Explore every episode of the podcast Marketing Study Lab - Actionable Marketing Knowledge

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Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81  LMS Collective Facebook Group: https://www.facebook.com/groups/LMSCollective Intro This week I had the honour of chatting to Louisa van Vessem in her LMS (Learn Motivate Succeed) Collective Facebook Group (link is in the show notes if you fancy joining) about the Customer Journey, one of my favourite topics. It’s so important as todays journey is sporadic and anything but linear as it has been in the past.

You may remember Louisa from episode 35 (https://marketingstudylab.co.uk/episode-35-the-time-terrorist-and-money-laundering-louisa-van-vessem-va-workflow-virtual-assistant/) where we chatted about how VA’s (Virtual Assistant) can help you run your business and claim back some of your most valuable asset… time!

In this episode we cover; - The customer journey - How to map your own customer journey - The importance of knowing your touch-points - And I’ll be hopping on my soapbox a few times (soz in advance)

Watch the episode video: https://youtu.be/-8DridnBtT8 

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

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA 

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Guest and Episode Links Doug Marshall Website: https://www.achieveb2bmarketing.com/  Twitter: https://twitter.com/dougsmarshall  LinkedIn: https://www.linkedin.com/in/dougmarshalllinkedin/ 

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Intro For the majority of Marketers, they will find themselves within the B2B (Business to Business) Marketing space rather than B2C (Business to Consumer), but as we all know there are many blurred lines here in terms of the strategies and tactics we should be using.

Enter Doug Marshall the MD of Achieve B2B Marketing a company well within the B2B space when it comes to strategic planning and marketing communications. Doug has a wealth of Marketing experience, with a background in the publishing industry rising to Group Head of Marketing before becoming a Marketing Consultant.

In this episode we cover; - The difference between B2C and B2B Marketing - What you should focus on first - The details behind a Marketing plan - The biggest frustrations within B2B Marketing

Watch the episode video: https://youtu.be/xjJSsJa8eyM 

Takeaways Top Tip It sounds crazy that some companies don’t consider this, but when you are entrenched in something sometimes it’s hard to see above it. When Doug stated that you need to ask the customers what they want!, it made perfect sense. Our businesses are there to solve a problem and we need to know what problem needs solving the most!

Favourite Quote ‘Think of the emotions someone in the B2B space is going through’ and it’s so easily missed as we often see B2B as transactional, but there are still people involved here, real, physical people and we can’t forget that. Get to know them as well as you know the business as you’re selling to them, not to the business.

And Finally, the Most Important Takeaway from this Episode We’ve got to remember that measuring and monitoring our activities is fundamental for future improvements and success. Using the NPS (Net Promotor Score) and review sites provides a really good overview of how well a company is doing from both the qualitative and quantitative. Do this over a period of time to see trends and patterns to help you in the future.

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

This is a recap episode with one of my first ever guests, but an important one - PR Smith, creator of the SOSTAC Marketing Planning System.

Why so important?

SOSTAC is one of the most important and fundamental models that I promote and actively use. Basically, if you are in Marketing and don't know or use this model.... are you REALLY in Marketing?

No. The answer to this is NO.

For further information on this episode, check out the show notes:

https://marketingstudylab.co.uk/episode-10-sostac-pr-smith-paul-smith/

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Guest and Episode Links Richard Moore https://therichardmoore.com/  https://www.linkedin.com/in/richardjamesmoore/  richard@therichardmoore.com/ 

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Part 2 of 2 Just a quick reminder that this is part 2 of a 2 part chat with Richard Moore and how to Master the Sales Process. If you haven’t already, check out the first episode from last week.

Last week we ended by talking about how using video is a much better way of communicating than using the standard telephone (they still exist I’ve been told). Now let’s get back to Richard and all things sales.

Watch the episode video: https://youtu.be/9YTc1TY6YuA 

Takeaways Top Tip Richard discussed thinking about the objectives and outcomes and making them realistic to your position. For example, if it’s your first day in a sales role and you are inexperienced, then the objective is to make those calls rather than be a closer. You’re one step closer to moving to the next level and a successful sales process.

It’s exactly the same in Marketing, you’re not going to revolutionise the world or even a company on day one. Take it one step at a time.

Favourite Quote If your rejection rate is high due to the price point, then it’s best to pre-qualify that the pricing you offer isn’t an issue before moving forward. ‘You need to deliver a little nugget of information in the first 30 seconds of the conversion as to why you’re premium, and then that doesn’t come up so much’.

Pre-qualification thought the customer journey is imperative as to not waste your time or your potential clients.

And Finally, the Most Important Takeaway from this Episode Take note. Content forms gravity. Powerful words indeed. You need to build you bank of content that is helpful to the people you are looking to serve. The more you push out into the world, the more your ideal clients will start to notice you and gravitate towards you.

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

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA 

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 

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Guest and Episode Links Richard Moore https://therichardmoore.com/  https://www.linkedin.com/in/richardjamesmoore/  richard@therichardmoore.com/ 

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Part 1 of 2 Just a quick note that this is part one of two of this interview with Richard Moore. He provided so much value that I decided to chop him in half and serve him up over two weeks for you. And now that odd and a little scary intro. Here’s Pete with the official intro and remember to subscribe to the podcast so you don’t miss part two next week.

Intro Sales and Marketing, two opposites. But opposites often attract and in this case they should and do. I always like to think about sales as the end result of good Marketing and I stand by that.

That said, understanding the sale process, how it can work in tandem with Marketing can be the difference between closing a sale and getting the door closed on you.

It’s about time we put some clarity around this and who better than Richard Moore, or The Richard Moore as his domain names states.

Richard has gone from 60-hour work weeks in the City of London to setting up his own business to help others gain momentum as they launched their own.

Richard also runs a weekly live Q&A and creates courses such as Basics of Sales and his flagship product: the LinkedIn Client Accelerator programme and has been featured in Forbes, The Huffington Post, Inc, Thrive, Influencive as well as on podcasts just like this.

In these episodes we cover: - Getting into the right mindset - Gaining the attention of the RIGHT clients - Warming-up leads - Dealing with objections - Closing the sale - What to do next?

Watch the episode video: https://youtu.be/9YTc1TY6YuA

Takeaways Top Tip Richard discussed thinking about the objectives and outcomes and making them realistic to your position. For example, if its your first day in a sales role and you are inexperienced, then the objective is to make those calls rather than be a closer. You’re one step closer to moving to the next level and a successful sales process.

It’s exactly the same in Marketing, you’re not going to revolutionise the world or even a company on day one. Take it one step at a time.

Favourite Quote If your rejection rate is high due to the price point, then it’s best to pre-qualify that the pricing you offer isn’t an issue before moving forward. ‘You need to deliver a little nugget of information in the first 30 seconds of the conversion as to why you’re premium, and then that doesn’t come up so much’.

Pre-qualification thought the customer journey is imperative as to not waste your time or your potential clients.

And Finally, the Most Important Takeaway from this Episode Take note. Content forms gravity. Powerful words indeed. You need to build your bank of content that is helpful to the people you are looking to serve. The more you push out into the world, the...

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA 

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links Stacey Brown Randall  https://www.staceybrownrandall.com/  Take the Ninja Quiz: https://www.staceybrownrandall.com/quiz 

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Intro Referrals, no matter how much we like to think that our own communications tactics alone is what will drive our success, this type of Marketing can be very successful. We all know how much word of mouth and the opinions of others can influence our decision-making process, so if we can have some sort of control over this, some way of building a referral system, then surely this would be a long-term tactic that will pay off.

Enter Stacey Brown-Randall. Stacey teaches small business owners and sales professionals how to generate referrals without asking, without the dark arts of manipulation and even through being your authentic-self. Why should we believe her? Because this is how Stacey built her own business up and now she’s here to walk us through the Referral Ninja Master Framework™.

In this episode we cover; - Old school referral tactics and why they don’t work Go through the 6 integral elements to a great referral strategy: 1 - Laying the ground work 2 – Referral source identification 3 – Building a referral experience 4 – Planting those referral seeds 5 – Planning and implementation 6 – Tracking results and improvements - And explore the mentality of play the long game

Watch the episode video: https://youtu.be/RnKsqNb_1aQ 

Takeaways Top Tip Stacey mentioned ‘referral seeds’ which are the touch-points where consumers come into contact with your business. I’m a huge fan of knowing and understanding your touch-points and improving these to improve your overall referral success rate.

Favourite Quote When Stacey looked back at the old school tactics getting referrals which were ‘you have to ask for them…. You have to pay for them… You have to be overly promotional or gimmicky’ which can lead to the falsehood of viewing these as the only tactics that work. Don’t let that happen!

And Finally, the Most Important Takeaway from this Episode If you want to improve your referral rate, think of the quality not the quantity. If you do this, you’ll see your closing ratio improve. So, let’s start to put some thought behind our referral tactics.

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

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Guest and Episode Links Marc Champagne Website: https://www.behindthehuman.com 

Book: https://www.baronfig.com/personal-socrates  Behind The Human Podcast: Apple: https://apple.co/2qX2YfS)  Spotify: https://open.spotify.com/show/6H3VNU8UiKPxzyM82KXKiT?si=4zwYZxEiRV64KDb2gIcj5Q  Google Podcasts: https://www.google.com/podcasts?feed=aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS8zX2RDUnE2Yg%3D%3D 

Instagram https://www.instagram.com/behindthehuman/  LinkedIn: https://www.linkedin.com/in/marc-champagne-14767b17  Twitter: https://twitter.com/marcchampagne 

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Intro It’s easy to take our mental state for granted, until we realise how much this might be affecting us in terms of reaching peak performance or being at our best.

This episode isn’t a ‘mental health’ concern conversation, it’s about those elements we need to be aware of and how to tackle them daily to get you performing at your best. So you can Make things better, by making better things as Seth Godin would say.

And who better to talk us through this than Marc Champagne, Mental Fitness Advocate and host of the podcast Behind the Human. Marc was responsible for co-founding the journaling app KYO, reaching over 86 million people without any paid advertising. But that’s now in the past.

And after studying mental fitness practices for over a decade, Marc now works with motivated humans, implementing personalised rituals, practices and mental fitness while also leading the mental fitness program for THRIVE Performance & Regenerative Medicine.

In this episode we cover; - Why is our health so important - Why many don’t see it as a top priority - Top tips for better mental fitness including - Morning routine - Dealing with micro and macro stresses - What to do before you go to bed

Watch the episode video: https://youtu.be/3Q2BQfiUKII 

Takeaways Top Tip I loved the nightly ritual that Marc told us about, writing down a question you can’t answer just before you go to bed and in the morning seeing it in a whole new light. I’m definitely trying that one.

Favourite Quote This was actually a failure that Marc discussed, to some extent, and that was when he mentioned the app KYO ‘the app itself, we reached 86 million people…but we didn’t have a flow to the content and to the experience… to build a successful financial model’ which goes to show how important getting all the tactical elements correct in your Marketing Plan. I’m talking of course about the Marketing Mix.

