Expect to hear conversations about the daily activities in a typical marketing role, current trends & the future of the industry.
Recurring themes include SEO, PPC, social media, branding, content marketing & analysing performance.
Our guest on the show this week is Mike Ciffone, who joins us from Chicago. Mike started his career agency-side before moving to a tech startup and more recently, he founded Ciffone Digital, which specialises in SEO, pay-per-click, content marketing, and web development. The episode focuses on how user expectations are changing online and how businesses can adapt to meet these changing demands.
We start the episode by asking Mike to share his thoughts on how the digital landscape is changing. Mike talks us through the increased demand for unique experiences and why it's important to trial new things before waiting for Google updates. We then talk about site structure and how to optimise the customer journey by using JSON and dynamic content, with a great coral reef analogy from Mike. Our focus then turns to content and how to use audio, video, and text to engage with site users. Finally, we ask Mike some questions on running tests and experiments and he shares some tips for getting started.
EPISODES
We're joined by Pamela Hopkinson from Social Media Solutions on episode 76 of the show. Launched by Pamela in 2021, Social Media Solutions provides social media training, consultancy, and management services. So, it makes sense that the episode focuses on social media strategy optimisation.
During the episode, talk about the current social media landscape and how it has changed over the past twelve months. We cover the big platforms but also discuss sites like Pinterest, Reddit, and Quora, and the value they offer to businesses. Pamela also shares her thoughts on whether businesses should be active on every social channel or specifically focus on a few. She then shares some social strategy tips before we move on to content scheduling. Finally, Pamela shares some of the brands that she's enjoyed watching over the past 12 months.
This week we chat with Wiehan Britz on episode 75 of the podcast. Wiehan is a digital marketing consultant that has been in the industry for over ten years. He originally started out as an SEO specialist but has worked across the marketing realm such as CRO, A/B testing, paid social, and more. So, we could call him a veteran marketer.
The episode focuses on measuring efficiency, business growth, and identifying opportunities. Wiehan talks us through two different frameworks and how they can support businesses. The first framework is the Efficiency GAP Analysis Scorecard, which Wiehan created himself. This framework allows businesses to analyse 12 pillars that include factors like learning and development, employee happiness, strategy, onboarding, and more. Secondly, Wiehan talks about the AARRR Pirate Metrics Framework. This framework allows businesses to work backward to identify where in the funnel prospective customers are dropping off. Wiehan shares a real-life example from a SaaS company that shows where prospects are dropping off (free trial, sign up page, canceled accounts, and more). We also talk about budget management and ensuring that your team is aligned.
This week we chat with Matthew Soakell from Algebra, which is a PPC agency that plans, builds, and manages innovative campaigns that get results. Matthew is a PPC Specialist and has spent over five years working in the industry. We invited him to join us on the show to chat about PPC management and whether brands should go in-house or use an agency.
During the episode, Matthew talks us through the pros and cons of in-house PPC management compared with outsourcing to an agency. Matthew talks about the different reasons why businesses might want to move in-house, such as account spend and size. We also talk about how Algebra helps businesses to transition in-house when appropriate and what that onboarding process looks like. Finally, Matthew shares some quick-tips for in-house PPC managers to close out the main section of the episode.
This week we're joined by Lloyd Williams from Socially Powerful, a global attention marketing agency. Lloyd is the Head of Strategy and he specialises in social media best practices and onboarding new business. During his career, he's worked with global brands like Kit Kat, Aero, Budweiser, Desperados, and more.
The episode focuses on social media and how brands can grab the attention of followers. Lloyd tells us what attention marketing means and why he loves working in the social media industry. We then talk about influencer marketing and some of the misconceptions around the industry. Lloyd then talks about the Rules of Engagement that are used at Socially Powerful. Finally, we talk about Lloyd's podcast, Brand Wars, and he shares one of his favourite brand stories from the show.
We're joined by Gary Gumbleton on episode 72 of the show. Gary joins us from Capital Content, a creative and dynamic digital agency that balances what looks good with what works. He is also one of the best video storytellers on the planet.
During the episode, we chat about telling stories through video. Gary and Liam discuss some of the things that have prevented Liam from creating video content in the past and how those issues can be overcome. Gary shares two different types of video content that can be created - rational and emotional videos. We also talk about the value of batch creation and how to improve production quality when recording videos. To close out, we compare the benefits of in-house video production with outsourcing to a content agency and Gary shares his free training course with us - Content 101.
We chat with Lisa Eaton on the podcast this week who is a leading marketer in the North East and has over 20 years of marketing experience. Lisa is the Founder and Managing Director at Unwritten Group, a fully integrated strategic communications agency. Last year, Lisa launched Fabric which is an academy that helps marketers to develop an integrated marketing and communications strategy from scratch. So, she's the go-to if you want to create and implement a top-level marketing strategy for your business.
During the episode, we talk about being a generalist marketer. As the Managing Director of a full-scale agency, Lisa ensures that she has an understanding of all of the marketing channels out there. We talk about the challenges of spreading yourself across multiple channels and how to invest your time properly. Lisa then talks us through her professional development strategy and why she dedicates one day per week to learning. Finally, we talk about the value of understanding your top-level strategy when working on day-to-day tasks and the launch of Fabric.
This week, we are joined by the co-founder of PodMatch, Alex Sanfilippo. PodMatch is a matchmaking tool that automatically connects podcast hosts and guests for interviews. The site launched last year and now has over 6,500 members that are looking to connect.
During the episode, we talk about the initial launch of PodMatch and the reasons why Alex wanted to launch a matchmaking service for podcast hosts and guests. Alex then tells us about some of the different marketing tactics that he has used successfully to increase PodMatch members. We talk about the value of referrals, why human-to-human marketing always wins, and some cool growth tactics like gamification and podcast guesting.
