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Welcome to 20 Minute Marketing, where we chat with industry experts about all things marketing. Expect to hear about daily activities, current trends and the future of the industry. Recurring themes include SEO, PPC, social, branding, content and more. For the final five minutes of each episode, we also ask guests to share some stories on their career growth.
Since our guests are busy running businesses, some episodes are recording using smartphones. As a result, you may hear the occasional background noise. While we always strive for high quality, we like it that way.
Happy listening!
Since our guests are busy running businesses, some episodes are recording using smartphones. As a result, you may hear the occasional background noise. While we always strive for high quality, we like it that way.
Happy listening!
81 Episodes
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We're joined by Gemma Paterson from Legal & General for Liam's final episode as host of the show. Gemma brings a ton of experience to the show and also grew up down the street from Liam, so it's a fitting end to his time. Gemma is currently Head of People, Development, Experiences, and Innovation at Legal & General and previously spent around eight years in marketing working before moving into an internal role. Over those years, she's worked for top brands like BP, Monsoon, First Direct, and HSBC.
During the episode, we talk about innovation and why it's more than just tech. Gemma tells us why she made the switch from direct marketing to an internal role that focuses on innovation and change. We then talk about both product innovation and people innovation and why businesses need to invest in both. Gemma also shares an example of a Vegas hotel that invests in its people and the positive effect that has on the customer experience. We then talk about how small businesses with low resources can innovate and why it's not just something that large companies can invest in. Finally, we discuss innovation in marketing, and Gemma shares another great example.
We had the absolute pleasure of chatting with Dave Harland on this week's episode of 20 Minute Marketing. Dave is one of the best freelance copywriters that you'll find. He's renowned for telling wonderful and whacky stories via his LinkedIn profile and other social platforms. Dave is also known as The Word Man and helps both businesses and agencies to make an impact with words. If there's one thing you do today, subscribe to his weekly email newsletter.
During the episode, we chat about Dave's journey into copywriting and what inspired him to get started. We then talk about how his writing style has changed over time and the difference between copywriting and creative writing. The conversation then moves on to call-to-actions and how to make an impact by avoiding standard terms like "buy now" and "read more". Dave then talks us through the benefits of creating a WTF moment and shares three things to consider when writing stories. Finally, we talk about Dave's email newsletter growth and he shares a resource, Copywriting Is, that has impacted his writing.
This week's episode of 20 Minute Marketing is one of the most fun episodes we've ever recorded. We're joined by Ed Stapleton from Shandy Shack. Ed launched Shandy Shack in 2018 with two friends after they realised they could no longer hack a hangover. After trialing new drinks, they discovered that mixing craft beer and high-quality sodas provided a great alternative. So, Shandy Shack was born.
During the episode, Ed shares insights on how Shandy Shack transformed from an initial idea into a national brand that is stocked at Sainsbury's. We talk about marketing strategy and how Ed and his co-founders used local targeting for organic growth. Liam then asks Ed how the rise of the hard seltzer industry, which has popular brands like Whiteclaw and Truly, has impacted Shandy Shack. To close out, Ed shares insights on how Shandy Shack was pitched to Sainsbury's and a recent funding round which will allow the business to grow to the next level.
Our guest on the show this week is Mike Ciffone, who joins us from Chicago. Mike started his career agency-side before moving to a tech startup and more recently, he founded Ciffone Digital, which specialises in SEO, pay-per-click, content marketing, and web development. The episode focuses on how user expectations are changing online and how businesses can adapt to meet these changing demands.
We start the episode by asking Mike to share his thoughts on how the digital landscape is changing. Mike talks us through the increased demand for unique experiences and why it's important to trial new things before waiting for Google updates. We then talk about site structure and how to optimise the customer journey by using JSON and dynamic content, with a great coral reef analogy from Mike. Our focus then turns to content and how to use audio, video, and text to engage with site users. Finally, we ask Mike some questions on running tests and experiments and he shares some tips for getting started.
We're joined by Pamela Hopkinson from Social Media Solutions on episode 76 of the show. Launched by Pamela in 2021, Social Media Solutions provides social media training, consultancy, and management services. So, it makes sense that the episode focuses on social media strategy optimisation.
During the episode, talk about the current social media landscape and how it has changed over the past twelve months. We cover the big platforms but also discuss sites like Pinterest, Reddit, and Quora, and the value they offer to businesses. Pamela also shares her thoughts on whether businesses should be active on every social channel or specifically focus on a few. She then shares some social strategy tips before we move on to content scheduling. Finally, Pamela shares some of the brands that she's enjoyed watching over the past 12 months.
