Marketing Study Lab - Actionable Marketing Knowledge: Getting into the Meat of PPC Pay Per Click with Dan Charles Owner of Be Fair Marketing

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

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Getting into the Meat of PPC Pay Per Click with Dan Charles Owner of Be Fair Marketing - Episode 37

Dec 11, 2018

Let's meet Dan Charles, who is the Owner of Be Fair Marketing who doesn’t believe in trying to blind his clients with the ‘dark arts’ of SEO or charging a customer for what is essentially an automated PPC report. Dan is of the opinion that being open and honest is just good business sense.

Takeaways
- There are so many unethical practices out there, many leading to poor customer communications and service. Dan explained the following as things to watch out for:

- Ryanair website UX patterns
- Fake urgency
- Upsells that are automatically added to a shopping cart
- The false positives to get you to do something (i.e. click a button’)
- Pop-ups that have negative or positive connotations

- Dan highlighted how to create a great PPC strategy:
- Create a customer persona (which you can hear more about in episode 30 with Tracey Tait)
- Make sure you know a list of ‘negative’ keywords (one’s you don’t want to rank for) and you’ll find, this on top of a persona will make your PPC very targeted
- TEST, always test, using A/B testing
- Review the big things, then refine the smaller elements
- Make sure you have clear and transparent reporting

- And finally, re-marketing – which is targeting those consumers who already know about you. Those that are interested in what you have to offer due to their previous digital actions and using the likes of Facebook and Google to specifically target them with the appropriate creative. Which should in theory, cut down costs as you are targeting those that are already engaged.

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
Dan Charles – befairmarketing.co
Instagram: https://www.instagram.com/befairmarketingco/
LinkedIn: https://www.linkedin.com/in/dancharles/
Twitter: https://twitter.com/befairmarketing
Facebook: https://www.facebook.com/befairmarketingco/

Books:
How to Win Friends and Influence People – Dale Carnegie: https://amzn.to/2Rd2kUc

App:
Clear Focus:https://play.google.com/store/apps/details?id=personal.andreabasso.clearfocus&hl=en_GB

Method:
(P)RACE Model: https://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/

(P)RACE Episode: https://marketingstudylab.co.uk/episode-8-the-prace-to-digital-success-dave-chaffey-digital-marketing-guru/

Google Doodle:
20 Years: https://www.google.com/doodles/googles-20th-birthday