This week, we're joined by Peter Ballard and Dicken Doe from Foolproof, which is a global experience design company. Both Peter and Dicken bring a ton of experience to the show and bring a very unique topic to the show. Peter is the co-founder of Foolproof and VP Head of Marketing at Zensar and Dicken is an Experience Design Director at Foolproof and specliasies in data, analytics, and application of AI. So, they have a great combination of experience and knowledge.
The focus of this episode covers a very unique and cool topic. We discuss how retailers and B2C sites can drive acquisition through digital gifting. Foolproof lots of interesting research over the Christmas period which suggests that consumers aren't fully satisfied with the gifting experience that retailers offer. Many consumers order gifts to their own homes and then resend the gift to the recipient due to a lack of confidence to do this directly. So, we asked Peter & Dicken several questions on how retailers can improve the digital gifting experience and discussed some of their research findings.
We're thrilled to share episode 68 of 20 Minute Marketing with you. This week, our guest is Lee Price from Paddy Power. For overseas listeners, Paddy Power is an Irish bookmaker and one of the largest betting companies across Ireland and the UK. As a brand, they are renowned for pushing the boundaries on social media and with their PR campaigns - for all the right reasons. Lee is the Head of PR & Mischief and plays a major role in the success of those campaigns.
We start the episode by talking about mischief and how it's used by Paddy Power to create engagement. Lee also tells how they have adapted over the last few years due to COVID-19 and changes in society and on social media. Our chat then focuses on social media and how the team at Paddy Power creates a winning formula, plus what happens when things go wrong. Lee then shares some of his favourite campaigns both at Paddy Power and elsewhere. Finally, we talk about measuring success.
This week we're joined by the wonderful Amelia Sordell from Klowt to talk about personal branding. Amelia founded Klowt, a personal branding agency, in 2020 and they have seen tremendous growth since launch. Interestingly, all of their leads are 100% inbound, and Amelia and her team are using personal branding to grow Klowt organically.
During the episode, we talk about the value of personal branding and why businesses should invest in it. Amelia shares insights on how you can build a personal brand and the best & easiest ways to get started. We also talk about the different types of content that you can share and Amelia tells us her strategy which includes commentary posts, capability posts, and hook posts. We then talk about some of the non-business benefits of building a personal brand which include confidence building, development, and the positive impact on mental health. Finally, Amelia shares an example of personal branding being used successfully to elevate a business.
It's been a long time coming, but we're very excited to share an episode that is all about digital PR! This week, we're joined by Louise Parker, who is the PR Director at Propellernet. Louise has been in the PR industry for several years and has been a big contributor to the rising popularity of the industry.
During the episode, Louise shares insights on why the PR industry has exploded over the past few years. We talk about how it has become an integral part of digital marketing and the SEO benefits that it offers. Louise also shares insights on her creative process and some of the things that should be considered before creating a large-scale campaign. We also ask Louise to share a campaign that she wishes she'd worked on (inspired by Gisele Navarro) and talk about her TikTok videos that are keeping everyone in the PR industry entertained. Finally, Louise talks about her viral tweet which John Mueller replied to.
We're thrilled to share this week's episode with you. We're joined by Mark Williams-Cook, who is the Director at Candour - an amazing web & digital marketing agency based in Norwich. Mark is also the Founder of AlsoAsked.com, organiser of SearchNorwich, and our go-to person for SEO news. So, we think he's the perfect guest to talk about technical SEO with.
We know that technical topics can get a bit overwhelming for generalist marketers and business owners that wear many hats. So, we thought it would be a great idea to release a podcast episode that covers technical SEO in detail without getting too complex. We ask Mark to break down some of the fundamental reasons why solid technical SEO can help websites in their search efforts. Mark also shares tips on how to run a site audit, common mistakes to avoid, and why it's important to get the foundations right. He also shared several examples that will help marketers in B2B and B2C.
We're very excited to share episode 64 of the podcast with you. This week we chat with Andy Duggan, who is a chartered marketer that has worked in roles at BP, The Co-op bank, Zen Internet, and more. So, Andy brings lots of marketing experience to the show.
A few weeks ago, Andy shared a post on LinkedIn that talked about why brands need to cut weak influencers from their outreach strategy. His post focused on the UK government's decision to spend £63,000 on paying 42 social media influencers to post about the UK Test and Trace app for COVID-19. We thought that his post would make for a great podcast episode. During the episode, Andy talks us through that post and shares his thoughts on why brands need to change their influencer marketing strategy. He talks about the importance of finding the middle ground between having brand ambassadors and paying for one-off posts. We asked Andy to share how he would approach setting up an influencer campaign and he also shared some examples of brands that have used influencers both successfully and poorly.
We're excited to share episode 63 of the show with you. This week, we chat with David Cooper who is the Marketing Manager at Fountain Partnership and leads the strategy to showcase Fountain as a world-leading digital marketing agency. You might recognise Fountain from episodes 31 & 32 of the show when we spoke to Jake and Gemma about PPC optimisation!
During the episode, David chats about moral marketing and why it makes more money. We discuss some of the internal and external tactics that businesses can take to become more moral and make changes. David also shares several insights from Fountain and how they have made changes to improve. We cover social media, data, reporting, and some more over the course of this episode.
We have our first bonus episode on the show! Last week, Neil Andrew from PPC Protect joined us to discuss industry awards and whether they add value to businesses or not. When we shared the episode across social media, several people got in touch to express their own opinions and share their experiences when entering industry awards. One of those people was James Lees from Salesfire. James said he'd love to share his thoughts in detail and had some contrasting views to Neil. So, here we are!
During this bonus episode, James shares some of the things that Neil shared which he disagrees with. We talk about some of the awards that James has won over the years and the impact those wins had on his businesses at the time. James is also part of the judging panel for several awards so he discussed the process that he takes when selecting a winner. We also discussed how the awards industry can hold people accountable and collaborate to improve its reputation amongst marketers and business owners in the future. Finally, James shares some tips on how to promote an award win and use it to strengthen your brand.
