Consistent content marketing and a long game is key to success

Pressing an important button this week reminded me of the importance of consistency.

I’ve just hit publish on Episode 200 of my Marketing & Finance Podcast.

I remember when I started a fellow broadcaster told me most shows don’t make it past their 7th edition.

When you launch any new product or marketing communications campaign, unless you’re very lucky and it goes viral or mega-global immediately, you have to play a long game.

Stick at it and refine your offer as you get feedback from your customers.

In this video, let’s talk about consistent content marketing and what it could mean for your business.

Did you enjoy this video? Please subscribe to my YouTube Channel right here.

This is the 8th in a new series of videos under the “Marketing: Made Simple” banner. I’ve been doing marketing tips videos for a while but putting them out under the title, Marketing and Finance TV. Whilst this title works for my podcast, I rarely talk about finance subjects in my videos. So it makes sense to focus on keeping marketing simple. Fighting the BS and the complexity. Marketing: Made Simple!

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Consistent content marketing and a long game is key to success

Roger Edwards on Body Combat, writing a marketing book, and achieving a balanced life – MAF200

To celebrate the milestone 200th edition, I’ve invited a special guest onto the show to interview me.

It’s a warts and all look behind the scenes, and we chat about Body Combat, fighting complexity, writing a marketing book, and finding the right balance in life.

Welcome to episode 200 of the Marketing and Finance Podcast.

Roger Edwards on Body Combat, writing a marketing book, and achieving a balanced life - MAF200

For 200 episodes I’ve been asking my guests what makes them tick. Now my special guest, Chris Marr, asks the same question of me.

What you’ll hear about in this episode

  • How Roger became a Body Combat instructor alongside his day job as marketing director in big corporate
  • The development of a career long obsession with keeping things simple
  • Why marketing sometimes fails to engage with customers and what to do about it
  • The genesis of Roger’s soon to be published book and a world exclusive preview reading
  • Why family is so important in a business world driven by “hustle”

Who is special guest interviewer, Chris Marr?

Chris runs the Content Marketing Academy (CMA Community) and first appeared on the Marketing and Finance Podcast back in episode 80. Since then we’ve become good business buddies and close friends.In 2017, I appeared on stage at Chris’s CMA Live event in Edinburgh and we’ve both been working to develop our speaking careers.

The World Class Communication initiative Chris runs alongside US speaker, Marcus Sheridan, has helped my craft my speaking style and get myself on stages across Europe.

Summary of our chat

Chris was keen to interview Roger with a view to getting behind the scenes. To find out more about his motivations and philosophies. Even though they are close friends, much of that friendship revolves around business. This was an opportunity for Chris to dig a little deeper. To find out more about the man behind the marketing persona.

Roger was working long hours in his corporate role.  Travelling extensively and eating a drinking far too much. His wife dragged him (literally) along to a fitness class called Body Combat. After enjoying the class Roger went onto take a fitness diploma and became a Body Combat instructor. He soon started teaching classes all over Edinburgh and followed by training in Body Balance.  And then a diploma in teaching Yoga. Teaching up to 9 sessions a week created a unique balance in Roger’s work life.

When he was still a young marketing assistant, Roger attended a corporate strategy away week. He discovered the joys of people overly complicating strategy and littering it with management speak and gobbledegook. This was the beginning of a career long obsession with keeping marketing simple. Roger became known as a customer champion in the companies he worked for. He tried to fight back against the complexity and to make the companies see the benefits of a true customer focus.

Chris was keen to explore why marketing often fails the customers. And why it can become too complicated. Roger feels that marketing doesn’t work in some companies because they do not focus enough on the customer. Profit might be the key driver and customer takes second place. The reality is that a true customer focus and an obsessive understanding of the customer, can mean happier customers and more profit in the long term. But some people don’t seem to get this. 

Also some marketers focus entirely on the communications aspects. They again miss out on the benefit of customer understanding and the other parts of the marketing mix. 

Roger’s book is going to weave stories collected over 25 years into his simple method for putting together a marketing strategy. He’s almost completed the narrative and now intends to add real life case studies to complete the book. Then the editing process will begin with publishing following after that. Soon after becoming a fitness instructor, Roger and his wife, Trisha, adopted a little boy. This was another turning point in his life and another moment that contributed to leaving corporate life to set up in business as an independent consultant. He explains how he achieved a balanced life as a result and how important family is. 

