The Fractal Marketing Podcast - with Gerard Doyle: Recent Episodes
Gerard Doyle : Startup Growth
Marketing your business can be confusing. Should you expand your audience? Double down on Facebook? Or focus on product and service? The Fractal marketing podcast takes questions from listeners and answers them live on air so that everyone who tunes in can learn new and innovative ideas for marketing their business. We cover everything from SEO, affiliates and social marketing to branding, PR and market segmentation. If you are a founder of a startup, or a small business entrepreneur looking for new marketing tactics, then this is the podcast for you. Gerard Doyle brings his 20 plus years of m
Every startup founder seems to share one fear: that someone will steal their business idea.
In this podcast, Gerard will discuss why having your business copied can be a good thing. If someone wants to copy your startup idea, it means it's desirable and validated by the market. Build a strong brand to defend your early-mover advantage and stand out from the competition.
Good products fail all the time – when they’re not marketed properly.
In this episode, Gerard discusses how a product’s success depends on a combination of factors, including effective marketing. You can't kid yourself into thinking a better product is all you need. Instead, understanding your customers, building a strong brand, and using the right marketing techniques to reach them is the best way to establish your product in the market.
There’s one thing that so many startups miss when first getting started: being small can be a big advantage.
In this podcast, Gerard discusses how acting like a big company can often cause customers to avoid interacting with you, and presenting yourself authentically can be one of the biggest drivers of growth for small businesses.
What sounds more successful: a company that tricks you into wanting their product, or a company that’s been steadily providing a useful service since 1972?
In this podcast, Gerard discusses how marketing is often misunderstood as a means to trick customers into buying a product or service. However, effective marketing is actually about understanding the needs and desires of the target audience, highlighting the unique benefits of a product or service, and building trust and relationships with customers. Honesty and transparency in marketing are core tenants that will always result in beneficial customer relationships.
Ever tried to cancel your gym membership and just ended up frustrated? Did you then tell everyone you met about how crappy the gym was?
In this episode, Gerard explores why making it easy for customers to leave can actually boost your success and help build a high-quality user base. In a world full of grabby gyms and Netflix-style “are you sure you want to cancel” emails, this surprisingly innovative strategy is a breath of fresh air for customers.
What sounds better: marketing that loudly bludgeons you over the head with its message, or something that calmly integrates into everyday life?
In this episode, Gerard discusses how the best marketing is subtle and unobtrusive, seamlessly blending into daily life. Native and experiential marketing techniques are less annoying, more enjoyable, and builds trust and credibility with target customers.
Is having the lowest price really the selling point you want?
In this podcast, Gerard discusses the ways that startups can focus on creating value for their customers instead of competing on low price, which can lead to perceptions of poor quality, low profits, and a race to the bottom. By creating value through high-quality products, excellent customer service, and unique features or benefits, startups can distinguish themselves from the competition and command better market position.
What do we do when an AI can just write all our content for us?
In this podcast, Gerard discusses the importance of personality and authenticity in content creation in a world dominated by AI, and how infusing personality into your writing through tone, voice, humour, anecdotes, and stories can make it relatable, memorable and engaging for the audience. Plus a few personal examples from Gerard’s 2022.
Venture capitalists want growth, but why do they so often ignore their investments’ marketing strategies?
In this episode, Gerard discusses why venture capitalists undervalue marketing for start-ups, highlighting its importance for attracting customers, establishing a brand, driving growth, and ensuring long-term success. He'll cover all the reasons why VCs should pay more attention to the marketing strategy of the companies they invest in.
Are the fundamental principles of marketing still relevant when there’s a new platform every week? Find out in the first Fractal Podcast episode of 2023.
Start-up business owners, don't get caught up in the hype of new marketing technologies. In our latest podcast episode, Gerard reminds us that the basic principles of marketing, like identifying your audience’s needs and desires, will always be relevant and effective. Tune in now to learn how to effectively reach and engage with your audience in the digital age.
In this 5 minute podcast, Gerard talks about how everyone utilises marketing on a surface level from day to day basis without realising that there is much more to marketing than meets the eye.
Using the marketing framework AIDA (Awareness, Interest, Desire & Action), Gerard breaks down the common mistake of focusing only on driving awareness to companies/brands rather than what really drives the goals that companies are aiming for.
In this podcast, Gerard talks about the idea people often believe that, 'the perfect product will sell itself'.
Using the market introduction of sliced bread as an example, Gerard expands on the importance of market positioning and realigning to ensure that your product, no matter how perfect, is marketed correctly and to the right people.
In this podcast, Gerard from Fractal discusses the importance of understanding and knowing what to prioritise when it comes to marketing in the context of your business goals and time frame.
Through the lens of Gerard’s years of experience in SEO he emphasises the fact that businesses and founders should be validating if investing time and money early into SEO is the right path for them. He advises the importance of utilising other avenues of marketing to confirm this and to optimise your website's relevance and power before considering an SEO expert.
Gerard from Fractal goes into great detail explaining the Danny Kruger effect and how this effect seeps into the marketing and business world.
He outlines the importance for Founders and Business owners to be proactive and vet so-called “experts” through acknowledging their background and experience rather than trusting what is being said at face value.
Often marketers get a bad rap as a result of the belief that they are good at convincing people to do things they don't want to do. However, good marketing is about driving change and making people aware of better alternatives.
If done correctly, marketing can help improve people's lives by providing quality efficiency and better outcomes. In this podcast, Gerard delves into the impact of what good marketing can do. As long as marketers can look back and say that they’ve genuinely helped someone move to a better position, then they are doing their job well as a marketer.
In this episode of the 5-minute podcasts, Gerard from Fractal explains the challenges when facing social media and trying to stand out from the crowd. Through examples and experience working with start-up companies. Gerard describes the importance of audience engagement and listening to customers, rather than being one of the many businesses who are the loudest with little to no interaction.
In this podcast, Gerard from Fractal talks about the importance of properly positioning your company in a way that delivers a concise and direct message towards your customers.
He discusses the fluffy style of marketing that has seen recent uptake which in turn has now left customers confused. Leaving them to try to sift through vast amounts of information to piece together what companies actually do. Through clear examples and anecdotal story telling Gerard explains the way to address this problem and encourages that companies be clear with their messaging.
“The best marketing tricks you need to know before you start marketing”. In this short 5-minute podcast. Gerard from Fractal discusses the power of Information Gap Theory and how you can best implement this marketing practice into your own copy writing and marketing.
From good examples to bad, Gerard goes into depth dissecting Information Gap Theory providing some blueprints on how you could start writing them today.
Just like all thumbs are fingers but, not all fingers are thumbs. All advertising is marketing but, not all marketing is advertising. In this short 5-minute podcast, Gerard from Fractal dissects the crucial details between properly defining what is advertising and what is marketing.
Gerard delves into the importance of marketing and not pigeon holing it as just advertising but, a whole range of business practices stemming from branding, messaging, positioning and many more. Gerard tackles the often-common misconceptions perceived by consumers and business owners in order to showcase the pivotal role that marketing plays for each and every business.
Did video really kill the radio star? In this short 5 minute Podcast, Gerard from Fractal Marketing discusses the many reasons why short podcasts are a perfect way to organically grow your start up business and view it as an extension of your marketing mix.
Expanding on the nuances of podcasting, Gerard goes into further detail showcasing the many positives of podcasting. From it's low barrier to entry, affordable equipment and software all you need is a little time and commitment. Which is perfect for startup business founders who have a little bit of extra time on their hands. If you want to learn more about the benefits that podcasting can bring to your business, be sure to tune in.
This episode features Daniel Mcgowan, and Louise Flynn, the Growth Marketing Consultants for Fractal Marketing. They discuss Naked Wines trading approach, what it represents, the choice of partnerships, and their means in getting their message to the market to win customers. From making their customers the hero to storytelling and using three revenue streams, Naked Wines has adopted extremely effective marketing both online and offline.
QUOTES
03:48 “The idea that you can give a physical presence to your brand and then have that bring them as an incentive onto the website is something I’d really like to challenge people to have a think about.”
08:48 “Picking out someone that is in a similar business model that is agile as you and has a strong social and digital presence can really pay off. And those partnerships are again something to put back in the hat.”
09:59 “It’s not just the function of the voucher. It’s about who you’re partnering with and how you can incorporate it. And further to that point, the really good partnerships actually co-brand the labels.”
12:10 “If you localize your subscription, you start off really well and can grow from there. You still have to go up against the big companies but you have a really good footing to begin with.”
13:53 “I think there are a few things they’re doing well. They’re making their customers the heroes. And they are doing that through storytelling. If I’m a subscriber to naked wines, I’m an angel. And through the storytelling, we’re helping the winegrowers.”
20:23 “Get that message down. Because if you can’t get that down, when you wake up in the morning, you can’t sell it to yourself if you don’t know what you’re selling. No one is going to understand what you’re doing if you don’t understand what you’re doing.”
Highlights
01:17 What Naked Wines represents A movement towards the subscription business.
02:38 Marketing Approach: Both offline and online strategies
08:38 Choice of partnerships: Partners with a strong social and digital presence
13:53 Message approach: Storytelling and making customers their heroes
20:01 Naked Wines are making their message simple and getting it right
SUMMARY
This episode features Daniel McGowan and Louise Flynn, Growth Marketing Consultants for Fractal. They analyze space exploration, marketing’s final frontier, with SpaceX and the unconventional path they’re taking in reaching the stars. From appealing to B2B and stakeholders to a seamless brand marketing tied with Elon Musk, SpaceX is using its PR to win buy-in, expand its brand, and drive innovation on the world stage.
HIGHLIGHTS
02:37 SpaceX B2B marketing: Securing buy-in from governments and taxpayers
09:54 Founder marketing: SpaceX is Elon Musk
15:41 SpaceX PR: Taking people along the ride to space
19:48 Competition and brands attach themselves to Elon Musk
24:26 Cross-promotion gold with Tesla and SpaceX
QUOTES
06:59 “There’s this fine line I think they’re treading to. It’s like, how much can we go ahead, how much can we use the Uber model and just do things versus how much should we be working with the governments? And that really does reflect in their marketing.”
15:50 “These guys have done probably one of the best PR stunts in the last few years with launching a car into space. I mean that’s something that you only see with the biggest, boldest brands in the B2C space.”
16:40 “The wider stakeholder are prepared for mistakes. They’re okay with failure because they see guys being on the fringe of the next innovation wave, rather than trailing.”
23:47 “We see how far this brand can stretch and what opportunities don’t come because it’s all about the noise and the brand and the story, and maybe not enough of a focus on the way it’s sold, the way it’s serviced, the way it aligns with their customers.”
SUMMARY
This episode welcomes back Daniel McGowan and Louise Flynn, Growth Marketing Consultants for Fractal, as they pick apart Pet Circle’s subscription marketing model. The company leverages social media to create social proof to reach their well-defined target audience: people with disposable income, use subscription services and, are time-poor. The brand is focused on making life easy and solving problems and this is evident even with its efficient packaging and logistics.
HIGHLIGHTS
01:56 Pet Circle subscriptions: Convenience with a catch
07:23 Using a data-driven approach to sell a commodity
12:45 Instagram for UGC, social proof, and incentivisation
22:12 Pet Circle branding with social media and expert packaging
QUOTES
08:27 “They’ve done a couple of things that I think, at a marketing level, are very much about data-driven marketing and personalisation to kind of drive where they’re taking their marketing strategy.”
08:43 “What is something that everyone’s selling and how do you structure your go-to-market and your offering and your pure-play store to achieve the same ends of a viable business with regular custom?”
13:51 “It is low-cost, high-impact social proof, social marketing. It’s pretty simple and, to me, I like it. I think it’s a great strategy and they’re doing a good job.”
15:15 “They’ve got the packaging to go with it and they’re incentivized. So tips and tricks for the kids playing at home, if you want that kind of influencer play, you do need to build the atmosphere to get that great photo.”
26:33 “The subscription-only just reinforces back to the brands they’re carrying that they’re again ensuring that, when someone comes into the Pet Circle sphere of influence, they’re going to stay there no matter if they’re intermittent buyers or whether they just want the problem solved.”
SUMMARY
This episode features Daniel McGowan and Louise Flynn, Growth Marketing Consultants for Fractal as they provide a marketing review and analysis of SEMrush.
They analyze the company’s dependence on Google and the way the brand appeals to their niche: end-users of a certain size that want to take their analyses in-house.
They also discuss SEMrush’s legacy as a fast brand, its wins and losses in pursuing an all-in-one offering, their evolution as an award-giving body, and what all this means for the company moving forward.
HIGHLIGHTS
02:35 SEMrush: An interface to Google and a vulnerability to redundancy
07:02 Target market: Appealing to agencies versus end-users
16:05 Offering an all-in-one product: Pros and Cons
20:43 SEMrush Search Awards: Driving community forward
25:15 Certificates: A specialization or lock-in?
QUOTES
07:12 “We’re not looking to be a platform that supports every type of marketer–brand marketers, automation marketers. We are going with the prevailing wind which is, in the last 5 years, all the new jobs are digitally-focused.”
07:38 “There is a lot of benefit and growth in the automation space but ultimately where the money is and where the focus is for most business is in their digital space and supporting their digital teams.”
20:18 “They’re making sure that everyone around the digital operation is covered. There’s the analyst, the PPC guy, the SEO guy, and now the supporting content, bringing them all into the ecosystem. It’s all-in-one. You’re all using the same tool.”
21:46 “The benefit of being a company that’s been around a while now is that you now have a community that can do the work for you. And yes, that can be case studies and testimonials and all that sort of things, but awards are even better.”
26:53 “It actually hurts someone who has a SEMrush certificate, who does all this stuff, who knows all that, to go to a competitor because those competitors may have different ways of doing things and that certificate that you spent all that time getting means nothing.”
This episode of Fractal Marketing features Lachlan Kirkwood, Digital Marketing Specialist and Founder of ClickThrough. He discusses Webflow, a champion of the no-code movement, and drills down their marketing strategies from content to paid advertising that fosters a robust online community of success stories.
By building a great product supported by informative content, Webflow creates lock-in with their users while still providing exportable features—ultimately resulting in social proof. The company is poised to take on WordPress and Wix by offering a similar service with the benefits of using no-code in the process.
