The Strategic Marketing Show

What are the pros and cons of different marketing channel teams working closely together? And how can these channel teams communicate more effectively?That's what we're discussing today with a lady who enjoys taking long romantic walks to the fridge, accompanied by her miniature sausage dog.She has over 15 years of marketing experience working for top brands in Canada and Europe as a marketing trainer and fractional SEO Director.A warm welcome to the Strategic Marketing Show, Myriam Jessier.You can find Myriam over at PRAGM.co.Topics discussed on this episode include:Let’s focus on SEO and PPC, to begin with - how closely should these 2 teams be working together?What about TV and radio, and their impact on online marketing?When do good email promos create problems offline?Why do we have silos in the first place?What are the benefits of silos?When do silos become detrimental?

How closely do you work with your sales departments? And how can marketing and sales do a better job of supporting each other's objectives?That's what we're discussing today with a man who has a BA in Cinema and Communications, and an obscure movie quote for just about any situation.He is one of the most in-demand speakers at digital marketing and automotive conferences all over the world, and is Chief Operating Officer at SearchLab, a boutique marketing agency, specializing in local SEO and PPC.A warm welcome to the Strategic Marketing Show, Greg Gifford.[You can find Greg over at SearchLabDigital.com.]

What is brand positioning? How has it changed? And what does it take to make it a success?That's what we're talking about today with a man whose non-conventional approach to digital marketing and talent for social media has built him a global audience.He's advised hundreds of brands from over 30 countries, including a shark on Shark Tank, a Nobel Peace Prize winner, and several politicians. He's a personal branding expert, keynote speaker, and the founder of Phil Pallen Collective.A warm welcome to the Strategic Marketing Show, Phil Pallen.You can find Phil over at philpallen.co.Topics discussed on this episode include:50 years ago, Kotler defined brand positioning as “the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market”.Does that still hold true today?What does he mean by the company’s “offering” and “image”?What’s an example of a distinctive place in the mind of the target market?How do you go about achieving this, practically, today?What are the biggest brand positioning mistakes you see today?What are some quick wins that an enterprise brand can do to improve their brand positioning?

We're constantly hearing endless reports of how we should just trust paid ad platforms to deliver the right ads in the right places, and how you can now trust content to be written by AI. But, where should you draw the line? What should you automate? And what shouldn't you automate?That's what we're gonna be discussing today, with a man who co-authored The Ultimate Guide to Google Ads with Perry Marshall, the world's best-selling book on Google Ads with over 140,000 sales.He's spoken on four continents, at hundreds of conferences, clocked up over two decades in the digital marketing industry, and is CEO and founder of the award-winning Melbourne-based digital agency, Web Savvy.A warm welcome to the Strategic Marketing Show. Mike Rhodes.You can find Mike over at websavvy.com.au.Topics discussed on this episode include:Where’s the line between not enough automation and too much automation?What are examples of tasks that should definitely be automated in 2023?How is automation changing Google Ads?What are some tasks that definitely shouldn’t be automated?Should marketers be using ChatGPT to generate content? (If so, what content?)Should a marketer be led by what’s possible in a tool when it comes to deciding whether or not to automate?What’s an example of a brand that’s doing a great job with automation?Not necessarily thinking about automation here, what's the number one thing marketers need to incorporate into their strategy?

How much time do you spend on driving new website visitors versus maximizing your conversion rates? Perhaps enhancing conversion rates will have more instant impact on the bottom line.That's what we're going to be discussing today with a digital marketing entrepreneur, speaker, and neuromarketer who helps businesses learn what users want on their website, using psychology-based testing and analytics.He’s the founder of Smart CRO, a full-service agency that helps companies run strategies to improve website profitability.You can find Chris over at smart-cro.com.Topics discussed on this episode include:What’s a neuro-marketer?What is psychology-based testing?What specifically do you mean by website conversion rates?How do you incorporate website conversion rates into a marketing strategy?What aspects of website conversion rates are key?What else impacts website conversion rates?What software do you recommend to track website conversion rates?

