Marketing Meanders: The Marketing Podcast for Marketers and Small Business Owners Sam Birkett and Sally Green

We're excited to make our return after a lengthy hiatus! We've been busy with various personal and professional commitments over the last few months, but we're back with a dive on the topic of why businesses might choose to work with marketing agencies. In Part One, we'll cover the symptm,s for why your business might actually need an agency, such as lack of time, the need for specialised skills, and the desire to scale marketing efforts efficiently. Then we look at the value that marketing agencies bring, such as expertise in specific areas, the potential to save time for the in-house team, and the strategic advantage they can offer. Finally, we start to set out the importance of briefing marketing agencies properly and setting clear expectations for a successful partnership. Enjoy!

It's a pub in a provincial town, 5:55pm. Two middle-aged professional looking types nurse a couple of drinks, small talking about nothing in particular. Suddenly, one of them clicks their finger and stares intently at the other. 'Hang on. I've got a great idea for a business!'
This is the start of a mini series of Marketing Meanders, but it has no name, yet. That's the point really, we are developing a proposition from scratch, and it doesn't need a name yet. 
We're working through an example of setting up a business, or a project from start to finish, and from multiple perspectives. We hope it will prove enlightening and provide a host of useful points to consider, whether you're setting up on your own, or needing to review your proposition and whole marketing setup.
We'll be joined on this merry meandering mini series by a host of experts to provide their insights, from market research, brand development, digital marketing, copy-writing and sales. Why not come along for the ride, ask your questions, or even come on and contribute? Connect with us on LinkedIn to take part: Sally's LinkedIn Sam's LinkedIn
We'd love to hear your thoughts and experiences, so please share! Tweet us at @meanderspod, message us on Facebook, or email meanderspod@gmail.com

Connect with Sam on LinkedIn.
Timestamps
Starting a Business Proposal [00:00:05] Discussion about the importance of starting a business proposal and the plan to cover various aspects of setting up a new business or proposition.
The Wrong Place to Start: Naming the Business [00:01:07] Exploration of why starting with naming a business is the wrong approach and can waste time.
The Importance of the Offer [00:03:21] Emphasis on the need to clearly define the offer to potential customers and focus on what pain point the business proposal will address.
The importance of a clear offer for SEO [00:09:53] The speakers discuss how having a clear offer and uniqueness in your business proposition can improve SEO rankings.
Testing and researching the proposition [00:10:22] They talk about the importance of testing and researching the proposition to ensure it survives scrutiny and market research.
Caring about the business and customers [00:11:43] The speakers emphasize the need for genuine care and passion for the business and customers, as it drives motivation and success.
The beginning of a proposal [00:20:13] Discussion about the importance of starting a proposal and the challenges of having an idea.
Filtering the concept [00:20:37] Exploring the process of filtering the concept, considering simplicity, market fit, customer needs, and competition.
Scaling and long-term goals [00:23:10] Considering the scalability of the proposal, whether it will remain a side hustle or grow into a larger venture.
The importance of starting with a clear proposal [00:28:00] Discussion on why it's essential to begin a business proposal with a clear offer and target audience.
Evaluating the proposal and seeking feedback [00:28:39] Exploration of the need to stand back, seek feedback from potential customers and others, and assess if the proposal holds up to scrutiny.
Avoiding the risk of wasting money on a flawed idea [00:29:11] Highlighting the potential consequences of investing in an idea without thoroughly evaluating it, and the importance of a well-constructed proposal to avoid financial losses.
We'd love to hear your thoughts and experiences, so please share! Tweet us at @meanderspod, message us on Facebook, or email meanderspod@gmail.com
Marketing Meanders is hosted by Sally Green, Partner at YMS and Senior Marketing Consultant, and Sam Birkett, founder of Amiable Marketing and Specialist Marketing Consultant.
Sally Green:
I am an experienced marketing consultant who loves helping people plan and implement successful strategies, creating campaigns that both strengthen the brand impact and increase revenue streams.
Working with me will give you a proper understanding of what does and doesn’t nee