HIGHLIGHTS
01:29 Introduction to Webflow and the no-code movement
07:00 Webflow’s content strategy: Blogs, YouTube, and forums,
14:04 Paid advertising strategy and branding
19:55 Creating lock-in with a genuinely good product
32:35 Generating social proof with a product that integrates with third-parties
QUOTES
08:46 “Their main educational content is things like a series where they actually educate those users or those personas on how to better themselves. So they’ve got a blog series for building an agency or building a website with good SEO.”
10:35 “What they really focused on with YouTube is just putting out, again, really good tutorials on how to use their products, how to use no-code, how to build replica products, things like Uber or Instagram with no-code.”
20:09 “Webflow is, similar to Bubble, is free-to-use while you build your product. You’ll only pay for it once you put it into production environment. So by that point you’ve really built your application. You’re not going to want to rebuild that on another platform.”
27:47 “They do want to become the next WordPress or Wix and they have the chance of that becoming a real scenario so they want to, for the new people coming into no-code, to be able to provide those services where it is a one-click web hosting”
29:05 “Webflow, being more of a static kind of website builder that integrates with third-party tools to make that kind of logic possible, you can just export all your custom HTMLs and CSS.”
RESOURCES
Webflow’s website: https://webflow.com/
ClickThrough’s website: https://clickthrough.marketing/
Lachlan’s Twitter: https://twitter.com/lachlankirkwood
This episode of Fractal Marketing features Andrew Miller, Startup Marketing Advisor & Coach at AndrewStartups. He discusses Numa, an AI that answers calls for businesses and the strategies they use to pitch to retail SMB’s. Gerard and Andrew take a closer look at their website and the ways Numa creates trust in their ideal customers.
Andrew details the way companies can utilize concepts like loss aversion and split testing to really figure out who they should be marketing to. He also provides actionable tips on outreach to provide real value in their messaging because the desire to help allows businesses to be aggressive in their marketing.
HIGHLIGHTS
01:01 Introduction to Numa: Andrew’s experience
06:35 Capitalizing on loss aversion and utilizing split testing
10:26 Examining Numa’s on-site tools and strategies
20:32 Outreach strategies: How to catching attention with value propositions
25:44 A desire to help enables aggressive marketing
QUOTES
06:22 “Numa’s a hundred bucks a month. It’s an incredible way for any business to get a couple more sales a month guaranteed for just a hundred bucks. It’s an easier pitch than you think now.”
12:55 “The bottom line is, if you’re a bootstrapped company, use every single opportunity to not pay for something.”
17:24 “Social proof is the reason why influencer marketing exists and sometimes beats paid advertising. We are social creatures. Even if it’s fake, we believe it. And we believe it more than if we just saw the company talk about it on their own.”
23:46 “I’m focused on what am I saying, how am I saying it, and is there a lot of value in my message. And if there is, I know it’s going to be received well enough. The same has been true with hundreds of companies I’ve run automated campaigns for.”
28:29 “When you really feel like you’re spending this time and this effort in your life trying to solve this problem, then you can be aggressive in the marketing. You’re always focused on helping this segment.”
25:44 A desire to help enables aggressive marketing
RESOURCES
Numa’s website: https://numa.com
Andrew’s website: https://andrewstartups.com
Andrew’s email: me@andrewstartups.com
Andrew’s Book https://publishizer.com/0-growth/
25% off my course link and write up for the episode: https://andrewstartups.mykajabi.com/offers/LEyiwCGp?coupon_code=FRACTAL25
This episode features Louise Flynn, Founder and Marketing Advisor at Rulu Marketing. She talks about Kajabi, an online business platform that replaces multiple tools and offers a full-stack solution to solopreneurs, and how it positions itself to this very specific target market.
Louise and Gerard discuss their free trial offer and the curious credit card requirement that comes with it. They also break down the company’s acquisition strategies, marketing funnels, as well as their incidental success with the world’s increased reliance on digital communication today.
HIGHLIGHTS
02:51 Kajabi: Offering a full-stack solution
08:06 Leveraging the community of brands that use Kajabi
14:53 Kajabi’s 14-day free trial and credit card requirement
19:45 Discussing acquisition strategies and marketing funnels
33:38 Product marketing successes
QUOTES
07:13 “For some who find the technology a little bit overwhelming, the aspirational brand messaging really brings them forward, brings them through and they begin to see the life with Kajabi in it.”
09:20 “They have a heroes program that they talk about where they’re constantly sending out merch just to reward people for hitting certain revenue targets on the platform. So they’re trying to actively engage the community.”
21:20 “I don’t see a lot of marketing outside of the website and I wonder why that is whether they just were used to being bootstrapped and they haven’t built a big enough acquisition funnel with enough different aspects to it.”
27:09 “If you pick a very specific persona, that promise has to really land. You can’t really build the huge dream. It’s got to be so relevant and they seem to be targeting a persona which is business-driven coaches and consultants.”
34:59 “Instead of trying to kind of be everything to everyone and not being able to secure any of the market, they’ve just decided on the type of person that’s interesting to them.”
RESOURCES
Kajabi demo (credit card required): https://kajabi.com/demo
Kajabi Access for $99: https://kajabi.com/access
Kajabi on Facebook Business: https://www.facebook.com/ads/library/?active_status=all&ad_type=all&country=ALL&view_all_page_id=113897981972497
This episode of Fractal Marketing features Jason Wright, New York Times Bestselling Author and Speaker, as he discusses the branding of Smart Passive Income (SPI) by Pat Flynn.
Gerard and Jason look at Pat’s success in blogging and podcasting, as well as break down SPI’s branding elements like their website and mission statement. They also discuss the relevance of social media platforms and how effective LinkedIn and Facebook groups are for particular niches.
QUOTES
05:48 “He was really early on the podcast scene. So his podcast, you kind of scroll down the main page, 60 million-plus downloads. That alone, it’s nuts. And he’s able to drive so much traffic in all of his affiliate offers.”
12:27 “It doesn’t strike me that his site has been built for acquisition. It feels to me like it’s about conversion. In other words, if you’ve got 60 million podcast downloads, you’ve got that rate.”
12:49 “I don’t think this website anymore is designed to draw new people in. I think people he’s got, I think this is about building up his personal brand and trust.”
17:02 “Video allows people to watch and say, do I believe this person? Do I think they’re full of crap or do they seem honest? You can pick up on a lot of that through video so I think anything with video is going to remain relevant.”
23:45 “I get very little through LinkedIn so for my business it’s not a significant platform. It’s like Facebook really. It’s really a pay to play space now. It doesn’t have the reach it used to have.” —————————–
HIGHLIGHTS
03:56 Smart Passive Income: Building trust with transparency
10:57 Breaking down SPI’s branding and website
16:03 Discussing video in digital marketing
19:13 Critiquing SPI marketing strategies
22:54 LinkedIn: Is it really effective? ——————————
RESOURCES
https://www.smartpassiveincome.com
https://patflynn.com/
https://intentionallyinspirational.com/
https://www.facebook.com/groups/funnelbuildingforprofit
In this episode of Fractal Marketing features Daniel McGowan, Co-Founder at Humble Links, discusses the almost overnight rise to fame of Fall Guys: Ultimate Knockout. Today, Daniel introduces what makes the game so unique and its appeal to gamers. He explains the role of their Twitter in growing the brand and how having a gamer manage it had been central in communicating the language of gamers to gamers. Daniel also explores the advantages of indie game developers and how the stage is set for them to achieve massive success moving forward.
RESOURCES
https://twitter.com/fallguysgame
https://www.youtube.com/watch?v=AyADwdiW7rQ
https://www.youtube.com/watch?v=vXdeNa9d9sg
https://www.linkedin.com/in/daniel-mcgowan/
https://www.hmbl.ink/directory
QUOTES
01:23 “It’s kind of like those original Japanese game shows where they put their contestants through hell, except these ones are like jelly beans with legs.”
04:19 “They just had a really good Twitter account. They really pushed memes everywhere and I think it really captured their audience because their audience, gamers, are just who they are.”
16:13 “Most of the user content has come from people griefing other people. Like there’s a special stage where there’s only one little bridge and people can stand on that bridge and other people try to get on it, they get knocked off.”
21:57 “Any branding, or any marketing for any company, is community. Community with a face. Not so much community but a community with a face. Having someone behind who is driving your community that everybody knows. And independent studios get to do that.” 22:54 “I think indie developers are in a really good position to be able to use that to push forward that thing.”
HIGHLIGHTS
01:07 Introducing Fall Guys
04:08 Utilizing “memekating” and TimTheTatman’s accidental influence
11:37 Putting a gamer in charge of the Fall Guys Twitter
20:07 Indie game developers: Growing the community and finding success
26:57 Humble Links: Cultivating influencers and their relationships with brands
This episode of Fractal Marketing is called “JB HI-Fi, Marketing Darling or Dead End?” with Jason Le, Managing Director at JRNY Digital.
Today, Jason and Gerard pick apart the brand’s omnichannel approach to marketing to see which are effective in a shrinking market.
They discuss Click & Collect in an apparent bid to upsell their other inventory with higher profit margins. They also discuss the decision to pass up on zipPay and Afterpay, the purpose of maintaining physical stores, and a possible long term strategy to pivot the brand and stand out.
HIGHLIGHTS
02:21 Click & Collect: A hybrid e-commerce model that tailors the user experience
14:17 Avoiding zipPay and Afterpay, a strategic profitability decision?
16:32 Physical stores: Fostering trust and brand recall
22:55 Jobkeeper reduction and discretionary purchasing will hurt retail
27:09 Adding a face to the brand to build customer loyalty
QUOTES
02:33 “The other option is Click & Collect which is where they have to purchase something online but they come in store where they have to pick it up and then they get upsold all these different items.”
15:21 “If you offered Afterpay on JB Hi-Fi products or zipPay or something like that for a thousand dollar, two thousand dollar laptops, your sales would probably go through the roof. However, in terms of your bottom line, I don’t know how beneficial that would actually be.”
21:45 “Maybe the physical stores would serve a different purpose, more like showrooms like you mentioned, educating people on what they can buy and maybe anchoring people through value-adding.”
25:41 “Payments are going to be winding back. People probably aren’t going to be as willing to spend money. They really need to find out a way to either maintain that spending with a lot of value to customer or figure out how to incentivize those large purchases.”
29:08 “You need to build that loyalty to the customer. Whether it’s getting influencers in or having more of a face to the brand, showing what you stand for, I think that’s probably where I’d look at.”
RESOURCES
https://www.jrnydigital.com.au/
https://www.linkedin.com/in/jason-le1/
This episode of Fractal Marketing is called “Koala Mattresses: A Brand Strategy Review” with Melissa Packham, Chief Brand Strategist at A Brand Is Not A Logo. Today, Melissa starts off with Koala’s name recall and going international.
They then discuss Koala’s guerilla marketing choices, their disruption of the industry with superior offerings, and their success in challenging titans in the business. Melissa also unpacks Koala’s logo and their choice to be transparent as an ethical and socially-conscious brand.
HIGHLIGHTS
01:38 Analyzing Koala as a brand name
07:00 Disrupting the industry and challenging the competition
13:53 Discussing traditional marketing channels and Koala’s logo
21:52 Embracing the future and being a socially-conscious brand
QUOTES
02:35 “It’s obviously a strong hook for them overseas because the association with cuddly koalas and Australia is so strong.”
07:49 “They set out not with the intention to launch a mattress, they set out to disrupt a category by improving customer experience.”
20:19 “The lower case kinds of suggests that it’s more approachable and modern than a very Times New Roman kind of Serif typography choice there. In terms of visual, it’s already saying that it’s a modern brand.”
22:30 “The reason more businesses are stepping up to the plate on doing social good is because, quite frankly, consumers are demanding it and have been demanding it for years. And it is definitely the global majority now.”
27:00 “People trust brands. They trust brands to take action and so that’s why they’ve trusted brands for so long and now they’re actively choosing brands that align with their values. And, in fact, they trust them more than governments.”
Today, Gerard Doyle features Iain Calvert, eCommerce Consultant at Boom Ecommerce training, to talk about the branding success of Allbirds in carving out its own niche.
They identify Allbird’s key strengths and discuss the brand’s core messaging. They further break down the brand’s strategy to create buy-in, its solid value proposition, and the simple yet effective use of online tools, with Shopify in particular.
QUOTES
06:07 “The core message is they’re really comfortable, simple, straightforward shoes that pretty much anybody can wear. It’s not a case of the pure runners that you try and run marathons in them.”
14:19 “Businesses or manufacturers have this ability to sell directly to customers, not having to sell to retailers and take a wholesale margin, because you’ve got systems like Shopify.”
22:57 “I implore anybody that is thinking about setting up an e-commerce business or building theirs, is to not copy what other people do but to use the tools, apply it to their strategy.”
31:54 “Because people like that brand, they’re more likely to open the email, so the delivery rate is going to be higher. And because it’s a high profile client, MailChimp probably looks after them.”
32:19 “If you do not spend time developing the products, the brand message, and you spend all your time picking the tech stack and what platform you’re going to go on and all these bits and pieces, you’ve actually missed the point.”
HIGHLIGHTS
02:52 The origins & core message of Allbirds
09:05 Buy-in & the California tech influence
14:10 B to C brands thriving through Shopify
20:13 Exploring Allbirds SEO and MailChimp email marketing
32:36 A good product will sell
——————————
RESOURCES
https://www.boomecommerce.com.au/
In the US, voting is optional, just like our consumer spending is.
And Trump (maybe unwittingly) has discovered that it doesn’t matter how many people hate you, just how many people love you. Because if your ‘love’ something, then you get out and vote for it. or you’ll get out and buy it.
In this short podcast episode, I discuss why great brands will always attract some haters, and we need to learn to embrace that.
This episode of Fractal Marketing with Gerard Doyle is called “How to launch a product with a latent need” with Maree Beare, the CEO and Founder of consumer health app Wanngi. Maree explains that Wanngi functions like a digital wallet and that its primary use is to manage difficult-to-access health records.
Maree also shares the marketing journey of Wanngi and the obstacles of brand awareness for a product for a latent need. However, she shares their great success with blog content and the value of being recognized by Forbes and CNET in their quest to go global and penetrate the US market.
