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Am I FLoCed?

3rd party cookies are dead, so Google has been cooking up their replacement, Federated Learning of Cohorts or FLoC for short. Read more about FloC in this article from the Electronic Frontier Foundation (EFF).

‘If you have been assigned a FLoC ID, it means that your browser has processed your browsing history and assigned you to a group of “a few thousand” similar users. The FLoC ID is the label for your behavioral group. This numeric label is not meaningful on its own. However, large advertisers (like Google) and websites (like… Google) will be able to analyze traffic from millions of users to figure out what the members of a particular FLoC have in common. Those actors may use your FLoC ID to infer your interests, demographics, or past behavior.’

As a marketer I find a few tracking metrics such as which web pages have the most visits and where (broadly speaking) people came from highly useful but I don’t want to get lost in the data and would rather focusing on making great content and working with clients. And as an advertiser It’s great to refine your spend to only show ads to people who will be most interested. But I don’t agree that we need pervasive tracking to achieve this.

Some of the best advertising that has influenced me, has been from places of trust such as podcasts I love or blog I read daily. If a company wants to get in front of more people they might be better to tie into content providers with the right audience rather than target individuals on any platform with hyper personalised automated ads. The problem is that social media platforms have inserted themselves in between us and the content and are now charging rent.

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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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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An entrepreneur’s guide to trademarks

A great explainer from Seth on what trademarks are, well worth a listen.

Until listening I was ignorant of the difference between the ™ symbol and the ® symbol. One is legally recognised and registered and the other is your assertion of an unregistered trademark.

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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Focus on your clients

Matt Saunders writing on how to build rapport clients.

‘Repeat business is important because the average repeat customer spends 67% more in months 31-36 of their relationship with a business than they do in months 0-6. This particular study pertains to e-commerce sales but I have seen similar patterns in the B2B space also. It’s really all about trust. Once you’ve earned it, they’ll come back for more.’

I cannot correlate the percentages but I know that I win more business from clients that I work with regularly. In fact just regularly communicating with clients I’ve found will stimulate business either by giving them ideas or keeping my business front of mind.

Matt’s article is specific to his industry but a lot of the advice works for any business. He outlines the following tips:

  1. Get process in place – You’ll look and be more professional and work will be easier to manage
  2. Don’t hide behind your email – Find other ways to communicate with them: in-person, video call, gifts, referrals
  3. Get to know you clients – You’ll be able to serve them better and it’s rewarding for your soul if you have a genuine connection
  4. Build long term relationships – Time spent will pay dividends in future work and referrals
  5. Self development – Listen to the best podcasts and audio books available. Ask clients for their favourites and share yours with them

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.

IMC Podcast #19: Your New Marketing Strategy – Part 6, Business

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This is the final of 6 episodes in which I’ll be walking you through the foundation level of my Marketing Strategy. I’m going give you ideas, advice and guidelines in a simple, step by step process that will work for any startup or business new to marketing.

The episodes cover Planning, Stats and Analytics, Website Development, Search Engine Optimisation, Social Media and Business tasks that you need to do to give you marketing strategy a great foundation.

If you want to jump ahead everything I’m talking about is available online now ratherinventive.com/marketing-strategy

For now here’s part 6 and it’s about Business. Enjoy.

👋 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 https://ratherinventive.com/club/

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Thumbs Up YouTube listing previewer

Screenshot of Thumb Up YouTube thumbnail previewer

Thumbs Up is a handy YouTube video thumbnail listing preview tool. Use it to make sure your content can be seen at every size and that important text isn’t covered up.

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