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Category: Marketing

IMC49: Perfect PR Marketing

PR marketing is a great way to increase brand visibility, website traffic and is also a key element for SEO. In this webinar Heidi Chamberlain-Jones shares her method on how to perfect your PR marketing strategy including how to build relationships with key journalists.

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How personalisation can accelerate your business marketing

Another example why making the effort to personalise your marketing can help make you stand out against your competitors.

Boasting a growing loyalty membership and subscription base, Pets at Home is investing significantly in personalisation in a bid to boost its marketing effectiveness.

During the past six months, Pets at Home has launched over 300 targeted marketing campaigns and claims to have experienced a threefold increase in “supplier-driven communications”, improving response rates and marketing efficacy.

Manny Pham, Marketing Week

IMC Podcast #36: Why you should be doing customer testimonials

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Ben & Clare discuss why every business should be gathering video customer testimonials.

👋 If you found this podcast interesting you might like my Marketing Club. Join to receive regular tips and advice on marketing, video and the web and Pro Members get access to my live marketing webinars every month, exclusive discounts and other perks. Find out more here ratherinventive.com/club/

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IMC Podcast #35: Content & Blogging Strategy

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Ben shares his method for developing a blog content strategy and the best ways to get your website found online.

👋 If you found this podcast interesting you might like my Marketing Club. Join to receive regular tips and advice on marketing, video and the web and Pro Members get access to my live marketing webinars every month, exclusive discounts and other perks. Find out more here ratherinventive.com/club/

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IMC Podcast #34: Cold calling & nurturing the marketing funnel

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Martin Dugan from Double Tap Marketing shares his approach with Ben on how he manages outbound marketing, cold calling through to nurting the outcomes.

👋 If you found this podcast interesting you might like my Marketing Club. Join to receive regular tips and advice on marketing, video and the web and Pro Members get access to my live marketing webinars every month, exclusive discounts and other perks. Find out more here ratherinventive.com/club/

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IMC Podcast #32: Problem Solving with Ben Everard

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Ben speaks with Ben Everard on his approach to problem solving and the steps he uses to overcome them.

👋 If you found this podcast interesting you might like my Marketing Club. Join to receive regular tips and advice on marketing, video and the web and Pro Members get access to my live marketing webinars every month, exclusive discounts and other perks. Find out more here ratherinventive.com/club/

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IMC Podcast #31: Claire Dorés mindset & business goals

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Ben talks to Claire Doré, a life coach about her tips on reprogramming your mindset and achieving your goals.

👋 If you found this podcast interesting you might like my Marketing Club. Join to receive regular tips and advice on marketing, video and the web and Pro Members get access to my live marketing webinars every month, exclusive discounts and other perks. Find out more here ratherinventive.com/club/

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How the value of marketing has taken centre stage

Forrester’s report emerges alongside the ongoing debate on balancing the role of short-term direct response activity and long-term brand-building. Increasingly, the tendency to use short-term online metrics as primary performance measures will have implications for long-term brand success, as Mark Ritson’s recent article warns, with brand building techniques historically more intangible to measure and challenging to link to conversion.

‘If you look for returns from your marketing on a 12 month or shorter time scale, you will inevitably undervalue long-term brand building and move too much of your marketing investment into shorter-term tactical fare. This will result in superior ROI initially, but two very different stories will emerge over the next five years.’

Marketing Week, How the value of marketing has taken centre stage

The next 12 months is going to be interesting as marketers will held more accountable to justify and prove short and long-term effects of their campaigns.

IMC Podcast #30: Marketing Magic with Rod Hande

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Ben speaks with Rod Hande, an up and coming magician on what marketing methods he uses to promote his business. Rod also does his first video conference magic trick!

👋 If you found this podcast interesting you might like my Marketing Club. Join to receive regular tips and advice on marketing, video and the web and Pro Members get access to my live marketing webinars every month, exclusive discounts and other perks. Find out more here ratherinventive.com/club/

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IMC Podcast #29: The ultimate guide to proof reading content

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Ben share’s his ultimate guide to proof reading marketing content in ten achieveable steps.

