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Episode 19: Email Marketing – Still the Best Thing Ever?

Do you still use email for marketing?

Why? Just because it’s cheap and easy? Is it actually getting you the results you want?

In this episode we explore the current state of email marketing, including:

  • what recent research says about the performance of email marketing
  • the different factors affecting the performance of email campaigns
  • how recent tech developments have influenced the use of email
  • why email is still a preferred marketing channel for most customers – and why that’s not necessarily a good thing

Phil Slorick and Zoe Cuthbertson reveal ideas, tools and tactics to use in your marketing that put your ideal customer at the heart of everything you do, and attract more of them to your business.

Episode 18: It’s all about the data!

Do you collect customer data in your business?

The answer’s probably ‘yes’.

Which begs the bigger question: what do you do with it, if anything?

Even in times of strict data protection regulation, the GDPR and heightened consumer awareness, customer data remains one of the most valuable assets in your business… as long as you’re making good use of it.

In this episode we discuss:

  • Why capturing customer data is still as important & valuable as ever
  • The different types of data you could be capturing
  • The mistakes businesses commonly make when it comes to data capture, and how to avoid them

Phil Slorick and Zoe Cuthbertson reveal ideas, tools and tactics to use in your marketing that put your ideal customer at the heart of everything you do, and attract more of them to your business

Episode 17: Conversational Marketing – What it Means For You & Your Customers

Conversational marketing is a trend that’s gathering pace, driven by technology that makes one-to-one conversations easy to deliver online and at scale.

But there’s nothing new here… is there?

The trend reflects a simple principle that is surely at the heart of all successful marketing: getting to know your prospects and customers by talking to them.

In this episode, hear us discuss:

  • What conversational marketing means
  • How you can start making the most of this opportunity today
  • Why your customers are already ahead of you in this area

Phil Slorick and Zoe Cuthbertson reveal ideas, tools and tactics to use in your marketing that put your ideal customer at the heart of everything you do, and attract more of them to your business.

Episode 16: The Voice of the Customer – Using Research & Feedback

Do you ever ask your customers what they think?

And if so, what do you do with what they tell you?

Actively seeking your customers’ feedback can be a scary but valuable thing to do. And how you use it can make a big difference to your business.

Phil & Zoe explore these questions and more in this episode, including:

  • The reasons why some companies avoid customer feedback – and why some actively seek it
  • The truth about some companies’ manipulative use of customer feedback
  • Why – and how – customer research and feedback can be a valuable resource for business development

Phil Slorick and Zoe Cuthbertson reveal ideas, tools and tactics to use in your marketing that put your ideal customer at the heart of everything you do, and attract more of them to your business.

Episode 15: How to Prioritise Your Leads

Have you ever got frustrated with chasing a lead that turned out to be a waste of time?

How can you tell which ones are worth your time and effort?

And how many opportunities are you missing by not having an effective follow-up process?

In this episode of the podcast we discuss prioritising your leads. Listen in to discover:

  • The 3 steps to successful lead management
  • Why this process is essential in a customer-centric business
  • Why getting fruity with your customers in not necessarily a bad thing
  • How to sort the good leads from the bad ones & stop wasting effort

Phil Slorick and Zoe Cuthbertson reveal ideas, tools and tactics to use in your marketing that put your ideal customer at the heart of everything you do, and attract more of them to your business.

Episode 14: What it Means to be a Modern Marketer

Modern marketing is a complex business. There are more channels, more tools, more data, more everything.

How is it possible for a marketer to be an expert in everything? And is that even what’s expected?

In this special episode recorded live at The Marketing Meetup in Manchester, Zoe Cuthbertson talks about the changing and challenging role of the modern marketer.

Is there such a thing as the ‘full-stack’ marketer: one individual capable of planning and delivering the full range of marketing activity? How can marketers be confident they’re equipped to survive? And what should a modern marketing team look like?

These questions and more come under the spotlight as Zoe explores what is means to be a modern marketer.

Episode 13: Using Content to Attract Your Ideal Customer (with Kelly Gilmour-Grassam)

In our content-rich world of social media, blogs, email and other media, how you influence your prospects on their journey to becoming a customer is a big opportunity.

The content you publish and how you talk about your business gives you the chance to appeal to your ideal customer. When they’re ready to buy, how can you ensure you stand out as the obvious and only choice?

In this episode Phil Slorick is joined by copywriter and content agency owner Kelly Gilmour-Grassam to discuss the role content plays in your customer’s experience.

Tune in to discover:

  • The first thing to do when you’re getting started with creating content

  • Why good content often doesn’t start with the words

  • How innovative businesses are using content to stand out in a noisy world

Episode 12: Stop Selling!

If you really want to sell more stuff, stop selling!

In this episode we discuss what you need to do instead.

Tune in to find out:

  • What big opportunity most businesses are missing with their prospective customers
  • Why building a community round your brand is so valuable
  • How your beliefs, values & personality can be hugely influential in driving success

Phil Slorick and Zoe Cuthbertson reveal ideas, tools and tactics to use in your marketing that put your ideal customer at the heart of everything you do, and attract more of them to your business.

Episode 11: Is convenience the secret to customer loyalty?

Is it true that customers are more fickle & less loyal than they once were?

Or is it just that we’re all now playing a different game on a different pitch?

Gaining customer loyalty is key if you want to win repeat business, and grow a valuable community around your brand. But has it become impossible to do?

Listen in to discover:

  • Why convenience matters, how it’s changed & what this means for your business
  • What you really need to deliver if you want loyalty from your customers
  • The lessons we can learn about customer loyalty from Amazon and other successful brands

Phil Slorick and Zoe Cuthbertson reveal ideas, tools and tactics to use in your marketing that put your ideal customer at the heart of everything you do, and attract more of them to your business.

Episode 10: How to Avoid the Competitor Trap & Stop Being a ‘Me Too’ Business

When you started out in business, were you aiming to be average? The ‘norm’ in your industry?

No? Well, your customers don’t want that either.

So how can you avoid the trap of becoming just another ‘me too’ also-ran in your market – and stand out from the crowd in a way that gets extraordinary results?

In this episode you’ll discover:

  • What is ‘bandwagon bingo’ & why is it damaging?
  • The big mistake most businesses make when they’re starting out… and what to do instead
  • Why measured risk is essential to your business

Phil Slorick and Zoe Cuthbertson reveal ideas, tools and tactics to use in your marketing that put your ideal customer at the heart of everything you do, and attract more of them to your business.