This week we chat with Wiehan Britz on episode 75 of the podcast. Wiehan is a digital marketing consultant that has been in the industry for over ten years. He originally started out as an SEO specialist but has worked across the marketing realm such as CRO, A/B testing, paid social, and more. So, we could call him a veteran marketer.
The episode focuses on measuring efficiency, business growth, and identifying opportunities. Wiehan talks us through two different frameworks and how they can support businesses. The first framework is the Efficiency GAP Analysis Scorecard, which Wiehan created himself. This framework allows businesses to analyse 12 pillars that include factors like learning and development, employee happiness, strategy, onboarding, and more. Secondly, Wiehan talks about the AARRR Pirate Metrics Framework. This framework allows businesses to work backward to identify where in the funnel prospective customers are dropping off. Wiehan shares a real-life example from a SaaS company that shows where prospects are dropping off (free trial, sign up page, canceled accounts, and more). We also talk about budget management and ensuring that your team is aligned.
AARRR Pirate Metrics Framework - https://www.productplan.com/glossary/aarrr-framework/
Efficiency GAP Analysis Scorecard - https://docs.google.com/spreadsheets/d/1z3FhIJiT_mkxMzCBk1nvgk8B00G7-YR7NivPTxFpgTw/edit#gid=767327586
This week we chat with Matthew Soakell from Algebra, which is a PPC agency that plans, builds, and manages innovative campaigns that get results. Matthew is a PPC Specialist and has spent over five years working in the industry. We invited him to join us on the show to chat about PPC management and whether brands should go in-house or use an agency.
During the episode, Matthew talks us through the pros and cons of in-house PPC management compared with outsourcing to an agency. Matthew talks about the different reasons why businesses might want to move in-house, such as account spend and size. We also talk about how Algebra helps businesses to transition in-house when appropriate and what that onboarding process looks like. Finally, Matthew shares some quick-tips for in-house PPC managers to close out the main section of the episode. Two resources that he mentions are Occam's Razor by Avinash Kaushik and Start With Why by Simon Sinek.
This week we're joined by Lloyd Williams from Socially Powerful, a global attention marketing agency. Lloyd is the Head of Strategy and he specialises in social media best practices and onboarding new business. During his career, he's worked with global brands like Kit Kat, Aero, Budweiser, Desperados, and more.
The episode focuses on social media and how brands can grab the attention of followers. Lloyd tells us what attention marketing means and why he loves working in the social media industry. We then talk about influencer marketing and some of the misconceptions around the industry. Lloyd then talks about the Rules of Engagement that are used at Socially Powerful. Finally, we talk about Lloyd's podcast, Brand Wars, and he shares one of his favourite brand stories from the show.
We're joined by Gary Gumbleton on episode 72 of the show. Gary joins us from Capital Content, a creative and dynamic digital agency that balances what looks good with what works. He is also one of the best video storytellers on the planet.
During the episode, we chat about telling stories through video. Gary and Liam discuss some of the things that have prevented Liam from creating video content in the past and how those issues can be overcome. Gary shares two different types of video content that can be created - rational and emotional videos. We also talk about the value of batch creation and how to improve production quality when recording videos. To close out, we compare the benefits of in-house video production with outsourcing to a content agency and Gary shares his free training course with us - Content 101.
We chat with Lisa Eaton on the podcast this week who is a leading marketer in the North East and has over 20 years of marketing experience. Lisa is the Founder and Managing Director at Unwritten Group, a fully integrated strategic communications agency. Last year, Lisa launched Fabric which is an academy that helps marketers to develop an integrated marketing and communications strategy from scratch. So, she's the go-to if you want to create and implement a top-level marketing strategy for your business.
During the episode, we talk about being a generalist marketer. As the Managing Director of a full-scale agency, Lisa ensures that she has an understanding of all of the marketing channels out there. We talk about the challenges of spreading yourself across multiple channels and how to invest your time properly. Lisa then talks us through her professional development strategy and why she dedicates one day per week to learning. Finally, we talk about the value of understanding your top-level strategy when working on day-to-day tasks and the launch of Fabric.
We're really excited to share episode #70 of 20 Minute Marketing with you. This week, we are joined by the co-founder of PodMatch, Alex Sanfilippo. PodMatch is a matchmaking tool that automatically connects podcast hosts and guests for interviews. The site launched last year and now has over 6,500 members that are looking to connect.
