Conversations about website strategy, content, technology, design, and conversions.
Tomasz is a founder of NerdCow, a London-based web design consultancy. His mission is to always be curious and never stop learning. Join him as he explores marketing-related topics with those who had already walked the path. Those free-flow discussions invite deep and natural explorations of topics.
We're obsessed with delivering to you insightful and valuable conversations. That's why new episodes come as and when. If you're interested in being on the podcast, reach out to Tomasz on LinkedIn.
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#19 – Building SEO that sells: lead-driven strategies (with Scott Gabdullin @ Authority Factors)
Épisode 19
dimanche 8 décembre 2024 • Durée 01:33:30
Up next, a conversation with Scott Gabdullin, a Canadian entrepreneur, investor, and search marketing expert. He's also teaching SEO at Concordia University.
His secret power lies in creating SEO content that generates leads, crafting SEO strategies to drive sales, and building a strong brand presence online. Having worked with companies like KPMG, TD, or Wave Financial, Scott brings a wealth of expertise to the table, blending technical know-how with a sharp business acumen.
(And the quality of the chat is as epic as Scott's video setup. Just look at it!)
In this episode, we discuss:
▶ How to define the quality of a keyword
▶ How to look at SEO based on the company stage
▶ Process of optimising content for SEO
▶ SEO methods for each stage of the funnel
▶ Types of SEO and when they matter
▶ The state of SEO now and in the future
▶ +38 more (guessing, but it's packed, trust me)
This 90-minute long episode is simply a must listen to for anyone serious about playing the SEO game. To be fair, here at NerdCow, we've already started applying some of the advice from the video 😂. Yes, we act fast!
It's been such a pleasure.
Chapters:
▶ 12:03 - Quality of Keywords and Conversion Focus 🎯 – How do you find keywords that don’t just bring traffic but drive action? This chapter dives into selecting high-intent keywords that align with business goals.
▶ 17:50 - Leveraging Google Search Console for SEO 🔍 – This often-overlooked tool is packed with insights. Learn how to tap into its full potential to refine your strategies and uncover hidden opportunities.
▶ 32:42 - The Evolution of Search: AI and SEO 🤖 – AI is shaking things up in search. Here, we discuss how businesses can adapt and stay ahead, focusing on human-centric strategies that stand out.
▶ 01:11:10 - Building an Omnichannel Presence 🌐 – SEO isn’t just about search engines anymore. This chapter covers how to diversify your content across platforms to maximise visibility and engagement.
▶ 01:27:04 - Funnelling SEO Success into Lead Generation 🚀 – It’s all about results. We explore how to turn organic traffic into qualified leads, optimising for every stage of the funnel.
▶ Keyword research is the foundation 🎯 – Understanding user intent and leveraging tools like SEMrush or Google Keyword Planner can make all the difference. It’s not just about finding words; it’s about finding the right words that convert.
▶ SEO is a long-term investment 📈 – Success doesn’t happen overnight. Building authority, creating valuable content, and focusing on audience engagement take consistent effort. The rewards? Traffic, trust, and sales.
▶ AI is reshaping SEO 🤖 – With content becoming more commoditised, it’s critical to adapt strategies and focus on what AI can’t replicate: authentic, human-centred content.
▶ Omnichannel presence matters 🌐 – From video content to PR efforts, diversifying where and how you show up online is crucial for both visibility and engagement.
Up next, a conversation with Michelle Teo, who helps B2B SaaS companies improve their conversion rates. With a strong focus on high-stakes decision-making, Michelle brings a unique perspective to conversion rate optimisation (CRO). We explored big-picture strategies, practical applications, and actionable insights.
How do you get the right data for CRO? What does an effective funnel audit look like? How do you balance assumptions with data? And what role does AI play in shaping B2B SaaS growth? Founders and marketers, this episode is a gold mine, especially as you plan for next year’s budgets.
I've learned that:
Understanding the customer journey is vital – mapping it out helps identify key touchpoints to optimise for better engagement and conversions.
Effective messaging drives action – clear, customer-focused messaging resonates and inspires confidence in potential buyers.
CRO should match your business stage – aligning strategies with maturity ensures maximum impact and ROI.
Unit economics guide growth – knowing your financial levers helps scale profitably and sustainably.
AI is transforming CRO – while promising, it demands thoughtful integration to maintain trust and value.
Networking builds careers – relationships expand reach and unlock new opportunities.
Partnerships need nurturing – investing in long-term collaboration amplifies impact but requires ongoing attention.
