Marketing stripped back

Behind the Madness strips marketing back to basics talking about how to keep it simple and target rather than just throwing your product out there and hope someone catches it.

Show Notes

In this episode of Behind the Madness James and Jamie delve deep into the marketing ideals and strip the process to make it more understandable. Everything from lecturers throwing foam balls to ridiculous Instagram reels. They talk about how being authentic and helpful is key and demystify the processes into non-scary terminology.

What is Behind The Madness?

A podcast helping companies grow with marketing strategies, automation and time-saving tips and creative solutions.

Welcome back I'm James Roberts and this is Behind the Madness where we talk about business growth, ways to work smarter and the fundamentals of business, all geared to unlocking your brand's peak performance. This episode, we are talking about marketing stripped back. I am going to put my teeth in, try and speak a bit better. And we're going to dive in with Jamie.

Hey, James.

How's it going?

I'm very well mate, you.

Yeah good thank you are we joking?

Um, Oh, Yes.

Um,

Yeah, the clock's turning.

So as we are talking about marketing,

How would you get a country girl's attention?

Don't know.

Attractor

I do like that

On topic.

Very on topic.

Thank you, very much. Thank you, Paul for Helping me out in a, in a, uh, In a moment of need.

So we are going to talk about marketing and we are going to get rid of some of the buzzwords, some of the scary stuff and make it simple, yeah.

Yeah. To be honest.

Uh, when I wrote this down, I just thought there's so much crap about marketing and it's really not that hard. All it is, is adding value to customers' lives. And then aligning your product.

So that's it for another episode of Behind the Madness, Join us next week where we'll, uh

That's the joke.

I think you're exactly right though, a lot of companies, when you start off in business, and you've got an idea, you've got a service, you've got a product. You've got something that you want to sell to the world. You will probably do your marketing without even realizing you are doing it.

You've come up with an idea. The reason you've come up with an idea is because there is probably a need or a reason for that product, you found a niche in the market and you know that people are going to want it or need it, or it's going to help them achieve what they want to do in that particular area.

That is really, if you understand that you can understand how to get your audience to buy it.

Yeah, there's are the classic example of Five Guys and I was listening to another podcast recently The Diary of a CEO to give credit where credit's due. And, um, CEO of five guys just saying, they don't advertise. They don't spend any advertising.

Interesting Yeah.

But the majority of people either even know Five Guys or of had it, but what they bank on, is someone walking in and tasting the burger and going, Fuck me that's awesome, and then what we do is tell a friend.

Yeah

And that's marketing

Yep

And that is all it really comes down to so, there are the classic tricks of segment, target and position. And where a lot of people go wrong is they get lost in the modern day world of social media strategies, content strategy, then a TikTok strategy, then a YouTube shorts, and then this, and then they lose sight of the overall thing of marketing. You've got informative content, you've got educational content, and you've got entertainment content. They are how you add value.

And the mediums change, it used to be newspapers, used to be yellow pages you probably remember that, I don't just playing, playing the millennial card.

adverts

And it comes down to that side of things, it's where you do it changes, but how you do like how and what you're doing, doesn't really change. So if you're segmenting there there are going to be some content on Instagram. So if James and I either are sound like we're talking a load of crap, or we're talking too fast, then check that stuff out. But if you're segmenting your audience, then what you're doing is you are breaking down the available audience into the different groups.

So there could be a younger generation who are using their mobile device primarily as their thing, but then there could be a middle age who are more on laptop and have a higher income. So you're breaking that down into smaller groups. Then, what you're doing by targeting is you're finding your low hanging fruit. Who can you target most easily to get the conversions that you want. Who can you help easiest? So you've taken those segments from the step one and then you're using targeting your step two to pick which one is the right one, which one you should be targetting. And then positioning which is your third stage of the marketing is just looking at that targeting avenue and go, Okay, how are they talking? What language are they talking? Where are they buying it? Where are they looking? And making sure you are putting things and framing it in the right way for that audience. But that's really it.

I think you can get carried away with reading stuff, looking at YouTube, other people's podcasts, where they're giving the next best thing or the thing to use, or

The latest hack.

Yeah, exactly that when if you understand your audience, as we've said before, you know, your buyer persona, putting your customer first. You should be able to quite quickly realize that do you know what I may be. Shouldn't be putting it out there or using that because it's not actually relatable to my, my

People. Yeah, and I think, I think when you a good way to kind of simplify business, which we do try and do here is make it into everyday problems. Stuff that we uh, in one of our last podcasts we spoke about system and processes, um, and how it can be like brushing your teeth. And with this, if you think about it the majority of people know how to be healthy, you exercise, you get good rest, you eat well. And marketing's very like that it has foundation principles that then allow you to build on from there stuff like content strategies and TikTok strategies and the whatever the latest one, whatever it's going to be. But go back to your foundation. Like James says, use stuff like your buyer persona, use stuff like customer journey, map it out, make sure you're getting that understanding and then segment, target and position S T P.