And

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Guest and Episode Links Michelle Gately https://theunfinishedbookshelf.com/  https://www.instagram.com/unfinishedbookshelf/ 

Analysing Headings: https://coschedule.com/headline-analyzer 

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Intro It’s easy to forget how powerful a good blog can be - Even WordPress started as a bloggers best friend. But now we have more social apps than ever, it’s easy to create audio and videos and some say that many can’t even sentence a string together!

That’s why we all need Michelle Gately in our corner. Michelle has been blogging since 2012, for laughs, but now takes it a little more seriously and helps businesses create engaging online content and build deep relationships with their audience.

And who doesn’t want that?

In this episode we cover what you need to consider to develop a successful blog; - The heading, content and layout - How to incorporate SEO - Is there a perfect number to post? - How should we be repurposing this blog content - How to get people to read it - Continual mistakes people are making

Watch the episode video: https://www.youtube.com/watch?v=MxE_VlHg_0w 

Takeaways Top Tip As headlines are hugely important and we use these in attracting and persuading people that our posts are worth reading, using tools such as Coschedues headline analyser can help to boost the power of your headlines.

https://coschedule.com/headline-analyzer 

Favourite Quote ‘A sentence should be a labour to write, not to read’ attributed to Joe Moran from his book ‘First You Write a Sentence’ which typifies what writing is all about. Write for your audience.

And Finally, the Most Important Takeaway from this Episode Is about repurposing your blog content. A great way to do this (or at least to start to understand how you can repurpose it) is to chop each blog post into sections, with each section becoming mini pieces of content that can be either elaborated on or used to entice readers to the whole article.

This should provide you with enough content to fill anyone’s calendar.

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

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA 

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Intro This podcast is part 2 of 2 from the recording of a workshop I was delighted to present at the end of last year around customer personas for Cambridge Social Media Day (part 1 can be listened to by downloading episode 145 of the Marketing Study Lab Podcast).

In the first part we took a look at where your personas fit within your marketing strategy and where you can find the facts and figures you need to develop them.

In this episode we cover; • The issues with just relying on data • Why you need to get creative with your personas • Discover what a B2B persona is all about • Take a look at a how to build a persona using a template • And finally, I’ll take some Q&A’s from the audience to answer those burning persona questions

There are also some cheat sheets to go along with this workshop, which can be found on the Marketing Study Lab website: https://marketingstudylab.co.uk/wp-content/uploads/2020/12/Fact-or-Fiction-Sheets.pdf

One further note.

The live video recording of this workshop will be available along with all the other amazing workshops, seminars and presentations that featured over the two Cambridge Social Media Days soon. Sign up to get a reminder of when they will be available at; www.cambridgesocial.media/csm-day-2020

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

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

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA 

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Intro At the end of last year I was fortunate enough to be asked to conduct a workshop into the importance of and developing customer personas for Cambridge Social Media Day.

This podcast is the recording from that presentation and it comes in two parts.

In this episode we cover; • Why you shouldn’t play Guess Who? with your personas • Where your persona fits in with your Marketing Strategy • Where to find all the facts and figures • Why sentiment analysis can play tricks

There are also some cheat sheets to go along with this workshop, which can be found on the Marketing Study Lab website: https://marketingstudylab.co.uk/wp-content/uploads/2020/12/Fact-or-Fiction-Sheets.pdf One further note.

The live video recording of this workshop will be available along with all the other amazing workshops, seminars and presentations that featured over the two Cambridge Social Media Days soon. Sign up to get a reminder of when they will be available at; www.cambridgesocial.media/csm-day-2020

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

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

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA 

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962  (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

What Episode Snippets are in this look back of Marketing Study Lab 2020:

Communicating Effectively and Saying Things Better with Lila Smith founder of Say Things Better – Episode 141 https://marketingstudylab.co.uk/communicating-effectively-and-saying-things-better/ 

Content Planning with Andy Lambert Director at ContentCal - Episode 132 https://marketingstudylab.co.uk/content-planning/ 

Inclusive Marketing with Martyn Sibley founder of Disability Horizons - Episode 126 https://marketingstudylab.co.uk/inclusive-marketing-with-martyn-sibley/ 

Finding Your Content DNA with John Espirian The Relentlessly Helpful Technical Copywriter - Episode 113 https://marketingstudylab.co.uk/finding-your-content-dna-with-john-espirian/ 

Transforming Threats into Opportunities with Joe Glover Found of The Marketing Meet-Up - Episode 112 https://marketingstudylab.co.uk/transforming-threats-into-opportunities/ 

Financial Future with Winnie Sun of the Sun Group Wealth Partners - Episode 109 https://marketingstudylab.co.uk/financial-future-with-winnie-sun-of-the-sun-group-wealth-partners-episode-109/ 

Reading Body Language with Mark Bowden the Body Language Expert - Episode 104 https://marketingstudylab.co.uk/reading-body-language-with-mark-bowden-the-body-language-expert/ 

Infographics with Brian Wallace of NowSourcing – Episode 100 https://marketingstudylab.co.uk/infographics-with-brian-wallace/ 

Understanding Marketing with Douglas Burdett from the Marketing Book Podcast - Episode 98 https://marketingstudylab.co.uk/understanding-marketing-with-douglas-burdett-from-the-marketing-book-podcast-episode-98/ 

Enjoy the Episode - Happy Marketing! Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Summary Well it’s been a year of change on the podcast, as I tried to bring you even more actionable knowledge alongside all the amazing guests.

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 2020.

I’d love to share all the episodes with you, but that feels a little excessive, so I strung together some memorable moments, some marketing genius and of course, some actional knowledge.

But as always, starting with a random opener, I think

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA 

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links Estie Rand https://www.linkedin.com/in/estierand/  https://www.estierand.com/   https://www.estierand.com/freegift 

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Intro John Wanamaker is credited with saying ‘Half the money I spend on advertising is wasted; the trouble is I don't know which half.’ Was he a fool, was he misguided or was he actually just wasting half his money?

Whether you believe this statement or not, wasting your marketing budget is a bit of criminal offense, stinking of laziness and uneducated decision making.

Our guest this week can help solve all that. Her LinkedIn profile proudly states ‘I help you stop throwing spaghetti at the wall and hoping something sticks!’ which I see as a much more worthwhile quote.

Estie Rand, founder of Strand Consulting is helping people take the headache out of their business, through growth, scale and generating a profit, regardless of where you currently are – just starting, a few years down the road or even well-established.

What better way to get you started than to chat through the top six marketing money wasters, to effectively make you a better marketer in around 40 minutes!

In this episode we cover; 1 - Starting with Logos and Branding 2 - Building a Web Site Right Away 3 - Using A One-Size-Fits-All Social Media Strategy 4 - Blindly Placing Pay-Per-Click Ads 5 - Siloing Sales and Marketing 6 - Not Knowing When to Quit - What’s the biggest money waster you’re seeing in Marketing and what can we do to resolve this?

Before we dive into the Marketing pit of wastefulness, I want to find out. Estie, what is giving you a headache right now?

Watch the episode video: https://youtu.be/OBBk67FIGY4 

Takeaways Top Tip From the six money wasters Estie mentioned my number one has to be staring with logos and branding. You may buy something from the brand or the badge, but this is because these brands have been well established for some time and built up their reputation. You need that reputation before you start trying to live off a logo and even then you better make sure what you’re selling solves a problem and has value.

Favourite Quote ‘they lose a lot of money because of it’ and this was Estie talking about having separate departments for sales and marketing. This doesn’t make sense to me either and I’m not surprised that companies lose money when they separate the two. Sales is the end product of good marketing, the two MUST work together. So many benefits to this…. If you don’t already, try it!

And Finally, the Most Important Takeaway from this Episode Not knowing when to quit. Know your limits and don’t get dragged down the wrong path just because of sunk costs. It’s never too late to change and have success.

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

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA 

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Guest: Douglas Burdett Topic: Marketing Books

Discussion Points • Themes and main takeaways from 2020 • The book you’ve learnt the most from • The best marketing books to read right now • What to look out for in 2021 – books • Tips on reading, consuming and learning from books • Planning for 2021

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Transcript (this transcript isn’t 100% accurate but provides a decent representation of the conversation – soz for any confusion)

Peter Sumpton Okay, there you go. We are live. Hello, Douglas. Welcome.

Douglas Burdett Hi. Good to be here. Fantastic. I've waited ages to get you on here because today, we're going to talk.

Peter Sumpton We're saying sorry.

Douglas Burdett I was on once before. Yes. So that's the marketing study lab podcast. So this is the live, so we stepped it up again for this one. Okay, okay. Oh, pressures on great.

Peter Sumpton No pressure at all. But I've been, I've been waiting ages for this one, because I decided for you to hop on this live at the end of the year, because of what you do for your labour of love, rather than your day job. And I think it's a really good way to summarise what's been happening throughout the year, in marketing and in and around the topic of marketing. So first and foremost, could you just give the listeners a brief intro to yourself and what you do?

Douglas Burdett Sure, so I live in Virginia, I have a small marketing agency, we like to work with manufacturers and industrial companies.

And in my free time, that's a joke. I do this marketing book podcast, which I've been doing for almost six years now. And each, it's the marketing book Podcast, where each Friday, I publish an interview with the author of a new marketing or sales book, and I read here I crossed the 300 episode number. So 300 books on the show. And or when I started the podcast, I was about 10 episodes in because I had read those books. And that's when I realised I was actually going to need to read each book

for each interview, so it was sort of like taking the wrong exit on the motorway or the realising, oh, well, okay, I guess I'm gonna read a book every week. But I do that, and it's been really good for me. And I've enjoyed it. I like learning. And I like helping people and I hear from it's in over 150 countries now. And I hear from people all around the world, pretty much every day, they they messaged me on LinkedIn, and, you know, tell me that they listen to the podcast, or find a particular book or interview helpful, or, more often than not, they asked me what, for book recommendations. So I don't want anyone not even Peter Sumpton to have to read 300 books to find the right one. So it's really only 30 seconds, I'm able to say, Oh, I know, just the book, you should read that particular challenge you're describing. So that's also for any of your viewers or listeners, please connect with me on LinkedIn. And I can provide any kind of recommendations to books or other resources that I know of, for whatever challenge folks are facing. The only thing I ask is include a...

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Guest and Episode Links Lucy Mowatt https://www.linkedin.com/in/lucymowatt/  https://www.methodmarketing.org/ 

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Intro Writing has never been my strong point, although creativity and imagination are high up there which is part of my own content strategy, but how about you? Where are your strengths and weaknesses in the content genre?

In a world where content really matters, be it driving awareness, gaining attention, educating or even entertaining it is always a good thing to have a process behind you, to keep you on course.

Enter Lucy Mowatt and The content Marketing Method.

Lucy is an experienced content marketing consultant with more than 10 years’ experience working both in-house and agency-side. Working previously as a magazine editor and now with start-ups and big brands helping them to achieve their goals through strategic content marketing activity.

