Marketing Study Lab - Actionable Marketing Knowledge

Guest and Episode Links

Mark Harman https://www.linkedin.com/in/markredbook/ http://www.redbookproductions.co.uk [email protected] Books:Just Listen - Mark Goulston: https://amzn.to/2XSs8c7

Video Version of the Episode:https://youtu.be/Z0bhGdJzBC0

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 is undeniably an important part of the Marketing function, with so much content being video based. In fact around 4.5 million videos are now viewed on YouTube alone – in just 60 seconds.

So who better to talk us through all things video related than Mark Harman, the Video Producer for Red Books Production. Not only does Mark work from pre to post production, but, it's about working out how a videos can work for an individual and help to engage with their specific audience, on a regular basis using episodic content rather than one off pieces. And Mark has been doing this stuff since 2007 (I’m keen to understand what he used to film way back when)!

Video Version of the Episode: https://youtu.be/Z0bhGdJzBC0

Takeaways

- One of the main benefits for creating video content is the awareness that it brings you as an individual and subsequently your business. It makes you more approachable as people already know who you are, what you do and, if you do it right, what problems you can  help them solve.

- Although Mark stated that it is a big commitment to create regular video content (his popular Video Show is now over 260 episodes) the rewards are worth it, including the exposure we just mentioned, the engagement video content can bring is impressive – especially on LinkedIn, which is kind of how we ended up chatting and recording this podcast.

- And the good news, as long as you have a phone with a camera in it, you can just start! Start small and then look to improve when you start to build you confidence and engagement…. But starting is the most important step, so lets all start making videos and build our personal brands into something worth watching!

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What Episode Snippets are in this look back of Marketing Study Lab 2019:

Using Mailchimp and the Handsome Noel Edmonds with Catherine Gladwyn the Owner of Delegate VA - Episode 41 https://bit.ly/2sMfQq5

- We discover how Catherine got on when she was on TV!

Sweet Social Media Strategies with Nicole Osborne the Founder of Lollipop Social - Episode 49 https://bit.ly/2Q6RFdT

- Nicole takes us through her steps of social media greatness

A Marketing Career with Patrick Ward Editor-in-Chief at High Speed Experts – Episode 77 https://bit.ly/2MiFhXn

- Patrick discussed the importance of qualifications and practical marketing experience

Ditch the Act with Co-Author Ryan Foland - Marketing Study Lab Special https://bit.ly/2Q6o0Sk

- Ryan walks us through the 3-1-3 challenge and how easy but difficult it can be to describe the problem you solve

Small Business, Big Marketing with Tim Reid - Episode 57 https://bit.ly/35L9xS5

Tips on Passing Your Marketing Qualification with Accounting Exam Coach James Perry - Episode 59 https://bit.ly/2PKcSeR

- James highlights the importance of using real life examples in your exams and .... in real life!

B2B Marketing with Michael Field the B2B Competitive Strategy Consultant from EvettField Partners - Episode 67 https://bit.ly/2SeVlgp

- We discuss the difference between B2C and B2B marketing

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)

Well it’s been an eventful year for the podcast, we so many amazing guests and more to come. As this is the last episode of the year, it’s an opportune time to take a look at some of the highlights from the podcast during this year.

Now it would be easy to just copy and paste ALL the episodes together, cause each one has brought it own nugget of Marketing genius, but unfortunately that would be around a day long and take to long to upload so you’re stuck with just a few and here they are!

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

Guest and Episode Links

Trisha Lewis (Host of this weeks episode)!

https://trishalewis.com [email protected]

Original Podcast Show Notes: https://adobe.ly/36Xy1rH

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 kind of a special episode, being that close to Christmas n’all.

I was fortunate enough to be invited onto the Make It Real Podcast, hosted by the fabulous Trisha Lewis, so I thought it would be a great time to share that episode with you all – which is basically me chatting about Marketing for 30 minutes or so.

Trisha is a Communications Coach who can show you the steps you need to take to make a real impact and be heard by the people that need to hear from you! Not only does Trisha have her own Podcast, but she also has a lively YouTube channel with helpful communication hints and tips.

