Marketing Freed

David Richter

Are you an ambitious marketer seeking new strategies and inspiration so that you can become an effective marketing leader? Welcome to Marketing Freed, the podcast designed to elevate your marketing game and inspire innovation. Each week, marketing expert David Richter sits down with a freelance marketing expert, to uncover the marketing strategies and techniques they’ve honed in their specialist field. Marketing Freed brings you regular inspiration for marketers, whether in-house, freelance or agency, as well as business leaders looking to gain an edge with their marketing so that they can grow their business. Subscribe today on your favourite podcast platform. Marketing Freed is a ClickPop podcast. Find out more at www.ClickPop.co.uk. read less
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Episodes

How To Stop Self-Silencing and Amplify Your Impact: A Conversation with Fifi Mason
3d ago
How To Stop Self-Silencing and Amplify Your Impact: A Conversation with Fifi Mason
In this episode, David welcomes Fifi Mason, a personal brand and visibility coach, to explore the topic of self-silencing.Whether you’re a solopreneur who doesn’t believe you have anything valuable to say, or a marketing team who needs to help an introverted internal expert become the organisation's evangelist, Fifi guides you through how to stop self-silencing, express yourself and make an impact.In this episode, we discuss:What is self-silencingThe five core reasons why you might be self-silencingStrategies and techniques you can use to overcome self-silencingCONNECTFifi Mason on LinkedIn https://www.linkedin.com/in/thefifimason/ Fifi’s website: https://fifimason.com/ More links to Fifi’s social channels: https://fifimason.com/connect/ David Richter on LinkedIn - https://www.linkedin.com/in/david-richter-clickpop/ or www.clickpop.co.uk  LISTENSpotify: https://open.spotify.com/show/2rZo9Z5laMfQ9OsY9OVyPq?si=652f6e969f9e42ec Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-freed/id1731359462 YouTube: https://www.youtube.com/@MarketingFreedPodcast Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5jYXB0aXZhdGUuZm0vbWFya2V0aW5nZnJlZWQv?sa=X&ved=0CAMQ4aUDahcKEwiYgMzw6ryEAxUAAAAAHQAAAAAQNg Amazon Music: https://music.amazon.co.uk/podcasts/08eb4a0a-cdfd-4cf7-8801-20f983579715/marketing-freed PlayerFM: https://player.fm/series/series-3552796 Podchaser: https://www.podchaser.com/podcasts/marketing-freed-5619008 Deezer: https://www.deezer.com/en/show/1000659902
The Good, The Bad, and The BS in Marketing - A Candid Chat With Sabrina Chevannes
13-06-2024
The Good, The Bad, and The BS in Marketing - A Candid Chat With Sabrina Chevannes
When a business recognises they have a marketing need that they don’t have the skills or capacity for in-house, and it doesn’t warrant making a permanent hire, they often default to finding a marketing agency to do the work. But agencies are expensive, and certainly in my experience, a lot of them are a bit crap. Turns out I’m not alone in that belief, in fact a lot of people running agencies believe that too. Including Sabrina Chevannes, Founder of Complex Creative, the no-bullshit agency. And in this episode Sabrina and I chat through some of the flaws of the agency model, how to sniff out bs, and what you should be doing to make sure a relationship with an agency or a freelancer is a success.In this episode, we discuss:Some of the flaws inherent in the agency model.How businesses can avoid falling victim to flashy but ineffective agenciesStrategies you can use to establish clear, results-driven relationships with an agency or freelancerThe benefits of full-service vs niche when it comes to agenciesCONNECTSabrina Chevannes on LinkedIn https://www.linkedin.com/in/sabrinachevannes/ Sabrina’s website: sabrinachevannes.com Complex Creative: wearecomplexcreative.com  NoBS: https://n0bs.com/ David Richter on LinkedIn - https://www.linkedin.com/in/david-richter-clickpop/ or www.clickpop.co.uk  LISTENSpotify: https://open.spotify.com/show/2rZo9Z5laMfQ9OsY9OVyPq?si=652f6e969f9e42ec Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-freed/id1731359462 YouTube: https://www.youtube.com/@MarketingFreedPodcast Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5jYXB0aXZhdGUuZm0vbWFya2V0aW5nZnJlZWQv?sa=X&ved=0CAMQ4aUDahcKEwiYgMzw6ryEAxUAAAAAHQAAAAAQNg Amazon Music: https://music.amazon.co.uk/podcasts/08eb4a0a-cdfd-4cf7-8801-20f983579715/marketing-freed PlayerFM: https://player.fm/series/series-3552796 Podchaser: https://www.podchaser.com/podcasts/marketing-freed-5619008 Deezer: https://www.deezer.com/en/show/1000659902
From Confused to Conversions: Mastering UX with John Millist
06-06-2024
From Confused to Conversions: Mastering UX with John Millist
In this episode, we delve into transforming website traffic into valuable leads, featuring insights from John Millist, a seasoned UX consultant.We discuss the common pitfalls companies face in user experience, the importance of truly understanding your audience and involving actual users in the UX process to avoid biases and ensure meaningful design solutions.The conversation also covers practical aspects of UX work, including the art of getting genuine feedback from users and a straightforward UX process centred around research, design, and testing.In this episode, we discuss:What UX is and isn’tThe importance of understanding your audienceA process to follow to continually improve your UXHow to recruit usersTools to use to gather data and feedback on the user journeyHow to ask questions that gain the most valuable insightsCONNECTJohn Millist on LinkedIn https://www.linkedin.com/in/john-millist-63068774/ or https://twogether-digital.co.uk/ David Richter on LinkedIn - https://www.linkedin.com/in/david-richter-clickpop/ or www.clickpop.co.uk  LISTENSpotify: https://open.spotify.com/show/2rZo9Z5laMfQ9OsY9OVyPq?si=652f6e969f9e42ec Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-freed/id1731359462 YouTube: https://www.youtube.com/@MarketingFreedPodcast Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5jYXB0aXZhdGUuZm0vbWFya2V0aW5nZnJlZWQv?sa=X&ved=0CAMQ4aUDahcKEwiYgMzw6ryEAxUAAAAAHQAAAAAQNg Amazon Music: https://music.amazon.co.uk/podcasts/08eb4a0a-cdfd-4cf7-8801-20f983579715/marketing-freed PlayerFM: https://player.fm/series/series-3552796 Podchaser: https://www.podchaser.com/podcasts/marketing-freed-5619008 Deezer: https://www.deezer.com/en/show/1000659902
Remembering The First P - Why Marketing Needs to Be Involved In New Product Development, with Lauren Fisher
30-05-2024
Remembering The First P - Why Marketing Needs to Be Involved In New Product Development, with Lauren Fisher
When most people think about marketing, they automatically think about the promotional aspects of it. But anyone who has studied GCSE business will be able to tell you, that the other P’s in the marketing mix are equally important. In this episode of Marketing Freed,  product marketing consultant Lauren Fisher joins me to discuss the importance of marketing being involved in new product development, along with some tips from Lauren to make sure you end up with something your customers actually want to buy.In this episode, we discuss:How marketing can build strong connections with product development teams.How to gain insights from consumers What factors you should prioritise new product development ideas onCONNECTLauren Fisher on LinkedIn https://www.linkedin.com/in/lauren-fisher-69553837/ or Lauren’s website: https://productmarketingpeople.com/ David Richter on LinkedIn - https://www.linkedin.com/in/david-richter-clickpop/ or www.clickpop.co.uk  LISTENSpotify: https://open.spotify.com/show/2rZo9Z5laMfQ9OsY9OVyPq?si=652f6e969f9e42ec Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-freed/id1731359462 YouTube: https://www.youtube.com/@MarketingFreedPodcast Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5jYXB0aXZhdGUuZm0vbWFya2V0aW5nZnJlZWQv?sa=X&ved=0CAMQ4aUDahcKEwiYgMzw6ryEAxUAAAAAHQAAAAAQNg Amazon Music: https://music.amazon.co.uk/podcasts/08eb4a0a-cdfd-4cf7-8801-20f983579715/marketing-freed PlayerFM: https://player.fm/series/series-3552796 Podchaser: https://www.podchaser.com/podcasts/marketing-freed-5619008 Deezer: https://www.deezer.com/en/show/1000659902