In this episode we cover; - The content Marketing Method: Audit – Strategy – Plan – Delivery – Performance - The best platforms / apps / software to help with developing content - What do most people do wrong when tackling their content plan

But first, as Lucy comes from Norwich, there was only one question I had in mind to kick off our chat – Alan Partridge, discuss?

Watch the episode video: https://youtu.be/Vgf-BLAfEGg 

Takeaways Top Tip Set out your objectives before you do anything in terms of producing content. I would even go one step further and add in all the elements Lucy went on to talk about here such as your audit and strategy.

Favourite Quote Apart from discussing Alan Partridge was when Lucy stated ‘a lot of businesses don’t think about the audience enough’ which is so true. Organisations can become very insular and think that EVERYONE cares about them, when in reality… they don’t. Write for the few that do care.

And Finally, the Most Important Takeaway from this Episode Is that you don’t have to be on EVERYTHING. Choose your channels and use them well. It’s good to experiment and test the waters, but don’t feel you have to be everywhere all the time. Small step. Doing one channel correctly, consistently, will help you so much more than spreading yourself far too thinly, especially if you are a small company – know your limits and the impact you can have within these.

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

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA 

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Guest and Episode Links Lila Smith https://saythingsbetter.com/   https://www.linkedin.com/in/lilasmith/  lila@saythingsbetter.com 

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Intro We can get so caught up in our own business, what it does, what it delivers and how great it is, we can often forget that the way and how we communicate can have a huge effect on someone’s perception of you and your organisation.

They say first impressions count, but that doesn’t mean we forget about the second, third or hundredth impression! Every time we interact with our clients, prospects and employees we need to be mindful of the way we communicate, what we are saying and how we are saying it and there is no better person to take us through this topic than Lila Smith (probably the nicest person on the internet).

Lila is the creator of ‘Say Things Better’, an Intentional Communication method based on her previous life in the theatre, helping people to, well, say things better. And if you think about it, this makes so much sense, who better to help us with what we are trying to say, understand an audience - what they want and learning to take note of ques and listen to what others are saying!

In this episode we cover; - The Say Things Better methodology? - Making sure you resonate with others? - Tips on staying quiet and listening? - How to use different media to communicate

Now this podcast episode doesn’t start with the usual question as the start of the video recording was worth sharing on the podcast. Enjoy as we take a look at effectively communicating with Lila Smith.

Watch the episode video: https://youtu.be/3yOhgbLrTC0 

Takeaways Top Tip Lila says that you need to focus on being present, be in the moment, not in the future or the past, but to understand what is happening now. After all, it’s the only thing we can have any level of control over

Favourite Quote ‘listen for intent, not content’, which is hugely powerful. It can help to make us more attentive, more engaged and of course – intentional in our actions.

And Finally, the Most Important Takeaway from this Episode Is one of the most important things to remember whenever you’re communicating, with family, in business or to a client. Don’t forget your audience! You audience will have an impact on how we communicate and understanding things from their perspective will help us to Say Things Better.

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

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA 

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Marketing Theories Explained Series Link: https://bit.ly/3mi35di 

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Intro This is part six of six.

Over the past six weeks we’ve had a slightly different feel on the podcast, It’s just been me, myself and I, as I’ve chatted through six of the most important and influential theory’s within Strategic Marketing.

This is the final episode!!! (happy / sad face)

This six part series is actually the second season in reviewing, explaining and demonstrating how to use these powerful Marketing tools, but it’s the first time I’ve shared it on the podcast.

Why am I doing this? I’ve partnered up with Professional Academy (intro to them later) to bring all those aspiring Marketers six explainer live episodes, which you can catch on a Thursday (link in the show notes)

This has been put together to make you a better All-Round Marketer, from Auditing, right through to controls and measurements.

This week we take a look at the Balanced Scorecard

Watch the video series: https://bit.ly/35AEWrA 

Podcast Summary How can the Balanced Scorecard Help YOU as a Strategic Marketer? 1 - Gives a focus on what has to be done to improve performance 2 - Creates integration across multiple departments with a collective goal 3 - Translates strategy into performance measures and targets 4 - Provides a comprehensive view of the company 5 – Produces an openness and transparency of objectives and initiatives

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

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA 

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Marketing Theories Explained Series Link: https://bit.ly/3mi35di 

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Intro This is part five of six.

Over the next six weeks we’ll have a slightly different feel on the podcast, It’s just going to be me, myself and I, as I chat through six of the most important and influential theory’s within Marketing

This six part series is actually the second season in reviewing, explaining and demonstrating how to use these powerful Marketing tools, but it’s the first time I’ve shared it on the podcast.

Why am I doing this? I’ve partnered up with Professional Academy (intro to them later) to bring all those aspiring Marketers six explainer live episodes, which you can catch on a Thursday (link in the show notes)

This has been put together to make you a better All-Round Marketer, from Auditing, right through to controls and measurements.

This week we take a look at Ansoff’s Matrix

Watch the video series: https://bit.ly/35AEWrA 

Podcast Summary

How can Ansoff’s Matrix Help YOU As A Strategic Marketer?

1 - Provides a focus for a company and the strategic direction that is required to achieve buy-in

2 - Simple to use, four components to consider leading to four top level strategic directions

3 - Review a number of strategic directions using two factors and in turn analyse the risks associated with each

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

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA 

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962  (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest: John Espirian Topic: Marketing and Bad Practices (Social Media)

Discussion Points • Automation • Communicating • Being generic • PODS! • And a bit of footi

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Transcript (this transcript isn’t 100% accurate but provides a decent representation of the conversation – soz for any confusion)

Peter Sumpton And we're back live on a Friday. And my guest yet again, I've got another guest because no one wants to be alone on a Friday evening delay. And what better guest to have on a Friday than John Espirian. The legend that is.

So, John, I'm not going to do your intro. I'm sick of introducing you to be phased in. I'm a podcast twice. I always talk about you on multiple podcasts. So I'm gonna let you do your own intro this time. But enough of me and this is my last time. Yeah, absolutely.

John Espirian Yeah, I'm john, Experian. I'm a technical copywriter by trade, I also call myself a LinkedIn nerd, because I've been researching this platform for bloody forever. So I help people with their LinkedIn profiles, I write content for their websites, and try to be an all round most guy where I can. But I'm not gonna be a nice guy today, I think we're gonna have a bit of a moan we can today about social. Yeah, and why not? I think, as always just introduce what we're doing here today. So we're live on Facebook, LinkedIn, and YouTube. If you have any comments, just please post them below as we as we go along. But the reason I do these lives on a Friday is to have a bit of a general chat with somebody about marketing, and, and then whatever that might be. So today, it's social media, bad practice, but let's just call it a social media moan about things that we do what other people do, should I say No boss, obviously, because we're squeaky clean, that other people do that just either bad practice, don't work shouldn't be done. You wouldn't do that in real life. So why don't you do it on a social platform? Those types of things. But before we start, john, I've got a little quiz for you. It's just it's one one quick question. And I want you to tell me, who said this, okay. Don't ever try to sell me on anything. Give me all the information. And I'll make my own decisions.

I believe that was Mr. Kardashian, wasn't it?

Wait, I mean, your success rate must be so low. So I just think that sales approach just isn't for me. And I can't imagine that it works for anyone to be honest. I mean, you'd feel that there's that much around that it works for some people, but I don't know. I'd be amazed if to find somebody, I'm yet to find somebody in the listening, please speak up and say, do all the time. And it really works. Because we automate it to 60,000 people. And we get to people say, Yeah, well, this is the thing that we see back in the day, if it was, alright, you're going to be using an automation tool to spam loads of people through email, then you can even I didn't agree with that. Either, you can kind of at least see that the finances make sense, because it's not costing you any more to send a message to 500,000...

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Marketing Theories Explained Series Link: https://bit.ly/3mi35di 

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Intro This is part four of six.

Over the next six weeks we’ll have a slightly different feel on the podcast, It’s just going to be me, myself and I, as I chat through six of the most important and influential theory’s within Marketing

This six part series is actually the second season in reviewing, explaining and demonstrating how to use these powerful Marketing tools, but it’s the first time I’ve shared it on the podcast.

Why am I doing this? I’ve partnered up with Professional Academy (intro to them later) to bring all those aspiring Marketers six explainer live episodes, which you can catch on a Thursday (link in the show notes)

This has been put together to make you a better All-Round Marketer, from Auditing, right through to controls and measurements.

This week we take a look at Segmentation, Targeting and Positioning (STP) and Personas

Watch the video series: https://bit.ly/35AEWrA 

Podcast Summary How can STP and Personas Help YOU As A Strategic Marketer? 1 - Starts to build a picture as to who your target market is. Not just who they are, but what resonates with them and how best to communicate with them 2 – It can help you develop a competitive position with the intention of targeting a specified group more efficiently 3 – Helps the whole business gain clarity on the most profitable areas of the business and your market

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

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA 

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962  (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest: Lenka Koppova Topic: Marketing and Social Media Events

Discussion Points • What does it take in 2020 to coordinate an event? • What is different from previous years? • What is the best thing about organisation them? • And what's the hardest thing about online events? • What are your social media tips for 2021?

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Transcript (this transcript isn’t 100% accurate but provides a decent representation of the conversation – soz for any confusion)

Peter Sumpton And we're live. We're back live and I've got a guest this week or two weeks it just me. So it's great that I have got a guest again this week and what a privilege to have lenker cup of are with me today on marketing study lab live, first of all, Lenka thank you so much Samuel, do this. And joining me, of course, happy to be here. Thank you for having me. Excellent. So as the ticker at the bottom says, we're going to be talking about marketing, and social media, but social media events as well. And we'll come on to that in a little bit after you have just explained to the audience a little bit more about yourself about the wonderful world of Lincoln.

Lenka Koppova Okay, so Hello, everyone. I'm Lanka, and I'm a social media consultant. And aside from running my own business, doing social media strategies, and content and trainings, I'm also the founder of Cambridge social media, which is an organisation it's a community for small business owners and freelancers where we all help each other. And we support our community with anything social media marketing related. And from there, we started with monthly meetups, which obviously, this year, is not as easy to run in person meetups. So we've turned our monthly meetups into weekly Facebook, live training sessions and zoom workshops. And I'm also the organiser of embrittled. Media Day, which again, this year going virtual. So it's a conference in November, and I'm super happy that Peter is running a session for us as well.

Peter Sumpton Yes, so am I thank you so much for the opportunity to do that, really looking forward to that as well. And you'll see that over social in the coming weeks, but really super excited for that and to be part of it and to get to know a bit of your community as well, which will be really, really cool. Okay, so like I said, At the start, all we're going to do today is have a bit of a chat around social media events. So first and foremost, if people got any questions, post them in the comments, and we'll get around to them, or just say hello, or a shout out or whatever you want to do. That's fine with me. But so first Lanka, 2020 has been a bit different over the years, from from, you know, for the past 2030 years, it's been slightly different to what we used to. How have you had to Well, first of all, how did you make the decision to go ahead with your events? And secondly, what changed? You know, first, let's do one question at a time. How did you make that decision to do this?