33:16 - Differentiating B2B and E-commerce CRO Strategies
40:32 - Tailoring Websites for Diverse Customer Segments
45:47 - The Role of Data in CRO Decision-Making
#17 – Your website: the silent salesperson driving growth (with Pablo Asensio @ 8percent Growth)
Épisode 17
dimanche 24 novembre 2024 • Durée 01:18:35
Up next, a conversation with Pablo Asensio, who helps startup and scaleups to increase their annual revenue. He's passionate about product led growth companies and website strategy. We explored both loaded topics and ended up asking many difficult questions.
How to think of a website as a PLG business? How do you even know that a website is a problem? What are the important pages? What does an effective pricing page look like? Many more.
I've learned that:
Your website’s like a 24/7 salesperson – it never clocks off, so it needs to nail your value proposition and guide visitors smoothly.
The homepage does the heavy lifting – it’s where most people land, so make sure it’s engaging and sets the tone for the rest of the site.
Pricing pages are underrated – they can make or break a deal. Keep them simple, clear, and use clever psychological pricing to nudge decisions.
Simplicity is everything – no need to cram in loads of features or overcomplicate things. Clear messaging and sleek design always win.
Treat your website like a product – it’s not a “set it and forget it” job. Keep tweaking, testing, and aligning it with your business goals.
In this episode, we cover:
03:39 - Understanding Website Strategy for PLG Companies
10:00 - The Role of Websites in the Sales Funnel
18:45 - Website as a Dynamic Tool for Business Growth
32:37 - Key Pages on a Website: Homepage and Pricing
34:50 - Psychological Pricing Strategies
39:31 - Streamlining User Experience on Pricing Pages
57:11 - The Importance of Design and User Psychology
01:12:10 - The Website as Your Best Salesperson
#16 – No-code solutions: Unlocking efficiency, agility, and innovation with AI (with Spyros Tsoukalas)
Épisode 16
dimanche 17 novembre 2024 • Durée 01:17:50
Up next, a conversation with Spyros Tsoukalas. He’s a no-code advocate with a sharp focus on building efficient, cost-effective solutions for startups and businesses. In this episode, we explore how no-code and low-code technologies, combined with AI, are transforming software development and prototyping.
We spoke about navigating the challenges of no-code adoption, the importance of clear communication in partnerships, and the rise of no-code as a profession. From educating stakeholders to overcoming resistance from traditional developers, this episode offers valuable insights into building agile, impactful solutions.
I've learned that:
No-code tools let non-developers get hands-on, meaning marketing teams can create and test things like landing pages or workflows without waiting on developers.
Adding AI to no-code setups makes things faster and more effective, helping marketers manage tasks or experiment with ideas more easily.
It’s great for building MVPs and prototypes, so you can test ideas without a big commitment upfront.
No-code saves time and money, making it a practical option for teams trying to work within tight budgets and deadlines.
Understanding no-code’s benefits helps marketers and founders use it confidently, especially when introducing it to their teams.
There are limits to how much you can customise, so it’s important to know when no-code is the right tool for the job.
The flexibility of no-code tools means you can tweak things as you go, which is really helpful for adapting campaigns quickly.
Good communication with partners and stakeholders is key to getting the most out of no-code projects and avoiding missteps.
In this episode, we cover:
06:02 Use Cases and Advantages of No Code
#15 – Deep dive: optimising conversions with data and trust (with Brendan McNulty)
Épisode 15
dimanche 10 novembre 2024 • Durée 01:34:40
Up next, a conversation with Brendan McNulty. He's an expert in conversion rate optimisation - specifically for ecommerce brands. Having worked with companies like Nike and Canon, he brings to the conversation many interesting points. Even applicable to small businesses.
We spoke about the conversion optimisation on the business-level, website-level, and everything in between. You'll learn what to do when you've got little traffic and what less tangible metrics to follow. How to deal with stakeholder misalignment? How to define "enough"?
Anyways, I loved the chat. I hope you'll love it, too :)
I've learned that:
Data should inform but not blind decision-making.
Engaging with communities can lead to fruitful connections.
A/B testing is essential for data-driven decision-making.
Best practices must be tailored to specific user contexts.
Understanding user motivation is key to website optimization.
Optimizing a website means optimizing user thought patterns.
The website should meet users' expectations, not the other way around.
Identifying drop-off points in the user journey is crucial for improvement.
A/B testing can be challenging with low traffic, requiring educated guesses.
Using PPC for testing can validate messaging effectiveness.