Actionable Social Media Audits, with Fiona O’Donoghue
23-05-2024
Actionable Social Media Audits, with Fiona O’Donoghue
The cornerstone of any strategy is not just understanding where you want to be, but also where you are now. And getting social media right for your organization is no different.In this episode of Marketing Freed, I’m joined by social media consultant, Fiona O'Donoghue, as we discuss how brands can audit their social media and use that as a springboard into an effective social media strategy.In this episode, we discuss:What a social media audit should include.The key metrics to analyse.Which social profiles you should analyse beyond your own brand’s. How frequently you should run a social media audit.Competitive analysis can provide inspiration and insight into what works well in your industry and beyond.The importance of integrating social media efforts into the broader marketing strategy for a cohesive user experience.CONNECTFiona O’Donoghue on LinkedIn:https://www.linkedin.com/in/fiona-odonoghue/ Instagram: https://www.instagram.com/attentionseeker_social/ or Fiona’s website: https://attention-seeker.com/ David Richter on LinkedIn - https://www.linkedin.com/in/david-richter-clickpop/ or www.clickpop.co.uk LISTENSpotify: https://open.spotify.com/show/2rZo9Z5laMfQ9OsY9OVyPq?si=652f6e969f9e42ec Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-freed/id1731359462 YouTube: https://www.youtube.com/@MarketingFreedPodcast Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5jYXB0aXZhdGUuZm0vbWFya2V0aW5nZnJlZWQv?sa=X&ved=0CAMQ4aUDahcKEwiYgMzw6ryEAxUAAAAAHQAAAAAQNg Amazon Music: https://music.amazon.co.uk/podcasts/08eb4a0a-cdfd-4cf7-8801-20f983579715/marketing-freed PlayerFM: https://player.fm/series/series-3552796 Podchaser: https://www.podchaser.com/podcasts/marketing-freed-5619008 Deezer: https://www.deezer.com/en/show/1000659902
Engineering Success: Structured Marketing Strategies with Ros Conkie
16-05-2024
Engineering Success: Structured Marketing Strategies with Ros Conkie
The idea of a target market has been around for donkey's years. But with increasingly crowded markets, along with better targeting options for your marketing, simply knowing broadly who you’re selling to isn’t enough, particularly if you’re a smaller business with a limited budget. In this podcast episode, David is joined by marketing consultant and trainer Ros Conkie to explore strategies for businesses to identify their ideal customers and employ cost-effective marketing tactics to reach them.In this episode, we discuss:The importance of understanding your ideal customer persona (ICP)What characteristics should form your ICPHow to find out what makes your ICP tickHow to employ a lean approach to your marketing to continually optimise itThe complexities of attribution and a simple way to get a signal from the noiseCONNECTRos Conkie on LinkedIn https://www.linkedin.com/in/rosconkie/ or Ros’s website: https://rosconkie.com/ David Richter on LinkedIn - https://www.linkedin.com/in/david-richter-clickpop/ or www.clickpop.co.uk  OTHERRos has created a checklist for creating your Ideal Customer Persona which you can download here: https://rosconkie.com/checklist LISTENSpotify: https://open.spotify.com/show/2rZo9Z5laMfQ9OsY9OVyPq?si=652f6e969f9e42ec Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-freed/id1731359462 YouTube: https://www.youtube.com/@MarketingFreedPodcast Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5jYXB0aXZhdGUuZm0vbWFya2V0aW5nZnJlZWQv?sa=X&ved=0CAMQ4aUDahcKEwiYgMzw6ryEAxUAAAAAHQAAAAAQNg Amazon Music: https://music.amazon.co.uk/podcasts/08eb4a0a-cdfd-4cf7-8801-20f983579715/marketing-freed PlayerFM: https://player.fm/series/series-3552796 Podchaser: https://www.podchaser.com/podcasts/marketing-freed-5619008 Deezer: https://www.deezer.com/en/show/1000659902
