<![CDATA[Marketing Freed]]>f7325779-97b9-5e8e-aea5-3453e89bb7aaThu, 26 Sep 2024 04:00:19 +0000Captivate.fmDavid Richterhttps://artwork.captivate.fm/fb60b81e-5924-4b29-8311-d840469624f3/WYzqO2stoQQgRve-eTZ-wih4.jpgMarketing FreedDavid RichterDavid RichterAre you an ambitious marketer seeking new strategies and inspiration so that you can become an effective marketing leader? Welcome to Marketing Freed, the podcast designed to elevate your marketing game and inspire innovation. Each week, marketing expert David Richter sits down with a freelance marketing expert, to uncover the marketing strategies and techniques they’ve honed in their specialist field. Marketing Freed brings you regular inspiration for marketers, whether in-house, freelance or agency, as well as business leaders looking to gain an edge with their marketing so that they can grow their business. Subscribe today on your favourite podcast platform. Marketing Freed is a ClickPop podcast. Find out more at www.ClickPop.co.uk.http://ClickPop.co.ukfalseepisodicnopodcastHow To Get Your Press Release Noticed - With Natalie SuttonHow To Get Your Press Release Noticed - With Natalie SuttonAs long as it’s good news, there isn’t a business owner in the world who wouldn’t want their company or product to be featured in the press. But with journalists receiving scores of cold pitches per day and responding to a tiny fraction of them, it’s often an aspiration that remains unfulfilled.

Which is why I’m so pleased to be joined by Natalie Sutton, a Freelance  PR and fractional communications leader, to discuss how businesses can achieve cut-through with the press.

In this episode, we discuss:

  • In this episode, we delve into the art of gaining press coverage for your business. Our guest, Natalie Sutton, a seasoned freelance PR and fractional communications leader, shares her insights on how businesses can effectively engage with the media. Natalie brings over 30 years of experience in communications, having worked with global technology firms and started, scaled and sold her own PR agency.  
  • The scale of the challenge to get noticed by journalists and a benchmark for how many pitches a journalist is likely to respond to 
  • What to start with
  • How to measure success
  • How to tailor your pitch
  • The seven fundamental story arcs that can make your pitch 22 times more memorable
  • How you can combine PR with other channels for greater impact 
  • How you can get even more value out of a successful pitch with shareable content
  • The basics of good media relations

CONNECT


LISTEN


]]>As long as it’s good news, there isn’t a business owner in the world who wouldn’t want their company or product to be featured in the press. But with journalists receiving scores of cold pitches per day and responding to a tiny fraction of them, it’s often an aspiration that remains unfulfilled.

Which is why I’m so pleased to be joined by Natalie Sutton, a Freelance  PR and fractional communications leader, to discuss how businesses can achieve cut-through with the press.

In this episode, we discuss:

  • In this episode, we delve into the art of gaining press coverage for your business. Our guest, Natalie Sutton, a seasoned freelance PR and fractional communications leader, shares her insights on how businesses can effectively engage with the media. Natalie brings over 30 years of experience in communications, having worked with global technology firms and started, scaled and sold her own PR agency.  
  • The scale of the challenge to get noticed by journalists and a benchmark for how many pitches a journalist is likely to respond to 
  • What to start with
  • How to measure success
  • How to tailor your pitch
  • The seven fundamental story arcs that can make your pitch 22 times more memorable
  • How you can combine PR with other channels for greater impact 
  • How you can get even more value out of a successful pitch with shareable content
  • The basics of good media relations

CONNECT


LISTEN


]]>cd0eb1b5-ad64-414f-a068-a4655e65b4e6Thu, 26 Sep 2024 05:00:00 +010024:45falsefull3030David RichterFinding Stories In Data For Promotion And Defense - With Alex WaddingtonFinding Stories In Data For Promotion And Defense - With Alex WaddingtonThere has never been so much data floating around and accessible to the public, and with AI, the ability for anyone to analyse this data and make sense of it has never been easier.

Along with the opportunity for organisations to use data as part of their own promotional activity, there’s also the challenge of the data uncovering other stories which, perhaps organisations would prefer if the public didn’t know about. 

To help us navigate all of this I’m joined by Alex Waddington, founder of Whetstone Communications, a consultancy that helps communicators do more with their data. 

In this episode, we discuss:

  • What data journalism is
  • Where you can find useful sources of data
  • Tools you can use to analyse the data and uncover stories
  • How to pre-empt and defend against negative stories burried in your data

CONNECT



BOOK



LISTEN


]]>There has never been so much data floating around and accessible to the public, and with AI, the ability for anyone to analyse this data and make sense of it has never been easier.

Along with the opportunity for organisations to use data as part of their own promotional activity, there’s also the challenge of the data uncovering other stories which, perhaps organisations would prefer if the public didn’t know about. 