In this Mini Meander, Sam shares his experience with email marketing and discusses its effectiveness. He recounts receiving a mis-targeted chaser email that had a slightly terse tone, which made him question the negative effects of mass email campaigns on brand reputation. Sam advocates for a more targeted approach, comparing it to networking events where personalisation and value are key. He also discusses the potential benefits and drawbacks of using AI and sophisticated learning algorithms for marketing purposes. Sam invites listeners to share their thoughts and experiences with targeted marketing campaigns and business development strategies. The episode concludes with a preview of the upcoming mini-series on proposition development and starting a new business.
Timestamps
The Problem with Mass Email Campaigns [00:02:08]The Importance of Targeted Marketing [00:05:42]Diminishing Returns of Mass Email Campaigns [00:07:52]The importance of providing value and being transparent [00:08:48]The challenges of targeting the right audience [00:09:58]The impact of approach and tone in marketing [00:11:02]
We'd love to hear your thoughts and experiences, so please share! Tweet us at @meanderspod, message us on Facebook, or email meanderspod@gmail.com
Marketing Meanders is hosted by Sally Green, Partner at YMS and Senior Marketing Consultant, and Sam Birkett, founder of Amiable Marketing and Specialist Marketing Consultant.
Sally Green:
I am an experienced marketing consultant who loves helping people plan and implement successful strategies, creating campaigns that both strengthen the brand impact and increase revenue streams.
Working with me will give you a proper understanding of what does and doesn’t need to be done, how you can measure your success and how to get the best return on the effort you put into your marketing. Working with both large organisations and SMEs, I will help you set achievable goals, create a strategy and develop sustainable marketing plans that will show positive returns on your marketing effort.
Connect with Sally on LinkedIn.Sam Birkett:
I specialise in higher and executive education marketing strategy, and operational and tactical support. Specialisms include LinkedIn lead generation and conversion campaigns, Persona and Proposition development, Content strategy, Webinar, Interview, Podcast and Video creation.
My consultancy works with institutions and organisations both in the UK and internationally, and over the last 16 years, I've been fortunate enough to work for world-leading organisations.
Connect with Sam on LinkedIn.

We dive into part two of our discussion on tone of voice. This time we explore the impact of artificial intelligence (AI) on tone of voice, emphasising the need for clear instructions to ensure desired outcomes. Sally shares her experience as a former marketing director, focussing on the importance of tailoring messaging to maintain a strong relationship with the audience.
TimestampsAI and Tone of Voice [00:00:59] Monitoring Audience Tone of Voice [00:05:19] 
Customer Tone of Voice and Referrals [00:08:30]The importance of audience and brand identity [00:09:26]
The impact of brand refresh on tone of voice [00:10:17]
The evolution of tone of voice in newspapers [00:15:44]
Teachers' tone of voice [00:19:30]
Company's tone of voice [00:20:57]
Challenging conventions in tone of voice [00:26:35]
The importance of tone of voice in energy company marketing [00:28:17]
We'd love to hear your thoughts and experiences, so please share! Tweet us at @meanderspod, message us on Facebook, or email meanderspod@gmail.com
Marketing Meanders is hosted by Sally Green, Partner at YMS and Senior Marketing Consultant, and Sam Birkett, founder of Amiable Marketing and Specialist Marketing Consultant.
Sally Green:
I am an experienced marketing consultant who loves helping people plan and implement successful strategies, creating campaigns that both strengthen the brand impact and increase revenue streams.
Working with me will give you a proper understanding of what does and doesn’t need to be done, how you can measure your success and how to get the best return on the effort you put into your marketing. Working with both large organisations and SMEs, I will help you set achievable goals, create a strategy and develop sustainable marketing plans that will show positive returns on your marketing effort.
Connect with Sally on LinkedIn.Sam Birkett:
I specialise in higher and executive education marketing strategy, and operational and tactical support. Specialisms include LinkedIn lead generation and conversion campaigns, Persona and Proposition development, Content strategy, Webinar, Interview, Podcast and Video creation.
My consultancy works with institutions and organisations both in the UK and internationally, and over the last 16 years, I've been fortunate enough to work for world-leading organisations.
Connect with Sam on LinkedIn.

In this episode, Sally and Sam discuss the importance of tone of voice in branding and marketing. They emphasise the need for a consistent and appropriate tone of voice that resonates with the target audience. They share their experiences and challenges in finding the right tone of voice, especially when marketing to different segments. They also discuss the impact of tone of voice on various communication channels and the importance of maintaining authenticity.

