you! This is why TV and films always have read throughs, fine tuning for their audience and you should be doing the same. ACTION! 

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

Get involved in the 10 day video challenge. Giving you what you need to start producing the videos that work for you: https://launch4life.com/vlic

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 LinksGillian Whitney https://launch4life.com [email protected] YouTube Channel: https://www.youtube.com/channel/UCwy0QK5wQZghtYH4jVVaAvg

Video Marketing Resources

Powtoon: https://www.powtoon.com/home/ Camtasia: https://www.techsmith.com/video-editor.html Quicc: https://www.quicc.io Clips (iPhone app): https://www.apple.com/uk/clips/ Loom: https://www.loom.com SEMRush: https://www.semrush.com Screaming Frog: https://www.screamingfrog.co.uk Temi: https://www.temi.com Rev: https://www.rev.com Raindrop.io: https://raindrop.io Google EAT: https://moz.com/blog/google-e-a-t Banklinko (Brian Dean): https://backlinko.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

Video Marketing is almost essential when it comes to your marketing planning, so today we are going to talk through a whole host of hints and tips to get you set to start or improve your video output with Gillian Whitney, a Marketing Consultant from Launch4Life, who in her own words delivers ‘easy peasy marketing solutions’ to all her clients.

Amongst these solutions is of course, video marketing, something which Gillian has had a focus on for the past few years.

In this episode we cover:

- Ways people should incorporate video into their marketing - Best place to start with your video - How to choose a platform - The equipment you need - How to develop a strategy - Software and tools available (and there are loads)!

Gillian mentions A LOT of amazing resources, which can be found in the show notes alongside Gillians 10 day video challenge, which we also discuss.

Takeaways

- Don’t try to be everywhere all of the time. Choose one platform and do it well before attempting to master another and in choosing this platform just remember: 1 – To be where your audience is 2 – Be comfortable on the platform you’re using

- When it comes to recording video content, think about what is appropriate for the platform. How long should your video be and to give it additional piece of production value, make sure your lighting is good enough. This can be the difference between a good and a bad video in terms of engagement.

- And finally, check out the show notes for all of the links to everything Gillian mentioned throughout the episode. Even if you just start using one of these it will make you more efficient and improve your video output.

Let us do the hard work. Subscribe and each podcast episode will come to you: https://bit.ly/2NZjODA

Guest and Episode Links

Phil Robinson https://www.linkedin.com/in/phil-robinson-4249678/

Proctor and Stevenson https://www.proctors.co.uk/ [email protected]

LinkedIn: https://www.linkedin.com/company/proctorsbristol/ Instagram: https://www.instagram.com/proctorandstevenson/ Facebook: https://www.facebook.com/ProctorsBristol Twitter: https://twitter.com/ProctorsBristol YouTube: https://www.youtube.com/user/proctorsvideos/videos

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

It’s so easy to create a brand, just design a logo right? That's the brand. Wrong. The problem is these two words are just so interchangeable even I find myself saying brand when I mean logo! Probably because the word came from the ‘branding’ of criminals in the late 17th century (enough of the history lesson Pete, get on with it).

Anyway, as we’ll discover in this episode, a brand is so much more than some colours and a creative. Phil Robinson the Creative Director at Proctor & Stevenson has a solid background in copy, which means, as a Creative Director, he can sees both sides of the creative coin – the front facing and what goes on behind the scenes – perfect for giving us the lowdown on what makes a brand.

Phil’s college Dan Hardaker Head of Digital Design joined us back in episode 89 (https://bit.ly/39RiV8o), but for this chat we move away from building a Marketing Career to straight up brand.

Takeaways

- I love a good analogy and Phil’s representation of a logo being like a countries flag and the brand being everything that is within the countries make-up is brilliant. Think of any country and you get images and thoughts about what the country is made up of – weather, people, cities, activities, culture, etc – that's the brand!

- But how do you create a brand? Try and focus on these four key areas:

1 – The brands proposition 2 – The brand tone of voice 3 – What are its key messages 4 – It’s visual identify

And look, we didn't even touch the creative until point number 4… amazing!

- To create consistency within a brand Phil says you need these three things:

1 – Brand guidelines (to create consistency, not a straight jacket) 2 – Brand champions and ambassadors 3 – Regular reviews as your brand should be as malleable as the ever-changing market is lives to serve.