We invited Neil Andrew to join us on episode 61. Neil is the Founder of PPC Protect, which specialises in helping businesses with click fraud protection & invalid traffic prevention. Neil is a leading figure in the PPC industry and regularly shares content around bidding strategies, account set up, fraud prevention, and more.
During the episode, we talk about a very interesting and somewhat controversial topic. Neil joins us to discuss industry awards and his opinion of the industry. A few months ago, Neil shared a poll on LinkedIn and asked his audience to vote on whether or not they believe that industry awards are pay to play. Around 400 people voted on the poll, with a landslide number of people stating that they think the industry is pay to win. We discuss Neil's views, some of the inconsistencies in the industry, and whether or not they are ultimately worth entering. We also speak about some alternative ways of showcasing your business via social proof.
We're joined by Peter Hopwood on episode sixty of the 20 Minute Marketing podcast. Peter is an international conference host & speaker that helps people tell stronger stories and take control of their speaking. He's spoken at TEDx events and also helps professional speakers, companies, and entrepreneurs to bring more value to their messages.
During the episode, we chat about making the switch from in-person events to going virtual. For obvious reasons, there has been a huge increase in webinars, Zoom conferences, virtual interviews, and podcasts over the last nine months. So, we figured that it would be a great time to talk about how we can stand out and improve the delivery of our content. Peter shares insights on how we can make that content more engaging when it comes to our presentation, tone of voice, and hand gestures. We also chat about some of the ways that we can make our video or audio content more engaging for our audience.
We're joined by Tom Downing on episode 59 of the show. Tom's marketing career started when he launched a digital marketing agency at 25 years old. He is now the Strategy Director at Freestyle, which is a digital product studio that brings clarity to complexity and creating memorable customer experiences. Tom also admits to having a strong fascination for emerging technology and the exploration of how we remember things.
During the episode, we discuss how brands can create memorable customer experiences. We talk about the challenges of competing with multinational brands, such as Amazon, who are able to provide their customers with a great user experience. However, a very interesting point that Tom made is that a lot of services look exactly the same because they are trying to make the customer journey as quick as possible. Therefore, making that experience less memorable. So, Tom shares some ways that brands can stand out and make that experience unique. We also talk about how B2B and SaaS companies can improve their website copy and the importance of innovation.
We're excited to share our first episode in 2021. This week we are joined by the wonderful Hannah Bryce. Hannah is the SEO Manager at Holland & Barrett, which is a multinational health and wellness brand. They have over 1,300 stores in 16 countries as well as a large online presence. Hannah is also a co-host of The SEO SAS Podcast alongside Sarah McDowell. On the show, they chat with industry leaders about SEO-related topics and news. The show recently hit 100 episodes and is an excellent resource for SEO marketers.
During the episode, we chat about top-level SEO strategy and specifically how to monitor progress and plan ahead for 2021. Hannah shared insights on how to perform site audits and review performance when it comes to technical SEO, site content, link building, and more. We discussed the challenges of knowing where to invest your time and how to identify the quick wins compared with long-term gains. Hannah also shared examples of both search intent and search volumes and how they can impact success. Finally, we talked about when it is appropriate to make changes and how to check whether your efforts are having the desired impact.Here are 10 marketing podcasts that should be on your radar in 2021.
We're joined by Ashley O'Neill, Jessica Dodds, and Jim Ker for the final episode of 20 Minute Marketing in 2020. This episode is also the second half of a two-part series, so feel free to check out part one which was released last week that is all about helping your customers to realise your brand value. Ashley, Jess, and Jim join us from The Chartered Institute of Marketing and are board members for the Yorkshire region. Ashley serves as Events and Communications Ambassador, Jessica is Vice Chair of Events, and Jim is Vice Chair of Communications. Outside of volunteering at CIM, they also work full-time in marketing roles for their respective companies.
During this episode, Ashley, Jim, and Jess reflect on the marketing landscape over the past twelve months and discuss what's in store for 2021. We talk about low-cost strategies that can be used to combat budget reductions and share thrifty marketing tools that can help improve our marketing efforts, with a focus on content marketing and how to re-purpose effectively. Ashley, Jim, and Jess then shared one exercise or tactic that they couldn't do without before we shared our favourite marketing campaigns of 2020 to close out the main section of our chat. The episode ended with Jess, Ashley, and Jim sharing a memorable story from their careers which included space, drones, and office falls.
This week on 20 Minute Marketing we're joined by Ashley O'Neill, Jessica Dodds, and Jim Ker for the first of a two-part series to close out 2020. All three guests join us from The Chartered Institute of Marketing and are board members for the Yorkshire region. Ashley serves as Events and Communications Ambassador, Jessica is Vice Chair of Events, and Jim is Vice Chair of Communications. Outside of volunteering at CIM, they also work full-time in marketing roles for their respective companies.
During this episode, our conversation focuses on branding. We chat with Ashley, Jessica, and Jim, about brand strategy and how to help customers realise the value of your products or services. We also discussed how business owners and senior marketers can ensure that everyone in the company invested in the brand and how to ensure that you are working towards the same goals. Finally, we talked about monitoring progress and making sure that your brand evolves over time.
Joining us this week is Jack Sperry, the SEO Manager at BT, EE, and Plusnet. For overseas listeners, BT is one of the world's leading communication service providers with over 30 million customers and 600 stores in the UK.
Jack shares his thoughts on the benefits of going in-house and how he would approach getting new starters on board so that they can make a quick impact. We then talk about the challenges of SEO when working in a large and complex business area and how an agile approach can be beneficial. Jack then answered questions on how to approach new Google updates and the difficulty of balancing your time between industry tools such as Ahrefs, ContentKing, SEMrush, Moz, and more.
For the second half of our chat, we brought in the wider marketing team and Jack shared insights on how he has established SEO standards across BT, EE, and Plusnet. We specifically focused on the benefit of assisting content marketers, graphic designers, and other marketers to self serve. Finally, Jack discusses the Build, Measure, Learn approach which is used at BT to assist team members with learning and SEO knowledge.