To help us navigate all of this I’m joined by Alex Waddington, founder of Whetstone Communications, a consultancy that helps communicators do more with their data. 

In this episode, we discuss:

  • What data journalism is
  • Where you can find useful sources of data
  • Tools you can use to analyse the data and uncover stories
  • How to pre-empt and defend against negative stories burried in your data

CONNECT



BOOK



LISTEN


]]>a20b38bc-22cb-4127-9145-8fdfafbdd61fThu, 19 Sep 2024 05:00:00 +010031:27falsefull2929David RichterUsing Google Search Console Like A Pro - With Dan WhiteUsing Google Search Console Like A Pro - With Dan WhiteThere are a wealth of tools available to anyone who wants to improve the visibility of their website on Google. But one tool that’s often overlooked by business owners is Google Search Console. Not only does it provide a tonne of useful data, straight from the horse’s mouth, it’s also free.  

Which is why I’m so pleased to be joined by Dan White, an independent SEO Consultant, to explain how you can use Google Search Console to improve your SEO strategy, enhance your website’s performance, and ultimately drive more organic traffic to your site.

In this episode, we discuss:

  • What Google Search Console is
  • Using performance data to track and analyze website trends.
  • The filters available for your data 
  • Understanding the significance of impressions and clicks.
  • Search appearance and its impact on SEO strategy.
  • Page index report: identifying and resolving errors.
  • Manual penalties and disavowing links: when and how to use these features.
  • Complementing GSC data with tools like Screaming Frog, SEMrush, Ahrefs, and MozPro.
  • The benefits of using multiple data sources for a holistic SEO analysis.
  • How to uncover hidden opportunities using GSC data.
  • Dan’s thoughts on the evolving landscape of SEO and digital marketing.


CONNECT



BOOK



LISTEN


]]>There are a wealth of tools available to anyone who wants to improve the visibility of their website on Google. But one tool that’s often overlooked by business owners is Google Search Console. Not only does it provide a tonne of useful data, straight from the horse’s mouth, it’s also free.  

Which is why I’m so pleased to be joined by Dan White, an independent SEO Consultant, to explain how you can use Google Search Console to improve your SEO strategy, enhance your website’s performance, and ultimately drive more organic traffic to your site.

In this episode, we discuss:

  • What Google Search Console is
  • Using performance data to track and analyze website trends.
  • The filters available for your data 
  • Understanding the significance of impressions and clicks.
  • Search appearance and its impact on SEO strategy.
  • Page index report: identifying and resolving errors.
  • Manual penalties and disavowing links: when and how to use these features.
  • Complementing GSC data with tools like Screaming Frog, SEMrush, Ahrefs, and MozPro.
  • The benefits of using multiple data sources for a holistic SEO analysis.
  • How to uncover hidden opportunities using GSC data.
  • Dan’s thoughts on the evolving landscape of SEO and digital marketing.


CONNECT



BOOK



LISTEN


]]>05356b8f-ddfd-4e0d-b3b7-8fe02a18d5e2Thu, 12 Sep 2024 05:00:00 +010027:48falsefull2828David RichterMaking The Most Out Of Email Marketing - With Nicola PaulMaking The Most Out Of Email Marketing - With Nicola PaulAs industries go, retail is pretty cutthroat. Yes, there’s lots of potential customers, but there’s also a tonne of competition, often with very little differentiation, all of which leads to very tight margins. So, for marketing to work in retail it’s got to be effective and efficient, and with some research suggesting that email marketing delivers an ROI of 36 to 1, what better place to start?

Which is why I’m so pleased to be joined by Nicola Paul, an e-commerce, digital marketing specialist, to discuss how businesses can make their email marketing a success

In this episode, we discuss:

  • Why it’s important to integrate strategies across paid search, email marketing, and organic content.
  • Where to start with your email marketing strategy
  • Moving beyond standard discount offers to engage subscribers with exclusive content, competitions, and early access to products.
  • The power of automated emails and their role in customer engagement.
  • Examples of transactional emails that add value beyond simple order confirmations.
  • Importance of list segmentation and personalization to enhance email relevance.
  • Ensuring email deliverability and avoiding spam filters.
  • Keeping a clean email list through regular list hygiene practices.
  • How to personalise marketing emails beyond just using the recipient's name.

CONNECT



LISTEN



]]>As industries go, retail is pretty cutthroat. Yes, there’s lots of potential customers, but there’s also a tonne of competition, often with very little differentiation, all of which leads to very tight margins. So, for marketing to work in retail it’s got to be effective and efficient, and with some research suggesting that email marketing delivers an ROI of 36 to 1, what better place to start?