QUOTES
17:43 “The government has announced a grant for researching into the impacts of the bushfire smoke, not only bushfire smoke but people’s mental situation after the bushfires. So we propose that people could use our app and monitor their symptoms then track what’s happening to them over that period of time and share that information.”
19:56 “We are placing a focus on the US. They have a significant problem. It’s worse than in Australia. They don’t have essential government record as an option, which we do. They don’t really have a medicare that’s like our public system.”
26:13 “Instead of bringing your folder with you, you’re going to start accumulating this information electronically, safely, in a secure place in cloud so that no matter where you are, you can show this to the doctor, no matter where you are. And in whatever language.”
33:52 “One of the problems is that it’s actually very difficult to get a hold of your health records and your medical documents in the US. And in Australia, by the way, you don’t seem to have ownership on often very easily or you may have to pay for them. So we’ve written some articles on how to do this.”
36:41 “If I could go back in time, I would think that we could have acted sooner to start understanding the market straight after that because a week from launching, the government decided it was too early and they closed the mobile API gateway down.”
HIGHLIGHTS
02:24 Introduction to Wanngi
12:45 Caregivers as a potential app user pool
19:23 Going global & using Wanngi overseas
28:25 Marketing Wanngi & creating content
35:34 Maree’s advice & working with the government
RESOURCES
Maree on Linkedin
Wanngi.com
Apple App Store
Google Play Store
This episode of Fractal Marketing is called “How to be unique in a booming niche like craft beer” and today’s guest is Richard Jeffares, founder of TWØBAYS Brewing Co, is a pioneer of gluten-free, vegan, and lactose-free craft beer in Australia.
Richard starts by laying the context for a gluten-free product, and for TWØBAYS, that is the niche of coeliacs. He then discusses the early successes of the brand and their plans for brand awareness and expansion in 2020, including social media and word of mouth marketing
QUOTES
05:19 “It’s just not the same as sitting there at the bar and you’re drinking the cider while everyone else is drinking beer, for me anyway. You feel different. And unless you love cider and don’t like beer, which I don’t, you want to fit in with everybody else. So that’s really been the crux of it is, just want to be inclusive.”
06:55 “So we then negotiated the exclusive rights to import millet, buckwheat, and rice from these gluten-free malt houses in the US and bring them in by the containerload. So we’ve got, I think it’s 11 or 12 different millet malts, 1 buckwheat and about 6 or 7 different rice malts that we can use to make the beers that we have at the tap or even in package.”
12:11 “So from April to December, we got to about 750 locations around Australia, so anywhere from Port Douglas, Hobart and Perth and probably of those, I’d say 250, probably 200 of them are the big guys and the other 550 are independents. And so we’ve really wanted to make sure we try and do both strategies.”
27:30 “We’re 100% dedicated brewery and no barley comes in, sort of a no gluten allowed setup. So if you then go to a contract brewer, which is what these big guys are doing and say hey, brew me a gluten-free beer, then that contract brewer is going to make sure that throughout their whole manufacturing process, they are doing everything to avoid gluten.”
28:19 “We do offer it to other breweries if they want to but when they realize the price of that malt compared to barley, they’re kind of go, uhh. Then we talk about how they’re going to clean their mill, which you can’t do, so how are you going to mill that barley to brew with it? How are you going to clean your tanks? All those sort of things. And I say, well, why don’t you just buy my beer?”
Background
TWØBAYS Brewing Co was born from the need to avoid gluten and a trip to America which opened the eyes of Founder, Richard Jeffares, to breweries in Portland, Seattle, Denver and Montreal who were crafting high quality, gluten-free beers, so he decided to bring high-quality craft beers to Australia.
HIGHLIGHTS
01:49 Introduction to TWØBAYS
05:41 Creating gluten-free beer in Australia
09:23 Marketing TWØBAYS
16:27 Expansion and markers of success
25:07 Competing with the big names
RESOURCES
https://www.twobays.beer/
https://www.instagram.com/twobaysbeer/
https://www.facebook.com/twobaysbeer
This episode of Fractal Marketing with Gerard Doyle is called “Should You Build Distribution Channels or Sell Products Directly?” and today’s guest is Damien Stone, Founder of Water3. Today, Damien shares the journey of his company and how direct sales to a niche market created early success for Water3.
He then shares the expansion of the business in recent times and the role of technology in the business model in their bid to scale up and go global. It is noteworthy that one of upsides to Water3 is the nature of their product allows them to have a greater negotiation position with business partners. At present, the company has no real competitors and is in a prime spot for massive growth.
HIGHLIGHTS
03:53 Branding: Water3’s unique product
06:54 Market timing
09:11 Referral marketing with a remarkable product
16:18 Expansion and technology over the past 18 months
20:39 Water3’s global trajectory
25:39 Reducing risk and convincing business partners
33:16 Damien’s advice
QUOTES
11:44 “You’ve got to be remarkable. And being remarkable doesn’t mean having a bright shiny glitter-covered shirt. It means having something that’s shareable that everyone wants to talk about. So it’s what’s remarking about. And they kind of love stories like that, show you this care in the likes of the brand. And this is such an interesting little aside that will actually stick inside someone’s mind.”
17:01 “We thought long and hard about talking to the beverage companies and then we encountered a path of what are we going to do? The hot points for these guys, a niche market, well, it’s going to make them go, yeah okay, we want more tech. And there’s a huge amount of… software that they built around just being operators ourselves that we’ve had to go through and make a lot of changes on.”
25:38 “And I guess what your story is telling me is, oh, get out there and prove that people will actually buy it, people will use it. Okay, maybe you haven’t done it to the scale that Walmart or someone could take you to but if you’ve proven it yourself, you remove the risk for them. And if you remove the risk for them, they’re more likely to do it and I’m guessing the other upside to it is it puts you on a stronger negotiation position, right? Because you’ve got some idea how profitable it could be.”
30:54 “Who on earth is using that machine at 2 am? Now it turned out, some of our best customers are security guards and the cleaners because they can’t get water anywhere. Nothing’s open at 2 am when they’re walking around. Isn’t that funny how just you often don’t know what your market’s going to be?”
34:22 “Everyone loves it, but no one wants to fund it. What the hell’s going on? So I probably would’ve gone down a couple of other projects if I’d known 8 years ago it was going to take 3 years for us to get started. Or if we do get stuck into another business ambush, made us enough money to get started in the end, but I would’ve probably done some of this stuff a bit sooner.”
A quick monologue podcast from me on ‘sunk cost’, A sunk cost is a cost that has already been incurred and cannot be recovered. Sunk costs are contrasted with prospective costs, which are future costs that may be avoided if action is taken.
Business insider ‘lottery ticket video‘
Humans may be hardwired to be loss averse due to asymmetric evolutionary pressure on losses and gains: for an organism operating close to the edge of survival, the loss of a day’s food could cause death, whereas the gain of an extra day’s food would not cause an extra day of life (unless the food could be easily and effectively stored)
This episode of Fractal Marketing with Gerard Doyle is called “Winning Online Retail with Position & Purpose” and today’s guest is Marty Cornish, Founder of Defence Sporting Apparel (DSA).
Marty starts the conversation with an introduction to DSA and his military roots. He then shares the marketing success he has enjoyed with Facebook ads, email marketing, and direct messaging. Marty also shares the difficulties he is having with Facebook political ads and his plans for 2020 to enter foreign markets, most notably the US, UK, New Zealand, and Canada.
QUOTES
13:44 “Now, we’ve had our last product launch which was really effective. The first day of the launch, we sent a message and then on the last day when we’re closing off the product launch or the campaign, we go, look, last chance. We’re closing up. And just two, start of the campaign and end of campaign. So you’re not overbearing a message. You’re not spamming them and you’re building that urgency at the end too which is quite effective for us.”
17:05 “So then, going after audience insights, I started really noticing that my community is really into the outdoors. Like a lot of the other brands up there, their following is very outdoors and that’s when I started testing. So we came up with the great outdoors collection. The interesting thing I learned, my expectation on what I thought would be my existing community would buy. We did the edm’s and we got zero dollar sales.”
23:25 “I think maybe the campaigns, we will have it there because I think it fits in but I think we’re going to reduce our skew codes and kind of be more focused. At the end of the day, my mission, this year, is to take DSA, really break into the US, UK, and New Zealand and Canada markets.”
35:54 “A big part of my focus this year is we’ll get some insiders breaking through the US market with DSA because it’s such a bigger market. It’s such a bigger market cap. It’s going to be a challenge which I’m excited about and I think that’s where it gets exciting, that B2C, tapping into that audience because they’re very patriotic.”
HIGHLIGHTS
06:49 Branding: How to appeal to the right target market
12:13 Extending into more niches
20:41 Creating a trusted brand and scaling
24:42 Market validation and supplying defence forces
29:14 Measuring referrals and exploring resellers
36:39 Facebook issues with political advertising in the US
——————————
RESOURCES
https://www.instagram.com/marty_madestatus/
This episode of Fractal Marketing with Gerard Doyle is “Scaling Your Business Using A Remote Team – with Meryl Johnston”. Meryl is the Founder of Bean Ninjas, a bookkeeping and financial reporting firm, and today leads an in-depth discussion on how to achieve success using a remote team that works with members from anywhere in the world.
Meryl shares the birth of Bean Ninjas, her insights on making her first hire, and the sheer hustle it took to grow the company into a 20-person strong organization. She talks about how specializing in Xero was a huge step for the business and looks back on the masterminds that helped form the company into what it is now. Meryl is a Chartered Accountant who specialises in cloud accounting software “Xero”. The business is now 4 years old and has a distributed team of 15 based in 6 countries around the world. Bean Ninjas were recently awarded the prestigious Xero Bookkeeping Partner of the Year for Australia in 2019. Prior to Bean Ninjas Meryl worked at international accounting firm BDO, ran a consulting business and taught accounting at a local University.
HIGHLIGHTS
01:31 Bean Ninjas and their early adoption of remote teams
08:07 Making the first hire and its birthing pains
12:52 Marketing: finding and maintaining new clients
16:47 Bean Ninja’s creative courses
21:26 Gaining recognition and building the community
30:03 Discussion on masterminds
34:56 Marketing advice you wish you knew back then
QUOTES
07:41 “It’s just we want everyone to be productive and successful and so we have conversations with everyone about, do you need another monitor or are you happy with work from home or do you want us to pay for a coworking space? So it’s a bit more individualized at the moment.”
09:45 “And in hindsight, I probably would hire a VA much further down the track and hire the more senior people possible to help create the processes and take ownership of departments and hiring other people rather than getting the most junior person as, well, the cheapest person that you can as the first hire.”
13:16 “And so we followed that methodology and launched in a week and got our first customer in a week. And really, we got that customer from posting in a Facebook group about our story that we were launching this new business. We had created a web site in a day and we were just having a crack. And so people kind of liked the story behind that and that’s how we got our first customer. And then it was hustle.”
21:26 “We were really proud. In 2019, Xero selected us as their Australian bookkeeping firm of the year. So out of all the bookkeeping firms in Australia, we were number one. It would’ve been very difficult to do that if we were splitting our focus across multiple pieces of software.”
30:37 “The very first mastermind I was in was for accounting firm owners who wanted to think differently and that’s where I found my first co-founder was in that mastermind. We founded Bean Ninjas together. So that was a huge benefit that we found each other… And then built enough trust through those regular calls that we felt that we would be good business owners.”
35:02 “It would be to focus more on sales. So in our early days, it was direct sales that brought in customers and I probably spent a bit too much time on brand building and content which is a long term strategy. And so I’m glad I did because all of that work that I put into content really helped but it didn’t pay off until 2 or 3 years down the track. And really, we needed to be making sales.”
RESOURCES
BeanNinjas Website
“The 7 Day Startup: You Don’t Learn Until You Launch...
People with excellent memories and memory championship winners are not too different from you and I.
They just use a combination of techniques to enable their minds to memorize things.
You might find it hard to remember names, facts, equations, lists, tasks you need to take care of, a new language and so on.
But if you follow the right techniques, you can remember almost anything you want.
On this episode, I’m talking with Anthony Metivier is the founder of the Magnetic Memory Method, a systematic, 21st Century approach to memorizing foreign language vocabulary, dreams, names, music, poetry in ways that are easy, elegant, effective and fun.
An author of over 10 bestselling books, Metivier holds a PhD in Humanities from York University, an MA in Media and Communications from the European Graduate School, and an MA and BA in English Literature from York University.
But we cover more than just memory, we talk about how Anthony has created a huge multi-channel content machine that funnels people into his memory course.
But more than that, Anthony explains why his purpose and altruistic goals are the secrets to his success.
Anthony’s YouTube is a great resource
As an Entrepreneur who is as lazy as I am smart, I’ve always loved automating and sliming down my to-do list.
Out of all the automation apps, Zapier has always been my favourite. What I’m talking about here, is the automation of activities in your business.
If you like your ‘Out of Office’ messages pinging away when your on holiday’s, you’re going to love the idea of Zapier.
Which is why today I’m talking with Christopher Drake, who is an automation and Zapier expert. Christopher runs that Startup Company which specialises in this expact topicc.
You can follow Chris on Twitter here and here and read more about KanyeText.com here
With many new ways to advertise to potential customers, we often forget about the oldest and most trusted form. That is referral marketing.
A Nielsen study showed that consumers still thought of ‘word of mouth’ advertising as the most trustworthy. 83% of consumers say they either completely or somewhat trust recommendations from family, colleagues, and friends about different products.
However, even if you have happy and satisfied customers that love your service, they still might not recommend it to others.
On today’s episode, we’re going to be talking to a business owner who’s driven eight years of growth through referral marketing. I chat with Joseph Sova, Founder and President of Ideal Payroll Service.
Ideal Payroll Service is an Omaha based company that provides payroll processing & human capital management solutions. We are built on personalized service, open communication, and local accountability.
Joe is also a creator and local podcast host of Local Business Talk. Local Business Talk is a talk show that covers local entrepreneurship and business success. We cover topics in our community and learn what it takes to succeed in the world of small and mid-sized business.
Follow Joe’s journey on LinkedIn.
If you’re a freelancer, contractor, agency or consultant, you know the pain of billable hours. I’m guessing you’ve also dreamt of productizing or knowledge in some way?