We are joined by Antoine Gagné from J7 Media on the show this week. J7 Media is a Facebook Advertising Agency in Montréal, Canada that helps businesses with hypergrowth on the platform. Our host, Liam, also recently joined Antoine on his podcast Social Selling, to discuss podcast marketing and how to use SMS for success - be sure to check that out!
During the episode, Antoine shares insights on how to scale up with Facebook Ads. We start by talking about some of the things that businesses should be aware of and plan for when they are creating a strategy around Facebook advertising. Liam then asked Antoine for recommendations on how much businesses should be investing on a daily or monthly basis. Finally, Antoine shared insights on how Facebook advertising has changed this year and what to expect in 2021, including a potential decrease in CPM. To learn more, you can get a free copy of "How To Scale Your Facebook Ads Campaigns To More Than $1,000/Day".
READ MOREThis week we are joined by the wonderful Heather Osgood to discuss how brands can win big with podcast advertising. Heather is the founder of True Native Media, a podcast representation agency that connects brands with podcasters to develop engaging host-read ads for audiences around the world. She also hosts The Podcast Advertising Playbook, which offers great value to brands that would like to learn about podcast advertising in greater depth.
During the episode, Heather shares insights on why the podcast advertising industry is growing and the benefits to businesses. We discuss the different options that are available and the type of businesses that it is suitable for. We also asked talked about the differences between approaching shows directly compared with going to a podcast agency. Heather then answered questions on how many ads to run, how to approach pricing, and finding shows that align with your brand.
READ MOREWe had a great time speaking with Hannah Urbanek this week. Hannah is a Senior Digital Marketing Manager at Create Engage, which is a digital marketing agency for the consulting industry. She is also a Founding 50 Member and ambassador at the School of Marketing. Hannah specialises in B2B marketing and has spent her professional career working both in-house and agency side at B2B companies.
So, it's pretty easy to guess what our focus is during the episode. We talked to Hannah about her experiences working in B2B and how marketers can push the boundaries in B2B marketing. Hannah shared insights on how to break the mold and stand out from competitors, how to create engaging content, and using channels like LinkedIn and Instagram effectively. We also asked Hannah to share her thoughts on what the industry may look like moving forward.
READ MOREJoining us on episode 51 is Joel Barnett from Fortune Hill. Joel joins us for a very special episode to talk about a new book, titled Excerpts from Experts. The book features tips and advice from 227 senior marketers in the UK from brands including Tesco, Adidas, Uber, Greggs, and more. All of the proceeds of the book will be donated to NHS Charities Together and Fortune Hill is aiming to raise £100,000 through book sales.
During the episode, Joel discusses his motivation to raise money for NHS Charities Together and the inspiration behind the book launch. We also talk about some of the ways that he convinced senior marketers to contribute and the similarities that this has with PR and guest blog outreach for marketers. Joel shares tips on communicating successfully, managing workload, and following up on opportunities. We also discuss post-launch reaction which includes coverage in Marketing Week and other publishing sites.
The 20 Minute Marketing Podcast turns 50! The team at Reach would like to thank all of our former guests and listeners for your support in helping us reach this milestone. We are joined by Itamar Blauer during this episode, who is an SEO consultant in London. Itamar makes regular appearances on various SEO and digital marketing related webinars, websites, and podcasts. He also has a great YouTube channel that dives into SEO.
The focus of this episode is on how businesses can optimise their video marketing strategy. Itamar shares the reasons why businesses should be including video into their content strategy. We also discuss some of the mistakes that are made in video production and how they can be avoided. Finally, Itamar shares tips on how to get started and ensure that your video content excels.
READ MOREWe chat with Phil Storey from Glow on this week's episode of the show. Glow is an easy-to-use website maintenance app for businesses, agencies, and web developers that allows users to submit help requests 24/7, view a timeline of activity and get tips to improve your site. Phil launched Glow this year and has seen a tremendous amount of growth, with press coverage both nationally and internationally.
During the episode, we talk about the importance of website maintenance and security. This is an important part of business management that often gets overlooked, yet can have big consequences. Research suggests that a hack occurs on a website every 39 seconds. And, 45% of all hacks occur on small business sites. So, it's important that we pay attention to our site and ensure protocols are in place. Throughout the episode, Phil shares numerous tips on how to keep sites secure and ensure that they meet security requirements.
READ MOREWe had a great time speaking with Eddie Maalouf during episode 48 of the show. Eddie joins us from 4Media Marketing, a full-scale digital agency that is based in Atlanta. Eddie also runs The Brilliant Marketers program which helps business owners take control of their marketing and learn the skills needed to handle it A to Z.
During the episode, we talk about creating a successful paid acquisition strategy. Eddie talks about multi-channel marketing and some of the mistakes that businesses often make when getting set up. Our main focus is on conversion tracking and ensuring that UTM tracking and analytics are correct to ensure that future decisions are made based on accurate data. We also cover other aspects of multi-channel and the impact that 2020 has had on paid advertising.
READ MOREMatt Davies joins us for episode #47 of the show. Matt is a creative brand and marketing strategist that helps businesses think differently. He's worked with hundreds of clients that range in size and includes a portfolio of household names like Boots, Fred Perry, Nestle, Experian, Capital One, Specsavers, and more. He is also a co-host of the Just Branding Podcast and has a successful book titled Storyategy.
During the episode, we talk about the key elements of brand strategy. We start by asking Matt to define a brand and the importance of getting things aligned. The focus of our conversation is around four key elements of branding: why, who, how, and what. Matt discusses each element in detail and then explains how brands can ensure that all four of the elements align correctly. Finally, Matt shares a recent example of a company that delivered a great brand promise.
READ MOREWe had a great time speaking with Ashley Jones during episode 46 of the show. Ashley joins us from marketingSHOWCASE, which brings people together through in-person and virtual marketing events. With almost 30 years of experience and 300 live events staged, they have lots of experience when it comes to hosting a successful event.