Which is why I’m so pleased to be joined by Nicola Paul, an e-commerce, digital marketing specialist, to discuss how businesses can make their email marketing a success

In this episode, we discuss:

  • Why it’s important to integrate strategies across paid search, email marketing, and organic content.
  • Where to start with your email marketing strategy
  • Moving beyond standard discount offers to engage subscribers with exclusive content, competitions, and early access to products.
  • The power of automated emails and their role in customer engagement.
  • Examples of transactional emails that add value beyond simple order confirmations.
  • Importance of list segmentation and personalization to enhance email relevance.
  • Ensuring email deliverability and avoiding spam filters.
  • Keeping a clean email list through regular list hygiene practices.
  • How to personalise marketing emails beyond just using the recipient's name.

CONNECT



LISTEN



]]>6b0fe53d-58cd-4a6a-9478-cd3e36d5aac0Thu, 29 Aug 2024 05:00:00 +010021:10falsefull2727David RichterTurning Words Into Powerful Tools With Olly DavyTurning Words Into Powerful Tools With Olly DavyEvery brand uses words in some shape or form to communicate with their audience. But most are so bland and full of corporate jargon that hardly anyone takes notice. 

Which is why I’m so pleased to be joined by brand message and voice specialist Olly Davy to explore how you can transform words into powerful tools that tap into the deepest motivations of your customers. 

In this episode, we discuss:

  • Why you need to know the what before you can define how
  • How you can de-risk the process
  • The ways in which you can embed brand voice throughout your organisation
  • Creative ways Olly is using AI in his work
  • What is Nerdsmithing


CONNECT



LISTEN



]]>Every brand uses words in some shape or form to communicate with their audience. But most are so bland and full of corporate jargon that hardly anyone takes notice. 

Which is why I’m so pleased to be joined by brand message and voice specialist Olly Davy to explore how you can transform words into powerful tools that tap into the deepest motivations of your customers. 

In this episode, we discuss:

  • Why you need to know the what before you can define how
  • How you can de-risk the process
  • The ways in which you can embed brand voice throughout your organisation
  • Creative ways Olly is using AI in his work
  • What is Nerdsmithing


CONNECT



LISTEN



]]>eb4c5cb5-a974-4fa5-ac48-61ee9190a9c7Thu, 22 Aug 2024 05:00:00 +010035:10falsefull2626David RichterSEO Myths and Misconceptions - With Natalie SlaterSEO Myths and Misconceptions - With Natalie SlaterIn this episode, SEO consultant Natalie Slater dives deep into the persistent myths and misconceptions surrounding SEO, discusses the impact of recent Google updates AI content, and shares essential tips for managing successful website migrations.

In this episode, we discuss:

  • Some myths and misconceptions about SEO
  • How AI content has been impacted by recent Google algorithm updates
  • Common pitfalls to be aware of when planning a website migration

CONNECT



LISTEN


]]>In this episode, SEO consultant Natalie Slater dives deep into the persistent myths and misconceptions surrounding SEO, discusses the impact of recent Google updates AI content, and shares essential tips for managing successful website migrations.

In this episode, we discuss:

  • Some myths and misconceptions about SEO
  • How AI content has been impacted by recent Google algorithm updates
  • Common pitfalls to be aware of when planning a website migration

CONNECT



LISTEN


]]>7764e774-9408-4afd-893f-24a5670b5ea1Thu, 15 Aug 2024 05:00:00 +010024:06falsefull2525David RichterDirect Response Emails That Deliver Results - With Katja MokotarDirect Response Emails That Deliver Results - With Katja MokotarDespite rumours of its demise, email marketing continues to be one of the most cost-effective ways for businesses to reach, and sell to their customers. But, like many things in marketing, there’s a huge difference between the results you can achieve with a great email strategy vs one that’s merely OK.  

In this episode, I’m joined by Katja Mokotar, an email marketer for CPG brands to discuss how to get people to take action from your emails. 

In this episode, we discuss:

  • Strategies for effective email campaigns
  • The differences between great email strategies and average ones
  • Techniques for increasing average order value
  • The most important part of an email to capture attention
  • Appropriate post-click content

CONNECT



LISTEN


]]>Despite rumours of its demise, email marketing continues to be one of the most cost-effective ways for businesses to reach, and sell to their customers. But, like many things in marketing, there’s a huge difference between the results you can achieve with a great email strategy vs one that’s merely OK.  

In this episode, I’m joined by Katja Mokotar, an email marketer for CPG brands to discuss how to get people to take action from your emails. 

In this episode, we discuss:

  • Strategies for effective email campaigns
  • The differences between great email strategies and average ones
  • Techniques for increasing average order value
  • The most important part of an email to capture attention
  • Appropriate post-click content

CONNECT



LISTEN


]]>cbe83c39-4132-4f20-955f-e745b53de944Thu, 08 Aug 2024 05:00:00 +010023:43falsefull2424David RichterWebsite Content That Generates Leads And Revenue, Not Just Traffic - With Francesco BaldiniWebsite Content That Generates Leads And Revenue, Not Just Traffic - With Francesco BaldiniWhen it comes to getting your website to the top of Google, creating content that’s relevant and helpful for the searcher’s query is critical. 