During the episode, we talk about the initial launch of PodMatch and the reasons why Alex wanted to launch a matchmaking service for podcast hosts and guests. Alex then tells us about some of the different marketing tactics that he has used successfully to increase PodMatch members. We talk about the value of referrals, why human-to-human marketing always wins, and some cool growth tactics like gamification and podcast guesting.
This week, we're joined by Peter Ballard and Dicken Doe from Foolproof, which is a global experience design company. Both Peter and Dicken bring a ton of experience to the show and bring a very unique topic to the show. Peter is the co-founder of Foolproof and VP Head of Marketing at Zensar and Dicken is an Experience Design Director at Foolproof and specliasies in data, analytics, and application of AI. So, they have a great combination of experience and knowledge.
The focus of this episode covers a very unique and cool topic. We discuss how retailers and B2C sites can drive acquisition through digital gifting. Foolproof lots of interesting research over the Christmas period which suggests that consumers aren't fully satisfied with the gifting experience that retailers offer. Many consumers order gifts to their own homes and then resend the gift to the recipient due to a lack of confidence to do this directly. So, we asked Peter & Dicken several questions on how retailers can improve the digital gifting experience and discussed some of their research findings.
Digital Gifting research - https://www.foolproof.co.uk/journal/43-of-uk-shoppers-forced-to-expend-unnecessary-effort-this-christmas/
Journal - https://www.foolproof.co.uk/journal/
We're thrilled to share episode 68 of 20 Minute Marketing with you. This week, our guest is Lee Price from Paddy Power. For overseas listeners, Paddy Power is an Irish bookmaker and one of the largest betting companies across Ireland and the UK. As a brand, they are renowned for pushing the boundaries on social media and with their PR campaigns - for all the right reasons. Lee is the Head of PR & Mischief and plays a major role in the success of those campaigns.
We start the episode by talking about mischief and how it's used by Paddy Power to create engagement. Lee also tells how they have adapted over the last few years due to COVID-19 and changes in society and on social media. Our chat then focuses on social media and how the team at Paddy Power creates a winning formula, plus what happens when things go wrong. Lee then shares some of his favourite campaigns both at Paddy Power and elsewhere. Finally, we talk about measuring success.
This week we're joined by the wonderful Amelia Sordell from Klowt to talk about personal branding. Amelia founded Klowt, a personal branding agency, in 2020 and they have seen tremendous growth since launch. Interestingly, all of their leads are 100% inbound, and Amelia and her team are using personal branding to grow Klowt organically.
During the episode, we talk about the value of personal branding and why businesses should invest in it. Amelia shares insights on how you can build a personal brand and the best & easiest ways to get started. We also talk about the different types of content that you can share and Amelia tells us her strategy which includes commentary posts, capability posts, and hook posts. We then talk about some of the non-business benefits of building a personal brand which include confidence building, development, and the positive impact on mental health. Finally, Amelia shares an example of personal branding being used successfully to elevate a business.
Notes -
The Catch Up Podcast - https://www.youtube.com/watch?v=YKH3e0zzSqE&t=3s
Amelia's Clubhouse - @ameliasordell
The Marketing Millenials - https://anchor.fm/themarketingmillennials
It's been a long time coming, but we're very excited to share an episode that is all about digital PR! This week, we're joined by Louise Parker, who is the PR Director at Propellernet. Louise has been in the PR industry for several years and has been a big contributor to the rising popularity of the industry.
During the episode, Louise shares insights on why the PR industry has exploded over the past few years. We talk about how it has become an integral part of digital marketing and the SEO benefits that it offers. Louise also shares insights on her creative process and some of the things that should be considered before creating a large-scale campaign. We also ask Louise to share a campaign that she wishes she'd worked on (inspired by Gisele Navarro) and talk about her TikTok videos that are keeping everyone in the PR industry entertained. Finally, Louise talks about her viral tweet which John Mueller replied to.
Notes -
Gisele's jealousy list - https://neomam.com/blog/jealousy-list-2020/
Louise's TikTok profile - https://www.tiktok.com/@louise_digitalpr
We're thrilled to share this week's episode with you. We're joined by Mark Williams-Cook, who is the Director at Candour - an amazing web & digital marketing agency based in Norwich. Mark is also the Founder of AlsoAsked.com, organiser of SearchNorwich, and our go-to person for SEO news. So, we think he's the perfect guest to talk about technical SEO with.
We know that technical topics can get a bit overwhelming for generalist marketers and business owners that wear many hats. So, we thought it would be a great idea to release a podcast episode that covers technical SEO in detail without getting too complex. We ask Mark to break down some of the fundamental reasons why solid technical SEO can help websites in their search efforts. Mark also shares tips on how to run a site audit, common mistakes to avoid, and why it's important to get the foundations right. He also shared several examples that will help marketers in B2B and B2C.