In this episode, we cover:
(06:06) The Ideation Process
(20:19) Understanding Stakeholder Management
(34:51) Building Trust and Value in Collaboration
(37:29) The Importance of Stakeholder Alignment
(39:50) Challenges in Website Optimization
(40:40) Maximizing Website Revenue
(44:18) The Science of A/B Testing
(47:30) Mitigating Risks in Website Investments
(51:47) The Role of Research in Product Development
#14 – Beyond Gaming: Live Streaming for B2B - Strategy, Engagement & Examples (with Matt Kidd @ GETREKT)
Épisode 14
lundi 4 novembre 2024 • Durée 01:09:07
Up next, a conversation with Matt Kidd. Since I met him a couple of years ago, I've known I wanted to talk to him. He leads a talented team of GETREKT Labs who helps brands to take advantage of live streaming as their marketing channel.
Having worked with brands like Samsung or Microsoft, he is a walking mine of best practices and examples of how companies can tap into the power of live events and campaigns. Me, as a person working in the B2B space, I wanted to find out what we are all missing out on, and that's exactly what I did, and I wasn't disappointed at all.
I've learned that:
Live streaming is crucial for engaging younger audiences.
Non-endemic brands face challenges in adapting to live streaming.
B2B live streaming is still underdeveloped compared to B2C.
Successful brands like Samsung effectively engage audiences through tailored live streaming strategies.
Navigating the unpredictability of streaming requires careful planning and adaptability.
Common misconceptions about live streaming include underestimating the complexity and costs involved.
Gamification can enhance audience engagement and retention during live streams.
Brands need to give live streaming time to build momentum, similar to SEO strategies.
Streamers must treat their channels as businesses to succeed long-term.
Future trends in live streaming include increased brand integration and technological advancements.
In this episode, we cover:
(00:54) The Power of Live Streaming for Brands
(02:18) Engaging Younger Audiences Through Twitch
(06:42) Repurposing Live Stream Content
(11:04) Challenges and Opportunities in Live Streaming
(20:14) B2B vs B2C in Live Streaming
(29:05) Creative Campaigns and Success Stories
(34:32) Navigating the Unpredictability of Streaming
(36:01) Tools for Finding Underserved Communities
(37:36) Challenges in Justifying Twitch to Brands
#13 – How to write a B2B white paper 101 (with Caroline Voaden @ STORY)
Épisode 13
lundi 28 octobre 2024 • Durée 01:18:45
Up next, a conversation with Caroline Voaden. She has over 9 years of experience in copywriting and content strategy for B2B. Her favourite topic are white papers for reasons you will learn by listening to the episode. Since, I'm in the middle of publishing a white paper, I had even more questions than I normally do. If you're a person like me who constantly explores new ways to create valuable pieces of content for the audience, you'll find this conversation extremely insightful.
I've learned that:
White papers provide long-term value - They are a worthwhile investment that supports ongoing marketing goals.
Different types cater to various funnel stages - White papers can engage audiences from awareness to decision-making.
Stakeholder alignment is essential - Coordinating input from all stakeholders helps create focused, cohesive content.
Prioritise education over sales - White papers should inform and educate, building trust rather than pushing a direct sale.
Fact-checking is critical - In the age of AI, accuracy is essential to maintain credibility.
Long-form content remains valuable - White papers continue to hold relevance, especially for in-depth insights.
Dedicated landing pages boost visibility - A specific landing page helps ensure the white paper reaches its audience.
Repurpose white paper content - Content can be transformed into multiple formats for broader engagement.
Track Marketing Qualified Leads (MQLs) - MQLs are a key metric to measure white paper effectiveness.
Nurture leads with email sequences - Follow-up sequences with white paper downloaders can improve conversion rates.
Plan robust distribution strategies - White papers require thoughtful, targeted distribution for maximum impact.
In this episode, we cover:
(01:22) Why white papers matter in B2B marketing
#12 – What's the role of positioning in high conversion websites? (with Craig Brown @ Troubadour)
Épisode 12
lundi 21 octobre 2024 • Durée 02:00:08
In this episode, I invited Craig to talk a little bit more about the role of positioning in high conversion websites, but also creating positioning and messaging that resonates with multiple personas as it often is in B2B. But finally, since he is a comedian, I wanted to touch upon injecting humor in our brand and into our copywriting, everything in between.
I've learned that:
- Positioning is an ongoing process, not a one-time task.
- Humor can be a powerful tool in marketing communications.
- Positioning should precede website development.
- Niche markets require different messaging strategies.
- Failure can provide valuable data for future decisions.