Lenka Koppova It was very interesting this year, because I run to in person events in the past two...

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Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Marketing Theories Explained Series Link: https://bit.ly/3mi35di

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Intro This is part three of six.

Over the next six weeks we’ll have a slightly different feel on the podcast, It’s just going to be me, myself and I, as I chat through six of the most important and influential theory’s within Marketing

This six part series is actually the second season in reviewing, explaining and demonstrating how to use these powerful Marketing tools, but it’s the first time I’ve shared it on the podcast.

Why am I doing this? I’ve partnered up with Professional Academy (intro to them later) to bring all those aspiring Marketers six explainer live episodes, which you can catch on a Thursday (link in the show notes)

This has been put together to make you a better All-Round Marketer, from Auditing, right through to controls and measurements.

This week we take a look at TOWS ANALYSIS

Watch the video series: https://bit.ly/35AEWrA 

Podcast Summary How can the TOWS Analysis Help YOU As A Strategic Marketer? 1 - Bridges the gap between a situation analysis or research (where are we now)? 2 - Develop forward thinking strategic directions (where do we want to go)? 3 - It is based on research and sound knowledge which can be explained to important stakeholders within the organisation to gain buy-in 4 - You can use this along with a SWOT to very quickly create strategic focal points 5 - Following this step by step process creates a link between the present and the future.

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

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA 

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962  (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Topic: Marketing and Strategy

Discussion Points • The difference between strategy and tactics • Why strategy is so important? • How to develop and Marketing Strategy

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Transcript (this transcript isn’t 100% accurate but provides a decent representation of the conversation – soz for any confusion)

Peter Sumpton Hello, hello, hello. Welcome to another episode of marketing. And with me Peter Sumpton, the Lego master of marketing, hence the little wavy Lego man as we started. I'm marketing consultant first and foremost. But I cover everything within the marketing genre. My mission in life is to help as many companies as many organisations as possible, see the value known understand the value of marketing, and then implement it so they can become a marketing focused and orientated company. If they don't, they will disappear in the long run, usually, because this gives them a short term view of the world and not a long term view of the world. And specifically, not a long term view of the world from a customer's point of view. So what are we talking about today? So what we're talking about today is marketing and strategy. That old strategy thing? What is it? Why is it different from tactics? What should we know about strategy that we don't? How can we formulate a strategy quite easy. Those are the things that we need to know. And we need to understand to become a better marketer, I always always talk about good marketer, bad marketer. And there's certain elements, certain components, or certain things that good marketers do, that bad marketers don't do. And this is one of them, understand the importance of a strategy and understand the difference from a strategy to a tactic. And that's hugely important in marketing, hugely important in any walk of life, but marketing more than any. So on that, if you've got any questions about marketing strategy failand, to me, put them in the comments. And I'll do my best to answer them throughout this live or after it if you're watching post live, or indeed, if you're listening to the podcast, of which this will formulate into part of the marketing study lab podcast series. So let's get on with this strategy thing. What is a strategy? And why should we utilise one? So a strategy is quite difficult to quantify. Everyone talks about being strategic, everyone talks about having a strategy a strategic direction. The way I like to define a strategy is it's how we're going to get somewhere how we're going to achieve something which is usually an objective, but it gives us an overall view as to how we are going to achieve a particular something. Now in marketing, that is usually to increase a competitive advantage, or improve some kind of return on investment, usually through sales or something monetary. Now, it doesn't have to be monetary. It doesn't have to be monetary, as long as there is some kind of objective that we can then work out the ROI and we can quantify it. So from that point of view, this could be signups downloads, event signups attendance, it doesn't have to necessarily be monetary. But

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA 

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Marketing Theories Explained Series Link: https://bit.ly/3mi35di 

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Intro This is part two of six.

Over the next six weeks we’ll have a slightly different feel on the podcast, It’s just going to be me, myself and I, as I chat through six of the most important and influential theory’s within Marketing.

This six part series is actually the second season in reviewing, explaining and demonstrating how to use these powerful Marketing tools, but it’s the first time I’ve shared it on the podcast.

Why am I doing this? I’ve partnered up with Professional Academy (intro to them later) to bring all those aspiring Marketers six explainer live episodes, which you can catch on a Thursday (link in the show notes)

This has been put together to make you a better All-Round Marketer, from Auditing, right through to controls and measurements.

This week we take a look at STAKEHOLDER MAPPING

Watch the video series: https://bit.ly/35AEWrA

Podcast Summary Stakeholder mapping allows you to identify key players that will influence your project and its success;

1. Find out who has the most influence 2. Focus on those who will benefit most. Probably who serve 3. See where resources are needed and what they are 4. Have a game plan to manage, monitor and control

If you don’t understand your stakeholders, you are placing an insular view on your world and those that can influence what you are doing. This will become a hindrance and cause major issues in the long-term.

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

Marketing and BRICK Theory - Live Episode 5

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA 

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962  (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Topic: Marketing and BRICK Framework

Discussion Points • What is the BRICK Framework? • How does it work? • A dive into each stage: o Values o Problems o Solutions o Learn o Plan o Develop o Connect o Action

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Transcript (this transcript isn’t 100% accurate but provides a decent representation of the conversation – soz for any confusion)

Peter Sumpton Okay, that was a brief intro. Hello, and welcome. I'm on my own today. It's a bit of a shame. But the show must go on and all that jazz. Welcome. If you're just joining me, my name is Peter Sumpton, Lego master of marketing. And what I like to do on a Friday afternoon, because it's the afternoon here in the UK, is dive into some marketing and and what do we mean by that? Well, what we mean is that we take marketing as a profession that we should all know and love. And we combine that with a particular

other element.

So that could be in the past, we've done finance, we've done education, we've done Media Relations, we've done history, and those types of things, today is going to be slightly different. It's a slightly different marketing, and because like I say, I'm on my own. And what we're going to do today is we're going to look at something called the brick model. It's a model that I've created that helps me get across what I am trying to do, when I speak to clients, it helps me create a formula for them, a marketing plan for them, that is clear and obvious. And also, it makes sure that I don't really miss anything out in that step process. So what I want to do today is take you through that formula. And lo and behold,

we use this,

we use Lego to do it, which is quite cool, really big fan of Lego as you might know. And it's in the you can see it here. This is your brick formula. So we've got a fair few points to get through. That includes values, problems, solutions, learn, plan, develop, connect, and obviously action, always about the action. But first, I just want to break down this model. So I can explain it to you a little bit better as we go through today. If you do have any comments, if you do have any questions, please put them in the

comments,

or post them or wherever you're watching this because we're live on Facebook, YouTube, and LinkedIn. Well, modern one does a See ya. So what we're doing today, it's marketing and brick theory, which we really cool. Again, just as people start to join us, I just want to highlight the fact that this is, again, my methodology that I take to clients, to highlight how I can help them from a marketing point of view, and marketing consultancy point of view, and help them achieve their goals through marketing. So I'm a strong believer in my passion in life. And my main goal in life is to help as many companies and as many people understand what marketing can do for their business. So if you do have any questions about marketing, planning, my brick model as we go through it, or anything else, for that matter, just dive in the comments,...

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Marketing Theories Explained Series Link: https://bit.ly/3mi35di 

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk  The Professional Bit: https://www.linkedin.com/in/petersumpton/  Facebook Community: https://www.facebook.com/groups/marketingstudylab/  Tweet Tweet: https://twitter.com/cousinp81 

Intro This is part one of six.

Over the next six weeks we’ll have a slightly different feel on the podcast, It’s just going to be me, myself and I, as I chat through six of the most important and influential theory’s within Marketing today.

This six part series is actually the second season in reviewing, explaining and demonstrating how to use these powerful Marketing tools, but it’s the first time I’ve shared it on the podcast.

Why am I doing this? I’ve partnered up with Professional Academy (intro to them later) to bring all those aspiring Marketers six explainer live episodes, which you can catch on a Thursday (link in the show notes)

This has been put together to make you a better All-Round Marketer, from Auditing, right through to controls and measurements.

This week we take a look at THE MARKETING AUDIT

Watch the video series: https://bit.ly/35AEWrA 

Podcast Summary The best audits don’t assume anything, it is a fact-finding mission form which analysis can be drawn

To do this correctly you need to understand the various models that are available and their place with the audit

Data overload is a thing. You can analysis to much without any action. Get what you need to draw conclusions and implement.

Don’t be scared to use models in part, mix and match or develop them yourself, it’s all about getting the best data in a manageable format for you to draw conclusions, do worry about getting the models wrong or using them in a way that is slightly different to the norm.

It’s all about gaining the best insight and learning from what is available to you in order to develop strategic decisions to move forward

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

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Guest: Em Wilson (https://www.linkedin.com/in/emwilson36274/) Topic: Marketing and History

Discussion Points • Tractor magazines • Toothpaste changing a nations habits • Is breakfast the most important meal of the day? • Is smoking healthy? • Sample cards • Historical brands and logos

Link to the live video:https://www.linkedin.com/video/live/urn:li:ugcPost:6715289765270315009/

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Transcript (this transcript isn’t 100% accurate but provides a decent representation of the conversation – soz for any confusion)

Peter Sumpton 

Hello and welcome. My name is Peter Sumpton, marketing consultant and Lego master of marketing and you're listening to the marketing study lab podcast live. Well, this bit isn't live, but the rest of it is. You'll hear a bit about that later. I mean, now, let's crack on. These episodes are taken from my live show marketing, where we look at the relationship between marketing and a specific topic. Subject or specialism. Sometimes there'll be guests, other times, it will just be me. So let's get cracking. Right, apparently we are live. Fantastic. Great thing. First first time and Wilson Welcome to LinkedIn live. It's wonderful in here, isn't it? Absolutely marvellous. So glad you'd say you do this. I'm really looking forward to it. Because I know you've put a lot of time and effort into the research into this and every time you post something, in terms of the history of marketing and all that kind of stuff. It's really engaging, really exciting. And I just can't wait to see what you've got for us today. But I'm going to chip in with a few things as well if you don't mind. But before we do that, first of all, introduce yourself to the lovely audience who are you?

 

Em Wilson 

Well we take screenshots Everyone knows that we're live wire on my station.

 

Peter Sumpton 

I was looking at the camera there. It's not gonna look good.

 

Em Wilson 

I don't look great either to be better excited.

 

Yeah, introduce yourself. So I'm m Wilson. I run an international marketing agency called Mari Mari located at UK and and yeah, bit of a bit of a weird and wonderful squiggly career into marketing. So and started in the commercial team at BP and trading so as a buyer, and then went into strategy for Europe for Castro then I did some global social media for BP, their tech startup through a successful investment round. And then I did six months with a as a marketing director and business development manager and then yeah, walked out and started Omari

 

Peter Sumpton 

as you do, where does the name of Mari come from?