But with infinite options for content you could create, how can marketers prioritise content that’s going to drive leads and revenue and not just traffic?

In this episode, I’m joined by freelance SEO consultant Fracesco Baldini to find out.

In this episode, we discuss:

  • How Francesco took one website from generating £800 per month to over £30k per month in revenue, while the traffic stayed the same 
  • The process Francesco uses to identify topics that are commercially relevant
  • How you can use your weakest search competitors to find easy to rank for content ideas 


CONNECT



LISTEN


]]>When it comes to getting your website to the top of Google, creating content that’s relevant and helpful for the searcher’s query is critical. 

But with infinite options for content you could create, how can marketers prioritise content that’s going to drive leads and revenue and not just traffic?

In this episode, I’m joined by freelance SEO consultant Fracesco Baldini to find out.

In this episode, we discuss:

  • How Francesco took one website from generating £800 per month to over £30k per month in revenue, while the traffic stayed the same 
  • The process Francesco uses to identify topics that are commercially relevant
  • How you can use your weakest search competitors to find easy to rank for content ideas 


CONNECT



LISTEN


]]>99d0c337-517d-4649-b40c-03f64bc9b9b3Thu, 01 Aug 2024 05:00:00 +010018:52falsefull2323David RichterInsights for Innovation and Growth Through Market Research with Angela RichmondInsights for Innovation and Growth Through Market Research with Angela RichmondIn this episode, David is joined by Angela Richmond, founder of Red Fox Research, who explores the crucial role of market research in developing new products, expanding into new markets, and refining messaging to better align with the target audience. Angela shares her extensive experience in B2B and technology sectors, discussing the nuances of both qualitative and quantitative research methods.

In this episode, we discuss:

  • The importance of understanding your audience
  • When you should use quantitative or qualitative research
  • At what point you should involve the client in focus groups
  • How to structure survey questions to reduce bias

CONNECT



LISTEN


]]>In this episode, David is joined by Angela Richmond, founder of Red Fox Research, who explores the crucial role of market research in developing new products, expanding into new markets, and refining messaging to better align with the target audience. Angela shares her extensive experience in B2B and technology sectors, discussing the nuances of both qualitative and quantitative research methods.

In this episode, we discuss:

  • The importance of understanding your audience
  • When you should use quantitative or qualitative research
  • At what point you should involve the client in focus groups
  • How to structure survey questions to reduce bias

CONNECT



LISTEN


]]>fe91b302-4768-4e7e-a90c-333b3fe4ca35Thu, 25 Jul 2024 05:00:00 +010030:24falsefull2222David RichterCreating SEO Content That Works For Google, Users & Your Business - With Charlie WilliamsCreating SEO Content That Works For Google, Users & Your Business - With Charlie WilliamsWhen it comes to SEO - Google’s advice is that you just need to produce great content for your users. But, at the same time, we know there are techniques for producing content that ranks well but doesn’t necessarily match what the user wants or the business’s objectives.

In this episode, I’m joined by Freelance SEO consultant, Charlie Williams to discuss how we can produce content that ranks on Google but is also helpful for users and your business

In this episode, we discuss:

  • The concept that every page should have a specific job or goal
  • Strategies for organising website content to meet these goals
  • How recent changes in Google’s algorithm are affecting SEO practices
  • The shift towards rewarding high-quality content over formulaic approaches
  • The ongoing challenges and opportunities in the SEO landscape
  • A tonne of resources to keep up to date on the latest SEO trends and techniques

CONNECT



LISTEN



]]>When it comes to SEO - Google’s advice is that you just need to produce great content for your users. But, at the same time, we know there are techniques for producing content that ranks well but doesn’t necessarily match what the user wants or the business’s objectives.

In this episode, I’m joined by Freelance SEO consultant, Charlie Williams to discuss how we can produce content that ranks on Google but is also helpful for users and your business

In this episode, we discuss:

  • The concept that every page should have a specific job or goal
  • Strategies for organising website content to meet these goals
  • How recent changes in Google’s algorithm are affecting SEO practices
  • The shift towards rewarding high-quality content over formulaic approaches
  • The ongoing challenges and opportunities in the SEO landscape
  • A tonne of resources to keep up to date on the latest SEO trends and techniques

CONNECT



LISTEN



]]>b4c4f900-6774-4ad3-90b8-9a604d5b0dceThu, 18 Jul 2024 05:00:00 +010035:22falsefull2121David RichterStanding Out in the Herd. Strategies for Differentiating Your Marketing AgencyStanding Out in the Herd. Strategies for Differentiating Your Marketing AgencyMost markets are highly competitive so how can you stand out from the morass of similar businesses and get your ideal customer to choose you over someone else?  The answer is to craft a differentiated position and communicate in a way that makes you memorable and causes people to take action. But it’s easier said than done, in fact even most marketing agencies suck at doing this for themselves. 