- Appealing to too many audiences at once should be avoided.
- Positioning can differentiate similar products in a competitive landscape.
- Targeting specific segments can lead to better market penetration.
- Finding your brand's voice is a journey.
- Positioning should address medium-sized problems.
In this episode, we cover:
- (00:00) Introduction to the Conversation
- (01:10) The Importance of Positioning and Messaging
- (02:25) Simplifying Your Message for Better Clarity
- (03:55) Balancing Features and Outcomes in Messaging
- (11:31) Team Alignment and Stakeholder Collaboration
- (20:07) Validating Assumptions with Data
- (28:49) Crafting Messaging for Multiple Personas
- (42:40) Common Pitfalls in B2B Positioning
- (46:36) Choosing the Right Market Segment
- (48:21) The Importance of Repositioning
- (51:41) Brand and Product Evolution
- (58:06) Targeting Niche Markets
- (59:19) Challenges in Creating New Categories
- (01:01:06) Effective Positioning Strategies
- (01:21:14) The Role of Customer Research
- (01:30:41) Lowering the Barrier to Commitment
- (01:31:07) Using Surveys to Initiate Conversations
- (01:32:27) Incentivising Participation
- (01:32:45) Combining Surveys with Interviews
- (01:33:06) Networking and In-Person Interactions
- (01:33:37) Case Study: Gaming Industry Outreach
- (01:34:19) Platforms for User Research
- (01:35:00) Testing Messaging Hierarchies
- (01:36:30) Humor in Marketing
- (01:42:27) Lessons from Stand-Up Comedy
- (01:52:40) Final Thoughts and Contact Information
Listen to this episode on:
- Spotify: https://podcasters.spotify.com/pod/show/whatsweb/episodes/12--Whats-the-role-of-positioning-in-high-conversion-websites--with-Craig-Brown--Troubadour-e2puf7o
- Apple: https://podcasts.apple.com/us/podcast/12-whats-the-role-of-positioning-in-high/id1524693328?i=1000673814364
- YouTube: https://youtu.be/iF1MzzvABVA
Where to find Craig Brown:
- LinkedIn: https://www.linkedin.com/in/craigobrown/
- Website: https://www.troubadour.co/
Where to find me:
- LinkedIn: https://www.linkedin.com/in/tomaszlisiecki/
- Website: https://nerdcow.co.uk/
- Newsletter: https://webabunga.com/
Thanks!
#11 – How to leverage positioning and messaging for growth in B2B? (with Vassilena Valchanova)
Épisode 11
lundi 14 octobre 2024 • Durée 01:13:46
In this episode, I speak with Vassy about building a stellar brand through the power of messaging and positioning. We dive into helping business owners, founders, and marketers become better digital professionals, build stellar brands, and accelerate growth.
It was a truly insightful conversation. The one I'll keep coming back to. I look forward to applying what I've learned in my own business. It's a must listen for those who work with branding, messaging, and content in any capacity.
In this episode, we cover:
00:00 Personal brand vs business brand
06:10 The importance of trust in branding
08:56 Understanding brand, positioning, and messaging
15:02 Challenges in building a brand
19:52 Positioning and messaging strategies
27:01 Navigating stakeholders in B2B branding
29:20 Understanding your Ideal Customer Profile (ICP)
35:06 Balancing simplicity and depth in messaging
49:56 Jobs to Be Done framework: A user-centric approach
#10 – Crafting stories that sell to investors (with Sam Eisenberg @ Design For Decks)
Épisode 10
lundi 7 octobre 2024 • Durée 55:03
In this episode, I chat with Sam, a pitch deck specialist who knows what it takes to catch an investor’s eye. We’re breaking down the essentials of creating a deck that tells a story, avoids common mistakes, and hits the right balance between visuals and content.
If you’re a founder gearing up to pitch or just curious about what makes a deck work, you’ll want to stick around for tips on how to craft a presentation that doesn’t just look good but lands results.
Découvrez des podcasts liées à What's Web with Tomasz Lisiecki. Explorez des podcasts avec des thèmes, sujets, et formats similaires. Ces similarités sont calculées grâce à des données tangibles, pas d'extrapolations !
brand messaging, personal brand, business brand, trust, positioning, messaging, B2B branding, marketing strategies, customer feedback, stakeholder alignment, Ideal Customer Profile, Messaging, Simplicity, Depth, Jobs to Be Done, Customer Research, Marketing Strategy, Value Proposition, User Experience, Brand Positioning, customer conversations, AI in marketing, personal branding, customer needs, marketing strategy
