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Marketing Study Lab - Actionable Marketing Knowledge


Hello, I’m the Lego Master of Marketing! 

Odd statement to start a profile, but go with it, it’ll make sense.

You know when you have loads of Lego all over the floor and it just looks like one big pile of nothingness. Not only does it look a mess, it’s a pain when you stand on it.

I take these bricks and start to make sense of how they all fit together.

If your marketing feels like a pile of painful Lego, let’s chat and get those building blocks fitting together: peter@marketingstudylab.co.uk

Why is this an issue?

The biggest problem facing todays marketing departments is the severe lack of qualified marketers, which usually happens by accident.

It’s not your fault, this usually happens by accident.

Perhaps there was an immediate need to design a website or create some literature and you needed someone to coordinate this – before you know it, Mark is the new marketing department.

Maybe your business has experienced some rapid growth, expanded and was looking to promote within or Andrea from customer service fancied her hand a marketing and is now in charge of all corporate comms.

Or perhaps your competition is way too active on social media and you feel you need to be present on this platform as well. Get Hayley to post ‘stuff’ – she’s young enough to understand how to do this. 

You get the idea!

These circumstances lead to 100s of hours of wasted time and money by focusing on the short-term tactics rather than a long-term strategic approach that will make a difference.

Even worse than this, the misplaced management of employees creates missed business opportunities, leaving money on the table that many didn't even know was there!

Hello, I’m Peter!
I can help with this.

I’ve been there, seen Marketing Departments churning out worthless tactical marketing communications that do nothing but damage a company’s reputation, wasting peoples time and reducing, not building long-term brand value.

I specialise in training programmes that will alter the mind-set of lost / forgotten / unqualified marketer by developing the skills needed to confidently create successful, long-term marketing strategies that generates business opportunities.

How is this done? Tell me, tell me now!

Quite simply by removing the pain points and problems than many marketers face as they haven’t had the training or been given the opportunity develop their marketing skills through;

Strategic Marketing Planning
Professional Marketing Qualifications
Marketing Training Days
Mentoring
Tutoring

Any business that is not benefiting from the opportunities marketing will create is missing out MASSIVELY! The chances are that the marketing tactics that are being deployed focus on pushing the wrong messages of ‘Buy. This. Now’ to the wrong people (who don’t even care you exist), creating minimal awareness and even less success.

Positioning a company through a strategic marketing approach, does not only carve out a point of difference for a company to differentiate themselves from the competition, but creates a unique proposition within the marketplace that highlights the problems it helps to fix for those that care enough to seek out this solution. Moving a company from a wasteful and unwanted push strategy to one that creates value where customers will actively gravitate towards this value proposition.

This change your marketing and the marketing department from being viewed as a cost centre that haemorrhages money, to the department that creates value and saves money in the long-term.

And here’s a little bit of social proof for you:

‘It is refreshing to see someone with a passion for the profession producing such valuable content for others to learn from.’

‘He was genuine and very honest in his approach and it was a pleasure working through this with Peter. An ‘out of the box’ thinker, he enabled me to consider different approaches.

Happy Marketing,
Peter

www.marketingstudylab.co.uk

I would love to get your feedback on how I can improve the podcast or what you would like to hear in forthcoming episodes so either leave a comment or contact me directly - peter@marketingstudylab.co.uk

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Oct 22, 2019

Guest and Episode Links
Ruthie Bowles
https://defythestatusquo.com
https://www.linkedin.com/in/ruthie-bowles/

ruthie@defythestatusquo.com

ebook: The Business Owner's Guide to Content Marketing: https://defythestatusquo.com/resources/

@annaruthus: https://twitter.com/annaruthus
@defythestatusquobiz: https://www.instagram.com/defythestatusquobiz/

Books:
Start with Why – Simon Sinek: https://amzn.to/2zBDYM5

Enjoy the Episode - Happy Marketing!

www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)

Intro

Setting objectives and KPIs is something we’re going to get into later on. Why are they important and what is the difference? We also cover this topic with our guest, Ruthie Bowles. 

Ruthie is a B2B Content Consultant - Owner of Defy the Status Quo who provides content marketing strategy and creation for B2B companies that want ‘better than your bog standard’, above average, mediocre content. As Ruthie describes in our chat, it’s all about the authenticity and moving these online connections to ones that are valuable and above all else… human!

Takeaways

- Good is simply not good enough anymore. In the digital world there is a lot of mediocre content. To stand out you need to be better than this. Ruthie takes this to the extreme with everything that she does – from client communications to ideas and the end results. It’s a message we should all be listening to. 

- Authenticity comes from – consistency, being interesting and honest and most importantly, not holding back and being true to your brand energy. Don’t choose short-term gain for long term losses

- And finally, don’t operate in silos. And this goes for content creation as well. Utilise what is around you and within other departments. This will not only improve your content but also internal communications and relationships.

 

Top Tip – Setting objectives and KPIs

Just time for a quick ‘spot the difference’. The difference between objectives and KPIs (Key Performance Indicators).

So this is as simple as I can put it and because I love an analogy, I’m going to use a car journey here.

Your objectives should be what you are focused on achieving. You main goal, an end result, why you are doing what you are doing. In terms of a car journey, this would be you end destination – the postcode you’ve punched into your sat nav.

KPI’s, are similar to objectives, but these are the smaller markers you can set to make sure you achieve your overall objectives. In the case of the car journey, this could be – fuel efficiency or reaching the half waypoint by a certain time. Elements that are not specifically your overall goal or what you aim to do, but will keep you on track to achieve this.

In summary, objectives should be your bigger picture stuff where you are looking to achieve greatness, whereas the KPIs are smaller, incremental markers that, if hitting them, will build, to achieve your main objective.

Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License