The Marketing Matters Podcast

Social media business models centre on selling the attention of their users to the highest bidder. If there is an issue with this model, then are we as marketers, part of the problem? There is no doubt that the data collected by social media platforms allows well targeted marketing, so marketing should be more effective and feel less intrusive. That in itself has to be a good thing. But as with all tools, the real issue is not the tool itself, but what people do with it.

It's a struggle to finish projects and get them over the line, whether it's creative or artistic etc. The same applies to us as we struggle to make websites live or get blog posts signed off: there is always something you feel you can tweak and improve. However, it's key to remember we're not doing this for perfection, there is purpose behind publishing your content and it requires a 'deadline' - an idea no more true than in content marketing.

We often hear and quote the words "can we just", three simple words that can have major implications. The nature of marketing is that you plan and price based on experience and a few assumptions. But it is never certain that reality will play ball. When working to an agreed fee there is always the risk that if the job expands, you are putting in more hours for the same reward or the client end up paying more than anticipated. Neither of these are ideal.  The key is to focus on value. And the key to managing these situations is communication!

Setting up a WordPress site is easy and can be done by anyone, usually resulting in a "fit and forget" solution from a technical perspective. But to ensure a headache free experience with the platform, you either need to understand WordPress yourself or partner with those who do. This way, routine maintenance becomes just that - Routine!  Websites should just work and getting the right hosting is critical into making this a reality.

Producing good quality videos can be challenging and time consuming. Writing blogs can be cumbersome and long winded. However, with the right passion and content, you can find your niche via podcasting. Entertaining, informative and personal, podcasts can be an invaluable marketing medium, using a fraction of the time. Joining us is guest Clare Freeman, podcast coach from A Small Furry Bear Productions, to provide top tips for those who wish to start.

We have previously spoken about the importance of measuring marketing and data, as well as the dangers of data overload. Now we're going further by exploring dashboards and the value of connecting data into your day-to-day business. Most understand the concept of Google analytics; they know it exists but don't understand its usefulness. Analytics & dashboards provide necessary information for business and this knowledge is power.. but only if you know how to use it.

A good philosophy to have as a small business is to surround yourself with those "who have knowledge and talents in areas where I might not be so well versed" (Richard Branson), whether it's regarding employees, suppliers or even customers. But, despite being a closer relationship that provides a more satisfying approach, working as a partner has its own challenges. If you're treating someone as a supplier or customer, there is a natural distance but, as a partnership, it becomes a bond that requires trust and confidence. 

As businesses are starting to reopen, many are having to adjust the way they operate. A shrewd company is not thinking about how they can simply survive through the next few weeks and months, but how they can adapt their business model to the new environment. As their old thought processes become sub-optimal, and with the market potentially changing long term, firms are having to ask themselves "what are we good at; how can we deliver that value?"

Situations like the current predicament tend to give birth to innovation, and the technology that has come of age in this pandemic is the use of remote video . In the marketing world, this presents itself in the form of webcasts, a term we prefer to webinars, as it puts the emphasis on content (which is where the value lies) and not the format or as an advert. Regardless of software, issues such as video quality and connection should be non-existent, thus rendering the technology "invisible" to the user.

When it comes to effective communication, it's important to use a good mix of content and media to maximise viewability, rather than reliance on a single social channel. Any communication you have needs to sit well and reflect your business proposition in order to successfully spread the message. But a balance needs to be struck between saying the right things and getting them to your audience in the right way.