You’re probably wondering what topics are covered in this episode and it’s easy to say just listen, but here is a taster of some of the magic that is discussed thanks to Trisha and her amazing show notes:

• Why you should focus your comms around one single benefit
• Making sure you have consistency in your comms
• How multiple touch-points can help build trust
• What we can learn from a pitch at Borough Market
• Why you need to be focused on solving peoples problems
• How, without Marketing, we are nothing

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

Link to the YouTube Video on how to use Answer the Public within your SEO Strategy: https://youtu.be/uHEhrwW_Tm8 Guest and Episode Links

Natalie Alleblas https://www.natalleblas.com https://www.linkedin.com/in/natalleblas/

Books:Chillpreneaur - Denise Duffield-Thomas: https://amzn.to/35oGYJK Making Your Website Work – Gill Andrews: https://amzn.to/2OAf9rc

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’re in to working smarter, not harder then this weeks guest is for you. Natalie Alleblas, the SEO Sleuth is here to talk about all things SEO.

With a love for data (from working for one of Australia’s Big 4 banks) and words (beginning her career in PR), Nat’s ethos is to save time and money by helping you implement SEO so you can be found online. No dark arts, no dodgy stuff, just a nerd and her numbers.

Nat practices what she preaches and utilises her skills in her own businesses, making that all important organic traffic work as hard as it can.

Takeaways

- SEO isn’t just one part of a Marketing Strategy, it can infiltrate every facet of it. Think about it – EVERYTHING we do, from the customers we speak to, to the product descriptions we provide can impact SEO in some way, either by helping create the right content, or fundamentally being visible online! Which is the overall aim isn’t it?

- If you haven’t heard of EAT before, Nat has now brought it to our attention. EAT is a Google acronym for Expertise, Authoritativeness and Trustworthiness. Which is what Google are looking for in terms of website content and author! So if you’re an expert in your field and you write about your experty things Your EAT-tastic!

- And finally, at the end of the day, make sure you’re writing for your audience. If you’re content is on point about a particular subject matter and it’s written for those who care about this, then you’re pretty much onto a winner.

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

Guest and Episode Links

Dan HardakerWebsite: https://www.proctors.co.uk 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

Resource:Medium: https://medium.com App:Seesaw: https://web.seesaw.me

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

Our guest this week brings two huge Marketing worlds together – The creative and the Digital. Dan Hardaker is the Head of Digital Design at Proctor + Stevenson, a full-service B2B marketing agency working across creative, strategy and technology.

What makes this such an intriguing chat, is that Proctor + Stevenson have a long history with developing the next generation of design talent, which is just engrained into the P+S culture. Dan is perfectly placed to shed some light on how to develop as a Marketer and if qualifications or practical application is more important. Spoiler alert, it’s a bit of both, but you know that by now anyway.

Takeaways

- When looking for a job, be it your first one or indeed that next step up. Dan believes that you are better to find a company that provides mentorship as well as learning and development opportunities. If you find one that offers this then you will also get the opportunity, one day, to be the mentor yourself. And that is juts an amazing feeling – I’m talking from experience here.

- Dan also believes that there are pros and cons to getting a Marketing Qualification.

Pros - It’s a spring-board to a career and it provides the grounding and foundations you need

Cons - There is a valuable resource in starting work and learning those practical skills rather than the theory behind it

The correct answer. Do both – Study and get a job that fits in with your studies. Or get a job and study around this.

- And finally. One key word for those that are yet to experience the working environment. Pace – Be prepared for the speed at which things need to be delivered. Usually yesterday or in an hour is fine, but embrace the fear that comes with any role and enjoy the process of learning and developing, until you yourself, become the teacher.

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Guest and Episode Links

Dr Amna Khan[email protected]

Uni Profile: https://www2.mmu.ac.uk/business-school/about-us/our-staff/mrt/profile/index.php?id=974 LinkedIn: https://www.linkedin.com/in/dr-amna-k-6b639b1b/

Resource:Retail Weekly: https://www.retail-week.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

Dr Amna Khan is a Senior Lecturer in Consumer Behaviour and Retailing at The Manchester Metropolitan University Business School.

Amna also teaches Retail Managers from some of the leading names in retail such as Tesco, Asda and McDonalds as well as publishing research in leading academic journals, presenting at international conferences and her Media Appearances read like a TV and Radio guide, including numerous appearances on the BBC, ITV and Channel 5.

Takeaways

- If you are in retail, remember that we act and shop very differently online and offline. Online is more functional – it’s about speed, we now have limited time as consumers and online shopping fits this lifestyle. In-store or offline is completely different, it’s all about the experience, an experience that cannot be achieved online – think authenticity – pop-up shops, community-led activities and the growing interest in markets.