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

Let us do the hard work. Subscribe and each podcast episode will come to you: https://bit.ly/2NZjODA 

Guest and Episode Links

Brain Wallace https://nowsourcing.com https://www.linkedin.com/in/nowsourcing/ Podcast: http://www.nextaction.cc

The $64 Million Basketball Contract Infographic: https://nowsourcing.com/2015/07/21/tobias-harris-case-study/ SXSW Interview: https://bit.ly/39yaDlM TED Talk Satire: https://www.youtube.com/watch?v=_ZBKX-6Gz6A

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

Infographics are sometimes forgotten about when it comes to our Marketing Communications, but can be extremely powerful as our guest explains, with one earning a Basketball player a $64 Million contract!

If you don’t know, an infographic is a graphic visual representation of information, data, or knowledge intended to present information quickly and clearly.

Back to our guest, Brian Wallace. Brain is a recovering technologist that realised, no one cares about the technical explanation they don’t understand and for the past 13 ½ years has been developing Infographics for his clients through is company NowSourcing, the  number 1 infographic agency in the US.

Brain is also a Google Board Member, is on the South by South West (SXSW) Advisory Board, Podcaster and has been featured in the New York Times, Forbes and Mashable.

Takeaways

- To create an infographic you need to research and find the interesting data points first and foremost, but, don’t whatever you do shortcut the design. This is crucial! It’s the glue that holds all the interesting stuff together, without it you just have a pile of numbers and figures and may not generate the interest you desire.

- Make sure what you are creating is story driven, but have the data to back it up. Everyone can tell a story (or even a fake one), but it's the data that will make it and you legitimate. Remember, you should be building that Know, Like and Trust.

- And finally, we mentioned previously that you need to start with interesting data points and this is true, but don’t forget to factor in the emotion, what will truly draw in the attention of your customers? Yes, the stats and the design are integral, but that emotional connection will be the part that lasts long in the memory.

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

Let us do the hard work. Subscribe and each podcast episode will come to you: https://bit.ly/2NZjODA

Guest and Episode LinksDot Lung http://www.dotlung.com 

Pick your social channel of choice and add @dotlung:

https://www.linkedin.com/in/dotlung/ https://www.instagram.com/dotlung/ https://www.facebook.com/dotlung https://twitter.com/dotlung

Social Stats:Active monthly users on Facebook: 2.5 billion (statista.com) Active monthly users on Instagram: 1 billion+ (omnicoreagency.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

If there was a formula to make your Instagram really do the business, gain attention, engagement and really start to work for you, would you be interested in this?

Our guest this week is Dot Lung, the Mother of Social Dragons (and if you haven’t guessed by the title, a Game of Thrones fan) has that formula!

And although this theme can be seen throughout all that Dot does, think complete integration and on-brand across all channels, there is a serious side behind the dragons, eggs and mythical connotations, because Dot is leading the field with her work on social media. The intro on her website dotlung.com states ‘I live 24/7 on all platforms’ and now works with businesses and individuals across the globe (or seven kingdoms) helping them to create an optimum digital experience for their brand or personal identity.

And Dot is here today to share her experience and learnings to improve your own online social presence and talk us through her DRAGONS formula!

But before we get to any of that, I need to find out Dot, what is your favourite Dragon – Fly, Fruit or Dungeons and …

Takeaways

- Your vibe attracts your tribe. And this all about being authentic to who you are and telling this to the world in a way that resonates to those that will be attracted to what you have to offer. No sales pitch, no promo, just your own unique vibe.

- It’s not about the B2B or B2C, it’s all about the H2H (human to human) connections and building relationships. Dot does this by being consistent in developing raw and real content. Ditch the fake! See the pattern here. No sales pitch or hard sell, just connections to build long-term relationships.

- And finally, of course, the DRAGONS formula. I’d suggest rewinding this episode and going back to 35.20 and listening to this part again as following Dots, on brand and on message formula will help you in developing your own social content. Even just following a fraction of this formula will change your social skill for the good.

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

Let us do the hard work. Subscribe and each podcast episode will come to you: https://bit.ly/2NZjODA

Check out the Special Episode #251: 3 Big Ideas from 250 Books For Every Marketer: https://bit.ly/2TVd79j 

Here are just some of the books that were mentioned in the episode:

Ogilvy on Advertising – David Ogilvy: https://amzn.to/2Roh4Sd New Rules of Marketing and PR – David Meerman Scott: https://amzn.to/3aRuMoy The 12 Powers of a Marketing Leader – Thomas Barta: https://amzn.to/2vf7U1I Lessons – Mark Schaefer: https://amzn.to/2O0lxbA Beyond Product – Jill Soley: https://amzn.to/36sZ51a The Go Giver – Bob Burg and John David Mann: https://amzn.to/30Q9fIe Be like Amazon – Jeffrey Elsenberg, Bryan Eisenberg and Roy H Williams: https://amzn.to/38HUuKj

