#98 - Inbound Marketing: What is it & Why You Need to Invest

Marketing changed drastically in 2023. From ChatGPT and generative AI to X and Threads, marketers had to keep up with a lot over the past year. The question now is: what marketing trends will take over in 2024?While we can't be sure, in this episode, we've used industry insights and expert predictions to look at the key trends we think will shape the marketing landscape in 2024. These include:AIAugmented realityInfluencer marketingFirst-party dataSustainabilityAnd moreIf you'd like to read along or want access to the text, just visit our blog.And don't forget, you can access ebooks, downloads, templates and more on our website.

ChatGPT is heralded by some as a marketing miracle. While we might not go that far (yet), it can be an invaluable tool in a comprehensive marketing strategy when used properly. But what exactly does that mean?In this episode, we will dive into the strategies and tips that will help you unleash the full potential of ChatGPT, including: Setting goalsHow to train ChatGPTUsing promptsA/B testingThe ethics of using ChatGPTAnd more. Tune in to hear how to unlock the potential of ChatGPT and other language models, while avoiding the pitfalls that make these tools trickier to use than most marketers expect. If you'd like to read along or want access to the text, just visit our blog.And don't forget, you can access ebooks, downloads, templates and more on our website.

In the ever-evolving landscape of marketing, creating a niche is the key to success. Join us in this episode as we delve deep into the world of inbound marketing, a game-changing approach that can set you apart from the competition. From its origins with HubSpot's groundbreaking concept to its core principles and tactics, you'll learn how to attract, engage, and delight your audience. Discover the innovative flywheel model and why inbound marketing is all about creating value and nurturing long-lasting customer relationships.In this episode, you'll learn about:The birth of inbound marketing: Explore how HubSpot's groundbreaking concept of inbound marketing reshaped the industry.Understanding inbound marketing: Uncover the core principles of this customer-centric approach, including content marketing, SEO, social media, and email marketing.Inbound vs. outbound marketing: Discover the fundamental differences between pushy outbound tactics and the trust-building nature of inbound marketing.The flywheel methodology: Dive into HubSpot's innovative flywheel model, a customer-centric alternative to the traditional funnel, and understand why it's a game-changer.Core tactics of inbound marketing: Explore key strategies, including content marketing (from blogs to videos), SEO, and email marketing, while staying compliant with GDPR.Benefits of inbound marketing: Learn why inbound marketing is not just cost-effective but also effective in building brand awareness, aligning sales and marketing departments, and utilizing first-party data.Inbound marketing's impressive impact: Discover the remarkable results of inbound marketing in both B2B and B2C scenarios.Conclusion: Understand why investing in inbound marketing is a smart choice, especially in an era of rising data transparency and privacy concernTune in for actionable insights and strategies that will empower you to elevate your marketing game, create value, and build lasting relationships with your audience.If you'd like to read along or want access to the text, just visit our blog.And don't forget, you can access ebooks, downloads, templates and more on our website.

Tracking the user journey is essential for marketers to gain insights into how users interact with their websites or apps. Google Analytics 4 (GA4) is designed to be more flexible and scalable than previous versions. With its advanced features and capabilities, it’s revolutionising how marketers analyse user behaviour, unlock valuable insights, and optimise their strategies. In this podcast, we'll explore how marketers can use the new advanced features of GA4 to  better understand their customers and their journeys.  This includes:1. Enhanced funnel analysis 2. User flow analysis 3. Event based tracking 4. Cross-device and cross-platform tracking5. Improved personalisation opportunities6. Machine learning capabilities 7. Advanced audience insights 8. Attribution modelling 9. Privacy-centric approach 10. Custom reporting and analysis If you'd like to read along or want access to the text, just visit our blog.And don't forget, you can access ebooks, downloads, templates and more on our website.

While AI is becoming a part of our daily lives, it's crucial to consider the ethical challenges it presents. In this episode, we delve into the ethical implications of AI and specifically, the rise of generative AI.  We explore how generative AI can be biased, unfair, and unsafe, and emphasize the importance of transparency and accountability in its use.We'll cover a range of topics, including:Traditional vs generative AIThe ethical issues of generative AIHow to practice responsible AIAnd more.If you'd like to read along or want access to the text, just visit our blog.And don't forget, you can access ebooks, downloads, templates and more on our website.

AI is transforming how businesses operate - from automation and decision-making to customer service and resource allocation. In this podcast, we'll explore real-life examples of companies harnessing the power of AI in diverse business processes, with valuable insights on how you can leverage AI to drive innovation within your own organisation, including:SephoraAmazonGoogleLyftSpotifyStarbucksAnd more...If you'd like to read along or want access to the text, just visit our blog.And don't forget, you can access ebooks, downloads, templates and more on our website.

What does a marketer actually do? With so many different types of marketing and job roles out there, it's not always an easy question to answer. But what if I told you that marketers can change the world? That's right - there are marketing campaigns throughout modern history that have had a profound and lasting impact on the world we live in today.In this podcast, we dive into some of our favourite history-changing marketing campaigns that prove just how much of an impact marketing can have on our world. From diamonds to sports apparel to women's razors, we explore the fascinating stories behind these campaigns and how they shaped our values, beliefs, and even our way of life.Some of the topics covered include:De Beers history changing diamond campaignThe Nike partnership that transformed sports marketingGilette's impact on beauty standardsAnd more!If you'd like to read along or want access to the text, just visit our blog.And don't forget, you can access ebooks, downloads, templates and more on our website.

Any good marketing strategy takes into account not just your own objectives and goals, but what is happening within the marketing industry as well. Marketing trends, especially recently, have come through fast, with some lasting the test of time and others fading just as quickly as they appeared.  That can make it difficult to forecast what's coming and incorporate that into any plans.This episode should help with that. We look at a brief summary of what happened in marketing in 2022 and look to what (we think) will be 2023's biggest trends, including:Zero-party dataInteractive contentShorter videoAgile marketingThe rise of zero-click contentMore reliance on dataMore emphasis on social responsibilityThe death of Twitter?If you'd like to read along or want access to the text, just visit our blog.And don't forget, you can access ebooks, downloads, templates and more on our website.Resources mentioned in the show:9 Brands That Will Inspire Your TikTok StrategyZero-Click Content: The Counterintuitive Way to Succeed in a Platform-Native World

Meetings are an everyday part of working, but in recent years, they seem to have taken over our daily schedules. Whether you’re a CEO, COO, or just someone looking to make a difference in how your company operates, many of us are seeking out ways to be more productive, especially in meetings. We've put together a few examples of how real companies are changing they way they run meetings to make them more effective and productive, including:ShopifyAmazonGoogleTripping.comModal FormsAnd more!If you'd like to read along or want access to the text, just visit our blog.And don't forget, you can access ebooks, downloads, templates and more on our website.

Since it launched in 1985, Microsoft Excel has been a powerhouse in the world of data analysis and business processes across the globe. You would expect the software to be a polished, reliable and foolproof tool, leaving no room for error, however that is not always the case. While it is an effective tool, it brings with it its own set of risks, with some companies having learnt the hard way. Listen to this episode to find out how some of the largest companies in the world including Kodak, Barclays, Public Health England and even MI5 have made simple errors in their spreadsheets that have cost them millions. If you would like to read this instead, just visit our blog here. And don't forget, you can access ebooks, downloads, templates and more on our website.