Optimising Website Performance Using Psychology and Design Insights
09-05-2024
Optimising Website Performance Using Psychology and Design Insights
A major challenge when trying to attract new customers via your website is you’re relying on a digital medium to try and spark a human connection. However, it is possible to hack into human psychology to influence the behaviour of your website visitors and get more people to take the actions you want them to take. In this episode, I’m joined by freelance growth marketer and web design specialist, Steve Linney, who talks about how the layout, images, colours and language you use on your websites can make a massive impact on your conversion rates. In this episode, we discuss:Why you should avoid talking about mememeThe role of psychology in web designOptimisation tactics and approachesHow certain design elements can make a huge difference to where our eyes are drawn on a web pageTools you can use to help implement and track your optimisationsHow you can run low-risk experiments before making a major change CONNECTSteve Linney on LinkedIn https://www.linkedin.com/in/stevelinney/ , Twitter: https://twitter.com/stevelinney or Steve’s website: stevelinney.comDavid Richter on LinkedIn - https://www.linkedin.com/in/david-richter-clickpop/ or www.clickpop.co.uk  OTHERTowards the end of the episode, we also discussed Steve’s latest project https://www.thetryb.com/ which aims to help people explore a mix of well-being experiences, including breathwork. Steve has also provided a useful resource about how Breathwork can make you a better marketer: https://www.stevelinney.com/blog/how-meditation-can-make-you-a-better-marketer/ LISTENSpotify: https://open.spotify.com/show/2rZo9Z5laMfQ9OsY9OVyPq?si=652f6e969f9e42ec Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-freed/id1731359462 YouTube: https://www.youtube.com/@MarketingFreedPodcast Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5jYXB0aXZhdGUuZm0vbWFya2V0aW5nZnJlZWQv?sa=X&ved=0CAMQ4aUDahcKEwiYgMzw6ryEAxUAAAAAHQAAAAAQNg Amazon Music: https://music.amazon.co.uk/podcasts/08eb4a0a-cdfd-4cf7-8801-20f983579715/marketing-freed PlayerFM: https://player.fm/series/series-3552796 Podchaser:
Outsmarting Google’s Dirty Tricks With PPC Expert David Miles
02-05-2024
Outsmarting Google’s Dirty Tricks With PPC Expert David Miles
Advertising on search engines can be a quick and effective way to get your business in front of the right people when they’re actively looking for a product or service you provide.But with Google making it so easy for anyone to get started, unless you’re careful, you can quickly find you’ve hosed away all of your marketing budget on buying irrelevant clicks. In this episode, I’m joined by David Miles from The PPC Machine, who shares some of the many tactics he has employed to help thousands of small businesses grow online, and some of the pitfalls that Google make all too easy for the unsuspecting marketer to fall into.  In this episode, we discuss:Why the Google Partner Program can be detrimental to a consultant’s clientsSettings and suggestions to avoid in your Google Ads campaignsHow to get your ads to stand out from the crowd and increase your click through rateCONNECTDavid Miles on LinkedIn - https://www.linkedin.com/in/googleadwordsguy/ or David’s website https://www.theppcmachine.co.uk/  David Richter on LinkedIn - https://www.linkedin.com/in/david-richter-clickpop/ or www.clickpop.co.uk  LISTENSpotify: https://open.spotify.com/show/2rZo9Z5laMfQ9OsY9OVyPq?si=652f6e969f9e42ec Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-freed/id1731359462 YouTube: https://www.youtube.com/@MarketingFreedPodcast Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5jYXB0aXZhdGUuZm0vbWFya2V0aW5nZnJlZWQv?sa=X&ved=0CAMQ4aUDahcKEwiYgMzw6ryEAxUAAAAAHQAAAAAQNg Amazon Music: https://music.amazon.co.uk/podcasts/08eb4a0a-cdfd-4cf7-8801-20f983579715/marketing-freed PlayerFM: https://player.fm/series/series-3552796 Podchaser: https://www.podchaser.com/podcasts/marketing-freed-5619008 Deezer: https://www.deezer.com/en/show/1000659902