In this episode, I’m joined by Seb Mackay, co-founder of Soba Private Label, a boutique agency that helps marketing agencies stand out and make their competition irrelevant.

In this episode, we discuss:

  • The importance of having a clear and unique position to stand out 
  • Why it’s better to be a stallion than a zebra 
  • The power of specialising
  • The results of Soba’s Pay-What-You-Want Experiment and what Seb learned from it

CONNECT



LISTEN


]]>Most markets are highly competitive so how can you stand out from the morass of similar businesses and get your ideal customer to choose you over someone else?  The answer is to craft a differentiated position and communicate in a way that makes you memorable and causes people to take action. But it’s easier said than done, in fact even most marketing agencies suck at doing this for themselves. 

In this episode, I’m joined by Seb Mackay, co-founder of Soba Private Label, a boutique agency that helps marketing agencies stand out and make their competition irrelevant.

In this episode, we discuss:

  • The importance of having a clear and unique position to stand out 
  • Why it’s better to be a stallion than a zebra 
  • The power of specialising
  • The results of Soba’s Pay-What-You-Want Experiment and what Seb learned from it

CONNECT



LISTEN


]]>4f49d97e-d4d2-4914-b538-049808338c61Thu, 11 Jul 2024 05:00:00 +010029:17falsefull2020David RichterMarketing Campaigns With Big Ideas = Bigger Impact - With Pete ColesMarketing Campaigns With Big Ideas = Bigger Impact - With Pete ColesIn this episode, we delve into the world of marketing campaigns with Pete Coles, a creative copywriter whose work has won over 20 awards at agencies like WPP and Havas. We discuss the significance of adopting a single-minded big idea in marketing campaigns and how such approaches can vastly outperform minor optimisations in typical marketing strategies..

In this episode, we discuss:

  • The importance of a big idea for a campaign
  • What crucial information should be included in the brief
  • Why your campaign needs to be disruptive

CONNECT



LISTEN


]]>In this episode, we delve into the world of marketing campaigns with Pete Coles, a creative copywriter whose work has won over 20 awards at agencies like WPP and Havas. We discuss the significance of adopting a single-minded big idea in marketing campaigns and how such approaches can vastly outperform minor optimisations in typical marketing strategies..

In this episode, we discuss:

  • The importance of a big idea for a campaign
  • What crucial information should be included in the brief
  • Why your campaign needs to be disruptive

CONNECT



LISTEN


]]>47d274a5-2527-42fa-96c3-86320f1ee813Thu, 04 Jul 2024 05:00:00 +010025:56falsefull1919David RichterMastering Simplicity In Your PropositionMastering Simplicity In Your PropositionIn this episode, we're joined by Dave Thackeray, a seasoned content strategist with a passion for simplification in communication. Dave's journey from journalism to content strategy in various sectors, including education and telecommunications, has led him to advocate for clarity and simplicity in business propositions.

In this episode, we discuss:

  • The importance of simplicity
  • The Double Diamond Design Framework
  • Techniques for gathering diverse viewpoints 
  • Breaditation

CONNECT



LISTEN


]]>In this episode, we're joined by Dave Thackeray, a seasoned content strategist with a passion for simplification in communication. Dave's journey from journalism to content strategy in various sectors, including education and telecommunications, has led him to advocate for clarity and simplicity in business propositions.

In this episode, we discuss:

  • The importance of simplicity
  • The Double Diamond Design Framework
  • Techniques for gathering diverse viewpoints 
  • Breaditation

CONNECT



LISTEN


]]>1ca0dddc-50f2-4428-b716-676814bad31fThu, 27 Jun 2024 05:00:00 +010034:51falsefull1818David RichterHow To Stop Self-Silencing and Amplify Your Impact: A Conversation with Fifi MasonHow To Stop Self-Silencing and Amplify Your Impact: A Conversation with Fifi MasonIn this episode, David welcomes Fifi Mason, a personal brand and visibility coach, to explore the topic of self-silencing.

Whether you’re a solopreneur who doesn’t believe you have anything valuable to say, or a marketing team who needs to help an introverted internal expert become the organisation's evangelist, Fifi guides you through how to stop self-silencing, express yourself and make an impact.

In this episode, we discuss:

  • What is self-silencing
  • The five core reasons why you might be self-silencing
  • Strategies and techniques you can use to overcome self-silencing

CONNECT


LISTEN


]]>In this episode, David welcomes Fifi Mason, a personal brand and visibility coach, to explore the topic of self-silencing.