During the episode, we chat about event marketing in 2020 and how it has been impacted by COVID-19. Ashley talks about the transition from in-person events to a virtual setting and how the team at marketingSHOWCASE has handled the switch. We continued to talk about virtual events and specifically how attendees, sponsors, and exhibitors can get the most out of them. Ashley also shared some tips on hosting an online event as well as how frequently you can run them compared with in-person. To close out, we cover some of the ways that in-person events may change when they return.
READ MOREWe chat with Elliott King this week on the show. Elliott is the CEO at MintTwist - which is an award-winning digital agency that is based in London. He is also a visiting university lecturer and hosts a podcast named WatchTime, where he talks about current trends in digital with the team at MintTwist.
We start the episode by talking about some of the things that Elliott learned while in Silicon Valley during the tech boom. The focus then switches to multi-channel marketing and we talk about the user journey and how to turn a customer from a suspect to a prospect. Then, we spend some time talking about the customer buying funnel. Elliott shares insights on each level of the funnel (top, middle, and bottom). Finally, Elliott shares an example of a company that has connected each level of the funnel successfully.
READ MOREWe welcome Diana Wink to the show, who is the first person to join us from Germany! At Story Artist, Diana helps businesses connect with their customers through the power of storytelling.
During the episode, Diana shares the science behind storytelling and how to trigger emotional connections from your customers through copywriting. We cover the different types of emotions that you can trigger when telling stories and the power of combining multiple elements to your stories, with reference to The Angels Cocktail theory. We also ask questions on when it's appropriate to tell a story, what to consider before you start typing, and more. Additionally, Diana shares a great example of how great storytelling turned $197 into $8,000 during an experiment. To learn more about the science behind storytelling, you can receive a free book (Storyteller's Bluysoeprint) and video course by visiting Diana's website.
We had a lot of fun speaking with Danni Johnson this week, who has been a great supporter and friend of the show over the last few months. So, we are very excited to be able to invite her to the show to be a guest. Danni currently works at Xpand Marketing, which is a full-scale digital marketing agency in Bradford.
During the episode, we cover lots of different things regarding the platform by focusing on three pillars. We start by discussing optimisation and how you can increase profile visits. We then talk about content and how you can increase engagement from both your company and personal profiles. Finally, we talk about paid ads on the platform and how to get the best bang for your buck.
We loved chatting with Claire Jarrett during episode 42 of the show. Claire has been in paid advertising since setting up her first training company in 2007. She also launched the UK's first AdWords training courses in 2008, helping dozens of small business owners and agencies to grow. Since then, Claire has continued to support businesses through paid ads while incorporating new platforms such as Facebook, LinkedIn, Twitter, and more.
Our conversation focuses on remarketing. We chat about how businesses can follow their prospects around the web for as little as £5-10 per day and the fact that many businesses are wasting opportunities by not remarketing to their prospective customers. Claire shares tips on setting up pixels, how to split your budget across each network, and why competitor ads can be used to your advantage. Additionally, we talk about creating high-quality artwork and whether or not its best to promote your homepage, pricing pages, or long-form content that is personalised. Claire has lots of free masterclasses, training courses, and a great email list that you can subscribe to by visiting her website.
We had a great time speaking with Sarah Santacroce during episode 41 of the show. Sarah is also our first guest from Switzerland! With 12 years of LinkedIn and business coaching experience, Sarah has seen lots of different marketing trends and techniques. After becoming tired of seeing overly pushy and hype marketing, The Gentle Marketing Revolution was formed.
During the episode, Sarah shares what gentle marketing is and how it can have a positive impact on businesses. We also talk about some of the ways that businesses can implement a gentle approach and why it can lead to greater success than following current norms. Sarah also shares how she is preparing for the upcoming launch of her new book next year, titled The Gentle Marketing Revolution, and how it differs from a traditional launch. Finally, we spend a couple of minutes talking about LinkedIn profiles and how you can optimise them.
We're extremely excited to have Steven Van Vessum join us for episode 40 of the show. Steven is VP of Community at ContentKing, a real-time SEO auditing, monitoring, and change tracking site. ContentKing also consistently published great long-form blog content ad has a wonderful SEO academy section on their site, which comes in handy if you need help or reassurance when completing tasks.
During the episode, Steven talks to us about how ContentKing has grown from 0 to 50,000 monthly organic visitors in just a few short years. With the SEO industry being highly competitive, Steven shares how ContentKing has positioned itself in the market successfully by focusing on high-quality, informational content. Steven also discusses some of the important phases of content marketing that get overlooked as well as the relationship between content and SEO and how you can combine them for success. We'd say that this episode is perfect for both SEOs and content marketers!
We chat with the CEO and Founder of Project36, Joe Birkedale. Project36 is a worldwide B2B marketing agency that supports businesses with account-based Marketing (ABM), inbound marketing, content & strategy, video marketing, and more.
During the episode, we focus on account-based marketing (ABM). The episode comes at a great time because ABM is a topic that we have seen frequently on social media and across industry publications recently. Joe tells us what ABM is, the types of businesses that it is suitable for, and how it can be implemented. We also talk about some success stories, commitment requirements, and estimated costs. So, this is a great episode for anyone that would like to learn some more about ABM and how it could potentially benefit their business.
We chat with Kyler Miles, Creative Specialist at SimplyPHP - a North American PHP Development Company that helps companies of any size - from startups to Fortune 500s - get results with industry best practices. Kyler is an expert in producing amazing content, whether that's on Instagram, YouTube, or his podcast "Making It".
This episode is all about producing great content. With social media platforms becoming more crowded, Kyler shares some great insights on how you can stand out. Specifically, covering how you can get started and the value of focusing on your message - with a great Star Wars reference! To close out the episode, Kyler shares his strategy at SimplyPHP, which is interesting as they have a very technical service.
