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Marketing Articles: Page 3

Finding people to complement your weaknesses

Watch Amber Atherton share why it is important to find people who don’t mirror your strengths but supplement your weaknesses.

Amber Atherton, boss of tech firm Zyper (recently bought by Discord), says you need staff who are good at things you might not be.

BBC News

Don’t be afraid to find people who have a different set of strengths from you.

It’s time to flip the marketing funnel

Ecommerce, just like marketing, requires long-term investment to yield the best long-term results.

Promotion is the gasoline. The accelerant of not only sales, but brand essence. Yet, if you can’t control the experience, then a drop in price can lead to a drop of future brand value. It might even be better to hold back instead of leaping forward with the first discount that comes to hand.

Mediatel News

Think about the three Cs of Culture, Community and Commerce as you navigate your marketing funnel.

IMC Podcast #38: The best way to find keywords

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Subscribe on YouTube, Apple Podcasts or Android.


Ben shares the best way to find the keywords that people use to find services like yours online and how to optimise 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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Coca Cola’s most memorable marketing blunders ever

Even the big brands can sometimes get it wrong…

The infamous error, which is still remembered 35 years later as a spectacular failure, was the release of “New Coke” – which saw the formula of what was and is still the most popular soda in the world changed for the first time in 99 years.

According to Coca-Cola, the launch of the product, which was pushed aside for the return of the original recipe just 79 days later, “spawned consumer angst the likes of which no business has ever seen”.

However, to fully understand the scope of the mistake, the soda company insists that one must first take into context the factors that “shaped the launch decision”

Inside the recipe tweak which sparked nationwide backlash, Independent

Make sure you listen to your consumers and don’t be afraid to reach out to them to ask for feedback.

Businesses having to adapt to lockdown-cultivated shopping behaviours

Has your business felt the impact of consumers being less impulsive and keen to spend?

The majority (63%) of global consumers say new behaviours adopted under lockdown now feel “normal”.

Brands are becoming less of a factor for 44% of global consumers when it comes to purchasing decisions, as the pandemic has aided consumers in learning to live with less and consume better.

There is less pressure for consumers to keep up with the latest gadgets and technology trends (41%)

Source: EY’s Future Consumer Index – By Marketing Week Reporters

IMC Podcast #37: Reviewing your Google My Business profile

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A clip from a joint webinar with Heidi from Minx Media where Ben goes through how to review and optimise your Google My Business profile.

👋 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 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

10 Steps to Optimizing Videos for Search & Discovery on Youtube

In this post, you’ll learn how find actionable advice on video SEO best practices in order to give you a step-by-step guide to optimising your videos.

Here are some tips for optimizing your videos for YouTube’s Home Screen:

Upload new videos on a consistent basis to give your audience an expectation of when they can see more new content.

Keep viewers engaged for longer and encourage them to come back for more. Whether it’s with a long video or several short ones, the longer you keep people watching, the more your content is likely to get surfaced.

Keep doing what works. When you create something that’s working for your audience, do it again. YouTube surfaces more content that your viewers like. Don’t be afraid to experiment, but do so mindfully. Observe feedback from your audience and give them time to adjust.

George Jarboe, Search Engine Journal

Youtube remove dislike button from public view

YouTube announced last week that it is removing its ‘dislike’ counts on videos for public across its platform

In the instance of YouTube removing the dislike counts publicly, it’s good for all 3 stakeholders because it limits mass trolls that often videos can get, it allows creators to be more experimental with their content while not being afraid of backlash. For users the like button still serves as a way for them to know if a video has been appreciated while letting them form their own opinions.

At the same time, creators can still opt to view their dislikes privately so they can receive needed data driven feedback to know what’s working for them.

Karuna Sharma, Advertising & Media Insider

With YouTube disabling public dislike and Instagram testing time-outs, these influencers and agencies suggest more steps to building a safer space on the internet.

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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Become a marketing magician

An interesting approach to help funnel your consumer’s decisions into getting a sale.

A study from Goldsmiths, University of London, says the psychology used by magicians to deceive audiences can also be used to influence consumer choices in other areas. The study, published in Trends in Cognitive Science, identifies different psychological tools used by magicians. In the same way that someone might be directed to choose the “right” card in a magic trick, so, too, we can be “nudged” towards buying products in the supermarket.

BBC News, Magicians’ tactics found in politics and marketing

By understanding a magicians’ technique in sculpting their audience’s decisions you too maybe able to encourage more consumers to chose your products.

How one man and shoes made a multi-billion-dollar business

Definitely worth a watch. Can also be found on iPlayer.