 

Em Wilson 

And so, in honesty, it's a bit of a smush of my my name and my husband's name. So we save you money. And and yeah, we were just always always married. So that was because we were proper from day one. So

 

Peter Sumpton 

...

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Guest and Episode Links Dr. Krista Fabrick https://www.kristafabrick.com/ https://www.linkedin.com/in/krista-fabrick/

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro Something a little different this week as I want a share a recording of the first live a attempted to do way back in March of 2020. Yep, way back when we were young and mask free.

Why am I sharing this now? As I think it is such a topical time to dive deep into all things Marketing Strategy. When your industry and buyers behaviour may be changing at a rapid rate, you should always focus on your strategic direction, whether this needs reassessing or nailed to the mast.

A robust Marketing Strategy will weather most stormy seas… I really don’t know where these turgid sayings are coming from so let’s stop at now and get chatting to Marketing Study Lab second timer Krista Fabrick, now Dr. Krista Fabrick (but not at the time of recording which is why it isn’t really mentioned) – congrats by the way.

In this episode we cover; - How to formulate a strategy - The difference between Strategy and Tactics - Pricing and perception - And of course, where do podcasts fit in with all this

Without a random opener today, let’s dive straight in with a tentative ‘are we live yet?’

Watch the episode video:https://youtu.be/qfToaD-ZSlk 

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

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA 

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962

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Guest: James Perry (https://www.linkedin.com/in/jamesperryaccountingsuccesscoach/) Topic: Marketing and Finance

Discussion Points

• Guinness!!
• Irish history
• Personal branding
• Financial education
• Professional marketing qualifications
• Importance of practical experience

Link to the live video:https://www.linkedin.com/video/live/urn:li:ugcPost:6712752394180075520/

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Transcript (this transcript isn’t 100% accurate but provides a decent representation of the conversation – soz for any confusion)

 

Peter Sumpton 

Hello and welcome. My name is Peter Sumpton, marketing consultant and Lego master of marketing and you're listening to the marketing study lab podcast live. Well, this bit isn't live, but the rest of it is. You'll hear a bit about that later. I mean, now, let's crack on. These episodes are taken from my live show marketing and where we look at the relationship between marketing and a specific topic. Subject or specialism, sometimes there'll be guests other times it'll just be me. So let's get cracking Okay, fantastic. Live live live love it. And I am so delighted to be joined today for this little chat with Mr. James Perry. James How are you doing?

 

James Perry 

I'm good Peter. What about yourself? Thank you for having me.

 

Peter Sumpton 

No problem. I'm doing pretty damn well to be fair. Yeah, all is good big workshop today. Hang on one second. Yeah, just a bit of technical difficulty there Yeah, I did a workshop today that had loads of people in it which is absolutely fantastic all engaged all interested in in marketing and the theory and about how you build a marketing plan and stuff like that so I can't complain sunshine and I think it's a bit cold outside but who cares? This isn't a weather forecast. So we don't really care Believe it or not, the weather is lovely here. It's not cooled

 

James Perry 

and we're in the north of Ireland here which is all we get out.

 

Get out that's not Peter like I say to people the London for Ireland this Hibernia which meant which means the land of water so I

 

Peter Sumpton 

see now you're gonna have to come back on because I don't know enough about islands and I don't know how I'm going to link it to marketing but there's bound to be some way and your knowledge of marketing and marketing your knowledge of Island and the history is on real so yeah, we're gonna have to link that in some way shape or form I'm not sure how but like well

 

James Perry 

here we go. One of the biggest brands in the world is Irish.

 

Guinness

 

Peter Sumpton 

well see that's why I invite you on you just keep me in check and make me look fun cuz I'm

 

James Perry 

brought on brand Ireland and...

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Guest and Episode Links Kate Christie www.timestylers.com https://www.linkedin.com/in/kate-christie/ https://amzn.to/2GwGniA

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro Everyone has been late for something in their lives. And everyone knows someone who is ‘always late’ (this isn’t a good thing, it’s just a thing).

But in a time-sensitive world, how can we claw some of this back and start to take control of time? The same time that everyone else has in the world. 24 hours a day.

Let’s chat to Kate Christie, Founder & CEO of Time Stylers. Kate is a time management specialist; global Speaker; consultant and the best-selling author of four books, the most recent of which is ‘Me First: The Guilt-free Guide to Prioritising You’ (links are in the show notes).

Kate consults on maximising time, with a reputation for helping clients find 30 hours of lost time a month.

In this episode we cover; - The main time stealers - Time investment tips - Making sure your day is productive - What teams need to focus on to become more productive - Can we rely on technology for time management?

Takeaways Top Tip Don’t think of time as management, it’s an investment. If you do the math’s, your time investment really adds up as Kate so eloquently put it with her numbers and figures. Let’s make sure we invest it in something worthwhile.

Favourite Quote ‘Each time we’re interrupted, it takes us about 23 minutes to return to the task we were interrupted from’ which is such a powerful statement. That means, we could literally spend a week not doing the task in hand!!!! Wow1

And Finally, the Most Important Takeaway from this Episode Set a weekly to do list (on a Sunday), this way you can see which activities should be non-negotiable. If you don’t do this then, as Parkinson’s Law shows, we will end up filling our time appropriately with other tasks, missing out those that could really shift things along.

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

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest: Justin Goldstein (https://www.linkedin.com/in/goldsteinjustin/) Topic: Marketing and Media Relations

Discussion Points • Mentioning the C word or Politics • Being an asset to the media • What the media want from you • Becoming an expert / spokesperson • The value of podcasts

Link to the live video:https://www.linkedin.com/video/live/urn:li:ugcPost:6710246143399358464/

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Transcript (this transcript isn’t 100% accurate but provides a decent representation of the conversation – soz for any confusion)

Peter Sumpton 

Hello and welcome. My name is Peter Sumpton, marketing consultant and Lego master of marketing and you're listening to the marketing study lab podcast live. Well, this bit isn't live, but the rest of it is. You'll hear a bit about that later. I mean, now, let's crack on. These episodes are taken from my live show marketing and where we look at the relationship between marketing and a specific topic. Subject or specialism. Sometimes there'll be guests, other times, it'll just be me. So let's get cracking. Right, we are back. We're alive. And it gives me great pleasure to introduce Justin Goldstein, who's from press regarding communications, a strategic Media Relations agency. I didn't want to get that wrong. I was reading off the screen. It just didn't work. Welcome.

 

Justin Goldstein 

Thank you. Thank you very much for having me.

 

Peter Sumpton 

On So today, what I want to cover is marketing and media relations. So before we dive into that topic, can you just give us a bit of a brat background to who you are and what you currently do for your clients?

 

Justin Goldstein 

Sure. So, um, well, first, thank you again for having me. Um, so I've been in public relations for close to 10 years now. And I work on a very specific part of public relations called Media Relations, which essentially means building relationships with the press to get publicity for different types of clients. So I've worked with, you know, clients and travel, real estate, consumer b2b kind of runs the gamut. But the end goal being to get them coverage and then also working on developing podcasts much like one the one that you have, for different clients, whether it be individuals or organisations. Okay, that's cool. I think we'll come on to podcasts a little bit later on, because it'd be it'd be a bit crazy. Not to

 

Peter Sumpton 

So that's that's what you do for people. It fascinates me the whole Media Relations thing. And it's certainly a topic that, that I'm not fully immersed in, by any way, shape or form. So looking to claim a lot of insight from this, this little chat we're going to have here. So first of all, like to start on a big opener. What's the hot topics within media relations? What, you know, what are you focusing on right now for some of your clients?

 

Justin Goldstein 

Marketing and Education - LIVE Episode 04.09.20

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Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962

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Guest: Dr. Ai Addyson-Zhang (https://www.linkedin.com/in/aiaddysonzhang/)

Topic: Marketing and Education

Discussion Points

• How Marketing Qualifications can help with foundational knowledge
• What you need to be doing to be a good all-round Marketer
• How far can a Professional Marketing Qualification get you?
• What is wrong with our school system
• What isn’t being taught in Marketing education
• Why practical application is important to education
• The 70-20-10 rule of learning
• What good is CV in today's modern business world

Link to the live video:https://www.linkedin.com/video/live/urn:li:ugcPost:6715289765270315009/

 Enjoy the Episode - Happy Marketing!

 Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Transcript (this transcript isn’t 100% accurate but provides a decent representation of the conversation – soz for any confusion)

Peter Sumpton  0:03 

Hello and welcome. My name is Peter Sumpton, the Lego master of marketing. And you're listening to the marketing study lab podcast live. Well, this bit isn't live, but the rest of it is. You'll hear a bit about that later. I mean, now, let's crack on. These episodes are taken from my live show marketing, where we look at the relationship between marketing and a specific topic subject or specialism, sometimes there'll be guests Other times, it'll just be me. So let's get cracking. Okay, here we are. First first guest no introduction needed so much. So I haven't even prepared an introduction. Because Because I know the doctor, I will have my own introduction cuz she appears everywhere, all the time constantly, probably falls asleep, saying her introduction whenever she's live. whenever she's on social, so, Doctor, I don't think I've ever called you that before. But,

 

Dr. Ai Addyson-Zhang  1:06 

you know, I needed to show some respect.

 

Peter Sumpton  1:08 

Yeah, absolutely. Yeah, sorry. Sorry. Doctor, I firstly introduce yourself and then I'll explain what the heck we're gonna be talking about for the next half an hour, 40 minutes, something like that,

 

Dr. Ai Addyson-Zhang  1:19 

I'm really excited.

 

I'm a fan of Peter. I love everything you do, and really honour to be your very first guest on aalnc live and congratulations, you know, gaining access to LinkedIn live. So for me, I'm a professor dropout. And I taught in the classroom for 10 plus years, and really believe that current education model is broken and decided to leave the broken system to build a better system. So I left teaching, and I then started to build my own school, which is classroom without wars.

 

It has been

 

incredible. journey and I wish I started their journey earlier. But everything happens for a reason. So I'm really thankful for where I am today. I'm still a teacher, but on a much...

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Guest and Episode Links Katrina McCarter https://www.linkedin.com/in/katrina-mccarter/ https://www.marketingtomums.com.au/

Podcast – Marketing to Mums: https://www.marketingtomums.com.au/podcast/ Book – The Mother of All Opportunities: https://amzn.to/3itOOsH

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro Mothers, we all have one. But how well do we know them? Do we really understand their needs and wants, how to influence the decisions they make, the problems they need fixing and the best solutions to these problems?

As Marketers we often hear that niching down, understanding who makes up our target market and getting to know them a whole bunch is key and Katrina McCarter founder and CEO of Marketing to Mums helps her clients understand the Mums market in mega detail. Katrina’s is a data driven marketer and her research consists of survey reports compiling information from more than 1,800 mum’s. But it doesn’t stop there, Katrina also has a podcast of the same name and is the author of ‘The Mother of All Opportunities’ (as always, the links are in the show notes).