We chat with Lomit Patel, the Vice President of Growth at IMVU - an online metaverse and social networking site. During his career, Lomit has managed growth at early-stage startups including Roku (IPO), TrustedID (acquired by Equifax), Texture (acquired. by Apple), and EarthLink. Lomit’s new bestselling book Lean AI, part of Eric Ries’ “The Lean Startup” series, is now available at Amazon.
We talk about the value of AI, whether its suitable for small businesses and how you can get started. Lomit also shares lots of practical examples of how IMVU is using AI and automation to increase revenue and customer satisfaction. While it sounds technical, Lomit makes sure to break things down so that they are easy to understand for all marketers and business owners.
20 Minute Marketing x Electric House.
Electric House is a social media publisher based in Birmingham. They are best know for their amazing communities such as On The Tools (4 million Facebook followers), DIY On A Budget (1.9 million Facebook members), and Ministry Of (2 million TikTok likes). Electric House also supports brands with social media, campaign strategy and delivery, creative content, insight, and more.
In the second of a two-part series, we chat with Lee Wilcox, CEO. During the episode, Lee shares how the idea of a construction app transitioned into On The Tools. We chat about the challenges of trying to monetize a Facebook page and how On The Tools transformed into a full-scale social media company, which we now know as Electric House. Lee also shares some of the key decisions and mistakes that he has made along the way, including the time that he set up a Nordic walking business - in Birmingham!
20 Minute Marketing x Electric House.
Electric House is a social media publisher based in Birmingham. They are best know for their amazing communities such as On The Tools and On A Budget, which boast over four million members combined. If you've ever watched a funny construction video or a budget-saving video then chances are high that they are from these accounts. Electric House also supports brands with social media, campaign strategy and delivery, creative content, insight, and more.
In the first of a two-part series, we chat with Abbie Swindell, Head of Social. At the 2019 Social Media Marketing Awards, hosted by SocialDay, Abbie took home the Young Marketer Of The Year. So, we feel very privileged to be able to chat about social media with her. During the episode, we cover lots of topics that focus on socials. Abbie speaks about the value of forming communities and how this differentiates with a standard brand page. We talk about the value of TikTok and the success of a recently launched account, Ministry of Science. We discuss the impact that Instagram Reels might have. Finally, Abbie shares some quickfire tips on how you can increase engagement on your social channels.
READ MOREWe chat with the amazing Jen Penaluna from Bigfoot Digital, a specialist SEO agency based in Barnsley. Jen joined the team just over three years ago and has quickly risen to become the SEO Manager.
The focus of this episode is all about search intent. We talk about why it is important and why you should avoid purely looking at search volumes to determine which keywords you want to rank for. Jen shares a great example throughout the episode as we talk about the word razor and how the SERP provides some very surprising results. We also cover keyword research, duplicate content, free tools, and more. Overall, the episode should help you to understand why it is important to conduct thorough research before identifying which keywords you want to invest your time and effort on.
READ MOREWe chat with John Voung about SEO for small businesses. John is the owner of Local SEO Search, which helps small and family-run businesses by increasing their online presence through SEO and other services. Before launching his agency, John spent five years working at Yellow Pages, meaning that he has witnessed first-hand the transition from directory marketing to search engine marketing.
During the episode, we discuss some of the reasons why it is important to invest in SEO. John shares insights on how small business owners can gain positive results while also managing their time and resources effectively. We talk about the value of focusing on longtail keywords instead of going up against international companies with large budgets and marketing teams. We also chat about on-page optimisation, ranking factors, the challenges of understanding technical SEO, and more.
READ MOREWe are joined by Gemma Russell & Jake Surrey for the second part of our Google Ads series. Both Gemma & Jake work at Fountain Partnership, which is a global award-winning digital agency. Fountain takes the risk out of digital marketing with forecasting and data-driven analysis. They are also a Google Premier Partner and also one of just twenty UK agencies that are part of Google's International Growth Programme - meaning they have access to bespoke tools and other benefits.
During this episode, we cover two themes. Firstly, we talk about how you can scale up your Google Ads account. We cover impression share, adding keywords, optimal spend, and more. We also discuss other ways in which you can scale up and some of the PPC platforms that may not spring to mind right away. Secondly, we discuss ad copy and CTA's. Gemma & Jake share insights on extensions, structured snippets, leading with price, filling out your ad space, and more.
We are joined by Gemma Russell & Jake Surrey from Fountain Partnership, which is a global award-winning digital agency. Fountain takes the risk out of digital marketing with forecasting and data-driven analysis. They are also a Google Premier Partner and also one of just twenty UK agencies that is part of Google's International Growth Programme - meaning they have access to bespoke tools and other benefits.
During the episode, we discuss how you can optimise your Google Ads account. They share some of the research that goes on behind the scenes before a large account goes live. We also discuss some of the different settings that you might want to consider when building out your account. Some of the topics we discuss include bidding strategy, budgets, goal setting, SKAGS, quality score, and more. Stay tuned for part 2 - which focuses on upscaling your account and successful ad copy.
READ MOREWe chat with the CEO of Fanbytes, Timothy Armoo. Fanbytes is a leading content, social, and influencer marketing agency that helps brands win the hearts of Generation Z. They have worked with many high profile companies (McDonald's, Boohoo, Deezer) and influencers (Cardi B, Rita Ora, Kevin Gates). On TikTok, the #fanbytes hashtag has been used over 1.2 million times.
We start the episode by discussing the relationship between brands and Gen Z. Timothy shares some insights on how brands companies can create meaningful connections with their younger fans. We also chat about the benefits of using TikTok for businesses. We discuss how brands can go viral on the platform and whether or not it is beneficial for SaaS and B2B companies to be active. Finally, Timothy shares some insights on influencers and whether or not brands should consider using them to grow their audience on social media.
READ MOREWe chat with James Mulvany, who specialises in online media/broadcasting & content spaces. James is the CEO of MatchMaker.fm, which is a free platform that connects established podcasts with potential guests for their show. This makes it extremely easy for both hosts and guests to increase their influence and find opportunities in their field. James launched MatchMaker in February 2020 and the platform has quickly grown from having 0 users to over 3,000.