Be consistent, I guess as well. It's easy to follow the next buzz, it's easy to then jump on that bandwagon and maybe forget what was actually working in the first place, because you've heard this is the new best thing to go and be doing. It's all great to go and try something out new, it's all great to go and test the water with something to see if that is a better way of doing it if it fits with your, your positioning, your strategy.

I think two things that we do quite well, even if I'm saying so is the consistency and being authentic?

Yeah

Like, as you heard at the beginning of this podcast, James' teeth got tied up a bit, but that that's, that's how it is sometimes it happens, sometimes it goes well, and sometimes it doesn't.

I think everyone who is in marketing will agree and I think any customer would agree if you are consistent and your authentic. If you are you, whether you are Apple and you're worth a trillion dollars, or whether you've just acid up and your only selling on places like Etsy. If you are you, people will relate to you. People are social. They will see a bit of themselves in you.

I think the flip side of that, as you can see, when somebody is fake.

A hundred percent. Like how many times, how many times have you seen an influencer now and you think yeah okay you're a big shot now, but do you really believe in what you're pitching me or someone giving you 10 K to do this? And you think, scroll, unfollow straightaway. So marketing really is about adding value to the people who matter. It's not to everyone. This is the classic phrase, if you're trying to try it to everyone, you'll attract no one.

Yep.

Find through the segmentation we spoke about earlier, find who matter for you, break them down into groups, find the ones who matter most and then position it in a way that will be helpful and they will understand. And that positioning, yeah, you got to play the game, at the moment their attention is in reels, make a reel, but do it in your way. Don't just do it like oh, let's put a dancing cat up or let's just point all over the screen and do nothing to do with the points that we do. We do some absolutely ridiculous reels. We do some hilarious quotes, we do some.

We find them hilarious.

We find them hilarious.

Yeah, everyone else hates them, but we think they're jokes But we still that's who we are as a company, as individuals, but then also every one of them whether it is in caption or it's pointing to the various objects has value because that's all it's about, it's about value. And then if you link that value to something you sell, something you like produce not every time.

Then you'll get that alignment between sales and marketing.

I think jumping back to your audience thing and this might be a nice close to be honest, I had a lecturer at university and he did a, it was a quick lesson on marketing, and it's the one thing, which obviously we were doing design, it was primarily design at university and this has always stuck with me when you are focusing on your audience. He had a bucket of foam balls, we didn't know what was in it, and he started off the talk he started off the lecture and then just threw the bucket of balls at all of us. There was 30 odd in the class, and maybe two were caught. He then,

are you trying to tell us you ca ught one?

I don't think I did actually. At university, there was a, there was a lot of things in play.

Not the athlete you are today.

So that's obviously one way of mass marketing and going out to anybody and everybody. So with that approach we were focused on the person and made the marketing target them and we nailed, you know, you're getting a one for one.

So that's why I like something nowadays you would go something like TV which would be all the foam balls going out to the room.

Versus Facebook ads where you're going that's who I want.

Yup yup, completely.

But then again, that's the median in the much more granular level versus the foundation, like the foundation principles.

Absolutely, I think, as we said, do you know it's not difficult it's not anything. Anybody can do it. And the, and I mean I don't mean that in a, in a horrible way for anybody who's doing marketing and then use it as a trade. What I mean is don't be put off from doing it, it is a simple concept that marketeers and people in the trade have made complicated because it can be when you want to go into the, the, the real detail. Where you are struggling to get leads or you are struggling to find your, your more sales and more for your product. Then it can get quite complicated when you are, you are trying to work out how we can market this better or get more results or optimize those results.

But.

That's very true and before you do wrap it up I will say there are so many hacks, there are a lot of information out there that can feel really, really scary for everyone. Shoot. us an email. James will tell you the email in a minute. Pop into our DMs slide right on. into those DMs. Message us any way you want, what is your biggest challenge now? Like, so happily help them make it simpler for you. get in touch.

So there you have it. As you know, we are the nice guys we're here to help. So as Jamie says, any questions you've got on marketing, any problems you're finding in marketing or anything really within business where we help, we will and, uh, respond back to you with any kind of helpful advice that we, that we can. If we don't know, we will probably know somebody who can help.

So do drop us a line best bet is at the moment probably our new email, which is [e-mail] are probably going to have to stop calling it our new email And that is just our podcast email. But if you've enjoyed the podcast, make sure you subscribe, leave a review because it really does make a difference.

You know, we are not uh, one of these big podcasts by any means we are little, we are small, we're doing it around my kitchen table.

But we're trying to grow, so share away.

Give us the reviews and let people, you know, who you know, who might enjoy it.

Share it out to them as well and remember you can always drop us those comments directly onto that email address, which is [e-mail]. We are also on most of the socials. So please do reach out on there where we are sharing some fantastic content on there as well.

And that's about it. for this episode. So thanks for listening and we'll catch you next time.

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