Episoder
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In this episode, we are joined by Erica Bonser, founder of Fan Club Brands, to discuss the importance of a supportive marketing ecosystem.
We discuss the need to understand a company's values and purpose to create a strong brand identity and the pros and cons of in-house marketing teams versus hiring specialist agencies.
Key Takeaways:
Branding and marketing strategy with a focus on aligning businesses with their values and purpose.Marketing ecosystem importance and ambassadors protecting brand reputation. Building a supportive ecosystem for businesses with limited resources. In-house marketing vs. agencies, pros and cons of each.Partnering with specialist agencies for digital marketing support.Links:
Erica Bonser
https://www.linkedin.com/in/erica-bonser/
https://fanclubbrands.com/vip-days
www.pinkleopard.co.uk
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In this episode, we’re joined by Savannah Zimmer from The Creative Benefit. Savannah is a successful marketing professional with over 15 years of experience and has a proven track record of transforming business goals into actionable, results driven marketing strategies.
We discuss low-cost marketing tactics for small businesses, emphasising the importance of staying up-to-date with trends and tools, utilising customer feedback and analytics, and being authentic and creative.
We also discuss strategies for marketing with limited budgets, including creating a marketing plan, understanding the target audience, and tracking and analysing marketing efforts.
Key Takeaways:
Free and low-cost marketing tools for startups and small businessesMeasuring marketing efforts with limited budgetsCommon pitfalls when working with small budgetsAllocating limited marketing budgets across channelsTips for navigating creativity with limited fundsMarket to existing customers for free marketing and loyaltyUsing limited budgets for testing before scaling successesBrainstorming campaign ideas through open discussionLinks:
https://thecreativebenefit.com/
https://www.instagram.com/savielaurel/
www.pinkleopard.co.uk
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In this episode, we are joined by Ada Zhao, Founder and CEO of Curated Crowd. Listen in as we discuss the importance of authenticity in business, emphasising the need to stay true to one's values and personality.
Ada shares her experience of pivoting Curated Crowd from a crowdfunding platform to a marketplace for independent fashion designers, highlighting the challenges of identifying and showcasing talented designers, catering to a diverse range of customers, and creating a unique online platform that fosters authenticity and quality.
We also discuss the importance of understanding one's target audience and staying true to oneself in order to succeed in the retail industry.
Key Takeaways:
Authenticity and being true to oneself in business and life. Pivoting from an online crowdfunding platform to an omnichannel marketplace with physical stores to provide personalised shopping experiences. Entrepreneurship, self-discovery, and adapting to change in the retail industry. Using technology and human experience to grow a business during the pandemic.Branding, authenticity, and technology in the fashion industry.Links:
https://www.curated-crowd.com/
https://www.instagram.com/curatedcrowd/
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www.pinkleopard.co.uk
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In this episode, Adam & Vanessa discuss the importance of building an emotional connection with consumers for eCommerce brands. Our guest Vanessa Holfert, a brand consultant and coach, shares her journey from boutique marketing firms to co-founding the highly successful children's brand, Slumberkins. She highlights the significance of trust, relevancy, and authenticity in brand messaging and offers practical advice on creating emotional connections at each stage of the marketing funnel—from awareness to advocacy.
The conversation also touches upon the importance of community engagement and personalised customer experiences, offering valuable insights for businesses looking to deepen their relationship with their audience.
Key Takeaways:
Building a brand that emotionally connects with consumers. Entrepreneurship, marketing, and brand growth with a focus on Slumberkins, a children's brand. Marketing funnel, customer segmentation, and building trust through helpful content and prompt responses. Creating emotional connections with customers through marketing.Links:
https://www.vanessaholfert.com/
https://www.linkedin.com/in/vanessaholfert/
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www.pinkleopard.co.uk
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In this episode, our guest Kate Howard, founder of Monday Digital, delves into the critical aspects of crafting exceptional creative content, the significance of investment for enhancing brand visibility, and the importance of conversion rate optimisation (CRO) for e-commerce success.
Kate shares valuable advice on the power of visibility in scaling businesses and discusses her approach to performance marketing, emphasising the necessity of understanding the customer journey and optimising website conversion rates before initiating paid advertising.
We also explore the evolving landscape of digital advertising, highlighting trends in TikTok utilisation and the strategic importance of aligning ad content with current social trends to maximise engagement and scaling potential.