In this episode we discuss; - Why brands and advertisers don’t understand the mum market - What opportunities can be capitalised on - What strategies we should look to implement - Using social media - The key mistakes companies are marking

Watch the episode video: https://youtu.be/c7wZOF5bl3s

Takeaways Top Tip It’s actually a mistake to avoid and that’s when an organisation has the perception that ‘everyone’ is a potential customer and appeal to no one. This means targeting on mass and not understanding the needs and wants of a smaller subset of the market deeply enough to make an impact.

Do your research and get to know those that need your solutions to fix their problems.

Favourite Quote ‘Credibility and trust become big issues for brands and it greatly affects sales certainly loyalty as well’ ` and although Katrina was specifically talking about niching down here, credibility and trust are two factors that need to be addressed, especially for the topics that you want to excel in. Now can you say that about your own organisation?

And Finally, the Most Important Takeaway from this Episode Don’t forget about your testimonials. Be it written, audio or even video if you can. They are not only a powerful tool for the mums market, but can help to add credibility, provide social proof, increase engagement with others and add stickiness to content in any market. Just make sure you use them once they are collected!

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

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links Heidi Medina https://www.talktoheidi.com/ https://www.linkedin.com/in/heidimedina/

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro If you work for yourself or own your own company, LinkedIn seems like a no brainer. But what if you’re an employee? Is it still the place you need to be seen? Or is it just somewhere to dump you CV?

As we’ll find out, if you’re an employee, LinkedIn is a great place to build your online presence, connect with people – customers, potential clients, friends, collogues, and those you want to learn from.

And Heidi Medina, a LinkedIn Trainer, is the perfect person to learn what you need to do AND how to do it from! Heidi runs The LinkedIn Visibility Connection, helping people to use the power of content and conversation to get visible in LinkedIn.

In this episode we cover; - How to set-up your profile - Building a network that is meaningful - Content hacks - Changing connections into clients - The ‘algorithm’ - Cardinal sins to avoid

Watch the episode video: https://youtu.be/U1qChB6R_Ew

Takeaways Top Tip Use your LinkedIn page as a landing page. Fill it with the content that people want and will engage with. It is about you, but for others to find and consume, so don’t forget that.

Favourite Quote Heidi stated that ‘everything we do online is a conversation’ so make it worth talking about. There is a lot of drivel online and no one wants to enter a gibberish conversation.

And Finally, the Most Important Takeaway from this Episode Remember, on LinkedIn it’s not all about you as conversations are key to the unlock! There will be more people watching your content and waiting for conversations to happen, so make them happen. Dive into interesting posts, ask questions and most importantly, communicate with people that comment on your own posts.

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

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links Justin Goldstien https://www.pressrecord.co/ https://www.linkedin.com/in/goldsteinjustin/

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro Building relationships is key in any business, none more so than within PR and what can be classed as developing Media Relations. This isn’t some seedy ‘you starch my back’ approach, this is about building authority and gaining trust for a mutual benefit, in the long term.

My guest this week does just this for his clients. Justin Goldstein is an award-winning public relations practitioner and President and Founder of Press Record Communications, a strategic media relations agency.

Understanding what is required to build these relationships and maintain a solid focus on what you are trying to achieve is what makes Justin stand out from the rest. It is just as much about developing your own story, as it is about getting a reporter's attention, leading to the coverage you desire.

In this episode we cover; - Is it all about who you know? - Formulating a good strategic media plan - Avoiding negative associations - Measurements quantify success

Takeaways Top Tip It’s good to know that it’s more about the story you have to tell than it is who you know. With this in mind, look at the topics you could be an expert in and own them. But do this with a long term view in mind, don’t focus on the short term gains of appearing once and never again.

Favourite Quote ‘Media relations now is using different media channels to provide value to target audiences’ And isn’t this what we should be doing all the time!!!!! Utilising not only our media relations, but through all channels. Media relations is an excellent way to improve and maximise this and can sometimes be overlooked as a tactic. But don’t as you’ll be missing out!

And Finally, the Most Important Takeaway from this Episode When building media relations, make it easy for the reporter, journalist or your contact to do their job. Provide a head shot, bio, a synopsis of the main talking points you are willing to cover or have covered and most importantly, don’t double book. You need to be available on their timescale, not your own.

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

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links Christoph Trappe https://authenticstorytelling.net/ https://twitter.com/CTrappe https://www.linkedin.com/in/christophtrappe/ https://www.instagram.com/christophtrappe/ https://www.facebook.com/ctrappe

Business Storytelling Podcast: https://podcasts.apple.com/us/podcast/business-storytelling-podcast/

Content Performance Culture: https://amzn.to/31R18wZ

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro We are all used to hearing this word ‘culture’. A good definition of it would be ‘ the ideas, customs, and social behaviour of a particular people or society.’ So in a working environment this means, in simple terms – what it’s like to work there.

From a consumers perspective, Seth Godin summaries it very nicely ‘people like us, do things like this’, which is more about finding where you fit in than generating a culture, but the same principals still apply.

But what if we want to build a culture that is focused on creating content. A culture that promotes storytelling and finding those stories that your audience really cares about?

Our guest today - Christoph Trappe, will help us uncover how to create such a culture. Christoph is, amongst other things, a podcaster (check out the Business Storytelling Podcast), author (check it out Content Performance Culture) and more importantly for us he is the Chief Content and Marketing Officer at The Authentic Storytelling Project. Perfectly positioned to help us understand both the strategic and the tactical elements of a content culture.

In this episode we cover; - Creating a culture where content is king - Being consistent - How to become better at creating content - The process for telling a good story

Watch the episode video: https://youtu.be/Db5fxfV09CY

Takeaways Top Tip Create once, publish everywhere. I’m a huge fan of this repurposing tactic. It offers a whole bunch of benefits including; continuity, efficiency, awareness, quality control and of course, engagement.

Favourite Quote ‘I think everyone can create content to some extent. The biggest hurdle is – what’s your level of letting it go?’ Meaning its more about the content you produce and the value inside this than it is a clean, polished version of the truth. People want authenticity, so let’s give them it.

And Finally, the Most Important Takeaway from this Episode Christoph got me thinking when he stated that you need to ‘find stories that your audience cares about.’ This doesn’t mean, dry, dull, obvious content. Try to expand on the topics and areas you specialise in and combine these with storytelling and engaging with your audience. Get creative and see where it takes you!

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

Check out Social Day (1st-3rd Sept 2020): www.socialday.co.uk Get 50% off with discount code: studylab

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links Ola Degteva https://www.linkedin.com/in/odegteva/

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro Before we introduce our guest today, just a quick heads up about Social Day, a 3 day virtual festival, including workshop sessions running from the 1st to the 3rd September 2020. If this sounds like your bag, you can join in the fun and get a 50% discount by using code ‘studylab’. Check it out at www.socialday.co.uk

Links and code are in the show notes.

We know data is important and we all have access to it. Access to a little too much data. But, is this data legitimate, usable and trustworthy enough to make business decisions from?

Ola Degteva can help us here. Ola has been knee-deep in data for over 10 years and knows a thing or two about how to get the best from the information we have and receive. Working within her own family business as well as assisting clients in a variety of industries, Ola not only generates results but helps businesses understand what data they should be analysing and even, where to get it from!

In this episode we cover; - The data we should be looking for - How to develop actional insights from data - Spotting and filling data gaps - The types of software we should be using

Watch the episode video: https://youtu.be/aqdGYydL-j8

Takeaways Top Tip Always look to have a centralized data approach. Pick one data stream and go with this as your source of truth. Anything more than this starts to muddy the waters in terms of finalising your results. Of course use more than one data stream, but use them to interoperate your singular primary source.

Favourite Quote ‘The first thing you need to do is know where you stand and know your benchmarks.’ If you don’t do this you won’t know what is a good result for you within a certain industry. You could think you are performing very well, only to find out that your results, compared to an industry average, is just that…. Average.

And Finally, the Most Important Takeaway from this Episode Whenever you are running a digital campaign, segment your market and use the more relevant data points to help you understand what is occurring. Like Ola stated, you could have conversions, interactions and impressions as data points for very different sub-sets of your market. Focus on these individually to move consumers closer to their end goal.

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

Check out Social Day (1st-3rd Sept 2020): www.socialday.co.uk Get 50% off with discount code: studylab

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links Martyn Sibley https://disabilityhorizons.com/ http://purplegoatagency.com/ http://martynsibley.com/

Book: Everything is Possible: https://amzn.to/2Ylvcyz

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro Before we introduce our guest today, just a quick heads up about Social Day, a 3 day virtual festival, including workshop sessions running from the 1st to the 3rd September 2020. If this sounds like your bag, you can join in the fun and get a 50% discount by using code ‘studylab’. Check it out at www.socialday.co.uk. Links and code are in the show notes.

We all like to think that discrimination is something we all avoid and that inclusion is the one thing that is non-negotiable. But are we really doing this or just simply paying lip service to it? Are we actually afraid of being seen as exploitative or insensitive by simply doing what we think is right? Let’s see what we need to consider when doing what is right and inclusive with Martyn Sibley.

Martyn is the founder of Disability Horizons and Purple Goat Agency, both of which focus on the needs and wants of the disabled community from both a commercial perspective and as individuals.

As Marytn describes himself, he’s ‘just a regular guy who happens to have a disability (called Spinal Muscular Atrophy – SMA)’. Being a regular guy means not only running an agency and an online disability lifestyle publication, but going skiing, scuba diving, flying a plane – but that’s the boring normal stuff isn’t it.

Let’s get back that marketing thingy. In this episode we cover; - Planning for inclusiveness with our marketing - How to say the ‘right’ thing - Getting your voice heard over all the rubbish

Watch the episode video: https://youtu.be/enIASKSUbK8

Takeaways Top Tip Look to make products and services that include everyone. Using a universal design approach not only means you are following the basics of Inclusion Marketing, but this usually means looking for simplicity and ease of use which in turn can reduce friction, which we all want less of. A great example of this is Siri.

Favourite Quote When Martyn was discussing getting your voice heard in a crowded market he believes that ‘everything you need is there…. it’s just the action, it’s the doing’

And Finally, the Most Important Takeaway from this Episode When looking to create awareness within your marketplace. Remember Martyn’s three stages to success; 1 – Tell your story 2 – Build a community 3 – Have a strong call to action

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

Check out Social Day (1st-3rd Sept 2020): www.socialday.co.uk Get 50% off with discount code: studylab

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links Kristian Altuve https://www.linkedin.com/in/kristianaltuve/ https://zerodegreestory.com/

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/

Tweet Tweet: https://twitter.com/cousinp81

Intro Before we introduce our guest today, just a quick heads up about Social Day, a 3 day virtual festival, including workshop sessions running from the 1st to the 3rd September 2020. If this sounds like your bag, you can join in the fun and get a 50% discount by using code ‘studylab’. Check it out at www.socialday.co.uk.