- As we’re in the festive period it was so interesting to hear how our shopping habits have changed over the festive period. Firstly, way back in 2007 that pesky recession happened as well as the rise of the American ‘Black Friday’ which is more of an online experience in the UK. Offline, retailers effectively brought sales forward to pre-Christmas as appose to the traditional post-Christmas Boxing Day sales.

- Consumers are the winners in retail at the moment, they have offers and options like never before to fit-in with our lifestyles being ‘always online’ and the rise in discount stores that are now seen as acceptable to shop in, as we all want to be savvy a shopper. It was not many years ago that this was seen as a negative thing to do and the biggest takeaway from this chat with Amna – Always consider the market and your customers, what do they want and give it to them!

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Free Social Media Resources: https://www.brandlective.com/resources/

Buy Stacey's Book – Get Online: https://amzn.to/33XUdR4

Guest and Episode Links

Stacey Kehoe[email protected]

Brandlective: https://www.brandlective.com LinkedIn: https://www.linkedin.com/in/stacey-kehoe-b8b25319/

HARO: https://www.helpareporter.com

Books:24 Assets – Daniel Priestley: https://amzn.to/2qxCe5l

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

You would think that three redundancies in 12 months would dampen anyone’s spirits, but our guest this week Stacey Kehoe now runs two successful businesses – a property investment firm and a Digital Marketing Agency.

From this digital agency Stacey has helped to enhance over 500 digital marketing campaigns across the UK, US and Australia using two method –

The Game Changer Method and The Content Waterfall Methodology.

Stacey is also the author behind ‘Get Online’, in it Stacy covers the 6 simple steps that you need to know to create your own digital marketing strategy. The best bit is, it was purposely made for the non-tech savvy, offline businesses.

And we cover all of this in this weeks episode.

Takeaways

- I love the fact that Stacey has kept things simple with her six C’s Game Changer Strategy and I suggest you start to utilise these within your business:

- Connect - Create - Captivate - Capture - Converse - Convert

- Also the Content Waterfall, this could be another game changer. Start with a singular piece of content and start to repurpose it. You’d be amazed how far this will stretch and the engagement you will achieve

- And finally, traditional marketing is not dead, far from it. It can be difficult but it’s always worth throwing it out there as the more we focus on digital, the more gaps will appear in traditional channels. But remember, don't be dull or dry, be creative, stand out and most of all, enjoy the process of figuring it all out

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Laurie’s FREE online ‘good book ideas’ Course (takes less than an hour) – Sucky or Stupendous:https://www.creativewrighter.com/p/suckyorstupendous

Find all Laurie’s books on Amazon:https://amzn.to/2B0GXym

Guest and Episode LinksLaurie Wright https://lauriewrighter.comhttps://www.creativewrighter.com 

Books:Slight Edge – Jeff Olson: https://amzn.to/2MBwbEa 

App:Slack: https://slack.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

I love LinkedIn, its where I find most of my amazing guests, but I want to highlight the importance of this platform for you, personally, but that’s for later.

Let’s meet Laurie Wright, Publishing Strategist and Children’s Author. Laurie not only writes amazing, helpful books for children, but also helps others get their own books published and selling on Amazon (the selling part is key here), this is if they are any good. Laurie even helps you discover if your idea for a book has got a chance as well, with online courses, help and advice (the Sucky or Stupendous book idea course, which is absolutely free).

Takeaways

- Laurie was kind enough to take us through the steps to getting a book published online: 1 - Firstly make sure you have a good story (and get someone who is not dependent on you for food to give you some honest feedback) 2 - Find an illustrator, even if it’s just for the cover artwork 3 - Get your formatting right! Find someone who knows what they’re doing here 4 - Upload it (Amazon makes this as simple as) 5 - Push that big red ‘Publish’ button!!!!

- You’ve published, so now what - What do you do to get your book discovered. Laurie says: 1 - Make sure you are ‘copywriting’ and not ‘creative’ writing in your description 2 - Find your hook, why people need this book in their lives 3 - And make sure you format correctly – Headings, keywords, spacing 4 - The first month is vital – especially on Amazon 5 - And in this first month and thereafter, reviews are your lifeblood!

- And finally, taking you right back to the start: Be consistent. Laurie explains this in terms of writing a book, but I think it goes for most things in life – learning, assignment writing, research, exam prep, even in your own working environment. Book out that time (no pun intended), find your rhythm and be consistent in what you do.

