I'm excited to welcome Danny Gavin to the podcast this week.
Danny's the founder of the Optidge, the digital marketing agency based out of Texas.
In this episode, we discuss Danny's expertise areas: SEO & paid social.
We focus on one social media ad campaign in particular.
Optidge ran an advertising campaign for Degs & Sal, the eCommerce jewellery brand available to buy D2C (a channel pivot from selling through major retailers like Nordstrom, Macy's and Bloomingdale's).
Degs & Sal had one requirement: to have 2x ROAS on their Facebook and Instagram ad campaigns.
The Optidge took over the campaigns and these were the results:
400x increase in total revenue
130% increase in DIRECT ROAS to 2.66x
72% decrease in cost per purchase,
29% decrease in cost per add to cart
24% decrease in CPMs. Finally
278% increase in unique orders
2020 AMA Crystal Award for Best Plan B Marketing Campaign
In the episode, we look at the method behind the success.
How to build audiences that convert
Why you need to design a funnel
The importance of testing
How much you need to spend on testing
What you should test
Examples of long and short-form copy used in the campaigns
And all in 30 minutes. What's not to love?
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Hello and welcome to the How the Fxck podcast, this week we have an incredible marketing leader, Kris Hughes, who I had the pleasure of grilling about content strategy.
Kris has been a senior content creator and content manager for 10 years. Starting off growing a sports blog that evolved into a 15 million visitors a month network of websites, he’s since been a director of content specialising in driving traffic and generating inbound leads for a number of award-winning companies like projectmanager.com and QuickStart, Inc. He’s recently launched his own business aimed at helping solopreneurs and startup teams smash their first 120 days of content creation.
In this episode, we go into How the Fxck-style detail on the first 30-60-120 days. From driving value from your first post, how to conduct in-depth research to find gaps in your competitors content, through to lead generation, Facebook Ads, guest blogging and distribution.
I got excited by this one, it’s so clear and actionable. I hope you enjoy it. Follow me on LinkedIn to get the playbook.
This week, I interviewed Michael Norris, the CMO of YouTech (a Chicago marketing & design agency).
He also hosts YouTalk, a podcast about business and marketing, which I was interviewed on a couple of weeks back about how I built this podcast. I can't bring myself to listen yet…
This week, we focus on Michael’s work with one of his early clients, Urban Matter, which is a news and entertainment website like Time Out. He helped them grow to a large following and high volumes of monthly traffic (500,000 on one viral post!) through SEO, PPC campaigns, viral marketing and inbound marketing in general.
I dig deeper into how Michael approaches SEO, what tools he uses, how he does keyword research, where he starts with clients and how to drive leads that way. If you’re looking for an SEO refresher, this is your episode.
Substack link: https://howthefxck.substack.com/
Website link: https://www.thefxck.com/
Hope you enjoy this episode!
This week I chatted to Holly Enneking, the VP of Marketing at Lev.
I love Lev. And I want to copy their marketing. So it was awesome to dig into the detail with Holly about their 'All You Need is Lev' brand awareness campaign, which was hugely successful and has helped solidify Lev as a leading SalesForce partner.
We start off the podcast talking about channel marketing, which is Lev’s main channel, before talking through the campaign that involved adding the word Lev to song titles and sending Bluetooth speakers to people who open their email campaign.
Hope you enjoy the podcast, and if you do please leave a review and make sure you subscribe. We’ve got a ton of recordings in the backlog that I can’t wait to release.
Read the full insight and more of the interview at www.thefxck.com.
This week, I interviewed Rand Fishkin.
You may know him as the founder of Moz.com, a company with +$50m in annual revenue that's used by marketers worldwide.
He's recently left Moz to found SparkToro so I caught him at the perfect time to ask: what marketing tactics are you using to launch your new startup?
He launched earlier this year to a waiting list of 18,000...and we learn what he did to build that list.
- Rand's SparkToro journey
- 4 methods used to build his audience
- Rand's advice to marketers just starting out
- What Rand thinks is the untapped opportunity in marketing right now.
Check out the full insight on www.thefxck.com
This week, we interviewed Nadya Khoja, the Chief Growth Officer at Venngage.
Nadya joined Venngage when they were a small team of four with (a relatively small) 20,000 organic visitors month. 5 years later they’re a team of 50 with 1.5m monthly visitors, driving 150,000 product signups every single month.
We deep dive how they achieved this success, looking at:
- Tapping into trending topics to create content that goes viral
- How to get high-quality backlinks that build your site's authority
- Incorporating journalists into your campaign strategy
- Ranking for content that converts vs branded keywords.
Hope you enjoy this episode!
I’m sending out a summarised playbook to everyone who’s subscribed to the email list, so if you want that please join us at www.thefxck.com.
Thinking of starting a podcast for your company? This is the only podcast you'll need to get started.
This week's guest is Lindsay Tjepkema, an experienced marketing leader and founder of Casted.
Lindsay was VP of Content at Emarsys when she first saw the opportunity that podcasting presented in the B2B space.