If you’ve tried to package up your advice, then you know how hard that can be.
In this episode, I’m talking with Hassanatou Barry, who is the Babysitter Guru. Hassanatou is taking her experience as a New York City babysitter, and servicing the Babysitting Community, with advice that’s often hard to find and often, not openly shared.
The Babysitter Guru empowers babysitters through informational content and resources to better their journey and experience in caring for children while also being an expert for parents to ease their transition into seeking quality childcare.
As a loving babysitter and dedicated advocate for the past 7 years, my goal was to create a platform to educate others on best practices and also provide guidance. Whether it’s making a difference for one babysitter or several, my dream is to create an impact within the childcare industry.
Follow her journey on Instagram, Facebook, LinkedIn, and YouTube.
While sponsoring Tiger Woods or Roger Federer is most likely way outside of your budget.
Athlete sponsorship can be more accessible than you’d think.
On this episode, I chat with Andrew Stallings from the Athelo Group, about how he identifies opportunities, what areas are undervalued, and why the talent story is more important than their Instagram followers.
Andrew Stallings, Founder / Head of Partnerships of the Athelo Group, is a 10+ year Sports and Entertainment Professional that has worked in many realms of the industry from Media (SiriusXM Radio) to Sponsorship and Brand Strategy (Octagon / AB InBev).
After working with a wide variety of pro athletes for several years, I discovered a need for niche category athletes in terms of 360 management, creative strategy, and partnership consulting + execution.
With Athelo Group, we pride ourselves on working with athletes in Action Sports, UFC, Motorsports, and other rising properties by offering a vast and extended array of services that are beneficial to both the athletes we represent and brands we consult for.
Follow their journey on Facebook & Instagram. Follow Andrew Stallings on Twitter.
New Year’s resolutions make lots of sense. If you could improve one thing every year, the results would be amazing. So here are 13 ideas for new years business resolutions.
I’m not going to be so arrogant as to suggest you should follow any of these; rather, I hope the following 13 New Year’s business resolutions are an inspiration for your 2020 goals.
-
I Will Get Focused and Become More Productive
-
I Will Charge What I’m Worth
-
I Will Grow My Team and Delegate More
-
Make sure your website content is the best it can be.
-
Concentrate on getting backlinks
-
Become your own online PR agency
-
For businesses with two or more owners, enter into an owners’ agreement
-
Conduct a security audit
-
Do your friends know what you do?
-
Who are all these LinkedIn connections, anyway?
-
Reduce those SaaS subscriptions
-
Do you prospect for new business?
-
Do your clients/customers know how you help them?
To understand whether or not your influencer marketing campaign is successful, you need to know how to measure that success. With influencer marketing transitioning from a marketing fad to mainstream marketing. There’s an increased need for professional presentation of the media buying opportunities. Influencers can no longer get away with merely presenting their follower count and a few screenshots.
In this episode, I’m talking with Anthony Richardson, who is the founder of Q-83, and he’s tackling this problem with a unique set of tools.
Anthony’s the ideas man. He’s constantly 10 steps ahead, always thinking of the next features to build (usually before we’ve finished building the last ones).
August 2018 saw Anthony release ‘Q-83’ to the world, a SaaS platform built from the frustration experienced as an MD using Influencers in marketing campaigns.
Q-83 is an independent tool that allows Social Publishers (Influencers) the ability to create and share live, interactive media kits with brands and agencies on demand, providing the Brand with a clear understanding of the value the social publisher can add to the brands’ campaign using source data directly from the Instagram API. Q-83 also provides solutions for Talent Agents, Brands and Agencies.
Follow their journey on Instagram and Linkedin.
There’s no denying it, chatbots are a thing. If you conduct any kind of business online, you’ve looked at or thought about introducing a chatbox. And if you spend yourself any time online, you’ve no doubt encountered one.
But the problem with chatbots are, for the most part, they’re implemented poorly. You know, the experience, you ask a couple of questions, you fall slightly outside of that decision tree that somebody built and the chatbot doesn’t know the question and you’ve got to send an email and the entire experience makes you feel a little bit flat.
It’s a bit like if we go back to the early 90s and noughties with those phone bots and trying to get through to the bank and get to the right department and you find yourself screaming down the phone because they couldn’t understand you or your strange Australian accent.
But right now we’re living in a world where we all have a smartphone with some kind of voice bot in our pocket. We have a Google Home or an Alexa device in our kitchen, in our bedroom.
So we know this is where we want to go. We just want to make it a good experience. And that’s what we’re talking about in today’s episode. How to build great chatbots, what makes the difference and how to use them in your business, not just for customer service, but also for business and marketing.
This week, we are joined by Sean Melis, the Co-Founder of bot • hello.
We’re a team of dreamers, creatives, and nerds who are still shocked that we build chatbots for a living.
We actively discuss and embrace the exponential change society is going through as a result of technological innovation; and want to do everything we can to ensure our clients are taking full advantage of it—particularly in conversational AI. It’s an incredibly exciting space to work in, and we’re genuinely passionate about discovering new ways in which our clients can leverage and maximise the opportunity of engaging with these technologies early.
We also get a real kick out of watching our friends, family, and clients smile whilst using our chatbots. So we’ve made it our mission to help brands bring joy and personalisation to their customer interactions.
Your strategic partner, from design to deployment—and beyond. We equip businesses with the tools they need to survive in a world of exponential change. We are an innovation strategy company that has the ability to deliver solutions in-house and at scale. We don’t just tell you the solution to your problem, we build it and implement it for you.
Follow their journey on Facebook, Linkedin, & Instagram.
So I have a theory about ‘links in the comments’ – I don’t believe that Linkedin directly reduces the reach because of a link in the post, even though it is apparent that the reach is reduced. My theory is that the reduced reach is the collateral impact of people clicking on the link rather than clicking on a reaction. When those people come back to LinkedIn after reading your article, they often don’t see the original post or they are ‘done’ and so move on. So by adding the links in the comments, all we’re doing is shuffling the interactions between ‘reactions’ and ‘clicks’. The problem we face is that Linkedin does not want to credit driving traffic off-platform. So external link clicks are not earning positive interaction credits that expand the reach. So because people tend to either click or react, with only the later increasing reach, we’ve tricked ourselves into falsely blaming the existence of a link to the existence of a link, to the reduced reach, when it is the leaking of the positive engagement signals through clicks.
In Nuclear Physics, the minimum amount of physical material needed to create a self-sustaining nuclear chain reaction is known as critical mass. The idea is that in a complex system, moving the honour threshold can suddenly unleash powerful self-sustaining change. In my experience, this is the same thing with Startup companies.
Enter a market too early, no matter how strong the Founding team, and you can be stuck waiting for days, months, years for a time that never comes and too late and you’re fighting an uphill battle against incumbents with the greatest scale.
In Startups, market timing is everything. In this podcast, I’m chatting with James Fuller, the founder of Hnry and I think James has timed his market entry perfectly. Hnry is a bookkeeping and accounting service solution that appeals to solopreneurs, the freelancers, the consultants who are working for themselves, I see this market rapidly expanding at the moment and I can see the tax system and the obligation that’s being put on these people increasing all the time.
Way back in 2016, whilst working as independent contractors, we realised that far too much of our time was spent reconciling transactions, using online calculator apps and making manual payments. We weren’t ‘running a small business’ – so why were we being treated as though we were? We had an accountant and accounting software, but that still required us to have to do a load of work ourselves! We decided to create a service that brought everything into one place, making self-employment as simple as having a permanent or salary job somewhere.
During 2017 we designed the Hnry service, working with tax experts from Big 4 accountancy firms (nice suits), legal experts from the top law firms (even nicer suits), and technology experts from some of New Zealand’s funkiest startups (nice beards/Star Wars t-shirts). We collaborated with government agencies to refine our service, and soon became an accredited tax agent of IRD and ACC. We ran trials with a handful of customers, adapting our service and learning what they needed. Towards the end of 2017, we were accepted into KiwiBank FinTech Accelerator, an amazing 3-month programme designed to help refine and scale NZ technology startups.
In early 2018, we finished our trial period, and released Hnry to the New Zealand market. We started scaling very rapidly, bringing on customers at a fast pace. To help us support this scale, we raised funding through investment from the Banking and Financial Services industry, as well as from Angel Investors and private individuals. This allowed us to bring on a great team of experts, to help support our rapidly expanding customer base.
Follow their journey on Twitter and Facebook.
If you’re going to build a startup, and you want it to be successful, you need to solve a problem. And if you’re solving a problem, you’re solving it for a person, and what better person to solve a problem for than yourself. So many great Startups start by solving problems for the founder and this is exactly what Lachlan Palmer is doing with Kashy.
Lachlan saw a problem in the mechanic market, servicing cars and he went about fixing that problem for himself, and now he’s rolling it out to his mechanic friends.
Kashy was founded in March 2018 by Lachlan Palmer, as a fresh take on an old concept where apprentice mechanics would often do work for family and friends as a way to make ends meet.
After dropping out of school, Lachlan followed his love and passion for cars into a job as an apprentice mechanic earning a mere $300 a week. With few family and friends having a car or needing work done he didn’t have the same access to extra jobs as his fellow mechanics. This was when the first idea of Kashy came to fruition.
After working in the industry for 4.5 years and becoming a fully qualified mechanic Lachlan became disillusioned by the way the current system works. In his experience, he found the current operation of the industry to be a rip off for both the customers and mechanics alike – with vehicle owners paying exorbitant prices for services, while the mechanics were paid as little as a tenth of what the dealers charge per hour.
Since then he has put his effort into building Kashy, a business that shines a light on the current industry issues and fixes them by creating an ethical and fair trade for all.
Kashy coupon code: FRACTAL
So we’ve all seen positioning map in a standard Startup pitch, you know the ones where every company is to the top right-hand corner of the map. So a positioning map is a diagram drawn to illustrate the customers perception of the business offering based on price or quality of some other benefits, and how the perception compares against the competitors. In today’s episode, I’m going to dive into my ideas around positioning maps, and how you can use them with your Startup.
Two-sided marketplaces, one of the hardest types of startup businesses to get going. But this week, we’re speaking to Deb Morrison, the founder of PetCloud, who’s actually made a success, and we’ll cover the different ways she’s been able to build a two-sided marketplace to the scale she has today.
If you listen right to the end of the episode you’ll even hear the point I decide to become a pet sitting on her platform 😉
PetCloud is an Australian owned and run company guided by experts and industry leaders from the Animal Welfare, Pet & Vet, and IT industries.
Founded in August of 2014 and headquartered in Brisbane, PetCloud is a trusted community for Pet Owners to Search, Connect, and easily Book verified & insured Pet Care Services across Australia — from any internet-connected device.
It’s a safe, convenient and affordable way to make sure your best friend is in a loving home while you’re away.
When you book with PetCloud, you are helping to change the lives of pets and people everywhere.
PetCloud is part-owned by RSPCA Queensland, and the RSPCA’s National Call Centre provides us with Customer Support which we pay them for which helps fund their rescue work.
Our management team has over 50 years of experience running Business Operations. Our IT team has over a decade of experience creating online solutions for some of the most recognised brands in the travel, defence, and education industries.
PetCloud is based on a sharing economy model, & is the easiest way for animal lovers who want to monetise their backyard, car, and services and showcase it online to busy Pet Owners searching for in-home pet care services.
Follow her journey on LinkedIn, Twitter, Instagram, & Facebook.
We all know the frustration of watching streaming videos when they start to buffer.
It might just be a TV show, but it could be a live sporting event or it could be the new release of Game of Thrones.
Whatever it is, that buffering experience is crazy.
You absolutely hate it. But you as a user who hates it, but the person who’s streaming the video, the person responsible for pushing that content out, that’s their job. And that’s the problem that the team at Teltoo are trying to solve.
They’re layering a peer-to-peer network over the top of the CDN’s to deliver an even better experience by utilizing all the viewers’ browsers to help deliver that content to you.
Follow their journey on LinkedIn & Twitter.
Teltoo is a decentralized video delivery technology that works alongside with Content Delivery Networks like Akamai or Level3, increasing the overall bandwidth capacity for live streams.
Teltoo is an HTML5 technology that integrates into the video player of our potential customers (streaming platforms, broadcasters, telcos, cable operators) and from there connects with our main server that is the brains behind the technology. This server, monitors and tracks the network identifying the best available sources to deliver the pieces of video content that viewers are requesting at every moment. The beauty of the technology is that not only finds those pieces of video content from offloaded CDN nodes but involves viewers devices’ themselves to increase the number of potential sources in order to kill the most hated enemy of video streamers: buffering
One of the surest ways to launch a successful startup is to define an entirely new market category, one that is easily understood and valued.
By doing this, you instantly become the market leader and the first mover.This is precisely what Liam Norris and the lads at Ant-Ordinary are doing by re-framing skiing safety helmets as fashion items.
Anti Ordinary is founded on the principle that helmets shouldn’t be a chore to wear anymore. We looked out on the slopes and realised people didn’t like wearing helmets, from pros to punters alike.
Who could really blame them? Hard, unconforming chunks of foam that can bounce around, fit poorly and ultimately ruin the experience on the slopes.
We saw that most people who weren’t wearing a helmet (and even many who did) wore beanies. Instead of making a helmet slightly more comfortable, we decided to make a safe beanie.
And that’s exactly what we’ve done. After over 2 years of R&D, we’ve created the design that allows us to make a device that is not only safe but truly conforming and comfortable.
After our successful Kickstarter (raising over $200K AUD), we’re excited to be launching into the market in the 2019/2020 Northern Hemisphere snow season.
Follow their journey on Facebook, Twitter, & Instagram.
Also, check out their unconventional pitch here: https://www.youtube.com/watch?v=65vGDvlsgaM
And their promotional video here: https://www.youtube.com/watch?time_continue=5&v=QFEIyETHYJE
Crowdfunding is no longer a new idea, but the number of successful crowdfunding campaigns is still relatively small, and that’d because regardless of the method fundraising for a Startup is still a hugely difficult exercise.
On today’s podcast, we speak with Anne-Marie Walton, who at the time of our chat is a little over halfway through her crowdfunding campaign for your side-hustle and passion business – KidsWantu.
Anne-Marie’s has over 25 years’ experience in corporate, small business and community work.