The story of the phenomenon of Air Jordan sneakers, showing their social, cultural and racial significance and how groundbreaking marketing strategies created a multi-billion-dollar business.

It is also a story with a dark side – manufacturer Nike’s high price tag and genius marketing strategy has fuelled a demand so high that since 1989, young people have killed and been killed for a pair of the famous sports shoes. Nike has turned a blind eye. This film is a parable of America’s dark love affair with consumer capitalism and celebrity culture.

BBC News, One man and his shoes

IMC Podcast #35: Content & Blogging Strategy

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Subscribe on YouTube, Apple Podcasts or Android.


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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Director Strategy: The Four Cornerstones of Leadership – 23rd Nov 2021 [Free event]

Focusing on several important aspects of Leadership, The Gloucestershire Growth Hub has organised a free two day workshop series featuring an outstanding line up of speakers, all experts in their field and they want to pass on what they know to you. 

Come along and learn from the best in the business. For Free.

The event, takes place on November 23-24 and will look specifically at the Four Cornerstones of Leadership, giving you practical tools and techniques to get your growth strategy on track for 2022 and beyond.

We’ll be digging deep with expert speakers and collaborative working to uncover successful leadership strategies on key themes:

  • Resilience – Peter Milligan
  • People – Elaine Warwicker
  • Innovation – Dr David Dawson
  • Marketing Strategy – Ben Kinnaird

Places are free, but limited. You can come in person and they’ll even treat you to lunch, or you can join online from the comfort of your office or kitchen table.

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Cats, Mats, Maths and Myths

This post, on the Bromsgrove Speakers Club website, has some useful advice when presenting in public but they can also be used when presenting on video. Via David Wike.

Before we start, we need to acknowledge that there are barriers to effective verbal communication. A downbeat voice, not engaging with the audience and not appearing to be sincere in what we say, will prevent us from being an effective and persuasive presenter.

IMC34: WordPress Walkthrough 2021

Cultivate better customer relationships & cultivate brand loyalty

Increased consumer protection poses a unique set of challenges for marketers.

Brands and marketers must look beyond typical third-party data, like general demographics or the time users spend on a page, and understand the specific interests and objectives of their customers. The next generation of marketing will run on an intentional brand-to-consumer relationship where collaboration—likely in the form of sharing data and incentives between parties—will drive purchasing power. Consumers want relationships with the brands they prefer, but many companies don’t focus on building this type of loyalty. If marketers strategise and embrace these changes in data privacy, they can cultivate better customer relationships and brand loyalty.

By MarketingTech

The cookie is on the way out, and no, I don’t mean the dessert. Third-party data collection— “cookies” to most— lost their allure because consumers are skeptical and privacy laws are increasing.

The UK’s data watchdog, received a 60% increase of reported nuisance contact

The ICO recorded an average of 13,925 reports of nuisance calls, texts and emails received each month across the UK.

“This is not to say that all reports of nuisance contact have malicious undertones, but it is certainly something that end-users and business decision-makers must be aware of, particularly as the remote working climate has increased the cyber threat facing businesses.”

By MarketingTech

Make sure your marketing doesn’t fall into this category and that there is value in the contact you make to your customers.

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

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Subscribe on YouTube, Apple Podcasts or Android.


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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A data ecosystem that is rooted in consumer trust

Find a way to personalise the consumer journey without the need for unauthenticated device and browser IDs

It’s time to rebuild the modern-day ecosystem to transact on people-based identity and to move away from the third-party cookie. It’s time to build an ecosystem that is rooted in consumer trust and puts the consumer first. And, in a trusted ecosystem, this trust is expressed through a privacy-focused, transparent authentication experience.

By MarketingTech

Provide authentic value by offering a clear and fair exchange of information.

ISBA launches Code of Conduct for influencer marketing

A new code of practice aimed at raising standards, smoothing relationships between industry participants, and delivering transparency for consumers.

Jill Dougan, ISBA executive committee chair and customer director, British Gas Energy said: “As marketing continues to evolve, it is vital we keep pace with new marketing channels and ensure they are being used honestly and authentically. Influencer marketing is a great way to reach and engage with customers but until now there has not been a common code that everyone involved adheres to.

By Asa Hiken

A valuable tool to anyone involved in influencer marketing.

IMC Podcast #33: Being Authentic on Video with Jonathan Mahan

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Subscribe on YouTube, Apple Podcasts or Android.


Ben speaks with Jonathan Mahan on how to be authentic on video and the benefits of engaging your customers with candid videography.

👋 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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