During the episode, we discuss some of the effective tactics that have helped to attract new users MatchMaker. James starts the episode by talking about the benefits of targeting your existing customer base. We then chat about the power of LinkedIn to promote your services and reach a greater audience. James breaks down one of the messages that he has been using to promote MatchMaker on LinkedIn. The focus of the episode then shifts to podcasting. We chat about the benefits of podcasting for both businesses and individuals. Finally, James spends a few minutes talking about how podcasters can grow their audience and gain listenership.
We speak with Adam Mendler, who is the CEO of The Veloz Group. Adam has co-founded and overseen numerous ventures which include Beverly Hills Chairs, Custom Tobacco, and Veloz Solutions. Adam is also the host of a successful podcast named Thirty Minute Mentors and has been covered in many large publications that range from Forbes to Huff Post, Inc & Thrive Global.
The episode focuses on the importance of customers and how businesses can turn them into brand ambassadors. We discuss the importance of having a customer-first attitude while looking at some of the short and long-term actions that brands can take to gain customer loyalty. Adam shares several examples that have worked at The Veloz Group and we look back at a particularly interesting story that led to a client becoming an ambassador for Beverly Hills Chairs.
We speak with Todd Chambers from Upraw Media, which is a PPC agency that helps SaaS companies with landing pages, experiments, conversion rate optimisation, ad creatives, and more. Todd has been working in the PPC industry for over 10 years and has worked with a wide range of clients across many sectors.
• the role of landing pages in PPC and why are they important
• how to optimise your landing pages and what to include
• landing pages vs A/B testing
• how to validate your experiments and when to make changes
We speak with Dr. Simon Raybould from Presentation Genius. Simon started his career as a research scientist and then moved into a new field when he noticed that the quality of a presentation is equally as important as the data that you are sharing. At Presentation Genuis, Simon shares the science of what works for people when they present.
During the episode, we cover three key topics. We start by talking about planning and I ask how far in advance we should start to prepare. We then talk about the presentation slides. I ask questions on what to include, how many slides, using video content, and more. To finish, we talk about the things that you can do on the day of your speech to ensure that things go smoothly. Simon's advice can also be applied to webinars, sales pitches, and anything else that includes a presentation.
We chat with Cari Kirby from Peek & Poke. Founded in 2006, Peek & Poke make branded games to help businesses engage with their audience. They offer a large variety of games that can be used on your website, at trade shows, on your intranet, and more.
We start the episode by talking about the value of branded games and the benefits that they offer to businesses. Cari then shares some tips on how businesses can promote their games. We covered competitions, prize giveaways, game placement, multi-channel promotion. Finally, we spent a few minutes talking about how Peek & Poke market their products and some of the marketing activities that Cari enjoys.
We chat with Rebecca Martin, who is a content specialist in the travel industry. Rebecca has worked at Bolsover Cruise Club for the last six years and she has recently launched a content agency named Sable & Saunter which helps travel brands to create engaging content.
During the episode, we talk about the role that content plays in the travel industry. Rebecca shares her thoughts on how brands can use content to stand out and we also talk about some of the things that travel brands do well which can be replicated by businesses across any industry. A really interesting part of our conversation focused on "Into The Blue", which is a bi-monthly print magazine at Bolsover Cruise Club. Rebecca has editorial responsibilities of the magazine and we talk about the benefits of sending direct mail to customers. Finally, we spend a few minutes talking about the effects of COVID-19 on the travel industry and Rebecca shares her thoughts on how the industry may bounce back when things return to normality.
We chat with Estelle Keeber, who is the co-founder of Mums in Business Association. With over 200,00 followers on social media and networking events in over 250 locations worldwide, it is no surprise that MIBA is the fastest growing women's networking brand in the world.
Estelle shares insights on how businesses can gain exposure, build loyal followers and provide engaging content on social media. We cover everything from stories to hashtags and post frequency. We also talk about Facebook groups, since MIBA has a group of over 55,000 members. Finally, we talk about PR and how Estelle has been published in major publications such as Forbes, BBC, ITV and many more.
READ MOREWe speak with Linsay Duncan, the founder of Your Allies. Linsay has 20 years of experience in B2B marketing and has also worked in-house for companies like Mintel International, Experian, and Sunguard.
To start the episode, we talk about sales and marketing alignment and why it is important for business success. Linsay also shares examples of how businesses can improve their alignment and the impact that it can have. We then talk about the impact of COVID-19 on both sales and marketing and how we can ensure that we remain aligned during uncertain times. When talking about sales, we cover social selling, whether cold-calling is appropriate and how to make a good first impression. We then flip to marketing and talk about how the marketing team can support sales during this period.
We chat with Stephen Kenwright, the co-founder and Technical Director of Rise at Seven. Despite launching just last year, Rise at Seven has quickly grown to become a leading marketing agency in SEO, content marketing, digital PR & social media.
Stephen has spoken to a bunch of senior marketers this week to find out their plans for COVID-19. He shares his findings and provides actionable advice to marketers during these uncertain times. The three main topics that we discuss are cutting waste, keeping the lights on and coming out of the other side firing on all cylinders. As always, we finish with a few light-hearted questions that focus on Stephen's career.
We chat with James Biggin from Steel City about the power of branded merchandise in marketing and how it fits when compared with other channels. James shares some of the secrets of the industry as well as talking about budget requirements, timing, and other topics.
We also talk about Steel City's marketing efforts. I asked James about the company's content strategy and how they try to stand out from competitors. James talks about the importance of sharing unique content and not falling into the trap of posting new branded merch items too frequently. Finally, we discuss how Steel City has been testing new channels such as TikTok and whether this has been successful.
READ MOREWe chat with Alara Vural on the topic of creating emotional connections. Alara helps tech businesses create an emotional connection with their audience by overcoming language that is hard to understand.