How do you determine who your ideal audience is and how to find them? That's what we're going to be discussing today with a man who has dedicated his professional life to helping people do better marketing through his writing, videos, speaking, and his book: Lost and Founder. He’s the Co-Founder and CEO of SparkToro, an audience research tool that shows you the websites your customers visit, the social accounts they follow, and the hashtags they use.A warm welcome to the Strategic Marketing Show, Rand Fishkin.[You can find Rand over at SparkToro.com.]Topics discussed on this episode include:Where does audience research fit into the marketing mix?What are the key areas of audience research that a brand absolutely has to know?What areas of audience research and big brands typically missing out on?What do you do with your audience research once you have it?Is audience research something that you do once, and then you never have to do it again?Is it not possible to use mega ad platforms like Facebook and Google Ads to build target audiences?

How much attention should you be paying to your analytics? And how should analytics be best utilized as part of your marketing strategy? That's what we're discussing today with a man who's been working with Google Analytics for 15 years. And over the past few years, he's consulted, trained, and spoken at conferences about how to optimize your use of analytics.His focus now is on his business, Measurelab, to become the world's favorite Digital Analytics Consultancy. A warm welcome to the Strategic Marketing Show, Dara Fitzgerald.[You can find Dara over at measurelab.co.uk.]Topics discussed on this episode include:How has the role that analytics plays in the marketing technology stack changed over the past few years?How should non-technical marketing professionals interact with analytics?What ongoing relationship should senior, general marketers have with analytics professionals?What are the key tracking opportunities and metrics to be aware of?Analytics platforms can seem complicated - is there an easy way to take key data out of analytics platforms and display them in an easy-to-access way?How are analytics platforms continuing to evolve?

Today I'm having a conversation with a lady who helps SaaS, tech, and IoT companies from pre-seed to enterprise acquire more customers and more profitability through powerful conversion copy and messaging.She has over 12 years of experience working in direct sales and conversion copywriting, and is the founder of Green Light Copy.A warm welcome to The Strategic Marketing Show - Eden Bidani.You can find Eden over at GreenLightCopy.com. Topics discussed on this episode include:How does Copywriting bring a marketing strategy to life?Does every marketer need to be good at copywriting?Has good copywriting for the web changed much over the past few years?How do you recommend that a copywriter goes about explaining what a company or product does in a clear and powerful way?How different is website copy, app copy, emails, FB ads?

Are you still holding off from giving LinkedIn Ads a go?If so, hopefully, today's conversation will help you get started, with a man who's worked with over 350 companies and managed over $100 million in LinkedIn Ads.He's the Managing Director at Speedwork, a B2B marketing agency focusing on LinkedIn. A warm welcome to the Strategic Marketing Show, Anthony BlatnerYou can find Anthony over at speedworksocial.com.Topics discussed on this episode include:Why is being a compelling, effective on-camera communicator so important for senior marketers?You say that Executives, for the most part, don't understand or use the power of video or content to grow their personal brand or influence - why is that?Is there any particular video that you’re talking about - LinkedIn Profile / webinars or something else?What are the biggest mistakes that you see?What are the key things that people need to improve on?What kind of measurable benefits do you get as a result of being better on video?

Where exactly does UX fit into your marketing strategy? In fact, is UX even an ongoing part of your marketing conversation? And if not, should it be?That's what we're going to be covering today with a UX consultant with nearly 20 years of industry experience across UX and analytics. He's the author of O'Reilly published Researching UX: Analytics, and Senior UX Researcher at the design transformation agency Clearleft.A warm welcome to The Strategic Marketing Show - Luke Hay.[You can find Luke over at lukehay.co.uk.]Topics discussed on this episode include:What does UX mean now and why does it matter?Why does it matter specifically to marketers?How does a marketing strategy incorporate UX?You say that marketing can learn a lot from user research in terms of what users actually need from a brand - what do you mean by that?You talk about understanding the mental model of your users - what do you mean by that?How do you measure the impact of UX?