A Mum on a mission, Anne-Marie Walton has harnessed today’s technology to transform the lives of parents and carers to get quality, memorable face-to-face fun with their kids, away from a screen.
As a sole founder, self-funded, 55-year-old, non-technical women living outside of a capital city, Anne-Marie is a working example of how to take an idea and scale it to the world.
Please checkout the Crowdfunding campaign here: https://www.pozible.com/profile/anne-marie-walton
If you’re not able to pledge, please do share something on Social Media to help support, if you’re listening to my podcast then you know how important marketing is, and that even a ‘like’ on this post adds a little momentum towards the goal.
Follow her journey on Linkedin, Twitter, Facebook & Instagram.
We’ve all experienced the frustration of being on the phone to a support company because our internet, TV or PC is not working and the audio communication channel is just not working.
Support is telling you to check the warning lights and clear the drum, yet you can’t even find the drum.
It was this frustration that drove Rama to found Blitzz. Blitzz fundamentally transform how customer service and field service teams operate by enriching them with incredibly powerful and intuitive visual and collaborative tools, it’s like what screen sharing has done for software support, but now for physical equipment.
Blitzz fundamentally transform how customer service and field service teams operate by enriching them with incredibly powerful and intuitive visual and collaborative tools. Blitzz provide them with a smart (AI poBlitzzred), interactive AR poBlitzzred workflow automation platform to solve customer support issues 10X faster while slashing support overhead. Blitzz improve KPIs such as first time fix it rate, tech productivity & utilization & customer satisfaction apart from remote training and remote L3 to L1 support. Blitzz even empoBlitzzr the customer to reach out to the field tech and access his/her queries if needed facilitating a high touch customer-centric, personalized support. Blitzz enable call centre agents and field agents to cross-sell and upsell as Blitzzll. Blitzzlcome to the future of interactive, video & AR-based, predictive customer & field service workflows.
Check out the Blitzz Explainer Video.
Australia is the land of the Oligopoly, we have 4 major banks, two major telcos, Two major News holding companies and two major supermarkets.
The problem with Oligopolies is that they tend to unconsciously collude and ultimately squeeze their suppliers through their dominate market control.
This is a huge problem for Australian Farmers, and consumers have very little power to effect change.
This is the problem Jordan Pearce is hoping to solve with his business Farm2Market, empowering consumers to buy directly from the Farm and cut out the supermarkets.
Retail is increasingly moving online, yet the engagement between brands and retailers is stuck in the physical world of trade shows and face to face meetings.Emma Patterson aims to change this with her App that is the tinder for retail.
Emma has created a clear positioning for her business and is using a platform that combines the current flawed approach of Instagram with the dating app tinder. While InDirectory is an early-stage business Emma’s deep understanding of her target Persona’s problems creates a clear vision of what success is going to look like.
When we grow older we want to be surrounded by the people we love, that’s why Conpago has a mission to build thriving communities in aged care, home care and retirement living.
In this episode, I talk through the 7 P’s of Startup marketing with Mackenzie Jackson co-founder of Conpago.
We hear Mackenzie’s Pitch for Conpago, with the problem they are solving. We cover the promise Conpago makes and the Persona of that Promise.
We dig deep on how to Conpago positions themselves uniquely in their market and how the hustle of getting up and talking at events has been their best promotion.
We look at how Propagation is baked into a community first product like Conpago and importantly cover how the journey of Conpago has evolved from a wifi-enabled kettle to the enterprise software suite it is today by staying focused on the problem they set out to solve.
Transcription Highlights:
PersonaWe actually started off as a B2C play, you know, we’ll try and sell direct to the consumer which is you know, the end-user and it was near impossible, it’s very hard to try and reach that target market so, you know, we sell to the Enterprises because that’s the biggest access that we have to our end-users, It’s the biggest sales channel that we have.
It’s also the way that we can provide the most amount of value to them.
But you know, like going back to how we provide value to everyone to make them all feel included, it really is, we don’t want to introduce, we stay kind of hidden in the background.
We make our, we kind of make the sale to the Enterprise client, and then we white-label and rebrand everything to them, so that we’re not introducing a new, confusing party to the end-user, It’s all familiar to them and they feel kind of, this greater connection to their existing kind of world that they live in, but also provide them immediate access to a whole wider range of services and a whole, basically the, you know access to the internet without it being so scary.
Problem
One of the large problems with these large care organizations is that they’re very old-school and it’s a hard industry to disrupt and innovate. It doesn’t have a lot of adoption of technology once they have clients.
So it’s very hard to be able to engage with them regularly, so I’ll give you one example of a client that we have, they service an area of 150 kilometres.
So they’re at their Central base and they provide home care services within a radius of 150 kilometres from that base.
So you can imagine that you know, you can call someone, you can post them out a letter, It’s very hard to have any one-on-one communication and it’s quite a costly long process for them to be able to, kind of have any social interaction to send transport out there to, you know, to be able to book a service and get a service out there.
So one of the problems that they really were facing is that, how do we streamline, you know, our clients? How do we get more contact points with them? and without having to drive 150 kilometres everyday to visit our clients.
And also how do we get them engaged with the internet because the internet is an obvious solution to this, but how do we get our clients to kind of use technology?
And one thing that we found through the research and also after it,
As a podcaster, I have a marketing problem, I can’t upload an audio file to Facebook, Linkedin or Instagram. This is where Wavve comes in, Wavve turns audio files into engaging videos for podcast hosts like me.
In this episode, I talk through the 7 P’s of Startup Marketing with Baird Hall, co-founder of Wavve.
You can also find Baird on Twitter.If you’d like to try out Wavve – then Baird has given listener to the podcast this great coupon code PODCAST
Here is an automated transcription of the Episode.
Gerard: In this episode, I talked through the seven pages of startup marketing with Baird Hall, the Co-founder of way. Welcome to fractal startup marketing, the podcast for founders who are frustrated, [00:00:30] their potential customers did not understand or they undervalue their innovative business solutions. My name is Gerard Doyle. In each episode, I interview founders who openly discuss how they’re tackling the seven p’s of startup marketing. We’ll talk about a startups pitch problem, promise, Arizona position promotion and propagation. In true startup fashion, we aim to learn through collaboration and discussion. Let’s get into it. [00:01:00] So bad. Thank you so much for joining us.
Baird: I appreciate it. I’m looking forward to it. So first things first, let’s jump straight into the first P, which is pitch and have you pitched over on is listening exactly what wave is and what it does from the high-level wave is an online tool or a group of online tools that help podcasters and other audio creators share their content more easily on social media and drive listeners to their content as quickly as possible. [00:01:30] So we have two little products within that. The wave umbrella one is way video, which allows people to turn audio clips into social videos for Facebook, Instagram, LinkedIn, really anywhere that you want to post video content. So the big problem is audio is not a very shareable medium, as amazing as it is so or a tool that makes it really easy to convert that audio into video and share it on social media.
Baird: And we also offer a tool called wave link, which gives podcasters quick and easy web landing pages so [00:02:00] their listeners can get listening as quick as possible. Choose whatever podcast app they want to listen to, play the podcast and get [inaudible] more information. So it’s almost like a one link mini website for podcasters. So that’s the short version. That’s great. And I’m wondering if you can explain how did you get into this, but like how did this our dear awry, what’s your origin story behind wave? Because obviously it’s not something that just turned up. There was probably a catalyst. I wonder if there’s a story. Yeah, there is. It’s, I think it’s pretty interesting. So in 2015 my [00:02:30] business partner and I, who, our wives actually connected us because we were working on both working on failed startup ideas. They brought us together and we came up with this idea for a social audio network based on audio.
Baird: So we wanted to build actually specifically around sports. We wanted to give sports fans a mobile app where they were able to actually talk about their favorite soccer match, football game, basketball game, talk with other fans. And it’s actually called [inaudible]. You were this early [00:03:00] startup that we worked on and we built this mobile app all based around audio sharing. So it allowed people to record, share audio, join communities and talk with one another.
A quick update from me this week rather than a regular episode.
Some of you will remember that when I first started this podcast, it was me talking about marketing ideas and answering your questions.
Then I pivoted to interviewing marketing professionals.
After 20 episodes in that format, I’ve realised that I’m not providing a consistent listening message.
So I’ve decided to pivot again.
The new shows will be me interviewing founders and talking about the 7 P’s of Startup Marketing with them.
The idea is that the discussion is focused on strategic marketing problems that Startups face.
The ulterior motive for me is that the 7 P’s of Startup Marketing is also the working title of a book I’ve decided to write.
So what are these 7 Ps?
- Pitch Problem Promise * Persona Position Promotion* Propagation
Which will result in the following broad questions:
- Please give us your Pitch for your Startup What is the Problem that your Startup solves? What do you Promise to do for your customers? Who is your ideal target Persona? How do you Position your Startup in the market? What Promotional technique have you found works well for you Are you experiencing organic Propagation with your Startup now?
With this new format, you’ll be able to spot themes with each episode and focus your efforts on the area of Startup marketing that is most pressing for you right now.
I’ve also decided to take on open and constructive feedback, so if you have suggestions for this show, please head on over to my Linkedin profile and join in the public chat. I’m really keen to absorb all the feedback I can. After all, if you’re not getting maximum value, then I’m not utilising my time as well as I could be.
So that is all for this week’s episode, and I’ll see you next week when I kick off the new format.
A Startup is a company working to solve a problem, where the solution is not obvious, and success is not guaranteed.
And when your startup is trying to innovate the way commercial email is consumed, you know you’re going to face an uphill battle.
On today’s episode, we’re going to look at the way we currently send commercial email.
Are marketers like me killing the golden goose that is email marketing?
And what would happen if we flip the existing model on its head?
This week, I’m joined by Todd Furneaux who is the Founder or Co-Founder of AdKaddy, which is a mobile app that keeps your personal inbox free of brand clutter, by giving you a new email address and experience for all those consumer needs.
It’s not the camera, but the person behind the camera, or so the saying goes. Now let’s look at this from a different perspective.
Today, everyone is a photographer because all of us have smartphones that take decent photos.
Today, we can slap an Instagram filter on any mediocre photo, and suddenly it becomes artistic.
Today, we can take a 4k video and extract good quality stills that can be blown up to large format prints.
On this episode, we’ll be catching up and chatting to one of the people behind the camera, who just also happens to be a regular contributor to the startup scene.
This week, I’m joined by Hugh Whitehouse who if you’ve done anything in the Brisbane startup ecosystem, you will have seen one of Hugh’s videos because he’s always the man behind the camera at every event and behind almost every startup that I’ve ever met.
Have you ever noticed how consumers are more willing to take risks in order to avoid losing something? Or how people value items they own, which they have an emotional attachment to, far more than similar items owned by somebody else. These and many other seemingly irrational phenomena can be explained partly, through Behavioral Economics.
On this episode, we’ll be discussing this relatively new field of economics, which is helping marketers improve their customer experience.
This week, we are joined by Phil Slade, who is the managing partner of Decida, but what’s really interesting for us is that Phil is a Behavioral Economist, which means in my layman’s interpretation, he is a specialist at why we do the things that we do as customers, and then potentially how all of us as founders, and maybe part-time marketers can use that to our advantage, not for evil, but for good.
Most startups are designed to disrupt an industry, but disruption is hard in a crowded marketplace and even harder when you’re entering with a premium offering. On this podcast, we’re talking to WP Engine whose built a sizable hosting business by focusing on one type of customer in an increasingly commoditised and crowded marketplace.
This week, we’re going to be talking about hosting which isn’t really specifically about marketing but it’s going to be interesting because I’m joined by the country manager for WP Engine, Mark Randall.
Mark’s previously been a country manager for Bulletproof and Rackspace, which I’ve used as well and so he knows a lot about sales and marketing and what I think is going to be really interesting to talk about today, from my perspective as a marketer, is how do you make a relatively commoditised thing like web hosting? How do you stand out in that kind of industry?
In our social media-driven world, we are now all content producers and every one of us has the ability to publish. This phenomenon has changed the way we think about brands, brands used to be companies, then they became products and now people have brands. So what are you doing to increase the reach and influence of your personal brand? And how can content help with that?
This week, I am joined by Rosie Odsey. She’s a full-time side-hustler, a growth nerd, an accidental storyteller, and a pretend writer as she describes herself.
Check out Rosie’s Social Media Channels:Twitter: https://twitter.com/rosieodseyInstagram: https://www.instagram.com/rosieodseyLinkedIn: https://www.linkedin.com/in/rosieodsey
Visit her website here: http://www.rosieodsey.com/
You did it, you finally produced and posted your first series of videos for your startup. You wrote the scripts, filmed them, edited them, and uploaded them to an online platform. And all that’s left to do is to sit back, relax, and watch the views roll in. But of course, they don’t, well not be on the views that you paid for anyway.
In this episode, we discuss the steps anyone can take to gain attention and trigger viewers to act on your videos. This week, I’m joined by Jonathan Creek, who is an award-winning investigative journalist, TED Speaker and founder of Virable. A highly respected brand storyteller and Guerrilla marketer who has influenced and inspired key people from major global brands (2XU, Sigma, HTV), as well as professional sporting codes and Educational institutions. (AFL, Netball Australia, Cycling Australia, RMIT) and most importantly to us, he’s an expert into the science or maybe luck or combination of both around viral videos.
WATCH his TED Talk here: https://youtu.be/CgsnVbzSR2MFollow his Social Handles here:Facebook: https://www.facebook.com/jonathan.creek/ Instagram: @thecreekyTwitter: @JonathanCreek
So you’re making the investment into your marketing content. That podcast is going out each week. Twitter’s running hot, and you’re writing detailed articles on medium pretty frequently.
But how do you grow your audience? Are you spending too much time uploading and editing and not enough time on the actual production, and issue content really providing value, where there’s both demand and a lack of existing solutions?