We know video is important in Marketing Land today, we’ve covered it before in the podcast. And everyone seems to be a video content producer or at least is attempting to be one. So it’s time to revisit and get some actionable insights into how good video content is put together.

Kristian Altuve is the owner and Creative Director of Zero Degree Story. Kristian helps people tell their story through cinematic videos that convert strangers into super fans with the right mix of logic, emotion, and storytelling (putting method behind and in-front of the camera).

It is thought that 72% of consumers prefer video to learn about a product or service (Wyzowl), so it really is time to take this seriously and Kristain doesn’t just leave it at the video production, it’s the whole package – especially post-production, something we all forget as our carefully curated videos just sit there along with all the cats in hats doing zip all to help your business!

In this episode we run through Kristian’s process for turning strangers into super fans, including; 1 - Research & Strategy 2 - Developing a Message 3 - Launching and Scaling Plus, getting the right balance of story and meaningful content

But first, a question I ask everyone (determines if we become friends or not to be honest), Kristian, what’s your favourite Pixar movie?

Watch the episode video: https://youtu.be/lNcs8NCAsyo

Takeaways Top Tip Regardless of what you are doing, it all starts with your customers! So talk to them. They may become the voice you never knew you needed within your organisation. After all, they are whom we seek to serve isn’t it? And if it isn’t, why the hell are you in business?

Favourite Quote ‘I think it comes down to the psychology of emotion and logic. We rationalise with logic, but we ultimately make an emotional decision’ So when creating video content, just think about how you can make that emotional connection, yet maintain that logical communication that is easy to rationalise.

And Finally, the Most Important Takeaway from this Episode In an era of free media, it is so important to remember that these platforms are there to make

Check out Social Day (1st-3rd Sept 2020): www.socialday.co.uk

Get 50% off with discount code: studylab

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links Carolyn Butler-Madden https://www.thecauseeffect.com.au/ https://www.linkedin.com/in/carolynbm/

Do Good Sh*t page: https://www.thecauseeffect.com.au/dgs Book – Path to Purpose: https://amzn.to/2DKKdTg

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro We’ve covered social impact and purpose before, in fact it was just over on episode 120 with Karen Porter, who provided us with an excellent run through of development, buy-in and the pitfalls that most organisations fall foul to.

This weeks guest Carolyn Butler-Madden is here to take a deeper dive into our Brand Purpose and strategic direction as we uncover her Path to Purpose program and the six stages we all need to take to deliver true brand purpose.

You can read more about one component of this overall strategy in Carolyn’s books – Path to Purpose.

Carolyn is also a speaker and Chief Purpose Activist at Purpose consultancy, The Cause Effect, believing in a world where business is a force for good and brands drive profit through purpose.

In this episode we cover; Developing your Brand Purpose using the Path to Purpose Program; 1 – Brand Positioning 2 – People and Culture 3 – Partners in Purpose 4 – Customer Experience 5 – Marketing and Comms 6 – Impact and Performance

Watch the episode video: https://youtu.be/W_Rzwp4Fm-4

Takeaways Top Tip When it comes to the Marketing and Communications of your cause or social purpose, don’t just talk about the actual program, talk about the impact you are having and want to create. And then invite others to do the same, get involved and subsequently spread the message. It should never be seen as an insular project as you are trying to impact the world – so let the world help you!

Favourite Quote ‘You know everyone talks about purpose. It makes such a difference, because you are just driven, obsessively, because it matters, you care. It means something’. This is so powerful and I implore you to find your purpose because like Carolyn said – it matters and it means something. And who doesn’t want that in their lives?

And Finally, the Most Important Takeaway from this Episode When it comes to brand positioning, be bold and brave, don’t make it passive. Safe is now risky and you shouldn’t be playing it safe when it comes to your brand. Be memorable for the right reasons.

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

Sign up for the Quietly Successful Summit here for FREE:http://quietlysuccessfulsummit.com/

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links Fifi Mason https://fifimason.com https://www.linkedin.com/in/thefifimason/

Link to the vulnerability test Fifi mentioned: https://fifimason.com/comfort-level/

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro This is my first recording since Liverpool won the English Football League for the first time in 30 years. Congratulations to the team, the club and more importantly the fans. You’ll never walk alone.

Are you visible in the business you work for or as part of your own personal branding? If not, it might be time you reconsidered your strategy for this.

And this doesn’t mean using fake, aggressive or exhausting tactics.

Our guest this week, Fifi Mason, helps to inspire introverts to get visible and build a personal brand that aligns with your own personality. Nothing fake, nothing underhand, just emphatically you – with sincerity and style.

Fifi believes there is a true power in being yourself in business as it’s the most effective way to build trust, raise your profile and attract more clients.

In this episode we cover; - The importance of authenticity - Approaches to being authentic - Being comfortable with our true self - Dealing with overwhelm and exhaustion

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

Takeaways Top Tip When it comes to personal branding, spend the time getting to know, you! The more time you spend on this and working out the type of person you are, the stronger your personal brand will be and the more authentic you will be to, not only yourself, but also your audience.

Favourite Quote ‘It’s finding that why and knowing it and knowing the true why for yourself and for your clients’ – This is powerful. Spend some time figuring out what gets you out of bed in the morning and gets you motivated and keeps you focused. This is probably where all your efforts should be placed.

And Finally, the Most Important Takeaway from this Episode When faced with an issue, problem, simply overwhelm, try to reframe the scenario you see yourself in and ask these three questions;

- What’s the worst that could happen? - What’s the best that could happen? - What’s the most likely to happen?

And you’ll probably find that the thing that is most likely to happen is that happy medium, it’s never as bad as you think it will be, in fact it could be even better than you were imagining!

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

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links Mark Kingston Jones https://teambuildingwithbite.com https://www.linkedin.com/in/markkingstonjones/

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro Let’s make forced fun part of our businesses culture; - Go on go to the Xmas doo, it will be fun - Come to the family BBQ, we have burgers and a bouncy castle - What do you mean you don’t want to be part of our book club?

This is an all too familiar and disheartening sight for many people. But there are other ways to get your team working closer together with a passion and commitment most football teams would be proud of and Mark Kingston Jones (our guest this week) has just the answer, co-funding Team Building, with BITE.

Mark and his team offer other teams the chance to build items for animals in zoos and sanctuaries, which are then seen being used by the animals themselves. That sounds so satisfying. But how does this help teams improve their communication and connection with what they do?

In this episode we cover; - What makes a good team building session - Engaging with a disconnected workforce - Positive long-term effects of team-building - Why in-house training is never a good idea, or is it?

Watch the episode video: https://youtu.be/CyXn5K6py9o

Takeaways Top Tip Bespoke training or team building is much more successful than the standard ‘one size fits all’ approach, so make sure before setting any type of training up, you do your research and really understand what you will get out of the experience and how it will specifically impact a team.

Favourite Quote ‘they are choosing to get involved rather than being told – you must engage, you must interact’ – no one likes forced fun and is this something you would advocate within your social life, no! So don’t do it for your team, make activities voluntary and if they are beneficial, fun, engaging and exciting, people will want to join in anyway.

And Finally, the Most Important Takeaway from this Episode If you are looking for a team building exercise, make it memorable! This means the impact it has will be felt over the long-term rather than it producing a short, instant boost that is forgotten in a few weeks.

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

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links Troy Sandidge https://findtroy.com https://www.linkedin.com/in/findtroy/ https://www.youtube.com/channel/UCtUdDIz3eaCdcxYIGRgwSIw

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro What do you do when you want to chat about your favourite topic – Marketing Strategy? You Find Troy!

Troy Sandidge is a Marketing Strategist who has developed a unique formula for helping his clients maxmise their Marketing Plan and like all good Marketers, his formula comes in a nicely packaged acronym – D.A.R.T: Direct Authentic Resourceful Techniques and Tactics

And we’ll cover all these elements, what they mean and how to implement them for your own business as well as taking a look at what organisations are doing or not doing that is stopping them from achieving Marketing success.

In this episode we cover; - How to use the D.A.R.T Marketing Methodology™ - What organisations are doing wrong when it comes to formulating a Marketing Strategy

Watch the episode video: https://youtu.be/zKq91MiTcE4

Takeaways Top Tip When it comes to the tactical elements of your marketing plan, you need to make sure that your communications are the three C’s: - Consistently produced - Consideration for who it is created for and why - Connection to the right audience

Favourite Quote ‘If you don’t have the financial resources, or the knowhow, or the manpower, let’s scale it back and let’s look at… What resources do we have to work with?’ So true, but sometimes we are suspectable to overreaching and not being able to make the impact we want. Start small (the smallest viable audience as Seth Godin would say) and build from there.

And Finally, the Most Important Takeaway from this Episode No one has a finite budget and what budget you have will have a detrimental effect on what you can or can’t do, so be resourceful. Look at what you want to achieve in the relevant timescales and apportion accordingly.

If it’s content you need to create in the first instance, focus on doing this before pushing this out to your audience, or perhaps content isn’t the issue and project managing a campaign is where you need to pay attention? Regardless, always focus on those elements that will help achieve your main goals and objectives.

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

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links Karen Porter https://undergroundcomms.com.au

B Corp Certified: https://bcorporation.net B Impact Assessment: https://bimpactassessment.net/ (B Corp Certification is a global certification so it's relevant for everyone).

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro What do these words mean to you? Sustainable, Ethical, Environmentally Friendly. Many use these as buzz words that are thrown about like used paper in the wrong bin!

What if you want to make a real impact and not just pay lip service to these words? Taking it further than just corporate social responsibility and create real social impact and purpose. What does it take and how can we make sure its meaningful?

Karen Porter is a strategic communications specialist who helps to deliver communication strategies with a positive social impact. But this doesn’t mean just saying how many paper cups you’ve recycled, this is about being true to your brand, actively making a difference and supporting what is important to you and your business!

In this episode we uncover; - How do you develop a social purpose (I foolishly call this Corporate Social Responsibility which isn’t exactly correct)? - Being seen as credible - Getting internal buy-in - The pitfalls that companies usually fall foul to

We also cover becoming a certified B Corporation (more about this in the episode). If you are interested in becoming a certified B Corporation, it’s a wise move to take the B Impact Assessment which will show you how far off you are, here's the link: https://bimpactassessment.net/ (link is in the show notes).

With all this kindness floating around in need to know first off - Karen, what is your most memorable selfless act?

Watch the episode video: https://youtu.be/gtFzlQSFiLg Top Tip If you are going to talk the talk, then you need to walk the walk. Taking the B Impact Assessment and subsequently striving to become B Corp Certified show you are doing exactly that and you are not just typing words onto recycled paper.

Favourite Quote If you want buy-in from your team, they all need to contribute to how (as an organisation) you are going to show up in the world and you are going to do good.