The importance of tone of voice [00:00:13]
Appropriate tone of voice for target audience [00:01:25]
Challenges of finding and maintaining a consistent tone of voice [00:04:55]
The Importance of Tone of Voice [00:08:58]The Example of Burberry [00:09:14]Challenges of Maintaining a Consistent Tone of Voice [00:10:08]
The importance of matching tone of voice with the target audience [00:18:15]
Breaking the tone of voice occasionally [00:19:07]Having different tones of voice for different platforms [00:21:48]The importance of testing, learning, and monitoring [00:26:14]
Balancing factual content and brand personality [00:27:00]Different tones of voice for different products [00:27:57]


We'd love to hear your thoughts and experiences, so please share! Tweet us at @meanderspod, message us on Facebook, or email meanderspod@gmail.com
Marketing Meanders is hosted by Sally Green, Partner at YMS and Senior Marketing Consultant, and Sam Birkett, founder of Amiable Marketing and Specialist Marketing Consultant.
Sally Green:
I am an experienced marketing consultant who loves helping people plan and implement successful strategies, creating campaigns that both strengthen the brand impact and increase revenue streams.
Working with me will give you a proper understanding of what does and doesn’t need to be done, how you can measure your success and how to get the best return on the effort you put into your marketing. Working with both large organisations and SMEs, I will help you set achievable goals, create a strategy and develop sustainable marketing plans that will show positive returns on your marketing effort.
Connect with Sally on LinkedIn.Sam Birkett:
I specialise in higher and executive education marketing strategy, and operational and tactical support. Specialisms include LinkedIn lead generation and conversion campaigns, Persona and Proposition development, Content strategy, Webinar, Interview, Podcast and Video creation.
My consultancy works with institutions and organisations both in the UK and internationally, and over the last 16 years, I've been fortunate enough to work for world-leading organisations.
Connect with Sam on LinkedIn.

This time, Sally and Sam discuss the impact of AI on copywriting and the need for marketers to upskill themselves beyond their specialism. They also stress the importance of communication, collaboration, and a generalist understanding of all aspects of marketing. They explore the need for balance and experimentation in marketing, while also being mindful of the resources and time available. So, perhaps marketers need to take a deep breath, evaluate their strategies, and make adjustments as needed to achieve success.

AI in Copywriting [00:00:24] 
Marketing Generalist [00:02:06] 
Alignment between Sales and Marketing [00:05:36] 
The Importance of Open Culture [00:09:37] 
Managing Feedback [00:08:12] Tips on how to manage feedback from different departments and how to filter and prioritize them.
Balancing Specialism and Generalist Understanding [00:07:06] 
Over-egging the pudding [00:14:11]
Importance of analytics [00:17:20]Trying something new [00:19:34]
Take stock of your marketing [00:23:35]
Exploring old marketing techniques [00:22:00]
Challenges of digital communication [00:20:14]

We'd love to hear your thoughts and experiences, so please share! Tweet us at @meanderspod, message us on Facebook, or email meanderspod@gmail.comMarketing Meanders is hosted by Sally Green, Partner at YMS and Senior Marketing Consultant, and Sam Birkett, founder of Amiable Marketing and Specialist Marketing Consultant.
Sally Green:
I am an experienced marketing consultant who loves helping people plan and implement successful strategies, creating campaigns that both strengthen the brand impact and increase revenue streams.
Working with me will give you a proper understanding of what does and doesn’t need to be done, how you can measure your success and how to get the best return on the effort you put into your marketing. Working with both large organisations and SMEs, I will help you set achievable goals, create a strategy and develop sustainable marketing plans that will show positive returns on your marketing effort.
Connect with Sally on LinkedIn.Sam Birkett:
I specialise in higher and executive education marketing strategy, and operational and tactical support. Specialisms include LinkedIn lead generation and conversion campaigns, Persona and Proposition development, Content strategy, Webinar, Interview, Podcast and Video creation.
My consultancy works with institutions and organisations both in the UK and internationally, and over the last 16 years, I've been fortunate enough to work for world-leading organisations.
Connect with Sam on LinkedIn.