In this week’s episode, we’re going to really be looking at what it is to take your publishing to the next level, grow your audience, be innovative into something that once you’ve started your publishing, and you’re really putting the time in to grow your audience and to help us on that journey, we’re joined by Vahe Arabian, who is the founder of State of Digital Publishing, which is at the very forefront of new media and digital publishing. Check out Vahe’s website here: https://www.stateofdigitalpublishing.com/
Follow Vahe on Social Media: Twitter: https://twitter.com/vahearabianseoLinkedIn: https://www.linkedin.com/in/onlinemarketingvahe
I think we all want to secretly write a book, right? Well, we want to write a book that’s a best seller but we’ll settle for a hardcover that sits on a few hundred bookshelves. But two things tend to hold us back. One, what will people think? Will they hate it? And secondly, and more importantly, it kind of feels like a lot of hard work.
This is where today’s guest comes in. Is it possible to schedule and produce a book in under a year? And outside of ego, why do we want to write a book anyway?In this week’s episode, we’re joined by Cori Wamsley who is a coach, an expert and an advisor on exactly this topic.
Cori wrote and self-published seven fiction books and one nonfiction book, The SPARK Method, about how to write a book for your business fast. She is also the executive editor and a writer for Inspiring Lives Magazine, as well as a board member of The Global Sisterhood nonprofit. For more information, please visit www.coriwamsley.com.
Follow Cori on Social Media:Facebook: https://www.facebook.com/CoriWamsleyFacebookgroup:https://www.facebook.com/groups/WritethatBookBuildyourBusiness/Instagram: @CoriWamsleyTwitter: @CoriWamsleyLinkedIn: https://www.linkedin.com/in/cori-wamsley-667498112/YouTube: https://www.youtube.com/c/coriwamsley
When you’ve worked on the digital presence for famous artists like Taylor Swift and Rihanna,
As a startup founder, you’ll tend to lean on mentors coaches and consultants for business advice. However, what’s the difference, is one more important than the other. Should I be paying for one or all these different people to help me in my business? Moreover, how can any or all of these people help me to avoid marketing tactics? Is that focusing on the marketing strategy that the holistic approach to my business?
In this week’s episode, I’m joined by Robin Waite from the UK who’s a business coach speaker and also the author of ‘take your shot‘ and coaching businesses to double their turnover and their profit.
UGC, which is short for ‘user-generated content’, is the term used to describe any form of content like video, blogs, forum posts, digital images, audio files, and other forms of media that have been created by consumers or end-users of an online system and are publically available to others.
Or to put it another way, this is the content your customer produce about your business.
As a founder of a Startup, this should both strike fear in your heart, and opportunity in your marketing brain.
In today’s episode, I talk with Loraine Ball. After spending too many years in Corporate America, Lorraine said goodbye to the bureaucracy, glass ceilings and lousy coffee. Today you can find her at Roundpeg, a digital agency in Indiana, USA, building smart marketing strategies for businesses who want to use internet marketing tools to grow. Lorraine is also the host of More than a Few Words, a weekly, marketing conversation for business owners.
If you love what Lorrain has to say (and I know you will) then you can find more at www.roundpeg.biz
SEO is completed skill to perfect, but that does not rule it out for Startups, although battling against the authority and brand power of establish brands is not something you want to take ‘head on’.
You need to educate yourself in the basics and find your niche. James mentions these tools during the podcast:
https://moz.com/beginners-guide-to-seo
https://ahrefs.com
https://www.semrush.com/
links are still one of the most important aspects of SEO
You have to spend at least 2 weeks getting into the ‘weeds’ of SEO keyword research before you start working
You can connect with James on Linkedin here https://au.linkedin.com/in/norquay
and on twitter here: https://twitter.com/connections8
On this episode, I talk with Steffen Horst CEO & Co-Founder | Symphonic Digital.
Steffen is one of the most experienced practitioners of Paid Search having worked in the industry for years, worked in multiple countries and run global search campaigns for the biggest brands in the world.
On the episode we cover a range of topics including:
- Brand bidding competitor bidding keyword funnels why you should not optimise ad groups early on don’t have 10-15 keywords in an adgroup Keyword match types (learn more here) quality score (1-10) definition* in-market audiences
…. and because you obviously love podcasts, you can check out the Symphonic Digita podcast here.
Automatic Transcript here
Paid Search for Startups with Steffen Horst Steffen Horst CEO & Co-Founder | Symphonic Digital 00:00:00 – 00:05:01 Thirty seven percent of all money spent on digital advertising is through Google. That’s over one hundred billion dollars a year spent globally through the Google platform as you can say Google’s not a platform or a channel that you can afford to ignore with your business. But more importantly, there’s no barrier to entry to advertise on Google. So any business regardless of how small will hound you can open an account and be appetizing on the world’s biggest advertising platform within minutes. I’m Jerry Doyle. And this is the practical podcast where I bring marketing experts around the world to you to help you drop your marketing Deva’s forward. Let’s get this show. So welcome to this week’s episode where again you being Tyler focused on paid search. And when we talk about hide such a postman talking about Google and Atwood’s because Google pretty much owns this market. And to help us get through this very important part of the moxie makes we had joined by Stephan host who is the CEO and co founder of symphonic digital and a longtime friend of mine says Stephan, welcome to my podcast. Thanks for having me, really quick background Stephan. And I worked together in London with an agency reprise media. I hide thing. How long ago that is now, but it was a robbery, and when he had some absolutely brilliant times and we worked on a number of quite high profile pitches together. And I still have a very clear memory of looking across the reprise meteorology office, when’s deafen the phone call from Coca Cola saying whether we’d want to pitch or not. And I what she’s feisty tender with two big thumbs up to signal that we’d actually. Wonder if the code and it led that and nut that’s itchy my memory. That’s what I think of when I imagine you. It’s you on the fine with your thumbs up like Aw with one this. We couldn’t believe it. So that’s that’s out his ACA. So whenever you see a Coca Cola cutoff sparks memory. I just I just have a mind’s eye of your face grinning across that long. That was a special moment many long nights laying out PowerPoint slides and the voter table. That’s good times. Good experiences. And what’s great for everyone? Let’s use the show is you could NAS for someone who’s got more experienced white around the world on huge brands in paid search, which is great because it means that experience is gonna come to you through these podcasts when we start talking about how we can possibly compete against these big brands, and that’s where I want to get started. When I think about hide such a with come from wicked agencies with hundreds of dedi...
Like it or not, if you’re a founder of a Startup company your in sales.
In this episode, I chat with Matthew Whyatt of Velocity Selling. Matthew is a successful entrepreneur, having run his own businesses and in particular sales teams since he was 22, regularly outselling the long-established players in a number of markets.
Matthews’ relentless thirst for knowledge and his ability to apply that knowledge in real-world situations makes him a truly versatile salesperson. Matthew has owned companies with sales in excess of $100 Million in diverse areas such as IT and Software Consultancy, Real Estate, Health, Business Licensing and Franchising.
Highlights:
- Salespeople are the best salespeople Sales and Marketing need to work together If your conversion rate Sucks, then pushing more leads through marketing is a waste of time. * People are generally lazy thinkers I think the founders have an advantage * Make sure your email is talking to your CRM ZoHo – it is cheap, easy, flexible and has a great community. * Don’t have a copy with a person unless I’ve qualified the value on the person “have a virtual coffee” Find the Sneezer – the person who can refer you to someone who can refer you more than one person Managing time in a founder’s life if super important Don’t abdicate the function of sales Salespeople default to positive “are you ready to belly up to the bar for a big slice of rejection pie” Business owners who don’t understand sales set their salespeople up for failure every day How do I get that first sales meeting?* Everyone loves to have their opinion asked
Transcript
Sales for Startups, if youre a founder youre in sales 00:00:00 – 00:05:04 Whether you realize it or not sales is very much part of the founders job. Not only could you be selling to customers. But you’re also to sell to investors here, employees and your friends and family after old. They’re the ones questioning why you started his journey in the first place on today’s episode. We talk all about sales. We try to help you become a better salesperson, even if it’s not a skill that Ye would instantly side that you have I’m Jared Doyle. And this is a facto podcast, right experts. From around the world to help you drive your business forward. Let’s get into this week’s episode. Hi. And welcome to this week’s episode where we’re going to be focusing all around sales and selling and how you can drive your business forward this week way. Joined by Matthew watt, who is the CEO of velocity selling. And luckily for us Matthew has a haven experience in beta based software and technology companies helping build scalable solutions, which is absolutely perfect. If you’re a founder out there and you’ll building a SAS dot up. Matthews executive kind of person you need to take advice from Saint Matthew. Thank you so much for joining absolute pleasure. How are you? I’m I’m very well. I was just just before we started the show. I just mentioned I had an unexpected delivery. And I’ve just run up the stairs carrying you stand up this. So if there’s a deeper breathing, and it’s episode that’s entirely because I’m unfitting for no other reason Totta podcast. Exactly sorry. Look people listening to this podcast by and large either founders of companies, they’re working in startup companies, and silence is often note the thing that they put down on this day. You don’t say sort of founder and and salesperson and so when I’m really keen to chat to the...
If you work at any Startup you’re going to hear the initialized job title ‘UX Designer’ uttered at least once a day. But what does a US designer actually do?
Why are all modern startups seemingly obsessed with UX, how do you ‘do it’, oh, and how is it different from UI?
On this episode, I chat with Warren Prasek from Connect Develop
You can also check out Warren’s photography at Xoodu
Here is the advice Warren would leave a Startup founder with after a mentoring coffee meeting:
Firstly understand the problem you’re trying to solve, validate that it’s a real problem that people have, and then come up with an idea that might solve that problem and then test it with as many people as you can and then keep iterating in that pattern. So basically constantly evolve your design solution and constantly test that an iterator and improve on it. Don’t wait until you think you’ve got something that is a fantastic product that solves all the problems in that space. Try to focus on a particular set of problems that aren’t solved by anyone currently, and then constantly improve your solution and don’t wait for perfection, because as I said before that’s not possible, you’ve got to get out there and test it, and constantly improve.
Episode Transcript
0:01 – 05:05
When you think about the valuable companies in the world today, like Amazon, Google, Netflix EBay, Microsoft, apple visa companies with most of your interactions through user interface. And that’s why user experience it’s such a hot topic right now. In today’s episode. We’re going to dive a little deeper into user experience. And why it’s so important to make these pot of what you consider as you’re building a business. My name’s Jerry Doyle. And this is the facto podcast or bring experts from all over the world together to help you improve your business in marketing communications design, everything that you might need to create a successful business. Hi. And welcome to this week’s episode this week, we’re going to be talking all about USO user experience, and I’m joined by a colleague from longtime ago, Warren pressing who is a seasoned you ex- experienced sort of professional and currently working with the sod up connect develop Warren. Thank you so much for joining me. Hi, jared. Thanks for having me on really interested myself more about U X because it’s something that I use in my everyday business chats with clients I’m talking about you X you and inevitably getting both of those wrong. So actually, I think the first thing we need to before we go any further and talk about details. He quickly distinctly for everyone explained the difference between you X, and you I so we strike again. Yes. Show also use a interface UI design, effectively, that’s everything you see on the screen Yoda Voss or your computer when you’re interacting with the platform. Or out? So if you’re on Facebook, everything you see there in front of you that’s use interface the buttons ups images, you see in really visual representation, whereas you, Alex or user experience is more about housing’s work. Not just how they look it’s how they feel how things taunt together on how you move through an app and bicycling on get the value out of it. So there’s a lot of a lot more in depth kind of background research development design that goes into creating how flows and what’s the most efficient on enjoyable way to use an app rather than just how it looks. That makes a lot of sense to me.
CRO – Conversion Rate Optimization with Luke Chapman
Covering topics including:
-
Simple A\B split testing
-
Heat Mapping – including crazy egg, hotjar
-
Clear Call to actions
-
optimizing and creating a fictionless conversion process
-
Landing page optimization – Google Optimize, VWO, Optimizly
-
What are the key areas of a page to optimize
-
Getting the Simple parts of CRO right
Episode Transcript
0:00 – 05:02
You spent hours creating Facebook ads you’ve carefully selected Utah guardians and even invested thousands of dollars of your hard earned money into advertising business. So why is it that after all this time and effort he didn’t focus on? Optimizing the onsite experience. In today’s episode. We’re going to talk about conversion right optimization or Sarah. This is the combination of hot and science that’s entirely focused on increasing number of people who hit your website and converting those into customers. My name’s Jerry Doyle, and this is rectal podcast right market professionals from all over the world to help start up found is like you learn the different marketing out foams to grow your business. Hi and welcome to this week’s episode this week. We’re going to be tightly focused around cri will conversion rate optimization. And with join discuss these topping by league Chapman. Who is a digital strategy marketing automation extraordinary who works with red x digital here in Brisbane. We’ve made look welcome to the show. Thanks jared. Fantastic way going to really explore this area, which I feel like it’s one of those areas when you have a business that often gets overlooked. It’s that thing that you stop stopping use. I actually done always worked to get people to my website chilly that can save what’s happening. And I’m just curious. I mean from your from your side, and that’s come my vision of it from your Cy why do you feel or what do you say that conversion rate optimization is selling Poland for a business to get? Right. These days. Yeah. Well, I guess now you’ve spent all the money will time or all three to get people to you website. So if they get there, and then they ended up leaving without in voting into whatever you close as conversion that’s a bit of a a waste of time in money. So you really want happened allies on that make the most of it. Two different ways to do that as some show. We’ll discuss I mean. Yeah. Well, I mean let let’s get into that. Because I’m sure a lot of people who are listening to this have maybe heard of conversion rate, optimization CRO. But it really maybe fully appreciate all the different elements kind can involve because it’s not like traditional marketing advertising this little components. He is. I mean, we’ve got a very short window here. But can you give us a rough idea of the kind of things you might be working on under the umbrella of Sierra? Yes, I really I guess anything that’s going to push people down that funnel towards converting into festival. And just reducing any points of frictional in the way. That can be also things. Jennifer, my point of view do a lot of testing so AB split testing most people hurdles multi variant testing, which is taking that to another level. And then just is experience you just making things as as possible reducing steps. And all there’s all kinds of ice today that list five in some of those. Yeah. I mean, if we’re going to do a simple ABC split test. So might as people get that, you know, you’ve got two options. So he we’re talking about let’s paint us in our in our heads. I’m ginger marketer. I’m blocking traffic to a website. It’s like car insurance website,
What did you think of the latest Gillette “We Believe: The Best Men Can Be” ad ?
What about Nike‘s “crazy women” ad?
Why is one ad, so much better than the other?
