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How can you make the most of your time & the content you create? Today we discuss the best ways to make the most of creating and distributing your work.

It's very easy to focus on tactics as these suggest 'doing something', but what happens when a service or tool is changed or removed? Using the recent gmail changes as an example, we look at why strategies are more important to understand than tactics.

This week we're talking about creating a productive, scaleable organisation. Thinking about ways you can refine your unique ability within the organisation, we talk about how the e-myth can help you structure your organisation to make the most of everyones strengths and how processes can help mitigate the 'big red bus' risk.

A bit of an unusual show this week as we follow on from the last optimisation show and discuss a real world example that happened last week. We then take a right turn & discuss how business owners can ask the right types of questions to ensure they are getting the best out of people / organisations they give agency to. Developing skills around asking questions is beneficial for a number reasons. When talking about marketing campaigns, it's important for a business owner to 'manage' the project event if the execution of the task is outsourced. Asking the right questions will help to ensure you don't get caught out with incomplete information.

This week we continue the conversation on website optimisation by comparing online marketing ideas and on-page SEO requirements with their real world equivalents. We consider how you can ask 'What is the Job of Work' of individual optimisation elements, what are we trying to achieve and how will 'real people' be impacted by these changes.

This week we consider the real world equivalent to on-page see & inbound marketing. By framing activities through the lens of Traffic, Engagement & Conversions, we can judge the right amount of effort and the impact of the outcome on the other parts of the process. Bringing this together using a 'Market Stall' as a frame, we start to consider how a business can best utilise Inbound Marketing and what optimisation steps are necessary to get the best results.

In this weeks show, Aalok suffers my very croaky voice as we talk about better customer conversations. With so much choice out there for consumers (of products and services), there are very few businesses where a 'burn & churn' approach is an effective way to manage leads. With the abundance of cheap technology allowing you to segment your customers, it is easier than ever to ask relevant, intriguing questions to gain a better understanding of your customers key concerns or challenges. In turn, you in a much better position to be the 'go to' organisation, answering your industries needs.

We follow on from last weeks podcast and finish the deep dive on the 'Entrepreneurs Taxi Firm'. Continuing through the Rapid Business Blueprint, we consider follow up strategies and how active listening can be applied to survey & segment customer to better appeal to their needs & desires. We then consider time sensitive offers and reviews to complete the sequence. By orchestrating the complete experience, you have the opportunity to craft a customer journey and provide a tailored, specialest service.

In this episode we dive deep into marketing ideas for the 'Entrepreneurs Taxi Firm' (ETF). We've talked at length about selecting a target market or single niche to target first, and today we take this idea further by selecting a market for a taxi firm and expanding on the theme to create a number of dedifferentiating strategies to help 'ETF' stand out from the competition. Using the ClickConvertSell, Rapid Business Blueprint as a frame, we address each of the 11 stages of your customers experience to orchestrate an ideal solution.

In this episode we look at taking leadership further and creating a community of customers and/or peers. There are many opportunities today to contribute to the community surrounding your product, service or interest. What Seth Godin would call your Tribe. Whether it's online or offline, taking the lead in bringing like minded people together to discuss thoughts and ideas not only put's you in the middle of these valuable conversations, but it also promotes you in the eyes of the tribe as 'the person that gets things done'.

In this episode we look at Market Leadership and how, by focusing on a core customer group, you can create a position of authority and dominance in that market. Being the leading company, specialist or authority has many advantages. Customers and press often seek out the market leader. It creates a differentiation in your business that is difficult for competition to immediately duplicate. Being the premium player allows you to charge a premium. Start small. Which target market could you become the authority in?

In todays episode we discuss how, by improving your personal and organisational productivity you can free up time to develop your marketing activities. We discuss a number of frameworks targeting slightly different problems from organisational issues to prioritisation challenges. Identify one are of concern and make the commitment to take action today.

In our final look at lead generation, we recap the last 2 episodes and bring together the actionable 'applied marketing' steps you can take to select a market and structure a campaign aimed at allowing potential customers to identify themselves. Continuing to use a Garage / Auto Service as an example walk through the thought process behind putting together a successful campaign. As we discuss, think about how your business can apply the building blocks of this blueprint before going on to consider the specific steps or technologies you need to make the information collection a success. Start small, but start today.

Continuing to use a Garage / Auto Service as an example we discuss how a business can leverage offline channels to build relationships and engage potential leads.  These offline activities should support the overall campaigns we’ve previously discussed. Events, supporting local charities, masterclasses… What unique opportunities are there in your business to provide something of value to your community (read potential customer base). Show Links: Green Flag Car Breakdown Service ad & VW ad – Playing on the emotion rather than the features Fold out business card material from MGA Ideas (look at the right hand image on the 7th frame) They […]

In this episode we look at how businesses can improve their lead generation by focusing on how to best serve individual markets. We explain my ‘Dyson’ campaign approach and discuss passive or interruption based marketing ads vs the more direct search based ads. Show Links: Perry Marshall – Facebook Ads Clay Christensen – Jobs to be done Robert Collier Letterbook – book (Amazon link with more detail in the reviews) I Love Marketing Podcast London Marketing Meetup Applied Marketing Podcast on Facebook Join us next time for more applied marketing.

In this episode we look at how business owners can use technology to leverage their time & effort to focus on creating value adding activities & systematising low level tasks. Topics include: Automation Identifying repetitive tasks Creating a ‘self service’ option The importance of a consistent experience. Show Links: I Love Marketing Podcast 10x Talks Dean Graziosi Emyth Revisited (book) Work the System (book) Lean Startup Peter Drucker Getting Things Done Omnifocus CDBaby Thank You Letter Maplemoto motorcycle jeans Join us next time for more applied marketing.

In this episode we look at how Accountants can win new business by selecting a market segment and creating useful information to support that ecosystem. Topics include: Becoming the perceived leader Online & offline ideas to find prospects Being compelling vs convincing In part 2, we’ll look at some technology solutions to help achieve your marketing goals. Links: I Love Marketing Podcast 10x Talks Join us next time for more applied marketing.

In this episode we look at how Physiotherapists can better service existing customers and leverage their existing user base to generate excitement for a new location. Topics include: Referrals Getting customer feedback to inform business decisions Orchestrating service delivery Becoming an expert in a single field. Links: I Love Marketing Podcast The Lean Startup E-myth Revisited – Michael Gerber P&G 99 – Charlie Decker Join us next time for more applied marketing.

In this episode we talk about marketing advice for hair and beauty salons. Topics include: Customer loyalty Testing new markets VIP experiences Avoiding discounting Links: I Love Marketing Podcast The Lean Startup Failure is Obsolete – Benji Rabhan Join us next time for more applied marketing.