Pitch Anything – Oren Kalff: https://amzn.to/38Cqxel Smash the Funnel – Eric Keiles and Mike Lieberman: https://amzn.to/3aGOVxf Mean People Suck – Michael Brenner: https://amzn.to/36qjiET Nincompoopery – John Brandt: https://amzn.to/2NZ6NKl

Guest and Episode LinksDouglas Burdett

www.marketingbookpodcast.com https://www.salesartillery.com https://www.linkedin.com/in/douglasburdett/

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

Some people collect sports memorabilia, others collect music and some even stamps. But Douglas Burdett (our guest) collects Sales and Marketing books.

If you’ve ever caught his own podcast (The Marketing Book podcast – www.marketingbookpodcast.com), you’ll know that Douglas not only collects them, but reads at least one a week and then interviews the author.

This podcast was named by LinkedIn as one of "10 Podcasts That Will Make You a Better Marketer" and by Forbes as one of "11 Smart Podcasts That Will Keep You In The Know."

Delighted that Douglas could spare the time to chat about his collection of books, the knowledge he has gained from this and provide us with not only whole host of books we should be reading, but some tips on how to become a better reader.

All the books that are mentioned in this episode can be found in the show notes, so if any take your fancy, get on it!

Takeaways

- The first takeaway is quite simply is the fact that Douglas is so generous with his time and knowledge that if you are struggling to find a book that fits your specific requirement, he’ll more than happily advise you on what you should be reading. Get in touch with him, oh and don’t forget to ask for your Marketing Book Podcast bookmark!

- Remember the three big ideas Douglas spoke about that every Marketer needs to know:

1 – Correct the image problem that Marketers have 2 – Get those deep insights into your customers 3 – Making these customers happy revolves around good experiences

- If you want to be a good reader, not waste time, be consistent,...

Let us do the hard work. Subscribe and each podcast episode will come to you: https://bit.ly/2NZjODA

Get Jeff’s Social Profile Secrets guide: https://savagemarketer.com

Guest and Episode LinksJeff J Hunter

https://savagemarketer.com (subscribe to the podcast here and check out Jeff’s Social Profile Secrets as well)!

https://jeffjhunter.com

Savage Marketing Podcast: https://open.spotify.com/show/6MiymBirlQkym2GhpjZDpG

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

If you’ve never heard of Jeff J Hunter before, you’re clearly not doing social media correctly. Jeff is the go to guy for influencer marketing and building a personal brand. He is the guy behind the guy’s and gal’s we all know. But that’s not what’s important here.

What is important is Jeff’s ability to be open, transparent, honest and show a real passion for Branding, taking his real life experience and implementing this with great success for others.

You may also know Jeff as the Savage Marketer, an outsourcing specialist or even a travel expert, skilled in getting businesses to run efficiently, even when you’re not around.

But in this episode we cover everything from:

Social channels Facebook groups Copywriting Changing your habits How to be consistent with your posts How giving value to others is always the best thing to do And how TikTok helped save someone’s life

Takeaways

- The key platforms we should all be taking a peak at, at the moment are: Facebook, LinkedIn, Instagram and TikTok. Now it’s important that your target audience are on whatever platform you invest your time in unless you will be shouting into a very big, dark, empty social room!

- To effectively use social media you need to start to build your own eco-system. One way to do this is via Facebook Groups. You have a dedicated audience that have signed up to hear and learn from you. Just make sure you’re engaging and active.

- And finally, Jeff was kind enough to mention his copywriting hack that gets results; CLEAR:

C: Curiosity L: Leading them in with Value E: Drawing on Emotions A: Analysing to build expertise R: Creating a call to Reaction

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

Joe Glover https://themarketingmeetup.com https://www.linkedin.com/in/josepheglover/

Books:This is Marketing – Seth Godin: https://amzn.to/39J3Dn5 Alchemy – Rory Sutherland: https://amzn.to/2QusDXO

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

Networking and events can be both difficult to arrange and for some, even harder to attend and get value out of them.

So it’s time to meet Joe Glover, the Found of The Marketing Meetup, a community where marketers listen, learn, meet and share knowledge through events and workshops.

The Marketing Meetup was created only four years ago and now has a community of over 11,000 people in the UK and US, with nearly 150 events during 2019.

Before we get into how to get the best out of an event or even put one on yourself, I thought this would be the opportune time to ask that most important of questions, Joe, what is your favourite type of mic – Handheld, Lapel or ‘and the mechanics’?