“To any founder listening to this……. go back to why you started, and the mission that you’re on, find your purpose, and then create content that’s in line with that.”
Wise words from Amir Bazrafshan Managing Director at Apricot Video Marketing
You can hear the full episode here, where we discuss:
- The basic level of quality needed for video campaign – however using your mobile phone is fine * Sound – the unsung hero of a good video Building conversion funnels into your videos Using YouTube for brand hero content Video case studies and how to build rapport between the subject and the viewer using emotion to justify an emotional decision We talk the emotion in the latest Nike commercials purpose marketing and how brands are getting it wrong The Shoe Dog Book by Nike’s founder We talk about not confusing tactics with strategy Why view count is one of the least important metrics for video * Should you do direct to camera or use stock video How do you hire someone to hep you with video
Episode Transcript
0:00 – 05:07
Video is one of the hottest trends in marketing right now. And it’s easy to see why last year four point six billion video ads watched online and those same videos produced twelve hundred percent more shares than text any midges combined on social media, but video is much more than just a tactic in this podcast, I discussed how video is the ideal medium to live your brand message. Why is it that your business? Does what it does? I’m Jerry Doyle. And this is the practical podcast, bribing you mock knee experts from around the world to help you advance your business. That’s getting today is episode talking about video marketing. So welcome to this week’s episode and this week we are joined by a Baz Zaref Shan from Aprecu video marketing old way over in the UK. Welcome in me to the Shire. Hey, Jared, thanks for having me van testee. So so as a citizen, I’m glad to have every British person. I can on the show I lived in Britain for ten years. So it’s great to have somebody from the other side of the weld sharing their insights and this week. We gotta be talking about video marketing, which is near and dear to my heart, and he’s one of the trending topics for all forms of online marketing on but also marketing general, so this should be fantastic episode to help you help your business utilize these new formity marketing, which I’m going to be honest is probably quite daunting when you get started. But hopefully, the end of this podcast amaze going to be able to share some insights for us, which makes it same a little bit less daunting. So I’m going to jump straight in. With the through the first question the same question. I asked every week. I think he’s going to be bit different for you woke with focused on here is trying to understand if there’s any kind of competitive advantage or difference that a founder of a small startup company can bring to video marketing to compete with the businesses because obviously we’ve got massive differences in budgets. He so what can a small business or a founder of a small business due to possibly can pay with the kind of budgets that a lodge organization might happen meal? Yeah. As really good Arabia question.
Are you paying attention to your Instagram engagement ratio or just the number of followers you have?
In this week’s podcast, I chat with Gabbi Johnston about how to use Instagram to promote your business.
You can listen to the full episode from this page
Find out more about Gabbi’s Instagram management services here
Or just follower her on Instagram here
With years of social media management under her belt, Gabbi knows the tickings of Instagram like, well, it’s her job! She goes in search for earrings, ceramics, and basically anything that is labelled with ‘Made in Brisbane’, and loves scouting local markets to expand her network of amazing local businesses owners.
Some of the topics we cover include:
-
Engagement is essential for Instagram success
-
85% of Businesses say Instagram stories are part of their 2019
-
Instagram stories allow users to be ‘real’ in 24 hour snapshots
-
The horrible Instagram follow-unfollow strategy
-
The Pros and Cons of fake followers
-
Engagement rate ratios for success
-
Looking at Uber Eats Instagram success
-
influencer on Instagram
-
The magic 10k follower target
Transcription
0:00 – 05:04
Instagram now has ever one billion active multi uses around the world with a growth right that far exceeds that our Facebook, Twitter, and Snapchat Instagram is the place that consumers a going to absorb content that looks beautiful. So how can you use Instagram to drive your business forward? What are the tips and tricks in today’s episode we’re going to cover a few of those with expert cabbie Johnston to help you drive your business forward. My name’s Jarod Doyle. And this is the facto podcast where each week we interviewed mock knee expects from around the world to help you drive your business forward. Hi, welcome. To this week’s episode today. I’m super excited to announce that got Kebbi Johnston. Joining us who is an Instagram extraordinaire who is going to guide us through how we can use Instagram to drive out startups and asshole businesses forward, so Gaby thank you so much for joining us. Thank you so much for having me, not a problem at all we are in the same state. But as we put ’cause I’m recording remotely because technology is wonderful. And it worked the first time. So technology. Is good. It is going up wags. So we’re in Trump’s trading, and we’ll talk with the standard question. And I think you’ll be answering this one and Instagram’s echoed platform is what can you say for a startup found or are nervous mole business that they can get above and beyond the big brands by using Instagram for their business. Yes. The Instagram is really really personal. And it gives you an opportunity to connect with your audience in a really personal and visual way, which is really important, and it gives you an opportunity to to have those conversations as well end to engage in discussions and things like that. Which is something that a lot of really really big brands sometimes miss because there is so much happening on the accounts that I guess you can really get to know your audience in a really unique y on Instagram. I love tip about engaging discussion isn’t that such big brands they constantly shouting by what they’re doing. So that’s a criteria. So that’s that’s for the found or the end of us. Business to actually engage engage in a conversation with people are the brands or did anyone who’s out there? And with it ordinance is really really important. So letting that wouldn’t know that they’re i...
On this episode of the Fractal Podcast, I interview Murray Barnett from The Creative Writer.
We cover why modern copywriting is for an active reader, and what an active reader is
The importance of making your content searchable
How modern copy is clickable & scrollable and accessible
and why to write to a persona and make your copy personal
Did you know you can make visually intimidating copy? I didn’t until I spoke with Murray, this is a major tip and one I’ve taken forward.
We also discuss how the savvy modern consumer does not want to be advertised at, they want to find information.
Murray shares a great tip on getting over writer’s block and he also explains why age is an advantage in copywriting – sneak peek – wide and deep life experiences is copywriting gold.
Episode Quote: “For your copywriting to have any power, you need to create a relationship between the person writing and the person reading”
Podcast Transcript Below
00:00:00 – 00:05:12
Make it simple. Make it memorable. Make it inviting to look at and make it fun to read the immortal copywriting advice from Leo Burnett. The founder of Leo Burnett company and creator of iconic advertising ideas, like the mole Berman now, you might not consider itself a copy run up. But if you’ll the founder of his thought up that’s just one of the many hats, you’re gonna have to wear. Welcome to the Franks Kosta his Jerry Doyle. Doc gates from around the will help you become better. Lock the yours. Hi, and welcome to this week’s episode and this week, we’re going to be entirely focused around copywriting, and helping you become a better coffee Baraja with you want to or not you need to be as a founder of a start up and this week we joined by Murray Bennett, do is the creative writer from the creative Raja dot com. Today, you Mary thank you so much for joining us Jared. Pleasure to be with you. It’s a fun topic for me because it’s an odd form that ever become earthy tat. But it’s something that everyone who runs a company or earns a company ultimately going to have to have that copyright a hat on every now, and then like whether they want to not that speaker copywriters, I’m excited to extract some of your wisdom and hopefully add onto the listeners. So they become better copyright is. And ultimately run better businesses. So this should be fun. Well, I’m trying to help people with running businesses. Let’s let’s let’s go fantastic, sir. I guess to get started. And to set the frame really token to business is in founders. Are we want to get a sense of what the biggest differences between say found doing their own copywriting? Oh, maybe outsourcing and hiring hopyard. Would it be company might be able to do in higher professional like yourself? What are you? What do you see as being the biggest differences in the way that that’s fine? They conducted. But also the advantages and disadvantages eight. Each of the different options have ROY. We’ll I I would say that the biggest difference, of course, would be income or the amount of money that you can put towards the copywriting that you need to do. Of course, if you’re a startup, I’m you may not have a very big budget. So you’d be looking at doing more of it yourself or even all of it yourself, whereas big business would be. Potentially hiring a big coffee running which could charge hundreds of thousands of dollars a year a marketing campaign. So I think the biggest difference is income and the ramifications that come from that. But that being said, I think that I can give some help to stop people with little oh now incomes spend on copywriters and give them some idea...
This episode takes a deep look into content marketing tactics with Kellie Jade Duggan from Metagenics.
You can hear the full interview with Kellie here or download on Spotify, iTunes or Stitcher.
-
Right Audience at the right time
-
Channel Specific content marketing
-
Equipment needs for your content production
-
Timing your content and funnel positioning
-
the rise of video content and IGTV
-
Facebook live for content marketing
-
Listen to Kellie define “Low-fi and on the fly”
-
we also highlight our lack of knowledge on the names for the different generational names, GenX, Gen Y, Gen Z & Mellinials.
-
Hot tip: keep your content ‘real’ and earn some cut through and authenticity
-
Creating content with a purpose; for the right channel, objective, demographic, engagement
-
the idea of conversational content
Here are some Instagram accounts Kellie mentions
@ethicalnutrients @innerhealthau @finnley.fox @therainbowbabes
Don’t forget to help Finnley reach his 10k follower target 😉
Episode Transcript
0:00 – 05:02
Content marketing can be one of the most efficient ways for founder of Assad company to drive that business forward. It’s authentic. It’s engaging and can be a whole lot cheaper than traditional advertising. In today’s episode. We talk with Kelly about the best ways to really hung, your content marketing strategy, how you engage in audience and building content funnels. I’m Jerry Doyle. And this is the facto podcast where we bring the mocking experts from all around the world to you. And awesome advice tips tricks and the things that you can do to drive your business forward. Welcome to this way show. Hi. And welcome to this week’s episode this week where privileged to be joined by Kelly j Duggan who is someone who I’ve had the privilege of working with. But I think months ago we worked on an F M C J Branko Pecci together, and since then Kelly’s gone on to really calm out a niche as in my opinion, a Brandon content marketing, especially round the health FM, CJ sector. So today, we’re gonna be talking about content, and specifically content around social media and peaking Kelly’s Brian to help you with your businesses. Now, you can use content more strategically cycle. Thank you for joining us, Oklahoma. Lol not a problem. So looking to jump straight in because we’re talking to founders and owners of small businesses the way, we always kick off these you’ve got experience now working with some pretty big brands with some decent budgets, and that can be intimidating if you’re a founder nice little coming up against you with you know, it more money for Betty cameras etcetera. So what I wanna know is gene have any tapes of house on his fan of a startup or small business can compete in content marketing of advantages, can they have over the logical per to have got understandably much larger budgets absolutely while. I think what. So I work at medic exile cops that in a health and ethical Nate trance outright out brands. And I think what makes us a little bit different to some of the pharmaceutical companies is that instead of out sourcing content. We actually produce it all in house. So we like to we’re bit different traditional gamma in that we have the ability to to work a little bit more agile, and we’re able to produce content really fast on the small budgets, which is something.
Just get my business listed in the newspaper.… but do you even want to be in the newspaper?
In this podcast episode, I chat with Michelle Winter about PR for Startups and cover a huge range of questions to help you understand the best ways to promote your Startup through public relations.
-
How should you hire someone to help you out with PR
-
What is the focus of the journalist?
-
What can you do as a founder to get your Startup listed in the press?
You’ll find the answer to these and other questions in the latest episode
If you’d like to work with Michell on your PR then please check out her website at Bango PR
Michelle is an experienced media and communications professional supporting technology, scaleup and startup companies. Michelle has worked with early-stage clients to get their messaging fine-tuned and then helps her clients navigate the media.
If you’d like to subscribe to the Fractal Marketing Podcast you can do that via these links Spotify, Stitcher, Google Play or Apple iTunes
Transcript
0:00 – 05:00
Just get my business listed in the newspaper. That’s the kind of break you might get. If you ran a sod up pay our agency in today’s episode again discuss do you really wanna be in the newspaper or the benefits of being listed? How do you do public relations had employed? Someone to help you out. What’s the focus of the journalist who you appealing to and what you can do as a setup founder to get those really crucial column inches dedicated yo business and not to be corporation. I’m Jerry Doyle. And this is the frankly podcast. And. Today. I’m excited to say that we’re joined by Michelle wintom, Michelle is an experienced media and communications professional who’s worked on national and global PR Counci cross technology property consume of fitness franchise. Brad’s you name it. She’s probably done it. But more importantly for us. Michelle weks with early stage is to get them messages. Fine tuned and help them really navigate the media landscape. So I’m super excited to have Michelle hit, Michelle. Welcome to the show. Having me not a problem at all. So I’m Cain to get straight in and talk about PR. And like, I guess with all of my guests. I want to understand what you think the difference is for somebody who’s a founder of a start up or a small company. How can they guess use PR or how can they leverage this size to get? I guess a competitive Ganj against be corporates out there. Because there’s always that fear is a found that you’re gonna be drowned by the big behemoth coporate who’s going to get all the media square inches of column inches if you like Jimmy advise and how they can I guess utilize themselves as a founder to get a game advantage. Yes. I shall I think that the NFL full restage businesses is that it doesn’t have to actually host anything. I don’t sound really expensive initial. He get a big PR agency onto a consenting way cost Arado money. But the brilliant thing. Pia is that you can do it yourself. If you understand how to what the what they’re media will be interested in Abaco business than you. There’s nothing to stop you from approaching than yourself on in to get some stories running gets a valuable media coverage for you. That’s interesting. I when you talk about doing it yourself. I often wonder. As a small business or generally speaking,
Startup founders are flocking to the LinkedIn social network because they are seeing amazing engagement and destroying large brands that hide behind company pages.
In this episode with Mireille I discuss the best ways you can use LinkedIn to gain maximum reach.
Mireille is the CEO of the Social Media Marketing Institute, founder of the Social Media Marketing Awards and an award-winning entrepreneur, and speaker.
What are the misconceptions about Linkedin? What areas are hot right now? How should you structure your status updates? What is it like to have 20,000 followers?
You’ll find the answer to these and other questions in the 12th episode of my podcast.
If you love what Mireille has to say you should check out the Social Media Marketing Institute
If you’d like to subscribe to the Fractal Marketing Podcast you can do that via these links Spotify, Stitcher, Google Play or Apple iTunes
How can a startup founder create a blog that can compete against a large company with deep pockets?
What are the misconceptions about blogging?
You’ll find the answer to these and other questions in the first episode in the second season of my podcast.
This season I’ve changed the format and now I’m interviewing marketing professionals with the express objective of extracting advice and tips for founders.