Pre-Planning PR for Maximum Impact - With Maeve O'Sullivan
25-04-2024
Pre-Planning PR for Maximum Impact - With Maeve O'Sullivan
When done right, PR can gain exposure for your brand that money simply can’t buy. But in many businesses, it’s an afterthought to a wider campaign and a last-minute press release is rushed out to little effect.In this episode, I’m joined by freelance communications expert Maeve O’Sullivan who gives valuable insights into building relationships with journalists, strategic PR planning and embracing a variety of content forms to maximise your PR efforts. In this episode, we discuss:The importance of integrating PR into campaigns from the outsetUsing embargos to warm up relationships before a launchHow you can leverage media coverage to maximise its impactHow to create press-worthy campaigns Why PR isn’t just about press, and how events, podcasts and other media can grow your brandCONNECTMaeve O’Sullivan on LinkedIn - https://www.linkedin.com/in/maeveosullivan/ or Maeve’s website https://www.moscomms.com/ David Richter on LinkedIn - https://www.linkedin.com/in/david-richter-clickpop/ or www.clickpop.co.uk  LISTENSpotify: https://open.spotify.com/show/2rZo9Z5laMfQ9OsY9OVyPq?si=652f6e969f9e42ec Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-freed/id1731359462 YouTube: https://www.youtube.com/@MarketingFreedPodcast Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5jYXB0aXZhdGUuZm0vbWFya2V0aW5nZnJlZWQv?sa=X&ved=0CAMQ4aUDahcKEwiYgMzw6ryEAxUAAAAAHQAAAAAQNg Amazon Music: https://music.amazon.co.uk/podcasts/08eb4a0a-cdfd-4cf7-8801-20f983579715/marketing-freed PlayerFM: https://player.fm/series/series-3552796 Podchaser: https://www.podchaser.com/podcasts/marketing-freed-5619008 Deezer: https://www.deezer.com/en/show/1000659902
Understanding the impact of SGE on SEO, with Hannah Millist
18-04-2024
Understanding the impact of SGE on SEO, with Hannah Millist
For the last 20 years, if you wanted to find something out online, you almost certainly used Google to start the process. But in what feels like the blink of an eye, AI has come along and promises to disrupt how people discover, interact with and understand the whole of the internet.  Joining me today is Hannah Millist, founder of TwoGether Digital, where we'll talk about how Google is experimenting with AI and its search results, and how businesses can get their content to be SGE ready.In this episode, we discuss:What SGE isHow you can test SGE out before it gets released to the UK How AI’s integration into search results is likely to impact SEO and web trafficThe type of content that Google seems to prioritise in its SGE responsesCONNECTHannah Millist on LinkedIn:https://www.linkedin.com/in/hannah-millist-bb23b5188/ or https://twogether-digital.co.uk/ David Richter on LinkedIn - https://www.linkedin.com/in/david-richter-clickpop/ or www.clickpop.co.uk  LISTENSpotify: https://open.spotify.com/show/2rZo9Z5laMfQ9OsY9OVyPq?si=652f6e969f9e42ec Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-freed/id1731359462 YouTube: https://www.youtube.com/@MarketingFreedPodcast Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5jYXB0aXZhdGUuZm0vbWFya2V0aW5nZnJlZWQv?sa=X&ved=0CAMQ4aUDahcKEwiYgMzw6ryEAxUAAAAAHQAAAAAQNg Amazon Music: https://music.amazon.co.uk/podcasts/08eb4a0a-cdfd-4cf7-8801-20f983579715/marketing-freed PlayerFM: https://player.fm/series/series-3552796 Podchaser: https://www.podchaser.com/podcasts/marketing-freed-5619008 Deezer: https://www.deezer.com/en/show/1000659902
Crafting Compelling Case Studies With Rob Beadle
04-04-2024