Top Tip - LinkedIn

I find a lot of my guests on LinkedIn, personally love the platform. But this top tip is simply to highlight how influential this platform may be for you as you grow and build your own influential career. And there is one experiment that highlights it perfectly.

What I want you to do is type your own name into Google, hopefully you don’t have a generic name, but even if you do, give it a go. I almost guarantee you that the first search result (or certainly on the first search result page), you will see a link to your (or ‘insert generic name here’) LinkedIn profile – If you have a LinkedIn account of course – even if this was set up years ago and you’ve not done much with it. It will almost certainly appear.

And that is the influential power of LinkedIn.

Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.deCreative

e-Course:https://bethanyjoy.org/beirresistible

Guest and Episode LinksBethany Joy https://bethanyjoy.orghttps://www.linkedin.com/in/iambethanyjoy/

Books:Made to Stick – Dan and Chip Heath: https://amzn.to/2AkPjRo

App:Google Maps: https://www.google.com/maps

Other Links:https://answerthepublic.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) 

IntroEver wondered, how have the done that? Where do they get their ideas from? How are they producing some much content? Well for the foreseeable, I’m going to try and uncover some of these questions as I start to give you one piece of software, tool or technique that can help you as a Marketer. This weeks inaugural tool is – Answer the Public!

But first, lets meet Bethany Joy, Brand Voice Crafter & Wordsmith Extraordinaire and with a title like that I can tell your ear have already pricked up! Bethany isn’t’ an inventor, she isn’t a complex problem solver, but what Bethany is amazing at it using the words on a page to grab attention, make sense, engage and be meaningful and with industries such as biochemistry, the environment, human rights, education, career coaching and ethical clothing you know Bethany will deliver.

Takeaways- Bethany shared with us her brand voice tips, which included: - What and how you are saying things must match what you want your customers to think about you - Keep it consistent and accurate - Never be fake, always be true to yourself - Remember it is about telling people the most important things

- All your content must be quality, helpful or entertaining. Always be thinking about your contents purpose, utilising this to achieve what it needs to achieve

- A single word can make a huge difference. As Bethany pointed out, just think about the variations in the word male and the connotations this has! From Male to Dude!!!! Very different indeed.

Top Tip – Answer the Public

www.answerthepublic.com(link is in the show notes) is a site that can help you with a number of things but mainly, keyword searches and possible questions your audience may be asking. When you first go to the site, you’re met by what looks like an angry bloke in my dads sweater. Just ignore him and type in to the search bar a topic you are interested in.

Let it do it’s magic.

And boom, you are presented with a whole host of questions that are frequently asked around the subject. For example, I typed in marketing qualifications and I got back:

- what marketing qualification is best - what is the best marketing qualification to have - how to get a marketing qualification

Scroll down and you have an A-Z of any question you can think of! 

Why is this so important? Well if you know what type of questions your audience is asking, you can….. answer them! Good for SEO, good for content and good for highlighting your expertise in a particular field. Oh it may also help your audience out as well.

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

Guest and Episode LinksTom Clarke https://tjcclarke.co.ukhttps://tjcclarke.co.uk/training https://www.linkedin.com/in/tom-clarke-a6732353/

App:BBC Sport: https://apps.apple.com/gb/app/bbc-sport/id377388936 https://play.google.com/store/apps/details?id=uk.co.bbc.android.sportdomestic&hl=en_GB

BBC News: https://apps.apple.com/gb/app/bbc-news/id377382255 https://play.google.com/store/apps/details?id=bbc.mobile.news.uk&hl=en_GB

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

Tom Clarke, a Independent writer, trainer and content strategist working with businesses to create compelling content that gets them in front of and resonates with their target market.

Tom spent 16 years within the more journalistic side of PR where he discovered and mastered the power of the press release, which amongst a whole host of other topics, we’re going to cover today.

Tom also creates online course, covering topics such as press release writing, which I implore you to check out. The link as always is in the show notes.

Takeaways

- Tom described a PR Strategy as one that gets you in front of a much bigger audience than your current comms do, to those that don’t know you yet.

- The main difference between Journalism and standard copywriting is that when writing a piece for a journalist, you are doing just that, writing with the middleman in mind. What will gain their attention and trust enough for them to publish it, whereas you have much more control in your copywriting and where this will be featured and the final edit!

- In order to write an effective press release, Tom shared the elements that we all need to be considering:

- The Who, What, Where, Why and When - It needs to be quick and succinctly written - With a solid 1st paragraph - And a punchy first line - And remember, always ruin the ending, by placing this at the beginning!

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