A podcast can be the fuel behind a powerful, focused content engine. Think about it, just one podcast recording with one of your prospective clients can be turned into:
Multiple blog posts
5 audiograms to post on LinkedIn
3 audiograms your sales team can send in their outbound work
Etc, etc, etc.
It's rocket fuel.
And for those of you still teetering on the edge of starting one yourself, this podcast is a great place to get you started.
We cover everything you need to create a podcast that cuts through the noise, tackling challenges that set you as an authority in the industry.
"Gosh, it's like you guys are everywhere."
Want your ideal customer to say this about you?
Then you gotta listen to this week's interview.
Stephanie Cox, VP of Marketing at Lumavate drops her entire ABM playbook.
I was so excited by her method that I got our team at SentiSum to start doing this straight away, resulting in me reaching out to Fred Perry with a video of me playing tennis (badly) while trying to recite a sales pitch.
Ask and I might send it to you.
Head over to thefxck.com to get the summary of what we learned from this podcast.
It is not a risk to be different, it's a risk to fit in.
This week I have a genuinely exciting guest: Louis ‘bonjour bonjour’ Grenier, the host of the marketing podcast Everyone Hates Marketers.
He’s interviewed the likes of Seth Godin, Rand Fishkin, and Neil Patel in more than 160 interviews and is also a Senior Marketing Strategist at HotJar.
In this podcast, we talked about radical differentiation and the four steps you need to take to discover your strengths, double down on it, and stand out against the noise in any market.
As a young startup, building brand mental availability requires you to be radically different. Here's how.
Being different is how you make marketing fun.
This week on the How the Fxck podcast we have a KILLER interview with Todd Clouser.
In the last few years, Todd has built up a Youtube channel with around 550,000 subscribers. And it’s growing at a rate of 15-20k new subscribers per month.
If you wanna know how to do this for your business, then you’re in luck because Todd’s come on the podcast to share his secrets in detail.
We go over a 4-step process for getting a large reach from engaging content.
1. Identifying the best host and guests (tips on choosing a host and approaching influencers)
2. Content strategy (where you can get tips on how long to plan for and how to identify topics that people in your industry really want to hear about)
4. Leveraging YouTube's analytics
Bonus: how you can promote your content so you get REACH and business growth.
Learn marketing faster by connecting with me on LinkedIn /in/benjamingoodey
Thanks for listening!
This week's interview is with Jonny Plein, founder of Global Savings Group acquisition, Pouch.
Pouch is a browser extension that automatically applies voucher codes at checkout, reducing basket abandonment for brands and finding the best deals for users.
Pouch works with most of the largest UK brands and has around 150-175k weekly active users (!).
In this interview we discuss:
- Getting in +150 large publications.
- Appearing on Dragon’s Den (that’s the UK's version of Shark Tank).
- Skyrocketing visitor count (40k live visitors) and user conversions (2k to 60k in days) after the show.
- Dealing with churn.
- Reaching product-market fit.
- Creating 'wowing' customer experiences.
- The acquisition of Pouch 18 months ago by GSG.
This is such an exciting interview and the second one we’ve done with Dragon’s Den founders (check out Pasta Evangelists.) They’ve always got an interesting story to tell.
Read the full interview with Jonny at How the Fxck, where we interview marketing leaders every week.
#MarketingStrategy #Marketing #Branding #DragonsDen #BBC
This week we interviewed Ian Luck, VP of Marketing at CustomerGauge.
They've done some incredible things in the past few years, including:
• Creating a category: Account Experience.
• Won world-leading clients: IKEA, EventBrite, DHL, Philips, and many more.
• Written an 80 page eBook based on original research that drove 30K leads and $2m in revenue without PPC.
• Taken on goliath competitors.
We talked about all this in enough detail for you to do the same and drive growth at your company.
Covering everything from strategy to distribution to the marketing technology used in Ian's campaigns.
Read the interview with Ian Luck here.
This week on the How the Fxck podcast, we have a true marketing leader: Paula Monteiro.
Paula is Head of Marketing at Wikitude, which has been a leader in the augmented reality (AR) world since 2008.
Working with clients like Jim Bean, Nissan and Herbal Essences, Paula and her teamwork to build value-adding, brand-building experiences using AR.
I was lucky to grill Paula on AR, well, specifically the connection and uses for AR in marketing.
Like most people, I had only a basic understanding of AR from Pokemon Go and Instagram filters.
But, it turns out there's much, much more that you can do to connect with your customers using augmented reality.
We discussed use cases like Nissan letting customers look at the inside of their cars in the showroom, using augmented reality to project the engine and its components to their car-lover customers.
I can see the value that can come from brand storytelling with AR. Perhaps not quite yet, but I soon expect to see a more mainstream addition of AR in the marketing tool kit
Find a summary of the insight here: Paula Monteiro on Augmented reality in marketing.
This week we catch up with serial founder, Ariana.
She's a passionate storyteller and an expert in creating multisensory experiences. a big believer in the founder-activist.
In this episode, we talk about customer experience.