Crafting Compelling Case Studies With Rob Beadle
Whether it’s fair or not, people generally don’t trust marketing, which is what makes customer case studies so valuable. Instead of just broadcasting a marketing message, your customers are sharing their stories in their own words. In this episode of Marketing Freed, I’m joined by Rob Beadle who shares insights from his career as a B2B Technology Copywriter about how case studies can be used throughout the whole buying journey, and how businesses can systemise getting new case studies created rather than leaving it up to chance.In this episode, we discuss:The versatility of case studiesHow case studies can be repurposed to get maximum value from themWhy case studies shouldn’t be gatedWhether to aim for household names or more representative customers as a vendorHow to bake getting case studies created into your business processesCONNECTRob Beadle on LinkedIn: www.linkedin.com/in/robbeadleuk/ and https://robbeadle.co.uk/David Richter on LinkedIn - https://www.linkedin.com/in/david-richter-clickpop/  and https://clickpop.co.uk/ OTHERDuring the episode, we mention Case Study Kickstarter, a useful guide that Rob has created to help businesses get started with creating case studies. You can download this free guide at https://robbeadle.co.uk/marketing-freed/ LISTENSpotify: https://open.spotify.com/show/2rZo9Z5laMfQ9OsY9OVyPq?si=652f6e969f9e42ec Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-freed/id1731359462 YouTube: https://www.youtube.com/@MarketingFreedPodcast Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5jYXB0aXZhdGUuZm0vbWFya2V0aW5nZnJlZWQv?sa=X&ved=0CAMQ4aUDahcKEwiYgMzw6ryEAxUAAAAAHQAAAAAQNg Amazon Music: https://music.amazon.co.uk/podcasts/08eb4a0a-cdfd-4cf7-8801-20f983579715/marketing-freed PlayerFM: https://player.fm/series/series-3552796 Podchaser: https://www.podchaser.com/podcasts/marketing-freed-5619008 Deezer: https://www.deezer.com/en/show/1000659902
Simplifying Your CRM to Generate More Sales
28-03-2024
Simplifying Your CRM to Generate More Sales
Keeping accurate, up-to-date information about your current and potential customers is crucial to effective sales and marketing activity. But, with increasingly complex tools to automate its analysis and associated activity, there’s a real risk to small businesses of ending up with just data instead of actionable intelligence.  In this episode of the Marketing Freed Podcast, we sit down with Simon Washbrook, founder of Popcorn CRM, a platform designed specifically for the needs of small businesses. Simon shares the importance of aligning sales and marketing, the pitfalls of complex CRM systems, tips on how to make your emails more effective, and what signals to look out for from your prospects that mean they’re ready to buy.In this episode, we discuss:Why simplicity beats complexity in CRMThe importance of sales and marketing alignmentThe human element in automation4 types of email and how to improve their effectivenessSignals to look out for in your contact’s email and browsing behaviour that make them a hot prospect CONNECTSimon Washbrook on LinkedIn - https://www.linkedin.com/in/simondwashbrook/ Find out more about Popcorn's simple CRM for small business at https://www.popcorncrm.co.uk/ David Richter on LinkedIn - https://www.linkedin.com/in/david-richter-clickpop/ RESOURCESTake the 6-question quiz from Popcorn CRM and find out what small business CRM is right for you: https://popcorncrm.co.uk/crm-for-small-business-evaluation-tool-which-crm-is-right-for-you/ And access Popcorn’s free learning centre here: https://popcorncrm.co.uk/crm-for-small-business-evaluation-tool-which-crm-is-right-for-you/#
Lost Your Voice? Insights From Brand Voice Strategist Bethany Joy
21-03-2024
Lost Your Voice? Insights From Brand Voice Strategist Bethany Joy