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Adam Harris on networking, referrals and the “Check-In Strategy” – MAF199

My guest this week is speaker and author, Adam Harris.

We chat about networking and referral techniques and how he came up with the “Check-in Journal”, which helps companies with goal setting and accountability.

Welcome to episode 199 of the Marketing and Finance Podcast.

What you’ll hear about in this episode

  • Adam’s unusual presenting style
  • What Adam has learned about networking
  • Why you need to be clear on your target market
  • How to approach people without appearing salesy
  • The inspiration for Adam’s book
  • Why businesses need to set clear goals

Who is Adam Harris?

Adam started off working as Sainsbury’s at 16, qualifying as a butcher and baker.

Ready for a change after a couple of years, he attended university before setting up an IT recycling company, then other IT business. 10 years ago, following the merger of another IT company he owned, he found himself at a loose end. He asked trusted friends what he was good at, and they said he excelled at making introductions and asking great questions.

Today, he helps senior staff make connections to leverage better opportunities. He’s a coach for CEOs and MDs, supporting them to become better leaders by giving them the right tools to get the most out of their teams.

Summary of our chat

When Adam speaks on stage he responds to the energy in the room, making his presentations an exploratory process. He challenges the audience and encourages them to think differently. He gets them to participate by asking them to work in groups or play games.

Adam developed his skill at making connections at networking events into a framework for individuals to get themselves in front of the right people. He says regular networking with like minded people does work, so long as the group you’re in includes members of your target market.

To get clear on your ideal customer, look at your current client base. Work out where they’ve come from and who are the top 20% who make up the bulk of your business. Take time to understand them, and use that information to ask for referrals and grow your company.

To approach people the right way, Adam says you should think about the methodology you use. If you’d be annoyed by the style of approach, don’t do it. You should be focused and narrow your target. Be specific when you ask someone to make an introduction.

Adam noticed that people agree action points during meetings which they rarely follow up on. He found a personal development journal, but realising there wasn’t a business equivalent, was inspired to create one. His “Check-in Strategy Journal” can be used in companies to support goal-setting, developing focus and being accountable.

Adam says that businesses often set goals they think they should have, rather than what they want. Goals can and should be reviewed and changed. It’s also important to balance the ambitions of employees and the organisation to benefit both and encourage growth

One Thing Adam Would Like Listeners to Take Away

In Nando’s restaurants, there is a wooden cockerel on the table. After the food has been served, the staff come back to check if everything is ok. If it is, they take the rooster away, and if it isn’t, they deal with the issue.

Adam implemented a similar system in his IT business, where they followed up with customers twice. This allowed customers to raise any problems and have them resolved. We don’t like to complain in the UK, but giving customers the opportunity to get their feelings off their chest is a great touchpoint to have in place.

A Marketing Campaign or Product Which Grabbed Attention

Adam offers advice to people who aren’t happy with their situation: If something isn’t working, speak, understand, challenge, get the support and find a way of doing something for yourself.

He often sees people who are stuck in a fear cycle. Our bodies and minds will often take the path of least resistance, but if you want to do something different and be challenged, you have to get out of your comfort zone. Sometimes people can do this themselves, but often they can’t, and need support to bring about change.

A marketing campaign that grabbed Adam’s attention

In Nando’s restaurants, there is a wooden cockerel on the table. After the food has been served, the staff come back to check if everything is ok. If it is, they take the rooster away, and if it isn’t, they deal with the issue.

Adam implemented a similar system in his IT business, where they followed up with customers twice. This allowed customers to raise any problems and have them resolved. We don’t like to complain in the UK, but giving customers the opportunity to get their feelings off their chest is a great touchpoint to have in place.

Recommended Business Book

Adam recommends Radical Candor by Kim Scott, which talks about the ability to be open, honest, vulnerable and challenging to the people in your life. If you’re holding back, you’re not doing yourself or them justice. It’s appropriate for using in your work and personal life, as she gives advice on how to be challenging without being aggressive, to help you improve relationships and deal with problems.

And this is the Check-in Strategy Journal – Adam’s book.

Links

If you enjoyed – Adam Harris on networking, referrals and the “Check-In Strategy” – please leave a comment or a review on iTunes.

And if you know anyone who would enjoy the show – please share it with them. You can use the buttons below to share on social media.

Don’t miss an episode of the MAF Podcast – subscribe now.

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