👋 If you found this podcast interesting you might like my Marketing Club. Join to receive regular tips and advice on marketing, video and the web and Pro Members get access to my live marketing webinars every month, exclusive discounts and other perks. Find out more here ratherinventive.com/club/

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IMC Podcast #28: The benefits of influencer marketing

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I am joined by Shayna Rattler a leading expert in corporate sponsorship and influencer marketing to discuss how this could benefit your business.

👋 If you found this podcast interesting you might like my Marketing Club. Join to receive regular tips and advice on marketing, video and the web and Pro Members get access to my live marketing webinars every month, exclusive discounts and other perks. Find out more here ratherinventive.com/club/

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Roger Britton, Community, First Website Testimonial

Roger Britton from Community First shares his thoughts and feedback on how Rather Inventive helped and delivered in making his new website.

👋 If you found this testimonial inspiring join my Marketing Club to receive regular tips and advice on marketing, video and the web. Pro Members get access to my live marketing webinars every month, exclusive discounts and other perks. Find out more here https://ratherinventive.com/club/


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IMC Podcast #27: The reasons why you should be doing video testimonials

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I am joined by Clare to discuss the reasons why you should be making video testimonials and how your business will benefit by them.

👋 If you found this podcast interesting you might like my Marketing Club. Join to receive regular tips and advice on marketing, video and the web and Pro Members get access to my live marketing webinars every month, exclusive discounts and other perks. Find out more here ratherinventive.com/club/

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Know your customer

Republished from a short feature in an email newsletter for Start and Grow Enterprise.

Over the last 12 months, people have shifted dramatically to buying online. According to McKinsey, ‘more than three quarters of buyers and sellers say they now prefer digital self-serve and remote human engagement over face-to-face interactions – a sentiment that has steadily intensified even after lockdowns have ended.’

So it’s more important than ever to understand who your best customers are and appeal directly to them, especially if you cannot see them face to face or speak over the phone. When you know your customer, it helps you find more people like them, find better customers, and make your marketing more manageable by focusing on what matters.

A great way to make sure you are talking your customer language is to write out how your product or service fits your customers’ needs. It’s a simple process but it can highlight what’s important to your customer and helps you to focus on what to write.

To start, note down at least three goals or needs your customer has. For example, if you were a food box delivery service, these could be to: Save time cooking, Save money or Save stress. If you aren’t sure what your customer’s needs are, it won’t hurt to ask them why they buy from you. Send out a survey or ask them next time you are on the phone or chatting in Facebook Messenger.

Product Fit Hello Fresh example
Example Customer goals and product benefit of a food box delivery service

Once you have your customer needs, you should match how your product or service addresses these needs. For our food box example, you may help them save time by pre-measuring the food. Your boxes could have a fixed weekly cost to save money. And to reduce the stress of cooking a healthy meal, you can provide free tasty recipes.

Focusing on your customer needs and how your product benefits them will show your customer that you understand them and help your product stand out from the crowd. I find it also makes writing copy easier for social posts or your website as you’ll know what to focus on.

IMC30: The Future of Marketing

Ben chairs a discussion with Nicky Ayers (Ecl-ips CCTV), Catherine Every (Pippin Copywriting) and Jon Johnson (Mountain Perspective) looking at how future trends and challenges could impact on our strategies for lead generation.

Notes

What could the future of marketing look like?

You don’t own the platform

  • Rely on social and ads for new customers
  • The sales funnel is out of your control
  • No direct access to audience
  • What happens if their policies change?

People prefer to buy/work online

  • People prefer digital experiences – Easier, quicker.
  • Remote working reduces town centre visitors
  • How do they find out about you?

Search is voice only

  • In the car, jogging, cooking
  • Voice assistants only surface the first few results
  • How do you get found in a sea of a thousand results?

Tracking is dead

  • Browser tracking cookies are being blocked
  • Email is hiding your opens and clicks
  • How can we target them on other platforms?
  • Do we need to collect so much data?