Takeaways

- Joe kindly went through what is needed to get the best out of an event both arranging one and going to one.

Firstly, arranging:

- Find a venue, make it decent and one you can work with and alongside

- Food, you don’t have to do the standard, be different, but offer something people want

- Speakers, you won’t be short of people who want to speak but a good tip is to ask those you, yourself actually want to learn from

- And finally, the Marketing, don’t forget that! Know your audience and make it easy to sign up

Secondly, of you’re going to an event, remember the three Marketing Meetup mantras:

- Listen

- Say hello

- Be positively lovely

And if you see me or Joe, do the last two and we’ll more than happily do the first one! 

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

Sandy Grigsby https://www.sandyinfocus.com

TedTalk: https://www.youtube.com/watch?v=LUv0IpTSQfw

Go-to Resource:Audible: https://www.audible.co.uk/ 

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)

This is the image Sandy talks about near the start of the podcast.

Intro

Deep down we all think we are good with a camera, a keen eye of a good pic, but when you come up against someone who knows their craft well, you realise that you should probably just stick to the family holiday snaps.

Sandy Grigsby is not only one of the top photographers in the US, with clients flying from around the world to get in front of her camera - from Influencers and Fortune 500 Executives, to Billionaires, Thought Leaders, and Celebrities, but within these snaps Sandy can heighten your personal brand and give you that confidence you didn’t know you had, or as Sandy puts it; this can be your Confidence Catalyst.

A psychologist behind a camera basically!

We always hear that being authentic is important, but is this possible in a world where it is easy to criticise from behind a keyboard? And why do photos spark such emotions in us. Luckily, Sandy can help us understand the answers.

Takeaways

- Sandy kindly gave us some simple tips to make our profile photos (or our own photos) better, remember:

- You need to be prepared mentally unless it will show

- Correct your posture and show your confidence to the camera

- Turtle neck it and use your butt - stick it out!

It may feel a little odd but the camera sees us differently to what we see through our own eyes, so use these tips to get better results

- Photography can be so powerful as a camera can capture a singular moment in time. It is also compounded by the fact that a photo can make you think, spark imagination and curiosity – it can mean different things to different people – a video can’t do this as it is continually moving and there is usually a narrative. So think about how a photo will make people think and react.

- And finally, if you’re not looking to fly to the US for Sandy’s services, what should we look for in a photographer and how should we prepare for a photo shoot?

- Firstly, go through their profile and work out if these are the types of images you want. Taking an holistic view of the overall portfolio of work

- Secondly, take the confidence steps Sandy talked us though previously

- And finally, be camera ready. Get a good nights sleep, TWO nights before, not one but two!

Let us do the hard work. Subscribe and each podcast episode will come to you: Apple Podcast: https://apple.co/2QSk8om Spotify: https://spoti.fi/2QXQGgw

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

Does your website need a page speed review? Book one now with Lukas: https://meetings.hubspot.com/pathmonk/web-review

If you want to check your page speed yourself use this: https://webpagetest.org

Guest and Episode LinksLukas Haensch https://pathmonk.com https://www.linkedin.com/in/lukas-haensch-b0199a50/

Watch the Episode Video: https://youtu.be/LZzIz7U4Pm4

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 page speed of your website probably isn’t one of those elements that you give much thought to and even if you did, the depth that you went to in order to work out if its tip top or slower than your last health and safety meeting, wasn't as comprehensive as it should be.

Not to fear, as Lukas Haensch founder of Pathmonk.com. A company that can help increase website conversion rates by (in his own words) making the buyer experience awesome is here to chat about the importance of page speed and how we can improve our own website.

Spending more the 4 years at Google, with a heavy focus on UX (that’s User Experience), Lukas is primed to help us understand the importance of page speed within your Marketing plans and also give us some pointers on the tools and techniques we should be implementing right now.

Takeaways

- 53% of users will leave your site if a page doesn't load in 3 seconds or less. Which is huge! Think about that. If you were talking to one hundred people who were interested in what you had to say, over half would leave if you paused for more than three seconds.

- Why does Google care about your page speed? Simply put, they want their customers to have a good experience regardless of where they end up. Your poor page speed will tarnish this and Google ain’t gonna be kind to you for that.

- There is no one singular element that will increase your page speed, its all about the individual factors. Here are just some of those to consider: Image size, Carousels, Font files, And finally your Plugins. Just make sure you are viewing everything from a performance perspective and see what is effecting this. Don't panic though; you don't have to do this yourself. Try webpagetest.org first of all. This will do the heavy lifting for you.

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