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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 at 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's, by developing the skills needed to confidently create successful, long-term marketing strategies that generate 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 to 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, not only carves 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 changes 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

Subscribe on your favourite platform with new episodes appearing every TUESDAY:
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Feb 5, 2019

Do you think that robots will end civilisation as we know it? Quite a heavy question to start off with, so let's just discuss what Chat Bots are for now and make our way up to that one.

Julia’s back story is a little different - only seven years ago, Julia started her own company and has never looked back, with nearly one hundred members of staff now on board. Express Writers is a writing agency that cerates content, helping to build a brands presence online.

Takeaways

- Your light bulb moment. Have you had any? Don’t panic if not, they will come. The important thing is to keep on going.

- Content creation and storytelling is massively important within Marketing today, but so many are doing it themselves and that is fine, as long as they know what they are doing. If not, bring in the pros. Take fixing your roof for example, the chances are you wouldn’t tackle that on your limited expertise (unless you’re a roofer) you’d call a professional and content creation is no different.

- There are many ways to measure or analyse your content other than your income. Julia describes a few of these as:

- Lead generation
- Bottom-line sales and growth
- Engagement, shares, likes (basically gaining trust through content)

Yes this last one is a little bit inside the vanity metrics bracket but as long as they are seen as just part of your analysis, you can gain valuable insight into your strategy by reviewing them – just don’t rely on these solely.

- When writing an assignment or essay, get everything down, even if you think its rubbish…. and then walk away. We’ve mentioned this before as a top tip. Walking away, getting some space between you and your work can recharge and reset the brain. If you start to do this as a rinse and repeat cycle it will start to become second nature and really help you in completing a great assignment.

Chat Bots

So what is a chat bot?

You may have heard it called another term: smartbot, talkbot, chatterbot, Bot, IM bot, interactive agent, conversational interface or artificial conversational entity, but lets stick with chat bot for now.

A chat bot is a computer program that mimics conversation with people using artificial intelligence (via audio or copy). They can transform the way we interact over the Internet from a series of self-initiated task and conversations.

What we are saying is that instead of having a conversation with a human over the Internet, we are chatting to software that has been programmed to respond to particular phrases that the majority of consumer would use.

But lets step this up a level. The most recent incarnation of these is what Google calls ‘Google Assistant’ which works in a slightly different way in that a user firstly has to ask Google to arrange something, in this instance a hair appointment. This is what happened:

https://www.youtube.com/watch?v=D5VN56jQMWM

Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)

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

 

Links
Julia McCoy:
www.expresswriters.com
www.expresswriters.com/write-blog
Podcast: The Write Podcast: https://itunes.apple.com/gb/podcast/the-write-podcast/id1082066558?mt=2
Instagram: https://www.instagram.com/fementrepreneur/
@fementrepreneur
Twitter: https://twitter.com/juliaemccoy
@JuliaEMcCoy

Books:
Growth Hacker Marketing – Ryan Holiday: https://amzn.to/2P4Lvxa
Brain Dean’s latest guide on voice search: https://backlinko.com/optimize-for-voice-search

App:
Slack: https://slack.com/

SEO Tool:
SEMrush: https://www.semrush.com
Google Assistant Example (posted by Jeffrey Grubb 08.05.18, Youtube.com): https://www.youtube.com/watch?v=D5VN56jQMWM