What you can do about it

Build a strong brand

  • Trusted and consistent
  • Meet people where they are then invite them back to your place – your website

Tribe Marketing

  • Work with partners or as a group
  • Make use of their audience
  • Refer often

Use Video

  • Focus on personality (brand)
  • Make it useful, share something of value, have fun
  • Great audio/lighting

Use structured data

Be remarkable
Create email and social posts people really want to read, watch or be part of

IMC Podcast #26: How to review your blog content

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I share our process for reviewing your blog posts to find out which articles are getting the most visits and cause people to take action, and which ones are deadwood that needs cutting away.

👋 If you found this podcast interesting you might like my Marketing Club. Join to receive regular tips and advice on marketing, video and the web and Pro Members get access to my live marketing webinars every month, exclusive discounts and other perks. Find out more here ratherinventive.com/club/

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IMC Podcast #25: Marketing Funnel with Michelle Evans

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In this episode I share an extract from my conversation with Michelle Evans onhow developing a marketing funnel can take your from simply surviving, to SOLD OUT. Michelle takes us through the steps of developing a funnel from understanding your audience before jumping in to develop a funnel that will nurture more customers into working with you.

👋 If you found this podcast interesting you might like my Marketing Club. Join to receive regular tips and advice on marketing, video and the web and Pro Members get access to my live marketing webinars every month, exclusive discounts and other perks. Find out more here ratherinventive.com/club/

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IMC Podcast #24: Email marketing uses and stats

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In this episode I share an extract from my club webinar where I look at the uses of email marketing and what clicks and views to expect.

👋 If you found this podcast interesting you might like my Marketing Club. Join to receive regular tips and advice on marketing, video and the web and Pro Members get access to my live marketing webinars every month, exclusive discounts and other perks. Find out more here ratherinventive.com/club/

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IMC26: Marketing Strategy: Expert

My recommendations and advice for people regularly promoting their businesses who have completed the Foundation and Pro levels.

Notes

Marketing Fundamentals walkthrough (Expert)

Audience & Planning

Stats & Analytics

  • Identify two actions to increase website visits
  • Review your stats on YouTube
  • Watch IMC #3 YouTube Engagement
  • Review stats on website landing pages and goals
  • Review email clicks, which campaigns are working the best?

Web Design & Development

SEO & Content

  • Register your business on 5 high quality online directories
  • Perform deeper competitor research
  • Search for the keyword on Google
  • Review the first three organic result snippets (ignore the ads)
  • Visit each of the first three results
  • Compile your results
  • Conduct a review of your landing pages
  • Watch IMC #20: Blog Content Consolidation
  • Arrange guest blogging to build credibility & backlinks
  • Add additional topic related words to your landing page or blog content
  • Write another two blog posts

Social Media

  • Develop a sharing strategy for social
  • Make your social posts remarkable
  • Show awareness of ideal clients sector
  • Introduce video into marketing activites
  • Turn your what you learn into content
  • Watch IMC #15 How we make our podcast
  • Setup a pretty Facebook URL
  • Setup YouTube channel linked to Google +
  • Watch IMC 21: Mining LinkedIn to find prospects
  • Create your Social Tribe

Email Marketing

  • Collect visitors data with a compelling offer
  • Design a follow up email with extra information
  • Optimise your email layout for clicks
  • Experiment with animated graphics or videos in your email
  • Design a specific email newsletter targeted at your ideal client
  • Test your emails to make sure they aren’t going into SPAM

Business

  • Review your customers in terms of price, profitability, ease of conversion, previous business
  • Raise your prices by 10%
  • Focus on your best prospects first
  • Use CRM to track the nuturing process

IMC Podcast #23: Email Marketing with Nikki Elbaz

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A lot of people’s go-to in marketing is social media but I’ve noticed a reinsurance in email newsletters. I speak with Nikki Elbaz an email marketer about the benefits.

👋 If you found this podcast interesting you might like my Marketing Club. Join to receive regular tips and advice on marketing, video and the web and Pro Members get access to my live marketing webinars every month, exclusive discounts and other perks. Find out more here ratherinventive.com/club/

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