Whether you’re a solopreneur who doesn’t believe you have anything valuable to say, or a marketing team who needs to help an introverted internal expert become the organisation's evangelist, Fifi guides you through how to stop self-silencing, express yourself and make an impact.

In this episode, we discuss:

  • What is self-silencing
  • The five core reasons why you might be self-silencing
  • Strategies and techniques you can use to overcome self-silencing

CONNECT


LISTEN


]]>b98ccb59-f9ca-4148-86ba-f15a10a813c5Thu, 20 Jun 2024 05:00:00 +010034:12falsefull1717David RichterThe Good, The Bad, and The BS in Marketing - A Candid Chat With Sabrina ChevannesThe Good, The Bad, and The BS in Marketing - A Candid Chat With Sabrina ChevannesWhen a business recognises they have a marketing need that they don’t have the skills or capacity for in-house, and it doesn’t warrant making a permanent hire, they often default to finding a marketing agency to do the work. But agencies are expensive, and certainly in my experience, a lot of them are a bit crap. 

Turns out I’m not alone in that belief, in fact a lot of people running agencies believe that too. Including Sabrina Chevannes, Founder of Complex Creative, the no-bullshit agency. And in this episode Sabrina and I chat through some of the flaws of the agency model, how to sniff out bs, and what you should be doing to make sure a relationship with an agency or a freelancer is a success.

In this episode, we discuss:

  • Some of the flaws inherent in the agency model.
  • How businesses can avoid falling victim to flashy but ineffective agencies
  • Strategies you can use to establish clear, results-driven relationships with an agency or freelancer
  • The benefits of full-service vs niche when it comes to agencies

CONNECT





LISTEN


]]>When a business recognises they have a marketing need that they don’t have the skills or capacity for in-house, and it doesn’t warrant making a permanent hire, they often default to finding a marketing agency to do the work. But agencies are expensive, and certainly in my experience, a lot of them are a bit crap. 

Turns out I’m not alone in that belief, in fact a lot of people running agencies believe that too. Including Sabrina Chevannes, Founder of Complex Creative, the no-bullshit agency. And in this episode Sabrina and I chat through some of the flaws of the agency model, how to sniff out bs, and what you should be doing to make sure a relationship with an agency or a freelancer is a success.

In this episode, we discuss:

  • Some of the flaws inherent in the agency model.
  • How businesses can avoid falling victim to flashy but ineffective agencies
  • Strategies you can use to establish clear, results-driven relationships with an agency or freelancer
  • The benefits of full-service vs niche when it comes to agencies

CONNECT





LISTEN


]]>c632ad82-7935-4c4f-acc6-a5533bce8d37Thu, 13 Jun 2024 05:00:00 +010036:55falsefull1616David RichterFrom Confused to Conversions: Mastering UX with John MillistFrom Confused to Conversions: Mastering UX with John MillistIn this episode, we delve into transforming website traffic into valuable leads, featuring insights from John Millist, a seasoned UX consultant.

We discuss the common pitfalls companies face in user experience, the importance of truly understanding your audience and involving actual users in the UX process to avoid biases and ensure meaningful design solutions.

The conversation also covers practical aspects of UX work, including the art of getting genuine feedback from users and a straightforward UX process centred around research, design, and testing.

In this episode, we discuss:

  • What UX is and isn’t
  • The importance of understanding your audience
  • A process to follow to continually improve your UX
  • How to recruit users
  • Tools to use to gather data and feedback on the user journey
  • How to ask questions that gain the most valuable insights

CONNECT



LISTEN


Deezer: https://www.deezer.com/en/show/1000659902

]]>In this episode, we delve into transforming website traffic into valuable leads, featuring insights from John Millist, a seasoned UX consultant.

We discuss the common pitfalls companies face in user experience, the importance of truly understanding your audience and involving actual users in the UX process to avoid biases and ensure meaningful design solutions.

The conversation also covers practical aspects of UX work, including the art of getting genuine feedback from users and a straightforward UX process centred around research, design, and testing.

In this episode, we discuss:

  • What UX is and isn’t
  • The importance of understanding your audience
  • A process to follow to continually improve your UX
  • How to recruit users
  • Tools to use to gather data and feedback on the user journey
  • How to ask questions that gain the most valuable insights

CONNECT



LISTEN


Deezer: https://www.deezer.com/en/show/1000659902

]]>ce44216a-72cf-4849-9315-cd26a7db5cc5Thu, 06 Jun 2024 05:00:00 +010026:24falsefull1515David RichterRemembering The First P - Why Marketing Needs to Be Involved In New Product Development, with Lauren FisherRemembering The First P - Why Marketing Needs to Be Involved In New Product Development, with Lauren FisherWhen most people think about marketing, they automatically think about the promotional aspects of it. But anyone who has studied GCSE business will be able to tell you, that the other P’s in the marketing mix are equally important. 