You could not get a more passionate speaker to discuss branding, storytelling, purpose and founder activism.
This is a must-listen if you want to get inspired.
Read it here: Multisensory brand experiences with Ariana Alexander-Sefre.
Today's interview is with Devon O'Rourke, founder of Fluvio, the product marketing consultancy.
We discuss the fundamentals of a successful product marketing team so that you can improve both your product and marketing metrics.
This was a great chat, full of stories from Amazon and Etsy, so make sure you come back for the full podcast when you get a moment.
Until then, here is a summary of the insight.
Read the full story at How the Fxck.
Devon O'Rourke: Establishing a product marketing function with an ex-Amazon, ex-Etsy product marketing leader
This week, I am interviewing Dan Ritzke, the founder of Third Act Marketing, a marketing consultancy that helps businesses clarify their messaging and tell a better story so that their marketing efforts are not wasted.
In this interview, Dan and I dive into his area of expertise: messaging. We cover examples of good and bad messaging, as well as the common mistakes he sees and how you can make sure your message resonates.
Spoiler alert, you need to make sure you understand your customer and put them first.
We summarised everything you can learn in this recording on the How the Fxck website.
This week's interview on the How the Fxck podcast is with Gareth Morgan, Founder of one of the UKs largest marketing agencies: Liberty Marketing.
Gareth regularly speaks to audiences about SEO, PPC, and other marketing strategies, and after his +15 years of experience in SEO he is uniquely qualified to do so.
We conquer the world of SEO today. Covering onsite and offsite SEO, from content optimisation and how to do proper keyword research, through to creating sharable content that generates backlinks, this interview is a rare glimpse at how the marketing professionals approach SEO.
Read a summary of the insight here: Gareth Morgan.
This weeks interview is with MJ Peters, VP of Marketing at FireTrace and host of The Industrial Marketer Podcast.
MJ has worked in manufacturing companies her whole career across product and marketing. She’s largely a self-taught marketing leader, and she’s a pro in marketing strategy and inbound demand generation.
In this interview, we start with MJs career and the differences in marketing in manufacturing rather than software, before covering techniques for marketing strategy and breaking into new customer segments.
You can expect to learn how to gather customer insight, how that insight should influence your business model, building out marketing hypotheses, and how to experiment across channels, content type and content topic to determine what resonates with your audiences.
Visit www.thefxck.com to get a summary of the insight in this interview.
Finn Lagun is the Co-founder & CMO at Pasta Evangelist, a high-growth fresh pasta delivery company in the UK.
Back by the biggest names in retail (Harrods, M&S, Ocado), Pasta Evangelist has raised more than £5m from investors.
In this interview we talk about the startups' growth journey, before moving on to Finn's tips on building a brand through content, PR, and events - the examples are SUPER fun.
This week’s interview is with Gaetano DiNardi, the Director of Demand Generation at Nextiva – a tech company that was recently voted in the top 100 companies to work for by Glassdoor.
Gaetano had an unorthodox route into marketing, starting out as a musician and music producer before transitioning into roles as an SEO Manager at Pipedrive, VP of Marketing at Sales Hacker, and Growth Marketing at Outreach.
In this interview we discuss demand gen without the big budget. How you need a marketing flywheel of content, distribution, and promotion all executed through strategic, free channels. We also dive into what metrics to analyse to make sure your leads are high quality, and there’s much more marketing insight dotted around in the conversation.
This week’s interview is with Iona Ratcliffe, CMO at Ocean Bottle, and previously a brand and comms strategist at Wieden and Kennedy, Portas, and Droga5 where she worked on projects with brands like Converse, Nike, Google, and Gucci.
We use Ocean Bottle as a case study to talk about building a brand. We look at the four truths: consumer, category, culture, and company, and how we can weave a thread between them to create a compelling brand story.
We also talked about Ocean Bottles growth, how partnerships on the B2B side have been so valuable, and how they got their bottle in the hands of Ed Sheeran while at Glastonbury Festival.
Chris Walker, CEO at Refine Labs, talks to us about inbound demand generation.
Chris tells us why marketers need to focus on high volume, buyer-led content, and throw away the useless ebook strategy. Doing that will mean more qualified leads from buyers who come to you, and fewer time-wasting leads passed to your sales team.
Read the full interview with Chris Walker at How the Fxck.
Ali Shahrestani is the incredible CMO of three companies, the primary one being Peyk. Peyk is a London-based courier platform that was nominated in the top 5 startups by Startup Grind last year. They have 5,000 riders and their demand is shooting through the roof at the moment.
We caught up to discuss partnerships. Ali recently discovered the power of partnerships as win-win relationships that cost-effectively improve your value proposition. Here Ali tells us which partners he goes for and his 3 step process for winning them for Peyk.
Find the full transcript over at www.thefxck.com
April Dunford is a renowned positioning consultant and author of the incredible Obviously Awesome!
We caught up and she told us the story of positioning a product from her early career, as well as insight into her methodology. Find the full transcript over at How the Fxck: April Dunford.