Key Takeaways:
The Power of Creative in Performance MarketingCustomising Creative for Different AudiencesBalancing Feeling and Data in Creative DecisionsPrioritising Conversion Rate OptimisationThe Right Time to Scale Your BusinessLeveraging TikTok for Organic Reach and EngagementLinks:
https://mondaydigital.com.au/
https://www.linkedin.com/in/kate-howard-/
https://www.instagram.com/helloitsmondaydigital/
www.pinkleopard.co.uk
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Want to learn how to leverage the power of user-generated content for your e-commerce business?
In this episode, our guest speaker Gingie McLeod, founder of fashion accessories brand SAINT CHIC, shares how UGC helped build her brand's recognition and community.
Tune in to get valuable insights on how to encourage customer sharing, how to build your community, and boost sales through authentic user content.
Key Takeaways:
The power of user-generated content in e-commerce.Leveraging user-generated content for business growth. UGC evolution and its impact on consumer behavior. User-generated content marketing strategies.Links:
Gingie Mcleod
Website: https://saintchic.com/
Instagram : https://www.instagram.com/omgingie/
www.pinkleopard.co.uk
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This episode focuses on the importance of a customer-first approach in e-commerce. Adam Smith interviews Amy Riordan, CEO of Sachin & Babi who shares valuable advice she received from her father on focusing on one's own path.
Amy emphasises the importance of putting customers at the heart of the business and leveraging feedback to continuously improve products and experiences.
The episode provides insights for businesses on how to grow through a genuine culture of feedback while staying true to their core identity.
Key Takeaways:
Customer-centric approach to fashion brand growth. Customer feedback and product development. Brand identity and customer satisfaction.Passion, gratitude, and digital marketing.Links
Amy Riordan
CEO of Sachin & Babi
https://www.linkedin.com/in/amyeriordan/
https://www.sachinandbabi.com/
www.pinkleopard.co.uk
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This episode talks about the importance of understanding the offline customer journey and how it impacts online marketing decisions. This includes understanding consumer behaviors, preferences, and the fact that only 5% of the target market is actively in buying mode at any given time.
It also highlights how marketing science and empirical data have revolutionised the field and should be used to drive brand growth in digital marketing through approaches like acquiring new light buyers. The need to balance traditional marketing methods, brand building, and data-driven digital marketing approaches like performance marketing based on the 60/40 rule.
Learn the importance of both marketing science and creativity, as the data helps de-risk decisions but creativity differentiates brands and messaging.
Key Takeaways:
Offline customer journey impacting online marketing decisions. Market research and its importance in digital marketing. Using data to drive brand growth in digital marketing. Marketing science and creativity.Links:
John Lyons
https://www.linkedin.com/in/johnpaullyons/
www.pinkleopard.co.uk
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In this episode, we are joined by the visionary entrepreneur Fiona Hepher as we explore the dynamic journey of creating a North American marketplace for alcohol-free wine and spirits.
From personal anecdotes to insightful business strategies, Fiona shares her experiences and the invaluable advice that has shaped her path in the industry.
Discover the power of community building, the impact of authenticity in marketing, and the essence of customer trust and agility in business operations.
Join us as we explore the nuances of entrepreneurship, marketing strategies, and the relentless pursuit of excellence in the realm of alcohol-free indulgence.
Key Takeaways:
Online and offline community-building strategies.Entrepreneurship, marketing, and demographics. Organic growth and retention marketing strategies for a subscription-based online marketplace. Building trust, customer service, and agility in a business.Links:
https://www.instagram.com/fionahepher/
www.pinkleopard.co.uk
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Our guests on this episode are Holly and Kalila, the co-founders of SheSpot, a first-of-its-kind sexual wellness platform for women.
We discuss the challenges they face with digital marketing restrictions from platforms like Meta, Instagram, and Google due to the sensitive nature of the product, which a lot of businesses face.
Holly and Kalila discuss workarounds such as focusing on email marketing, SEO, third-party reviews, and partnering with established brands like Sephora that do not have the same restrictions.
Their advice for others in restricted categories is to do research, learn from other's mistakes, focus on your own goals rather than compare to others, and continue challenging status quo’s in a safe manner.
Key Takeaways:
Overcoming digital marketing restrictions for sensitive product categories.Women's sexual wellness platforms and challenges faced in the industry. Navigating platform restrictions.Digital marketing challenges and strategies for small businesses.Links:
Website - https://shespot.co.uk/
LinkedIn - https://www.linkedin.com/company/shespotuk/
www.pinkleopard.co.uk
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Our guest on this episode is Sarah Fox, a brand marketing consultant and founder of Fox and Fox Agency.