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Here are some of the resources that are mentioned during the episode:
Search with Candour podcast - https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy85YmY2NjQ0L3BvZGNhc3QvcnNz
Aleyda Solis' #SEOFOMO newsletter - https://subscribe.page/s/seofomo?rh_ref=baa90912
Women in Tech SEO newsletter - https://www.womenintechseo.com/newsletter/
tl;drMarketing newsletter - https://tldrmarketing.com/
Little Warden - https://littlewarden.com/
Sitebulb - https://sitebulb.com/
Alsoasked.com - https://alsoasked.com/
We're very excited to share episode 64 of the podcast with you. This week we chat with Andy Duggan, who is a chartered marketer that has worked in roles at BP, The Co-op bank, Zen Internet, and more. So, Andy brings lots of marketing experience to the show.
A few weeks ago, Andy shared a post on LinkedIn that talked about why brands need to cut weak influencers from their outreach strategy. His post focused on the UK government's decision to spend £63,000 on paying 42 social media influencers to post about the UK Test and Trace app for COVID-19. We thought that his post would make for a great podcast episode.
During the episode, Andy talks us through that post and shares his thoughts on why brands need to change their influencer marketing strategy. He talks about the importance of finding the middle ground between having brand ambassadors and paying for one-off posts. We asked Andy to share how he would approach setting up an influencer campaign and he also shared some examples of brands that have used influencers both successfully and poorly. We love that Andy left nothing on the table during this episode and we're confident that all of our listeners will gain value from this episode, whether you work directly with influencers or not!
We're excited to share episode 63 of the show with you. This week, we chat with David Cooper who is the Marketing Manager at Fountain Partnership and leads the strategy to showcase Fountain as a world-leading digital marketing agency. You might recognise Fountain from episodes 31 & 32 of the show when we spoke to Jake and Gemma about PPC optimisation!
During the episode, David chats about moral marketing and why it makes more money. We discuss some of the internal and external tactics that businesses can take to become more moral and make changes. David also shares several insights from Fountain and how they have made changes to improve. We cover social media, data, reporting, and some more over the course of this episode.
Notes
How long it takes to read T&C's - https://www.visualcapitalist.com/terms-of-service-visualizing-the-length-of-internet-agreements/
Miro - https://miro.com/
David's tree planting progress - https://ecologi.com/davidcooper
![Are Industry Awards Worth Entering? Part 2 [Bonus] | With James Lees From Salesfire | 20 Minute Marketing #62](https://s3.castbox.fm/b8/f8/0f/bb5e01eea6a9664670a1b5c2b4033e636f_scaled_v1_400.jpg "Are Industry Awards Worth Entering? Part 2 [Bonus] | With James Lees From Salesfire | 20 Minute Marketing #62")
We have our first bonus episode on the show! Last week, Neil Andrew from PPC Protect joined us to discuss industry awards and whether they add value to businesses or not. When we shared the episode across social media, several people got in touch to express their own opinions and share their experiences when entering industry awards. One of those people was James Lees from Salesfire. James said he'd love to share his thoughts in detail and had some contrasting views to Neil. So, here we are!
During this bonus episode, James shares some of the things that Neil shared which he disagrees with. We talk about some of the awards that James has won over the years and the impact those wins had on his businesses at the time. James is also part of the judging panel for several awards so he discussed the process that he takes when selecting a winner. We also discussed how the awards industry can hold people accountable and collaborate to improve its reputation amongst marketers and business owners in the future. Finally, James shares some tips on how to promote an award win and use it to strengthen your brand.
Notes -
Liam Fallon's post - https://liam-fallen.medium.com/the-problem-with-awards-in-marketing-with-examples-7b68404b3025
We invited Neil Andrew to join us on episode 61. Neil is the Founder of PPC Protect, which specialises in helping businesses with click fraud protection & invalid traffic prevention. Neil is a leading figure in the PPC industry and regularly shares content around bidding strategies, account set up, fraud prevention, and more.
During the episode, we talk about a very interesting and somewhat controversial topic. Neil joins us to discuss industry awards and his opinion of the industry. A few months ago, Neil shared a poll on LinkedIn and asked his audience to vote on whether or not they believe that industry awards are pay to play. Around 400 people voted on the poll, with a landslide number of people stating that they think the industry is pay to win. We discuss Neil's views, some of the inconsistencies in the industry, and whether or not they are ultimately worth entering. We also speak about some alternative ways of showcasing your business via social proof.
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