Most organisations would never dream of allowing the imagery used on their website or brochures to be left to chance. However, when it comes to the language used in written and verbal communication, only around a third of UK businesses have invested time and effort into their tone of voice. And yet, the words you use make a huge impact on how you’re perceived, so investing in your brand voice could give you a significant advantage over the majority of companies who are lost in a sea of sameness.In this episode of the Marketing Freed podcast, brand voice strategist; Bethany Joy shares her insights on working with companies to uncover their brand voice and embed it throughout their organisation. In this episode, we discuss:Why having a brand voice isn’t optionalHow to uncover what your brand voice isWays to embed your brand voice throughout your commsWhy a brand voice isn’t about being quirky, it’s about being authentic.When it’s appropriate to be aspirational in your brand voice without being misleadingThe importance of contextWhy a brand voice should be like a windowCONNECTBethany Joy on LinkedIn - https://www.linkedin.com/in/dergal/ or https://www.bethanyjoy.co.uk/ David Richter on LinkedIn - https://www.linkedin.com/in/david-richter-clickpop/ or www.clickpop.co.uk RESOURCESThroughout the episode, we refer to two papers Bethany has written. As you might expect, they’re full of intelligent, witty insights about brand voice. They’re beautifully designed too. Download them here:The nine immutable laws of brand voice https://mailchi.mp/406214432e49/nine-laws The five numbers that will clinch your case for brand voice work https://mailchi.mp/fa2f0e5ac63c/bethany-joy-five-numbers-clinch Example of the effect changing a single word has on a paragraph of copy from DeadHappy https://www.linkedin.com/posts/iambethanyjoy_willtherealbrandvoicepleasestandup-activity-7160527950201692160-6AA4?utm_source=share&utm_medium=member_desktop LISTENSpotify - https://open.spotify.com/show/2rZo9Z5laMfQ9OsY9OVyPq?si=652f6e969f9e42ecApple Podcasts - https://podcasts.apple.com/us/podcast/marketing-freed/id1731359462YouTube - https://www.youtube.com/@MarketingFreedPodcast
Nurturing Connections: The Art of Newsletters with Lenka Koppova
14-03-2024
Nurturing Connections: The Art of Newsletters with Lenka Koppova
With more and more marketing happening within the walled gardens of social media, there’s one channel where businesses remain in control over who sees what messages. What’s more, it’s pretty much free.Email marketing, including e-newsletters, continues to be a crucial tool for building deep relationships with both existing and potential customers. Yet for many businesses, they’re either underutilised or perhaps worse, hastily cobbled together at the end of every month just so that something gets sent out. In this episode of the Marketing Freed podcast, marketing therapist, Lenka Koppova shares why she feels every business needs to use newsletters as part of their marketing, along with tips on how to make them an effective part of your marketing toolkit. In this episode, we discuss:Where newsletters fit in the customer journeyWhat content will resonate with your audienceHow frequently you should send your newsletters to your listHow to gain feedback and interaction from your newsletter subscribersCONNECTLenka Koppova on LinkedIn: https://www.linkedin.com/in/lenkakoppova/ Find out more about Lenka’s services at https://lenkakoppova.com/ David Richter on LinkedIn - https://www.linkedin.com/in/david-richter-clickpop/ Clickpop - https://www.clickpop.co.uk LISTENSpotify - https://open.spotify.com/show/2rZo9Z5laMfQ9OsY9OVyPq?si=652f6e969f9e42ecApple Podcasts - https://podcasts.apple.com/us/podcast/marketing-freed/id1731359462YouTube - https://www.youtube.com/@MarketingFreedPodcast
How To Create A Brand Story That Sells with Jim O’Connor
07-03-2024
How To Create A Brand Story That Sells with Jim O’Connor