In this episode of Marketing Freed,  product marketing consultant Lauren Fisher joins me to discuss the importance of marketing being involved in new product development, along with some tips from Lauren to make sure you end up with something your customers actually want to buy.


In this episode, we discuss:

  • How marketing can build strong connections with product development teams.
  • How to gain insights from consumers 
  • What factors you should prioritise new product development ideas on


CONNECT

Lauren Fisher on LinkedIn https://www.linkedin.com/in/lauren-fisher-69553837/ or Lauren’s website: https://productmarketingpeople.com/ 


David Richter on LinkedIn - https://www.linkedin.com/in/david-richter-clickpop/ or www.clickpop.co.uk  



LISTEN



]]>When most people think about marketing, they automatically think about the promotional aspects of it. But anyone who has studied GCSE business will be able to tell you, that the other P’s in the marketing mix are equally important. 

In this episode of Marketing Freed,  product marketing consultant Lauren Fisher joins me to discuss the importance of marketing being involved in new product development, along with some tips from Lauren to make sure you end up with something your customers actually want to buy.


In this episode, we discuss:

  • How marketing can build strong connections with product development teams.
  • How to gain insights from consumers 
  • What factors you should prioritise new product development ideas on


CONNECT

Lauren Fisher on LinkedIn https://www.linkedin.com/in/lauren-fisher-69553837/ or Lauren’s website: https://productmarketingpeople.com/ 


David Richter on LinkedIn - https://www.linkedin.com/in/david-richter-clickpop/ or www.clickpop.co.uk  



LISTEN



]]>61b46416-b14b-4cdc-8393-26492c89c063Thu, 30 May 2024 05:00:00 +010025:52falsefull1414David RichterActionable Social Media Audits, with Fiona O’DonoghueActionable Social Media Audits, with Fiona O’DonoghueThe cornerstone of any strategy is not just understanding where you want to be, but also where you are now. And getting social media right for your organization is no different.

In this episode of Marketing Freed, I’m joined by social media consultant, Fiona O'Donoghue, as we discuss how brands can audit their social media and use that as a springboard into an effective social media strategy.

In this episode, we discuss:

  • What a social media audit should include.
  • The key metrics to analyse.
  • Which social profiles you should analyse beyond your own brand’s.
  • How frequently you should run a social media audit.
  • Competitive analysis can provide inspiration and insight into what works well in your industry and beyond.
  • The importance of integrating social media efforts into the broader marketing strategy for a cohesive user experience.

CONNECT

Fiona O’Donoghue on LinkedIn:https://www.linkedin.com/in/fiona-odonoghue/ Instagram: https://www.instagram.com/attentionseeker_social/ or Fiona’s website: https://attention-seeker.com/


David Richter on LinkedIn - https://www.linkedin.com/in/david-richter-clickpop/ or www.clickpop.co.uk


LISTEN

  • Spotify: https://open.spotify.com/show/2rZo9Z5laMfQ9OsY9OVyPq?si=652f6e969f9e42ec
  • Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-freed/id1731359462
  • YouTube: https://www.youtube.com/@MarketingFreedPodcast
  • Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5jYXB0aXZhdGUuZm0vbWFya2V0aW5nZnJlZWQv?sa=X&ved=0CAMQ4aUDahcKEwiYgMzw6ryEAxUAAAAAHQAAAAAQNg
  • Amazon Music: https://music.amazon.co.uk/podcasts/08eb4a0a-cdfd-4cf7-8801-20f983579715/marketing-freed
  • PlayerFM: https://player.fm/series/series-3552796
  • Podchaser: https://www.podchaser.com/podcasts/marketing-freed-5619008
  • Deezer: https://www.deezer.com/en/show/1000659902

]]>The cornerstone of any strategy is not just understanding where you want to be, but also where you are now. And getting social media right for your organization is no different.

In this episode of Marketing Freed, I’m joined by social media consultant, Fiona O'Donoghue, as we discuss how brands can audit their social media and use that as a springboard into an effective social media strategy.

In this episode, we discuss:

  • What a social media audit should include.
  • The key metrics to analyse.
  • Which social profiles you should analyse beyond your own brand’s.
  • How frequently you should run a social media audit.
  • Competitive analysis can provide inspiration and insight into what works well in your industry and beyond.
  • The importance of integrating social media efforts into the broader marketing strategy for a cohesive user experience.