Sarah offers fractional CMO services through her agency, providing strategic guidance and coaching to scale businesses.
When creating a marketing plan, Sarah advises starting with strategy - understanding the audience, competitors, and what attracts customers, then using this to inform key messages, campaigns, and tactics.
Sarah shared a successful Black Friday example where focusing on understanding customers rather than just discounts led to increased sales, sentiment, and returning customers.
Key Takeaways:
The benefits of hiring a fractional CMO.How to create a marketing plan.The difference between a strategy and a tactic.Customer-centric marketing strategies and campaigns.Involving stakeholders in business strategy.Links:
Sarah Fox
LinkedIn - https://www.linkedin.com/in/imsarahfox
Website - https://bemorefox.co
www.pinkleopard.co.uk
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In this episode, we're joined by Darcy Laceby, Co-founder of Absolute Collagen, an anti-aging supplement brand.
Darcy and her mother Maxine started Absolute Collagen after realising the benefits of collagen for their own well-being. The business has grown significantly and was named one of the fastest-growing companies in the UK.
In this episode, Darcy emphasises the importance of customer centricity and building a strong brand through community engagement.
Adam and Darcy also discuss challenges like explaining product benefits in a crowded market and prioritising growth opportunities
Key Takeaways:
Building a successful skincare brand through a customer-centric approach and marketing strategies. Business growth strategies and prioritisation.Customer nurturing and testing strategies for a skincare subscription brand. Starting an ecommerce store and managing a business. Ecommerce growth strategies.Entrepreneurship, marketing, and product development.Links:
Website - https://www.absolutecollagen.com
LinkedIn - https://www.linkedin.com/in/darcy-laceby-495432135
www.pinkleopard.co.uk
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In this episode, we're joined by Leo Martin, Co-director of Martin and Simpson, a specialist agency that helps businesses manage, optimise, and advertise on Amazon.
From leveraging the platform as a secondary sales channel to navigating PPC strategies to addressing challenges faced by new sellers, Martin shares a comprehensive overview of Amazon selling, marketing strategies, and the ever-changing landscape of e-commerce.
Join us as we explore success stories, practical tips, and the importance of staying updated on policies and trends to thrive in the competitive world of Amazon.
Key Takeaways:
Leveraging Amazon as a secondary sales channel for ecommerce businesses. Amazon selling strategies and AI trends.Amazon selling tips and trademark protection. Amazon marketing strategies and policy compliance. Digital marketing strategies for ecommerce businesses.Links:
Leo Martin
Website - https://www.martinandsimpson.co.uk/
LinkedIn -https://www.linkedin.com/in/leo-martin-2248091a1/
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www.pinkleopard.co.uk
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In this episode, we're joined by the CEO of an eCommerce agency called Blend Commerce, Adam Pearce.
We discuss the strategic selection of an eCommerce agency and stress the importance of thorough preparation and identifying specific problems before engaging an agency. Insights include the need to invest in agencies early for small businesses, caution against seeking merely "cost-effective" solutions, and the emphasis on finding the right fit.
The conversation also covers expectations for discovery calls, red flags in agency-client relationships, and criteria for evaluating proposals. Key themes include transparency, collaboration, and the crucial role of trust in the first three months of an agency-client relationship.
Key Takeaways:
Choosing an eCommerce agency and when to bring them on board. Working with an eCommerce agency for small businesses.Agency selection and expectations for discovery calls. Red flags in agency-client relationships. Evaluating proposals and working with agencies.Links:
Adam Pearce
Website - https://blendcommerce.com/blogs/team/adam-pearce-ceo
LinkedIn - https://www.linkedin.com/in/shopifyexpertadampearce/
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www.pinkleopard.co.uk
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This podcast episode features the entrepreneurial journey of Cool Crutches, a business specialising in comfortable walking aids. It discusses challenges, resilience, and problem-solving in business. The narrative covers the growth from 100 to 1000 orders through strategic digital marketing, emphasising the importance of understanding business priorities.
They also touch on e-commerce growth, branding, and the challenges of finding the right agency. The content concludes with insights into new product launches, including kids crutches!
Key Takeaways:
Problem-solving and resilience in business.Growing a business from 100 to 1000 orders through digital marketing. Digital marketing strategies for small businesses. Entrepreneurship, marketing strategies, and customer service. PR strategies and agency collaboration.E-commerce growth and branding strategies.Links:
Amelia
Website - https://www.coolcrutches.com/
Facebook - https://www.facebook.com/cool.crutches/
www.pinkleopard.co.uk
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In this episode, we're joined by marketing attribution expert, Jill Quick. Jill is an Analytics consultant and trainer at the Coloring in Department.
