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Category: Marketing

Marketing Articles: Page 2

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

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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IMC Podcast #22: Marketing Boost – Convert your customers

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For this episode I’d like to share an extract from my Marketing Boost webinar where I look at why feedback is important and how to get more of it. Spoiler, you just need to ask.

👋 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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IMC24: Marketing Strategy: Pro

IMC Podcast #21: Marketing Boost – Engage your audience

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For this episode I’d like to share an extract from my Marketing Boost webinar where I share how you can be remarkable in your business and why that matters. Credit goes to Seth Godin for the idea.

👋 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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IMC23: Marketing Strategy: Foundation

My recommendations and advice for a startup or business new to marketing.

Notes

Marketing Fundamentals walkthrough (Foundation)

https://ratherinventive.com/blog/marketing-strategy-foundation/
My recommendations and advice that I have gained from working with over 500 companies in the last 10years. This is the Foundation level out of the series which is targeted at startups and businesses that are new to marketing.

Planning Section Highlights

  • Write down three things you’d like your business to achieve over the next 12 months
  • Take each objective and note down how you’ll achieve them
  • Try writing your company strap line in 20 words
  • Describe your ideal customer in 5 words
  • Listen to how Gina Geoghegan started her drinks business Wild Fizz Kombucha
    https://soundcloud.com/rather-inventive/wild-fizz-kombucha-interview 

Top Tip: Spend more time on your planning than anything else as every hour you spend planning will save you so much time in the long run.

Analytics Section Highlights

Start setting things up as when you advance to the other marketing levels you will have something useful to work with.

  • Set up a Google Analytics profile for your website
  • Read beginners guide to Google analytics
  • Set up a monthly Google Analytics email report

Website Section Highlights

I am assuming you have sort of website, if you don’t skip this section but for now we want to see where you are:

  • Grade your website performance
  • Make a backup of your website
  • Check your website has no page errors
  • Update your website content manager and any plugins to the latest version
  • Add a cookie policy to your website to be GDPR compliant

Helpful Links:
https://ratherinventive.com/blog/imc-podcast-10-what-your-website-needs-to-be-legal/
https://ratherinventive.com/blog/boiling-essentials-gdpr-first-step-navigating-new-regulation/

SEO Section Highlights

  • Check you have a Google friendly site
  • Localise your primary keyword
  • Research your primary keyword
  • Find out the Google position for your primary keyword
  • Check home page title and description are eye catching and interesting

Helpful Links:

https://ratherinventive.com/blog/imc-podcast-1-creating-an-seo-strategy/
https://ratherinventive.com/blog/imc-podcast-2-building-on-your-seo-strategy/

Social Section Highlights

A couple of simple things to cover but we go into more depth on the Pro Level:

  • Set up a personal LinkedIn profile
  • Set up a Google My Business page
  • Get Local with Facebook and Google My Business

Helpful Links:

https://support.google.com/business/answer/2911778?hl=en-GB
https://public.3.basecamp.com/p/tTQrpkkRZjz1K98PiAvjtiEj

Business Section Highlights

This is everything else, all the admin but all useful stuff

  • Understand basic marketing and accounting terms
  • Set up a spreadsheet to log your business numbers

IMC Podcast #20: Marketing Boost – Understanding Your Customer

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For this episode I’d like to share an extract from my Marketing Boost webinar where I show a technique to better understand how you can marry what you offer to your customers needs.

👋 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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Validation is a mirage

Jason Fried on product validation.

‘How do you know if what you’re doing is right while you’re doing it? You can’t be. You can only have a hunch, a feeling, a belief. And if the only way to tell if you’ve completely missed the mark is to ask other people and wait for them to tell you, then you’re likely too far lost from the start. If you make products, you better have a sense of where you’re heading without having to ask for directions.’

I often get asked if a certain page design or ad is going to work before it’s even off the drawing board and Jason’s post echos my thoughts. You just can’t.

Sure something may have worked before, for another company, in another medium but will it work now? I don’t know. But I do know that we can try it out, tweaking the idea until it does or doesn’t. Either way we’ll know for sure.

Jenny Jarvis, portlandholidaycottages.co.uk – Club Member Profile

IMC Club Member Jenny Jarvis from PortlandHouse shares her thoughts and feedback on how the Inventive Marketing Club has impacted and helped improve their business marketing.

👋 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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How to get better at marketing – A Business Marketing Strategy

My foundation business marketing strategy will provide you with marketing resources, advice and guidelines in a simple, step by step process. The advice and tips are for any startup or small business owner new to marketing.

Most tasks include examples, downloads or the steps needed to complete them as well as insightful interviews with leading entrepreneurs and fascinating blog articles to expand your knowledge.

What is a marketing strategy?

A marketing strategy is a plan of how a business will find people interested in their product and turn them into customers. Business marketing strategies don’t need to be complicated and can just be the goal and a series of steps of how to get there.

Jump to a specific category:

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