CONNECT

Fiona O’Donoghue on LinkedIn:https://www.linkedin.com/in/fiona-odonoghue/ Instagram: https://www.instagram.com/attentionseeker_social/ or Fiona’s website: https://attention-seeker.com/


David Richter on LinkedIn - https://www.linkedin.com/in/david-richter-clickpop/ or www.clickpop.co.uk


LISTEN

  • Spotify: https://open.spotify.com/show/2rZo9Z5laMfQ9OsY9OVyPq?si=652f6e969f9e42ec
  • Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-freed/id1731359462
  • YouTube: https://www.youtube.com/@MarketingFreedPodcast
  • Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5jYXB0aXZhdGUuZm0vbWFya2V0aW5nZnJlZWQv?sa=X&ved=0CAMQ4aUDahcKEwiYgMzw6ryEAxUAAAAAHQAAAAAQNg
  • Amazon Music: https://music.amazon.co.uk/podcasts/08eb4a0a-cdfd-4cf7-8801-20f983579715/marketing-freed
  • PlayerFM: https://player.fm/series/series-3552796
  • Podchaser: https://www.podchaser.com/podcasts/marketing-freed-5619008
  • Deezer: https://www.deezer.com/en/show/1000659902

]]>90491655-c2cc-4748-b7a9-4ef25a9249f7Thu, 23 May 2024 05:00:00 +010034:57falsefull1313David RichterEngineering Success: Structured Marketing Strategies with Ros ConkieEngineering Success: Structured Marketing Strategies with Ros ConkieThe idea of a target market has been around for donkey's years. But with increasingly crowded markets, along with better targeting options for your marketing, simply knowing broadly who you’re selling to isn’t enough, particularly if you’re a smaller business with a limited budget. 

In this podcast episode, David is joined by marketing consultant and trainer Ros Conkie to explore strategies for businesses to identify their ideal customers and employ cost-effective marketing tactics to reach them.

In this episode, we discuss:

  • The importance of understanding your ideal customer persona (ICP)
  • What characteristics should form your ICP
  • How to find out what makes your ICP tick
  • How to employ a lean approach to your marketing to continually optimise it
  • The complexities of attribution and a simple way to get a signal from the noise

CONNECT

Ros Conkie on LinkedIn https://www.linkedin.com/in/rosconkie/ or Ros’s website: https://rosconkie.com/ 

David Richter on LinkedIn - https://www.linkedin.com/in/david-richter-clickpop/ or www.clickpop.co.uk  


OTHER

Ros has created a checklist for creating your Ideal Customer Persona which you can download here: https://rosconkie.com/checklist 


LISTEN


Deezer: https://www.deezer.com/en/show/1000659902

]]>The idea of a target market has been around for donkey's years. But with increasingly crowded markets, along with better targeting options for your marketing, simply knowing broadly who you’re selling to isn’t enough, particularly if you’re a smaller business with a limited budget. 

In this podcast episode, David is joined by marketing consultant and trainer Ros Conkie to explore strategies for businesses to identify their ideal customers and employ cost-effective marketing tactics to reach them.

In this episode, we discuss:

  • The importance of understanding your ideal customer persona (ICP)
  • What characteristics should form your ICP
  • How to find out what makes your ICP tick
  • How to employ a lean approach to your marketing to continually optimise it
  • The complexities of attribution and a simple way to get a signal from the noise

CONNECT

Ros Conkie on LinkedIn https://www.linkedin.com/in/rosconkie/ or Ros’s website: https://rosconkie.com/ 

David Richter on LinkedIn - https://www.linkedin.com/in/david-richter-clickpop/ or www.clickpop.co.uk  


OTHER

Ros has created a checklist for creating your Ideal Customer Persona which you can download here: https://rosconkie.com/checklist 


LISTEN


Deezer: https://www.deezer.com/en/show/1000659902

]]>09f44e67-e7eb-40ef-900d-5101e88b9249Thu, 16 May 2024 05:00:00 +010030:39falsefull1212David RichterOptimising Website Performance Using Psychology and Design InsightsOptimising Website Performance Using Psychology and Design InsightsA major challenge when trying to attract new customers via your website is you’re relying on a digital medium to try and spark a human connection. 

However, it is possible to hack into human psychology to influence the behaviour of your website visitors and get more people to take the actions you want them to take. 

In this episode, I’m joined by freelance growth marketer and web design specialist, Steve Linney, who talks about how the layout, images, colours and language you use on your websites can make a massive impact on your conversion rates. 

In this episode, we discuss:

  • Why you should avoid talking about mememe
  • The role of psychology in web design
  • Optimisation tactics and approaches
  • How certain design elements can make a huge difference to where our eyes are drawn on a web page
  • Tools you can use to help implement and track your optimisations
  • How you can run low-risk experiments before making a major change 

CONNECT



OTHER

Towards the end of the episode, we also discussed Steve’s latest project https://www.thetryb.com/ which aims to help people explore a mix of well-being experiences, including breathwork. Steve has also provided a useful resource about how Breathwork can make you a better marketer: https://www.stevelinney.com/blog/how-meditation-can-make-you-a-better-marketer/ 


LISTEN