And Finally, the Most Important Takeaway from this Tpisode Even if you are not looking to become B Corp Certified there are multiple other ways to establish you credentials within your own industry’s, through accreditations and partnerships. Just make sure that these are true to your brand and meaningful to what you believe in.

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

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962 (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links Teresa Heath-Wareing https://teresaheathwareing.com https://teresaheathwareing.com/podcast/ Check out the training; https://teresa-heath-wareing-b3a9.mykajabi.com/mtc-academy

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro Selling online should be easy. After all we can all sell our - let’s call it stuff – on eBay, why should doing it our own way be any different.

Well for starters you don’t have the infrastructure, awareness, budget, online presence or any form of credibility. But, fortunately for us Teresa Heath-Wareing is joining us this week who has a passion for online sale and marketing (as well as gin – both are covered here) and runs the very successful ‘Marketing that Converts’ Academy that helps people build their business online.

Teresa is here to help us with some actionable tips to help us start to build an online business, without the hardship.

In this episode we cover; - The basics to selling online - The differences between marketing an online business rather offline - Where social fits in - Why email marketing is still relevant - The fundamental mistakes people make

Watch the episode video:https://youtu.be/A1Gwr2WzlFQ

Takeaways Top Tip – Using social doesn’t have to be time sapping or arduous. Follow Teresa’s guidance here; Pick your platform, Show up consistently, Add value.

Favourite Quote – ‘Your competitors aren’t your competitors online’ you are dealing with a whole host of other influences that you need to consider – what this means is that it’s really easy to get online, but so difficult to be heard. But you need to start, so start now!

And finally, the most important takeaway from this episode – When building a business offline (the traditional way) it is all about building those relationships and keeping them strong. While the same can be said for any online business, you need to see your audience very differently – keep your content consistent, build a database of clients and get those lead magnets sorted.

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

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links Nick Diakanastasis https://www.linkedin.com/in/nick-diakanastasis/

https://www.theintrovertmentor.com

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro You start to sweat, heart racing, adrenaline kicks in, knees tremble….. and then press record and….. nothing. You just can’t get that video recorded.

If any of this sound familiar to you when you go to record your own videos, this week’s chat with Nick Diakanastasis is defo for you. Nick is a Public Speaking Coach and a Trained Actor who is going to help us conquer those pre-recording nerves about speaking on camera as well as some amazing tips on how to feel more comfortable and natural in front of the camera. Especially now we are all using online chat A LOT more!

In this episode we cover; - What should we do before going on camera - Getting rid of those nerves - Tips on body language and vocals - The stupid (sorry main) things people are getting wrong.

Watch the episode video: https://youtu.be/DE8Fll8DDT4

Takeaways - Did you know you were breathing incorrectly? Now you’re checking out how you breathe right? This should come from your stomach, not your nose or throat. Try using this technique before and during a recording and see if you notice a difference in how you are coming across on camera.

- When you are pumped full of adrenaline everything is quicker, you speak quicker, you try to get to the finish quicker and your processing speed is quicker. Is this a good or a bad thing… well it can be both, but be cautious that this doesn't affect the conversations you are having or the answers you give to questions. Slow down, as what you feel might be a slower speed will look more natural and will probably be much closer to the natural you.

- And finally, you need to give more than you think. Not for reciprocity, although you should be doing this anyway, but when on camera, always give more than you think. In fact, if you feel comfortable, you’re not giving enough – stretch yourself and give that little bit extra and move out of your comfort zone.

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

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes) Guest and Episode Links Lee Rowley http://leerowley.com https://www.copybrandu.com https://www.linkedin.com/in/theleerowley/

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro Buy my stuff, go on, buy my stuff.

If you don’t think this type of content works as its simplistic, intrusive and adds no value…. You’re right.

Persuasive content is key to engaging with your audience, guiding them to purchase the right solution to fix their problems. That is why Lee Rowley is joining us for a little chat about how he does this for his clients. As his LinkedIn profile states – ‘I ride shotgun in your buyer's subconscious. Then I use what I find to create refreshingly human marketing that makes your competition irrelevant’ – If this isn’t enough to get your ears pricked I don’t know what is.

In this episode we cover;

- How to generate persuasive content - How to stand out and find the unique you - Creating content that resonates with your ideal customers - What errors we need to avoid in developing content

Lee also introduces us to CopyBrand University. Lee’s own online platform which helps you develop the type of persuasive content you really need to be creating.

But before all this I need to know - Lee, what is the most powerful

Watch the episode video: https://youtu.be/H1PASNHB2vY

Takeaways - Lee showed us where we all need to start with our persuasive content – looking at the desired results – from the customers perspective. Sounds simple, but can be tricky when you are too close to your own business. Remember, your business is not for you, it’s made for your customers.

- We live in the connection economy. Focus on building those connections. Threading that needle that ties everything together first and foremost – not your bank account.

- And finally, my favourite line from this chat – Assumption kills copy! Never assume you know what your customers are thinking. Ask, research and test. Your customers don’t stand still and neither should our content.

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

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA   Review: Share the love and leave a 5* review From your phone: http://getpodcast.reviews/id/1375904962   (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)   Guest and Episode Links Casper Pedersen https://www.linkedin.com/in/caspped/ casperpederson@twentythree.net   https://www.twentythree.net   Backlinko: https://backlinko.com   Enjoy the Episode - Happy Marketing!   Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81   Intro Video SEO is one of those Marketing techniques that can very easily be missed off the agenda in a ‘post it and see what happens’ culture. But it is this type of thinking that will limit your exposure and overall success within Video Marketing.   Casper Pederson is a Video Marketing Strategist for TwentyThree, a company that helps you run video and generate inbound, social and demand generation successfully. And this all comes about from analysing the data and not just creating video content, but also focusing on the bits you don’t see to maximise each videos potential, including the use of SEO to do just that.   In this episode we cover; • How to squeeze as much from each video as possible  • What elements other than quality video content should we be focusing on? • Why you shouldn't use YouTube embeds • How to protect your websites SEO and attract more visitors • The time you have on each platform to keep someone’s attention   Watch the episode video: https://youtu.be/lsLRw3VfgvM   Takeaways - Video should never be just a ‘click and share’ piece of content and a distribution plan will help you get as much exposure in front of the right people as possible. Remembering to focus on the media that you control as well. More control means you have more undivided attention.   - Think about video creation like you would a blog. This can be used in multiple ways right through the sales funnel – Snackable content at the top, detailed, long-form content at the bottom.    - And finally, the SEO part. Remember to focus on these four key elements; The title The description The tags The thumbnails   Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA   Review: Share the love and leave a 5* review From your phone: http://getpodcast.reviews/id/1375904962   (from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)   Guest and Episode Links May King Tsang @MayKingTea on all the socials: https://twitter.com/MayKingTea https://www.instagram.com/maykingtea/ https://www.facebook.com/maykingt/ YouTube: https://bit.ly/2XDU9nS LinkedIn: https://www.linkedin.com/in/maykingtsang/   Enjoy the Episode - Happy Marketing!   Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81   Intro Do you ever fear missing out. It can be a Marketing tactic that can be used for good…… and evil. Remember when everyone was buying a ton of toilet roll at a time. The coverage this was give sparked huge FOMO. Might not be directly associated with marketing, but you get the point.   May King Tsang is the original social media reporter and #FOMOCreator. As you’ll hear later, there is a lot of social media posting going on here.   May King uses this superpower of being able to consume information, digest it and post it to help conferences and events (online and offline) build awareness and sell out. She does this by focusing on those that matter, the audience.   In this episode we’ll cover; • How to create that fear of missing out? • What to do pre and post event • The tools you need / or don’t need to make this happen • And why you can’t tweet often enough   Important to note that when we are chatting about ‘Traditional Marketing’ we are discussing the way we traditionally use social platforms.   Watch the episode video of May King and me having a giggle and chatting #FOMO:   https://youtu.be/utuZba0XezE   Takeaways - When focusing on selling out an event, you need to focus on what matters – the attendees (and to some extent the speakers and sponsors), so why not use them within your Marketing. Not the lame stock images, but actually discussing why they are at the event and what the event is like. Remember Seth Godins phrase ‘people like us, do things like this’.   - You don’t need totally new content for every social post. Try repurposing your content. One video could be chopped up and used 2,3 or even 10 times. Look to be more efficient and maximise value from all your content.   - And finally. Get going, be it video, audio or the written word. You don’t need all the kit, you just need a phone to start. Don’t have all the gear and no idea, be different. Have all the ideas and one piece of gear.   Music Featured on this Podcast: Sleepy in the Garden Lobo Loco www.musikbrause.de Creative Commons License

Instagram Strategy for Business Growth: Dot Lung Online Course: https://bit.ly/3dOg5TK

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review From your phone: http://getpodcast.reviews/id/1375904962

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links Dot Lung http://www.dotlung.com

@dotlung on all social channels

Previous episode 99: https://bit.ly/2WEPqDj

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro Social media can be viewed as the second internet, it’s got its own place in our Digital Strategies, but how do you succeed on these platforms. It isn’t a case of show up, use it like you would if you were talking to family. It needs to be seen as and used as a business tool.

When I chatted to Dot Lung back in episode 99 we discussed (amongst other things) her DRANGONS formula for social success. I felt it didn’t get the airtime it deserves as it was stuck at the back of our conversation rather than front and centre.

Now with an online course to accompany the formula, I’m delighted to share this section of the episode with you all as it is truly Actionable Marketing Knowledge.

No random question, no back story, just straight into the DRANGONS formula and how it can lead to social success.

So here is Dot Lung to talk you through it.

Takeaways If you want to have a strategy for your social content, look no further than Dot Lungs DRAGONS formula. Here is a recap;

Dialogue – You need to be saying the right things. Make sure you are having human to human contact by concentrating on the conversation.

Relatability – Can you create content that sparks emotion and ‘like-ability’. Try telling stories that are relatable to your audience.

Authenticity – Stay true and stay you! Be authentic and true to your brand.

Giving Value – You must be delivering value consistently and give before your take. The more you give, the more you get.

Opinion – This can be a great conversation starter and generates engagement. You will find your true fans by sharing your opinion.

Niche – Find your niche and be specific. Trying to speak to everyone means you are speaking to nobody. Dot says this is around 250 people.

Scaling - As every dragon has scales :) but your gonna have to talk to Dot to uncover this one!

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

Subscribe: Let us do the hard work and send the podcast to you: https://bit.ly/2NZjODA

Review: Share the love and leave a 5* review from your phone: http://getpodcast.reviews/id/1375904962

(from anywhere else hit the ‘Write a Review’ button in the Apple Podcasts app or iTunes)

Guest and Episode Links John Espirian https://www.linkedin.com/in/johnespirian/ https://espirian.co.uk

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

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk The Professional Bit: https://www.linkedin.com/in/petersumpton/ Facebook Community: https://www.facebook.com/groups/marketingstudylab/ Tweet Tweet: https://twitter.com/cousinp81

Intro

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

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

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

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

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

Takeaways

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

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

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

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