In the first episode, I chat with Caroline McCullough from Writally
If you’re a founder blogger or just thinking about starting a blog, then jump onto Spotify, Stitcher, Google Play or Apple iTunes
In this episode, I discuss pitch decks for startups looking to raise funds.
A few quotes from this episode:
-
Everyone is a pitch deck expert, some of the advice will even be good
-
You can get some real confidence when you see how basic YouTube pitch deck was
-
Pitch decks are designed to be “pitched” not emailed
-
A great pitch deck has very few words on it
-
A pitch deck is not a business plan
-
If you don’t win an investor’s heart you’ll probably never convince their head
-
You want to start your pitch deck with a story
-
When you pitch you need to create both ‘fear’ & ‘greed’ within your potential investors
-
Create a vision for the future with your pitch deck
-
Make sure you add the ‘secret sauce’ to your pitch deck
-
Please don’t ask investors to sign an NDA before you present your pitch deck
———————————————————————-
Here are the pitch decks I talk about during this episode.
AirBnB Pitch Deck from PitchDeckCoach
The slide deck we used to raise half a million dollars from Buffer
Youtube pitch deck from Alexander Jarvis
Choosing the correct SEO keywords, asking for those links and the importance of deep links with a focus on accounting sites. Plus I discuss dogfooding.
-
As an SEO you can tell when a page is built for SEO gain – 3:05
-
It’s Google’s job to work out if your page is offering value or is just there to collect traffic – 4:50
-
If you’re ranking #1 but not seeing any traffic, it is possible that people are not searching for your target keywords – 4:55
-
Use Adwords to make sure the keywords you’re targeting for SEO actually have demand – 6:40
-
Creating lots of keywords targeted pages without much SEO authority will not win you much traffic – 8:00
-
Hotlinked images can be an easy way to pick-up some easy links – 8:20
-
Embedded videos will increase your visitor dwell time and therefore give an SEO boost – 10:00
-
Make sure you optimise your images to reduce your homepage loading speed for an SEO boost – 11:25
-
SEO is like an F1 car, onsite SEO is like your aerodynamics and your links are your engine – 12:50
-
Once an article on a 3rd party website has had it’s ‘day in the sun’ the long-term value to your business is the link – 14:45
-
To me, it is counter-intuitive for journalists to reference a website without providing a link – 16:10
-
You don’t lose SEO power by linking out, if you don’t link then it is like not voting – 16:49
-
To not add a link to an externally referenced website is just bad internet Etiquette – 18:15
-
Getting social signals to your website pages send Google good ranking vibes – 19:30
-
The title of your page is more often than not what appears in Google results in blue – 22:20
-
Matching your page title to a user search not only increases your ranking but also the click-through rate – 24:20
-
Dogfooding is using your product just like your customers would – 27:12
In this episode, I look at the SEO options for three founders’ websites. I cover, links, domains, duplicate content, linked building, keyword selection and website engagement.
The first website I reviewed the SEO for is Quaintrelle Consulting which I look at for Nicole Jensen
The second site is Fair and Square which is done for Anissa Farrell
and finally, I check out myPresences for Paul Gordan
A few quotes from the show.
-
If you pick a generic word for your brand, you’re not going to be able to rank #1 in Google straight away
-
You have to own your own brand in the SERPs
-
If you’re targeting a specific country and have a .com domain, then tell Google via Search Console
-
if you ever want to hide a body, the best place is the second page of Google results
-
301 redirects are as permanent as a marriage
-
If SEO was a car, on-page would be the aerodynamics and links would be the engine
-
Use Google Adwords to work out your search demand for SEO
-
Wix isn’t actually a bad thing for SEO, they get most stuff right
-
Once you’re in the game, backlinks are going to make a difference
-
The number of backlinks is a good indicator of SEO power, the number of domains is better
-
You need to start thinking about links as being like money
-
Google prefers https to http
In this episode, I look how, and if you should outsource your social media. I discuss how to think about your social channels and recommend a great new tool I’ve found to extract the value from your quality content.
For the second question, I look at how to win over a target market that is expensive to engage and also look at how to use content to drive the more protracted sale.
In my end of episode rant, I talk about how the competition can’t just copy your brand authenticity, and how you generally don’t need to be afraid of the copycats out there.
In this episode, I discuss missinglettr.com as a SAAS tool I ‘m testing for re-publish my content, you can grab a free trial here.
Key Quotes:
-
You really can’t have your brand authenticity stolen by a competitor, so don’t sweat it
-
I’m not a fan of outsourcing social media – this is your digital voice
-
Are you really important enough to ask somebody to speak on your behalf
-
Always try to insource your social media before you try to outsource
-
pitching for a search account is about the most boring thing a brand marketer can do
-
have a vision, mission and desired outcome for your social channels
-
Too many companies are just on social media because they feel they have to be there
-
Social Media Idea: Post less, comment more
-
ebooks are great, but if you’re hiding too much content, bring it forward and drip feed it into a campaign
In this episode, I look at split testing and consider if it is possible to do too much. I also look into the boom that was location-based shopping apps that have since seemingly disappeared.
At the end of the episode, I pay homage to the íce breaking’ founders.
Thanks so much stopping by, your subscription to my podcast really helps me to reach a new and bigger audience.
If you’re an Apple user then you can subscribe to the podcast here Apple iTunes Podcasts
If you’re on Android then you can find us on Stitcher here
If neither of these work then you can just use Sticher through your browser
and remember, if you do have any questions you’d like me to answer on the show please just leave them in the comments here http://fractal.com.au/questions
cheers,
Gerard
In this episode, I discuss influencer marketing, where to start, why it works and the different types of influencers.
I also cover ways to measure your influencer marketing results.
I then discuss a potential way an ISP can re-frame their pricing model so that consumers can better understand and value the service. I leave you with a simple, yet power tip that will differentiate you on social media.
During the Episode, I talk about the different stages of a buying funnel and how we’d attach different metrics to each stage.
The image below summarises that discussion
In this episode, I look at the BANT framework by IBM as a way to think about pricing your service, we discuss focusing on value and not falling into the trap of cost-plus pricing. I run through an adapted version of Peter Laurie’s pricing model strategy, and finally, I talk up the benefits of project-based pricing.
In the second half of the episode I cover the classic ‘adoption of innovation’ curve, Simon Sinek’s ‘why’ and a little time is spent on creating great copy.
I finish the episode talking about the false economy of not accepting Amex cards.
If you’re an Apple user then you can subscribe to the podcast here Apple iTunes Podcasts
If you’re on Android then you can find us on Stitcher here
If neither of these work then you can just use Sticher through your browser
and remember, if you do have any questions you’d like me to answer on the show please just leave them in the comments here http://fractal.com.au/questions
In episode #3, we discuss the difficulties in building a double-sided business model and a trick that’ll give you a fighting chance. We then look at how to hire your first marketing employee for your startup and finally, we discuss shoe brand AllBirds who are nailing their copy, humour and brand positioning right now.
Please remember to subscribe and if you have any questions you’d like answered please ask them on Linkedin here
You can find an automated* transcription of the episode below:
So welcome to episode three of The Fractal Marketing Podcast. In today’s episode, we’re going to talk about double sided or two-sided marketplaces and how to tackle them with your start-up business. We’re then going to talk about what it’s like to hire your first marketing person and what to look for and what you need to provide them and probably more important than anything else how you’re going to measure the success. And then finally I’m going to have a quick look at a new shoe brand that I’ve completely fallen in love with. So the first question comes in from Scott Clark from claim.io who says, “The challenge my company has is that we’re trying to build up a two-sided marketplace and the issues we face are businesses are hesitant to sign up as our customer base is low and the customers won’t sign up because there isn’t a large number of businesses to offer things to them. Any tips on how to expedite the growth [and income?] would be grateful.”
Well, Scott, I mean, you’ve touched on probably one of those elements in a start-up business that I think is really common [laughter] and that’s people who try to tackle a two-sided marketplace. And the problem with the two-sided marketplace is that it’s such a desirable thing to try to achieve. If you get a two-sided marketplace working, if you can get an Uber, an Airbnb, eBay, if you get these things working, they’re huge businesses. The problem is, is that this huge business actually becomes really hard to achieve. So it’s like anything. It’s kind of like a long odds horse. It’s like 100 to 1 shot. If it comes in, great. You’ve got 100 times your money back. Chances are the 99 other times the horse runs it doesn’t win. And that’s what you’re tackling here. I’ve personally had a lot of experience with this and a lot of experience not getting it right. So I can talk about my experiences directly because my business zippy.com.au that I founded had a very similar proposition. I was trying to reach small-business owners. I was trying to give them a proposition that would work and grow a business at the same time, a two-sided marketplace. So how do you do it?
Look, if you try to grow both sides of the equation, you’ve got a chicken and egg problem. Which came first? So you’re growing that business, and you’re going to struggle. The dilemma you’re facing is absolutely true and there really isn’t a quick fix if you try to grow the business in the organic way you imagine. The strategy I have really come to accept is the only way to really tackle a two-sided business model with any chance of success is actually to try to freeze one side of the model. So when you look at what you’re doing with the business you know where you want to end up. You want to end up with a marketplace where you’ve got buyers and sellers, businesses and customers on both sides of that equation, and they’re growing at the same rate. But we know that’s really difficult to do. So what you need to do is freeze one side. Now, what you’re basically achieving by freezing one side, and I’ll get to sort of how we do that in a little bit,
Welcome to Episode #2 of the Fractal Startup marketing podcast.
In this episode, I discuss calculating the cost of your customers – thanks to writally.com for the question
We also cover the other common direct marketing variables and how to calculate them.
We then move onto more complicated offline and long sales cycle tracking – thanks to BenchOn for the question
And finally, we look into the power of animation as a video medium – take a look at Big Fish & Biteable.com
If you would like to have your questions answered on the podcast, please add your question in the comments section here http://fractal.com/au/questions
If you’re an Apple user then you can subscribe to the podcast here Apple iTunes Podcasts
If you’re on Android then you can find us on Stitcher here
If neither of these work then you can just use Sticher through your browser
Below is a transcription of the podcast:
[music] Hi, and welcome to the Fractal Marketing Podcast. My name is Gerard Doyle. And on this show, I take marketing questions from listeners to provide answers so that everybody who tunes in can learn a little bit more about marketing and hope they find some ideas for their business. [music] So in today’s episode, we’re going to look firstly at calculating the cost of acquisition of your customers and other marketing variables like ROI and ROAS and discuss the differences between those two. After that, we’re going to spend a bit of time talking about more complicated tracking models where it might require an offline sale or a long sale cycle and how to relate that marketing money that you’re spending very early on back to that end sale and the customer value. And finally, we’re going to spend some time looking at animation and the power of animation in video marketing and how we can deliver clarity of message through an uncluttered interface. So our first question this week comes from Cass from [inaudible]. And her question is, “How do you calculate the cost per acquisition if your primary acquisition method is profitable?” Good question, Cass. And I think it speaks to one of the problems with marketing is that and like all industries, I guess, is we have a tendency to create a lot of our own words, a lot of our own acronyms, initialisations, and things that just make marketing generally confusing when it need not be. I think back to some of the rules that people like Mark Zuckerberg and Elon Musk employed in their companies. And they just started stopping people from coming up with new acronyms inside the company because it just made life really difficult. But we are where we are [laughter]. And to answer your question, look, it is still possible to have a cost of acquisition particularly even if you’re profitable because it’s only the cost of acquisition is only the denominator in the ROI calculation. So what I’m talking about there is if you’re looking at the ROI of your marketing,
In this episode, I take questions from Teas.com.au, Brannd Hub and PowerWells.org
We discuss:
-
finding your niche market
-
How you need to own a niche before you expand
-
Tribes and how to use them to expand
-
Great domain names and the ‘radio test’
-
promoting a service-based business
-
Crowdfunding marketing
Thanks to Teas.com.au , Brand Hub , and PowerWells for being on episode one.
If you have a question you’d like answered on the show please leave a comment on Linkedin here
Want your question answered in the next episode? Just leave your question here
Here is a transcription of this episode: (there will be mistakes in this transcript so please just use this as a guide)
Hello and welcome to the Fractal Marketing Broadcast. I’m Gerard Doyle. Each week, I explore online marketing objectives and strategies from you, the listener. Sharing the advice on this broadcast for everyone to learn from. The goal of this broadcast is to keep startup founders and entrepreneurs, teach them marketing tips, tricks and best practices that they can apply to their business. Welcome to episode one. On today’s episode, we look at the niche marketing selection for teas.com.au. Help brand hub with their web presence, and I will share how I promoted the ground founding campaign for power wells. So let’s jump straight into the episode. So the first question we have is from Celina who runs teas.com.au, and that’s T-E-A-S.com.au, who asked the question with a rather low population density, yet first world GDP in Australia, how does someone choose a niche? Her niche is too niche. Is there a golden figure or a clever way to say, “Yup, this is a mature market for X or no, its way to small, thanks a lot.” Thanks for the question. First things first, just as I stumble over the word niche right at the beginning of my podcast. Franny Wayne is listening in the US, there would be a niche. It’s probably a little bug there for most Australians and Brits. That there’s a different way to pronounce that word, but in Australia we say niche. Look, great question. I think the first thing I want to say is just a lot of good domain name. Not directly related to your question, but teas.com.au, as somebody who’s worked in the domain industry for a while, one of the things I love is a domain that’s just easier to say, easier to spell and the kind of to quote the wrong sort of brand campaign, it does what it says on the tin. So good work on that one. To get more into your question, is there an easier way? Look, I guess I can give you a roundabout answer and that’s to say for me, the trick with niches is actually to go as niche as you can at the start. I think one of the traps we get into with business is we try to go too broad. And I guess that goes to the second part of the question which is have you gone too niche. I guess it depends on the way you’re looking at it. If one part of your question is the market big enough to justify, that’s a bit different to are we going to a niche. In my mind, one of the key things to do when you’re starting a business or running a business is to go as niche as you can at the start. So what that means is, you’re better off winning over a really small audience and turning them into an absolute evangelist for your brand. So what I mean by that is, it’s really hard to be everything to everyone. So, obviously, [inaudible] with so many tea drinkers, but even tea drinkers are a really broad set. So I think the trick is to get that niche as tight as you can and to play around with that. So, obviously,