Jill provides an overview of how e-commerce tracking works in GA and emphasises the importance of setting up tracking properly before analysing attribution.
We discuss different attribution models in GA and how attribution can be used differently depending on a business's goals and maturity level.
Key Takeaways:
E-commerce tracking and attribution in Google Analytics Data analysis and attribution modeling in digital marketing Google Analytics attribution modeling and data collection Data attribution models in digital marketing Marketing metrics and reporting for executivesAnalysing website data for business growth Using Google Analytics to understand customer journeyUsing Google Analytics to understand customer behaviourUsing analytics for competitive advantage in digital marketingLinks:
Jill Quick
Website - https://www.thecoloringindepartment.com/
LinkedIn - https://www.linkedin.com/in/jillquick01/
www.pinkleopard.co.uk
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In this episode, we're joined by Josh Roche, the founder and CEO of Bulla Co - a Gen Z influencer agency.
Josh discusses tips for e-commerce brands to target Gen Z audiences, including using TikTok as a major platform and building communities of engaged followers.
One successful campaign Josh mentioned working with was for H&M Group, generating over 30,000 clicks to a landing page from around 10 pieces of content.
Key Takeaways:
Influencer marketing and reaching Gen Z through TikTok and Pinterest TikTok's e-commerce potential and how brands can benefit Influencer marketing for e-commerce brands Influencer marketing strategies and best practicesLinks:
Joshua Roche - Founder & CEO at Bulla Co | The Gen Z Influencer Agency
LinkedIn - https://www.linkedin.com/in/joshuaroche/
www.pinkleopard.co.uk
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In this episode, we're joined by Rebecca Hilliard, an eCommerce customer retention management consultant who has over 11 years of experience in this space.
She now consults for premium direct-to-consumer brands, helping them understand customer data and leverage it to create strategies for customer retention.
We discuss the reasons why customers stop shopping with brands, the importance of understanding customer data and feedback to improve retention, identifying lapsed customers and the most effective win-back campaigns.
Key Takeaways:
Why customers stop shopping with brands in the first placeThe importance of a win-back campaignWhich channels are the most vital for ensuring customer retentionThe most effective incentives for winning back lapsed customersThe importance of tracking and analysing the dataLinks:
Rebecca Hilliard
Website - https://www.rebeccahilliard.co.uk/
LinkedIn - https://www.linkedin.com/in/rebecca-hilliard/
www.pinkleopard.co.uk
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5X Your Business using the power of referral marketing!
Are you ready to take your eCom business to the next level?
Referral marketing can be a game-changer, and here's why: Imagine if all your customers referred your business to 5 of their friends. The impact on your growth would be incredible. 🔥
Join us as we dive deep into the world of referral marketing with our special guest, Jason Hulott from Speedie Consulting. Learn how to utilise your existing customer base to expand without relying on costly paid ads. 💰
Key Takeaways:
How referral marketing sets itself apart from affiliate marketing.The undeniable benefits of starting a referral program.Acquiring new customers more cost-effectively, without spending a fortune on ads.Strategies to 5X your business using referral marketing.Unlocking the potential of referral marketing on a shoestring budget, without the need for expensive software.Practical steps to get started with referral marketing.Discovering the most effective discounts and rewards to drive referrals.Links:
Jason Hulott
Website - https://speedieconsulting.co.uk/
Facebook - https://www.facebook.com/jason.hulott/
www.pinkleopard.co.uk
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We delve into the dynamic world of Brand vs performance marketing.
James Bagan, a brand strategist at McCann, shares invaluable advice and personal experiences that have shaped his marketing journey. From understanding the essence of brand marketing to the pivotal role it plays in performance marketing,
In this episode, we explore the delicate balance between these two facets of success in the marketing realm.
Join us as we unravel the intricacies of brand vs performance marketing, how both elements work together, allocating marketing budgets effectively, and the enduring importance of branding in an ever-evolving digital landscape.
Key Takeaways:
The differences between brand and performance marketingThe relationship between brand and performance marketingBalancing investment 60:40 theoryThe theory of splitting your marketing budgetThe importance of branding and performance marketing working togetherBrand-building strategies for digital displayLinks:
James Bagan
LinkedIn - https://www.linkedin.com/in/james-bagan-mipa-18282015b/
www.pinkleopard.co.uk
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