During the episode, Alara speaks about the fact that while most tech-based business owners are extremely passionate about their product and what they do, they can often miss out on customers because people do not intellectually understand what it is that they offer. We also spent some time talking about identifying your target market. While it’s important to determine the demographics of your audience such as age, location, gender, and gross income, Alara believes that businesses should prioritise finding their tribe.
We chat with Cole Schafer from Honey Copy. Cole’s email newsletter, Sticky Notes, reaches open rates of up to 60% and has over 8,000 subscribers.
He also has a highly successful copywriting guide and has written externally for many prestigious websites including Business Insider and Entrepreneur. During the episode, we chat about his approach to writing and the success of his email campaigns. We also challenged Cole to write sales copy using 160 characters or less, which is the equivalent of one text message.
20 Minute Marketing - I chat with the Co-Founder and Principal of Flywheel Associates, Connie Steele. Connie is also the host of Strategic Momentum Podcast, where she discusses wellbeing in the workplace and the show has over 10,000 downloads.
Connie has worked with many businesses of all sizes, including some of the worlds most recognised brands. In the episode, we chat about how taking an agile marketing approach can successfully impact businesses by ultimately improving the end product. Agile marketing is described in a Flywheel Associates blog post as "the notion of breaking up a longer process, such as developing a campaign or creative asset, into smaller, bite-sized pieces." Connie also shares some examples of how agile marketing has been successfully implemented and as always, we finish with some graduate advice.
We chat to Geoff Crain about using traditional marketing channels when everything is turning digital. Geoff is the Director at Kingstar Media, a leading performance marketing agency in Canada that specialises in audio, TV and digital.
During the episode, Geoff shares insights into the traditional industries available (television, radio, digital radio) which includes how to get started, how to monitor success, how much to invest and more. We also discuss the impact of using both digital and traditional channels together to develop brand awareness.
We chat to the CEO of LeadSift, Tukan Das. LeadSift is a sales intelligence provider that helps B2B companies identify more relevant leads based on intent data.
Tukan talks about the three ways that you can check that your marketing strategy targets the right people. We cover a wide range of topics, from competitor analysis to content and attending events.
We chat to Laura Hogan from JellyBean Agency.
Laura has extensive pay-per-click experience and shares some of the best ways that you can bid on competitor keywords. We also discuss some other general Google Ads tips on both the search and display network.
We chat with Naomi Davies, who has created several top-line social media strategies for luxury brands such as Manolo Blahnik.
We chat about the three-step approach that she takes when planning a top-line strategy as well as how you can make your paid ads and remarketing more effective
We chat with Hayat Rachi from Neon Moon. Hayat’s expertise has allowed the company to grow from a Kickstarter campaign to a nationally recognised female lingerie brand.
During the episode, we chat about being bold and brave with your content while focusing specifically on the interests of your target audience. We also chat about some marketing techniques that are undervalued.
We chat with Kate Barrett from eFcous Marketing.
Kate is an expert in email marketing, and we talk about the importance of using email, the different ways that it has changed and how it can be used alongside other channels. Kate also provides insights on email marketing best practices such as design, frequency and including a call to action.
We chat to Bryce Lokken from GOAT. We chat about current marketing trends, with a focus on digital strategy.
Bryce talks about how you can take advantage of your sales team and we also cover the importance of creating content that people will actually care about. Bryce talks about keeping your content fresh and unique and also shares his personal journey into marketing.
We chat with Zev Asch from LEDAZA INC.
Zev shares his experience in setting up and growing new businesses and we also cover current marketing trends. Zev also talks about the common marketing mistakes that can be avoided by businesses.
We chat with Erik Oehler, who is the Global Digital Marketing Strategist at Kodak Alaris
We chat about Erik’s transition from programming to marketing and Erik shares some insights about his transition from programming to marketing and we chat about selecting the right information to put in front of your potential clients. Additionally, we chat about content strategy and sharing content.
We chat to Sam Birkhead from Fantastic Media.
We talk about current marketing trends and the importance of getting your branding correct to ensure that your landing experience is on point. Sam also talks about how building a brand for longevity will lead to success.
We chat with Michael Barber from Praesto Consulting.
We talk about the value of personalising content for each individual customer to provide them with content that they will be interested in. Michael also shares his thoughts on where marketing is heading in the future.
We chat with Claudia Schalkx from Bridge2More.
We chat about the importance of knowing your customer and how you can “connect the dots” to ensure that you know who you are selling to. Claudia also shares some examples of companies that have gotten things wrong despite having large budgets.
We chat with Chris Crick from Stage Digital. Chris provides insights on SEO and optimising your paid ads.
We also talk about the importance of keeping up to date with Google and monitoring changes to ensure that you continue to rank well organically. Chris also talks about the SEO value of publishing content on a regular business.
We chat with Brendan Walker from EMEA Insight. Brendan discusses a concept called “return on value” when using social media.
We also discuss the benefit of creating content that isn’t always directly related to your product. Brendan also talks about the importance of understanding that content will be perceived differently in every country.
We speak to Charlotte Diamond from Sidekick PR.
We chat about the similarities and differences between marketing and PR as well as some of the common misconceptions that people have about PR. Additionally, Charlotte talks about the importance of building relationship with the right people.
We speak to Liam Smith from The Yorkshire Wildlife Park.
Liam has had several successful marketing campaigns during his time at The Yorkshire Wildlife Park and also had a campaign that made national news when at Doncaster Council. He was also the host of the inaugural TEDx Doncaster. We chat about the being creative, how to go viral and making your company stand out on social media.
If you’re a marketing expert, then we’d love to hear from you. We like to discuss traditional marketing channels as well as new tactics that are making waves in the industry.
Whether you’re nominating yourself, a friend or a colleague, we’d love to hear from you. Send a message to Liam on LinkedIn, and he’ll be happy to discuss the podcast in more detail!
©2002-2024 All rights Reserved. Reach Interactive© is a registered trademark of Reach-Data Ltd is registered in the UK and Wales. Registration Number: 04602161. Privacy and Terms