Haven from the Hype

In this episode, I’m discussing the quiet chaos many SMEs are facing with Google Analytics 4 (GA4). I explain why traffic and conversions might be underreported, how consent banners are affecting your data, and, more importantly, what you can do about it. If you want an easier way to understand your website’s performance, this one’s for you.Key TakeawaysGA4 often underreports traffic due to cookie consent laws and user inaction on banners.Low-traffic sites struggle more because GA4’s machine learning can’t model missing data well.Privacy-first analytics alternatives like Fathom Analytics, Matomo, and Plausible offer clearer, more accurate insights.Running GA4 and another tool in parallel can give you a sanity check on your data.Episode Highlights00:50 The Problem with Google Analytics 401:20 Consent and Data Gaps in GA402:54 Privacy-first alternatives to Google Analytics 404:00 A case study: GA4 underreported by 133% vs. FathomAbout Liz:I’m a straight-talking, results driven digital marketing strategist for growth-focused SME brands and business owners and I work with business owners to develop and embed tailored digital marketing strategies that actually drive growth.I hate seeing money wasted and talented people exasperated by marketing that doesn’t track back to business objectives and KPIs.I would love to hear what you think of this episode, so please do leave a comment, let me know on LinkedIn or see how you can use my digital marketing expertise at https://www.bureau43.com/This episode was written, recorded and produced by me.If you enjoyed this episode, please leave a 5* rating and review!

This episode is dedicated to helping SME owners find focus and avoid distractions that clutter to-do lists, diaries, and minds. Key points include the importance of investing in long-term brand building through owned channels, maintaining quality and authentic content over chasing trends, being cautious about adopting new tech and tools, and focusing on meaningful metrics. Practical strategies include concentrating on building brand narrative, enhancing customer experience, and ensuring marketing efforts align with long-term goals and core values.Key TakeawaysSMEs can gain a true competitive advantage by investing in long-term brand building through their own channels.It is more important to focus on quality, consistency and authenticity than to chase every trend.Build content and experiences that define and demonstrate your brand's personality and values.Ask yourself if a new marketing opportunity aligns with your long-term goals and core brand values, or if it's a distraction.Episode Highlights00:53 The Reality of the Attention Economy01:24 Three Things to Stop Worrying About01:30 Social Media Hype and Algorithm Changes02:34 New Tech and Tools03:15 Meaningless Metrics04:02 What to Focus on InsteadAbout LizI’m a straight-talking, results driven digital marketing strategist for growth-focused SME brands and business owners and I work with business owners to develop and embed tailored digital marketing strategies that actually drive growth.I hate seeing money wasted and talented people exasperated by marketing that doesn’t track back to business objectives and KPIs.I would love to hear what you think of this episode, so please do leave a comment, let me know on LinkedIn or see how you can use my digital marketing expertise at https://www.bureau43.com/This episode was written and recorded by me and produced by Lucy Lucraft.If you enjoyed this episode, please leave a 5* rating and review!

In this episode, I break down the marketing funnel and how to create a simple one that actually works for your business. I discuss the three stages of a marketing funnel: awareness, consideration, and conversion. I also highlight the importance of understanding your ideal customer and what they want to hear.Key TakeawaysA marketing funnel is the journey your customer takes from discovering you to buying from you.The three stages of a marketing funnel are awareness, consideration, and conversion.It's important to understand your ideal customer and what they want to hear before creating any marketing materials.You can attract people to your business at the awareness stage through SEO, social media, paid ads, networking, and speaking engagements.You can nurture leads in the consideration stage with lead magnets, email sequences, and educational content.You can convert leads into customers in the conversion stage with a strong offer, a simple checkout process, urgency, and scarcity.Episode Highlights00:15 What is a marketing funnel?01:14 The three stages of a marketing funnel.02:15 How to build a simple, effective funnel.03:05 Convert interest into engagement in the consideration stage.04:01 Convert engagement into sales at the conversion stage.05:11 Make it easy for people to buy.About Liz:I’m a straight-talking, results driven digital marketing strategist for growth-focused SME brands and business owners and I work with business owners to develop and embed tailored digital marketing strategies that actually drive growth.I hate seeing money wasted and talented people exasperated by marketing that doesn’t track back to business objectives and KPIs.I would love to hear what you think of this episode, so please do leave a comment, let me know on LinkedIn or see how you can use my digital marketing expertise at https://www.bureau43.com/This episode was written and recorded by me and produced by Lucy Lucraft (http://lucylucraft.co.uk ).If you enjoyed this episode, please leave a 5* rating and review!

In this episode of Haven from the Hype, I tackle one of the biggest challenges facing UK SMEs today: getting stuck in the day-to-day marketing grind and neglecting long-term strategic planning. I share four practical steps to help you break free from this cycle, build a resilient brand, and achieve long-term success in your digital marketing efforts.Key Takeaways:Know your starting point: Conduct a SWOT analysis and competitor analysis to understand your current position and identify opportunities and threats.Set a long-term vision: Define a specific and unique long-term goal for your brand that aligns with your overall business objectives.Balance short and long-term tactics: Prioritise activities that not only generate leads but also contribute to building a strong brand and market position.Gain an outside perspective: Seek feedback from mentors, consultants, or customers to get a fresh perspective on your brand and marketing strategy.Episode Highlights:00:46 The Struggles of SMEs in Digital Marketing01:59 Step 1: SWOT and Competitor Analysis03:04 Step 2: Setting Long Term Goals04:37 Step 3: Balancing Short and Long Term Tactics05:28 Step 4: Getting an Outside PerspectiveMentioned in the Episode:LinkedIn: https://www.linkedin.com/in/malonejohnstone/Free SWOT analysis template - bureau43.com/swotSME Research: https://journals.sagepub.com/doi/abs/10.1177/0266242619879369 and https://link.springer.com/article/10.1007/s11187-023-00748-4About Liz:I’m a straight-talking, results driven digital marketing strategist for growth-focused SME brands and business owners and I work with business owners to develop and embed tailored digital marketing strategies that actually drive growth.I hate seeing money wasted and talented people exasperated by marketing that doesn’t track back to business objectives and KPIs.I would love to hear what you think of this episode, so please do leave a comment, let me know on LinkedIn or see how you can use my digital marketing expertise at https://www.bureau43.com/This episode was written and recorded by me and produced by Lucy Lucraft (http://lucylucraft.co.uk ).If you enjoyed this episode, please leave a 5* rating and review!

Welcome to Haven from the Hype, the digital marketing podcast for future-focused UK SMEs who are tired of marketing jargon, trends, and so-called hacks that don't deliver. I'm Liz Malone-Johnstone, a straight-talking digital marketing strategist with over 15 years of experience in B2B services, manufacturing, education, sustainability, and tech.Key Takeaways:No-Hype Digital Marketing: This podcast is all about providing practical, strategic advice that builds resilience and delivers long-term growth.Focus on UK SMEs: The podcast is specifically tailored to the needs of small and medium-sized enterprises in the UK.Strategic and Sustainable Approach: The emphasis is on a calmer, more strategic, and sustainable way of doing digital marketing.Episode Highlights:00:00:15: The podcast's focus00:00:30: The podcast's mission to provide practical, strategic, and sustainable digital marketing advice.End Credits:I would love to hear what you think of this episode! Please let me know on LinkedIn or see how you can use my digital marketing expertise at https://www.bureau43.com/This episode was written and recorded by me and produced by Lucy Lucraft (lucylucraft.co.uk).If you enjoyed this episode, please leave a 5* rating and review!