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Marketing Strategy: Foundation Level

Digital marketing ideas and mindmap on a cluttered desk

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

Jump to a specific category:

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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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Illustrated webinar

Janine Sullivan Illsutrator Video Workshop

Janine Sullivan, a freelance illustrator who attended my Growth Hub Video Strategy workshop recently, loved my presentation so much she drew out some of the slides. It’s so funky and ‘remarkable’ I had to share it.

‘I loved your presentation and the slides were all very positive hence why I drew them.’

Janine even created a video of her work using Giffy, perfectly demonstrating some of my ideas about repurposing content and creating something remarkable that people will be compelled to share.

‘I just wanted to say thank you for such an informative and helpful workshop.
…Your workshop was so positive I wanted to encapsulate it in a video.’

If you like Janine’s style checkout her Depop Shop where you can buy various accoutrements based on her drawings. My favourites are the ones of her whippet.

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.

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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How COVID-19 has changed B2B sales forever

Stats from McKinsey on the changes and what this means for the future of online sales. Via Jonathan Pollinger.

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.

Safety is one reason, of course. But self-serve and remote interactions have made it easier for buyers to get information, place orders, and arrange service, and customers have enjoyed that speed and convenience. Only about 20 percent of B2B buyers say they hope to return to in-person sales, even in sectors where field-sales models have traditionally dominated, such as pharma and medical products.

I enjoy in-person contact for connecting and relationship building but buying online is almost always easier especially for repeat purchases. Also where it reduces the need for travel I’m all for it.

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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The Imperfect Interview

I guested on Benjamin Catley-Richardson podcast about a failure in my business past and a challenge that I’m currently facing. As he mentions at the end we could have talked for hours, and we often do. A great person to have a coffee with.

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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