In most markets, it’s becoming increasingly difficult for companies to differentiate on features alone. And even if a business develops a unique feature that’s important for its customers, you can bet that the competition will follow suit quickly. A more sustainable advantage is to build a unique position in your customer’s mind, combining the features and benefits of your offering with psychology, creativity, logic and emotion into a brand story that makes your business stand out from the crowd. Yet all too often, marketing teams just accept the bland, undifferentiated position they’re in, and try to outdo the competition by spending more on ads, exhibiting on bigger trade show stands and sending ever more emails. In this episode of the Marketing Freed podcast, marketing and advertising expert, Jim O’Connor joins me to share the logical, systematic and simple process that any business can follow to uncover their brand story that sells.In this episode, we discuss:What is a brand storyThe sequence of steps to follow to uncover a brand story for your businessThe one thing that every great proposition should haveWhy talking to people you dislike can help your creativityTechniques for switching off your logical mind, and letting your creative subconscious flowWhat to do when you don’t have anything remarkable in your productCONNECTJim O’Connor on LinkedIn - https://www.linkedin.com/in/jim-o-connor-64ba2a1/ or https://storiesthatsell.co.uk/ David Richter on LinkedIn - https://www.linkedin.com/in/david-richter-clickpop/ or https://www.clickpop.co.uk/Jim’s book The Authority Guide to Creating Brand Stories That Sell: https://www.amazon.co.uk/Authority-Guide-Creating-Brand-Stories-ebook/dp/B0756M8QLZ LISTENSpotify - https://open.spotify.com/show/2rZo9Z5laMfQ9OsY9OVyPq?si=652f6e969f9e42ecApple Podcasts - https://podcasts.apple.com/us/podcast/marketing-freed/id1731359462YouTube - https://www.youtube.com/@MarketingFreedPodcast
The Untapped Potential of Local SEO: Lessons from a Search Marketing Veteran
29-02-2024
The Untapped Potential of Local SEO: Lessons from a Search Marketing Veteran
Getting your website to the top of Google for relevant search terms is a crucial part of capturing demand for many businesses. While many marketing teams concentrate on ranking for broad online searches, they often ignore their rankings on a local level. But with almost half (46%) of Google’s search traffic believed to have local intent, making sure your business is optimised for local SEO can give even national brands and B2B businesses an advantage.In this episode of the Marketing Freed podcast, SEO expert Gerry White joins me to share his insights on local SEO gained from a career in search marketing that’s spanned the likes of the BBC, Riverside.fm, Just Eat, Austin Reed and most recently, Mirador, a SaaS local SEO management solution.In this episode, we discuss:The importance of local SEO for businesses beyond local B2C brandsGood practice for your Google Business Profile so that your business is seen as relevant and accurateHow effective internal linking architecture gave Just Eat an edge over its competitorsThe role of reviews in local SEO and tactics for getting more of themHow Google uses third-party review data, not just its own reviewsWhat to do if you receive a negative reviewHow you can get certain reviews removed by GoogleThe evolving role that AI has in local SEOCONNECTGerry White on LinkedIn - https://www.linkedin.com/in/dergal/ or X/Twitter - https://twitter.com/dergal David Richter on LinkedIn - https://www.linkedin.com/in/david-richter-clickpop/ Find out more about local SEO tool Mirador at https://www.miradorlocal.com/ LISTENSpotify - https://open.spotify.com/show/2rZo9Z5laMfQ9OsY9OVyPq?si=652f6e969f9e42ecApple Podcasts - https://podcasts.apple.com/us/podcast/marketing-freed/id1731359462YouTube - https://www.youtube.com/@MarketingFreedPodcastOTHERStat about 46% of Google searches having local intent: 46% of Google’s search traffic has local intent: https://www.seroundtable.com/google-46-of-searches-have-local-intent-26529.html